Reimagining the closet to create a new business model for Uniqlo

ASK: REINVENT RETAIL TO HELP UNIQLO THRIVE IN THE DIGITAL LANDSCAPE

*Fun Fact:  Our team was chosen by Inamoto & Co. for having the overall best idea and facets of it were brought to Uniqlo's CEO.


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BRAND

Uniqlo is a Japanese clothing brand known for their high-quality fabrics, well-made staple items, and affordable price points. They believe in creating LifeWear: simple, well-made apparel that keeps up with you and the changes in your life. The brand has done extremely well in their brick and mortar locations overseas, but they are now struggling to grow their foot print in the U.S. To accomplish this, they want to beef up the e-commerce portion of their business.  

SITUATION

Apparel has become the largest e-commerce category, leaving many to wonder about the role of traditional brick and mortar retail. Digital-first companies like Amazon and Walmart are thriving while others struggle to keep up. 


ANALYZING THE DIGITAL LANDSCAPE


LEARNINGS

We took a look at what's driving the success of these digital-first companies and found a few purchasing themes that are causing people to shop differently.

Delivery is king

We can now have everything from food to mattresses delivered right to our doors.
Amazon, Blue Apron, and Casper

Curation is expected

Brands can guess what we want before we even know it ourselves.
Spotify, Netflix, and Birchbox

Renting is acceptable

People enjoy the freedom of using something but not having to own it.
Uber, Rent the Runway, and CitiBike

the common thread

They are all built around accessibility.

PROBLEM

Retail expectations have risen.


looking past retail and into the closet


After we looked at how people are shopping, we looked at the consumer journey from start to finish. We found that even with all this accessibility, consumers still have pain points and they're happening once their clothing makes its way home and into the closet. 

PAINPOINTS

Everyone lacks the closet space they need
There is an infamous “no mans land” section in the closet
There is a “just in case” mentality with older clothing items
People feel they have everything but not the right things

Opportunity

Change the way people interact with clothing.

Approach

Create a new business model centered around accessibility and function.


Introducing everywear


CONCEPT

 
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We found that over 60% of closet items go unworn, and the clothes we do wear are inaccessible once we leave the house.
So we asked ourselves this: what if we lived in a world where we didn't need closets?

Introducing EveryWear, an extension of Uniqlo's LifeWear mentality.

A system that allows people to rent, use, and buy clothing through the Uniqlo app.


MANIFESTO

 
 

What Does EveryWear Do?


Keep a digital closet.

The digital closet feature compiles all Uniqlo purchases into an easy to scroll through app. It also suggests new clothing and combinations based on your purchase history.


Get clothes whenever you need them.

Whether you’ve spilled coffee on your shirt or need a blazer for an evening, EveryWear gives you the ability to rent or buy clothes at a moment’s notice. Just find the nearest EveryWear vending machine or Uniqlo retail store.

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EveryWear vending machines have clothes in new, excellent, and good condition, with used clothes costing less to rent or buy. Simply return the item to the vending machine or store when done.


Fly without a bag.

Using the EveryWear app, you can pick up and drop off clothes at the airport to avoid packing a bag. Just enter the airport and duration of the trip and type of occasion. EveryWear will suggest clothes based on that criteria and the forecasted weather.

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Save closet space & skip laundry day.

An EveryWear subscription allows you to rent or buy clothes on a weekly or monthly basis, and can be delivered through Uniqlo’s courier service directly to your work or home.


WHAT I LOVED ABOUT THIS PROJECT

  • Identifying consumer pain points
  • Conducting interviews to test our solution
  • Working with an awesome, dedicated team

TEAM

Art Direction | Jason Goldberg, Ken Tsuchiya

Copywriting | Kaitlin Demayo Long, James Gross

Creative Brand Management | Colleen Hiegel

Experience Design | Mason Brown

Strategy | Lauren Tresco