With H&M hitting Japan this winter, the project aimed to protect the market position for the number one casual brand, UNIQLO. The shops had to strengthen their connection with the online store as well. The target was all age groups, from kids to elders. This innovative online presentation format is designed to meet the needs for a long-running project. Models of different age groups, sexes and occupations march through the online catalogue, encouraging users to purchase directly online. The project culminates in TOKYO MARCH, where all the online users around the world march virtually in a line on Google Maps.
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