Uniqlo is a Japanese clothing manufacturer and retailer, currently being the world’s third-largest fashion brand.

“UNIQLO LifeWear is high-quality, innovative clothing that is universal in design and comfort. It is made for everyone, everywhere.”

UNIQLO

-Uniqlo international experience a decrease in revenue but a significant increase in operating profit in the first half of 2021 (Fastretailing,2021)

-Uniqlo have its own unified supply chain from design to retail

-Low level of digital innovation on its retailing channel

Brand situation

HONGYU YUAN10214409

Brand strategy concept“To improve the Uniqlo’s online retail channel through the highly development

of the innovative digital technology”

-To create its own online AI-based fashion stylist and introduce the concept of AI “try-

before-you-buy” TOOL

-The techniques of AI (Artificial intelligence) and AR (Augmented reality) are being

utilized

Objective:

-To improve the customer online shopping experience and interaction

-To generate more potential consumers and online sales

-To create a smart and intelligent brand image

Strategy ideaOnline AI-based fashion stylist

Cooperate with the specialist Intelistyle to create

a virtual fashion stylist on Uniqlo’s website Then provide the best personalized styling recommendation

to the consumers and fulfil their different need

By using the AI technique to analyze the data of consumer (body shape, size, style or personal need). Example: a completed look

recommend by the ai stylist

Strategy ideaAR technology tool-“try before you buy”

-AR (Augmented reality) is a type of technology that superimposes information though sound, images and text on our real life

-This concept involves the consumers can try on the clothing product virtually through the smartphone cameras or webcam

-It offers the consumers an alternative in-store experience

Example: A man try on the clothing on Uniqlo’s APP by using the AR tool

Justification of brand conceptThe aim of the strategy is to improve the consumer experience and

interaction by adding AI fashion stylist and AR “try-before-you-buy” tool on

its online retail platform

The new strategy can create a new brand image since its official website is being

criticized by the consumers

To ensure the successful strategy execution, few requirements are presented:

-To allocate more capital on the development of digital technology instead of spending more on the bricks and mortar

-To work closely with the AI&AR specialist

-To strictly control the development cycle and release the tools as soon as possible to gain more market share