FASHION CAMPAIGNCOMMUNICATIONSTRATEGYANDPLAN ASSIGNMENT Lecturer : Nathalie Broun Nguyen Do Tuan Hiep ID: Nguyens3938135HaiAnhID:s392257013May2022 BRAND: UNIQLO VIETNAM
U NIQLO Communication campaign Strategy & Plan ______ CONTENTS • BRAND OVERVIEW • THE CHALLENGES • TARGET MARKET OVERVIEW • MARKETING GOAL & OBJECTIVESCOMMUNICATION • BRAND BRIEF • 1ST CAMPAIGN: UNIZEN • 2ND CAMPAIGN: SHOOK THE STREET ( UT COLLABORATION WITH @TRA.MY1 • MEDIA SELECTION • BUDGET & ROI • CAMPAIGN CALENDAR FIGURE 1:UNIQLO X MARNI
Brand Overview
Uniqlo a fast-fashion brand, currently developed by Tadashi Yanai that is first founded in Yamaguchi, Japan in 1949 is a subsidiary of Fast Retailing Group. Uniqlo is famous for its minimalistic designs, using advanced technology and high-quality materials garments at an affordable price which are Uniqlo’s key brand success factors. 1547 international stores ( including Vietnam ) and 811 local stores in Japan have been opened by Uniqlo since 2021. ( Fast Retailing Co Ltd, 2022)
BRAND IDENTITY Uniqlo wants to show the values of simplicity and targets to make clothes for everyone who needs quality products at a reasonable price. Meanwhile, other fast fashion brands are applying all of the latest trends to their products, Uniqlo has no intention to do that, they keep following their statement and keep increasing steadily. Uniqlo designs to satisfy everyone, every gender, and every age. “We don’t chase trends. People mistakenly say that UNIQLO is a fast-fashion brand. We’re not. We are about clothing that’s made for everyone.”
FIGURE 2 :UNIQLO X MARNI
BRAND IMAGE Uniqlo has been recognized as a sustainable, affordable, and durable brand that reflects the Japanese lifestyle. Their designs are various, causal, comfortable, and basic easy to mix and match with other clothes in your wardrobe. Furthermore, Uniqlo really cares about consumers’ health and experiences so the brand provides them with many functional products which are suitable for various purposes in daily life such as Waterproof, UV protection, Heattech, Airism,…etc.
- CEO Tadashi Yanai UNIQLO
PURPOSE
Different lines of products have their own purpose and satisfy different types of customers such as providing warmth, freshness, lightness, and comfort for wearers, which really fits Uniqlo’s slogan “Made for all”
MISSION Following the statement “Unlock the power of clothing”, Uniqlo is committing to growing in parallel with sustainability by choosing the best materials that are easily recycled and environmentally friendly. ( Uniqlo 2021
) < https://youtu.be/NCqeT7CqyWU > FIGURE 3: UNIQLO X JW ANDERSON
WEAKNESS
Uniqlo has many different lines of clothes so the price are ranging different, but some lines are pretty expensive such as +J the price can go up to approximately 7.000.000 VND for a coat but for some customers who know about +J the price is reasonable because of Jil Sander who launches this line and the cut, the technique, the technology and the material she applied on the +J products, the others who do not know about the background of the garments think they definitely could find the same coat with the same material but half of the price at Zara or H&M. ( Appendix 6 )
FIGURE 4: UNIQLO +J
The Challenge of UNIQLO
Although Uniqlo has expanded many global stores in Asia, this is the first time Uniqlo has a store in Vietnam, entering the Vietnamese market, the brand still does not fully understand the customers’ demand here and lacks social experiences to determine the risks. The majority of purchasing behavior in Vietnam depends on average income and trends, young customers are appealing to trendy, fancy, and colorful designs that could be found on Shopee, TaoBao at much lower prices or other fast-fashion brands such as H&M, Zara or Shein might be a better choice for them.( Appendix 3 )
New brand in the target market
THREAT Competitive market
PRICE
Nowadays, it seems difficult for Uniqlo to maintain consumer loyalty because there are many potential choices available in the market. The fashion industry in Vietnam is growing very fast with the increase of local brands that can fulfill the demand of the young generation which is a huge threat for many global fast-fashion brands not only Uniqlo ( APPENDIX 3 )
