UNIQLO
2012—Product Development & Marketing
Strategy for Functional Innerwear
Shuichi Nakajima
Director, Product Development and Merchandising
Department, UNIQLO Co., Ltd.

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Product Development & Marketing Strategy

25

Fall/Winter 2011 HEATTECH Sales
HEATTECH innerwear has transformed theway people dress for winter

Fall/winter 2011 — 100 million units sold
(Includes all HEATTECH items: men's, women's and kid's innerwear,socks, body warmers, jeans, etc.)

26

Product Development & Marketing Strategy

272012 Enhancements to Sarafine(1) Improved comfort by making fabric fibers
approximately 30% finer than last year
(2) Added new loungewear line
(3) Added new shorts line
(4) Wider range of colors and patterns

28

Sarafine Loungewear: Lines to Watch in 2012
Loungewear range added to the Sarafine lineup
in response to customer demand29Concept Behind Sarafine Loungewear
The impact of higher electricity
charges and energy conservation
measures on air conditioning use inJapan may mean a very hot andhumid rainy season and summer
this year

UNIQLO expands Sarafine line
beyond innerwear to bottoms
and tops, so customers can stayfeeling comfortable and looking
great after they leave the house

30

Debuting Sarafine Shorts
Sarafine Shorts that reduce uncomfortablebuildups of moisture trapped inside
outerwear added to product lineup

Sarafine Shorts(Hiphugger)

Sarafine Shorts(Hiphugger, striped)

Sarafine Shorts(High rise, dot)

Sarafine Shorts(High rise, flower)

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Sarafine Loungewear Range
Item Name

Colors

Sizes

Price incl. Tax(Japan)

WOMEN AIRism LOUNGE SET (HALF SLEEVE)
3

S、 M、 L、XL

¥2,990WOMEN AIRism LOUNGE SET (STRIPE) (SHORTSLEEVE)

3

S、 M、 L、XL

¥2,990WOMEN AIRism LOUNGE CARDIGAN (LONGSLEEVE)

3

S、 M、 L、XL

¥1,990

3

S、 M、 L、XL

¥1,500

3

S、 M、 L、XL

¥1,500

3

S、 M、 L、XL

¥1,990

3

S、 M、 L、XL

¥1,990

3

S、 M、 L、XL

¥1,990

3

S、 M、 L、XL

¥1,990WOMEN AIRism Cropped Lounge Bottoms
WOMEN AIRism LOUNGE BOTTOMSWOMEN AIRism LOUNGE LONG DRESS(SLEEVELESS)WOMEN AIRism LOUNGE DRESS (SLEEVELESS)WOMEN AIRism LOUNGE DRESS (HALF SLEEVE)WOMEN AIRism LOUNGE DRESS(STRIPE) (SHORTSLEEVE)

32Sarafine Innerwear Range
Item NameW’s AIRism UV CUT Crew T(L)DotColors

Sizes

Price incl. Tax(iJapan)

3

S、 M、 L、 XL

W’s AIRism UV CUT Crew Neck T(L)
W’s AIRism UV CUT Crew T(L)(Stripe)

3

S 、 M、 L、 XL

3

S、 M、 L、 XL¥1,500W’s AIRism U-NECK T(S)10

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL¥990

W’s AIRism U-NECK T(S) Multi Stripe

3

S、 M、 L、 XL¥990

W’s AIRism Padded U-NECK T(S)4

S、 M、 L、 XL¥1,500

4

S、 M、 L、 XL¥1,5005

S、 M、 L、 XL¥1,990

10

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL

¥990

3

S、 M、 L、 XL¥990

W’s AIRism Tank Top+ *Large stores only

10

S、 M、 L、 XL¥990

W’s AIRism Bra Camisole (Stripe)

3

S、 M、 L、 XL¥1,990W’s AIRism Bra Camisole (Multi Dot)

3

S、 M、 L、 XL¥1,990W’s AIRism Bra Camisole

10

S、 M、 L、 XL¥1,990W’s AIRism Bra Camisole (Dot)3

S、 M、 L、 XL¥1,990W’s AIRism Bra Tank Top (Stripe)

3

S、 M、 L、 XL¥1,990W’s AIRism Bra Tank Top (Multi Dot)

3

S、 M、 L、 XL¥1,990W’s AIRism Bra Tank Top (Multi Stripe)

