INDEPENDENT STUDY + LIVE CLIENT
THE ASK
MY ROLE:
Uniqlo is perceived as a plain and safe fast fashion brand. How can we solve this problem, especially with Gen Z and younger consumers?
Research
Audience research + segmentation
Strategy development
Business case + brand audit
Project management
Creative ideation + brief
THE PROBLEM
Although Uniqlo’s products and business practices do not fit into the standards of the fast fashion category, the brand is missing an emotional element to demonstrate that they are different than those fast fashion brands.
THE TEAM:
THE SOLUTION
Show how Uniqlo can play a crucial part in how people express themselves and explore who they are
BACKGROUND
Uniqlo, founded in 1984, is a Japanese clothing brand known for its affordable and stylish clothing, focusing on simple and functional designs. The brand offers various products, including basic T-shirts, jeans, outerwear, and other casual apparel for men, women, and children.
The brand ethos, encapsulated in the "Made for All" philosophy, positions its clothing to transcend age, gender, ethnicity, and other categorizations of individuals. Although Uniqlo is known for its quality, functionality, and timeless style, Uniqlo is perceived as a plain and safe fast fashion brand, especially with Gen Z and younger consumers.
UNIQLO IS LUMPED INTO THE FAST FASHION INDUSTRY
When Uniqlo began to grew, Zara and H&M grew as well. Uniqlo, Zara, and H&M are all international clothing retailers with over 2,000 stores worldwide and similar market targets. Between 2012 and 2018, all three companies had compound annual growth rates of around 10%. In the fourth quarter of 2021, Uniqlo, Zara, and H&M all saw year-over-year download growth for their apps, with Uniqlo growing 6%, Zara growing 4%, and H&M growing 3%.
Nearly 40% of college students browsed fast fashion sites once a day or more, while 50% watched weekly fast fashion hauls, where influencers purchased a large amount of clothes to try on for their followers. (Mintel, 2022)
THE FAST FASHION INDUSTRY IS PREYING ON GEN Z INSECURITIES
“There’s always an H&M and ZARA near me, so it feels like a safe option for me whenever I need something like a basic or clubbing outfit at an affordable price even though I know it’s not good for the environment.” (Consumer IDI, Female, 23)
“I follow influencers on social media to keep up with the latest trends and for inspiration. I would check out brands like Shein or Zara online to see if they have it. If they do, I sometimes just buy it because it’s cheap, and I just want to have it and see.” (Consumer IDI, Female, 24)
BRANDS ARE BECOMING MORE PRODUCT CONSCIOUS
The category is becoming crowded as brands, such as Zara, are becoming aware that keeping up with trends isn't easy or sustainable, so they are examining their design process and products.
83% of Gen Z Americans already shop or are willing to thrift secondhand items, and by 2027, Gen Z will account for approximately 28% of the secondhand market (ThredUp, 2023)
THE "SHOP LOCAL" IS ON A RISE
“People have become aware about the environmental benefits of using secondhand clothes over new ones. As a result, there has been a sharp rise in the sales of second apparel during the last few years and the trend is likely to continue during the forecast period.” (Future Market Insights, 2022)
“With the cost-of-living crisis, young people also often have student debt and don't have well-paying jobs. You're not able to afford these really expensive, sustainable alternatives. You can either shop secondhand or you can just fall into the fast-fashion trappings and there's not any other options." (Business Insider, 2023)
UNIQLO'S MESSAGING ISN'T SPEAKING TO GEN Z
Although Uniqlo is encapsulated in the "Made for All" philosophy, where it transcends beyond age, gender, and ethnicity, there is a disconnect with the younger consumers.
“I know Uniqlo is grounded in the “Made for All,” but I just see it as just your go to basics.” (Consumer IDI, Female, 25)
“I didn’t know their philosophy was based on “Made for All” because when I enter the store, I just see products made for men and women only.” (Consumer IDI, Male, 22)
In addition, Uniqlo is the pioneer of genderless clothing. However, the term 'unisex' is outdated because people don't want to be confined into this idea. It's not so much about choices, but its about how people are feeling and wanting to identify themselves.