OVERVIEWMARKETTARGET
The Blue Ocean strategy’s cornerstone is value innovation (Yen & Lentini n.d.), this strategy creates the value to stimulate the customers’ demand, defining the market like an unexplored deep blue ocean filled up with opportunity. Offers innovative benefits, the competitors do not have. (Rath et al. 2012) By applying the differentiation to products, Uniqlo stands out for its minimalistic designs and the advanced technology on garments that none of the competitor’s brands out there do. Uniqlo creates the value of basic and daily life products that satisfy every existing customer. With Uniqlo, the value innovation framework has allowed the brand to explore the new uncontested market space, Uniqlo has been able to create new demand to appease customers, rather than do aggressive sales or following the trend to fight over other competitors. (Harvey, 2020)
Promoting Uniqlo’s technological products that help consumers’ health in polluted and harsh weather conditions in each area of Vietnam, especially UV protection products, based on the survey, many people wear long sleeves or hoodies as a “Sun” protection, they have no idea that the UV can go through these materials and still cause serious skin cancer. The others said that they did not wear UV protection products because it looks unfashionable and outdated. So, this campaign will aim to increase the awareness of Gen Z on the environment and the direct impact on their physical health.
Communication objective:
Marketing Strategy
Marketing goal & Communication objective
Focusing on educating the young generation about the environment Using the products as a platform for marketing and raising brand awareness, both the Gen Z and the Millennials will define Uniqlo as a sustainable brand and make it stand out from other competitors.
Marketing goal: Increase sales revenue of Lifewear products in Vietnam and make more people know about the technology in each product
Blue Ocean Strategy
Bring the sustainable products to the young generation (because Gen Z spends a lot of money on trendy and fast fashion brands ) to raise their awareness about the impact of fast fashion on the environment which leads to some extreme weather conditions Vietnam currently facing such as high temperatures, extremely high UV index, and air pollution.
TARGETING, BRAND LOYALTY-> INCREASE ROI
Combining neuroscience techniques with branding and marketing strategies produces some impressive results. You'll be able to engage your audience better if you target customers with more effective adverts.
HUMAN CONNECTION AND POSITIVE BRAND RECOGNITION
FOCUS ON LIFESTYLE
‘The creative strategy framework is organized with details on real facts, features, and objectives of the product, brand or service’.( Davis, 2016 )
Is the technique of stimulating a consumer's emotions in order to build a relationship with a product or brand. Marketers accomplish this by providing the material that appeals to the emotional state, ego, desires, and aspirations of their customers. This strategy can be more than 50% more effective than a non-emotionally tailored ad.
-
CREATIVE STRATEGY is a brief of the brand strategy, product detail, and target audience (Blakeman, 2015).
FEEL STRATEGIES
- Your budget (or accountant) will appreciate it as well. That's because you'll save a lot of money while also increasing client loyalty, which boosts your return on investment.
Because 90% of purchasing decisions are done subconsciously, and 89 percent of consumers have no personal connection to the companies they purchase. This means that working to develop an emotional connection with your customers can help you stand out from the competition.
What can this product do for the target?
Since Uniqlo targets people who need quality products at a reasonable price and suits everyone, every gender, and every age, their items are always suitable for everyday use.
BETTERBENEFITS:AD
(What are the advantages of using this strategy ?)
