Uniqlo

Communication
Project

Alexandre Raoul Louis Raymond

BA Fashion marketing & communication,
Level 5, 2020-2021
5FAMK001C Digital Fashion Communication and Marketing
Subject Coursework: CWK2
Teacher/s: Jose Guerrero, Cristina Lastra
Word count: 2520
 INDEX
01 Advertising
Creative Brief - The big Idea
Communication message : copy strategy
Creative execution
Planning

02 Public Relation and events

Key messages, content strategy and Media hook
Event strategy
Media strategy
Press release
KPIs

03 Digital marketing & communication

Lead management proposition
Paid customized online e-advertising proposal
Social media strategy
Social media calendar strategy
KPIs

04 Budgeting
Budget description

05 Appendix
 Advertising
Creative Brief - The big Idea
Background
First of all, Uniqlo is a Japanese brand created in 1949 that revived the way we dress. Ini-
tially created to offer minimalist cuts and strong, natural materials meant to last longer,
which then followed for the brand to be inspired to be sustainable from wearing clothing
thus imposing its “Lifewear”. As a fast fashion brand Uniqlo develop the products ignoring
the fashion trends contrary to its main competitors: H&M and Zara, v. Inspired thoughtful-
ly with the needs of daily life in mind, Lifewear comply to a promise of continual progress
towards something better for customers.
Key issue
What is relevant in Uniqlo’s consumer analysis (appendix p.31) is that firstly Uniqlo does
not relate enough on the “lifestyle” aspect, the main competitors such as H&M and Zara
build a more attractive message around their brand, indeed the Uniqlo customers are
more attract by the design and the meanings offers by the competitors. Nevertheless
there is a real interest for consumers toward the quality and the innovation provided by
the garment Uniqlo, consumers are attract by the a solid message proposed through
Uniqlo advertisings mostly based on the products, with technical clothing Uniqlo provides
certain physiological and needs for the customers such as warmth and practical clothes.
Target audience
Primary target audience: 18 to 34 years old
Secondary target audience: 34 to 60 years old
The 18-34 year olds which includes teenagers as well as individuals well into adulthood
are the people who are engaged into a lifestyle aspect that offer Uniqlo : Urban, trendy,
yet casual and laid back, they are also attracted by the price of the garments which al-
lows them to compose their style through the basics garment.
The secondary target 35-60 years old are people are attracted to the quality, durability
and price of clothing without worrying about the design it can bring. They want to feel
good in their clothes and they are buying clothes for their practical and technical func-
tions.
As a result of the advertising, the targets should be able to adopt the new lifestyle based
on the new Lifewear proposed by Uniqlo: create a new hype around the sustainability of
Uniqlo iconic products.
Objectives
In order to develop Uniqlo into the Spanish market the advertising objectives are to in-
creased awareness of the brand but also Uniqlo iconic products. Moreover to establish
brand as an engaging way for a new lifestyle as essential part of everyone’s closet by
developing the “Lifewear”.
The marketing objectives are to increase Barcelona store traffic and increase online
sales moreover to position the brand as a quality basic.

Competition Big Idea

Develop the consumer perception of the Uniqlo clothing sustainability as a new lifestyle.
« Uniqlo Lifewear is the new black »
Uniqlo strategy is the opposite compared to H&M and Zara who sells a large mix of trendy
garments inspired of the global fashion industry.
Also, the responsiveness of the Uniqlo advertisings campaigns is not strong enough, H&M
releases a new campaign every 3 weeks for their collections, providing a constant flow
of advertising in the fast fashion market. Moreover Zara works specifically on their brand
image, in particular with their visual aspect, every detail of their advertising is mastered
to show a copy of the luxury brands.
The promise
Therefore, with an advertising campaign advanced towards the brand image build around
a sustainable new lifestyle should achieve attractiveness to the brand and create a real
message around the brand. A great opportunity is to develop the sustainable Lifewear
that Uniqlo already offers introducing a real lifestyle that can be recognised and adopted
by the customer.This new lifestyle will be driven by innovation through the sustainability
of Uniqlo products.
 Communication Message

Copy strategy - campaign #westaywarmtogether

Consumer benefit : Dress in a casual way, with good quality clothing.

Reason why : Uniqlo is a brand initially created to offer minimalist cuts and strong mate-
rials at a low price.

Supporting evidence : technological innovation, basics ,quality , simplicity, simple life.

Tone of voice : Technologies, Colourful, joyful, dancing, Diversity, Political Correct,

Target : Global
Brand visual identity analysis
Scope : Global
Firstly, Uniqlo relates on their advertisings a strong Japanese culture back-
ground. In order to raise awareness to their basics Uniqlo mostly builds these
advertisings around the technical innovation brought by their products. By
showing a clear product presentation of their garments on the advertisings
Uniqlo integrate diversity, colors, dance to showcase a simple life correspond-
ing to the qualities of their products: the basics. Nevertheless Uniqlo is not
doing any campaigns for the Spanish market , Uniqlo avoid the Spanish market
and loose interactivity with their community in the country. Uniqlo is missing
to connect to their mission statement which is to enable people all over the
world to experience the joy and happiness.
 The messages
In the future, sustainability will be at the heart of our society therefore the campaign will

Creative Execution
be built around the motto “Desired to last” which it will propose a new lifestyle based on
the Lifewear of Uniqlo . This lifestyle will relate on making the brand more attractive to
the eyes of fashion enthusiasts that will rely another message that we want to transmit
“Compose your style with the sustainable Uniqlo basics”. Above all will offer a strong
message of sustainability and transparency of the brand’s products through the new
campaign. In order to create an “hype”, a collection specially created for the Uniqlo ad-
vertising campaign will be presented in limited edition. In part to not cause environmen-
tal waste but also to create awareness around the brand’s products.
 Creative Execution: video storyboard

Advertising video
The first advertising video is based on the
new #DesiredToLast collection in collabora-
tion with the Cyberpunk 2077 video game, a
game that has become a tremendous trend
at the start of 2021 which relates on a futur-
istic universe. With innovation at the heart of
Uniqlo’s products, the advertising will show a
futuristic world where people wearing Uniqlo
clothes adapt to the urban world offered by
Uniqlo .The main message related here will be
that in the future being sustainable will inevi-
tability become a necessity.
 Advertising picture

This advertising picture will be taken from the new collection #DesiredTolast campaign
video. It will show a person wearing the basics of the #DesiredToLast collection in a
futuristic world.
 Advertising video
The second advertising video is based on showing the lifecycle of a Uniqlo product.
It consists of spotting people on the Barcelona streets wearing old-fashioned Uniqlo
clothing that is at least over 5 years old. Then, a team posing as “journalists” will ques-
tions the person about the type of clothing he wears in everyday life in order to know
since how many years he has this clothe . The team then gives him a gift to reward him.
Different sequences following the reactions of the people will be presented to give
emotion, joy and surprise to the advertising.
 Media Mix
Planning
APRIL
The main goals for the offline campaign #DerisedToLast it is to achieve an increasing
of the brand awareness and penetrate the Spanish market mainly focus on the biggest
cities where Uniqlo has their physical store located ; Madrid and Barcelena . To achieve MON TUE WEN THU FRI SAT SUN
this goal, I will use a media mix of the traditional media: - Television advertising
- Magazine, Newspaper
1 2 3 4 5 6 7
- Bilboards
8 9 10 11 12 13 14

Budget 15 16 17 18 19 20 21

22 23 24 25 26 27 28

MAY
MON TUE WEN THU FRI SAT SUN
1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

28 29 31

Television ad
Bilboards
Magazine, Newspaper
 Event strategy
Public Relation and events Format :
There will be two formats for the launch of the new store in Barcelona.
Key messages, content strategy and Media hook
To promote the new store , a media tour will be organised for influencers and the media
Message pyramid before the opening. Then on the opening day there will be a Lifestyle event.

Idea appealing
- Technologies exhibition to present the sustainable Lifewear of Uniqlo.
- Contest of an artistic creation around sustainability theme implemented inside
the store.
- Opening of a new Uniqlo store in Spain during the covid reinforcing the feeling of
the brand’s implantation in Spain.

