UNIQLO: Case Study Report & Promotional Materials

Case Study Repor t & Pr omotional Materials 200993178 Wen-Hsin, Feng Fashion Marketing Level 2 DESN 2375 Fashion Promotions 3222 words

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Theory: Definitions and Discussions

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Brand A brand is the means by which consumers can use to distinguish one producer from another (Keller, 2013, p 30). It can reside in both rational and tangible forms, and emotional and intangible forms (Keller, 2013, p 30 - 31). Rational and tangible forms can include those such as product performance and design. Emotional and intangible forms can be those such as brand characteristics and traits which consumers associate with the brand (Keller, 2013, p 30 - 31). In the case of UNIQLO, the tangible and rational side of their brand identity could be their performance textile technology such as HeatTech and Premium Down Ultralight. The intangible and emotional side of their brand could be their ‘non-trend driven, strong and modern’ philosophy which they try to attain associations through collaborations with designers of similar ethos, such as Christophe Lemaire (Milligan, 2015).

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Marketing Communications Marketing communications is a practice in which firms adopt promotional tools and methods (Waters, 2016) in order to communicate a brand message to the target consumers (Dillon, 2012) and achieve their marketing objectives (Waters, 2016). To break this statement down: Promotional tools include Media Advertising, Direct Response Advertising, Place Advertising, Point -of-Purchase Advertising, Trade promotions, Consumer Promotions, Interactive, Event Marketing and Sponsorship, Mobile, Publicity and Public Relations, Word-of-Mouth, and Personal Selling (Keller, 2013, P 218).

The message, can be verbal and non-verbal, normally needs to be built over time, and involves the communicator, the message itself, the channel, and the target audience (Dillon, 2012).

Finally, marketing objectives can be to inform, persuade, and remind consumers about certain products or the brands themselves (Keller, 2013).

Integrated Marketing Communications Integrated marketing communications is the strategic coordination (Joseph, 2011) and unification of a brands communication tools and methods (Moriarty et el., 2012) to deliver a clear, consistent (Joseph, 2011), efficient, and effective message to the target customer (Keller, 2013). According to Keller (2013), the strategy should be formed with regards to 6 criteria:

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Coverage – the extent of audience reach.

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Contribution – the extent of each method’s ability to achieve the desired and planned response and communication.

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Commonality – the extent of consistency and cohesiveness between methods in terms of brand message and brand image.

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Complementarity – the extent of variety in the emphasis of varying associations and linkages across all communication methods.

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Conformability – the extent of effectiveness for all communication methods for consumers in terms of both, whether the exposure was multiple and diverse, and whether it was able to reach multiple dimensions of consumers.

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Brand Case Study

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Brand Choice Rational

in its brand philosophy of creating ‘LifeWear: affordable and comfortable everyday fashion of absolute quality’ (Figure 9), which also precisely epitomises its company mantra “Luxury for all the people” (Menkes, 2015).

UNIQLO is also very well known for wardrobe basics with longevity and modern functional designs (Menkes, 2015), they’re clothes being simplistic, non-dated, but well done (Long, 2009). One of the key characteristics which makes UNIQLO stand out from other high street retail companies is that it is not trend-led or catwalk‘inspired’ (Long, 2009), they do not try to imitate designer looks (Menkes, 2015) and has worked to retain its own unique aesthetic and brand identity (Long, 2009).Despite global expansions, the brand has not forgotten its roots of Japanese quality to detail, order and cutting edge design (Long, 2009), and has recently made great efforts to enrich its philosophy of cutting edge simplicity through collaborations with designers of similar ethos, such as Jil Sander (Long, 2009) (Figure 10) and Christophe Lemaire (Figure 11) (Menkes, 2015).

Finally, UNIQLO also holds a unique selling point in its technological innovations in textiles which have rewarded them with iconic products such as their HEATTECH winter-warming lines, Premium Down Ultralight jackets (Figure 12) and AIRism summer-cooling lines (Finnigan, 2015). Recently, they have expanded this USP by opening a Research & Development Centre in Paris led by Lemaire as the artistic director and designer for its new brand Uniqlo U (Berrington, 2016) (Figure 12).

The chosen brand for this case study is UNIQLO (Figure 4). Its current marketing communications strategy is of particular interest due to its initial failure to enter the UK market in 2001 (Finnigan, 2015) and its later successful re-entry in 2006 (Retail Week, 2011).

Brand Brief UNIQLO is a clothing apparel company belonging to Fast Retailing Group (UNQLO, no date). It originated in Yamaguchi, Japan in 1949 as a textiles manufacturer and was founded by Tadashi Yanai (UNIQLO, no date) (Figure 5). It is now a brand with a global presence of over 1000 stores worldwide (UNIQLO, no date) (Figure 6). The brand’s objective is to redefine clothing, paying special focus on its quality and textiles (UNIQLO, no date). It operates generally within the low-mid-market (Long, 2009), and specialises in casual wear (UNIQLO, no date) (Figure 7-8).

Unique Selling Point (USP) UNIQLO’s most well-known USP – high quality clothing at a relatively low price range – can be found embedded 8

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Target Customer Demographic

Geographic

UNIQLO does not claim to target a specific demographic of customers, choosing to serve a wide range of customers of all gender, age and ethnicity (Porter Prize, 2009) (Figure 11). Their customers could therefore theoretically belong to any lifestage, occupation, education level, and socialeconomic class (Porter Prize, 2009). However, since their price is positioned much lower than high-end and premium high street brands which also specialise in quality classics, timeless, and non-trend-driven designs such as Ralph Lauren (Long, 2009) and Jigsaw (Jigsaw, no date), it is most probable that UNIQLO’s target customer are price conscious to some degree, although not extremely, as they are positioned at a slightly higher price point than competitors in the same mid-low market, such as H&M and Topshop.

UNIQLO operates within 15 countries across East Asia, Europe and America (Uniqlo, 2014). It has a greater focus on urban areas and major cities across the globe (Flckenscher, 2016). It caters for customers in both cold and warm climates which can be exemplified by its HEATTECH and AIRism lines.

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Psychographic: Lifestyle

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which is not as specific or definite for UNIQLO (majority should be within a low to mid-high bracket), their aspirational brands may be brands similar in aesthetic or design ethos working at the premium market level or the high-end market level, such as Whistles, which emphasises quality and detail with modern utility (Whistles, no date), Jigsaw which boasts timeless style and quality, or Ralph Lauren, famous for luxurious, high quality classics (Long, 2009).

As a global brand aimed to cater for ‘all people’, UNIQLO emphasises cultural diversity and inclusiveness, which can be seen in its UNIQLO X Hana Tajima modest wear collection (Fast Retailing, 2016) (Figure 12). Thus it can be predicted that its target customer is of diverse cultural background and most probably has a sound understanding of other cultures and is well-informed (Finnigan, 2015) and open-minded. They enjoy learning and appreciating contemporary art forms (music, graphics, illustrations, and dance) (Figure 13-15). UNIQLO has always distributed more attention towards its digital marketing content to strengthen its innovative brand image (Porter Prize, 2009), which suggests they expect their target customers to be relatively tech savvy. Also, their philosophy emphasises the goal of creating clothes to make people’s lives better (Setiawen, 2016) and their famous attribute towards functionality and performance clothing also suggests that their target customer puts relative importance towards both comfort and utility, thus may lead both professional and active lifestyles with aspirations of self-improvement and actualisation (Image 16).

