About two months ago, an article in the interview with Yanai Zheng of The Economist described a detail: When asked what is the vision of Uniqlo, Yanai is taking a book from the shelf - the UK Mass clothing retailer Next, as early as the 1987 autumn and winter series catalogue, he said that all the clothes inside are so classic, today is also out of time.
Well, unlike the “fast Voucher Codes fashion” players such as Zara and H&M, the fashion trend is also step by step. Now, from the turn of the turn of the century, Uniqlo has evolved into a powerful “explosive manufacturing machine”: HEATTECH , AIRism, ULD down jacket, Dry-EX, BLOCKTECH... When Zara and H&M are still in the tactics of Yihai, Uniqlo has been trying through technology to define the common sense of dressing.
In fact, even in recent years, the "LifeWear" brand concept has gradually deepened into the hearts of the people, and various joint IP and cooperation models have also been tens of thousands of people (such as the recently won the crazy T-shirts...), but in each new season, people Still, when I went shopping, I suddenly found out that Uniqlo was still working tirelessly, and did the duty of a labeled "technical company."
For example, before the summer season, Uniqlo hopes to restart the "explosive manufacturing machine." This season, they aimed at sunscreen clothing and launched a variety of sunscreen products in one go.
In a sense, these products, which are intuitively different from casual wear, but which differ greatly from most sun protection garments on the market, also confirm an important business theory in the era of abundance: in any competitive business area – regardless of clothing , digital, home appliances, or something else, the technology and design are freely grafted, and then on the product, superimposing a certain brand idea about personal freedom may be the only way to stand out from the market.
But the question is: Why does Uniqlo choose sun protection clothing?
This should be discussed from scientific common sense. As we all know, proper sun exposure is good, such as the ability to synthesize vitamin D, which is good for bones and muscles, and enhances immunity. But the key is: What is "appropriate"?
Just recently, a cover article published by the British "New Scientist" once again reiterated: how long each person is drying, how to dry, are learning. For example, the ultraviolet light required by the human body to synthesize vitamin D is UVB, which has weak penetrating power and is partially absorbed by the ozone layer. If you want to rely on the sun to synthesize dimension D, you should pick the most intense time of the day, that is, from 10 am to 2 pm. At other times, it is actually a penalty station in the sun, only tan and sunburn.
In addition, people of different latitudes, people of different skin colors should be completely different in duration. For example, we are yellow races, and most cities in China are at mid-latitudes, so each person probably needs to sun for 2 to 8 minutes.
This is certainly not a completely universal conclusion. Specific to the individual, it will be interfered by other variables (such as skin exposure area, gender age, air pollution level, etc.), but it at least means that most of the time, humans need sun protection.
The world is no exception. As far as I know, there is even a sunscreen song in Australia. Many children have to learn when they enter kindergarten. There is a lyric in the song: "slip, slop, slap, wrap" Chinese is a set of sunscreen four-part: "Put on sunscreen, apply sunscreen, put on a sunhat, and wear a sunshade."
So how to protect from the sun? The answer lies in the song. The first part of the four-part series is “wearing sunscreen clothing”. The new scientist also said in the article: Covering the skin with clothes, the sunscreen effect is the best, it seems to be a once-and-for-all sunscreen. It is only the last line of defense.
When it comes to "slip", the Uniqlo sunscreen series, which is blessed by new technology, may be superior to most products on the market. The principle of sun protection is not difficult to understand: the ultraviolet radiation of solar radiation can be divided into three kinds according to the wavelength. In addition to the UVB mentioned above, there is UVC which is almost completely absorbed by the atmosphere. The most worthy of human hostility is actually UVA, which can penetrate the cloud and even penetrate. Glass is the real murderer behind the skin.
The Uniqlo sunscreen series can effectively block the transmission of UVA. After testing, the UVA transmittance of solar ultraviolet is less than 5%, which can block more than 95% of UVU, and the UV protection factor is UPF>40 (refers to the skin when the skin is unprotected). The ratio of the average effect of ultraviolet radiation to the average effect of ultraviolet radiation calculated when the skin has a fabric, assuming that the time of sunburn of the skin is 1 when there is no protection, and the time of sunburn of the skin is 1 time, which is ten times that of the skin. 10; UPF=40 is 40 times longer than sunburn), and, compared to the song "Painted with sunscreen, put on a sunhat, put on a sunshade" - and a little redundancy The rest of the "take a parasol", UNIQLO sunscreen series can really achieve instant sun protection.
In addition, Uniqlo will adjust the processing method according to the weaving method of the fabric, the stitching of the fabric and the characteristics of the fabric to maximize the UV shielding rate. For example, compared to most external coatings for sunscreen clothing, Uniqlo uses a process of weaving the sunscreen titanium dioxide into the yarn, even if it is only a thin shirt, it can last for a long time to protect the skin.
When it comes to healthy skin, even if the public's awareness of sun protection is enhanced, most people still suffer from sunburn and sunburn. They do not re-examine the sun from the perspective of skin aging. In fact, scientists have now reached consensus. : The severity of skin photoaging caused by ultraviolet rays is far more than the degree of natural aging. If you are in a person's face and unfortunately see too many folds and stains that are not commensurate with the years, then the probability is by light. Caused by aging.
