UNIQLO’s spin-off casual wear brand GU has opened a major new branch at Parco Part 3 in Shibuya.
In fitting with its name GU — pronounced “gee you”, a play on the word jiyu in Japan meaning “free” — a new service lets customers really see how their potential purchases look on them. Not only can you try the clothes on, you are then allowed to wear them outside so you can see how you look in a more natural context and can also check out other clothes in Shibuya to coordinate your fashion.
Of course, you still have to return the clothes and/or pay for them (when we said that “GU” meant “free”, it’s not the “no cost” meaning!) on the same day.
The new GU Shibuya Parco branch is located in the baseball floor of Parco 3 and, appropriately for Shibuya, specializes in women’s wear. The new shopping-fitting room service is apparently inspired by the concept of providing a “Girls Special Shop”.
The GU Fitting service will be a trial initially available until the end of June only for 30 customers per day. There is also free shipping for purchases over ¥3,000, in case you don’t want to be burdened by heavy shopping bags during your later jaunt around Shibuya.
All you have to do is go up to the GU Fitting counter with your choice of clothes (up to three items), give your name and phone number, and then you can saunter out of the store with the clothes on. You can then check out other apparel and try to find the right item to match your new GU wear, or even go home and see how the clothes fit in with the rest of your wardrobe.
The only condition is that you have to return the clothes within business hours of the same day but you are under no obligation to buy them. GU says that items returned but ultimately not purchased will then be used for mannequins and won’t be sold.
No photo ID is required. GU trusts shoppers to give a real name and phone number, and of course return the items to pay!
I think we can safely say that this service would never work outside of Japan!