Uniqlo, the global fashion giant, has recently reopened its flagship store in Paris, revealing not only a significant facelift that pays homage to its historic location near the Opéra Garnier, but also a revolutionary shift in its business strategy. While other fashion retailers around the world are indulging in fast fashion, Uniqlo has made a decisive move to redefine the components of everyday wear. With a focus on design, function, and quality, Uniqlo Opéra is leading the way in offering elevated basics, and reinforcing the brand’s dedication to strengthening its womenswear across all markets.
Uniqlo’s strategy of steady basics rather than fast fashion has set it apart from neighboring competitors on the rue Scribe, such as Zara and H&M. Taku Morikawa, CEO of Uniqlo Europe, asserts that this strategy aligns with the brand’s core values. “We’re not a fast fashion player at all, by the way. We don’t do fashion, we are about redefining components for everyday wear. That’s our very atypical mindset.”
The addition of Clare Waight Keller, former Chloé and Givenchy designer, to the Uniqlo design team has been a game-changer, establishing the brand as a serious player in the women’s fashion arena. Although Uniqlo has always prioritized menswear in France, the new partnership with Keller signals a major push to penetrate the women’s market by providing an emotional product that goes beyond the functional. This strategic move is not only intended to shift the brand identity in Paris or Europe but aims to strengthen womenswear globally. “In this case, product is very important, but also the shopping experience and appealing stores alike,” Morikawa highlighted.
Uniqlo has not just revamped its product line, but has also invested in enhancing the customer experience. The Uniqlo Opéra store has been redesigned with a “Japanese hospitality mindset,” providing special training for employees across the European Union and introducing a tailoring and repair bar, manned by six employees ready to attach vintage buttons or Sashiko stitching patches. This initiative is part of Uniqlo’s flagship strategy to connect with the neighborhood and the grandeur of its historic surroundings, including the Opéra Garnier.
The new design of the store, inspired by the 19th century architecture of the building, emphasizes its historical elements like the old marble fireplace and the arched windows, while adding a modern touch with a soaring skylight and self-checkout stations. The objective is to create an atmosphere that enables customers to understand what Uniqlo stands for, providing an experience that is only possible in a physical store. As Morikawa emphasized, “The purpose is not just to increase sales, increase the number of stores, [but to] provide a good concept, product and customer service and the company stands for itself.”
While the pandemic has forced many businesses to reconsider their brick-and-mortar presence, Uniqlo has recognized the importance of physical stores as a channel to connect with customers in new markets. With 26 stores in France and 70 stores across Europe, Uniqlo is not only planning to open new outposts in Annecy and Luxembourg but is also eyeing expansion in Eastern Europe. Despite the challenges posed by the pandemic, Uniqlo Europe’s Q3 revenue reported a 38% increase year-over-year, driven not just by opening new stores, but also by strong like-for-like sales.
While online sales account for 20% of the European business and are growing, the focus of expansion lies in the physical store footprint. “It’s a very good time to accelerate the business. But it’s not just to achieve expansion [and] open a number of stores, increase sales, increase the profitability – that’s very important – but a more important point is how we deliver the Uniqlo company itself,” Morikawa stressed.
The reopening of Uniqlo Opéra and the introduction of Clare Waight Keller signal a significant shift in Uniqlo’s strategy. It’s not just about achieving sales targets or increasing popularity; it’s about building respect and having a long-term strategy. As Morikawa emphasized, the aim is to deliver the Uniqlo company itself, its philosophy of elevated basics, and its commitment to quality, design, and function.
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