From A Plain T, How Can "Single Category" Break Through In The Market?

Mention T-shirt, maybe some people will think this is the lowest threshold of a single product, just like you love a brand, you will think of the first entry item will be Ta's t-shirt - because from the price point of view, T-shirt should be a more economical option.

Because of this reason, many people do not have too many requests for T-shirts. They often buy some T-shirts less than 100 yuan in fast fashion stores.

But in fact, a good T-shirt can really break the spell that a garment can only wear for a season. For example, the Japanese brand United Athle, launched the quality pass, the price is 100% pure color T-shirt, changing the "T-shirt over the season throwing" the status quo.

　　 The price is 2/3 of UNIQLO.

United Athle, founded in 1930, is also known as the national brand of Japan. Ta is 19 years ahead of the basic brand, UNIQLO, which is also from Japan.

Initially, United Athle was the clothing supplier of the Japanese marine corps and Communications Ministry. In the early days of brand building, the team did the most in the United States, where T-shirts were more experienced, then continued to buy similar products, and then went back to the workshop to dismantle the materials and processes.

In the 60s of last century, United Athle had its own factory. Not only is the appearance and clothing comfort, but also the United Athle's most admirable durable and non deformable characteristics, which has been put into use in the past 30 years. For example, some T-shirts will be loosened after washing several times, and United Athle has been working hard to change this. Ta's T-shirt will not change easily even if it is cleaned many times. Although it can't be as new as it is, it has already pulled away from most of the same industry brands.

Since 2001, United Athle has gradually become the most influential pure color T-shirt brand in Japan. For Japanese nationals, the product of United Athle does not mean "over season".

In addition, United Athle is highly valued by people. For conventional pure T-shirts, many consumers are unwilling to invest in expensive shirts. United Athle's hot 5.6 ounce pure T-shirt is priced at 1000 yen (about 67.5 yuan) at a discount, which is 1/3 cheaper than that of UNIQLO's 99 yuan.

　　 T-shirts can also be "ever-changing".

"The more simple things you have to do, the more careful you are," which is the motto of Mr. Matsuyama Shuhei, the brand name of United Athle.

In addition to the high popularity of Japanese nationals, it can be said that United Athle has completely gone beyond the definition of fashion brands. Nowadays, Ta is also the base material for many fashion brands, large Japanese music festivals, camping activities, or the surrounding commodities of the concert.

The first time you open the official website of Ta, you will see a bunch of different parameters, numbers: 5.3oz, 5.6oz, 7.1oz, 3990, 4252, 5001...

In fact, this is exactly where United Athle is different from other T-shirt brands: as the United Athle launches T-shirts are too many products, and each design, material and materials are different, United Athle's T-shirts are all classified by different numbers.

For example, a friend who studies a T-shirt is a big factor in assessing whether a T-shirt is worth buying. To put it simply, the larger the pound, the thicker the shirt feels. Every single item in United Athle will indicate the pound of the T-shirt, so that we can see at once whether this is the one you want to buy.

United Athle hopes to display the design, materials and materials of each style one by one to the customers who come to buy them. Even the smallest difference should be given to customers. In order to let the customers understand the confused words, United Athle still makes room for its own official website to explain the basic knowledge of T-shirts and how to read functional icons on the products.

In addition, in the color matching of T-shirts, United Athle offers 51 colors for consumers. Therefore, although the United Athle T-shirt has thousands of options from color, style and thickness.

　　 T-shirts can also be "very particular".

To keep the T-shirt better, this is what United Athle is always sticking to.

All along, United Athle has been committed to excavating more potential fabrics. At present, according to official information released by United Athle, Ta has as many as 15 functional materials and 11 sewing methods. It has the most common functions of absorbing sweat and wrinkles, and has the functions of sunscreen, antifouling and deodorization, which are practical but not common. For the simplest T-shirt in the eyes of the public, it has more practical value.

Many people feel that the development of T-shirt products is limited, United Athle has always adhered to the inherent concept and craftsman spirit, and is constantly developing. In Japan, the country that advocates artisans and ingenuity everywhere is well-known. At present, United Athle's group has 101 stores in Japan.

Moreover, not only in Japan, actually United Athle T-shirts are also very suitable for Asian people. Because T-shirts in European and American brands are always the first to attract people, though they are always the first to attract people.

United Athle has always been designed for the Asian population. Ta meets our demand for all types of T-shirts. In particular, the design of United Athle version of short material and hard material can well modify some of the male pole's figure of Asian Boys.

　　 Conclusion:

Although United Athle also sells products such as sweaters and polo shirts, the brand still focuses its attention on pure color T-shirts. From parameter, pound number to color, function... United Athle's T-shirt has been building its own product professionalism.

Moreover, the stronger the brand's professionalism, the more users can tap the pain points. For example, the United Athle T-shirt also has windbreak functions.

From United Athle, we can see that the simpler the category, the bigger the "world" will be created, so that consumers of whatever sex and age can find their own style from the product.