2. 株式会社ユニクロ
Uniqlo Co., Ltd. - Clothing; Fashion; Retailer
Tadashi Yanai
CEO of Fast Retailing Co. Ltd
Larry Meyer
CEO of Uniqlo USA
“Unique Clothing Warehouse”UNIQLO
- Japan GLOBAL
4. 株式会社ユニクロ
Uniqlo Co., Ltd.
32 stores in the US
East & West coasts
200stores by 2020
Be the world’s biggestclothing retailer
UNIQLO
is a brand creating truly great
clothing with a unique way of
approach to apparel, and make
them designed for all people
around the world.
株式会社ユニクロ
Uniqlo Co., Ltd.
LifeWear
“MADE FOR ALL”
5. STRENGTH
- Fabric and Quality
- Function
- Timeless
- Corporate culture &
customer services
WEAKNESS
- Japan’s values vs.
American
- Less media coverage
- “No style”
OPPORTUNITIES
- Different concept of
fashion: simplicity =
unique style
- Not follow the others:
SLOW FASHION
THREATS
- New & Young
- Competitors: ZARA,
GAP, H&M, American
Apparel, Bershka
- Limited stores
株式会社ユニクロ
Uniqlo Co., Ltd.
6. 60%
50%
GOALs
- Correct UNIQLO’s brand image and
change public opinion
- Increase both UNIQLO’s e-
commerce and its in-store sales
OBJECTIVEs
Media
Coverage
Online buzz
& mentions
株式会社ユニクロ
Uniqlo Co., Ltd.
9. • Pitch Journalists:
- Fashion magazines
- Women& Lifestyle magazines
- Business/men’s magazines
• Subscribe to HARO
Help A Reporter Out: general
sections fashion& Style sections
MEDIA RELATIONs
10. Influencers, Stylists& Bloggers:
• Reach out to Stylists/ photographers &
samples upon request
• Fashion and lifestyle bloggers with over
1 M subscribers or 3 M followers on
Instagram
• Invite them to be styled with
UNIQLO and comment on their own
channels
• Long-term relationships
11. • TweetChat # WhoAreU
initiate the discussion about fashion styling and unveiling the true self
• Launch a Social Media Campaign “Be Urself”- to be creative about styling
• Family Contest - #UNIQLOFamily
- Oct. 15 to Dec. 1
• “Colorful Weekdays”
- one theme color each day
- get public sharing
- e.g.#RedMonday, #OrangeTuesday
SOCIAL MEDIA
12. COLLABORATIONs
- Former famous fashion designers
- Bags and Apparels
- Latest movies, trendy topics or local point of interests- Special
collections
13. Sep. Oct. Nov. Jan.
Dec.
Feb.
Keep connected with stylist
and bloggers
Pitch Journalists and editors
SM Campaign “”Be Urself”
ReTweet
Functional features
#Colorful Weekdays
Pitch local and
national media
Keep monitoring
Monitoring the media
Pitch men’s magazine
# UNIQLOFamily results
and rewards
Keep contacting
stylist and
bloggers
Evaluation
Conduct a survey
Corporate Meetings
Preparation of media
Content
Filter stylists and bloggers
Media Reach-out
Launch TweetChat
#WhoAreU
Media Training
Gift Guides Pitch
Functional features
Pitch Stories
Partnering with market team to
launch sales and pitch media
Contest #UNIQLOFamily
ReTweet
14. • Media Coverage
Track the tone and amount
Track Social Media conversation
Website visit
• Sales
Online buyers and their orders
In-store traffic and sales
• Survey
Analyze the result see what has been changed
EVALUATIONs
Editor's Notes
- fashion clothing retailer
- under Fas Retailing, NO.1 retailing in Japan.
- It is rooted in Japan, but aims at the Global Market.
ν Already very successful in Asian area,
ν 2005 first UNIQLO Store in the U.S opened in NJ.
- Tadashi Yanai-CEO
- Larry Meyer- former CFO and SVP of Forever 21- Uniqlo since 2013
ν Experienced with Financials, and store expansion
There are already many fast fashion brands in the market. They deliver the look of the moment, and they are famous for pulling things right off the runway.
But Uniqlo is nothing like these competitors. It believes more in slow fashion, meaning to take time to carefully make high-quality products.
Currently, ….
And their ambitious goal is to……
The philosophy behind this:
UNIQLO believes that they are producing LIFEWEAR
Made for all
NO matter what generation you are in, UNIQLO’s clothes will fit you, and your style
Because ……
Objective:
To attract 60% more fashion media coverage within six months.
To create more online buzz associating the brand with fashion and style and raise the relevant mentions from 30% to 60% within six months
Loyal customers: loyal shoppers, reviews and recognition of the brand are influential to the rest of the public; yet their opinion that UNIQLO is just basics may be solid, so we need a more conversational mode when communicating with them; show more about the fashion features; either reinforce and reformed, encourage them to be part of the fashion conversation and talk about the brand.
Occasional:
May not have been buying the brand so often but did have some experience with UNIQLO. Their opinion may not be so solid= inform and educate
Fashion followers:
They are the potential consumers
They leading or following the trend.
Have their definition about “fashion”, but they are more likely to view others’ suggestions or recommendations.
To educate them, we need third party endorsement to help form their recognition of the brand
Different targets
Non-typical target audience, they are not typically the other competitors targets
They are likely to be middle-aged, mid-level income person who have to support the families.
They are also likely to walk into the store and buy something durable, timeless with good quality yet accessible prices, for not only themselves, but also for their families and relatives.
Collaboration
Former HerMes designer, Lemaire, collaborated with UNIQLO on the 2015 Fall collection, and has been driving a huge attention from fashion industry and the sale is increasing.
