ANALYZING UNIQLO'S CUSTOMER-CENTRIC

APPROACH:
A 4PS FRAMEWORK STUDY ON PERSONALITY,
VALUES, LIFESTYLE, AND BELIEFS

GROUP’S MEMBERS
Le Tuong Minh Do Quang Huy
Nguyen Bao Lam Ho Tien Duong
Ngo Thi Thuy An Nguyen Ba Gia Thinh
Nguyen Ngoc Minh Duc Doan Nguyen Minh Duy
Nguyen Ho Song Phuong Nguyen Tran Huong
Giang

CONSUMER’S BEHAVIOR
Mrs. Pham Thi Hoa
Paper Due Date
November 14th, 2023
 Table of Contents
A. INTRODUCTION ABOUT UNIQLO…………….……………………………………...…..3
B. PORTRAIT OF UNIQLO'S CUSTOMERS…………………………………………...…….3
I. MEN……………………………………………………………………………….........3
PERSONALITY…………………………………………………………..……3
LIFESTYLE….…...………………….………………………….……………..4
VALUES ……....……………………….………………………………....……4
BELIEFS…………………………….………………………………….......….5
II. WOMEN………………………………………………………………………….…...5
PERSONALITY……………………………………………………….…........5
LIFESTYLE…………………………………………………………...…........6
VALUES AND BELIEFS………………………………………...………...….6
III. KIDS & BABY…………………………………………………………….……….....6
PERSONALITY………………………………………………………...….….6
LIFESTYLE……………………………………………………………………7
VALUES AND BELIEFS……………………………………………...…....…7
C. 4P’S ANALYSIS FOR DIFFERENT TRAITS OF UNIQLO’S CUSTOMER.……...…...8
I. 4P’S ANALYSIS – PRODUCT………………………………………………….…..8
MEN……………………………………………………………………….......8
WOMEN……………………………………………………………….….....10
KIDS & BABY…………………………………………………….……...….12
II. 4P’S ANALYSIS – PRICE……………………………………………………….....14
MEN………………………………………………………………….………14
WOMEN……………………………………………….………………...…..14
KIDS & BABY………………………………………………….………........14
III. 4P’S ANALYSIS – PROMOTION………………………………………...….....…15
MEN……………………………………….………………………………...15
WOMEN……………………………………………………………….…....15
KIDS & BABY……………………………………………………………....15
IV. 4P’S ANALYSIS – PLACE……………………………………………….…...........17
THE KEY DISTRIBUTION CHANNELS…………...……………………...17
INVENTORY MANAGEMENT……………………………………….........18
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D. REFERENCES……………………………...………………………………….………......19
 A. INTRODUCTION ABOUT UNIQLO
 UNIQLO is indeed a well-known clothing apparel company that has a fascinating history. As you mentioned,
it was originally founded as a textiles manufacturer in Yamaguchi, Japan, in 1949. Since then, it has evolved
into a global brand with thousands of stores around the world. UNIQLO is known for its emphasis on quality
and textiles, a commitment that has remained consistent since its inception.
 The first UNIQLO store opened in June 1984, and it marked the beginning of the company's success.
UNIQLO adopted the SPA (Specialty store retailer of Private label Apparel) model, which involves
controlling the entire process from product planning and production to distribution and marketing. This model
allowed UNIQLO to maintain a high level of quality control and keep prices remarkably affordable.
 UNIQLO has gained popularity for providing high-quality casual wear for men, women, and children. The
brand's focus on simple yet stylish designs, comfortable clothing, and affordable prices has made it a favorite
among consumers worldwide. UNIQLO's commitment to innovation, collaboration with designers, and its
use of advanced materials and technology have contributed to its success and continued growth as a global
clothing retailer.

B. PORTRAIT OF UNIQLO'S CUSTOMERS

I. MEN:
In today's fashion landscape, UNIQLO has positioned itself as a brand that primarily caters to a diverse men
audience, with a strong focus on individuals between the ages of 18 and 40. UNIQLO's mission extends
beyond just offering trendy clothing; it places a strong emphasis on providing high-quality garments while
also championing sustainable practices to create a better environment. Therefore, to comprehend UNIQLO's
targeted men customers fully, it's essential to explore their personalities, lifestyles, values, and beliefs from
their perspective.
PERSONALITY
 Efficiency-seeking: In the hustle and bustle of contemporary city life, men are constantly shifting between
their professional obligations, social engagements, and their passion for sports and outdoor activities. This
dynamic urban lifestyle underscores the importance of clothing that is both efficient and adaptable, as they
seamlessly transition from work to play.
 Pragmatic and active: As men venture into the realm of fashion and shopping, they often embody a
pragmatic and sporty persona. Their choices prioritize functionality, comfort, and versatility – qualities
that resonate with their active lives. Whether it's the right gear for their sports endeavors, workout sessions,
or casual outdoor escapades, these men seek clothing that complements their multifaceted daily routines.
 Simplicity: In this pursuit, practicality is their guiding principle. Men value getting the most out of their
clothing, ensuring their attire serves various roles in their dynamic lives. They look for pieces that not
only offer style but also deliver value for their hard-earned money. Additionally, efficiency is a key driver
in their shopping experience, mirroring their desire for straightforward and hassle-free choices.