The main idea behind opening the new store is to create awareness around Uniqlo’s sus-
tainable product through innovation. To attract the media, the event is proposing a new
technology experience through the sustainable brand’s iconic products offered inside the
store : 3D printing, augmented reality mirror, CGI and reality virtual headsets will retrace
the last campaign #DESIREDTOLAST of the brand. All the different technology will be
available on different corners of the store showing the sustainable attribute of the gar-
ments.
CGI and reality virtual headset will show a futuristic world where sustainability is the
answer to live in.Moreover, 3D printing inside in the shop will gives transparency on the
materials used through the process of making the clothes. In addition, the augmented
reality mirror will show a clear traceability production of each garment.

To raise awareness around the new store initiative of Uniqlo, Vloggers will be used be-
fore and during the event. They will make a video inside the store where they will have to
1 sentence make a complete unique outfits with the Uniqlo basics clothes. Moreover they will have
the opportunity to try the new technologies put in place for the media tour.The Youtubers
Unqlo gives life to a sustainable futur through an reality virtual experience. will also be present on the opening day to promote the new store.

In addition, a mini website will be created to launch a contest around the theme of sus-
3-5 sentence tainability to design the visual of the new store in Barcelona .To create engagement
around the brand community, a countdown of the arrival of the store will be implement-
Uniqlo display a new way of combining clothes on our wardrobe with the Lifewear. Based ed and the community will post on the minisite the artwork allowing to vote for the best
on the technical innovation of materials and its durability the collections comply with the visual in order to be introduce inside the shop.
future of a sustainable world.Through their competent basics it allows everyone to per-
fect their style.Moreover, inspired thoughtfully with the needs of daily life in mind, Uniqlo
builds LifeWear as technical innovation that was firstly initiated from the ordinary and
incorporates innovations large and small to make your life accessible every day.
 Briefing book Date and hour :
Friday, 21 May 2021
Launching of the new Uniqlo store in Barcelona From 9AM to 9PM
GOOGLE MAP :
Barcelona, 22 MAY 2021 Location :
-La Maquinista
-Carrer de Potosí, 2, 08030 Barcelona
OBJECTIVES : Metro : Baró de Viver

- Positive media review of the new store opening.

- Generate interaction from the brand community on social media.
- Bringing visibility to Uniqlo stores in Barcelona.
- Reinforce the brand implantation in Spain. PR Material
- Build awareness on Uniqlo sustainable products.
-100% Uniqlo recycled bag within:
- Uniqlo basic t-shirt from the new sustainable collection.
Event concept : - Flyers describing the new store concept.
- Sustainable electronic gifts : - Solar LED Torch
-Present the sustainability of the garments around the new Uniqlo store showing - Solar Powerbank
the life cycle of an Uniqlo product thanks to 3D printing, augmented reality mirror, CGI
and reality virtual animation developed specially for the opening store.
-Engaged the community to participate in the visual store decoration with a sus-
tainable art creation contest and highlights the basics products of Uniqlo through an
influencer contest outfit.
Visual Decoration :

-Winners of the contests decoration put inside the store .

-Corners space implemented with 3D printing, augmented reality mirror, CGI technology
and reality virtual headsets.
-Visual merchandising / visual advertising of the campaign #Destinedtolast #com-
poseyourstyle displayed on several large screen.
 Media strategy
For immediate release
GENERAL MEDIA
Uniqlo gives life to a sustainable futur.
El pais
Sustainability and innovation go hand in hand for the opening of the new Uniqlo store in Barcelona
El mundo
Avui
20 minutos
La vanguardia
El periódico de Catalunya
ABC
Huffingtonpost

TRADE MEDIA
May 22, 2021, Barcelona, ​​Spain - Uniqlo is launching a new store, the fifth in the city. The new store will be SUSTAINABLE MEDIA :
located in the ​​Maquinista commercial area with a space of 1000 square meter. For the opening of the store
a special event is organized where Uniqlo display a new way of combining clothes on our wardrobe with
the new collection #DesiredtoLast. Based on the technical innovation of materials and its durability the
Conciencia eco
collections comply with the future of a sustainable world. Ecoticias
Ballena Blanca
With sustainability and innovation at the heart of the event, Uniqlo propose an exeptional exhibition of Ambientum
technological tools corresponding to the sustainability of the brand’s products.In particular with the FuturENVIRO
CGI models and the virtual reality headset will make it possible to see in real time the new campaign Diaro Ecologia
launched by Uniqlo #destinedtolast. Based on the future, the campaign offers a new lifestyle focused on
sustainability. In addition, 3D printers taking a more sustainable mode of production and an augmented
Eco inteligencia
virtuality mirror that traces the production traceability of a product will also be placed in special corners
created for the occasion. LIFESTYLE MEDIA
It will also be an opportunity to discover a unique artistic visual for the launching store, the interior will in
fact be designated by fans from the #DesiredToLast challenge. This competition organized by Uniqlo offers
Gentleman
for each fan to exhibited their art around the theme of sustainability in the store. Moreover the competi- GQ
tion will be highlighted by the venue of influencer proposing special outfits from the new collection. Elle
Cosmopolitan
Fast Retailing owns 3,500 stores in 26 markets worldwide, Uniqlo integrated the Spanish market in 2017 Hoy
with its flagship store in Barcelona on Paseo de Gracia. After landing in the Catalan commercial center, Saber vivir
the company strengthened its presence in the city with a new opening in the Glòries shopping center and
in L’Illa Diagonal.
InStyle
Esquire
#### Modaes
Grazia
Following the current restrictions related to the COVID19 disposed by the government, the event will be Haper’s bazaar
regulated by several sanitary measure: hydroalcoholic gel will be distributed for each technological cor- V Magazine
ner located in the store, the wearing of a mask will be compulsory and a social distancing system will be
specially set up for the opening of the new store.
Trendencias
Vogue España
Contact : Raymond & Peterson agency, Alexandre Raymond
Phone: 699507719
Email : alexandre.raymond@ied.edu
 KPIs
The following KPIs are not conservative , the KPIs of this campaign are based on assump-
tions.

Quantitative :
Impact : 60

Audience : 14,280,000

AVE : 316,000 €

Number of journalist attending: 15

Full article / mention : 90% full article about the brand and 10 % of mention.

Qualitative :
Tone/Sentiment : 100% positive article.

Message : The following key messages must be related in all the article : “ Uniqlo display
a new way of combining clothes on our wardrobe with the Lifewear. Based on the techni-
cal innovation of materials and its durability the collections comply with the future of a
sustainable world.”

Media Tier :
Tier 1 (General Media): 30% media coverage
Tier 2 ( Sustainable and Lifestyle Media) : 70% media coverage
 Digital marketing & communication Instagram
Lead management proposition Action Uniqlo ZARA H&M Mango
Content Marketing : Total followers 2,362,718 42,317,367 36.6m 11,913,924
- Authenticity and transparency “ Behind the scene” (Vlogger) Follower growth
rate -0.16% %0.31 -0.16% 0,29%
-Earned content and collaborative content : New collection #DesiredToLast Uniqlo x
Post frequency 15 11 15 17
Cyber Punk 2077 ( video game ) collaboration .
Engagement rate 0.27% 0,17% 0.11% 0.14%
-ONLINE ADVERTISING :
- Search engine : key words segmentation , Google advertings and Facebook advertisings Most used #UNIQLO #zarawoman , #LEExHM  #Mango
hastags #LifeWear #zaraman #HM Collection
Micro influencer : Promoting the new collection Uniqlo #DesiredToLast with instagram Average of 1 per post 1 per post 2 per post 1 per post
hastags

List of objectives and goal : Facebook

-Increase brand awareness
-Boost brand engagement
Action FACEBOOK
Uniqlo ZARA H&M Mango
Total followers 26,246 29,332,964 36.6m 11,631,141
-Increase online sales Follower growth
-Reinforce interactions of the Uniqlo social community rate 0,1% -0.09% -0.16% 0.24%
Post frequency 14 10 15 9
Engagement rate 0,03% 0 ,21% 0.11% 0.4%
Competitors analysis Most used #LifeWear No hashtag #LEExHM  #Mango
hastags #DontQuit #HM Collection
What is relevant in the analysis of Uniqlo’s competitors is that on the one hand, the
Average of 1 per post No hashtag 2 per post 1 per post
brand does not have a large number of followers on social networks compared to these
hashtags
competitors. It is the fast fashion brand with the fewest followers across all social me-
dia platforms included. Additionally, Uniqlo has a rather a wobbly social media strategy.
Indeed, Uniqlo does not have a Global account and focuses its social media strategy on Youtube
accounts by country, for example the Spanish Facebook account has only 26,246 sub-
scribers and has only 0.03% engagement rate. Only the account on Instagram has a Action Uniqlo ZARA H&M Mango
global account.
Finally, one of the main weaknesses and opportunities for Uniqlo is to develop its com- Total followers 39,700 81.500 398,000 581,000
munity on YouTube where Uniqlo has only 39,700 subscribers, H&M has already followed Follower growth
rate O,25% 0,73% 0,68% 0,17%
the trend on the platform and own nowmore than 398,000 subscribers with the highest
engagement rate. Post frequency 40 1 12 1
Engagement rate 0,06% 0,28% 0,19% 0,16%
Most used #StyleHint No hashtag No hashtag #MangoGirl
hastags #Mango
Average of
1 per post No hashtag No hashtag 1 per post
hashtags
v

