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Emily Chu EmChu Creative Client: UNIQLO
Emily ChuEmChu Creative
Client: UNIQLO
1. Siutation AnalysisCompetitive Analysis
2. SWOT Target
3.PositioningGoalsObjectives
4. StrategyMessage
5-15. TacitcsEvaulationSource
16.Timeline
17.Media Schedule
18. Company Backgrounder
19-22.Press Release
23-25. Fact Sheets
27.Speaker Biography
28. Media Alert
29-30. Speech
Table of Contents
ROADMAP
Situation Analysis UNIQLOisanew-styleJapanesefirmmakinggoodcasualclothesavailableforall to wear. Owned by Fast Retailing Inc, UNIQLO has stores across the globe with a heavy concentration in Japan. Currently, UNIQLO accounts for roughly 90% of total sales at the FAST RETAILING company. UNIQLO’s aims to create greater brand awarenessoverseas,andspecificallywithintheNorthAmericanmarket.UNIQLOisfocused on sharing Japan’s favorite clothing brand to the rest of the world.
Back in 2003 net sales averaged to 3,000 (billion Yen) and now it has increased to more than 5,000 (billion Yen). Currently UNIQLO has over 800 stores worldwide including USA. UNIQLO Soho in New York has been well received since it’s opening in 2006 and two additional stores within New York opened in Fall 2011. In Winter 2012, Boston’s opening will the fourth American store for the company. UNIQLO Boston will be located on Newbury Street, a populous shopping area, alongside competitors like American Apparel, Gap and H&M.
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Competitive Analysis
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Strengths- High quality, affordable products (well-made materials and long-lasting)- Sleek, innovative design and technology - Strong corporate social responsibility
- Lack of presence in America - Clothes can be perceived as “too basic/boring”- Not as established as competing brands
SWOT ANALYSIS
Weaknesses
Opportunities
Threats
- Able to become an established brand in retail industry- Negative associations with similar clothing brands - Unique philosophy and store experience
- Unknown in the American Market (consumer skepticism)- People are hesitant to trust the brand - Strong competitors in the industry- Similar brands offer cheaper prices
TARGET ConsumerSince Boston is home to more than 20 col leges; students have the highest revenue potent ia l for UNIQLO Boston. UNIQLO’s target audience is: - Wel l-educated- Fashion-conscious- Connected via socia l media - Focused on unique and funct ional benef i ts.
BOSTON
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Positioning StatementTo 18-24 year old college students in Boston,
UNIQLO is a Japanese retai ler with a UNIQUE PERSPECTIVE
providing efficiency in your c lothing through the use of INNOVATIVE technology in design and mater ia l ,
which creates FUNCTIONAL and WELL-MADE products as a foundat ion to express your sty le .
OBJECTIVES•Create a strong unique/intr iguing presence in the Boston market among col lege students
• Generate a need for innovat ive design and funct ional i ty in c lothing
•Make the publ ic aware of UNIQLO’s ethical values
• Develop a sense of trust and bui ld a relat ionship between the consumer and UNIQLO
• Communicate the funct ional and self-expressive benef i ts of UNIQLO products:
- Functional: Wel l-made basics with an innovat ive twist (HeatTech, Ultra Light-Weight Down, UV-protected fabr ic), Affordable
- Self-expressive: Broad ranges of mater ia ls & fabr ic, wide var iety of colors to f i t each person
Create greater awarness for UNIQLO in USAIntroduce UNIQLO to Boston
Prepare for UNIQLO Boston Opening: 12.07.2012
GOALS
