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"Tide Man" Behind The Uniqe Can Not Be Separated From These Two Men.

2019/6/10 16:00:00 212

Uniqlo

UNIQLO believes that every UT's design is loaded with animation, culture, art, games, fantasy and other diverse creativity. In 2019, there will be more new versions of the UT series including KAWS.

UNIQLO once again painted the screen.

In June 3, 2019, UNIQLO and KAWS's joint UT (UNIQLO T-shirt) were sold, and Tmall flagship store sold out in a few seconds. Even some offline stores even appeared looting. Buyers rushing to the door were like "zombies".

This printed T-shirt is not a limited product. Why did it cause such a crazy rush?

In fact, more than this time, just in the past April, UNIQLO and Japan's comic book magazine Jump jointly launched a series of single products such as One Piece, silver soul and full-time hunter.

In the live video of the network crazy, buyers are queuing up to buy a dress day and night, or even fight for a T-shirt that does not know the size. Of course, there are countless cattle in it.

But in fact, consumers do not have to worry about not buying KAWS joint funds. If you are willing to wander around the goods and poison APP, you will find that the price trend is not as high as expected in the market.

Meanwhile, UNIQLO officials also told the Chinese Entrepreneur: Thank you very much for the love and support of consumers in the KAWS series. UNIQLO will summarize the market conditions and formulate the next plan according to the specific needs.

KAWS and UNIQLO UT series launched 2019 new products.

Source: UNIQLO official website screenshot

After mad job

"At the beginning, I didn't think KAWS and UNIQLO's joint name would be so exaggerated. After all, UNIQLO and KAWS had a joint name." Li Xiong is a fan of KAWS. She understands KAWS through fashion magazines. "Everyone may have different understanding of KAWS. I think KAWS is more unruly, and my personality is also."

Li Xiong is a fashion lover. She likes to buy Original Fake, Bape and some KAWS products.

In the tide market, "if you don't buy a new product when you push the new product, it will be more expensive after you hand it in." Li Xiong told Chinese entrepreneur that he bought a KAWS in Japan, and bought less than 2000 yuan. Now, the price of the product is 2500~3000 yuan in the network.

Part of the joint venture of KAWS is really heated by the two market.

Earlier, the dolls jointly launched by KAWS and DIOR have been fry up to 160 thousand yuan in the two market, and the official price of the joint T-shirts is over 10000 yuan. In addition, the relatively famous KAWS and Air Jordan joint shoes have been sold to 16500 yuan at the price of 2400 yuan.

In April of 2019, at the Sotheby's auction in Hongkong, the artistic value of KAWS was at its peak. A KAWS, based on the "Simpson family" as a prototype, was written in the "THE KAWS ALBUM" with a turnover of more than HK $110 million.

In contrast, this UNIQLO and KAWS joint venture from the price trend does not seem so fanatical.

From the situation of APP trading on the tide trading platform two, the price of 99 yuan KAWS X UNIQLO 2019 is between 119 yuan and 172 yuan, while the joint T-shirts sold by UNIQLO and KAWS in 2017 are priced at 269 yuan, and the product has dropped to 389 yuan in June 4th afternoon.

In fact, as early as 2017, there was a joint sale with KAWS, and KAWS also served as YOHO.

Creative director.

Earlier, YOHO!

Commodity planning director Li Xin also told 36kr that many people rush to buy or consider pferring in the two tier market. After all, UNIQLO is fast moving consumer goods. It is difficult to achieve the luxury brand limit. Even if there is a certain price increase in these days, it will soon come down.

Or influenced by the cattle, UNIQLO began to restrict every consumer.

"We will summarize the market conditions and formulate the next plan according to specific needs."

The official of UNIQLO told Chinese entrepreneurs that in order to ensure the normal operation order, UNIQLO and KAWS jointly purchased 2 pieces of each flower and color online, and strengthened shop assistants at the store.

But fans of KAWS may not buy this joint product again.

"Why?

I'm afraid that people thought I was drilled through the shutter door, "Kong Yao likes KAWS. In her view, KAWS's iconic XX eyes are very Buddhist.

Strictly speaking, there is no street culture in mainland China. What kind of people do you like KAWS?

In the view of "kuikui" UFO, the joint products of UNIQLO and KAWS are not very attractive. He thinks that everything is the atmosphere of looting, and more KAWS lovers are more "fashion lovers" or young people who want to be labeled "Chaozhou".

Yes, UFO is YOHO!

The paction module of C2C, before becoming the leader of "YOHO UFO", was once a fashion editor.

