How UNIQLO Tell Their Life Wear Stories
Impressed by the recent campaign of The KAWS x ‘Peanuts’ x Uniqlo UT Collection, as Snoopy dog is one of my favorite cartoons, I can’t help appointing Uniqlo as my first favorite brand to be engaged, and now I would like to share it to you.
Story of UNIQLO
Labeled with “Life Wear”, Uniqlo quotes its story with customers of all types as their slogan was “Made for all”. Experiencing all those ups and downs in the past, especially suffering with doubts of “no brand identity “at those time, Uniqlo then adjusts its market strategy to “Selling in multiple channels”. On the one hand, they allow their customers to design their own styles and brands, and tag the pictures on the clothes. In this way, Uniqlo promises their customers with the uniqueness. On the others, they cooperate with different brands, and design serious of clothes for their fans. For example, they promoted serious of clothes related to topics of Kaws and universal wars. Apparently, it raised a heat among their fans and increased crows of potential customers.
Successful Business Strategy of UNIQLO
Uniqlo now occupied multiples of shops in US, competing with ZARA ,Forever 21 and H&M and so on. They do attract the customers in several ways. For example, they are gaining customers with the promise that “High quality, Low price”. Uniqlo has made a precise design for the customers and directly purchased the clothes from their supply chain manufacture. In this way, they can cut down the prices but still obtain the customers with the latest fast fashion styles.
Obviously, this Japanese apparel, Uniqlo, soon grasped the US market and gained a huge success that it was reported a 3.4% uptick would be in revenue to 238.8 billion yen, or roughly $2.2 billion in the coming November in 2017.
Moreover, Uniqlo are engaging their customers with the social medias as well as some E-commerce platform these years. They promote lots of breakthrough campaign, releasing videos and photographs on Pinterest and official accounts on social medias like Facebook and Instgrams to draw the attention from potential customers.
Besides, they also rise “Lucky switch” to drive the sale. ‘Lucky switch‘ turned the boring banner advertisement on its head. By clicking the ‘switch’, images on any website were turned into Uniqlo instant win tickets (even images on its competitors’ sites). Losing tickets remained as banner ads, winners got cash backs and handy shopping bags designed to be used instead of plastic bags. To encourage blog owners to install the widget Uniqlo promised prizes to both the blogger and any visitor to a blog site who flipped a winning ticket. Uniqlo called it the “appreciation and giving back campaign” and combined ‘Lucky switch’ with an in-store component (that saw ‘lucky sweepstakes’ distributed in Uniqlo shops). It ultimately generated almost 3 million clicks with over 4,000 blog badges .The number of shoppers visit Uniqlo’s online retail site in Japan topped 46,396, two to three times higher than the usual monthly traffic.
The Most Engaging Campaign on Me
The most impressive campaign of UNIQLO is their video campaigns. Through advertising in Twitter, Facebook, and YouTube, Uniqlo aims to engage the customers with the online story telling people’s everyday casual and comfortable wearing in life. Listing one video story below which posted on the YouTube for example, Uniqlo described their definition of the Science of LifeWear.
From the elder to the younger, from the white-collar to the student, they all fit in Uniqlo’s Jeans and greeted each other happily. Though they wear almost the same clothes, they can still wear “the best me”, clarifying their own spirits to the life. In this way, Uniqlo are engaging customers like me to their life cycle, modifying and creating the future image for the customers themselves. They can’t wait to dress themselves because they believe that’s the future image making for them. They believe Uniqlo is built for them in their life and they are also satisfied with their personality as well as the life value that chasing the valuable life are being promised and cultivated.
Recommendation on Uniqlo
However, in my opinion, there’s still a long way for Uniqlo to go and several improvements could be waiting for them. One of the disadvantages these days was that Uniqlo was blamed for non-obvious-style positioning. Because of varieties of fast fashion campaign, customers cannot easily associate themselves with the specific brand in Uniqlo. All the shirts in Uniqlo they bought might be only a certain campaign trend instead of turning all those potential customers into a group of loyal long-existing customer base.
Moreover, Uniqlo still needs to be more creative if they want to get larger market share and profits. As more and more visual online clothing stops appear, retail clothing stores are facing the dilemmas of turning down. In order to continue leading the fast fashion trend and exist, Uniqlo needs to enlarge their sales channels, such as cooperating with some visual online science company to modify and innovate a new customer service experience like a VR fitting room to meet the demand of the fast-developing social science in clothing art.
All in all, Uniqlo has witnessed a huge success ever since 1998 and much more surprising success are still looking forward to being. Just as the founder of Uniqlo, Mr. Jay said, “Free yourself. Don’t let loyalty stop you from finding a new challenge for yourself.’, why not come to design your own brand there?
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