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STRATEGY•Posit ion UNIQLO as a di fferent and innovat ive fashion brand
to become part of the consumer ’s mind set
•Educate the publ ic about UNIQLO’s invent ive technology and wel l-made products
•Emphasize UNIQLO’s strong corporate socia l responsibi l i ty and i ts dedicat ion to making the world better
•Bui ld the fundamentals to create a strong relat ionship between the brand and consumers
•Train employees to uphold a di fferent, unique standard of customer service
MESSAGE•UNIQLO focuses on experimental technology and fabr ic innovat ion to create high-qual i ty, affordable c lothing that transcends al l categories and social groups: Made for Al l
•UNIQLO different iates i tsel f against competitors with a contemporary Japanese approach to c lothing
•UNIQLO is dedicated to making the world a better place through their products: Power of Clothing - Granmeen Project, Japan Relief Efforts, All-Product Recycling
•UNIQLO turns away from “fast fashion” ideals to focus on the basics and the foundat ion of sty le to create last ing c lothing for
consumers that goes beyond the fashion seasons
•Design and technology are infused together to create products l ike HeatTech and Ultra Light-Weight Down that changes the way clothes funct ion to s impl i fy the l i festyle of consumers
•Consumers are encouraged to integrate UNIQLO’s s imple yet universal pieces into their own dist inct ive sty le
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TACTICSSocial MediaFurther develop UNIQLO’s Social Media Presence
• “What ’s your UNIQLO?” (How do you wear UNIQLO products) •Have users share their pictures•Create Event Pages for UNIQLO •Grand Opening •Fest ivals•Encourage reviews for UNIQLO products•People can comment and share their thoughts •Ask them what can be improved
•Create videos of the past, present, and future from the perspect ive of Bostonians
•Past, present, future concept focuses on the idea that people ’s experience in the past shape
who they are in the present, and they ’re dreams and aspirat ions create their future, which can lead
to a posit ive change in the world.
•Create videos with Takumi team to demonstrate the high standards UNIQLO products
have to uphold
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U N I Q LO B O S T O N
•Create a voice of di fference and dist inct ion• “What ’s your UNIQLO?” Weekly contest (How do you wear UNIQLO products) •Date: 6.1.2012-12.1.2012 (once a week) •Ask fol lowers to tweet their outf i ts •UNIQLO wi l l choose winner and donate $200 to char i ty of winner ’s choice •Fol lows company ’s phi losophy: Changing Clothes. Changing Convent ional Wisdom. Change the World.
U N I Q LO B O S T O N1 2 . 7 . 2 0 1 2
p a s t , p r e s e n t , F U T U R E .
TACTICS TumblrUNIQLOG.tumblr.com // #UNIQLO
•Work with imaginat ive web designers to create an interact ive, user-fr iendly page•Launch: 7.1.2012•Create relevant posts related to fashion, Boston, and UNIQLO dai ly •Use Boston based fashion photographers •Post v ideos from UNIQLO’s YouTube Channel •Track #UNIQLO, reblog newsworthy content•Communicate with bloggers to create presence in blogosphere and interest in the brand•Create relat ionships with several fashion opinion leaders on Tumblr •Send pitches and products to try • Example:Put This On, What I Wore Today, From Me-To You, El le
UNIQLook BookDistribute throughout Boston Area
•Emphasize the versat i l i ty of UNIQLO products by using basic to create several sty l ish looks •Made from recyclable mater ia ls •Make Look Book Boston-centr ic •Use inf luent ia l Bostonians as models •Use Boston landscape in photographs• Include information about HeatTech, Ultra L ight-Weight Down, Vibrant Cashmere and Warm Effect Dry products• Include information about UNIQLO’s CSR
