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!!!