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Uniqlo style from the streets

The retailer is inviting customers to compile a global lookbook by uploading photos of their outfits to its new site.

Japanese fast-fashion retailer Uniqlo has built a community in which customers can share their own style online.

Promoted as a ‘real-world’ lookbook, Uniqlooks.uniqlo.com, which launched last month, allows users to search and post images of themselves wearing Uniqlo product in a very similar way to Burberry’s Art of the Trench site.

The home page shows photos of customers wearing Uniqlo product. When clicking on one of the photos, users are taken through to a profile page of that individual where they can ‘like’ or ‘share’ the image. The photos that get the most ‘likes’ will then be used globally as visual merchandising material in Uniqlo stores. There are also some small icons displaying product that link to the transactional area of the site.

There are Uniqlo ‘hotspots’ on the photos flagging up which garments are by Uniqlo, but the retailer appears to have missed a trick by not making these clickable. The icons on the right of the page that are clickable are much less noticeable than the ‘hotspots’ on the image, and lead you to the clothing category rather than the specific item.

The site has a search option allowing users to filter photos by gender, age and country, which is ideal for researching street style in different cities. Tokyo has far more images than any other city, which suggests it is a step ahead in terms of online technology and sharing on the web, and that Uniqlo is best known by its large Japanese customer base.

The site is integrated with Facebook - to upload images, users need to log into their Facebook account. Once an image has been uploaded, the user’s Facebook details (profile picture, name and occupation) appear alongside the image. The majority of users are students - a generation comfortable with sharing online.

The site allows Uniqlo to find out more about its customers and how they wear its product. However, a few more links back to the transactional site would both improve the user experience and encourage sales from customers who are already advocates of the brand.

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