Paid customized online e-advertising proposal

Uniqlo target audience is global, consequently to maximize the reach of the target audi-
ence the following online campaign #DesiredToLast will results on :
-Search Engine (Google), YouTube (Advertising Video)
-Instagram and Facebook (Advertising images)
 Social media strategy

Collaborative Content
One of the major trends of this year is the release of Cyberpunk 2077 a video game base
on a futuristic world, Uniqlo will offer to his customers a sustainable collection #desired-
toLast linked to the release of the video game.
In order to promote the collaboration with CyberPunk 2077 , the youtuber Auron ( 10,3 mil-
lions of suscribers) will be chosen for promoting on the Live Streaming platform of You-
tube the release of the new collection. Innovation and sustainability are at the heart of
this campaign. Therefore ,the message of this collaboration is above all to show that the
future will necessarily be sustainable, to educate people to adopt a sustainable lifestyle.
Online and offline interactivity :
Moreover during this collaboration, skins integrated to the video game will shows the
new collection. Game codes will then be available to be inserted into the video game
unlocking Uniqlo’s outfits for the characters. The codes will thus be distributed when pur-
chasing a garment from the #DesiredToLast Uniqlo collection in a store. Consumers will
receive prizes by sharing their photos of the new collection via the social medias at the
opening of the new Store in Barcelona. #DesiredToLastBarcelona
Transparency and Authenticity - Cross team input and development.
Vlogger “Behind the scenes”: Following the opening of the Uniqlo store in Barcelona in
May 2020, one fashion Macro influencers (youtuber) will be used in order to cover the
preparation of the sustainability and innovation event. The influencer will be making vid-
eos on the preparation of the event as well as playing a role in promoting the new store.
Also, the influencer will make a video inside the store where they will have to make a
complete outfits with the Uniqlo clothes and to share the outfits on Instagram.
Mock up Vlog
 KPIs
Budgeting
The following KPIs will be used in order measure the efficienty of the online campaign :
Calculation of Uniqlo campaign budget :

Uniqlo total revenue 2019 (7.151.000.000) / 3500 ( Total Uniqlo store°

-Cost per Click
= 2043142,387 X 4 ( store in Spain )
-Cost per Impression
= 8.172.571,42 x 0,10 (10 % of the budget dedicated to Uniqlo)
-Average engagement rate
Marketing budget= 817.257,42€ /52 ( weeks in a year )
-Audience Growth Rate
=15716,48 X 6 ( campaign timing )
-Post reach
Campaign budget = 94296€
- Website traffic

-Conversions rate

-Engagement

-Social share of voice

 APPENDIX 
 
UNIQLO RESEARCH 
 
Frances, Alexandre & Andreas  

Appendix

1
  
INDEX 
 
 
INTERNAL ANALYSIS: 
Milestone  INTERNAL ANALYSIS 
Campaign analysis 
Key success factors  History/Milestones 
 
Brand experience 
Uniqlo is a Japanese brand created by Tadashi tanna in 1949, the was firstly set up on the sale of 
Survey   kitchen utensil and fashion brand but very dropped his brand to develop the business of his father, who 
Uniqlo communication  then ran a men's clothing store.It is after that he launched his first Unique Clothing Warehouse store in 

Marketing strategy  Hiroshima.The name Uniqlo is an abbreviation for Unique Clothing to make it more marketable. He also 
created his Uniqlo logo in the image of the colors of Japan which really holds his heart. 
Company results  At the time, his store offered minimalist cuts and solid and natural materials intended to last longer, 
  which then followed for the brand to take inspiration to be sustainable of wearing clothes: Lifewear. 

EXTERNAL ANALYSIS:  “​We created LifeWear as an evolution that started from the ordinary and incorporates innovations large 
and small to make your life easier every day.” 
Logo/Product 
 
Packaging and display   In the 1990s, Japan was hit by a financial crisis due to a speculative bubble, to remain competitive in 

Environnement   the face of competition prices, the brand then began to relocate their factories to China. 
Tadashi then applies the idea of ​Peter Drucker, a management specialist in the United States, dwells on 
Social media footprint  
what the customer wants rather than dwell on what the founder of the company wants to sell. 
Advertising and promotion    
Company reputation and behaviour  At the beginning of the 2000s he opened boutiques abroad, in London and Los Angeles but without 
much success since his foreign competitor at the time Gap offered the same product and was already 
PESTLE analysis 
installed on the market but also the fact that these clothes were adapted to Japanese standards. 
Competitors   
  It was UniQlo’s collaborations in the 2010s that enabled it to reach a wider clientele. In 2009 it was Jil 
Sander who collaborated with the brand with the + J collection which created a minimalist collection. 
SWOT/INSIGHT 
Building on this success, the brand will then collaborate regularly with other big names in fashion: JW 
Anderson, Pharell Williams, Ines de la Fressange and Cristophe LEMAIRE. 

2 3
 
Uniqlo’s strategy is to be a strong brand on all fronts, whether in the Design, the quality of the clothes 
but above all the low price.

CAMPAIGN ANALYSIS 3.2​ - ​Social Media​ ​Instagram​ - Global ​https://www.instagram.com/p/CJGlteolkCB/

What ​Elements​ are used to present the brand? Convey meaning? Are the same in
different media. ​Youtube​, ​Instagram, Webpage. ​#WeStayWarmTogether​ - ​The
Campaign. ​ADDING EXTRA, BARTHES 5 SEMIOTICS STEPS!!!

3.1​ ​Youtube- ​https://www.youtube.com/watch?v=COLecjSedJA

Elements​: ​Mimic the Christmas symbols, RED and WHITE, Give a way to homeless
people.
Convey Meaning​: CREATING a Authentic”​ We stay warm together, embracing
family, creating community) with homeless people effect​”

3.3​ ​Webpage
On their webpage we can see a BIG Screen with four different adds. However, by
scrolling down can we see how the page is divided in totally 7 blocks.
Blocks on Uniqlo's Webpage, Content:
Elements​ to present the brand:
Technologies​, ​Colorful​, (joyful dancing, Diversity - Political Correct, simple)
1. Four Big adds, three “offers” about their Special Products - Offer, Ultra light
Kawaii, Cyberpunk Asian,kawaii dance
Down Jacket, Fluffy fleece ,Offer HEATTECH, AND ​#Dontquitchallange​,
Word: Art, Heatech
2. Sport Utility Wear - Airism
Convey Meaning: ​To ​raise awareness​ around,
3. Spring Knits - (3D, A fine merino sweater A jumper and Neck jumper) 75%
Basics​ ​through​ ​Technologies​!!!
Basic and 25% USP
4. Collaborations - Peanuts & Keith Hearing - Arty, playful
5. Heattech - TO RAISE AWARENESS

4
5
 6. Specials - JW Andersson, Marimekko, Jil Sander AND New LIFEWEAR https://talkinginfluence.com/2019/06/25/uniqlo-teams-up-with-tiktok-for-first-user-gen
COLLECTION SS 20/21 erated-social-media-campaign/
7. Sustainability (​ LAST OF THEM ALL​) Article About their former TikTok strategy

Roland Barthes Semiotics Applied on Uniqlo's Communication - ​ON ​YOUTUBE​ ADD

Semantic Codes​ - Specific elements of media PRODUCT, which WE UNDERSTAND as an

audience have an extra layer/ Hidden meaning.
Uniqlo's Youtubre add:​ Access to advanced Technologies, Young Target, freedom
Multicultural.

