Uniqlo

09bn013f Yuki Izumisawa09bn096m Kenji Tanaka

09bn195m Kazuaki Tsutsui10bn933l Charlie Allard

About UNIQLO

• JAPANESE LARGEST APPAREL BRAND OWNED BY FAST RETAILING.

• BECOME POPULAR AMONG EVERY GENERATION SINCE THE INTRODUCTION OF FLEECE JACKETS.

• “LOW PRICE, GOOD QUALITY”• “MADE FOR ALL”

What is good about UNIQLO?

• HIGH QUALITY PRODUCTS IN LOW PRICES• ATTRACTIVE CAMPAIGNS• MANY RANGES IN ONE CATEGORIES• MONOPOLIZED PRODUCTS (HEAT TECH, SUPER

LIGHT WOOL, BRA-TOPS ETC)• WELL EDUCATED EMPLOYEES• FREQUENT CHANGES IN PRODUCT LINES (SPA)• COLLABORATION WITH OTHER FIRMS

UNIQLO’s main competitors

•UNITED COLORS OF BENETTON (ITALY)•H&M (SWEDEN)•ZARA (SPAIN)•AMERICAN APPAREL (U.S)•GAP (U.S)•A&F (U.S)•FOREVER 21 (U.S)•RALPH LAUREN (U.S)

H&M

A&FZARA

American ApparelRalph Lauren

Forever21Benetton

Uniqlo

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ricelow

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fashionable

basic

UNIQLO lacks of…

• Low end pricing.• Mode style fashion too basic• Ranges of product for specific purpose

specialized products• Image of “high end” “low price, good quality”• Attractive Ads on TV.

LONG -TERM RECOMMENDATIONSNEW RANGES OF CLOTHES

• Already has a baby and a children range

Introduce a maternity range

• Uniqlo = ECO-FRIENDLY.

Introduce a organic range of Clothes.

LONG-TERM RECOMMENDATIONSBe hype

• SHOULD USE PRESS COVERAGE TO APPEAL A « HYPER » GENERATION USE THE EXAMPLE OF A.A

• MAKE TV ADVERTISINGS WITH YOUNGER PEOPLE

CURRENT TV ADVERTISINGS WITH OLDER CELEBRITIES LOOK « fake » AND DON’T

APPEAL THE YOUNG GENERATION.

LONG-TERM RECOMMENDATIONSBe hype 2

• THE COMPANY SHOULD EMPHASIZE ON THE CREATION OF TV , BILLBOARDS ADVERTISINGS ABOUT ITS COLLABORATIONS WHICH CAN MOSTLY BE FOUND ON INTERNET NETWORK SUCH AS:

UNIQLO AND Jil Sander/ UNIQLO AND Hinano Yoshikawa

• THE COMPANY SHOULD DO THE SAME CONCERNING COLLABORATIONS IT DOES IN COUNTRIES LIKE UK (UNIQLO JUMP)

LONG-TERM RECOMMENDATIONSPATTERNED PIECES AND CUSTOMIZING

• ALLOWS UNIQLO KEEPING UP WITH COMPETITORS CONCERNING BLOCK COLOURS. ADD NEW PATTERNED PIECES TO ITS

COLLECTION

INTRODUCE A VENDING MACHINE IN ORDER TO

ALLOW THE CUSTOMER TO PERSONALIZE HIS OWN TEE SHIRT

GOOD PERCEPTION OF THOUGHTS AND OPINIONS

LONG TERM RECOMMENDATIONSAppeal older people

• REALLY HARD TO FIND RANGE FOR OLDER GENERATIONS. (50+)

• INSTEAD, TRY TO EMPHASIZE ON THE FACT THAT THE COMPANY HAS A RANGE OF CLOTHES WITH REAL SIMPLE PATTERNS.

• ADVERTISING USING NEWSPAPERS.

Conclusion

Four main points. Emphasize on innovations.

Increase the number of ranges.

Improve advertisings.

Increase visibility of the brand.