优衣库服装品牌在市场稳赢的因素

Factors of Steady Win in the Market of Uniqlo Clothing Brand

近几年,全球快时尚品牌陆续关店,甚至有品牌频频传出破产的新闻。与之相反,优衣库却逆势上涨,在中国开店的速度尤为抢眼。新冠肺炎疫情的扩散,市场低靡,优衣库却赢得消费者的青睐。文章以优衣库中国市场为例,从其品牌理念、款式、面料、做工、定价等几个方面来阐明其原因。

In recent years,the stores of global fast fashion brands have been closed one after another,and even the bankruptcy news of brands come out frequently.In contrast,Uniqlo has bucked the trend,opening stores at a particularly rapid pace in China.As the epidemic spreads and the market slumps,Uniqlo is winning consumers'favor.In this paper,taking the Chinese market of Uniqlo as an example,the reasons are clarified from its brand concept,style,fabric,workmanship,pricing and other aspects.