2012 HEATTECH and Ultra Light Down

Naoki Otoma
Group Executive Vice President
UNIQLO Co., Ltd.

HEATTECH and Ultra Light Down

Innovative wear that has continued to change
the conventional wisdom of winter clothing1

2

Lead-Up to HEATTECH Development
2001: “DRY” line of functional summer wear goes on sale
Customers have high hopes not only for functional wear but
also for functional innerwear.

Potential for a functional wear market

2003: Development begins
DRY: functional summer innerwear
HEATTECH: functional winter innerwear
3

History of HEATTECH
Customer feedback lends itself to the continued evolution of HEATTECH
2003: HEATTECH sales begin

Heat generation and retention functions

2004: HEATTECH (Men)

Antibacterial and dry functions added

2005: HEATTECH (Women)

Moisturizing function added

2006: HEATTECH (Women)

Moisturizing function improved

2007: HEATTECH (Men/women)

Stretch function added

HEATTECH (Women)

Moisturizing function improved

2008: Global deployment begins
2009: HEATTECH (Men/women)

Anti-static and shape-retaining functions added

2010: HEATTECH (Women)

Thread is made finer, leading to softer feelagainst the skin2011: HEATTECH (Men)
HEATTECH (Women)

Odor control function added
Moisturizing function improved
Thread is made finer, leading to softer feelagainst the skin4

Progress of HEATTECH
Annual HEATTECH unit sales
Cumulative total of units sold: Approximately 300 million (290 million)
12000

10,00010000

グラフ修正します

8000
6000

8,000

5,000

4000
2000

450

1,200

2,000

2,800

0

2005

2006

2007

2008

2009

2010

2011
5

Recognition Rate: Over 90%
More than 9 out of 10 (96.3％) people surveyed
recognized the brand
1 of 2 (55.3%) owned HEATTECH
Graph 1) HEATTECH brand recognition

名前を聞いたNeverheard the nameことがなかった<N=3,200>

3.7％

名前を聞いたことがHad heard thename but didn’t
あるが、どのようなもknow what it wasのかは知らなかった

Recognition
認知 計

96.3％

15.8％
Knew
what
どのようなものか
HEATTECH
was
知っていた

80.5％

<N=2,576>

Didn’t持ってown any

いない
31.4％

持ってOwned
いる
68.6％

6

How HEATTECH Changed Daily Lives
HEATTECH “changed my daily life” (80.8％)
People reported outward changes, such as a engaging in a “wider
variety of activities” and dressing “more fashionably,” but HEATTECH
also influenced people inwardly, helping them enjoy winter moreproactively<N=1768>
Graph 8) Changes in daily life due to HEATTECH (multiple answers)

100

Changedmy life
変化があった

80.8％

（％）

80
60

57.6
35.6

40

10.9

10.6

8.6

7.5

6.8

3.2

1.0

It was lessbothersome to goout

Became able tospend time easily
even in cold places

Became sick lesseasilyImproved mysensitivity to coldLess luggage on
vacation or business
trips

Wider range ofactivities in thewinterWas able to cut down
on energy bills

Other0Became able todress morefashionably

Was able to dress
more lightly, making
activities easier

No changes inparticular

12.2

Became able to enjoy
fashion even in thewinter

20

19.2

12.8

7

Worn on All Occasions
Worn as an everyday item both indoors and out
regardless of occasion
Graph 7) Where customers wore HEATTECH last winter (multiple answers)<N=1754>

100（％）

80

63.3

60

38.4

40

5.5

1.7

0.7

Other sports

OtherSleeping

7.9

Outdoorsports andleisureRelaxing
at home

8.2

Doing wintersports

9.5

Riding abicycle ormotorbike

12.7

Going out

8.8Doing chores
indoors

WorkingIndoors

Workingoutdoors

Always,every day0

7.2
Doing chores
outdoors

17.3 17.0

208

2012 HEATTECH
HEATTECH will further expand the winter fashion
possibilities
A flood of new releases!
A surprisingly wide variety of colors and patterns!
Number of items: Doubled from last year
Number of colors/patterns: 2.5 times more than last year
(approx. 340 => 830 styles)

92012 HEATTECH
HEATTECH for anyone, anywhere at anytime
New release of women's HEATTECH loungewear!
Initial launch of the babies' HEATTECH line!
Both inside and outside the house, HEATTECH will keep thewhole family (dad, mom, kids and babies) warm.

10

2012 HEATTECH
Even greater wear comfort
With the new "moisture absorbing & releasing"
function added to the men's and kids' line
Absorbs any excessive moisture and releases it to theoutside to reduce the build-up of humidity inside the garment

Added in response to many customers sayingthat they feel the stickiness when they movefrom cold outside to heated inside11

2012 HEATTECH

2012 HEATTECH Lineup122012 HEATTECH (Men's)(1) New itemsNew release of T-shirts that can be worn on their own!
Sure to increase the number of occasions for wearing HEATTECH(2) New patterns to come in series
New patterns in collaboration with popular content!

