2012/03/20

《 Uniqlo x Undercover 網路行銷的思考 》



在去年七月,UNIQLO結束與Jil Sander的合作,取而代之的是 Jun Takahashi [高橋盾]所主導##ReadMore##UNDERCOVER。UNDERCOVER常被歸類為服飾Avant Garde[前衛派] 的一支,主設計師Jun Takahashi 利用反戰 / 街頭 / 龐克等元素,以Deconstruction[解構]的方式, 轉化出他對於時尚的見解。

最近 Jun Takahashi 在自己部落格的文章裡,剖析自己接下這個合作案的契機與想法。文中提到UNIQLO 之所以想要找他合作的其中原因是:"They want the creations for the Japanese to reach people around the world." 希望能藉由 UNIQLO x UNDERCOVER 的合作,將日本的創意,再度介紹給大眾。

這次的合作名為 Uniqlo Undercover,簡稱UU。在今年二月份推出的官方網站上,可以從兩點看的分析UU對於網路行銷的策略方式。在URL上,我們可以看到是 undercover.uniqlo.com,這是基於SEO(搜索引擎優化) 考量的結果。undercover.uniqlo.com 的網址意思是 UNIQLO 空間裡的 Undercover,相似與歐美地址般,把門牌號碼放置前頭,把市區地點放置後方。對於消費者與google搜尋引擎來說,UNIQLO是較為消費者所知道的,因此 undercover.uniqlo.com 會比起 uniqlo.undercover.com 更容易排在 Google搜尋的頭版上。另外可以關注的是:基於社群網站的興盛,UU的網站也結合 Facebook & Google+,讓認同此品牌的使用者宣傳這次的 cross over ; 在網頁執行上,藉由 good map 延伸,把主要的選單劃分為三塊:分店地圖 / 社群網頁 / 商品瀏覽。利用 google map 的支援,將“搜尋”與“分佈”ˇ這兩個搜索概念貫串至整體的網頁中。2012 / 3/ 16 已於全球11個地區的分店開始販售。

*文字 / ADC STUDIO 美國特派員 Kevin KJ Wang











延伸瀏覽:

UU official site
http‭://‬www‭.‬undercover‭.‬uniqlo‭.‬com

The though of UU
http‭://‬hypebeast‭.‬com‭/‬2012/03‭/‬jun‭-‬takahashi‭-‬my‭-‬thoughts‭-‬on‭-‬undercover‭-‬for‭-‬uniqlo‭/‬

Undercover Spring‭ & ‬Summer 2012‭ ‬show
http‭://‬vimeo‭.‬com‭/‬34939399

Undercover official site
http‭://‬www‭.‬undercoverism‭.‬com‭/‬

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