Selected Uniqlo advertising
Uniqlo is the Japanese equivalent to Europe's Zara or H&M, an increasingly international clothing store selling stylish apparel at affordable prices for millenial shoppers. Unlike its rivals, and in keeping with its Japanese roots, its apparel is often minimalistic and functional; sober rather than showy. Parent Fast Retailing originally voiced a goal to become the world's leading fashion retailer by 2020 by assembling a small portfolio of satellite chains, either by launch or acquisition. It has since scaled back that ambitious plan but the first steps towards it led to the purchase of French chains Princesse Tam Tam and Comptoir des Cotonniers, US-based J Brand and Theory and designer Helmut Lang. Launches include G.U. ("jee-yu"), a fun fashion chain aimed at young buyers in Asia. However these all trail core brand Uniqlo, which has more than 840 stores in Japan and another 800 internationally, mainly in Asia, but also key Western markets. The most significant is the US with 50 stores, but performance there has struggled. The group is the creation of Tadashi Yanai, who inherited his father's single menswear store in rural Japan, and used it as the platform to launch in 1984 what was originally called Unique Clothing Warehouse. Later renamed Uniqlo, it expanded rapidly, initially in Japan, then other Asian markets, and then the West. Yanai is now Japan's richest person with a $15bn fortune. Group revenues for the year to 2016 were around $16bn, of which more than 80% was generated by the Uniqlo brand. However, profits slumped by more than half as a result of exchange rates and weak performance from secondary brands. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 1st April 2016
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 2nd Mar 2017: Ads of the Week: "AIRism". Japanese clothing store Uniqlo has a new set of ads out, developed by Droga5 London for the global market. Here's the best of the bunch, a stunning film shot in Santiago, Chile, designed to show off the store's innovative breathable fabric. However, we're guessing that's not real sweat going up in smoke. Or so we hope, because that would be just a little gross... But in CG form it's incredibly cool.
Adbrands Weekly Update 20th Oct 2016: Japanese fashion company Fast Retailing, which owns Uniqlo and other brands, scaled back future performance targets after weaker than expected results for the latest year. Revenues for the period to August rose 6% to the equivalent of just under $16bn, but net profits plunged by more than half to around $425m as a result of the strengthening Japanese currency and impairments against the group's secondary brands including J Brand denim in the US and Princesse Tam-Tam and Helmut Lang in Europe. CEO Tadashi Yanai scaled back his previously stated goal of 5 trillion yen ($46bn at current rates) by 2020 to 3 trillion yen. “Sales of 5 trillion yen might be delayed by a little, but I would like to achieve that in the near future,”he told investors.
Adbrands Weekly Update 18th Aug 2016: Ads of the Week "Why Do We Get Dressed?". The first global campaign from Japanese fashion chain Uniqlo, developed by Droga5 New York, asks some deep questions about our clothing choices. Why do we get dressed? Well the simple answer is that you'd get arrested if you ran down the street naked. However, Uniqlo says it's always evaluating fabric and colour choices and how they make you feel. This ad might not get you rushing to your local Uniqlo store, but it might get you thinking.
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