Zi Ye (Rita)zy622@nyu.edu

Strategic Communication Plan

株式会社ユニクロUniqlo Co., Ltd. - Clothing; Fashion; Retailer

Tadashi YanaiCEO of Fast Retailing Co. Ltd

Larry MeyerCEO of Uniqlo USA

“Unique Clothing Warehouse”UNIQLO

- Japan GLOBAL

株式会社ユニクロUniqlo Co., Ltd. Competitors in the U.S.

“Mass Fashion”

“Slow Fashion”

株式会社ユニクロUniqlo Co., Ltd.

32 stores in the US

East & West coasts

200 stores by 2020

Be the world’s biggest clothing retailer

UNIQLO is a brand creating truly great clothing with a unique way of approach to apparel, and make them designed for all people around the world.

株式会社ユニクロUniqlo Co., Ltd.

LifeWear

“MADE FOR ALL”

STRENGTH - Fabric and Quality- Function- Timeless- Corporate culture &

customer services

WEAKNESS

- Japan’s values vs. American

- Less media coverage- “No style”

OPPORTUNITIES

- Different concept of fashion: simplicity = unique style

- Not follow the others: SLOW FASHION

THREATS

- New & Young - Competitors: ZARA,

GAP, H&M, American Apparel, Bershka

- Limited stores

株式会社ユニクロUniqlo Co., Ltd.

60%

50%

GOALs- Correct UNIQLO’s brand image

and change public opinion - Increase both UNIQLO’s e-

commerce and its in-store sales

OBJECTIVEs

Media Coverage

Online buzz &

mentions

株式会社ユニクロUniqlo Co., Ltd.

01Millennial

02Non-typical Targets

AUDIENCES

- Quality and comfort > fashion and style

- Middle-aged, mid-level income, with family

- Loyal customers - Occasional consumers- Fashion followers and

potential customers

TOOLs & Tactics1. MEDIA RELATIONS 2. SOCIAL MEDIA3. COLLABORATIONS

• Pitch Journalists:- Fashion magazines- Women& Lifestyle magazines- Business/men’s magazines

• Subscribe to HARO Help A Reporter Out: general

sections fashion& Style sections

MEDIA RELATIONs

Influencers, Stylists& Bloggers:

• Reach out to Stylists/ photographers & samples upon request

• Fashion and lifestyle bloggers with over 1 M subscribers or 3 M followers on Instagram• Invite them to be styled with

UNIQLO and comment on their own channels

• Long-term relationships

• TweetChat # WhoAreUinitiate the discussion about fashion styling and unveiling the true self

• Launch a Social Media Campaign “Be Urself”- to be creative about styling

• Family Contest - #UNIQLOFamily - Oct. 15 to Dec. 1

• “Colorful Weekdays”- one theme color each day - get public sharing - e.g.#RedMonday, #OrangeTuesday

SOCIAL MEDIA

COLLABORATIONs

- Former famous fashion designers - Bags and Apparels - Latest movies, trendy topics or local point of interests- Special

collections

Sep. Oct. Nov. Jan.Dec.

Feb.

Keep connected with stylist and bloggersPitch Journalists and editorsSM Campaign “”Be Urself”ReTweet

Functional features#Colorful WeekdaysPitch local and national mediaKeep monitoring

Monitoring the mediaPitch men’s magazine# UNIQLOFamily results and rewards

Keep contacting stylist and bloggers EvaluationConduct a survey

Corporate MeetingsPreparation of media ContentFilter stylists and bloggers Media Reach-outLaunch TweetChat #WhoAreUMedia Training Gift Guides Pitch

Functional featuresPitch Stories Partnering with market team to launch sales and pitch media Contest #UNIQLOFamilyReTweet

• Media CoverageTrack the tone and amount Track Social Media conversationWebsite visit

• SalesOnline buyers and their orders In-store traffic and sales

• SurveyAnalyze the result see what has been changed

EVALUATIONs

THANKs