Hop the Pond What you can learn from an overseas master of marketing

In Japan, the word Uniqlo is easily identifiable as a casual clothing super-brand with about 700 locations across the country. In the U.S., it could easily be mistaken for another language. Formed as a hybrid of the words unique and clothing, the Japanese megabrand is a new language of sorts, but if the successful opening of its flagship store in New York City last November is any indication, it's one that consumers will soon learn. We spoke with Uniqlo's chief marketing officer for the U.S., Shinichiro Shuda, to find out how he created the buzz.

Shuda aimed to bring Tokyo's pop culture to the U.S. and did so by targeting New York City's cutting-edge influencers through PR, advertising and brand building. Says Shuda, "It was classic advertising where you start with getting attention, getting interest, getting desire, [then] motivation and action."

Initially, the company advertised just its logo--on taxi tops, random posters and phone booths. Then 20-foot-long blue-and-yellow containers were set up throughout the city to give the public a sneak peek at the product. Finally, eight New York City-based celebrities were carefully chosen to appear on billboards and in select publications wearing Uniqlo clothing. While the first phase created buzz, the final one got customers into the store.