AS2003

Brand Market Research Sample

BRAND MARKET RESEARCH OF UNIQLO

DELA CRUZ, Juan

SANTOS, Pedro
CRUZ, Lucas

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MARKET SEGMENT ANALYSIS

UNIQLO is a brand that is known to cater to a wide range of customers of any race, gender, and age.
But when it comes to the results of the survey of 60 respondents, 70% of the respondents are women, which
gives an idea that a great deal of people that patronize the brand are women. Among these women, 50% are
in the age range of 20-25 years old. A major portion of the people who purchase from UNIQLO is young adults.
It is also noteworthy that 100% of these 20-25-year-old women are all working and under socio-economic
classes A-C. Even if it caters to a wide range of consumers, only people from the upper to the middle class will
purchase the brand’s products.

Gender Age Range Socio-Economic Status

5% 10% 10% 0% 0%

15%
15% 25% 25%
15%

70% 60%
50%

Male Female 15-19y.o. 20-25y.o. Class A Class B Class C

Gay Lesbian 26-34y.o. 35-45y.o. Class D Class E

Geographically, all the respondents reside in Metro Manila, Philippines. This insight suggests that the
majority of the people who consider buying from UNIQLO would come from major cities, specifically here in
the Philippines. People from the provinces would prefer other brands, or there are no available UNIQLO stores
wherever they are situated.

TARGET MARKET ANALYSIS

In consideration of all the insights from the survey results, it is evident that the focus of UNIQLO would
be among young adults in upper to middle-class levels. This affirms the reasoning behind the cost of their
products (from undergarments to shirts, pants, shirts, coats, jackets, etc.), which ranges from 300 PHP to 5,000
PHP. This profiling of the market validates the rapid growth of the brand among Asian countries and now
dominating on western countries as well.

Basing on the survey results, most transactions of the respondents are now happening online. 40% of
the respondents are heavily reliant on online shopping for their needs, while the remaining 60% are using
online shopping apps but still go to actual stores for most of their needs. This percentage is enough to support
the endeavor of UNIQLO to develop its application to make the shopping experience more convenient.

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PRODUCT POSITIONING STRATEGIES

1. Positioning by Price or Quality

It is evident with the survey results that most respondents are willing to spend within the price
range of UNIQLO products. This mindset of consumers enables a brand to continue with the price
range they have as it also assures the customers that every buck they paid is worth it.

2. Positioning by Cultural Symbols

45% of the respondents have stated that one major motivation of their purchase is the
collaboration of the brand towards iconic images of pop culture, just like Star Wars, Pokémon, the
Simpsons, etc. This made UNIQLO a culturally relevant brand.

3. Positioning by Product User

As stated from the results of the survey’s demographic questions, the brand identifies with a
particular social class for product users.

Overall, these product positioning strategies enable the success of UNIQLO as a brand. They have
effectively positioned their brand that consumers would have the brand as one of their major consideration
when it comes to purchasing.

CONSUMER BEHAVIOR ANALYSIS

With questions regarding the identification of the needs of the users for the brand, 80% of the
respondents have agreed that the major reason for purchasing a product of UNIQLO is that it suits their
personality and lifestyle. Since the style of the brand ranges from formal to streetwear, the consumers would
find an item that would fit their preference when it comes to clothing.

It is also noteworthy that there are 10% of the respondents that see the brand as a marker of social
status. They would continue buying from this brand because of the status that goes with the brand.

SWOT ANALYSIS

STRENGTHS WEAKNESSES
- Visionary leader - Weak among foreign markets
- Branding - Weather sensitive apparel
- Innovations - Supply chain issues
- Sound operational strategy
- In-store experience
OPPORTUNITIES THREATS
- New market segments - Competition with other world-renown
brands

Basing from the identified SWOT analysis, it can be inferred that even if the brand has a strong
branding, there are markets and segments that are not yet penetrated by the brand. There are other brands
that already went ahead because of their presence and popularity within foreign markets.

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CONSUMER INSIGHT

The team conducted a focus group discussion among four (4) respondents, two (2) of which are
patronizers of Uniqlo, one (1) who is a neutral consumer of the brand, and another one (1) who prefer the
competitor brands of Uniqlo. These are the insights gathered from the respondents.

When asked the question, “What qualities or attributes of the brand persuades you to buy the brand?
Are there negative qualities that make you hesitate from purchasing?” respondents 1 and 2 have agreed that
“it is the simplicity or the minimalist aesthetic of the brand that fits our preference that convinces us to
patronize Uniqlo.” Respondent 3 stated that, “I have hesitations in buying the brand because it is relatively
pricey compared to other brands, but it is because of the certain status symbol that goes with it that I
sometimes buy apparel from Uniqlo.” Respondent 4 was firm in stating that, “there are cheaper alternatives
with the same aesthetic as the brand and I am not pressured to buy from Uniqlo since prices do not define
quality.” These insights have given a deeper and wider perspective about the consumers’ mindset towards the
brand.

BRAND STRATEGY

The team proposes the following strategies for the brand to capitalize basing from the consumer
insights, SWOT analysis, and market surveys:

1. Do collaborations with local artists to penetrate more foreign markets.

2. Do collaborations with local bloggers to influence ther followers to patronize or consider the brand.
3. Do brand promotion events to create stronger relationships with foreign markets.
4. Produce online ads and posters promoting the collaborations and events.

References
Bhasin, H. (2019, May 29). Marketing Strategy of Uniqlo. Marketing91. https://www.marketing91.com/marketing-
strategy-of-uniqlo/
Roll, M. (2019, October). Uniqlo: The Strategy Behind The Global Japanese Fast Fashion Retail Brand. Martin Roll Business
& Brand Leadership. https://martinroll.com/resources/articles/strategy/uniqlo-the-strategy-behind-the-global-
japanese-fast-fashion-retail-brand/

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