FASHION PR 1 Veronica Maccan-S00801544
CONTENT PAGE 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 2
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. 3
INTRODUCTION BRAND IDENTITY innovation technology quality durability 4
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 ) 5
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. 6
STRATEGY GENDERFLUID COLLECTION Create and promote a collection of gender neutral coats cash cow 7
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 8
UNIQLO GENDERFLIUD COLLECTION DESIGNED BY JADEN SMITH & RUBY ROSE Ruby Rose generation Y model, actress considers herself as gender fluid 9
SECONDARY RESEARCH -WGSN 10
PEN PORTRAIT FOR UNIQLO GENDERFLUID 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. 11
PROMOTION STRATEGY #1 CELEBRITY ENDORSEMENT GIFT CELEBRITIES IN ORDER TO EXPLOIT THEIR INFLUENCE ON SOCIAL MEDIA AND RAISE BRAND AWARENESS AND SALES Sarah Snyder generation Y model featured in the new UNIQLOxKAWS collection Jaden Smith girlfriend 12
PROMOTION STRATEGY #1 CELEBRITY ENDORSEMENT Miley Cyrus generation Y singer,model,actress considers herself as gender fluid 13
PROMOTION STRATEGY #2 SOCIAL MEDIA PROMOTION ON SOCIAL MEDIA PLATFORMS IN ORDER TO RAISE BRAND AWARENESS AND INCREASE SOCIAL MEDIA PRESENCE #UNIQLOGENDERFLUID 14
PROMOTION STRATEGY #2 SOCIAL MEDIA 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!!! #UNIQLOGENDERFLUID 15
PROMOTION STRATEGY #2 SOCIAL MEDIA 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 #UNIQLOGENDERFLUID 16
PROMOTION STRATEGY #2 SOCIAL MEDIA 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 ) SNAPCHAT TAKEOVER 17
PROMOTION STRATEGY #3 EVENT 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 18
PROMOTION STRATEGY #3 EVENT UNIQLO GENDERFLIUD COLLECTION #UNIQLOGENDERFLUID 311 OXFORD 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 INVITATION 19
PROMOTION STRATEGY #4 WEBSITE UNIQLO GENDERFLIUD COLLECTION #UNIQLOGENDERFLUID UNIQLO GENDERFLIUD COLLECTION #UNIQLOGENDERFLUID SHOP HERE 20
PROMOTION STRATEGY #5 EDITORIALS EXAMPLES OF EDITORIALS THAT THE APPLICATION OF THE STRATEGIES MIGHT RESULT IN Coat, UNIQLO GENDERLESS, 150- Shoes, LV, 998- Jeans, J-Brand, 500-Shirt, All Saints, 345 Vogue Marie Claire I-D Dazed & Confused 21 Coat, UNIQLO GENDERL ESS, 150- dress, Dolce&Ga bbana, 3.600- belt,top Shop, 56
REASON OF SUCCESS raise brand awareness surge in number of social media followers By using this promotion strategies UNIQLO will: engage with new social media platform generate more sales create a brand image more appealing to younger customers engage the press and obtain publicity 22
T H A N K Y O U 23
REFERENCES 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] 24