(Source: Philippine Star | July 5, 2017)
2017 marks UNIQLO’s fifth anniversary in the Philippines, and in five short years, the brand has gone from retail newcomer to basically everybody’s everyday apparel.
The attraction to the brand was simple: Everybody enjoyed shopping at UNIQLO because it didn’t require too much fuss, nor was its clothing limited to on-trend dressers. Set apart from the crowd, the Japanese retail brand sought a slice of the fast fashion pie armed with investment pieces of good fabric and quality.
The melding of quintessential Japanese components—functionality, technological innovation and design—has created something new in the industry. It is UNIQLO’s concept, LifeWear.
Unlike other mass fashion retailers, UNIQLO prides itself in its LifeWear concept, a revolutionary strategy that is less about fashion trends, and more about investment pieces of good fabric and quality.
Described as a new way of apparel, the LifeWear concept is derived from the Japanese values of simplicity, quality and longevity. By bringing this philosophy to life through its prowess in mass production, UNIQLO built its empire on shelves upon shelves of affordable, high quality, and universally appealing items like down jackets, innerwear, underwear and t-shirts.
To the modern, informed dresser, UNIQLO has elevated “basics” to encompass luxury fabrics such as cashmere, silk and premium linen, all of which it sells at reasonable prices. More than just casual clothing, LifeWear has become functional necessities, through great design, high quality and universal appeal.
For the past five years, UNIQLO has striven to be a catalyst of change through corporate social responsibility efforts. By introducing its 10 Million Ways to Help program, UNIQLO makes LifeWear more accessible to the underprivileged through partnerships with the ABS-CBN Lingkod Kapamilya Foundation. Such initiatives under the collaboration include up-cycling events and donation drives.
To date, UNIQLO has opened 38 stores across the Philippines, with stores in Luzon, Visayas and Mindanao.