Earlier, he had interviewed KAWS.

"KAWS is very American. Unlike those who follow him, he doesn't care much about clothes. The crowd is more ordinary. It may be like rock and roll spirit. There must be, but it's hard to say what the real rock spirit is.

Da Kui told Chinese entrepreneurs.

But in any case, UNIQLO is once again at the forefront of the trend.

The director of UNIQLO told Chinese entrepreneurs that T-shirts can directly reflect the personalities and values of wearers. "Wearing T-shirts that you like is a kind of self expression. Through the copywriting on T-shirts, you can express who you are, where you come from and what kind of culture you like."

And in the early days, the main strategy of unidirectional library was not related to "fashion".

All fanaticism is due to two men.

Almost all of us believe that behind the scenes of many crazy jobs in UNIQLO is the combination of two men -- the famous street artist KAWS and NIGO, art director of UNIQLO.

KAWS, Brian Donnelly, was born in New Jersey, USA in 1974. She began to touch graffiti art from the age of 12. In more news reports, KAWS's parents always wanted to buy new textbooks for him, because every time he got the textbooks, he would be filled with his "artistic creation".

After graduating from University, KAWS worked for Disney company and MTV TV station for some miscellaneous activities, but he could not bear to quit his job in the nine night six life.

In 1991, KAWS began to graffiti on the streets. He secretly took the poster of famous brands such as DKNY, Tommy Hilfiger, GUESS and so on for the two time, and secretly posted the poster on the second day.

Therefore, at this stage, people call KAWS the most "graffiti".

In the 90s, the street culture in the United States was in the ascendant. KAWS was already thinking about communication at the beginning of its creation.

KAWS thinks that the image of the skull can be recognized by the whole world. The expression of "X X" is ambiguous but has a spirit of Kuso. Even the name "KAWS" is carefully selected.

In his eyes, these four letters are the most abstract and have short and powerful pronunciation.

In the eyes of more people, KAWS follows the style of Andy Warhol, the advocate of pop art, whose bold and bright colors and meticulous design often strike people's hearts. With the best advertisement showing, KAWS gradually gets fame. Smart advertisers take the advertisement to send him "graffiti". The first thing to do is to fight DIESEL in the young market, which has become an important development node for KAWS.

KAWS, a famous graffiti artist.

Source: interviewee

In 2006, KAWS joined the Medicom Toys, Japan's largest doll company, to set up a brand Original Fake to start selling dolls, clothing and other products. KAWS also formally became an artist from the artist.

Original Fake is also very interesting. Literal plation is a unique method of creation.

KAWS reconstructs the known things from a new perspective, such as the most known "COMPANION", which is inspired by Mickey Mouse, and the graffiti itself is the re creation of the existing image.

In 2011, collector Alberto Mugrabi took a fancy to KAWS's paintings and began to purchase KAWS's works in large quantities.

In 2013, KAWS wanted to have more time to concentrate on art creation. After shutting down OriginalFake, he began to concentrate on oil painting and printmaking.

In the eyes of Da Kui, KAWS is one of the best artists in business.

The spread of KAWS in China is definitely due to the "market education" of UNIQLO.

Unlike ZARA, H&M and other fast fashion brands, UNIQLO does not have many fancy designs and complex processes, and has been insisting on subtraction in the production of goods.

It is in order to make up for the shortage in the fashion field and even follow the wishes of the young people. In 2003, the UT series was born. UT is the abbreviation of "UNIQLO T-shirt", which represents the brand of the printed T-shirt of UNIQLO.

Public information shows that the history of T-shirts can be traced back to the first World War. At that time, European soldiers wore cotton underwear which was light and comfortable and was favored by US soldiers because of its shape called T-shirt.

By the end of World War II, T-shirts had become the permanent clothing of American soldiers. Then with the soldiers returning to society, they began to wear T-shirts, and because of the large space they could customize their designs, T-shirts gradually became carriers of popular culture and loved by young people.

In 2014, BAPE, the founder of the Japanese street culture NIGO, formally joined UNIQLO as the creative director of UT.

And it is NIGO that makes UT truly "wake up".

After taking office, NIGO immediately found KAWS that he had known for many years, and the process of cooperation was very smooth.

In fact, as early as 2008, KAWS worked with Lining, but cooperation did not produce single products, just for marketing purposes.

Until 2016, KAWS officially worked with UNIQLO to launch a joint T-shirt, and the image of KAWS began to be known to the Chinese public.

