UNIQLO

As UNIQLO expanded nationally, the opening of its first Victoria store at Mayfair Mall marked a key milestone in British Columbia. The opportunity: introduce the brand to a younger, Gen Z audience in a way that felt culturally relevant from day one.

MacComm evolved UNIQLO’s proven launch strategy with a dedicated Student Night at the University of Victoria, positioning the opening as both a retail debut and a campus cultural moment. The program featured in-store creator appointments, a media and influencer preview, and a private shopping event for 213 students, complemented by immersive touchpoints including a matcha bar, Japanese snacks, a branded claw machine, and a photobooth, bringing LifeWear and the FW25 collection to life in a social-first way. The launch engaged 25 creators, 6 media, and over 200 students, generating 109 social posts and 2.75M impressions, with additional earned and pre-release coverage surpassing 4M impressions building immediate traction in the Victoria market.