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Analyzing UNIQLO'S Super Finishing Technology And Breaking Through The Limitations Of Warehouse Display

2013/10/6 11:26:00 49

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Less than two years ago, when the flagship store of UNIQLO opened in Nanjing West Road, Shanghai, there was a bit of discord: you could not see a few fast fashion brands around the street. Now, just a few more steps East, you can see the big shop sign of "a href=" http://www.91se91.com/news/index_c.asp "H&M < /a", followed by GAP and AmericanEagle. I still feel that I still have ZARA on the other side of the street. 
 it is hard to say whether the a href= "http://www.91se91.com/news/index_c.asp", "fast fashion brand" /a "has grabbed the popularity of UNIQLO in two years, but Misaki Sato, the creative director of UNIQLO, who has the" quick knights ", has decided to play again. The killer is still the legendary "super finishing", but the focus of consolidation has become store display. 
 UNIQLO has integrated the idea of super finishing into the concept store of Shanghai first department store, which has just been unveiled for half a month. "We have always thought that stores and commodities are the most important contact points between us and consumers." Pan Ning, chief executive of UNIQLO Greater China, said. According to a survey, 80% of the customers decide to buy what they want in the shop, and display is the first step to trigger buying behavior. 
 from the design point of view, the entire new store is "accepted" into a neat, uniform and highly consistent small cube, like a toy model built with Lego blocks. And looking at each small box is actually a small unit consisting of three parts: low shelf, human model and high rack. A wide U shaped main channel runs from the entrance to the exit through the entire store. 
 this is not so simple as Misaki Sato's somewhat paranoid "finishing maniac". "Those small units actually created many small stores in a big store." "If it's a long row of shelves together, customers may not want to see the merchandise from the beginning to the end," he said. 
"P" also allows shopping space to be spanparent, allowing people to find what they want faster. The high-level shelves made of shopping malls pillars form three levels, from low to high, from near to far, together with models and low shelves, which can create a rich sense of vision. As for the main passageway of the U font, people feel comfortable and fluent in it. 
 into the store, you will see a slightly different "a href=" http://www.91se91.com/news/index_c.asp "UNIQLO" /a. The stores of UNIQLO were mainly white, white shelves and floor tiles. This time, it seems that there is a desire for Muji to learn, and UNIQLO 100th stores have abandoned monotonous white, instead of light wood color: Wooden flooring, wooden shelves and bright lights. "Log colors can give people a warm feeling, more affinity, and more people want to walk in." Hundred fields said. Another secret that attracts people to shop is a wide entrance and spanparent main passageway. No one wants to go into a crowded shop to buy clothes. 
 where models are everywhere, it breaks through the limitations of UNIQLO's previous warehousing display. UNIQLO has always thought that "clothes are accessories, and talent is the leading role", so in UNIQLO stores, all goods are displayed according to categories. Jeans, shirts and T-shirts, each category can display as many colors and sizes as possible, so that customers can look for it. It looks like a big warehouse. The advantage is that using color and quantity can create incomparable sense of weight and presence, which makes people feel that the merchandise is colorful and colorful, resulting in the idea of buying.