UNIQLO market

studies in Thailand 2014

Date: 20th April, 2015

A. Research background

Currently there are over 20 top fashion brands in Thailand; fashion brands are getting larger in market size

due to the enter of new brands like Mango, H&M and UNIQLO. Also the rising in middle income class has led

to the opportunity for fashion brands.

All new entrants brand has made a successful entrants into Thai market with their unique design & pattern

and UNIQLO is one of that.

UNIQLO opened its first store at Central World in 2011, making this UNIQLOs largest store in Southeast Asia

that currently there are 10 stores in Thailand.

UNIQLO report has mentioned that UNIQLO Thailand also fulfilled targets, reporting continued strong sales

growth as four new stores opened for business. Therefore, UNIQLO plans to expand its branches in Thailand

to 100 by 2021

This study is aim to study UNIQLO brand awareness, brand perception and purchase behavior toward Thai

consumers.

B. Fashion & Clothing Market Overview in Thailand

3

28.6

16.0

14.8

12.3

7.9

7.2

3.2

3.2

2.6

2.2

1.9

Casual wear

Children's wear

Formal/Business wear

Footwear

Lingerie and underwear

Athletic, sports and

Leather components and

Leather bags

Specialty and occasional wear

Clothing accessories

Fashion accessories

Casual wear is the major proportion (29%) of fashion & clothing market in Thailand

Sources : The 2012 Business and Industrial Census (Manufacturing Industry) Whole Kingdom, National Statistical Office; Department of Business Development, Department of Industrial Works

Number of Company in

ThailandForecasted

Growth in 2015

21,542 -1%

12,077 100%

11,126 0%

9,264 0%

5,963 50%

5,409 -50%

2,429 -10%

2,395 5%

1,993 0%

1,655 -3%

1,460 0%

75,313 companies

Unit : %

However, the growth of casual wear sector is forecasted to be no growth this year; Only childrens wear and lingerie sector show significant growth. The rest of market growth seems to be stable

C. Fashion Industry Analysis in Thailand

4

Threat of new entrants

Threat of substitutes

Power of buyers Power of suppliers Degree of rivalry

Moderate High Moderate Low High

Threat of substitutesUnbranded or fake-branded products are substituted for fashion industryA competitive price & design products from local designers available at various local marketImported fashion products from China & Korea

Power of buyersBuyers are fragmented and no individual buyer has any particular impact on price or productsBuyers could easily switch to other brands with the price & quality is not reasonable

Power of suppliersHigh quality local garment suppliers available The switching cost to new suppliers is quite low

Threat of new entrantsCapital required to enter the Thai market is relatively low Numerous government supports for foreign investorsBrand loyalty could discourage potential new entrantsIndustry is moderately concentrated and dominated by over 20 fashion brands

Degree of rivalryAll fashion brands has entered the market long enough to establish customer loyaltyStrong brand identity of existing fashion brandsEmerging of Thai modern fashion brands by young designersNew entrants from global leading players : H&M, UNIQLO

Sources : Thailand Board of Investment; Online News; W&S Analysis

C. Top Fashion Brand Vision & Direction

5

Brand Strategy & Direction

Lee To be the leading denim jeans brand and largest apparel company

ZARA To offer the latest fashion trends for women, men and kids

UNIQLO To focus on mass-producing affordable clothes by deliver unique design

Levi's To deliver classic American style Jeans

H&M To be the leading fashion retailer at affordable price

Lacoste To offer sport-inspired trends and the iconic polo shirt

ARROW To offer fashionable yet functional apparel

Nike To be the inspiration & innovation for every athlete in the world

Adidas To deliver a brand built on passion for sports and a sporting lifestyle

DAPPER To be the leading fashion labels

Topshop To be the greatest fashion design apparel leader

GAP To deliver the latest styles & fashions for the whole family

XXI Forever To deliver must-have styles & the hottest deals apparel

Sources : Company Annual Report

B. Research design

6

Research Method Online research

Fieldwork Period 18st 30th March 2014

Research Area Nationwide (Thailand)

Respondent Criteria Male & Female (50%:50%) , Agedabove 16 years old

Sample Size Consumer Behavior : 650 samplesInsight to UNIQLO : 240 samples

Number of Questions Demographic & Screening : 8 QuestionsConsumer Behavior : 8 QuestionsInsight of UNIQLO : 9 Questions

