Premium Essay


In: Business and Management

Submitted By pirates818
Words 2452
Pages 10
UNIQLO‘s background: UNIQLO is a Japanese company that designs manufactures and retail in casual wears in 1974. It is also the subsidiary of the Fast Retailing Co., Ltd. It is an international brand that have branch in many country such as China, USA, Europe country etc. Their mission is to create new and unique clothing to the people over the world and share the joy, happiness and satisfaction when they are wearing the UNIQLO’s clothes. Also, it enriches people’ live and help the society by using their unique corporate activities. According to UNIQLO’s official webpage, the vision of UNIQLO is “to change the clothes, change conventional wisdom, and change the world”. (UNIQLO, 2014)

The brand equity of the UNIQLO is 4848 million in 2014. Compare about in 2013, the brand equity has been increase 1236 million. From the ranking, it ranks 279 in the 500 Best Global Brands in 2014. It also ranks 30 in the Best Japan 50 in 2013 and 28 in the most valuable brands in retail. (Brandirectory, 2014)

This paper describes the justification for UNIQLO development what have been made and why UNIQLO maintains a high brand equity .
Brand development:
Customer-Based Brand Equity:
When a brand like UNIQLO have good brand equity that it can use the Customer-Based Brand Equity model to discuss.
Customer-Based Brand Equity (CBBE) is that” occurs when the consumer has a high level of awareness and familiarity with the brand, and holds some strong, favorable and unique brands association in memory”. (Keller, 2008 p. 73)
In CBBE model, there is a Brand Equity Pyramid (Keller 2008, p.74) to show a brand can reach which stage of brand development. It includes salience, performance, imagery, judgements, feelings and resonance dimensions.
Salience Dimensions:
The logo of UNIQLO is red and white; the customer can easy to recall that the logo is talking about UNIQLO.(UNIQLO,2014)…...

Similar Documents

Premium Essay


...UNIQLO has efficiency logistic system as all we know. It is rely on (Specialty Store Retailer of Private Label Apparel,SPA) with this main strategy. It successful might have some reason from great warehouse management. And the theory will discuss the two important methods of warehouse management in these parts: The first one is warehouse operation: UNIQLO need to find out warehouse operation so that they can have most efficiency way also lower cost. The other one is warehouse factors: UNIQLO have to consider every element might influence their warehouse. With these consideration, we can understand the statistic in August 2013, UNIQLO have 1,280 stores and their sale achieve 2,511 million ¥ , also be identified as the 5th apparel industry in the world. UNIQLO has efficiency logistic system as all we know. It is rely on (Specialty Store Retailer of Private Label Apparel,SPA) with this main strategy. It successful might have some reason from great warehouse management. And the theory will discuss the two important methods of warehouse management in these parts: The first one is warehouse operation: UNIQLO need to find out warehouse operation so that they can have most efficiency way also lower cost. The other one is warehouse factors: UNIQLO have to consider every element might influence their warehouse. With these consideration, we can understand the statistic in August 2013, UNIQLO have 1,280 stores and their sale achieve 2,511 million ¥ , also be identified as the 5th......

Words: 373 - Pages: 2

Premium Essay

Could Uniqlo Be a Formidable Competitor in the Malaysia Apparel Retail Market

...2.7 Totally Ignore Fashion 3. REFINING UNIQLO BUSINESS MODEL AND STRATEGIC……… 5 4.10 UNIQLO Brand Name 4.11 Emphasis in urban stores 4.12 Large-scale Store Business Model 4.13 Market for Women’s wear is Twice of Men’s wear 4. UNIQLO MALAYSIA …………………………………….…………… 6 5.14 The Company 5.15 Company Address 5.16 Key People 5.17 UNIQLO Malaysia’s Company Mission 5.18 UNIQLO Malaysia’s Business Strategic 5.19.6 Target Market 5.19.7 Retail Format Product Price Location Promotion and Advertising 5. CONCLUSION……………………………………..………………… 8 INTRODUCTION 1.1 Overview UNIQLO Co., Ltd – Established since 2nd September 1974, a 100% consolidated subsidiary of Fast Retailing Co., Ltd. (listed company on the first section of Tokyo Stock Exchange), is Japan’s largest apparel retail chain operator specializing in in-house designed casual clothing for men and women of all ages, capturing a 5.5% share of the ¥10.7 trillion Japanese apparel market, operating a network of 852 stores at end of December 2012 generating annual net sales of over ¥620 billion.#1 It was also the first company in Japan to establish as SPA (Specialty store retailer of Private label Apparel) business model encompassing all stages of the business from design, production to final sale. UNIQLO currently ranked number 4 in Major Global......

