Uniqlo: LifeWear's scientific innovation: the life sports series redefines the new category of life sports, breaks the boundaries of clothing scenes, and leads a new life sports concept after the epidemic

吴品慧

Uniqlo UNIQLO positioned "LifeWear" in 2013, hoping to create product differentiation through technological innovation, and at the same time create a brand image of UNIQLO.

Case details

Brand: UNIQLO UNIQLO

Brand owner: Uniqlo UNIQLO

Main Agency: Dentsu Public Relations Consultants (Beijing) Co., Ltd.

Put on the market: Mainland China

Delivery time: March 2020-August 2020

Industry: Clothing retail

Media channels: TV, social media, public relations

Budget: 500,000

Case summary

After the epidemic, people became more concerned about health, redefined health and exercise, and put the quality of life in the first place. Daily life with quality and comfort requires comfortable clothing. Based on its insights, Uniqlo led the healthy and energetic life of the whole people, launched...

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