What Do You Pay For Behind The UNIQLO Jersey?

In June 3rd, UNIQLO launched a joint venture with Kaws, an artist.

From zero, only a few seconds later, the products of UNIQLO online store have been sold out.

At the same time, many cities' offline stores have been looting, drilling doors into shops, dressing model clothes, and even physical conflicts. Many related videos have been spread over the Internet, causing a lot of controversy.

In the eyes of most people, the products on sale are ordinary T-shirts and canvas bags, which are similar to the "basic funds" sold in the shop except for the patterns printed with the artist's hand.

Although it is perfectly natural to spend money on one's own money, the official selling price of a T-shirt is 99 yuan, not to mention the high consumption of "swollen face and fat" type.

But the social mentality behind this panic buying trend is still worth considering.

Summer comes, T-shirts are commonly used clothes, but no T-shirt is called "just need".

According to official price, consumers have almost unlimited choices at this price.

Even though the name of Kaws is overweight, his popularity is limited to a small circle. The general public does not know much about it, let alone the value of collection and preservation and value added by a famous writer.

We can find out a number of reasons for "no understanding", but the flow of people in the store is real, and it is also a real miracle to crush a head for a 99 yuan T-shirt.

Where does such a strong purchase come from?

Similar scenes are not uncommon in recent years.

From the early evening of the night queuing up to buy iPhone to the net red pastry to row outside the road, from the puzzling rush to buy "cat's claw Cup" to this UNIQLO, which may have a business initiative marketing hype, but the consumers who are always happy, consciously and unconsciously become the participants and promoters of the hype.

For a long time, people began to be defined by consumption, and even began to enjoy and take the initiative to cater for this definition.

Some people wear expensive brand clothes, using new mobile phones and name list bags, which is not only the expression of personal taste, but also the embodiment of economic strength.

In recent years, net red snack, milk tea and T-shirt appeared in the circle of friends, though not expensive, but the pmission of the subtext has become a "road" and "understanding the trend".

The harder the buying process, the stronger the subtext.

For today's consumers, especially for young consumers, the temptation seems to be more intense.

In comparison, people's pursuit of identity symbol, though seemingly different, does not seem to have two cores.

Spending money on shirts is purely a matter of freedom of consumption, which will not lead to any moral evaluation.

But in any case, independent thinking and rational consumption concept are worth advocating at all times.

In order to buy clothes, I hope that everyone will pay for their favorite design concepts and clothing materials, so that they can pay more for themselves after being more confident and beautiful. Instead of buying people who are buying people in the crowd, they pay for "others are buying".