The Japanese company’s creative leader, John Jay, is putting his focus on raising UNIQLO’s global profile and keeping it current at the very heart of the Philippines.
Situated at prime locations in cities of global prominence, UNIQLO Global Flagship Stores represent the best and latest of the brand, its LifeWear clothing and its famed customer service, all set in cutting-edge store design on a grand scale. UNIQLO has chosen Manila as the location of its newest flagship store to strengthen the foundation of its business in the Philippines and in Southeast Asia—a key global growth engine for the brand.
“You are sitting in the gold mine of the world right now,” declares John Jay, president of global creative for Fast Retailing, the mother company of UNIQLO. The former ad man, who before that was first a retail man, working for Bloomingdale’s, created the very first UNIQLO ad campaign and has been instrumental in all efforts to move the brand into the future, including, of course, the roll-out of the flagship store in Manila. “No matter what kind of troubles come your way, the people of the Philippines are eternally optimistic. That is very energizing.”
Set over a sales floor area of 4,100 square meters, UNIQLO MANILA is expected to offer local and international customers a huge shopping area and a world-class immersive shopping experience featuring large visual displays and state-of-the-art design concepts. As with other Global Flagship Stores, the store will showcase the full lineup of LifeWear for men, women, kids and babies.
Jay is known to change how brands immerse themselves in the culture of their communities, and his work has influenced design standards for a generation. For this flagship store, he vows he will not settle for less. “We wanted a sense of diversity in age, profession, gender,” he says. “Remember, our ethos is ‘made for all,’ so that is very important. I really think, [in] the zeitgeist of the world, where we are going, the simple idea of ‘made for all,’ that kind of vision for people through clothes, is actually quite right for today.”
For the flagship store’s opening, UNIQLO rounded up the campaign “Our Future is Here” which featured Filipinos who have moved and shaped the culture in our country—whether it be in the arts, sports, entrepreneurship, or social good. “Those people that we chose as our ambassadors for this effort represent an energy that is truly there,” adds Jay.
A reference to the store’s opening campaign, the first floor will feature artworks by members of the Plus63 Design group. Capturing the cultural zeitgeist of the country, the team worked with UNIQLO to create a series of murals depicting scenes of everyday life in the Philippines, taking inspiration from its vibrancy and diversity to tell the story of each Filipino’s journey.
UNIQLO MANILA will also feature customized in-store experience to meet the needs of customers. A space that brings together local and global flavor, it will combine Filipino ingenuity and creativity with the brand’s global and innovative retail expertise to deliver the ultimate Manila shopping experience. “[It’s] a very deep thought that expresses what LifeWear is. For many companies that make basics, simplicity is the end point. For us, it’s the start. Every season, we find some way to push it to make it better and better,” shares Jay.
The flagship store will have a terrace for customers as a quiet respite from the busy store. Set up with lounge furniture by local designer Kenneth Cobonpue, the terrace will act as a community area where shoppers can rest, meet new people and experience utmost satisfaction after a long day of shopping.
Jay is also not afraid to declare that UNIQLO seeks to be number one in the world. “Here’s the secret sauce: We will make it by making our clothes even better. We will never sacrifice quality ever,” he says. “The quality has to go up. The price has to hold steady or even lower.” For him, UNIQLO’s ultimate goal is turning its stores into rich playgrounds for cultural exchanges. “Getting people to buy our stuff is one challenge. Getting people to understand and embrace our principles is what would take time. We would have to prove it by delivering to you season after season, year after year. And we make this harder by making things big. Rather than opening another store, let’s make it the flagship.”
The opening of a Global Flagship Store in Manila highlights the importance of the Philippines in UNIQLO’s growth plans worldwide. It will add to Global Flagship Stores in key locations today, including New York’s Fifth Avenue, London’s Oxford Street, Paris’ Opera District, Ginza in Tokyo, and Orchard Road in Singapore.
“My job is bringing the highest possible experience to the greatest number of people on earth,” says Jay. And with many being excited about the flagship store’s opening, he sees the occasion as a journey: “Are we going to be a good neighbor in your neighborhood? That is the litmus test, the long-term test. Can we live up to the responsibilities of being a good neighbor?”
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LIFE: The Biggest UNIQLO Store in the Philippines and in Southeast Asia Opens Today
