UNIQLO concludes media pitch for HK

UNIQLO has retained Starcom as its media agency for Hong Kong, following a competitive pitch back in July, MARKETING-INTERACTIVE understands.

The appointment will last for one year and Starcom will continue to take charge of the brand's media buying, planning and eCommerce business for Hong Kong.

The partnership started back in September 2022. While in Singapore, Starcom is also the agency of record for Uniqlo. Most recently, UNIQLO decided to completely wipe its Instagram page clean in a surprise move that left consumers shocked. 

Don't miss: UNIQLO Singapore scrubs Instagram page clean in surprise move

In a statement, UNIQLO's social team posted: "Sometimes, in order to be better, we need to leave the past behind." 

The social team talked about how its consumers have shared some "unforgettable moments" together and said that Singaporeans have been with it through countless collaborations and launches.

While in Hong Kong, UNIQLO teamed up with The Mills (南豐紗廠), a revitalisation project by Nan Fung Group, in September to launch four limited-edition T-shirt designs inspired by its history and community connection. 

Done in collaboration with PR agency Chance Communications, the campaign targeted young adults and local cultural lovers.

A spokesperson from The Mills told MARKETING-INTERACTIVE that The Mills shares the same belief as UNIQLO UTme!, an app that allows users to create their own original T-shirt designs, in fostering community connections. “The Mills collection is designed to showcase the unique character of The Mills and highlight the contributions of the textile industry during its heyday, as well as its lasting legacy."

The collaboration is rooted in The Mills' heritage as a former cotton spinning factory and UNIQLO's identity as an apparel company, according to the spokesperson "We believe this partnership creates a wonderful synergy, promoting The Mills as a heritage site while UNIQLO launches the series as a contribution to the Tsuen Wan community."

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