To succeed in today’s highly competitive market, a company must figure out various needs of its target customers and provide them with personalized products or services. This goal is especially difficult to accomplish in clothing industry, in which most products are produced in high volume. Meanwhile, most people want their clothes to be unique and reflect their personality. UNIQLO, a Japanese clothing retail giant, has already found a way to solve this seemingly paradox.
Recently, UNIQLO opened its first ‘Magic For All’ store in ShangHai. This store mainly features Disney theme, which is attractive to those with childlike innocence. Moreover, the biggest highlight of the store is UT factory where customers can design their own T-shirts’ patterns and add different accessories to items of clothing.
From my perspective, UT factory is overturning traditional operation pattern of clothing industry.It promotes inventory and variability during clothes-making process by allowing cutomers to be co-creators of the products. While designing their unique clothes, customers also gain a sense of achievement and happiness. By launching its first ‘Magic For All’ store, UNIQLO is making a great progress in customization, which proves to be a useful method of promoting sales.
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