Words: 2825 - Pages: 12

Premium Essay

Uniqlo Swot Malaysia

...UNIQLO Marketing Research Report GBMP 509 – M1 December 2, 2013 Mike Assad Victoria Markowski Adam Mawer Cecilia Setiawan Timothy Wong Executive Summary The purpose of this study is to research, analyze and evaluate proposed pilot retail locations in the GTA for Uniqlo’s entrance into the Canadian market. Methods of analysis include quantitative secondary research using the geographic information system (GIS) SuperDemographics to examine key demographic data corresponding with Uniqlo’s primary and secondary target group. The use of qualitative formal studies including consumer traffic data from commercial shopping malls, a competitive environment analysis, as well as an online audit of websites containing relevant location information were also been employed. The research draws attention to the key demographics and psychographics of Uniqlo’s target groups as they compare with the demographic data collected from specified geographic locations within the GTA. Results of the data analyzed indicate that Uniqlo’s direct market share and target group competitors have positioned themselves in high traffic retail areas in close proximity to one another capitalizating on the traffic created in the competitive environment. These centralized shopping hubs reveal a correlation between mall patron statistics and the surrounding trade area population. Of the 7 locations examined, those closely aligned with Uniqlo’s target market group were ranked to evaluate their merits based on......

Words: 5020 - Pages: 21

Free Essay

Uniqlo Indonesian Fukuro-machi, Naka-ku, Hiroshima under Japan which name "Unique Clothing Warehouse". It was at this point that the name "Uniqlo" was conceived, as an abbreviation of "special clothing". Corporate Mission is to make sincerely incredible attire with new and special value, and to able people all over the world to experience the pleasure, happiness, and fulfillment of wearing such incredible garments. The company also doing business in China, France, Hong Kong, Malaysia, the Philippines, Russia, Singapore, South Korea, Taiwan, Thailand, the United Kingdom and the United States ( The corporation was basically a division of Fast Retailing Co. by reason of its success it has developed to have its own stock on the Japanese equity market. In view of Fast retailing co Ltd is currently worth 14,330 yen on Tokyo marketplace ( It does not make a difference who you are or where you live, UNIQLO makes clothes that transcend all classes and social organizations. Its apparel is made for all, going beyond age, sex, occupation, ethnicity, and all different ways that describe people. They also offer shoes, socks, scarves, tights, caps and different accessories. All the clothes are simple and basic yet common, so people can liberty join them in their own distinctive style ( As the founder stated that UNIQLO clothes are created for all highly completed elements of style in clothes that fit your values wherever you live. The......

Words: 4329 - Pages: 18

Premium Essay

Uniqlo Assignment

...Group Assignment Cover Sheet UNIQLO, one of the oldest clothing brands in Japan, is a Japanese causal wear designer, manufacturer and retailer. It was founded in 1984 and has over 100 stores operating throughout Japan by April 1994. Moreover, there are 750 stores in Japan and other place in the world currently, such as Australia, China and the United States etc (Uniqlo: Our Story This easy will focus on how UNIQLO create value for consumers in terms of its core competences and value chain. The value propositions that , aligned to its value delivery system, are the sources of values are delivered to customer. The company creates brand value for consumers in the organization by both products and markets diversifications. The core competences of UNIQLO are low-cost and high quality, which secures a competitive advantage in global market. The benefit resulted from low-cost is generating reasonable prices of casual clothes for customers and the high quality transferred high customer utility immediately. ‘UNIQLO is aiming to added new value in clothes design and function, therefore, customers will purchase new clothes’, according to Naoki Otoma, senior Vice President and COO of UNIQLO (Petro, ‘The Future of Fashion Retailing: Part 1 – Uniqlo’, 2013). The Porter’s Value Chain assists the value creation in the organization through cost reduction or differentiation. UNIQLO’s large –format store strategy is adopted by changing......

