UNIQLO
Translating a Foreign Brand into a U.S. Phenomena
UNIQLO is the #1 apparel retailer in Japan and among top 10 in the world but was virtually unknown in the U.S. Despite a glut of international retailers already in the U.S., such as H&M, Zara, Mexx, and strong domestic competition from the likes of Gap, Old Navy, Abercrombie & Fitch, etc., the company decided to enter the U.S. market in late 2005. The Company plan was to start regionally and expand over time. Kwittken & Company was charged with devising a strategy for translating the Japanese brand for U.S. audiences. The Agency chose to focus on the quality, value and variety of the products combined with a heavy emphasis on the Japanese shopping experience. Importantly, KCO treated the brand like it was national even though it was still regional. Since the brand did not initially have a New York City presence, KCO worked with UNIQLO to create a number of high-profile “Pop-Up stores in the City to create buzz. In addition, KCO leveraged the popularity of Japanese culture among U.S. “Jet Setters” and the expatriate Japanese community in New York City as early brand ambassadors. Within the first three months of launching in the U.S. Kwittken & Company secured major placements in The New York Times, The Wall Street Journal, The New York Post, BusinessWeek and Time, among others. In addition, The New York Times’ Critical Shopper named UNIQLO her favorite new store of 2005.
The brand’s success in New York City led it to open its first global flagship in SoHo in late 2006. The global flagship was the largest UNIQLO in the world and the largest single brand store in downtown New York. Kwittken & Company was a key partner in the integrated marketing campaign, helping to create what New York magazine affectionately called UNIQLOmania!
Media Placements
The New York Times Critical Shopper
The Wall Street Journal