Creative Concept & Key Massaging
Appeals
EMOTIONAL APPEAL: Emotional connection plays a significant role in the choices customers make. fMRI ( functional magnetic resonance imaging) shows that consumers mostly use emotions, feelings, and experiences, rather than information about the products. (Murray, 2013)
Key Uniqlo’sMassagingbrandmessage:“Uniqlo is a modern Japanese company that inspires the world to dress casual”
FIGURE 5: THE SURVEY
The strategy Uniqlo has been working on so far is not only about fashion anymore, it is “LIFEWEAR”. Instead of chasing fashion trends like its other competitors, Uniqlo enhances the core value of existing basic and timeless products. Their garments transcend age, gender, ethnicity, and all other ways to define people which fits the philosophy “Made For All”. (Martin Roll, 2019)
PROTECTIONUV
FIGURE 7: UNIQLO LIFEWEAR ILLUSTRATION
Both Rational and Emotional appeals simulate customers purchasing the products
RATIONAL APPEAL: Understand the importance and the necessity of the products in life, customers are willing to spend more money on them, especially products that link directly to their health. ( According to the survey below )
FIGURE 6: UNIQLO
Media Selection
Recommendation:-Forreachingmore potential customers, Uniqlo should connect with them via the “Story” feature on Facebook and Instagram for the “ephemeral” content because it is more friendly than creating a post and this feature is great for engaging new customers. ( According to the survey ( APPENDIX 2 ), the young generation is more likely to connect through stories than posts). It also helps experiment with the new products, because stories are going to disappear after 24 hours and the brand can see the customers’ reaction to the new products after 1 day. (Banfield Agency n.d.) - Recently TikTok has been the fastest growing media. Since April 2020, TikTok has had over 1 billion monthly users, for reference, Facebook – 2.9B, Instagram 1.4B People(Doyle,2021).spendmoretime on TikTok than on other platforms. Uniqlo should have a TikTok channel to update their news regular
OWNED MEDIA Social Media: Both Facebook and Instagram platforms have high numbers of followers, Uniqlo always updates all of the latest news about exclusive collections or seasonal discounts and also replies to any comments on their social media.
FIGURE 8: APPLICATIONUNIQLO FIGURE 9: UNIQLO LIFEWEAR MAGAZINE
Interview with the artists and designers and their inspirations for the Uniqlocollaboration.alsooffers Online version which has not ( Uniqlo n.d )
included in the print edition
the
Uniqloin. App Special Features • Exclusive 150.000VND coupon for new members • Free packaging fee • Scan barcodes to check story inventory • Read reviews from the customers who actually bought the product • Exclusive prices only available on the app • Special items are only available online • Stay notified of new collections drop, sales, and exclusive offers ( Uniqlo, n.d )
product
UNIQLO LIFEWEAR MAGAZINE
additional texts and photographs
Website and Application: Uniqlo’s website and app, both support Vietnamese (while H&M does not ), which is a plus for major Vietnamese customers who do not know English. Through this, we can see that Uniqlo really cares about the customers’ experiences in the country they invested
Features all of the products in it, the stories, the philosophy behind the manufacturing, functionality, and aesthetic.
AMBASSADORS
TongHelly
Chau Bui H’Hen Nie A AAnMuseEntrepreneurStoryteller A 2018inwhominoRadetitlehBeaumodVietnameseeltypageantolderoftheethnicritygroup,participatedMissUniverseA KOL A Stylist A Fashionista Have a good f ashion sense, independent, well-educated, and social-oriented, and wear Uniqlo as dail y clothes. Helly Tong is a passionate sustainability influencer Love sharing her eco-friendly lifestyle with everybody Many Styling campaigns help customers wear basic products from Uniqlo in a fashionable way Famous for carrying out many specific campaigns towards the environment. FIGURE 10: HELLY TONG FIGURE 11: CHAU BUI FIGURE 12: H’HEN NIE
• Companies can encourage WOM marketing through exceeding expectations on a product, providing good customer service, and giving exclusive information to consumers.
EARNED MEDIA
ELLE • ELLE.vn is a professional and high-end fashion and beauty information page with a directory of characters and brands, and a community for enthusiasts of fashion, beauty, and cultural issues. ( Elle.vn also invests heavily in content, and images, regularly update information, and shares fashion and beauty secrets every day. This is one of the points that help ELLE always be a fashion website that attracts a lot of visitors and Fashionistas.)
ReleaseVnExpressthe“Shook the street” collection article and interview with @Tra.my1 on Elle
• Besides, Elle is also built and positioned on popular digital platforms and social networks with a large number of visitors in Vietnam: Youtube, Facebook, Instagram, Pinterest, and E-Newsletter. The total number of users reaching across Elle's multiplatforms reaches 24.5 million times/month. ( Thao Vu, 2021 ) Release the Uni.Zen project and contest on
• VnExpress is the largest online newspaper in Vietnam, trusted by many readers with more than 41 million readers per month; more than 14.6 billion page views per year accessed via mobile means, accounting for 58.74%, the remaining 41.26% via computers (data in 2020).
