fashion-memopad
fashion-memopad

Memo Pad: Open For Business... Cheap Date

Today, as the first issue of Conde Nast Portfolio makes its debut on New York newsstands with 332 total pages, 185 of them advertising, one of the most scrutinized - and expensive - magazine launches in history will finally show its cards.

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CHEAP DATE: Uniqlo has found an inexpensive way to find models for some of its marketing. To promote its upcoming T-shirt launch and store opening in Japan, the retailer called upon a few models, actors and musicians — and MySpace. Markus Kiersztan, owner of MP Creative and consulting creative director for Uniqlo, said the company set up a Web page to solicit "creative-minded people" in New York City to be photographed wearing their favorite Uniqlo T-shirts for its image/ad campaign, shot by Terry Richardson. The company found 50 people, ages 17 to 26, from the MySpace cattle call while nearly 300 logged on to the Web page to be considered. Kiersztan said they had to shut down the site soon after it was launched because of the number of responses. "I've seen stylists do this before [set up a MySpace page to find 'models'] but I think we'll see this done by more and more [companies] in the future," he offered. The campaign — which mixes the "real" people with celebrities — will launch at the end of April in Japan, in conjunction with a new UT Store in Harajuku, Tokyo, and in the U.S. in mid-May.

Uniqlo T-shirts will be available for purchase at the Tokyo store in tennis ball-type packaging via vending machines. Unfortunately, U.S. customers won't get to experience this "futuristic convenience store" concept, but the new T-shirts will also be available worldwide at the end of April, with nearly 100 styles introduced to the New York global flagship each month. — Amy Wicks
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