After reading my fellow classmate Jia Ling’s blog, ” UNIQLO Shows Basic Isn’t Boring”, I have to say that I cannot completely agree with her point of view.

I am a fan of Uniqlo myself. One of Uniqlo’s greatest competitive advantages is that its clothing material is really soft and warm. Also, nowadays people are getting more and more price-sensitive, and Uniqlo clothing’s perfect balance between quality and budget happens to meet this social trend.

However, I am really worried about the further development of Uniqlo. Since the production of clothes is retricted to limited styles which is interpreted as  “Made for All”, it is very hard for Uniqlo to meet the demand of Japan’s younger generations. In Japan, a person’ style is a very important evaluation criteria among young people.  A person with “style” are generally more respected and loved among young people in Japan. I think It is hard for Uniqlo to gain popularity among the young.

Since Uniqlo clothing has a great balance between quality and budget, it can meet buyers’ functional needs. How about buyers’ psychology needs? From my perspective, a lot of people buy clothes because they want to look stylish and rich. The simple design and the low-pricing  can hardly give people the psychological satisfaction that they are pursuing.

Link: https://blogs.ubc.ca/jialing/

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