lOMoARcPSD| 49328981 Brief Company History:
What is the UNIQLO brand? UNIQLO is a Japanese clothing company which
describes itself as "a modern Japanese company that inspires the world to
dress casual"'. Originally established as a division of public Japanese retail
holding company Fast Retailing Co., Ltd., UNIQLO's first store was opened
in 1984 in Hiroshima City. By the October of 2005, the company had 700
stores in Japan and is still currently positioned as the country's number one
specialty clothing retail brand. That following month, Fast Retailing allowed
UNIQLO to become its own operating entity, named UNIQLO CO., LTD.? Positioning :
It it is highly federated with “good quality’ image
The brand is well known as innovation through their clothes such as AIRism
or HEATTECH.Uniqlo's brand message is encapsulated in a clear vision:
"Uniqlo is a modern Japanese company that inspires the world to dress in a
casual fashion." Uniqlo does not follow fashion trends like current fashion
brands. Contrary to its name "Uniqlo" (from Unique), this fashion brand's lOMoARcPSD| 49328981
clothes have a very simple design, easy to apply, allowing the wearer to
freely combine them in style in their own way.
Uniqlo has positioned itself as a modern Japanese company and aims to
inspire people to dress casually. The brand has a “made for all” positioning
strategy and is a brand that sells apparels that are essential, simple and
helps wearers find their individualistic styles. Basically, if people are looking
to find, good quality, trendy and affordable clothes, the destination is Uniqlo.
The basic strategy behind Uniqlo is mass appeal. The customer ranges from
any economic background and demographic and across all the ages. The
brand does not encourage customers to have one look, and the products are
rarely patterned. The sizes are very inclusive, ranging from 3XL for men and XXL for women. The UNIQLO Customer:
Who's in the UNIQLO market? UNIQLO's products, which include apparel,
underwear, and accessories, are offered to four categories: women, men,
kids, and children. Products are known to be of high quality and lOMoARcPSD| 49328981
fashionable, as well as basic, casual, and reasonably priced. They thus
cater to several demographical age segments: infants and adolescents,
teenagers, and people probably up to 25- years of age. Both the
fashionfocused and the price-sensitive consumer would appreciate UNIQLO's offerings.
Business Model & Strategies:
What's so "unique" about UNIQLO? As a company, UNIQLO functions as
designer, manufacturer, and retailer. Its business model reflects this
comprehensive arrangement; the company follows a "SPA" strategy
(Specialty store retailer of Private label Apparel), which means it controls
"all stages of the business - from design and production to final sale." This
setup ultimately provides UNIQLO the power to oversee all operations,
whether it is research and development, sourcing of materials, actual
production and quality control, or inventory management. Also unique to
the company is its dedication to promotional activities – in contrast to its
Japanese competitors, UNIQLO is quite marketing-driven, with its
marketing department continually churning out new promotional campaigns
every season through a variety of media platforms. The company is also
especially well-known for its winter products, particularly its light-weight,
heat-generating clothing НЕАТТЕСH. C As UNIQLO's operations
encompass all of the activities that must be completed in order to
successfully create and sell the latest styles, it can supply its stores in a
just-in-time fashion using the most cost-effective means. UNIQLO also has
many projects that invite designers to design exclusive collections, thus
maintaining the company's commitment to providing its customers with the
most current styles. Famous designers such as Philip Lim and Alice Roy
have created pieces for UNIQLO's Designers Innovation Project, for
example. The UT Project features unique, graphically designed tee-shirts.
Other creative undertakings include the UNIQLO Innovation Project, the
downloadable “Music-Dance-Clock" screensavers available through the
Uniqlock Project Web site, and "social business" endeavor Grameen UNIQLO°.
A Global Company: ( geographical) lOMoARcPSD| 49328981
Sınce becoming its own operating company, UNIQLO CO. LTD. has
entered into markets in the United States, the United Kingdom, China,
South Korea, Hong Kong, France, Malaysia, Russia, 2
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