Chapter 1 Project Overview

1.1 Introduction

UNIQLO

Changing Clothes. Change The World.

UNIQLO, the innovative brand from Japan, breathes new life and possibility into the clothing category. Self claimed that this is not a “brand that dictates a total lifestyle”.

To them, clothes are items the individual chooses to express a personal lifestyle that’s exciting and enjoyable. They call this “component wear”. All the clothes are constantly refined to offer excellent quality, design and technology, at easily affordable prices. They’re an extraordinary value

UNIQLO - the clothes, the place, the culture - is always a source of surprise and enjoyment for everybody. The aim is simple: changing clothes, changing conventional wisdom, change the world.

UNIQLO Malaysia

UNIQLO (MALAYSIA) was established in June 2010 as a joint venture with the Malaysian apparel company DNP Clothing Sdn Bhd. and in the fall of 2010 will launch its first store, the Fahrenheit 88 Store.

This first store will be a large-format store with a sales floor of approximately 2,140 square meters and be located in Bukit Bintang, the most vibrant commercial district in the city of Kuala Lumpur.

1.2 Problem Statement

Problems and Issues

UNIQLO, Japan’s No.1 fashion brand and worldwide leader in casual wear has finally opened its first store in Malaysia on 11st November 2010. It is located at Bukit Bintang - the heart of Kuala Lumpur’s Golden Triangle, where the latest trends, fashion and styles are illuminating. Those fashion lovers that has owned UNIQLO from oversea or somehow met it on the internet was anticipating and counting down for the grand opening.

However, most of the Malaysians are still not familiar with nor even heard about this giant fashion brand from Japan. Other than general publicity, redefining the brand identity is a must for a successful brand communication to capture the people’s heart. Strong brand awareness is needed to compete against other direct competitors that have arrived on the land earlier like Giordano, Bossini, Gap and etc. Great first impression and brand image has to be built for further expanding in the future.

1.3 Objectives & Aim

1.3.1 Mission and Aim

To review on the clothing & apparel industry and explores the opportunities in order to come out with best advertising and branding strategies.

1.3.2 Objectives

·         To find out more on local market situation and potential.

·         To study the latest fashion trends and competitor’s activities.

·         To analyze the target audience and redefine the scope.

·         To enhance the brand identity and awareness in the region.

·         To create good strategy for the advertising and branding.

Chapter 12 Appendices

12.1 Survey Questions

UNIQLO: Consumer's Perception towards Clothing & Apparel

Hello, good day friends. I'm currently doing my final year project on branding UNIQLO. It is great that Japan No.1 casual wear brand had reach Malaysia this month. Conducting this survey will helps my research on people's perception toward clothing & apparel. Your helps are highly appreciated. Thank you:)

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* Required

Gender * If you don't mind, you can fill up your sexual interest as well :P

·         Female

·         Male

·         Other:

Age Group *

·         13-17

·         18-24

·         25-30

·         31-40

·         Other:

Education Level *

·         Secondary

·         High School

·         College / University

·         Post-graduate

·         Other:

Occupation *

·         Student

·         Work Professional

·         Self-employed

·         Other:

Income Range * Your monthly allowance / income range

·         Below RM500

·         RM500 - RM1000

·         RM1001 - RM2000

·         RM2001 - RM3000

·         Above RM3000

·         Other:

How important is appearences in term of clothing & dressing for you?

	1	2	3	4	5
Less important						Very important

How often do you spent on clothing & apparel? *

·         Almost daily

·         Weekend is coming!

·         Few times a month

·         Every month

·         Once a year

·         Never

·         Other:

What do you usually consider the most when buying clothes? *

		I don't care.	It's fine.	Considering	Thinking twice	It must be the best!
Pricing
Brand
Colour & Design
Quality
Comfortability

Which is your preferable?

·         Casual Wear

·         Formal Wear

·         Depends

Which is the acceptable price range for you when purchasing a piece of casual wear? *

		Below RM30	RM30 - RM80	RM81 - RM150	RM151 - RM250	RM251 - RM400
T-shirt
Jacket / Sweater
Short pants
Jeans

Do you think you are fashion? * Rate your sensitiveness towards fashion trends

	1	2	3	4	5	6	7	8	9	10
Poor											Excellent

Have you heard about UNIQLO? * UNIQLO as Japan top casual wear brand.

·         It's my all times favourite!

·         Yes, I know it.

·         Hmm, a little bit.

·         What is that?

Do you realize that UNIQLO is in Malaysia now? * Launched at 4th November 2010

·         Yes

·         Sounds familiar.

·         No idea.

If you heard about UNIQLO Malaysia. How or Where?

·         Social Network especially Facebook

·         Newspaper

·         Friends & family

·         Magazine

·         Radio

·         Online advertising

·         Other:

Would you go for UNIQLO after this? * Find out more about it!

