UNIQLO is a
Japanese apparel brand which design, manufacture and retail cloth. It was
founded in 1994 and became famous in 1997. Japan was in a serious economic
recession then. People usually take Japanese cloth as high quality and high
price. However, UNIQLO claims to provide high quality with low price. In 2005,
UNIQLO opened the first store in NYC, hoping to reach 10 billion dollars global
sale. Nevertheless, UNIQLO is under performing in the Unites States due to a
competition of many fashion brands in United’s market.
In 2016, UNIQLO
launched a first global campaign- “why do we get dressed” in 14 countries. They
want to convey the idea that UNIQLO is a thoughtful brand. “Thoughtful” is a
big idea that UNIQLO successfully executed. They are trying to make customers
know that UNIQLO is a quality caring company instead of a fashion chasing
brand.
UNIQLO released a
video keep asking people why do we get dressed. It urges people stop thinking
about daily routine. Provoking ideas make people pause and aware of UNIQLO’s
advertise. Some people wear business clothes to fit in a certain culture, some
wear jacket because of changing weather, and some wear clothes to make
themselves joyful. No matter what is the reason people get dress, UNIQLO is a
brand to make clothes for life, its mission is to take care customers’ need for
their clothes. Even though UNIQLO claims that its clothes are designed for
everyone, it does not have a specific target audience, most of buyers ages ranged
from 20 to 40. These buyers care about clothes quality but with limited
budgets. The campaign tells buyers that UNIQLO cares about what customers need
instead of creating merely fashion designs. UNIQLO connects with customers and
interacts with them to shape an image of thoughtfulness. It’s underperforming
in U.S. market among several reasons, and one of them is that there are too
many apparel competitors. How to make UNIQLO stands out and What is the
difference between UNIQLO and other apparel brands? The distinct value
proposition is quality. UNIQLO not only give customers low prices but also care
how the texture of the clothes is. Is it soft enough? Is it warm enough? It has
series of High-tech clothes such as heat retaining properties that keeps people
warm and breathable fabric that keeps people cool and comfortable. UNIQLO has
credibility in satisfying customers keeping warm and cool functional benefits.
UNIQLO surprised me that it continually to reach its campaign at 2017. It
launched a new series in 2017 to answer the previous campaign why do we get
dressed. UNIQLO knows what it is doing and know which path it’s going to take.
However, UNIQLO put emphasize on brand awareness rather than sale increase. It
may take a longer time to beat other apparel brands in US market, but it’s a
good start.
