Japanese clothing manufacturer Uniqlo have done it again. Let me qualify that; have nearly done it again.
Consistently at the forefront of digital innovation, any new campaign from them is always well worth a look. This time they’ve created a virtual runway show to highlight the new looks of the season.
Uniqlo
The beauty of this site is the ability for the user to view the entire range, pick out the specific looks they like, then break them down into the component parts. This level of visual impact and interactivity is a far cry from the static catalogue image treatment so prevalent in New Zealand e-commerce sites.
While the video component is beautifully handled, both with the models en-mass or individually, I thought the ability to drill down into product specific details (and ultimately online ordering) was curiously absent.
I really wanted to do more with this site, and ultimately found the experience a little superficial. They did all the right things to make me want the product, but then made it too hard for me to get it. The lesson here is that no matter how creative you want to be, the fundamentals of user interaction shouldn’t be forgotten!
So, in my opinion this site came close to the quality of their previous world-beating work, but failed at the final hurdle – definitely a case of style over substance. Take a look and see if you agree:
Author: André Louis, Publicis Digital
