uniqlo brand identity
TRANSCRIPT
WHAT IS THE STRATEGY THAT MAKES UNIQLO BECOME THE MOST SUCCESSFUL FASHION APPAREL COMPANY IN JAPAN?
HOW UNIQLO MAINTAIN THEIR IDENTITY IN EXPANDING GLOBAL MARKET?
INDUSTRY REVIEW
Tadashi Yanai• Fast Retailing group’s most successful brand• Contribute over 80% to sales
Main Product Price & values Target CustomersCasual Wear Low Price
High QualityWide range
Woman Aged: 25-35
CONSUMERS• Price conscious • Influenced by the brand’s celebrities (ambassador) and publicity• Women’s wear makes the majority of the market• Increasing online usage• Growth of cheaper and discount apparel stores• Largest segment globally: Women 58%
PRODUCTION LOCATIONS• Majority of it’s production takes place in China
(60%)• Manufacturing in Bangladesh since 2008• Disclosed the decision to make Turkey as
production hub for exports to Europe• Production management office in Shanghai, Ho
Chi Minh, Dakka and Jakarta
POSITIONING
Attributes• Good quality clothes• Well designed Japanese fashion
Functional Benefits• Variety of lines, style• Design for wide range of customers
Emotional Benefits• Differentiating oneself from the crowd• Increase self confidence
Values• Everyday unique fashion to express yourself
Brand Proposition
Uniqlo is the unique clothing experience among international retailers because Uniqlo are the only one who provides vogue Japanese Fast fashion
Brand Ladder
UNIQUE SELLING POINT (USP)Japanese X Fast Fashion
Japanese fashion is closely upon by world’s fashion leaders
Establish Uniqlo as a “Japanese”fashion brand
Endorsement
MARKETING IMPLEMENTATION
PricePar with fast
fashion competitors such
as H&M
PlaceCreate a unique
Japanese fashion
experience in store
ProductWill invest in
R&D and designer to
maintain fashionable
image
Promotion
Create brand awareness and
association