CASE STUDY

UNIQLO: Apparel and Segmentation

1. Discuss how issues of culture, language, climate, and religion would affect
marketing programs for UNIQLO clothes in international markets.
As globalization is happening at a rapid pace, Uniqlo must focus on understanding the
problems on a site-by-site basis so that the risk of entering the market can be
minimized. Remarkable thing:
Culture: Each country has its own customs and culture, so Uniqlo will fail if you do
not understand the customs and culture of the country in which Uniqlo wants to do
business. For example, Uniqlo will promote its goods on Douyin, Weibo, WeChat, and
other social media channels because Chinese consumers do not use Facebook.
Language: Another factor that must be considered is language. For example, if Uniqlo
wants to send a message to convey a message, they will have to see if the message is
easily confused with the language of the target country.
Climate: Uniqlo is influenced in part by climate as the brand will produce suitable
styles and materials if the weather observed in those countries is different. For
example, in countries with cold and temperate climates, Uniqlo promotes the
marketing of winter clothing or uses high-tech materials to keep people warm in some
cold places, but in countries with hot climates. As humid as Vietnam, Uniqlo does not
promote products for winter but instead is thin and cool products - products for hot
climates.
Religion: Each country and region will have its own religion. Uniqlo had to learn
more about the local people's religion so that their products wouldn't conflict with their
cultural values.
2. Which segments should UNQILO target to avoid failure in new markets?
UNIQLO failed for the first time to bring its products to the international market
because it was compared to and not recognized by other brands such as Zara, and Gap.
Therefore, the company should choose a consumer product segment that targets each
product-customer relationship. This segment targets the mass market, who are willing
to buy clothes with good quality and affordable prices. Furthermore, UNIQLO must
meet the "Made for All" product criteria with a wide range of colors, good quality, and
the ability to create custom logos for customers. This easily impresses the consumer.
3. How could UNIQLO market its clothes to local and global consumers?
 The UNIQLO brand, punctuated by the slogan "Made for All", is brimming
with mass appeal.
 UNIQLO offers colorful, logo-free designs to appeal to a wide range of
customers.
 The brand's goal is to create affordable yet fashionable clothes.
 Uniqlo focuses on creating basic wearables that people can "enhance their
lives". Uniqlo Clothing focuses on the most "basic" clothes that people need,
with a commitment to low prices and good quality fabrics. Brands have clear
and strategic marketing goals.
 Uniqlo does not focus on fashion trends but focuses on research and
development to provide its target customers with the best products.
 The Japanese idea of "kaizen", which is always looking for fulfillment and
applying this to the in-store customer experience, is applied by Uniqlo to its
marketing art.
 The Uniqlo Community Benefit Communication campaign is an example of
how the company consciously implements practical values for society and the
community, which helps build a "clean" brand in the eyes of the public. they.
 The Athlete Sponsorship Program aims to increase consumer awareness of the
brand. In addition, in the Uniqlo Global Ambassador Program, the company
sponsors famous athletes from around the world. Weightforce expanding its
global coverage, Uniqlo has employed globally renowned transport athletes as
part of its strategic advertising strategy. This strategy targets influencers who
have the ability to communicate ideas.
 Personalizing relationships with customers Uniqlo recognizes that each market
will have a different vitality and local culture. Uniqlo's country-specific
communications strategy has helped the company grow in different regions.
4. What potential market segments can you identify from the information
provided in this case?
A company's target market is a group of people the company wants to sell its goods.
Uniqlo's target market is people between the ages of 18 and 40. It targets people who
are trying to find comfortable, trendy, and simple clothes.
Uniqlo clothing is not just for ladies. Affordability and good quality show the value of
customers. Because all customers are trying to find high-quality and affordable
clothing, this strategy has expanded the target market.
Geography: People living in big cities of Vietnam can visit Uniqlo stores or via the
Internet.
Demographic:
Age: 18 to 40 years old
Occupation: College student or office worker,...
Finance: People with low and middle income
Behavior:
Reason to buy: Find the right clothes for your needs (for work and everyday life)
Occasion: Often buy clothes for different occasions
Psychology:
Lifestyle: Rushed, busy with work, prefer a convenient and comfortable life
Influence of reference group: buy according to the trend, and era, consult colleagues.
Uniqlo also targets the working class, middle and upper class through the
psychological segment to expand the business.
5. Would there be a market for bottom-of-the-pyramid customers? Why or why
not?
The market at the bottom of the pyramid includes the world's poorest people, most of
whom live in Asia, Africa, and Latin America. They lack the most basic things, have
limited desires such as food, clothing, shelter, education, and health care, and they
work in low-wage and dangerous jobs. Getting out of poverty and entering the market
becomes more difficult for low-income people. ⇒ One answer would be no because
Uniqlo's main goal is to target middle-income consumers and above and cannot accept
those at the bottom of the pyramid.
because these customers don't have a lot of money. In addition, Uniqlo has shown
interest in this group by establishing a product recycling program in which it collects
customers' second-hand items and exchanges them for those in need around the world.
desire to help society and the community in unique ways. As part of the "All Products
Recycling Initiative", customers can donate their old UNIQLO items to any UNIQLO
store. These products are dedicated to refugees and anyone in need of clothing around
the world.