Words: 1375 - Pages: 6

Premium Essay

Analysis of Uniqlo

...Introduction Japanese clothing brand, Uniqlo, specialises in stylish casual-wear which is both high quality and affordable. It is the predominant brand of the Japanese company Fast Retailing Company Limited and accounts for 90 per cent of company's total sales (UNIQLO UK). The first Uniqlo store opened its doors in Japan in 1984 and there are now over 760 stores across the country. Now a global brand, Uniqlo began international expansion with the opening of the first UK store in 2001, and it is Uniqlo UK which will be the focus of this report. After introducing itself to the UK, it was not long before Uniqlo had 23 stores across England. However, the brand's simple designs did not prove popular and within two years 18 stores were closed (Marketing, 2007). Since its relaunch in 2007, Uniqlo UK has been gaining momentum, but it still has a long way to go towards becoming a leading fashion retailer in Britain. Consequently, this report aims to further this momentum through the development of a new integrated marketing communications campaign which would be implemented in 2010. Summary Context Analysis Customer Context Segment Characteristics Uniqlo currently targets a very wide audience, describing its key demographics as: Male and female; Fashion-conscious; Cost-aware; and aged between 16 and 96! (UNIQLO UK) Calgary Avansino, Executive Fashion Editor of Vogue magazine, has personally experienced the wide appeal of the Japanese brand. She said, “the store is......

Words: 2259 - Pages: 10

Premium Essay


...UNIQLO Operations CONTENTS 22 UNIQLO’s Business Model 30 UNIQLO’s Business Strategy 32 UNIQLO Quality 34 UNIQLO International 36 Topics: FAST RETAILING ANNUAL REPORT 2009 21 UNIQLO Business Model One year before launch Development and procurement of materials R&D Proposals Marketing (Sales promotion) (Designers/Pattern makers) Price negotiations Designs Sales promotion plans Samples Materials manufacturer (External) Merchandising Samples Order design sample Production volume guidance Production departments Production planning Takumi Technical guidance Guidance for adjusting production Feedback Customers’ opinions and requests are fed back to merchandising, materials development, production and stores Feedback Quality control/Monitoring of production schedules Six months before launch Partner factories (External) Products arrive at warehouse Warehouse (External) Order guidance Inventory control Place orders Markdown guidance Sales begin Stores and online sales Customer Center Opinions Customers UNIQLO operates a SPA (Specialty store retailer of Private label Apparel) business, which means that its activities are fully integrated from design through production and retailing. Under its SPA business model, UNIQLO controls all stages of the supply process, from development of materials to R&D, design, production, quality control, marketing, sales and inventory adjustments. This makes it......

Words: 3975 - Pages: 16

Premium Essay

A Comparative Study Using Hennes & Mauritz (Sweden) and Uniqlo (Japan)

...How do Global Retail Companies utilize Corporate Social Responsibility (CSR)? “A Comparative Study using Hennes & Mauritz (Sweden) and UNIQLO (Japan)” Authors: Greg Jogie Ayaz Shukat Master thesis – FE2413 Spring 2010 Supervisor: Eva Wittbom How do Global Retail Companies utilize Corporate Social Responsibility (CSR)? Abstract Abstract Corporations around the world are today acknowledging more and more the need of long-term sustainability strategies integrated into their core businesses. This has led to the use of the Corporate Social Responsibility (CSR) framework. H&M and UNIQLO are no different. They are established global retailing companies and heavily affected by the consumers demand of a sustainable work process. The demands are often heard when news hits of problems in the supply-chain. This can be issues like unsatisfactory working conditions in factories, environmental issues caused by production and general imbalance of labor policies. Such problems have put pressure on the companies to enact a proper reporting framework for their sustainability efforts and that is the focus of this thesis. The objective is to understand how well the organizations‘ have been using CSR and the goal is to look at their behavior within their supply chain processes and their environmental focus. We will then benchmark them according to the sustainability measurement framework called Global Reporting Initiative (GRI). GRI is a framework widely used by the top global......

