A T-Shirt Saved The Sale Of UNIQLO Shopping Bags.

Since then, T-shirts have become an important carrier of popular culture because they are cheap and comfortable, and lots of space can be customized. People like to print various designs on T-shirts to express themselves.

4 the hot sale of Jump joint UT sold at the end of the month was heard.

A lot of style lines are sold out instantly, and even stampede on line.

These printed T-shirts are not limited products. In a short time, they are hard to find.

Even shopping bags for packaging have also seen a phenomenon of increased sales.

Nowadays, UNIQLO's UT has ten series every year, thousands of pieces.

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With its own size, the UT series is fully capable of independent operation as a new brand.

A simple printed T-shirt can achieve such a scale, which is inseparable from the positioning of the T-shirt at the beginning.

The history of T-shirts can be traced back to the first World War: compared with the wool and cotton of the US Army.

European soldiers are comfortable and comfortable in cotton underwear. They are favored by US soldiers because their shape is called T-shirt.

By the Second World War, T-shirts had been called the standard equipment of the US Army.

However, the acceptance of this kind of clothes is not high enough, and T-shirts are just the underwear needed for the manual workers to work.

After the war, soldiers came back to the society and began to wear T-shirts. James Dean's T-shirt modeling in the movie "no cause rebellion" (1955) attracted the attention of young people and became the basic costume of young people and rock fans.

Since then, T-shirts have become an important carrier of popular culture because they are cheap and comfortable, and lots of space can be customized. People like to print various designs on T-shirts to express themselves.

The first impression of UT today is the clothing designed jointly with various brands. The wide range of styles and business cooperation helped UNIQLO set up the brand image of UT. The cooperative company is also willing to cooperate with UNIQLO to make T-shirts.

From the theme of UT in UNIQLO in 2018, we can find that UT covers a very wide range of subjects.

From JUMP50 year old, Blizzard, North Zhai LAN, ramen and Sanderson this kind of uncommon cooperation, to Disney, man Wei, Lego and long-term cooperation with UNIQLO manufacturers - and even piggy page.

The cultural symbols covered include many fields of eastern and western, popular and traditional.

Compared with the younger position, the earliest UNIQLO had nothing to do with the trend.

Even in the hearts of young people in big cities, there has been a "brand" of "soil" for a long time.

It was not until 98 years ago that the brand image of flagship store in Harajuku, Tokyo was eased.

After the rapid expansion in 2002, it brought about a sharp decline in performance.

In order to get out of the predicament, UNIQLO adopted many strategies. UT was born at this time.

However, at that time, UT did not have such a wide cooperation culture T-shirt as it is today. Most of the printed T-shirts are ordinary cartoon designs plus UNIQLO's own logo.

At that time, the person in charge believed that the cost of T-shirts could be lowered sufficiently by making perfect raw material selection, printing and distribution supply chain.

Under the background of "basic price parity", the neglect of printing patterns makes UT look cheap and has no desire to buy.

In 2006, the company invited the famous Japanese designer Misaki Sato and the visual design under the brand of UNIQLO.

The designer's most famous creation is the "super finishing technique", which is regarded as the "Bible" by many Japanese designers.

Misaki Sato and he also acted as the overall image plan of the combination of "SMAP", which was composed of Takuya Kimura and other popular idol.

Arranged all the album cover designs of SMAP, including planning and publicity, display design of SMAP SHOP stores, SMAP concert LOGO and related visual aids design, and even cooperate with SMAP T-shirts, books and so on.

In communication, Misaki Sato thinks that the biggest feature of T-shirt is comfort and freedom compared with other kinds of clothing. Creators can display their creativity on clothes and create personalized patterns. T-shirts have become the carriers of consumers' self-expression.

So UT sells not only the T - shirt itself, but the cultural symbols on the stamp.

Today's UNIQLO UT seems to be a shrine of cultural symbols.

This coincides with the cultural orientation of the T-shirt when it first became popular, simple and efficient.

Coupled with the extremely low cost of UNIQLO's supply chain, this has become a fashion that everyone can easily access to.

Misaki Sato Cox and a UT concept store opened in Tokyo's trend land Harajuku, selling UT in pparent cans.

The slogan of "More than just a T-Shirt" has been played. I hope that the meaning of UT is not confined to a T-shirt.

Since then, UNIQLO began working with companies and designers in various fields such as animation, film, video, game, food and so on to create T-shirts belonging to various cultures.

