Uniqlo takes a contra bet in fashion

Japanese retailer stays clear of path taken by Zara, H&M

- VIVEAT SUSAN PINTO

AT ITS BIGGEST store launch in Mumbai recently, Uniqlo India brand ambassador Kareena Kapoor said that everyday wear, synonymous with the fashion brand, can also be trendy. "You needn't wear haute couture to stand out. Simple, everyday wear, which is comfortable, can also define your style statement," she said.

This everyday approach, which Uniqlo describes as 'lifewear', has seen the brand's parent Fast Retailing touch $20 billion in annual sales globally. Uniqlo contributes 60% to its parent's worldwide sales. India is a small contributor to the global sales but the retailer has big ambitions and is pressing all the levers of growth - both on-ground and online. The company plans to double the store count from 15 now to 30 in about three years and also increase its online contribution from 15% now to over 25% in the same period, industry observers said. Uniqlo India was not immediately available for comment.

H&M remains India's largest fast-fashion brand, followed by Zara at number two. Uniqlo, which is Asia's largest clothing brand, is smaller than its rivals in India, but has opted to stick it out as a slow but sustainable fashion label.