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UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
UNIQLO in Boston Market
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UNIQLO in Boston Market

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This is a research project of the Japanese apparel brand UNIQLO and whether Boston would be a good place for it to come or not.

This is a research project of the Japanese apparel brand UNIQLO and whether Boston would be a good place for it to come or not.

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  • 1. UNI
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    UNIQLO
    Cathy Chao JalikaConteh
    Tina Hsieh Tracy Hwong
    Tino Lin
  • 2. Introduction
    A Japanese-based, casual-wear clothing company
    • Founded in 1984 by OgoriShōji
    • 3. Started with several roadside stands and evolved into retail stores in international locations
    Mission:
    “Create clothing with new and unique style and satisfy customers worldwide.”
  • 4. Situation Analysis
    STRENGTHS/ WEAKNESSES
    Japanese technology
    Inexpensive
    lack of brand awareness
    Durable and versatile clothing
    lack of “fashionable” pieces
    Appeals to women
    Famous designers
    UNIQLO’s idea of “ Stylish” may differ from customers
  • 5. Situation Analysis
    OPPORTUNITIES/THREATS
    • large market
    • 6. easy acceptability
    • 7. connection to Boston culture
    • 8. easy expansion
    • 9. globalization
    • 10. lack of differentiation
    • 11. very competitive industry; hard to enter the market
    • 12. customer loyalty to more familiar brands
  • Marketing Problems
    • Customer loyalty to more familiar brands
    • 13. Fierce competition
    • 14. Low brand awareness
  • Research Objective
  • 15. Methodology
    Focus Group Interview
    • 8 participants(Convenience Sampling):
    -5 females and 3 males
    -Age under 28
    -7 students, 1 full time worker
    -All Strivers and Makers(VALS II)
    • Key measures:
    Shopping behavior, Brand perception, Purchase intention and Overall recommendation
    • Showing concept board + website
  • Methodology
    Survey
    • Data collection method: person-to-person interview
    • 16. Sampling methods and samples:
    -Non probability-Convenience Sampling
    -Total 100 respondents between the ages of 18-35
    -68 females and 32 males
    • Key measures:
    -Shopping patterns, buying motivations, Overall evaluation, Purchase intention and Promotion recommendation
  • 17. Methodology
    Survey
    • Data analysis: SPSS
    -Frequency, Crosstabs and T-test measures
    • Action standard(High):
    -Top 2 box of 60% and a mean score of 3.50
    -Low brand awareness and highly competitive market
  • 18. Result: FGI
    Before Concept Board
    • Buying Behavior
    Shopping frequency
    Need-based buyers
    Concerns when buying clothing: Quality, Price
    • Perception
    Japanese-made clothing
    Fashion
    Style
    • Brand Awareness
    Positive: most people have heard of the brand
  • 19. Result: FGI
    After Concept Board
    H&M, American Apparel, the Gap, Zara
  • Result: FGI
    After Concept Board
    • Best location
    Newbury St.
    Quincy Market (if to open a flagship store)
    • Promotion
    T-shirt contest
    Campus campaign
    Coupon
    Student discount
    • Recommendation
    More quality control
  • 30. Result: Survey
    Before Concept Board
    Gender Difference:
    Female respondents prefer H&M (89%)
    Urban Outfitters (68%)
    Zara (58%) more.
    H&M
  • 31. Result: Survey
    Before Concept Board
    Gender Difference:
    Female respondents focus on
    Fashion Style (86%) & Variety Choices (60%)
  • 32. Result: Survey
    Before Concept Board
    Age Difference:
    Respondents aged 18-24 spend $50-$99 (43%) more.
    Respondents aged 25 and above spend under $50 (40%) more.
  • 33. Result: Survey
    After Concept Board
    Action Standard:
    Top 2 box %: 60%
    Mean Score: 3.50
  • 34. Result: Survey
    After Concept Board
    Action Standard:
    Top 2 box %: 60%
    Mean Score: 3.50
  • 35. Result: Survey
    After Concept Board
    Likes & Dislikes about UNIQLO
    Affordable Price
    Likes
    Good Quality
    1
    Dislikes
    Ordinary
    Design
    The name & model
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    2
    3
  • 36. Result: Survey
    After Concept Board
    Gender Difference:
    Male respondents perceive UNIQLO as more
    Innovative (4.41)
    Colorful (4.10)
    Expensive (3.79).
    Female perceive UNIQLO as more Reliable (5.12).
    Age Difference:
    18-24 respondents perceive UNIQLO as more
    Durable (4.90)
    Colorful (4.55)
  • 37. Result: Survey
    After Concept Board
    Purchase Intention When Connecting with Boston Cultures
    The respondents of this research showed moderately low level of purchase intention when connecting with Boston Cultures and failed to pass the action. There was no difference in terms of gender and age.
  • 38. Result: Survey
    After Concept Board
    Gender Difference:
    Female prefer Gift card (31%) more.
    Age Difference:
    Respondents aged 18-24 prefer
    In-store promotion (85%)
  • 39. Result: Survey
    After Concept Board
    Preferences of Communication Tools:
    • Word of Mouth (75%), Social Media (67%) and Magazines (58%) are superior information sources.
    • 40. Gender Difference: Female respondents prefer Word of Mouth (84%) more.
    Male respondents prefer Online Video (47%) and TV (55%).
    Preference of Location:
    • Newburry street stands as the best location for UNIQLO’s first store in Boston
    • 41. Gender Difference: Female respondents prefer Quincy Market (23%) more.
    Male respondents prefer Copley Place Mall (47%) more.
    • Age Difference: 18-24 years old respondents prefer Newburry Street (87%),
    Copley Place Mall (46%), and Downtown Crossing (39%) more.
  • 42. Conclusion
    (1) Brand Acceptance
     
    (2) Brand perception:
    a. Affordable prices;
    b. Mostly perceived as “reliable”, “good quality” and “durable”;
    c. Little interest is shown in UNIQLO cooperating with Boston local culture, the form of which will not encourage higher purchase intention.
    (3)Purchase intention:
    a. People care about the style of clothing;
    b. Fashion and style is one of the biggest motivations that lead to people’s purchase intention.
     
  • 43. Recommendation
  • 44. Recommendation
    Direction for Future Research
    (1) To conduct more future research to find the balance between “simple” and “ordinary”.
    (2) To conduct similar researches in terms of segmentations other than age and gender, such as races, types of careers, body sizes and etc.
  • 45. Recommendation
    Limitation of the Study
    (1) sampling method
    Convenience sampling (non-probability) lack of external validity
    (2) sample variety and size
    Student-conducted research project
    • the majority of the sample chosen: student identity
    • 46. the sample size was restricted
    (the size not large enough to guarantee representativeness)
  • 47. UNI
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    Thank You!!

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