Around 2000, foreign affordable clothing such as UNIQLO, H&M, GAP, etc. had not yet entered the country. At that time, clothing wholesale markets in various places were popular treasure hunting areas for young people at that time. In addition to low-priced clothing, there are also foreign trade clothing from Japan, South Korea, and Southeast Asia. If the term “petty bourgeoisie” had appeared earlier, I believe that the petty bourgeoisie in the 2000s would flock to various clothing wholesale markets to catch up with the fashion and wear their own affordable clothes. Trendy and fashionable. However, today, the wholesale market has no voice.
Putting aside other factors, in terms of business model, traditional wholesale market stores still maintain the import of cheap clothes and low-price retail model. Apart from being cheap, there is no other added value for consumers to experience. In the absence of design and unstable quality, people are tired of choosing among low-quality rags, so they will naturally favor foreign affordable clothing brands. Therefore, parity is not enough. Products that just keep the stomach warm cannot satisfy modern consumers, especially for petty bourgeoisie. In addition to quality and service guarantees, fashion taste and consumer experience, in such a crazy era, we might as well take a rational look at whether the clothing industry should return?
The big test for petty bourgeoisie is to see how to achieve affordable prices through clothing brands
When UNIQLO, a well-known Japanese clothing brand, started its business in the 1990s, its main products were low-priced clothing produced in Chinese factories. By 1997, UNIQLO was targeting the general public’s dressing pain points and using “low-price, high-quality” clothing as its motto to become independent. Designed their own products and hired advertising companies to promote them, achieving great success. This move not only opened up the European and American markets, but also caused a huge trend of Japanese style clothing in the main Asian battlefields such as Southeast Asia, Hong Kong, and Taiwan. As a must-have for petty bourgeoisie and office workers, the success of UNIQLO is of great reference value for the experience of opening up the petty bourgeoisie market. Its business model, from the development and purchase of raw materials, to product sales planning and research and design, then to mass production at the production end, then to marketing and advertising planning, and finally to various branches for sale to consumers, every step is It is the key to seize the petty bourgeoisie market.
Suppress prices from raw materials and production lines
UNIQLO cooperates with Japan’s Toray (TORAY). UNIQLO teamed up with Toray’s exclusive fiber technology to launch a popular winter product, the HEATTECH moisture-absorbing and heating clothing series. The reason why UNIQLO is able to lower prices and become a leader among affordable clothing brands is that the company directly negotiates prices with raw material suppliers and lowers prices through a large number of orders. In addition, in addition to purchasing raw materials, UNIQLO is also actively developing its own clothing materials. For example, cooperation with Japan’s Toray (TORAY) is a good example. Combining Toray’s exclusive fiber technology, the companies jointly launched the HEATTECH moisture-absorbing and heating clothing series to create UNIQLO every winter. A must-have hot product. In addition to obtaining low-priced raw materials, the production end is also the key to suppressing prices. By setting up production lines in countries with low labor costs such as China, Vietnam, Bangladesh, and Indonesia, it not only saves labor costs, but is also a good way to indirectly develop the global market.
Build value from design and sales planning
In addition, UNIQLO is popular among petty bourgeoisie. A large part of the reason is that the company has a good grasp of taste and needs. UNIQLO has an exclusive Research & Design Center. In addition to grasping and analyzing new fashion and lifestyle trends, UNIQLO must also work with the sales planning department to accurately hit the key points of dressing and design popular designs based on consumer needs. affordable clothing. After the product design is planned, in addition to being delivered to the production line, UNIQLO also impresses consumers with marketing advertisements, making the petty bourgeoisie believe that wearing UNIQLO clothing, although it is an affordable product, can still have high-end taste.
