UNIQLO: #UncommonThread

UNIQLO, a clothing brand, changed its global strategy and repositioned its brand as clothing made for all in order to have a successful opening weekend for its new store in Toronto.

What was the irrefutable consumer insight?

The same diversity that unites Torontonians, also divides us.

Describe the marketing challenge.

Opening your doors when others are closing theirs.

After opening its first store outside of Japan in 2001, UNIQLO had quickly risen to become the world's third largest apparel retailer.1 They are known for high quality, affordable fast-fashion clothing staples such as down coats, denim and t-shirts.

"From Tokyo to [insert new city name]" was UNIQLO's proven global store launch strategy. It introduced people to UNIQLO's Japanese heritage, values, and the design philosophy behind the clothes it makes.

Although...

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