Uniqlo plans to boost brand awareness in Thailand through the digital platform and make the most of opportunities arising from the Asean Economic Community later this year.
The Japanese retailer has earmarked 300 million baht, on a par with last year, to promote its clothes in fiscal 2015 starting this Sept 1.
Of the total, 45 million baht will go to digital marketing and 255 million will be used for other outlets such as in-store and out-of-home media.
"Digital marketing, which is one of the main strategies, is continuously growing in importance," said Chanvit Khieonavavongsa, director of marketing and public relations for Uniqlo (Thailand). "It's now a primary channel with a large-scale consumer reach."
The company will enhance its digital platform and announce product updates and promotional activities via Facebook, Instagram and Line.
The digital channel will also give Uniqlo more consumer insights, letting the company tailor fashions to customer needs.
"Our online communication channels cover nearly 10 million consumers," Mr Chanvit said. "The engagement rate of people who respond back to the online channel is about 3%, ahead of the average engagement in the overall fashion industry, which stands at 1.8%."
Uniqlo is one of the top three major apparel brands by fan engagement online.
Sales growth in fiscal 2014 ending Aug 31 is expected to reach double digits but fall short of last year's rate because of weaker consumer spending.
Uniqlo is likely to benefit from foreign tourism as Thailand remains an important destination in Asean.
"All strategies will fulfil our goal in fiscal 2015 of making Uniqlo a top-10 apparel brand recognised by Thai customers," Mr Chanvit said.
Thailand has 23 Uniqlo stores — 14 in Bangkok and nine in the provinces — with more planned for this year.