UNIQLO x Marimekko 20SS Collection Launch

Background: H+K Thailand was engaged by global apparel retailer UNIQLO to launch the UNIQLO x Marimekko 2020 Spring/Summer collection, after its original Thai premier saw a delay from March to June due to the COVID-19 outbreak.  

Since the UNIQLO x Marimekko collaboration is in its third edition this year, some of the leading fashion/lifestyle media in Thailand were already familiar with the collection since April, when UNIQLO revealed it on its website. Adding to the challenge of the 3-month long period since its initial showcase online, the brand decided to maintain social-distancing measures by sticking to a LIVE streaming session with Yaya – UNIQLO’s first local TV presenter, and a two-hour pre-sale privilege session for both media and invited guests.

H+K Thailand proposed a series of content to further drum up media excitement and engagement in a staged and staggered timeline, involving both media and stakeholders. These activities include the collection launch press release, news calendar and gossip news about the LIVE stream with Yaya, media invitation to the pre-sale session, exclusive Q&A with designers for top-tier fashion media, styling guide article, product posts by influencers and celebrity, and clothing sponsorship for TV hosts.  Gift boxes with invitation to the pre-sale event were also delivered to C-Suite executives, who had earlier attended the launch of the second edition of UNIQLO LifeWear magazine in February, to maintain and strengthen relationship between them and UNIQLO.

The pre-sale was very well-received by media and C-Suites, with 54 journalists from 35 media outlets and three C-Suites in attendance. The one-month launch campaign also generated 191 coverage – including 91 from Tier 1 media including iconic fashion title Vogue Thailand (across all their online channels: website, Facebook, IG and IG Story), and PR value earned was THB 26.9 million.