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UNIQLO puts more weight behind long-term branding initiatives in SG

UNIQLO is decking out selected trains on the East-West and North-South lines in graphics to promote its 2019 spring/summer UT (UNIQLO T-shirts) collection from 8 April to 12 May. Additionally, commuters can stand a chance to win a T-shirt by voting for their favourite UT content via the QR code found on hanger tags on board those MRT trains.

The graphics fall within four broad categories – art, characters, Japanese culture and others (such as textiles and popular brands). Two UT trains were launched on 8 April, and there will be another two of such trains launched on 15 April.

UNIQLO spokesperson said in a statement to Marketing, “This is a media platform that allows our consumers to experience all our content themes, in a single location. Doing a train takeover made sense – it allowed us to showcase up to six key collections in an immersive way, especially in the standing cabins.”

Through long-term branding efforts such as the train activation, the company hopes to put UNIQLO at the top-of-mind of those aged 15 and above when it comes to graphic T-shirts. The UT category is a core component of UNIQLO’s LifeWear offerings for tropical markets such as Singapore, added the spokesperson.

Featured graphics from UT collections include Marvel X Jason Polan, Mickey Blue, manga, The Game by Street Fighter, Super Mario Family Musuem, as well as artist Katsuhika Hokusai-inspired and Scandinavian patterns.

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Meanwhile, as part of the contest, a total of 500 winners will be chosen and notified via email by 19 May 2019 from those who participated in the voting. The giveaway mechanics is align to its UT tagline “wear your world”, which aims to encourage consumers to express their individuality and what they are passionate about. Calling out consumers’ relaxed attitude towards T-shirts, the in-train panel advertisements read, “you’d be hard-pressed to name another fashion item that tells you so much about the worldview of the person wearing it.”

Last August, Uniqlo teamed up with local actress-producer Tan Kheng Hua, who plays Constance Wu’s character’s mother in the Crazy Rich Asians film, for the production of the play called “Modest Travels” as part of its 2018 winter campaign.

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