Symbolic Codes ​- Cross = Christianity

Uniqlo's Youtubre add:​ Unclear

Proactive Codes / Action Codes​ - Also known as action codes, are elements within a
media text that are used signify THAT SOMETHING ARE GONNA HAPPEN
Uniqlo's Youtubre add:​ Expression theirselves, Trow Activeness, energy, living the
momentum

Hermeneutic Codes / Enigma Codes​ - These codes use imagery to show mystery and
therefore attract the viewer to thinking “deeper”
Elements​: Uniqlo's Youtubre add:​ Make interest on the advanced AIRism, Heattech, 3D =
Technologies

Convey Meaning​:
KEY POINTS
First we can see 3 three offers about their USP products. Then are the following
about their technical innovations - Airism, Heattech.
Knits are showing​ ​75​% basics​ ​25​% innovation​.
OBS! They have put their premium collections and Most important Sustainability
LAST in their webpage cronologie!!
Referential Codes / Cultural Codes​ = referential codes also known as cultural codes -
these codes use media text that has cultural references and therefore appeals to people of a
certain culture - age, gender, race.
Uniqlo's Youtubre add:​
Youth culture, multicultural, electronic music, momentum, freedom to express themselves (
models) trough dance
INSTAGRAM ​Roland Barthes Semiotics Applied on Uniqlo's Communication
#WESTAYWARMTOGHTER​!!!!!

3.5 ​Are they the same in different media? ​DONE!!
No, they keep their visual communication for their different media.
Technologie - ​Online​, ​youtube,
Colorful: Youtube,
Arty - Online through X collabs, youtube - dancers
Semantic Codes​ - Specific elements of media PRODUCT, which WE UNDERSTAND as an
audience have an extra layer/ Hidden meaning.
Uniqlo's Instagram add​: Christmas Color blended with Uniqlos, EMBRACING HANDS,
Symbolic Codes ​- Cross = Christianity
Uniqlo's Instagram add​: Unclear
Proactive Codes / Action Codes​ - Also known as action codes, are elements within a
media text that are used signify THAT SOMETHING ARE GONNA HAPPEN
Uniqlo's Instagram add​: Expression theirselves, Trow Activeness, energy, living the
momentum

6
7
  
Hermeneutic Codes / Enigma Codes​ - These codes use imagery to show mystery and
therefore attract the viewer to thinking “deeper” - Communication - Uniqlo communicates ideals of SIMPLICITY and ESSENTIALS basics. 
Uniqlo's Instagram add​: Make interest on the advanced AIRism, Heattech, 3D = LIFEWEAR. 
Technologies
 
Referential Codes / Cultural Codes​ = referential codes also known as cultural codes -
these codes use media text that has cultural references and therefore appeals to people of a
Brand Experience  
certain culture - age, gender, race.  
Uniqlo's Instagram add​:
Uniqlo does offer an authentic in store experience, with Big screen, BIG ads for HEATTECH, LIFEWEAR, 
Youth culture, multicultural, electronic music, momentum, freedom to express themselves (
models) trough dance even an own department for HEATTECH Collection. 
A place to leave in old garments for recycling - Sustainability (flirting / greenwashing).  
 
1. What do you think is the objective of the campaign?
Their packaging is still in plastic!!! 
We - stayWARM - Together
 
We = Creating a community, building Field report 
Warm = Basics trough technologie
Together = Family, Community, RESPONSIBLE  
Their strategy in Europe is to be located at the best places with big stores.  
https://www.referralcandy.com/blog/uniqlo-word-of-mouth-marketing/
Brand Insights The brand experience!!!! They also have “LIFEWEAR” as visual  
https://www.strava.com/challenges/UNIQLO-dontquit  
Jogging Interaction.
We weren't allowed to ask questions to the store manager, and we was not being welcomed with the 
famous, - “Welcome To Uniqlo” 

Key Success Factors 

 
Uniqlo core business is basics, Unqlo are planning its production essentials up to a year in advance NOT 
fast fashion. Uniqlo stands up for their brand promises.  
 
It's a strategy who is the opposite compared to H&M and Zara who sells a large mix of trendy garments 
inspired (Copycats) of the global industry. 
 
- Uniqlo Global Ambassadors, is a marketing team of stars in sports 
- Collaborations X with fashion labels exempel JW Anderson, Jil Sander 
- In - Store environment, BIG screen, technology friendly, “Welcome To Uniqlo”, bright 
atmosphere. Many digital screens IN STORE, Broshouer. 
 
- Located at “super - locations”, like passe de gracia in Barcelona.  
 

8 9
Uniqlo Survey:  

10 11
12 13
14 15
 Andersen: Good design, always use to find one item, the time i shopping, looking,

a lot a girls as advisors, exklusive moreover is not. Simply things. “ I Use to think

the prices are higher”

Danne: Feel like Zara, want prestige. “Bad vibe from the male advisor”, not

genuine advising.

Paulina: Confusing, too many things. No coherence interior design.

Paula:

Andrew:

Focus Group

Qualitative - focus groups

b. Does it make you want to come back again?
PHYSICAL STORE - OMNI EXPERIENCE Natalie​: Like the design,
1. Have you ever entered at zara? Philipe​: No
a. what is it like? music, smell, service? Lindbom: Yes, I think I can find something.

Natalie​: Stressigt, Advisors stressed, NOT polite service, Simon​: No

Philippe​: Want to leave, only for my girlfriend, not style ( Skater), everything looks Andersen: One time a year
the same8 mens department) Danne: YEs, without advisors
CF: young and Stress, bad quality Paulina: Yes
Fanscseca: Independent side of shopping, bad advisors.

Lindbom​: Little more luxury H&M, Nice better interior, feeling of a better products

Simon: Not so welcome, feeling of being watch

16 17
 3. When purchasing an item to what extent do you consider the 

c. ​H&M social/environmental impact prior to deciding whether or not to purchase the 

CF: Yes item? 

Natalie: No, just asked at the service desk. Many of my friends.the same with h&m CF: Unconscious  

Natalie: Worker at H&M, many stressed, some of us give better service. Better Fanscseca: No, but know we “should”.

organized at H&M Andersen: No 

CF: Bra Billigt, Positive response about the workers Simon: No

Fanscseca: “Everything is the same thing” You pay then you leave” Pauliona: no

Simon: ​Better environment, one step better at H&M Danne: no, I look on a another view
Andersen: Very stressful envirovent, feeling a lot of people, hard to see different  

segments, Natalie: I should be considered, IF the garment material is Beautiful look at the other 
Danne: feeling like shopping at Ikea, family casual feeling. Can be yourself. way. 
Paulina: Nothing.
Phippipe: Offen overprize, Sustainable market overpriced. Feels like greenwashing. 

4. How often do you go shopping? 

 
2. and uniqlo
N: 1 time in a week  
CF: To much stuff, good price, To long lines, to much people
P: Online, shopping. Big amounts more garments. 
Fanscseca: Big store, feeling alone. Pay and go. Same customer service
CF: two times a Month. 
Simon: ​Havent Been visit
Fanscseca: 1 month
Andersen: Never been there.
Lindbom: Yes, when it comes to jeans. But bad experience, lee, levis. Gone back
Pauliona: No
to fast fashion segment. Ger ett exepmle
Danne: No
Simon: 2 times a year 

Andersen: Normally 1 times a week,

Danne: 4 times a year

Paulina: 4 times a year

18 19
 8. B, 50-100$ - Phillipe , Natalie, Simon 

9. C, 100-300$  

  10. D, 300-500$ 

  Danne: 0-500 

5. do you buy more online or in physical stores? Paulina: 500-1000 

P: Online Andersen:1000- 3000 

 
Fanscseca: Offline, feeling the garment. But prefer online, with brands that i know. Or
 
shopping recommended from freinds
11. ​What social media platforms influence your buying decisions? 
N: 50 / 50 , Better stocks online, bu like the shopping experience
A, Instagram  
CF: 50 / 50
B, Facebook 
Lindbom:​ Every second month​, ​NEVER online, 1 of 5 times for clothes.
C, Fashion Influencers 
Simon​: More often online.
D, Others 
Andersen: only fiscal

Danne: I prefer online, Andersen:, Instagram, F

​ ollowing fashion accounts​. Famous people.  

Paulina: I prefer online Instagram - N: Nelly, Exclusiviteit, Better Products 

Instagram: P: Can see drop 

Fanscseca: MOSTELY Instagram, More or less only if i have seen it on

instagram before. 

