Another Joint Series Of UNIQLO And Alexander Wang Will Be On Sale Soon.

Since last November, after co operating with Alexander Wang in Heattech series of underwear, UNIQLO's website has once again seen the sale of Alexander Wang joint dress.

The uniqo official website showed the start of the sale of uniqo and Alexander Wang AIRism series of uniqo and Alexander Wang by the start of the uniqo flagship store and the designated entity store at zero.

Among them, AIRism fabric is a breathable fabric developed by UNIQLO.

Brand joint marketing

In recent years, fast fashion clothing has occupied an increasing share in the market. The fast updating of clothing styles makes the fast fashion brand fit with the accelerated pace of life of modern people.

As a giant in fast fashion industry, UNIQLO is facing more and more fast fashion brands, and its competitive pressure is not small.

Fast fashion brands need to constantly update their clothing styles to attract consumers' eyes. In fashion design, they must also maintain more brand clothing styles.

The joint marketing not only solves the problem of clothing innovation to some extent, but also can create topics and attract consumers' attention.

This is also a win-win situation for both sides of the cooperation.

However, if the joint name can not catch the attention of consumers, it may not be able to achieve the desired effect.

Nowadays, the fashion market attracts consumers through joint names.

In addition to the joint name of clothing brand and designer, cross-border joint names are also common.

Last winter, Wang Tsai and Lao Ma Ma landed in the field of clothing. They also earned enough attention through joint names.

It can be seen that the joint name of consumers has become the norm.

UNIQLO's joint strategy

Although joint name is only a marketing tool, it will achieve an unexpected effect if applied properly.

UNIQLO has gained quite a lot on the joint road. After the cooperation with Alexander Wang last year, another joint AIRism series of UNIQLO and Alexander Wang is also on sale.

This frequent joint partnership has also been attempted by UNIQLO over the past few years.

In 2007, UNIQLO began collaborated with designers.

The cooperation with Alexander Wang began in 2008.

From 2009 to 2011, UNIQLO co operated with Jil Sander, which lasted for 5 seasons. In 2014 and 2015, it was named "Best of+J" to re sell some of its products.

In 2011, UNDERCOVER launched a series of "UU" including men's wear, women's wear and children's wear.

In 2012, it also launched the autumn and winter section of the T Down series with Theory founder Andrew Rosen.

In 2013, UNIQLO co operated with the New York Museum of modern art (MoMA) to sponsor free admission every Friday night.

In 2016, the UT cooperation series jointly launched by UNIQLO and Kaws, a street artist in New York, was listed in China.

In 2017, UNIQLO launched a new joint series with well-known British fashion brand JW ANDERSON.

In 2018, UNIQLO UT again worked with Murakami Takashi (Takashi Murakami). The theme of the series was Doraemon, including a variety of printed T-Shirt, Doraemon doll and other single products.

UNIQLO's joint strategy in recent years has been uninterrupted, and its results in the past 18 years have been affirmed in many aspects.

Join hands with Alexander Wang again

Following the previous Heattech underwear series cooperation, UNIQLO and Alexander Wang also used AIRism fabrics to continue to explore more possibilities of clothing.

The joint name mainly emphasizes the comfort of wearing, mainly in black, white, light pink and light blue.

Unlike the underwear series of the last joint Heattech fabric series, this time there are styles of men's and women's wear besides underwear.

In the official website of UNIQLO, we can see the introduction of this joint fund. "Underwear uses quick dry blended cotton fabric and seamless design to bring delicate skin touch."

The new AIRism fabric helps to release heat and sweat, and it is suitable for two times.

The clothing brand has brought more dressing experience to us in its constant attempts and innovations. UNIQLO has also been able to get rid of the basic impression of its clothing through constant joint efforts.

And the root of all this is the consumer. How to cater to the needs of consumers is the brand that needs to be considered.

UNIQLO has been able to achieve better development in the fast fashion industry. Its brand positioning and consumer market demand should occupy a very important factor.

Author: Li Yuanyuan