Japanese clothing brand Uniqlo has collaborated with two of the country’s leading consumer brands–Jollibee and San Miguel Pale Pilsen–in a bid to bring Uniqlo closer to Filipino consumers.
Under the partnership, Uniqlo will be selling specially designed T-shirts carrying San Miguel Pale Pilsen and Jollibee brands priced at P390.
So why did Uniqlo choose to distribute Jollibee and San Miguel Pale Pilsen brands under the new collaborations?
Jasmin Cruz, assistant marketing manager of Fast Retailing Philippines Inc., the local operator of Uniqlo stores, said both brands were chosen because Jollibee and San Miguel Pale Pilsen were well-loved and a favorite among Filipino consumers.
Jollibee has been the dominant fast-food chain in the country, even beating foreign brands including McDonalds, while San Miguel Pale Pilsen is the leading beer in the Philippines with parent San Miguel Corp. accounting for nine out of 10 beer being sold in the local market.
Another factor is that both brands have regional presence, which augurs well with Uniqlo’s strategy of selling these in selected Uniqlo stores in Asean countries such as Malaysia, Thailand and Indonesia.
Depending on the outcome of these collaborations, Cruz said Uniqlo may partner with other top consumer brands in the Philippines.