设计战略塑造“第三代”服装企业——以日本品牌优衣库为例

DESIGN STRATEGY SHAPING THE 3RD GENERATION FASHION COMPANY——a case s Tudy of uni Qlo's design innova Tion

美国《福布斯》杂志最近公布的2013年日本富豪排行榜显示,迅销集团董事长柳井正凭借优衣库服饰品牌第四次夺得日本首富的桂冠。在2008年金融危机影响下,全球首富比尔·盖茨2009年的资产缩水了180亿美元,"股神"沃伦·巴菲特的财富缩水了250亿美元,然而优衣库创始人柳井正却成了例外,迅销公司2008年的股价逆势上涨了63%,优衣库的销售量也直线上升,新的门店在全世界遍地开花。优衣库缘何在日本经济低迷期创造销售奇迹?还将创始人推上日本首富的席位?本文以设计战略为研究视角,从品牌企划、产品创新、品牌营销三个层面系统剖析了日本著名服装企业优衣库的成功之道以及设计在其中的推动力。

Liu Jingzheng, chairman of rapid sales group UNIQLO, has been announced as the richest person of Japan in 2013 by US ＂Forbes＂ magazine. Recall that in 2008, under the influence of the financial crisis, the assets of the world＇s richest man Bill Gates has shrinking, so as Warren Buffett＇s wealth. However, founder of UNIQLO has become the exception. UNIQLO＇ s sales are skyrocketing, new stores opening everywhere in the world. This paper is based on the design strategy perspective, analyzing brand planning, product innovation and brand marketing of Japan＇s leading clothing company UNIQLO.