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LIFESTYLE
 Busy lifestyle: In the fast-paced world we live in, many men have led a hectic lifestyle. They juggle their
jobs, social activities, and various commitments daily. With so much on their plate, they don't have the
luxury of spending too much time choosing their outfits. Because of this, they look for clothing that's
practical, easy to wear, and stylish, so they can seamlessly fit it into their hectic routines. This lifestyle is
all about making clothing choices that simplify their lives, helping them stay efficient and well-groomed
despite their busy schedules.
 Active lifestyle: A significant number of men now lead demanding and active lives in the current
metropolitan environment. They have demanding jobs in fast-paced urban settings and a strong love of
sports, fitness, and the great outdoors. These men are masters at moving from the realm of business to the
gym and exciting outdoor pursuits with ease. They expect adaptable apparel that seamlessly combines
great performance with style. For them, clothes are a reflection of their steadfast dedication to an active
lifestyle that balances the obligations of work with the joys of recreation.
 Trendy lifestyle: In the world of fashion-forward individuals, UNIQLO also finds men who lead a trendy
lifestyle. These men are always on the lookout for the latest style trends, whether it's the newest streetwear,
high-end fashion, or avant-garde designs. They value clothing that reflects their fashion-conscious
personalities, seeking to make a statement with their outfits. These individuals prioritize staying up-to-
date with the ever-evolving fashion landscape and often enjoy experimenting with different looks. Their
clothing choices are a means of expressing their unique style and staying ahead of the fashion curve. For
them, it's essential to have access to trendy and stylish apparel that keeps them at the forefront of the
fashion world.
VALUES
UNIQLO's widespread popularity and clientele can be ascribed to its conformity to universal principles.
The way in which UNIQLO's brand and products are infused with these principles demonstrates how much
of an impact they have on consumer behavior in the retail sector.
 Simplicity
 UNIQLO's emphasis on "simplicity" aligns perfectly with the busy lives of modern men. In a world
where efficiency and effectiveness are paramount, men seek products that simplify their daily
routines. UNIQLO recognizes this need and provides basic yet well-made apparel that complements
the modern man's lifestyle.
 UNIQLO's focus on basic and adaptable clothing resonates with men who prefer uncomplicated
choices in their daily wear. From essential t-shirts to timeless denim, UNIQLO offers straightforward
and intuitive clothing options that seamlessly integrate into men's lives. This is particularly appealing
to men who value a hassle-free shopping experience and seek dependable wardrobe-essentials.
 Men appreciate UNIQLO's commitment to simplicity, knowing they can rely on the brand to
streamline their clothing choices and enhance their efficiency. UNIQLO's dedication to simplifying
the shopping experience has established trust with men customers and keeps them coming back for
clothing that aligns with their busy schedules.
 Innovation
 UNIQLO's commitment to "Innovation" goes beyond simplicity and significantly influences men
customers. This dedication to cutting-edge technology and unique design elements draws in men who
value innovation in their wardrobe choices. UNIQLO sets itself apart by continually integrating state-
of-the-art materials and technology into its clothing lines.

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  Take for example, the launch of HEATTECH, a groundbreaking material that provides remarkable
warmth without added bulk. Men appreciate this innovation, especially those engaged in outdoor
activities, sports, or living in colder climates. HEATTECH offers the warmth and flexibility necessary
for various activities, allowing men to stay comfortable and mobile even in cold conditions.
 Similarly, UNIQLO's AIRism line caters to men's sporty inclinations by offering breathability and
comfort. These features are particularly crucial for men involved in physical activities and sports.
Whether it's playing sports, hitting the gym, or dealing with hot and humid weather, men value
clothing that keeps them cool and comfortable. AIRism's moisture-wicking properties make it a
preferred choice for active men, ensuring they stay dry and fresh during workouts or in warm climates.
BELIEFS
 Trustworthiness and Quality: UNIQLO's targeted customers have confidence in the brand's quality and
reliability. They believe that UNIQLO consistently delivers well-made fashion options that meet their
daily necessities. They trust that UNIQLO's clothing is dependable, which builds loyalty and keeps them
coming back to the brand.
 Efficiency and Simplification: Men who are drawn to UNIQLO believe in the brand's ability to simplify
their lives. They trust that UNIQLO's clothing options are designed to streamline their daily routines,
making the process of getting dressed hassle-free and efficient. They value clothing that complements
their busy schedules and appreciate the practicality that UNIQLO brings to their lives.
 Innovation and Performance: These men have faith in UNIQLO's commitment to innovation. They
believe that UNIQLO's cutting-edge materials and technology enhance their clothing's performance. They
trust that products like HEATTECH and AIRism will provide the warmth, comfort, and breathability they
need, especially during outdoor activities and sports.

II. WOMEN
UNIQLO effectively connects with its women customers' personality, values, lifestyle, and beliefs through
its marketing strategies, product offerings, and brand philosophy. Here's an analysis of how UNIQLO aligns
with its WOMEN customers:
PERSONALITY
 Efficiency-Seeking: Modern women lead dynamic lives, balancing multiple roles and responsibilities.
They seek efficient clothing options that seamlessly transition from work to various activities. Their
preference for practicality and simplicity in clothing reflects a desire for efficient wardrobe choices that
complement their busy routines.
 Pragmatic and Value-Oriented: Women customers tend to exhibit practical and value-conscious
personality traits. They are discerning shoppers who seek affordable, well-made clothing that offers
functionality. They believe in responsible spending and look for items that provide long-term value.
 Minimalistic, Modern, and Active: Women prioritize practicality and seek clothing that suits their active
lifestyles, whether it's for workouts, outdoor activities, or daily tasks. They value functionality, comfort,
and versatility in their apparel choices. Many women prefer minimalist and modern fashion, favoring
clean, contemporary designs that offer simplicity and adaptability for their everyday wear.

