Same-city purchase forum

by wgyuvs8a on 2012-03-04 07:29:34

Tao Shengye had been sitting in front of the computer like this all along. He repeatedly clicked the right button of the mouse and selected "refresh" from the drop-down menu, watching the numbers keep rising: 100,000, 200,000, 1 million, until the computer crashed due to continuous refreshing. How obstinate! Of course, Tao Shengye was not the only one who was obstinate. From Beijing to Hangzhou, from Guangzhou to Shenzhen, almost all first-tier cities in China were involved. 1.33 million people were caught in this collective madness. What attracted them was the Lucky Line online queuing event jointly held by Uniqlo and Renren Network four months ago. According to the rules of the event, netizens just need to virtually queue up on the Uniqlo website store for shopping to have a chance to win an iPhone4, iPad, travel coupons, special edition commemorative T-shirts, 90% discount coupons, etc.

This was not the first time that fashion enthusiasts had become obsessed with Uniqlo. When you leave your computer desk, go to Beijing's Xidan Joy City or Sanlitun, and then take a walk on Nanjing West Road in Shanghai, you will know that similar crazy events are happening every day. Passing through the crowded crowd, their shopping route is often like this: after visiting ZARA on the first floor, they would take a trip to H&M on the opposite second floor, and then directly go to the third floor to buy Uniqlo.

What's the secret? Behind the display windows, even for a regular T-shirt, Uniqlo has 300 different color products, most of which are designed by modern art master Keith Haring. Usually, such a T-shirt costs 29 yuan. More importantly, Uniqlo clothes can be versatile. Many basic styles have been highly recommended by numerous high-end fashion magazines. Those single items costing hundreds of yuan have even been paired inside LV and Chanel coats.

Jil Sander, the "Queen of Minimalism" who once worked for PRADA, joined his designer team without hesitation, leaving her beloved "puppy" (Jil Sander called her favorite brand Vukmirovic "puppy"). "Her clothing is the best; a piece of Jil Sander clothing can last you ten years, and then you can pass it down to your daughter." The fashion design industry once evaluated Jil Sander like this. Now, she is Uniqlo's creative director, and she hopes that the clothes she designs will receive such evaluations again.

All of this is because of a 61-year-old "fashionable man" from a small town in Japan. This person is not tall, calling himself a "tailor". He wears black-rimmed glasses, dresses in suits he produces, with his entire outfit costing less than 400 yuan, and walks very fast. The accompanying staff has to jog to keep up. The media that interviewed him said that this person is well-informed about the latest fashion trends in Paris, London, and New York, and can judge the trends of the next season. He can spark a fashion craze with a simple jacket or underwear, creating a global Uniqlo trend; even the most ordinary T-shirt, Uniqlo can turn it into an art collection item that everyone looks forward to each season and everyone can afford. In the past 20 years, he has opened clothing supermarkets opposite Hermes and Chanel; he has achieved egalitarianism in clothing.