
‘We are a global brand from Japan. Our first store was opened in Japan in 1984. Now we have over
2,400 stores worldwide and over 60 stores in Europe,’ Valérie Stern tells us. ‘We focus on what we
call LifeWear: essential high quality everyday clothing designed to improve people’s daily lives.
We do not sell fast fashion, but timeless items that are long-lasting, with a longer lifespan. After
building dominant market positions in Japan, other Asian markets including China, we are now
focusing on accelerating our growth in Europe.’
‘In our innovation centers in Tokyo and
Los Angeles, our Research &
Development teams are working with
specialists on the question: What is the
Voice of Customers, what are their
specific needs and how can we make our
basics even better in terms of fit, design,
comfort and shelf life? With strategic
partners like Toray Industries, we look to
use technological innovations to address
these needs. For instance, we are
appreciated for HEATTECH: a thin and
soft jersey that converts body moisture
into heat without feeling like thermal
clothing. The summer variant is AIRism,
which allows warm air and moisture to
evaporate. UNIQLO is also famous for its
ultra-down jackets. They are extremely
practical; thanks to a special technique
they are so lightweight that they can
easily be folded into a small pouch that
fits in any handbag. Among other best
sellers are our 100% merino wool
sweaters that come in multiple colors
and are machine washable. These are
some of the reasons that bring so many
people around the world to UNIQLO,’
adds Valérie.
Focus also on Europe
‘I have been working for UNIQLO for
almost nineteen years, and we continue
to focus on Europe,’ says Valérie Stern.
‘UNIQLO ambitions to have a physical
presence in the major ‘‘fashion-savvy’’
high streets of London, Paris, Madrid,
Milan, Berlin, Antwerp and Brussels, and
more recently of the Netherlands. A
physical presence is key to show who we
are, get people to touch, feel and try the
quality of our products. It is an essential
component to provide to grow our brand
image. Each of our European stores aims
to create a warm connection with our
customers and thus generate traffic. Our
formats are very diverse and most of
UNIQLO: succesful by Japanese precision
them are located in historic buildings in
prime urban locations. We enjoy creating
stores that embrace their architectural
past all the while adding the UNIQLO
design in the look and feel so that visitors
are at home regardless of the market.
Each opening of a first store in a new
country is the outcome of detailed
custom-build approach that is pivotal for
the future of our brand in that area.’
Flagship store in Amsterdam
‘The opening of our Amsterdam flagship
store was a key milestone for our growth
in the Netherlands,’ Valérie believes. ‘We
strived for an unique location close to the
famous Dam square, the heart of the
capital. The landmark RokinPlaza
building, with 2,040 square meter retail
floorspace, on the corner of Kalverstraat
and Rokin, close to the new metro
station, is a perfect fit for our concept. It
is a great location that both attracts
tourists as well as locals. We open every
store aiming to combine the typical local
cultural atmosphere with our Japanese
brand guidelines and an attractive façade.
Sustainability is also important with
elements like environmental-friendly
lighting, locally sourced materials and
local community engagement. The
message to our audience is simple: we
want to offer a perfect atmosphere for all
our customers. Everything we do is to
please and satisfy them. That is why we
take care of every tiny detail!’
Success strategy
Valérie Stern: ‘The flagship store in
Amsterdam was an immediate success.
Not long ago, we opened a second store
in the Netherlands; in The Hague that has
also seen a lot of success with many new
fans of the brand. This proves that our
brand location strategy is right. We first
focus aim to identify a striking location in
the capital city and then, slowly but surely,
we open new stores in other cities. This
how we have been able to build a steady
portfolio of UNIQLO stores in France with
a presence in all of the key cities including
Paris, Lille, Bordeaux, Toulouse, Nice and
Lyon. This year we opened our first store
in Warsaw. This corresponds to our first
step in Central Europe and are also
looking at some other European
countries. I really love my job!’
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