UNIQLO’s global CEO often refers to the brand as a technology company. In a sense, it is. Wearable technology informs UNIQLO’s popular HeatTech, Airism and other weather-focused innovations are indeed a pillar of the brand.
Yet, we shop for clothing much differently than we shop for technology. And this is where the philosophy of LifeWear, of better basics, informed my approach to the website copy. As the brand continued to lag in online versus retail sales, my team was challenged with: How do we bring that fresh, welcoming sense you get from UNIQLO brick and mortar to the website. My self directed approach was to lean into the LifeWear philosophy, to frame usual outputs like linen in a better basics, “clothing to live in” light.
Project Impact
