"As Expected, Boycotts Are Just Fickle" vs "Padded Jacket for 100,000 Won? Amazing" Heated Debate
[Asia Economy Reporter Kim Soyoung] The Japanese fashion brand 'Uniqlo' sold out its limited-edition products, launched in collaboration with a domestic high-end brand, immediately after sales began.
On the 15th, Uniqlo introduced limited-edition seasonal products, including jackets and padded jackets, in collaboration with the Japanese high-end brand 'White Mountaineering,' priced in the 100,000 KRW range. White Mountaineering is an outdoor brand created by Japanese designer Yosuke Aizawa, known for winter padded jackets priced around 3 million KRW and spring/autumn jackets around 2 million KRW.
Uniqlo released the jackets and padded jackets at prices ranging from 129,000 KRW to 149,000 KRW, limiting purchases to two items per person, but these products sold out on the online mall within about two hours of launch.
This is not Uniqlo's first limited-edition marketing campaign. Previously, during the intense boycott movement (NO JAPAN) in Korea triggered by Japan's export restrictions and the 'comfort women insult' advertisement controversy in 2019, Uniqlo survived the crisis through limited-edition marketing.
Due to the boycott, Uniqlo's domestic stores suffered significant damage, with the number of stores in Korea decreasing from 187 at the end of 2019 to about 130 currently. After withdrawing 10 stores in February alone, Uniqlo plans to close its first domestic store, Lotte Mart Jamsil branch, on the 24th.
During the peak of the boycott in November 2019 and November last year, Uniqlo released products in collaboration with Jil Sander, causing a sell-out frenzy. At that time, some critics sharply questioned whether the boycott against Japanese products was losing momentum.
Despite consecutive store closures, supported by the popularity of limited-edition products, Uniqlo's Korean business has turned profitable. Uniqlo's parent company, Japan's Fast Retailing, announced in its 2021 fiscal year earnings report yesterday that while annual sales in Korea slightly decreased, the business turned profitable. However, specific figures were not disclosed.
Following the news of the limited-edition sell-out, online communities engaged in heated debates with comments such as, "It's pathetic to see buyers still purchasing despite the company's management mindset," "Padded jackets for 100,000 KRW? That's worth buying. Before criticizing Uniqlo, consider the quality and price," "I won't buy unless relations with Japan improve," "The fickle nature hasn't gone anywhere. I'm still boycotting," and "People should wear what they want. The problem is forcing NO JAPAN from the start."
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