03
LET’S TALK BUSINESS
10
WHO WE ARE
15
WHAT NEXT?
18
BIG IDEA
19
CAMPAIGN
36
FIN
Let’s talk business Established in 1984 in Hiroshima Japan, Uniqlo is a global fashion brand with prominence in both the Eastern and Western retail markets. With its recent expansion to the Canadian market, Uniqlo must be up and running before its first store in 2016. Within the cluttered retail environment, Uniqlo must weave itself through smart online presence as well as intuitive retail environments. Uniqlo has an opportunity to be an important part of the fabric of consumers’ life.
“At Issey Miyake, it was about putting on more and more. Here, it’s about taking away… the only things that stay are the things you need” (Design director Naoki Takizawa)
03
The Game Changer When asked what they can bring to fast fashion, that hasn’t been done before, Uniqlo is proud to answer that their business model is no where close to the same as their fashion competitors. Making clothes last longer, stronger and work better for your body makes Uniqlo a lifewear brand and not some fashion trend. “We are not the new gap…we are not style driven” Uniqlo enforces that its true values lay with leading in tech and textiles innovations. (Hypebeast, Can Uniqlo set the Agenda for Affordable Clothing?)
Working with independent leaders in textile innovations, Uniqlo sets the bar high for great performing clothing that suit individual style needs.
06
How it works This way of thinking makes for a brand that knows its true competitor, the technological industry. This market place is all about new technology and advanced products that offer better lasting goods that will be the trend for years and not weeks. This approach allows for a company to grow smoothly rather then risk it all on the next fashion season. . “Uniqlo’s confidence resides in a strategy unlike fast fashion competitors, where product is built around value and technological innovation, rather than rapidly changing trends – an ideology that has brought much success to both the automotive and tech industries.” (Hypebeast, Can Uniqlo set the Agenda for Affordable Clothing?)
07
Everything has its place, and Moe loves a good puzzle. Let’s conquer that todo list and own today.
Clean, calm and precise, Cleo takes casual to the next level. A 100 likes in less then an hour? Not too shabby.
09
Who we are
Never stopping to smell the roses, Reggie lives a non-stop life. Everything is a hop, trot and ride away for this speedy person.
Every Uniqlo line is designed with a consumer in mind, taking advantage of new technologies and fabric innovations, to make each line unique to their own niche. This allows for a vast consumer outreach making casual lifewear a performance piece, a fashion statement or a simple basic.
10
02 01
PHYSICAL BRAND/PRODUCT You feel connected to the clothes, being able to harness simplicity to compliment you. This allows people to effortlessly understand the core of who you are without the fuss and frills of elaborate clothing. RETAIL Every store is treated as a person; its simple design allows the person of that community to shine and illustrate its retail space. Every store has a story, a community, and a sense of personality that becomes a safe space where you feel at ease and want to spend time.
11
SOCIAL BRAND/PRODUCT -simple/ clean cut -lightweight and durable -form fitting RETAIL Colour blocking and visual pairings of styles showcases all products in a rainbow of colours. Tags and other written information are written in relevant languages in a clean and concise manner.
TOP 4
EQUITIES
03 04
EMOTIONAL BRAND/PRODUCT You feel confident and proud that you finally understand clothes and how to dress yourself. You feel a sense of accomplishment having clothes be multi purposed, RETAIL Like a great story, the store is a neverending storybook, keeping you on your toes, making you feel inspired and nurtures your sense of creativity.
PERFORMANCE BRAND/PRODUCT -value for your money -trusted durability -quality fabrics RETAIL The employees assets are beneficial to the store as Uniqlo becomes hyper aware of their different demographics and their language needs.
14
What now? With such a colourful brand, Uniqlo has a great opportunity but has to take into consideration the Canadian marketplace. Retail is competitive yet booming, and Uniqlo has great promise. Without great understanding of the marketplace, it could fail like target did in the last year.
Solution To bring hype and great design to its debut in 2016, Uniqlo will take great pride in its Canadian expansion and redefine the limits with retail. Taking retail magic and plugging in forward thinking technology, Uniqlo will take Canada by storm.
16
big idea;
Community built on collaboration. This campaign brings Uniqlo and Canadians together in a collaboration of great design & creative individuals bringing new ideas to life
VIDEO INSTALLATION WILD BUS SHELTER POP UP APP STORE WEB
18
MEDIA To connect each Uniqlo store to its surrounding, media content will be created for urban style hubs in Canada, such as Toronto, Montreal and Vancouver. Media spots will be 30 seconds long, and be applied to most geo located media spots like transit, pre roll on mobile and home as well as on the Uniqlo website.
19
INSTALLATION EATON’S
Known as downtown’s tourist trap, and Torontonian’s short cut from Queen to Dundas, the Eaton center has an eclectic audience to wow. This is where the “Uniqlo Universe” will live, with every major line from the brand, suspended and circling a massive Uniqlo logo. YORKDALE
Set in Toronto’s epicenter of big brands and major tourism, Yorkdale will have an inspiring installation of umbrellas. Mannequins will be curated by up and coming designers to add that extra Yorkdale flair. We might be a staple brand, but we know how to play with the big boys.
22
INFO CENTER Both installations will be equipped with displays that show the location, shopping options, music and introduce SNAPSHOP.
WELCOME scan & shop
HELLO YORKDALE
«»
BONJOUR
tei shi − bassically features; music selector Life Wear
welcome
«» iphone
snapshop
store locator colour match language select
KONNICHIWA
HELLO
POP UP Filling in empty spaces in areas that most brands don’t understand, Uniqlo will give retail a new purpose. Uniqlo’s pop-ups will provide basics, including Heattech, to neighborhoods that would benefit from the products.
25
BUS SHELTER
WILD They will also be partnering with local vintage shops and thrift stores to encourage clothing donations and to showcase the unique styling that is possible with Uniqlo basics.
28
STORE Acting as a blank canvas, the store structure and layout is important as it may be universal in the Uniqlo brand, but done properly will allow for each store to be as unique as its surrounding neighborhood. No more cookie cutters, lets have some fun.
30
SMART
IN-STORE APP With SNAPSHOP and geo located shelving, the new APP can also be used in store. Vote for the music, find your items quickly, buy and share items makes for a great shopping experience online and in store.
MANNEQUINS
APP PLUS
uniql o.ca
New Tab
uni
WEB With an already existing online store, Uniqlo’s Canadian launch will add new features to the web making it more Canadian friendly. Using the idea that Uniqlo’s change depending on their area, the new web will track your geo location pointing you to its nearest urban hub.
M
Serge Gain
33
iql o.ca/mo ntreal
MONTREAL
nsbourg & Brigitte Bardot - Bonnie & Clyde
LANGUE
LOCATION
BONJOUR
GEO LOCATION This system allows for a look into the cities that houses Uniqlo stores and see what the trends might be for different parts of Canada as well as different parts of the world.
uniql o.ca
New Tab
uniql o.ca/mo ntreal
GL - Take me Back
LANGUAGE
LOCATION
HELLO
fin
36
09
-A little about meI’m a recent graduate from OCADU, city dweller, art lover and a great listener. I’m from a small town, and I’m not planning on going back. I’ve been living the student life with a steady part time job, long nights and tiny apartments, that acts as a kind reminder to focus and achieve more. I’m not much of a writer, but I love a good story. I listen to podcasts, read books, and sometimes I just pay attention to strangers on the street. There’s always a good story out there, ready to be illustrated, bound and photographed into visual delights. I’m ready to go, to start that new daunting chapter in my life and be part of something truly worth writing about. Cheers,
ALEXANDRE CONTANT
38