Fast fashion brand Uniqlo “overturned”
Recently, major overseas media reported that Uniqlo will Recently, a batch of men’s shirts were seized by U.S. Customs due to issues with Xinjiang cotton. Although the Uniqlo brand took appeals, they were still rejected in the U.S. Customs documents in May.
Interestingly, Uniqlo submitted so-called “evidence” to prove that it did not use Xinjiang cotton, but the United States still “rejects” it to respond.
After the news spread back to China, domestic consumers’ resistance to Uniqlo was triggered again. Originally regarded as the signature brand of Japanese fast fashion, Uniqlo has been sought after by many domestic consumers due to its high cost performance and comfort, and its reputation is considered to be the most stable among international fast fashion brands.
However, after the cotton incident broke out, Uniqlo sided with the United States and was boycotted by the domestic market. Then it turned around and claimed that it insisted on using Xinjiang cotton. Many people commented that he was a “grass in the wall”. Now Uniqlo has been slapped in the face again after it was revealed that it “self-certified” that it had not used Xinjiang cotton in January. This fast fashion brand, which was once highly regarded in the Chinese market, has also been written into the consumption blacklist by many netizens because of these measures.
Not only that, after the incident, domestic artists terminated their contracts with the brand one after another. After the incident, the faces of Chinese models rarely appeared in the brand’s posters . Brands that originally had a bright future in Chinese fashion began to use some black, European and American models for promotion in Asia.
The outbreak of this incident can be said to be a complete This has lowered Uniqlo’s popularity among the people. Some netizens bluntly said that when Uniqlo followed the trend, they should have thought of the current situation of being “beaten from both ends”.
Can design-free fast fashion continue to be popular?
Although many netizens said they would no longer buy Uniqlo, the president found after visiting some offline shopping malls that many Uniqlo offline stores are as popular as ever, and there are still people queuing up to try on clothes. As the situation arises, there are still many “hardcore fans” buying and supporting the brand’s online official blog.
In the mouths of netizens, Uniqlo’s clothing is “fashionable without design” and “minimalist style created at zero cost”. Something for all to see. Although the quality of clothing has a high reputation, its basic design slogan has always challenged consumers’ matching skills. But in recent years, the quality reputation they have always been proud of seems to be crumbling step by step.
The reason why consumers are nostalgic for this type of design-free fashion brands is that in addition to the price suitable for ordinary people, it is also the reason why they have been linked up everywhere in recent years. It’s a marketing tool for famous brands. Secondly, another more important reason is that fast fashion brands like Uniqlo have few cost-effective brands with the same credibility in the domestic market.
Rather than saying that there are none, it is better to say that everyone lacks the opportunities and platforms to see these high-quality brands. As netizens said, brands with the same quality have different tones, and the demand market is not that high. Domestic brands (AMII, Kuaishou, Jiangnan Buyi, etc.) with similar credibility and materials do not have many advantages in terms of price and quality, and the design is not in line with the minimalist and basic consumer needs.
The design advantage of Uniqlo is as stated in their brand style introduction. In addition to creating casual looks, all Uniqlo items can be worn with any other brand of clothing. This kind of basic, versatile and daily simple design can be better worn by consumers in various occasions, and many fashion bloggers have also proved this through personal matching.
Even if you can find clothing with minimalist styles and simple prices, most of them are unknown, making it difficult for consumers to trust them and the chance of appearing in the market is small. Consumer credibility has become one of the biggest obstacles to the development of similar domestic brands. In this situation, at least in the short term, it is impossible for the people to get rid of their dependence on Uniqlo.
If people demand it, there will be a market for design-free fast fashion. Nowadays, UNIQLO is gradually being excluded from the domestic market, and more and more local brands are being noticed. Domestic clothing brands of the same style are expected to come forward. There may be more markets and opportunities in the future! </p