BRAND STRATEGIES, POSITIONING AND BRAND

IDENTITY

Marketing in Asia, 10 November 2016

WHAT IS THE STRATEGY THAT MAKES UNIQLO BECOME THE MOST SUCCESSFUL FASHION APPAREL COMPANY IN JAPAN?

HOW UNIQLO MAINTAIN THEIR IDENTITY IN EXPANDING GLOBAL MARKET?

INDUSTRY REVIEW

Tadashi Yanai• Fast Retailing group’s most successful brand• Contribute over 80% to sales

Main Product Price & values Target CustomersCasual Wear Low Price

High QualityWide range

Woman Aged: 25-35

COMPETITION

Data update 2016.08.04“Aims to become the world’s No 1 apparel

retailer group by 2020”

CONSUMERS• Price conscious • Influenced by the brand’s celebrities (ambassador) and publicity• Women’s wear makes the majority of the market• Increasing online usage• Growth of cheaper and discount apparel stores• Largest segment globally: Women 58%

GLOBAL GROWTH

Ginza, Japan

New York, USA

Over 2,700 stores worldwidein 17 countries

PRODUCTION LOCATIONS• Majority of it’s production takes place in China

(60%)• Manufacturing in Bangladesh since 2008• Disclosed the decision to make Turkey as

production hub for exports to Europe• Production management office in Shanghai, Ho

Chi Minh, Dakka and Jakarta

POSITIONING

Attributes• Good quality clothes• Well designed Japanese fashion

Functional Benefits• Variety of lines, style• Design for wide range of customers

Emotional Benefits• Differentiating oneself from the crowd• Increase self confidence

Values• Everyday unique fashion to express yourself

Brand Proposition

Uniqlo is the unique clothing experience among international retailers because Uniqlo are the only one who provides vogue Japanese Fast fashion

Brand Ladder

UNIQUE SELLING POINT (USP)Japanese X Fast Fashion

Japanese fashion is closely upon by world’s fashion leaders

Establish Uniqlo as a “Japanese”fashion brand

Endorsement

ADAPTED PRODUCTCollaborations

“Luxury looks”

“Hijab wear”

Christope Lemaire Hana Tajima

MARKETING IMPLEMENTATION

PricePar with fast

fashion competitors such

as H&M

PlaceCreate a unique

Japanese fashion

experience in store

ProductWill invest in

R&D and designer to

maintain fashionable

image

Promotion

Create brand awareness and

association

THANK YOUQUESTIONS?