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 LIFESTYLE
 Hectic Routine: Women often have hectic schedules, managing multiple commitments. They appreciate
clothing options that simplify their lives, offering practical, stylish, and easy-to-wear choices.
Understanding the significance of efficiency and time-saving, women find alignment with their busy
routines, making these clothing selections a dependable choice for their everyday attire.
 Dynamic Lifestyle: Women with active lifestyles find appeal in adaptable and performance-focused
clothing. They appreciate clothing that seamlessly combines functionality and style as they manage
demanding jobs, fitness regimens, and outdoor adventures. Women understand the importance of versatile
attire that mirrors their dedication to an active lifestyle, reflecting their deeply-held values.
 Trendy Lifestyle: Women who stay up-to-date with the latest fashion trends and relish experimenting with
various looks find that UNIQLO's trendy selections position them at the vanguard of the fashion realm.
By offering access to fashionable and current attire, women connect with their aspiration to express their
individual style and stay ahead in the continually changing fashion scene.
VALUES AND BELIEFS
 Simplicity: Modern women highly value "simplicity" in their clothing preferences, as they actively seek
out items that effectively streamline their daily routines. They have a strong appreciation for well-
constructed, fundamental clothing that not only simplifies the shopping process but also seamlessly
integrates into their wardrobes. This commitment to hassle-free and efficient clothing choices not only
fosters trust but also deepens the emotional connection between women and the brand, making it a reliable
and preferred choice for their fashion needs.
 Trustworthiness and Quality: The emphasis on delivering high-quality garments and reliability cultivates
trust among women customers. They firmly believe that the brand consistently offers well-made fashion
choices that cater to their daily needs. This trust in the quality and dependability of the products enhances
customer loyalty and fosters repeat business.
 Sustainability and Eco-Consciousness: Many women customers also value sustainability and eco-
friendly practices. They appreciate the brand's efforts to minimize its environmental impact. This
alignment with eco-conscious values reflects their commitment to responsible consumption and
environmental awareness.

III. KIDS & BABY

PERSONALITY
 Variety of styles: UNIQLO offers a diverse selection of clothing styles for kids, allowing them to express
their individuality. Whether a child prefers a more playful, sporty, or classic look, UNIQLO provides
options that cater to different personality types.
 Colorful choices: UNIQLO's kids' clothing often includes a vibrant color palette, offering a wide range
of hues to suit different preferences. Bright colors can be chosen to reflect a child's energetic and lively
personality, while softer tones may appeal to those with a more calm and relaxed disposition.
 Graphics and prints: UNIQLO incorporates graphics and prints into their kids' clothing, allowing children
to showcase their interests and passions. Whether it's a favorite character, hobby, or artistic design, these
elements can add a personalized touch to a child's outfit and help express their personality.
 Customization options: UNIQLO also offers customization options for certain products, such as graphic
t-shirts or sweatshirts. This allows kids to create unique pieces that reflect their own style and interests.

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 Customization can range from selecting a preferred design or adding personal touches like initials or
names.
 Trendy yet timeless designs: UNIQLO strikes a balance between trendy and timeless designs for kids'
clothing. This ensures that children can stay fashionable while still maintaining a sense of individuality.
Timeless pieces can be mixed and matched with trendier items, allowing kids to create outfits that align
with their personal style. In summary, UNIQLO products for kids offer a range of styles, colors, graphics,
and customization options that can enhance and complement a child's personality. With their diverse
selection and attention to individual preferences, UNIQLO allows kids to express their uniqueness through
their clothing choices.
LIFESTYLE
 Comfort: UNIQLO understands that kids need clothing that allows them to move freely and comfortably.
Their products are made from soft, breathable fabrics that provide a comfortable wearing experience
throughout the day. For example, their kids' t-shirts are often made from high-quality cotton that is gentle
on the skin.
 Versatility: UNIQLO offers kids' clothing that can be easily mixed and matched to create different outfits.
This allows kids to express their personal style and creativity. For instance, their kids' jeans and pants
come in different colors and styles, making it easy for kids to create their own unique looks.
 Durability: Kids can be active and playful, so UNIQLO designs their products to withstand everyday wear
and tear. Their clothing is made with attention to detail and quality construction, ensuring that it can
withstand the demands of kids' active lifestyles. This durability allows the clothing to last longer, providing
value for money.
 Functional features: UNIQLO includes functional features in their kids' clothing to meet specific needs.
For example, they offer jackets and coats with water-repellent properties to keep kids dry in wet weather.
They also provide clothing with adjustable waistbands or elasticated cuffs for a better fit and ease of
movement.
 Age-appropriate designs: UNIQLO understands that kids have different preferences at different ages.
They offer a wide range of designs, from cute and playful styles for younger children to more mature and
trendy options for older kids. This ensures that kids can find clothing that suits their age and personal taste.
In summary, UNIQLO products for kids prioritize comfort, versatility, durability, and functionality. Their
clothing is designed to accommodate kids' active lifestyles while allowing them to express their
individuality. With age-appropriate designs and attention to detail, UNIQLO provides a range of options
that cater to the diverse lifestyles and preferences of kids.
VALUES AND BELIEFS
 Quality and durability: UNIQLO's commitment to producing high-quality products ensures that kids can
believe in the durability and longevity of their clothing. This belief can foster a sense of trust and
confidence in the brand.
 Comfort and functionality: UNIQLO prioritizes comfort and functionality in their kids' clothing. The
belief that UNIQLO products are designed with the child's comfort in mind can enhance their overall
experience of wearing the clothes.
 Inclusivity and diversity: UNIQLO offers a wide range of sizes and styles, catering to diverse body types
and personal preferences. This belief in inclusivity and diversity promotes a sense of acceptance and
belonging among kids, regardless of their shape, size, or style choices.

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  Sustainable practices: UNIQLO is committed to sustainable and ethical practices in their manufacturing
processes. This belief can foster an understanding and appreciation for responsible consumerism among
kids, instilling values related to environmental conservation and ethical choices.
 Community engagement: UNIQLO engages in various community initiatives and partnerships that
support education, arts, and social causes. Kids who are aware of these efforts may develop a belief that
UNIQLO is a socially responsible brand that contributes positively to society. 6. Positive brand reputation:
UNIQLO has established a positive reputation for providing affordable, stylish, and reliable clothing. Kids
who are aware of this reputation may believe in the overall value and trustworthiness of UNIQLO
products. In summary, UNIQLO products for kids can foster positive beliefs related to quality, durability,
comfort, inclusivity, sustainability, community engagement, and brand reputation. These beliefs can
contribute to a child's sense of trust, confidence, and alignment with UNIQLO as a brand.

