UNIQLO is a world-renowned clothing apparel company recognized for its high dedication to innovation. With simple and essential yet universal clothing, Uniqlo allows everyone to add their special touch to outfits and display their personality.
By designing the ultimate everyday clothes, their mission is to ‘Unlock the power of clothing’.
New technologies are constantly resurfacing. Virtual and augmented realities are slowly becoming the new norm and getting more accessible. The tool for this new way of seeing is something we cary with us everyday: our smartphone.
Digital Creative Millennials
The Digital Creative Millennials, part of Uniqlo's target audience, share most of their lives online. These opinionated, educated, and creative urban living millennials believe they should not only pursue their dreams but also profit from them.
They experience performance pressure due to the unrealistic standard showed on social media, and lack space for fun in their daily lives.
Because this target group belongs to the early adopters, they are a very important part of Uniqlo's customer base.
CHALLENGE
The technology-focused fashion brand is already successful when it comes to selling their products. However, just selling basics is not enough to differentiate them from their fast fashion retail competitors who produce garments according to the latest runway trends at the speed of light. To truly differentiate themselves, they have to regain the hearts of the critical young consumers, who currently have no strong emotional connection with the brand.
"There is a clear disbalance between the way the brand sees itself and how the outside world perceives it."
Even though Uniqlo doesn’t position itself as a fast fashion brand, it is often mentioned as such in the media and amongst consumers. There is a clear disbalance between the way the brand sees itself and how the outside world perceives it.
Conducted research shows that a big part of their target audience sees them as just that: a supplier of qualitative basics.
SOLUTION
The new retail concept Unitopia - An app and exclusive line extension of Uniqlo’s UT collection, is co-created by Digital Creatives. This concept combines the brand’s Japanese heritage with augmented reality gaming, stimulating consumers to rediscover and play with their surroundings. It allows everyone to (literally) wear their world in true UT fashion with a modern and technological twist.
Vision: We believe in the power of play.
Mission: Through creative play, we offer a safe space that everybody deserves.
Unitopia is about a utopian world and the true meaning of unlocking the power of clothing, in a time where everyone is looking for a safe space to escape to.
COMMUNICATION STRATEGY
Unitopia app launch: Release a sponsored video of the Unitopia concept. As well as the release of an augmented reality filter on Instagram.
Owned media: Roll out of social content under the concept #unitopia in the form of interviews, insights, and making-of interviews.
Product feedback: Ask consumer feedback about the Unitopia concept through the app to collect data and constantly improve the product.
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