Without labels, without age, with zero distinction, from color to fabric to layout design, Uniqlo hopes to influence and connect more people with its own products and its brand philosophy of "fitting for life".
Just like in 2016, Uniqlo asked in its first global advertising film: Why do we get dressed? Why do we dress? This seems to be a redundant question, but if you think about it carefully, you will find it interesting and sharp: it is difficult to say whether it is our needs, moods, habits, and preferences that give clothing the real value and meaning, or whether clothing is an extension of the five senses of the human body. A new self.
Product power is the first step for consumers to move toward and embrace brands.
Use products to define the infinite possibilities of life
"The basis of consumer trust is always the quality of the product, as well as the brand's service to customers at every point in time; and the ultimate value of the brand is to help more people pay attention to clothing through the power of clothing. People with high quality requirements can help more people understand how business can bring progress to society and life," said Wu Pinhui, Global Senior Vice President of Fast Retailing Group and Chief Marketing Officer of Greater China.
For a long time, UNIQLO has not only focused on product quality, but also kept up with trends and created co-branded hot products to surprise consumers with the evolutionary power of clothing. Although it has captured people's hearts with "black technologies" such as AIRism and HEATTECH and successfully established a brand image of technological clothing, UNIQLO has not stopped there. This year, it invites more consumers to experience technology changing their lives - combined with the characteristics of actual competitions, and Olympic skiing stars jointly developed the Hybrid high-performance composite jacket, which not only combines down and hollow cotton in terms of warmth, but also combines classic style with high performance in design. The production was completed in March, and the athletes immediately wore it at the Aomori Ski Resort. However, it's not over yet. After the customization work is completed, the brand applies part of the craftsmanship to actual product development, allowing more people to feel the pleasure of walking freely in winter.
Obviously, as more and more brands begin to realize the importance of image building, the once-ignored positioning-"brand personality" has also become the focus of brand attention, hoping to leave a unique and unforgettable symbol in the minds of consumers. Memories and irreplaceable emotional connections. However, no matter how it changes, there is no doubt that no matter what kind of "personality" a brand tries to create, it must use the product as a medium to convey its heart and sincerity. Only products and designs that can withstand the test of time can be successful in the market. Through accumulated interactions with consumers over time, it has become deeply rooted in the hearts of the people and has gone through careful consideration.
The real design is not just about creating things, but about establishing the relationship between people and things, people and people, and things and things. Our attitude towards life is often reflected in the utensils we use, the clothes we wear, and the food we taste, which clearly demonstrate our appreciation of beauty and values.
When innovation and design are combined, it is like a source of living water, with endless new ideas. Uniqlo, which advocates the pursuit of perfection in basics, interprets the unique value of a clothing brand by continuously providing high-quality products that consumers can afford day after day and can be worn according to their own aesthetic tastes. By constantly capturing the ever-changing needs of life, constantly challenging higher standards of fabrics and design, improving the functionality and comfort of clothing, we respond to consumers' real life needs and lead a new lifestyle. The designers that the brand cooperates with have always spanned the East and the West, providing different styles of aesthetic qualities and experiences, allowing consumers to open their eyes and re-examine their inner attitudes towards art and culture.
uses products to convey brand values: from excellent life to endless excellence
products are just a fulcrum to inspire people to think deeply about clothing, society and themselves.
Only brands with in-depth thinking and starting from people's lives can meet this challenge.
Forty years ago, Mr. Yanai Masashi foresaw the profound implications of clothing reform on human nature, and proposed the idea of ​​"changing people's lives and the world by changing the common sense of clothing production and wearing."He introduced the hypermarket-style clothing sales model to Japan for the first time, looking into the future lifestyle with forward-looking thinking. In just 35 years, he turned an ordinary store selling suits into an integrated museum of aesthetics, lighting up everyone. The highlight of the interaction between clothing and people - it will surely liberate or even subvert people's original consumption habits and lifestyles, giving the public the possibility to pursue a better aesthetic experience.
As the times change, people gradually begin to realize that the meaning of a clothing brand can go beyond the clothing itself, and can continuously improve people's quality of life and continuously promote the evolution of society with a personalized driving force.
In essence, this power to arouse human awareness will make the brand one step ahead among its peers: not only based on the brand itself to create its own value, but also to help consumers discover infinite possibilities, and at the same time, empower consumers to transcend identity and A new aesthetic experience of age, enjoy every real moment in life.