CF: Instagram, lifestyle konton 

Lindbom: ​Feeling a lack in the market, no one inspiring atm 

6. How much on average do you spend on a garment?  Simon: Unconscious

CF: 500 -1000  Danne: Instagram - Sponsored content on nice stuff appears

Fanscseca: 0 - 50  Paulina: Instagram, bloggers, influencers

Lindbom: 0-500  ---------------------------------------------------------------------------------------- 

7. A, 0-50$   

20 21
 12.What source of information influences your buying choice?  N: 4, 5,4 

A, Virutuall Platforms  P: 5 - If i get disappointed, never buy again, 5,4 

B, Magazines  C, Design ,............... 

C, Store Agents  N: female 5,4,5 

D, Bloggers,   P: 5 

E, Influencers  D, Advertising,...............  

F, Others………………………  N: 2, 1,1 

  P: 1 

N: Influences,   E, Brand,...............  

P: Social platformer,No Influence,   P: 5 ( Skater community)  

Fanscseca: Bloggers, instgram and social networks. Sometimes billboards. N: 3,5-.. Sometimes 1,1 

I see a lot of from Unilqo. Its cool, but not buying. F, Functionally ,.............. 

Like the basics clothes, all to wardrobe. Like product line. Never pass out N: 4, 4,4 

of fashion GREAT! P: 4 

Simon: Caliroots, Instagram.   

CF: Others, ​Music​ big driver  
Danne: No
 
Paulina: No
 
Andersen: IRL when entering the store 
 
13. How much importance do you give to each of these parameters on a scale 
DRIVERS 
of 1 to 5? VOTE between 1 and 5 
14.What's the type of delicate brand benefits you are feeling much more 
A, Price……………… 
connected to? 
N: 3,5, 
Quality and materials 
P: 3,5,  Price 

B, Quality,...............  Trend 

22 23
 Sustainability  17. https://www.youtube.com/watch?v=5rTy4oouj4c
Comfortability  a. zara
Durability 
18. https://www.youtube.com/watch?v=Uem9aQXw8B4
Product addresing social / local issues 
a. H&M
Match to a personal style / aesthetics 
19. three words that this Videos makes you feel, ​Uniqlo
 
N: Misleading, did not understand that it was about clothes. No attension
Paulina: Comfortabilty, local produced, aesthetics 
P: Something was missing, Little cool effects with jacket, little to much
Danne: Price, aesthetics, local produced 
Uniqlo's: Actually i really like the jackets. I will buy one. Pink Color!!!
P: Personal stil, Durability, quality 
Uniqlo's: No, but higher awerness
N: Comfort, personal style qualty 
Danne​: Including, Cosy vibe, meets the need - coherence
15.What are your particular shopping drivers? 

Original (conceptual), Paulina  20. three words that this Videos makes you feel, ​Zara

Luxury  N: Exiting, focus on the sound, get the attention, black and white, Feeeling that it was Zara

Extravagant  P: Sick, did not understand, the scream?

Sustainable  Danne: Facism, pretty models, snobbish
Practical, Daniel 
21. three words that this Videos makes you feel, ​H&M
Trendy 
N: To much, Not telling the truth, To much effort. Cosy
 
P: Best visual
N: Concetputal 
Danne: Multiculturel, including, political correct
P: Practiskt 
22. Which one was more attractive?
 
N: Zara
 
P: No one, mainstream
 
Zara: Better targeting the Powerful
 
H&M: Best
H&M: Yes.
AUDIOVISUALS - “ Normal adds NOT about Sustainability. Danne: H&M - positive vibe
16. https://www.youtube.com/watch?v=efksZdXnqOU

a. Uniqlo

24 25
------------------------------------------------------------------------------------------------------------------ Zara: Bird, watzup with the bird? 3-4 women, ysl style, the couple, N: i got attached by
Uniqlo's: Feeling like a copycat from Tott. Trending, Evredayjacket the attention
H&M: Severity , saw 2 men i same bed, black women Zara: Priomisköstet, try to get all
Zara: Trying to be a luxury brand, To Classy Car, to classy. When you enter the store -
it's just bullshit. Hermeneutic Codes / Enigma Codes​ - These codes use imagery to show mystery and
therefore attract the viewer to thinking “deeper”
Uniqlo's:
Uniqlo's: French music, romantic, Nice jackets ( Communay) Uniqlo's: All younger got jackets by the puff
H&M: Including for everybody , Romantic Future, “Alla ska med” For all H&M
Zara: Visual , audio, big impact powerful, classy Zara: Strong women, and the bird. A belonging between women and bird
Uniqlo's: What's up with the jackets? “Light” makes intersent
Uniqlo's: ​Money spend on advertising, feeling marketing not authentic, Music wrong, H&M: The most including one
( Dj), Feeling that's big agency. Zara: The earl stands for free spirit, Rock a billy,
H&M: geeky, Zara: Dont understand, contrast between claustrophobia and free spirit
Zara: ​Fejk feeling gen z dressman, too serious without distance. 80s, synth and hard Zara: Feelt american, Older brand, older heritage
to understand

Uniqlo's: Good production, the jacket are looking thin, Multicultural Big Brand Referential Codes / Cultural Codes​ = referential codes also known as cultural codes -
H&M: Hope of a new year, multicultural, Good production these codes use media text that has cultural references and therefore appeals to people of a
Zara: Old music video, Nickelback , little old certain culture - age, gender, race.
Uniqlo's:
THIS IS FOR THE ADDS!! H&M: PK
Zara:
Semantic Codes​ - Specific elements of media PRODUCT, which WE UNDERSTAND as an Zara: Powerful women, an undertone of feminism
Uniqlo's: Can see it on the logo, Japanese
audience have an extra layer/ Hidden meaning.
Zara: Earl freedom? Or capitalism?
Uniqlo's: ​color contrast, the internationella french, very timid not extragrant H&M: recycling , we all go together, let's start a new year. “Bring the future”
Uniqlo's:
H&M : ​Political Correct, Showing too much including,
H&M: DIVERSITY!!!!! ----------------------------------------------------------------------------------------------------------------
Zara:
Zara: Business with casual, Modern business codes Global Trends in Sustainability. Here is the background in Trends and is about to be

Symbolic Codes ​- Cross = Christianity

transparent in Carbon emissions. 2 Examples will be shown!
Uniqlo's:
Consumers will expect ​brands to swap marketing for metrics and ​anchor sustainability​ promises in
Uniqlo's: No anything like that
Uniqlo's: ​Plain (neutral) fact​,​ not fiction. Your numbers might be incomplete, imperfect or even disappointing, but they will do

H&M more to highlight your eco-credentials than yet another product made of ocean plastic.
Zara:
Zara: Aquilar Flying
THE NEW RULES - Be Transparent With Carbon Gases or Toxic Fumes

Proactive Codes / Action Codes​ - Also known as action codes, are elements within a Carbon labels aren’t a new idea. In 2007, Tesco announced plans to print carbon footprint labels on all
media text that are used signify THAT SOMETHING ARE GONNA HAPPEN
Uniqlo's: 70,000 products. The plan was later scrapped with the UK supermarket chain claiming it was ‘too
H&M
complicated’. In an era when excuses about complexity aren’t going to hold, brands are trying again.

26 27
If you have a positive story to tell, carbon labels are a no-brainer. For bigger brands looking to make 1​5. What do you think about this? OPEN QUESTION

strides, this is also worth considering: according to the ​Carbon Trust​, 64% of consumers are more N: I like thinking, not sustainability. They feel TO BIG players, NOT local at all

likely to think positively about a brand that could demonstrate it had lowered the carbon footprint of P: Bullshit, I will not buy. Living in the countryside. According to packining

products. Can you afford ​not ​to do this? Fanscseca: Feel it like good, why should we lay to people? Thats ok, this

will make force companies against REAL Sustainability

DENY NO MORE​ Sustainability is a moving target. After you’ve practiced environmental
Lindbom: Informative​, Educates me - who i likes
accounting, what comes next? Could you teach consumers about the impact of their consumption and
Simon​: Missleading, its not FELIX answer to tell me what do by.
illustrate what the fairly abstract concept of a carbon footprint actually means? Mobile network
Carl - fredrik: Trying to be real. It's good according to their scale, even if its will affect
provider Belong used data to drive behavioral change and to empower customers to make ​better
themselves.
decisions. Could you take more drastic measures and force consumers to consider the impact of their

actions? Being open and honest about your sustainability credentials could allow you to push Daniel​: business is business, trust issues feel like greenwashing

purchasing behavior in the right direction.

