According to the executive leading the UK division, young women are now the main driver of growing demand at fashion brand Uniqlo, which has profited from a number of viral products.
Clothing that can be worn “at the office or on a night out” is what Gen Z shoppers desire, according to Alessandro Dudech, Chief Operating Officer of Uniqlo UK.
According to Dudech, the percentage of purchases made by customers under the age of 29 increased from roughly 16 per cent in 2019 to 35 per cent in 2023.
The Japanese-owned company has had a number of products become popular on TikTok, most notably its crossbody bag, which has earned the nickname “Mary Poppins” due to its small size and unexpected roominess.
The brand’s pleated wide-leg pants and bra tops with integrated bra cups have drawn attention on social media in recent times. According to Dudech, the business capitalises on social media trends without actively pursuing them. According to him, sales of women’s clothes finally surpassed those of men’s last year.
A significant portion of Uniqlo’s revenues, according to Dudech, who began working on the shop floor as a graduate student in 2012, are generated by the company’s flagship locations in Europe.
The bulk of the Japanese retailer’s more than 1,000 locations are in Asia, but four flagship locations in Europe are among the top 10 worldwide for the firm.
According to Dudech, Uniqlo designs its stores with the demands of different customer types in mind, such as quick shoppers versus leisurely visitors. Given that consumers can simply purchase online these days, he thinks high street retailers need to have a “reason of being” and “be adding something to the experience.”
Fast Retailing, the parent firm of the brand, made an investment in radio frequency identification (RFID) chips, which are concealed in clothing. The self-checkout system is powered by this tagging, which also aids in stock management and deters stealing.
