UNIQLO by Emily Chu

Emily Chu EmChu Creative Client: UNIQLO

Siutation Analysis Competitive Analysis

Press Release Table of Contents

Positioning Goals Objectives

4. Strategy Message

5-15. Tacitcs Evaulation Source

16. Timeline

17. Media Schedule

Company Backgrounder

19-22.

SWOT Target

18.

23-25.

Fact Sheets

27.

Speaker Biography

28.

Media Alert

29-30.

Speech

ROADMAP Situation Analysis UNIQLO is a new-style Japanese firm making good casual clothes available for all 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 awareness overseas, and specifically within the North American market. UNIQLO is focused 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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SWOT ANALYSIS

Strengths

- High quality, affordable products (well-made materials and long-lasting) - Sleek, innovative design and technology - Strong corporate social responsibility

Weaknesses - Lack of presence in America - Clothes can be perceived as “too basic/boring” - Not as established as competing brands

Opportunities - Able to become an established brand in retail industry - Negative associations with similar clothing brands - Unique philosophy and store experience

Threats -

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 Consumer Since B oston is home to more than 20 col leges; students have the highest revenue potential for UNIQLO B oston.

U N I QLO’s t arget au dience is:

- Wel l-educated - Fashion-conscious - Connected via social media - Focused on unique and functional benefi ts.

BOS TON

Positioning Statement To 18-24 year old col l ege students in B o s to n ,

U NIQLO is a Ja p a n e s e re t a i le r w i t h a

UNIQUE PE RSPECT I V E providing effi ci ency in your clothing through the use of IN N OVATI VE technology in design and material, which creates F UNC T I ONA L and W E LL-MA DE products as a foundation to

ex pres s you r style .

GOALS

Create greater awarness for UNIQLO in USA Introduce UNIQLO to Boston Prepare for UNIQLO Boston Opening: 12.07.2012

OBJECTIVES •

C re a t e a s t ro n g u n i q u e / i n t r i g u i n g p re s e n c e i n t h e B o s t o n m a r ke t a m o n g c o l l e g e s t u d e n t s

•

G e n e ra t e a n e e d fo r i n n ova t i ve d e s i g n a n d fu n c t i o n a l i ty i n clothing

•

M a ke t h e p u b l i c awa re o f U N I Q LO ’s e t h i c a l va l u e s

•

D e ve l o p a s e n s e o f t r u s t a n d b u i l d a re l a t i o n s h i p b e t w e e n t h e c o n s u m e r a n d U N I Q LO

•

C o m m u n i c a t e t h e fu n c t i o n a l a n d s e l f- e x p re s s i ve b e n e f i t s o f U N I Q LO p ro d u c t s :

- F u n c t i o n a l: We l l - m a d e b a s i c s w i t h a n i n n ova t i ve t w i s t ( H e a t Te c h , U l t ra L i g h t-We i g h t D o w n , U V- p ro t e c t e d fa b r i c ) , A ffo rd a b l e

- S e l f - e x p r e s s i v e : B ro a d ra n g e s o f m a t e r i a l s & fa b r i c , w i d e va r i e ty o f c o l o r s t o f i t e a c h p e r s o n

STRATEGY •

Po s i t i o n U N I Q LO a s a d i ffe re n t a n d i n n ova t i ve fa s h i o n b ra n d t o b e c o m e p a r t o f t h e c o n s u m e r ’s m i n d s e t

• •

E d u c a t e t h e p u b l i c a b o u t U N I Q LO ’s i nve n t i ve t e c h n o l o g y a n d w e l l - m a d e p ro d u c t s

E m p h a s i ze U N I Q LO ’s s t ro n g c o r p o ra t e s o c i a l re s p o n s i b i l i ty a n d i t s d e d i c a t i o n t o m a k i n g t h e w o r l d b e tt e r

•

B u i l d t h e fu n d a m e n t a l s t o c re a t e a s t ro n g re l a t i o n s h i p b e t w e e n t h e b ra n d a n d c o n s u m e r s

•

Tra i n e m p l oye e s t o u p h o l d a d i ffe re n t , u n i q u e s t a n d a rd o f c u s t o m e r s e r v i c e

MESSAGE

• UNIQLO focuses on experimental technology and fabric

innovation to create high-quality, affordable clothing that transcends all categories and social groups: Made for All

