Analysis Of Uniqlo
Current and Past Marketing Practices
This 2016, Uniqlo introduce their first-ever global ad campaign showing how Uniqlo seriously into the clothing business. The theme for this ad is called “The Science of Lifewear”. This ad campaign showcases Uniqlo’s unique approach in terms of clothing and additionally its libertarian offer, with a dress it jumps at the chance to say is “made for everyone, everywhere.”
The ad was taken in Japan, the campaign poses deep questions, asking “Why do we get dressed?” Beyond the obvious (like because most of us would get arrested if we left the house naked), it pokes into the psychology of wardrobe: “Is it to feel warm? Safe?” In addition to invoking science words, like “Warm colors release dopamine,” the urban …show more content…
The company focuses on print ads and outdoor publicity. Uniqlo rarely uses well-known endorsers.
In short, Uniqlo currently has a wide and varied marketing communications mix, and a lot has been done below-the-line to engage the consumer. However, the communications are far from integrated: the advertising campaigns are all rather individual, could quite easily be for H&M or Zara, and do not match the quirky, fun and distinctly Japanese character of many of the below-the-line communications.
For starters, each UNIQLO country has their own social media strategy. That may seem an obvious course of action, but it is less easy to execute effectively and efficiently. Each home page of their main site has a direct access to the local social media presence, with more or less emphasis according to the country. Each time, the social media presence is adapted to the most appropriate local channels. For example, in the US and the UK, they have Facebook, Twitter, and Google+ accounts. Results vary wildly between the different networks. I note that Google+ has 582K +1 in the US vs just 270 in the UK. For the US, the number of +1 on Google+ is double the number of fans on their FB page, which is quite a rare sight. Meanwhile, surprisingly, Uniqlo UK has an equal number of followers on Twitter as the US Twitter account (16K each). Clearly, each subsidiary has implemented different approaches. In France, they …show more content…
For instance, I like the terminology of the #UNIQLOmmunity. Most importantly, most in line with the website strategy, each Uniqlo country has been given the right to socialize as best it sees fit for its country. Whenever I was able to read the content, it was distinctly local. Engagement levels inevitably vary dramatically between the countries. Painful as this may seem to manage, I do believe that they are on the right path. I think this local flexibility is vital in order to succeed in the social media space. The trick is finding ways to synergize between the countries, to encourage constant learning (ie sharing best practices) and to provide access to common digital
This 2016, Uniqlo introduce their first-ever global ad campaign showing how Uniqlo seriously into the clothing business. The theme for this ad is called “The Science of Lifewear”. This ad campaign showcases Uniqlo’s unique approach in terms of clothing and additionally its libertarian offer, with a dress it jumps at the chance to say is “made for everyone, everywhere.”
The ad was taken in Japan, the campaign poses deep questions, asking “Why do we get dressed?” Beyond the obvious (like because most of us would get arrested if we left the house naked), it pokes into the psychology of wardrobe: “Is it to feel warm? Safe?” In addition to invoking science words, like “Warm colors release dopamine,” the urban …show more content…
The company focuses on print ads and outdoor publicity. Uniqlo rarely uses well-known endorsers.
In short, Uniqlo currently has a wide and varied marketing communications mix, and a lot has been done below-the-line to engage the consumer. However, the communications are far from integrated: the advertising campaigns are all rather individual, could quite easily be for H&M or Zara, and do not match the quirky, fun and distinctly Japanese character of many of the below-the-line communications.
For starters, each UNIQLO country has their own social media strategy. That may seem an obvious course of action, but it is less easy to execute effectively and efficiently. Each home page of their main site has a direct access to the local social media presence, with more or less emphasis according to the country. Each time, the social media presence is adapted to the most appropriate local channels. For example, in the US and the UK, they have Facebook, Twitter, and Google+ accounts. Results vary wildly between the different networks. I note that Google+ has 582K +1 in the US vs just 270 in the UK. For the US, the number of +1 on Google+ is double the number of fans on their FB page, which is quite a rare sight. Meanwhile, surprisingly, Uniqlo UK has an equal number of followers on Twitter as the US Twitter account (16K each). Clearly, each subsidiary has implemented different approaches. In France, they …show more content…
For instance, I like the terminology of the #UNIQLOmmunity. Most importantly, most in line with the website strategy, each Uniqlo country has been given the right to socialize as best it sees fit for its country. Whenever I was able to read the content, it was distinctly local. Engagement levels inevitably vary dramatically between the countries. Painful as this may seem to manage, I do believe that they are on the right path. I think this local flexibility is vital in order to succeed in the social media space. The trick is finding ways to synergize between the countries, to encourage constant learning (ie sharing best practices) and to provide access to common digital