An excellent analysis on brandchannel.com:
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.
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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!!!
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