Analysis Of The Reasons Behind The Professional Brand Of UNIQLO Cowboy

70s eighteenth Century, the first in human history.

Born quietly, the strong wearability was highly sought after by the gold rush of the United States at that time. Because of a certain coincidence with the cowboy spirit, the rugged work of the proletariat was accidentally discovered by the eastern part of the leisure class.

In the next two centuries, the lowly birth of jeans was completely absorbed by the modern pop culture of the United States, followed by decades of meaningful stacking, whether it was the wave of consumption after World War II, the hippy who made the young people hot in 50s and 60s, the rock music of 70s and 80s, and jeans were regarded as a materialized rebellion.

Once upon a time, in the expectation of the rebel, jeans and Hollywood represent freedom and equality, but nowadays, when these "meanings" have become commonsense, when the cowboy spirit returns to innocence, it is

The philosophy of "LifeWear" put forward in 2013 is quite matched.

UNIQLO recently held a preview of spring summer series in Tokyo in 2017. The cowboy series is one of the focuses of this season.

Fortunately, I was invited to Hiroshima some time ago, as one of the three media people from mainland China, and I visited dozens of media from all over the world to produce the denim factory for UNIQLO, the oldest Japanese tannin.

Supplier beyuan company (the famous factory for the first time is open to the outside world), feeling the beauty of the technology division system in the "big factory era", and the modernization of the cooperation between sporadic workers and machines, we also see the backside of the professional brand of UNIQLO cowboy.

Cowboy Heritage

In addition to visiting Hiroshima beyuan factory, another trip to Japan is to interview several executives at Tokyo headquarters of fast retailing group (UNIQLO parent company).

What impressed me was when asked about the sensitive issue of "how many suppliers in UNIQLO", the vice president of production, YoshihiroKunii, replied: "compared with other companies of similar size, the number of UNIQLO suppliers is about 1/10, and probably less.

We are focusing on some very detailed areas, selecting truly trusted global top partners and working with them for a long and deep and large scale cooperation.

In fact, quality supply chains are scarce resources in any field, as Mr. Yoshihiro Kunii said: UNIQLO's "friend selection standards" are rather harsh. They have few global standing factories, but they are all industry leaders, and Bei yuan is one of them.

No veteran cowboy experience will deny that the eastern Japan is the most advanced place in today's cowboy craft, and KAIHARA is the earliest cowboy factory in the country. It can almost be said that the history of the beyuan factory is highly overlapped with the history of Japanese cowboys.

According to the world clothing shoes and hats net, bein began in 1893, originally used the traditional non chemical dyeing method to produce the fabric, then developed the rope dyeing, became the first Japanese denim production company in 1970, and built the denim production system from spinning to finishing in 1991.

They now maintain the highest share in the global market, and the cloth produced has both superior comfort and old appearance, and shows more individuality with time.

The strict control of "madeinJapan" makes the high-end brands including Ralph Lauren, PRPS and NudieJeans rely on the denim of Bei yuan, and the cowboy fabric of UNIQLO is also from here.

Then the question is: what is the secret of Bei yuan becoming the top denim manufacturer in the world?

With this question, I visited several different factories in beyuan in Hiroshima, and tried to give some different answers. Their resultant force created a good reputation in the industry.

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First of all, nature is the choice of raw materials: like an industrious craftsman, Bei yuan is always looking for the best cotton in the world. Actually, Bei yuan is one of the few jeans producers in the world who insist on using the best quality cotton. They only use raw cotton harvested from high-quality cotton and mixed with different characteristics of cotton to achieve the perfect proportion of producing denim.

It is worth mentioning that Bei yuan always saved enough cotton for five months to produce the cotton and allocated 1/3 yarn to produce jeans from UNIQLO.

Bei yuan's second secret is no doubt the original world-class rope dyeing.

Careful observation of the yarn will reveal that its exterior is stunning and classic indigo, while the core preserves the natural white of cotton. Only the denim made of this yarn can highlight the gradual fading of the color.

And the rope dyeing process is the secret of producing this white core.

The whole picture of the technology is that the yarns that will be made into ropes are repeatedly immersed in indigo dye, then pressed by the roller, and then oxidized.

A slight change in the dyeing process can produce different color intensities, and each rope is about 500 meters long. Since 1970, when Bei yuan met this technology, they had infected about 1 million kilometers of rope around the earth for 25 weeks.

Bei yuan's "secret" three is due to the beauty of "conservative": they insist on using old looms to produce retro denim.

