At the first designer meeting held in the UU Building, MACY, who was the design director, asked a question.

"What kind of clothes are worn by the most people and adapted to the widest range of people, or how do you think we should create our own iconic products?"

MACY asked this question to create a truly classic product that would represent the best of the best.

In the future, whenever people mention the best product, they will think of this product, and in the same way, as long as they mention this product, they will immediately think of the best product.

Every successful brand must have its own iconic product, so as to deepen the impression of the brand by consumers.

For example, when it comes to platinum bags, you know that it's Hermès.

When you think of the little black dress, you know it's Chanel.

When it comes to British plaid, you know that it means Burberry.

When it comes to presbyopia, you know that it means LV.

……

There are many examples, which shows that if you want to be a successful brand, you must have something that is unique and other brands do not have.

And now, MACY's first task is to find such a product, or a style, for the best products. In short, something different.

There are many answers to this question, but none of them can convince the public.

There are also designers who have an idea and said: "Few brands have unique colors, or we should choose a main color for the best products!"

After listening to this suggestion, everyone thought about it for a while, but they still felt dissatisfied.

"It's too risky to use color as a sign, because color always has a big limitation, and consumers love very different colors. If we set a main color, we would lose a lot of customers. This is also contrary to the company's purpose. ”

Someone immediately retorted.

"It's true, there are women's clothing brands in China with black and white stitching as the main color, but they have only been popular for two years, and now the company is about to go out of business. Another designer said.

So, this proposal was rejected again.

HAD AN AFTERNOON MEETING, BUT THE PROBLEM WAS STILL NOT RESOLVED, BUT MACY WAS NOT IN A HURRY, SHE KNEW THAT THIS VERY IMPORTANT PROBLEM WOULD DEFINITELY NOT BE EASY TO SOLVE.

It takes a thought process and inspiration.

"That's all for today, let's think about this issue more during this time, and discuss it together when we have inspiration. MACY SAID.

……

AFTER WORK, HU MEI DROVE BACK HOME, SHE IS ALSO A DESIGNER AT PREFER, AND HAS JUST TRANSFERRED FROM THE TOP SHOP TO A NEW COMPANY.

Hu Mei has been thinking about the questions left for everyone at the MACY meeting today.

She thinks this question is very challenging, and everyone jumps from THE TOP SHOP TO THE BEST PRODUCTS, ISN'T IT JUST TO MAKE CLOTHES THAT MORE PEOPLE LIKE.

When I got home, it was already past six o'clock, and my husband went to the kindergarten to pick up the children, but he hadn't arrived home yet.

After sitting down and resting for a while, Hu Mei was still thinking about the company, and when she was sitting on the sofa in a daze, her husband came back with the child.

The five-year-old daughter saw her mother when she entered the door and ran over happily: "Mom!"

Seeing her lovely daughter, Hu Mei immediately forgot all her troubles, picked up her daughter, and asked her with a smile: "Are you behaving well at school today?"

"Of course, the teacher rewarded me with a big red tweed today. The daughter said with a smug face.

By this time, Hu Mei's husband had already taken off his suit and changed into home clothes.

smiled and said to the two: "You two don't change your clothes when you get home, baby daughter, come and dad will take you to change your clothes." ”

Hu Mei is wearing a long skirt, and her daughter is naturally wearing a school uniform.

My husband didn't remind her, but Hu Mei didn't feel it yet, and the slightly tight long skirt was really not very comfortable.

Back in the bedroom, change into comfortable loungewear, and head back to the living room.

This is, the daughter also changed her clothes, looked at the home clothes on her husband and daughter, and looked down at the home clothes on her own body.

HU MEI'S HEART MOVED, AND SHE REMEMBERED MACY'S QUESTION AGAIN.

"What kind of iconic products do you need for Premium Products?"

The loungewear worn by his family of three is Uniqlo's polar fleece loungewear, which is also a signature product of Uniqlo.

Of course, there are still very few UNIQLO stores in China, and business is not very good.

Compared with ZARA and HM, Uniqlo's popularity in China is much worse.

But Hu Mei likes Uniqlo's fleece loungewear, which is soft and warm.

Since UNIQLO's iconic products can be made of polar fleece, can we also adopt this idea?

For example, use a certain kind of pure cotton, silk fabric as a signature fabric. Even with polar fleece......

Uniqlo at this stage is criticized for its old and single style, although it is also known as fast fashion, but Uniqlo really has nothing to do with fashion!

Around 2012, young people did not accept Uniqlo's clothes, feeling that the clothes of this brand were sold to middle-aged and elderly people, and they were not fashionable at all.

But what does Hu Mei do, she's a designer.

Now that her mind has been opened, Hu Mei feels that there is still a lot of potential for this fabric.

