Uniqlo's clothes are basic, why is it listed as a fast fashion brand?

It seems to be a conventional concept to list Uniqlo as a "fast fashion" brand. In my opinion, the main reason may be that brands such as Uniqlo and Zara are developing globally, especially in key cities and emerging markets, and shops and Logo can be seen everywhere in major commercial streets. Therefore, for ordinary consumers, on the one hand, there is no way to identify their differences, on the other hand, there is no need to delve into them, collectively known as "fast fashion."

If Zara is the most typical representative of fast fashion brands, there is no objection to this. Because Zara is the originator of fast fashion, the fast fashion mode is established by Zara, which means that the new style is super fast, keeps up with the trend and has low price. If you compare these core points, you will find that Zara's products can keep up with the trend most, because they sell fashion. But Uniqlo sells basic clothes to meet daily needs. So from this perspective, Uniqlo is not "fast fashion".

If we want to say that they are similar, it is that product development is market-oriented and responds quickly to the retail market. As we all know, Zara's product development is carried out on a weekly basis, from product design and development to shipment for 2 weeks, and then to shelves for no more than 3 weeks. In addition, the core of the product is to quickly copy the fashion of the runway, and at the same time, produce in small batches and in many styles to ensure the scarcity of the product.

Uniqlo is a single mass production. In addition, although Uniqlo is trying to catch up with Zara in time efficiency, it is still a one-month development cycle, and the development process of Uniqlo is more traditional in a sense, and it is still planned twice a year in advance.

So strictly speaking, if Zara is a participant in fast fashion, Uniqlo is not a typical "fast fashion" brand. Uniqlo is more like everyday clothes, with high cost performance. It doesn't pay attention to the latest fashion trends, which slows down the update cycle of clothing styles, but pays more attention to fabric research and development and quality.

Uniqlo also has a younger brand GU, which is positioned as "interesting but low-priced fashion", which is more in line with the fast fashion positioning.

Fast fashion does not mean that the style is fashionable or not, but that his goods and funds are calculated quickly every week. The turnover rate of designer brands is generally two or four times a year, four times in "Spring, Summer, Autumn and Winter" or twice in "Spring, Summer, Autumn and Winter".

Uniqlo ZARA and other brands have an annual turnover of more than 12 times, and the clothing industry generally classifies those with an annual turnover of more than 6 times as fast fashion brands.

Similarly, if you use100000 yuan to do business, it will cost 5 million yuan to do business twice a year, but it only needs100000 yuan to do business twice a year. In other words, if you use the same 5 million yuan, one can only use100000 yuan to do business, and the other can. Do you understand?

In 20 15, the bosses of ZARA, uniqlo and HM were all among the richest people in the world 100. Compared with fast fashion, other brands are weak in making money.

The definition of fast fashion brand is: fast fashion with the characteristics of "fast, ruthless and accurate" rises rapidly in the fashion world, and new products arrive at the store very quickly, and the window display frequency is twice a week.

Uniqlo is a famous leisure brand in Japan and the core brand of Fast Retailing Group in Japan, which ranks in the forefront of the global clothing retail industry. Insist on providing modern, simple, natural, high-quality and easy-to-match goods to consumers around the world.

Uniqlo insists on providing modern, simple, natural, high-quality and easy-to-match products to consumers around the world. Its concept of "wild" has long been known to the world.

In other words, the clothes in Uniqlo are all based on "Joker", so for Joker, it is doomed to be based on the basic model. Because clothes with a strong sense of design cannot be "versatile".

In fact, looking at the beats in Europe and America in recent years, the basic style accounts for a very large part, and fashion is a reincarnation, but only the basic style is the element that will not step on the thunder and there will be no blind spots.

The main reason is that the crowd and audience tend to be younger, the shopping frequency is high and the cost performance is high. Many styles are cheap and of good quality, and many people buy them. Simple style and structure, belonging to the public of all ages, affordable, fast response cycle and fast update speed.

Provide a few screenshots of the previous data, I don't know if I can see it clearly. .

Whether it is Uniqlo or inferior clothing stores, whether it is listed as a fast fashion brand or a slow fashion brand, these have nothing to do with establishing our own beautiful personal image.

Wear clothes or do other things, never be led by others, and always accept foreign cognition and critical thinking. We should have firm and correct values of truth, goodness and beauty in our hearts, and we should not be influenced by evil winds and rain from east to west, let alone waste precious time on it.

In addition, the ever-changing fashion trends can't wear out our true selves unless we are players, playing this role this year and having that role next year, forgetting who we really are.

The above views should also be accepted critically. [Bi Xin] # Helen's image management # # Value empowerment of image # # Make people who love beauty more attractive #

First, we must understand the definition of fast fashion. Hm is famous for its design, while za is famous for its plagiarism. Most excellent clothes are basic models, but they look ordinary and have many functions. In addition, H new products arrive at the store for 2 weeks, Z is 1 week, and excellent products are 1 month. In fact, it's already fast, because it's all from other places.

Uniqlo's clothes are basic, why is it listed as a fast fashion brand? Among all the fast fashion brands, Uniqlo knows young people best.

