1. Fashion Apparel—UNIQLO Group One

2. Agenda Company Background & Situation Competitors & SWOT
STRENGTHS
WEAKNESSES
Competitors & SWOT
Research’s Target Market
Attributes of research
Position Research
Positioning statement
Marketing mix strategy

3. Company Background 1949–1994: rise in Japan 1997: "SPA" strategy
1998–2002: first Tokyo store
& overseas expansion
2005–present: further expansion
Goal of 5 trillion yen by 2020

4. Current Situation in HK market
Good quality with reasonable price;
Focused on the basic casual apparel with functional
design for all age;
Products situation:
Demand of apparel still increases ;
Uncertain global economic outlook ;
Enjoying strong consumer purchasing power
Market Situation:
Strong control over production and distribution;
Largest by store count in HK’s Fashion Apparel market
(HK: 16 retail stores);
Distribution Situation:
Targeting consumer’s number keep stable;
Growth rate of income not reach the CPI;
Tourists and parallel buyers
Macro-environment:

5. S W O T SWOT Analysis SWOT Analysis Positive Negative
•Large-scale-store &
Largest by store count;
•Research & Development;
•High quality with reasonable price;
•Effective distribution management;
•Well-trained and helpful sales people.
•Low switching cost
& lots of alternatives;
•Plain design, lack fashion styles;
•Slow new releases’ turnover rate.
STRENGTHS
WEAKNESSES
Internal
factors
SWOT
Analysis
•Strong purchase power in
HK;
•Brand loyalty and strong beliefs in brands’ design of HK consumers;
•CSR activities;
•Brand building through
Flagships.
•High industry rivalry and intense competition;
•Unpredictable fashion trends;
•Negative shocks from the global economic slowdown;
•High and increasing rental fee.
External
factors O T
OPPORTUNITIES
THREATS
Positive
Negative

6. Competitors Swedish Huge customer & vendor base Spanish
Extremely trendy
No advertisement
American
Strong brand portfolio
& promotion
American
The largest specialty apparel retailer
in the U.S

7. Research’s Target Market
Target Customers:
Enjoys strong consumer purchasing power
Facing intensive
competition
UNIQLO HK
Middle-class working adults, both male and female
Enjoying casual wear that ensures high quality and nice design
Location:
Hong Kong
Research Sample Size: 66 (F: 30, M: 36)
Sampling procedure:
Randomly Collected from 66 HK residents ( all middle-class employees)

8. Attributes of Research
Branding
Friends recommend
Reputable
Product
Durable
Material
New products launch
Practical/comfortable design
Stylish/fashionable design
Variety of sizes
Variety of styles/products
Price
Good value
Place
Online shopping
Outlet locations
Store design
Promotion
Advertising
Promotional activities
Sales promotion
Service
Helpful and friendly service staffs
Responsible service staffs

9. Promotion Launch Level
Research findings
Component 1 2 3
sales promotion
.814
new products launch
.720
promotional activities
.701
good value price
.672
variety of styles/products
.657
variety of sizes
.646
outlet locations
.609
advertising
.543
durable
.855
material
.828
responsible service staffs
.713
practical/comfortable design
.700
helpful and friendly service staffs
.699
online shopping
stylish/fashionable design
.774
store design
.651
reputable brand
.641
friends recommend
.612
Factor 1
Promotion Launch Level
Factor 2
Clothing Quality
Factor 3
Design Consideration

10. Promotion Launch Level
Research findings
Brand
REGR factor score 1 for analysis 1
REGR factor score 2 for analysis 1
REGR factor score 3 for analysis 1
A&F
Mean N 66
Std. Deviation
GAP
ZARA
Total
330
Promotion Launch Level
Clothing Quality
Design Consider

11. Promotion Launch Level
Research findings
Sum of Squares df
Mean Square F
Sig.
REGR factor score 1 for analysis 1
Between Groups
34.669 4
8.667
9.570
.000
Within Groups
325
.906
Total
329
REGR factor score 2 for analysis 1
22.376
5.594
5.929
.943
REGR factor score 3 for analysis 1
23.162
5.791
6.153
.941
Promotion Launch Level
Clothing Quality
Design Consider

12. Research findings Model R R-Square Adjusted Std. Error of the Estimate1
.680a
.463
.458
1.159
Model
Unstandardized Coefficients
Standardized Coefficients t
Sig. B
Std. Error
Beta 1
(Constant)
4.152
.064
65.092
.000
REGR factor score 1 for analysis 1
.537
.342
8.413
REGR factor score 2 for analysis 1
.683
.434
10.687
REGR factor score 3 for analysis 1
.625
.397
9.783

13. Research findings Model Summary Model R R Square Adjusted R Square
Std. Error of the Estimate 1
.848a
.719
.718
.884
a. Predictors: (Constant), overall preference
ANOVAb
Model
Sum of Squares df
Mean Square F
Sig. 1
Regression
.000a
Residual
328
.782
Total
329
a. Predictors: (Constant), overall preference
b. Dependent Variable: willing to buy
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients t
Sig. B
Std. Error
Beta 1
(Constant)
.437
.138
3.177
.002
overall preference
.898
.031
.848
28.991
.000
a. Dependent Variable: willing to buy

14. Research findings—Perceptual Map
50.34°
Clothing Quality
Promotion Launch Level

15. Research findings—Perceptual Map
47.00°
Clothing Quality
Design Consideration

16. Research findings—Perceptual Map
48.35°
Design Consideration
Promotion Launch Level

17. Positioning Statement

18. Marketing Strategy 1 2 3 4 Marketing Mix Strategy Product Line R&D
Good Quality With Reasonable Price
PRICE 2
Sales Promotion
Sales Force
Advertising
PROMOTION 3
Distribution Outlet
Service
PLACE 4

19. PRODUCT Marketing Strategy-Product
Expand product line to further diversify the product to provide more stylish fashion items.
PRODUCT LINE
PRODUCT
Maintain strong R&D investment on innovation in respect of design and fabric.
Further enhance the design and quality in accordance with the feedback from customers.
R&D
Marketing Research

20. Good quality with reasonable price
Marketing Strategy-Price
Good quality with reasonable price
Attach more importance to the work of quality review group in new factories built in Southeast Asia.
Put quality at the first place in the process of cost management.
PRICE
COST
QUALITY

21. Marketing Strategy Promotion Sales Promotion Sales Force: Advertising
Marketing Research
Action Plan

22. Marketing Strategy
Distribution Outlets
Place
Service
Action Plan