Uniqlo taps into the energy of London

Uniqlo is tapping into the vitality of London via its partnerships to carry added function to its bricks-and-mortar areas.

Uniqlo, London, Marketing, Partnerships, Sustainable, Clothing

Uniqlo is tapping into the energy of London. The sustainable clothes model opened the doorways to a brand new retailer on Regent Road final week. Its 1,900 sq. metres of retailer area reinforces the corporate’s dedication to the UK and offers a possibility to leverage a few of Uniqlo’s cultural partnerships.

John C Jay, president of world inventive for Uniqlo proprietor Quick Retailing, revealed that connecting on a neighbourhood stage with London was key to its world technique.

He instructed the Marketing campaign: “For those who look deeper into our contributions, the neighbourhood of London is an important part of our technique. We did wish to enter the town once more at its centre, however we perceive the vitality that is taking place all through the neighbourhoods the place all this new expertise is coming from.”

“We work on the excessive stage in all these fancy artwork establishments however we additionally work on the faculties like St Martin’s and with a whole lot of neighbourhood NGOs as properly.”

Final 12 months Uniqlo entered right into a three-year world collaboration with Tate Fashionable that aimed to build on the success of its preliminary partnership with the gallery, which started in 2016. The partnership contains the Uniqlo Tate Play programme, the place the Tate Fashionable’s Turbine Corridor is routinely reworked into an area by which kids and adults can be taught and develop to understand artwork collectively by way of a spectacular set up that mixes artwork with play.

As a part of its Twentieth-anniversary celebration, Uniqlo has chosen to rejoice the spirit of London. In recognition of its long-term partnership, Uniqlo and Tate collaborated on an open name for Tate Collective, Tate’s membership for 16- to 25-year-olds, who have been invited to reply creatively to the theme “The Spirit of London”.

Profitable artists Rosie Haynes, Flatboy and Yolande Mutale each created a sequence of 12 digital artwork items that confirmed what they love about London. These works will now function on the stairway partitions of Uniqlo’s new Regent Road retailer. Jay defined that this was actually a consultant of the model’s willpower to help new expertise and younger folks.


The three-story retailer is a nineteenth century Grade 2 listed construction that contains a Grade 1 listed dome area on the flooring, which as soon as existed as a completely operational barber store within the Nineteen Twenties. This space is now home to a show for Uniqlo’s Masterpiece assortment and the Uniqlo Restore Studio, which offers easy and elevated restore companies primarily based on the Japanese Sashiko stitching method.

Repairing gadgets versus disposing of them matches neatly into the model’s sustainability ethos, and encourages clients to maintain gadgets for an extended time with the Japanese Sashiko stitching method, a homage to the actual fact the model was initially based in Yamaguchi, Japan.

Jay added: “It’s about repairing garments, in a daily, however elevated, approach. It turns into an artwork kind, how one repairs a tear, how one provides artwork to the tear. It is a method and a convention courting many years in Japan. Uniqlo has different shops which have had restoration centres, however this one is deeply embedded with tradition.”

With sustainability turning into a spotlight for a lot of excessive avenue retailers, Uniqlo understands that at times it may be seen as a fairly modest model that does not take advantage of noise about its inexperienced credentials. Nevertheless, there may be the assumption that its place to begin is robust and its funding in model function will outshine its shyness with regards to advertising and marketing.

“We’re a somewhat modest model; there is a certain shyness to us, which does not all the time make for excellent advertising and marketing typically. We’re a really true and trustworthy form of model and this comes from the founder and his spirit. Take into consideration our Japanese roots; it is a tradition that worships nature and that synergy with nature and on a regular basis life is inseparable. That is the place to begin for the model.

“You have acquired the craft and you have the know-how assembly collectively. So we’ve got a whole lot of alternatives to do one thing new and that is what we’re looking for. So [our sustainable values] come from a really deep place, lengthy earlier than Western advertising and marketing made the time period ‘sustainability’ a buzzword.”