UNIQLO Is On Fire Again! Luxury Fashion Is The Best Way To Sing!

UNIQLO is not the first fast fashion brand to work with luxury designer. In this field, H&M is called the originator.

Almost 10 years ago, almost every year, H&M launched similar cooperative products, from early StellaMcCartney to later Lanvin and Versace, which was recognized by young consumers.

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It has also worked with Prada former designer Jill Sander for 3 years.

It is undeniable that UNIQLO, which is famous for its basic fund, chooses similar cooperation to bring new and refreshing feeling to consumers, especially to satisfy the pursuit of freshness for post-90s consumers.

"Absorb some elements from the outside world to tell you that he can not only make the basic payment, but also enhance the brand reputation and consumption experience to a certain extent."

Cheng Weixiong said.

What's more,

Through cooperation with luxury brands, you can improve your taste and bring the brand itself to the high end.

In Liu Jianxiu's view, through such cooperation, both fast fashion brands can gain economic benefits and brand promotion.

For luxury brands, under the pressure of external environment such as anti-corruption, it can be more direct and indirect to help more people understand the brand by means of a fast fashion brand.

UNIQLO's external publicity materials show that "Lemaire brand focuses on the concept of the wearer itself, which is exactly the same as UNIQLO's" life service ", and the pursuit of comfort, quality and style can make life better.

At the same time, Lemaire also believes that "we are not a luxury brand. We are committed to making classic and unfailing high-quality clothing. This is what UNIQLO strives for."

But it is undeniable that for consumers, especially Chinese consumers, what is more obvious than the Lemaire brand is its founder, ChristopheLemaire, who had been the director of dress design for Hermes.

As a result, "selling the design of Hermes at the price of UNIQLO" has become the biggest marketing and the most gimmick to stimulate consumer behavior.

Liu Jianxiu, a senior advisor to CIC, said: "the selling point of the cooperation mode between fast fashion brands and top designers is to enable consumers to buy high-end design services at a more affordable price. Consumers prefer to buy clothes rather than experience.

He told reporters.

In the clothing industry experts, Shanghai Liang habitat Brand Management Co., Ltd. General Manager Cheng Weixiong seems to buy

People who buy UNIQLO products will not buy luxuries, nor will they buy luxuries. "But they want to experience the design of luxury goods."

This also implies the purchasing psychology of most consumers.