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.

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UNIQLO in Boston Market

  1. 1. UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNIQLO<br />Cathy Chao JalikaConteh<br />Tina Hsieh Tracy Hwong<br />Tino Lin<br />
  2. 2. Introduction<br />A Japanese-based, casual-wear clothing company<br /><ul><li> Founded in 1984 by OgoriShōji
  3. 3. Started with several roadside stands and evolved into retail stores in international locations</li></ul>Mission: <br />“Create clothing with new and unique style and satisfy customers worldwide.”<br />
  4. 4. Situation Analysis<br />STRENGTHS/ WEAKNESSES<br />Japanese technology<br />Inexpensive<br />lack of brand awareness<br />Durable and versatile clothing<br />lack of “fashionable” pieces<br />Appeals to women<br />Famous designers<br />UNIQLO’s idea of “ Stylish” may differ from customers<br />
  5. 5. Situation Analysis<br />OPPORTUNITIES/THREATS<br /><ul><li>large market
  6. 6. easy acceptability
  7. 7. connection to Boston culture
  8. 8. easy expansion
  9. 9. globalization
  10. 10. lack of differentiation
  11. 11. very competitive industry; hard to enter the market
  12. 12. customer loyalty to more familiar brands </li></li></ul><li>Marketing Problems<br /><ul><li> Customer loyalty to more familiar brands
  13. 13. Fierce competition
  14. 14. Low brand awareness</li></li></ul><li>Research Objective<br />
  15. 15. Methodology<br />Focus Group Interview<br /><ul><li>8 participants(Convenience Sampling): </li></ul> -5 females and 3 males<br /> -Age under 28<br /> -7 students, 1 full time worker<br /> -All Strivers and Makers(VALS II)<br /><ul><li>Key measures: </li></ul>Shopping behavior, Brand perception, Purchase intention and Overall recommendation<br /><ul><li>Showing concept board + website</li></li></ul><li>Methodology<br />Survey<br /><ul><li>Data collection method: person-to-person interview
  16. 16. Sampling methods and samples:</li></ul> -Non probability-Convenience Sampling<br /> -Total 100 respondents between the ages of 18-35<br /> -68 females and 32 males<br /><ul><li>Key measures:</li></ul> -Shopping patterns, buying motivations, Overall evaluation, Purchase intention and Promotion recommendation<br />
  17. 17. Methodology<br />Survey<br /><ul><li>Data analysis: SPSS</li></ul> -Frequency, Crosstabs and T-test measures<br /><ul><li>Action standard(High):</li></ul> -Top 2 box of 60% and a mean score of 3.50<br /> -Low brand awareness and highly competitive market<br />
  18. 18. Result: FGI<br />Before Concept Board<br /><ul><li>Buying Behavior</li></ul>Shopping frequency<br />Need-based buyers<br />Concerns when buying clothing: Quality, Price<br /><ul><li> Perception</li></ul>Japanese-made clothing<br />Fashion<br />Style<br /><ul><li>Brand Awareness</li></ul>Positive: most people have heard of the brand<br />
  19. 19. Result: FGI<br />After Concept Board<br /><ul><li>Overall evaluation
  20. 20. Casual
  21. 21. Affordable price
  22. 22. Variety of choice
  23. 23. Comfortable to wear
  24. 24. Competitors: </li></ul> H&M, American Apparel, the Gap, Zara<br /><ul><li>Strength
  25. 25. Designed for individual, young people
  26. 26. Good customer service
  27. 27. Style
  28. 28. Weakness
  29. 29. Poor Quality</li></li></ul><li>Result: FGI<br />After Concept Board<br /><ul><li>Best location</li></ul>Newbury St.<br />Quincy Market (if to open a flagship store)<br /><ul><li> Promotion</li></ul>T-shirt contest<br />Campus campaign<br />Coupon<br />Student discount<br /><ul><li>Recommendation</li></ul>More quality control<br />
  30. 30. Result: Survey<br />Before Concept Board<br />Gender Difference:<br />Female respondents prefer H&M (89%)<br />Urban Outfitters (68%)<br />Zara (58%) more.<br />H&M<br />