(3) Updated functions
The "moisture absorbing & releasing" function added and the "odor control"
function improved reduce the humidity beneath layers of clothes

132012 HEATTECH (Men's)

Heattech color block T shirt

Heattech waffle crew-neck
T shirt14

2012 HEATTECH (Women's)(1) New items
・New loungewear! Relax and even sleep in the warmth of HEATTECH
・New underwear! Warm up the area around the hips that tend to get cold(2) New patterns to come in series
・An even greater variety of colors/patterns to choose from for each item,
including lace trimming, new prints, in addition to collaborations withdesigners(3) Updated functions
・“Moisturizing" function improved for a more moisture-rich feel

2012 HEATTECH (Women's)(1) New items

Heattech high rise brief/
hiphungger

Heattech lounge dress
Heattech lounge stole cardigan2012 HEATTECH (Women's)(2) New patterns to come in series2012 HEATTECH (Kids' and Babies')(1) New items
Debut of the babies' HEATTECH line!
Safety assured with certification to the Oeko-Tex®Standard 100(2) New patterns to come in series
Collaboration patterns with popular content to appear at the end of theyear(3) Updated functions
・ The "moisture absorbing & releasing" function added・Thread is made finer, leading to softer feel against the skin18

Ultra Light Down

19

Lead-Up to Ultra Light Down Development
・Trend toward casual business attire
・More people are layering clothes in the winter as afashion style・Demand for items adaptable to sudden changes intemperature

Is there a potential demand for down jackets
that are light and slim, but warm?
Begins to sell in 200920

Ultra Light Down Advertisements
Try it, to believe it. Surprisingly lightweight21

Cumulative total of units sold from 200911 million units worldwide

The next big global hit
following HEATTECH
22

Ultra Light Down Recognition

The recognition rate is 74.4%,
yet only 7.7%, less than 1 out of 10
people surveyed have bought one- Internet survey- Conducted in Japan on December 14 and 15- 402 samples from male and female respondents between the age of 20 and 49

23

Potential of Ultra Light Down
The market penetration rate is currently
about 10% for all age groups
The market is currently in the growth phase
There is huge potential for market expansion

24Challenges for Ultra Light Down
Combination of highly advanced, Japanese
textile techniques and craftsmanship of Takumi
expert artisans

Strengthen production andquality control
Allows for significant increase inproduction volume
25

2012 Ultra Light Down
A greater variety of colors/patterns made possible
with advancements in dyeing techniques!

201151 colors/patterns

2012

107 colors/patterns

More than double the variety
26

2012 Ultra Light Down (Men's)
2011: 23 colors/patterns  2012: 58 colors/patterns(1) New items
A coat that is convenient for commuting to the office!

(2) New patterns to come in series
Color block design added for jackets.
New prints for jackets and vests!

27

2012 Ultra Light Down (Women's)
2011: 29 colors/patterns  2012: 71 colors/patterns(1) New items
Introducing a new, elegant topper jacket!

(2) Revised silhouette
Parka with long length to wrap around hips.
Improved with a waist tie for a more feminine shape!

(3) Added polka dots and checks!
New patterns for vests and jackets!
Great accents to the look.

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Clothing Has Changed
the Conventional Wisdom for WinterIn the past, it was taken for granted that people need to put on multiple layers ofbulky clothes to stay warm. UNIQLO's innovative winter wear has changed such
conventional wisdom for winter, providing a new level of comfort in people’s lives.

General winter look 10 years ago

UNIQLO winter look for 201229

Clothing Has Changed
the Conventional Wisdom for Winter

3 kg

General winter look 10 years ago

1 kg

UNIQLO winter look for 2012

Ultra Light Down
HEATTECH U-Neck T
HEATTECH Jeans

Not only offers fashion
but also reduces physical burden

30

HEATTECH and Ultra Light Down
Highly versatile products that can be worn fromfall, through winter and into early spring31

Global Expansion
Ratio of the units sold for outside Japanto total in 2010 and 2011
2010
2011
2012

５％

１０％

１５％

１４％

２３％

３４％

Expanded the sales area to13 countries and regions including Japan32

HEATTECH“Experience HEATTECH”
Global Sampling
to be conducted in five major cities (inJapan, UK, US, France and China) fromOctober

33

Ultra Light Down
Importance of the logo in the global strategy

Development of a new logo for
global recognition
34

HEATTECH and Ultra Light Down
Innovative wear to change clothing, change
conventional wisdom and change the world35

2012 Ultra Light Down Sales Goals

Sales target:
13 million units36

2012 HEATTECH Sales Goals

Sales target:
130 million units

37