We became UNIQLO’s publicity agency in 2015. The brand was only speaking to the fashion consumer through product not message. As well as ensuring Uniqlo was being talked about on the tech pages and lifestyle pages, we wanted to lead the fashion conversation – using the brand’s core pillars of innovation, quality and affordability to create a credible narrative around the product. Uniqlo isn’t like other high street brands – it operates in its own sphere of LifeWear, and that message needed to be shared – and the life bettering benefits of the collection brought to consumers.
Our strategy is three-pronged and focuses on media education through day-to-day press office and events like our Airism yoga morning at Soho House which resulted in product sell-out within the day. Secondly, consumer engagement through targeted events like the UNIQLO wellbeing talks at Vogue’s Fashion Night Out. Lastly, brand positioning by securing in-depth, brand-focused features in publications like the Sunday Times Style and the Telegraph.