Beating the Winter Heat

September 29, 2009 at 11:35 am Leave a comment

Last winter, Uniqlo beat its competition hands down in the race to sell the season’s hottest thermal wear. From pastel turtlenecks to puffy jackets, its HEAT TECH clothing line became the year’s most gossiped bundle of threads.

This winter, Uniqlo’s underdog competitor Aeon is determined to steal the throne with its line called (drum roll please) ….HEAT FACT! The apparel is similar to last year’s — short-sleeve tees, camisoles, turtlenecks, and long Johns — but boasts a higher thread-count for a softer, warmer feel. HEAT FACT also aims to beat competitors with a price tag 20-30% less than Uniqlo’s offerings (between $7 to $12).

HEAT FACT was just launched last week at 1,000 stores nationwide and retailers are hoping to sell at least 10 million items. Truthfully, Aeon isn’t exactly a chic brand, selling at places like Jusco and Daiei, which are like the Big Lots and Walmart of Japan. Uniqlo, on the other hand, is like Gap, appealing to both kids and adults at an affordable cost.

Especially in times like these, winter-wear has become an aggressive market. When the air gets frigid, people still want to restock their wardrobe but without breaking the bank. If Aeon wants to do well, I hope they have an eye-popping promotional campaign lined up, otherwise I think I might go for HEAT TECH. The name just sounds cooler, don’t you think?


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September 2009


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