Uniqlo launches on-the-go apparel vending machines

Aug 08, 2017

Uniqlo To Go should help broaden the brand's appeal in the US market

Japanese casual clothing brand Uniqlo is attempting to raise the profile of its brand in the US by installing a vending machine dispensing clothing at Oakland Airport in California – and says it plans to roll out the concept at select airports and malls nationwide.

The so-called 'Uniqlo To Go' concept will dispense the brand's signature LifeWear apparel, including its UltraLight Down jackets ($69.90) and HeatTech Tops ($14.90) in a variety of colours and styles for men and women.

The Automated Retail Machine are set to appear in ten locations around the country, enabling customers to purchase what they want, when and where they need it.

"We are looking forward to introducing a new and easier way of shopping," says Hiroshi Taki, Uniqlo USA CEO.

"Uniqlo To Go machines will carry the best of LifeWear, providing convenience to travellers looking for a warm jacket without the bulk or a versatile undershirt, all with the push of a button.

"Our aim is to answer the real needs of our customers through clothing, and we hope to broaden the reach of that mission through this new concept."

Building on the retailer's aim of offering great products in a fun and surprising way, this novel vending machine experience represents the intersection of technology, convenience and efficiency, the company explains.

As well as Oakland Airport, other high traffic locations will include Hollywood & Highland Center in Los Angeles, Houston Airport and Queens Center in New York.

The retailer could well be on to something; according to the International Air Transport Association (IATA) passenger figures globally are expected to double by 2035 to 7.2 billion.

Costs and consumers

Undoubtedly, a vending machine carries significantly lower costs than a physical store. It's automated so there's no staff to pay to operate it – except maybe stock replenishers. The cost of utilities are either minimal or non-existent. And rental space no doubt costs way less too.

But while a drink, a chocolate bar, or a packet of crisps are almost impulse purchases and so have worked well for decades in vends can the same really be said for a jacket? Or a jumper?

Maybe. How about the "forgetful" traveller who left behind a T-shirt. Or maybe one who is worried where they are headed may be cooler than they first imagined? Or someone looking for a last-minute gift or purchase before boarding. And of course there are the shoppers for whom the sheer convenience the vend offers may well appeal.

While perfect in terms of speed and convenience, barriers to the success of apparel vending machines are likely to arise when customers aren't sure of sizes or want to get a feel of the fabric before they buy. There is also the issue of returns and exchanges.

And even if the concept doesn't work, Uniqlo's owners will incur fewer costs taking their vending machines offline than they would closing several physical stores.

Indeed, Uniqlo's latest effort to tackle dwindling sales in the US comes after it said last year it would scale down its US expansion plans and shut five stores as it struggled to boost sales.

Source: just-style