Words: 23237 - Pages: 93

Premium Essay

Uniqlo Case

...Introduction This project is about Uniqlo Co., Ltd. enter the new market which is Vietnam in ASEAN(ASEAN FTA 2012). Uniqlo Co., Ltd. is a Japanese casual wear retail company. It not only retails casual clothing but also design and manufacture their own product. Around the world there is over 1,400 Uniqlo retail store (Fast Retailing 2014). Uniqlo set up the design studio in New York and joint venture with South Korea's Lotte Shopping Co., Ltd. to expand the business , these kind of international expanding business action has been undergoing since 2004 (Fast Retailing 2010). From 2011 to 2012, Uniqlo keeps to expand the business and involve more international activities. In recent years, Uniqlo entered the East South Asia market such as Thailand, Philippines and Malaysia(Fast Retailing 2013). This is the trend of Uniqlo expands the business to East South Asia countries. Base on Porter's Generic Strategies there is four strategies segment they are differentiation, overall cost leadership, focused differentiation and focused cost leadership (Porter 1980). Uniqlo invested a lot of factories in different developing countries. Uniqlo is finding the low cost production process in those countries and their products are targeted to broad segment. levitt claimed that when business enters to other market with no change on the product or service it is standardization, adaptation is there have change to adapt the local market needs (Levitt 1983). Uniqlo business is mixed with......

Words: 2247 - Pages: 9

Premium Essay

Annual Report

...The UNIQLO Business Fashionable and high-quality clothes that anyone can wear anywhere, any time—that’s what UNIQLO is all about. Our global operating systems weave together all processes from product design to final sales, including global R&D, procurement of world-class quality materials, production focused in China, and the operation of 750 stores around the globe. This seamless system allows UNIQLO to consistently offer its customers high-quality products at reasonable prices. b FAST RETAILING CO., LTD. b UNIQLO(U.K.)LTD. b FAST RETAILING (JIANGSU) APPAREL CO., LTD. b UNIQLO USA, Inc. b FRL Korea Co., Ltd. b UNIQLO HONG KONG, LIMITED b G.U. CO., LTD. b CABIN CO., LTD. (Listed on First Section of the TSE) b Créations Nelson S.A.S. b COMPTOIR DES COTONNIERS JAPAN CO., LTD. b PETIT VEHICULE S.A. b ONEZONE CORPORATION b ASPESI Japan Co., Ltd. b LINK THEORY HOLDINGS CO.,LTD. (Listed on TSE Mothers, Equity-method affiliate) b VIEWCOMPANY CO.,LTD. (Listed on JASDAQ Securities Exchange, Equity-method affiliate) FAST RETAILING ANNUAL REPORT 2006 13 The UNIQLO Business Overview of the UNIQLO Business In Japan’s highly competitive retail market, UNIQLO has positioned large-format stores as its growth driver and is accelerating their opening. Overseas, UNIQLO is carrying on its campaign to become a global brand and opened its first flagship store in New York’s Soho district in 2006. Market Environment In the Japanese......

Words: 5399 - Pages: 22

Premium Essay

Uniqlo Swot

...SWOT: INTERNAL ENVIRONMENT STRENGTH • UNIQLO is Japan’s leading clothing retail chain in terms of both sales and profits. • The company also operates in nearly 15 countries worldwide • Discounted prices but decent quality product • Strong presence in international market • Outsourcing their clothing manufacturing to factories in China where labor was cheap, a well-established corporate practice • A strong workforce of over 30,000 employees • Very accessible website • High quality product • Expertise in distribution and store development • Expertise in inventory control • High efficient store operation • UNIQLO stores offer comprehensive selection of men’s and women’s wear and clothing for children and infants, making them the ideal spot for families of all ages to shop • UNIQLO products are inspired and shaped by a great variety of information such as customer opinions and market trends around the world • Directly engages in all product planning, production, quality control, distribution, sales and sales promotion activities WEAKNESSES • Despite being a popular brand it has a limited brand recall • Product variety and launching based on the four seasons • Bargaining power of customers high hence brand switching affects value • Import tax and currency conversion causing higher costs EXTERNAL ENVIRONMENT OPPORTUNITIES • Brand image • Brand awareness • Access social media and viral advertising to start two-way......

Words: 334 - Pages: 2

Free Essay

Uniqlo Strategy in Japan

...Uniqlo chief admits defeat on higher pricing strategy Uniqlo: * Japanese casual wear designer, manufacturer and retailer. * Created in 1949 * The brand was a men’s shop at it’s beginning and started selling unisex casual wear in 1984. * Owned by Fast Retailing Co. since 2005 * Tadashi Yanai (Fast Retailing) / Japan’s richest person * They operate in 16 countries globally including Japan with almost 1,600 stores, Canada being the latest country Uniqlo plan to enter in Fall 2016, United Kingdom and China being the first. * Name UNIQLO : Unique-Clothing -> Uniclo -> However, in 1988, during work between Hong Kong and the brand, staff in charge of registration misread the "C" as "Q", and that is how the brand name was born, changes through all Japan Strategy in Japan: Evaluation of the company’s strategy in Japan: What they did good * Uniqlo is known for Developing Products of Exceptionally High Quality * Product Development Based on Customer Feedback ex: HEATTECH products refined each year based on customer feedback * Material Procurement from Around the World high-quality materials at low costs * Also known for their good consumer services / in-store experience is over-the-top ex: All retail associates at Uniqlo stores worldwide are trained to hand your credit card and receipt back with both hands, as it is common in Japan. * Becoming Japan's Top Brand by Expanding Urban Market Share * Boost Market Share in Promising......

