Uniqlo has just announced plans to open a store at Highpoint Shopping Centre in summer 2017/18.
Here are three ways it won over Australian consumers.
1. Localise, localise, localise
The Japanese retailer announced plans for an Australian debut in Melbourne in September 2013, before
entering the Australian market in 2014. It appointed a league of high-profile local ambassadors including digital influencer Margaret Zhang.
2. Test to be the best
Uniqlo opened a CBD based pop-up store in the heart of both Melbourne prior to the store launch in the
Australian market, and again in Sydney in the lead up to the official store opening in NSW. These pop up stores
gave Australians a chance to experience and the brand first.
3. Go big or go home
There are currently 12 stores open in Australia; four in Victoria, five in New South Wales and three in
Queensland. In 2016, Uniqlo partnered with Jetstar to celebrate the launch of its first store on the Gold Coast. Over 25 shoppers took a chartered mystery flight, with a Uniqlo-branded aircraft transporting them to the Pacific Fair Shopping Centre site.
