UNIQLO Singapore announces its plan to roll out a series of new initiatives in the “LifeWear for Her” project, as part of its continuous commitment to enhance the lives of today’s women through the power of clothing.
Anchoring this project, the UNIQLO ION Orchard outlet will see new experiences catered for women. A concerted effort to support the women in our community across different platforms, the project also sees a new partnership with local social enterprise, CRIB Society, accompanied with a special UTme! launch last International Women’s Day.
LifeWear for Her supports women through product innovations.
At its core, LifeWear for Her centres around the innovations employed in UNIQLO’s apparel to help women transition through different life stages with ease and confidence. As the bodies of women change every day due to unique biological cycles, UNIQLO recognises the need to make these changes easier with innerwear that meets the care required at every stage of life. The result is an expansive range of femcare products brought to females, constantly evolving based on customers’ voices.
Elevating the in-store shopping experience
Delivering the commitment behind LifeWear for Her, UNIQLO will be piloting a specially curated space at the ION Orchard store. From March 31, the flagship store for women will offer female shoppers a revamped shopping experience catering to the needs of everyday women.
“The dedicated space for women at our ION Orchard store is a physical manifestation of what LifeWear for Her stands for – empowering women and supporting their transition across life stages and lifestyle needs with ease and confidence. Women will now have easier access as well as guidance towards the use of our LifeWear products that offer them more comfort during their daily activities,” said Joyce Tan, Marketing Director of UNIQLO Singapore.
Unique to the ION Orchard store, the dedicated LifeWear for Her space features four different zones, including an entrance that hosts styling inspiration and doubles as an events space.
Shoppers will then come across the expansive femcare aisle, which features innerwear products that support women through all life stages such as puberty, time of the month, and one’s pregnancy journey.
Shoppers can look out for lineups such as maternity underwear or bratops – versatile enough for loungewear, one-mile wear or even nursing mothers, the AIRism Absorbent Sanitary Shorts for girls and women on their periods and wireless bras for greater everyday comfort.
A testament to the brand’s LifeWear philosophy where clothing is always evolving and designed with life’s needs in mind, the next zone sees a devoted corner for active customer feedback on UNIQLO’s womenswear and services via iPads housed in the store.
The experience finishes at the dedicated revamped fitting room, where LifeWear for Her product specialists will be stationed to recommend the right products and fit for the women. This aims to provide female shoppers with a personalised and guided shopping experience with expert recommendations.
A strategic partnership to support female entrepreneurs
LifeWear for Her will also serve as a platform to support female leaders and entrepreneurs in the local communities. Working alongside CRIB Society, a non-profit social enterprise, UNIQLO hopes to shine light on female entrepreneurs by putting forth these remarkable individuals to share their brands and unique stories.
In conjunction with International Women’s Day and to mark the debut of the partnership, CRIB Society and UNIQLO will be launching a social campaign, #PoweredByLifeWearForHer. Featuring some of its members from the CRIB Society, including Eugenia Ye-Yeo of Nodspark and Jungmin Lee of Ksisters, these inspiring girl bosses will share their personal stories to empower other women on their socials.
The partnership will also be brought to life in the ION Orchard store, featuring a permanent space to showcase the products and services in support of these female CRIB Society entrepreneurs and their work. Shoppers can stay tuned to a lineup of pop-up workshops or events helmed by the entrepreneurs at the store over the year, as they aim to share their brand with UNIQLO shoppers.
Speaking on the collaboration, Tan continues,
“The partnership with CRIB Society extends UNIQLO’s commitment to deepen our relationships with local communities. Entrepreneurship can be an unnerving, lonely journey and these women have been brave enough to take the plunge. By fronting these women in their UNIQLO power suits, we hope their stories can inspire other women in their own journeys while we provide a platform for more people to know of their businesses.”
Meanwhile, Tjin Lee, Co-Founder of CRIB Society, says:
“UNIQLO’s philosophy resonates strongly with us at CRIB Society and myself personally. As both an entrepreneur and mother, UNIQLO always delivers on versatile comfort wear for the entire family across different occasions and life stages. We are thrilled to work alongside UNIQLO to empower women through this LifeWear for Her initiative, to create an ecosystem to support female entrepreneurs in the community. I am ever grateful for this partnership and look forward to the pop-up space at UNIQLO’s ION Orchard store where our homegrown women entrepreneurs will have a platform to showcase their business.”
UNIQLO celebrates International Women’s Day
This International Women’s Day, UNIQLO has also collaborated with Singaporean illustrator and art director, Alexa Ong (@woodandlead) to launch the ‘Fempowered’ UTme! collection – a customisation service that allows anyone to make their own original T-shirt, exclusively at UNIQLO Orchard Central Global Flagship store.
Available in six different designs, the overarching theme celebrates women for breaking convention, having a fearless spirit and more. The designs are hyperlocal and inspired by traditional bites such as the iced gem biscuit and local favourite – kaya butter toast.
Alongside this launch, shoppers can also look forward to new trend pieces launching throughout the month of March.
This includes the new Smart Skort that comes with a stylish asymmetrical hem in solid and houndstooth styles, the Denim Mini Skirt with a sleek high-waist design, classic Pleated Mini Skirts with a comfortable stretch waistband and a straight cut for a sleek, sport style, Wide Straight Pants that come with a gathered waist and comfortable 2-way stretch fabric, a stylish and versatile American Sleeve Cropped Bra Sleeveless Top, and the lightweight Combination Short Sleeve Flare Dress with elegant gathers for an airy, effortless look.
With a continuous refresh in its product offerings, UNIQLO celebrates women from all walks of life and hopes to continue lifting women up through comfortable everyday clothing.