Uniqlo Window Display

High fashion window display for Uniqlo’s Milan location Jump to solution->

• Role: Sole Designer
• Duration: 1 Month
• Completed: May 2022
• Discipline: Market research, visual merchandising, photoshop

Uniqlo Brand / Heritage

I began with in depth research on Uniqlo to dictate the direction of my design. I found that Uniqlo makes high quality, comfortable, functional basics that can be paired with a variety of styles and colors. It originated in 1984 as specialty clothing store ‘Unique Clothing Warehouse’ in Hiroshima Japan. It adapted from a specialty store and outsourced labor to provide affordable clothes in Japans recession of the 90s

image from businessoffashion.com, used for research purposes

image from silenceofmelancholy.com, used for research purposes

image from uniqlo.com, used for research purposes

image from gq.com, used for research purposes

UNIQLO PERSONA / TARGET
• 18-40
• Lower/Middle Class
• Male & Female
• Urban
• Comfortable
• Looking for versatile clothes for practical and professional settings

Uniqlo SWOT Analysis

Uniqlo Competitors

image from businessoffashion.com, used for research purposes

image from businessoffashion.com, used for research purposes

image from nssmag.com, used for research purposes

image from muji.com, used for research purposes

• Gap: Refers to age gap between 18-28, strategy of diversification between old navy, gap, banana republic etc. Produces different clothes for each demographic
• Zara: Zara’s strategy is to produce as many items in as little time as possible in order to appeal to everyone
• Cos: H&M and COS split the market, one offers low cost essentials and the other focusses more on style for at a slightly higher cost
• Muji: Muji offers wide range of products, earth tones, functional, minimal, focus on sustainability

Synthesis

While UNIQLO’s biggest strength is their understated basics, as a byproduct they suffer from a lack of loyalty and recognizability. Much like in fashion, basics allow for versatility in any context, giving them the potential to appeal to a wide range of audiences. UNIQLO is already very good at appealing to urban markets by using urban imagery like digital signage, but what if we curated it more specifically to the location of the store?

Inspiration and Best Practices

image from businessinsider.com, used for research purposes

image from internetretailing.net, used for research purposes

image from nssmag.com, used for research purposes

image from wallpaper.com, used for research purposes

image from businessoffashion.com, used for research purposes

image from imgpress.com, used for research purposes

image from vanityfair.it, used for research purposes

image from wikipedia.com, used for research purposes

Solution

Concept

I will make a window display that utilizes the versatility of simple clothes + the power of color theory to evoke city pride of urban markets. The brand and product could stay more constant, while the colors and location are variable. Competitors may change the clothes they offer to appeal to trends, where instead uniqlo can change the content/context of window displays, because simple silhouettes hold up in trends. This strategy will build brand recognizability and loyalty with any urban market so long as there are distinctive elements in their city.

In this display, a simple red uniqlo outfit and blue uniqlo sign are paired with the recognizable red and yellow milan subway. Utilizing site-specificity, this window display drives home that UNIQLO’s colorful basics are not out of place in a Milanese environment.

Window Display

Closed Back
For this specific subway scene, a closed back is necessary to immerse the mannequin in the window display that reflects an underground subway

Urban Theme
Consistent with many of UNIQLO’s existing promotions and branding, while making it specific to Milan, appealing to city pride

Warm Light Ambiance
Warm light makes the space more pleasant and inviting for a wide audience

Informal Visual Balance
Asymmetrical design balances the straight facing, static mannequins that are typical of UNIQLO’s window displays

Multicolor
Color is essential to UNIQLO’s brand, and Milan’s vibrant subway complements that perfectly. A shift toward fluidity in the color of their usually red logo allows the logo to better complement a city-specific display

Takeaways

In this project, I demonstrate my ability to conduct thorough research and translate findings into well-informed decisions, driving a compelling concept. The site specific display addresses the identified weaknesses to foster brand loyalty while embracing Uniqlo’s distinct color combinations. I also put my photoshop skills to good use, bringing the window display to life. While I only made one display, this framework is can be extended into countless variations.

Research
• https://www.fastretailing.com/employment/en/uniqlo/graduate/gmp/lifewear/
• https://www.uniqlo.com/us/en/contents/feature/masterpiece/
• https://www.indigo9digital.com/blog/uniqlostrategy#:~:text=UNIQLO's%20vision%20is%20to%20be,in%20the%20world%20behind%20Zara.
• https://www.theatlantic.com/magazine/archive/2019/04/uniqlo-millennials-gap/583219/
• https://www.businessinsider.com/uniqlo-taking-over-the-world-2014-2
• https://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-comparing-business-models.asp#:~:text=Zara's%20strategy%20is%20to%20offer,10%2C000%20pieces%20produced%20per%20year.
• https://martinroll.com/resources/articles/strategy/uniqlo-the-strategy-behind-the-global-japanese-fast-fashion-retail-brand/
• https://martinroll.com/resources/articles/strategy/muji-the-global-strategy-behind-the-japanese-no-brand-brand/

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