Customized services are relatively niche, and the market may not be big. If Uniqlo wants to drive sales through such measures, it is not difficult.
Uniqlo seems to want to make clothes more U. According to the Nihon Keizai Shimbun, Japan Uniqlo will open a special merchandise floor similar to a flash shop in stores in central cities such as Ginza, Sendai, Nagoya, Osaka and Hakata in Tokyo, starting on September 14. These floors will be the first to introduce "semi-custom products" for consumers who are not standard.
The so-called "semi-customized goods" means that customers can choose semi-finished clothing in the store, and then adjust the size, color, and length of details such as collar, cuffs, etc. according to their own preferences, and finally buy the most. A suit that suits your body.
Is there a tendency for Uniqlo to make the UT more subdivided? After all, 15 years ago, when the printed T-shirt just became a "UT" from Uniqlo, it was just a cheap T-shirt with a popular cartoon image and a brand logo. Nowadays, it has developed into a series of big IPs, such as the graffiti legend Futura, the fun artist Andre Saraiva, Disney, Lego, etc., to express the personality T and the attitude of life.
In the UNIQLO China's largest flagship store in Huaihai Zhong Road, Shanghai, the concept of customization has already been introduced. On the 5th floor of the “Uniqlo & Disney†experience layer, you can create a UNIQLO that is unique in the world and contains your own design elements. Throughout the 5th floor, there are a variety of materials and services for clothing customization, such as UT processing plants, Disney logos, and graphic matching panels.
Compared to UT's simple DIY custom series, UNIQLO's semi-customized service has clearly risen to the next level, but the problems are not to be underestimated. As we all know, general customization services exist on some high-end or highly personalized products. For the UNIQLO, which focuses on the basic models, how to solve the time and money costs incurred in the process of designers, fabric procurement, production lines, and customer communication is obviously a top priority.
What's more, the customized service is relatively niche, and the market may not be big. If Uniqlo wants to drive sales through such measures, it is not difficult.
“I am thinking about what the future of clothing will become... Uniqlo may offer semi-customized products. In the past, our clothes were sent from the factory to the store, and may be sent directly to customers in the future, and they are carefully designed products. There is still a surplus of production in the apparel industry, but this is still a promising industry... If we want to change the way we communicate with our customers, then we must first change the industry.†Last May, Chairman and Chief of Fast Retailing Co., Ltd. Executive Officer Yanai is talking about his views on the apparel industry.
Editor in charge: Wang Zhen
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