🇺🇸 Launching in NYC and Online
In September, Japanese fashion brand GU opened its first U.S. flagship store in New York, along with its new eCommerce platform. The store marks GU’s entry into the competitive American market with a Click-and-Mortar approach, where online and in-store shopping seamlessly merge. GU’s U.S. Marketing Manager Dawn Abotsi explained that this hybrid experience, supported by the GU app, aims to enhance convenience and flexibility for American shoppers.
📱 Digital Integration Drives Experience
The GU app is central to the brand’s U.S. strategy. The app allows customers to scan barcodes for real-time inventory updates, get personalized sizing with the “MySize CAMERA,” and mark favorite items for back-in-stock notifications. “We believe success in the U.S. is key to global success,” Abotsi said. She noted that by blending online and offline options, GU provides an “easy and convenient” shopping experience, encouraging shoppers to explore both formats.
🛍️ Capitalizing on Click-and-Mortar Trends
GU’s model aligns with the growing popularity of Click-and-Mortar shopping, which a recent PYMNTS report found has risen 38% since 2020 across the U.S., U.K., and Brazil. Shoppers increasingly value tech-enhanced shopping, and U.S. data shows a 65% satisfaction increase among Click-and-Mortar users. By merging digital convenience with in-store access, GU aims to stand out in the U.S. fashion market.
🌱 MINI edit MAX and Sustainable Style
GU differentiates itself with its “MINI edit MAX” concept, offering fewer items while maximizing style and quality. According to Abotsi, GU’s collections are curated for mix-and-match options, simplifying shopping choices while emphasizing affordability. The approach also cuts down on supply chain costs, supporting both eco-friendly production and wallet-friendly prices. “Our concept delivers high-quality products that are in demand today,” Abotsi said, noting this minimalist, curated model sets GU apart from both fast fashion and its sister brand Uniqlo.
Is GU’s app-led shopping model a game changer?
