GU, UNIQLO’s Faster-Fashion Clothing Brand, Opens an Overseas Store


Although it’s as much a fast fashion brand as its low-cost peers, UNIQLO has a stellar reputation as a respectable supplier of affordable clothing. I wonder if things will change now that UNIQLO is launching its even cheaper GU clothing brand overseas.

Maybe it’s the various designer collaborations and “elevated” sub-labels that make UNIQLO comparatively cooler than competitors like Zara and Forever 21, or maybe UNIQLO’s sophisticated digital presence gives it enough of an edge. elegance to escape scrutiny.

Either way, UNIQLO’s shrewd brand placement has made it a must-have for shoppers looking for reliable daily drivers, rather than the trend-centric disposables of rival retailers.

While GU retains some of that UNIQLO sharpness, it’s a whole different beast.

Established in 2006 as an even cheaper brand than UNIQLO, GU is far more trend-conscious than its more widely established sister brand.

While UNIQLO prefers to work with “timeless” basics – as timeless as fast fashion can be, of course – GU is all about novelty, although its output is tempered by the inherent versatility of other brands operated. by parent company Fast Retailing, like UNIQLO and Theory.

Although GU is immensely popular with young, budget-conscious Japanese people, it has not expanded much internationally. GU operated a few stores in Korea for a while, but they closed at the onset of the COVID-19 pandemic.

GU’s flagship store in New York, meanwhile, is its first-ever stab in the Western market. Both its retail store and online shop will both offer US shoppers the same kind of affordable fare that GU sells in Japan: $40 hoodies, $30 cropped turtlenecks, and $60 technical puffer jackets.

“New York City is a hub for fashion brands around the world, and we are confident in the trend and appeal of GU products,” said Osamu Yunoki, CEO of GU Co., Ltd, in a statement. communicated.

“We look forward to showcasing our superior customer service to all visitors, whether they are New Yorkers or those visiting from abroad.”

It’s not like SoHo needs more fast fashion brands, but Fast Retailing knows what it’s doing. This type of cheap clothing is recession-proof — experts to predict the market will grow from $91.23 billion in 2021 to $99.23 billion by the end of 2022.

All he really needs is another great designer co-signed in the vein of Kim Jones Collaboration 2018 for a shot at legitimacy and GU will be set up to reflect its Japanese success in America.


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