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UNIQLO AD CampaignProminent throughout Boston // Greater exposure
• Feature Boston loca ls andce lebr i t ies wear ing the i r cho ice o fUNIQLO products • What ’s i t l i ke to bea Boston ian? / / Whydoyou loveBoston? - P romote Boston as a fash ionab le c i ty • Usec i ty o f Bostonas background - Make loca ls proud of the i r c i ty• Usecampa ign to feature thebenef i t s UNIQLO’s des ignand funct ion • C lean, natura l ands imp le look • Product ’s w ide rangeo f co lors , mater ia l s , and techno logy• Spreadexposure o f UNIQLO logoandmessage • MTBAadver t i sements / / B i l lboards in h igh t ra f f i c a reas• BuyAdspace in Bostonpub l i ca t ions andUn ivers i ty pub l i ca t ions • D ig i ta l &pr in t
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ULTRA LIGHT AdMedia: Improper Bostonian,
Boston Bazzar, Campus Publications
“Ellie” AdMedia: Teen Magazines, Boston Globe, Phoenix, Boston Bazzar, Campus Mags
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HEAT REVOLUTION AdMedia: Improper Bostonian, Boston Bazzar, Campus Magazines
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“Look of BOSTON” Advertisements
Media: Boston Bazzar, Campus Magazines, Bilboards MBTA Ad’s (T & Buses)
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TACTICSOut-of-Home - Boston’s first look @ UNIQLO- Raising Awarness throughout Boston
• A l l e lec t r i c t rucks featur ing thebest UNIQLOproducts • Heattechsh i r t s , legg ings , f lanne l , cashmeresweaters • Eco- f r iend ly• Twopop-up t rucks (#RedUNIQLOBILEand#Whi teUNIQLOBILE) - Launch on 9 .2 .2012 / / Runn ing unt i l 12 .1 .2012 - On ly runn ing on the weekends and spec ia l events - Send press re lease to med ia out le ts on 9 .1 .2012 - Be present a t a l l co l leges/un ivers i t ies in Boston • D is t r ibute UNIQLOOKbook, andUNIQLOBostons t i ckers• FreeUNIQLOBostonHeattechsh i r t s fo r the f i r s t 100v i s i to rs• Inc ludeandwork w i th co l legeambassadors andSt reet Team•Create YoutubeV ideos featur ingUNIQLOBILEandSt reet Team•Informpub l i c about locat ionv ia Twi t ter andFacebook - Enab le Foursquare for peop le to check in v ia soc ia l med ia• Inc lude funct ion in UNIQLOApp to locate t rucks eas i l y
UNIQLOBILE
#WhiteUNIQLOBILE
Free Heattech shirts
#RedUNIQLOBILE
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RECRUITMENTUNIQLO employees, Street Team, and College Ambassadors
• STREET TEAM • F inda d iverse groupof co l leges tudents pass ionate about UNIQLO to share the i r op in ions • Members o f S t reet Teamwi l l serveas UNIQLOambassador - Combine the i r s ty le and UNIQLO c lo th ing - Members w i l l d i sp lay the i r own un ique s ty le - H igh l ight that UNIQLO products i s t ru ly Made for A l l • Feature onUNIQLOwebs i te andUNIQLOG.tumbl r.com • D is t r ibute UNIQLOOKBooks aroundsevera l Bostoncampuses • He lp re lease in format ion to co l leges tudents about jo in ing the UNIQLO team by work ing at UNIQLO Boston ’s new s tore • UNIQLO EMPLOYEES • Emphas is work ingoppor tun i t ies a t UNIQLOBostononTwi t ter / Facebook and main webs i te • Create a sa les assoc ia te t ra in ingprogramto teach themthe ph i losophy o f UNIQLO in order to communicate the Japanese-way o f cus tomer serv ice
EVENTSCreate sponsorship with different Boston-based events
