UNIQLO: The Theme Of "Tomorrow'S Clothes" Integrating Art And Technological Innovation

The active response in a special period often stems from the courage and confidence behind the behavior.

In 2020, the epidemic that has not yet ended will undoubtedly be an unpredictable and unusual "black swan". All walks of life will actively or forcibly step on the "emergency brake". But there are also some brands that adjust their status quickly, have a deep insight into the changes in people's needs in the post epidemic environment, grasp the initiative of development, and take positive actions to deal with the uncertainty of the external environment.

01、 Pioneering courage

In the first half of 2020, the consumption of UNIQLO will also be affected. It was not until March that the market began to recover and UNIQLO stores in mainland China were able to reopen one after another. However, compared with the strategic contraction of some peers, UNIQLO has made frequent actions and constantly developed.

When many domestic and foreign retail brands significantly shrink their battle lines or permanently close offline stores due to the epidemic situation, UNIQLO opened nearly 30 new stores in more than 20 cities in China in June and August. These new stores are distributed in Beijing, Shanghai and other densely populated first tier cities, including Tongxiang in Zhejiang Province and Danyang in Jiangsu Province for the first time Line city.

UNIQLO Greater China CMO Wu pinhui told krypton retail that UNIQLO's revenue and profits in Greater China had shown a growth trend in May and are expected to maintain or even surpass the same period last year in August.

The epidemic "black swan" has re examined and rewritten the concept and lifestyle people used to take for granted. For some enterprises, UNIQLO's strategy can not change in the short term.

As an enterprise, UNIQLO has always insisted that it should strive to tap the needs of customers and produce better products according to their needs. This persistence may be the source of courage for all UNIQLO's actions.

02、 Perseverance

One of UNIQLO's most important principles may be to grasp the needs of consumers.

In the book "one victory and nine defeats" written by Liu Jingzheng, the founder of UNIQLO, 23 business concepts of UNIQLO are introduced. The first of them is that "management should conform to the requirements of customers and create the needs of customers".

Liujing believes that this is the basis of doing business. If you can't meet the needs of customers, then the goods will not be sold. Similarly, if you repeat what you did last year, there will be no new ideas and fewer customers.

"Therefore, we must comply with the needs of customers and constantly dig out the needs of customers."

In the post epidemic era, when the epidemic situation has changed the lives of most people, UNIQLO has sensitively observed the life problems raised by consumers, explored people's changed life attitude and lifestyle, adjusted products and services, solved new problems, and promoted consumers to create more life possibilities with clothing.

In mid August, UNIQLO's autumn and winter new products exhibition was held in its global flagship store in Huaihai Middle Road, Shanghai. By thinking about the current needs of consumers, it inspired the future lifestyle with "questions of life and answers to clothing", and proposed the theme of "tomorrow's clothes" integrating art and technological innovation to answer consumers' current "questions of life".

Enlighten the future life style with "the question of life, the answer of clothing"

——Is life a constant repetition, or is it full of vitality every day?

——Can nine to five keep away from boredom and have fun?

——Does it take time and effort, or is it easy to enjoy?

——Does the balance between work and life require hard management?

——When the earth moves, you have to wait for the earth to move?

——Health needs intensive management, or can we have it calmly?

——Can life radius be expanded freely?

——Is high quality consumption upgrading or price upgrading?

In fact, many people think that the design of the fabric will continue to improve every year, but many people think that the basic design will be improved every year.

In autumn and winter 2020, eight new product series, including UNIQLO's most classic HEATTECH products, blocktech products, 3D knitting series, fleece fleece series and advanced light down series, have been upgraded to respond to the latest "life questions" of consumers.

For example, in the northeast or northwest, people are always troubled by static electricity on their clothes in winter. UNIQLO's newly launched high-grade light down jacket is not only light and warm, but also waterproof and antistatic. Modern people's life rhythm is busy and it is difficult to spend more time to take care of the clothes. The EFM worsted Merino series adopts 100% Merino wool, which is not deformed when washed with washing machine, thus saving consumers' time.

Bamboo, a longtime fashion columnist, says that most cashmere will pillage and have a variety of problems that need careful care. However, UNIQLO's cashmere knitting series is very cost-effective, comfortable, and has a good sense of experience. The technology makes it unnecessary to take care of it. Therefore, she not only bought it herself, but also bought it for the whole family.

Sanmu Sanmu, a fashion lifestyle expert, said that she likes UNIQLO's one-piece 3D knitwear this autumn. The lines are smooth and light, and they won't appear shoulder width. The texture is also very good. "The process of one-piece molding is beautiful and comfortable, which is very attractive."

According to ray, a fashion lifestyle artist, he used to focus on the latest trends, including what is popular in each season. But this year, he has found that he and the people around him care more about long-term trends or long-term design. He values UNIQLO's basic styles, which are timeless, of good quality and last a long time.

In many people's opinion, the typical features of UNIQLO products are "easy to wear" and "easy to match". However, apart from considering the fashion of clothing itself, UNIQLO has been carrying out technical iteration with the times in function. Almost every season, UNIQLO strives to meet people's evolving life needs with high-quality, intimate details and innovative technology, and with high-quality, comfortable and design aesthetic clothing.

Taleb, the proponent of the concept of "anti vulnerability", which is widely accepted in recent years, said that the core of anti vulnerability is to accept the uncertainty of the real world and make it available to us. In other words, when the "black swan" suddenly comes, it is the real meaning to use the characteristics that have been built up for a long time to cope with changes and benefit from them.

In the era of post epidemic consumption, UNIQLO uses concrete and subtle user insight to continuously carry out commodity innovation, service innovation and experience innovation through product iteration, so that clothing is no longer limited to a single occasion and is no longer divorced from daily life. It is this extreme "consumer thinking" that keeps UNIQLO open-minded and resilient.