Fast Retailing Japan recently released its financial report for the month of 2065438+08-165438+10. The financial report shows that despite the warm winter, sales of down jackets, trade and functional underwear are struggling, resulting in a 6% year-on-year decline in net profit, but overall, sales revenue increased by 4%. On the other hand, Uniqlo's overseas business income increased by 65,438+03%. In China, thanks to the new product effect and controllable price reduction, double-digit profit growth was finally guaranteed.

Overall, in fiscal year 20 19, Fast Retailing Group handed over a satisfactory report card, with sales increasing by 8% and net profit increasing by 7%, reaching16.5 billion yuan. Although the increase is not big, Uniqlo is the biggest winner in the moment of fast fashion and large-scale Waterloo.

1

Fast fashion brands have a hard time this winter.

Topshop, New Look and Next from Britain have successively announced large-scale store closures, and Forever2 1 from the United States has withdrawn from the French market. Fast fashion giant H&; M closed its cheap Monday and its new brand Niden. According to Reuters, due to exchange rate fluctuations and unusually warm weather, Zara's parent company Inditex's sales and profits were lower than expected, and its market value was once reduced by $5 billion.

The golden age of fast fashion has passed, the main consumer groups in the market tend to be younger, and the changing consumption concept is the main reason why fast fashion encounters Waterloo. Millennials and the younger generation Z have become the main force in the fashion world. They value the product itself and demand higher and higher value. "Quality and uniqueness" are important factors for the younger generation to shop, which also means that they are willing to pay high prices for more luxurious goods.

In addition, according to McKinsey's consulting data, 72% of the younger generation said they are more willing to buy sustainable products, which is a fatal blow to the fast fashion known for environmental protection.

Many people will wonder that the annual sales of Uniqlo increased by 8% when the fast fashion brands suffered from the cold winter. What is the secret?

2

Reduce inventory and specialize in basic funds.

In fact, ZARA, H &；; M and other fast fashion brands pursue fast and have different styles. Uniqlo focuses on basic models and wins with explosions. Only one series of "thermal underwear" has a global sales volume of 654.38+0 billion, and it is known as the enterprise selling the most clothes in Asia.

Founder Liu observed very early that in the daily operation of clothing stores, basic models usually account for 30% of total sales, and most consumers will mix popular models and basic models in the season. Although the popular models are eye-catching, most of them are short-lived, while the basic models are not only in great demand, but also sell well.

When doing business, we must grasp the essence. In Liu's eyes, the essence is that the strongest products will drive everything. Uniqlo's strongest product is undoubtedly the basic model. It is this different understanding of the essence that makes Uniqlo different from ZARA and H &；; M's gene.

ZARA and H & ampm pay attention to the fashion elements on the runway and move to retail stores as quickly as possible. Because it is impossible to predict the sales volume, this copy is based on more money and less quantity. Uniqlo pays more attention to the technological innovation of single products. With the sales guarantee of basic models, you don't have to worry about too many styles and how much inventory to prepare, as long as you focus on the perfection of single products.

In Liu's view, clothes are an integral part of clothing, and how to combine them is the freedom of consumers. Uniqlo's task is to produce versatile parts. Whether you are Korean or European, Lolita or Bohemian, you can't do without me.

To this end, Uniqlo has greatly reduced its inventory and explored standardized categories as much as possible. In terms of styles, Uniqlo only launches 65,438+0,000 pieces of clothing every year, which is only equivalent to110 of ZARA and H & ampm.

With less inventory, Uniqlo can meet all the needs with only 70 factories. Compared with other clothing giants with 1000 suppliers, Uniqlo's inventory pressure is very low, and the probability of making mistakes is much smaller.

three

Focus on design and comfort, deeply loved by young people.

According to the survey, the main consumers of Uniqlo are young people aged 20-30. McKinsey once used "sophistication" to describe young consumers. In other words, although they pay attention to fashion and personality, they never compromise on cost performance. Uniqlo's concept of "serving life" can just arouse their recognition.

Consumers said that although the basic models of Uniqlo are mostly "average-looking", the upper body effect is very comfortable. Liu Zeng, CEO of Fast Retailing Group, said that Uniqlo is essentially a technology company, and designing daily necessities that everyone can wear is its positioning.

In addition, Uniqlo's regular annual fixed big-name cooperation funds also enrich its texture and design sense. Counting the list of cross-border cooperation of Uniqlo, there are street cultural masters who are very popular with young people, such as KAWS, Murakami Takashi and One Piece, as well as luxury brand designers, such as Thomas May, head of BV, and Christophe Lemaire, former creative director of Hermes. In addition, classic works such as One Piece and Silver Soul have also been used by Uniqlo in UT series.

Compared with fast fashion brands that frequently fall into plagiarism disputes, Uniqlo has a great sense of design and comfort, and will undoubtedly go further.

Fast fashion is the product update speed relative to traditional clothing enterprises. Traditional clothing brands all produce clothes to be bought in the next season one season or six months in advance. You don't know what clothes are popular or unsalable until you sell them. Invisible brand companies will bet a lot of money. Some weak ones will be overwhelmed by inventory. With online shopping, many shops specializing in online shopping submit cards first, take good photos and make some goods in small batches. Those who like to be popular will continue to make goods, and those who are unpopular will not continue to do it. Uniqlo's clothing absorbs this feature of e-commerce clothing and is updated in small batches and series. Reduce enterprise inventory, accelerate capital flow, and become a benign and rapid cycle. So it's called fast fashion.