• FASHION’SNIGHTOUT(FNO) • Date: 9 .8 .2012 • Feature UNIQLOBILEs a longNewbury St reet - 10% d iscount for co l lege s tudents • G ive peop le anexc lus ive look in to UNIQLOproducts • H igh l ights thepop-up t rucks andmarks thebeg inn ingo f UNIQLO Boston• Feature theHeattechVend ingMach ine • Create enter ta in ingv ideo to d isp lay UNIQLO+FNOonUNIQLO youtube
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• BOSTON’SFASHIONWEEK(BFW) • Date: 9 .23.2012-9.30.2012 - Send press re lease to med ia out le ts on 9 .12.2012 • ShowcaseUNIQLO’s versat i l i ty and d ivers i ty in products by host ing a fash ion d isp lay • Aud iencecanwa lk aroundandobserve thes ty le • N ico la Formech i t t i (Fash ionD i rec tor o f UNIQLO)wi l l be present • Havea UNIQtechshowto fur ther exp la in howtheHeattech works and why i t ’s p ioneer ing techno logy • Feature theTakumi Team,andd isp lay thesc iencebeh ind the mater ia l s • In terv iewscanbear rangedwi th Takumi TeamandFormech i t t i • UNIQLOBILEs w i l l be present nearbyevent - D is t r ibute f ree samples (socks)“Everyone needs them” • UseTUMBLR to h igh l ight BostonCoverage • PromoteUNIQLOOKSCampusContes t
• HEADof theCHARLESREGATTA • Date: October 20&21, 2012 • Becomeoneo f theo f f i c ia l sponsors for theRegatta • Prov ide rowers w i th Heattechproducts (sh i r t s , socks , legg ings) -Get the i r op in ions o f the techno logy • Create v ideo for Youtubepageabout sponsorsh ip - H igh l ight how UNIQLO and the Regatta came together • UNIQLOBILEs w i l l be present nearbyevent • Tadash i Yana i (CEO)andmembers o f UNIQLOboardwi l l be a t tend ing the open ing o f the Regatta
46th HEAD OF THE CHARLES
sponsored by:
October 20 & 21 2012
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UNIQLOOKS Campus Contest• Compl iment theex is t ingUNIQLOFash ionCommuni ty -un iq looks .un iq lo.com/• Submiss ions accepted t rhoughUNIQLOOKS•Co l leges tudent par t i c ipants (Boston-based) -Get the i r op in ions o f the techno logy• Students canbuyproducts in advance thoughUNIQLOBILE - Inc lude p ic ture o f your out f i t , name, hometown, co l lege and what you want to see in the fu ture and how you are go ing to make i t happen• Submiss ions &Vot ing: 9 .16.2012 to 11.10.2012 • Top10contes tant : - Wi l l be featured on UNIQLOG.tumbl r & UNIQLO webs i te - Wi l l rec ieve $100 UNIQLO g i f t card - An inv i te to UNIQLO Boston Open ing Par ty • Winner : - Wi l l be featured on UNIQLOG.tumbl r & UNIQLO webs i te - Wi l l rece ive a $50,000 scho larsh ip and $50,000 towards a char i ty they want to benef i t . - An inv i te to UNIQLO Boston Open ing Par ty• F ina l i s t s &Winner w i l l determinedbyvoters throughvotes onUNIQLOOKSpage•SendPress Re lease9 .15.2012
UNIQLOOKS Campus Contest
Show us your unique style for a chance at a $50,000 scholarship uniqlooks.uniqlo.com
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• Re launchana l l - inc lus ive UNIQLOApp for smart dev ices - Date o f re launch: 8 .28.2012• Inc ludeUNIQLOOKBook - Wi th easy nav igat ion and in terac t ive opt ions• Funct ion to connect to UNIQLOOKscommuni ty andcontes t -Get the i r op in ions o f the each look and products• Ab i l i ty to locate UNIQLOBILEs / / Access to UNIQLOG.tumbl r• Feature andh igh l ight the innovat ive UNIQLOproducts • Share customer rev iewof i tems
TACTICSUNIQLO App
Press Opportunities
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• Par tner w i th upandcomingmodern in ter io r des igners/ fash iondes igners to c reate a s tore f ront that emphas izes the d i f fe rence o f an As ian- in f luenced des ign• OpenPress Date: 10.1 .2012(F i r s t look) &12.2 .2012 - Inv i te members o f the press to an exc lus ive f i r s t look o f the s tore and oppor tun i ty to in terv iew Tadash i Yana i and other members o f the UNIQLO board. - Sampe Press: Ed i tors o f Des ign magaz ines , loca l newspaper, loca l magaz ines , par tnered tumbl r b loggers
