The History & The Development

Of Management Accounting

Group 2
Do Quang Huy (Leader)
Le Tuong Minh Phung Trieu Hoa
Dao Duc Thinh Ngo Thi Thuy An
Nguyen Ho Song Phuong Nguyen Tran Huong Giang

CONSUMER’S BEHAVIOR
Mrs. Pham Thi Hoa

Paper Due Date

April 28, 2023
 Table of Contents

A. INTRODUCTION ABOUT UNIQLO

B. PORTRAIT OF UNIQLO'S MAIN CUSTOMERS

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

 A. INTRODUCTION ABOUT UNIQLO

Introduction:
➢ 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 MAIN CUSTOMERS

I. MALE CUSTOMER
In today's fashion landscape, UNIQLO has positioned itself as a brand that primarily caters to a diverse male 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 male 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.
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 CREATED TO MALE-TARGETED CUSTOMER – A UNIQLO PERSPECTIVE
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 male
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 male 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.
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.

2. FEMALE CUSTOMER
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 female 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: Female 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.
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.
Females 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 female 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.
3. KIDS CUSTOMER
PERSONALITY: Uniqlo products for kids offer a range of styles and designs that can complement and enhance a
child's 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. 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.
VALUES AND BELIEF: Uniqlo products for kids can instill positive beliefs and values:
• 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.
• 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.

LIFESTYLE: Uniqlo products cater to the lifestyle of kids by offering clothing that is comfortable, versatile, and
suitable for various activities:
• 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.

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

I. 4P’S ANALYSIS - PRODUCT

1. 4P’S ANALYSIS OF MALE CUSTOMER - PRODUCT
“Fast Retailing is committed to ensure that all women who are main players in our business can fully demonstrate their
abilities..."
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 male 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.

a. 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.

b. 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.
- 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.

c. 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.

d. 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.

e. 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.

f. 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.
- Socks: Ideal for men who appreciate performance and everyday wear. HEATTECH Ultra Warm Crew Socks are ideal
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.

g. 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.
• Uniqlo's men's products are designed to meet the needs and style preferences of a diverse male 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.

h. 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 male customers, aligning with Uniqlo's sustainability initiatives.

2. 4P’S ANALYSIS OF FEMALE CUSTOMER - PRODUCT

a. 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 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.

b. 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.

c. 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.

d. 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.
e. 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.
f. 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.
g. 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.
h. 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 personal style and practicality to daily life.
Swimsuits and swimming goods are perfect for leisure activities.
i. 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.
j. 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.

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. 4P’S ANALYSIS OF KIDS CUSTOMER - PRODUCT

Uniqlo's kid's product line offers a wide range of high-quality and fashionable clothing options for children. The brand
focuses on providing comfortable and durable clothing that caters to the unique needs of children. The kid's 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: Ex Heattech Turtleneck Shirt: This 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
➢ Airism Technology: Airism Crew Neck T-Shirt: This 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: This hoodie is designed 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: These pants are designed 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:
Uniqlo's kid's products differ from their offerings for women and men in several ways.
Firstly, 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.
Secondly, 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.
Lastly, 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 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. Additionally, 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.

II. 4P’S ANALYSIS OF KIDS CUSTOMER – PRICE & PROMOTION

MEN
UNIQLO takes pride in its pricing strategy for men's clothing, which falls within the lower to mid-range category, ranging
from $14.90 to $130. This approach enables a wide demographic of customers to access quality and stylish products without
straining their finances. The brand excels in offering essential wardrobe items such as dress shirts, chinos, and outerwear at
reasonable prices, making it a compelling choice for cost-conscious men seeking both fashion and function.

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. Moreover, UNIQLO frequently introduces special collections
and collaborations with renowned designers, male influencers, athletes, and creators, resulting in exclusive collections that
generate excitement among male shoppers, further enhancing the brand's appeal in the world of men's fashion.

WOMEN
UNIQLO maintains its dedication to providing women's clothing within the lower to mid-range price category, with items
ranging from $12.90 to $130. This range encompasses a diverse array of wardrobe essentials, including dresses, blouses,
and outerwear, all carefully designed to offer value without compromising on style. The brand frequently introduces
seasonal sales and promotions for women's clothing, featuring discounts on winter coats during colder months and
summer dresses during warmer seasons, making it even more enticing for budget-conscious shoppers.

UNIQLO's marketing strategy for women's clothing often emphasizes the versatility of its products, showcasing how a
single item can be styled in multiple ways. Furthermore, UNIQLO collaborates with fashion-forward female influencers
and designers to create exclusive women's collections, enhancing the brand's appeal to style-conscious women seeking
trendy and unique pieces. Their promotions for women's clothing 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
UNIQLO caters to parents and children alike with its affordable and competitive pricing for kids' clothing, typically
ranging from $7.90 to $40. This pricing approach strikes a harmonious balance between cost and quality, making
UNIQLO a favored choice for children's apparel. The brand consistently ensures that kids' clothing remains affordable
without compromising on quality. Moreover, UNIQLO sweetens the deal with special promotions and discounts,
especially during back-to-school seasons and holidays, enhancing its budget-friendliness for families.
During these promotions, UNIQLO often introduces creative incentives, such as bundling items like kid's T-shirts or jeans,
and implements "family-friendly" pricing strategies, like "buy one, get one at a discount" deals for kids' items, encouraging
multiple purchases. Basic kids' clothing items, including T-shirts, jeans, and casual wear, fall within the lower to mid-range
pricing category, ensuring that parents can find economical options while still providing quality garments for their children.
Additionally, UNIQLO leverages its appeal with themed collections tied to popular kids' movies or characters such as Toy
Story, Mickey Mouse, Dragon Ball, etc. effectively drawing both children and parents into their stores and websites, making
the shopping experience all the more engaging and exciting.

1. 4P’S ANALYSIS OF KIDS CUSTOMER - PRICE

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 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.

2. 4P’S ANALYSIS OF KIDS CUSTOMER – PROMOTION

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 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 conclusion, 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.