4.1 Current Consumer’s Characteristic
4.1.1 Demographics
· Age : 15 - 40 years old
· Gender : Both male and female
· Education : Secondary and above
· Occupation : Student to working adults
· Income Range : RM500 – RM4000
· Race & Ethnicity : All races
· Geographic Location : Urban area
4.1.2 Psychographics
· Perception : Recognize UNIQLO as top casual wear brand and
believe that clothing is important element toward
pleasant appearance
· Learning : Friends and Family, newspapers, internet,
environmental factors
· Motivation & Needs : Essential clothing that is affordable with high
quality and yet pleasurable in design
· Attitude & Personality : Sensitive and passion in fashion trends
· Lifestyle : Casual, Modern and Constantly changing
4.2 Stakeholders’ Characteristic
4.2.1 Primary Stakeholders
Board of Directors
| Chairman, President, Chief Executive Officer | Tadashi Yanai |
| External Director | Toru Hambayashi |
| External Director | Nobumichi Hattori |
| External Director | Toru Murayama |
| External Director | Masaaki Shintaku |
The Board of Directors makes decisions pertaining to management and supervises the activities of the CEO and entrusted operating officers. As a result of the appointment of a majority of external directors, the Board obtains highly professional and objective advice in a broad range of areas.
Joint Venture Partner
DNP Clothing controls 45% of UNIQLO Malaysia’s business and playing important roles in managing and running the operation of store locally. Most of the local affairs and administration are in-charged by DNP clothing.
Employees
All non executive employees are hired by DNP clothing. Most of them are storekeepers, supervisors and assistant managers that operating the store.
Consumers
They are included of existing UNIQLO fans, newcomers to UNIQLO and also some random fashion lovers. Consumers are directly contributing to sales and profits of the business. Large popularity of consumers also resulted in efficient and effective publicity.
4.2.2 Secondary Stakeholders
Media and Journalist
Both online media and traditional media are contributing to the publicity of UNIQLO. Newspapers, television news, radio broadcasting and social network like Facebook and Twitter are greatly delivering the news and information. People are surrounded by overflow of Ads and commercial.
Tenancy Owner
Fahrenheit 88 is newly renovated KL Plaza that located at Bukit Bintang, the golden triangle of Kuala Lumpur. Fahrenheit 88 has offered its most strategic shop lot for UNIQLO as first store in Malaysia which is largest in South East Asia.
