Although I understand that the partnership between UNIQLO and Roger is not about selling tennis clothing, I do not fully understand UNIQLO's approach (marketing). Now it's less about UNIQLO bringing out their own sports (tennis) line analogous to Nike or Adidas, but so far they don't make much capital out of their partnership with Rog. I'm not primarily interested in the RF brand, but just in Rog as a testimonial. On the website (Europe) Fed dives exactly 4 times a year for about 2 weeks (maximum) and that only in connection with the release of his clothes to the slams. I mean, if it's about bringing people closer to the UNIQLO brand, why don't you use Roger as a testimonial more? With a 10-year contract where it's foreseeable that he won't play for the full term, I just can't understand that. Why not let him advertise shirts, sweaters, whatever? Or let him design a line - even if outside the RF brand - e.g. polo shirts with UNIQLO logo on the sleeve (or chest) which you can sell for 5-10 dollars more because of him. Something to really benefit from Rog's fame and popularity (I mean Rog is "premium", in my opinion this is a no brainer). So far it's very thin and you wonder what UNIQLO will do if Rog doesn't play any more? He will hardly become better known after his active career. UNIQLO doesn't have anybody else in Europe who is somehow known and promotes the brand. Just don't understand their approach. I don't buy a sports superstar for a lot of money and then advertise any T-shirts that have video game characters printed on them. I would have understood UNIQLO sees itself as an alternative to H&M, Zara and co. but that's not how it works. Every major department store chain in Europe has restrained, simple fashion as its own brand. I don't see any USP on the part of UNIQLO or any higher attractiveness compared to these trading houses that (also) don't come around the corner with any celebrities but can offer a more extensive shopping experience compared to UNIQLO (as there are countless other labels besides their own brands).
I think it's a pity because I would see the partnership of UNIQLO and Rog as a missed opportunity so far. Little is done to introduce the tennis fan to UNIQLO, let alone a broader mass. I don't see how they want to establish themselves outside Asia? The quality of the tennis clothing is undoubtedly good and is in no way inferior to Nike and Adidas. But what is the point, after all, it's not about tennis clothing, right? At the same time, however, I don't see any qualitative advantage over the European top dogs H&M and Zara when it comes to normal clothing. Here also the price point hardly pulls. A peculiar approach that UNIQLO has chosen here so far, they have signed the tennis star par excellence for a lot of money even beyond his active career and make nothing of it. Even Nike got more out of Rog and that although there tennis segment a) is far from number one priority and b) they have many other sports stars to market. But even there they had Rog advertise new sneakers or something like that. As I said, I just don't understand ...
PS: It's just as incomprehensible to me to advertise a tennis line four times a year but not to offer anything in between. The production in additional colours should not be too expensive and could also be limited. So the tennis fan would look at the website at least more than four times a year and maybe he buys some socks to qualify for the free delivery (again a no brainer in my opinion).
I think it's a pity because I would see the partnership of UNIQLO and Rog as a missed opportunity so far. Little is done to introduce the tennis fan to UNIQLO, let alone a broader mass. I don't see how they want to establish themselves outside Asia? The quality of the tennis clothing is undoubtedly good and is in no way inferior to Nike and Adidas. But what is the point, after all, it's not about tennis clothing, right? At the same time, however, I don't see any qualitative advantage over the European top dogs H&M and Zara when it comes to normal clothing. Here also the price point hardly pulls. A peculiar approach that UNIQLO has chosen here so far, they have signed the tennis star par excellence for a lot of money even beyond his active career and make nothing of it. Even Nike got more out of Rog and that although there tennis segment a) is far from number one priority and b) they have many other sports stars to market. But even there they had Rog advertise new sneakers or something like that. As I said, I just don't understand ...
PS: It's just as incomprehensible to me to advertise a tennis line four times a year but not to offer anything in between. The production in additional colours should not be too expensive and could also be limited. So the tennis fan would look at the website at least more than four times a year and maybe he buys some socks to qualify for the free delivery (again a no brainer in my opinion).
