Uniqlo to Bow First Print Magazine With Fall Collection

Add Uniqlo to the growing list of companies that see print magazines as a “new” way to get in touch with consumers. Airbnb has one, so does Bumble and even Facebook, all of which are essentially extended marketing campaigns for their product, be it home-sharing, a dating app or the behemoth of social media. And Uniqlo’s foray into the realm of print publishing, accompanied by a digital version (available to download only on an Amazon Kindle), doesn’t seem much different. A 120-page magazine that will be available for free in stores next month when the fall/winter collection comes is dubbed LifeWear, also how the company refers to its apparel, and shows off only Uniqlo product, its paid ambassadors and its customers. Uniqlo’s magazine, about a million copies of which are being printed in English and Japanese, is meant to embody the “mission” of the company — to enhance people’s daily lives with Uniqlo products. “By consuming this type of content while experiencing the actual product first-hand in store,” Suzanne Seymour, Uniqlo’s U.S. head of marketing, explained, “we provide the customer with something multisensorial that crystallizes the quality and craftsmanship of our apparel in an immersive way.” Tennis star Roger Federer, also Uniqlo’s global brand

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