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.
