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We never thought Uniqlo was a store that would go in for gimmicks, but last week we dropped in on the first of a series of Thursday evening in-store jazz performances, and the idea seems to be working.
For sure it demonstrates creative thinking, as they could just have thrown a DJ into a booth like everyone else. Instead, each Thursday from 7pm to 8pm, the Fifth Avenue flagship invites a different jazz troupe to set up on the second floor stairwell landing and make some music.
During this hour, shoppers who purchase any of the UT items?those are the graphic T-shirts, now printed with Andy Warhol art?receive a free jazz CD at check-out.
Today marks the second week of the event, and if it's anything like last week, expect a little crowd to gather on the first floor, which eventually trickles up the escalator to shop to the tune of a saxophone instead of piped-in pop music. Uniqlo knew what they're doing.
· Collabs: Undercover Uniqlo [Racked NY]
· Cyndi Lauper and Tavi Gevinson Star in Uniqlo's New Campaign [Racked NY]