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And while other fashion brands tend to be more seasonal in their communication, “we want to have an everyday, all-the-time conversation with customers, no matter if they’re in the store or out of the store — we want to really make it part of their enjoyment of everyday life, like coffee, like Coca-Cola,” said Ms. Wu, who worked in marketing at Coca-Cola in China prior to joining Uniqlo in early 2014. Uniqlo calls that brand value “LifeWear.”

To reach people throughout China, in stores and online, Uniqlo has a strategy that taps local consumers’ obsession for all things mobile. Part of it centers on all-around app WeChat, which blends aspects of Facebook, Instagram, Skype and WhatsApp, along with mobile payments.

The brand’s “Style Your Life” campaign helped Uniqlo more than double its number of WeChat followers, from 400,000 when the campaign launched last year to 1 million when it finished six months later. (By now the brand has over 2 million WeChat fans, Ms. Wu said.)

Continue reading at AdAge.com