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Uniqlo launches first global branding campaign

Casualwear giant Uniqlo has launched its first global ad campaign to build brand awareness, particularly in the US market where it still lacks visibility and scale.

The campaign, which debuted Monday, includes brand and product-related films encouraging people to consider their attitudes towards clothing by asking, “Why do we get dressed?”

Parent Fast Retailing’s president of global creative John Jay said the campaign was authentic to Uniqlo’s origin by producing a global message from Japan. The films were shot in Japanese cities by New York-based advertising agency Droga5.

“Our endless curiosity to explore the meaning of clothing is at the heart of our new campaign,” said Jay.

The campaign begins in Japan and will subsequently air in other key markets around the world. It builds on the LifeWear book and prominent advertising in publications such as the New York Times, which Jay worked on shortly after joining Fast Retailing.

“We design simple, beautiful, high-quality everyday clothes that become the building blocks of your daily life,” Jay said, adding that the campaign was “designed to highlight this commitment to quality, functionality and style”.


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