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![Fast Food industry in numbersCompetitive Advantage via Customer Intelligence
Uniqlo has deep customer
intelligence, in particular
when it comes to the
male shopper.
50%
Males make up half of the
company’s customer base.
Uniqlo’s clothing is often more fitted than [offerings from] many
competitors, because they have done extensive research on
what male shoppers want to wear,” Laura Gurski, a partner at
retail consultancy A.T. Kearney, told Business Insider.
“The company has realized that a significant segment of men
don’t want to wear a shirt that makes them look like a box; they
want fitted clothes.”
• • •
• • •](https://image.slidesharecdn.com/uniqlopitchbrief-170627090901/75/Uniqlo-pitch-brief-13-2048.jpg)
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Uniqlo pitch brief
Uniqlo, a Japanese apparel brand owned by Fast Retailing, is seeking a creative agency partner in the U.S. to enhance its marketing efforts and brand awareness. The company intends to focus on well-designed basics and has expressed the ambition to generate $50 billion in revenues while competing with global fashion leaders. Their marketing strategy is underscored by deep customer intelligence, particularly among male shoppers, emphasizing fitted clothing and lifestyle branding.
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Uniqlo pitch brief
- 1.
- 2. NAME BRAND PITCHTYPE Creativity MARKET DATE The Data You Need to Win This Pitch DESCRIPTION Japanese apparel brand Uniqlo is seeking a creative agency partner in the U.S. The review comes as the brand looks to increase awareness and amplify marketing efforts in the States. In March, Uniqlo, owned by Fast Retailing, hosted a New York-based preview of its upcoming fall and winter lines, including new designer collaborations. At the time, Yuki Katsuta, senior VP-global research and design, said "marketing is critically important in the U.S.," noting that the strategy goes beyond increasing its store count and is more about communicating Uniqlo's brand identity. Uniqlo Seeks Creative Agency Global May 11, 2017
- 3. Client Profile /Market In 1984, Fast Retailing, headed by Tadashi Yanai, opened the first UNIQLO store in Hiroshima, Japan. Since then, the brand has evolved from a chain of roadside stores to an international leader in fast-fashion. The company’s approach to fast-fashion is significantly different from the dominant formula of copying runway trends and putting them to market quickly. UNIQLO focuses on well-designed basics intended to be mixed and matched. Yanai told CNN in 2012 “We see our clothes as parts that make up fashion. We’re reinterpreting what fashion is through our products. . . . The mix-and-match concept is the new way to enjoy clothing.” COMPANY BACKGROUND MAIN COMPETITORS 2016 Sales (mil) 2016 Employees Employee Growth Percent Assets (mil) Net Income Growth Percent Sales Growth Percent 17,310 30,00 - - - - FINANCIAL OVERVIEW - Source: AccessConfidential.com - Mr. Christopher Strickland Christopher.strickland @uniqlo-usa.com Mr. Takafumi Yamaguchi Vice President, E-Commerce and Marketing DECISION MAKERS by General Manager Takafumi.yamaguchi @uniqlo-usa.com
- 4. U.S. Apparel Industry CLOTHINGSALES $351 b McKinsey 2.5% - 3.5% 2017 Forecasted Growth MAJOR GLOBAL APPAREL MANUFACTURER AND RETAIL COMPANY NAME COUNTRY INDEX (Zara) Hennes & Mauritz Sweden FAST RETAILING (UNIQLO) Gap L Brands PVH (Calvin Klein, Tommy Hilfinger) Ralph Lauren NEXT AMERICAN EAGLE OUTFITTERS Abercrombie & Fitch Espirit CONSUMER SPENDING $968.97 • • • • • • 2016’s Average revenue per capita Spain Japan USA USA USA USA UK USA USA Hong Kong SALES (Billions of dollar) 21.17 23.27 17.31 15.80 12.15 8.02 7.41 5.46 3.52 3.52 2.29 Change (% - Local Base) +19.4 +15.4 +6.2 -3.9 +6.1 -2.7 -2.8 +4.4 +7.3 -6.0 -8.4
