UNIQLO Has Also Published A Magazine. Trend Media Leader

Uniqlo, a fast fashion giant in Japan, has always been famous for its cost-effective clothing, but it is easy to see that its positioning has never been "fast fashion", but through its products to improve people's daily life.

Recently, UNIQLO has launched a semi annual magazine called LifeWear, to promote its lifestyle proposition, which is divided into two versions: English and Japanese. In this 120 page magazine, in addition to the exclusive interview with Roger Federer, the catalogue of JW Anderson Fall/Winter 2019 series, the introduction of designer Christophe Lemaire, the history and evolution of the fleece coat are also included in this Federer magazine.

In essence, LifeWear is a brochure of the brand of UNIQLO, without any external advertisements, it will be distributed free of charge at UNIQLO stores or downloaded on the Amazon Kindle.

Takahiro Kinoshita, the LifeWear behind the magazine, has a big following: born in 1968, joined the magazine industry in 1997, served as the deputy editor and fashion editor of Brutus magazine, and became the editor of Popeye in 1968. It's in his hands, too. Popeye finally comes back to life. Founded in 1976, with the concept of "Magazine for City Boys (city boy magazine)", "Popeye" is a Japanese fashion and cultural magazine for 25~35 year old men who are concerned about the fashion, gourmet, outdoor activities, travel and life of four cities in New York, Paris, London and Tokyo.

Kinoshita Hyoho has repeatedly appeared in overseas publications, such as Complex's "The 50 Most Stylish Men in Media" (the media industry's 50 best men in the world), Highsnobiety's Meet the 10 Editors Editors "Most" (the 10 editor behind the world's best publication).

In May 2018, Kinoshita Hyoho joined the fast marketing group as an executive director, taking charge of the overall creative communications work of UNIQLO, including information transmission, branding, marketing, store communication and product design. At that time, Ryui Masa, chairman of fast marketing group, said: "in order to make UNIQLO a truly global brand, information editing capability is more important than ever before. Kinoshita Hyoho has made connections with the world through the work of Popeye, and now he joins UNIQLO. I hope he can shape and deliver the advantages of Japan to the whole world, and also convey the outstanding faces of the world to the Japanese people.

In addition to UNIQLO, there are more companies that consider paper media as a new way to arouse consumers' sympathy, such as Internet short hire giant Airbnb (Epeyoung), Bumble, Facebook and so on.