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