～Fashion With More Freedom～g.u. 2012 Fall/winter Season Operational
Strategy
New Campaign Character Revealed
Osamu Yunoki
Chief Executive Officer, G.U. CO., LTD.

:The Concept
Fashion with more freedom seasonal fashion
 Amazingly low prices
 Reliable quality
The brand that enables you to experiment withfashion for everyday occasions unfettered byprice.

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How g.u. is doing today■ Sales: ¥58.0bln (up 180% y/y)Initial FY2013 sales target of ¥50bln attained 1 year ahead of schedule■ Store network reaches 177 at end August 2012
■ Same-store sales up 135% in year to August 2012
FY2012 1H (Sep. 2011～Feb. 2012): up 126%
FY2012 2H (Mar. 2012～Aug. 2012): up 144%

■ Hit products in FY2012
Loose pants, maxi-length dresses

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FY2012: Major Achievements■ Emphasized women’s fashion
Designs based on international fashion trends tailored to Japanese
tastes successful in making consumers really want to buy g.u. clothes.

■ Successful advertising and promotion
Ads featuring the latest popular celebrities throughout the year gavehuge boost to g.u. brand visibility. Active promotion through web-basedand mobile ads.

■ Opening of the g.u. Ginza store
Established the g.u. brand nationwide by stepping out onto one of theworld’s top fashion streets and fast-fashion battlegrounds.

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Product Strategy for 2012 Fall/winter Season
Increase appeal for women of all ages
2012 spring/summer trend garments were directed at young women.
Need to avoid being labeled as a brand exclusively for young people.

↓Continue to appeal to younger generation while also developing atrend-based, Cool Mode fashion range for more sophisticated women
to strengthen g.u. appeal for adult womenStrengthen men’s and kids wear
Conscious attempt to strengthen women’s wear last year leaves lots ofroom to develop men’s and kids wear ranges↓Promote men’s wear from early October ahead of peak demand period.
Expand kids wear items on offer by 1.5 times over last year52012 FW New Store Openings & Services
1) Accelerate large-format & urban openings
Cross Garden Tama Store (1650sqm, 1 level, Saturday, September 22)
Shinsaibashi Store (2145sqm, 5 levels, Saturday, September 15; storeexpansion)
Shinjuku San-chome Store (660sqm, 2 levels, Friday, October 5)2) Accelerate store openings nationwide
Plan to open 60 new stores in FY2013 (see reference materials for 2012
fall/winter store openings)

3) Expand our fashion advisor service“Osharista” fashion advisor service introduced in Ginza Store in March
Average requests for fashion advisors:10 on weekdays, 20～30 on
weekends. Expand service to Western Japan beginning with
Shinsaibashi store in September.

6New FASHION MONSTER Campaign
What is the FASHION MONSTER?
A communication theme born out of the g.u. concept of “fashion with more
freedom.” Aimed at boosting the number of “FASHION MONSTERS” orpeople who enjoy such freedom with fashion.

↓Use fashion icons with overwhelming presence and influence as our newimage character. The new character will sing the original g.u. ad jingle.

↓From this fall, new campaigns will help transition fashion ranges andcommunication into our Cool Mode for sophisticated tastes. Aim to evolve
the g.u. brand image by offering the clothes g.u. has become known for.

↓Further expand customer base & brand awareness7

The FASHION MONSTER Campaign
SeptemberOctober★Strategy PresentationNovember

December・Open Shinjuku San-chome store

・9/15 Expand Shinsaibashi store
・9/22 Open Cross Garden Tama storeCampaign

Campaign ① (Fall goods) Campaign ② (Outerwear)

Magazine
collaboration
campaign

ENJOY
Year
HOLIDAY End

TVCM women’s wear
TV adsTeaser TVCM Women’s wear
TVCＭ women’s wear
(new character appears) TVCM men’s wear

To be determined

Launch official site & new contents
WEB

Teaser Fashion Monster movie, Monster Cards
The Fashion Monster Look Book

To be determined

AR Monster Coupon
Official LINE account

Magazines

Tie up with magazines

To be determined

“Who is the FASHION MONSTER?”
Campaign

・August 25～September 4, 2012
・People tweet who they think the new g.u. image character is・Present pin badges to the first 10,000 respondents

89Future Development for g.u.
Main strategy for 2012 fall/winter season•Strengthen appeal to adult women•Strengthen men’s and kids wear
•Accelerate new store openings•FASHION MONSTER campaigns

Year to August 2013: Sales target ¥80.0bln
Year to August 2014: Sales target ¥100bln, begin
opening stores outside Japan

10Speed of g.u. Development v. UNIQLOFirst store opens
Sales surpass ¥50bln

UNIQLOg.u.