Psychographic: Self-Image From their advertisement campaigns and projects, it is evident (despite them claiming otherwise) that they do have a special focus on young, talented, edgy and cool individuals (Long, 2016) (Williams, 2016). Therefore it can be supposed that individuals with this sort of selfimage are those which the brand hopes to target and create associations with.

Psychographic: Interests & Hobbies Many of their promotions involve cultural elements, including fashion, contemporary music, dance, and art, such as their new partnership with the Tate Modern Museum to curate regular events in UNIQLO 311 Oxford Street (Fast Retailing, 2016) (Image 17), suggesting their strategy to target consumers with strong interests and hobbies in contemporary culture, music, dance, and art and design.

Psychographic: Aspirations Depending on the social-economic class of the customer, 14

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Behavioural: Purchasing Motives

Product Range

UNIQLO’s target customers holds primary motives foremost in quality, then comfort, function, style and innovation, however, price follows very closely behind these and is an indispensable element of consideration (Phelps, 2016).

Their product range is wide but also with depth, being especially known and sought for for their abundant colour ranges (Long, 2009). Their products cover categories of Women’s wear, Men’s wear, Kids & Babies, Outwear, Knitwear, Tops, Bottoms, Accessories and underwear, Collections (Carine Roitfeld, Uniqlo U, Ines De La Fressange, UT Collection - a celebration of pop culture), Home, Essentials, Workwear, Sports, and Special technological textile collections (Ultra Light Down, HEATTECH, AIRism) (UNIQLO, no date).

Behavioural: Purchasing Behaviour UNIQLO, although claims to not be customer segment specific, do hold extra appeal to design-conscious consumers through their pared-down, no-naff and simplistic designs which are ideal for mix and matching (Long, 2009). Due to their simplistic designs of non-trend-driven basics, and their slow fashion model with long lead-times (comparatively) and product lifecycles (Porter Prize, 2009), it can be expected that their target customers do not shop them frequently on a short cyclic basis, but rather based on needs and wants of specific staples.

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Past Marketing Communications

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Paid TV ‘This Way to Utopia’ – UNIQLO’s campaign to relaunch its London flagship store, Oxford 311, featured a TV ad showing 6 young contemporary dancers performing around London (Campaign, 2016).

(Figure 18-19) ‘LifeWear Spring Summer 2016’ – TV ad surrounding the concept of LifeWear featuring slogans such as “Stories to change the way we see. Clothes to change the way we live” and “What is life?” (UNIQLO, 2016). (Figure 20-22)

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Radio

Magazine

Collaboration with East London NT Radio to host monthly events, including a Summer Rooftop Barbecue (Campaign, 2016)

Magazine ad for the UNIQLO x Carine Roitfeld Autumn Winter 2015 collection (Fashion Gone Rogue, 2015).

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Search

Transport

Paid search for ‘Cyber Monday’.

‘NYC flagship store opening’ – Campaign to launch UNIQLO’s two New York flagship stores in 2011. 9 PATH (New York’s transit system) stations were saturated with posters covering floors, banners, walls, and columns (JCDecaux, no date). (Figure 25-27)

Sponsorship ‘Tate Modern Relaunch Sponsership’ – UNIQLO officially sponsored Tate Moderns relaunch June 2016 in exchange for monthly event, ‘UNIQLO Tate Lates’, to be held at and in partnership with the museum (UNIQLO, 2016). (Tate, 2016).

Billboard UNQLO’s billboard ad on its New York flagship store’s construction barricade (Trio, no date). (Figure 28)

Print and Outdoor

Advertorial

Newspaper

Advertorial on Dazed and Confused’s March 2012 issue (S Magazine, no date). (Figure 29-31)

An advertisement on 9 July 2014 in The Times congratulating sponsored athlete, Novak Djokovic becoming World Champion in Tennis (Newsworks, 2014). (Figure 23) 22

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Owned Media

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YouTube Channel

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‘The Science of LifeWear’ – Full length version campaign video, part of the LifeWear Campaign explaining UNIQLO’s concept of LifeWear – “Why do we get dressed? There’s no one answer. But to make clothes for life, we’ll keep asking.

That’s the science of LifeWear.”(UNIQLO, 2016). (Figure 32)

The LifeWear Book

Magazine

Publishes once per season (MP Creative, no date), available both digitally on their website and in physical print form (UNIQLO, no date). Features editorial content such as LifeWear Stories, LifeWear Potraits (interview with inspirational individuals), LifeWear Featured Item. It is (UNIQLO, no date). (Figure 33-34)

UNIQLO Paper

Apps

Featured editorial content of collection themes, pallets and styling, and also interviews with creative individuals in the arts, music or dance scene (MP Creative, no date).

UNIQLO app (UNIQLO, no date). (Figure 36)

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Earned PR Fashion Shows in Tokyo each season. (Figure 37) Celebrity Endorsement

UNIQLO sponsors Novak Djokovic, world champion tennis player (Lutz, 2015). (Figure 23) Event Marketing Chicago Midwest store launch campaign – Uniqlo created a series of commute experiences on the Chicago Transit Authority’s subway cars, turning them into dace parties featuring DJs, games, and giveaways of UNIQLO’s latest range (Piras, 2015).

(Figure 38-40) Viral Marketing Interactive blog widgets such as ‘UNICLOCK’ (2007) and ‘Lucky Switch’ (2009) which evoked very good responses (Thorniley, 2012).

Influencer Collaborations Continuous collections and branch off brands with luxury designers such as Jil Sander for UNIQLO (Milligan, 2009) (Figure 41) and Christophe Lemaire headed UNIQLO U (Phelps, 2016) (Figure 9).

UNIQLO UT, a line of graphic t-shirts which collaborates regularly with artists, graphic designers and illustration companies to produce collections.

Such as the collaboration with reknown artist Kaws, showcasing his character, ‘Companion’ (Eng, 2016). (Figure 42)

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Shared Most of their shared media and owned media channels are split into countries.

Twitter (Figure 43) FB (Figure 44)

Snapchat (Figure 45) Instagram (Figure 46)

Sales Promotions Do take part in seasonal sales. (Figure 47)

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Evaluation of UNIQLO’s Integrated Marketing Communications (IMC) As a major global fashion retailer just beginning to gain presence in the western world, UNIQLO currently adopts a very healthy broad mix of marketing communications. However, it is evident that a lot of their marketing efforts are focused around flagships and new store openings, geographic wise and content wise. More efforts in campaigning regular seasonal collections and general brand identity could be made to clearly position the brand in the western fashion industry and educate potential consumers on what the brand is all about.

