The Consumption Code Of New Clothes? Look At The Discovery Of UNIQLO.

Did you buy new clothes?

Jia crane, 25, is an AI product manager. He remembers that when he was a child, he looked forward to his new clothes bought by his family during the new year, but now he no longer deliberately wears new clothes for the new year. And for a 5 year old son of a magazine in Shanghai, almost every month he has new clothes, so that Chinese people may never feel the joy of wearing new clothes when they are young.

Apart from the Spring Festival, which is full of ritual, how do Chinese people think about wearing new clothes today?

Professor Jin Liyin, director of the center for decision and behavior science research, School of management, Fudan University, said that the beginning of the new semester is an important moment for him to wear new clothes. Zhang Jun, a 45 year old Kunqu Opera artist, wants to give more vitality to traditional art, to bring more young people into Kunqu Opera, and to pass Kunqu Opera in a new artistic form. By changing into a oversize style loose fitting shirt, "Kunqu can also sing very young".

Clothing can reflect the state of people's existence. The most common consumption behavior of buying new clothes is enough to reflect the changes in consumption psychology and demand caused by the changes of the times. Clothes are still to be bought, but in different times, people have different passwords for buying clothes.

　　 01

Why buy new clothes?

In different times, people have different expectations and needs for clothes. Behind the basic functions of the cold and beautiful, the deep value and demand trend of consumers' subconscious represented by clothing are being actively concerned by some brands.

At the beginning of 2020, in January 11th, UNIQLO joined the first finance school and the school of management and behavioral science research center of Fudan University, and jointly published the "202 thousand lines and hundreds of industries, a new yearning for better life" report.

This report based on a total of 7792 valid questionnaires shows that the Chinese people's vision for the new year is also reflected in the purchase of new clothes on New Year's Eve, and the sense of ritual added to the Spring Festival from the past. To this day, the new clothes have become the carriers of displaying free personality, showing youthful self-confidence, enjoying healthy and vigorous vigor, giving consideration to the calmly and efficiently, and seeking breakthroughs in innovation. "Freedom", "self-confidence", "health", "calmly" and "vitality" are the first five key words that we all yearn for "ideal self".

In the report, we can see that in the new clothes purchase, Chinese consumption is showing three new trends in the era.

First, with sex free, young self-confidence. 87% of the respondents were brave enough to tear up their age, occupation and role labels, break stereotypes and pursue love. A comfortable and dynamic new fashion suit can show the youthful personality without fear of age. 76% of the respondents value the meaning of each effort and insist on innovation and try in the subtle.

Starting with a dress style that has both artistic and sense of life, a little change every day can bring more vitality and richness to life. 65% of respondents use diverse and inclusive values to eliminate the estrangement caused by their geographical, time and experience. With the cherished people, they can wear their parents, girlfriends or lovers' clothes.

Second, comfortable and healthy. 86% of the respondents looked for the possibility of "professional efficiency" and "comfort and vitality" in their work life. A comfortable and lightweight design with a sense of function and design can help to find a balance between fast work and slow life, and free and dynamic self faced self.

Third, vitality sharing and happiness interworking. 81% of the respondents wanted to have their own intimate relationships, which were both colorful and appreciated. A tacit understanding of the style and the matching of clothes, not to diminish each other's unique personality, is the most tacit secret; 67% of the respondents are exhausted by the traditional division of labor, eager to share childcare responsibilities and housework, share the warm warmth brought by warm new clothes with their families and children, and let their parents have more warm heart companions; 43% of the respondents are worried that their parents always want their children to live according to their suggestions.

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Breaking the new code of clothing consumption

In January of this year, all Zara stores in Wuhan were "closed", causing people to exclaim "Wuhan has no Zara at this point". As early as three years ago, H&M closed the store of Beijing's core business district Xidan Joy City, its first performance decline in more than 20 years. Last April, Forever 21 announced its withdrawal from the Chinese market. In July of the same year, Gap announced that Old Navy will also be withdrawn from China. In the Chinese market, most of the fast fashion brands that were once in the ascendant were speeding away from the golden age.

To be honest, UNIQLO is currently the best international clothing brand in the Chinese market. At the same time, UNIQLO itself, the mainland China market is the second largest market after Japan, and is still the main driving force behind the overseas market performance of UNIQLO.