• UNIQLO differentiates itself against competitors with a

contemporary Japanese approach to clothing

• 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 foundation of style to create lasting clothing for consumers that goes beyond the fashion seasons

• Design and technology are infused together to create products like HeatTech and Ultra Light-Weight Down that changes the way clothes function to simplify the lifestyle of consumers

• Consumers are encouraged to integrate UNIQLO’s simple yet universal pieces into their own distinctive style

SFurther ocial M edia develop UNIQLO’s Social Media Presence

TACTICS

• Create a voice of difference and distinction • “ What ’s your UNIQLO? ” Weekly contest (How do you wear UNIQLO products)

• • •

Date: 6.1.2012-12.1.2012 (once a week) Ask followers to tweet their outfits UNIQLO will choose winner and donate $200 to charity of winner ’s choice • Follows company ’s philosophy: Changing Clothes. Changing Conventional Wisdom. Change the World.

• “What ’s your UNIQLO?”

•

(How do you wear UNIQLO products)

•

Have users share their pictures Create Event Pages for UNIQLO • Grand Opening • Festivals • 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 perspective of Bostonians

past, present, FUTURE.

U N I Q LO B O S TO N 12.7.2012

U N I Q LO B O S TO N

•

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 aspirations create their future, which can lead to a positive change in the world.

•

Create videos with Takumi team to demonstrate the high standards UNIQLO products have to uphold

TUNIQLOG.tumblr.com umblr // #UNIQLO

TACTICS •

Work with imaginative web designers to create an interactive, user-friendly page • Launch: 7.1.2012 • Create relevant posts related to fashion, Boston, and UNIQLO daily • Use Boston based fashion photographers • Post videos from UNIQLO’s YouTube Channel • Track #UNIQLO, reblog newsworthy content • Communicate with bloggers to create presence in blogosphere and interest in the brand • Create relationships 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, Elle

UNIQLook Book Distribute throughout Boston Area

•

Emphasize the versatility of UNIQLO products by using basic to create several stylish looks • Made from recyclable materials • Make Look Book Boston-centric • Use influential Bostonians as models • Use Boston landscape in photographs • Include information about HeatTech, Ultra Light-Weight Down, Vibrant Cashmere and Warm Effect Dry products • Include information about UNIQLO’s CSR

UNIQLO AD Campaign Prominent throughout Boston // Greater exposure

ULTRA LIGHT Ad

“Ellie” Ad

Media: Improper Bostonian, Boston Bazzar, Campus Publications

Media: Teen Magazines , Boston Globe, Phoenix, Boston Bazzar, Campus Mags

• Fe a t u r e B o s t o n l o c a l s a n d c e l e b r i t i e s w e a r i n g t h e i r c h o i c e o f UNIQLO products • W h a t ’s i t l i k e t o b e a B o s t o n i a n ? / / W h y d o y o u l o v e B o s t o n ? - P r o m o t e B o s t o n a s a fa s h i o n a b l e c i t y • Use city of Boston as background - Make locals proud of their city • U s e c a m p a i g n t o f e a t u r e t h e b e n e f i t s U N I Q L O ’s d e s i g n a n d f u n c t i o n • C l e a n , n a t u ra l a n d s i m p l e l o o k • P r o d u c t ’s w i d e ra n g e o f c o l o r s , m a t e r i a l s , a n d t e c h n o l o g y • Spread exposure of UNIQLO logo and message • M T B A a d v e r t i s e m e n t s / / B i l l b o a r d s i n h i g h t ra f f i c a r e a s • Buy Ad space in Boston publications and University publications • Digital & print

!"#$%&"'()*$+(,%

HEAT REVOLUTION Ad

Media: Improper Bostonian, Boston Bazzar, Campus Magazines

“Look of BOSTON” Advertisements

Media:

Boston Bazzar, Campus

Magazines, Bilboards MBTA Ad’s (T & Buses)

