This is a research project of the Japanese apparel brand UNIQLO and whether Boston would be a good place for it to come or not.

1. UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNIQLO Cathy Chao JalikaConteh Tina Hsieh Tracy Hwong Tino Lin

3. Started with several roadside stands and evolved into retail stores in international locationsMission: “Create clothing with new and unique style and satisfy customers worldwide.”

4. Situation Analysis STRENGTHS/ WEAKNESSES Japanese technology Inexpensive lack of brand awareness Durable and versatile clothing lack of “fashionable” pieces Appeals to women Famous designers UNIQLO’s idea of “ Stylish” may differ from customers

6. easy acceptability

7. connection to Boston culture

8. easy expansion

9. globalization

10. lack of differentiation

11. very competitive industry; hard to enter the market

13. Fierce competition

20. Casual

21. Affordable price

22. Variety of choice

23. Comfortable to wear

25. Designed for individual, young people

26. Good customer service

27. Style

28. Weakness

30. Result: Survey Before Concept Board Gender Difference: Female respondents prefer H&M (89%) Urban Outfitters (68%) Zara (58%) more. H&M

31. Result: Survey Before Concept Board Gender Difference: Female respondents focus on Fashion Style (86%) & Variety Choices (60%)

32. Result: Survey Before Concept Board Age Difference: Respondents aged 18-24 spend $50-$99 (43%) more. Respondents aged 25 and above spend under $50 (40%) more.

33. Result: Survey After Concept Board Action Standard: Top 2 box %: 60% Mean Score: 3.50

34. Result: Survey After Concept Board Action Standard: Top 2 box %: 60% Mean Score: 3.50

35. Result: Survey After Concept Board Likes & Dislikes about UNIQLO Affordable Price Likes Good Quality 1 Dislikes Ordinary Design The name & model 1 2 3

36. Result: Survey After Concept Board Gender Difference: Male respondents perceive UNIQLO as more Innovative (4.41) Colorful (4.10) Expensive (3.79). Female perceive UNIQLO as more Reliable (5.12). Age Difference: 18-24 respondents perceive UNIQLO as more Durable (4.90) Colorful (4.55)

37. Result: Survey After Concept Board Purchase Intention When Connecting with Boston Cultures The respondents of this research showed moderately low level of purchase intention when connecting with Boston Cultures and failed to pass the action. There was no difference in terms of gender and age.

38. Result: Survey After Concept Board Gender Difference: Female prefer Gift card (31%) more. Age Difference: Respondents aged 18-24 prefer In-store promotion (85%)

42. Conclusion (1) Brand Acceptance (2) Brand perception: a. Affordable prices; b. Mostly perceived as “reliable”, “good quality” and “durable”; c. Little interest is shown in UNIQLO cooperating with Boston local culture, the form of which will not encourage higher purchase intention. (3)Purchase intention: a. People care about the style of clothing; b. Fashion and style is one of the biggest motivations that lead to people’s purchase intention.

43. Recommendation

44. Recommendation Direction for Future Research (1) To conduct more future research to find the balance between “simple” and “ordinary”. (2) To conduct similar researches in terms of segmentations other than age and gender, such as races, types of careers, body sizes and etc.

46. the sample size was restricted (the size not large enough to guarantee representativeness)

47. UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO UNI Q LO Thank You!!