For the US, the number of +1 on Google+ is double the number of fans on their FB page, which is quite a rare sight. Sign up here. Stay tuned for part 2 of this article with a look at UNIQLO’s innovative digitail experience at their Oxford Street location in the autumn of 2012. {Tweet Tweet!}. Scouring their various sites around the world, considering their glocal social strategy, it is entirely normal that there will be inconsistencies. Anyone know? Their global web site strategy and social media marketing reflect a "glocal" approach. UNIQLO's Greater China operation enjoys a virtuous marketing cycle. x�b```a``nf`e`_� Ā Bl@���1CiC����À�d��3�[�>���o�c&�. That may seem an obvious course of action, but it is less easy to execute effectively and efficiently. Consumers who commented positively regarding the firm’s product on Twitter were awarded a price discount. 0000001394 00000 n 0000000816 00000 n In this two-part article, there are four elements of the Uniqlo business I would like to discuss: their global web site strategy, social media marketing, an integrated digital retail experience and innovation. Results vary wildly between the different networks. In 2010, Uniqlo adopted a social media marketing campaign through its Twitter account dabbed ‘the lucky counter campaign’ (Whitehead 2010). 0000002755 00000 n His newest book Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. 0000006378 00000 n 116 0 obj <> endobj xref 116 26 0000000016 00000 n He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. 0000002792 00000 n 0000003379 00000 n Clearly, each subsidiary has implemented different approaches. Inside the stores, Uniqlo has a number of digital … 0000001311 00000 n Uniqlo also sponsors world-class athletes as part of its Global Ambassador Programme.. Tessa Thorniley describes how the retailer … Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. {Click to Tweet out! The question for the marketing team in HQ is their tolerance for such inconsistencies. ***If you haven’t seen, I’ve got a bi-weekly newsletter that always provides exclusive content, entertaining and thought provoking videos and thoughts, as well as an update on the latest! Engagement levels inevitably vary dramatically between the countries. To see where the Uniqlo glocal strategy takes all its weight, they have integrated and encouraged geo-localization. 0000015710 00000 n For starters, each UNIQLO country has their own social media strategy. Tessa Thorniley describes how the retailer has become an apparel empire by appealing to a multicultural … At the bottom of the “About” section of the US Facebook page, they have added a couple of extra relevant links to Yelp and Foursquare (see left). In this post, I will cover the first two elements and will make sure to reference the second post as soon as it is published. (With a hat tip to @MitchJoel), The New Eurostar e320 Train…. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. From a branding perspective, the challenge for a brand to be global and yet feel local is no easy feat. Think GAP or H&M. And the local teams clearly have latitude when it comes to their site design and home page. Yet, I believe the UNIQLO strategy seems to be well adapted. Then there are brands that have a way of seeming local wherever they may be. Below is the US page, which is remarkably quick and clean. In China, they are focused on Renren (190K friends). With the digital revolution of the retail industry and increased access to information and marketing technologies, it is of vital importance for companies to focus more on the customer relationship than the products. 0000005726 00000 n How Beautiful is L’Oreal’s Future? UNIQLO brand mentions in the last 6 months. There are some brands that are distinctly and voluntarily mono-cultural; think brands that want to spread a particular way of life (ie. Case Study On UNIQLO’s Successful Digital Marketing Implementation About UNIQLO. 0000004970 00000 n which have helped the brand grow. The other is deciding on your level of ambivalence for differences (and, in this case, for mistakes). Learning to accept one’s mistakes and, better yet, learn from one’s mistakes, is vital. Uniqlo thrives on digital marketing For more than a decade, Uniqlo has been exporting its brand of Japanese low-cost, quality casualwear around the world. Djokovic was chosen because he was seen to have shared a common value with the brand — a commitment to make a positive impact on people’s lives and to contribute to society. And how can Jeff Bezos be replaced? What’s the Amazon brand? 