WHAT IS RESONATING WITH GEN Z?
GEN Z CRAVES AND DEMANDS REPRESENTATION
Authenticity and social impact in brands is important to Gen Z
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77% of Gen Z have done something to stand up for a cause they believe in, and they expect brands to do the same (SheerID, 2023)
Gen Z are setting the expectations
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80% of Gen Z believe that a company should speak out, take action or advocate on current events and issues (APCO, 2023)
Over 70% of Gen Z use fashion as a way to express themselves ( Statista, 2022)
FASHION SERVES AS A KEY MEDIUM TO EXPRESS WHO THEY ARE
Gen Z likes to experiment with new clothing styles (Over-index 181, MRI Simmons, 2023)
"I love to tell a story through what I wear. It communicates aspects of our identities, such as values and culture. I find fashion as a powerful tool for representation and connection." (Consumer IDI, Male, 24)
THE PROBLEM
Although Uniqlo’s products and business practices do not fit into the standards of the fast fashion category, the brand is missing an emotional element to demonstrate they are different than those fast fashion brands.
THE TENSION
All communities have expectations around what's "normal," but "normal" is constantly changing.
INSIGHT #1
Reality is stronger than trends
INSIGHT #2
Self-expression is stronger than fast fashion
Uniqlo has the opportunity to form a relationship with the younger consumers by showing that clothes are more than just essentials.
THE OPPORTUNITY
THE SOLUTION
Show how Uniqlo can play a crucial part in how people express themselves and explore who they are
THE STRATEGY
Uniqlo is the foundation of your story
Transformer of fashion
The vehicle of storytelling
Statement of individuality
Represent the underrepresented
MANIFESTO
We've always been fluid. Fluid in the way we make clothes. In the way we make each stitch.
Keeping in mind that the norms are conforming and restrictive— "tank tops are for girls, plaid is for men."
We want to make your clothes fit you. You decide what fits. What you like. We don't make a gender conform to a certain style. All our clothes are for everyone. And we'll never budge on that.
Because we're solid in our fluidity.
SOCIAL MEDIA
Tap into interactive filters and influencer marketing to emphasize the meaning of "Made for All" and engage with the younger audience
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STORE LAYOUT
Utilize the space in the middle of the store to emphasize the "Made for All" ethos as well as add signage in front of store, such as AR OOH, to engage with customers
OUT-OF-HOME ADS
Place OOH in familiar placements, such as college campuses, to garner consideration from the younger audience
PODCAST ADS
Podcasts is popular with Gen Z as it allows them to stay connected with our culture. Uniqlo can partner with popular podcasts, such as anything goes with Emma Chamberlain, to promote the brand
3D BODY SCAN
The 3D body scan gives customers the ability to input style preferences and a more accurate size recommendation to see what products would look like on their bodies before purchasing
DIGITAL FASHION
Utilize digital fashion to promote sustainable consumption by allowing customers to create avatars and curate their personal style, ensuring that they will be satisfied before purchasing
RE: UNIQLO SECONDHAND MARKET VAN
Touring to different states, focusing on areas near college campuses, to sell secondhand Uniqlo products
Partner with university fashion departments for students to upcycle clothes
Customers can donate back old Uniqlo products in exchange for a discount on the purchase of new products
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Those donated secondhand products can be purchased at a discounted rate by anyone with a college ID
CLOTHING TAGS
Utilize clothing tags by labeling when each product was made/released, such as Spring 2024, to demonstrate the quality of the products are consistent
TAKEAWAY
People are multidimensional, and clothes can be a meaningful way to express all those parts of us. Many of the younger audiences are still evolving and gaining a deeper understanding of their identity, and fashion is the key medium for them to express themselves. It is important to resonate authentically with this and the next generation of shoppers. We need to build that trust with this generation, and Uniqlo can be that brand that advocates for them and supports them throughout their journey.