UNIQLO’s communications sends out very clear and consistent messages on the brand’s identity, such as its strong associations with contemporary art and design, music and dance, its function as the clothes for everyone, every day, and also its utilitarian and technology forward image.

In conclusion, UNIQLO’s extent of IMC is quite high and its content is also sufficiently harmonious, however, too focused around store openings, therefore it is recommended that more efforts are directed towards regular seasonal collection campaigns and general brand identity reminders.

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Presentation Boards Target Customer Profile (Figure 48) Brand Identity (Figure 49) IMC

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Theme (Figure 50)

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Timeline (Figure 51)

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Tools and Mock Content (Figure 52)

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Integrated Marketing Communications Campaign S/S 2017 Proposal Objectives The campaign is designed as the continuum of UNIQLO’s first global campaign, LifeWear. This campaign will focus on UNIQLO’s brand Identity as a whole as this area was been identified as the weak spot in UNIQLO’s IMC. The objectives are to establish a stronger and clearer positioning and brand awareness, and increase market penetration. Also to better inform target customers on UNIQLO’s offering and lifestyle. The communicating message can be summed down to key words which represents UNIQLO as a brand and are also their USPs – diverse, global, utilitarian, every day, everyone, detail, quality, comfort, simplicity and Japanese roots.

Target Audience The target audience will be in line with the demographics, psychographics and behavioural characteristics identified previously in the case study, however there is a slight difference in geographic. Although it is a global campaign, it will be generally focused on the western market, which needs building on, including Canada, the US, the UK and Europe.

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al travel will acquire ever greater attention for brands and designs cultural DNA, and senses of travel, exploration, and adventure will define the season (MacDonald et al, 2015). This trend justifies the decision for UNIQLO’s S/S 17 campaign to be themed around stories of travel and exploring cultures, in this case, the culture of UNIQLO’s roots, Japan. According to Polak (2005), a strong global brand is a combination of where it is from and where it wants to go, and if long-term success is sought for in the global arena, the brand must clearly understand both of them. As Asian culture receives ever greater acceptance abroad (Polak, 2005), now is the opportunity to utilise the brands roots and culture to achieve greater brand differentiation and recognition, and transfer UNIQLO’s origins into its USP (Koubaa, 2015). Additionally, Japan is a country with a high equity image which will reflect strongly and positively upon consumer’s perception of UNIQLO’s products and brand image if they are unfamiliar with them (Koubaa, 2015).

Theme The campaign title will be ‘LifeWear S/S 17 – Summer Days’. The theme story surrounds groups of people from different parts of the world who spontaneously head off on a weekend get-away, leaving their everyday lives behind to explore, and coming back to their lives re-energised with memories of beautiful summer days to reminisce. The campaign will pay particular focus on Japanese Summer Festivals and its visuals and aesthetic. Visuals will be travel focused. Campaign will feature slogans along the lines of “clothes to enjoy your summer days in” “We’ll focus on making great clothes for you, so you can focus on enjoying your summer days” “the clothes I enjoyed my summer days in”.

Theme Rational According to WGSN’s vision for S/S 17, the boom in glob-

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Promotional Tools and Content

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TV advertisement (1 March – 1 April 2017) The campaign video, which will feature the theme story mentioned previously, is to be played in TV advertisement spots in all countries with a UNIQLO flagship. It will air for one month before the launch of the collection in stores to initiate the campaign and create anticipation by introducing the overall theme and let target audience glimpse the collection of the up-coming season. The short duration of this promotional tool is due to considerations for its high costs.

The campaign video will be played before videos of sponsored global ambassadors and to global users who heavily view music, dance or art and design content. Its timing and objectives are the same as the TV advertisement.

Additionally, it will feature scenes in which the different groups of travellers cross path discreetly, and viewers who identify all the scenes can screenshot it and post it on their social medias with #uniqlosummerdays, and get a chance to win a weekend trip to Tokyo for two. This additional event is to help create an initial hype and excitement around the campaign and keep people interested through interactive marketing.

YouTube video advertisement (1 March – 1 April 2017)

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The LifeWear Book – digital (1 March – 31 July) To be published on their website digitally gradually with a feature a week. Features include LifeWear Stories of foreigners living in Japan and what they enjoy about it and their various adventures there (Figure 60); LifeWear Featured Items about their AIRism products and other performance wear; and LifeWear Potraits interviewing artists who specialise in integrating their art with Oriental elements (Figure 61-62). The long stretch of promotion time for this tool is to keep website readers and newsletter subscribers constantly engaged in the collection throughout the season.

Collection launch (1 April)

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Digital out-of-home displays (1 April – 30 June)

(Figure 64-65)on seats for commuters to attend UNIQLO’s flagship store Japanese summer festival featuring dance, music, food and other cultural activities, and collect a free piece from the collection range. Timed on the day of collection launch to create hype and draw attention, giving media and the public who experiences the event something to talk about, starting the season with a bang.

To play the campaign video. Timing is to help remind consumers about the campaign once the initial hype and surprise is over and the collection is out.

‘Summer Days – UNIQLO brings Japan to you’ event (1 April) UNIQLO takes over underground/subway cars in capital cities with their flagships and transforms them into Japanese Summer festival scenes (Figure 63), leaving invites

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Transit poster advertisement (1 April – 31 July) To cover subway cars and station walls with still shots from the video campaign (Figure 80-81) and collection looks (Figure 66-79). Reasons for promotional timing is the same as digital out-of-home displays but duration is longer due to lower costs and its market penetration increase effects through less skewed and broad reach of audience (Hall, 2016).

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The LifeWear Book – Physical (1 April – 31 July)

visit the store while on trips to the featured ‘retreats’. Or work as interesting resting points for customers out on whole day shopping trips.

Same content as digital version. Published for customers to browse through in stores as soon as the collection reaches stores.

#myuniqlosummerdays (30 June – 31 July)

Digital in-store display (1 April – 31 July)

UNIQLO’s social media subscribers can post pictures of themselves and what they are enjoying doing on a summer’s day with #myuniqlosummerdays and get a chance to win discount codes for the S/S 17 LifeWear collection.

This is to drive sales and clear out the remaining stock as season nears the end.

To play the campaign video and collection looks.

App feature – ‘Summer Day’s Retreat’ (1 April – 31 July) To share selective hidden retreats – cultural activities, relaxation spaces, restaurants and cafes – within the vicinity of UNIQLO flagships each week for users to discover.

