Australians flock to Uniqlo’s growing global cult
Fashion has become noticeably more relaxed and casual after the pandemic, and Uniqlo has benefited from the shift towards comfortable and practical clothing.
Makkar’s wardrobe ranges from denim to workwear, from parkas to puffer jackets, children’s collection, pajamas and more; He said it provides “universal appeal” that transcends age, gender and culture, being worn by the whole family and adaptable to markets around the world.
UNIQLO: C collection by British fashion designer Clare Waight Keller.
The most popular items among Australians were Uniqlo’s core t-shirt ranges, including the AIRism moisture-wicking oversized t-shirt and the U crewneck t-shirt. Tracksuit bottoms and hoodies designed by British fashion designer Clare Waight Keller draw on on-trend silhouettes, while collaborations with luxury design brand JW Anderson, known for its androgynous silhouettes, have resulted in a cropped oxford shirt and popular unisex barrel-leg trousers for men and women.
“We are proud that our customers have embraced these products,” a Uniqlo spokesperson said.
“We listen to our customers’ needs and make changes based on their feedback every year to perfect each garment. This is an integral part of our product development process.”
The Round Mini Shoulder bag went viral in its own right, selling out multiple times and leading to new colors and the nickname ‘Mary Poppins’ bag’.Credit: Bloomberg
Uniqlo was founded in 1949 in Ube, Japan. The name is a shortened form of ‘Unique Clothing Warehouse’, which was the name of the first store in Hiroshima.
The founder’s son, Tadashi Yanai, is chairman and chief executive of parent company Fast Retailing Co, a fast-growing $182 billion giant listed on the Tokyo Stock Exchange.
The first Australian store opened at Emporium Melbourne in April 2014; renovations were recently completed and will reopen on November 27 with a personalized t-shirt and bag personalization station. Over the past decade, Uniqlo has expanded its national footprint to more than 40 stores. He plans to open more.
Tadashi Yanai, president and chief executive officer of Fast Retailing Co.Credit: Bloomberg
Uniqlo’s leaders have resisted being described as fast fashion by emphasizing timelessness and durability. “Instead of looking for speed, we look for perfection,” said Yuki Katsuta, Uniqlo’s head of global research and development. foretold.
While in-store design principles of cleanliness, simplicity, organization and calm also strengthen the brand as functional and minimal, other retailers have adopted a more crowded, more complex approach to visual merchandising.
“This is what I see as a ‘quiet and slow’ strategy that is not noisy but focuses on product quality and adds value to consumers,” Makkar said.
Its characteristics of timelessness and simplicity also dovetail well with global concerns of sustainability and conscientiousness: Certain sections of social media run by “non-influencers” are now dedicated to encouraging others to buy less but better; This megatrend is also happening in other areas, such as wine.
“An anti-fast fashion movement is on the rise,” Makkar said.
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