Does Uniqlo open a coffee shop to make money? why there are so many cross-border coffee shop brands?
Well-known clothing brand "Uniqlo" has also begun to cross the coffee track.
According to external news, Uniqlo Ginza Store, the largest flagship store in Japan (detailed address: Ginza 6-9-5 East Hall 1F-12F), opened its first cafe.
New Life, New Wear, New Ginza. For the concept, this is the first major renovation in its tenth year of opening in the area.
It is understood that the renovated store of UNIQLO Ginza flagship store has added many new elements, such as the new installation art to show the brand concept, the new Cafe "UNIQLO COFFEE" and the flower shop "UNIQLO FLOWER", etc., bringing a new shopping experience to consumers.
The redesigned UNIQLO Ginza flagship store will be mainly exhibition style, and a large number of large-scale exhibits will be placed on each floor.
For example, at the entrance of the first floor, there is a pendulum made of sweaters in 20 colors, and on the fourth floor, there is a display of artist and architect emmanuelle moureaux's work "Everyone·Color"| hitobito iroiro」。
Most notably, the first coffee shop opened on the top floor (12th floor), called UNIQLO COFFEE.
UNIQLO COFFEE will sell home-brewed coffee for the first time, offering consumers drinks such as original coffee and specialty coffee, and UNIQLO will cooperate with Ginza West to sell desserts in cafes.
The store is scheduled to open on the 17th of this month.
For the purpose of this renovation, its responsible person said: It is hoped that consumers will rediscover the charm of Ginza block and inject new vitality into it.
Public information indicates that
Uniqlo opened its flagship store "UNIQLO" in Ginza in 2012. The store has a total space of 12 floors and a store area of about 5000 square meters. It is the largest Uniqlo store in Japan. According to statistics, as of September 20, 2017, Uniqlo has 2292 stores in 18 regions around the world, of which 1072 are overseas.
Uniqlo is not the first and will not be the last to combine clothing and coffee.
Everything can cross borders, and coffee has become a "cross-border medicine".
In May 2019, the Italian fashion brand "MARNI" also opened a MARNI MARKET CAFÉ pop-up coffee shop in Daci Temple Square in Chengdu Ocean.
In addition to the clothing field, LVMH, a well-known luxury brand giant, has also opened the world's first coffee shop "Le Café V" across coffee. In addition, Burberry, Tiffany, Armani and other brands have entered the coffee industry to open coffee shops.
This series of cross-border operations also let us unconsciously get used to the normality of cross-border coffee shops opened by various brands, but what follows is that the competition faced by the coffee industry is more diverse.
For example, the main competitors in the coffee field are no longer only from the coffee industry. In addition to the competition in the coffee industry, they also include emerging brands with multi-field cross-border cooperation. The expression "emerging" here is a brand that breaks through the traditional definition. With the integration of major brands, more novel products have been born.(For example, coffee drinks are no longer just bitter coffee that is difficult to eat). These novel products break the inherent way, and the coffee market naturally becomes diversified. In addition, all major brands have their own innovation advantages across borders, and in essence, innovation cross-border is not limited to form, so it is natural for competition to be more diverse.
In previous articles, we also mentioned why cross-border has become one of the most popular marketing methods among major brands. For details, you can review this article: (No one thought! Underwear brands also cross the border to make coffee), which will not be repeated here.
In fact, fine coffee is originally a new industry. After Starbucks entered the Chinese market in 1999, coffee was strange to many people at that time. Today, the coffee market has become diversified and competitiveness is beyond doubt. However, cross-border cooperation with different fields can develop from a more diversified perspective. From this perspective, coffee industry may also flourish.
Finally,
Do you think Uniqlo will open a cafe in China in the future?
* Image source: Internet
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