Vogue's Hottest Product of the Year helped Uniqlo reach £1.1 billion in sales

The Japanese fashion retailer calls its mini shoulder bag a bestseller among young shoppers. Photo: Richard A. Brooks/AFP

A banana bag that went viral on TikTok has caused a surge in sales for Uniqlo.

The Japanese fashion retailer's sales in the UK and Europe rose 36% to more than 1.3 billion euros (1.1 billion pounds sterling). for the year to August 31, 2023, new reports show. Profit before tax rose by €77 million to €187 million.

The company attributed the growth to demand from younger shoppers, highlighting its mini round shoulder bag as a best-seller among this group.

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Nicknamed «banana» due to its distinctive shape, the bag has 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, showing off how surprisingly roomy it was.

The crossbody bag, which retails for £14.90, is also popular success among the high fashion crowd, with Vogue declaring it the “hottest product of the year” for April 2023. The design is reminiscent of luxury Prada bags from the 1990s.

The hype helped the bag become Uniqlo's best-selling bag in history, despite no money being spent on marketing or advertising.

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

Uniqlo said in its reports: “There has been… a significant increase in the number of young customers who have chosen items such as a mini round shoulder bag, a bra and pleated pants that went viral in the summer.”

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

The company has just 18 stores across the UK, making the UK a relatively small market for the brand. Last month the company opened a new flagship site on Oxford Street in London.

Uniqlo's success has helped Mr Yanai become Japan's richest man, with a fortune of $35 billion.

Uniqlo has reached out further comment for help.