H&M from Sweden is also a well-known brand of affordable clothing. It is good at fast and accurate design, emphasizing shipping speed and cost control, bringing new products with diversified styles to the petty bourgeoisie who like European and American clothing. The biggest feature of H&M is that it can cooperate with designers of many luxury brands, attracting consumers who usually cannot afford high-end orders. It even cooperates across borders and co-brands designs with big stars with fashionable indicators;
2007 H&M and Madonna joint design
For example, the joint design with Madonna in 2007 caused a big sensation. It was not only the design, but also the marketing, attracting many Madonna fans to H&M. H&M’s sales model is to launch products from different designers in multiple styles and small quantities, allowing consumers to have a variety of choices, thereby accumulating total sales.
In addition, the Spanish brand ZARA, known as “fast fashion”, is famous for its terrifying speed of designing a new product in an average of two weeks. It is worth noting that ZARA is different from other ready-to-wear brands in that it does not tend to have its products manufactured in other countries with low labor costs. Instead, it locates 45% of its production lines in Spain in order to retain the competitiveness of its core production technology. More importantly, the reason why ZARA can grasp new demands and fashion trends, leaving other brands behind, is that ZARA headquarters can timely compile data from stores around the world and continuously launch products that meet market demand.�. Crazy pursuit of innovation and change. For the petty bourgeoisie who pursue fashion taste, being able to buy the same designs as those in expensive famous stores at ZARA is obviously very attractive.
Marketing Creativity: Affordable Products Win the Extra Point Battle
The anti-wrinkle shirt hits the petty bourgeoisie office workers no longer regretting forgetting to iron their clothes. UNIQLO uses a short advertisement to explain that as long as you own a non-wrinkle shirt, you can go to work calmly. “Office workers, stop wearing wrinkled shirts” Once a product is successfully launched, marketing advertising is the key to making consumers see it and even getting into the hearts of the workers. Most of the petty bourgeoisie who are office workers need clothes that are easy to wear and organize. UNIQLO uses a short advertisement to directly point out the high-efficiency benefits of the product. The 20-second advertisement starts from getting up and compares the past with the present: In the past, I always picked up a pile of clothes that I forgot to iron and felt deeply regretful. Compared with now, as long as I have this piece The brand’s flagship wrinkle-resistant shirt allows you to go out to work easily, quickly and conveniently.
The coat is gone. The same coat is worn by men, women, young and old, because it looks good on anyone.
Another UNIQLO advertisement is titled “The coat is missing”: When I opened the wardrobe, I found that all the coats were missing, and then I realized that they were worn by family members; it turns out that the same coat can be worn by any man, woman, or child. , which also reveals that brand products can capture the needs of the public and meet basic outfits.
Young petty bourgeoisie likes to be popular without any restrictions
GU, which is also an affordable clothing brand, is a sub-brand of UNIQLO. With the slogan “making fashion more free”, it is taking a lower-priced, younger-oriented sales route. Therefore, in terms of marketing and advertising strategies, in order to be different from UNIQLO’s functional and stable style, GU changed to use novel and eccentric advertising creativity to attract the attention of young people, identify a more detailed audience among the petty bourgeoisie, and even win over the student group. . In addition to inviting celebrities to endorse, GU’s advertisements are very funny and nonsensical.
Arale, the cartoon character Arale can also afford to wear GU’s pleated skirt.
For example, in the advertisement, the Japanese actress Ayumi Nakajo plays Arale from “Dr. IQ”. When her cute and cute look attracts attention, she suddenly transforms into a GU pleated skirt and finds that even the cartoon character Arale , wearing a GU skirt is also very suitable.
The world’s top three beauties
Another advertisement is based on the “Three Major Beauties Clubs in the World”, where Helen of Greece, Cleopatra, and Yang Guifei of the Tang Dynasty (played by Mitsuki Yamamoto, Yuu Kashii, and Haru Haru) of the Tang Dynasty are gathered together in the ladies’ salon. Discussing new fashions, and then transformed again, put on GU clothes and walked on the catwalk, showing that even the three most beautiful women in ancient times were attracted to GU clothes and could easily wear them. After dressing up a big star to attract the audience’s attention, and then bringing out the concept of unlimited clothing, this advertising method not only constantly emphasizes the applicability of brand clothing, but also creates topics through celebrity endorsement and conveys “Let’s The brand spirit of “fashion is more free”.
