Japan's UNIQLO "Fast Fashion" How to Build China

Asano Tadanobu and Chloe Sevigny

In recent years, ZARA, H&M, C&A and Other international fashion retail chain brands have successively entered China. These cheap fashion brands not only occupied the first-tier cities such as Shanghai and Beijing in the first time, but also announced plans to expand the Chinese market. Recently, Uniqlo, the largest casual wear brand in Japan and the sixth largest in the world, opened in Beijing Xidan Joy City and Wangfujing New Dong'an Market. The fight for international fashion retail chain brands in China has also intensified. However, Uniqlo is trying to occupy the market faster with differentiated advantages.

Practical but not outdated fashion

Recently, the internationally renowned fashion icon Chloe Sevigny became the latest spokesperson for UNIQLO and produced new advertisements for the brand's summer print T-shirt collection.

In the advertisement, Chloe put on a t-shirt with a variation of Adolescent's wood. In addition, she also collaborated with the Japanese movie star Asano Tadao to take a series of interesting photos. The T-shirt designs include works by the late Pop artist Keith Haring and abstract master Jean-Michel Basquiat.

In the UNIQLO store in Beijing, the reporter saw that many T-shirts priced at less than $100 have a unique cultural background behind their designs. Not only are there series with modern artist Keith Haring, but also with Jean-Michel Basquiat, one of the representatives of the American pop art community in the 1980s, and the GUNDAM Gundam series combined with Bandai BANDAI? Japan's famous comic Conan series and so on.