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Uniqlo appoints Tribal DDB and PHD in Singapore as first stores look to launch
by Kenny Lim
9-Jan-09, 15:53
SINGAPORE - Uniqlo has appointed Tribal DDB and PHD as its creative and media agencies in Singapore as two stores look to launch in the Lion City - marking the Japanese casual wear brand’s first foray into Southeast Asia.
Uniqlo had shortlisted the Omnicom pair and Dentsu for its advertising in Singapore in November 2008 as it plans to launch communications to heighten awareness of the brand among Singaporeans.
Tribal won the pitch based on its strong fashion retail experience, its unconventional integrated marketing strategy and a dynamic passion for the brand, according to a spokeswoman. The Omnicom agency will spearhead the clothing brand’s integrated marketing with extra focus on digital marketing.
Jeff Cheong, Tribal DDB Singapore head and ECD, added: “Both Uniqlo and the Tribal DDB team share similar brand philosophies and we constantly aim to produce never-done-before work.”
A PHD spokesperson called the win a “breakthrough” as Uniqlo is believed to have a global relationship with Dentsu.
The Japanese clothing brand will make its Singapore debut with an 8,700 sq feet outlet at Tampines 1 on 9 April 2009 and a 10,000 sq feet store at ION Orchard in early June 2009.
“As the business hub of Southeast Asia, Singapore is an ideal launch pad for us to build our brand and expand in the region, cementing our position as a global retail brand. Our vision is to become more than just a company with stores around the world, but rather a company that transcends cultural boundaries, appealing to customers around the world,” said Tadashi Yanai, chairman and CEO of Fast Retailing.
Uniqlo Singapore, a joint venture between Wing Tai Retail and Fast Retailing, is the brand’s fourth base in Asia, following China, Hong Kong and South Korea.
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