Uniqlo 〈 Collaboration with Mara Hoffman 〉
This report is focusing to commercial business strategies employed in current Fashion retail markets. It provides an insight and an understanding of current retail practice and the supporting roles and functions within retail hierarchies.
Uniqlo's signature collaborations with different designers to create limited pieces that attract interest, whilst displaying both brand identities, have always been widely loved by their customers. Mara Hoffman is well known for running her label sustainably and responsibly.
New capsule collection with Mara Hoffman will be a good opportunity for Uniqlo to challenge their boundaries of sustainable activities by using only environmental fabrics. This is first attempt in the fast fashion industry to use only recycled, natural and organic materials for a collection. This will naturally lead the brand to enlarge their market share in the industry. Furthermore, the collection would help highlight the sustainable asepct of Uniqlo ideology to customers effectively.
Collection
The overall silhouettes are easy to mix and match; reducing the time and effort needed for styling. They are mainly casual with loose and "relaxed shapes" with Mara Hoffman's significant travel style details, such as big puffy sleeves, button-up and knots. Also, adding bright and bold coloured with prints, in relation to trend report, makes the collection ideal for Uniqlo's customers.
Space
Store display is inspired by nature but playful retail design.
Following the collection, the fixtures will be used by reusing and recycling materials. A playful store atmosphere with a sustainable approach by up-cycling our everyday plastic, glass, ceramics and textiles will lead customers to engage with the brand in eco-friendly way.
Uniqlo's distinctive maximal product display will be kept under control through neat, orderly formations and curation for the collection. Energetic colours and vibrant patterns are reined in through considered compositions.
Promotion
Social media, campaign advertising and direct marketing via the email newsletter will be mainly used.
Packaging
For the packaging, picked the main prints used for the collection to give differentiation from original Uniqlo packaging. The same prints will be used for the hang tags to give consistency. Hang tags are made from 80% recycled paper and printed with soy-based inks. Even the hang tag strings, with all garment sew-in labels, are made of 100% organic cotton.