Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Uniqlo Case Study in Thailand by www.brandnow.asia

Uniqlo Case Study in Thailand by www.brandnow.asia

  • Loggen Sie sich ein, um Kommentare anzuzeigen.

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

×