Retail Buying and Merchandising Essay

2830 WordsMay 4, 201512 Pages
ABSTRACT Uniqlo Co Ltd is a Japanese casual wear designer, manufacturer and retailer. The company has been a wholly owned subsidiary of Fast Retailing Co Ltd since November 2005 and is listed in the First Section of the Tokyo Stock Exchange. This project paper is to analyse the company background, merchandise strategy and practices, target segment as well as SWOT analysis, PESTLE analysis in Malaysia market. i Table Of Contents Acknowledgements & Abstract………………………………………………………………………………….i Introduction…………………………………………………………………………………………………………….. 1 Uniqlo Business Model ……………………..……………………………….…………………………………….3 Uniqlo Business Strategy………………………………………………………………………………….……….6 Merchandise Strategy……………………………………………………………………………………………….7 SWOT Analysis…………………………………………………………………………………………….………….10 Target Group…………………………………………………………………………………………………………..11 Competitive Advantage…………………………………………………………………………………………..12 Uniqlo Malaysia………………………………………………………………………………………………………13 Target Group……. …………………………………………………………………………………………………...14 Competitive Situation……………………………………………………………………………………………. 15 4Ps………………………………………………………………………………….…………..………………………….17 Conclusion………………………………………………………………………………………………………………19 References………………………………………………………………………………………………………………20 Introduction Uniqlo Co. Ltd (promounced “You-nee-klo”) is a Japanese unisex casual wear designer, manufacturer and retail chain. Founded in 1949 in Ube, Yamaguchi Prefecture, Uniqlo began as Ogori Shoji Co. Ltd which has been operating men’s clothing stores in Japan. In 1985, Ogori Shoji opened a unisex casual wear store in Hiroshima under the name “Unique Clothing Warehouse” from which the name Uniqlo was born (as a contraction of “unique

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