Fast fashion retailer UNIQLO has just launched another web platform to promote its products and for people to have fun.
UNIQLOOKS is a members-only photo-sharing community site for users to post pictures of themselves wearing UNIQLO clothes. You can also browse other users’ images and ‘like’ them to build your own “LOOKBOOK” of your favorite styles. Linking up with facebook, the site is also in seven languages, including English and French — proof yet again, perhaps, that UNIQLO has its aims set on world domination.
It even hooks up with e-commerce: by clicking on the UNIQLO clothes in the image you can be sent to the chain’s online store and buy similar items. There is supposed to be an iPhone app coming in mid-March too.
The content might be consumer/user-generated but caution isn’t being thrown to the wind: before users’ pictures go public the site admin checks that they are suitable and actually include the brand’s products. The collaboration with facebook is also timely; despite the site’s stagnant growth in Japan it has been featured by local media a lot and interest was further bolstered by the release of The Social Network.
It’s also curious that UNIQLO is here emphasizing individuality and consumer participation, though the size and ubiquity of the chain, plus its cheerful-but-bland fashion image, have arguably never lent it much credence in these areas before.
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