Criteria Purchased clothes in the last 6 months

Research Objectives To understand about Thai consumers behavior toward clothes consumptionTo evaluate brand awareness and perception among UNIQLO existing customers

C. Respondent profile

7

Gender

Current living city

Age

Monthly household income

40.0

60.0

Male

Female

Unit : %

17.9

21.3

24.1

36.616 - 20 yrs

21 - 25 yrs

26 - 29 yrs

> 30 yrs

13.6

23.1

10.714.4

7.3

2.2

28.7North

Central

South

Northeast

West

East

Greater Bangkok

19.3

31.8

48.9

A Class B Class C Class

Class Income (THB)

A > 60,000B 30,001 60,000 C < 30,000

D. Key findings : Consumer Behavior & Top Brand

8

1. Proportion of personal spending

Research found out that over 89.5% of respondents purchased clothes within 1 3 months

Proportion of clothing spending is in the same range as other spending (13%)

2. Top 3 type of clothing

The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ; while the majority of female (28.2%) prefer to purchase shirt

T-shirt & Shirt is the top type for purchasing popular brand clothes

3. Important aspects concerning when buying clothes

4. Most popular brand

Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on expansive

5. Reason for choosing top 10 brandsComfortable, Durable, High Quality and Reasonable price are still the main reasons for top 10 brands

The respondents are also looking for durability when buying clothes(40.3%)

Quality of fabric, can be matched with many occasions and price of the products are the most important aspects concerning when buying clothes

Lee is the most popular brand with highest score on ever used and top of mind brand

6. Most popular place to buy clothes Top 3 places for fashion shopping are 1) Department store (44.1%) ; 2) Market (22.6%), Online store (14.5%)

D. Key findings : Insight to UNIQLO

9

7. Brand image of direct competitor of UNIQLOBrand image of H&M goes in the similar direction with UNIQLO

8. UNIQLO Brand AwarenessAround 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO

9. Reason for not to try UNIQLO Too expensive (36%) & plain design(15.7%) are the top reasons why some people dont buy UNIQLO

10. Most type of clothes often bought at UNIQLOT-shirt is the main types people like to buy at Uniqlo (41.7%)

11. Visiting UNIQLO FrequencyMost people purchased UNIQLO clothes once a month (24.3%); the majority are at age of 16 20 yrs (27.8%); and age group > 30 yrs (27.3%)

12. Spending at UNIQLOThe average spending at UNIQLO is 501 1,000 THB (36.8%)

13. Top 3 words best describe UNIQLOJoyful, Playful and Young are the term when people think about UNIQLO

14. Sources of knowing UNIQLO31.1% of respondents claimed that they know UNIQLO from walk into the store

15. Brand Image of UNIQLO90 % of people who know UNIQLO talk positively about UNIQLO especially on design & pattern

E. Detail findings

10

1. Consumer Behavior & Top Fashion Brand

2. Insight to UNIQLO Brand

1. Proportion of personal spending

11

Research found out that over 89.5% of respondents purchased clothes within 1 3 monthsProportion of clothing spending is in the same range as other spending (13%)

Q2. Please tell us the proportion of your personal spending like? [SA] n = 650Q7. When did you buy clothes last time? [SA] n = 650

Food, 14.4

Transportation, 13.2

Clothing, 12.9

Entertainment, 12.6

Money saving,

12.0

Beauty Products,

11.9

Accomodation , 11.6

Money to pay monthly phones, 11.3

89.5

7.72.8

I bought it within1 - 3 month

I bought it within4 - 6 months

Never boughtwithin 6 monthsUnit : %

Proportion of personal Spending Clothes purchasing frequency

12

2. Top 3 type of clothing

The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ; while the majority of female (28.2%) prefer to purchase shirt.

T-shirt & Shirt is the top type for purchasing popular brand clothes

Q3. Please rank top 3 type of clothing you buy? [Type Number of Answer] n = 650

Unit : %

Others, 31.3

T-shirt, 29.7

Shirt, 24.9

Polo-shirt, 14.1

Others T-shirt Shirt Polo-shirt

Male (n= 260) Female (n=390)

T-shirt 25.9 19.8

Shirt 16.7 28.2

Polo 29.6 13.7

11.6

9.2

5.8

4.8

Lady singlet

Tank top

Dress (Long/Short)