In 2017, KAWS combined with UNIQLO and Yu Dehui art gallery in China again. At the same time, UNIQLO launched KAWS joint name again, and UT has gradually become one of the most cross-border brands of art.

After that, the Changsha IFS gold center opened in 2018, and the giant sculptures made by KAWS became the necessary spots for red net punching cards.

According to the information given by UNIQLO, after the NIGO took office in 2014, UNIQLO had launched a series of cross-border cooperation series with Disney, Blizzard, Avenger alliance and SPRZ NY in New York, Lego, Murakami Takashi, Dora A dream, JUMP and so on in addition to KAWS.

UNIQLO officials believe that every UT's design is loaded with animation, culture, art, games, fantasy and other diverse creativity. In 2019, besides KAWS, the UT series will have more new models, including Nintendo's dream of candy and Japanese confectionery.

Will UNIQLO become a fast fashion icebreaker?

There is always a voice in the industry: UT saved UNIQLO.

In fact, fast fashion and luxury brands or high-end designers cooperate to launch a joint name. It is a common phenomenon in a certain period of time. This is even a luxury and fast fashion "tug of heating", but in terms of effectiveness, the attraction of joint funds to consumers has long gone.

In 2004, H&M and Chanel creative director Karl Lagerfeld (old Buddha) launched a joint series, sold in an hour, but since 2014 and Alexander Wang cooperation, H&M's joint series has been reacted mediocre.

From its recent partnership with the Italy designer Giambattista Valli, "Project love", even the Li Yuchun platform did not cause any splash.

So what's the reason for the success of UNIQLO's joint series?

In fact, while launching many UT joint funds in UNIQLO, it is also working with top designers such as Alexander Wang and Wakubo Rei.

In 2015, when UNIQLO was working with Lemaire, it also played the vulgar advertisement of "using the money of UNIQLO to buy Hermes". Of course, none of the above mentioned UT joint crime.

Yao Ning, general manager of Rui Yide marketing and service department, said that the fast fashion launched joint mode has already made consumers feel fatigued.

And fast fashion, fast and unbroken concept and low price, often compromise with high-end designers, and it is difficult to guarantee quality and design sense.

On the other hand, the UT series of UNIQLO is more like a kind of cultural output than other designer brand names.

In Yao Ning's view, UNIQLO's joint name is more concerned about content.

Can UNIQLO's UT routines be copied by other brands?

For this, clothing analyst Ma Gang's answer is: "probably very difficult".

"The cost of UNIQLO is very high, and the flexible store type has made the market sink quickly, and has accumulated a large number of consumers." in Ma Kong's view, other fast fashion brands are hard to learn UNIQLO -- the pursuit of the best performance price ratio and the main idea of the basic funds. Even if they learn, they will not bring more surprises to consumers.

In addition, another reason why we can not ignore it is that the quality of QQ is really out of line with some fast fashion players.

In the eyes of more people in the industry, UNIQLO may have long been out of fashion.

Liu Chi has told the media that UNIQLO is essentially a technology company whose rival is apple and is no longer GAP.

In 2015, after the launch of HEATTECH heating material by the high-tech group in Dongli, UNIQLO has made high-tech fabrics the core competitiveness, and its products are popular eleven times a year in Tmall.

That is to say, UNIQLO has strong exclusiveness for the innovative research of fabrics, and now that some of the fast fashion has been running away, UNIQLO, which is fighting overseas market, is getting better.

In the 2018 fiscal year, the total revenue of UNIQLO overseas market surpassed the Japanese market for the first time, and the year-on-year revenue increased by 26.6% year-on-year.

But at the same time, some consumers told the Chinese entrepreneur that the success of UNIQLO and KAWS may be difficult to replicate, and there is no lack of voice that the joint venture is just a campaign of "universal cattle". Of course, there is no exact data to prove the objectivity of this argument.

In the meantime, such as KAWS, Supreme and other popular brands, Lining and hahomean home (8.540, -0.14, -1.61%) and other domestic brands are also pushing the "tide card movement" from the internal force. Lining has repeatedly boarded the fashion week, hoping to build herself into a fashion brand belonging to China.

But everything still needs to be precipitated. After all, fashion is always unpredictable. It is always sincere and meticulous to keep the charm for a long time. Joint name is not a simple rental benefit between "brand" and "IP".

It is undeniable that for the industry, the success of KAWS and UNIQLO has pointed out a direction, at least UNIQLO is trying to tell every consumer - "I am not just a dress".

(Li Xiong, Kong Yao, and Tai Kui are alias.

 

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