The barrel-packed T-shirts save store space, and the cylindrical packaging also prevents customers from rummaging through the clothes, so shop assistants don't have to follow them around to tidy up constantly. (In the store, there are sample displays on the shelves. Customers only need to pick their size and try it on. When the Harajuku UT flagship store opened in a trendy area, it fully embodied this design concept. 500 types of T-shirts were displayed on an entire wall, and each floor was equipped with a "UT Search" retrieval system specifically developed for UT. This system allows customers to search for their favorite T-shirts from various angles such as color, graphics, theme, and keywords, and also find the display location of the product. This new method of selecting T-shirts made UT a hot topic in Japan as soon as it was launched, and some products even sold out immediately. The store was crowded with a large number of customers for several consecutive days.
The original meaning of UT is "Tee with printed patterns." All UT series products have two label plates. In addition to the usual composition and barcode labels found on other Uniqlo products, there is another label introducing the background of the designer of this product. The designers come from all walks of life: they could be London graffiti artists or British supermodel Agyness Deyn. When Disney's new movie "Alice in Wonderland" was globally released, UT quickly launched the Alice limited series.
Sometimes things that merely exist in people's memories may be reborn through UT: for example, covers of Vogue issued over the past hundred years, or Mobile Suit Gundam which first appeared on the silver screen in 1979. UT has become a platform to showcase more designs.
UT equals influence. "To me, what defines a trendy brand is one I want to visit whether I need something or not," said 25-year-old company person Shi Yiwen, "because they always tell me about new trends and new things."
In fact, Sato Kosuke hopes Uniqlo will always be a hot topic. He set the slogan for the new flagship store as "From Shanghai to the World," because "Shanghai is close to Tokyo, rather than emphasizing differences, we should face the world together." Previously in the New York store, Sato emphasized Tokyo, because this "makes young people in New York feel cool."
At the Uniqlo flagship store on Nanjing West Road in Shanghai, the company hired BCJ (Bohlin Cywinski Jackson), the firm that designed Apple Stores and Bill Gates' mansion, to handle the store design. The triangular terrain at the intersection of Nanjing West Road and Wujia Road focuses the attention of passers-by on the entirely transparent tall building, while the nearby pedestrian street and subway exit ensure a steady flow of people.
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