Uniqlo tests brand power overseas

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Swiss tennis star Roger Federer made headlines two weeks ago when he appeared on center court at Wimbledon wearing an outfit bearing the red-and-white squares of Uniqlo, the signature brand of Japanese apparel maker Fast Retailing Co.

Fast Retailing did not reveal the details of its contract with the 36-year-old, but on the day of the match said he had become one of its “global brand ambassadors,” a title shared by fellow player Kei Nishikori and Australian golfer and 2013 Masters champion Adam Scott.

Until the announcement, Federer, a Nike Inc. client for over two decades, was reportedly wearing unbranded tennis wear during warm-ups and a Nike shirt in the locker room when the tournament opened on July 2.

The reveal set Wimbledon abuzz.

“If we judge by the impact the announcement had on media all over the world, it seems to have created a large impact,” Aldo Liguori, Fast Retailing’s global director of corporate public relations, told The Japan Times in a recent interview in Tokyo. “I was perhaps surprised at how much picked up on the speculative amount and the speculative number of years. We didn’t announce that, and we don’t announce or comment on that anyway.”

When a reporter said he wasn’t sure whether he should congratulate Federer on his first-round win over win Serb Dusan Lajovic or his reported 10-year, $300 million deal with Uniqlo, the top seed and defending champion replied: “It’s good you know my contract, or you have no clue and you’re just saying something. But I’m very happy on both ends, absolutely.”

Andy Hata, president of Nielsen Sports Japan, which analyzes the industry, said Uniqlo’s tactic was unique.

“Making impact in this world through this type of approach is unique and very Uniqlo-like in the sense that they captured the interest,” he said. “It’s not just about the branding and exposure,” Hata said. “What they’re aiming at is a whole new category that they can create with these top stars in the tennis field and fashion . . . in addition to the features of their products.”

Uniqlo is known for the fabric technology used in its clothing lines, such as the comfort-oriented Airism brand of inner wear and its insulating Heattech wear. It also promotes a so-called Lifewear concept that aims to produce everyday outfits that are comfortable and affordable.

Munehiko Harada, professor of sport sciences at Waseda University, said Uniqlo may be targeting an older age bracket by signing Federer.

“Uniqlo seems to tend to target young people in their 20s with their inexpensive clothing, but it might be thinking of shifting to higher-end wear using Federer with a focus on people in their 30s and 40s,” Harada surmised.

The first Federer-based product line, which Uniqlo announced Friday, is a set of his game wear — shirt, shorts, headband, wristband and socks — priced at ¥13,500. The company will start taking advance orders next Monday. (https://www.uniqlo.com/us/en/page/roger-federer-replica-game-wear-release.html)

Federer had predicted fans might be able to buy his Uniqlo merchandise starting early next year. But the company said it decided to go ahead and start advance sales “in response to customer demand,” adding it had received inquiries from all over the world.

https://www.japantimes.co.jp/news/2018/07/16/national/uniqlo-rakuten-test-brand-power-overseas/
 
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