0000002677 00000 n Most importantly, most in line with the website strategy, each Uniqlo country has been given the right to socialize as best it sees fit for its country. At each turn, you have different discovery and expandables. Which are deemed innocuous? }, Paraphrasing a Facebook postcard, in order to the glocal strategy right, we must experiment and try harder to fail harder. Each time, the social media presence is adapted to the most appropriate local channels. The strength of Uniqlo’s social media presence seems to be underpinned by a relatively social culture. What’s the big deal about active versus passive media? Marketing Mix of Uniqlo analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Uniqlo marketing strategy. Simply going digital is the norm across industries nowadays. 0000001920 00000 n Having visited all 13 different sites and observing the differences in format, I note that the content and tone is of course rather consistent. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. 0000005538 00000 n 0000006721 00000 n 0000006646 00000 n Greater China's e-commerce sales expanded 30% in … It's available in Audiobook, Kindle and Paperback. As the founder says, “UNIQLO clothes are MADE FOR ALL.”  This is something of a paradox: uniquely for everyone. Updated with the second post: Uniqlo’s Digitail Experience. On balance, there seems to be a rather dynamic, entrepreneurial and integrated approach to their website design. A Singular Example of Poor Design, Moving to BCC – Great Email Trick (or Habit!). The trick is finding ways to synergize between the countries, to encourage constant learning (ie sharing best practices) and to provide access to common digital assets. UNIQLO fans tend to post information about new products and events on social media, often with video, which encourages other people to start purchasing UNIQLO products. {Click to Tweet if you like!} WeChat… Message in a Bottle and more from Asian Social Media sites. Uniqlo – A well executed glocal Digital and Social Media Marketing strategy – Minter Dial. To-date, in Russia, Uniqlo has a little over 2K fans on FB and 1.5K on vKontakte; so neither are setting the world on fire. I would be curious to know how often the social media managers meet to share best practices? Uniqlo Campaign Celebrates Vibrant Cultural Scene In London. View all posts by Minter Dial, […] "UNIQLO clothes are MADE FOR ALL" seems local everywhere. 0000006569 00000 n They also put prime and center on the home page the opportunity to sign up to their newsletter (the valuable funnel). Uniqlo thrives on digital marketing For more than a decade, Uniqlo has been exporting its brand of Japanese low-cost, quality casualwear around the world. Each home page of their main site has a direct access to the local social media presence, with more or less emphasis according to the country. UNIQLO is a Japanese casual wear fashion brand founded in 1949. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Required fields are marked *. For instance, I like the terminology of the #UNIQLOmmunity. Having worked for many years as the head of a brand worldwide, I know that part of the challenge is just keeping up with what is going on around the world in the different languages, etc. Featuring creative Uniqlo ads, inspiring Uniqlo digital marketing campaigns, social media marketing campaigns, Uniqlo commercials and hot news. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). Yes, I'd like to sign up for the Minter Dial NEWSletter, I'd like to receive the 8 Golden Rules of an eReputation, Uniqlo - A glocal Digital and Social Media Marketing strategy | Everything Digital | Scoop.it, Retention Marketing Strategies for Uniqlo | The Convex Lens, Uniqlo – A well executed glocal Digital and Social Media Marketing strategy | TMD 424 - Fashion Theory and Analysis, http://myndset.com/2013/02/uniqlo-digital-and-social-media-marketing-strategy-glocal/, Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, Press Tab To Search: Tab Shortcut In Chrome Browser Address Bar, Arlington Cemetery – Tomb of the Unknowns Jeopardy Question with some Surprising Answers (UPDATED Aug 10, 2015), 9 Steps to Write a Great Bio – Short and Sweet Characters, Uniqlo – A well executed glocal Digital and Social Media Marketing strategy. UNIQLO … 0000026075 00000 n %PDF-1.6 %���� Stylishly vivid and unwaveringly dedicated... Approach/strategy adopted. 0000001700 00000 n I note that Google+ has 582K +1 in the US vs just 270 in the UK. One way UNIQLO can compete with Zara and H&M is to rethink its business model and leverage technology to … Having scrutinized our new store strategy, we focused on openings in major cities and premium shopping complexes, and actively closed unprofi table locations. Where’s the Essence? When you return to the (US) site a second time, the experience is different as they provide a quicker access to and focus on the products — and you will have to scroll down a lot to find different “tabs” including their Corporate Social Responsibility (CSR), community and social media activities. One other salient comment: the pitifully slow load-up of the Chinese site. Business reforms at UNIQLO USA started to bear fruit in the second half.

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