This feature will hopefully motivate potential customers to

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30 November 2016]. Available from: http:// Available from: http://trioworldwide.com/gallery/pre-press/ www.mpcreative.net/page.html? uni-qlo/ id=36&subid=441&pagerow=30 UNIQLO. 2014. UNIQLO Business Strategy. [Online]. [Accessed Newsworks. 2014. Uniqlo. [Online]. [Accessed 30 November 5 November 2016]. Available from: http:// 2016]. Available from: http://www.newsworks.org.uk/ www.fastretailing.com/eng/group/strategy/tactics.html Creative/51387 UNIQLO. 2014. UNIQLO Reopens Global Flagship Store in LonPhelps, N. 2016. A First Look at Christophe Lemaire’s New don on March 18. [Online]. [Accessed 5 November 2016]. AvailUniqlo U Collection. Vogue. [Online]. [Accessed 28 November able from: 2016]. Available from: http://www.vogue.com/13454862/ news/1603111500.html uniqlo-u-fall-2016/ UNIQLO. [no date]. About UNIQLO. [Online]. [Accessed 5 NovemPiras, L. 2015. The global fashion giant targets commuters by ber 2016]. Available from: http://www.uniqlo.com/uk/corp/ pioneering an immersive experience to spotlight its first store opening in Chitown. [Online]. [Accessed 30 November 2016].

UNIQLO. [no date]. Corporate Information. [Online]. [Accessed 5 Available from: http://www.psfk.com/2015/10/uniqlo-takes- November 2016]. Available from: http://www.uniqlo.com/uk/ over-chicago-transit-invisible-north-immersive-advertising.html corp/corp_about.html Polak, E. 2015. How local origin affects global brand strategy.

Admap. [Online]. (461). [Accessed: 2 December 2016]. Available from: https://www.warc.com/Content/ ContentViewer.aspx?MasterContentRef=9747f9dc-3fac-453784f3-49fad33c5bd3&q=%22brand+origin% 22+marketing&CID=A80442&PUB=ADMAP Porter Prize. 2009. Fast Retailing Co., Ltd. UNIQLO. [Online].

[Accessed 28 November 2016]. Available from: http:// www.porterprize.org/english/ pastwinner/2009/12/03114807.html

UNIQLO. [no date]. Group Companies. [Online]. [Accessed 5 November 2016]. Available from: UNIQLO. [no date]. UNIQLO APP. [Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/sg/ mobile_app/index.html UNIQLO. 2016. LifeWear Fall Winter 2016. [Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/ uk/2016_lifewear_fw/?hp=row4B_20161013

UNIQLO. 2016. The Science of LifeWear. [Online]. [Accessed 30 November 2016]. Available from: https://www.youtube.com/ Retail Week. 2011. Uniqlo UK boss exits after successful market watch?v=AKwd_0q7-mw re-entry. Retail Week. [Online]. 29 July. [Accessed 5 November 2016]. Available from: https://www.retail-week.com/sectors/ UNIQLO. No date. Menu. [Online]. [Accessed 8 November 2016].

Available from: http://www.uniqlo.com/uk/ fashion/uniqlo-uk-boss-exits-after-successful-market-reentry/5027672.article

Waters, B. 2016. Fashion Marketing Communications.

S Magazine. [no date]. Ronald Dick/Uniqlo-Advertorial. [Online]. [PowerPoint presentation accessed through the VLE]. DESN2375 Fashion Promotions. University of Leeds.

[Accessed 30 November 2016]. Available from: http://smagazine.photography/ceemes/article/show/342/ Whistles. [no date]. About Us. [Online]. [Accessed 28 November page=285/layout=588/__language__=en 2016]. Available from: http://www.whistles.com/whistles/ Setiawan, B. 2016. Uniqlo Looks to The Future And Banks On The Concept Of LifeWear. [Online]. [Accessed 5 November 2016]. Available from: http://www.forbes.com/sites/ benjaminsetiawan/2016/09/14/uniqlo-looks-to-the-futureand-banks-on-the-concept-of-lifewear/#760cf7475229

aboutus.html

Williams, E. 2016. Uniqlo’s new ad campaign relaunches its flagship Oxford Street branch through the medium of dance.

[Online]. [Accessed 28 November 2016]. Available from: https://www.creativereview.co.uk/uniqlos-new-ad-campaignTate. 2016. Uniqlo Tate Lates. [Online]. [Accessed 30 November relaunches-its-flagship-oxford-street-branch-through-the2016]. Available from: http://www.tate.org.uk/whats-on/tate- medium-of-dance/ modern/late/uniqlo-tate-lates 73

List of Figures Figure 1

UNIQLO. 2016. New Uniqlo U Collection. [Online]. [Accessed 30 November 2016]. Available from: http:// www.vogue.com/13454862/uniqlo-u-fall-2016/

Repponen, Anton. 2011. Exploring Tokyo and Hakone. [Online].

Figure 11 [Accessed 5 November 2016]. Available from: http:// www.letstravelsomewhere.com/travel-inspiration/antonLove Mirian. 2016. Launching Global Fashion Brand Uniqlo in repponen-japan/ Canada 2. [Online]. [Accessed 31 November 2016]. Available from: http://lovemirian.com/launching-uniqlo-canada/ Figure 2 Love Mirian. 2016. Launching Global Fashion Brand Uniqlo in Canada 1. [Online]. [Accessed 31 November 2016]. Available from: http://lovemirian.com/launching-uniqlo-canada/ Figure 3 Graphite Digital. 2016. Uniqlo's rooftop giveaway event in London. [Online]. [Accessed 31 November 2016]. Available from: http://www.eventmagazine.co.uk/pictures-uniqlos-rooftopgiveaway-event-london/venues/article/1388133 Figure 4 UNIQLO. [no date]. UNIQLO Logo. [Online]. [Accessed 30 November 2016]. Available from: http://cawesproecons.blogspot.co.uk/

Figure 12 UNIQLO. 2016. This Hijabi Fashion Blogger Is Bringing Modest Clothing To The Masses. [Online]. [Accessed 31 November 2016]. Available from: http:// www.refinery29.uk/2016/02/104067/news-uniqlo-hijabtutorial-hana-tajima#slide Figure 13 UNIQLO. 2016. Born and raised in Portland, Oregon, Esperanza

shocked the music world when she won Best New Artist at the 2011 Grammy Awards. [Online]. [Accessed 31 November 2016].

Available from: http://www.uniqlo.com/uk/timeline/ detail/20160823792/ Figure 14

Figure 5

MR. [no date]. UT CREATIVE DIRECTOR NIGO (L) WITH BROOKGetty. [no date]. Tadashi Yanai, Chairman and CEO of Fast Re- LYN ARTIST KAWS (R). [Online]. [Accessed 31 November 2016]. tailing of Uniqlo. [Online]. [Accessed 30 November 2016]. Avail- Available from: http://www.mr-mag.com/uniqlo-relaunch-soldable from: http://www.telegraph.co.uk/fashion/people/lady- kaws-collaboration/ gaga-conservatively-dressed-woman-victorias-secret-show/ Figure 15 Figure 6

UNIQLO UK. 2016. Uniqlo - This Way to Utopia (full version)1.