C. 4P’S ANALYSIS FOR DIFFERENT TRAITS OF UNIQLO’S

CUSTOMERS

I. 4P’S ANALYSIS - PRODUCT

MEN
UNIQLO's product strategy is strategically aligned with the diverse lifestyles of men, whether they lead busy,
active, or trendy lives. This approach is evident in their clothing offerings, designed to simplify daily routines,
support active pursuits, and keep men on-trend. UNIQLO tailors its products to meet the unique needs and
preferences of each lifestyle, rendering it a versatile and favored choice for a broad spectrum of men
customers. This deep understanding of diverse lifestyles translates into bespoke clothing solutions that
streamline daily schedules, enhance performance for those on the move, and ensure fashion-forward choices
for style-conscious men, achieved through collaborations. This unwavering commitment underscores
UNIQLO's versatility and capacity to cater to the distinct needs of a wide range of men's lifestyles.

 OUTERWEAR:
 Jackets and Coats: It is suitable for men who need weather-appropriate outerwear, whether for
everyday use or specific conditions. The Ultra Light Down Jacket is great for travelers or those
seeking a lightweight but warm option. The BLOCKTECH Parka is perfect for individuals living in
rainy or windy areas.
 Vests: Ideal for men who want an extra layer of warmth without the bulk of a full jacket. The Ultra
Light Down Vest is suitable for those who need extra insulation during colder seasons.

 TOPS:
 T-Shirts: These are go-to choices for men who want comfortable and versatile everyday wear. The
Supima Cotton T-shirts are perfect for those who prioritize softness and quality.
 Shirts and Polos: Suitable for men who require a range of options for various occasions. The Easy
Care Slim Fit Shirt is suitable for professionals, while the Dry Pique Polo Shirt is a great choice for a
sporty look.

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  Sweaters and Sweatshirts: Must-have items for men seeking warmth and style. The Crew Neck
Sweater is perfect for a classic look, while the UNIQLO U Sweatshirt caters to those who appreciate
modern fashion.

 BOTTOMS/PANTS:
 Jeans: Suitable for men who value comfort and style. Slim Fit Jeans are ideal for those who want
a more tailored fit, while EZY Jeans are perfect for individuals with an active lifestyle.
 Chinos: Great for men who need versatile pants suitable for both casual and slightly more formal
occasions. Slim Fit Chino Pants are perfect for creating a sharp look, while Relaxed Fit Chino Pants
offer comfort and a laid-back style.
 Joggers: It is necessary for men who want comfortable and stylish athleisure options. The Ultra
Stretch Active Jogger Pants are suitable for those seeking active or laid-back wear.

 INNER & UNDERWEAR:

 Underwear: Men who prioritize comfort and support would find those products suitable for them.
AIRism Boxer Briefs are great for those who appreciate moisture-wicking properties.
 Undershirts: Perfect for men who want a smooth and temperature-regulating layer under their
clothing. AIRism Mesh V-Neck T-shirts are must-have items for a polished appearance.

 LOUNGEWEAR & HOME:

Designed for men who prioritize relaxation and comfort in their own homes. The Sweat Full-Zip
Hoodie and Fluffy Fleece Pants offer cozy options for downtime, making them ideal for individuals
who want to unwind in style.

 ACCESSORIES:
 Accessories: UNIQLO has produced a variety of accessories for men such as hats & caps, bags,
belts, gloves, scarves, socks, umbrellas, shoes & sandals.
 Examples: The Stretch Belt, HEATTECH Knitted Gloves, and Reversible Bucket Hat, etc. are
great for those who want to add finishing touches to their look and enhance their outfits with practical
and stylish add-ons. Another example is socks, which is ideal for men who appreciate performance
and everyday wear. HEATTECH Ultra Warm Crew Socks are suitable for individuals who are
constantly on the move, keeping customers warm without the need for bulky layers. While AIRism
Pile Low Cut Socks offer comfort for various activities by offering moisture-wicking and
breathability. These goods are suitable for those who have an active lifestyle, they allow men to
effortlessly transition between their demanding jobs and recreational pursuits, offering comfort,
versatility, and performance.

 SPORTS UTILITY WEAR:

 Examples: AIRism UV Cut Mesh Hoodie, Dry-EX Polo Shirt, Ultra Stretch Active Shorts.
 Designed for active and sporty men who seek comfortable, moisture-wicking, and durable clothing
for various physical activities. The AIRism UV Cut Mesh Hoodie offers sun protection, the Dry-EX
Polo Shirt is perfect for sports, and the Ultra Stretch Active Shorts provide flexibility for workouts
and outdoor adventures.

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  UNIQLO's men's products are designed to meet the needs and style preferences of a diverse men
customer base. Whether it's for everyday comfort, professional attire, casual wear, or relaxation at
home, UNIQLO offers practical, stylish, and affordable solutions for a wide range of occasions and
lifestyles.

 FLOWERS
 Examples: Roses, Lilies, Orchids, Tulips, Orchids, Carnations...etc.
 While UNIQLO's primary focus is clothing and apparel, their foray into selling flowers provides
an interesting and creative way for men and customers in general to engage with the brand beyond
fashion. It allows individuals to enjoy the beauty and symbolism of flowers, making them a versatile
and meaningful addition to various aspects of life.
 Men can use UNIQLO's flowers as thoughtful gifts for special occasions, such as birthdays or
anniversaries, or as decorative elements in their homes or workspaces. UNIQLO occasionally offers
flowers in collaboration with their clothing collections, allowing men to enhance their living spaces
with natural beauty. Additionally, these flowers may resonate with environmentally conscious men
customers, aligning with UNIQLO's sustainability initiatives.