----------------------------------------------------------------------------------------------------------------

The New trend in Sustainability. Transparency

23. In September 2020, Swedish food brand ​Felix ​opened The Climate Store, a pop-up grocery shop where

products were priced based on their climate impact and customers paid for products with carbon

dioxide equivalents (CO2e). Customers were required to stay within a budget of 18.9 kilograms of How Corona has been a impact

CO2e per week. The concept store is a part of a wider effort of the brand, owned by Nordic food giant 24. What is the impact of your social life?
Orkla, to highlight the importance of customer choices in the fight against climate change. N: mer ansvarstagande, mer medtvetna, what important in my life?
Concept grocery store where items are priced based on carbon emissions P: Slower living, not so much party

CF: Sitting home

Fanscseca: More home,

Simon: Nothing, bar is closed,

​Andersen​: A lot

https://www.felix.se/hallbarhet/klimatavtryck/

28 29
 25. How have your consumer patterns changed?

N: Turned more online, more phone time, using the phone more
Insights: 
P: - Target was predominantly in their twenties 48% (21-25) 

CF: No offline, bar and.. More to Online - 82% of people surveyed were familiar with the Brand  
- 45.8% of people surveyed know the brand through word of mouth and 22.9% through social 
Simon: No changed
media 
- 60.9% of people find out about the brand’s promotion and products through social media and 
28.3% through online advertisements  
- 88% of people found social media the most effective channel  
26. Positive changes?
- Only 24% of people follow Uniqlo in social media  
N: More self, developed , learn new skills, self focus - From the people surveyed 58.3% shop at Zara and 41.7% shop at H&M 
P: better life, more training, no party - Competing brands offer variety in styles and trends and product diversity 
- Uniqlo offers good quality at affordable prices with a simple aesthetic  
CF: Making better food
- 42% people said the thing they value most from a brand is quality 
Fanscseca: Nothing - 75.6% of people believe Uniqlo is a sustainable brand  
Simon: Saving Money - Improvement for sustainability: transparency on use of materials, reduce plastic consumption, 
eco-friendly packaging 
Daniel: New perspective of life ( Positive)
 
 
Conclusions drawn from survey: 
- Even  though  22.9%  of  people  surveyed  know  the  brand  through  social  media,  60.9%  find out 
27. Negative Changes? 
promotions  and  product  launch  the  channel  and  88%  find  social  media  to  be  most  effective 
N: Seeing family and friends, paranoid society, eating hanging in bigger groups. however only 24% follow Uniqlo’s social media platforms. Therefore there is a gap between the 
P: the social, not meeting new people, avoiding new contacts brand  and  the  consumer  in  terms of maintaining engagement and loyal consumers. Thus Uniqlo 
needs  to  reinforce  the  relationship  with  consumers  in  order  to have followers and engagement 
CF: alone sitting home,
through all platforms  
Fanscseca: Worse,can not see my friends, con not leave my life - The  main  competitors  for  Uniqlo  are  Zara  and  H&M,  both  household  names  in  the  spanish 
Simon: Missing family and freinds. market  offering  trendiness  and  variety  to  keep  consumers  engaged  however  uniqlo has proven 
to  offer  good  quality  products  which  according  to  the  survey  is  the  most  valuable  for 
Andersen: Opening time, hard to know about techniques, the QR Code for example. No reason
consumers. Thus Uniqlo has to exploit their strength on its core values.  
to shop, can never wear it offenciall.
- Even  though  Uniqlo  is  considered  by  the  public  to  be  a  sustainable  brand,  there  is  room  for 
improvement.  According  to  consumers  they  want  more  transparency  on  the  use  of  materials, 
reduction of plastic use and more eco friendly packaging options.  
 

30 31
  Marketing Strategy - Uniqlo 
   
“We don´t chase trends. People mistakenly say that UNIQLO is a fast -fashion brand. We´re not. We are 
Communication ​:  about clothing that's made for everyone” - CEO Tadashi Yanai  
  Source: Business insider 
- For the opening of the Uniqlo’s Barcelona flagship store​, the brand hired the Barcelona   
based communication agency &Rosas to align the brand values to the spanish culture and  Uniqlo strategy has always been about investing in product development - leveraging technology and 
receive a local perspective.   advanced materials - Even if it takes long cycles of iteration.  
- Working together in a campaign called “Life Essentials” depicting a parallel between uniqlos   
product value and Barcelona’s character: “​a city made for and by people: accessible,  1.Heatech, Heat technology - Its fiber absorbs moisture that the body emits, and the fabric itself 
comfortable, open, full of life, diverse and always authentic, whatever the latest trend or  generates heat. 
fashion. A way of life that aligns perfectly to UNIQLO and LifeWear.”   
- Featuring 8 brand ambassadors former football player Carles Puyol, model Veronica Blume,  2. Doing Experiential marketing and IRL in store experience. - Digital marketing campaigns - ADD THE 
illustrator Amaia Arrazola, DJ Laura Put, chef Johann Wald, actress Greta Fernandez, Alex Moner  INSTAGRAM BARCELONA CAMPAIGN 
and designer Oscar Tusquets. Each ambassador has a relationship with the city and thus   
represents brand values.   3. Uniqlo Communicate the LIFEWEAR - IN A FAST FASHION WORLD!!! This attracts customers who are 
- In the form of a 60-minute audiovisual piece and four 20 minute pieces, showing Uniqlo  into sustainability, responsible living and circular production. 
clothing set in the city of Barcelona. Shot by Barcelona based Photographer Nacho Alegre,   
Director Eloi Colom, production company The Production Club and original pieces  4. Uniqlo uses e - commerce - To boost the store sales 
commissioned by guitarist Dani Vega.   When launching a new product - costumers share information about the product on social media, The 
- Broadcasted in local television and nationally through Uniqlo’s social media and Barcelona  customers - tends to spurr, incite and make a “buzz” when Unqio got sales. Better omni - experience  
based influencers’ blogs and platforms. As well as branded content and events promoted   
organized by the PR company. Also an interview to showcase brand values and their  5. Collaborations - Ambassadors 
relationship to Barcelona, shared in uniqlo's social media and online platforms.   https://www.uniqlo.com/sg/ambassador/ 
- Uniqlo also ​merged the brand logo with Barcelona’s ‘panot de flor’ ​the city’s emblematic   
tile. Paying homage to Josep Puig design.   Ayumu Hirao - Winter athlet from japan, born 1998 
  Roger Federer, Tennis Proffs. 
Kei Nishikori, Japanese tennisplayer, born 1989 
Shingo Kunieda, Wheelchair tennis player, born 1984 from japan 
 
Gordon Ried, Wheelchair, tennisplayer, Scotland 1991 
 
adam Scott, Australia 1980, world class pro golfer 
 
 
 
Design X Collaborations 

32 33
Jw andersson - British fashion label   
KAWS X Sesame street,   Intensity of rivalry 
Keith Haring, artist American  HIGH 
   
Uniqlo uses the product as greatist USP, LIFEWEAR, HEATECH. They Communicate also  Product 
through ambassadeurs, in the sportsegment, both Parasports and regular sports, locally  Ready To Wear, women, men,kids and baby segment.  
starts in japan, and world stars. Through their webpage are boosting purchasing and brand   
awareness.  ​Differential/ focus -  
   
According to the CEO, are Unqilo investing in digital marketing, which we can see how they  The corporate strategy that has worked for Uniqlo so far is to “totally ignore fashion” instead of 
use their content and social media. They do work with influencers, booths globally and  chasing fast-fashion trends like its other competitors. The brand philosophy “Made for All” positions its 
locally here in Barcelona, Spain.  clothing to transcend age, gender, ethnicity and all other ways to define people. 
   
They have a clear brand story, and they communicate their brand values.   
   
Threats Of Entry   
It's very difficult to enter the fast fashion industries top 3 where Uniqlo is placed, together with Zara   
and H&M. So the threat of entering is HIGH. The economies of scale is HIGH to enter since it's very   
expensive when it comes to production, marketing, distribution and administration. Furthermore, the   
level extremely High, when it comes to entering the industry, comes at a high cost and also to build up   
a supply chain for a fast fashion brand is very HIGH ( Cost disadvantage)   
The product differentiation - OBS, CHECk out the lyst.com to see the brand   
   
“A firm will enter the industry if it comes   
   
 
Threats Of Substitution  Results - Uniqlo, aka Fast Retailing Co Ltd. 
H&M and Zara are the two greatest competitors on the market, and both are placed under Uniqlo in 
price. Also companies who are placed just above Uniqlo in price can also cause a “ spill effect”. 
 