3

S、 M、 L、 XL¥1,990W’s AIRism Bra Tank Top

10

S、 M、 L、 XL¥1,990W’s AIRism Shorts (HH) NEW

6

M、 L

¥790

W’s AIRism Shorts (HH) (Stripe) NEW

3

M、 L

¥790

W’s AIRism Shorts (JW’S ) NEW

9

M、 L

¥790

W’s AIRism Shorts (JW’S ) (Dot) NEW

3

M、 L

¥790

W’s AIRism Shorts (JW’S ) (Floral) NEW

3M、 L

¥790

W’s AIRism U-NECK T(S)(Dot)
W’s AIRism U-NECK T(S) (Floral)
W’s AIRism U-NECK T(S) (Stripe)

W’s AIRism Padded Camisole
W’s AIRism Padded Bra Camisole
W’s AIRism Camisole
W’s AIRism Camisole (Dot)
W’s AIRism Camisole (Floral)
W’s AIRism Camisole (Stripe)
W’s AIRism Camisole (Multi Stripe)¥1,500¥1,50033

2012 Enhancements to Silky Dry(1) The fibers are approximately 20% finer than lastyear delivering greater comfort, with 1.8 times
increase in breathability and 1.2 timesenhancement to the Dry function(2) Silky Dry Steteco, long underwear for men,added to product lineup

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Silky Dry Steteco: Lines to Watch in 2012
Steteco long underwear is new to the Silky Dry productlineup for 2012–innerwear so light it feels like wearing air.
Silky Dry Steteco ensure men stay comfortable this summer
by preventing perspiration from sticking to pants andbottoms and clinging around the leg.

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Silky Dry Line
Price incl. Tax
Item Name
AIRism Steteco (long pants) A NEWColors
3

M、L、XL

¥1,500AIRism Steteco (long pants) B NEW

2

M、L、XL

¥1,500AIRism Steteco (long pants) C NEW

2

M、L、XL

¥1,500AIRism V-Neck T(N)3

S、M、L、XL¥990

AIRism V-Neck T(S)4

S、M、L、XL¥990

AIRism V-Neck T(S) (Drop Needle)

3

S、M、L、XL¥990

AIRism Crew Neck T(S)3

S、M、L、XL¥990

AIRism Tank Top

2

S、M、L、XL¥990

AIRism Stripe Tank Top

2

S、M、L、XL¥990

AIRism Boxer Briefs

6

M、L、XL

¥990

AIRism Boxer Briefs (LR)5

M、L、XL

¥990

AIRism Boxer Briefs (LR)A

2

M、L、XL

¥990

AIRism Boxer Briefs (LR)B

2M、L、XL¥990

AIRism Boxer Briefs A

2

M、L、XL

¥990

AIRism Boxer Briefs B

2

M、L、XL

¥990

AIRism Boxer Briefs C

2

M、L、XL¥990

2

M、L、XL

¥990

AIRism Long Boxer Briefs +stores onlySizes(Japan)*LargeSpring/Summer 2012 Advertising Campaign forHighly Functional Innerwear

TV commercials:

TV commercials for Sarafine andSilky Dry began airing April 236

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Global Sales of HEATTECH
Cumulative sales:
Approach 300 million units (about 299 million)
12000(million)

1億100

10000
80
8000

8000
6000

50
5000

4000
2000
1.51503300

4.5450121200202000

2828000
2003年 2004年 2005年 2006年 2007年 2008年 2009年 2010年 2011年

Global Unit Sales of UNIQLO Functional Innerwear
for Summer

Cumulative sales: About 54 million units(million)

3500

28.92890

3000
2500
2000

16.6
1660

1500
1000
500

6
600
0.6
60

1.9193

2007年

2008年02009年

2010年

2011

Note: Total of Sarafine and Silky Dry combined (in 2007, only Sarafine on sale)

Sales trajectory starting to mirror HEATTECH

38

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Transform into Strategic Global Product Line

ｻﾗﾌｧｲﾝｼﾙｷｰﾄﾞﾗイ

Unify Brands

Position as strategic global product line on par withHEATTECH

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AIRism Brand Concept
AIRism: Cool comfort, light as AIR
A new concept from UNIQLO set totransform summers in Japan
Ultra-fine fabric delivers clothing with “light as air” comfort.
UNIQLO has evolved Silky Dry and Sarafine for even greater
comfort with a new concept called AIRism.
They feel so light and soft to the skin that
You will forget you have it on.
Offering a coolness and fast-drying action unlike anything
before.
For the first time, you will feel summer breezes on your skin.
AIRism: Cool comfort, light as AIR.
A brand new experience.

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Next Steps

Product brand rollout in international
markets based in individual market
situations

42In Closing...

By promoting the AIRism concept of putting on rather
than taking off innerwear as the key to relief fromheat and humidity and enjoying the summer in
comfort, UNIQLO aims to reach a wider range ofcustomers