UNIQLO:E
Jiayu Shi
UNIQLO: E is a proposed new product line under UNIQLO, designed to meet the growing demand for fashionable and functional clothing for elderly consumers. As the global population ages, many older adults face difficulties finding clothing that accommodates changes in body shape, reduced mobility, and personal style preferences. UNIQLO: E aims to fill this gap by offering adaptive garments that are easy to wear, comfortable, and stylish.
Unlike traditional adaptive clothing, which often sacrifices aesthetics for function, UNIQLO: E blends both elements seamlessly. Key features include a revised size guide tailored to aging body proportions, user-friendly elements like larger buttons, magnetic closures, and elastic waistbands, as well as trend-conscious designs that allow seniors to express themselves with confidence. The collection will be built upon UNIQLO’s existing strengths—affordable pricing, high-quality fabrics such as HEATTECH and AIRism, and advanced production and supply chains.
Marketing strategies for UNIQLO: E will include inclusive campaigns that challenge age-based stereotypes and highlight stories of independence and self-expression among older adults. With a growing silver economy and a market underserved by fashion-forward yet functional clothing, UNIQLO: E has the potential to empower elderly individuals while opening up a valuable new customer base for the brand.
My name is Jiayu Shi, and I studied at University of Westminster, majoring in Fashion Marketing and Promotion.
My approach to fashion marketing is driven by the desire to question norms and reframe expectations. Whether designing for overlooked audiences, exploring new modes of interaction, or reimagining the role of physical space in retail, my work exists at the intersection of empathy, innovation, and visual culture. I see marketing not just as communication, but as experience — a way to craft narratives that feel both personal and future-facing.
