Uniqlooks

Fashion retailer Uniqlo launched Uniqlooks, its social community site, last week. The website is designed for people around the world to share their Uniqlo style and inspire other customers.

The new site allows users to upload photos of their Uniqlo clothes via their Facebook profiles to create a look-book of ‘global street fashion’. Customers can upload photos and are then invited to ‘tag’ the merchandise. Once that is done a red icon and a link to the transactional site appear alongside it.

Using a Facebook log in, visitors can browse other user photos and ‘like’ them. The most ‘liked’ photos will be ranked higher on the site, with the top ranked looks then being used in-store. Users can then share their favourite looks with their friends via Facebook and Twitter. While the site only features user-generated content the retailer has wisely decided to retain editorial control and photos are moderated before they appear on the site. The effect is sleek and endorses the idea of the customer as the stylist.