- 5. Fast Food industryin numbersMarket Segments REVENUES BY SEGMENTS VOLUME PRICE 35,546 Million pieces of clothing sold in 2016 Revenue in 2016 Women’s and Girl’s Apparel US $ 120,929.1 M Men’s and Boy’s Apparel US $ 91,073.6 M Sport and Swimwear US $ 12,128.5 M Underwear US $ 53,504.5 M Hosiery US $ 9,359.2 M Other Clothes US $ 53,388.6 M Volume in 2016 Women’s and Girl’s Apparel 6,774.7 M. pcs. Men’s and Boy’s Apparel 4,773.6 M. pcs. Sport and Swimwear 849.9 M. pcs. Underwear 8,420.6 M. pcs. Hosiery 4,989.0 M. pcs. Other Clothes 9,738.0 M. pcs. Average Volume per Capita in 2016 Women’s and Girl’s Apparel 18.8 pieces Men’s and Boy’s Apparel 13.3 pieces Sport and Swimwear 2.4 pieces Underwear 23.4 pieces Hosiery 13.9 pieces Other Clothes 27.1 pieces Price per Unit in 2016 Women’s and Girl’s Apparel US $ 17.85 Men’s and Boy’s Apparel US $ 19.08 Sport and Swimwear US $ 14.27 Underwear US $ 6.35 Hosiery US $ 1.88 Other Clothes US $ 5.48
- 6. Fast Food industryin numbersU.S. Apparel Industry Kohl’s Target L Brands Nordstrom J.C. Penny Gap Amazon TJX Macy’s Walmart 80 2 4 6 10 12 14 16 18 20 22 $24 Billion TOP 10 CLOTHING SELLERS BY U.S. REVENUES FROM APPAREL AND ACCESSORIES Source: Bloomberg Intelligence, Company filings, Internet Retailer GLOBAL FASHION SALES GROWTH 2015 - 2016 FASHION INDUSTRY GROWTH 2015 - 2016 GLOBAL Total Industry 2 - 2.50 % SEGMENT Luxury 2.50 - 1 % Affordable luxury 3 - 3.50 % Premium / Bridge 2 - 2.50 % Mid - Market 1.50 - 2 % Value 2.50 - 3 % Discount 2 - 2.50 % GLOBAL Clothing 1 - 1.50 % Footwear 1 - 1.50 % Athletic Wear 8 - 8-50 % Bags and Luggage 3.50 - 4 % Watches and Jewellery 1.50 - 2 % Other Accessories 2.50 - 3 %
- 7. Online sales onthe rise Kohl’s Gap Nordstrom Macy’s Amazon L Brands J.C. Penny L.L. Bean Neiman Marcus Faratics 80 2 4 6 10 12 14 16 $18 Billion TOP 10 ONLINE APPAREL RETAILERS, BY SALES Source: Internet Retailer Report, Behind the Apparel Boom Online Apparel Sales +12% In 2016 Online Apparel Sales $41.4 b
- 8. Fast Food industryin numbersRetailers Victoria’s Secret J. Crew Old Navy Nordstrom Amazon Macy’s Gap Stitch Fix Asos Banana Republic 0% MOST POPULAR ONLINE APPAREL RETAILERS FOR MILLENNIALS IN SHARE OF ONLINE FASHION REVENUE SHARE OF REVENUE 2.5% 5% 7.5% 10% 12.5% 15% 20%17.5% 60% of shoppers have purchased clothing, shoes and accessories items from large retailers 54% at marketplaces 44% from category-specific 45% from category-specific
- 9. Fast Food industryin numbersUNIQLO $17.3 billions Sales 2016 5% Revenues from Online Sales ••• ••• ••• 3,160 Stores Worldwide REVENUE by BUSINESS SEGMENT GLOBAL BRANDS 18.4% (¥ 328.5 billion) UNIQLO INTERNATIONAL 36.7% (¥ 655.4 billion) UNIQLO JAPAN 44.8% (¥ 799.8 billion)
- 10. Fast Food industryin numbersUNIQLO Brands SALES by CLOTHING SEGMENTS SALES by REGION KIDS, BABY MAN’S WOMEN’S SOUTHEAST ASIA & OCEANIA EUROPE & THE U.S. GREATER SOUTH KOREA CHINA OTHER GOODS
- 11. UNIQLO Brands Comptoir desCotonniers Princesse tam.tam J Brand Theory GU SALES by BRAND GU Founded in 2006 $1.7 b sales in 2016 (+32.7%) Instantly commercialize the latest popular trends into fun fashion items at amazingly low prices. Theory Launched in New York in 1997 $817 million sales in 2016 (+32.7%) Popular with contemporary women. incorporation of the latest trends into elegant, silhouette-enhancing designs. J Brand Los Angeles based High-quality denim fabrics, sophisticated product design, beautiful silhouettes and perfect fit. Sold in specialty boutiques and department stores in roughly 20 countries, with a large presence in the United States.
