Rei Innamoto gave us a brief: Reinvent retail.
Problem: ecommerce is the main killer of brick and mortar retail. However, another contributing factor to retail's decline: Closets.
Closets are where retail goes to die. About 60% of closet items go unworn and sometimes you aren't even near your closet when you need something. Especially urban dwelling people who make a long commute to work and can't make it back home to change from day wear to night wear.
Solution: Make Uniqlo the brand that meets you where you are. The retailer that makes it possible for you to live life without being held back by your closet.
Multiple teams worked on this assignment, but my team and I won the final pitch. Rei Innamoto brought our ideas to Tokyo to share with the CEO of Uniqlo, Mr. Tadashi Yanai.
My team and I created Uniqlo EveryWear, which does a few different things through an app platform:
It allows users to keep a digital closet.
The digital closet compiles Uniqlo purchases into a user-friendly scroll-through app. It also suggests new clothing and combinations based on your purchase history.
It allows you ditch your baggage when you're flying.
Using the EveryWear app, you can pick up and drop off clothes at the airport. Just enter the airport, duration of the trip, and type of occasion. EveryWear will suggest clothes based on that criteria and the forecasted weather.
It allows you to get clothes at a moment's notice.
Whether you’ve spilled something on your shirt or need a nighttime outfit, EveryWear gives you the ability to rent or buy clothing at a moment’s notice without ever going home. All you have to do is find the nearest EveryWear vending machine or Uniqlo retail store via the app.
The larger than average vending machines have new and gently used clothing basics. Used clothing costs less and renting works the same way as Redbox, just return the items at their due date.
It allows you save closet space or avoid laundry day.
An EveryWear subscription allows you to rent or buy clothing on a weekly or monthly basis, and can be directly delivered through Uniqlo’s courier service to your home or work.
The courier service can also pick up and drop off items to the vending machines in addition to delivering items to subscribers.