 CONCLUSION: In short, UNIQLO's diverse product range ensures that men of all tastes, styles, and
lifestyles can find clothing and accessories that suit their needs and preferences, whether they are
looking for everyday comfort, professional attire, casual wear, relaxation at home, or sporty utility wear
for active pursuits.

WOMEN
At UNIQLO, our commitment to empowering women is ingrained in every facet of our product strategy.
Tadashi Yanai, Chairman, President, and CEO of Fast Retailing Co., Ltd., underscores this commitment,
ensuring that women playing pivotal roles in UNIQLO can fully showcase their abilities. Aligned with this
vision, UNIQLO's women's product line reflects a dedication to empowerment in the realm of fashion.
Through a collaborative initiative with UN Women, UNIQLO aspires to cultivate an inclusive and
empowering environment that extends beyond clothing, providing a platform for women in the business
to actively contribute to society. Each meticulously designed product embodies our shared philosophy of
fostering empowerment, self-expression, and the active engagement of women in all aspects of life.

 OUTERWEAR:
 UNIQLO's outerwear collection is diverse, featuring a wide array of options designed to keep
women both stylish and protected. It includes lightweight and compressible Ultra Light Down jackets
and vests, which are ideal for layering and provide warmth without bulk. Blouson Parkas combine
comfort and style, offering a cozy and fashionable outerwear option
 HEATTECH Jackets and Coats keep you warm during colder months, offering both warmth and
style.
 UV Protection Pocketable Parkas shield you from the sun's harmful UV rays during outdoor
activities.
 UNIQLO also provides Custom Order Jackets, allowing for personalization and tailoring to match
your unique style and preferences. UNIQLO's commitment to fashion and functionality ensures that

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 women can find the perfect outerwear to meet their specific needs, whether it's for warmth, protection,
versatility, or a fashionable addition to their wardrobe.

 TOPS:
 UNIQLO's tops collection is versatile, encompassing a range of styles and materials. Women can
enjoy the warmth and comfort of freeze-tech options, cozy up in knit sweaters and cardigans, or opt
for casual chic with sweatshirts. T-shirts, cut and sew tops, and a variety of shirts and blouses offer
everyday fashion choices.
 For additional comfort and style, there are bra tops and custom order shirt options. The UT
collection and "PEACE FOR ALL" line provide unique and meaningful fashion choices.

 PANTS:
UNIQLO's pants collection caters to various preferences and daily activities. Wide-legged pants offer
a relaxed and stylish look, while "Warm Bread" pants bring comfort and style together.
Casual pants, trousers, jeans, leggings, sweatpants, and "Touching Pants" provide options for various
occasions. Ankle pants and cropped pants offer versatility, and shorts are perfect for warm days.

 ONE PIECE SKIRT:

UNIQLO's assortment of one-piece skirts provides a variety of options to cater to different preferences
and styles. From stylish overall dresses to versatile skirts and customizable options, women can
express their unique style and preferences.
 SPORTS UTILITY WEAR:
 UNIQLO's sports utility wear collection is specifically designed for women with active lifestyles.
It includes a range of products such as outerwear, tops, bottoms, and innerwear that are tailored to
support physical activities.
 AIRism products are engineered to help women maintain their health and fitness routines while
staying fashionable and comfortable. These garments are known for their moisture-wicking and
breathable properties, making them ideal for active pursuits.
 INNER/UNDERWEAR:
 UNIQLO's innerwear and underwear collection offers practical solutions for everyday comfort.
 HEATTECH items provide warmth in cold weather, while wireless bras and bra tops ensure
support and comfort.
 AIRism products are designed for breathability and moisture-wicking, keeping women dry and
comfortable throughout the day. Open-front innerwear and other options cater to various preferences.
Shorts, leggings, tights, and socks complete the collection, offering everyday essentials.
 LOUNGEWEAR & HOMEWEAR:
UNIQLO's room home collection includes comfortable and stylish options for relaxing at home.
Room wear and pajamas provide a sense of coziness, while room shoes are designed for comfort.
Bedding and blankets complete the range, creating a serene and comfortable environment for rest and
relaxation.
 ACCESSORIES:
UNIQLO's accessory and goods collection offers the finishing touches to any outfit. Muffler stoles,
hats, caps, gloves, bags, shoes, belts, umbrellas, sunglasses, and various UNIQLO-branded items add

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 personal style and practicality to daily life. Swimsuits and swimming goods are perfect for leisure
activities.
 MATERNITY:
 UNIQLO's maternity collection is designed to cater to the specific needs of expectant mothers. It
includes maternity pants and innerwear crafted for comfort and confidence during pregnancy.
 The collection features adjustable waistbands, stretchy materials, and flattering designs to
accommodate a growing belly without compromising on style. UNIQLO's focus on comfort and
confidence helps pregnant women feel at ease and maintain their self-esteem throughout their
pregnancy journey.
 FLOWER:
 UNIQLO's flower offerings can bring happiness and beauty into the lives of women, whether as
gifts or as decorative elements in their spaces, enhancing their overall experience with the brand.
These flower offerings can make women happy through thoughtful gift choices, the addition of natural
beauty to their surroundings, the symbolism and meaning of flowers, a unique and fresh selection,
and a connection to sustainable practices.
 Moreover, UNIQLO also adheres to its global activities criteria by supporting local farmers and
agriculture in flower cultivation. It provides a unique customer experience in the fashion retail sector
in Vietnam by offering seasonal domestic flowers and special varieties from countries like Japan. This
highlights UNIQLO's commitment to promoting local agriculture and providing customers with a
diverse and unique selection of fresh flowers.
 CONCLUSION: In conclusion, UNIQLO's women's products offer a wide range of fashion choices,
providing comfort, style, and functionality in various aspects of women's daily lives. Whether it's
staying warm in winter, looking chic in stylish tops, or finding comfort in daily wear, UNIQLO caters
to the diverse needs of women.

