JAPAN: Uniqlo targets youth market with designer brands
Value retailer Uniqlo is to team up with a number of designer brands in a bid to target young, fashion-conscious consumers.
Uniqlo, a division of Fast Retailing Co, is to join up with Japanese brands mintdesigns, Theatre Products, Scye and Iliad, plus foreign brands including Adam Jones and Nicolas Andreas Taralis.
About ten items will be developed with each designer, including, shirts, pants and jackets, bearing the Uniqlo branding along with that of the designer.
Uniqlo will deal with buying raw materials and production to keep prices down to a fraction of that of conventional designer items.
The company hopes to attract younger, fashion-conscious consumers who traditionally avoid Uniqlo's products in favour of designer names.
If the initiative is successful, the company will pursue it in next year's spring apparel collection and beyond.
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