The Campaign

UNIQLO invented a new way of shopping for T-shirts. "UT Picks" is a service that proposes a new type of decision-making: Rather than choosing the designs, choose the person who picks the T-shirts. This sales model incorporates the concept of monthly subscription. 30 Pickstars each curated five T-shirts from the over 1,200 types of T-shirts. This way, users could simply rely on their Pickstar of choice and be freed from the burden of having to choose T-shirts themselves. This was an approach possible precisely because of the high quality and rich variety of UT T-shirts.

Creative Execution

To establish this new service, the payment system and shopping interface were updated specifically for ""UT Picks."" A platform for promoting purchase incentive was developed as well. The cardboard boxes for delivery were also redesigned, and the distribution system was restructured to suit this service. At the same time, the retail stores reformated the layout of T-shirts so that the Pickstars selections could be purchased directly at stores.

Announcement of the service immediately created buzz, and achieved advertising equivalent value of 5 million USD. A week after the service started, 15,000 users subscribed, and several Pickstars' selections were sold out. Revenue of the UT e-commerce was 103 million USD, a 40.6% increase from the previous quarter.

"UT Picks" is a new service developed to communicate the high quality and rich variety of UNIQLO's T-shirt brand "UT." Through a system created through combining T-shirt curation by experts and monthly subscription, the service contributed to a 140% growth for the brand's e-commerce, and increased public attention as well as purchase incentive.