UNIQLO'S "Comprehensive Combat" Program Officially Announced The Entry Into The Maternity Products Market.

August 28th, Japan

Officially announced the march into the maternity products market, will be opened in Japan's more than 220 large stores in the field of maternity clothing.

According to Japanese media reports, this is the first time that UNIQLO has set up a garment line specially designed for pregnant women.

Before that, some UNIQLO customers bought large size dresses and brassiere.

To replace maternity dress.

UNIQLO's first wave of pregnant women's clothing includes four different styles, priced between 790 yen and 3990 Yen Yen.

For example, taking into account the increase in the number of women who are still working during pregnancy, we have designed a larger size, a softer waist, a pair of cotton knitted jeans with elastic knitted fabrics, and a double-layer socks that can keep the belly from getting cold.

In addition, pregnant women are prone to edema and other problems. A pair of panty hose with convenient size adjustment and pregnant underwear with rubber free elastic knitted fabrics are also introduced.

At the same time, UNIQLO has expanded the category of baby products.

50-60 cm conjoined clothing and bib products, which are priced at between 590 and 1500 yen, are sold at the same time. It is said that this series of baby conjoined clothing is more stringent in terms of material selection and technology, and will not hurt the delicate skin of the newborn.

UNIQLO's parent company, Xun Ya Yan, executive director of Xun marketing group, said at the press conference that this is the new product line that UNIQLO complies with the customer's long standing demand, which is the beginning of UNIQLO's "comprehensive campaign" plan.

As early as 2012, children's wear lines were set up. This is the first time that we have turned our attention to the huge demand during pregnancy.

Naka Masahiko said that during pregnancy and neonate, it is a special period for parents to actively acquire information for their children. UNIQLO is expected to take this opportunity to gain consumers' trust and drive sales of other categories.

At present, the problem of birthing is still serious in Japan, and the number of newborns is about 100.

In contrast, other countries in the world have greater demand for newborns and pregnant women. For example, after the opening of the second child in China, the total number of births in 2016 was 17 million 860 thousand.

After the launch of the product line, the product line will be adjusted according to the feedback from domestic consumers, and the next step will be to enter the overseas market.

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