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2010 UNIQLO Holds Japan'S Richest Man With A Cheap Clothing Brand.

2010/6/3 9:09:00 32

From sales to today's leading Japanese leisure industry

Clothing brand

What elixir did UNIQLO take?

In May 15th, the Uniqlo flagship store opened in Nanjing West Road, Shanghai, and there were long queues at the entrance. The staff had to lift up the wooden cards "queue up here and enter the store for 1 hours" to remind customers.

"Before you go to World Expo, you will feel this battle ahead of time."

Someone complained.

But the team is still growing, and there is still no reduction at 9 that evening.

Even the opening of H&M flagship store in Huaihailu Road, Shanghai, has not been so popular.

Uniqlo

In Nanjing West Road, half a building has been rented and its business area is 3300 square meters. The trend has been covered by any flagship store in London, New York and Paris.

Half a month before the opening, the entire Nanjing West Road and Wujiang roads were covered with advertising flags.

Despite preparations, the shop assistants were still caught off guard.

Seeing this brilliant scene, who would have thought that four years ago, UNIQLO was still struggling on the edge of the biggest crisis since its founding in 1984, and sales growth was flat.

In 2005, UNIQLO was experiencing a shrinking market in Europe and the United States, and the Asian market was also worrying, with sales and brand awareness decreasing.

The disastrous defeat even allowed Tamatsuka Shimotochi, the then president, to lose the real power of the president.

The problem is not just open shop.

More inclined to basic funds.

Non tidal current

The route has made UNIQLO win the praise of "succinct and lively" and also obscure its brand.

In the H&M and ZARA fashion trends, consumers think UNIQLO is "not fashionable enough".

To make matters worse, simple style makes copying and imitation easier.

The turning point came after a meeting between Ryui Masawa and Misaki Sato.

Ryui Manami was not the kind of person who was moved by the idea of "parrot," but when he saw a TV interview by Misaki Sato and he decided to see him.

No one knew what they talked about. Soon, Liu was hiring a young Japanese designer who hardly ever laughed as a creative director. Sales of UNIQLO began to increase significantly.

Ryui Masa believes that Misaki Sato and his unique creativity and modern sense, "he not only knew the creativity of Japan before, but also knew the present Japan well, so we chose to cooperate with him."

In Japan, Misaki Sato is known as the fast knights.

Previously, he served as designer and creative director in the unicorn beer advertising and NTTDocomo mobile phone products.

The designer, who was born in an advertising agency, likes to play cards without common sense. In the Kirin project, he used the Logo advertising screen to cover the vehicles parked on the street free of charge, and successfully grabbed the eyeballs.