This is the example of B2B acquisition parter in UNIQLO business. UNIQLO thought about entering high fashion area like collection bland in Europe. UNIQLO made the new relationship with JIL SANDER who is one of the biggest fashion designer in the world and have strong high fashion image in apparel industry. UNIQLO and JIL SANDER started new UNIQLO line which called UNIQLO+J, and provide the fashionable clothes in cheap price using JIL SANDER'S fashion sense and UNIQLO's powerful supply chain. It seemed that UNIQLO wanted to change the image from cheap cloth bland to high fashion bland image, but UNIQLO will finish this collaboration in this fall term. What's the reason to finish this? There are not enough profit from this? I don't think so. In apparel marketing stand point UNIQLO gets much broader position from this. This marketing campaign proved that UNIQLO can make high fashion products in cheap price, and they can take the position in high fashion area. Basically High fashion area can't make much profit compared than mass casual cloth area, but high fashion images are so important in order to not only selling process of high sense clothes but also selling process of casual clothes. I think UNIQLO already get the new position and new customers by this campaign.
This is example of
1 comment:
Im a "loyal" uniqlo shopper and when they came out with +J sometime early this year, i bought the merchandise (3 t-shirts and a button down). +J had a different feel and make from other uniqlo merchandise and i knew it the moment i saw the line. and because of what you wrote, i now understand why.
im not sure if there is any publicly available data which details how much uniqlo earned from +J but the fact that i dont see +J in uniqlo stores anymore (there used to be an area dedicated to +J but now its gone, Im not sure if they mixed it with others) means either this is a one time thing (meaning after the contract, its done) or the sale is not as great. high fashion and cheap are two conflicting dogmas. it can be pulled off (i think there have been several designers who tried designing for the masses. this and the fact that the masses in japan can actually afford fashion) but care has to be taken not to cheapen the label even if it was designed to be affordable.
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