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优衣库再“读”消费者:疫情后的生活方式

| | | | 2020-3-13 10:26

CHULE2020CHUNXIAXINPINXILIEDELIXINGTUIJIEZHIWAI,YOUYIKUDUIHOUYIQINGSHIDAIXIAOFEIZHEDEXINLIGOUJIAN、CHANPINXUQIU、SHENGHUOFANGSHIDEBIANHUAYOUWEIGUANZHU。

年初突如其来的新冠肺炎疫情打乱了所有企业的工作节奏,包括优衣库。原本这个草长莺飞的三月,将迎来优衣库一年一度的春夏新品发布会,现在一切戛然而止,但这不妨碍真人电子娱乐 搜集并对外传递新的主张。

JINRI,UNIQLOYOUYIKUDAZHONGHUAQUSHOUXISHICHANGGUANWUPINHUI(JALIN)JIESHOULEMEITIDECAIFANG,ZHEISHIYIQINGBAOFAYILAI真人电子娱乐 SHOUCIDUIWAIFASHENG。CHULE2020CHUNXIAXINPINXILIEDELIXINGTUIJIEZHIWAI,YOUYIKUDUIHOUYIQINGSHIDAIXIAOFEIZHEDEXINLIGOUJIAN、CHANPINXUQIU、SHENGHUOFANGSHIDEBIANHUAYOUWEIGUANZHU。

一 从 Life Wear 到 Livable City 的消费洞察

1、重启健康生活生机和城市活力

优衣库2020春夏《Life Wear 服适人生》真人电子娱乐 册将 “Livable City(服适宜居之城)”作为了主题。为了这期杂志的内容创作,真人电子娱乐 创意团队花了很多时间走访世界各地,辗转哥本哈根、东京、纽约、上海等多个城市,挖掘探讨 Livable City 的内涵,深入思考城市、人与服装之间的关系,解读或人文,或科技,或创意,或自然,或更自由自在的生活方式,带领读者(消费者)思考什么样的环境是大家向往的生活,呈现多彩环境中人们生活跟服装的互动和交集。

杂志主题是在疫情发生前设定的,但如今看来,优衣库显然比其他真人电子娱乐 更早进入服饰生活方式提案的角色状态,也更有应对的准备。

YIQINGDAILAIDEYINGXIANGJUEBUJINJINSHILINGSHOUSHANGYESHICHANGDECHONGJI,GENGSHIPULUODAZHONGSHENGHUOFANGSHIDEGAIBIANSHENZHIZAIZAO,ZHEIXIEBIANHUADOUZHIXIANGTONGYIGEBAXIN——XIAOFEIXINLIHEXINGWEI。ZHANGDAYILIANGGEYUEDE“JINZU”SHIQI,RANGMINZHONGYOUZUGOUDESHIJIANJINGXIAXINLAISIKAOSHENGHUODEBENZHISHISHENME,GAIZHUIQIUSHENME。

真人官网娱乐ZAIFUZHUANGCENGMIAN,YOUYIKUXIWANGCONGJIANKANG、HUOLI、真人官网娱乐 、SHUSHISIGEXIANGXIANLAIGOUJIANXINDEPINZHISHENGHUO,RANGXIAOFEIZHEZAIJUJIACHANGJINGHEYOUXIANKONGJIANZHONGZHONGQIJIANKANGSHENGHUOSHENGJI。ZHEIZAIYOUYIKU2020CHUNXIAXINPINZHONGYOUJUTIDEQUANSHI。BIRU Sport Utility Wear SHENGHUOYUNDONGXILIE,CHANGDAOSHENGHUOJIYUNDONG,CONGQIANZAIJIANSHENFANGKULIAN,XIANZAIZHAIJIA、GUANGCHAOSHI、TONGQINDESUIPIANSHIJIANYENENGQINGYUNDONG,GENGJIATUCHUGONGNENGXING,BINGQIEDAPOBIANJIE,JIANGYUNDONGYUSHENGHUOJINMIJIEHEQILAI。

