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Aug 31, 2015
By WGSN Insider
Japan casualwear giant Uniqlo is extending its global reach to the US Midwest opening a 60,000 sq ft flagship in Chicago late October.
Becoming its biggest US store outside New York, the three-floor Michigan Avenue location in the former Filene’s Basement space will also act as a pilot for a new strategy of interacting with customers in-store on their smartphones.
Via its Uniqlo app, features include shopping and styling tips, notification of discounts and a store map.
“This is the first time we’re piloting this globally,” said Justin Kerr, Uniqlo’s chief merchandising officer. “We have probably 10 things we’re going to throw out there and test and get feedback from the customer.
“When customers come into a Uniqlo store for the first time, I like to think it’s a ‘wow’ moment,” added Kerr.
Uniqlo USA CEO Larry Meyer also told the Chicago Tribune the new store will also act as a “brand showcase”.
It aims to give Chicagoans and city visitors a taste of Uniqlo and give them confidence to order from its website “so they know what Uniqlo’s version of an inexpensive cashmere sweater feels like,” said Meyer.
“People see a $29 sweater, they think it doesn’t have quality, but you feel it, it’s a different thing,” Meyer noted.
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