Ideas & Opportunities

From Tokyo to Manila: Clothing brand makes high-quality, affordable basics

Jun 15, 2012

The world is getting smaller. With news of the improving local economy and regional optimism in general, it's no surprise that more Asian brands are entering the country. This means more choices at competitive prices for consumers. You almost no longer need to go overseas just to make that special shopping trip. One of the Asian brands entering the market is top Japanese clothing company, Fast Retailing Co., which just opened their first UNIQLO store at the SM Mall of Asia today.

UNIQLO is adored worldwide for their well-made and affordable basics. In addition to the Philippines, they have stores in China, Malaysia, Taiwan, Thailand, South Korea, Hong Kong and Singapore. UNIQLO Philippines is a joint venture with the SM Retail Inc., the same group that brought in fast-fashion brand, Forever 21.

Entrepreneur.com.ph was there to preview the first store. Click on the gallery below for our photos of the pre-opening event.

Photos by Majoy Siason

The night‟s biggest highlight was the ceremonial “sake” (Japanese wine made of rice) toast ceremony. UNIQLO, SM officials, UNIQLO Philippines Cast Party members Chris Tiu, Iza Calzado and Chito Miranda, and all the guests shouted a deafening “kampai” (“cheers”) in true Japanese style.
After a musical presentation by the band Parokya ni Edgar led by Chito Miranda, who is also one of the members of the UNIQLO Philippines Cast, guests were enthralled by a “mob” singing session led by the University of the East Chorale, employees of UNIQLO Philippines and all the other guests.
But what made the day truly memorable was the pre-shopping activity, where select guests were given the exclusive opportunity to shop at the UNIQLO store ahead of its grand opening. At the store, they marveled at the wide array of UNIQLO products offered, especially those that will be on discounted price on opening day like the popular UT (UNIQLO T-shirts, Regular Price P790), Jeans (Regular Price P990), Dry Pique Polo Shirt (Regular Price P990), and Bra Top (Bra Camisole Tunic, Regular Price P990) that will be available at a really low price of P590. It was really shopping manna made in heaven!
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Tags: brand, brand decline, Brand development, brand image, brand management, brand positioning, brand strength, branding, branding strategies, brands

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