Yesterday was the last day of creative pitches as well as the last day of class. Unfortunately the semester is coming to a close and I have only 3 more marketing classes to take, damn. Truthfully, I've had a lot of fun here at Virginia Tech taking classes and have met a ton of cool people along the way. In all honesty, there are a few marketing classes here that I can really take a look back on and say "I will actually use and apply the things I learned in that class more than once in my life," and this class was one of those classes.
Now onto the day two presentations. Overall I thought the presentations were kind of middle of the road. There wasn't a presentation that stood out and said "wow" but there was an idea that did for sure. The overall pitch by Veritas was good, but their main idea was great. The idea of having a closet on the corner and attempting to "re-dress" people as they go by, film it, and put it into a commercial was a very good idea. I liked the fact of using real people and real experiences. It would all them to show the world that they have a ton of combinations in this little street closet, which is maybe a tenth of what they really have, while focusing on each persons individual style. It would give Uniqlo a lot of flexibility to feature many types of people of all ages in their commercials. With that said, it would show the world how flexible they are, how many people one could shop for at Uniqlo, and also more importantly that it's easy and quick to create your own unique style. I thought this idea was branded at the core and had great legs. Overall a great idea.
On the other hand, their print ad's were OK, not perfect, but then again who is. I think the print ad's lacked that wow factor and I wouldn't stop turning the page in a magazine to figure out what the ad was for. That might be a little harsh, but it's just my opinion.
The other group that went yesterday was OK as well. One part of their presentation that I didn't quite understand or believe was feasible was when the first group wanted Uniqlo to redo their website and allow consumers to pick the clothes they already owned, and then match Uniqlo pieces with the clothes they currently own. It was a "create your own look" kind of interaction on the internet. I don't think this is really what Uniqlo is really about. I think they want you to realize that no matter what two, three, four pieces you pick, you'll look good in them. With that said, I don't think Uniqlo would want consumers on their website clicking on clothes from other brands. Even though the consumer would be on Uniqlo's website, it still puts the competitors brand into the mind of the consumer.
I also don't think that other brands wouldn't allow Uniqlo to add their selection of clothes onto their website for this kind of interaction. It's essentially saying that what the consumer already has is OK, and what Uniqlo has is better and can make what you already own look better. That has a negative connotation towards the other brands which I don't think they would tolerate.
Taking into account everything I just mentioned, this is how I come to the conclusion that I don't think this idea is very believable or branded at the core. I think it has potential, but it's just not there yet. I don't want anyone to think that I didn't like the presentation, I did, I thought they did a good job, I just don't think it's feasible.
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