FASHION PR

Veronica Maccan-S008015441

CONTENT PAGE

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PAG.3: INTRODUCTION PAG.4: BRAND DNA PAG.5: UNIQLO SWOT ANALYSIS PAG.6: PEN PORTRAIT OF UNIQLO TARGET CUSTOMER PAG.7: STRATEGY-GENDERFLUID COLLECTION PAG.8: COLLABORATION-JADEN SMITH PAG.9: COLLABORATION-RUBY ROSE PAG.10: SECONDARY RESEARCH PAG.11: PEN PORTRAIT OF UNIQLO GENDER FLUID PAG.12: PROMOTION STRATEGY #1-CELEBRITY ENDORSMENT PAG.13: PROMOTION STRATEGY #1-CELEBRITY ENDORSMENT PAG.14: PROMOTION STRATEGY #2-SOCIAL MEDIA

PAG.15: PROMOTION STRATEGY #2-SOCIAL MEDIA PAG.16: PROMOTION STRATEGY #2-SOCIAL MEDIA PAG.17: PROMOTION STRATEGY #2-SNAPCHAT TAKEOVER PAG.18: PROMOTION STRATEGY #3-EVENT PAG.19: PROMOTION STRATEGY #3-EVENT PAG.20: PROMOTION STRATEGY #4-WEBSITE PAG.21: PROMOTION STRATEGY #5-EDITORIALS PAG.22: REASON OF SUCCESS PAG.23: THANK YOU PAG.24: REFERENCES

INTRODUCTION

Uniqlo is a Japanese casual wear retailer founded in 1949

leader in terms of sales and earning in the company hometown

started as a men only clothing shops called “Men’s Shop OS” (from the name of the owner Ogori Shōji)

1984 opened a unisex casual wear store in Hiroshima under the name "Unique Clothing Warehouse”

1988 the staff in charge of registration confused the "C" with a “Q", and that is how the name UNIQLO was born.

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INTRODUCTION

BRAND IDENTITY

innovation technology quality durability

UNIQLO SWOT ANALYSIS STRENGHTS

in Japan, the home town of the brand, Uniqlo is one of the leading clothing retailer in terms of sales and profit operates in 15 countries worldwide strong international presence big product diversification in both female and male and children sectors large amount of stores (over 1,400 stores in 16 markets worldwide) huge workforce (over 30.000 employees) good quality with a reasonable price well trained staff in the stores charity initiatives, recycle of clothing and donation to refugees

WEAKNESSES basic style of the garments, plain design that sometimes lacks of fashion awareness lack of effective marketing and PR campaign to promote the brand (e.g. used celebrity endorsement just once in 2014, a collaboration with Pharrel Williams) production still based on the four season cycle lack of brand awareness because of weak advertising

OPPORTUNITIES create a more exciting style, more fashionable and less basic Uniqlo has already a good brand image so it can leverage it by increasing marketing and PR strategies (e.g.: viral advertising, celebrities endorsement, use social media to promote themselves etc…) expand in new countries insta-season: the brand should create collections that don’t stick to specific seasons anymore as they have stores in different countries with different weather conditions

THREATS intense competition in the market (e.g. Tesco, M&S, John Lewis etc…) fast fashion competitors producing more fashionable clothing with cheap prices (e.g. H&M, Forever 21, Zara etc…)

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PEN PORTRAIT OF UNIQLO TARGET CUSTOMER

name: Charlotte Davies age: 31 gender: female location: London-Battersea Park occupation: PA income: £45.000 generation: Y millennial social grade: B lifestyle: busy because of her job, she lives with her fiancé and her dog. She is quite an active person and likes to walk with her friends in the park and goes to the gym twice a week. style: she likes to dress well, quite fashionable but she doesn’t care much about trends, she loves basic colours easy to combine together. Her style can be defined casual but at the same time chic purchasing motives: she desires good quality garments but at reasonable prices, shops for casual everyday fashion, something comfortable and durable.

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GENDERFLUID COLLECTION

STRATEGY

Create and promote a collection of gender neutral coats cash cow

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UNIQLO GENDERFLIUD COLLECTION DESIGNED BY JADEN SMITH & RUBY ROSE

• Jaden Smith • generation Y • model,actor,singer • considers himself as gender

fluid • LV women campaign

refusal to be labelled or combined in one

stereotype or another, in terms of who you

are and how you dress

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UNIQLO GENDERFLIUD COLLECTION DESIGNED BY JADEN SMITH & RUBY ROSE

• Ruby Rose • generation Y • model, actress • considers herself as gender fluid

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SECONDARY RESEARCH

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-WGSN

PEN PORTRAIT FOR UNIQLO GENDERFLUID

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name: Allison Manford age: 22 gender: considers herself as gender fluid location: London - Shoreditch education: studies graphic design occupation: part time waitress income: £15.000 generation: Y millennial social grade: B/C lifestyle: she is busy because of her studies and shares a flat with other students. She likes to go out with her friends, visit art galleries, party and in her spare time she reads and paints. style: she likes to have a unique edgy style, but she doesn't care too much about following trends. She loves to buy practical clothes that she can style with different outfits. purchasing motives: she desires fashion and durable clothes but not too expensive. Normally she shops for casual everyday garments that she can use both in university and when out with friends.

