Uniqlo is a fun and trendy Japanese clothing company, reflected in their quirky and innovative ad campaigns. They are masters of social media and interact with their audience through fun but cutting edge technologies. Some projects include online games you can play to win discounts or prizes: (also see my last post)

a pinball type game to win a discount or special prize

They are always using technology in fun ways like putting a Magic Mirror in their stores — people trying on outerwear can digitally change the color or pattern of their jacket, for instance, saving them time and giving them a new experience.

Magic Mirror

They also use new social media like Pinterest and Tumblr to reach their young, tech-savvy audience. This is the niche Uniqlo is filling. They leave traditional advertising to more traditional clothing companies and instead blur the lines between advertising and games.

Uniqlo’s customers’ challenges are finding affordable, high quality clothing that speaks to the millennial generation. Uniqlo is solving this problem through their unconventional campaigns which set them apart from competing labels such as H&M, Forever 21, and Zara. Their global and social responsibility also differentiates themselves, whether genuine or not. Forever 21 in particular went under fire a few years back for forcing their LA workers to suffer in sweatshop conditions. They have since moved manufacturing to China where it would be surprising if conditions were much different. Uniqlo acknowledges that the youth of today are more socially and environmentally aware of the impact manufacturers are making, while still realizing that they can’t afford boutique, made in USA prices.

The content their audience consumes are definitely social media and digital applications, probably even more than television. They even created an calendar app that you can download on your iPad, other mobile device, or even view in your browser. The tilt / shift video on the calendar changes depending on your location. It is a sort of passive, subtle advertising which explores how to be present to their audience without obnoxious tactics.

Uniqlo creates interesting yet consistent content that attracts new customers through their use of different digital media. Even though they use many different venues to be present to their audience, they are all in the same style and contribute to the Uniqlo personality. It is also with their ever-changing techniques that they keep themselves fresh, retaining existing customers and encouraging adoption of a Uniqlo lifestyle.

Of course the main objective a business wants is sales. But Uniqlo appears to want more than just a bottom line. They are creating an experience unique from other clothing companies. They have built and are still building a Uniqlo global community, evoking friendship and fun instead of distance with their potential and existing customer base.

For even more Uniqlo advertising methods, please visit my Pinterest board.