Strapless & Others

Others

50.15

48.92

46.30

42.75

49.38

50.15

47.84

43.36

43.67

41.98

43.36

37.35

26.23

24.69

36.88

36.73

39.04

40.28

31.64

28.86

30.40

31.17

25.46

19.44

14.51

14.66

12.65

7.25

Quality of fabric/product

Can be match in various occasions

Price

Durability

Design

Easy to take care

Dress making

Promotion

Customer service

Has serveral stores/easy to find the chain store

Atmosphere for choosing clothes/ Shop

Trendy

Brand

Friend/Family recommended

Not Impotant at all Not Important Moderate Important Very Important

13

3. Important aspects concerning when buying clothes

Quality is number one factor (87.0%); while the clothes can be matched in various occasions is the 2nd top aspects ( 85.6%)

Brand is less important factors; only 38.9% of respondents are considering when buying clothes; Friend recommendation is also not a key factors for purchasing

Q10. Please tell us how important the following aspects concerning when you bought? (5 = very important, 1 = not important at all)? [MSA] n = 650

Unit : %Total

Important

87.04

85.65

85.34

83.02

81.02

79.01

78.24

74.54

69.14

61.42

57.87

52.01

38.89

31.94

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

= 1 + 2 + 3 + 4

Additional Information:

Top of Mind (TOM) = The first brand in mind of the respondent.

Expansive = Most brand found on advertising (TV, Billboard)

Last Used = The last brand used in the determined period of time Future Intention = Brand in mind the respondent would like to

purchase in the future

Brand is one of the important company assets and is also consideredas identity of the company. Brand or trademark is a name or symbolrepresenting a particular product or service and it gives a psychologicalmeaning or association.

Moreover, brand is also a promotion tool where this helps to reachout to popularity or people awareness that eventually influenceconsumers behaviour.

In order to improve organizational performance, brand developmentshould be evaluated. For this purpose, W&S Group conducted a PBI(Popular Brand Index) concept development where the measurement isanalyzed by using 4 parameters - Top of Mind, Expansive or brandexpansion, Last Used or well known as Market share and Future Intention.

Below is the calculation/formula to get the PBI score of a certainbrand.

Popular Brand Index Concept

15

4. Most popular brand

Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on expansive

Lee is the most popular brand with highest scores on ever used and top of mind brand

Q10. Please tell us what clothing brand that you aware of, even you never bought it? [MA] n = 650Q11. Please tell us what clothing brand that you ever bought ? [MA] n = 650Q12. Please tell us what clothing brand that you bought most often? [SA] n = 650Q14. Please tell us which brand you prefer to buy in the future? [SA] n = 650Q16. Please tell us which brand of clothing that you find most often on commercial advertising (TV, Billboard & online)? [FA] n = 650

Unit : %

0

10

20

30

40

50top_of_mind

expansive

ever_usedpurchased

intention

Lee ZARA UNIQLO Levi's H&M

Brand Top ofmind Expansive Ever_used

Last Purchased

Future Intention

BrandIndex

Lee 10.34 13.4 43.75 11.74 19.78 13.66

ZARA 7.49 12.03 24.69 7.67 22.57 12.21

UNIQLO 7.66 14.6 20 9.08 13.45 10.85

Levi's 7.13 7.9 39.84 9.39 16.69 10.24

H&M 2.85 8.25 25 7.82 17.62 8.87

Lacoste 5.53 3.44 29.38 7.82 15.46 8.17

ARROW 3.92 5.84 30.31 9.08 12.36 7.71

Nike 1.07 6.87 32.5 7.98 13.91 7.17

Adidas 1.25 3.78 29.38 4.54 11.28 5.09

DAPPER 0.89 1.72 11.09 1.41 11.9 3.94

16

5. Reason for choosing top 10 brands

Beautiful, Comfortable and Reasonable Price is the reason why the respondents purchased UNIQLO

Lee, Zara, UNIQLO are commented for having beautiful design & pattern

Q13. Please tell us the reason why you bought this brand most often ? [FA] n = 650

Brand Brand Index Beautiful Comfortable DurableHigh quality

clothesReasonable

priceVarious design Famous Modern

Lee 13.66

ZARA 12.21

UNIQLO 10.85

Levi's 10.24

H&M 8.87

Lacoste 8.17

ARROW 7.71

Nike 7.17

Adidas 5.09

DAPPER 3.94

17

6. Consumer Behavior : Trend, Fashion & Style

67.13% mentioned that they always enjoyed shopping when they have time, while 72.07% like to wear casual & comfortable clothes

There are two main types of fashion consumer; those who like to pay attention on choosing appropriate clothes; and those who like to wear casual & comfortable clothes