Why does this fabric have to be made into loungewear?

Can it be made into a casual shirt?

Can it be made into a sweatshirt?

Can it be made into a casual jacket?

Can you make a coat?!

……

Once the train of thought unfolded, the more Hu Mei thought about it, the more she felt that there were infinite possibilities.

She stood up suddenly, startling her husband, who was watching TV next to her: "What are you doing?"

Hu Mei turned her head and asked excitedly, "If our company makes a casual top out of fleece fabric, do you think you will buy it?"

"What is polar fleece?" asked my husband confusedly.

"It's the fabric of this loungewear on you, which is called polar fleece. Hu Mei said hurriedly.

"Such a fabric...... If I were to make a casual jacket, I would probably buy one, and although I don't wear it properly for work, I think it would be comfortable to wear it on weekends and holidays. The husband thought about it for a moment before replying.

Hu Mei was a little impatient, she got up and walked to the study: "You cook tonight, I want to catch up with a plan!"

The husband opened his mouth and stammered: "You ...... Can't you cook it after eating......"

……

The next day at work, Hu Mei submitted the plan she had made in a hurry to MACY.

After MYAC, she also feels good, but she doesn't know much about UNIQLO, because now the world's fast fashion brands, everyone looks at ZARA, and UNIQLO is only a little brother, which is not comparable to ZARA.

Fortunately, there is a Uniqlo store in Pengcheng Jinguanghua, and there is only one in the whole Pengcheng.

MACY didn't hesitate, called Hu Mei, and the two drove to Jinguanghua Shopping Plaza.

The UNIQLO store is located on the second basement floor of Jinguanghua.

If you have been to Jin Guanghua, you should know that the business here is the best, and the floors with the most big names are the first and first floors, and the second floor is not so good.

It can be seen that Uniqlo is not so valued by shopping malls, but it is no wonder that the popularity is not high, and the sales are not very good, so why should shopping malls pay attention to you.

In the Uniqlo store on the second floor, MACY looked around the store, the decoration is very simple, the store is not small, there are four or five hundred square meters. But the business is very cold, there are not many customers, and the customers in the store are older, and there are hardly any young people in sight.

She took a general look at the product, the style is old and single, and the style is relatively small, no wonder there are no young people to buy it.

Under the leadership of Hu Mei, I came to the polar fleece loungewear store, there are several series, men, women and children, it seems that this is still the main model of UNIQLO.

MACY TOUCHED IT WITH HIS HAND, AND THE FABRIC WAS INDEED VERY SOFT AND COMFORTABLE TO THE TOUCH.

From the outside, it looks fluffy and gives people a warm and comfortable look.

This fabric, in fashion design, is rarely used because it is difficult to make a shape......

But if you make casual clothes, it should still be very suitable, and MACY is also excited.

Now the best product is not to make a clothing full of personality like THE TOP SHOP, but to make the most ordinary and popular style, then, this fabric can indeed be used.

"Take all the fleece garments, one piece of each. MACY COMMANDED, AND AS SHE SPOKE, SHE BEGAN TO PICK UP CLOTHES FROM THE SHELVES.

Uniqlo doesn't have many clothes made of fleece, but because there are styles for men, women, and children, the total number is not small.

The two artists hugged seven or eight pieces of clothing and came to the cashier to pay the bill.

Then one person carried a few shopping bags, returned to the car, and returned to the company.

AFTER ARRIVING AT THE COMPANY, MACY CALLED THE DESIGNERS FOR A MEETING AGAIN.

"You can take a look, this is Uniqlo's polar fleece series. Oh, it's not for everyone to see the styles, these styles are really nothing to look at, I'm for everyone to see this fabric!"

MACY SAID, GESTURING TO THE PILE OF CLOTHES ON THE LARGE CONFERENCE TABLE.

This is what Hu Mei has discovered, and she believes that the fabric is very suitable for designing casual clothing and reaches a wide range of consumers. MACY ADDED.

Everyone got up one after another, and two or three people took one piece, and then watched it carefully.

"Oops, I haven't paid attention to this Uniqlo before, including this polar fleece, I really haven't cared about it, it's really good. One designer exclaimed.

It's no wonder that polar fleece isn't trending now, as only a few brands use it. Moreover, there is no explosion of style.

These designers used to do fashion style design, and they paid attention to those more expensive fabrics, such as silk, cashmere, combed cotton, etc.

This relatively cheap fabric is unlikely to appear in THE TOP SHOP BECAUSE IT CAN'T BE SOLD AT A HIGH PRICE.

"The production technology of this fabric is not difficult, our clothing production base can be mass-produced, if we use this fabric, design a full range of casual clothing, how will everyone feel?"

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