UNIQLO is a Japanese clothing company founded in 1984 that aims to provide casual clothing for all ages. The main target audience is young people aged 18-25 who have diverse fashion tastes. UNIQLO's big idea is to provide unbelievably light and easy to layer clothing for comfortable warmth that aligns with their brand theme of lifestyle. Their $250,000 one-year digital marketing budget focuses on optimizing their mobile website and app, SMS campaigns, and social media like Facebook, Instagram, and Twitter to improve knowledge of their women's bottoms, positively influence sales, and create a long-lasting impression of their LifeWear concept.

1. UNIQLO
Digital Marketing Strategy
ADV 420
Yuemeng Zhong

2. Company’s background
• UNIQLO is a Japanese company that ensure it
provides casual clothes for all kind of people
• Founded in 1984 by Ogori Shoji

3. Target audience
The main target audience was
young people(18-25) ,due to their
diverse taste and preferences in
fashion.
Baby, Children, and Old people.

4. Big Idea
• Big idea: unbelievably light & easy to layer and carry anywhere for
comfortable warmth
• Psychological continuity: consistent with brand
• Theme: lifestyle
• Image: young, energetic free active independent
• Attitude: positive encouraging

5. KPI
1 Direct mail 2 Digital campaigns 3 US website
4 APPs 5 Store

6. Social Media
Facebook
Instagram
Twitter
LinkedIn

7. Tools and Tactics
• Low price sale
• High quality
• Attract young people
• Media Advertising
• Blogs

8. Budget for one year
• Mobile Optimized Website $50,000
• UNIQLO APP $65,000
• SMS Text Campaign $55,000
• Mobile Marketing Manager $75,000
• Contingency $5,000
• Total = $250,000

9. Goal of UNIQLO
1:Improve product
knowledge of
women’s bottoms.
2:Positively
influence sales.
3:Long lasting
impression of
LifeWear.

10. THANK YOU FOR YOUR
PARTCIPATION
More information please visit
http://www.uniqlo.com/us/toppage-ab.html