  31. 31. Result: Survey<br />Before Concept Board<br />Gender Difference:<br />Female respondents focus on <br />Fashion Style (86%) & Variety Choices (60%)<br />
  32. 32. Result: Survey<br />Before Concept Board<br />Age Difference:<br />Respondents aged 18-24 spend $50-$99 (43%) more.<br />Respondents aged 25 and above spend under $50 (40%) more.<br />
  33. 33. Result: Survey<br />After Concept Board<br />Action Standard:<br />Top 2 box %: 60%<br />Mean Score: 3.50<br />
  34. 34. Result: Survey<br />After Concept Board<br />Action Standard:<br />Top 2 box %: 60%<br />Mean Score: 3.50<br />
  35. 35. Result: Survey<br />After Concept Board<br />Likes & Dislikes about UNIQLO<br />Affordable Price<br />Likes<br />Good Quality<br />1<br />Dislikes<br />Ordinary<br />Design<br />The name & model<br />1<br />2<br />3<br />
  36. 36. Result: Survey<br />After Concept Board<br />Gender Difference:<br />Male respondents perceive UNIQLO as more<br /> Innovative (4.41)<br />Colorful (4.10)<br />Expensive (3.79).<br />Female perceive UNIQLO as more Reliable (5.12).<br />Age Difference:<br />18-24 respondents perceive UNIQLO as more <br />Durable (4.90)<br />Colorful (4.55)<br />
  37. 37. Result: Survey<br />After Concept Board<br />Purchase Intention When Connecting with Boston Cultures<br />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.<br />
  38. 38. Result: Survey<br />After Concept Board<br />Gender Difference:<br />Female prefer Gift card (31%) more.<br />Age Difference:<br />Respondents aged 18-24 prefer <br />In-store promotion (85%)<br />
  39. 39. Result: Survey<br />After Concept Board<br />Preferences of Communication Tools:<br /><ul><li> Word of Mouth (75%), Social Media (67%) and Magazines (58%) are superior information sources.
  40. 40. Gender Difference: Female respondents prefer Word of Mouth (84%) more.</li></ul> Male respondents prefer Online Video (47%) and TV (55%). <br />Preference of Location:<br /><ul><li>Newburry street stands as the best location for UNIQLO’s first store in Boston
  41. 41. Gender Difference: Female respondents prefer Quincy Market (23%) more.</li></ul> Male respondents prefer Copley Place Mall (47%) more.<br /><ul><li> Age Difference: 18-24 years old respondents prefer Newburry Street (87%), </li></ul> Copley Place Mall (46%), and Downtown Crossing (39%) more.<br />
  42. 42. Conclusion<br />(1) Brand Acceptance<br /> <br />(2) Brand perception:<br />a. Affordable prices;<br />b. Mostly perceived as “reliable”, “good quality” and “durable”;<br />c. Little interest is shown in UNIQLO cooperating with Boston local culture, the form of which will not encourage higher purchase intention.<br />(3)Purchase intention:<br />a. People care about the style of clothing;<br />b. Fashion and style is one of the biggest motivations that lead to people’s purchase intention.<br /> <br />
  43. 43. Recommendation<br />
  44. 44. Recommendation<br />Direction for Future Research<br />(1) To conduct more future research to find the balance between “simple” and “ordinary”.<br />(2) To conduct similar researches in terms of segmentations other than age and gender, such as races, types of careers, body sizes and etc.<br />
  45. 45. Recommendation<br /> Limitation of the Study<br />(1) sampling method<br />Convenience sampling (non-probability) lack of external validity<br />(2) sample variety and size<br />Student-conducted research project <br /><ul><li>the majority of the sample chosen: student identity
  46. 46. the sample size was restricted </li></ul> (the size not large enough to guarantee representativeness)<br />
  47. 47. UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />UNI<br />Q LO<br />Thank You!!<br />