Uniqlo: LifeWear for All, Crafted with Care for our Planet
Brand Concept:
• LifeWear: This core philosophy emphasizes creating clothing that is comfortable, versatile, and adaptable to everyday life.
• Essential Value: Uniqlo strives to offer high-quality basics at accessible prices, making them attainable for everyone.
• Innovation and Technology: The brand invests in research and development, incorporating innovations like heat-regulating fabrics and wrinkle-resistant materials. Simplicity and Timelessness: Uniqlo embraces classic, minimal designs that transcend fleeting trends and ensure lasting wearability.
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※ Brand Positioning Map (Personal Opinion)
LifeWear for a More Sustainable Future
1. Water-Cut Jean Collection:
• Launched in 2019, this collection utilized laser technology to significantly reduce water usage during the denim finishing process.
• Compared to traditional methods, Water-Cut Jeans saved an astounding 90% of water, demonstrating a clear commitment to resource conservation.
• This innovation earned Uniqlo the “Innovation Award” at the Copenhagen Fashion Summit, recognizing their contribution to sustainable fashion
practices.
Water-Cut Jean Collection
2. Blue Cycle Jeans:
• Introduced in 2019, this program allows customers to trade in their used Uniqlo jeans for store credit.
• Collected jeans are then either recycled into new Uniqlo products or upcycled into insulation material for homes.
• This initiative promotes circularity in the fashion industry by extending the lifespan of garments and diverting textile waste from landfills.
• As of July 2023, Blue Cycle Jeans has collected over 38 million pairs of jeans, demonstrating its success in encouraging responsible garment disposal and resource recovery.
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