Synergy between Uniqlo stores, app
NEW T-shirts by Uniqlo are tapping into nostalgia with collaborations with popular figures from animé and videogames.
At a launch on May 13 at the Uniqlo SM Megamall branch, a cosplayer posed as Final Fantasy’s Cloud, amidst a display of Final Fantasy shirts under the UT T-shirt line. For the first time, all 16 games of the videogame franchise will be showcased in this collaboration with Uniqlo, in celebration of the game’s 35th anniversary.
Animé lovers will find T-shirts featuring beloved Japanese titles such as Gundam, Doraemon, and Pokemon. There will also be collections spotlighting concepts from Lego and Mickey & Friends.
Winning designs from the UT Grand Prix (UTGP), a design competition that uses T-shirts as a creative medium, were showcased over the weekend’s event which included videogame demos. The theme of this year’s competition was the Peanuts comic strips by Charles Schulz.
On the side of more adult pursuits, art enthusiasts will enjoy the collaboration with the Museum of Modern Art (MoMA), as well as the partnership with Magnum Photos. The Brands Car collection of T-shirts features automobile designs from legendary automakers.
SUSTAINABILITY, PANDEMIC
Considering the focus these days on responsibility for one’s effects on the planet and the concomitant need by businesses to be sustainable, Uniqlo is no slouch said a representative.
“We do have sustainably made products,” they told BusinessWorld, pointing to the DRY-EX sports line, which is made with 80% polyester made from recycled plastic bottles; as well as jeans that use the same material.
Meanwhile, they also discussed how the pandemic shaped Uniqlo’s online business, particularly the Uniqlo app which is celebrating its second anniversary this year. “It’s more of they complement each other,” the representative said about Uniqlo’s online and store operations.
“The root of our business is really our stores. The [physical] stores help the online store; the online store helps the stores. I’m not able to divulge any sales numbers, of course, but let’s just say they complement each other.”
There are features in stores that help shoppers with the app, and app features that streamline the purchasing process. For example, the stores have QR codes on the shop floor mirrors that help customers access the app. On the app, there’s an option to pick up the item in a store instead of having it delivered, giving options for exchanging should the clothes not be of the proper size.
In expanding the online ventures, the world reopening as the coronavirus disease 2019 (COVID-19) pandemic dies down is also giving an opportunity to expand its physical presence. Uniqlo will be opening two new stores within the month, in Isabela and Iloilo.
“We want to give Lifewear to Filipinos,” they said. “Most of our stores, like you said, are in big cities, but of course you have to reach out to more areas.” — JL Garcia