3. KIDS & BABY

When it comes to the younger audience, our analysis will take a different approach compared to our
analysis for men and women customers. UNIQLO's kid and baby product lines offers a wide range of
high-quality and fashionable clothing options for children such as outerwear, sweatpants, sweatshirts, T-
shirts, tops, graphic tees, pants, shorts, UNIQLO sportswear, innerwear, loungewear, accessories, fleece,
etc. Newborn collection consists of outerwear, tops, newborn fleece, one-pieces, bodysuits, innerwear,
etc. The brand focuses on providing comfortable and durable clothing that caters to the unique needs of
children. The kids & baby collection features trendy designs, vibrant colors, and playful patterns that
resonate with the youthful demographic. UNIQLO's attention to detail and commitment to quality ensures
that their kid's products meet the expectations of both children and parents. They also attached many
effective functions for children's daily lives:

 HEATTECH Technology: HEATTECH Turtleneck Shirt is designed to keep kids warm and comfortable
in cold weather. The HEATTECH technology is lightweight, breathable, and moisture-wicking, which
helps to regulate body temperature. It is made from high-quality materials that are gentle on the skin and
easy to care for.

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 AIRism Technology: AIRism Crew Neck T-Shirt is designed to keep kids cool and dry in hot weather.
The AIRism technology is lightweight, breathable, and moisture-wicking, which helps to regulate body
temperature.
 UV Protection: UV Protection Hoodie is created to protect children from harmful UV rays. The fabric has
a UPF rating of 50+, which blocks out more than 99% of UV radiation. It is made from high-quality
materials that are gentle on the skin and easy to care for.
 Easy Care: Easy Care Cotton Pants are made to be easy to care for and can be machine washed and dried.
They are made from high-quality materials that are gentle on the skin and easy to care for.
 Branding and Packaging: UNIQLO’s kid products are branded under the name “UNIQLO Kids” and are
available in a wide range of colors and styles. The packaging is simple and minimalistic, with a focus on
sustainability. UNIQLO uses recycled materials for its packaging and encourages customers to recycle
their packaging after use.
 Warranties: UNIQLO offers a one-year warranty on all of its products, including kid products. The
warranty covers defects in materials and workmanship and does not cover normal wear and tear or damage
caused by misuse.

DIFFERENCES FROM WOMEN'S AND MEN'S PRODUCTS:

 The designs and patterns of the kid's collection are specifically catered to the preferences of children,
featuring playful and vibrant elements. In contrast, the women's and men's collections focus on modern
and trendy designs that appeal to adult consumers.
 The sizing and fit of the kid's products are tailored to accommodate the growth and comfort of children,
while women's and men's products follow standard adult sizing conventions.
 The marketing strategies for kid's products may differ from those for women's and men's products,
considering the specific needs and preferences of parents and children.

COMPARISON WITH OTHER BRANDS:

 UNIQLO's kid's products stand out from other brands such as ZARA, H&M due to their unique
combination of quality, affordability, and trendy designs. While other brands may offer kid's clothing,
UNIQLO's focus on providing comfortable and durable products at competitive prices gives them an edge
in the market.
 UNIQLO's emphasis on customer data analysis, targeted promotions, and multi-channel distribution
further differentiates them from competitors.

 CONCLUSION: UNIQLO's kid's products exemplify the successful application of the 4Ps of marketing
mix. Their focus on high-quality, fashionable, and affordable clothing options for children, coupled with
effective promotion, competitive pricing, and a multi-channel distribution strategy, positions them as a
leading brand in the kid's clothing market. UNIQLO's unique approach to meeting the specific needs of
children and parents sets them apart from other brands and reinforces their commitment to excellence
in the kid's product segment.

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II. 4P’S ANALYSIS – PRICE
UNIQLO strategically shapes its pricing to attract a diverse clientele, providing quality men's clothing
within an accessible range for those seeking both style and affordability. This commitment extends to
women's fashion, covering various wardrobe essentials. UNIQLO also ensures economical pricing for
kids' apparel, ensuring fashion accessibility without compromising quality. This pricing approach
establishes UNIQLO as the preferred choice for families, where style and affordability intersect for all
age groups.

MEN: UNIQLO strategically positions its men's clothing within the lower to mid-range category, with
prices ranging from $14.90 to $130. This pricing strategy allows a broad demographic of customers to
access quality and stylish products without straining their finances. The brand excels in providing
essential wardrobe items like dress shirts, chinos, and outerwear at reasonable prices, making it an
attractive choice for cost-conscious men who seek both fashion and function.

WOMEN: UNIQLO remains committed to providing women's clothing within the lower to mid-range
price category, with items priced from $12.90 to $130. This pricing strategy encompasses a diverse array
of wardrobe essentials, including dresses, blouses, and outerwear. The carefully designed products aim
to offer value without compromising on style, making UNIQLO an appealing choice for budget-
conscious shoppers.

KIDS & BABY: UNIQLO effectively caters to parents and children by offering affordable and
competitive pricing for kids' clothing. The brand maintains a pricing range of $7.90 to $40, striking a
harmonious balance between cost and quality. This approach makes UNIQLO a favored choice for
children's apparel, ensuring that kids' clothing remains budget-friendly without compromising on quality.
Basic items like T-shirts, jeans, and casual wear fall within the lower to mid-range pricing category,
providing economical options for parents while still offering quality garments for their children.

 CONCLUSION: UNIQLO's pricing strategy is in line with its brand image, which focuses on delivering
reasonably priced, high-quality clothing. The company emphasizes affordability while offering
customers competitively priced, well-crafted items. Although UNIQLO's products may not reach the
high-end pricing of luxury fashion brands, their costs are rationalized by the excellence of their
merchandise, the use of innovative fabrics, and contemporary design aesthetics. This pricing approach
attracts a broad spectrum of customers looking for clothing that is both affordable and combines style
with functionality.