Words: 812 - Pages: 4

Premium Essay

What Makes Uniqlo a Popular Casual Wear in Hong Kong?

... What Makes UNIQLO a Popular Casual Wear in Hong Kong?   EXECUTIVE SUMMARY               This report is about UNIQLO, a leading casual apparel retailer in the world. UNIQLO’s success was remarkable. UNIQLO is a combination of the words unique and clothing. Perhaps the reason why UNIQLO is popular in Japan, China, the United Kingdom, Korea, Hong Kong and now in the United States is because of its uniqueness. UNIQLO offers high quality, fashionable clothes at a very affordable price. This report will discuss the reasons behind UNIQLO’s success and popularity. This report will discuss UNIQLO’s history, its business structure and the characteristics of the Japanese and Hong Kong retail industry. In addition, this report will also analyze the company’s Strengths, Weaknesses as well as the Opportunities and Threats that it deals with. Lastly, this report will discuss UNIQLO’s growth strategies and its plans to achieve its goal of becoming a global brand that transcends cultural boundaries.         TABLE OF CONTENTS     Page Number   Executive Summary                                                                                              1 Introduction                                                                                                             4 Industry Analysis             Japanese Retail......

Words: 6623 - Pages: 27

Premium Essay


...The logo: Uniqlo have many ranges in one categories, they have T-shirt, sportswear, casual wear and underwear. Uniqlo monopolized the product, for example: heat tech, super light wool and bra-tops. The heat tech can let consumers get warm all the time, the super light wool can let the apparel of Uniqlo become lightest. This kind of things will get the interest of consumers. Uniqlo always have attractive campaigns when they will be open at some complex/shopping mall. For example, they will have a offer price when they opened at somewhere in 1 month. Sometimes, they will have a campaigns for 1 man’s underwear in RM10.All of this campaigns will let every gender ,every generation can find your own apparel at Uniqlo. Introduction On “Uniqlo” Uniqlo is the Japanese largest apparel brand owned by fast retailing, apparel is a fast moving consumer goods, include Uniqlo. Consumers will not high loyalty in a brands, the apparel company will get some attractive way to interest their consumers. Uniqlo advocate “low price, good quality”, the consumers always love the way you can get the cheapest things with high quality. That’s why Uniqlo can be success. The apparel of Uniqlo become popular among every generation since the introduction of their fleece jackets, they made the apparel for everyone. Uniqlo is using SPA (Specialty store retailer of Private label Apparel) business model to encompassing all stages of the business--from design and production to final sale. The SPA......

Words: 1164 - Pages: 5

Free Essay

Impact of International Issues on Uniqlo

...Uniqlo is a Japanese cloth brand. It is popular for young people because cloths made are really cheap. The reason why they can sell the clothes is because they have factories in China. Wages for workers in China are much cheaper than ones in Japan, so they can save the money to pay for wages. It is a general idea over the world. Making factories in China or India, companies can save wages, Uniqlo opened some shops in NY last fall, which is the first time that they opened shops outside of Japan. Before opening them, they put so many advertisements at the station or in the train in NY. They appealed New Yorkers by insisting the excellence of Japanese technology. The most popular Uniqlo product in Japan is the one called Heattech. It is a think shirt and absorbs the heat, so if you wear it inside, you could feel hotter. It is very helpful during the winter. They advertised it as a symbol of Japanese technology. As I mentioned above, Uniqlo’s products including Heattech are cheap in Japan, but the price of their products in NY is much higher than ones in Japan. As a result, they made a great success in NY. The reason why they made it is because they could appeal everyone living in NY not only Japanese. I was surprised at how they increased the number of shops in Japan when I went back to Tokyo for the winter break. They could extend their market by succeeding in the busincess in NY....

Words: 259 - Pages: 2

Headsets | I Still See You | Ben Miller