Every once in a while, the rumour mill churns out something that actually materialises. This is the case with the talk that prominent Japanese cult-clothing store, UNIQLO, is opening a store in Singapore.
The announcement made on Apr 10 means that locals can now get their fix of the popular street wear brand that specialises in basic outfits that can be worn by everyone without travelling to outlets in Hong Kong, South Korea, China, America and Japan.
Desiree Koh, 22, an undergrad says, “You don’t know how hard it is to find a plain, basic tee that has a good fitting and material in Singapore! I’m so excited that UNIQLO is coming here!”

However, not everyone shares her excitement.

“I don’t get what the hype is all about. It’s just like having another Giordano!” disputed Brian Tan, 20, another tertiary student studying in Temasek Polytechnic.

Hype or not, this is the first of a series of stores slated to appear in an as yet to disclose location by next August, through a join venture by Japanese parent company Fast Retailing Co. Ltd, and Singapore’s Wing Tai Retail Pte Ltd.

Partners

In Wing Tai Holding’s press release to the media, Helen Khoo, Executive Director of Wing Tai Retail, said that the addition of UNIQLO will “strengthen their company’s positioning in Singapore and the region”. This will be another addition to Wing Tai’s already vast number of brands such as British chain store Topshop, Nike, Adidas and Max Studios.

Tadashi Yanai, Chairman and CEO of Fast Retailing said in the same release that Wing Tai’s “strong network in the youth and mass markets,” as well as its ability to “secure excellent store locations, give [them] great confidence in the expansion and success of UNIQLO in Singapore”.

Uniquely UNIQLO

As a brand renowned for its basic and affordable outfits, UNIQLO is distinct fromuniqlo chloe other brands that also specialise in the same area, such as local favourite, Giordano and even Japanese retail store, Muji, on 2 counts.

Firstly, UNIQLO’s designs and fittings tend to be regarded as being more fashionable and modern because they regularly collaborate with recognised designers such as Phillip Lim, Alice Roi, Loden Dager, Lutz & Patmos and Alexander Wang to bring in stand-alone capsule collections. Wang’s UNIQLO collection ranges from US$29 to US$100 (S$39 to S$135), and is due to be in outlets all around the world May 16. This is a vastly cheaper alternative as compared to purchasing a Wang piece directly from his collection – where pieces generally range from US$100 to US$700. Similar to previous designer capsules, Wang’s collection is predicted to fly off the shelves.

Epitomising a positive stereotype one normally associates with a Japanese brand, UNIQLO has good quality control and displays an original innovative spirit. This innovative spirit is especially evident in its ability to continue producing a wide spectrum of fits and cuts for what is essentially basic wear.

Prices of the items in Singapore are undetermined at the moment, but judging from UNIQLO’s general retail prices in the Asian market, one should expect prices to range from $10 to $110. Keeping in mind that some of the pieces are the works of notable fashion designers, this price range is considered a good bargain and very affordable.

Ideology

The company’s concept is simple. In its press release, it states that UNIQLO believes that “clothing says a lot, but you can say it better”. So, instead of “[dictating] a look, [they provide] people everywhere with the piece they need to create their own style. And style comes from within, which is why the UNIQLO logo is nearly invisible, tucked away inside the garment.” In other words, it provides a blank canvas for wearers to put on their own splashes of colour and texture.

So just as 2 art works are never exactly the same, any individuals wearing the same outfit can express themselves so differently through it that no 2 will look identical after accessorising. Even its website catalogue pays attention to cute little animations that flash when you mouse-over. This shows the eye for detail and reinforces how conscientious UNIQLO is as a company.

Crazy For Sevigny

Staying true to UNIQLO’s philosophy of individualism, models that front their ad campaigns always possess something that represents this spirit.

Chloë Sevigny is a Golden Globe and Oscar-nominated actress, model, designer and stylechloe sevigne for opening ceremony icon. When she designed and collaborated with OPENING CEREMONY – a high-end New York clothing line, the collection captivated media attention for its versatile chameleon pieces that not only reflected her personal style but also for being able to seamlessly transform from one style to the next.

When UNIQLO teamed up with Sevigny for their latest ad campaign, it truly brought out the UNIQLO spirit of individualism. Consequently, in line with this spirit, the message behind UNIQLO’s ads is not for people to want to be like Sevigny but rather, to use UNIQLO as an aid to help express their own unique and individual style. This concept creates limitless possibilities, and is probably the reason why UNIQLO has done so well.

How Will UNIQLO Fare In Singapore?

In a country where a majority of the young, if not the entire population consider t-shirts a staple (and for some, the only thing) in their wardrobes, whether or not Singaporeans identify the potential of a basic tee beyond its subtleness, UrbanWire reckons the cash registers will still start ringing as soon as the doors open as they are expected to next August. The net sales figure of ¥238.6 billion  (S$3.1 Billion) for UNIQLO (Japan) within 6 months of its opening reinforces this.

Benjamin Kang became a fan of UNIQLO after buying his first shirt for $10 while holidaying in Hong Kong. The 21-year-old undergrad said, “The material is very soft and the cutting fitted me really well. I really regret not buying more!”

Pictures courtesy of UNIQLO.