JAPAN'S LEADING FASHION APPAREL RETAILERCase Study

Target Audience

Age: 18-35 yrs old Gender: M & F Education :Undergraduate

and above Occupation: University

Student and working adults (white & blue collars)

Income Range: 12,000 THB to 35,000 THB per month

Demographic

Perception: Affordable brand which is well-known and provides wide and good quality of product lines up recognize UNIQLO as top casual wear brand and believe that clothing is important element toward pleasant appearance

Motivation & Needs: Desire trendy stuff and apparel for attractive look; Casual wear that ensures high quality and nice design

Attitude & Personality : Young, passion, stylish and

trendy sensitive and passion in fashion trends

Lifestyle : Casual, healthy, active, free and challenging

Psychographic

How UNIQLO Enters a New Market

Uniqlo opened its first store in TH at Central World on September 9th 2011, making this UNIQLO's largest store in Southeast Asia.

There are 10 stores (as of August 31, 2013) in Thailand

Uniqlo plans to expand its branches in Thailand to 100 by 2021

Progressively expanded as they want to communicate to Thai consumers about their uniqueness and wearing comfort

UNIQLO in Thailand

Localizing Product and Service to Each Market Focuses on mass-producing affordable

clothes Despite being a Japanese company,

about 70% of its clothes are manufactured in PRC

Uniqlo admits to keeping clothes on the shelves longer than most rivals, and will sometimes make one item in up to 50 colors

Uniqlo sets itself apart by not chasing trends. Instead, they focus on basics, like Oxfords and polos, and make them affordable.

Polite and friendly staff The decoration concept features a

clean, simple look with block-grid floor plans featuring warm environments created by wooden floors and non-invasive lighting

UNIQLO's "Made for All" UNIQLO sees clothing as an element that can be

freely interchanged and combined to complement each individual person's character, style, and much more.

UNIQLO felt that a diverse cast of brand ambassadors with a range of ages, professions, and genders was necessary to convey its philosophy

Thai cast featuring men and women:o Dome Pakorn Lum (Actor/Musician),o Yaya Urassaya Sperbund (Model/Actress)o Wongtanong Chainarongsingh (Editor of A Day

magazine)o Lham "25 Hours" band- Sompol Rungpanich

(Singer/Musician/Songwriter)o Oh Futon -Hatairath Charoenchaichana

(Illustrator/Stylist/Singer/Writer)o Pauline Teng-Lamsam (Dentist/Television Host)

Local Publicity

Local PR Stunt

Press Conference

Active on Social Media and Above the Line

Baskin-Robbins’ Ice-cream Inspired Print Shorts

What makes UNIQLO successful in TH

High traffic locationsUse of local Thai idols and a

diverse groupAffordable pricingFriendly/welcoming staff,

appealing to teenage groupStore design, makes it

easier for customer to access goods

Heavy on the above the line campaign