How Does UNIQLO Play All Kinds Of Cultures?

On the localization of marketing,

John C Jay, the global creative director of the fast selling company, said in an interview that he would go to a place to understand the local culture and understand the lives of the local people.

In last month's interview with SocialBeta and CMO Jalin Jalin of Greater China in UNIQLO, Jalin also said that as a global company, UNIQLO's marketing strategy in China's 70%-80% area is following the global marketing strategy, but they will make different points based on different cultures in the global strategy.

According to the world clothing and shoe net, today, UNIQLO has expanded its business to 17 regions in the world. In fiscal year 2016, UNIQLO has more than 45% of its revenue from overseas markets outside Japan.

However, when subdivided into regional markets, the response of customers to UNIQLO is quite different, and the image conveyed by brands is different.

For example, in the United States, people like street art, they will join artists to cross the border; in the United Kingdom, they will combine the local English culture to create a modern "Utopian"; move interesting dialects from all over China.

Advertisements in Japan have launched stars to pick your clothes for you.

America

Key words: street art works; contemporary artists

UNIQLO entered the United States in 2005, but it has not yet turned a profit. The store has switched off to 45 at the end of the 2016 fiscal year.

In marketing, the United States UNIQLO is committed to collaborate from contemporary art. In 2013, UNIQLO MOMA and the United States collaborate with the New York Museum of modern art (MOMA) to sponsor visitors free of charge every Friday night. In the 2014 year of the year, UNIQLO once again collaborate with SPRZ to launch the UT series entitled "SPRZ NY". The series will include T-shirts in the works of contemporary American artists including Andy Warhol, Jean-Michel, Basquiat, Keith Haring and so on.

In 2016, in collaboration with curator Jeffrey Deitch, a group of new artists created their daily necessities for sale in the flagship store in Soho, New York. In the 2 month of this year, they jumped out of the store and product frame, and announced that they would hold a public art exhibition in 10 parks in New York at one go.

UNIQLO x New York Museum of modern art

China

Keywords: electricity supplier, dialect advertisement

Today, China has been the second largest market for UNIQLO for many years. According to the 2016 fiscal year, UNIQLO has opened 560 stores in the Chinese market.

In the Chinese market, UNIQLO did a good job.

As the first three billion brands of clothing in eleven consecutive years, UNIQLO is undoubtedly different.

Example.

In last year's double eleven, UNIQLO also tested the water store's own business, that is, buying online, choosing stores within 24 hours to pick up goods, effectively opening up online and offline sales mode.

In addition, UNIQLO also fully integrated the development of digital products in China. Alipay launched AR red envelopes, providing digital interactive screens in the physical stores, and bringing one-stop shopping experience.

In November last year, UNIQLO also introduced 6 dialectal magic videos.

These 6 videos are all the basic feather clothing of UNIQLO. "According to different regions, people's demand for this down garment is different. In the video, you will see that they have totally different ways to wear.

Jalin once told SocialBeta that dialects not only represent people in different regions of China, but also represent different scenes of people in advertisements. They can quickly create emotional and cultural resonance among young people.

Britain

Key words: Utopia, freedom

"London is one of the most diverse cities in the world and one of the truly creative culture Utopia.

"John Jay, global creative president of fast retailing group of UNIQLO parent company, said so.

So when they reopened the world flagship store, 311 Oxford street, London, 3 months ago, they adopted the Utopia campaign.

Before the store was officially unveiled, they also posted Jean Jullien illustrations on the walls of the store to attract people to stop.

However, the core secret weapon of the new marketing campaign is a short film entitled "This way to utopia". A group of contemporary dancers dance in different corners of London. It is unusual for them to have a lot of ideas about their performances. For example, a girl jumps ballet on the crossbar of the football goal.

This advertisement, while catering to the tastes of the British, also shows the comfort of this brand of clothing.

France

Keywords: Fashion

In October 2015, the flagship store of UNIQLO formally launched the autumn and winter series of Christophe Lemaire and Lemaire, a former creative director of Hermes, and bought the design of Hermes at a price of 1/10, even though the Parisian could not resist it.

In fact, UNIQLO has a research and development center in Paris. After two cooperation with UNIQLO, Christophe Lemaire has officially become the new artistic director of UNIQLO, and is solely responsible for brand new product line Uniqlo U.

In addition, UNIQLO has collaborated with the French model Ines de la Fressange, and from 2014 until the latest 2016 years of autumn and winter, the two party cooperation is continuing.

In s de la Fressange has always been famous for her French fashion. Last year, the design theme of the joint venture still drew on the French fashion and was positioned as "Paris fashion in the age of 1960."

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Japan

Keywords: personalized, young

In the 1984 year of the year, UNIQLO opened its first store in Hiroshima and gradually penetrated the whole Japanese market.

Today, UNIQLO is very frequent in the streets of Japan. For most Japanese people, UNIQLO must be a cheap and good brand. But in the market environment of many new brands, the problem of UNIQLO is "how to attract more young people".

In order to solve the problem of "aging", UNIQLO has done many things to attract young people in Japan. For example, in April last year, they invited 30 star stars to help you solve the problem of "what to wear today": customers only choose a star or net red from their own website, which is similar to their own stars. In the next five months, they can receive the T of the universum printed by the star or net.

Japanese media have pointed out that the product that UNIQLO introduced is interesting because it has not only designed a new rookie but rather has launched an innovative way of buying - letting specific people choose your own buying style, and promoting the purchasing power of customers through celebrity effects and fans' economy.

In addition, in October last year, the Japanese market also launched a new shopping APP, and the APP member two-dimensional code and communication software Line in the public number of fans membership code synchronized linkage.

More interesting reports, please pay attention to the world clothing shoes and hats net.