Brand Insights: Uniqlo and GU

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Today marks the 21st edition of my newsletter. It's been nearly four months since this journey began, and I am immensely grateful for all the support you've shown. While I know Christmas was just yesterday, I still want to extend my heartfelt wishes for happiness and prosperity to everyone. I made am ukiyo-e style illustration Christmas postcard for this occasion. Although Christmas is not traditionally celebrated in Japan as it is in Europe or the USA, the customs of enjoying KFC and going on dates are very popular here.

Writing this article was challenging, as I've caught a severe cold for nearly a month. Despite this, I mustered the energy to write because of my passion for writing and my commitment to never miss a Tuesday publication. Thank you all for your continued support and understanding.

In this article, I explore notable Japanese brands like Uniqlo and its sister brand GU, and 'Yamato', known for its mother cat and kitten logo. I'll also discuss the famed Imabari towels, which I personally adore, and the award-winning Kumamoto Prefecture mascot.

Uniqlo + GU

I was once hesitant to embrace Japanese fashion, only having a vague knowledge of brands like Kenzo. It was during my time in the UK in 2015 when I first heard about Uniqlo from a case study we had in the class. Then on a university trip to the USA, I discovered a Uniqlo store in New York City. The clothes were very simple and I remember it very vividly that a pair of jeans I liked, which costed around $80 which was beyond my student budget. Thus, my initial impression of Uniqlo was that of a luxury brand haha.

Uniqlo and GU, both under the umbrella of Fast Retailing, stand as sister brands in the fashion industry. While they operate in the same sector, each has carved out its own distinct place in the apparel market. Fast Retailing itself is a major player, holding the third spot in global apparel sales and leading the pack in Japan.

Uniqlo, whose name derives from "Unique Clothing Warehouse," began its journey in 1984. It was founded by the current president, Mr. Yanai, in Hiroshima City. (Just a fun aside: my husband's last name is Yanai too, but we're not related to Mr. Yanai – just a coincidence, haha!) Today, Uniqlo leads the Japanese apparel industry, offering high-quality, technologically advanced clothing at affordable prices. Key products include HEATTECH, AIRism, and fleece, all part of their mission to craft the ultimate everyday wear that enhances people's lives. "LifeWear" is the philosophy Uniqlo stands by – clothing for everyone's daily life, simple and always evolving . They do not follow trends but mostly Uniqlo focuses on refining and updating its staple products annually.

GU, established in 2006, is a casual Japanese brand specializing in basic items. Often compared with Shein, GU stands out as an affordable fast fashion brand. The name 'GU' embodies the concept of fashion being more "free." Targeting both the youth and housewives, GU's offerings are not only budget-friendly but also stylish and of high quality. Their brand message in Japanese is 自由 which means "Freedom", encourages personal reinvention. Embracing "freedom," "speed," and "change," GU aims to democratize fashion, making it easily enjoyable for all. While Uniqlo steers clear of fleeting fashion trends, focusing instead on timeless functional basics, GU embraces current styles, offering trendy fashion choices. Their emphasis differs: Uniqlo prioritizes functionality, whereas GU focuses on maintaining quality. This strategic divergence allows both brands to cater to varied audiences without directly competing for the same customer base.

A notable example of Uniqlo with its innovative approach is UNIQLO PARK, a combined UNIQLO and GU store located in Yokohama Bayside. This isn’t typical retail outlet; UNIQLO PARK transforms the shopping experience into a playful adventure. It features a rooftop designed like a slope, complete with slides, jungle gyms, and climbing facilities. This concept, rooted in the idea of "PLAY," is an extension of UNIQLO's "LifeWear" philosophy, which aims to integrate seamlessly into people's everyday lives. The underlying ethos for both brands is to offer more than just shopping; they aim to create spaces where people can have fun and enjoy themselves.