UNIQLO - What is their uniqueness?

UNIQLO is one of the biggest global companies in Japan. The name means “Unique clothing”. However, their products aren’t so unique in design, but they have a very basic design loved by all walks of life. Their uniqueness is not in design but the balance of price and quality.

They call their products “Life Wear”. It means that UNIQLO’s clothes are for daily life. What do we request for daily wear? Low price, Simple design, durable and easy to wash. There are various requirements. UNIQLO’s products cleared these conditions.

Let’s take “AIRism" as an example. “AIRism” is the series for summer heat resistance. This line’s key feature is the material. The material was developed by UNIQLO and TORAY, a leading textile manufacture. This material is a special fine microfiber and has lot of functions: dry feel, antibacterial, cold feeling and deodorization. UNIQLO monopolizes this high-tech material because they have a part of the patent. Developing material requires lots of cost, so there are not so many companies that do that. UNIQLO allocates this kind of R&D cost to various types of products: T-shirts, tights, underwear, masks, pillowcases and bed sheets. So they can reduce the price even though they spend lots of R&D cost.

One of their uniqueness is developing original material and using it in many lines and supplying them at an affordable price.