Q17. Please tell us the level of agreement in each sentence ? [MSA] n = 650

18.83

25.93

42.90

39.81

43.36

37.04

41.67

38.58

35.80

29.32

21.30

20.22

34.10

28.55

11.88

13.27

8.64

7.25

I pay deep attention to choosing the appropriate clothes

I always enjoyed shopping when I have time

My fashion style always be people praise

I always update the latest fashion trends

I like the to wear famous brand clothes

I usually wear style trends of actress / singer

Completely disagree Disagree Normal / No comments Agree Absolutely agree

22.69

36.88

33.02

42.59

43.06

34.26

45.22

32.87

21.60

16.98

15.90

13.58

26.85

12.19

7.25

8.95

7.10

5.09

I like to wear casual and comfortable clothes

It's ok to wear old-fashioned clothes for me

I do not pay much attention to the selection of clothes

My fashion style is often criticized by others

I do not like to go shopping; it's expensive

I do not like to go shopping. it's a waste of time

Completely disagree Disagree Normal / No comments Agree Absolutely agree

Total Agree

75.77%

67.13%

47.69%

42.59%

29.94%

27.47%

Total Agree

72.07%

45.06%

28.86%

25.93%

22.99%

18.67%

Top 3 places for fashion shopping is 1) Department store (44.1%) ; 2) Market (22.6%), Online store (14.5%)

18

7a. Most popular place to buy clothes compare to age group

Q18. Please tell us which place you most often buy clothes ? [SA] n = 650

Department Store is popular for those aged over 25 yrs old, while market is the popular place for those 16 20 yrs old, and online store is a popular channel for 20 24 yrs old

44.1

15.5

11.0

10.6

9.3

5.6

3.9

Department Store

Market

Online store

Weekend Market

Supermarket/Hypermarket

Stand alone shop

Event Market

Shopping Place/Age

16 20 (n=119)

20 - 24 (n=138)

25 - 29 (n=156)

> 30 yo(n=237)

Department store

33.9 43.5 43.6 49.6

Market 22.6 10.9 18.6 12.8

Online store 8.7 14.5 11.5 9.8

Weekend Market 13.9 8.0 12.2 9.4

Supermarket/Hypermarket

8.7 9.4 7.1 11.1

Stand alone shop

7.8 9.4 5.1 2.6

Event Market 4.3 4.3 1.9 4.7

Unit : %

19

7b. Popular Market & Emerging online store

Q19a. Which market place you like to go the most ? [MA] n = 650Q19b. Which is the channel to purchase clothes online ? [MA] n = 650

JJ Market 51 %

The Platinum Mall 38 %

Union Mall 19 %

New Siam Center 30 %

80 % respondents visited ZALORA

20 % respondents visited Instagram

The percentage of people like to visit this market The percentage of people used to visit this online channel

80% of respondents claimed that they know Zalora and 20% used to visit online store on Instagram

JJ market is the most favorite shopping place for respondents(51%)

73.4% admitted that they have online purchase experience

E. Detail findings

20

1. Consumer Behavior & Top Fashion Brand

2. Insight to UNIQLO Brand

21

8. UNIQLO demographic comparing to other brands

The percentage of class A customer of UNIQLO (33.0%) is also significant than other brands (19.3%)

The majority of UNIQLO customer are at the age over 30 yrs (41.6%) as they are targeting working adults

17.9

21.3

24.1

36.6

9.7

20.5

28.1

41.6

16 - 20 yo

20 - 24 yo

25 - 29 yo

30 yo and above

Age

Other brands UNIQLO

19.3

31.8

48.9

33.0

33.5

33.5

A

B

C

Income

Other brands UNIQLO

Unit : % Unit : %

Q2. Please tell us your age ? [SA] Other brands 650; UNIQLO n = 277

Q4. Please tell us your income ? [SA] Other brands 650; UNIQLO n = 277

22

9. Brand image of direct competitor of UNIQLO

High Quality of Clothes & Convenient Location are the brand image of UNIQLO, while Quality of Clothes & Friend Recommendation are the brand image of H&M

Brand image of H&M goes in the similar direction with UNIQLO

Q15. Please tell us which clothing brands relevant to statement above ? [MSA] n = 650

