UNIQLO IN JAPAN VS. UNITED STATES

Uniqlo

  • Fast Fashion retailer
  • Founded in 1949 in Yamaguchi, Japan
  • Over 1,000 locations worldwide
  • Slogan is "Made For All"
  • Mission is to "inspire the world to dress casually"

The uniqlo consumer

  • 15 million mentions on social media worldwide
  • 79% positive
  • Passion score of 29/100
  • 50% female, 50% male
  • Most mentions: May 26, 2010 (Collaboration with designer Velvet)
  • 50% Asia, 23% Europe, 19% North America
  • 30% of mentions regarding expectation, acquisition, cost, and attraction

japanese consumer

  • In 2010, second largest retail market
  • Used to be large luxury market
  • Today, looking for discount and online retailers
  • Still desire high quality merchandise and service
  • Long Term Orientation: 88 (compared with 26 in US)
  • Indulgence: 42 (compared to 68 in US)

uniqlo consumer in japan

  • 1 million social media mentions
  • 75% positive
  • Passion score of 6.2/100
  • 37% female, 63% male
  • Over 50% are ages 25-44

uniqlo consumer in USA

  • Started opening stores in US in 2005, starting with the East Coast
  • By 2020, their goal is to have 200 stores nationwide
  • 1 million mentions
  • 79% positive
  • Passion score of 28/100
  • 47% female, 53% male
  • 31% between the ages of 25 and 34
  • 46% in the West, 27% in the Northeast
  • Average Household Income: $58,633
  • Average Disposable Income: $23,895

lifewear

  • Lifewear is a new concept that Uniqlo uses to market their great design and product innovation
  • 47,000 mentions worldwide
  • 93% positive
  • Passion score of 9.4/100
  • Almost 1 out of 4 mentions is regarding expectation
  • 53% female, 47% male

menswear

  • 56,000 total social media mentions
  • 82% positive
  • Passion score of 10/100
  • 1 out of 4 mentions regarding expectation
  • 39% female, 61% male
  • Disposable Income: $25,374

heattech

  • Warm weather collection
  • 120,000 social media mentions
  • 82% positive
  • Passion score of 18/100
  • Majority of mentions between September and January
  • 3 in 10 posts are regarding expectation
  • Majority of posts came from United States, more specifically New York
  • 56% female, 44% male
  • Average disposable income: $20,415

threats

  • Fast Retailing ranked #4 private label retailer
  • Struggling in the United States
  • Brand penetration in big cities like NYC, San Francisco, and Chicago is strong, struggling in the suburbs
  • Uniqlo is offsetting these struggles with rising prices, which is making it more difficult to compete with other fast fashion retailers like Zara, Forever 21, and H&M

Recommendations

  • Make improvements to existing stores rather than opening new stores
  • Better marketing aimed towards the suburban consumer
  • Better marketing aimed towards the cold weather consumer (Northern United States)
  • More selection, similar to fast fashion retailers like H&M and Forever 21

Credits:

Created with images by calvision - "uniqlo sanlitun beijing" • alisdair - "UNIQLO SOCKZ" • JasonParis - "Uniqlo" • Imahinasyon Photography - "Osaka Japan" • GoToVan - "UNIQLO @ Bellevue Square Mall" • Unsplash - "one world trade center new york city" • terimakasih0 - "cloth fabric textile" • Atsutoms - "Uniqlo" • GoToVan - "UNIQLO @ Bellevue Square Mall"

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