Premier Construction. [no date]. UNIQLO. [Accessed 30 Novem- [Online]. [Accessed 8 November 2016]. Available from: https://www.youtube.com/watch?v=Xzj5P5ocRaA ber 2016]. Available from: http:// premierconstruction.tumblr.com/page/50

Figure 16

Figure 7

UNIQLO. 2016. Dry Stretch Sweat Full-Zip Hoodie, Warm Dry UNIQLO. 2016. Mohair Blend Oversized Sweater, Oversized Tur- Half-Zip T-Shirt, Dry Stretch Sweat Pants. [Online]. [Accessed 8 November 2016]. Available from: http://www.uniqlo.com/uk/ tleneck Tunic, Merino Blend Ribbed Skirt, Felted Long Skirt. timeline/detail/20160823789/ [Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/uk/timeline/detail/20160823791/ Figure 17 Figure 8 UNIQLO. 2016. Boiled Wool Crew Neck Sweater, Flannel Long

Sleeve Shirt, Soft Touch Turtleneck T-Shirt, Jogger Pants.

[Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/uk/timeline/detail/20160823791/ Figure 9 UNIQLO. [no date]. UL Ultra Light Down. [Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/uk/ store/feature/uq/ultralightdown/women/? hp=row3_uld_subw_20161125 Figure 10

Dan Weill Photography. 2016. Uniqlo Tate Late October.

[Online]. [Accessed 30 November 2016]. Available from: http://www.tate.org.uk/whats-on/tate-modern/late/uniqlotate-lates Figure 18 UNIQLO UK. 2016. Uniqlo - This Way to Utopia (full version)2.

[Online]. [Accessed 8 November 2016]. Available from: https://www.youtube.com/watch?v=Xzj5P5ocRaA Figure 19 UNIQLO UK. 2016. Uniqlo - This Way to Utopia (full version)3.

[Online]. [Accessed 8 November 2016]. Available from: 74

https://www.youtube.com/watch?v=Xzj5P5ocRaA Figure 20 UNIQLO. 2016. LifeWear 2016 Spring Summer 1. [Online].

[Accessed 8 November 2016]. Available from: https:// www.youtube.com/watch?v=2zmbaINw21s

Figure 29 Dazed and Confused. [no date]. Uniqlo-Advertorial 1. [Online].

[Accessed 30 November 2016]. Available from: http://smagazine.photography/ceemes/article/show/342/ page=285/layout=588/__language__=en Figure 30

Figure 21

UNIQLO. 2016. LifeWear 2016 Spring Summer 2. [Online].

[Accessed 8 November 2016]. Available from: https:// www.youtube.com/watch?v=2zmbaINw21s

Dazed and Confused. [no date]. Uniqlo-Advertorial 2. [Online].

[Accessed 30 November 2016]. Available from: http://smagazine.photography/ceemes/article/show/342/ page=285/layout=588/__language__=en

Figure 22

Figure 31

UNIQLO. 2016. LifeWear 2016 Spring Summer 3. [Online].

[Accessed 8 November 2016]. Available from: https:// www.youtube.com/watch?v=2zmbaINw21s

Dazed and Confused. [no date]. Uniqlo-Advertorial 3. [Online].

[Accessed 30 November 2016]. Available from: http://smagazine.photography/ceemes/article/show/342/ page=285/layout=588/__language__=en

Figure 23 Newsworks. 2014. Uniqlo. [Online]. [Accessed 30 November 2016]. Available from: http://www.newsworks.org.uk/ Creative/51387 Figure 24

Figure 32 MP Creative. [no date]. UNIQLO: THE LIFEWEAR BOOK FW15.

[Online]. [Accessed 30 November 2016]. Available from: http://www.mpcreative.net/page.html? id=36&subid=1160&pagerow=30

Fashion Gone Rogue. 2015. Carine Roitfeld designs fall-winter Figure 33 2015 collection for UNIQLO. [Online]. [Accessed 30 November UNIQLO. 2016. The Science of LifeWear. [Online]. [Accessed 30 2016]. Available from: http://www.fashiongonerogue.com/ November 2016]. Available from: https://www.youtube.com/ carine-roitfeld-uniqlo-campaign/ watch?v=AKwd_0q7-mw Figure 25 Figure 34 JCDeacux. [no date]. Unique Domination throughout NYC 1.

[Online]. [Accessed 8 November 2016]. Available from: http:// MP Creative. [no date]. UNIQLO: THE LIFEWEAR BOOK FW15.

[Online]. [Accessed 30 November 2016]. Available from: www.jcdecauxna.com/transportation/uniqlo%E2%80%99shttp://www.mpcreative.net/page.html? unique-domination-throughout-nyc%E2%80%99s-pathid=36&subid=1160&pagerow=30 stations Figure 26

Figure 35

JCDeacux. [no date]. Unique Domination throughout NYC 2.

[Online]. [Accessed 8 November 2016]. Available from: http:// www.jcdecauxna.com/transportation/uniqlo%E2%80%99sunique-domination-throughout-nyc%E2%80%99s-pathstations

MP Creative. [no date]. UNQLO PAPER NO.1. [Online].

[Accessed 30 November 2016]. Available from: http:// www.mpcreative.net/page.html? id=36&subid=441&pagerow=30 Figure 36

Figure 27

UNIQLO. [no date]. THE UNIQLO APP. [Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/uk/ JCDeacux. [no date]. Unique Domination throughout NYC 3.

[Online]. [Accessed 8 November 2016]. Available from: http:// store/feature/uq/uniqlo/app/ www.jcdecauxna.com/transportation/uniqlo%E2%80%99sunique-domination-throughout-nyc%E2%80%99s-pathFigure 37 stations Port. 2016. Uniqlo AW 16 Presentation. [Online]. [Accessed 30 November 2016]. Available from: http://www.portFigure 28 magazine.com/fashion/the-details-of-retail-uniqlo-john-cHong Kong Silicon. 2015. Uniqlo. [Online]. [Accessed 8 Novem- jay/ ber 2016]. Available from: http://www.hksilicon.com/ articles/931812 Figure 38 75

PSFK. 2015. The global fashion giant targets commuters by

Love Mirian. 2016. Launching Global Fashion Brand Uniqlo in pioneering an immersive experience to spotlight its first store Canada. [Online]. [Accessed 31 November 2016]. Available opening in Chitown 1. [Online]. [Accessed 30 November 2016]. from: http://lovemirian.com/launching-uniqlo-canada/

Available from: http://www.psfk.com/2015/10/uniqlo-takesover-chicago-transit-invisible-north-immersive-advertising.html UNIQLO. 2016. Cashmere Blended Chester Coat, SUPIMA COTTON Stretch Broadcloth Shirt , Tweed Ankle Pants*. [Online].

[Accessed 31 November 2016]. Available from: http:// Figure 39 www.uniqlo.com/uk/timeline/detail/20160823793/ PSFK. 2015. The global fashion giant targets commuters by

pioneering an immersive experience to spotlight its first store UNIQLO. 2016. Born and raised in Portland, Oregon, Esperanza opening in Chitown 2. [Online]. [Accessed 30 November 2016]. shocked the music world when she won Best New Artist at the Available from: http://www.psfk.com/2015/10/uniqlo-takes2011 Grammy Awards. [Online]. [Accessed 31 November 2016]. over-chicago-transit-invisible-north-immersive-advertising.html Available from: http://www.uniqlo.com/uk/timeline/ detail/20160823792/ Figure 40

UNIQLO. 2016. Helen in her happy place - throwing a pot at her wheel, wearing Ultra Light Down Vest, Flannel Stand Collar Long pioneering an immersive experience to spotlight its first store opening in Chitown 3. [Online]. [Accessed 30 November 2016]. Sleeve Shirt and BLOCKTECH Slim Fit Trousers. [Online].

