UNIQLO announced that it will significantly expand the number of items and stores stocking its kids' and baby's line starting with the 2014-15 Autumn/Winter collection, bringing the line's full-scale offering to par with men's and women's.
UNIQLO began offering kids' items in 1997 and baby items in 2002. Starting this season, based on customer feedback, the brand has focused on the concepts of "ease of movement, comfortable materials, easy on and off, fun designs, and safety and security," and has studied the unique movements and physical characteristics of children. As of the end of August this year, the number of stores stocking the line has already increased 1.6-fold, from 426 to 679. Each store's sales floor has been expanded, and the store layout has been redesigned to make shopping more enjoyable. The brand will also begin stocking the line in smaller stores, often located in rural areas. Sales targets have also been set at approximately double last year.
The product lineup has also expanded 1.5-fold, from approximately 300 styles to 450 styles. A wider variety of colors and patterns are available than last year, including daily wear, innerwear like Heattech, and loungewear. In particular, in response to customer requests, the girls' product lineup has expanded to include more feminine items such as dresses, skirts, and cardigans, and a wider range of colors. Prices for boys' and girls' items range from ¥1,990 for outerwear and dresses, ¥1,500 for bottoms, ¥790 for tops, and ¥990 for newborn jumpsuits.
In addition, the company plans to collaborate with numerous characters and brands, including Disney. As the first project, the company announced "URBAN SWEATS," a collaboration with Helmut Lang designer Alexandre Plokhov, offering stylish children's clothing for the city. It also announced that "UU," a collaboration with UNDERCOVER that gained popularity in 2012, will be relaunched in the kids' and baby's line at the end of October.
The company is also focusing on the development of new materials. For the first time in its kids' and baby's line, the company has collaborated with Toray to develop a new material. This new material is a specially processed polyester fiber ball-shaped padding called "down balls," which is extremely light and has excellent heat retention. In addition, it is characterized by its durability, and can be easily washed and worn repeatedly without worrying about stains. Items made with this material include coats, jackets, parkas, and vests.
