What Uniqlo differentiate itself from other Fast Fashion brands



The white shirt and different philosophy of Uniqlo compared to Fast Fashion brands: Making a simple but perfect product is much more difficult than making a beautiful product that wears only one season.

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    LifeWear is what makes Uniqlo different / ph: facebook@Uniqlo Italy
  • 1- ULD - Ultra Light Down
  • 2- HeatTech - heat retaining jacket
  • 3- Jeans
  • 4- Knits line
The white shirt and different philosophy of Uniqlo compared to Fast Fashion brands: Making a simple but perfect product is much more difficult than making a beautiful product that wears only one season.

Uniqlo likens its business philosophy to the image of a white shirt - simple but it is an "upper class" product, persisting in consumers' wardrobe over the years ...

Clothing is one of the three essential elements of life, besides food and shelter.  Fashion is not a luxury product, out of reach, but very "life" things.  That is the business philosophy of Japanese fashion retailer Uniqlo, with the statement "Simple made better" (Let's understand: Simplicity makes better).

 Before learning about this philosophy, let's see how Uniqlo is doing in Covid-19!  According to the latest financial information from Fast Retailing, in the period March - May 2020, the group achieved 336 billion yen in revenue, down 39.4% compared to the same period last year.  In particular, Uniqlo Japan achieved sales of 599 billion yen, down 14.6% over the same period.  Uniqlo global sales reached 673 billion yen, down 17.9%.

During the same period, H&M had a 50% decline in sales.  Zara vowed to close 1,200 physical stores by 2022.

What Uniqlo differentiate itself to other Fast Fashion brands

LifeWear is what makes Uniqlo different / ph: facebook@Uniqlo Italy

 "LifeWear is what makes us different", Mr. Osamu Ikezoe - General Director of Uniqlo VN - shared on the sidelines of the event 'decoding' the philosophy of LifeWear and the exhibition of the Fall Winter 2020 Collection.

 "LifeWear is not simply a tool for communication, but a business philosophy that permeates the mind of the employees. LifeWear demonstrates the value of the Japanese people in terms of value, quality, promise and commitment to deliver.  values ​​for a better life " said the brand.

With LifeWear's "Simple made better" statement, The brand took the example of a white shirt - simple but it is a "superior" product, persisting in consumers' wardrobe over the years.  

 "Uniqlo believes that simplicity and simplicity will bring a better life, and that minimalism is the fashion of the future".

 "Looking at a white shirt, visually there is no difference. However, to produce a simple but perfect product is much more difficult than making a beautiful product with only one.  Because, it's too perfect, but with a commitment to giving consumers a more perfect product, each season passes, you may not notice the very small details on the shirt, but when wearing you will notice a difference, with each line only carefully cared for, "said the brand.

 The following four product lines are clear proofs of the fashion retailer's philosophy from Japan - when the product lines hear the name, everyone says "What? Every company sells!"  But deep inside is a series of technologies with separate innovation centers located in America ...

1- ULD - Ultra Light Down

Life jackets were born in 1009, but Uniqlo said that until the launch of its Ultra Light Down lightweight jacket line was really revolutionary. The brand call it a technology product.

 Uniqlo only uses carefully selected high quality down feathers with a heat retention index of at least 640 for all Ultra Light Down products.  The heat retention index is a measure of insulation, a score of more than 550 is often rated as a high quality feather.

 A typical down-shirt consists of a layer of fabric and feather pockets, to prevent feathers from escaping through fabric gaps.  Uniqlo has processed the Ultra Light Down's outer layers to seal the gaps between the fibers, thereby removing feather pockets so that the life jacket is lighter than an orange.

2- HeatTech - heat retaining jacket

 Although looking simple, just a one-color outfit, very thin, but each thread of the HeatTech line has its own role.

 HeatTech line is developed through a process of cooperation with Toray Industries - one of the leading manufacturers of fabrics and textiles in the world.  HeatTech includes 4 separate fibers:

 Rayon: Absorbs moisture to convert to heat

 - Micro - acrylic: Contains many layers of gas, helping to keep warm

 - Polyurethane: elasticity with good elasticity

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 - Polyester: Absorb moisture and dry quickly

3- Jeans

 "Maybe people think 'Jeans is nothing? Every brand jeans sell and it is the same!' But with Uniqlo, we have a Jeans Creation Center in Los Angeles (USA.  ) ".

 "We are committed to changing the material and the technology behind to bring a sustainable Jeans. We are using technology to make the end of the Jeans production process to reduce the quantity by 99%.  broth compared to the production of Jeans in a normal way " said the brand.

4- Knits line

 "There are many sweaters on the market. Usually when wearing sweaters, there will be seams to assemble sleeves, neck, body ... sometimes bring uncomfortable feelings. But with special technology, shirts  Uniqlo wool is only produced by a single thread, with no hemlines on clothes, so that customers can wear it comfortably " said the brand.

Sustainable Cities are the theme of Uniqlo's Fall Winter 2020 Collection.  In addition to the desire to bring beautiful, simple designs, made from high quality materials with delicate care to every detail, the Japanese fashion retailer also wants to contribute to a future better through minimizing the environmental impact of the production process, while ensuring serving the daily needs of consumers.

What Uniqlo differentiate itself from other Fast Fashion brands

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