Creative Review: Uniqlo Reborn
... A resurgent Uniqlo has now remade itself as a more upmarket, hip, cashmere-toting, internationally-minded store while tapping Japan’s newly acquired cool and some of its edgiest creatives to do it. Renewed success has been the result...To help overcome previous failings in his marketing strategy Yanaii was advised to hire one of Japan’s top creative director talents, Kashiwa Sato, to help him rebrand and reposition the label, though initially he says he was dead against the idea. “When a mutual acquaintance told me that I should meet with Mr Sato, I was rather reluctant; wary of meeting with a ‘creative’. Those who call themselves creatives may or may not always be creative. There are so many self-proclaimed ‘creatives’ out there,”says Yanaii...Tokyo-based web designer Yugo Nakamura, noted for the wit and complexity of the interactive animations he creates for his Flash-driven sites, was hired to bring fresh ideas to Uniqlo’s websites and other digital content. Markus Kiersztan, of mp creative in New York was also hired (on the recommendation of Yanaii’s friend, Wieden + Kennedy creative director John Jay), as consulting creative director, with a remit to develop marketing and brand strategy. Together, Uniqlo’s team created new shop interiors, a new global logo, a new ad campaign and designed a new flagship store for New York that would be a blueprint for subsequent outlets. A widely acclaimed integrated marketing campaign, and new fully e-commerce-enabled websites spread the word...It seems to be working. Uniqlo has now become symbolic of a new Japanese take on a global brand which, unlike the past – think of Toyota’s dreary image – is not afraid of stamping its Japanese-ness on the brand, says Tokyo-based brand consultant Patrick Williamson...more...
Here are some of the dance clips for the Uniqlock which is mentioned in the article (the song is by Daft Punk. If you want the original music to go with it, you'll have to go to the site).
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