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August 3, 2009
UNIQLO: A Retail Brand Naming Strategy That Just Works
A recent comparison between the Japanese clothing brand Uniqlo and The Gap leads to the relieving thought that a well managed brand can thrive even during extremely difficult times.
Uniqlo is an Internet driven brand name that thrives on interactivity that is currently establishing a national presence in the USA at an unbelievable rate.
Their brand name awareness strategy is catching on and bloggers and consumers alike are taking notice. Customers are designing logos, downloading free avatars available online and getting real insight into "what is going on behind the brand."
The new logo and the branding agenda reflects "the ultra-contemporary cool aspect of Japan, its pop culture rather than something traditional and Japanesey" and promotes a "beauty conscious, ultra rational style" that I think is truly cosmopolitan.
German fashion designer, Jill Sander, has also been involved with the brand, creating a cool sub-brand called +J.
What we are seeing here is a brand name that is trying not to just compete with other clothing labels, but with some of the other big brands known worldwide, namely Toyota, Honda, Sony and Panasonic.
All of this sounds strikingly similar to the Gap of a few decades ago.
Uniqlo is attempting to make inexpensive clothing fashionable, cool and trendy again, something the big names at the mall really stopped doing years ago. It's coupling high fashion branding with low fashion clothing.
And its working.
Technorati Tags: Uniqlo, Brand Strategy, Uniqlo Clothing, Brand Naming Strategy, Clothing Brands, Naming Clothing
Posted by William Lozito at August 3, 2009 9:45 AM
Posted to
Apparel
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Brand Naming
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Branding
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Fashion
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Industry
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Marketing
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Naming
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Retail
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thank you! I really liked this post!