As Long As 199 Yuan, UNIQLO Will Provide Shirts For You To Customize, Will You Pay The Bill?

"What's your biggest complaint about UNIQLO over the years?

"Sleeves are too long" and "beat the plates". The saying goes, ZARA is not quality, UNIQLO is not fashionable.

In response to these complaints, UNIQLO is trying to change stereotypes in the minds of consumers and launch a semi custom service around the world to enable consumers to buy clothes that are most suitable for their bodies.

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Clothing brand giants do semi customization, perhaps not to do, but when large-scale problems.

After the clothing industry has increasingly become standardized line operation, the style update is faster and faster, but the custom clothing that is fully fit is becoming less and less.

After all, not everyone can afford the high-end clothing customization service for celebrities. Now UNIQLO is going to help us.

Semi custom garments are responsible for Chinese factories.

UNIQLO recently launched a similar semi garment Service in the United States, mainly for men's shirts.

On the official website, they provide more than 800 different colors and styles for consumers to choose and customize. When consumers choose to complete and order, the customized shirts will be delivered within 3-7 working days.

And this custom made shirt is not expensive. The price of US $29.9 (about 198 yuan) is very consistent with the price that UNIQLO always pays close attention to.

It costs less than 200 yuan to customize a shirt belonging to one's own. It feels very cost-effective.

In addition to the United States, UNIQLO is also preparing to extend the service to Southeast Asian and European markets.

Although the factories for producing these customized shirts are located in China, there is no mention of China in the current plan.

Bold guess, perhaps because Chinese consumers are too strong in purchasing power, they need to make more preparations ahead of time, after all, the Chinese market is their main driving force at present.

Retail chain reform can only be done if supply chain matures.

It may be questioned that the custom-made garment of "1000 faces and thousands of faces" is a little different from the uniform fashion designed by UNIQLO before and the fast fashion strategy of mass production, which may have an impact on the entire supply chain.

Customization is both a consumer revolution and a production end revolution.

If there are not many mass customization factories, fabric suppliers and excipients with good coordination and high efficiency, it is impossible to customize such brands as UNIQLO.

In the view of Liu Chi Zheng, chairman of fast marketing group of UNIQLO parent company, it seems that the era of aesthetic decision has passed. Today, as consumer demand becomes more and more diversified, user data driven production is becoming a new trend in retailing. We firmly believe that fast selling must be pformed into a new type of "digital consumer retailing enterprise", whose belief is mainly to serve customers and commercialize information.

I am thinking about what the future of clothing will become.

UNIQLO will provide semi customized products.

There is still excess production in the clothing industry, but this is still a promising industry.

If we want to change the way we communicate with customers, we need to change the industry first.

Upgrading of supplier infrastructure is on schedule

The degree of intelligent pformation of local garment manufacturers in Japan is not very clear. In China, investing in intelligent chemical plants has become a hot trend.

The strength of the garment manufacturing enterprises either in the pformation, or to prepare for the pformation, are considering adjusting their production model to meet the future possible large "semi customized" orders.