2.1 Product Name
UNIQLO – The Unique Clothing
Made For All
At UNIQLO, the basic merchandising concept is to offer clothes that can be worn by anyone, anywhere, anytime. UNIQLO’s goal is to offer fashionable, high-quality basic casual wear at reasonable prices so that everyone can enjoy the quality, color and style of UNIQLO clothing.
Following are some of the significant and main products from UNIQLO lines up.
2.1.1 UT Collection
UT fuses the distinctive cultures of global art, music, and comics to create an incredible series of T-shirt designs. Through each T-shirt, UNIQLO sends out a global message. Every year, we can select from countless UT designs, and discover the true feelings and beliefs that truly define us. UNIQLO infuses cultural identity, personality and emotional expression for their T-shirts.
2.1.2 UJ Collection
Changing Jeans.
In materials, sewing and processing UNIQLO strive with absolute commitment to create jeans of impossibly high quality and refined detail. At RM99.90 UNIQLO offers far more than they cost with fine fit and details, comfort and color variations.
2.1.3 Fleece Collection
Uniqlog Fleece. Worn By All.
Well-loved by people from all over the world, UNIQLOE FLEECE is one of the top selling products in Japan. Lightweight, warm and the perfect fit for everyone’s style, the Fleece Fall/Winter 2010 collection comes in more colors and designs, with the same attention to quality and detail.
2.2 Product Classification
UNIQLO is a clothing & apparel brand targeted at consumer that is durable.
2.3 Product Characteristics
2.3.1 Characteristic Chart
UT | UJ | Fleece | |
Type | T Shirt | Long Jeans | Jacket |
Pricing Range | RM59.90 | RM99.90 – RM169.90 | RM79.90 – RM139.90 |
Unit Per Sale | Single | Single | Single |
2.3.2 Packaging
No special packaging for most of the products. UNIQLO provided simple and nice design shopping bag to take away.
UNIQLO Plastic Bag
Limited UNIQLO Tote Bag
2.4 Product Range
2.4.1 UT Collection
UT All STARS 2010
Various colours and designs based on world famous comic, anime, game heroes and characters. The significant ones are Mickey Mouse, One Piece, Gundam and so on. The cutting styles vary from U-neck, V-neck, Deeper V-neck, Cut-off, Roll-neck, Big-silhouettes for the men and T-shirt dress and sleeveless design for the women.
Size from S to XL
2.4.2 UJ Collection
Regular Fit Straight
3 main colours of men’s Regular Fit Straight Jeans – Dark Blue, Black and Blue
Waist measurement ranged from 27 to 35 inches
Knit Legging Pant
3 colours for women’s Knit Legging Pant with skinny and slim fit cutting style
2.4.3 Fleece Collection
Mirco Fleece
Various designs with rich patterns included spots, stripes, borders and checkers.
Size - S to XL
Reversible Fleece
There is wide range of colour choices for men’s reversible jacket.
Size - S to XL
2.4.4 Fleece Collection - Women
Mouton Fleece
Comes with 4 natural colors – White, Beige, Dark Brown and Black
Size ranged from S to XL
Fluffy Fleece
Comes with 7 colors – White, Dark Blue, Purple, Brown, Red, Grey and Black
Size ranged from S to XL
2.5 Distribution
2.5.1 Direct Distribution
UNIQLO stores are the most direct link to its customers. UNIQLO creates distinctive merchandise and sales floors that faithfully project the heart and soul of the company. Currently, there is only one UNIQLO store in Malaysia which is located in Fahrenheit 88, Bukit Bintang, Kuala Lumpur. Anyway, there would be more stores coming up to expand its market in Malaysia.
2.7 Brand
2.7.1 The Philosophy
It doesn’t matter who you are or where you live, UNIQLO makes clothes that transcend all categories and social groups. The clothes are made for all, going beyond age, gender, occupation, ethnicity and all the other ways that define people.
The clothes are simple and essential yet universal, so people can freely combine them with their own unique styles, in any way they choose, everyday day of the year.
Everything UNIQLO do is rooted deeply in its Japanese origin, always aspiring to excellence in quality, design and technology. However, UNIQLO will always ensure that the clothes are affordable and accessible to everyone.
UNIQLO is a way of thinking that’s about constant change, diversity, and challenging conventional wisdom.
At UNIQLO, we believe that everyone can benefit from simple, well-designed clothes. Because if all people can look and feel better every day, then maybe the world can be a little better too.
2.8 Brand Image & Implication
2.8.1 Product Life Cycle
UNIQLO as in Malaysia
2.8.2 Market Share
Worldwide Apparel Specialty Stores: Ranked by Market Capitalization
2.9 Strengths & Weaknesses
2.9.1 Strength
· Currently positioned as Japan No.1 Casual Wear Brand
· Available internationally at several countries beyond Asia region
· Wide range of products for both male and female
· High quality products
· Low cost production and management
· Consistent productivity and creativity for every new season
· Fashionable and essentials
· Asian cutting and measurement
2.9.2 Weakness
· Still being introductory and strange in Malaysia
· Current only one store available within Malaysia
· Product variety and launching based on the four seasons
· Higher cost due to import tax and currency conversion
2.10 Advantages & Disadvantages
2.10.1 Advantages
· Welcomed by most of the fashion enthusiast with its top branding
· Popularity and recognition are growing globally
· Maximum range of target audience and consumer
· Durable and trustworthy products
· Reasonable and surprising price
· Frequent customer visit and higher sales
· More competitive among competitors in the industry
· Suits and fits most of the Malaysian
2.10.2 Disadvantages
· Lack of brand awareness from Malaysian
· Expose to urban area citizen only due to low availability
· Some seasonal clothing are not applicable in Malaysia
· Facing competition from local brands on pricing aspect
2.11 Unique Selling Proposition
UNIQLO more focused on the superior quality and reasonable price without fully ignored the fashion factor.
2.13 Positioning Statement
UNIQLO is fashionable, high quality and basic casual clothes that anyone can wear anytime anywhere – and always at the lowest possible market prices.
2.13 Promotional History
2.13.1 Go UNIQLO Campaign
From October 2010 to November 2010
Go UNIQLO is an interactive webpage that introduces the arrival of UNIQLO all the way from Tokyo to Kuala Lumpur. In collaboration with Google Maps, GO UNIQLO allowed users to easily navigate from any place to the newly opened first UNIQLO store at Fahrenheit 88. UNIQLO provided bunches of prizes to be won in this campaign. One may easily found some vouchers along the routes in the interactive game. The grand prize of All-expenses Tokyo Trip had created a big blast and noise among the citizen.
2.13.2 Opening Specials
Limited Offers
UT Collection selling at RM29.90 from 4th -18th November 2010
Fleece Collection selling at RM29.90 from 4th -18th November 2010
UJ Collection selling at RM49.90 from 4th - 31st November 2010
Prizes and Free Gifts
4th November 2010
4th - 7th November 2010
First 500 customers in line get a chance to win a Tokyo trip which is fully sponsored by UNIQLO. Other than that, the first 1000 early birds entitled to get a FREE UNIQLO original tote bag. From 4th to 7th November, any purchase up to RM200 in a single receipt will also receive one.