TACTICS

Out-of-Home

- Boston’s first look @ UNIQLO - Raising Awarness throughout Boston

UNIQLOBILE • • • • • • • •

All electric trucks featuring the best UNIQLO products • Heattech shirts, leggings, flannel, cashmere sweaters • Eco-friendly Tw o p o p - u p t r u c k s ( # Re d U N I Q L O B I L E a n d # W h i t e U N I Q L O B I L E ) - Launch on 9.2.2012 // Running until 12.1.2012 - Only running on the weekends and special events - Send press release to media outlets on 9.1.2012 - Be present at all colleges/universities in Boston Distribute UNIQLOOK book, and UNIQLO Boston stickers Free UNIQLO Boston Heattech shirts for the first 100 visitors I n c l u d e a n d w o r k w i t h c o l l e g e a m b a s s a d o r s a n d S t r e e t Te a m C r e a t e Yo u t u b e V i d e o s f e a t u r i n g U N I Q L O B I L E a n d S t r e e t Te a m I n f o r m p u b l i c a b o u t l o c a t i o n v i a Tw i t t e r a n d Fa c e b o o k - E n a b l e Fo u r s q u a r e f o r p e o p l e t o c h e c k i n v i a s o c i a l m e d i a Include function in UNIQLO App to locate trucks easily

#RedUNIQLOBILE

#WhiteUNIQLOBILE

Free Heattech shirts

RECRUITMENT UNIQLO employees, Street Team, and College Ambassadors

• STREET TEAM • Find a diverse group of college students passionate about UNIQLO to share their opinions • M e m b e r s o f S t r e e t Te a m w i l l s e r v e a s U N I Q L O a m b a s s a d o r - Combine their style and UNIQLO clothing - Members will display their own unique style - Highlight that UNIQLO products is truly Made for All • Fe a t u r e o n U N I Q L O w e b s i t e a n d U N I Q L O G . t u m b l r. c o m • D i s t r i b u t e U N I Q L O O K B o o k s a r o u n d s e v e ra l B o s t o n c a m p u s e s • Help release information to college students about joining the U N I Q L O t e a m b y w o r k i n g a t U N I Q L O B o s t o n ’s n e w s t o r e • UNIQLO EMPLOYEES • E m p h a s i s w o r k i n g o p p o r t u n i t i e s a t U N I Q L O B o s t o n o n Tw i t t e r / Fa c e b o o k a n d m a i n w e b s i t e • C r e a t e a s a l e s a s s o c i a t e t ra i n i n g p r o g ra m t o t e a c h t h e m t h e p h i l o s o p h y o f U N I Q L O i n o r d e r t o c o m m u n i c a t e t h e J a p a n e s e - w a y of customer service

EVENTS Create sponsorship with different Boston-based events

& • FA S H I O N ’ S N I G H T O U T ( F N O )

• Date: 9.8.2012 • Fe a t u r e U N I Q L O B I L E s a l o n g N e w b u r y S t r e e t - 10% discount for college students • Give people an exclusive look into UNIQLO products • H i g h l i g h t s t h e p o p - u p t r u c k s a n d m a r k s t h e b e g i n n i n g o f U N I Q L O Boston • Fe a t u r e t h e H e a t t e c h Ve n d i n g M a c h i n e • Create entertaining video to display UNIQLO + FNO on UNIQLO youtube

• B O S TO N ’ S FA S H I O N W E E K ( B F W )

• Date: 9.23.2012-9.30.2012 - Send press release to media outlets on 9.12.2012 • S h o w c a s e U N I Q L O ’s v e r s a t i l i t y and diversity in products by h o s t i n g a fa s h i o n d i s p l a y • Audience can walk around and observe the style • N i c o l a Fo r m e c h i t t i ( Fa s h i o n D i r e c t o r o f U N I Q L O ) w i l l b e p r e s e n t • Have a UNIQtech show to further explain how the Heattech w o r k s a n d w h y i t ’s p i o n e e r i n g t e c h n o l o g y • Fe a t u r e t h e Ta k u m i Te a m , a n d d i s p l a y t h e s c i e n c e b e h i n d the materials • I n t e r v i e w s c a n b e a r ra n g e d w i t h Ta k u m i Te a m a n d Fo r m e c h i t t i • UNIQLOBILEs will be present nearby event - Distribute free samples (socks)“Everyone needs them” • U s e T U M B L R t o h i g h l i g h t B o s t o n C o v e ra g e • Promote UNIQLOOKS Campus Contest

46th HEAD

OF THE CHARLES

October 20 & 21

20 12

sponsored by:

