Brand Publishing Briefing: Uniqlo uses a print magazine for brand awareness, and brand publishing teams search for flexibility

Uniqlo is using a magazine to raise brand awareness. LifeWear is the Japanese clothing company’s twice-a-year print magazine, and has a circulation of 1.5 million, reports my alma mater, Modern Retail.  Printed in English and Japanese, the magazine is a brand publication that focuses on interviews, features and photo spreads – all through the lens of Uniqlo’s product philosophy. It has a staff of four and the magazine is typically distributed via its stores in the U.S. and Japan, as well as at other venues, like the Museum of Fine Arts in Boston.  Print is an interesting choice for the retailer. As we reported a few weeks ago, it’s becoming a popular medium for brand publishers who want to tell longer stories. Netflix has Queue, for example, which publishes both onl