Bei yuan used and preserved the oldest shuttle looms that were first used in the 70s and early 80s of the last century. They firmly believe that only the denim woven with this loom is the true retro cloth, while the red edge denim, which looks like the old loom, is only an imitation.

This will certainly damage the efficiency. The advanced high-speed loom can produce about 350 meters of yarn per day, and the upper limit of the old shuttle loom is 120 meters per day.

But in order to ensure the texture of retro denim, it is not the meaning of craftsman's spirit to use "orthodox" to fight "efficiency"?

In fact, there are more than three secrets of Bei yuan.

From spinning, warping, dyeing, sizing, weaving, fabric inspection, finishing, and final processing inspection, you will inadvertently monitor the details in the division system of Bei yuan.

This will undoubtedly benefit its customers: UNIQLO, as one of the biggest customers of Bei yuan factory, you can imagine its strict quality control.

Regardless of the upcoming spring and summer products in 2017, or the other cowboy series -- the industry consensus, UNIQLO's competitiveness in price performance is very obvious. As a netizen said, UNIQLO cowboy cloth has the industry benchmark attribute: if a fabric reaches the "UNIQLO standard" on shrinkage, color fastness, tear resistance and other indicators, it can be concluded that it is superior.

Future breakthrough

Of course, compared to shirts and other fabric rich clothing categories, cowboy fabric is relatively single, which also means the inevitability of technological breakthroughs. In my view, the "denim purist" seems to be a little conservative in the era, and the change of denim fabric is a definite trend.

And you know, UNIQLO has always developed the rhythm of technology research and development. The logic behind it is that it is better to try to touch it passively instead of waiting for the next technology turning point.

Recently, Xun marketing group has announced the establishment of DENIMINNOVATIONCENTER in Losangeles, California. This is the first group to focus on cowboy fabric research and development. If it is said that the cooperation with Bei yuan represents the maturity and perfection of the existing technology, the tannin innovation center with more laboratory spirit is aiming at future ambitions.

The R & D center is not a production base, but is trying to develop innovative technology and materials based on the traditional jeans technology. The innovation center is now in operation. The first project is to develop jeans for UNIQLO and JBrand.

Specifically, the innovation center focuses on the so-called "3F - Fabric (fabric), Fit (version), Finish (appearance processing)" elements for jeans production.

First of all, fabrics, of course, should be known. For a long time, Losangeles is a place for the global cowboy fabric manufacturers. Here, they can optimize fabric development and selection materials according to the type of jeans, and can further cooperate with fabric manufacturers such as Bei yuan to explore the future of the cowboy fabric.

In addition, in terms of edition, the innovation center will cooperate with the R & D centers of the fast selling group's major brands to develop cowboy products that exceed the limits of each brand. In appearance processing, the world's top minds from this field will be gathered here, using advanced technology to present high-end quality jeans. As you know, washing and making the old are two very important processes that affect the appearance and quality of jeans. The tannin innovation center will adopt the world's advanced tannin processing technology, and make more high-quality jeans for UNIQLO after repeated tests.

Well, in fact, similar to the technology industry, in the process of becoming more liberal and open, if the future can really be called a barrier, the biggest possible is the technology itself, and at the turning point of technology, the most likely to touch the future interests is the pioneer such as UNIQLO.

Why do people dress?

But in my opinion, unlike the "black technology" used by the technology industry as a "show muscle" means, in the final analysis, when it takes off the significance of forcibly granted, jeans are only a single product that needs no rendering. At this time, it is almost all that satisfies the needs of users.

You can even view jeans as a window to re-examine the philosophical topic that has not been mentioned in the scarce era: "why do people dress?"

In Tokyo's spring and summer preview exhibition not long ago, UNIQLO once again gave an answer to its own: the T desktop show which is different from the general clothing brand. In order to retell the expression of human clothing, at the press conference, they restored the relationship between people and clothing to four different scenes, such as city, business, sports and home. The models of different ages played the role of "model", and moved everyone's relatives, friends, colleagues and even the strangers in the park without any affectation, such as stage dramas, which is very real and impressive to.

Then the question arises: what does UNIQLO want to express in its attitude towards jeans and even all products? A succinct and forceful answer is to make clothes with respect for everyone.

The core of "LifeWear service life" is to respect every consumer, fully listen to the life and potential needs of the wearer, and constantly upgrade in technology, fabric and design.

Well, everything can go back to the opening statement of JohnJay, the creative director of UNIQLO: "simplicity is more important than intelligence, so is dressing. It's better to simply do well than to spend others in mind."

More interesting reports, please pay attention to the world clothing shoes and hats net.