Reengineering Explosive Light Oxygen Underwear | Uniqlo’s “Rational Technology”

The core element of light oxygen Bra becoming a hit is to have a more rational dressing technology, which has become the core value of brand development. the

the

small segment big market

Although the underwear market is a subdivided field, its scale and market share have gradually expanded and strengthened. the

According to market research firm Euromonitor International, the size of China’s underwear market will reach 197.3 billion yuan in 2022, which is nearly 1.9 times that of the United States; in addition, China has a huge population of women aged 14-65, about 485 million or more , with the increase in per capita disposable income, underwear spending has shown a considerable upgrade trend. the

However, the Chinese underwear market, which has a huge volume and unlimited development potential, is also undergoing a transformation of “body positivity”. the

With the awakening of women’s consciousness and the rise of self-pleasing consumption, consumers’ demand for bras has gradually shifted to a comfortable personality that focuses on self-experience. the

More importantly, under the epidemic environment, consumers’ high pursuit of comfort is driving a substantial change in the underwear market. the

According to a market survey conducted by iiMedia Consulting, as many as 76.6% of consumers in China prefer steel-free bras in 2020. In the first half of 2020, steel-free underwear accounted for 70% of Tmall’s underwear sales, and continued to maintain a double-digit percentage. increase. the

When it comes to comfortable underwear without rims, the first thing many friends around me think of is not traditional underwear brands, but rather. In fact, as early as 2011, Uniqlo had already started to create underwear products without steel rings, and took the lead in setting off a revolution in women’s underwear that is comfortable and pleasing to oneself. the

On the other hand, the development of many underwear brands in recent years seems to be unable to keep up with the rhythm. The reason may be that female consumers’ pursuit of comfortable underwear has accelerated under the catalysis of the epidemic, making shaping and sexy no longer the focus of women’s underwear consumption. The only answer. Only rooting in the mind in advance is the key to brand development.

Dive into comfortable deep water

In 2013, UNIQLO put forward the brand concept of “LifeWear”, which is committed to manufacturing simple, high-quality and comfortable clothing. the

And in the subsequent brand development, Uniqlo is committed to combining the needs of life under the new normal every season, proposing different scenarios of clothing, and using more technological and comfortable Uniqlo new product series to give solutions. the

From simple and comfortable daily travel, to casual switching between business and leisure, as well as health-oriented clothing technology products, etc. The creation of comfort and functionality in these scenes extends to all clothing categories of Uniqlo, and sneaks into subdivided underwear categories. the

Although the demographic dividend in China has almost disappeared, the structural dividend is being released. Less than 10% of Chinese women’s per capita clothing expenditure is used for underwear consumption. Compared with 13% in the United States, 16% in the United Kingdom and 20% in France, Chinese women still have a huge gap in underwear consumption. Chance. the

Caitlin Strandberg, head of the well-known investment company Lerer Hippeau, once said: “Sexy is not popular among Generation Z audiences today. They care about female empowerment and acceptance of their own personality and body. In their view, sexy itself is self-acceptance and control. The ability of life. Doing what you want, without constraints, is the selling point. 

This view is directly reflected in the fact that Chinese consumers prefer to buy simple and comfortable underwear without steel rings. According to the “Underwear Industry Trend Research” released by the First Financial Business Data Center, the rimless underwear market is exploding, and the growth rate of consumption of rimless underwear is higher than the growth rate of the number of people. the

“More comfortable” has become the key to promote the development of underwear with the changes of women’s social environment, thoughts, and physical and mental feelings. Moreover, Chinese women’s demand for underwear is not only to get rid of the shackles without steel rings, to live comfortably, but also to have functionality and flexible movement. the

Just in October last year, Uniqlo’s steel-free underwear “Light Oxygen Bra” made its world debut, and the total sales exceeded 300,000 pieces in just 5 months. the

This sales figure directly reflects the true meaning of the current consumerism of women’s underwear in China, and it is also consumers’ continuous recognition of Uniqlo’s comfort concept. the

Uniqlo’s “rational technology”

Compared with the brand concept of “LifeWear suits life”, Uniqlo also focuses on building a “technology” company.

It can be seen that the technological functionality of Uniqlo apparel products is becoming more and more diversified, and it is meeting more and more consumers’ wearing needs in different life scenarios such as home, work, travel, and sports. the

Unlike other fashion companies, the technology created by Uniqlo is rooted in the daily life of consumers, and it revolves around comfortable “rational technology”. the

For example, the innovation of the Light Oxygen Bra, first of all, it adopts the exclusive AIRism black technology fabric jointly developed by Uniqlo Co., Ltd., which is cool, silky and breathable, and can breathe freely, without sweating all day long. In addition, the upgraded high-elastic fabric is comfortable and comfortable tight. the

In addition, Uniqlo’s “rational technology” is also reflected in its craftsmanship: the nude manufacturing process created by Light Oxygen Bra, point-shaped bonding, accordion wide shoulder straps and “U-shaped” back design, can release the chest in all directions. , shoulder and back pressure. the

Uniqlo Light Oxygen Bra High Elastic Stretch

Secondly, the three-dimensional petal cup technology, the radian supports the full breast shape, and realizes the best curve and gentle covering, and the cup is not empty and does not press the chest. It is especially worth mentioning that the light oxygen Bra cup adopts four-point positioning, and the cup positioning design is added. You can safely machine wash it with a laundry bag, durable and not deformed, etc. the

Not only that, Uniqlo also has more comfortable options: 3D light-duty steel-free underwear. The cups of this underwear are supported by soft resin. The 3D three-dimensional structure is stretchable, which can better fit different breast shapes and meet the needs of girls of different shapes. Personal needs. the

Lace Frenchless Underwire Bra Featuring soft, lightweight lace fabric, adjustable straps, detachable cups and a backless design, this sexy lingerie piece is as comfortable as it gets. the

The designer co-branded the steel-free underwear, and joined hands with the famous new-generation designer Maiko Kurochi for the second time. The ingenious splicing and tailoring and textured tones give this treasure series a special sense of design. the

So far, with the light oxygen Bra as the representative, UNIQLO has established a matrix of underwear series without steel rings, and is committed to meeting the wearing needs of different consumers. the

Summarize

At present, in China’s bra market, from the perspective of consumer groups, whether it is the Z generation or the new middle-class female consumers, sexy advertisements that attract people’s attention are no longer popular. the

On the contrary, the new generation of consumers who really pay attention to comfort and pleasing themselves can understand which brands of comfort and technology are most suitable for them than ever before. the

Nowadays, the boundary between work and life is becoming blurred, and there is a big market for comfortable underwear. Uniqlo’s comfortable underwear without rims, represented by the light oxygen Bra, not only allows consumers to freely switch between various scenes, but also The secret channel for the brand to penetrate into the hearts of consumers. the

At the same time, whether it is the technological functionality that Uniqlo adds to comfortable underwear, or other series that we are familiar with, Uniqlo allows consumers to see real clothing technology. A more “rational” creation of clothing technology will also allow consumers to always surround the brand.