Issue link: https://resources.genetec.com/i/1068968
A unique approach to retail From its humble beginnings in Hiroshima in 1984, Uniqlo's journey to the top has not been smooth sailing. In 2011, as the brand struggled to break into the UK market, 16 out of the newly opened 21 stores had to close aer only two years. It was a similar situation in China and the US. is failure was part of a painful learning curve that forced the business to analyze and ultimately rethink its strateg y. In the name of design Today, from Berlin to Shanghai, Uniqlo boasts more than 1,500 stores worldwide – a figure that looks set to increase. Its commitment to good- quality clothing and design at affordable prices is what makes Uniqlo a star name on shopping streets around the world. But it's not all about the merchandise. "We're not a fashion brand," says Aldo Liguori, global director of public relations at Uniqlo. "We believe design must serve a purpose; it needs to be functional, and it needs to serve a person's lifestyle." is is the Uniqlo magic that differentiates it from its everyday-apparel competitors. In every Uniqlo store, the merchandise that's on sale is also used as the very fabric of the visual infrastructure of the store. From glass-encased mannequins to rainbow cashmere towers, everything is carefully craed to elevate the customer experience – through both optics and navigation. Global empire, local approach Found in most of the world's fashion-conscious cities, Uniqlo's stores are futuristic, multi-story temples of color and light. Despite this, the stores do not appear alien in their environments because each design is a considered, respectful response to the local architecture and culture. Whether it's keeping the original features of an old metal factory in Paris or a roof terrace on the top floor of its London flagship, Uniqlo stays true to its surroundings. "We are a global brand," says Liguori, "but we need to adjust our approach to each local market, local community, and local area." The flagship store in the Ginza district of Tokyo covers 12 floors, making it the largest branch of Uniqlo in the world. Originally founded in Yamaguchi, Japan, as a textiles manufacturer, Uniqlo is redefining casual clothing with its steadfast commitment to quality and textiles. "In every Uniqlo store, the merchandise on sale is used as the very fabric of the visual infrastructure." 42 43 Retail Uniqlo