A Study on Brand Equity Dilution and Digital Marketing Adjustment Caused by Excessive Collaborations with Uniqlo UT

Brand collaboration has become a key method in modern digital marketing to cater to the desire for individual expression among young people. However, the collaboration strategy of the Uniqlo UT series is showing a marked tendency toward excess. The rapid pace of new releases combined with simplistic "decal-style" IP replication not only depletes product scarcity and causes consumer aesthetic fatigue but also undermines the brand's original quality positioning of "LifeWear." Addressing this phenomenon, this paper conducts an in-depth analysis using a combination of web data mining, surveys, and interviews. The study indicates that the current model of heavy IP aggregation is unsustainable. Uniqlo needs to shift toward "two-way value co-creation," leveraging data feedback to drive innovation in product functionality and original graphic aesthetics, while constructing immersive online-to-offline (O2O) consumption scenarios, thereby providing a reliable path for realigning its brand marketing strategy.