 Mid to Lower Price Range: UNIQLO is a mid-range product and prices range from $7 to $130. The
pricing is competitive, and they differentiate themselves from the competition through unique simple
designs and bright colors. The high-quality products appeal to budget customers as well as informed
shoppers. The main pricing strategy in its marketing mix is to compete with its competitors and build a
strong presence. Customers can find a variety of clothing items, including basics and fashionable pieces,
that fit within their budget.

 Affordability and Competitive Pricing: Their pricing strategy ensures that their products are accessible to
a wide range of consumers because they sell selected products at promotional prices which are generally
$5-$10 less compared to the retail prices. UNIQLO also provides free shipping on all orders. This means
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 their products are reasonably priced without being overly expensive with budget-conscious shoppers to
those seeking value for their money. UNIQLO maintains competitive pricing in the apparel market. They
often position themselves as an attractive alternative to higher-end fashion brands, offering similar styles
and quality at a fraction of the price.

III. 4P’S ANALYSIS – PROMOTION

UNIQLO strategically tailors its marketing promotions to cater to distinct customer segments. For men,
the brand solidifies its position in fashion through exclusive collaborations. Women enjoy seasonal sales
and versatile styling options. Families and kids benefit from UNIQLO's budget-friendly incentives and
engaging themed collections, creating exciting shopping experiences for all.

MEN: UNIQLO's commitment to delivering well-constructed clothing at affordable prices is a

fundamental aspect of their brand identity. Men can confidently explore a range of clothing options that
combine quality materials, durability, and on-trend designs, all without imposing a significant financial
burden. In addition to its pricing strategy, UNIQLO enhances its appeal by frequently introducing special
collections and collaborations with renowned designers, men influencers, athletes, and creators. These
collaborations result in exclusive collections that generate excitement among men shoppers, further
solidifying UNIQLO's position in the world of men's fashion.

WOMEN: In addition to its pricing strategy, UNIQLO employs effective marketing and promotional
tactics for women's clothing. The brand frequently introduces seasonal sales and promotions, featuring
discounts on winter coats during colder months and summer dresses during warmer seasons. UNIQLO's
marketing strategy for women's clothing emphasizes the versatility of its products, showcasing how a
single item can be styled in multiple ways. Furthermore, the brand collaborates with fashion-forward
women influencers and designers to create exclusive women's collections, enhancing its appeal to style-
conscious women seeking trendy and unique pieces. These promotions may also highlight the timeless
and versatile nature of their products, demonstrating how a single piece can suit various occasions. This
versatility is particularly attractive to working women looking for smart and adaptable fashion choices
to meet their diverse needs.

KIDS & BABY: To enhance its budget-friendliness for families, UNIQLO introduces special
promotions and discounts, particularly during back-to-school seasons and holidays. During these
promotions, the brand employs creative incentives, such as bundling items like kid's T-shirts or jeans.
Additionally, UNIQLO implements "family-friendly" pricing strategies, such as "buy one, get one at a
discount" deals for kids' items, encouraging multiple purchases. The brand leverages its appeal further
with themed collections tied to popular kids' movies or characters like Toy Story, Mickey Mouse, Dragon
Ball, etc. These promotions not only make the shopping experience engaging and exciting but also draw
both children and parents into UNIQLO stores and websites.

 CONCLUSION: UNIQLO places a strong emphasis on its promotional strategy, which revolves around
establishing brand recognition, interacting with customers, and fostering a sense of community. Central
components of UNIQLO's promotional initiatives encompass:

 Social Media and Content Marketing: Engaging with its audience on popular social media platforms such
as Instagram, Twitter, Facebook, and TikTok is a proactive approach employed by UNIQLO. They share

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 visually appealing content, offering behind-the-scenes glimpses into their brand and product updates. This
consistent and engaging presence on social media helps UNIQLO create a strong digital footprint and
connect with their customers in a more personal and interactive manner.

 Global Brand Ambassadors: UNIQLO collaborates with global brand ambassadors to promote their brand
and products. These ambassadors, such as tennis superstar Roger Federer, Japanese three-time Olympic
medalist snowboarder Ayumu Hirano, the world-renowned classical ballet dancer Polina Semionova and
others, not only promote UNIQLO's sportswear but also enhance the brand's global appeal. Their influence
and star power resonate with consumers, creating a strong association with the UNIQLO brand.

 Limited-Edition Collections: Collaborating with celebrated designers and artists to craft special limited-
edition collections is a frequent strategy implemented by UNIQLO. These collaborations generate
significant buzz and excitement among consumers. Unique and high-quality items produced in these
collaborations appeal to fashion-conscious customers seeking exclusive, limited-run pieces.

 Technology-Focused Campaigns: UNIQLO runs campaigns that highlight the innovative features and
technologies in their products. For example, they promote their HEATTECH and AIRism lines, which are
designed to provide warmth and comfort in cold weather or breathability and moisture-wicking in hot
weather. These campaigns showcase the functional benefits of UNIQLO's clothing, catering to customers
seeking performance-oriented apparel.

 Sustainability Initiatives: Implementing sustainability campaigns that connect with environmentally

aware customers has been a notable approach for UNIQLO. These campaigns highlight UNIQLO's
commitment to sustainability through initiatives like the "Recycle Your Clothes" program to encourage
customers to recycle and repurpose clothing. Moreover, UNIQLO introduced the concept of LifeWear
clothing, which according to the company is reasonably priced clothing, designed for the long term.
Through this philosophy, UNIQLO has attracted customers who advocate the use of responsible materials
and manufacturing processes. The LifeWear concept symbolizes the company’s commitment to
“achieving a sustainable society”, which certainly helps foster this connection with the customer who cares
for a similar cause.

