Uniqlo Essay

409 Words2 Pages
MISSION STATEMENT Uniqlo’s motto states that their products are “made for all”. This idea is shared among other fast retailing companies, such as H&M, Zara, which also produce clothes at low, affordable cost. Uniqlo promote their products more than they do their brand, as they are targeting budget conscious customers and, according to them, “UNIQLO makes clothes that transcend all categories and social groups, […] going beyond age, gender, occupation, ethnicity and all the other ways that define people”1. Main emphasis is on the product and not the brand name. Current goals include2: ! to continuously developing products of exceptional quality ! becoming Japan’s top brand by expanding urban market share ! rapid expansion in international markets (become world’s no. 1 casual brand) ! provide excellent (Japanese standard) customer service and experience at their stores COST QUALITY FRAMEWORK Like other previously mentioned fast retail companies (Zara, H&M), Uniqlo is on the lower right side of the cost quality framework, meaning that the brands emphasize the low cost of the products, and yet strive for high quality at the same time. Zara and H&M, however, put more emphasis on the brand perception, whereas openly states their clothing can be combined easily with other brands. Therefore customers are guaranteed a brand of clothes that can be simple, sleek and yet sophisticated and contemporary3. Zara and H&M places emphasis on their own brand, selling their clothes as inseperable parts of fashion. 1 2 http://www.uniqlo.com/usa/mission-statement/ http://www.fastretailing.com/eng/ir/library/pdf/presen110207_eng.pdf 3 http://uniqlomar.blogspot.jp ARC ANALYSIS COORDINATION PROBLEM Constant pursue of customer satisfaction as a priority of headquarters Fast retailing must update their lineup very quickly, cooperate with other vendors (Helmut Lang, Princesse

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