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UNIQLO Case Study
Weiting WANG 1155081820
Wuyi DENG 1155089216
Kejin WU 1155081995
Yibing SHEN 1155081938
Jingfan ZHAO 115...
Chart
• High quality
• Well-recognized brand
image
• Well R&D
• Cost performance
• Large consumer scale
Uniqlo SWOT
s W
• ...
Chart2 Uniqlo Porter’s five forces
Buyer Power
Taobao makes it available for
customers to get price information
of all bra...
Chart2 Uniqlo Porter’s five forces
Uniqlo is faced with competition
from web celebrities’ clothing shop
on Taobao. The con...
Chart2 Uniqlo Porter’s five forces
Threat of new entry
Build Brand
Awareness and Brand
Loyaty;
Technological innovations;
...
Chart2 Uniqlo Porter’s five forces
Competitive rivalry
A large number of competitors in
fast fashion industry like GAP(U.S...
Chart2 Uniqlo Porter’s five forces
Over 70 manufacture factories in Asia
Cooperates with large cooperate like Dongli
inc.;...
Chart3 Uniqlo Business Model Canvas
- Line
- Disneyland
- Lego
- Pixel
- Independent
designers
- Takumi
- Toray
Industries...
Chart4 Uniqlo Blue Ocean Strategy Canvas
Low
High
Quality
Advertising
Price
C
ostperform
ance
Q
uantity
ofstyles
Fashion
S...
Chart4 ERRC GRID - Fast fashion industry
Quality problems/ Pollution /
waste of resources
Advertising cost/ Over stock/ Pr...
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UNIQLO

UNICLO CASE STUDY

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UNIQLO

  1. 1. UNIQLO Case Study Weiting WANG 1155081820 Wuyi DENG 1155089216 Kejin WU 1155081995 Yibing SHEN 1155081938 Jingfan ZHAO 1155081873 Ziyi GAO 1155080948
  2. 2. Chart • High quality • Well-recognized brand image • Well R&D • Cost performance • Large consumer scale Uniqlo SWOT s W • Single product type • Only suitable for Asian consumer • Risk resulting from production pattern O T • Develop new materials, such as Airism • Large potential market in 2nd and 3rd tier cities • Good reputation of Japanese products • Anti-Japan group • Product homogeneity • Increasing fixed cost (human resource, material, etc)
  3. 3. Chart2 Uniqlo Porter’s five forces Buyer Power Taobao makes it available for customers to get price information of all brands . e.g. special offer  both online and offline on Taobao 11.11 festival
  4. 4. Chart2 Uniqlo Porter’s five forces Uniqlo is faced with competition from web celebrities’ clothing shop on Taobao. The convenience of online shopping and Alipay even lowers the switching cost. Threat of substitution
  5. 5. Chart2 Uniqlo Porter’s five forces Threat of new entry Build Brand Awareness and Brand Loyaty; Technological innovations; Large cutomer base
  6. 6. Chart2 Uniqlo Porter’s five forces Competitive rivalry A large number of competitors in fast fashion industry like GAP(U.S.), Zara(Spain), H&M( Sweden), and Meters/bonwe(China). A need for extensive advertising to maintain brand awareness, which requires a large budget.
  7. 7. Chart2 Uniqlo Porter’s five forces Over 70 manufacture factories in Asia Cooperates with large cooperate like Dongli inc.; UNIQLO sends professional teams to places like Nei Mongol and Nepal to buy raw materials; Sign contracts with suppliers 2 or 3 years in advance to make sure that the supply of raw materials meets no delay risk, and this is also an effective way in cost reduce; BUT High cost and reputation risk from labor right issue in some suppliers’ factories. Supplier power
  8. 8. Chart3 Uniqlo Business Model Canvas - Line - Disneyland - Lego - Pixel - Independent designers - Takumi - Toray Industries - High-quality product insurance - Global stores - Material suppliers - Provide high quality but low price product for daily common wear Online and offline stores (Large- Scale Store Model) - Merchandise store sellers - Customer relationship manager - Aftersales service center - Online customer service Middle-class customers with average income in first class and second class cities Raw materials, Manufacture, Design, Logistic, Store management, Human Resource management, Promotion and marketing, Distribution Sales volume - Production - Promotion - Customer Relationship Management
  9. 9. Chart4 Uniqlo Blue Ocean Strategy Canvas Low High Quality Advertising Price C ostperform ance Q uantity ofstyles Fashion Services Ease of selection H igh-tech fabrics Uniqlo ZARA
  10. 10. Chart4 ERRC GRID - Fast fashion industry Quality problems/ Pollution / waste of resources Advertising cost/ Over stock/ Price Cost performance ratio ( 性价比 )/ Quantity of styles/ Fashion Services like online orders picked up in stores ( 门店自提 ) / Ease of selection / high-tech fabrics Eliminate Reduce Raise Create
  11. 11. Thank you

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