Uniqlo Strategy and Analysis TEAM SOUKEN

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Uniqlo Strategy and Analysis TEAM SOUKEN

  1. 1. Uniqlo 09bn013f Yuki Izumisawa 09bn096m Kenji Tanaka 09bn195m Kazuaki Tsutsui 10bn933l Charlie Allard
  2. 2. 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”
  3. 3. 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
  4. 4. 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)
  5. 5. fashionable High price low price basic
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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 HinanoYoshikawa THE COMPANY SHOULD DO THE SAME CONCERNING COLLABORATIONS IT DOES IN COUNTRIES LIKE UK (UNIQLO JUMP)
  10. 10. 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
  11. 11. LONG TERM RECOMMENDATIONSAppealolder people REALLY HARD TO FIND RANGE FOR OLDER GENERATIONS. (50+) INSTEAD, TRY TO EMPHASIZE ON THEFACT THAT THE COMPANY HAS A RANGE OF CLOTHES WITH REAL SIMPLE PATTERNS. ADVERTISING USINGNEWSPAPERS.
  12. 12. Conclusion Four main points. Emphasize on innovations. Increase the number of ranges. Improveadvertisings. Increasevisibility of the brand.

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