General information of the company Location of the store that I visited: UNIQLO, 546 Broadway New York Times of visit: 1/15, 2/24 * UNIQLO Corporate Headquarters * 101 Ave. of the Americas, New York, NY 10013 * Annual revenue 2012 * Net sales 153. 0 +23. 3% * Operating income 14. 5 +65. 4% * Store number*1,085 * Type of retailer by retail mix: Specialty store retailer of Private label Apparel UNIQLO was the first company in Japan to establish an SPA (Specialty store retailer of Private label Apparel)* model encompassing all stages of the business—from design and production to final sale.
Type of retailer by ownership: Independent retailer * Major competitors: H&M, GAP * Direct competitors: GIORDANO, PADINI (PDI), * Indirect Competitors: ZARA, TOPSHOP, F. O. S * Variety and Assortment: narrow variety and deep assortment The company states that UNIQLO doesn’t emphasize a huge product assortment with country-specific designs. The company sells the best T-shirt in a variety of colors or the best pair of jeans for modest prices. The store seems to have all the necessary items all the times.
They carry enough variety of clothes for all their target customers and lots of options in that variety (deep assortment). * Channels the retailer operates: specialty store, online store Section 2 Strategy of the Retailer Target Market The owner declares no target market strategy. Their products are made for all. (Their slogan) However according to the study: Primary target Demographics * Age: 18 – 24 years old * Gender: Both male and female * Education: Undergraduate and above * Occupation: University Student * Income Range: RM500 – RM1500 * Race & Ethnicity: All races * Geographic Location: Urban area
Psychographics * Perception: Affordable brand which is well-known and provides wide and good quality of product lines up * Learning: Friends and siblings, social network, promotions and events * Motivation & Needs: Desire on trendy stuff and apparel for attractive looks * Attitude & Personality: Young, passion, stylish and trendy * Lifestyle: Casual, active and free Secondary target Demographics * Age: 25 – 35 years old * Gender: Both male and female * Education: Undergraduate and above * Occupation: Working adults (white & blue collars) * Income Range: RM1500 – RM4000 Race & Ethnicity: All races * Geographic Location: Urban area Psychographics * Perception: Recognize UNIQLO as top casual wear brand and believe that clothing is important element toward pleasant appearance * Learning: Friends and family, newspapers, internet, environmental factors * Motivation & Needs: Casual wear that ensures high quality and nice design * Attitude & Personality: Sensitive and passion in fashion trends * Lifestyle: Casual, healthy and challenging
Retail Mix Product Basics Simple, plain designs for both men and women, in a wide variety of colours. Items include t-shirts, outerwear, knitwear, jeans, trousers, and accessories, as well as dresses and skirts for women. HEATTECH uses unique material, developed by Uniqlo and Toray Industries, which retains body heat. Price Basics – Jeans are sold at a fixed price, $25, t-shirts $12-$20 cashmere around $38- $70 HEATTECH – From $12 Place Physical stores: Currently 6 Uniqlo stores in the US, including global flagship store on Broadway SOHO in NYC.
Three stores are in NYC and other three stores are in California. Online store: Uniqlo’s comprehensive online store is an important distribution channel, allowing the rest of the country access to the brand. Promotion They do not do TV advertising much. For the public relations, they had T-shirts design contest recently. On the website, they have what is called UNIQLO jump which is the collection of photographs of UNIQLO employees and wearing UNIQLO clothing. They also have UNIQLO paper which is the in-store paper. Sustainable competitive advantage
UNIQLO has built their reputation as simple, basic designs and top quality materials over the years. The CEO of the company, Mr. Yanai has established the business model called SPA, which embraces all stages of the business, from design and production to the final sale. By doing this, they could control their stock so that there won’t be a shortage nor a surplus in merchandise. UNIQLO has not been pushing their logo like American eagle, Hollister do because they believe their products speak for themselves. Their products are suing high technology, which sets them apart from other fast retailing stores.
CRM activities or customer loyalty programs UNIQLOCK UNIQLOCK is Online clock which can be set to any time zone. The clock features continuous rhythmic music, short clips of Japanese dancers wearing UNIQLO clothes every five seconds, and extended dance sequences every hour; Users can post a mini version of the clock to Facebook, Bebo, Myspace or their personal blog, or they can download it as a screensaver or as an iPhone/iPod Touch application. One employee said that “this campaign was all about communicating with customers in a way that travels around the globe.
The web tool, Uniqlock, was perceived as very advanced at the time. It included a blog widget so the clock could be embedded into blog sites. We used dance because it is understood globally and has no barriers like language does. ” An example of fashion and staple merchandise category this retailer offers UT, UNIQLO T-shirts (a sub-brand); Limited edition collections of t-shirts created by designers and artists from all over the world; UT has a different image to the rest of UNIQLO’s products and the t-shirts are promoted and sold separately.
Section 3: Recommendations for the Retailer Growth opportunities, operational or strategic recommendations. 1. Popularity of Japanese culture They have been selling Japan technology over the years. Since they started the Heattech, people started paying more attention to their products. They are always trying to produce useful items for all. Their us of technology and other new high-tech clothing at the best price would be the key for them to make more profit and this is certainly one of their growth opportunities. 2.
High growth of E-commerce They recently launched their online store. Since they only have 6 stores in USA for now, there was a huge demand for the online store from people who cannot go to the store and shop. By offering web store, they will definitely have more customers. E-commerce is growing and people started using online services more than ever. 3. Opening more stores in the USA As mentioned above, as of now, they only have 6 stores in the USA. They announced that they will open up more stores across the country.
They actually will open two stores at Palisades Center in West Nyack, NY, and Westchester’s Ridge Hill in Yonkers, NY. Also they are considering to open stores in the shopping malls. Having more stores will help them gain more customers across the country. Works cited 1. UNIQLO. com 2. http://bus4411. blogspot. com/2009/03/uniqlos-unique-way. html 3. http://uniqlomar. blogspot. com/2012/02/ch-2-strategic-planning-for-competitive. html 4. http://www. fastretailing. com/eng/ir/library/pdf/ar2012_en_n. pdf 5. http://www. ukessays. com/essays/fashion/japanese-clothing-brand. php
Cite this Uniqlo Company Profile
Uniqlo Company Profile. (2016, Oct 01). Retrieved from https://graduateway.com/uniqlo-company-profile/