How Uniqlo uses its lifestyle magazine to drive brand engagement

Uniqlo is cautious to observe that LifeWear is not a item catalog. “We’re not selling product or service as a result of this publication,” Michael Zakrzewski, head of communications at Uniqlo, informed Modern day Retail. As an alternative, he stated, LifeWear Journal prints interviews, characteristics and image spreads that contact upon “the philosophy that Uniqlo generates, which is lifewear: not just clothing, but clothing that makes lifetime a lot easier for the daily wearer.” Uniqlo claims the magazine — which it began in 2019 and has a total-time employees of four — is critical for letting consumers know know what Uniqlo stands for. Uniqlo also takes advantage of the journal as inspiration for in-keep activities and partnerships.

“The concentrate modifications each individual challenge, but we constantly check out to hit on the similar kind of touch details, like what’s going to enrich the customer’s daily life, what stories would they want to listen to about or what component of the brand name do we want to permit them into?” Zakrzewski explained. For illustration, the most recent issue consists of a piece about Uniqlo’s denim facility in Los Angeles, interviews a glass artisan named Yoko Andersson Yamano and involves a recipe for spring cabbage pierogi from Warsaw, Poland, where by Uniqlo has a pop-up keep. All troubles are totally free.

For the digital model of the journal “site site visitors is seriously equivalent to what we see for products web pages,” Zakrzewski explained. “And that is grown consistently by the iterations of the publication, which is excellent.” In addition, Uniqlo will commonly article on digital channels about solutions or spreads in the magazine. “Because individuals understand the brand, and then we stick to with product or service conversation, income are doing effectively for the solutions that we are showcasing,” Zakrzewski mentioned.

Uniqlo Worldwide noted a 19.4% soar in earnings 12 months-in excess of-yr for its initially fiscal quarter of 2023. Boosting its profile in North America is a best priority for the firm, where it is hoping to far more than triple its quantity of retailers in the up coming four several years, CEO Daisuke Tsukagoshi told Bloomberg. Quickly Retailing, Uniqlo’s dad or mum business, hopes that North The us can ultimately supply $2.3 billion in once-a-year revenue, Bloomberg described.

Uniqlo encourages its magazine with in-keep events and artwork. Its Fifth Avenue retail store in New York receives the most important establish out, Zakrzewski reported, whilst the publication is dispersed across suppliers in the U.S. These shops generally have some type of corresponding display screen, depending on the structure of each and every place. Some, for occasion, will screen each and every page of the journal on a wall. Prospects can search at just about every unfold and then select up a difficult duplicate close by, if they’d like. The Fifth Avenue retail store capabilities a big-scale wall image of the most current go over and a bookshelf filled with dozens of issues.

The newest concern of LifeWear Magazine will also be obtainable at the Museum of Fine Arts in Boston. Uniqlo has partnered with the museum given that 2017, and its Ukiyo-e UT Graphic T-Shirt Collection is motivated by woodblock prints from the MFA’s selection. A new unfold in the journal explores the Uniqlo-sponsored exhibition “Hokusai: Inspiration and Influence,” which will be on display at the MFA from March 26 to July 16.

When it arrives to desire for LifeWear Journal, “we get really positive responses,” Zakrzewski claimed. “Some buyers have come again to say that they’ve gathered every single situation consequently far.”

A amount of startups have experimented with way of life publications over the years, but have shuttered them or permit them fizzle out as their marketing and advertising priorities have modified. Casper launched a quarterly print magazine identified as Woolly in 2017, but its internet site only functions a person situation of the journal for sale. In 2018, Airbnb rolled out “Airbnb Magazine,” which has because been “paused indefinitely,” according to its website.

Still, businesses of different dimensions are moving to print for marketing simply because it aids them stand out in a crowded room, Chris Toy, co-founder and CEO of MarketerHire, explained to Modern Retail. “Offline marketing still has a perception of top quality and status to it,” he spelled out. “If you were being to ship some effective print collateral, it has substantially additional impression than just viewing the $9 million advert on your cell phone. There is opportunity there to have a unique viewpoint on the model.”

“If I obtained a neat little journal from a brand, it would be a significant offer,” Toy additional. “I’d… in all probability sit down and choose a browse for the reason that it is just quite rare… From a promoting point of view, that’s usually a great opportunity… ‘Let me be the only print brand name lifestyle magazine that you get this month’ — which is a really great location to be.”

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