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Uniqlo’s Color Color Secret: The Strategy Behind Vibrant Colors

In today's visually-driven world, how can a clothing brand stand out in a market saturated with endless choices? Japanese fashion giant Uniqlo has developed a unique strategy known as the "discard color" (捨て色) tactic. According to a report by Japan's TBS television, Uniqlo uses this color approach to highlight the benefits of its classic basic items while also shaping the brand's dynamic image. How does this strategy work? Let's delve into the secret behind Uniqlo's color scheme.


The Concept of the Discard Color Strategy

The "discard color" strategy involves intentionally introducing very vibrant and unusual colors, sometimes even impractical ones. These colors are not meant to be the primary purchase choices for consumers. Instead, the stark contrast created by these bright, unusual colors serves to accentuate the understated, soothing, and stable qualities of classic basic colors like white, black, and navy. In other words, the presence of these unique colors makes consumers appreciate and choose those classic, practical colors even more.

Implementing the Discard Color Strategy

In Uniqlo's stores or online shops, you will often see extremely bright clothes, such as neon pink, fluorescent green, and orange. These colors catch the consumers' eyes, but when it comes to making a purchase, consumers are more likely to choose the classic black, white, gray, and navy basics. This is the brilliance of the discard color strategy. Through this sharp contrast, Uniqlo not only highlights the advantages of its classic basics but also creates a diverse and energetic brand image.

Effects of the Discard Color Strategy

The discard color strategy has multiple effects. Firstly, it makes the classic basics stand out more, emphasizing their understated and versatile nature. Secondly, these vibrant colors attract consumers' attention, increasing the brand's visibility. Lastly, this strategy reflects Uniqlo's spirit of innovation, bringing a sense of freshness and surprise to consumers. Overall, the discard color strategy not only boosts product sales but also enhances the brand's market competitiveness.

Uniqlo skillfully uses the discard color strategy to highlight the advantages of its classic basics through vibrant and unusual colors, creating a lively and energetic brand image. This use of color contrast not only makes consumers more inclined to choose classic styles but also helps Uniqlo maintain its unique appeal in a highly competitive market. Next time you visit a Uniqlo store, take a moment to observe these clever color combinations and appreciate the marketing wisdom behind them.


Special Recommendation

Furthermore, if you want to showcase a more unique personal style like Jeng Jia-Yu, the host of "Bay Area Wonders," you can now own the same moss green dress she wore during the shoot at Pixar headquarters. This dress radiates happiness and energy, reminiscent of the character Joy from the movie "Inside Out," symbolizing joy and positivity. Jia-Yu's original dress is size XS, but you can exchange it for other sizes at Lanvie Boutique or choose other clothing and accessories of equal or lesser value.

All sales are final, and no refunds will be given. After placing your order, please pick up your item directly at Lanvie Boutique. LANVIE Boutique is located at 1501 Webster Street, Alameda, California 94501. Phone: (510)-839-1228. For more information, visit [].


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