1984, Hiroshima

2006, Chiba

1996(12 years after 1st store)
Sales surpass ¥100bln 1999
(15 years after 1st store)
Network exceeds 200 1996
stores(12 years after 1st store)
First store opens
2001
outside Japan(17 years after 1st store)

2012(6 years after 1st store)
2014 (estimate)(8 years after 1st store)
2013 (estimate)(7 years after 1st store)
2014 (estimate)(8 years after 1st store)

・g.u. operations are expanding at roughly double the pace that
UNIQLO did in its early years
・Further accelerate growth to make g.u. one of the growth drivers
within the Fast Retailing group11

Reference: History of the g.u. Brand
2006.3

G.U. CO., LTD established2006.10First g.u. stores opens in Ichikawa, Chiba prefecture

2008.9GOV Retailing Co., Ltd created for merger with FR group footwear firms

2009.3990-yen jeans launched as part of its New Price Declaration

2009.6490-yen print T-shirts show g.u. prices are a cut below the rest2009.9990-yen color jeans; prices still a cut below the rest with 5 times range

2009.10g.u. launches 490-yen fleece T-shirts & 990-yen fleece outerwear

2010.4

Starts online shopping

2010.10Opens the first flagship store, the g.u. Shinsaibashi store (1650sqm)

2010.10

Launches the g.u. All-Product Recycling Campaign

2011.3Full launch of “be a girl” fashion collection for young women2011.4

Opens the first urban store, g.u. Ikebukuro East Entrance store (990sqm)

2011.9Broadcasts the brand’s first national TV commercial

2012.3

Opens its biggest urban flagship store, the g.u. Ginza store (1485sqm)

2012.4Loose pants and maxi-length dresses become hit products

2012.7

Attain sales of 50 billion yen

12Reference: New Stores for 2012 Fall/winterStore Name

Prefecture

Open Date

Sales Floor (sqm)g.u. Kisarazu StoreChiba

9/14 (Friday)

759

g.u. Kamiyacho Sun Mall Store

Hiroshima

9/14 (Friday)

594

g.u. Mita Flower Town StoreHyogo

9/14 (Friday)

627

g.u. Cross Garden Tama Store

Tokyo

9/22 (Saturday)

1650

g.u. Tokushima Kitajima StoreTokushima

10/5 (Friday)

759

g.u. Shinjuku San-chome Store

Tokyo

10/5 (Friday)

660

g.u. Tenjin Vivre StoreFukuoka

10/06 (Saturday)

660

g.u. Apita Tsuruga StoreFukui

10/11(Thursday)

561

g.u. Takamatsu Rainbow Road StoreKagawa

10/12(Friday)

792

g.u. Seibu Honkawagoe PePe StoreSaitama

10/12 (Friday)

660

g.u. Aeon Mall Yamato Store

Kanagawa

10/12 (Friday)

495

g.u. Matsusaka StoreMie

10/19 (Friday)

759

g.u. The Mall Kasugai Store

Aichi

10/19 (Friday)

825

g.u. Yaizu Store

Shizuoka

10/26 (Friday)

825

g.u. Toyohashi Komukai Store

Aichi

10/26 (Friday)

825

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Reference: New Stores for 2012 Fall/winterStore Name

Prefecture

Open Dateg.u. You Me Yukuhashi StoreFukuoka

10/26 (Friday)

825

g.u. Hamamatsu Kami StoreShizuoka

10/26 (Friday)

825

g.u. Higashi Onomichi Store

Hiroshima

10/26 (Friday)

495

g.u. Dendel Plaza Anjou StoreAichi

10/26 (Friday)

825

g.u. Yume Town Mitoyo StoreKagawa

10/26 (Friday)

660

g.u. Nakama StoreFukuoka

10/26 (Friday)

495

g.u. MALera Gifu Store

Gifu

Early November

990

g.u. AEON Oumi Hachiman Shopping
Center StoreShiga

Early November

891

g.u. Toyama Kami Iino StoreToyama

Early November

429

g.u. Yodobashi Hakata StoreFukuoka

Mid November

726

g.u. Hida Takayama Store

Gifu

Mid November

396

g.u. Kuki Store

Saitama
Yamanashi
Fukuoka

Late November

759

Late November

825

Late November

726

g.u. Isawa Storeg.u. Iizuka Store

Sales Floor (sqm)