Uniqlo Opens in Polo Park

When I lived in Japan, Uniqlo was just a few years open and only really known by Japanese or foreigners who lived in the country. While a lot of people were focused on international stores opening in the country such as Virgin Records, not as much attention was paid to a number stores opening in Japan that would take the world by storm. In 1984, the first store in Hiroshima was called Unique Clothing Warehouse. By 1988, because of an error in registration for brand name in Hong Kong, someone slipped a Q in and by 1989 Uniqlo was the official name. This is when I arrived in Japan.

People said the company was fast fashion but the reputation even then was for durable and enjoyable clothing. Affordable, which Japanese had not seen much of, during a steady luxury brands and stores entering the market. Living there as long as I did, I appreciated goods that fit and were not insanely priced. As Japan's economy went through a prolonged stagnation in the 1990s, Uniqlo grew in popularity as a staple of men and women's closets.

The first store in Canada was Eaton Centre in Toronto in 2016. Last years there was a flurry of stores in places in places like Vancouver and Calgary. Now Polo Park and later this year, St. Vital Centre get their Uniqlos.

How important is Uniqlo to the malls of Winnipeg? Very important. Generation Z is very much into a return to the mall. Unlike some Millennials who only order online, only text and don't like social settings, Generation Z is into experiences and socializing. It has been this generation that lined up for the store opening and showed a general enthusiasm for the event. Other generations also went but Uniqlo and Zara are among a few stores that have helped malls in Winnipeg find their mojo.

We are not nearly as over-malled as the U.S. nor have some of the long contracts that crippled some malls such as Mall of America. Sears, which has been closed for a very long time, has a 99 year lease at the mall so the space remains unoccupied. Columbia Mall is nearly abandoned in Grand Forks, North Dakota. At one time, the mall in Grand Forks led the way of what people in Winnipeg hoped to see in their malls. Overall, most cities seems to be absorbing the lost space left by retailers like Sears and The Bay.

Uniqlo had some of the best marketing we have seen in some time. They hired local as many times as they could in entertainment and food and product. The brought in influencers, They bought ads, And they invited media. It was a masterclass of how to make a grand entrance. And their target audience came even though it was a school day. I don't think this is the last retailer we see that draws a crowd but it might be harder to find leasable space since Polo Park and St. Vital seem to have a plan to attract stores people want.