UNIQLO Is Cheap And Attractive To Men.

Like Nike and Under Armour looking for sports stars to do endorsements, UNIQLO also recruited tennis star Novak Jokovic to be her spokesperson.

At the same time, compared with those fast fashion brands pursuing fashion, UNIQLO pursues better clothing quality, and the strategy of "high quality and low price" makes it more distinct from other brands.

A classic version.

It sells US $89.9 (about 550 yuan) in UNIQLO, while the same quality products may sell for us $225 (about 1410 yuan) in J.Crew.

Then you will ask.

How can such a good product be so cheap? According to the analysis, UNIQLO passed.

Clothing styles and quantities to ensure low price, only a small part of the need to produce a large number of goods, so that it can choose better fabrics, and can save costs.

Finally, the tailoring is also the reason why many male consumers love UNIQLO.

The research and Development Department of UNIQLO thinks it is extremely important to improve the fit of clothing. They want to provide them with more clothing than competitors, and therefore do a lot of market research.

The conclusion is that men now want shirts that are more suitable, rather than dressed as inflatable boxes.

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Uniqlo UNIQLO, once known for its limited reputation in the UK market, is growing increasingly powerful through its rapid international expansion, which will provide a lot of help to European businesses with relatively small branding operations.

In April 11, 2014, the first private store in Uniqlo UNIQLO, Tauentzienstrasse street in Berlin, was officially opened. It has an area of 2700 square meters. It is currently the most popular Uniqlo UNIQLO in Europe. In the following two weeks, it also added another store in April 25, 2014 to Uniqlo UNIQLO in Paris, bringing the total number of European stores to 20.

In the European market, Uniqlo UNIQLO currently owns 10 stores in the UK and 4 in France and Russia.

It is reported that Fast Retailing will also open stores for Uniqlo UNIQLO in other major European cities, such as Milan and Barcelona.

Yukihiro Katsuta, head of global development and research at Uniqlo UNIQLO, said in an interview that the group hoped that Uniqlo UNIQLO's development in the European market would be similar to that in the US market.

Uniqlo UNIQLO's ambitions for the US market have long demonstrated that Fast Retailing Co. (9983.T) Xun group hopes that the US market will bear 1/5 of the sales in the future, and that it will achieve a sales target of 200 stores and 10 billion US dollars by 2020.

The European market has always been the base of Inditex SA (ITX.MC) and Hennes & Mauritz AB (HMb.ST), the latter's main brand H&M has more than 400 in Germany alone, while the total number of overseas Uniqlo and UNIQLO stores has nearly 534 as of February 2014. However, as the largest single overseas market of Uniqlo, the total number of stores in China has reached 325.

Another fast fashion group outside Europe, Gap Inc. (NYSE:GPS), has also been developing in the European market.

Uniqlo UNIQLO faces many difficulties in the European market. In addition to Inditex SA and Hennes & Mauritz AB, the overall demand slowdown in the European market has also emerged in the past few quarters of Inditex SA and Hennes & Mauritz AB's earnings report.

At present, the common focus of the four fast fashion groups is in the Chinese market.

In addition, Uniqlo UNIQLO in the European market and the United States market, the previous development is not smooth, have experienced a storm of closure, in 2001, the brand opened 20 stores in the UK, due to the low recognition of the British market and then closed down.

Uniqlo Berndt Hauptkorn, chief executive of UNIQLO Europe, said that Germany was an important market in the opening of the Berlin store, while the group was equally ambitious in the European market. However, he did not disclose the medium and long-term plan of Fast Retailing in the European market.