• H E A D o f t h e C H A R L E S R E G ATTA

• Date: October 20 &21, 2012 • B e c o m e o n e o f t h e o f f i c i a l s p o n s o r s f o r t h e Re g a t t a • Provide rowers with Heattech products (shirts, socks, leggings) -Get their opinions of the technology • C r e a t e v i d e o f o r Yo u t u b e p a g e a b o u t s p o n s o r s h i p - H i g h l i g h t h o w U N I Q L O a n d t h e Re g a t t a c a m e t o g e t h e r • UNIQLOBILEs will be present nearby event • Ta d a s h i Ya n a i ( C E O ) a n d m e m b e r s o f U N I Q L O b o a r d w i l l b e a t t e n d i n g t h e o p e n i n g o f t h e Re g a t t a

UNIQLOOKS Campus Contest • C o m p l i m e n t t h e e x i s t i n g U N I Q L O Fa s h i o n C o m m u n i t y -uniqlooks.uniqlo.com/ • Submissions accepted trhough UNIQLOOKS • College student participants (Boston-based) -Get their opinions of the technology • S t u d e n t s c a n b u y p r o d u c t s i n a d va n c e t h o u g h U N I Q L O B I L E - I n c l u d e p i c t u r e o f y o u r o u t f i t , n a m e , h o m e t o w n , c o l l e g e a n d w h a t y o u w a n t t o s e e i n t h e f u t u r e a n d h o w y o u a r e g o i n g t o m a k e it happen • S u b m i s s i o n s & Vo t i n g : 9 . 1 6 . 2 0 1 2 t o 1 1 . 1 0 . 2 0 1 2 • To p 1 0 c o n t e s t a n t : - Will be featured on UNIQLOG.tumblr & UNIQLO website - Will recieve $100 UNIQLO gift card - A n i n v i t e t o U N I Q L O B o s t o n O p e n i n g Pa r t y • Winner: - Will be featured on UNIQLOG.tumblr & UNIQLO website - W i l l r e c e i v e a $ 5 0 , 0 0 0 s c h o l a r s h i p a n d $ 5 0 , 0 0 0 t o w a r d s a charity they want to benefit. - A n i n v i t e t o U N I Q L O B o s t o n O p e n i n g Pa r t y • Finalists & Winner will determined by voters through votes on UNIQLOOKS page • S e n d P r e s s Re l e a s e 9 . 1 5 . 2 0 1 2

UNIQLOOKS Campus Contest Show us your unique style for a chance at a $50,000 scholarship uniqlooks.uniqlo.com

UNIQLO App

TACTICS

• Re l a u n c h a n a l l - i n c l u s i v e U N I Q L O A p p f o r s m a r t d e v i c e s - Date of relaunch: 8.28.2012 • Include UNIQLOOK Book - W i t h e a s y n a v i g a t i o n a n d i n t e ra c t i v e o p t i o n s • Function to connect to UNIQLOOKs community and contest -Get their opinions of the each look and products • Ability to locate UNIQLOBILEs // Access to UNIQLOG.tumblr • Fe a t u r e a n d h i g h l i g h t t h e i n n o va t i v e U N I Q L O p r o d u c t s • Share customer review of items

Press Opportunities • Pa r t n e r w i t h u p a n d c o m i n g m o d e r n i n t e r i o r d e s i g n e r s / fa s h i o n designers to create a store front that emphasizes the difference of an Asian-influenced design • Open Press Date: 10.1.2012 (First look) & 12.2.2012 - Invite members of the press to an exclusive first look of the s t o r e a n d o p p o r t u n i t y t o i n t e r v i e w Ta d a s h i Ya n a i a n d o t h e r members of the UNIQLO board. - S a m p e P r e s s : E d i t o r s o f D e s i g n m a g a z i n e s , l o c a l n e w s p a p e r, l o c a l magazines, partnered tumblr bloggers

Celebration Events U N I Q L O B O S TO N O P E N I N G PA RTY

• 12.5.2012 @ 8pm // Newbury Street: UNIQLO Boston • S e n d P r e s s Re l e a s e 6 w e e k s p r i o r t o p a r t y • Re l e a s e a m e d i a a l e r t ( d a y o f ) • Invite editors of local Boston newspaper publications, national p u b l i c a t i o n s , i n f l u e n t i a l b l o g g e r s o n t u m b l r, f i n a l i s t s a n d w i n n e r o f UNIQLOOKS Campus Contest, and UNIQLO Boston employees • I n v i t e p r e s s f o r m e d i a / p h o t o c o v e ra g e • S p e e c h g i v e n b y Ta d a s h i Ya n a i , a n d va r i o u s m u s i c a l p e r f o r m a n c e s i n c l u d i n g Tu f t s A c a p p e l l a g r o u p, s t u d e n t s f r o m B e r k l e e C o l l e g e o f Music, and Ellie Goulding. • Complimentary UNIQLO gift bags for attendees

