April 18, 2007

How’d Uniqlo do it?

You could say 2006 was Uniqlo’s year. They opened pop up stores, created mobil container stores, blanketed the city with advertising on buses,cabs, telephone booths, and street scaffolding. Then they threw the doors open on their US flagship in Soho in November, attracting a massive amount of press. How’d they do it? Entrepreneur got to speak to Uniqlo’s chief marketing officer for the U.S., Shinichiro Shuda to find out.

Shuda aimed to bring Tokyo’s pop culture to the U.S. and did so by targeting New York City’s cutting-edge influencers through PR, advertising and brand building. Says Shuda, “It was classic advertising where you start with getting attention, getting interest, getting desire, [then] motivation and action.”

Read the rest here at Entrepreneur.com

Article categories: Fashion