- 12. UNIQLO U.S. The goal:to generate $50 billion in revenues and overtake Zara and H&M 43 stores in United States 2006 Uniqlo opened its first store in the SoHo fashion district in Manhattan, New York Tadashi Yanai, CEO Fast Retailing “We will become the overwhelming number one brand in Asia, and we will continue our strategy of massive store launches and expand our territory.”
- 13. Fast Food industryin numbersCompetitive Advantage via Customer Intelligence Uniqlo has deep customer intelligence, in particular when it comes to the male shopper. 50% Males make up half of the company’s customer base. Uniqlo’s clothing is often more fitted than [offerings from] many competitors, because they have done extensive research on what male shoppers want to wear,” Laura Gurski, a partner at retail consultancy A.T. Kearney, told Business Insider. “The company has realized that a significant segment of men don’t want to wear a shirt that makes them look like a box; they want fitted clothes.” • • • • • •
- 14. Fast Food industryin numbersUNIQLO Marketing 2016 TRACKED MEDIA SPEND $5.1 Million Display spending has doubled in the past 12 months to almost $1 million for 122.6M impressions, most of which are desktop ads bought site direct. Top targeted sites include various Vox Media sites such as theverge.com, recode.net and racked.com, along with popsugar.com, mashable.com, sfgate.com and thrillist.com • • • Pathmatics FIRST GLOBAL CAMPAIGN - INTRODUCING LIFEWEAR Uniqlo launched its first global campaign during Summer 2016. Campaign included a half-dozen videos. A narrator posed philosophical questions like: "Why do we get dressed? LifeWear, clothing for all aspects of life including sportswear, innerwear and ready-to-wear.
- 15. Fast Food industryin numbersUNIQLO’s Audience SEE THE FULL PROFILE MALES 55 % 25-34 YEARS OLD 29 % TOP PSYCHOGRAPHICS 46% Living in the North East Region ART APPRECIATORS PARTY GOERS DESIGN LOVERS
- 16. QUICK DEFINITION: Fast FashionMale Consumers Male consumers interested in fast fashion brands like Zara, H&M and Topman. The term “fast fashion” refers to a phenomenon in the fashion industry whereby production processes are expedited in order to get new trends to the market as quickly and cheaply as possible. 15% 30% 0 45% 15-17 18-24 25-34 35-44 45-54 55-64 100% MALE 60% SINGLE 79% WITHOUT CHILDREN 3.4 x OUTDOOR ENTHUSIASTS 2.8 x 2.2 x FAST FASHION MALE CONSUMERS • • • ••• GAMERS PARTY GOERS TECHIES 2.2x
- 17. FAST FASHION MALECONSUMERS: GAMING GET THE FULL PROFILE GAMING ATTITUDE TOP PLATFORM PLAYSTATION 4.1 X TRENDING GAME FAVORITE GAME GENRES SPORT GAMES BEAT‘EM ALL GAMES HARDCORE GAMERS 5.0 X STRATEGY GAMES
- 18. FAST FASHION MALECONSUMERS: OUTDOOR & SPORTS SPORT ATTITUDES ADDICTED TO SPORT GET THE FULL PROFILE AIRSOFT OUTDOOR ACTIVITY TOP SPORTS 5.1x ATHLETES WATER SPORTS TENNIS BODYBUILDING QUEEN OF THE NIGHT Events BROADWAY ACROSS AMERICA TOMORROW WORLD
- 19. FAST FASHION MALECONSUMERS: RETAIL AND FASHION GET THE FULL PROFILE FASHION ATTITUDE TRENDY 5.0 x Trends dictate everything these young male consumers wear and buy, and they stay on top of these trends by following fashion websites, magazines, and models. As opposed to 'personal style', they are followers, not trailblazers. TOP RETAIL STORE TOP FASHION WEBSITE 10.1 x13.5 x
- 20. COMPARISON: UNIQLO MALE CONSUMERSvs ZARA MALE CONSUMERS GET THE FULL PROFILE INCOME Zara male consumers over index on 40k - 100k income range Uniqlo male consumers over index on income ranges Over 100k ART & DESIGN Uniqlo Male Consumers are 3.0x more interested in arts and design GAMES & ENTERTAINMENT Zara Male Consumers are more interested in Games and Entertainment FASHION TRENDS In the last quarter, interest in Athletic Apparel grew among Uniqlo’s male consumers. Zara’s male consumers focused more on Accessories.
- 21. CONSUMER INSIGHTS SUITE Discover Uniqlo’sTarget Consumer TRY NOW FOR FREE > on Cubeyou Consumer Insights Suite