 
Bargaining power of Suppliers / Byers 
Large portion of suppliers sales - In this top segment of fast fashion 
 

34 35
 ● Russia and France are the two countries who Uniqlo are operating in Europe 
 
“Over the past two years, ​we have focused​ on b
​ uilding a more solid brand presence by 
opening large-format stores in prime urban locations​. 
As a result, our first store in ​Italy​ (​Milan​) and our first store in M
​ adrid​, S
​ pain​ (both opened in 
September 2019) ​generated extremely strong sales​”  
   
  “We have significantly increased UNIQLO visibility across Europe by opening stores in new areas in 

● Expecting a ​profit​ on ​130 billion YEN,​ down 50% not 44% as aspecting in Q2. ​SO ITS WORST  quick succession, including first stores in Sweden (​Stockholm​) in August 2018, the Netherlands 

THAT EXPECTED​!!!  (​Amsterdam​), in September 2018, and Denmark (​Copenhagen​) in April 2019” 
● Uniqlo is seeing a “​ faster-than-predicted pace of recovery”​ in the Japanese and Chinese   

markets. Furthermore , they continue to open more Uniqlo stores around the world. POSITIVE  “European consumers don’t buy products simply because they are good. ​They are also extremely 

● Fast Retailing ( Uniqlo) has come to ​depend​ on Asian economies, ​ESPECIALLY​ ​China​, where  sensitive to sustainability issues​. Therefore, it is up to us to c​ onduct brand marketing that 

Uniqlo´s ​mix of affordable basics and occasionally trendy items​ - is a massive hit among  helps consumers understand our LifeWear concept,​ and convey our corporate aim to create a 
the ​burgeoning middle class​ ( New Target in Spain?)  sustainable society” 

● Analyst says, according to BOF, that Fast retailing will focus on Asia, because the corona level   

in the United States. ( COAS IN SPAIN) T​his strategy is to recover / get shelter from the worst   
of corona​. S​ TRENGTHS​ in ​SWOT   
● 22.76%​ i One year on the stock market. 

Geographic result 
 
● The International revenue topped a trillion! For the first time!!! And contributed 44.9% of the 
total revenue! 
 
● Biggest buoyant gains, was in Greater China and Southeast Asia & Oceania. This was the 
driving force behind Uniqlo international strong results. 
● UNIQLO Europe​ revenue and ​profit increased​ in FY2019, with revenue topping the ¥100 billion 
mark. Russia generated further significant revenue and profit gains. We c
​ ontinued to build 
the UNIQLO brand in Europe by opening prime-location stores in major cities​, 
including our first store in the Netherlands (Amsterdam) in September 2018, Denmark 
(Copenhagen) in April 2019, and Italy (Milan) in September 2019. 
● Mainland China is that region where the most stores are open. 
● Japan is the region where most stores are closing. 

36 37
  
Target declared by the brand 
 
Gender: Women And Man 
Age: 18 - 60 Years, Includes teenagers as well young adults.  
Relationship Status: Singel, married divorced  
City: Capitals, Big cities  
Income: 
Status: 
Lifestyle: Urban, Trendy, yet casual and Laid back 
 
Uniqlo's fashion target market includes both men and women. The general age range is 
18-34 year olds, which includes teenagers as well as individuals well into adulthood. The 
clothing is on trend, yet casual and laid back. 
 
 
 

 
● Europe is the smallest market with approximately 100 stores. France and Russia are 
the biggest local markets in Europe with 56 stores together.  

38 39
 
Its products also include technologies such as Heattech and Airsim adding value through new technologies.  
 

EXTERNAL ANALYSIS  - Packaging & Display  

Uniqlo ´s packaging and display are moving towards a more sustainable approach looking to reduce single use 
 
plastic. By using paper bags instead of plastic bags as well as offering tote bags for customers at checkout. 
 
However their items such as Heat Tech or Airism include a lot of plastic use in the packaging and display. The 
Brand Name:​ Uniqlo   display of products are organized and color coordinated showing japanese traditions and order as well as a 

Brand Logo:  futuristic and technological approach.  

 

- Environment in which it is sold 

In store: Simple and organized displays in store.  
Simplicity and essentials portrayal. Neatly organized stacks of clothing from floor to ceiling to create the illusion 
of choice and vastness of space. In store digital screens create the sense of greater customer interaction and 
service portraying efficiency. Wide aisles and bright lights to easily see the clothes.  
Uniqlo provides a simple and efficient experience for customers, with an organized selection of products they 
   give customers a welcoming and easy shopping experience compared to its competitors.  
- The Uniqlo logo includes both red and white colors resembling the japanese flag emphasizing the  Online (and Apps): 
international brand´s roots and culture.   Uniqlo has an AI powered assistant in its Uniqlo IQ Japan App. functioning as a digital concierge offering a 
- The color read has connotations of power and passion positioning the brand as global and powerful.   personalised shopping experience with individual recommendations. Also working with the voice integrated 
- The logo includes japanese lettering called Katakana as well as English using a dual language signifying  google assistant providing an efficient customer service. The assistant also offers directions to the nearest store 
the global reach while staying true to their origins  that has the item the customer is looking for in stock,considering the user's preferred buying journey whether it's 
- The Logo resembles a seal used in East Asia, the red stamp gives it a bold appeal to japanese pop  online or offline.  
culture as well as an international intrigue   Uniqlo’s ecommerce stores only ship locally since they have a store for each region or country. Thus it is unable 
- Uniqlo´s name was originally uniclo to abbreviate the words “unique clothing” however there was a  to ship outside the country hence there is no international shipping.  
spelling mistake when registering the brand and it was changed to uniqlo giving the brand name a   
unique change.  
- Social Media Footprint 
 
Uniqlo´s social media strategy is to have a specialized local social media presence for each place. Managing said 
Brand Touch Points: 
account according to the local culture, jargon and customs aligning themselves to fit the social behaviours of the 
 
customers. However this approach causes engagement levels to vary drastically between countries. 
- Product  Uniqlo´s global instagram has 2.3 million followers, the global facebook page has around 1 million followers. 
Customer segments: Men, Women, Children and Babies.   Uniqlo USA twitter has 86k followers. Tiktok 9867 followers.  
Outwear, InnerWear, Bottoms, Tops, Homeware and Accessories.    
“Made for all” since its product offering reaches a wide range of people providing products with a high quality 
feel at affordable prices. They have a wide range of versatile products and colors for anyone to enjoy. They do not 
focus on one group or segment therefore their products are targeted towards all audiences and tastes.  

40 41
 Marketing sustainability in fast fashion, Lifewear = sustainability  
 

- Company Reputation & Behaviour 

Uniqlo has a reputation to uphold on transparency regarding corporate social responsibility.  
- “UNIQLO also has a high Corporate Social Responsibility (CSR) profile with a Code of Conduct and CSR 
reports that give the impression of transparency, a careful selection of suppliers, limits on overtime 
work, a commitment to freedom of association and close monitoring of working conditions.” 
  - “undercover investigations by SACOM have found systematic and large-scale labour rights violations in 

Additionally, Youtube is a big weakness for Uniqlo Spain, Uniqlo communicate mainly about their  two factories producing for UNIQLO” 
Accused of excessive overtime, low pay, hazardous working conditions and a punitive management style. 
collection on the channel and their launching campaign does not reach any audience, moreover the 
Fast Retailing which owns Uniqlo acknowledged the problems and committed to improving the working 
brand's youtube channel has been abandoned for 2 years with no additional content . 
conditions in factories.  
Furthermore, on twitter, Uniqlo does not own an account for their community in SPAIN , the main 
accounts on twitter are Uniqlo Japan , USA and France.   
 
