Uniqlo's 'The Welcome Store' Shows How Welcoming Canadians Are
Ellen Smith — September 26, 2017 — Social Good
References: torontolife & dailyhive
'The Welcome Store,' Uniqlo's newest concept space, presented guests with a flannel shirt and two simple options: "keep it, or hang it up for a new Canadian."
The space, which opened in the heart of downtown Toronto demonstrated how welcoming Canadians really are by functioning as a "reverse popup," -- the store's walls started bare, but were filled after guests hung what could be a free T-shirt on the walls for a newcomer. Uniqlo's chief of Canadian operations stated "We opened a pop-up space that was completely empty so that Canadians could be the ones to fill it up.” Later, new Canadians were welcomed into the newly-filled popup space, where they were informed the shirts had been gifted to them by existing community members.
The touching campaign claims "The only thing more Canadian than a flannel, is giving it away."
The space, which opened in the heart of downtown Toronto demonstrated how welcoming Canadians really are by functioning as a "reverse popup," -- the store's walls started bare, but were filled after guests hung what could be a free T-shirt on the walls for a newcomer. Uniqlo's chief of Canadian operations stated "We opened a pop-up space that was completely empty so that Canadians could be the ones to fill it up.” Later, new Canadians were welcomed into the newly-filled popup space, where they were informed the shirts had been gifted to them by existing community members.
The touching campaign claims "The only thing more Canadian than a flannel, is giving it away."
Trend Themes
1. Reverse Pop-up Stores - Opportunity for businesses to create pop-up spaces that start empty and are filled by customers, fostering a sense of community and engagement.
2. Gift Economy - Growing trend of businesses incorporating gifting into their marketing strategies, creating a sense of goodwill and reciprocity among customers.
3. Community-driven Campaigns - Opportunity for businesses to involve their customers in campaigns that showcase the values and generosity of a particular community.
Industry Implications
1. Retail - Retailers can adopt the reverse pop-up store concept to create unique and engaging experiences for customers.
2. Fashion - Fashion brands can explore the gift economy model to build stronger connections with their customers and promote a sense of community.
3. Marketing - Businesses in the marketing industry can help their clients create community-driven campaigns that resonate with their target audience and drive positive brand sentiment.
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