In recent years, the popularity of Chinese consumers to UNIQLO has been increasing. Especially during the annual sales promotion period, the brand that the industry takes the lead is always UNIQLO, "2 minutes, 1 minutes, 35 seconds..." The amazing speed of breakthroughs has been broken by hundreds of millions of dollars in sales and sold out at the earliest. Since 2012, it has participated in Tmall double 11 and UNIQLO has won the Tmall double 11 clothing sales headcard for 5 consecutive years. At present, the number of fans in the official Tmall flagship store has exceeded 20 million.

In the Chinese market, UNIQLO is one of the most thorough companies in the whole channel retail business. It provides retail outlets with all kinds of outlets, including online stores, online stores, and stores. In the first quarter of fiscal year 2020, the latest report showed that the sales of e-commerce in mainland China increased by about 30%. Meanwhile, in 2019, UNIQLO added 86 stores in China, two times more than 33 of the second domestic brands, UR.

In addition, industry and media have been keen to discuss the joint cross-border IP marketing launched by UNIQLO since 2014. Every time when UNIQLO joint series is listed, consumers will always use fanatical action to refresh their knowledge of IP power in the industry.

But before the seemingly sunny market, UNIQLO has been exploring and studying how to continue to seize the new pulse of consumers. What is the origin of social, cultural and consumer behavior behind the rapid growth of brand? How should UNIQLO design a combination of technology and function to enable consumers to have a deeper recognition of their identity and show their individuality through clothing itself, so that UNIQLO and consumers can achieve future growth together.

In other words, the brand and product and service that are truly sustainable are put aside by the whole channel mode and consumers' sales promotion. "We hope to find new perspectives and perspectives. What new inspiration do we have to find clothes, food, housing and clothing, especially clothes, in the new market environment, full of uncertainties and opportunities," said the head of the brand in the Greater China region of UNIQLO.

Since 2017, UNIQLO has been making a grand brand exposition all over the world every year, trying to redefine the garment industry, and again, in the seemingly basic needs, through the combination of science and art, to explore an exploration of the future needs.

"From the two quadrants of science and art, we are going to find some combination points to find people's needs and yearning for life. This is something that UNIQLO wants to explore."

The relationship between man and clothing was first due to the cold resistance. Later, in order to cover up the body, clothes were gradually developed, and clothing civilization in the modern sense came into being. Clothes like clothes can reflect people's social occupations, styles and personal aesthetics, and then become a sense of surroundings and society. When clothing becomes a means of interactive expression with the world, what is the consumer's latest consumer password to meet this new demand will be a topic that branding business needs to study for a long time.

"How to better follow people's life pursuit and insight to evolve product and service experience is always the two core of UNIQLO."

In today's China market, in a material rich economic environment, many consumers are no longer simply consuming because of need. Shopping has gradually become an activity with more purposes and meanings. People are looking for products that are attractive, inspiring and improving their lives, such as a new clothing that satisfies the new meaning. Clothing itself may be a new generation of consumers' appreciation, impression and expression for themselves.

In the 2020 spring and summer series of UNIQLO, we are trying to balance the comfort, leisure and fashion design. We will integrate colorful spring and children's creative patterns into everyday personalities. Through the new colors and artistic designs, we can create more healthy, dynamic and beautiful fashion models through more relaxed, round neck, quick drying, soft and other kinds of tailoring details. It can not only wear out the appropriate age, but also enjoy the vitality beyond age, so as to meet the new consumption needs of most consumers.

"The F21 of the shopping mall beside the company has long been closed, and old navy is closing up recently. There are not many people in ZARA or H&M. It seems that only UNIQLO is still bustling." Recently, a white-collar worker living in Beijing has been in the decline of the international fast fashion brand in Tucao, a friend circle.

No matter how the times change, new clothes need to be bought, but why do some people not buy clothes? In today's marketing world, the most important question is, "why do people buy the goods they buy to make life meaningful?"

Rebekka Bay, creative director of New York research and development center in UNIQLO, said: "innovation is to understand the lifestyle of consumers and walk at the front end of their needs. How to develop consumers' needs that are deep inside, but are not yet known.

For the brand, it has a keen perception of consumers, a keen perception of new consumer passwords, and continuous building of new emotional links between brands and consumers and satisfying new experiences.

How to add another UNIQLO to the consumer's wardrobe? This is actually a good question for all apparel manufacturers.