We relaunched UNIQLO in the UK market via a brand and retail focused creative PR programme. We were assigned the brief in 2007 to re-launch the Japanese retailer into the competitive UK market as a fashionable and alternative high street brand through the simultaneous launch of two large-scale stores including the flagship on London’s Oxford Street. We worked with the brand for 7 years to position UNIQLO as a leading high street brand with a creative approach.
Taking a tiered approach to activity – ranging from events for high end designer collaborations, to media partnerships, press days and product focused PR coverage – we set out to ensure that UNIQLO put in a plan of core brand building exercises each season to engage and excite the press. We were instrumental in launching the collaboration that set apart all high street launches – +J by Jil Sander. We worked directly with Jil and her team to produce record breaking blanket news stories and multiple brand features on the launch. Influencer programmes, digital PR, blogger outreach, core product placement and brand ambassador activity were all intrinsic to the campaign.
We considered management of over 100 brand partnerships and ensured UNIQLO flagship retail stores became a celebrated feature of the UK high street.