Available from: http://www.psfk.com/2015/10/uniqlo-takes- [Accessed 31 November 2016]. Available from: http:// PSFK. 2015. The global fashion giant targets commuters by

over-chicago-transit-invisible-north-immersive-advertising.html www.uniqlo.com/uk/timeline/detail/201611161278/ Figure 41

UNIQLO. 2016. BLOCK TECH Coat, Ultra Light Down Vest, Extra

Fine Merino High-Neck Sweater, BLOCK TECH Warm Lined

Vogue UK. 2009. One of the finished +J Uniqlo images. [Online]. Stretch Slim Fit Pants. [Online]. [Accessed 31 November 2016].

[Accessed 30 November 2016]. Available from: http:// Available from: http://www.uniqlo.com/uk/timeline/ www.vogue.co.uk/gallery/jil-sander-for-uniqlo-launches detail/20160823788/

Figure 42

UNIQLO. 2016. FROM SOFT COTTON SWEAT SETS, TO FEATURE-

PACKED HEATTECH THAT WILL KEEP YOU COMFORTABLE ALL

Kaws. 2016. UT KAWS. [Online]. [Accessed 30 November 2016]. WINTER LONG. [Online]. [Accessed 31 November 2016]. AvailaAvailable from: http://www.vogue.com.tw/fashion/ ble from: http://www.uniqlo.com/uk/store/feature/uq/ fashionnews/content-26817.html?from=pop home/women/?hp=row1C_subw_20161125 Figure 43 Twitter. 2016. [Online]. [Accessed 30 November 2016]. Available from: https://twitter.com/uniqlousa Figure 44 Facebook. 2016. [Online]. [Accessed 30 November 2016].

Available from: https://www.facebook.com/uniqlo.uk/ Figure 45

Today Online. [no date]. Uniqlo's work wear is a favourite with the office crowd. [Online]. [Accessed 31 November 2016]. Available from: http://www.todayonline.com/lifestyle/style/ uniquely-uniqlo MR. [no date]. UT CREATIVE DIRECTOR NIGO (L) WITH BROOKLYN ARTIST KAWS (R). [Online]. [Accessed 31 November 2016].

Available from: http://www.mr-mag.com/uniqlo-relaunch-soldkaws-collaboration/

Snap, Inc. 2016. Snapchat (9.44.0.0). [Mobile app]. [Accessed Hemingway, O. [no date]. Installation view at Tate Modern.

[Online]. [Accessed 31 November 2016]. Available from: 30 November 2016]. http://www.russianartandculture.com/review-malevichexhibition-at-tate-modern-by-yevgeniya-ravcova/ Figure 46 Instagram, Inc. 2016. Instagram (9.44.0.0). [Mobile app].

[Accessed 30 November 2016].

Figure 47

Sgura, G. 2016. Ralph Lauren Adv. [Online]. [Accessed 31 November 2016]. Available from: http://www.digitalarea.com/ ralph-lauren-adv-2/

UNIQLO. 2016. [Online]. [Accessed 30 November 2016]. Availa- Jigsaw. 2015. Jigsaw S/S 15 Campaign by Luke Stephenson.

[Online]. [Accessed 31 November 2016]. Available from: ble from: http://www.uniqlo.com/uk/store/feature/uq/ https://models.com/work/jigsaw-jigsaw-ss-15-campaign limited-offers/women/?hp=sli1_20161128 Figure 48

Figure 49

Target Customer Profile Board Image List

Brand Identity Board Image List

76

Getty. [no date]. Tadashi Yanai, Chairman and CEO of Fast Retailing of Uniqlo. [Online]. [Accessed 30 November 2016].

Available from: http://www.telegraph.co.uk/fashion/people/ lady-gaga-conservatively-dressed-woman-victorias-secretshow/ Dazed and Confused. [no date]. Uniqlo-Advertorial. [Online].

[Accessed 30 November 2016]. Available from: http://smagazine.photography/ceemes/article/show/342/ page=285/layout=588/__language__=en UNIQLO. 2016. The Science of LifeWear. [Accessed 30 November 2016]. Available from: https://www.youtube.com/watch? v=AKwd_0q7-mw

Hiking Guy. [no date]. How To Hike in the Mountains. [Online].

[Accessed 30 November 2016]. Available from: https:// hikingguy.com/how-to-hike/mountain-hiking-how-to/ James Tse. [no date]. Canadian Tire. [Online]. [Accessed 30 November 2016]. Available from: http://jamestsephoto.com/ filter/all/Canadian-Tire-Camping Ducan Yoga. 2012. 10 Day Solo Canoe Trip. [Online]. [Accessed 30 November 2016]. Available from: https:// www.youtube.com/watch?v=11zJx6tPHf8

Fong, E. [no date]. Obon Festival, Japan. [Online]. [Accessed 30 November 2016]. Available from: https:// peregrinatewithme.wordpress.com/2013/09/27/10-festivals Premier Construction. [no date]. UNIQLO. [Accessed 30 Novem- -that-will-make-you-feel-out-of-this-world/ ber 2016]. Available from: http:// premierconstruction.tumblr.com/page/50 Schmevans R. [no date]. TANABATA. [Online]. [Accessed 30 November 2016]. Available from: https://www.pinterest.com/ UNIQLO. [no date]. UNIQLO Logo. [Online]. [Accessed 30 Noexplore/tanabata-festival/ vember 2016]. Available from: http://cawesproecons.blogspot.co.uk/ Kate, 2014. japan, you’re such a babe. [Online]. [Accessed 30 November 2016]. Available from: http://i-am-not-aShanghai Miho Package & Product Co., Ltd. [no date]. Uniqlo celebrity.com/2014/04/06/japan-youre-a-babe/ Kraft Paper With Logo. [Online]. [Accessed 30 November 2016].

