A recent viral TikTok video featuring a woman showcasing the contents of her Uniqlo shoulder bag has propelled the product to global cult status. The Japanese retailer is now capitalizing on the momentum by expanding the range of colors, fabrics, and custom embroidery options for the popular accessory.
The Round Mini Shoulder Bag, affectionately dubbed the ‘millennial Birkin’ among other nicknames, was initially introduced in 2020. However, it wasn’t until the TikTok video surfaced in 2022 that the bag skyrocketed in popularity, leading to supply shortages and making it one of Uniqlo’s top-selling items in various markets.
Kanoko Takenokuchi, Uniqlo’s global merchandising director, expressed confidence in the bag’s enduring appeal, stating, ‘I have a feeling that it’s not just a passing trend but is becoming a permanent item that will stay in people’s lives for a long time.’
While Fast Retailing Co., the parent company of Uniqlo, did not disclose specific sales figures, it confirmed that the shoulder bag remains a top performer in multiple regions. The company anticipates a 9.5% revenue increase to ¥3.03 trillion ($19.7 billion) for the fiscal year ending in August, driven by international expansion efforts beyond Japan.
Uniqlo’s strategic focus on functional and affordable products has resonated with consumers, positioning the Round Mini Shoulder Bag as a compelling alternative to high-end designer bags. Priced at ¥1,500 in Japan and $19.90 in the US, the bag offers a budget-friendly yet stylish option for fashion-conscious shoppers.
Analyst Taku Sugawara from Iwai Cosmo Securities Co. commended Uniqlo’s approach, noting, ‘Customers appreciate that it’s much cheaper than designer bags but that the product still has value.’
Lyst Ltd., a fashion technology company, recognized the Uniqlo shoulder bag as the hottest product in the first quarter of the previous year, marking it as the most affordable item ever featured in the Lyst Index, a quarterly fashion ranking.
The bag’s inception traces back to 2019 when Uniqlo embarked on designing a compact yet versatile bag capable of accommodating various essentials. Following extensive testing by employees, the final product was crafted to accommodate items ranging from large wallets to water bottles, with additional inner pockets for smaller belongings.
