UNIQLO Hopes To Restart The "Exploding Machine", Aiming At The Sun Protection Clothes This Time.

About two months ago, an interview with Ryui Masa in the economist described a detail: when asked about what the direction of UNIQLO's vision is, Liu Qi was drawing a booklet from the shelf, the British popular clothing retailer Next, as early as in the autumn and winter catalogue of 1987, he said that all the clothes in it were so classic that they did not wear out today.

Well, unlike fast fashion players such as Zara and H&M, they tend to follow the trend of fashion. Now that we recall from the turn of the century, UNIQLO evolved into a high-powered "explosive machine": HEATTECH, AIRism, ULD down jacket, Dry-EX, BLOCKTECH...

When Zara and H&M are still in the tactics of Yi Hai, UNIQLO has been trying to define the general knowledge of clothing through technology.

In fact, even in recent years, the brand concept of "LifeWear" has gradually entered the hearts of the people. Various joint IP and cooperative funds have often been empty.

However, every new season, people will still suddenly find out when they shop, UNIQLO is still working tirelessly to fulfill the duty of a tagged "technology company".

For example, before the summer comes, UNIQLO hopes to restart the "exploding machine".

This season, they aimed at sunscreen clothes and launched many sunscreen products at a stretch.

In a sense, these products that are visually different from casual clothes, but differ from most of the sun protection clothing on the market, also confirm an important commercial theory in the affluent era: in any competitive business field, whether clothing, digital, household appliances or anything else, grafting technology and design freely, and superposing a brand proposition related to personal freedom on the top of the product may be the only way to stand out from the market.

One

But the question is: Why did UNIQLO choose sunscreen clothes?

This should be started from the general knowledge of science.

As we all know, proper exposure to the sun is good, such as the synthesis of vitamin D, good for bones and muscles, but also for enhancing immunity.

Just recently, a cover article published by New Scientist reiterated: how long each person is basking in the sun and how to bask in it is knowledge.

For example, the vitamin D that the human body synthesizes vitamin UVB needs is the UVB, its penetration power is weak, part of it is absorbed by the ozone layer, wants to rely on the sun synthesis D, must pick the day the strongest ultraviolet ray time, namely 10 a.m. to 2 p.m.

In addition, people of different latitudes and different skin colors should have different drying hours. For example, we are yellow people. Most cities in China are in the middle latitude, so each person probably needs 2 or 8 minutes of sun drying.

This is, of course, not a completely universal conclusion, especially for individuals, which will be interfered by other variables (such as skin exposure area, sex age, air pollution level, etc.), but it means at least that most people need to protect themselves from sunscreen.

The world is no exception. As far as I know, there is even a sunscreen song in Australia. Many children have to learn when they enter kindergarten. There are a lot of lyrics in the song: "slip, slop, slap, wrap". Translated into Chinese is a set of sunscreen four Trilogy: "put on sunscreen clothes, apply sunscreen, buckle sunshade cap and wear sunglasses."

So how to prevent sunscreen? The answer is floating in the song. The first of the four episodes is "put on sunscreen clothes". "New Scientist" also says in the article: using clothes to cover the skin is the best way to prevent sunscreen. It seems that once and for all, sunscreen is just the last line of defense.

Talk about "slip", the new technology plus the UNIQLO sunscreen series, may be better than most of the products on the market.

The principle of sunscreen is not difficult to understand: the ultraviolet radiation of solar radiation can be divided into three types according to wavelength. Besides the UVB mentioned above, UVC, which is almost absorbed by the atmosphere, is the most hostile to human beings. In fact, it is UVA. It penetrates clouds and even glass, which is a real murderer behind the skin.

Blocking the pmission of UVA, after testing, sunlight ultraviolet UVA pmission ratio <5 95= "uva=" "upf=" ">40" (refers to the ratio of the average ultraviolet radiation effect calculated by the skin without protection, and the ratio of the ultraviolet radiation average effect calculated when the skin has fabric, assumes that the time of skin sunburn is 1 when the skin is protected, UPF=10 means that the time of skin sunburn is 1 times ten, that is 10; UPF=40 takes 40 times to burn; and, compared with the song "sun cream, sun hat, sunshade", and a slightly redundant "sunshade", the UNIQLO sunscreen series can really achieve instant sunscreen. UNIQLO sunscreen can be effective.

In addition, UNIQLO will adjust the processing method according to the weave of fabric, the stitching of fabrics and the characteristics of fabrics, so as to maximize the UV shielding rate.

For example, in comparison with most of the external coating methods of sun protection clothing, UNIQLO uses sunscreen titanium dioxide into the yarn process, even if it is thin, it can keep sunscreen and protect skin health.

When it comes to skin health, even though today's public awareness of sunscreen is enhanced, most people are still afraid of sunburn and sunburn because of the fact that they are not afraid to look at sunlight from the perspective of skin aging. As a matter of fact, scientists now have reached a consensus that the degree of photoaging caused by ultraviolet radiation is far more than that of natural aging. If you see too many wrinkles and stains unsuitable for years in a person's face, they are probably caused by photoaging.

