UNIQLO LAUNCHING IN VIETNAM

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Client: UNIQLO VIETNAM

The Challenge:

UNIQLO, the world famous apparel brand from Japan, planned to enter Vietnam market in the end of 2019 with the first store located in Ho Chi Minh City, following by Hanoi store in March 2020. For UNIQLO, Vietnam represents an important new market opportunity within SE Asia, which has become an important driver of their global growth. In addition, the opening in Vietnam marks a significant milestone in UNIQLO’s progress towards their objective of becoming the No.1 apparel brand in the world. These reasons increase the pressure to a successful launch of UNIQLO in Vietnam for both the client and agency teams, not only in terms of financial indexes, but also a must-win battle for brand share of voice, social buzz and public awareness, given the context of aggressive competition from other well-established clothing brands.

In this 10-month campaign, Galaxy Communications was appointed as UNIQLO’s PR Agency, who run the campaign on 3 integrated channels: PR/Media Relations, Digital & Social Engagement with Influencers and Event Management.

Our Solution:

Observing the current fashion shopping habits and dressing styles of Vietnamese people, which does not place importance on clothes’ comfort and its functional values of quality and longevity, we decided to approach the market with a single-minded direction: To elevate Vietnamese dressing style with a mind-changing perspective to practical fashion with LifeWear from UNIQLO – The brand of essential clothing, woven from innovative technology in fabric, best fit with simple yet elegance design and made to be accessible to all.

To deliver this message to public audience and target customers, we have mapped all relevant communications channels to find out the most effective touch-points to communicate and influence them, in which Media relations and Influencer engagement on social media would be the key strikes. The campaign started in May, leading up to the Store Opening day of UNIQLO in the first week of December, 2019 and intensified by the launch of UNIQLO in Hanoi in March, 2020.

The Outcome:

The launch of UNIQLO in Vietnam has truly become talk of the town when it was able to generate massive media coverage, endless social discussions from not only Influencers but also from the customers, attract 13,000 people coming to the store in the first one day. Though we started to engage with media 7 months prior to the launch the heat was never been cooled down but instead, spread out more and more to finally burst into flames. UNIQLO’s grand opening was soon becoming one of the top most-mentioned event on social media in December.

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