View
33.415
Download
22
Category
Preview:
Citation preview
Industry Review
Fast fashion trends
Opportunity
USP
Brand proposition
Brand communication
campaign
Customer Competitors UNIQLO
Online TV Design In-store experienceEventCeleb
Strategy: to make UNIQLO the largest apparel retailer and achieve sales of two trillion JPY per year.
The above upside down pyramid reviews the current conventions and conditions, identifying opportunity, and funneling the information to form a Unique Selling Point (USP) for UNIQLO
Given our established USP, we developed a
new brand proposition and key components to
our brand communication
campaign.
Data Source: Datamonitor, Company Profiles, Industry Profiles, Various Websites, Journals and Newspaper Articles
Bath + one:Alex Stepanov - 10BN946JJenny, Sau Man Lee - 10BN945FNanami Isono - 09BN192R Nicholas Trombert -10BN947L Pru, Suthirat Owlarn -10BN943M
Industry Review - UNIQLO› Fast Retailing group’s most successful brand
› Contribute more than 80% to sales
Business Model:
Adopts SPA manufacturer retailer model Coordinate and maintain control over the entire producing process Cooperates with Mitsubishi “Japanese” Recommended to choose Li & Fung as consultant for “global” expansion
Main products: Prices & Values Customers
Casual wear Low pricesHigh quality
Wide range Main target: women aged 25 - 35
Industry Review - Competitors
Main Competitors: › Gap, H&M, A&F, Zara, United colors of Benetton, American Apparel
Strategies of Competitors: › Expanding into Asian countries.› Increasing online presence to reduce the cost and meet consumers’ demand of convenience. › Effective and organised supply chain management to control inventory and merchandising. › Increasing in emphasis on unique designs and making patents.
Strengths Weaknesses
• Women’s, Men’s, Kid’s ranges.• Internationally successful.• Fashion led.•Very popular with younger generation.
• Doesn’t appeal to older age range.• No websites and not much media coverage in some of the countries.•Do not make use of new technologies.
Industry Review - Consumers› Price conscious: cut back expenditure on fashion› Influenced by the brand's celebrities and publicity. › Women’s wear makes up the majority of the
market.› Increasing online usage.› Low switching cost & lots of alternatives.› Growth of cheaper and discount apparel stores. › Largest segment globally: women (58% )
UNIQLO Strengths UNIQLO Weaknesses
• Market leader in Japan• Cheap prices for quality products• Cater for all ages, young and old• Internationally successful• Always trying new ways to sell their products•Try to be environmentally friendly• Research & Development in Heattech fabric
• Clothes are quite plain, no patterns.• Not all clothes are available on website.• Inconsistency in advertisement and marketing communications• Uniqlo’s simple approach without logo did not catch on with UK consumers• Single supplier
China Japan S. Korea
0
20
40
60Growing Asian
Market
Industry trends and opportunity (5 forces analysis)
New Entrant: moderate
Small stores: easy Global stores:
difficultLow switching cost
Industry Rivalry: high
Matured market, substitutes and global players :
intense competition
Substitute : highCheaper fashion:
cosmetics, accessories,
or cutback due to recession
Supplier Power: low
Many suppliers and cheap labor
(Uniqlo has long-term relations with
suppliers)
Buyer Power : highMany choices and low switching cost,
but possible to establish brand
loyalty
Uniqlo’sPosition
Industry trends and opportunity
Trends (Opportunities/Threats)
Potential Strategies
Growing Asian market: China, India, South Korea, etc.
Troubling EU market: Cheap to enter
Highly fragmented market (e.g. consumer age, income, taste) ⇒Easy to differentiate
Unpredictable fashion trends ⇒Fast fashion and low inventory
Low brand loyalty=low switching cost
Increasing counterfeits =possibility of diluting brand image
Intense competition ⇒Establish brand and control costs
⇒Maintain and expand foreign operations
⇒Establish brand and create some price setting power
Unique Selling Point“Japanese” × Fast Fashion
Japanese fashion is closely focused upon by world’s fashion leaders.
Celebrities, haute couture, etc…
Fast fashion updated according to Japanese style:
Establish Uniqlo as a
“Japanese” fashion led brand
Positioning Brand
Proposition
UNIQLO is the unique clothing experience among international retailers because we are the only one who provides vogue Japanese fast fashion.
Attributes
•Good quality clothes
•Well designed Japanese fashion
Functional Benefits
•Variety of lines, style
•Design for wide range of customers
Emotional Benefits
•Differentiating oneself from the crowd
•Increase self-confidence
Values
•Everyday unique fashion to express yourself
Brand Ladder
Marketing ImplementationOur communication objective is to create an unique Japanese fashion experience through integrating numerous marketing strategies.
PricePar with fast
fashion competitors such as Zara
Place- Create a unique Japanese fashion
experience in every store.
- Good control over logistics
ProductWill invest in R&D and designers to
maintain fashionable image
Promotion- Create brand
awareness-Create positive
brand association-Monitor consumer
feedback
Promotions i.e.
Use of celebrities to create awareness
Interactive Website
Social medias
Multi-ethnicity models
Host/ Sponsor events
TV ads
Recommended