 
Environment 
 
PESTLE Analysis  
 
Political Factors  
- Must cover tariffs and taxations as well as follow government restrictions and regulations 
regarding factors such as imports and exports according to the spanish law.  
  Economic Factors 
  - Due to the pandemic “Spain's unemployment rate rose to 16.26 percent in the third quarter of 
2020” which would affect Uniqlo’s profits 
`​ - Advertising & Promotion 
https://tradingeconomics.com/spain/unemployment-rate  
Through the use of big data the company provides promotional content according to customer purchase data, 
- Economic Growth is projected to slow down by 1.6% because of the COVID-19 outbreak  
customer preference and growing sales.  
Social Factors 
Also using Uniqlo Global Ambassadors as well as celebrity endorsements. 
- Japanese culture, especially fashion, has had a great impact in European countries over the 
Digital marketing: Uniqlock, partnership with tiktok for an international campaign #UTPlayYourWorld  
Collaborations with designers: JW Anderson, Undercover, Jil Sanders, etc.   past years   
Global Brand Campaigns  - Changing consumer habits  
Including social interactions with customers on campaigns encouraging to share or be part of the campaign in  - Gender roles in each country vary as well as gender stereotypes, consider the changing 
some way.   environment towards gender  

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Technological Factors  Competitors Declared Target  
- Because of the changing consumer habits Uniqlo is investing more in e-commerce over physical   
stores such as automated warehouses and click and collect delivery services   Zara:  
Legal Factors   Zara’s  target  consumers are 18-40 year olds, coming from a middle class background. Zara’s customers 
- Must consider the copyright and designs of apparel it produces   are  always  looking  for  the latest trends and like to be up to date with today’s fashion market. Targeting 
- Follow employee labor, health and safety laws   men,  women  and  also  children  with  their  Kids  line  without  limiting  themselves  geographically.  Since 
Environmental Factors  Zara  focuses  on  keeping  up  with  the  trends  and  the  most  looked  for  items  its  customers  seem  to  find 
- Must invest in long term sustainability through renewable technologies   their way back to the brand constantly with the changing trends.  
- Opportunity in adopting eco-friendly practices towards their products    
  H&M: 

Competitors  
H&M’s target consumer is 8 months to 40 year olds, but mainly its target consumers are 15-35 year old 
women.  belonging  to  the  working/middle  class,  aware  of  trends  and  wanting  to  purchase  “on  trend” 
  items  for  lower  prices.  Wanting  the clothing items that look best without being too expensive, adapting 
Competitors Analysis   to  each  lifestyle. Being able to find substitutes of other items in store at better prices. Affordability and 
  variability being the main factors for consumers 
Zara:     
Zara  was  established  in  1974, its headquarters are in A Coruña, Spain, place where it was founded. Zara 
Advertising campaign of H&M analysis   
has  an  estimate  of  152,854  employees  and  an  annual  revenue  of  21.9  Billion  Euros.  The  fast  fashion 
Campaign analysis of H&M > 
brand  takes  part  in  the  fashion,  apparel  and  accessories  sector  being  the  largest  brand  of the inditex 
group  taking  in  64%  of  the  group’s  total  sales.  Producing  over  450  million items every year, selling in 
202 markets. It has an estimated 3,000 stores (kids and home included) in 96 countries worldwide. The 
retailer  focuses  on  the  consumer  by  providing  clothing  resembling  luxury  brands  designs at affordable 
prices.  
 
H&M:  
Hennes  &  Mauritz  was  founded in 1947 in Vasteras, Sweden and Its current headquarters are located in 
Stockholm.  H&M  has  about  126,376  employees  worldwide  and  an  annual  revenue  of  24.3  Billion  US   
Dollars.  It  offers  from  apparel  for  men,  women and children to accessories, cosmetics and even a home 
 
department.  Present  in  74  store  markets  and  51  online  markets  with  around  4,455  stores  worldwide. 
Clothing company H&M has entered into a partnership with the streetwear brand Kangol and 
H&M  does  not  own  factories  of  its  own  but  instead  partners  with  800  independent  suppliers  mainly 
British R&B singer Mabel. Using Instagram as the main platform fans are able to recreate 
from  Europe  and Asia. The brand offers the opportunity for all its customers to shop different styles and 
designs  at  affordable  prices,  adapting to all lifestyles and interests, its wide range of products makes it  music video’s using 6 different augmented reality filters. 

easy for any consumer, even a whole family to shop together at the same time.  
Kangol launched a new 90’s inspired collection in collaboration with H&M. To promote the 
 
31-piece collection they teamed up with Mabel and created a whole range of filters which can 

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be used as a backdrop to a music video. U  - New stock released every 2 weeks and small batch deliveries to stores twice a week  
- Centralized model gives the brand complete control  
The reach totaled over half a million combined views via the HM, Mabel and Kangol 
- Replenishing their stores quickly to keep consumers engaged meeting demand  
accounts.The hashtag #kangolxhm showed over 2500 users showcasing the clothing and  - Easy access to new and trendy products (accessibility)  
showing different interpretations of the video. The collaboration was mentioned on sites like  - Higher prices than competition but still affordable and worth the purchase since you cannot 
elle, vogue and other fashion blogs.  find the items in the market yet 
Zara  provides  customers  with  the latest trends every time they go to the store making customer loyalty 
Brand: H&M 
greater  with  every  visit.  The  customer  is  more  important  than  the  product  so  they  are  constantly 
Tech: Augmented Reality 
making  sure  customer  needs  are  met  to  keep  engagement  going.  No  matter  what  the  customer  is 
Collaboration: Kangol  
looking for they will find something worth purchasing with every visit.  
Branche: Retail   
  H&M: 
H&M extreme fast communication , they change their communication campaign in function  Cost Leadership Strategy  
of each collection , using tools of social media as filters to reach the younger generation.   - Offers variety of products for every customer at affordable prices 
- Also offers trendy items at low prices for fashion forward consumers 
 
- Aim is to delivery fashion and quality at the best prices to ​everyone 
 
- Working with high fashion designers (Moschino, Stella McCartney and Karl Lagerfeld) to make 
 
affordable capsule collections creating demand by providing consumers the ability to purchase 
Competitors Competitive Strategy  
products from those designers that otherwise they could not afford.  
H&M is one of the leading retailers worldwide offering a variety of products such as classics to trendy 
items at affordable prices for consumers with different interests and lifestyles. Constantly working 
towards providing quality at low prices by keeping designing in-house and sourcing materials from 
independent suppliers for fast production at lower costs.  
 
Sustainability:  
 
Zara:  
  - All cotton, linen and polyester used will be organic, sustainable or recycled by 2025 and will 
Zara:  use all sustainable viscose by 2023 
Differentiation Strategy   - Zara stores to become “eco-efficient” by the end of 2019, reduce carbon emissions, save 
- Market leader   energy and minimize waste,  
- Customer-based products   - 80% of energy used to be clean in stores, distribution centers and offices in 2025 
- Speed and responsiveness is more important than cost   - Customers now are able drop off used clothes, footwear and accessories in approximately 
- Short supply chain, delivers a cheaper alternative to trendy luxury items   1,300 Zara stores to face fashion’s waste problem 

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 - “Join Life” Zara’s sustainable line:  
  SWOT ANALYSIS  
H&M:   
- H&M set target to reduce greenhouse gas emissions by 2030  SWOT - Strengths: 
- Pledged to use 100% recycled/sustainable materials by 2030   
- Offers recycling program to return clothes from any brand in stores  Japanese Culture background  
- Uses renewable energy for part of supply chain  Innovation ( Technologies in Textiles), Signature  
- CanopyStyle approved policy to prevent deforestation of ancient endangered forests   Diversity, including, multicultural - Communicated by #WeStaywartoghter 
- Uses a few eco-friendly materials: Organic cotton and recycled polyester  Clear product presentation ( Basics) . 
- One of the first brands to release a ‘conscious’ sustainable collection   
- Ban use of fur, angora & exotic animal skins  SWOT - Weakness 
- Non-mulesed sheep wool and down accredited by Responsible Down Standard   
- Has a formal animal welfare policy aligned with Five Freedoms   -More or less not doing any campaigns in Spain , ​Social media campaign related on the World 
  Wide campaign, ( Forgetting interactivity with Spain), 
Positioning Proposal   Unclear Diversity ( Very WestWorld point of view) 
Not connecting to their Mision Statement, ​enable people all over the world to ​EXPERIENCE​ the 
JOY​, ​HAPPINESS​, 
 

INSIGHTS 

Internal - Strengths Market Research 

● Uniqlo has stores located at top notch locations. 

● Good brand experience 

● According to the CEO going to invest in E - commerce in Uniqlo “international” 

● Uniqlo focus to building a solid brand presence BY OPENING LARGE-FORMAT stores in PRIME 
 
LOCATIONS, in Europe 
 
  ● Have LIFEWEAR as a product. 
 
> indirect competitors sustainability   Internal - Weakness 
Patagonia / THE North Face 

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 ● Low focus on Countries in Europe who are not Russia or France.    

● More or less not doing any campaigns in Spain 

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