In other words, if you want to keep your skin healthy, then a pient and lasting sunscreen will not serve as a "cherry on the cake". It is the most important cake itself.

Two

However, you may have heard about the UNIQLO sunscreen. Since last year, there have been some articles on the Internet of Chinese and foreign UNIQLO sunscreen clothing.

It is said that these remarks have led to a number of overseas purchasing.

The source of this misunderstanding is because there is a different certification system in every country for the purpose of marking the product's "sunscreen" function. In fact, before the AIRism zipper hooded sport cardigan also has sunscreen function, many people do not know, because UNIQLO is a national certification of ultraviolet protection function of Chinese standard institutions obtained in 2018, which can mark sunscreen in products (Note: the Japanese textile SPF assessment standard uses the "international sunscreen rating standard", and the Chinese standard will be more stringent).

At the level of the product itself, UNIQLO sunscreen clothing is adopted by the global standard. The two edition of China and Japan is produced by the same factory, and the UV protection function and fabric composition are exactly the same.

This is in line with business logic.

You know, the biggest weapon of UNIQLO's popularity in the world is in the non standardized clothing industry. By reducing the cost of the latest technology and selling the world with a perfect global supply chain, it seems that there is no reason to discriminate against different industrial chains (such as chips) with different core suppliers.

How can I explain this deliberate "rhythm"? I guess throwing away the "really don't know" and "conspiracy theory" are more likely to be some mental disorders, and there is a solid "consumption disdain chain" in mind, which makes them biased in many consumer areas.

As a matter of fact, it's all known as "made in China China" after we have dropped the tag.

Of course, following the iteration speed of a technology company, the UNIQLO sunscreen series itself is also evolving.

This season, it can become a new net red bomb, which is largely benefit from its frivolity and portability: it can kill the sun and kill the sun.

As mentioned before, sunscreen clothing is an essential daily item. But according to my observation, there are many people who do not want to be allowed to point to others on the basis of some subtle psychology. They say, "you wear a sunscreen today," and are more willing to tell people in the hot sun when they are in the air. "Actually, I have sunscreen function in this dress."

But you know, most of the sunscreen clothes on the market seem to be in a hurry to declare war against the sun, for fear that people do not know that "this is a sunscreen clothing", while the UNIQLO sunscreen series not only solves the basic literacy of sun protection, but also breaks through the conventional design, providing dozens of seasonal fashion colors, and combining the fashion design of the season, adding sunscreen to the bestsellers of different fabrics, so that sunscreen clothing is no longer a "functional suit" simply being blackened by science and technology. It is through the grafting of technology and design to expand the cognitive boundary of people to "sunscreen clothes" and let everyone free to go out of the street.

Yes, everyone.

For example, in women's clothing, AIRism and sunscreen clothing technology, so that the wearing experience is particularly comfortable.

This may be a popular science first. As the Summer Black technology of UNIQLO, although the name of AIRism is no stranger to the public, what is it exactly? The explanation of the technical dimension will be very boring. In my opinion, you can think of it as a "microclimate system of clothing" that integrates the functions of soft touch, moisture absorption, quick drying, contact cold feeling, odor elimination, antibacterial, deodorization and elasticity. This micro climate system can make the skin and cloth form a "temperature", "humidity" and "airflow" are very moderate air layers, so as to maximize the comfortable feeling of wearing.

And when AIRism completes the fusion with sun protection clothing, it will release half the effort.

On the ladies' wear, the highly praised AIRism anti UV mesh Hoodie sport cardigan has both comfortable skin touch and ultraviolet interference. In addition, AIRism's comfortable underwear also has a new anti UV function.

In the aspect of women's sunscreen, apart from free grafting with AIRism, UNIQLO has introduced all kinds of portable UV protection coats this year. It's lighter than anything else. It's easier to carry around than umbrellas, and the fabric's durable waterproof properties help to moderate the rain attack.

In addition, UNIQLO also introduced various types of anti UV suit and so on, breaking the inherent boundaries between different dress scenes, making sunscreen and fashion more seamless.

Of course, this year is particularly worth mentioning that UNIQLO has launched a full range of sunscreen products from children to men's wear, and men's wear and children's clothing also enjoy AIRism's technological well-being: in the male high comfort AIRism series, two new products of the hat and knitted sweater with UV protection are newly launched. For children, UNIQLO introduces the AIRism anti UV net cap hooded sport cardigan to enable children to maintain the feeling of clothing for all day comfort.

Conclusion

It is easy to see that UNIQLO has been leading the public's new clothes in the most pretentious way of technology in the past years.

In the eyes of many people, following the footsteps of HEATTECH and other predecessors, going to UNIQLO to buy sunscreen clothes at every spring and summer may become more people's consumption habits.

And the sunscreen is just a mirror to look at the ambition of UNIQLO. I guess Ryui Masa's greatest ambition for UNIQLO is that after decades of interviews with young reporters, he drew a booklet to review the classics of human clothing from the shelf and told him: "you see, the clothes we designed changed the dressing concept of those years, and today they are not worn out."

Author: Li Beichen