Brand

Price

Design

Friend Recommendation

Quality of cutting

Quality of Clothes

Employee service

Store Atmosphere

Promotion & Sales

Fashionable

Convenient/Many locations

Durability

Easy to take care

Can be matched with many occasions

Others

Uniqlo

ZARA

Topshop

XXI FOREVER

H&M

GAP

Brand Brand Image

Topshop Strong Brand Fashionable

Zara Fashionable Good Design

GAP Various Occasion Design

Employee Service

H&M FriendRecommendation

Quality of Clothes

UNIQLO Quality of Clothes Convenient Locations

XXI Forever

Good Price Store Atmosphere

23

10. UNIQLO Brand Awareness among age group

Out of 85%, half of them purchased UNIQLO and 9% purchased even they dont like about the brand. Another half of 85% do not purchase UNIQLO with only 1% used to purchase but would not purchase again

Around 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO

Q20. Please tell us which statement is relevant to your attitude for each clothing brand the most? [SA] n = 650

Unit : %

21.0

13.0

9.0

This is the one of my favortiebrand

This is the most favorite brand

This is the brand that Isomewhat dislike but I would

buy if necessary

16 20 (n=34)20 - 24 (n=56)

25 - 29 (n=68)

> 30 (n=82)

44.4 52.6 40.4 54.5

27.8 28.9 40.4 23.4

27.8 18.4 19.2 22.1

21.0

21.0

1.0

This is the brand that I knownbut I never considered to buy

This is the brand I known and Iconsidered to buy

This is the brand that I used topurchase and I wouldn't

purchase it again

16 20 (n=34)20 - 24 (n=56)

25 - 29 (n=68)

> 30 (n=82)

56.1 54.5 49.1 43.0

41.5 43.6 50.9 53.5

2.4 1.8 0.0 3.5

15.0I don't know UNIQLO

Unit : %Those who purchase UNIQLO (43%)

Those who do not purchase UNIQLO (42%)

E. Detail findings

24

1. UNIQLO Potential Customer

2. UNIQLO Existing Customer

36.0

15.7

14.8

14.0

12.7

11.9

11.9

8.9

7.2

6.4

6.4

6.4

5.9

2.1

Too expensive

Design is too plain

Has no size to fit me

Disliked clothes pattern

Unattrative design

Not trandy design

Not suitable for my age

Mass fashion

Brand I cannot trust

Too inexpensive that quality is

Made from uncomfortable febric

Others

Low quality product

Low quality of dress making

25

11. Reason for not to try UNIQLO among gender

While plain design is 2nd top reason for not to try for female; clothes pattern disliked & low price perception that lead to quality suspicious is the 2nd top reason for male

Too expensive (36%) & plain design(15.7%) are the top reasons why some people dont buy UNIQLO

Q21. Please tell us why you never purchase clothes from UNIQLO ? [MA] n = 240

Male (n=80) Female (n=160)38.3 35.2

10.0 17.613.3 15.3

15.0 13.6

13.3 12.5

13.3 11.4

11.7 11.9

5.0 10.210.0 6.3

15.0 3.48.3 5.7

6.7 6.3

13.3 3.41.7 2.3

E. Detail findings

26

1. UNIQLO Potential Customer

2. UNIQLO Existing Customer

27

12. Most type of clothes often bought at UNIQLO

Polo shirt is popular for age of 20 29 (20 21.1%); Shirt is more popular for those over 30 yrs (13.5%); while Cardigan is in interested for those young age under 20 years old (33.3%)

T-shirt is the main type that people like to buy at UNIQLO (41.7%)

Q22. Please tell us which type of clothing you bought most often? [SA] n = 277

41.7

14.4

11.1

11.1

7.8

6.1

5.6

2.2

T-shirt

Polo shirt

Shirt

Cardigan

Dress (Long/Short)

Others

Jeans

Jacket

16 20 (n=34)

20 - 24 (n=56)

25 - 29 (n=68)

> 30 (n=82)

38.9 31.6 42.0 47.3

5.6 21.1 20.0 9.5

11.1 10.5 8.0 13.5

33.3 15.8 6.0 6.8

5.6 7.9 8.0 8.1

5.6 7.9 4.0 5.4

0.0 0.9 1.7 0.9

0.0 0.0 2.0 4.1

Unit : %

28

13. Visiting UNIQLO Frequency

Most people visited UNIQLO store once a month (24.3%); the majority are age group of 16 20 yrs (27.8%); and age group > 30 yrs (27.3%)Age group of 25 29 are likely visit UNIQLO store 2 3 times a month(30.8%); while age group of 20 24 yrsprefer to visit twice a month(15.8%)

