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Uniqlo is switching up its "Made for All" branding (i.e. what works for Japan, works for China, works for France, works for the US), to focus on a more country-by-country approach, reports Reuters. Specifically, the retailer plans to adjust pricing and sizing.
For the US, that primarily means bigger sizes. "This is going to be our next challenge in the United States: how to adjust our clothes for a more '3-D' fit, particularly for women," executive VP Yoshihiro Kunii said. They decided accommodate larger people after realizing that unlike the commonly 2-D Japanese, American women are not paper dolls. Jokes. Kunii was probably trying to be nice with that euphemism.
An underlying reason for publicizing the size hike could have to do with Uniqlo's parent company Fast Retailing's goal to dominate the US (and the world) by 2020. The company is in American expansion mode, making its way into Philly, Los Angeles and Boston markets and—though Uniqlo has never cited a need for larger sizes before—fast fashion brands like Zara have listed "size problem" as a major barrier to entry in the midwest.
· Uniqlo Tweaks 'Made for All' to give U.S. Shoppers a '3-D' Fit [Reuters]
· Uniqlo Confirms Five New US Store Openings This Spring [Racked]
· Report: Uniqlo's 17 US Stores Aren't Profitable [Racked]