UNIQLO Is Looking For A "Basic Fund" With A Selling Point.

More "basic funds" are being sought.

According to the world clothing and shoe net, UNIQLO launched a gradual change in Losangeles's cowboy innovation center in the latest spring summer series of 2018.

The Paris R & D center, led by Christophe Lemaire, has brought richer and brighter colors to the new Uniqlo U series, and the French supermodel.

The cooperation of IN S DE LA FRESSANGE has welcomed the ninth season, the first pajamas product has been launched, and the new series of UT series can also see more cooperative products with regional characteristics, such as the first cooperation with Nordic brand Marimekko.

Cooperation between UNIQLO and Marimekko

From color, material, edition and collocation, UNIQLO is a bit different from what it used to be.

But the most important thing is to give a reason to let consumers remember it.

Wu Pinhui, CMO of Greater China in UNIQLO, said, "we hope to break this so-called basic and designer boundaries."

At this stage, the product strategy of uniqo is the extension of the details on the basis of the original products, such as the further use of 3D stereoscopic cutting, the more and more feminine version of the version, and the integration of scientific and technological fabrics with more products.

The use of colors has added fashionable colors to the fashion season. In the new U series, you can see yellow, blue, green and so on. These colors are more saturated and are more difficult for ordinary consumers to control.

In addition, UNIQLO's "personalization" is also reflected in the semi custom service launched in Japan and the United States last year, and this service will be promoted globally.

In the cultural and creative section represented by UT, UNIQLO will join the social and cultural hotspots in due course.

Designers who work with designers will work together with designers like Jil Sander, Christophe Lemaire and High Fashion to collaborate with more designers who represent regional culture, such as the printing of Marimekko this year, and last year's JW Anderson Anderson flannel lattice.

Compared with other clothing brands that started selling "lifestyle", UNIQLO is still not doing much outside its main business.

Wu Pinhui said in an interview that UNIQLO is committed to enhancing public awareness of the value and fashion of UNIQLO. Besides, upgrading the offline and online service experience is another focus of UNIQLO.

Experience includes attracting consumers to further understand the product characteristics of UNIQLO.

Last year, the "smart buyer" big screen launched by UNIQLO in 100 stores in China is a new attempt. It also plans to introduce RFID electronic tags into the world's 3000 stores, including UNIQLO and GU, which will greatly enhance the efficiency of salesmen.

"Smart buyer" big screen

XXX group has introduced the RFID tag GU store in nearly half of Japan (about 176) to take the lead in the pilot implementation of self-service checkout.

Last week, UNIQLO's latest report showed that UNIQLO's sales in overseas markets surged 31.4% last year for the first time in excess of the local market.

Besides China, the performance of overseas markets is improving. UNIQLO has turned its attention to the European market after losing profits in the US market.

Currently, UNIQLO has 68 stores in the UK (11), France (22), Russia (25), Germany (5), Belgium (3), Spain (2), 6 European countries.

Marketing strategies for UNIQLO vary according to different markets.

In the relatively mature Chinese market, maintaining sustainable scale and competitiveness is the survival rule of UNIQLO.

Wu Pinhui, CMO, said retail outlets were still seen as the foundation for development in China.

"Doing new things in China may make you big news, but not necessarily long term survival."

In its previous plan, UNIQLO said it will open 1000 stores in China in 2020, and 77 new businesses last year, and the store plans nearly 60%.

This means that UNIQLO needs to open new stores at the rate of almost 100 per cent per year, half of which will sink to the three or four tier cities, and how to find suitable shops and make sure that they can make money and become the challenges they face.

According to Wu Pinhui, whether the richness of products can be embodied is the basis of choosing shops, so the most basic standard for opening shops is 1000 square meters.

In the emerging overseas markets, opening stores directly is the way for UNIQLO to open up the market. By leveraging the brand of local culture, it can further expand its popularity.

For example, in the United States, UNIQLO chose to cooperate with the New York Museum of contemporary art MoMA to launch the SPRZ NY (Surprise New York) series. Last year, it released the classic design inspired by the famous American furniture designer couple Eames.

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