Simple ad push during SG cold spell week sees Uniqlo doubling in sales

Felt chilly last week? Well you were not alone, as temperatures in Singapore saw a dip to as low as 21.2 degree celsius. One clothing brand that has benefited from this temperature drop was Uniqlo, which made an attempt at real-time marketing in a bid to bolster sales.

Speaking to Marketing about the move, a Uniqlo spokesperson explained that the store saw an increase in demand for lightweight outerwear which could easily be carried around and worn during rainy days or when temperatures dipped after nightfall. This was observed from customer feedback, including those on-ground.

When asked about its marketing tactics, a spokesperson said the company only put out one ad push for its outerwear items on Facebook carousel and Instagram stories. This was during the time period of 12 January 2018 to 14 January 2018.

“Upon observing this natural increase in demand for outerwear during this period, we decided to utilise real-time marketing to address our customers’ needs while showcasing affordable, quality outerwear which are useful for rainy days as well as daily usage for normal Singapore weather conditions,” the statement said.

This eventually saw an average increase in sales by approximately 200% for some of its top-selling outwear items, suited for cold weather. On its online store, Uniqlo observed that the most-searched terms included ‘Hoodie’, ‘Jacket’, ‘Parka’ and ‘Sweater’. All of this was observed during the period of 8 January 2018 to 14 January 2018 on both its online store and 25 physical stores.

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According to data from the Meteorological Service Singapore (MSS), 2017 was one of the warmest years on record that was not an El Niño event, with a mean annual temperature at 27.7 degree celsius. The lowest temperature of 21.2 degree celsius was recorded on 14 January 2018, leading to Singaporeans bundling up for the one of the coldest weeks in the last decade,  not acclimatised to the cool temperatures.