Uniqlo to launch
JAPANESE CLOTHIER INTRODUCING BRAND TO DENVER
U niqlo may not have the same name recognition as H&M did when it entered the Denver market in 2011, but the Japanese clothing retailer is confident its 16th Street Mall store opening next week will quickly change that.
“We have confidence in our product,” Uniqlo USA CEO Hiroshi Taki said through a translator in an exclusive interview with The Denver Post. “If the customer purchases the product once, they will truly understand.”
Uniqlo, which chose Denver for just its second U.S. store not on the East or West Coast, has been growing rapidly in recent years, expanding its presence both stateside and worldwide as it aims to become the world’s biggest apparel maker. Its first non-coastal U.S. store opened last fall in Chicago.
For many Denver area shoppers, though, Uniqlo’s grand opening Oct. 28 at the Denver Pavilions may be their first introduction to the Japanese brand, best known for its quality, yet affordable take on wardrobe staples for women, men and children.
The store officially opens its doors at 10 a.m. Friday, and the first 100 people in line that Friday, Saturday and Sunday will receive a gift card worth up to $100. Exclusive opening weekend promotions are planned, and a free block party with live entertainment, fashion shows and prizes will be held from 11 a.m.-3 p.m. Friday at 16th Street and Glenarm Place.
“We have a concept called LifeWear. Our clothing is for everyone,” Taki said. “It’s easy to coordinate and simple to style for everyone, no matter their age.”
Anchoring the Pavilions at 16th Street and Tremont Place, the Denver Uniqlo will have a product mix that emphasizes “the outdoors and athleisure type,” Taki said.
The first floor will have a dedicated area for the brand’s high-tech clothing, including HeatTech base layers. Other areas of the store will feature its BlockTech windproof outerwear, as well as core items such as extra-fine merino wool knits, flannel and the brand’s designer collaborations.
At 17,000 square feet, the two-story store will also be larger than Uniqlo’s typical store and will carry additional items those other stores do not, Taki said.
“If we are successful with this first Denver store, we would like to expand in nearby areas,” he said.
Uniqlo, which recently launched its first global brand campaign, is not afraid of playing the long game in earning the trust of shoppers, said John Jay, president of global creative at Fast Retailing, Uniqlo’s parent company.
“It’s very difficult to look at a distance and understand from a distance if you don’t know our brand just the amount of thought and care we put into everything,” Jay said.
“The Science of LifeWear” campaign is all about bringing awareness to that attention to detail, an approach to making clothes that Jay says distinguishes Uniqlo from its competitors.
“What may look like the same cotton blouse you already have, one of the great things about our brand is there is this philosophy of constantly improving things — simple made better,” Jay said. “For some companies, simplicity is the end point. For us, simplicity is just the entry point. That simplicity doesn’t prevent us from trying to improve something.”
Denver’s active lifestyle should make it a particularly good fit for Uniqlo, which has been emphasizing active wear and making sure it’s relevant to everyone, he said.
“We want you to buy our cashmere sweater, but we also want you to keep it in your closet for years and years to come,” Jay said. “With this much thought, we’re not interested in making disposable clothing.”