Uniqlo Modest Wear
+ BRAND STRATEGY+ CREATIVE CAMPAIGN
+ OFFLINE ACTIVATION
+ PHOTOGRAPHY DIRECTION
+ COPYWRITING
+ KOL PARTNERSHIP
+ MEDIA PARTNERSHIP
The One-Stop Shopping Destination
for Modest Wear
Hijab is one of the biggest segments of the Indonesian fashion market. As a clothing brand who makes high quality products, Uniqlo naturally seeks to enter the market and position itself as the one-stop shopping destination for Hijabi women in Indonesia.
However, aside from its comfortable inner Hijab bandana, the store mostly only provides short-sleeves and tight-fitting options. So, how do we build brand awareness for such products in the market? How do we create the needs?
We talked to our
hijab-wearing friends
and one insight stuck
with us. Expressing
themselves through
clothes is a
daily challenge.
Some women who were just starting to wear hijab even threw away their sleeveless tops, because it became difficult to integrate the tops into their daily outfit.
Perhaps what the modern hijab market needs is a touch of inspiration, which is why we appointed a respected Hijabi figure, Ayudia C. as our Styling Director to launch Uniqlo Modest Wear.
Together with Ayu, we created a new modest fashion trend that utilizes layering techniques to introduce Uniqlo's core product items. Every season, we launched 50 new Modest Wear styling inspirations, distributed on all Uniqlo digital and physical stores across the nation.
With their simple, applicable and durable Modest Wear line, Uniqlo is able to build product relevance while supporting Hijabi women expressing themselves through daily fashion.
| For | Year | Services | Team |
|---|---|---|---|
| Uniqlo Indonesia | 2020 | Brand Strategy, Creative Campaign, Offline Activation, Photography Direction, Copywriting, KOL Partnership, Media Partnership |
Maharani Natasha Frances Cherry Donna Josefa Agrita Widiasari Indy Wibowo Prabowo Prajogio Nindita Kirana Grace Patricia Fairiana Armadhanti Sharein Shafa Jonathan Jordan Vanessa Walangitang |
© 2024 - 6616