Petty bourgeoisie have no distinction of age, older petty bourgeoisie have stronger consumption power
Clothes can be a statement of the petty bourgeoisie, but the elderly consumer market is often ignored. Although I often like to talk about the spending power of middle-aged people, I also think that external care is a worry for middle-aged people; many middle-aged women don’t seem to care about it. You are willing to accept changes in your appearance and pay more attention to the quality of clothing. What does this mean? What opinions do their outfits express? I believe that most people are looking for their own matching position before the age of 40; but after the age of 40, it seems that they can no longer find their own position.
According to the middle-aged women’s clothing supply stall network, the 2016 “International Chinese Documentary Exhibition” previously released by the public account included a film “The True Cost” from the UK that exposed “fast fashion” (lowering wage costs to launch cheap fashion, Weekly updates of styles, constant specials, and mass production) have caused people to consume out of control. Sweatshops in places such as India, Bangladesh, and Cambodia have no choice but to squeeze labor because the profit on orders is too thin, resulting in workers being killed or injured in harsh working conditions, or even going to the hospital. He was shot to death by the military in riot control while protesting on the streets about low wages. “The clothes you are wearing bleed our blood,” an Indian woman says in the film. Because most of the people paying attention are older women, after reading it, they all reported that they really regretted buying too many clothes.
A loyal offline fan left a message on the public account and commented, “What kind of clothes can I buy in my 40s? I used to go to fast fashion stores and buy hundreds of decent-looking clothes, but I still found myself “No clothes to wear”. Later, the discussion became more and more frequent. It turned out that the clothes they bought before they were 40 years old and had been hanging in the closet for several years without wearing them are now resurrected, because half of the reasons why middle-aged people buy more clothes are I am forgetful and don’t know how many pieces of the same color and style I already have.
When the more clothes you buy, the more clothes you buyWhen you go out, you don’t know what to wear before going out; especially people between 40 and 50 years old, they buy everything indiscriminately, which is very miserable.
Return to rationality and only pay for quality
According to a clothing company that is an agent for middle-aged women’s clothing brands, it reported to the stall website after communicating with users that most older women will eventually return to rationality when purchasing clothing, paying more attention to quality and the purpose of the clothing itself. User purchasing behavior is summarized as follows:
1. If you don’t have clothes that you can wear for a lifetime, don’t use this excuse to go crazy and buy clothes that are not worth it. Most clothes are only suitable for you at a certain stage. This also means that when you reach 50, you really need to eliminate at least 20%, and when you purchase the new 20%, don’t have a 35-year-old mentality to avoid regrets.
2. Only keep the clothes that suit you now, and give away the “shirts” (expensive clothes bought for special purposes) from five or ten years ago as soon as possible.
3. When attending a banquet, you will never compete for first place in your attire, but only rank among the top five. Otherwise you will be overdressed and look more old-fashioned.
4. Use, the entire wardrobe should be worn every day, don’t have too many clothes prepared for special occasions.
5. “Elegant and casual” is a safe style for mature women. It can be worn at any time on weekdays. For formal occasions, put on better makeup, add jewelry and accessories, and it will be upgraded immediately.
6. Don’t be lazy and buy clothes without trying them on. Middle-aged women should pay attention to the “sense of size” rather than the “size”. Only by trying on several different sizes can you know what is best for you.
7. Only buy the right and practical ones. Don’t be cheap. Ask yourself: How many times will you wear it? Quality is what matters, if you won’t wear it often, don’t buy it.
As we age, fast fashion is still developing in full swing, but what we should pay more attention to is the clothes themselves, because clothes are for wearing, not for throwing away. Style is a reflection of the body shape, thoughts, emotions, and beauty of all ages. Only with a certain degree of mastery can it be formed. Whether you are petty bourgeoisie or mature, it is correct to cherish your current age and pursue fashion rationally.
Source | China Economic Information Network
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