Uniqlo approached ODD to help them manage and develop the Uniqlo brand within the UK.
The first challenge was to generate huge awareness of the brand and drive footfall in store to the flagship outlet at 311 Oxford Street. We started on visual merchandising at the store, enticing shoppers to become Uniqlo customers. At the same time we developed the Selfridges concession, look, feel and build followed up with bus sides, digital escalator panels, a drop in brochure in the Evening Standard and a range of other advertising collateral to support the brand expansion. We also launched the People Campaign – a mix of London’s cultural faces allied to the Uniqlo brand to officially launch the 311. Celebs included Bobby Galesby, Kate England, Georgia Jagger, and Sam Morton, with Dizzee Rascal performing live in store.
The People Campaign transformed the face of Uniqlo amongst the youth market which now turns to Uniqlo as its preferred brand.