Since 2013, UNIQLO has begun to use the concept of "LifeWear" to carry everything that can connect the brand with life. In such an era, everyone needs their own personality. Compared with overly sophisticated luxury brands, simple clothes with attitude will be more integrated into life. We once discussed with Wu Pinhui, Global Senior Vice President of Fast Retailing Group and Chief Marketing Officer of Greater China, about the role of brand values ​​in leading brand innovation. It is like a flag for a brand to lead its consumers forward. As time goes by, it is full of attitudes. Like emotions and aesthetics, it is an existence that transcends national boundaries. Products may vary depending on local conditions and people, but the convergence of values ​​brings people together.
In the 2019 Uniqlo spring and summer new product launch conference, the brand breaks through the traditional boundaries of color, design, version, and function. With a new aesthetic, it focuses on every moment of life and presents consumers with an "excellent" life throughout the spring and summer; in the golden autumn of October, UNIQLO's "Global Brand Ambassador Roger Federer China Meeting" was held in Shanghai. The tennis king talked about the multi-faceted life of "endless excellence" from an ordinary person's perspective and humility. From using clothes as tentacles, taking what you wear seriously and feeling the quality of life, to listening to inspiring sharing, we strive to break through limitations at all stages of life and make endless progress. Rationality, peace, upwardness, and freedom are the calls that the brand’s flag sends to consumers.
Mobile consumers, eternal brand experience
People may not remember what you did or said, but everyone will remember the feeling you made them.
Salvatore Lo Presti, Accenture Asia Pacific non-consumer products and services leader and managing director, mentioned in a recent speech titled "Mobile Consumers: Digital Technology Reshapes Business" that the biggest characteristic of "mobile consumers" is that they like to buy from One brand jumps to another, and at the same time they can control the decision-making, need sufficient information from the brand anytime and anywhere, and are willing to share with the community. Facing such consumers, Salvatore’s advice is: either become an experiential brand and work hard on digitalization to allow consumers to continue to participate; or become a practical brand, with sufficient supply and optimized brand experience. Satisfy consumers more efficiently and conveniently.
What is commendable is that Uniqlo is an explorer walking on two roads at the same time. No matter which way
goes, it is essentially relying on products to provide consumers with more efficient, convenient, comfortable and unforgettable interactive experience services. As brands set sail in the digital torrent, pioneers must keep moving forward quickly and steadily.
E-commerce and self-media are breaking down the dividing lines between consumers in different cities and different classes on taste and fashion, breaking and reshaping the uneven aesthetics. UNIQLO firmly grasps consumer needs and behavioral trajectories, and carefully designs the brand's "handheld flagship store" to achieve the perfect integration of people and goods in the small space of the mobile phone screen.Let 100 million fans freely travel through the virtual but warm network, from popular products to masterpieces produced by cross-border designers, from J.W.Anderson, Alexander Wang, Christophe Lemaire, Ines de la Fressange to KAWS series, etc., there are too many to list For example, behind the craze of queuing is the public’s heartfelt appreciation for the brand’s down-to-earth prices and communication methods. This kind of active information reception and re-dissemination helps people from different countries, regions, races and backgrounds gain transcendence. A geographically restricted aesthetic experience.
Mr. John C Jay, global creative president of Fast Retailing Group, said in an interview with "China Advertising" this year that Uniqlo is undergoing a huge change. It is growing and learning design and thinking in a more diverse way. From a great The Japanese brand evolved into a great global brand. To achieve this goal, the brand needs to move more freely and provide a more comfortable world for its users.
Do you have the confidence to grow? Can you attract your partner? Is it possible to build real customer enthusiasm? Can you truly be a leader in a new lifestyle? Are you willing to develop partners with a high degree of enthusiasm? At the same time, the most important thing is sustainability...Only those brands that maintain self-reflection and careful thinking can confidently move towards a higher realm of growth.
It is suitable for life, and it is beneficial to others. Without boundaries, there will be wider boundaries.
Attachment: Review of UNIQLO Product Design Creative Exhibition 2015-2019
How does the brand tell stories? It is more about storytelling and visual expression. The same piece of clothing may be used in different scenes. It depends on how you wear it to express your identity.
In this sense, Uniqlo hopes that consumers will not only buy a piece of clothing, but first identify with its culture and values ​​before using its products.
