How Does GU Become One Of The Main Brands Of Fast Marketing Group?

Founded in 2006, the price is only

Half of the secondary line brand

Sales grew by 32.7% over the same period last year, and Fast Reatiling also regarded the latter as the focus of training.

On the day of the 2016 financial year business data released by XXX group, Ryui Masa, chairman of the board of directors of the group, said that the group will vigorously develop the fast fashion brand GU in the future, making it the second largest brand behind the UNIQLO group.

GU CEO Osamu Yunoki said: "our sales target is 1 trillion yen, GU will not be just an ordinary company."

As a brand of UNIQLO sub line, how does GU become a fast selling group?

And one of the main brands of H&M competition?

Low season fashion

10 years ago, GU, with the meaning of "freedom", opened its first store in Chiba County DAE Rong Nan hang de store.

After that, the brand continued to grow, but there was a great change in the category of goods sold.

At the beginning of its founding, GU was a small shop brand for families, and its pricing was generally 30% lower than that of UNIQLO.

After the competition with the UNIQLO weekend discount, the commodity strategy failed.

In 2009, the 990 yen jeans series launched by GU was very popular.

Because the price of the series is less than half of UNIQLO, its sales volume exceeds 1 million.

After that, the brand began to pay attention to the prevailing trend and opened up the young women market.

In 2014, the eighth year of brand creation, sales exceeded 100 billion yen.

In the spring of 2015, the seven legged trousers with wide legs were popular among women aged 40 and more than 50, and sales reached 3 million in two months.

Like UNIQLO, GU is responsible for the planning, production and sales of the company.

Unlike the "practical" style of UNIQLO, GU keeps up with the fashion trend and sells the "seasonal fashion items" in a timely fashion. The fabrics used by the two brands are also different.

In order to develop strong brand products, GU opened R & D center in London this spring.

Strengthen men's wear and children's clothing category, expand customer layer

Yuzuki Ji said: "there is also luck to develop so far."

Regular discount sale of popular goods and expansion of commodity category also bring hidden danger.

If we want to further develop, it is an essential measure to train qualified personnel consciously and improve the operation efficiency of stores.

From the perspective of commodity category, GU is mainly centered on female customers. In order to expand the customer base, the brand will strengthen men's and children's products and electricity providers in the future.

GU will launch a promotional campaign with digital membership as early as in UNIQLO.

The company plans to expand the electricity supplier share from 5% to 30%.

Another big plan for brands is to expand overseas markets.

Due to lower price and more fashionable design, GU has 350 local stores and 11 overseas stores.

XXX group plans to have 50 overseas GU stores in 3 years, and increase the number of overseas stores to 1000 in ten years.

Tadashi Yanai, chairman and chief executive of the group's board of directors, said that GU was first launched in the successful Asian market of UNIQLO, and then entered the European and American markets.

Following the opening of the first overseas stores in mainland China and Taiwan in 2013, the brand will enter the markets of Korea, Hongkong, Singapore and Thailand in the next five years.