·         Yes

·         Maybe

·         No.

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Chapter 11 References

·         UNIQLO Malaysia Official Website

www.uniqlo.com/my

·         UNIQLO Singapore Official Website

www.uniqlo.com/sg

·         Go UNIQLO Campaign

www.go-uniqlo.com

·         PADINI Official Website

www.padini.com

·         Google Malaysia Search Engine

www.google.com

·         Wikipedia, The Free Encyclopedia

http://en.wikipedia.org/wiki/

·         The Malaysian Textile  Manufacturers Association (MTMA)

http://www.fashion-asia.com/page.cfm?name=aboutus

·         What Makes UNIQLO a Popular Casual Wear in Hong Kong? (2009)

http://www.fashion-asia.com/page.cfm?name=aboutus

·         Youtube , Largest Video Sharing Community

http://www.youtube.com

·         Facebook Fan Page of UNIQLO Malaysia

http://www.facebook.com/uniqlo.my

·         FAST RETAILING Official Website

http://www.fastretailing.com/eng

·         Thread about UNIQLO @ Lowyat Forum

http://forum.lowyat.net/topic/1354778

·         Flugel, John Carl, The Psychology of Clothes (1976. First published 1930)

Chapter 9 Research Development

9.1 Marketplace Research

9.1.1 UNIQLO Store, Fahrenheit 88

The main entrance of UNIQLO store is just opposite to Pavilion’s main entrance.

The entrance at second floor is closed to control the overflow traffic on first day.

 

    

An attractive billboard located above the shop entrance.

The floor plan is distributed to the customers for better shopping experience.

The display corner is displaying the latest collection of winter season.

The cashier counters are sufficient and located at every floor.

The staffs are ready to serve the people. They are friendly, discipline and professional.

The limited offer is exclusive for opening sales. Only RM49.90 for a pair of jeans.

UNIQLO Fleece, A rich colour range is available. Also included in opening special offers.

UNIQLO Fleece for the ladies. The designs varies from rich colours to stylish patterns.

UJ Jeans for the ladies. Series of colours up for grab.

The legendary Mickey Mouse series of UT Collection

There are also wide ranges of UT products for the ladies.

9.2 Market Observation

UNIQLO is strange for most of the Malaysian but not really for those hardcore fans who has already had the first touch with UNIQLO from somewhere else. For the first few days of store opening, there were ultimate long queue and had caused massive crowd around Fahrenheit 88 mall. Regarding to UNIQLO Malaysia Facebook page, 4000 people had make themselves into the store for the craziest shopping fever.

Plenty of people are queuing up for their turn to get into the store.

People are craving for the promotion items.

End of the queue is unseen-able inside Fahrenheit 88.

During the promotion period, store operating hours is ended early to prevent the uncontrollable crowd and traffic. The crowd is getting down only at the second week. There is no longer necessarily to queue up for the admission but still for the fitting room access.

9.3 Online Survey

9.3.1 Data of Respondents

Gender

Age Group

Education Level

Occupation

Income Range

Preferable Dress Code

9.3.2 The Findings

Consumption Pattern

How important is appearances in term of clothing & dressing for you?

How often do you spent on clothing & apparel?

How fashions do you think you are?

Consumer Behaviours

Pricing, when taking into consideration of purchasing a cloth

Brand, when taking into consideration of purchasing a cloth

Colour & design, when taking into consideration of purchasing a cloth

Quality, when taking into consideration of purchasing a cloth

Pricing, when taking into consideration of purchasing a cloth

Perception towards UNIQLO

Have you heard about UNIQLO?

Do you realize that UNIQLO is in Malaysia now?

How did you find out that UNIQLO is in Malaysia now?

Would you go for UNIQLO after this?

9.4 Interview

9.4.1 Person In Touched

Cindy Chong

Designation       : Admin Manager, UNIQLO Malaysia

E-mail Address : cindy.chong@fastretailing.com

Office Number : 03-7726 9381 Ext: 151

Contact #1          : Telephone Conversation

Details                 : Cindy requested a e-mail for the enquiries and questions.

Contact #2          : E-mail Communication

Details                 : Several questions had been asked through e-mail communication.

  Check out following page for the conversation.

 *Blue colour words as answers from Cindy’s reply.

9.5 Others

Methods and Technique

Several methods had been applied in order to get sufficient information for better understanding and research development. Other than internet resources searching, on ground research had been done by visiting to the outlet store. I had also bought the products for research purpose and trying to experience it from the perspective of a consumer.

Due to lacking of information about the company, a visit had been paid to the office of UNIQLO Malaysia Sdn. Bhd since there is only office address available on the contact page of www.uniqlo.com/my.  However, there is no chance to conduct any interview or real life conversation with the person in-charge due to some inconveniences. Anyway, e-mail and phone contact were obtained for further contact or enquiry.