 Seasonal Sales and Promotions: UNIQLO regularly holds seasonal sales and promotions. For instance,
"Back to School" sales or "End-of-Season" clearance events attract budget-conscious shoppers and help
clear out inventory at strategic times. These promotions offer a wide variety of products at discounted
prices, appealing to a broad audience.

 In short, UNIQLO's Promotion strategy is a multifaceted approach that emphasizes building brand
recognition, customer engagement, and community fostering. They achieve this through a combination of
social media and content marketing, collaborations with global brand ambassadors and designers,
technology-focused campaigns, sustainability initiatives, and seasonal sales and promotions. By combining
these efforts with their competitive pricing, they create a compelling value proposition for customers,
appealing to various consumer segments and maintaining their position as a popular global fashion brand.

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IV. 4P’S ANALYSIS – PLACE
UNIQLO strategically manages the "Place" element in its marketing mix by strategically locating its
stores in major urban centers worldwide and investing in an efficient online platform. The brand's
commitment to accessibility and convenience, both in physical and online channels, contributes to its
success. UNIQLO's supply chain and inventory management further enhance its ability to meet consumer
demand while maintaining a strong global presence. Overall, the brand's effective management of "Place"
reinforces its position as a leading global fashion retailer.

THE KEY DISTRIBUTION CHANNELS:

UNIQLO's distribution strategy is meticulously designed to ensure the widespread availability of its
products in prominent fashion markets worldwide. As a global brand with over 2,400 stores across the
globe, UNIQLO operates in numerous countries, including Australia, Canada, China, France, Germany,
Hong Kong, Macau, Indonesia, Japan, Korea, Malaysia, Philippines, Russia, Singapore, Spain, Taiwan,
Thailand, the UK, and more.

 Brick-and-mortar stores (Traditional stores): UNIQLO maintains an extensive network of physical retail
stores, including flagship stores strategically located in major fashion capitals and densely populated urban
areas.
 These physical stores are carefully positioned to provide customers with a unique and immersive
shopping experience, effectively enhancing the brand's visibility and presence.
 For example, UNIQLO Ginza, located in Tokyo, is one of the brand's flagship stores and is
renowned as one of the largest and most modern among all UNIQLO stores. It serves as a popular
shopping destination for both local shoppers and tourists in the upscale Ginza district.

 Online stores: UNIQLO's e-commerce platform plays a crucial role in its distribution strategy, working
in harmony with its physical retail stores.
 The online store is designed to cater to a global audience, offering customers the ability to explore
UNIQLO's collections, make purchases, and access exclusive content from anywhere and at any time.
 This online presence significantly contributes to UNIQLO's international success, allowing the
brand to reach tech-savvy consumers who prefer the convenience of online shopping.

 Department stores and collaborations:

 UNIQLO strategically collaborates with department stores and other retailers to expand its reach
and accessibility in diverse markets. Such collaborations serve as a means for UNIQLO to tap into
various markets and leverage the existing customer base of partner retailers.
 In countries like Vietnam, UNIQLO strategically positions its stores within shopping malls, a
move aimed at effectively competing with other prominent fashion brands, including rivals such as
ZARA and H&M.
 UNIQLO's distribution strategy is characterized by its commitment to combining the convenience
and global reach of e-commerce with the immersive and tactile experience offered by physical stores.
This omni-channel approach enables the brand to effectively serve a diverse customer base and fulfill
its mission of making high-quality, functional clothing accessible to people worldwide.

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 INVENTORY MANAGEMENT
UNIQLO's Supply Chain Going Global effectively handles inventory and meets the demands of retailers
in a timely manner to ensure efficient customer relationship management and customer retention.
UNIQLO has a dedicated Inventory Control team that conducts weekly store stock monitoring and
maintains the optimal inventory levels. At the end of each season, they hold meetings with the Marketing
department to execute any required inventory clearance sales with promotional pricing, aiming to optimize
their inventory and serve customers effectively.

 CONCLUSION: UNIQLO's distribution strategy is a well-rounded and adaptive approach that

encompasses both physical and online channels, strategically placing flagship stores worldwide.
Collaborations with retailers further amplify the brand's market presence and flexibility. The emphasis
on an omni-channel model underscores UNIQLO's commitment to meeting diverse consumer
preferences. Efficient inventory management ensures timely responses to customer demands,
contributing to heightened satisfaction. UNIQLO's global distribution strategy is characterized by
accessibility, adaptability, and a strong customer-centric focus, reinforcing its status as a leading
player in the international fashion industry.

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D. REFERENCES:

Vu, L., Phan, N., & Truong, H. (2011). E-Customer values in Vietnamese apparel industry: A study from
customers' perception.
Jung, S., & Jin, B. (2016). Sustainable development of slow fashion businesses: Customer value
approach. Sustainability, 8(6), 540.
Chen, Y. L., & Fan, K. K. (2017, May). Exploratory study on corporate brand image and customer satisfaction on
consumer purchase behavior: A case study of UNIQLO. In 2017 International Conference on Applied System
Innovation (ICASI) (pp. 1190-1193). IEEE.
UNIQLO. (n.d.). Kid’s UV Protection Collection.
UNIQLO. (n.d.). Shop Kids’ Clothing & Accessories.
IIDE. (2023, March 13). Complete Marketing Strategy of UNIQLO.
UNIQLO. (n.d.). Kid’s UV Protection Collection.
UNIQLO. (n.d.). Shop Kids’ Clothing & Accessories.
https://www.mbaskool.com/marketing-mix/products/17655-UNIQLO.html#place
https://iide.co/blog/marketing-mix-of-UNIQLO/
https://www.talkwalker.com/blog/UNIQLO-marketing-strategy
https://www.mbaskool.com/marketing-mix/products/17655-UNIQLO.html
https://thebrandhopper.com/2023/07/24/marketing-strategies-and-marketing-mix-of-UNIQLO/?amp=1

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