Even in today's popular words such as "cross boundary" and "joint name", cooperation on this scale is not common.

Sell UT in pparent canned goods.

Cooperation is not limited to young pop culture. Because Japan has always admired the spirit of artisans, when UT is combined with these symbols, it will form a retro tidal flu, linking the UT brand with the spirit of craftsmen.

As a new brand with only a few years of birth, with the help of this "salute classic" cooperation, it is easy to get consumers' recognition of the connotation and greatly increase their goodwill.

This revival of cooperation has continued to this day.

In western countries, UNIQLO chose to cooperate with New York modern museum to sponsor visitors to visit venues free of charge, and actively cooperate with modern artists to launch UT.

In this way, the brand image can be molded in the Western mind to develop the market which has always been blocked.

Between grass and weeds * UT Cooperation Fund

However, such a wide range of cooperation is bound to fall into a new dilemma: now UT has become a cultural shirt that directly signs other brands to their clothes.

UT needs to find a new breakthrough point.

NIGO:THE NEW MODEL T

In 2014, NIGO, the founder of street culture in Japan, founded BAPE, and joined UNIQLO as the creative director of UT.

Speaking of BAPE, it was just a good design for young people to pass word of mouth.

Takuya Kimura, a popular young actress in Japan, was exposed in advertisements after wearing a Bape T-shirt. After that, he was sought after by a variety of entertainers, so that Bape quickly spread to Japan in a short time.

At this point, the designer showed his amazing marketing talent.

Selling exquisite and limited original T-shirts, their low-key and unique brand atmosphere makes it difficult for their clothes to buy, forming a topic that leads NIGO to have access to all kinds of trend masters and accumulate rare connections.

NIGO

After taking office, NIGO immediately sought out cooperation with designer KAWS who had known him for many years.

The process was more successful than he thought, and the other side readily agreed to the proposal for cooperation.

In this way, the small brands representing the trend and the popular brands representing the basic funds have started an unprecedented cooperation.

At the same time, the mature production and supply chain of UNIQLO surprised KAWS. The material and technological problems before it were perfectly solved under the commercial scale of UNIQLO.

The I am other series UT, which is working with hip-hop music producer Pharrell Williams, is also very successful, and more people are aware of the creation of Pharrell Williams.

The sale of cooperative UT was unexpectedly hot, and almost all online and offline sold out instantly. Many stores appeared queuing up under the line.

They succeeded in finding a balance between "fashion art creation" and "scale".

The topic effect brought by UT is not available in the past.

In the same year, the continuation of Lao Lu's LINE expression cooperation, sales were also very popular.

2014 can be regarded as the rebirth year of UT.

After that, we often see UNIQLO frequent cooperation with designers or tide cards.

In the old fashioned Mickey Mouse style, we can see this trend design.

NIGO calls them "new era T-shirts".

On the mainland, the UT culture exhibition was held in the north, and the concept of new UT was pmitted to the outside world.

At the same time, in order to ensure that creativity and design are not specific, NIGO is also actively organizing the "design contest" on the other hand, giving the design and voting to the audience.

We can see even more different designs.

While keeping such a fever, more users will be involved in the UT culture.

In order to enhance the user's sense of participation, UNIQLO even launched its own UT custom service in Japan: "UTme!"

Users only need to download the phone APP to customize the unique UT.

Users can create different effects such as rendering and mosaic through graffiti, selecting images, and then throwing mobile phones.

You can choose to share with your friends, or you can pay 1990 yen (120RMB) to make this T-shirt.

This ingenious way is full of social topics, which can fully mobilize users' interest in UT and allow consumers to participate in the creation, and the price is very cheap.

New directions bring new problems, because UNIQLO is sold in 14 countries and regions around the world. UT's style design needs to be more careful, taking into account the acceptance of multi-ethnic culture.

NIGO customers are no longer young people who like to tide over their cards. Exaggerated street signs used to be redesigned.

Plus a lot of cooperation every year, on average, we have to design three or four pieces of UT every day, and NIGO has said that he is very busy every day.

From cultural brand cooperation to fashion to pformation, plus design competition and customization.

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The UT series has been born for 15 years, and although UT is still being criticized for its "homogeneous design" and "general quality of clothes", the task of remodeling the brand of UNIQLO will be more and more.

In the case of Limited sales growth of UNIQLO's "basic fund", the existence of UT is more essential.