Uniqlo’s £15 ‘banana’ bag drives sales surge after going viral with Gen Z

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Japanese fashion retailer singles out its mini-round shoulder bag as a best seller among young shoppers – Richard A. Brooks/AFP

A “banana” bag that went viral on TikTok has triggered a sales surge at Uniqlo.

Sales across the Japanese fashion retailer’s UK and European business rose by 36pc to more than €1.3bn (£1.1bn) over the year to 31 August 2023, newly-filed accounts show. Pre-tax profits rose by €77m to €187m.

The company put the increase down to demand from young shoppers, singling out its mini-round shoulder bag as a best seller among this group.

The bag, nicknamed the “banana” thanks to its distinctive shape, captured the imagination of Gen Z and millennials on TikTok in 2022 and 2023. It went viral after a user posted a video of her unpacking a procession of items from the bag, showcasing how surprisingly roomy it was.

The shoulder bag, which sells for £14.90, has also proved a hit with the high-fashion crowd: Vogue claimed it was the “hottest product of the year so far” in April 2023. Its design is reminiscent of luxury Prada bags made in the 1990s.

The hype helped the bag to become Uniqlo’s best-selling bag in history, despite spending no money on marketing or advertising it.

Other Uniqlo products have also attracted attention on TikTok and other social media channels, including a top with a built in bra and a pair of wide-legged pleated trousers.

Uniqlo said in its accounts: “There has… been a significant increase among the younger customer base who have embraced items like the mini-round shoulder bag, bra-top and pleated trousers that went viral during the summer.”

Founded by the businessman Tadashi Yanai in 1984, Uniqlo has grown into one of the world’s largest fashion retailers, with more than 2,400 stores.

It has just 18 stores across the UK, making Britain a relatively small market for the brand. Last month it opened a new flagship site on London’s Oxford Street.

Uniqlo’s success has helped turn Mr Yanai into Japan’s wealthiest man, with a fortune of $35bn.

Uniqlo was approached for further comment.