At the first designer meeting held at the UU building, MACY, who served as design director, asked a question.

"What kind of clothes are worn by the most people and adapted to the widest group? Or, do you think we should build our own iconic products?"

MACY raised this question to create a truly classic product that will represent the style of the preferred products.

In the future, whenever people mention preferred products, they will think of this product; similarly, whenever they mention this product, they will immediately think of preferred products.

Every successful brand must have its own iconic product to deepen consumers' impression of the brand.

For example, when you pick up a platinum bag, you will know it is Hermes.

When I lifted up the little black skirt, I knew it was Chanel.

When it comes to British plaids, you know that it means Burberry.

When it comes to presbyopia, you know that it is LV.

...

There are many examples, which shows that if you want to become a successful brand, you must have something that other brands do not have.

Now, MACY’s primary task is to find such a product or a style for the preferred products. In short, it is something unique.

Everyone has given many answers to this question, but they cannot convince everyone.

Some designers also had an idea and spoke: "Seldom brands have unique colors, so why don't we choose a main color for the preferred products!"

After listening to this suggestion, everyone thought for a while and still felt unsatisfied.

"It's too risky to use color as a sign, because color always has great limitations and the colors that consumers like are very different. If we set a main color, we will lose a lot of customers. This is contrary to the company's purpose."

Someone immediately retorted.

"It is true. There are women's clothing brands in China that mainly use black and white splicing as the color, but it has only been popular for two years and the company is about to go bankrupt now." Another designer said.

So, the proposal was rejected again.

The meeting lasted for an afternoon, but the problem was still not solved. However, MACY was not in a hurry. She knew that such a very important problem would definitely not be easily solved.

This requires a process of thinking and inspiration.

"Let's end this discussion today. Everyone thinks about this issue more during this period. Let's discuss it together when you have inspiration." MACY said.

...

After get off work, Hu Mei drove back home. She was also a designer of Youpin, and had just transferred from THE   TOP   SHOP to a new company.

Hu Mei has been thinking about the questions left to everyone during the MACY meeting today.

She found this question very challenging. Everyone jumped from THE  TOP  SHOP to Preferred Products, isn’t it just to make clothes that more people like?

After arriving at home, it was already past six o'clock, and my husband went to the kindergarten to pick up the child, but he had not arrived home yet.

After sitting down and resting for a while, Hu Mei was still thinking about the company. While sitting on the sofa in a daze, her husband came back with her children.

When the five-year-old daughter entered the door, she saw her mother and ran over happily: "Mom!"

Seeing her cute daughter, Hu Mei immediately forgot all her worries, picked up her daughter, and asked her with a smile: "Are you doing well at school today?"

"Of course I'm good. Today the teacher rewarded me with a big red flower." My daughter said proudly with her face raised.

At this time, Hu Mei's husband had already taken off his suit and changed into a home clothes.

He smiled and said to the two of you, "You two won't change your clothes when you get home. Baby daughter, come and take you to change your clothes."

Hu Mei was wearing a long skirt, and her daughter was naturally wearing a school uniform.

My husband didn't remind me, but Hu Mei didn't feel it yet. The slightly tight long skirt was really not very comfortable.

Back to the bedroom, put on comfortable home clothes, and then returned to the living room.

This is why my daughter has changed her clothes, looked at the home clothes on her husband and daughter, and looked down at her home clothes on her.

Hu Mei felt a little moved, and she remembered the question of MACY again.

“What kind of iconic products do you need for Preferred Products?”

The home clothes worn by my family of three are all Uniqlo's fleece home clothes, which is also considered Uniqlo's signature product.

Of course, Uniqlo has few stores in China now and its business is not very good.

Compared with ZARA and HM, Uniqlo is now much less well-known in China.

But Hu Mei likes Uniqlo's fleece home clothes, which are very soft and warm.

Since Uniqlo’s signature products can use fleece fabrics, can you also use this idea?

For example, some kind of pure cotton fabric and silk fabric are used as the signature fabric. Even fleece is used...

At this stage, Uniqlo was criticized for its old and single styles. Although it is also known as fast fashion, Uniqlo really has nothing to do with fashion!

Around 2012, young people did not accept Uniqlo's clothes. They felt that the clothes of this brand were sold to middle-aged and elderly people and were not fashionable at all.

