Retail spacial design

Research Journal


PROJECT BRIEF

To create a retail design strategy and have a good idea

of how we want our retail environment to look. Includes
the history of your brand in the retail design brief and a
little about the brand to help understand the concept
properly. This will help contextualize what we need and
about how it will tie into the look and feel of our brand.
An outline of who the target audience is will also help us
to understand the store layouting of the brand.


CONTENT

About the brand

Store layout

Themeboard

Moodboard

Client profile
About the brand
Uniqlo was founded in 1984 in Hiroshima,
Japan, as the Unique Clothing Warehouse—
an ironic name for a manufacturer known for
clothing that is in no way unique. A person
can dress sock-to-cardigan in the company’s
wares without announcing herself as a
devotee of the brand. In an industry as label-
oriented as fashion, such anonymity would
seem to be a detriment to success. Today,
however, Uniqlo has more than 2,000 stores
in 15 countries. Its owner, Tadashi Yanai, is
the richest person in Japan. Its parent
company, Fast Retailing, is among the five
largest clothing retailers in the world. The
company has exploded in the past decade, UNIQLO, Vasant Kunj
becoming Asia's biggest clothing retailer.
Uniqlo, which focuses on mass-producing
affordable basics in dozens of colors, got its
start in the Japanese suburbs.

Building Uniqlo
One of the key differentiating factors for Uniqlo
is its focus on quality clothing. Unlike most
mass fashion brands which are trend-based
and have shorter life cycles, the brand
specializes in season-proof basics.
"We don’t chase trends. People mistakenly say
that Uniqlo is a fast-fashion brand. We’re not.
We are about clothing that’s made for
everyone"
By providing quality clothing, the brand has
been able to stabilise the buying cycle and
deliver on its promise of sustainable clothing.
“Uniqlo is not a fashion company, it is a
technology company.” And that resonates with
every new product launched. Uniqlo’s USP lies
in leveraging technology at all levels – from its
manufacturing facilities, supply chain, in-store
experience to its final consumers.
Brand Collaboration
Uniqlo has strategically tied up with celebrities
that resonate with the values it stands for –
high performance, resilience, humility, a strong
show of sportsmanship, and character. It has 6
global ambassadors across sports, including
Tennis sensation Roger Federer and pro-golfer
Adam Scott, who are an inspiration to
generations worldwide.
To compliment the simplicity of offerings,
Uniqlo adds a vibrant touch of color and
excitement through brand collaborations with
Disney, the Louvre, artwork by Andy Warhol,
Manga, and tie ups with leading designers such
as street artist Keith Haring, Marimekko and Jil
Sander to name a few. These collaborations
have helped the brand reach audiences where
the awareness is low.
Brand Vision
The vision and mission of the company are to
stay abreast with the current style and fashion
trends. Along with that, it also focuses on
producing cheap but good clothing for its
consumers. The corporate statement of Fast
retailing is “Changing Clothes. Changing
conventional wisdom. Change the world”. This
theme outlines the company’s ideology to bring
about a change in dressing style and also the
world. This is also reflected in Uniqlo’s
operations. Uniqlo’s clothes recycling initiative
has helped to provide clothing to millions of
needy people around the world.
Keeping the customer at the heart of its
business strategy, Uniqlo has been relentless in
its pursuit to provide high-quality comfort
clothing to all. Tadashi Yanai is on a mission to
redefine customer experiences through a
robust omnichannel strategy and become the
leading brand in every country that the brand
operates.


Store layout

Store layout

The store, sprawling over 35,000 square feet over 3 floors, carries a full line up of LifeWear for men,
women, kids and babies.With a total retail space of 35,000 square feet, UNIQLO Ambience Mall Vasant
Kunj woos customers with its stunning three-story high bay window façade. Interior designs vary by
floor, moving from soothing elements with natural materials that integrate the Japanese and Indian
aesthetic, to the high-energy LED ticker screen and stainless fixtures that convey a contemporary
mood.
A large mural on all three walls facing inside the shopping mall captures the essence of daily life in the
capital created by illustrator Dattaraj M. Naik, while local artist Johnson Kshetrimayum has worked with
embroidery craftspeople to create an installation using UNIQLO lambswool. Both artworks are under
the creative direction of Hanif Kureshi.
The Ground Floor, stocks a comprehensive introduction to the LifeWear concept with a showcase
featuring the latest seasonal styles. Special partnerships are on display throughout the three floors,
such as The Kurta Collection, UNIQLO’s first India collaboration with Delhi-based designer Rina Singh.
Global collaboration lines include Ines de la Fressange and Hana Tajima, as well as the Uniqlo U
collection created by the UNIQLO R&D Centre under Artistic Director Christophe Lemaire.

The store also carries the UT (UNIQLO T-shirt) line, which transforms T-shirts into canvases of art
expressing the individuality and tastes of the wearer.
Furthermore, as a part of Uniqlo’s commitment to India’s community and culture, the store opens
under the ‘Together in LifeWear’ campaign.


Themeboard
EUPHORIC


Theme
EUPHORIC

Euphoric explores the power of design to boost moods and

incite positivity. In this trend, joy and optimism will be
embraced as necessary and even radical, against a
backdrop of challenge and constraint. Pleasure and
carefree abandon will take on an almost rebellious edge – a
heady mix of style and statement.
Re-styled treasures and references from the past will be
curated in clashing and sometimes irreverent mixes that
also champion a sense of luxury and extreme quality. At its
most simple level, colour can be used as a tool to energise,
and at its most exuberant, psychedelic inspirations will offer
a mind-altering take on reality.

Moodboard
OPTIMISM


MOOD
OPTIMISM

Store design will take on a new sense of optimism, using

colour, pattern, light and scent to boost the mood of
shoppers. In this youthful, optimistic and energetic
direction, global creativity is celebrated and an upbeat,
dynamic approach is taken to sustainability.
This consumer will look to brands that make themselves
and others feel better, and will appreciate retail spaces that
embrace positive colours, graphics, artworks and
layouts.The science of how design makes us feel – will
continue to be important, and aesthetic choices (colour,
material, detail) will be strategic design differentiators here

CLIENT PROFILE

Uniqlo’s fashion target market includes both men and

women. The general age range is 18-34 year olds,
which includes teenagers as well as individuals well
into adulthood. The clothing is on trend, yet casual
and laidback. Due to the retailer’s lower price range
affordability and simultaneous quality indicating good
value, Uniqlo is not limited to only individuals with
high income. This broadens their target market in that
any young adult looking for affordable yet quality
clothes can find them at Uniqlo. Uniqlo’s expanded
internationally into a multitude of countries including
the India, and are commonly only in urban areas.
Thus, their target market includes trendy young-
urban-professionals above all else.

BIBLIOGRAPHY

https://sunnysidestories.in/2019/10/04/uniclo-comes-to-delhi-with-stunning-
lifewear-and-special-offers-for-earlybird/
https://sites.google.com/site/r490uniqlosite/home/fashion-target-market
https://www.archdaily.com/942028/uniqlo-tokyo-store-herzog-and-de-meuron
https://www.whatshot.in/delhi-ncr/japanese-clothing-brand-uniqlo-is-finally-in-delhi-
c-18078
https://thestrategystory.com/2021/04/03/uniqlo-business-strategy/
https://martinroll.com/resources/articles/strategy/uniqlo-the-strategy-behind-the-
global-japanese-fast-fashion-retail-brand/
https://www.comparably.com/companies/uniqlo/mission

NIHARIKA
16
KD-7
BD/18/966