Uniqlo adjusts "Made for All" fit in favor of a "3-D" fit

Uniqlo is currently reinventing its “Made for all” garment fit and is exploring

options to offer value clothing lines in lower-tier Asian cities and include bigger sizes for its US market.

Japan's largest clothing retailer has marketed its “Made for All” campaign globally for the past few years and offered the same products in each store, instead of altering certain designs for specific markets.

However, earlier this week top company executive Yoshihiro Kunii told Reuters that Uniqlo was currently investigating ways to offer a better fit for its overseas US customers, to help expand its consumer base in the country.

“This is going to be our next challenge in the United States: how to adjust our clothes for a more '3-D' fit, particularly for women,” said group executive vice president Kunii. “There are many different ethnic groups in the United States, and this makes it tough to come up with the optimal range (to match the fit).”

Kunii did not reveal when Uniqlo would come out with its new “optimal” range but added that “we need to do this, and want to come up with a solution as soon as possible.” Now, Fast Retailing, parent company of Uniqlo, plans on designing an estimated 10 percent of Uniqlo's product range with its local customers measurements in mind, and is set on selling these products in foreign market if the needs arises.

Uniqlo also aims to increase its current range of products with US grown, high grade Supmia cotton to 30 percent globally, up from 20 percent last year added Kunii. The Japanese apparel clothing gained approval this year to use the registered trademark of Supima cotton for its clothing labels.

Being successful in the US market, currently the world's biggest apparel market, is important for Fast Retailing if the company hopes to achieve its goal overcoming rival apparel companies Inditex, Hennes & Mauritz and Gap Inc and becomes the world's largest clothing retailer by 2020.

However Planet Retail, global retail analyst firms, warns that while the move to expand its current product sizing may be a step in the right direction, "this alone will not be enough to hit its ambitious targets."

"This would most likely require even larger measures in the near future, such as major acquisitions and intensified branding efforts," states Planet Retail. The firm adds that the challenge in altering its product developement lies in "ensuring Uniqlo’s product standards are maintained".