The Indian fashion market is booming and simultaneously the competition is intense. Everyone is eyeing a share of the fast-growing industry whether it is a local brand or global names like Zara and H&M. The market is expected to grow by more than 2x from ₹4.8 lakh crore in 2023 to over ₹10.4 lakh crore by 2030. The online fashion segment is expanding at a remarkable pace equipped with growth projected at 25.2% annually until 2028.
Most brands now rely on e-commerce marketplaces to reach more customers, but Japanese clothing giant UNIQLO has taken a different path. It entered India in 2019 and since then has chosen to stay away from marketplaces like Amazon and Myntra. It is mainly focusing on its own website and app for online sales.
The decision might seem surprising in a country where online shopping is often associated with browsing multi-brand platforms. UNIQLO India’s Marketing Director Nidhi Rastogi said that the brand wants to maintain full control over its customer experience. It can directly interact with shoppers by staying independent and offer a personalized journey that aligns with its philosophy of “Simple Made Better.”
The approach also supports premium image of the brand rather than competing in the clutter of marketplaces. The strategy has worked well with its physical stores that contributes 85% of total sales and its online platforms accounts for 15%.
Its store expansion is another key part of growth in India. The brand has witnessed noticing strong online sales in Mumbai and thereafter opened a store in the city in 2023.
The brand also invests heavily in celebrity and influencer marketing to connect with Indian audiences. Katrina Kaif was its first Indian ambassador and her fame helped the brand to raise awareness in 2023. Kareena Kapoor and Siddharth Malhotra have currently taken over as the faces of its fall-winter campaign. Influencers are also a big part of store launches as they are creating buzz and driving footfall.
The strategy of UNIQLO may seem unconventional, but it is clear and focused.
