Why Did UNIQLO Launch Semi Custom Products For Consumers Of Non-Standard Shape?

　　 Uniqlo It seems to want to make the clothes more U. According to the world clothing and shoe net, Japan UNIQLO will start offering special store floors similar to flash stores in stores in central cities such as Ginza, Sendai, Nagoya, Osaka and Bodo in Tokyo in September 14th. These floors will be the first to launch semi custom products for consumers of non standard stature.

The so-called "semi custom goods" means that customers can pick out half finished products in the shop, then adjust their sizes, colors, and details such as collar and cuffs according to their own preferences, and finally buy the clothes that are most suitable for their own figure.

Is there a tendency that UNIQLO wants to make UT more fragmented? After all, 15 years ago, when printing T-shirt became independent from UNIQLO to become "UT", it just printed a popular cartoon image. brand Logo's cheap T-shirt. Today, it has developed into a series of large IP, such as graffiti legend Futura, Andre Saraiva, Disney, Lego and so on, which is a cultural T for expressing self character and attitude towards life.

And in the Chinese flagship store of huaqhai road in Shanghai, the concept of customization has been launched. On the 5 floor of the "UNIQLO & Disney" experience layer, you can create a unique and self contained in the world. Design The elements of the uniqo. The entire 5 floor is full of various materials and services for clothing customization, such as UT processing plant, Disney logo, pattern matching plate and so on.

Compared to UT's simple DIY custom series, UNIQLO's semi customized service has obviously risen to another level, but the problems can not be underestimated. As we all know, the general custom service exists in some high-end or personalized products. How to solve the cost of time and money in designer, fabric purchase, production line and customer communication process is an urgent task for UNIQLO.

Moreover, customized services are relatively small, and the market may not be very large. If UNIQLO wants to drive sales through such measures, the difficulty is not.

"I am thinking about what the future of clothing will become. UNIQLO may provide semi customized products. In the past, our clothes were sent from factories to stores, which might be delivered to customers in the future, and they were carefully designed products. There is still excess production in the clothing industry, but this is still a promising industry. If we want to change the way we communicate with customers, we need to change the industry first. " Last May, Liu Jing, chairman and CEO of fast Marketing Limited, talked about his views on the clothing industry.

About UNIQLO

UNIQLO (Japanese kana): the Japanese clothing brand was founded in 1963 by the Japanese fast retailing company. It was a small clothing store selling Western-style clothes, and now it has become an internationally famous clothing brand.

Liu Chi, the current chairman and general manager of UNIQLO, is the first to introduce a hypermarket style clothing sales mode in Japan, which has realized the low cost of store operation through the unique commodity planning, development and sales system, which has led to the hot selling of UNIQLO.

More interesting reports, please pay attention to the world clothing shoes and hats net.