• The use of hashtags will help social media users know what the current trend is when the brand's hashtags are constantly appearing on Facebook or Instagram. This is also a low -cost way of promoting Uniqlo.
•
WOM:
• VnExpress online newspaper has entered the Table of 500 most viewed websites globally (Global Top 500) of Alexa - a traffic monitoring tool belonging to the world's largest online commerce group Amazon.com.
CUSTOMER REVIEWS:
PAID MEDIA Digital Magazine
Word-of-mouth marketing (WOM marketing) happens when consumers talk about a company's product or service to their friends, family, and to others with whom they have close relationships.
Uniqlo customers who purchase products through online stores will be able to leave their feedback. Through this subsequent buyers can read and discuss their views with fellow Uniqlo buyers. This will create a space for people to comment on their views on the product.
VNEXPRESS
WOM marketing is one of the most powerful forms of advertising as 92% of consumers trusts their friends over traditional media.
HASHTAG:
• Every month, Elle.vn website attracts about 5.8 million pageviews and about 1.8 million loyal readers who read newspapers regularly.
•
•
BRAND BRIEF Background • Brand: Uniqlo VietNam • Product: Clothing ( Lifewear and Advanced Technology Products ) Overview • First Campaign: Uniqlo to School talk show and competition, visiting top public and private schools from the North to the South of Vietnam • Second Campaign: Launching new UT and UV protection collections “Street Ninja”, collaborating with @tra.my1, a Vietnamese visual artist. • Opportunity: Rational campaign Drivers • Raise awareness of the environment • Increase sale volume of Lifewear, Technology garments • Expand the Vietnamese culture and support the young artists Audience • Target the young generation and urban women aged 25-40 Competitors • H&m, Zara • Clients: Gen Z who only love trendy and colorful designs Tone • Motivational, confident, educational Massage “Unlock the power of clothing” FIGURE 13: UNIQLO X WHITE MOUNTAINEERING
According to Tra My, the reason why there are many “Ninjas” on the street is because of the Vietnamese female obsession with light skin. Moreover, there is a discriminatory notion embedded as well, they do not want to get too tanned – “a symptom of East Asian classism, the darker your skin, the lower you are on the societal scale”. Even though these garments help women to maintain a light skin tone, having said that, it brings a lot of concerns to people around, fully covered in these outfits makes them unable to see their surroundings while participating in traffic and unexpectedly cause accidents. Additionally, there is none of official statistics that prove people wearing UV-protection products cause more accidents, but based on many viral images and videos distributed on Vietnamese social media, these “Ninjas” are reckless in driving and lack traffic laws. ( Do, 2020 )
Uniqlo has a variety of UV protection products with a range of styles that block over 90% of UV rays that prevent consumers’ skin from getting darker and also from serious skin cancer. These products from Uniqlo are light, fashionable, and efficient, unlike bulky traditional sun protection garments.
Increase the sales revenue of UV protection products 14: MY’S REFERENCE, SCREENSHOT
FROM @TRA.MY1 INSTRAGRAM
FIGURE
TRA
“The face of Vietnamese motorbikes culture” In Vietnam, it is easy to see women riding motorbikes on the street with sunglasses, sun-protection masks, skirts, shirts, and jackets with colorful and floral patterns ( Can be found everywhere costing from 70.000VND to 100.000VND ) covered from head to toe to prevent sun exposure and the heat of a tropical country. ( Do, 2020 )
CAMPAIGNS FIRST CAMPAIGN: UT Collection “Shook the Street”, a collaboration with young artist @tra.my1
FIGURE 15: TRA MY, SCREENSHOT FROM @TRA.MY1 INSTRAGRAM FIGURE 16: TRA MY’S WORK SCREENSHOT FROM @TRA.MY1 INSTRAGRAM
Tra
Tra My Nguyen ( @tra.my1 ), a Vietnamese 28-year-old artist who has 12.6K followers on Instagram, a recent graduate of Berlin University of the Arts’ MA in fashion design. Her works are mostly influenced by Vietnamese culture. In June 2019, she explored Vietnam’s female motorbike culture for her master’s project. The main inspiration came from her vivid childhood memories of pacing on scooters through Hanoi’s chaotic streets and her eye went straight to the vibrant femininity of there-living, female motorists ( Migowski, n.d ).
