Operating Strategy (UNIQLO)
Operating Strategy ~ The UNIQLO case~ 1142535b Sachiko Okita
Introduction
UNIQLO is a Japanese casual wear designer, manufacturer and retailer. UNIQLO has been recording good sale, they made a new sales record, 923,600,000,000yen on 2012. In addition, they have wide and various customers, old and young, men and women, family and couples etc. Their sex, age and life style is different.
The key success factor is “No target customer”
In 2013 the CEO of UNIQLO, Tadashi Yanai made new concept, “Life Wear”. Life Wear means the wear change the life of people all over the world more enjoyable and comfortable. UNIQLO has been making simple but high quality clothes for about 20 years. This concept, Life Wear is along our history and new category of apparel industry. UNIQLO says our Life Wear will keep on evolving as a new type of fashion, which is always with our way of living.
This concept leads one big question, “Who is UNIQLO’s customer, the people all over the world?”
In market strategy today, we learned we should make clear customer’s image and invest for them. But UNIQLO succeed without this strategy. “No target customer” is the key success factor of UNIQLO.
UNIQLO’s product is not fashionable but not dairy necessity. It is the middle of them, “Fashionable in proper level but basic clothes with reasonable price for all generation and sex”.
Other Companies, Fast Fashion and Big Super Market Chains
Before focusing on what UNIQLO is doing, let me talk about other fast fashion company and the clothes as a dairy necessity.
1. Fast Fashion
H&M and ZARA are the biggest apparel companies in the world now. They succeed with SPA system and “Fashion”. They make fashionable clothes quickly with small amount. Their main customers are women in their teen to thirties.
2. Big Super Market
The clothes are cheap and not fashionable. People especially elderly buy them because they are not interested in fashion. They just need clothes in order to feel warm and
Introduction
UNIQLO is a Japanese casual wear designer, manufacturer and retailer. UNIQLO has been recording good sale, they made a new sales record, 923,600,000,000yen on 2012. In addition, they have wide and various customers, old and young, men and women, family and couples etc. Their sex, age and life style is different.
The key success factor is “No target customer”
In 2013 the CEO of UNIQLO, Tadashi Yanai made new concept, “Life Wear”. Life Wear means the wear change the life of people all over the world more enjoyable and comfortable. UNIQLO has been making simple but high quality clothes for about 20 years. This concept, Life Wear is along our history and new category of apparel industry. UNIQLO says our Life Wear will keep on evolving as a new type of fashion, which is always with our way of living.
This concept leads one big question, “Who is UNIQLO’s customer, the people all over the world?”
In market strategy today, we learned we should make clear customer’s image and invest for them. But UNIQLO succeed without this strategy. “No target customer” is the key success factor of UNIQLO.
UNIQLO’s product is not fashionable but not dairy necessity. It is the middle of them, “Fashionable in proper level but basic clothes with reasonable price for all generation and sex”.
Other Companies, Fast Fashion and Big Super Market Chains
Before focusing on what UNIQLO is doing, let me talk about other fast fashion company and the clothes as a dairy necessity.
1. Fast Fashion
H&M and ZARA are the biggest apparel companies in the world now. They succeed with SPA system and “Fashion”. They make fashionable clothes quickly with small amount. Their main customers are women in their teen to thirties.
2. Big Super Market
The clothes are cheap and not fashionable. People especially elderly buy them because they are not interested in fashion. They just need clothes in order to feel warm and