LET’S TALK ABOUT

Where it all started: Modern Classics Promotion

Activity Flyer distribution around LondonTarget high footfall areas

Audience London ProfessionalsPrinted 15KDistributed 6K (Flyers)

9K (In-store)

Location Chancery Lane

Covent Garden

Oxford CircusHolborn

All across London

Recent special promotions

UT THE NEW MODEL T_LOGO_2013.10.03 STRICTLY CONFIDENTIAL

WIN TICKETS TO THEAVENGERS PREMIEREAT UNIQLO STRATFORD!

Beyond flyers

We feel that we needed to go beyond product features, to resonate with our audience on an emotional level.

Especially Londoners. They’re a picky bunch.

And we researched them extensively.

Let’s take a look at what we found.

I AM THE LONDON MILLENNIAL

48%prefer

word-of-mouth over TV ads

53%trust social media

when buying online

56%willing to

promote brands via social media

84%believe in brand

generated content

76%would give up luxuries over

dining out

LONDONis the most social city in the world

75%of workforce will be Gen-Y by 2020

95%of them have

used social in the past month

LONDONERS KNOW ABOUT UNIQLO.

WHAT THEY DON’T KNOW IS,WHAT DOES UNIQLO STAND FOR?

A POSSIBLE STARTING POINT?

LifeWear™

Why?LifeWear amplifies UNIQLO’s guiding principle.

Our aim is to develop Londoners’ understanding of what this means. The Life part of LifeWear is about people and their lives. We, as UNIQLO, want to develop products that fit into these lives.

That’s why, our narrative should talk about how our products connect with Londoners.

Our BriefChallenge

UNIQLO’s ‘LifeWear’ range encapsulates the brand’s ethos of paring functionality with good value - a message they want to promote in this city and claim space in

Londoner’s wardrobes.

Audience Londoners who want to look smart for themselves, their profession and their city- one of the fashion capitals of the world.

Proposition LifeWear is as much about lifestyle as it is about life and style.

InsightLondoners go through many guises every day. Changing in the gym. Running to the bus. Acing client meetings. Dancing till closing time. And that’s just Tuesday. They

want everything, every day. Their wardrobe needs to keep up - with every thing, every day.

Strategy Make UNIQLO LifeWear a functional part of London life.

Our Ideas

This is my #LifeWearWHAT?Let’s quiz Londoners, socially - how do they choose to wear life? Participants to this competition will post their daily LifeWearstories with blurbs about how they balance their professions with their passions, functionality with style, every day with every night. Winners will be chosen at the UNIQLO HQ and will be awarded a trip to Japan - making LifeWear a true enabler in the winner's life.

HOW?Invite our social followers to bring proof to our promise by sharing how they balance their lives – 140 characters at a time. Taking cue from our insight around how Londoners wear many guises every day, we’ll celebrate and reward their diverse roles. DJ by night, accountant by day? Nurse in the morning and a sculptor in the evening? LifeWear has you covered. Make your eccentricity take you places, whether it’s a London experience or beautiful Japan.

WHY?Practical functionality coupled with creative passion is what defines the modern Londoner. It defines LifeWear. It defines UNIQLO.

MEDIA Competition, Digital, Social

UNIGRADUATIONWHAT?Every year, thousands of students graduate in London and take the road to becoming urban professionals.

Academically qualified yet sartorially challenged, they scamper for suggestions on what qualifies as work wear. By setting up a campaign, backed by a university-focused activation - UNIQLO can really welcome these lifetime wearers into the LifeWear early on.

HOW?An activation-lead presence at Graduation and/or professional fairs, further enhanced by talks by professional designers on the DOs and DON’Ts of professional wear. Create events to promote LifeWear and boost student attendance at the new 311.

WHY?Nobody teaches this at school. Get into their minds while they’re young to stay in their wardrobes forever.

MEDIA Twitter, On-campus activation, PR

FASHION REVOLUTIONWHAT?UNIQLO takes classic style clothing and adds modern technology to it, and upgrades and modifies it to give a functional advantage. Also the combining of UNIQLO clothing with your other items, upgrades them with our with technology. So a stay-crisp shirt upgrades your formal wear, the insulated gilet upgrades your coat, etc. By working with Central St Martins or the London College of Fashion, we'll celebrate the adding of function to fashion, looking at surgeon’s cuffs (working cuffs) on suits, lined pockets in Barbour jackets, and now, how UNIQLO is adding science-driven innovation to classic items.

HOW?A retrospective exhibition, created and curated by young maestros of fabric, journeying through time about how practicalities of yesterday influenced the fashion of today and beyond - brought to you by UNIQLO. This has the legs to become a social-powered competition, setting a #LifeWear brief for the designers, exhibited in our new flagship store.

WHY?Magnify the ethos of UNIQLO’s LifeWear and embark on a journey of owning everyday practical fashion in everyone’s arsenal of clothes.

MEDIA In-store Event, PR, Instagram, Pinterest, Social

SUSHIQLOWHAT?Nothing is more synonymous with Japan than sushi. UNIQLO has the unique opportunity to really own the sushi footprint of the capital. Being one of the favouritecuisines of fast-paced Londoners, sushi is the chosen fodder for the modern urbanite. With hundreds upon hundreds of sushi restaurants sprinkled across town, finding the good ones can be a sticky challenge. UNIQLO's SUSHIQLO app can locate, rate and share London's best sushi places. Another task made simple and fun, for everyone, every day.

HOW?Download and load up the best sushi places around you instantly - as curated by sushi-overs, their finds, reviews and ratings, all across London town. The next phase can involve partnership with well-known sushi retailers and delivery options. Checking-in will unlock special LifeWear offers.

WHY?Follow the tradition of prior hits like the UNIQLO Clock and Calendar apps, making simple daily functionally a little more fun for everyone, everyday.

MEDIA App, Twitter/Facebook sharing options, Social check-ins

Q&A

HOW TO BRING MORE LONDONERS INTO

THE BRAND?

HOW TO BRING MORE LONDONERS INTO

THE STORE?

HOW CAN THE NEW311 STORE BE A

CATALYST FOR BOTH?

LifeWear Digital & Social The Third Space?

ARIGATOUWe’ll be standing byto hear more from you.

www.founded.com

The Third SpaceThe first two spaces are the Home & Work.

The Third space is distinct from both of these.

It is an environment where people meet to unwind, discuss and talk about things that matter to them, where communication and interaction can be functional. It’s a place where brands come to life through sensory exploration and sharing experiences.

It’s about sociability.

Burberry LondonStarbucks New YorkTED BAKER London

JIGSAW LondonTOPSHOP London

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