What Are The Reasons Why Male Customers Love UNIQLO?

Steven Sare, chief purchasing officer of UNIQLO recently told Business Insider: half of customers in UNIQLO are male.

The difference is that UNIQLO's competitors are mostly trying to win more women consumers.

For most clothing retailers, it is normal to please women as much as possible, because women are naturally fond of shopping and chasing fashion.

But UNIQLO does not think that focusing on the female market is conducive to expanding its market share on the basis of the current market.

"We will not

Business as a two level business, it is ours.

"

Steven Sare, chief purchasing officer of UNIQLO, told Business Insider.

It has clearly realized that it is not fashionable, functional,

And classic tailoring these traits are helping it attract more and more male consumers.

UNIQLO was founded in mid 1980 in Long Island, Japan. This company has established its position as a clothing brand that men and women can wear from the very beginning, which determines that its style is simple and basic.

The founder of Tadashi Yanai has followed the business model of American brand Gap, but most European and American fast fashion brands still try their best to pursue the trend. Only UNIQLO insists on basic funds.

"UNIQLO's clothing is quite basic, you don't have to be a fashion person to match the trouble."

"Men like it because they are easy to mix and match, simply dressed, without having to work too hard," says Laura Gurski, a retail partner of A.T. Kearney, a consultancy.

At the same time, UNIQLO offers the same style, but not the same color of clothing.

Male consumers can buy T-Shirts with different colors and jeans, which is very practical.

Because men tend to shop fewer times than women, but they spend more time on shopping than women.

As long as you know your size, it's too easy to pick up a few shirts or t-shirts for 15 minutes.

The second reason why UNIQLO attracts so many men is that it is very suitable for men to exercise in fabric selection.

Although many sports brands claim that their fabrics are sweaty, dry or warm, UNIQLO is the first company to sell the quality of functional clothing as a selling point.

UNIQLO promotes its own functional pants to ensure that men feel cool. When it sells Polo shirts, it makes such a slogan: our technology ensures that it feels sweat, dry, smooth and comfortable.

These slogans have convinced a large number of male consumers that they can solve existing problems by using UNIQLO.

"The value and functionality of products are the fashion appeal of male consumers."

Sare said, "many men buy sportswear at teenagers or around 20 years old, so UNIQLO mastered the shortcut to communicate with men.

This method establishes the familiarity of consumers when shopping in UNIQLO.