Uniqlo saw profits soar in its full year results, thanks to its “banana” bag which went viral on TikTok.
Pre-tax profits at the retailer’s UK and European arms surged by £66m to almost £160m for the year to 31 August.
Additionally, sales shot up 36%, according to the Japanese business’s newly-filed accounts.
Uniqlo attributed the rise to young customers snapping up its mini-round shoulder bag in droves, which was a best-seller among this demographic.
The £14.90 bag, known as the “banana” due to its shape, became popular among Gen Z and millennials on TikTok in 2022 and 2023, after a user shared a video demonstrating how roomy the bag was.
In April 2023, Vogue also claimed the bag was the “hottest product of the year so far”.
The accessory has become Uniqlo’s best-selling bag in history, although the retailer has reportedly spent no money advertising or marketing it.
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Other Uniqlo items which have garnered popularity on social media include a pair of wide-legged pleated trousers and a top with a built in bra.
In January, Uniqlo sued Shein over accusations the retailer has copied its popular shoulder bag.
The legal case, filed at the Tokyo District Court, claimed some of the shopping platform’s bags “closely resemble” Uniqlo’s viral Round Mini Shoulder bag.
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