@tra.my1About
A new vibe Uniqlo Vietnam is looking for a UT collaboration My Nguyen x Uniqlo UT ( Shook the Street Collection )
“SHOOK THE STREET”
We plan to collaborate with Tra My to create a UT collection using her work from the “Street Ninja” master project in which she deconstructed, reassembled, and wrapped the sun-protection garments around old motorbikes to form wearable sculptures. “Shook the street” collection is mostly T-shirts and Hoodies applied with graphics from Tra My’s visual artwork. By releasing this collection, we target young audiences who love wearing graphic T-shirts and hoodies, distributing the interesting Vietnamese culture to everyone and also supporting and encouraging young artists to keep creating for better opportunities in the future.
We called this collection “Shook the street” because these all-covering garments are mostly worn by female motorists have become so dominant on the street, they are so mysterious and full of surprises, sometimes they scared people around because all layers and masks blocked them from seeing their surroundings, and sometimes they make visitors excited and fascinated by their eye-catching appearances. However, it brings many emotions when participating in the chaotic traffic in Vietnam.
FIGURE 17: “NINJA LEAD” FIGURE 18: TRA MY’S WORK
WASTEFASHIONFAST
UNLOCK THE POWER OF
Because Uniqlo is pursuing a sustainable fashion trend, collaborating and having talk shows in schools is incredibly beneficial because it raises awareness among people, particularly young people today. Each part of Vietnam has a different climate so team up with WWF not only to raise awareness but to promote Uniqlo products that are suitable for each region of Vietnam and the advanced technology they applied to the garments ( For example, Heattech in the North, Waterproof products in the Central, UV protection in the South ) 19: UNIQLO CLOTHING 20:
PROJECT FIGURE
CAMPAIGN: UNI.ZEN
Why
GEN Z KAIZEN ( A better”“ChangetermJapanesemeaningfor)which is pretty close to Uniqlo Mission.
? ZEN
SECOND
( GenerationYoung ) the audiencemain we target in this project.
Recently, according to the survey, the young generation has spent a lot of money on fast fashion and trendy clothes which are cheap and easy to be thrown away after a month or a week . The majority of Gen Z does not know about the impact of the fast fashion industry on the environment and based on personal experiences we see that no one has told us about this problem since we were in High School. Thus we going to run a project called Uni.Zen to raise awareness about it. we called it Uni.Zen
In this project, we plan to collab with WWF to organize talk shows and contests at High Schools in Northern to Southern Vietnam The talk shows are not only for the students we also invite their parents to attend.
FIGURE
Why are we about to collaborate with ______________________ WWF - VIETNAM World Wide Fund for Nature in Viet Nam ( WWF -Viet Nam) is a non-profit organization whose aim is to use science to conserve wildlife and decrease the most serious threats to the planet's Furthermore,biodiversity.WWFhas been organizing many projects at schools so they will know how to organize them well. WWF work is focused on 6 ambitious goals: + Climate + Food + Forests + Freshwater + Oceans + ChoosingWildlife WWF for collaboration is a good choice To make it more interesting, we intend to make some team-building activities and contests ( mostly related to recycling and the environment ) and provide some small gifts from Uniqlo to the winner and everyone who participated in the activities. To simulate the young generation embracing our planet, we provide scholarships for those who have the best and most effective recycling 1ideas. st Prize: 10.000$ 2nd Prize: 5.000$ 3rd Prize: Distributing2.500$opportunities for everyone. Finding potential students for a bright future.
APPENDIX APPENDIX 1 APPENDIX 2 APPENDIX 3 APPENDIX 4 APPENDIX 5 APPENDIX 6 LINK OF THE SURVEY: < OV34bKXr2Tcj9MZYHZTrGPRhqrBBN7g/edit?ts=627bb595https://docs.google.com/forms/d/1r3LcjwFtbQP->
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19.UNIQLO
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