Uniqlo is on an international mission from its Japanese heartland to become truly an international fashion destination. It is already the 4th biggest fashion retailer after Inditex, H&M and the GAP.
The new 5th avenue store is as impressive a brand statement as you could ever wish to see. The store is spread over 4 floors which are used to create a jaw-dropping entrance where the full store height is awash with colour and excitement.
The customer is taken on a definitive journey, firstly up 3 floors on an escalator into the sky. The customer then enters the main store through an illuminated corridor where best sellers, classics and image makers are presented with enticing graphics and flashing LEDs.
The collection is displayed through a series of rooms where the product grouping is still largely in the traditional Uniqlo categories.
However silhouettes are brought together on mannequins and focal displays and the collection also includes coordinated themes for women.
Hero categories have special status such as the mezzanine floor dedicated to the Uniqlo T-shirt and displays in museum fashion all of the designs and characters that have been used on the T-shirts over its history.
Uniqlo is developing a multichannel presence where its focus is currently to create an international fashion community.
On websites and mobile platforms an international audience recommend and model inspirational ways that customers can mix and coordinate the range of Uniqlo classics and new fashion pieces.