Q23. Please tell us how often do you visit UNIQLO? [SA] n = 277

24.3

19.5

14.1

13.5

13.0

9.2

6.5

Once a month

2-3 times a month

Twice a month

< Once in 6 months

> 4 times a month

Once in 3 months - Once in 6months

Twice a month - Once in 3months

16 20 (n=34)

20 - 24 (n=56)

25 - 29 (n=68)

> 30 (n=82)

27.8 26.3 17.3 27.3

5.6 13.2 30.8 18.2

11.1 15.8 11.5 15.6

22.2 7.9 9.6 16.9

22.2 21.1 15.4 5.2

5.6 7.9 7.7 11.7

5.6 7.9 7.7 5.2

27.8 26.3 17.3 27.3

Unit : %

29

14. Spending at UNIQLOThe average spending at UNIQLO is 501 1,000 THB (36.8%)Those young age 24 29 yrs (21.2%) spend highest at around (1,500 2,000 THB); while those 20 24 yrs(34.2%) spend on average at around 1,001 1,500 THB

Q24. Please tell us the amount of money you purchase at UNIQLO per visit? [SA] n = 277

36.8

28.6

16.2

9.2

5.4

3.8

501-1,000 THB

1,001-1,500 THB

1,500-2,000 THB

2,500-3,000 THB

Less than 500 THB

More than 3,000 THB

16 20 (n=34)

20 - 24 (n=56)

25 - 29 (n=68)

> 30 (n=82)

38.9 31.6 40.4 36.4

22.2 34.2 21.2 32.5

11.1 21.1 21.2 11.7

11.1 7.9 9.6 9.1

5.6 5.3 3.8 6.5

11.1 0.0 3.8 3.9

Unit : %

30

15. Top 3 words best describe UNIQLO

Joyful, Playful and Young are the term when people think about UNIQLO

Q25. Please rank top 3 words that would best describe UNIQLO? [Type Number of Answer] n = 277

Similar proportions are show to the top 3 words best describe UNIQLO

Unit : %

Joyful, 30.8

Playful, 30.3

Young, 22.7

Joyful Playful Young

31

16. Brand Image of UNIQLO90 % of people who know UNIQLO talk positively about UNIQLO especially on design & pattern (18.33%)

Q26. What would you say about UNIQLO ? [SA] n = 277

Unit : %

Other comments are that UNIQLO are comfortable (13.5%); beautiful (12.0%); and reasonable price (10.0%)

18.33

13.50

12.00

10.00

9.17

9.00

7.30

5.17

4.33

4.17

4.00

3.00

2.33

2.00

1.17

Good Design & Pattern

Comfortable

Beautiful

Reasonable price

Good Texture

Good Quality

Various design

Neutral

Popular Brand

Stylish brand

Just like

Qnique & Modern

Lavish

Expensive but still in a

Availability

Positive, 90

Neutral, 5.17

Negative, 4.83

Positive Neutral Negative

- Expensive 4%- Too plain 0.5%- No size available o.5%

32

17. Sources of knowing UNIQLO

31.1% of respondents claimed that they know UNIQLO from walk into the store

Q27. Thinking the first time that you heard about UNIQLO brand, how did you aware of UNIQLO ? [SA] n = 650

Unit : %

Printed magazine/newspaper is the 2nd source to know UNIQLO(16.1%) where the majority of those age 25 29 yrs (19.2%) know UNIQLO from; while those over 30 yrs (17.3%) know UNIQLO from friends

recommendation; and those young age 16 29 yrs (23.5%) know UNIQLO from social media

31.1

16.1

15.0

12.8

7.8

6.7

4.4

3.3

2.8

Walked by the shop

Magazine/Newspaper/Brochure

Recommendations from friendswho have purchased

Social media (Facebook/instagram/ Twitter)

Online magazine/newspaper

TV commercial

Billboards

Other search engine

Grand opening/ Events

16 20 (n=34)

20 - 24 (n=56)

25 - 29 (n=68)

> 30 (n=82)

29.4 33.3 28.8 32.0

17.6 5.6 19.2 18.7

5.9 16.7 13.5 17.3

23.5 13.9 11.5 10.7

11.8 16.7 5.8 4.0

0.0 8.3 9.6 5.3

0.0 0.0 5.8 6.7

5.9 2.8 5.8 1.3

5.9 2.8 0.0 4.0

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