Simplicity for the win

When you are selling basics, should you have a complex strategy? Something doesn't sound quite right about that, but lots of retailers have taken that path. Not Uniqlo, a Japanese private label apparel company. Simplicity is the main theme of their strategy, starting with product design, continuing all the way through to the in-store experience.

Let's start with their product categorization. If you visit their website today, you will find a total of 7. Things like "shirt" and "bottom". And items for both genders (their only departments) are grouped together. The display, both in store and online, reflects the minimalist strategy as well. You can view all of their products at one time, and can see all of the available colors exposed, making the shopping process extremely easy. You can even control the size of the images in their online display, leaving the amount of clicks and scrolling necessary completely in the customer's hands.

This strategy certainly isn't for everyone. Many product lines do not lend themselves to this methodology, but it is working for Uniqlo. Their Manhattan US flagship (also their only US store) is a destination. And the best part - simplicity throughout allows this retailer to keep their prices low, a win for everyone in this economy.