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Uniqlo Case Study in Thailand by www.brandnow.asia
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JAPAN'S LEADING FASHION APPAREL RETAILERCase Study
Target Audience
Age: 18-35 yrs old Gender: M & F Education :Undergraduate
and above Occupation: University
Student and working adults (white & blue collars)
Income Range: 12,000 THB to 35,000 THB per month
Demographic
Perception: Affordable brand which is well-known and provides wide and good quality of product lines up recognize UNIQLO as top casual wear brand and believe that clothing is important element toward pleasant appearance
Motivation & Needs: Desire trendy stuff and apparel for attractive look; Casual wear that ensures high quality and nice design
Attitude & Personality : Young, passion, stylish and
trendy sensitive and passion in fashion trends
Lifestyle : Casual, healthy, active, free and challenging
Psychographic
How UNIQLO Enters a New Market
Uniqlo opened its first store in TH at Central World on September 9th 2011, making this UNIQLO's largest store in Southeast Asia.
There are 10 stores (as of August 31, 2013) in Thailand
Uniqlo plans to expand its branches in Thailand to 100 by 2021
Progressively expanded as they want to communicate to Thai consumers about their uniqueness and wearing comfort
UNIQLO in Thailand
Localizing Product and Service to Each Market Focuses on mass-producing affordable
clothes Despite being a Japanese company,
about 70% of its clothes are manufactured in PRC
Uniqlo admits to keeping clothes on the shelves longer than most rivals, and will sometimes make one item in up to 50 colors
Uniqlo sets itself apart by not chasing trends. Instead, they focus on basics, like Oxfords and polos, and make them affordable.
Polite and friendly staff The decoration concept features a
clean, simple look with block-grid floor plans featuring warm environments created by wooden floors and non-invasive lighting
UNIQLO's "Made for All" UNIQLO sees clothing as an element that can be
freely interchanged and combined to complement each individual person's character, style, and much more.
UNIQLO felt that a diverse cast of brand ambassadors with a range of ages, professions, and genders was necessary to convey its philosophy
Thai cast featuring men and women:o Dome Pakorn Lum (Actor/Musician),o Yaya Urassaya Sperbund (Model/Actress)o Wongtanong Chainarongsingh (Editor of A Day
magazine)o Lham "25 Hours" band- Sompol Rungpanich
(Singer/Musician/Songwriter)o Oh Futon -Hatairath Charoenchaichana
(Illustrator/Stylist/Singer/Writer)o Pauline Teng-Lamsam (Dentist/Television Host)
Local Publicity
Local PR Stunt
Press Conference
Active on Social Media and Above the Line
Baskin-Robbins’ Ice-cream Inspired Print Shorts
What makes UNIQLO successful in TH
High traffic locationsUse of local Thai idols and a
diverse groupAffordable pricingFriendly/welcoming staff,
appealing to teenage groupStore design, makes it
easier for customer to access goods
Heavy on the above the line campaign