G.U has its button on the trends
In this article (5)
G.U, a casual clothing retailer owned by the parent company of Uniqlo, opened its first Korea store in the Lotte World Mall in southern Seoul on September 14 with the promise of bolder patterns and slightly lower prices that can’t be found at its better-known sister brand.
The 1,390-square-meter (14,960-square-foot) store in the mall’s basement comprises 11 sections divided by gender, age and apparel, from sportswear and pajamas to suits and business casual clothing. GU’s parent company is Japan’s Fast Retailing, best known for Uniqlo.
“Part of our strategy is to divide sections not only by demographics but style,” said Koh Ah-ra, head of GU’s Korea operation, “and suggest style examples for each section and update products every week to offer consumers an idea of the global fashion trend.”
At a press event on September 13, Koh noted that half of the store’s floor space had been dedicated to mannequins showing different style options using GU products. Trendiness, she said, is the core identity that separates it from Uniqlo’s focus on good-quality but basic items like white shirts and trousers. For that reason, GU has established research centers in the fashion capitals of Tokyo and London.
GU is not new to fashion enthusiasts, thanks to its association with Uniqlo. On opening day, there was already a queue outside when the doors opened at 10 a.m.
“On opening day, there was already a queue outside when the doors opened at 10 a.m.”
The store’s interior does not look drastically different from Uniqlo, with apparel hung in neat lines on clean white shelves. The noticeable difference is the colors and patterns – bright oranges and red checkered patterns that might not be found among Uniqlo’s more earthy tones.
The Jamsil store has 40 “fashion advisers” on hand to help customers find the right items for their style and offer advice if they want to step outside of the box to try something new. The advisers, according to GU, are tested on their basic knowledge of fashion and are not required to wear uniforms. They pick their own clothes, often in opposition to each other. One employee might be wearing street fashion while another has on business casual, a rare practice in Korean fast fashion.
GU’s first store in Korea is also a testing ground for retail tech. One is the GU Fashion Stand, a kiosk that shows photos and Instagram posts of models wearing GU items. Customers can tap specific items on the screen to look up product information and put them in a wish list that can be sent to their smartphone.
The prices, however, are not drastically different from those at Uniqlo, despite GU promoting lower cost as one of its advantages. The discount largely ranged from several thousand won to around 10,000 won (a couple of dollars to US$10) compared to similar items at Uniqlo.
Several items at the Jamsil store are currently exclusive to Korea, including long padded coats and skinny ankle jeans.
Questions & Answers
Q.What is the key difference in product offering between G.U and its sister brand Uniqlo?
What is the key difference in product offering between G.U and its sister brand Uniqlo?
G.U offers bolder patterns and slightly lower prices, focusing on trendiness. This contrasts with Uniqlo's emphasis on good-quality, basic items such as white shirts and trousers.
Q.How does G.U aim to help customers with their style choices in the new store?
How does G.U aim to help customers with their style choices in the new store?
The store employs 40 "fashion advisers" to help customers find suitable items and offer advice for trying new styles. Also, half of the floor space is dedicated to mannequins showing different outfit options.
Q.What new retail technology is being tested at the G.U store in Korea?
What new retail technology is being tested at the G.U store in Korea?
The store is testing the G.U Fashion Stand, a kiosk showing models wearing G.U items. Customers can tap items to view product information and add them to a wish list sent to their smartphone.
Q.What is the price difference between G.U items and comparable Uniqlo items?
What is the price difference between G.U items and comparable Uniqlo items?
The price difference largely ranges from several thousand won to around 10,000 won, despite G.U promoting lower cost as an advantage. Some items are currently exclusive to the Korea store.
Reader pulse
Is G.U's Korean launch strategy effective?
22,461 votes so far