Target Market-pen portrait

Name: Alex
Sex: Male
Age: 25
Social status: In a relationship
Occupation: Graphic Designer
Disposable Income: High, without investing his money
Interests: Using the Internet to keep in tough with friends, browsing new fashion trends and 3C stuffs; heavily mobile user (average bill above 30pounds), going to the restaurants, bars and cinema.
Holidays: Activity and outdoor sports holidays in Europe.
Magazines: i-D, wallpaper, GQ and newspaper supplements.
Newspapers: The Guardian, The Independent, Sunday Times, Financial Times, Londonpaper, and The Lite
Films: Action, Fantasy, Horror and Comedy
T.V.: Documentaries and Make over programmes on Channel 4, Soaps on ITV, football game in Sky Sports.

“Uniqlo--cross over“ by Patrick Williamson

An excellent analysis on brandchannel.com:

http://www.brandchannel.com/features_profile.asp?pr_id=324

The author deeply illustrated what Uniqlo stands for its brand position and advantage, however, he also points out what Uniqlo have to adapt when they tried to expand their retailers in western countries. 

As the author said, "A high-quality, democratic clothing line. Is it enough to cut through the noise in the highly competitive world of American retail? Probably not, and that is why the UNIQLO marketers have blended Japonism with creative marketing techniques for its American invasion.

In part, the brand is learning from mistakes made in its incursion into the UK in 2001. There UNIQLO expanded aggressively and rapidly but with little focus on building a strong brand. A bland product offering that failed to stand up to the likes of Zara, and store retrograde interiors that communicated few values, forced Yanai and his team to rethink their strategy. 

...........

Just as important as stocking clothes that sell was the task of raising brand awareness, and the UNIQLO marketing team adopted some unorthodox but effective multidisciplinary marketing approaches to generate buzz from the ground up."

Big challenge!!!

Competitors of Uniqlo

As I mentioned before, Uniqlo has its own brand image but seems easy to be replace. For example, GAP and American Apparel all get some similar to Uniqlo. 

GAP- similar brand position, emphasis on basic items but creating stylish look, standard quality with affordable price.

American Apparel- both are colour specialists, variety of basic items and colours, providing cheap chic. 

Except AA, Uniqlo and GAP are both major international retail companies enable it to present a very strong offer delivered very profitably at very competitive prices.

 

Uniqlo has fusion lines by world-class designers, including a new range of limited edition tees documented by well known snapper, Terry Richardson. Thus, GAP has (PRODUCT)RED, which is about great products that can help make a difference for Africa.  

In conclusion, GAP is the main competitor on Uniqlo. What Uniqlo different from above brands is "quality." There is no 100% cashmere sweater in winter in AA. People may find it in GAP but not as good quality as in Uniqlo.  

Now, the question is how can consumer tell the difference between Uniqlo and GAP if they haven't come into a store. It will be summer soon and consumer will no longer care about cashmere or lampwool. The two Uniqlo store just opened last November on Oxford Street. How to obtain the maximum profits in the premium sites without struggling?

Comparing the print ad image of Uniqlo and GAP as below. To be honest, there is not so much difference without seeing the logo. Can anyone easily tell them?

The first one is from GAP and the second one is from Uniqlo.

NYLON TV+ Uniqlo

The flagship store in Soho, NY is so cool!!! much better than here.........

Concept

As we live in a "surfing" culture, zapping between different TV channels, Internet sites, ideas, people and STYLES. Appearance, how we choose to look, has always had an almost uncanny way of mirroring the spirit of times. 

The London Fashion Week is coming, however, do we need to persist in thinking about "what is the new black?" then people will throw away every item of clothing in the wrong colour??

Most people we see on the street,  in the supermarket , in a night club, rather than conforming to a single fashion direction, will bring together in their appearance all sorts of different elements- the more diverse the better.

Uniqlo doesn't have a single rule, on the other hand, the consumer is an intrinsic part of the creative fashion process.

Everyone should be unique. 

Inspired by the previous global campaign "Uniqlo Jump," I intend to do the ads for "Uniqlo Tee." 

As most Uniqlo Tee is limited edition, matching the consumer behavour of preferring exiguous items. In my ad campaign, "Uniqlo Tee" will be a kind of communication, not only between brand itself and consumers but also between individuals. 

Through choosing the right UT for individuals, people will be able to show their personality. Every Uniqlo Tee is limited and the person who choosing it is also unique.

Therefore, it will be an integrated communication with consumers to encourage people choose the right tee, present their personality and create their own style. 

some ideas about Uniqlo Tee

I just got some ideas today when I took research in Uniqlo's flagship store on Oxford Street.

I think Uniqlo Tee will be the strongest line and has huge potential, especially the Summer's coming. The concept behind the UT project is to offer young people the chance to wear what they “really” want for low prices as well as letting them have an item by which express themselves.

Uniqlo has a large international designer team and their designs are based on different/international cultures, like Japan, US and Hong Kong. The variety of prints and colours provide hundreds of choices to consumers. Moreover, the package in a plastic bottle as the photo showed is interesting and fresh. I love it!!

