Retail Week quotes Ilona Bateson on the strengths of the Fast Retailing and Uniqlo brands
In an analysis piece, retail industry magazine Retail Week explores the commercial successes of Uniqlo, which it reports is the retailer that’s "rapidly emerging as the go-to place for timeless wardrobe staples with high street prices" and "the jewel in the crown of parent company Fast Retailing".
Ilona Bateson, Associate in our Commercial team, contributes to the piece. She gives a view on why, despite Fast Retailing owning a number of other brands, Uniqlo is so successful. Ilona explains:
Uniqlo offers customers functional and versatile options at an accessible price point – this longevity is important to modern consumers and particularly to gen-Z shoppers. The pieces can easily be integrated into customers’ wardrobes, and the simplicity of the designs means that they are not only wearable for one season, but for much longer than that. As a Japanese brand, Uniqlo stands out from other brands in the UK ‘fast’ fashion market as shoppers buy into the ideal of alternative culture and lifestyle. The brand messaging is different from other fast fashion brands on the UK market and so perhaps UK shoppers do not naturally associate it as a fast fashion brand but as something higher end.
"Adding to this alternative brand messaging, is the fact that Uniqlo have released several strategic product and brand collaborations that help to elevate the perception of their brand – for example, collaborations with Henri Matisse which bring some artistry to the brand, or with JW Anderson which aligns the brand with luxurious British style. Product collaborations and brand partnerships are one of the best ways to bring an extra dimension to a brand – and over the last few years, we’ve seen a huge increase in these deals which doesn’t look to be slowing down. Many brands use product collaborations to bring a new perspective to their image or to reach a new subsect of consumer. In addition, collaborations create a sense of ‘high heat’ around a brand, as the products tend to be limited edition, and so consumers buy into the exclusive nature of the collection.
Ilona also contributes her views on why the brand has proved so popular with UK shoppers, despite the clothes being somehwat less 'trend led' and more 'functional'. Ilona continues:
Modern consumers are more considered in the way they shop today. The market is moving away from hyper trend led brands with thousands of options, towards those with more thoughtful design that put product and quality first. Consumers want to shop with brands they trust, and the consistency of Uniqlo’s design and brand messaging makes it something they can buy into.
Read the full article in Retail Week here (subscription required).