真人官网娱乐WULUNSHI Sport Utility Wear SHENGHUOYUNDONGXILIE,HAISHICHUNXIAHUOLIXILIE,SHEJISHIHEZUOXILIE,FANGSHAIYIXILIE,YIJIMINGXINGCHANPINUTXILIE,DOUJIANGYOUYIKUCHONGSHANGDEYISHUYUKEXUESUOCHUANGZAODESHENGHUOPINZHI、SHENGHUOTAIDUHESHENGHUOMEIXUEJIANXINGDAODI。YOUQUDESHENGHUOLIBUKAIWENCHUANGDEJIACHI,WENCHUANGTONGSHISHIYOUYIKUYISHUZHEIYIHEXINLINIANDEZHANXIANFANGSHIZHIYI,ZHEIDUIYURENMENZAIDANGQIAN“ZUBUCHUHU”DETESHUSHIQIYOUZHEBUTONGWANGCHANGDEQINGGANRENTONGHEXIAOFEICIJI。

作为世界文创桥梁,优衣库本季春夏UT系列推出了书法艺术系列、Ambush x Disney 合作系列、猫系列、漫威合作系列,3月起,还将有 Anna Sui 系列、高达模型40周年系列等多个合作系列UT上市,用创造力重启城市活力。

2、可持续生活本源思考

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YIQINGHOU,RENMENYUANYOUDESHENGHUOYOUXIANJIYEZAIDAPOZHONGZU,JIANKANGSHENGHUOWUYIBEISHIWEIDIYIWEI。WUPINHUIBIAOSHI,YAZHOUXIAOFEIZHEPUBIANMEIYOUJIJIYUNDONGDEXIGUAN,ZHEIDUIYU真人电子娱乐 ERYANSHIYIGEJUDADEJIHUI。FUZHUANGBUYINGZHISHIZHUZHONG真人官网娱乐 HEHAOKAN,GENGYINGBAFUZHUANGDEGONGNENGXINGHEQINGGANXINGYUXIAOFEIZHEDEJIANKANGHUOLIXUQIUXIANGJIEHE,YICIYINLINGYIZHONGKECHIXUDEJIANKANGDESHENGHUOFANGSHI。SHISHISHANG,YEZHENGSHIYOUYUYOUYIKUDUIMIANLIAODECHIXUYANFAHEKESHOU,CAIWEIQIYINGDELEDAZHONGXIAOFEIZHEDEXIN。

二 数字化基础上构建真人电子娱乐 差异化价值

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YIQINGQIJIAN,XIAOFEIZHEGOUWUXINGWEIJIBENQIANYIZHIXIANSHANG,MIANDUIKELIUDEQINGXIEXINGYONGRU,YOUYIKUTONGGUOKUCUNYOUHUAHEYUNYINGTIXIDEGOUJIAN,JIASHANGWULIUHEFUWUDEMIQIEPEIHE,QUEBAOXIANSHANGJIAOYIPINGWENSHUNLIJINXING。

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三 后疫情时代的发展原动力

YINDANGQIANYIQINGFANGKONGXUYAO,YOUYIKUJINNIANJIANGHUICELVEXINGDIFANGMANXINDIANTUOZHANBUFA,YEZANHUANQUDAOXIACHENJINDU,DANZHEIBUDAIBIAOTADUISHITIDIANDEFAZHANQIANJINGYOUSUODANYOU,XIANGFANCHONGMANLEXINXINHECHONGJING。“ZHANGQILAIJIANGWOMENSHIJUEDUILEGUANDE,ERQIEWOMENDUIZHONGGUOCHENGZHANGDE commitment HAISHIBUBIANDE。”WUPINHUIBIAOSHI,ZHONGGUOSHICHANGHAISHIYOUHENDADEJIHUI,XIABANNIAN,YOUYIKUHUIYOUGENGDADETOURU,BAOKUOGENXIAOFEIZHEGENGJIJIDIHUDONG。

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