U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 1

TABLE OF
01_OBJECTIVE
02_INDUSTRY AND USER
03_COMPETITION

CONTENTS
04_JEAN CAMPAIGN
05_SOCIAL APPROACH
06_CALENDAR

2
U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 COMMUNITY JEANS
ENGAGEMENT CAMPAIGN
Brand Category Awareness
Establish Brand Move Uniqlo into the
proposition in the Indian consideration set for denim
market

Product Product Affinity

Bring together like minded The ultimate jeans
individuals who believe in offering comfort and
clothes designed
with purpose to enhance life need

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 3
 Understanding the Industry

WHAT HAS CHANGED?

4
U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 GROW AT NEARLY
11% CAGR
Pegged at around USD 75 billion, is the second
largest retail market in India - pegged to be the
6th largest in the world by 2022.

FASHION &
APPAREL
MARKET IN 2019
INDIA

HEAVY COMPETITION
More than 300 international fashion brands
are expected to open stores in India in the
next two years. 

Source: McKinsey 5
U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 INDUSTRY SHRUNK
BY 10-15%
Demand in apparels may shrink
by almost 40% in 2020

IN A POST
PANDEMIC
2020
WORLD

SURVIVAL TACTICS
Players looking to resort to deep
discounting to move dead weight of
inventory costs and managing cash reserves

Source: Economic Times 6

U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 CONSUMER MINDSET IN THE NEW NORMAL

WHO ARE WE NOW?

Source: INC24, Mckinsey, WeAreSocial Report 7

U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 It’s all About
Utility
Our consumers have
re-evaluated their
shopping habits. Cost
and value drive their
decision.

Brands need to solve a

need, not a want.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 8
 Purpose as
an Advantage
People are attracted to a
brand’s purpose and what
it stands for. It is as
important as the product.

Brands unsuccessful in
establishing a purpose
with the audience, will not
be able to sustain
themselves

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 9
 Virtual
Home Edit
91% people have tried a
new shopping behaviour.
Isolation has allowed
People to embrace
technology in different
areas of their life. 


Brand needs to find new

ways to experience
products and enable
purchase.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 10
 Home
Playground
People are re-assessing
what is important to
them. They are learning,
exploring, up-skilling
and re-inventing

Brands need to
contextualise their
products in the new
reality.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 11
 CHANGING BEHAVIOR IN THE FASHION INDUSTRY

WHAT ARE WE LOOKING FOR?

12
U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
ASPIRATION

From
Wanting to Look
Stylish and Trendy
ASPIRATION

From To
Wanting to Look Wanting to be
Stylish and Trendy Comfortable
IMPULSE

From
I see it, I like it, I
want it
IMPULSE

From To
I see it, I like it, Planned shopping
I want it
OCCASSION

From
Celebrating everything
big or small
OCCASSION

From To
Celebrating everything Necessary
big or small outings
 SOCIAL MEDIA

From
#OOTD
SOCIAL MEDIA

From To
#OOTD #SOED - Same
Outfit Everyday
FASHION

From
Fast Fashion
FASHION

From To
Fast Fashion Utility Clothing
 USER JOURNEY

FOLLOWING THE LEAD

23
U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 Phase Awareness Research Consider Purchase Delivery Advocate

Platform

Action Passive Scrolling Active search Get Opinion Store Trials Track Delivery Share on social
Browsing Zines Shortlists options Trials Reviews Buy Now Try the Product Refer to friend
Add to Cart Consider Return Follow the brand
Get family validation Review the product

Thought I think I need a Jean. It’s time taking How should I Does it have a Does it look good? It was a good
decide? return policy? purchase
Looks nice I want the best Hope it’s a good buy

Feeling
24
U NIQ LO X 22FEE T T R I B A L W W | S E P 2 0 2 0
 COMPETITION ANALYSIS

WHERE DO WE STAND

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 25
 Aspirational, but not out of reach - driving home the point of
accessible high fashion.