But what does Hu Mei do? She is a designer.

Now that the idea has been opened, Hu Mei feels that fabrics like fleece still have great potential to explore.

Why do this fabric be made into home clothes?

Can it be made into a casual shirt?

Can it be made into a sweatshirt?

Can it be made into a casual jacket?

Can it be made into a coat?!

...

Once the idea unfolds, Hu Mei feels more and more endless possibilities as she thinks.

She stood up in a flash, shocking her husband who was watching TV next to her: "What are you doing?"

Hu Mei turned her head and asked excitedly: "If our company used fleece fabric to make a casual top, would you think you would buy it?"

"What is fleece?" my husband asked in confusion.

"It's the fabric of the home clothes you wear, this one is called fleece." Hu Mei said hurriedly.

"This kind of fabric... If it is made into a casual jacket, I should buy one. Although it is not suitable for me to wear it at work, it should be very comfortable to wear such clothes on weekends and holidays." My husband thought about it before answering.

Hu Mei was a little anxious, so she got up and walked towards the study: "You cook tonight, I want to get a plan!"

My husband was speechless: "You...can't cook after eating..."

...

The next day when Hu Mei went to work, she submitted the plan she had driven to MACY.

After watching MYAC, she felt good, but she didn't know much about Uniqlo, because now, everyone watches ZARA, and Uniqlo is only a little brother, which is incomparable to ZARA.

Fortunately, there is a Uniqlo store in Jinguanghua, Pengcheng, and there is only one in Pengcheng.

MACY did not hesitate and called Hu Mei, and the two drove to Jinguanghua Shopping Plaza.

Uniqlo's store is located on the second floor of Jinguanghua.

If you have been to Jin Guanghua, you should know that the business here is the best, and the floors with the most big names are the first floor and the first floor. Even if the location of the second floor is not so good.

It can be seen that Uniqlo is not so valued by shopping malls, but it is no wonder that it is not well-known and sales are not very good. Why do you want the shopping malls to value you?

In the Uniqlo store on the second floor, MACY looked around the store. The decoration was very simple, with a large store, which was 400 to 500 square meters. However, the business was very deserted and there were not many customers. Moreover, the customers in the store were old and could not see any young people.

She roughly looked at the product, and the style was old and single, with fewer styles. No wonder no young people came to buy it.

Under Hu Mei's leadership, I came to the fleece home clothing specialty area. There are several series, including styles for men, women, young and old. It seems that this is still the main model of Uniqlo.

MACY touched it with his hands and found that the fabric was really soft and felt very comfortable to touch.

From the outside, it looks furry and gives people a warm and comfortable look.

This kind of fabric is rarely used in fashionable design because it is difficult to be stylish...

But if you make casual clothes, it should still be very suitable, and MACY is also excited.

Now, the preferred products are not to make personalized clothing like THE  TOP  SHOP, but to make the most ordinary and popular styles. Then, this kind of fabric can indeed be used.

"Please take one piece of clothes with all the fleece fabrics." MACY ordered, and she also started to pick up clothes from the shelves.

Uniqlo has not many clothes that use fleece fabric, but because there are styles for men, women, young and old, all the total number is not small.

The two artists brought seven or eight pieces of clothes and came to the cashier to pay the bill.

Then, one person carried a few shopping bags and returned to the car and returned to the company.

After arriving at the company, MACY convened a meeting of designers again.

"You can take a look. This is Uniqlo's fleece series. Oh, it's not for everyone to look at the styles. These styles are really nothing good. I'm asking everyone to look at the fabric!"

MACY said, pointing at the pile of clothes on the conference table.

"This is Hu Mei's discovery. She believes that this fabric is very suitable for designing casual clothing and covers a wide range of consumers." MACY added.

Everyone stood up one after another, two or three people took one, and then began to observe it carefully.

"Oh, I haven't noticed this Uniqlo before, and I really haven't cared about this fleece, it's really good." A designer exclaimed.

It's no wonder that fabrics like fleece are not popular now, because only a few brands use this fabric. Moreover, there are no hot products.

These designers used to do fashionable style designs, and focused on more expensive fabrics, such as silk, cashmere, combed cotton, etc.

This relatively cheap fabric cannot appear in THE  TOP  SHOP shops because it cannot be sold at the price.
Chapter completed!