The other reason is that there is no other brand doing T-shirt sophisticatedly like Uniqlo with affordable price(£12 for women's) and good quality. 

Analysis of Uniqlo (draft)

Strategy--

Lifestyle brand for late teens to late thirties.

Emphasis on quality+ price > fashion 

High-profile sites in high streets or near shopping centres

100% own-brand affords full control over design and production

Constantly refreshed ranges to sustain interest 

Multi-format potential with introduction of "Uniqlo Tee"

Brings international designers into their collection (for Uniqlo Tee)

Delivery--

Strong brand image as a Japanese brand, which focus on the quality of clothing with reasonable price and the individual fashion attitude

Considerable authority in knitwear and T-shirts

Uniqlo Tee

Uniqlo launched a line of t-shirts called "UT" (Uniqlo Tee) and hired photographer Terry Richardson to create advertising portraiture. Model Missy Rayder, actor Michael Pitt, musician Alison Mosshart, and Japanese photographer Keiichi Nitta are included. Richardson also photographed "real people" recruited from MySpace.

The campaign is launched in May, 2007. And the advertising models appeared as the main concept: "WE ESPECIALLY LIKE THE ONE WITH THE HAIRY PITS AND THE CREEPY STASH" it's really "Terry Richardson" style~ contend in quirk and fascination.

Uniqlo Jump

I found that there's an interesting series of campaign held by Uniqlo called "Uniqlo Jump."

Simply, it's about Uniqlo staff advertised their autumn/winter coordinates. Photographs and video set to music of as many as more than 650 staff members from five countries (Japan, USA, UK, South Korea, China) were put up on the Uniqlo Jump Website. And it meant Uniqlo staff from around the world became a personal media for Uniqlo's fashions, a form of staff-generated global branding.

Before the research, I didn't know that Uniqlo was good at promoting and connecting with young generation. Now I know i was wrong. They devote a lot in marketing communication and develop new media routes to target their own customers.

It's really a great global media strategy by encouraging staffs worldwide to support Uniqlo fashion,  which a kind of indirect benefit to staff recruitment as well. As the staffs mostly comes from student background, they know the concepts and purpose of this activity, which is cool, fresh and visible (that you can see your face on the ad campaign on the website!!!)Through the word of mouth, it must be spreadable without taking too much energy for Uniqlo. Great Idea!!!!

Below is the video for Uniqlo Jump-London:

Clothing says a lot, but can say it better"

it's quote from Uniqlo's website. the main concept for Uniqlo's clothing is about they design, manufacture, market, and sell casual wear that any person can wear in any day.

I like the slogan they have, even though i have never heard about it from press or their Ad campaign. that's a pity. I think this brand got a lot of potential as they have a strong international team and do intensive branding on their name, sign and image, and every body knows it's form japan--with good quality in reasonable price.

They have ambition and they do have the ability to extend in the global market. For example, from they opened the first oversea store in UK in 2001, they continued to open stores in Shanghai,Hong Kong, New York...etc. in five years. 

As Uniqlo mostly provide any items for what people need to max and create their own style, it also means Uniqlo may appears as no strong personality and easy to replaceable by other brands.

Therefore, I think it's a good point for me to do Ads for Uniqlo. In this competitive and complicated Uk market, Uniqlo will need more strategy to get into people's life and become their first choice when they need more inspiration for style. 

Diesel or Uniqlo?

i guess i would better to choose a brand first. then i woun't waste too much time on seeking a brand rather than doing research.
i got two brands in mind, Diesel and Uniqlo....i know it's quite different between the two brands but i am all interested in them. put some print ads first and will choose one of them soon.

Diesel--"for essential living" has been their slogan for a long time, the global ad campaign is brilliant, which is about global warming



Uniqlo--very strong brand image and language. They are from japan and starts to extend in UK recently. their ad in tube station are so cute.

after seeing the ads of Tesco

Tell the truth, i don't have TV in my flat now (just sold mine last November). Therefore, it's quite hard for me to watch TV and search for any ideas....But thanks for Youtube, i got to see some ads as well.
The two i want to say here are both from Tesco. The first one is shoot by Spice Girls, which is for Christmas food...they look great in it but i was wondering who would believe they really shop in Tesco like that???? ok...I can guess its purpose is convincing customers their Christmas food is good quality and delicious, even Spice Girls would go and buy for it.

But I like the innovative concepts of their another ads for F&F collection "affordable fashion." The message is clear and the end of the story is quite unpredictable but not too exaggerated, which is suitable their target customers.  

Above two are all from Tesco, but they delivery different message and got two types of purpose. But apparently, i don't think the christmas one would really attract more customers go for it. Instead, after watching the second ad, it seems that F&F collection is not so bad. I may go for it......

First of all...

Hi guys, again, it's for my course Advertising Management in London College of Fashion. This term we are going to make an advertisement, which is basically TV commercial. In order to show our concepts, we have to make a short video in our assessment. That is, we have to film and edit it by ourselves. Help~~~I have no idea how to do it and have to start looking help. If anyone has any ideas or helpful resources, please, don't hesitate to give me advice or support!!!