Uniqlo taps into consumer drive with localized innovations

As the country ramps up its efforts to boost domestic consumption, fashion brand Uniqlo is responding with summer innovations and localized products, recently unveiled at its global flagship store in Shanghai.

Japanese actress and Uniqlo LifeWear ambassador Ayase Haruka made a surprise appearance at the event, introducing the brand's three major summer series. Celebrated for her natural and effortless style, Ayase shared her tips for relaxed dressing and emphasized how fashion can serve as a bridge for cultural understanding.

The company currently operates more than 900 stores in over 200 cities in the country.

The new space in the store features interactive zones, including a sun protection jacket function area and an AIRism cool sensation try-on experience. These experiential settings are designed to provide practical, scenario-based dressing solutions for Chinese consumers, catering to their growing demand for both style and functionality.

As part of its long-term investment in the Chinese market, Uniqlo continues to deepen localization by merging comfort, quality, and innovation to meet the daily needs of a diverse consumer base, particularly through customized products for each local area.

By upgrading retail formats and launching personalized in-store experiences, the brand is helping to drive foot traffic and consumer engagement, said the company.