Celebration EventsUNIQLO BOSTON OPENING PARTY • 12 .5 .2012@8pm// Newbury St reet : UNIQLO Boston • SendPress Re lease6 weeks pr io r to par ty • Re leasea med ia a le r t (dayo f ) • Inv i te ed i tors o f loca l Bostonnewspaper pub l i ca t ions , nat iona l pub l i ca t ions , in f luent ia l b loggers on tumbl r, f ina l i s t s and winner o f UNIQLOOKSCampusContes t , andUNIQLOBostonemployees • Inv i te press for med ia/photocoverage • Speechg ivenbyTadash i Yana i , andvar ious mus ica l per formances inc lud ing Tuf ts Acappe l la group, s tudents f rom Berk lee Co l lege o f Mus ic , and E l l i e Gou ld ing. • Compl imentary UNIQLOg i f t bags for a t tendees
UNIQLO BOSTON GRAND OPENING • 12.7.2012 @12pm • Newbury St reet : UNIQLO Boston • Inv i te press to cover theopen ing • L ive DJ set p lay ingmus ic to c reate a spec ia l a tmosphere • FreeUNIQLOBostonsh i r t s fo r the f i r s t 1 ,000shoppers • 10%d iscount for va l id S tudent ID • Var ious enter ta inment ac t iv i t ies
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Evaluation• Track Tumbl r fo l lowers , Facebook l i kes , Twi t ter fo l lowers , Emai lsubscr ibers• FeedbackK iosk located in each f i t t ing room(consumers cananswer aqu ick survey e lec t ron ica l l y in -s tore)• L i s ten to feedbackonFacebookwa l l , andwebs i tes suchas Ye lp.com•Havecustomer surveys d i s t r ibute in -s tores/ Emai l surveys to sub -sc r ibers• Press/Med ia exposure ( impress ions throughAds)• Number o f shoppers dur ingGrandOpen ing• Track s tore sa les• Ana lyze med ia coverageandconsumer percept ions
Sourceun iq lo.com
Timeline May 2012-April 2013
MAY 2012 • On l ine announcement o f UNIQLOBoston
JUNE 2012 • S tar t Twi t ter compet i t ion • “What ’s your UNIQLOOK?” • Promotev ia soc ia l med ia • Generate on l ine buzz for Tumbl r launch • SendPress Re lease (on l ine)
JULY 2012 • LaunchUNIQLOGTumbl r (7.1 .2012) • Bu i ld on l ine presence
AUGUST 2012 • SendUNIQLOBostonPress Re lease • Nat iona l &Loca l • Beg in UNIQLOBostonAdCampa ign • Connect w i th YouTubeV ideos • P i tch le t ters to magaz ines • Techno logy Innovat ion (Heattech) • Recru i t employees andSt reet Team
SEPTEMBER 2012 • FNO&BFW// LaunchUNIQLOBILEs • D is t r ibute Press Re lease in advance • PromoteUNIQLOOKSCampusContes t • Twi t ter, Tumbl r, FBandwebs i te OCTOBER 2012 • Med ia Coverage(F i r s t Look) • Cont inuepromot ions for UNIQLOOKS • Headof theChar les Regatta
NOVEMBER 2012 • SendPress Re leaseabout Ce lebrat ionEvetns • Endof UNIQLOOKSContes t
DECEMBER 2012 • Press Coverage / / In terv iews
• 12.5 .2012Open ingPar ty • 12.7.2012GrandOpen ing
JANUARY 2013 • Coverageo f Ce lebrat ionPar t ies
FEBRUARY 2013 • Act ive ly promoteUNIQLO
v ia soc ia l med ia • S tar t eva luat ion
tac t i cs • Co l legeNightsbegins (10% of f )
MARCH 2013 • Suppor t Amer icanRed
Cross Month • B loodDonat ionTruck
outs ide s tore • F ree to te baga f ter
donat ion
APRIL 2013 • Cont inueac t ive presenceon
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fo l lowers on Twi t ter
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Media
Schedule
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Speaker Bio
28
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Media Alert
29
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30
ありがとう
Thank you!
31