Available from: http://www.ipaperbag.com/NEWS/ Figure 51 Uniqlo_Kraft_Paper_With_Logo_28.html IMC Timeline UNIQLO. [no date]. UL Ultra Light Down. [Online]. [Accessed 30 3lian.com. [no date]. Red tv icon vector. [Online]. [Accessed 30 November 2016]. Available from: http://www.uniqlo.com/uk/ November 2016]. Available from: http://all-freestore/feature/uq/ultralightdown/women/? download.com/free-vector/download/red-tv-iconhp=row3_uld_subw_20161125 vector_280564.html Her Campus. [no date]. Wear the Rainbow. [Online]. [Accessed 30 November 2016]. Available from: http:// www.hercampus.com/school/usf/ever-heard-uniqlo

YouTube, [no date]. YouTube icon. [Online]. [Accessed 30 November 2016]. Available from: https:// developers.google.com/youtube/branding_guidelines

Port. 2016. Uniqlo AW 16 Presentation. [Online]. [Accessed 30 Graphic Cave. [no date]. Web Icon Vector. [Online]. [Accessed November 2016]. Available from: http://www.port30 November 2016]. Available from: http://graphiccave.com/ magazine.com/fashion/the-details-of-retail-uniqlo-john-c-jay/ project/web-icon-vector-and-png-free-download/ Pamper. 2016. UNIQLO and Lemaire Collection to be launched on March 14. [Online]. [Accessed 30 November 2016]. Available from: http://www.pamper.my/news/lifestyle/fashion/ uniqlo-and-lemaire-ss2016-collection-to-be-launched-onmarch-4/

The Camera Graphic. [no date]. City Transit Map Series –

Figure 50

VisionAIRblog. 2014. Burberry digital store. [Online]. [Accessed 30 November 2016]. Available from: https:// www.youtube.com/watch?v=Oh6DcY7zoYI

IMC Theme Board Image List Pallin, P. [no date]. White Pass & Yukon Route. [Online].

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"Moscow" (Western Russia) – Color Line Art Illustration Print.

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TheoOhChannel. 2015. Introducing Digital Out of Home Data Feeds - oOh! Innovation. [Online]. [Accessed 30 November 2016]. Available from: https://www.youtube.com/watch? v=xBzaiDYAq9k Figure 52 IMC Tools and Mock Content Image List 77

Conning, V. [no date]. Tokyo - Piss Alley - Memory Lane - Shinjuku -... | Traveling Lens Photography. [Online]. [Accessed 30 November 2016]. Available from: https://www.pinterest.com/ explore/tokyo-japan-travel/

PSFK. 2015. The global fashion giant targets commuters by

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Available from: http://www.psfk.com/2015/10/uniqlo-takesover-chicago-transit-invisible-north-immersive-advertising.html

Dacay, E. 2014. Fushimi Inari, the number one tourist spot in Kyoto. [Online]. [Accessed 30 November 2016]. Available from: http://rebloggy.com/post/photography-japan-travel-travelphotography-kyoto-memoirs-of-a-geisha-originalp/93858335215

Milk. [no date]. Buyers' Briefing S/S 17: Kids & Tweens Key Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65682/page/10

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es in Tokyo, in a stone garden created by Isamu Noguchi.

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Alexander McQueen. [no date]. Buyers' Briefing S/S 17: Menswear Key Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/ content/board_viewer/#/65857/page/9 Blindness. [no date]. Buyers' Briefing S/S 17: Womenswear Key Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65448/page/28 Figure 53

Kiriko Made. [no date]. ppt-sean-bg.jpg. [Online]. [Accessed 30 Kiriko Made. [no date]. ppt-sean-bg.jpg. [Online]. [Accessed 30 November 2016]. Available from: https://www.pinterest.com/ November 2016]. Available from: https://www.pinterest.com/ divnatsuko/pattern-ism/ divnatsuko/pattern-ism/ Creative Space. [no date]. Variety of spaces for hire - studios,

Figure 54

gallery, retail pop up, creative office space - Blush Creative.

Nazareth School. [no date]. Primary Students at Work. [Online].

[Online]. [Accessed 30 November 2016]. Available from: [Accessed 30 November 2016]. Available from: http:// http://www.creativespaces.net.au/find-a-space/blushwww.sistersofnazareth.com/america/gallery/52/nazarethcreative-range-of-spaces-for-hire-studios-gallery-retail-pop-upschool-san-diego-ca-usa more-1 Figure 55 Tonnesen, C. [no date]. Danish Design Studio Creates an Indoor Garden For a Restaurant. [Online]. [Accessed 30 Novem- Live the adventure. [no date]. Why Audio Dramas Are the Perfect ber 2016]. Available from: http://notapaperhouse.com/danish Homeschool Helpers for Family Road Trips. [Online]. [Accessed 30 November 2016]. Available from: http:// -design-studio-creates-an-indoor-garden-for-a-restaurant/ www.livetheadventureletter.com/parents-resources/why-g-aDesignmuseum Denmark. [no date]. Japonisme Grafted as the henty/why-audio-dramas-are-the-perfect-homeschool-helpersNew Branch of Danish Design. [Online]. [Accessed 30 Novem- for-family-road-trips/ ber 2016]. Available from: https://www.cobosocial.com/artand-design/japonisme-grafted-as-the-new-branch-of-danish- Figure 56 design/ Pete, R. 2014. Japan part 4 Kyoto and Gion Matsuri. [Online].

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[Accessed 30 November 2016]. Available from: https:// 78

hikingguy.com/how-to-hike/mountain-hiking-how-to/ Figure 59 Today Online. [no date]. Uniqlo's work wear is a favourite with the office crowd. [Online]. [Accessed 31 November 2016].

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Figure 61

https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65448/page/17 Figure 70 Blindness. [no date]. Buyers' Briefing S/S 17: Womenswear Key Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65448/page/28 Figure 71 Crista Seya. [no date]. Buyers' Briefing S/S 17: Womenswear Key Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65448/page/3

Nendo. [no date]. Nendo’s Tokyo Tribal furniture incorporates bamboo baskets. [Online]. [Accessed 30 November 2016].

Available from: https://www.dezeen.com/2015/03/10/ Figure 72 nendo-tokyo-tribal-furniture-collection-bamboo-rattan-maisonMilk. [no date]. Buyers' Briefing S/S 17: Kids & Tweens Key objet-asia-2015/ Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ Figure 62 board_viewer/#/65682/page/10 Yasumura, T. 2016. SIMPLE LIFE | Oki Sato at the Nendo offices in Tokyo, in a stone garden created by Isamu Noguchi.

Figure 73 [Online]. [Accessed 30 November 2016]. Available from: Caramel Baby and Child. [no date]. Buyers' Briefing S/S 17: http://www.wsj.com/articles/minimalist-master-nendoKids & Tweens Key Items. [Online]. [Accessed 30 November studios-oki-sato-1461077812 2016]. Available from: https://0www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/ Figure 63 #/65682/page/6 PSFK. 2015. The global fashion giant targets commuters by pioneering an immersive experience to spotlight its first store Figure 74 opening in Chitown 4. [Online]. [Accessed 30 November 2016].

