This week, UNIQLO, has kept up with its aggressive expansion by launching their eCommerce store. This has been a long-anticipated launch for fans of the Japanese apparel giant, especially for those that find themselves distant from their few U.S. retail locations. It only took a brief visit to the website to realize that UNIQLO deserved an ECommerce Outtake Badge of Honor; the key idea is that site matches the retail experience and draws consumers in to see more.
The first thing that jumps out is the banner at the top of the page. Mousing over it, will give you the chance to move along to the area that best fits you. Most of the banners, information blurbs, or even simple look-book cutouts have this ability. If you find yourself interested in something and mouse over it, UNIQLO will hold your hand and draw you deeper into the site.
Once you get into the category pages and begin scrolling down, it becomes familiar because the website has a very Pinterest-esque feel. Instead of dropping a hundred items at once on your browser, or hiding them in sub-categories which force you to click-through, UNIQLO opted for an infinite scroll that lets you to casually scroll through item after item. If you wish to get more specific, you can click the categories on the top, but this scroll shopping gives you the same feeling that you get when you walk into an UNIQLO store.
The UNIQLO retail stores are known for space, repetition and attention grabbing colors. Instead of walking past the same shirt in thirty different colors and being mesmerized by the repetition, you can now scroll through and let your eyes absorb all of the colors and patterns that only end when you have exhausted UNIQLO’s large SKU number.
Sticking with their brand image, UNIQLO captured their famous retail feel, but they also went the extra step and kept functionality intact. Clicking on one of these products will bring up the product page, which has all of the color options easily available with one click.
It’s satisfying for eCommerce hunters and browsers, and for that we showcase UNIQLO today.