For this project, we choose Uniqlo as our brand to open a pop-up shop in the North America market. Seeing that in 2014 this Japanese fast fashion brand panetrated into the US market and aimed to take over the North America market but there was still not a sign of Uniqlo in Canada, we decided to select Canada as our target market. After a complete research on the market, the consumers and the PESTEL of Canada, we pick Toronto to be the location of our shop. While Canada has the similar fashion style with Uniqlo, which is simplicity, and the weather of Canada is the best match for Uniqlo's best selling ultra-light down and heatech wear, we keep our products focusing on these two categories and remain the overwhelming variety of color to present the core of the brand, which is colorful and simple style. For the design of the store, we partake the way the brand has successfully used in New York City, the box truck. And since Uniqlo already had the popularity of cooperating with celebrities and creative short clips to promote the brand, we planned our promotion based on it. Over all, it is a project of marketing and retailing plan of a pop-up store.
In this project, both my group members and I did a lot of research on the Uniqlo and its parent company Fast Retailing as well as the brand positioning in Canada market. But we also had a great cooperation on dividing our works. I was mainly charged for the research on Canada and Toronto for the micro and macro environment.
Besides the environment research and market analysis, I also did the floor plan for the pop-up shop, the mock-up of advertising promotion and promotion campaign.
The showed are the part that I was responsible for.
All images, except the interier of the truck and the mockup, are from the Internet.
