UNIQLO Sales Shoes Design Short Board Obvious

Death of positioning

The reason is simple: buy uniforms. clothes People will choose a brand (and price) higher than UNIQLO. shoes 。

　　 shoes The rate of reuse is much higher than that of clothes. How much does the proportion of clothes and shoes in my wardrobe have 10:1? If it's men, the number of shoes will be even less. In addition, the relationship between the class and comfort of shoes is more closely related to clothing. And once more expensive shoes are used, they will not return to the original level, but rather buy less. Foot feeling is too powerful.

In this way, people who buy the basic clothing of UNIQLO will buy leather shoes and new hundred Lun sports shoes at this level. How much do you want to sell the shoes of UNIQLO? It's too expensive to affect the whole price system, so you can't do that quality.

Just like the rich Chinese people, they went abroad to grab LV bags, but they didn't see anyone who was mad at Chanel's suit. LV the old flower bag can be used for 365 days. The quality can be memorable for many years, and it will never be out of date. It is almost the same price as the daily bag used in the domestic market brand. Under the premise of not having so much money, it is always good for men to look at their waist, women to look at their bags, and invest in higher rate single products. The purchase of UNIQLO shoes often becomes idle.

Do you see if Muji's shoes sell well? If UNIQLO makes shoes, it's just Muji's level. Anyway, I won't buy it, even the real leather. And Muji category is more. Uniqlo More, all inclusive, a lot of things are moving slowly (for example, his kitchen utensils seem to be very few people buy, not hanging there), if the goods store there, do not affect his "fast marketing" purpose? And Muji shop area is often larger than UNIQLO, smaller area should sell higher turnover of goods.

As for Zara and HM, they are designed for sale, shoes and accessory are all things that can strongly reflect the design style, and women really need to buy goods for design (they have more women's clothing, and UNIQLO is more men's clothing).

Accsesory of UNIQLO is not selling well, and shoes are not quite the same. Excellent clothing is cheap and fine, accsesory price performance is not high, a scarf is sold to a single sweater price. And the demand for basic accsesory doesn't have much demand for basic clothing -- many people will wear basic clothes and make some care machines on accessories. So, if it's a common or important accsesory, you can choose a higher brand, such as coach, usually with style, Taobao can do it.

By the way, everyone. Canvas shoe For Mao's success: most of the consumers he captured were buying canvas shoes less than 100 yuan in small shoe stores in residential areas. For them, the design of customers was close to popularity, quality was good, and at best it was a brand that successfully replaced the wholesale market. I bought a pair with the wind and never bought second pairs. This consumer group will not add much value to customers.

Short board design is obvious.

UNIQLO did not sell shoes well. Why is it not easy to say why shoes are not selling well? The design ability of UNIQLO's products is short board. The importance of buying shoes and clothes is also very different. Whether the brand appeal of the basic brand can be effective in shoes is hard to say whether it can fully play its core competitiveness of product quality, production, inventory and so on.

The result is UNIQLO. Shoes brand No explosion, closing quickly. Similarly, UNIQLO's accessory category has been very weak, and knows it, but it just doesn't do HM, Forever21.

The operation of fast selling group (UNIQLO parent company) is very exaggerated. clothing There are few blind spots in the field. Even if the main brand of UNIQLO does not do it, it will be completed through acquisitions. Around 2003, there was a special selling brand of high-grade food.