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In just two decades, Uniqlo grew from one single suburban retail outlet in Hiroshima, Japan to the fashion behemoth that it is today, with flagship stores in every major global city.
How did Uniqlo achieve such rapid international growth? Read on to find out more. With a commitment to low prices and quality fabric, Uniqlo clothing is mass-produced and focuses on classic apparel that everyone needs.
Unlike its closest competitors who regularly conduct market research to discover the latest trends and to chase after them, Uniqlo does not. People mistakenly say that Uniqlo is a fast-fashion brand. Having a core principle that makes you markedly different from other players in your industry will naturally generate lots of WOM.
Constant and unique brand innovations make Uniqlo the go-to place for classic and dependable apparel Instead of chasing fashion trends, Uniqlo instead channels its focus on research and development to constantly improve on its brand innovations. A good, unique product that differentiates itself will spread organically via word-of-mouth.
People love to own the latest in innovative design, and especially when products are kept affordable, WOM will help to spread brand awesomeness. Uniqlo adopts the Japanese concept of kaizen, meaning a continuous search for perfection, and applies this to its in-store experiences.
Uniqlo staff undergo meticulous training. Their work is closely monitored and recorded, and their performance is regularly reviewed. Uniqlo staff have to utilise the exact folding techniques they are taught, return credit cards and cash with both hands in a polite manner, and are expected to greet and assist all customers that step into the store.
When customers receive excellent customer service, they will talk about it to their friends and families, generating heaps of good publicity for the brand.
Engagement with local communities through a CSR approach created positive brand recognition Uniqlo is a socially-conscious brand that is big on corporate social responsibility. The All-Product Recycling Initiative is one such programme where customers can donate their old Uniqlo items to any Uniqlo store for recycling.
These items are collected and then redistributed to refugees and other people in need around the world. Local offices are also on the lookout for meaningful ways to engage the local community and to give back to society. This partnership was aimed at providing the beneficiaries with the opportunity to put to use the life skills they had learned at school, in order to build up their confidence and independence.
Involvement with the local community in meaningful ways helps to build positive brand awareness. Sponsorship of prominent athletes through the Global Ambassador Programme helped Uniqlo break into new markets Uniqlo also sponsors world-class athletes as part of its Global Ambassador Programme.
A partnership with Djokovic would raise enough hype about the brand to pave its way for expansion into Europe. Djokovic signed a 5-year sponsorship with the brand, and debuted his first Uniqlo outfit at the second Glam Slam of the season, with thousands watching all over the globe.
By sponsoring prominent athletes, Uniqlo has made a strategic move in promoting brand awareness because these athletes are constantly under the limelight, donning Uniqlo apparel.Acme Consulting— Sample Plan This sample business plan was created using Marketing Plan Pro® —marketing planning software published by Palo Alto Software.
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