The Others

Fast fashion clothiers like H&M and Zara take immense pride in swiftly delivering trendy garbs at entry level price points to consumers around the globe. Where H&M develops seasonal ranges around hopeful predictions to next season’s fixation, Zara follows a slightly different approach – bringing product to its consumers as soon as the demand presents itself. The Spanish retailer’s vertically integrated manufacturing and distribution centers allow it to send product from its design room to its showroom in a matter of just two weeks. Although both strategies have proven to be very lucrative to the two aforementioned brands as well as countless others, the quality within their designs have taken a backseat to cyclical fads – a perfect example of style or form taking precedent over function.

Where its competitors falter however, Uniqlo looks to excel.

What Defines UNIQLO

In its 30 years of existence, UNIQLO has successfully transcended all social groups and personality traits through the production of thoughtfully-crafted garbs that aim to bring value to its loyal patrons. Under the leadership of its CEO Tadashi Yanai – founder of UNIQLO’s parent company Fast Retailing Co., LTD. and one of the richest individuals in Japan – the apparel brand differentiates itself from its trend-chasing counterparts, focusing rather on longevity and technically-infused materials. An example of this ethos is seen in its most recent breakthrough, which comes in the form of a revolutionary line of “innerwear” dubbed AIRism. Featuring the latest in Japanese fiber technology, AIRism offers extremely comfortable base layer garbs that will also contour to one’s body shape, wick away perspiration and minimize any resulting odor. This project is just one of many however, as UNIQLO also offers additional recurring collections built around functionality, i.e. its Ultra Light Down Jackets, Ultra Stretch Jeans and its Heattech fabric line just to name a few.

Believing that its clothing can propel human efficiency and alter the world’s concept of style, UNIQLO employs extensive development cycles and long-lasting partnerships with technical material suppliers to perfect its product offerings. Whereas the vast majority of brands prefer to create around aesthetics alone, the international retailer yearns to pilot the market’s evolving desire for functional clothing that can satisfy several uses within casual living. As a result, UNIQLO is able to achieve something truly unique by way of pairing design’s two most important principles with one another: form and function – something fashion can’t deliver without technology at its side. Many would suggest this approach is akin to that of both the tech and automotive industries, which is why Yanai has been quoted numerous times as saying, “UNIQLO is not a fashion company, it’s a technology company.” Senior Vice President of Global Research and Design, Yuki Katsuna further affirms Yanai’s vision and comparison to industries steered by innovation by stating, “We don’t have seasonal fashion themes like other companies. We are much more product focused. Year by year, we are constantly testing, improving and updating.” The same goes for Apple’s iPhone or Toyota’s Prius line, where both are strategically reappropriated every year to strengthen any previously offered features, discard those that failed to meet their purpose, and add whatever its user’s are demanding at the moment.