Problem: Uniqlo had built their brand on good quality, low-cost apparel available in every color, with a marketing focus on innovation and high tech fabrics. In doing so, they created a brand world that was robotic and techy, lacking emotional resonance and missing the mark with consumers outside Japan.
Solution: In 2014 Uniqlo brought on John Jay of Wieden+Kennedy as creative leadership, and adopted the new tagline “LifeWear.” In collaboration with John Jay, we created a cross-channel content marketing campaign also called LifeWear, which focused on bringing their products to life through the stories of real people who use Uniqlo, from explorers to artists to fashion influencers. In addition to providing the material for their advertising efforts and digital content, LifeWear was launched as a print magazine available for free in Uniqlo stores.
Results: The LifeWear campaign brought a new warmth and humanity to the brand, and continues to this day. In 2015 Uniqlo’s overseas revenue increased 45%, and has risen steadily since then. Uniqlo reported record international earnings in 2017.
Art Direction & content strategy. Agency: MP Creative.