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Agenda-setting intelligence, analysis and advice for the global fashion community.

Does America Need Another Fast-Fashion Brand? Uniqlo Thinks So

The Japanese apparel chain will be launching its sister brand GU in the US later this year, targeting younger consumers with lower prices and a curated selection of trendy wares.
Fast Retailing's GU brand campaign.
Whereas Uniqlo is focussed on “high-quality, functional basic apparel,” GU aims to “capture the mass trends of the times,” Fast Retailing said. (Fast Retailing)

Fast Retailing is making a counterintuitive bet in fashion — that shoppers want less choice, not more.

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Further Reading

How Uniqlo Finally Won Over Gen-Z

Its viral cross-body bag and other TikTok favourites have helped the brand catch the attention of younger consumers. Now, the retailer wants to open more stores in the US and Europe.

Uniqlo Owner Takes Stake in Lemaire

Japanese conglomerate Fast Retailing has also extended designer Christophe Lemaire’s contract as artistic director of the Uniqlo Paris R&D Center by another five years.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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