In other words, if you want to keep your skin healthy, then in the hot sun, a sunscreen that is instantly and lastingly sunscreen is not the “cherry on the cake” that is the embellishment. It is the most important cake itself.
However, when you talk about Uniqlo sun protection clothing, you may have heard about it. Since last year, there have been some articles on the Internet about the Chinese and foreign UNIQLO sun protection clothing. It is said that these statements have brought a group of overseas purchases.
The source of this misunderstanding is because in the product "sunscreen" function, each country has a different certification system - in fact, in fact, AIRism mesh hooded hooded sports cardigan also has sun protection function, many people do not know, Because Uniqlo is the national standard for UV protection of Chinese standard institutions obtained in 2018, it can mark the sunscreen in the product. (Note: The Japanese Sunscreen Index is based on the International Sunscreen Rating Standard, and the Chinese standard will be stricter. some). At the product level, Uniqlo sunscreen clothing adopts a global standard. The two editions of China and Japan are produced by the same factory, and the UV protection function and fabric composition are completely consistent.
This is in line with business logic. You know, Uniqlo is the world's biggest weapon in the non-standardized clothing industry, by reducing the cost of the latest technology, using a comprehensive global supply chain to sell at low prices around the world, and the industry chain with different core suppliers (such as Chips are different, they seem to have no reason to treat them differently.
So how do you explain this deliberately "with rhythm"? I guess, throwing away "I really don't know" and "conspiracy theory", it is more likely to be some mental cognitive dissonance, and there is a solid consumption in the mind. "This makes them full of prejudice in many areas of consumption."
In fact, if you turn down the tag, you will know that it is "made in China." In 9102, you may wish to have a normal state of mind.
Of course, following the iterative speed of a “technical company”, the Uniqlo sunscreen series itself is also evolving. This season, it can become a new explosion of the new network, in addition to light and portable, it benefits to a large extent: it can kill the poisonous sun in the "invisible."
As I said before, sun protection clothing is an essential daily item, but according to my observation, based on some subtle psychology, many people do not want others to point out: "You wear a sun protection clothing today! ", and more willing to tell others inadvertently under the scorching sun: "In fact, my clothes have sunscreen function~"
But you know, most sun protection clothing on the market seems to be eager to declare war on the sun, for fear that others do not know "this is a sunscreen clothing", and the Uniqlo sunscreen series not only solves the basic literacy of sun protection, but also breaks through the conventional design. Provide dozens of seasonal colors, and combined with the fashion design of the season, add sunscreen to the best-selling models of different fabrics, so that the sunscreen clothing is no longer a "functional clothing" that is simply blessed by black technology, but Through the grafting of technology and design, we will expand the cognitive boundaries of “sun protection clothing” and let everyone freely go out.
That's right, it's everyone.
For example, in the case of women's wear, the marriage of AIRism and sun protection clothing makes the wearing experience particularly comfortable.
Here, let's take a look at science, as the summer black technology of Uniqlo, although the name of AIRism is not unfamiliar, but what is it? The interpretation of the technical dimension will be very boring. In my opinion, you can perceive it as A micro-climate system that combines skin and fabric with a soft touch, moisture absorption, quick drying, cold touch, deodorization, antibacterial, deodorant and elastic properties.
Temperature, "humidity" and "airflow" are very moderate air layers for maximum comfort.
And when AIRism completes the integration with the sunscreen, it will also release twice the result with half the effort. Women's clothing, the highly acclaimed AIRism UV mesh hooded sports cardigan, not only has a comfortable touch, but also effectively blocks UV intrusion. In addition, the explosion-proof AIRism underwear also adds UV protection.
In the women's sunscreen series, in addition to the free grafting with AIRism, this year Uniqlo has also launched a variety of portable UV protection jackets, light and nothing - compared to parasols, easier to carry around, and fabrics add durable waterproof performance, help Moderately resist the rain.
In addition, UNIQLO also launched a variety of styles such as anti-UV suits, breaking the inherent boundaries between different clothing scenes, allowing sunscreen and fashion to seamlessly connect.
Of course, this year is particularly worth mentioning. Uniqlo has launched a full line of sunscreen products from children to men's wear, and men's and children's wear also enjoys the technical well-being of AIRism: in the AIRism series of men's high comfort, the new UV-proof function is added. Two new products for hats and sweaters; for children, Uniqlo launched the AIRism UV-proof mesh hooded sports cardigan, allowing children to maintain a comfortable all-day clothing experience.
It is not difficult to find that, as stated at the beginning, for many years, Uniqlo has been leading the public in dressing in the least flamboyant way of technology. In the eyes of many people, following the footsteps of seniors such as HEATTECH, in the future, every spring and summer, going to Uniqlo to buy sunscreen clothing may become the consumption inertia of more people.
The sun protection clothing is just a mirror to see the ambition of Uniqlo. I guess, Liu Jingzheng’s greatest ideal for Uniqlo is that after decades of interviews with young reporters, he took a book reviewing the classic costumes of the human body from the shelf and told him "You see, the clothes we designed have changed the way people dressed that year, and it’s not too late to wear them today."