UNIQLO was fixated on pushing their products through POS without understanding the nuances of picky Londoners. We needed to go beyond product features, to resonate with our audience on an emotional level. After researching Londoner millennials extensively, we produced a series of ideas, from quick executions to long-tail initiatives, to engage them in their daily ecosystems.

1. LET’S TALKABOUT

2. Where itall started: ModernClassics Promotion
Activity Flyer distribution around London
Target high footfall areas
Audience London Professionals
Printed 15K
Distributed 6K (Flyers)
9K (In-store)

3. Location Chancery
Lane
Covent
Garden
Oxford Circus
Holborn
All across London

4. Recentspecial promotions
UT THE NEW MODEL T_LOGO_2013.10.03 STRICTLY CONFIDENTIAL
WIN TICKETS TO THE
AVENGERS PREMIERE
AT UNIQLO STRATFORD!

5. Beyond flyers
We feel that we needed to go beyond
product features, to resonate with our
audience on an emotional level.
Especially Londoners. They’re a picky
bunch.
And we researched them extensively.
Let’s take a look at what we found.

6. I AM THELONDON MILLENNIAL
48%
prefer
word-of-mouth
overTV ads
53%
trust social media
when buying
online
56%
willing to
promote brands
via social media
84%
believe in brand
generated
content
76%
would give up
luxuries over
dining out
LONDON
is the mostsocial
city in the world
75%
of workforce will
be Gen-Y by 2020
95%
of them have
used social in the
past month

8. LONDONERSKNOW ABOUT UNIQLO.
WHAT THEY DON’T KNOW IS,
WHAT DOES UNIQLO STANDFOR?

9. A POSSIBLE STARTING POINT?
LifeWear™

10. Why?
LifeWear amplifies UNIQLO’s guiding
principle.
Our aim is to develop Londoners’
understanding of what this means. The
Life part of LifeWear is about people and
their lives. We, as UNIQLO, want to
develop products that fit into these lives.
That’s why, our narrative should talk
about how our products connect with
Londoners.

11. Our Brief
Challenge
UNIQLO’s ‘LifeWear’ range encapsulates the brand’s ethos of paring functionality
with good value - a message they want to promote in this city and claim space in
Londoner’s wardrobes.
Audience
Londoners who want to look smart for themselves, their profession and their city
- one of the fashion capitals of the world.
Proposition LifeWear is as much about lifestyle as it is about life and style.
Insight
Londoners go through many guises every day. Changing in the gym. Running to the
bus. Acing client meetings. Dancing till closing time. And that’s just Tuesday. They
want everything, every day. Their wardrobe needs to keep up - with every thing, every
day.
Strategy Make UNIQLO LifeWear a functional part of London life.

12. Our Ideas

13. This is my #LifeWear
WHAT?
Let’s quiz Londoners, socially - how do they choose to wear
life? Participants to this competition will post their daily LifeWear
stories with blurbs about how they balance their professions with
their passions, functionality with style, every day with every night.
Winners will be chosen at the UNIQLO HQ and will be awarded a
trip to Japan - making LifeWear a true enabler in the winner's life.
HOW?
Invite our social followers to bring proof to our promise by sharing
how they balance their lives – 140 characters at a time. Taking cue
from our insight around how Londoners wear many guises every
day, we’ll celebrate and reward their diverse roles. DJ by night,
accountant by day? Nurse in the morning and a sculptor in the
evening? LifeWear has you covered. Make your eccentricity take
you places, whether it’s a London experience or beautiful Japan.
WHY?
Practical functionality coupled with creative passion is what defines
the modern Londoner. It defines LifeWear. It defines UNIQLO.
MEDIA Competition, Digital, Social

14. UNIGRADUATION
WHAT?
Every year, thousands of students graduate in London and take
the road to becoming urban professionals.
Academically qualified yet sartorially challenged, they scamper for
suggestions on what qualifies as work wear. By setting up
a campaign, backed by a university-focused activation - UNIQLO
can really welcome these lifetime wearers into the LifeWearearly
on.
HOW?
An activation-lead presence at Graduation and/or professional
fairs, further enhanced by talks by professional designers on the
DOs and DON’Ts of professional wear. Create events to promote
LifeWear and boost student attendance at the new 311.
WHY?
Nobody teaches this at school. Get into their minds while they’re
young to stay in their wardrobes forever.
MEDIA Twitter, On-campus activation, PR

15. FASHION REVOLUTION
WHAT?
UNIQLO takes classic style clothing and adds modern technology to it, and upgrades
and modifies it to give a functional advantage. Also the combining of UNIQLO clothing
with your other items, upgrades them with our with technology. So a stay-crisp shirt
upgrades your formal wear, the insulated gilet upgrades your coat, etc. By working with
Central St Martins or the London College of Fashion, we'll celebrate the adding of
function to fashion, looking at surgeon’s cuffs (working cuffs) on suits, lined pockets in
Barbour jackets, and now, how UNIQLO is adding science-driven innovation to classic
items.
HOW?
A retrospective exhibition, created and curated by young maestros of fabric, journeying
through time about how practicalities of yesterday influenced the fashion of today and
beyond - brought to you by UNIQLO. This has the legs to become a social-powered
competition, setting a #LifeWear brief for the designers, exhibited in our new flagship
store.
WHY?
Magnify the ethos of UNIQLO’s LifeWear and embark on a journey of owning everyday
practical fashion in everyone’s arsenal of clothes.
MEDIA In-store Event, PR, Instagram, Pinterest, Social

16. SUSHIQLO
WHAT?
Nothing is more synonymous with Japan than sushi. UNIQLO has the unique
opportunity to really own the sushi footprint of the capital. Being one of the favourite
cuisines of fast-paced Londoners, sushi is the chosen fodder for the modern urbanite.
With hundreds upon hundreds of sushi restaurants sprinkled across town, finding the
good ones can be a sticky challenge. UNIQLO's SUSHIQLO app can locate, rate and
share London's best sushi places. Another task made simple and fun, for everyone,
every day.
HOW?
Download and load up the best sushi places around you instantly - as curated by
sushi-overs, their finds, reviews and ratings, all across London town. The next phase
can involve partnership with well-known sushi retailers and delivery options. Checking-
in will unlock special LifeWear offers.
WHY?
Follow the tradition of prior hits like the UNIQLO Clock and Calendar apps, making
simple daily functionally a little more fun for everyone, everyday.
MEDIA App, Twitter/Facebook sharing options, Social check-ins

17. Q&A
HOW TO BRING MORE
LONDONERS INTO
THE BRAND?
HOW TO BRING MORE
LONDONERS INTO
THE STORE?
HOW CAN THE NEW
311 STORE BE A
CATALYST FOR BOTH?
LifeWear Digital & Social The Third Space?

18. ARIGATOU
We’ll be standing by
to hear more from you.
www.founded.com

19. The Third Space
The first two spaces are the Home & Work.
The Third space is distinct from both of these.
It is an environment where people meet to unwind, discuss
and talk about things that matter to them, where
communication and interaction can be functional. It’s a place
where brands come to life through sensory exploration and
sharing experiences.
It’s about sociability.
Burberry LondonStarbucks New YorkTED BAKER London
JIGSAW LondonTOPSHOP London
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