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Uniqlo brand identity

Uniqlo brand identity, for Marketing in Asia Course

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Uniqlo brand identity

  1. 1. 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?
  2. 2. INDUSTRY REVIEW Tadashi Yanai• Fast Retailing group’s most successful brand • Contribute over 80% to sales Main Product Price & values Target Customers Casual Wear Low Price High Quality Wide range Woman Aged: 25-35
  3. 3. COMPETITION Data update 2016.08.04 “Aims to become the world’s No 1 apparel retailer group by 2020”
  4. 4. 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%
  5. 5. GLOBAL GROWTH Ginza, Japan New York, USA Over 2,700 stores worldwide in 17 countries
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. ADAPTED PRODUCT Collaborations “Luxury looks” “Hijab wear” Christope Lemaire Hana Tajima
  10. 10. MARKETING IMPLEMENTATION Price Par with fast fashion competitors such as H&M Place Create a unique Japanese fashion experience in store Product Will invest in R&D and designer to maintain fashionable image Promotion Create brand awareness and association
  11. 11. THANK YOU QUESTIONS?

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