Available from: http://www.psfk.com/2015/10/uniqlo-takes- H&M Studio. [no date]. Buyers' Briefing S/S 17: Menswear Key over-chicago-transit-invisible-north-immersive-advertising.html Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65857/page/27 Figure 66 Finery. [no date]. Buyers' Briefing S/S 17: Womenswear Key Figure 75 Items. [Online]. [Accessed 30 November 2016]. Available from: OAMC. [no date]. Buyers' Briefing S/S 17: Menswear Key Items. https://0-www.wgsn.com.wam.leeds.ac.uk/content/ [Online]. [Accessed 30 November 2016]. Available from: board_viewer/#/65448/page/7 https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65857/page/4 Figure 67 Finery. [no date]. Buyers' Briefing S/S 17: Womenswear Key Figure 76 Items. [Online]. [Accessed 30 November 2016]. Available from: Alexander McQueen. [no date]. Buyers' Briefing S/S 17: Menshttps://0-www.wgsn.com.wam.leeds.ac.uk/content/ wear Key Items. [Online]. [Accessed 30 November 2016]. Availboard_viewer/#/65448/page/10 able from: https://0-www.wgsn.com.wam.leeds.ac.uk/ content/board_viewer/#/65857/page/9Figure 77 Figure 68 Finery. [no date]. Buyers' Briefing S/S 17: Womenswear Key Figure 77 Items. [Online]. [Accessed 30 November 2016]. Available from: Art Comes First. [no date]. Buyers' Briefing S/S 17: Menswear https://0-www.wgsn.com.wam.leeds.ac.uk/content/ Key Items. [Online]. [Accessed 30 November 2016]. Available board_viewer/#/65448/page/30 from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/65857/page/18 Figure 69 SER. [no date]. Buyers' Briefing S/S 17: Womenswear Key Figure 78 Items. [Online]. [Accessed 30 November 2016]. Available from: River Island. [no date]. Buyers' Briefing S/S 17: Menswear Key 79

Items. [Online]. [Accessed 30 November 2016]. Available from: Figure 87 https://0-www.wgsn.com.wam.leeds.ac.uk/content/ UNIQLO. 2016. BLOCK TECH Coat, Ultra Light Down Vest, Extra board_viewer/#/65857/page/12 Figure 79

Fine Merino High-Neck Sweater, BLOCK TECH Warm Lined Stretch Slim Fit Pants. [Online]. [Accessed 31 November 2016].

Available from: http://www.uniqlo.com/uk/timeline/ detail/20160823788/

Polder. [no date]. Buyers' Briefing S/S 17: Kids & Tweens Key Items. [Online]. [Accessed 30 November 2016]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ Figure 88 board_viewer/#/65682/page/5 UNIQLO. 2016. Cashmere Blended Chester Coat, SUPIMA COTTON Stretch Broadcloth Shirt , Tweed Ankle Pants*. [Online].

Figure 80 [Accessed 31 November 2016]. Available from: http:// www.uniqlo.com/uk/timeline/detail/20160823793/ Bell, A. 2016. Travel Photos | Okinawa Family Photographer.

[Online]. [Accessed 30 November 2016]. Available from: http://alisonbellphotographer.com/travel-photos-okinawaFigure 89 family-photographer/ Jigsaw. 2015. Jigsaw S/S 15 Campaign by Luke Stephenson.

[Online]. [Accessed 31 November 2016]. Available from: Figure 81 https://models.com/work/jigsaw-jigsaw-ss-15-campaign Dacay, E. 2014. Fushimi Inari, the number one tourist spot in Kyoto. [Online]. [Accessed 30 November 2016]. Available from: Figure 90 http://rebloggy.com/post/photography-japan-travel-travelSgura, G. 2016. Ralph Lauren Adv. [Online]. [Accessed 31 Nophotography-kyoto-memoirs-of-a-geisha-originalvember 2016]. Available from: http://www.digitalarea.com/ p/93858335215 ralph-lauren-adv-2/ Figure 82

Figure 91 Conning, V. [no date]. Tokyo - Piss Alley - Memory Lane - Shinjuku -... | Traveling Lens Photography. [Online]. [Accessed 30 UNIQLO. 2016. Helen in her happy place - throwing a pot at her November 2016]. Available from: https://www.pinterest.com/ wheel, wearing Ultra Light Down Vest, Flannel Stand Collar Long Sleeve Shirt and BLOCKTECH Slim Fit Trousers. [Online]. explore/tokyo-japan-travel/ [Accessed 31 November 2016]. Available from: http:// www.uniqlo.com/uk/timeline/detail/201611161278/ Figure 83 茶道. [no date]. 京都万福寺和普茶料理. [Online].

[Accessed 30 November 2016]. Available from: http:// www.hxcdzz.com/?portfolio=%E4%BA%AC%E9%83%BD% E4%B8%87%E7%A6%8F%E5%AF%BA%E5%92%8C%E6% 99%AE%E8%8C%B6%E6%96%99%E7%90%86 Figure 84 Getty+Hero Images. [no date]. Health-boosting foods you need to eat this summer. [Online]. [Accessed 30 November 2016].

Available from: http://www.netdoctor.co.uk/healthy-living/ wellbeing/a26763/foods-to-eat-this-summer/ Figure 85

Figure 92 Pamper. 2016. UNIQLO and Lemaire Collection to be launched on March 14. [Online]. [Accessed 30 November 2016]. Available from: http://www.pamper.my/news/lifestyle/fashion/ uniqlo-and-lemaire-ss2016-collection-to-be-launched-onmarch-4/ Figure 93 Shanghai Miho Package & Product Co., Ltd. [no date]. Uniqlo Kraft Paper With Logo. [Online]. [Accessed 30 November 2016].

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Hemingway, O. [no date]. Installation view at Tate Modern.

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Figure 94

Figure 86

Figure 95

Ducan Yoga. 2012. 10 Day Solo Canoe Trip. [Online].

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UNIQLO. 2016. FROM SOFT COTTON SWEAT SETS, TO FEATURE Fong, E. [no date]. Obon Festival, Japan. [Online]. [Accessed 30 -PACKED HEATTECH THAT WILL KEEP YOU COMFORTABLE ALL November 2016]. Available from: https:// WINTER LONG. [Online]. [Accessed 31 November 2016]. Avail- peregrinatewithme.wordpress.com/2013/09/27/10-festivals able from: http://www.uniqlo.com/uk/store/feature/uq/ -that-will-make-you-feel-out-of-this-world/ home/women/?hp=row1C_subw_20161125 80

Figure 96 Kate, 2014. japan, you’re such a babe. [Online]. [Accessed 30 November 2016]. Available from: http://i-am-not-acelebrity.com/2014/04/06/japan-youre-a-babe/ Figure 97 Pallin, P. [no date]. White Pass & Yukon Route. [Online].

[Accessed 30 November 2016]. Available from: http:// travel2next.com/10-best-train-travel-in-canada/ Figure 98 Schmitt, E. [no date]. Parents Who Take Their Kids on Planes Don’t Owe Anyone an Apology. [Online]. [Accessed 30 November 2016]. Available from: http://time.com/3670554/ children-planes-parents/ Figure 99 James Tse. [no date]. Canadian Tire. [Online]. [Accessed 30 November 2016]. Available from: http://jamestsephoto.com/ filter/all/Canadian-Tire-Camping Figure 100 Schmevans R. [no date]. TANABATA. [Online]. [Accessed 30 November 2016]. Available from: https://www.pinterest.com/ explore/tanabata-festival/ Figure 101 Creative Space. [no date]. Variety of spaces for hire - studios,

gallery, retail pop up, creative office space - Blush Creative.

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