Why Do We Dress Up? UNIQLO Leads Global Marketing Campaign

On Monday, it launched the The Science of LifeWear.

Marketing activities.

The first marketing content is a 1 minute minute video, which will be launched first in the Japanese market, followed by others including the United States and China.

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This is the first time that UNIQLO has launched the brand marketing campaign (branding campaign) in the global market.

According to the Campaign Asia website, the goal of this campaign is to emphasize the "quality and functionality and style" of UNIQLO in order to enhance brand awareness.

The "LifeWear" in the marketing theme "The Science of LifeWear" refers to the slogan launched by UNIQLO since 2013. The Chinese name is "service life". Before that, the slogan of UNIQLO was "Made for All" ("made to serve people").

According to the report of Japan Today, the marketing is composed of a series of "movies" (video clips) related to UNIQLO brand and products. These films pose a question: "what do we dress for?" (Why do we get dressed)

Currently, there are two versions of the advertisement in English and Japanese.

In the picture, young men and women of European and American faces run on the streets of Japanese cities. The picture is drawn in slow motion. A woman begins to state, "we wear clothes every day, but why? Why do you wear clothes? Because you will be late for what you wear, and what clothes you choose to wear according to your mood and weather."

"We want to be loyal to our starting point and who we are by delivering the brand information from Japan to the world," said John C Jay, global creative director of Fast Retailing Company of UNIQLO.

Jay joined the fast selling company in 2014. Before that, he served as the creative director of advertising company W+K Portland and set up a team of W+K in Japan.

He is also the planner of this marketing campaign.

Jay said, "introducing the concept of LifeWear to the world is a complex task". "As our partner, Droga5 spent a lot of time in Japan and the United States to contact us to understand our culture."

Jay's Droga5 is an advertising agency based in New York. It was selected as "Independent Agency of the Year" by Cannes international creativity festival in 2015 and 2016, and its customers include Coca-Cola, Bing, Motorola, etc.

The main demand of this marketing is to improve UNIQLO's brand recognition globally, or rather its recognition in Europe and America, especially in the US market.

This may be the reason why UNIQLO chose to cooperate with a creative company in New York.

Before that, UNIQLO's marketing ideas were basically responsible for Japan's electric links.

UNIQLO, founded in 1949, entered its first international market in London in 2001 and entered the US market in 2005.

At present, the US market is still at a loss stage.

"This is a process of thinking," Jay said in a media interview this year, 1. "It's not a cool advertisement or a new store."

It basically raises a question about strategy and our vision.

We are looking for answers every day. "

UNIQLO flagship store in SoHo, New York

Just a week ago, UNIQLO announced the theme of remodeling the flagship store in SoHo, New York, which is also the first global flagship store in UNIQLO. It changed from "Tokyo to SoHo" to "new Tokyo in SoHo". With a series of internal refurbishment, the Japanese elements were merged into the most expensive community in New York to further introduce UNIQLO's status as a Japanese brand.

At the same time, in Japan, China and other markets, the new marketing of UNIQLO is also necessary. After maturity, brands need to increase the added value of consumers in these markets, so that they can continue to consume their products.

It seems that UNIQLO wants consumers to find answers from the question of "what are we dressed for?"

The 2016 fiscal year of UNIQLO will come to the end of the month, when people may be able to see whether their efforts in the European and US markets have been rewarded in the past year.

As for the role of brand marketing this time, UNIQLO may need more patience.