Here - and ready

CEBU, Philippines - Since it ventured into the ready-to-wear retail market in 1984, Japan’s Uniqlo has grown into one of the world’s biggest names in the fashion and apparel industry – operating over 1,400 stores in 16 markets worldwide.

On Friday last week, October 23, Uniqlo opened its first store in Cebu at the ground floor level of the Northwing Atrium of SM City Cebu. The occasion drew a good cross-section of the local community, both the fashion buffs and the common chaps. And those that persevered in the long queues to the fully stuffed racks and shelves swore it was all worth it.

During the pre-opening event on Wednesday, October 21, at the Northwing Atrium, Uniqlo Philippines chief operating officer Katsumi Kubota told VIP guests, industry partners, members of the media and the local bloggers community in attendance of the guiding values of the brand – simplicity, quality and longevity.

He also announced the opening of the second Uniqlo store in Cebu next month at the SM Seaside City. It seemed to the crowd that the successive Cebu openings were to make up for the long arrival of the brand in the city, something which Mr. Kubota was quick to explain, “Cebu has always been ready for us. We were not ready for Cebu.”

The runway presentation on Wednesday featured models role-playing various everyday scenes where Uniqlo products stood out. The mini-show indeed proved how functional the products are. And how tasteful.

Uniqlo runs by its “LifeWear” philosophy, offering quality “wears” that are practical and comfortable to use. Its products range covers items for men, women and children. And the prices are pretty average.

Style and color are everywhere at the new store – from denim jeans, leggings, chino shorts, classic button-down polo shirts etc. The durable and lightweight clothing lines utilize the latest in fabric technologies. The brand’s slogan puts it succinctly: “Simple Made Better.” (FREEMAN)