What Is The Reason Why The Fast Fashion Recession Is Selling Better?

In July 11th, the fast selling group of UNIQLO parent company announced its performance in the first three quarters of fiscal year 2019 (September 1, 2018 May 31, 2019). The report shows that the total revenue of the XXX group in the first three quarters amounted to 18228 billion yen, equivalent to about 115 billion 708 million yuan, an increase of 7% over the same period last year, and operating profit of 247 billion 600 million yen, an increase of 3.7% over the same period last year, resulting in a double increase in earnings and profits.

The performance of UNIQLO's parent company is growing again, reaching a record high. UNIQLO is the best selling brand of fast selling group, while the Greater China region is the most powerful in the global market, which even surpassed the achievements of Japan.

Although fast fashion is at a low ebb tide in the world, what is the reason why it is better to buy as a fast fashion UNIQLO?

The people who like UNIQLO are nothing more than the following reasons: the foundation is simple and versatile, the fabric is comfortable, the connotation is black, the technology is reasonable, and the price is reasonable. To sum up, people love the brand because of its products and prices.

UNIQLO is famous for its high quality products, and it is good at developing deep foundation. UNIQLO's single product often divides the round collar and the V collar, tries to cover the needs of men, women and children, and optimizes them in size. The color will also make different changes to the sex and age to achieve the effect of expanding the market scale.

UNIQLO's products focus on technological content, including sunscreen, fast drying clothes, Arise series, and self heated underwear. Black technology products always bring their own topics, while giving consumers a sense of comfort, triggering their resonance.

UNIQLO prices also bring their own topics. People who once claimed to be UNIQLO employees released the online discount strategy of UNIQLO, and mentioned that the new market will start the first wave of price cuts in a few weeks. In a few weeks, there will be a new wave of price cuts. There will usually be 3 to 4 price cuts.

Apart from the reasons for UNIQLO itself, its famous UT series is another important factor in popularity. Special cultural symbols and signs on T-shirts can attract a large number of IP loyal fans to buy, and every summer there will be a panic buying war. The KWAS joint series, which was launched in June, is unguarded due to its official frenzied pursuit of fans, causing a looting. Online and offline related products have been robbed, and second-hand platforms have also seen many high priced products, which have undermined the fairness of the market.

At present, the competition of fast fashion brands is increasing in the second tier cities. In order to widen the consumer groups and maintain sustained growth in performance, UNIQLO is trying to sink channels and adopt a store expansion strategy in the two or three tier cities. It is understood that UNIQLO is now opening 80-100 new stores in China, and the number of stores in the Greater China region is expected to exceed the threshold of 1000 in 2021.

Based on the outstanding performance of the Greater China region, XXX tries to focus on the Chinese market and vigorously expand the business scale of the GU brand. GU is a second best brand in XXX group. The first three quarters increased by 11.2% compared with the same period last year, and the profit increased 74.5% over the same period last year. At present, GU has opened Tmall flagship store and has a GU brand entity store in Shanghai. With the fame of UNIQLO and fast selling group, GU has formed a certain consumer group in China. Maybe in the future, it will also form a "GU" storm in the Chinese market.