Uniqlo: Uncommon Thread

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Campaign details

Agency: Leo Burnett Toronto

Summary

What do you do when your new multinational retail client asks you to use their proven store launch strategy in Canada, and you determine it won't be successful?

The first Canadian store opening for UNIQLO came at a time when Toronto was seeing a wave of store closures from well-established Canadian and international brands (including UK-based French Connection, Dutch MEXX, US giants Guess and Aéropostale) along with Target's very public failure.

To successfully launch UNIQLO in Toronto - the brand's critical entry into the Canadian market - we needed to move away...

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