UNIQLO Makes Money In The US And Europe, Basically Counting On Male Consumers.

"No one knows who we are.

... you are selling clothes in a small, mediocre, less than one thousand square meter place. It's hard for you to get interested.

Shin Odake, chief executive of UNIQLO American company, said in an interview at the time.

In 2005, UNIQLO launched its second expansion, which changed the strategy of opening stores in the suburbs before, and, like the rapidly developing Chinese market, opened a large storefront in the main cities of the world and opened in Manhattan, the United States.

In Europe, UNIQLO's current sales outlets have covered 18 countries. Last year, Europe's sales reached 140 million euros, and the sales growth rate of stores was 131%.

UNIQLO plans to sell summer in 14 countries in June 8th.

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The bathrobe is made of Japanese traditional colors and patterns, inspired by paintings by Takeku Yumeji and Nakahara Junichi.

Although China is not on the list, UNIQLO is still earning a lot of attention among domestic female students through micro-blog and other media platforms.

This excitement will almost cover up an important strategy of UNIQLO: it is intended to attract more men's attention than those who are shocked.

"We will take

In the first place, not in the second place.

Steven Sare, sales director of UNIQLO, told Business Insider.

At the same time, he said that although UNIQLO's competitors (fast fashion brands) were trying to win more female customers, half of UNIQLO customers actually were male.

Moreover, the average consumption of men in the store is higher than that of women, which is why UNIQLO chooses to focus on the male market.

Why does UNIQLO attract so many male customers?

A recent survey conducted the following findings: first, UNIQLO has been providing simple basic clothing, as Takizawa Naoki, director of brand design, said, "consumers need functionality more than fashion."

Male consumers tend to be less sensitive to fashion. Clothes that are simple and easy to build are more suitable for them.

Secondly, male consumers are more concerned about the material of clothing than design, which is what UNIQLO likes to talk about "technology stories".

It claims that UNIQLO's proprietary thermal conductive fabric Heattech is co developed with Japanese companies supplying carbon fiber cloth for Boeing 787. Ryui Masashiya, the founder of the brand, said that summer loved its own brand of AlRism cool underwear because it was very cool and comfortable.

High cost performance is also an important reason why UNIQLO is very popular. Let's take a look at the conventional clothes sold by UNIQLO in China, 79 yuan for UT in summer, 499 for light down clothing in winter, and for 299 in spring and autumn.

Finally, the survey shows that UNIQLO attaches great importance to monitoring big data and will do a lot of Market Research for customers.

When interviewed by Business Insider, male consumers said: "UNIQLO's clothes are more customized than other brands."

These male clients are more likely to help UNIQLO accelerate internationalization.

In an interview with the media, Ryui Masa, founder, said he hoped to expand the European and American market by attracting male customers.

The development of UNIQLO in the European and American markets is not smooth.

In the 2001 year of the year, UNIQLO opened its first overseas stores, opening 3 in the United States and 21 in the UK, but all of them were small and located in the suburbs.

In the end, three stores in the United States went bankrupt, and most of them in the United Kingdom were hard to manage.