Japanese fashion brand Uniqlo has reopened its flagship store in Regent Street, London.

With a tagline “Uniqlo makes Regent Street happy”, the relaunched store offers customers new innovations identical to its other shops around the world, promoting consistency in designs, fittings and fixtures in all its locations.

“The latest retail design is in correlation with New York’s store, everything from design to fixtures has been upgraded,” said Takao Kuwahara, CEO and group officer of Uniqlo Europe.

“We need to communicate to our customers what Uniqlo is and we want to spread that message inside the store. Stairs and in-store digital offerings are the same as New York so that it doesn’t matter where the store is, the concept remains the same and you can feel that this is always Uniqlo.”

To realise its target to open 300 stores every year around the world, Uniqlo is working hard on making the brand stand out in a crowded retail market. 

“We are trying to communicate with customers to differentiate ourselves from competitors such as Marks & Spencer, Next and European competitors also; there are so many stores on Regent St and in the West End so we need to show what is different here,” Kuwahara said.

Uniqlo also focuses on making its digital involvement more efficient without compromising the company’s deeper values.

“Experimenting with technology is important but being Uniqlo is the most important thing and maintaining consistency worldwide is crucial. We focus on core items to provide our values and this is what makes us different from competitors; Japanese values of cleanliness and ease of use are maintained everywhere,” said Charlotte Bouvier, director, marketing and communication, Uniqlo France.

GB