2015 MAGIC FOR ALL[suitable life, wonderful experience]
The "MAGIC FOR ALL concept store" cross-border by Uniqlo and Disney has made its global debut, making magic and dreams within reach. The brand selected 15 designs from 100 interesting MICKEY statues to make limited edition UT, including 5 children's clothing. In addition, more brand-new products of the MAGIC FOR ALL series are also unveiled here, including high-end light down jackets, polar fleece series, flannel shirts, etc., bringing consumers the excitement and wonderful feeling of entering the Disney world. . The world's first UT FACTORY customized area launches UTme! Customized T-shirts and MY UNIQLO embroidery and hot stamping badge services, choose your favorite printing patterns and special effects to design T-shirts, or use badges and embroidery to embellish existing clothing, design and complete exclusive customization. These series of products using modern technology and creative design interpret the concept of MAGIC FOR ALL to the innovative power of future technology, bringing consumers the magical charm of unique technological colors.
Uniqlo brings a god-level fashion experience - the KAWS co-branded series includes T-shirts, home shoes and handbags. The co-branded series includes 23 patterns and 19 items. From design to fabrics and even the choice of printing inks, UT creative directors NIGO and KAWS strive for excellence in all elements. This series well integrates the essence of KAWS’s previous works and pays tribute to trendy classics. KAWS's iconic heart-shaped and cloud patterns are also used to expand the well-known original image "COMPANION" he created. Different from KAWS's previous styles, this series includes UT styles with full-body patterns, and each item is unique in details.
2017 Clothing×Music: "Clothes·Enjoy Life" QQ Music Radio
Uniqlo and China's largest digital music platform Tencent QQ Music have cross-border cooperation to jointly launch the "Clothes·Enjoy Life" radio station. Let consumers use clothing and music to find resonance with various beautiful life scenes, use clothing
's "Clothing and Joyful Life" radio station combines clothing, music, and life scenes that are essential in daily life into playlists for six major scenes - travel, campus, business, entertainment, home, and sports. Consumers choose While listening to music in a certain scene, you can learn about the outfit suggestions of Uniqlo clothing in the corresponding scene and create virtual scene-based marketing. In this cooperation, UNIQLO and Tencent QQ Music jointly explore the huge potential of the new retail O2O fan experience economy and realize the two-way circulation of online and offline channels and between platforms.
Uniqlo held a preview of the LifeWear 2018 autumn and winter series at the Shanghai Museum of Glass, using artistic scenes to inspire life. Through new colors, styles, fabrics, and technology, the aesthetic functions of LifeWear clothing design are demonstrated. In addition to displaying new products, internationally renowned pianists and modern dancers were also invited to the conference to present the charm of LifeWear with smart music and dance, bringing a sensory journey of the intersection of clothing and art, and presenting LifeWear. Many possibilities for future lifestyles.
2019 Uniqlo spring and summer press conference + excellent Federer China meeting
Uniqlo spring and summer 24-hour press conference, showing Uniqlo's design upgrade of basic models, extended use of technological fabrics, healthy and sun-protective clothing innovation, and diverse cultural and creative connotations T-shirts express a new clothing interpretation of the trendy lifestyle of the times and open up a new aesthetic of LifeWear life. Life aesthetics is integrated into every moment of life. Through a series of interpretations of life situations, it emphasizes the design sense and outstanding fabric technology of brand clothing.
has set up a special experimental area on site so that consumers can intuitively understand the UV protection principle of "Internet celebrity" sun protection clothing. In addition to the text explanation of the principles, there are also videos and experimental equipment on site. You can see the obvious sun protection effect of sun protection clothing and feel the superior performance of AIRism compared to pure cotton.
In October, global brand ambassador Roger Federer came to Shanghai to personally demonstrate UNIQLO's 2019 autumn and winter men's new products and interpret the "LifeWear clothing for life" brand philosophy. Federer's matching uniform combines the design of the excellent fit and ergonomic principles that Federer pursues as an outstanding athlete, and is developed and designed by Uniqlo's Paris R&D and Design Center led by Uniqlo U series creative director Christophe Lemaire. Made of DRY-EX functional fabric with a skin-touch feel, it absorbs sweat and dries quickly, making it refreshing and comfortable. The color is agate red, which shows the passion and vitality of a gentleman.
