What's Hot in NYC_11

哈日風暴狂襲紐約

UNIQLO's Global Flagship Store今天開幕



早在一年前UNIQLO就已經以臨時店的形式出現在SoHo

並在全球旗艦店正式開幕之前也和建築師團隊LOT-EK合作

於紐約各地推出只在週末存在的流動性概念商店container stores

(相關報導請參閱What's Hot in NYC_4)

還加上報紙上全版的旗艦店開幕倒數系列廣告

以及旗艦店施工期間包覆整棟建築的數不清英日文logo

讓這個來自日本的平價服裝品牌在紐約的曝光度始終居高不下

還記得去年臨時店開幕前

走在SoHo街頭就可四處拿到UNIQLO的DM

當時印象中最令紐約客好奇的商品是定價只有$50的cashmere毛衣

而新聞媒體報導時也多以這種不可思議的低價為主題

讓我不禁懷疑...

如果真的是以廉價商品為訴求

恐怕很難真的打動消費能力驚人的紐約客



後來發現我是多慮了...



很多當時身在紐約的人應該都還對UNIQLO臨時店開幕之初的人潮印象深刻

而看來極有野心想要一舉攻佔美國市場的UNIQLO

也在紐約街頭發動了新一波的廣告攻勢...

我個人認為他們最成功的地方在於

廣告本身的確足以激發人們的好奇心

如果你曾在紐約街頭目擊到UNIQLO的廣告

你只會看到兩個大大的紅色正方形色塊

  

裡面分別寫著英日文兩種語言的UNIQLO品牌名稱

而背景則是完全素淨的純白

除此之外...就只有http://www.uniqlo.com以及Open 2006 Fall的字樣

甚至連他們是哪種類型的商店都隻字未提

這種看似只企圖將訊息傳達給某種"潮流人士/時尚觀察家"的fashionite exclusive廣告

成功地激起了一向試圖表達自己和他人"差異性"的紐約客注意

而在最近所有提到UNIQLO旗艦店即將開幕訊息的報章媒體

以The New York Times為例

也不忘在用"Japan's most popular retailer, as sort of like the Gap,..."

這類企圖讓對UNIQLO感到陌生的美國人很快得到所需資訊的敘述時

補上一句"...but cooler"



看來一年多來都未曾造訪UNIQLO的我

是時候到這家號稱世界最大的全球旗艦店去晃晃了...



P.S.下班之後回家無意間發現UNIQLO SoHo的網頁實在太酷了

(雖然不是啥新點子...但印象中之前沒有商家用過這招...透過網頁你可以同步看到及時轉播的店內實況...)

趕快去看看能不能讓你目擊到正在消費的朋友甚至是名人...



UNIQLO Soho New York Store to Open as UNIQLO's Global Flagship Store.



The fabric of modern Japan is being woven into the streets of New York! With the autumn opening of UNIQLO's highly anticipated new global flagship store, SoHo will finally get to experience the contemporary Japanese style that has long been missing from this hot, international fashion mecca. UNIQLO is Japan's most popular apparel retailer and a worldwide leader in casual wear. The brand's mission is to empower all individuals through the clothing they choose to wear. Rather than become characterized by a brand, UNIQLO encourages its customers to integrate its pieces into their own unique style.



UNIQLO's SoHo global flagship will be the brand's largest retail store anywhere in the world, featuring unique products and styles that will only be found there and a dynamic, cutting-edge store environment to make the shopping experience personal and fun. To ensure its success UNIQLO has recruited many of the industry's top talents, stars and arbiters of style to design and manage the huge SoHo flagship.



Bringing UNIQLO to SoHo is about more than just introducing Japan's favorite clothing brand to the rest of the world it's also an opportunity to express UNIQLO's essence as a unique, distinctly modern Japanese brand. UNIQLO's SoHo global flagship will be the most significant example of Japanese retail culture outside of Japan and a model for the future of UNIQLO's global expansion.