Uniqlo new

1. UNIQLO
UNIQLO

UNIQLO

The brand philosophy “Made for All” positions its clothing to transcend age, gender,
ethnicity and all other ways to define people. The basic strategy behind Uniqlo is
mass appeal. 
SEGMENTATION
Urban and suburban categories. Under demographic segmentation, it targets all the
age categories and both the genders.
TARGET

POSITIONING

HOW IT CHANGED CONSUMER PERCEPTION:

it was perceived to be a discount retailer selling cheap and low-quality apparel to the
suburbs. This perception completely changed when the brand opened a 3-storey
store in iconic Harajuku in central Tokyo in 1998 – people started noticing Uniqlo for
its high-quality fleece jackets. The brand perception instantly shifted from being
cheap and low-quality, to being affordable but high-quality.

 HOW UNIQLO’S PRODUCT IS DIFFERENT FROM ITS COMPETITORS:

This design driven clothing brand offers unique functional performance owing
to in-house fabric and design innovation. The company distinguishes itself
from its price driven competitors by branding its signature innovations with
names like HeatTech, LifeWear and AIRism.
 PRODUCT DEVELOPMENT APPROACH: It is a technology-driven approach
instead of cyclical, trend-driven rhythm of the fast fashion retail industry. While
leading competitor Zara has built the world’s largest apparel business based
on rapidly responding to fast-changing fashion trends, getting items from
factory to store in approximately two weeks, Uniqlo takes the exact opposite
approach, planning production of its wardrobe essentials up to a year in
advance. Unlike its competitors who sell a large variety of trendy fashion
inspired by the global runway, Uniqlo focuses on producing a few styles of
urban practical basics.