uniqlo strategy and analysis team souken
TRANSCRIPT
Uniqlo
09bn013f Yuki Izumisawa09bn096m Kenji Tanaka
09bn195m Kazuaki Tsutsui10bn933l Charlie Allard
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”
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
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)
H&M
A&FZARA
American ApparelRalph Lauren
Forever21Benetton
Uniqlo
Hig
h p
ricelow
pri
ce
fashionable
basic
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.
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.
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.
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 Hinano Yoshikawa
• THE COMPANY SHOULD DO THE SAME CONCERNING COLLABORATIONS IT DOES IN COUNTRIES LIKE UK (UNIQLO JUMP)
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
LONG TERM RECOMMENDATIONSAppeal older people
• REALLY HARD TO FIND RANGE FOR OLDER GENERATIONS. (50+)
• INSTEAD, TRY TO EMPHASIZE ON THE FACT THAT THE COMPANY HAS A RANGE OF CLOTHES WITH REAL SIMPLE PATTERNS.
• ADVERTISING USING NEWSPAPERS.
Conclusion
Four main points. Emphasize on innovations.
Increase the number of ranges.
Improve advertisings.
Increase visibility of the brand.