UNIQLO - from tokyo to paris
To launch Uniqlo in Paris and generate traffic to the new flagship store. Everyone should be talking about it: in press, in street…
There are hundreds of retail brands competing for Parisians’ attention, but few people have the key to unlock desirability. Establishing a new brand in Paris demanded to make trendsetters, early adopters and opinion leaders aware of Uniqlo through two parallel experiences: communication and retail.
Communication: First we teased Parisians’ curiosity through a mysterious Logo Campaign that highlighted the brand’s Japanese identity. We then launched a second print campaign with an unconventional casting: 6 portraits
of unique artists, all with very distinct backgrounds, but sharing Paris as a common link. They chose their own outfits in the Uniqlo Wardrobe and the shoot revolved around the concept of - We are celebrities, but we are people too! And finally we created a product campaign showcasing the breadth of the brand’s product portfolio, the quality of the materials and the everyday low price through Stacks of folded jeans and cashmere jumpers as displayed in stores.
Retail experience: We introduced the brand’s essence to French journalists through a press trip to Japan. We opened a pop-up store in the heart
of the trendy Marais neighbourhood
of Paris, selected for its populations
of both trendsetters and mass consumers. We partnered with the Parisian concept store Colette to develop a 'shop in shop' experience complete with a limited edition co-branded collection of cashmere jumpers baptized "From Tokyo to Colette". Finally we created a launch party in the flagship store with a mini concert by Swedish singer Lykke Li and a traditional sake barrel opening ceremony.
This multi-faceted launch campaign generated incredible results:
800 people lined up in front
of the store at any given time for
15 consecutive days! Brand image indicators went through the roof
and sales results made competitors all the more envious, but above
all, UNIQLO quickly became Parisians’ new favorite label.