Uniqlo Consumer Behavior

1. By Chelsea Candelario

2. Simplicity | Quality | Longevity

3. “It never stops evolving because your life never stops
changing. Simple apparel with a not-so-simple purpose: to
make life better. UNIQLO Lifewear. Simple made better.”

4. Challenges
● People aren’t aware nor understand how beneficial the features behind the brand’s
products.
● Consumers make one-time purchases based off disinterest or negative experience.
● The brand continues to re-create awareness for their target audience.

5. Agency’s Goals
● To convince millennials that Uniqlo’s products can enhance their daily lives by
making terminology clear and concise.
● To convince our target audience to be apart of the Uniqlo’s community, share their
experiences and voice their concerns.

6. Customer Segments

7. Tech Savvy Demographically:
● 18-34
● Income $25,000+
● Urban Areas
Psychographically:
● Interested in fashion or technology or both.
● They are willing to learn, teach and
understand trends and information based on
their interests.
● They are micro-influencers

8. CONSUMER JOURNEY CONSUMER NEEDS &
MOTIVATIONS
CONSUMER BEHAVIOR CONSUMER
BARRIERS/CONCERNS
MEDIA TOUCHPOINTS
CONSIDERATION The consumer is looking
for innovative products to
enhance their daily lives
and be the
micro-influencer in their
group.
The consumer is interested
in being a trendsetter and
have great knowledge in
their interests: technology
and fashion.
The consumer isn’t aware of the
latest trends, they don’t know the
features’ benefits and fee like they
won’t make an impact in their
product decisions in society.
Word-of-mouth, digital advertising, fashion blogs/websites, tech blogs/websites, social
media, website, in-store
EDUCATION &
RESEARCH
The consumer wants to
learn how technology can
make an impact in their
products. They are
looking for items that fit
their fashion style, budget
and technological
knowledge.
The consumer seeks out
information through social
media, friends, influencers
or third party review sites.
They want to be a step
ahead of others in terms of
information.
The consumer isn’t sure about the
price or impact the technological
benefits of the clothing will have on
them. They don’t understand the
terminology or information
portrayed in the research.
Word-of-mouth, influencers, brand website, review sites, social media
PURCHASE & BOOKING The consumer wants the
process online and
in-store to be efficient and
open for any questions if
faced with difficulties.
The consumer makes
online purchases, but is
willing to have an in-store
experience.
The website lacks directions and
information needed to make final
purchase. Also, the consumer is
making a purchase for the first time
and it leaves them anxious.
Website/In-store
EVALUATION &
ENDORSEMENT
The consumer needs to
evaluate their experience
online or in-store.
The consumer shares their
thoughts through social
media, review sites,
word-of-mouth based on
experience. They also seek
follow-up related to the
item.
The consumer’s experience
impacts how they share their
endorsement. It can be no
endorsement or a negative review.
Brand’s social media, email reminders, app
REPEAT PURCHASE &
BOOKING
The consumer needs to
feel apart of a community,
knowledgeable in what’s
included in the items and
comfortable in making a
purchase based on the
experience.
The consumer continues to
check out new content or
repeats similar purchases
based on first time
purchase.
The consumer has a bad
experience and doesn’t want to
pursue another purchase or doesn’t
feel strongly about making another
purchase due to how complicated it
was. They don’t feel like they have
a purpose in the community.
Brand’s website, Brand’s app

9. Insights
● Uniqlo products can enhance the consumer’s everyday activities.
● Uniqlo can be a social community that give consumers a purpose beyond
purchasing.

11. CONSIDERATION

12. My Uni-Tech Site

13. My Uni-Tech - UNIQLO’s Stores

14. ENDORSEMENT/EVALUATION

15. Uniqlo Ambassador Program (#Unibassador)

16. ‘Unify The Features’ Social Media Campaign

17. What We Hope For An Increase In:
● What They’re Saying -> Social CRM
● What They’re Buying -> Purchase History
● What They’re Doing -> Brand Interaction
● What They’re Liking -> Social Media Presence

18. The End