Target Market-pen portrait

Name: Alex
Sex: Male
Age: 25
Social status: In a relationship
Occupation: Graphic Designer
Disposable Income: High, without investing his money
Interests: Using the Internet to keep in tough with friends, browsing new fashion trends and 3C stuffs; heavily mobile user (average bill above 30pounds), going to the restaurants, bars and cinema.
Holidays: Activity and outdoor sports holidays in Europe.
Magazines: i-D, wallpaper, GQ and newspaper supplements.
Newspapers: The Guardian, The Independent, Sunday Times, Financial Times, Londonpaper, and The Lite
Films: Action, Fantasy, Horror and Comedy
T.V.: Documentaries and Make over programmes on Channel 4, Soaps on ITV, football game in Sky Sports.

“Uniqlo--cross over“ by Patrick Williamson

An excellent analysis on brandchannel.com:

http://www.brandchannel.com/features_profile.asp?pr_id=324

The author deeply illustrated what Uniqlo stands for its brand position and advantage, however, he also points out what Uniqlo have to adapt when they tried to expand their retailers in western countries. 

As the author said, "A high-quality, democratic clothing line. Is it enough to cut through the noise in the highly competitive world of American retail? Probably not, and that is why the UNIQLO marketers have blended Japonism with creative marketing techniques for its American invasion.

In part, the brand is learning from mistakes made in its incursion into the UK in 2001. There UNIQLO expanded aggressively and rapidly but with little focus on building a strong brand. A bland product offering that failed to stand up to the likes of Zara, and store retrograde interiors that communicated few values, forced Yanai and his team to rethink their strategy. 

...........

Just as important as stocking clothes that sell was the task of raising brand awareness, and the UNIQLO marketing team adopted some unorthodox but effective multidisciplinary marketing approaches to generate buzz from the ground up."

Big challenge!!!

Competitors of Uniqlo

As I mentioned before, Uniqlo has its own brand image but seems easy to be replace. For example, GAP and American Apparel all get some similar to Uniqlo. 

GAP- similar brand position, emphasis on basic items but creating stylish look, standard quality with affordable price.

American Apparel- both are colour specialists, variety of basic items and colours, providing cheap chic. 

Except AA, Uniqlo and GAP are both major international retail companies enable it to present a very strong offer delivered very profitably at very competitive prices.

 

Uniqlo has fusion lines by world-class designers, including a new range of limited edition tees documented by well known snapper, Terry Richardson. Thus, GAP has (PRODUCT)RED, which is about great products that can help make a difference for Africa.  

In conclusion, GAP is the main competitor on Uniqlo. What Uniqlo different from above brands is "quality." There is no 100% cashmere sweater in winter in AA. People may find it in GAP but not as good quality as in Uniqlo.  

Now, the question is how can consumer tell the difference between Uniqlo and GAP if they haven't come into a store. It will be summer soon and consumer will no longer care about cashmere or lampwool. The two Uniqlo store just opened last November on Oxford Street. How to obtain the maximum profits in the premium sites without struggling?

Comparing the print ad image of Uniqlo and GAP as below. To be honest, there is not so much difference without seeing the logo. Can anyone easily tell them?

The first one is from GAP and the second one is from Uniqlo.

NYLON TV+ Uniqlo

The flagship store in Soho, NY is so cool!!! much better than here.........

Concept

As we live in a "surfing" culture, zapping between different TV channels, Internet sites, ideas, people and STYLES. Appearance, how we choose to look, has always had an almost uncanny way of mirroring the spirit of times. 

The London Fashion Week is coming, however, do we need to persist in thinking about "what is the new black?" then people will throw away every item of clothing in the wrong colour??

Most people we see on the street,  in the supermarket , in a night club, rather than conforming to a single fashion direction, will bring together in their appearance all sorts of different elements- the more diverse the better.

Uniqlo doesn't have a single rule, on the other hand, the consumer is an intrinsic part of the creative fashion process.

Everyone should be unique. 

Inspired by the previous global campaign "Uniqlo Jump," I intend to do the ads for "Uniqlo Tee." 

As most Uniqlo Tee is limited edition, matching the consumer behavour of preferring exiguous items. In my ad campaign, "Uniqlo Tee" will be a kind of communication, not only between brand itself and consumers but also between individuals. 

Through choosing the right UT for individuals, people will be able to show their personality. Every Uniqlo Tee is limited and the person who choosing it is also unique.

Therefore, it will be an integrated communication with consumers to encourage people choose the right tee, present their personality and create their own style. 

some ideas about Uniqlo Tee

I just got some ideas today when I took research in Uniqlo's flagship store on Oxford Street.

I think Uniqlo Tee will be the strongest line and has huge potential, especially the Summer's coming. The concept behind the UT project is to offer young people the chance to wear what they “really” want for low prices as well as letting them have an item by which express themselves.

Uniqlo has a large international designer team and their designs are based on different/international cultures, like Japan, US and Hong Kong. The variety of prints and colours provide hundreds of choices to consumers. Moreover, the package in a plastic bottle as the photo showed is interesting and fresh. I love it!!

The other reason is that there is no other brand doing T-shirt sophisticatedly like Uniqlo with affordable price(£12 for women's) and good quality. 

Analysis of Uniqlo (draft)

Strategy--

Lifestyle brand for late teens to late thirties.

Emphasis on quality+ price > fashion 

High-profile sites in high streets or near shopping centres

100% own-brand affords full control over design and production

Constantly refreshed ranges to sustain interest 

Multi-format potential with introduction of "Uniqlo Tee"

Brings international designers into their collection (for Uniqlo Tee)

Delivery--

Strong brand image as a Japanese brand, which focus on the quality of clothing with reasonable price and the individual fashion attitude

Considerable authority in knitwear and T-shirts