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Uniqlo Case Study in Thailand by www.brandnow.asia

Uniqlo Case Study in Thailand by www.brandnow.asia

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Uniqlo Case Study in Thailand by www.brandnow.asia

  1. 1. JAPAN'S LEADING FASHION APPAREL RETAILER Case Study
  2. 2. Target Audience
  3. 3.  Age: 18-35 yrs old  Gender: M & F  Education :Undergraduate and above  Occupation: University Student and working adults (white & blue collars)  Income Range: 12,000 THB to 35,000 THB per month Demographic
  4. 4.  Perception: Affordable brand which is well-known and provides wide and good quality of product lines up recognize UNIQLO as top casual wear brand and believe that clothing is important element toward pleasant appearance  Motivation & Needs: Desire trendy stuff and apparel for attractive look; Casual wear that ensures high quality and nice design  Attitude & Personality : Young, passion, stylish and trendy sensitive and passion in fashion trends  Lifestyle : Casual, healthy, active, free and challenging Psychographic
  5. 5. How UNIQLO Enters a New Market
  6. 6.  Uniqlo opened its first store in TH at Central World on September 9th 2011, making this UNIQLO's largest store in Southeast Asia.  There are 10 stores (as of August 31, 2013) in Thailand  Uniqlo plans to expand its branches in Thailand to 100 by 2021  Progressively expanded as they want to communicate to Thai consumers about their uniqueness and wearing comfort UNIQLO in Thailand
  7. 7. Localizing Product and Service to Each Market  Focuses on mass-producing affordable clothes  Despite being a Japanese company, about 70% of its clothes are manufactured in PRC  Uniqlo admits to keeping clothes on the shelves longer than most rivals, and will sometimes make one item in up to 50 colors  Uniqlo sets itself apart by not chasing trends. Instead, they focus on basics, like Oxfords and polos, and make them affordable.  Polite and friendly staff  The decoration concept features a clean, simple look with block-grid floor plans featuring warm environments created by wooden floors and non- invasive lighting
  8. 8. UNIQLO's "Made for All"  UNIQLO sees clothing as an element that can be freely interchanged and combined to complement each individual person's character, style, and much more.  UNIQLO felt that a diverse cast of brand ambassadors with a range of ages, professions, and genders was necessary to convey its philosophy  Thai cast featuring men and women: o Dome Pakorn Lum (Actor/Musician), o Yaya Urassaya Sperbund (Model/Actress) o Wongtanong Chainarongsingh (Editor of A Day magazine) o Lham "25 Hours" band- Sompol Rungpanich (Singer/Musician/Songwriter) o Oh Futon -Hatairath Charoenchaichana (Illustrator/Stylist/Singer/Writer) o Pauline Teng-Lamsam (Dentist/Television Host)
  9. 9. Local Publicity
  10. 10. Local PR Stunt
  11. 11. Press Conference
  12. 12. Active on Social Media and Above the Line
  13. 13. Baskin-Robbins’ Ice-cream Inspired Print Shorts
  14. 14. What makes UNIQLO successful in TH High traffic locations Use of local Thai idols and a diverse group Affordable pricing Friendly/welcoming staff, appealing to teenage group Store design, makes it easier for customer to access goods Heavy on the above the line campaign

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