PROMOTION STRATEGY #1CELEBRITY ENDORSEMENT

• Sarah Snyder • generation Y • model • featured in the new

UNIQLOxKAWS collection • Jaden Smith girlfriend

GIFT CELEBRITIES IN ORDER TO EXPLOIT THEIR INFLUENCE ON SOCIAL MEDIA AND

RAISE BRAND AWARENESS AND SALES

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PROMOTION STRATEGY #1CELEBRITY ENDORSEMENT

• Miley Cyrus • generation Y • singer,model,actress • considers herself as gender

fluid

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PROMOTION STRATEGY #2SOCIAL MEDIA

PROMOTION ON SOCIAL MEDIA PLATFORMS IN ORDER TO RAISE BRAND

AWARENESS AND INCREASE SOCIAL MEDIA PRESENCE

#UNIQLOGENDERFLUID 14

PROMOTION STRATEGY #2SOCIAL MEDIA

#UNIQLOGENDERFLUID

UNIQLO GENDERFLIUD COLLECTION#UNIQLOGENDERFLUID

UNIQLO GENDERFLIUD COLLECTION#UNIQLOGENDERFLUID

Check out the new #UNIQLOgenderfluid collection designed by me and @JadenSmith In-Store and Online. It is time to stand for a gender revolution !!!

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PROMOTION STRATEGY #2SOCIAL MEDIA

#UNIQLOGENDERFLUID

My new #UNIQLOgenderfluid ultra light down jacket designed by @JadenSmith and @RubyRose. I stand for #genderfluidity

Come help us celebrate the launch of #UNIQLOgenderfluid new collection tomorrow at 311 Oxford Street store. Hurry and Register online for the limited tickets availability and don’t miss the chance to meet @RubyRose and @JadenSmith

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PROMOTION STRATEGY #2SOCIAL MEDIA

SNAPCHAT TAKEOVER

UNIQLO has to promote his snapchat to the UK market

Jaden and Ruby snapchat takeover

aims: attracts younger customers as snapchat is a young social media platform, show an insight of the critical path (production, design, promotion, event etc…)

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PROMOTION STRATEGY #3EVENT

LAUNCH EVENT WITH CATWALK SHOW AND CELEBRITIES INCLUDED IN ORDER TO GENERATE BUZZ AND ATTRACT THE PRESS

• celebrities: Jaden Smith & Sarah Snyder, Ruby Rose

• customers need to subscribe to the website and get the chance to win a ticket for the event

• goody bags: merchandising and discount voucher

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PROMOTION STRATEGY #3EVENT

19INVITATION

UNIQLO GENDERFLIUD COLLECTION#UNIQLOGENDERFLUID

311OXFORD STREET

TO CELEBRETE THE LAUNCH OF THE NEW UNIQLO GENDERFLUID COLLECTION WE ARE HOSTIN A CATWALK SHOW & LAUNCH EVENT WHICH EMBODIES THE POWER OF GENDER FLUIDITY

PROMOTION STRATEGY #4WEBSITE

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UNIQLO GENDERFLIUD COLLECTION#UNIQLOGENDERFLUID

UNIQLO GENDERFLIUD COLLECTION#UNIQLOGENDERFLUID

SHOP HERE

PROMOTION STRATEGY #5EDITORIALS

EXAMPLES OF EDITORIALS THAT THE APPLICATION OF THE STRATEGIES MIGHT

RESULT IN

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Coat, UNIQLO GENDERLESS, £150-

Shoes, LV, £998- Jeans, J-Brand, £500-Shirt, All

Saints, £345

Coat, UNIQLO GENDERLESS, £150-dress, Dolce&Gabbana, £3.600- belt,Top Shop, £56Vogue Marie Claire I-D Dazed & Confused

REASON OF SUCCESSraise brand awareness

surge in number of social media followers

engage with new social media platform

generate more sales

create a brand image more appealing to younger customers

engage the press and obtain publicity

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By using this promotion strategies UNIQLO will:

THANK YOU

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• Fastretailing.com. (2016). UNIQLO Business Strategy | FAST RETAILING CO., LTD.. [online] Available at: http://www.fastretailing.com/eng/group/strategy/tactics.html [Accessed 1 May 2016].

• Mail Online. (2016). Ruby Rose reflects on the importance of androgynous role models. [online] Available at: http://www.dailymail.co.uk/tvshowbiz/article-3389635/Ruby-Rose-reflects-importance-androgynous-role-models.html [Accessed 1 May 2016].

• Uniqlo.com. (2016). MADE FOR ALL. [online] Available at: http://www.uniqlo.com/nyc/madeforall/ [Accessed 1 May 2016].

• Uniqlo.com. (2016). Women's, men's & kids clothing - UNIQLO UK online casual clothes store. [online] Available at: http://www.uniqlo.com/uk/ [Accessed 1 May 2016]

• WGSN, (2016). Future Consumer 2018. [online] Available at: https://www.wgsn.com/content/board_viewer/#/63687/page/1 [Accessed 1 May 2016]

REFERENCES