ASPIRATIONAL HIGH FASHION ACCESSIBLE DESIGN FIRST

Deconstructed celebrity Use their social media to Build brand awareness The clothes are at the
looks and spotting in Zara. drive product and affinity through forefront of all their
inspirations. influencers. communication.
 Trend focused, Something for everyone - stylishly evolved, with
a range that satisfies everyone.

LOCAL FLAVOUR CONSCIOUS STYLISH COMMUNITY

Builds cultural relevance Thoughtful in its product Has something for Builds a community
through various lines. everyone - through its through various store
collaborations. range and style. activations.
 Authentic, young and heritage value: a brand that is a reflection
of the people they dress, driven by a purpose.

AUTHENTIC PEOPLE FIRST PURPOSE DRIVEN TIMELESS STYLE

Builds cultural relevance People driven, not Champions a cause they Evergreen styles -
through various product driven. believe. always evolving, not
collaborations. trendjacking.
 Simple, yet premium looking: Elevated essential styles, that is
built need not just for your wants, but also your needs.

FUNCTIONAL PRODUCT FIRST ADAPTABLE SUSTAINABLE

Solve a purpose in their Catalog displaying range Made for you - reflected A core company value,
users lives. and variety through people stories not just limited to
product.
 STRENGTHS
Quality, Timeless Style,
Range, Functional,
Distinct Identity, Global
Muscle
WEAKNESSES
Low awareness of Brand
Philosophy, low share of
voice, late entry to the
market

SWOT S W
Analysis T O
THREATS OPPORTUNITIES
No e-commerce, high Product contextualization,
competition, limited growing consciousness
stores around sustainable
fashion

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0
 CAMPAIGN

THE UNIQLO JEANS

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 31
 Brand within the Consumer
category Demand
When people think of In the post COVID era, the
jeans, they don’t think purpose of apparel has
of Uniqlo changed.
THE
PROBLEM
Product USP Market clutter
Most people don’t know the A highly competitive
unique benefits of the market with established
product. users.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 32
 SELL Product Push I want to try this product.
Do I need it?

VALUE Functional Benefit It solves for comfort and

COMMUNICATION How does it create need while making me
look good.
LADDER value?

This jeans is more than

CONNECT Emotional Benefit just another pair of
How does the product denim, it defines/
enable me? liberates me.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0
 1.
AWARENESS
Campaign Launch

USER JOURNEY 2.
CONSIDERATION
Community Advocates
and Engagement

3.
DECISION
Sustained Product Push
 1.
AWARENESS
Campaign Launch

USER JOURNEY 2.
CONSIDERATION
Community Advocates
and Engagement

3.
DECISION
Sustained Product Push
 The
Consumer
Now more than ever,
the space between
home and work is
blurred. People have
lost the balance
between the two.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 36
 Our
Product
We are the comfortable
middle ground, where
there’s room for
relaxation and self-care,
where apart from
regular work, you can
pick up a new hobby or
pursue an old passion.
You know, the actual
vital stuff.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 37
 Sweet
Spot
The comfy, airy, soft
jeans that help you
navigate a cramped,
super busy life by giving
you the room to
breathe, the space to
do what you want in a
day.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 38
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 39
 MAKE ROOM

DIGITAL LAUNCH
Quick cuts, high impact slice Of life shots from the lives of diverse Influencers.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 40
 LIFESTYLE

KEY VISUALS

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 42
 PRODUCT

KEY VISUALS

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 45
 MAKE ROOM

OUT OF HOME

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 50
 MAKE ROOM

OFFLINE

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 51
 MAKE ROOM

IN-PRINT

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 54
 MAKE ROOM

ON-SOCIAL

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 57
TONALITY
Our jeans allows for people to make room for more things
in their everyday. The lifestyle images reflect the core
thought of comfort and ease. We showcase very real
situations and environments to make it more relatable.
The use of a very interesting shot of the product which looks
worn to show comfort and flexibility.

We’ve used DIN as the font family across all communication

and used hints of red as the brand colour. Borrowing from
the logo we’ve created a red strip that runs across the
creatives to make it uniquely Uniqlo.

