One of the reasons that I really like Uniqlo is that they somehow manage to take really simple clothing and present it in a way that makes everyone think it was woven from unicorn hair. I really don’t know how they pull it off, but somehow they manage. Their site design is always fresh and very slick, making their brand a desirable one rather than something that’s cheap. If Steve Jobs and Apple computers ever got in the business of selling cheap-ass bargain basement clothes, the result would be something not very unlike Uniqlo.
When I saw their line of ‘Roomwear’ I instantly knew that they’d hit yet another bullseye. I mean, who else thinks to launch a line of clothing as being specifically used for lazing around the room. The marketing department at Uniqlo must have sounded like something straight out of a Seinfeld episode for this one:
“Jerry, it’s Roomwear! You wear it (dramatic Kramer pause) in the room.”
“You wear it in the room?”
“That’s right, in the room baby!”
“So they’re pajamas?”
“No, pajamas are for sleeping. These are only for wearing in the room. They’re Roomware.”
“Not everyone lives in their room like you Kramer. Some people have JOBS!”