From UNIQLO To UT, This Fast Fashion Has Become A Must For Young People.

Every time they walk into UNIQLO, most consumers gather in the UT district to pick their favorite T-shirts.

When buying, it is usually not one hand, but a few hands.

This summer, the hot wave of UNIQLO's T-shirt hit again and again.

Like the recent "KAWS" X "Sesame Street" theme UT, many consumers have already been willing to pay their own money.

Before that, to celebrate the 50th anniversary anniversary of "weekly youth JUMP",

Joint two subscribers favorite

And other 22 animations, launched a series of theme UT, wake up after 70, 80, 90, generations of youth memories.

Among them, the degree of sale is not available to consumers.

In addition to the joint name UT, UNIQLO AIRism and fast drying series T-shirts are also loved by a large number of consumers.

UNIQLO Q3 report shows that the same store net sales grew 5.4% in the same quarter, the main driving force was

The sale of series summer clothing is strong.

The financial report also stressed that in the Greater China region, a series of theme UT products were actively sought after by consumers and driven by double-digit growth in the same store sales in Greater China.

UT with brand history

Speaking of UNIQLO UT, the history can be traced back to 2003, when UNIQLO officially launched the T-shirt project, locating at low price and high quality.

Before 2006, UT did not have such a wide cultural cooperation T-shirt. The most common way was to print the cartoon pattern with the LOGO of UNIQLO, which led to the consumer's desire to buy UT was not strong.

The beginning of the real change was in 2006, Misaki Sato, an advertising and design man in UNIQLO, and joined UNIQLO as art director.

Misaki Sato Cox hope that T-shirts are more than just one thing.

Instead, it can carry more meaning and become more liberal and pluralistic.

After Misaki Sato took office, he planned a future T-shirt convenience store, and opened the UT concept store to Harbin, Tokyo, a street corner brand in Japan. She sold the UT in a pparent pot to attract customers.

UNIQLO then used UT as a product to increase its fashion elements.

If 2006 is the beginning of UT change, then 2013 is the birth of the new concept of UT.

In October 2013, UNIQLO announced that the former BAPE director NIGO was the creative director of UT series, and then played the official slogan of "new generation T-shirt".

At that time, in order to make the T-shirt back to the beginning, NIGO designed 1000 seasonal UT based on the American style in 50s.

In the details of UT, NIGO reused the seamless design of retro cylinder in part of UT and made UT with thicker cotton thread.

Shortly after taking office, NIGO and Fei Dong Williams (Pharrell Williams) jointly launched I am OTHER.

The I am OTHER cooperation series has 14 different colors and styles of T-shirts, each of which shows Philippine Dong's classic slogans, such as "Think Other" and "THE SAME IS LAME".

Starting from 2014, UNIQLO's various joint T-shirts are endless, I am OTHER and SPRZ NY marvel at the New York series; 2015, Music icon joint name, 2016, spring and summer, every season, UNIQLO and KAWS will launch a joint series; 2017, One Piece launches cooperative funds for commemorating the 20th anniversary; 2018, the spring and summer series releases the world creativity, including 38 crossover cooperation T-shirts including Murakami Takashi and duer A dream, Lego, Blizzard, Avenger alliance, etc.

From 2003 to now, UNIQLO UT has gradually become "fashionable" from its original printed T-shirt.

Gradually moving towards young consumer groups.

Low price X "trend" dual V plus

If the label of UNIQLO is comfortable and basic, then the UT series is the representative of "fashion" in UNIQLO.

In the UT column of UNIQLO, there is such a paragraph that T-shirt can directly reflect the personality and value of the wearer. Through the copy on T-shirt, you can express who you are, where you come from, and what kind of culture you like.

Wearing a T-shirt that you like is a self expression.

UNIQLO UT is more as a cultural carrier, and diversified, carrying different countries' culture and culture in different fields.

Through the big IP, we can narrow the distance between brands and consumers in different cultural backgrounds.

For example, a series of T-shirts, a series of game T-shirts with Blizzard, and so on.

Wu Pinhui, CMO of Greater China in UNIQLO, said, "the biggest purpose of designer money, joint name and cooperation is to satisfy everyone's pursuit of life, and hope that the arts will be nationalized and nationalized."

In UT design, UNIQLO may not be the most dazzling, but it can make consumers of different ages wear out and have a certain style.

In an interview with the Japan economic news, NIGO once mentioned that T-shirts are easy to be discarded. It's not true. Even if they never lose, they will wear a fashion sense of "really miss this T-shirt and look good now" after 5 years.

I hope to show the value of Vintage in UT.

UNIQLO now has more sense of design for UT, and is more nationalized under the premise of ensuring individuality.

In addition to the trend, why does UNIQLO UT often explode? In terms of animation IP, it is consumers' recognition of their favorite cartoon, and the affirmation of their values in cartoons.

The hero of this cartoon or the image of other characters can represent the self expression and self value that consumers want to express.

Secondly, there is not a T-shirt in the wardrobe.

UT as a fashion "fast food" is absolutely indispensable in summer.

The core of sales volume in UNIQLO UT is parity.

Compared with other products of UNIQLO, UT is priced at roughly 59-99 yuan.

In addition, consumers have a self brand attitude, which is more expensive than other Taobao cards and net red cards. Most consumers choose UNIQLO.

Because, first, you can buy a comfortable t-shirt at parity or even low price; second, you can buy the famous designer at the parity price.

Third, you buy a T-shirt that can express your attitude and design sense with low price.

At the same time, UNIQLO through UT low price advantage, let some want to try.

Consumers can spend money on buying a T-shirt at random.

When consumers are dressed up by UNIQLO, they will continue to precipitate fans for UNIQLO.

Finally, is there a UT in your closet hanging on a UNIQLO?