Aa
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
op qrstuvwxyz
0123456789(!@#$%^&*)
DIN Bold

Aa
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
op qrstuvwxyz
0123456789(!@#$%^&*)
DIN Regular
HOW TO #MAKEROOM
Concept: We take a page from our
influencer’s life to learn how the Uniqlo
Jeans enables them to do what they love
and can allow our consumers to make
room.
HOW TO #MAKEROOM
Narrative Flow:

1. A day in the life of Influencers: 


Challenges faced due to busy schedules and
jumping between different activities

2. Overcoming their challenges: 


Through method and madness

3. Tips and Tricks: 


Uniqlo Jeans helps them move through their day
seamlessly along with some functional tips
INFLUENCER
SUGGESTION

kushakapila bruisedpassports siddharth93batra

Content creator Travel Fashion

kundudance neena_gupta thevarunmayya

Dancer Actor Entrepreneur
 1.
AWARENESS
Campaign Launch

USER JOURNEY 2.
CONSIDERATION
Community Advocates
and Engagement

3.
DECISION
Sustained Product Push
 MAKE ROOM

TRIAL SESSIONS

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 65
ROOM FOR MOVES
MIRROR
Concept: Make trials more fun by
elevating the experience enabled by
google AI.

Phase 1: Enable store trials

Phase 2: Invite Entries

 MAKE ROOM FOR

NEW STYLES
Concept: With one pair of jeans, not only
can you be comfortable but you can also
#MakeRoom for numerous looks.

Add the Delhi social calendar and create

exclusive looks with the influencers.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 69
 MAKE ROOM

PINTEREST BOARDS

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 70
 MAKE ROOM

BOT

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 72
 1.
AWARENESS
Campaign Launch

USER JOURNEY 2.
CONSIDERATION
Community Advocates
and Engagement

3.
DECISION
Sustained Product Push
 MAKE ROOM FOR

INSTA STORIES
Concept: Leverage interactive features
of Instagram story

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 76
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 77
 MAKE ROOM FOR MAKE ROOM FOR

DISPLAY ADS NATIVE ADS

Concept: Increase walk-ins through Concept: Tie up with popular lifestyle
reminders for anyone who comes in and fashion magazines to increase
close proximity to the store. reach amongst the right audience set.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 78
 Reference

10 Things To Make Room For In Uniqlo Jeans

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 79
 ROLL OUT
Room for
Moves
Digital
Launch Test the
Jeans Native
collaborations
How to Make
Room
OOH + Sustained
Print New Styles Media Push

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 80
 CHANNEL APPROACH

30% 25% 20% 25%

Uniqlo’s Influencer OOH & In-Store &

Social Handles & Community Native Platforms E-commerce sites
Start the conversation Drive traffic and build Amplify the campaign & Point for conversations
and engage credibility extend the conversation to translate into impact

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0
 LIFEWEAR

SOCIAL PROPERTIES

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 82
 Establish Brand
Philosophy

ROLE OF SOCIAL

Create Product Affinity

Build
Community
 What Makes
Uniqlo Unique?
It’s the attention to detail,
the thoughtfulness.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 84
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 85
 THE DETAIL DIARY
CRAFTING PRODUCT DIFFERENTIATION

Concept: As a brand that makes elevated essentials, the

‘elevated’ part of the story might not come across when
someone just looks at the products, hence it makes sense to
document how a UNIQLO piece is different from similar
competitive offerings.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 87
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 88
 LITTLE THINGS EDIT
ALL DAY. EVERY DAY.

Concept: We leverage this bucket to showcase the product

range across different categories and to launch newer
secondary products.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 89
 PEOPLE WHO LOVE DETAILS
WITH LOVE, FROM UNIQLO

Concept: The product is brought to life by the people who work wit Uniqlo. They work
towards a unified vision of providing clothes that enable life. Let’s bring them to the
forefront and build brand love through the people bringing it to life.

