UNIQLO Haley Coulthart, Emily Eigler, Jordan Hill

Uniqlo is a Japanese based fast fashion retailer that was founded in 1949 in Yamaguchi, Japan. There are now over 1,000 stores worldwide.
Their slogan is "Made For All". Although they are rooted in Japan, their focus is to produce clothes that can fit any age, gender, occupation, and ethnicity.
Their mission is to "inspire the world to dress casually."
Worldwide, there were 15 million mentions of Uniqlo worldwide.
Of the 15 million mentions, 79% were positive, and 17% were negative
11% of these mentions were regarding expectation, 8% acquisition, 6% cost, and 5% attraction.
Overall, 51% of social media talk is done by females, 49% done by males. Females speak more positively than males about Uniqlo in general.
The Japanese Consumer: Second-largest retail market (2010); Used to be large luxury market, now consumers looking for discount/online retailers; Consumers spend more time at home, buy products differently (online); Consumer spending effected by economic downturn; New generation (people in their 20's); Consumers still look for high quality merchandise and service.
In Japan specifically, out of the 1 million mentions, 75% are positive and 20% are negative.
Interestingly, only 37% of social media talk is generated by females in Japan, and 63% is generated by males. However, females are more positive than males.
56% of social media talk is generated by people between the ages of 25 and 44.
Uniqlo began opening stores in the United States in 2005, starting with the East Coast. By 2020, they plan to have a total of 200 stores throughout the US. Overall, almost 50% of social media talk is generated in the West and 27% in the Northeast
Of the 1 million social media mentions, 79% are positive and 16% are negative.
35% of social media mentions are regarding expectation, 24% acquisition, 18% cost, and 18% attraction.
The average household income of the consumers involved in social media mentions is $58,633, and the average disposable income is $23,895.
Of the 55,000 mentions about Uniqlo menswear, 83% are positive.
28% of social media mentions about Uniqlo menswear are about expectation, 17% about acquisition, 14% about cost, and 14% about attraction.
The majority of consumers talking about the Uniqlo menswear are between the age of 25 and 34.
The average household income of the consumers discussing Uniqlo menswear on social media is $51,400 and the average disposable income is $25,531.
Of the 46,000 mentions about Uniqlo Lifewear, 93% are positive.
Almost 1 in 4 mentions regarding Uniqlo Lifewear are about expectation, and 15% are regarding creativity
The majority of mentions about Uniqlo Lifewear is done by females, but both females and males are generally positive.
Heattech has generated the most consistent amount of chatter, 82% positive, out of the three categories we chose because of its light weight, affordability, and constant improvement over the 10+ years it has been sold.
Not surprisingly, consumers speak most passionately about Heattech in the colder months, more specifically September through January.
This a recent post about the Heattech Collection.

Threats and Opportunities

According to total net sales, Fast Retailing, the holding company that owns Uniqlo, is ranked #4 private label retailer.
However, according to Forbes.com, The New York Post, Fortune.com, and many other sources, Uniqlo is struggling in the United States.
"Although brand penetration in big cities such as New York City, San Francisco, and Chicago is strong, they are struggling with the suburbs." -Tadashi Yanai, Chief Executive of Uniqlo
Some say the disappointment with Uniqlo in the United States is due to increasing prices, making it difficult to compete with other fast fashion retailers like Forever 21 and Zara.


Created with images by *_* - "Uniqlo Building @ Ginza at night" • JasonParis - "Uniqlo" • Yukiko Matsuoka - "Uniqlo" • alisdair - "UNIQLO SOCKZ" • DeltaWorks - "sunset japan sky" • Imahinasyon Photography - "Osaka Japan" • Moyan_Brenn - "Japan" • avrene - "uniqlo"

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