This document discusses Uniqlo's entry and expansion strategy in the Thai market. It provides details on Uniqlo's target audience in Thailand, which is young adults aged 18-35 across income levels who value trendy, affordable fashion. To localize, Uniqlo manufactures most clothes in China, focuses on basics, and uses polite Thai staff. It promotes an inclusive "Made for All" philosophy through a diverse group of Thai brand ambassadors. Through affordable pricing, high foot traffic locations, and heavy advertising, Uniqlo has found success in Thailand.

1. JAPAN'S LEADING FASHION APPAREL RETAILER
Case Study

2. Target Audience

3.  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

4.  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

5. How UNIQLO Enters a New Market

6.  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

7. 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

8. 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)

9. Local Publicity

10. Local PR Stunt

11. Press Conference

12. Active on Social Media and Above the Line

13. Baskin-Robbins’ Ice-cream Inspired Print Shorts

14. What makes UNIQLO successful in TH
High traffic locations
Use of local Thai idols and
a diverse group
Affordable pricing
Friendly/welcoming
staff, appealing to
teenage group
Store design, makes it
easier for customer to
access goods
Heavy on the above the
line campaign