Media commentary 2015 costume "big event": Zhuoditi Uniqlo selected

Event 1 "Peng Liyuan style" popular international

Peng Liyuan accompanied Xi Jinping on a state visit to Russia since 2013 and made her debut in Moscow with “The First Lady of China.” The dignified and elegant style of dress drew the world over.

On September 22, Xi Jinping and Peng Liyuan arrived in Seattle and began their trip to the United States. During this period, Peng Liyuan's elegant and noble dress was appreciated and sought after by the American public, and his popularity far exceeded that of Michel. On November 29, Xi Jinping and Peng Liyuan attended the Paris climate conference and dressed in gray trench coats. On the 5th of the 12th, Peng Liyuan attended the China-Afghanistan Control Ai event, a full black and white suit is full of energy, and the gas field is fully opened. This year, “Peng Liyuan style” continues to sweep away the world and convey the Chinese style to the world. Brighten the world dream of domestic clothing brand.

Event 2 Zhuozi Fashion Couture Competition Famous China

On October 11, 2015, Zhuo Duozi Brand's Summer 2016 New Product Launch Conference and the 2nd Zhuodei Fashion Women's Fashion Design Competition Finals were grandly held at Yihao Hotel in Jiangmen, Guangdong. It is reported that this competition received high attention and support from inside and outside the industry. During the three-month draft, it attracted a large number of contestants. The competition attracted hundreds of apparel design schools from across the country and colleges and universities abroad. More than 500 outstanding works were selected from thousands of manuscripts, and they successfully entered the race. Zhuo Duozi Fashion Women's Design Contest was founded by Zhuo Duzi, China's most famous feminine fashion brand, and it is one of the most influential design contests in China. The Zhuozuo Fashion Women's Fashion Contest has had a tremendous impact on the apparel industry. It has tapped and nurtured a number of creative and cutting-edge design innovations to promote the development of design culture in the Chinese garment industry.

Event 3 luxury goods "diving" price reduction event

2015 was the most ups and downs of the world's luxury brands. On April 8th, Chanel announced that the news of price cuts in China had become the domino finger that pushed down dominoes. Cartier, Dior, Versace, Tag Heuer, Patek Philippe and other luxury brands, then announced in China, 5% to 20% of the price fluctuations, and the decision to increase prices in Europe. In May of the same year, the Italian luxury brand GUCCI announced the launch of "regular seasonal inventory clearance activities", which ushered in a large number of consumers rushing to buy. Some stores had even queued for four hours, and the entrance was bustling like a market. At the time, almost all products were involved in discounts, and even included some new and limited editions in spring and summer.

On July 24th, Prada, a luxury brand, recently announced price adjustments in several regions including China, with apparel, luggage, and other major commodities being all price-adjusted. This price adjustment affects almost all areas of Prada. According to reports, one of the packages dropped from 18,000 yuan to 16,000 yuan, and the price adjustment rate was about 11%, which exceeded the 5%-7% price adjustment range of general luxury goods. This rush of luxury goods "diving" price storms, brought a lot of impact on the clothing circle.

Event 4 Uniqlo video door

On the evening of July 14th, a video of Uniqin Sanlitun was broadcast on Weibo, followed by video sharing on WeChat and friends' spoofing. On the morning of July 15th, Uniqin Sanlitun video gates had already exploded throughout the entire network. Although the topic of Weibo has been removed early, most of the video sources have been destroyed. However, discussion and picture sharing on this matter have been difficult to curb.

Whether the planned event marketing around the video door or the controversy over an incident that has nothing to do with the brand has continued, we have always wanted to focus on how we can respond to the UNIQLO brand marketing that cannot escape the incident. At 10:19 on July 15, 2015, UNIQLO’s official Weibo finally responded to the matter, and responded to this article by turning off user comments.

Although the UNIQLO indecent video incident helped Uniqlo save nearly ten million yuan in advertising costs, it also awakened the apparel industry. When the brand appears unexpected time, the company's crisis management ability is particularly important.