Tadashi Yanai Product Designers Store Representatives

His vision, his focus on the Bringing creativity and Enabling the experience at the
intricacies of the product functionality together Ultimate consumer touchpoint
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 90
 REFERENCE
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 91
 CREATOR’S ROOM
LITTLE DETAILS. BIG PROJECT.

Concept: The world would love a sneak peek into the world of creators: those who create new art, new
music, new films, new business opportunities, new looks, new designs, new dances, etc. These are the
rooms where musicians, filmmakers, graphic illustrators, dancers, photographers, architects,
storytellers fuss over the small details that eventually make a piece

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 92
 Talks About The How There’s So Many Things One Needs
To Think Of, To Direct The Perfect Scene, Talks About
How UNIQLO Clothes In Little Ways Complement His
Extremely Busy Lifestyle

Talks About The Little Beats & Other Touches That Make
His Songs Special similar to How Uniqlo focuses on
Attention To Detail. Clothes That Help Him Last Through
A Long Day Of Creating Music

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 93
 THE LITTLE THINGS LOYALISTS
CELEBRATING OUR COMMUNITY

Concept: Through instagram’s close friends feature, we launch exclusive

content, products for our followers before everyone else. The close circle
will get exclusive access to AMAs with our influencers, discounts and
offers and the right to choose their favorite products.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 94
 LIFEWEAR AWARDS
CELEBRATE THE COLLECTION

Concept: The lifewear collection could be worthy of an award and are

often bestsellers. We showcase the bestseller of the week/month in a
format that is familiar to anyone who watches award shows.The
backdrop of the award stage will be recreated to reveal our bestseller
of the week/month.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 95
 THE LITTLE THINGS PLAYLIST
MUSICAL WEDNESDAYS

Concept: How do we give legs to the concept of ‘Little Details’ and

make it fun, relatable without it sounding like too much product
speak? How do we connect the thought to the core interests of our
audiences?

Put everything we want to say about our product’s functionality into

a playlist. Tell the stories through so

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 96
 The Pocketable Parka Beats: Rain Or Shine, This Compact
Coat Can’t Be Beat

• Here Comes The Rain Again (Eurythmics)

• Rimjhim Rimjhim Rumjhum Rumjum (1942 - A LoveStory)

• November Rain (Guns n’ Roses)

• The Rain Song (Led Zeppelin)

• Ek Ladki Bheegi Bhaagi Si (Chalti Ka Naam Gaadi)

• Here Comes The Sun (The Beatles)

• Sunshine Of Your Love (Cream)

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 97
 KANSHASAI
LIFE IS IN LITTLE COMPLIMENTS

Concept: A personalized experience at every end.

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 98
Clothes are Art Exhibition
 RUN OF SHOW

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 102

 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Lifewear award The Detail

Digital Film
for Uniqlo jeans
 Diary: Uniqlo
Launch: Jeans
jeans

Little things Influencer 1 Influencer 2

Lifewear
edit: jackets
 Jeans Product (men) image in (women) image
How to How to magazine

+
 Grid 1 for men products
 in products

#MakeRoom #MakeRoom +

Insta story: and women
 +
 +

Influencer #1 Influencer #2 People who
Vote for your Skirts for Trousers for
Love details
favorite print women men

Lifewear AV
 How to

Little things How to Jeans Product 
 #MakeRoom
People who The Little things
edit: Printed #MakeRoom grid 2 for men Influencer 3 Influencer #4

love details playlist
tops Influencer #3 and women image in +

products Detailed Diary

U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 103

 Platform Objective

Inspire/Engage Sneak Peek Promote Learn Contribute Immerse

Engage with your Create daily dose of As a secondary Enable our Leverage long form Get personal with
user and fun and offer platform to community to create content to establish your brand story
understand user exclusive preview to Instagram, we tap content on our product range and and informative with
preferences our community into the older behalf. philosophy your product
audience set. capabilities
 FIN.
U NIQ LO X 22F E ET T R I B A L W W | S E P 2 0 2 0 105