Home >

Sex Consumerism Clothing, Men And Women, Through The Consumption Of Two, One Of The World

2021/7/15 15:35:00 0

??? 日本語 Fran?ais English 中文

MUJI 50%Clothing Men And Women Through Wear No Gender Consumerism In The End

Aiming at gender, it seems to be the mainstream thinking of all walks of life to launch men's and girls' styles, but Muji recently had a news explosion.

According to Japanese media reports, Muji plans to achieve 50% of the clothing (excluding socks) in the spring of 2022, with a total of almost 250 styles. More importantly, this will be Muji's global strategy.

In other words, if you enter a Muji store at will, you will see more than half of the clothing, and there will be no "gender difference".

In the report, the relevant person in charge also said that "asexual clothing will be able to serve LGBT groups" and "after the launch of the first wave of men's and women's wear goods this spring, sales momentum is good, and we hope to increase the number of goods as soon as possible.".

Therefore, why does Muji want to be "sexless" and focus on LGBT market?

MUJI has no gender and is still "sexless"

In fact, there is no need to surprise this big move.

MUJI has a sub brand called Muji labo, which has been practicing the idea of "sexless" for a long time, and its price will be more expensive than that of Muji, and it has achieved good results.

"Clothes made by Muji labo are worn by men and women regardless of gender, age or body type," the brand's introduction read. It's far away from the fashionable laboratory. From here, Muji of the future will be born. ".

This is to make it clear that "gender free" will be the future of Muji.

And behind Muji's asexuality, what it caters to is still its brand tonality.

"Compared with a wardrobe full of clothes, it's better to fit your life and hang only a few clothes that are really necessary."

"Our goal is to create minimal closets by allowing couples and parents to share closets."

"You didn't need so many clothes."

Through these text introductions, we can see that what Muji advocates is to create a simpler family wardrobe. Behind the launch of "sexless" goods, it still has its consistent "cold sex".

Where is the "no sex trend" ？

On the whole, Muji's future "sexless" clothing must start from "simple design" and use "simple and unadorned" to break the gender boundary of clothing.

But in the fashion world, "no sex" has been blowing for a long time.

The word "Unisex" first appeared in the 1968 New York Times. Since then, a new category of "his & her" was added to the catalogue of department stores during this period. The male and female models in the advertisements all wore the same style of lace flared trousers and button shirts.

Let's look at the near future.

Zara launched its first gender free series in 2016 and named it "Unisex" directly. It is followed by a number of fast fashion brands.

This year, Mikimoto, a jewelry brand, has launched a series of men's pearl jewelry with comme des Gar ó ons of Kawabata to enter the men's jewelry market. The theme has also been "genderless", hoping that men will put down their "gender prejudice" on pearls.

Although Gucci launched the "men's skirt" series last year, it has caused group ridicule, but in the luxury industry, bold "asexualism" has long been the direction of brand exploration.

Converse, which is popular with young people, also launched its first sexless clothing line, shapes, last year, and young people are paying for it.

In addition, the beauty circle is even more fierce. Givenchy launched the "Mister" series of sexless makeup; Milk makeup has launched a tube style make-up suitable for both sexes; Mac, Tom Ford, Marc Jacobs, NYX and other brands have launched a series of products for both men and women.

At the same time, some famous brands have launched gender free series, and even some brands are born out of the concept of gender independence.

In 2018, the first gender free beauty brand "fluid" was born in the United States. The brand advocates "make up for everyone", and the posters on the official website are full of LGBT style.

In China, "bosie", a clothing brand emphasizing the concept of "gender free", and "hashtag", a beauty brand, are all new and sharp brands in this field.

Photo from: bosie official website

To sum up, the fashion circle can be said to be the eye of "asexual style", but in fact, many industries have begun to use this concept to attract consumers.

For example, Selfridges, a London department store, has launched an agender program to attract customers by setting up asexual zones in its offline stores. The posters clearly cross out "he" and "she" which represent gender, and advocate customers to pay attention to who is the "me" inside themselves.

It seems that the concept that men prohibit the use of women's products and that women cannot use men's products seems to be being broken, and that "gender differentiation" will no longer be a fixed rule for commodities.

How do brands understand gender free consumerism?

Men love beauty and pursue delicacy, masculinity and independence; The gender boundary of consumption is gradually blurred, and "sexual consumption" has become a new consumption culture.

But for brands, whether it is applied to the product side or marketing side, it is interesting to think that there is still a problem to be paid attention to:

From Muji's point of view, I feel that its "sexless" is "neutral" style; From the perspective of fashion brands, "no gender" seems to be that boys can wear pink, paint nail polish and use articles with feminine elements; And girls can be tough, masculine and manly.

However, among many brands that emphasize "no gender", it is interesting to find that they generally share a common proposition: regardless of gender and identity, be yourself and find your own style.

It can be seen that brand can not simply understand "gender free" from literal meaning. It is not "LGBT", not "neutral", nor "male feminization" or "female masculinization". Instead, it transcends gender bias and advocates a more inclusive culture brand attitude.

To sum up, the core of "sexless consumerism" is to abandon the traditional definition of gender needs, face up to the increasingly complex consumer needs, and pay attention to what the real needs of consumers are.

For the brand, the main gender label, for the new generation of consumers, is also echoing their pursuit of individual independence, against the same aesthetic needs. For non gender brands, advocating universal use means more users, making gender free labels an accelerator for brands.