U N I Q L O B O S TO N G R A N D O P E N I N G

• • • • • • •

1 2 .7. 2 0 1 2 @ 1 2 p m Newbury Street: UNIQLO Boston Invite press to cover the opening Live DJ set playing music to create a special atmosphere Free UNIQLO Boston shirts for the first 1,000 shoppers 1 0 % d i s c o u n t f o r va l i d S t u d e n t I D Va r i o u s e n t e r t a i n m e n t a c t i v i t i e s

Evaluation • Tra c k Tu m b l r f o l l o w e r s , Fa c e b o o k l i k e s , Tw i t t e r f o l l o w e r s , E m a i l subscribers • Fe e d b a c k K i o s k l o c a t e d i n e a c h f i t t i n g r o o m ( c o n s u m e r s c a n a n s w e r a quick survey electronically in-store) • L i s t e n t o f e e d b a c k o n Fa c e b o o k w a l l , a n d w e b s i t e s s u c h a s Ye l p . c o m • Have customer surveys distribute in-stores/ Email surveys to subscribers • P r e s s / M e d i a e x p o s u r e ( i m p r e s s i o n s t h r o u g h A d s ) • N u m b e r o f s h o p p e r s d u r i n g G ra n d O p e n i n g • Tra c k s t o r e s a l e s • A n a l y z e m e d i a c o v e ra g e a n d c o n s u m e r p e r c e p t i o n s

Source uniqlo.com 15

Timeline

May 2012-April 2013

M AY 2 0 1 2

• Online announcement of UNIQLO Boston

JUNE 2012

DECEMBER 2012

JANUARY 2013

• P r e s s C o v e ra g e / / I n t e r v i e w s • S t a r t Tw i t t e r c o m p e t i t i o n • 1 2 . 5 . 2 0 1 2 O p e n i n g Pa r t y • “ W h a t ’s y o u r U N I Q L O O K ? ” • 1 2 .7. 2 0 1 2 G ra n d O p e n i n g • P r o m o t e v i a s o c i a l m e d i a • G e n e ra t e o n l i n e b u z z f o r Tu m b l r l a u n c h • S e n d P r e s s Re l e a s e ( o n l i n e )

• C o v e ra g e o f C e l e b ra t i o n Pa r t i e s • L a u n c h U N I Q L O G Tu m b l r ( 7. 1 . 2 0 1 2 ) • Build online presence

J U LY 2 0 1 2

• Actively promote UNIQLO via social media S e n d U N I Q L O B o s t o n P r e s s Re l e a s e • S t a r t e va l u a t i o n • National & Local tactics Begin UNIQLO Boston Ad Campaign • College Nights begins • C o n n e c t w i t h Yo u Tu b e V i d e o s (10% off ) Pitch letters to magazines • Te c h n o l o g y I n n o va t i o n ( H e a t t e c h ) Re c r u i t e m p l o y e e s a n d S t r e e t Te a m

AUGUST 2012

• • • •

SEPTEMBER 2012

FEBRUARY 2013

• FNO & BFW // Launch UNIQLOBILEs • D i s t r i b u t e P r e s s Re l e a s e i n a d va n c e • Promote UNIQLOOKS Campus Contest • Tw i t t e r, Tu m b l r, F B a n d w e b s i t e

MARCH 2013

• S u p p o r t A m e r i c a n Re d Cross Month • B l o o d D o n a t i o n Tr u c k outside store • Free tote bag after donation

O C TO B E R 2 0 1 2

• M e d i a C o v e ra g e ( F i r s t L o o k ) • C o n t i n u e p r o m o t i o n s f o r U N I Q L O O K S • H e a d o f t h e C h a r l e s Re g a t t a

APRIL 2013

• Continue active presence on Tu m b l r • Pe r s o n a l l y i n t e ra c t w i t h NOVEMBER 2012 f o l l o w e r s o n Tw i t t e r • S e n d P r e s s Re l e a s e a b o u t C e l e b ra t i o n E v e t n s • End of UNIQLOOKS Contest

Media Schedule

UNIQLO Company Backgrounder !

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ありがとう Thank you!