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Customer Competitors UNIQLO
Online TV Design In-store experienceEventCeleb
Strategy: to make UNIQLO the largest apparel retailer and
achieve sales of two trillion JPY per year.
The above upside down
pyramid reviews the current
conventions and conditions,
identifying opportunity, and
funneling the information to
form a Unique Selling Point
(USP) for UNIQLO
Given our established
USP, we developed a
new brand proposition
and key components to
Data Source: Datamonitor, Company Profiles, Industry Profiles, Various Websites, Journals and Newspaper Articles
Bath + one:
Alex Stepanov - 10BN946J
Jenny, Sau Man Lee - 10BN945F
Nanami Isono - 09BN192R
Nicholas Trombert -10BN947L
Pru, Suthirat Owlarn -10BN943M
› Fast Retailing group’s most successful brand
› Contribute more than 80% to sales
Adopts SPA manufacturer retailer model
Coordinate and maintain control over the
entire producing process
Cooperates with Mitsubishi “Japanese”
Recommended to choose Li & Fung as
consultant for “global” expansion
Main products: Prices & Values Customers
Casual wear Low prices
Main target: women aged 25 - 35
› Gap, H&M, A&F, Zara, United colors of Benetton, American Apparel
Strategies of Competitors:
› Expanding into Asian countries.
› Increasing online presence to reduce the cost and
meet consumers’ demand of convenience.
› Effective and organised supply chain management
to control inventory and merchandising.
› Increasing in emphasis on unique designs and
• Women’s, Men’s, Kid’s ranges.
• Internationally successful.
• Fashion led.
•Very popular with younger generation.
• Doesn’t appeal to older age range.
• No websites and not much media
coverage in some of the countries.
•Do not make use of new technologies.
› Price conscious: cut back expenditure on fashion
› Influenced by the brand's celebrities and publicity.
› Women’s wear makes up the majority of the
› Increasing online usage.
› Low switching cost & lots of alternatives.
› Growth of cheaper and discount apparel stores.
› Largest segment globally: women (58% )
UNIQLO Strengths UNIQLO Weaknesses
• Market leader in Japan
• Cheap prices for quality products
• Cater for all ages, young and old
• Internationally successful
• Always trying new ways to sell their products
•Try to be environmentally friendly
• Research & Development in Heattech fabric
• Clothes are quite plain, no patterns.
• Not all clothes are available on website.
• Inconsistency in advertisement and
• Uniqlo’s simple approach without logo
did not catch on with UK consumers
• Single supplier
China Japan S. Korea
Growing Asian Market
Small stores: easy
Global stores: difficult
Low switching cost
Industry Rivalry: high
and global players :
Substitute : high
or cutback due to
Supplier Power: low
Many suppliers and
(Uniqlo has long-term
Buyer Power : high
Many choices and
cost, but possible to
Trends (Opportunities/Threats) Potential Strategies
Growing Asian market:
China, India, South Korea, etc.
Troubling EU market:
Cheap to enter
Highly fragmented market (e.g.
consumer age, income, taste)
⇒Easy to differentiate
Unpredictable fashion trends ⇒Fast fashion and low inventory
Low brand loyalty
=low switching cost
=possibility of diluting brand image
Intense competition ⇒Establish brand and control costs
⇒Maintain and expand foreign
⇒Establish brand and create some
price setting power
“Japanese” × Fast Fashion
Japanese fashion is closely focused upon by world’s fashion leaders.
Celebrities, haute couture, etc…
Fast fashion updated according to Japanese style:
Establish Uniqlo as a
fashion led brand
UNIQLO is the unique
retailers because we
are the only one who
Japanese fast fashion.
• Good quality clothes
• Well designed Japanese fashion
• Variety of lines, style
• Design for wide range of
• Differentiating oneself from the
• Increase self-confidence
• Everyday unique fashion to
Our communication objective is to create an
unique Japanese fashion experience through
integrating numerous marketing strategies.
Par with fast
- Create a unique
- Good control
Will invest in R&D
and designers to
- Create brand
Use of celebrities
Host/ Sponsor events