UNIQLO casual wear in HK
UNIQLO casual wear in HK
Introduction
UNIQLO Co. Ltd, is a Japanese casual wear designing and manufacturing and retailers. In Japan, UNIQLO is the leading clothing retail chain in terms of both sales and profits.
After its global expansion in 2005, the company has now operating in Hong Kong, China, Taiwan, United Kingdom, South Korea, France, Singapore and United States with over 2700 stores worldwide. This casual wear giant rank in No. 4 in global retailers with over 11.21 Billion USD sales in 2013.
Besides the huge success in sales performance, the company rank as No. 1 in “Best Retail Brands 2013” from Interbrand.
Since UNIQLO opened its first store in Hong Kong in Sep 2005, the no. of stores in increased steadily to a total of 22 stores in 2014. This report will focus on the way that UNIQLO demonstrate its business model and brand strategy in Hong Kong.
Target Segment
“UNIQLO is a new Japanese company that ensure it provides casual clothes for all kinds f people”, mission statement from UNIQLO ‘s website.
From the statement, there’s no specific or primary target consumer for the brand. Actually this the main strategy of UNIQLO, undifferentiated targeting but focus on provide high quality basic casual wear with affordable price for which everyone can wear in everyday. Unlike to other fashion retailers, H&M and Zara which have permanent collections are targeting to young women and men for fashionable items.
But in income level, UNIQLO focused on Mass Market in fashion industry, which targeted for those with medium income who are looking for trendy daily clothes. The high income group which prefer hi-end branded fashion are not the primary target segment for UNIQLO.
UNIQLO HK also demonstrated undifferentiated strategy in store level and also website page. From window display of casual wear from Women, Men and Kids, and in real store visit the consumer comes from all walks of life, from kids to elderly.
Product
UNIQLO provides
Introduction
UNIQLO Co. Ltd, is a Japanese casual wear designing and manufacturing and retailers. In Japan, UNIQLO is the leading clothing retail chain in terms of both sales and profits.
After its global expansion in 2005, the company has now operating in Hong Kong, China, Taiwan, United Kingdom, South Korea, France, Singapore and United States with over 2700 stores worldwide. This casual wear giant rank in No. 4 in global retailers with over 11.21 Billion USD sales in 2013.
Besides the huge success in sales performance, the company rank as No. 1 in “Best Retail Brands 2013” from Interbrand.
Since UNIQLO opened its first store in Hong Kong in Sep 2005, the no. of stores in increased steadily to a total of 22 stores in 2014. This report will focus on the way that UNIQLO demonstrate its business model and brand strategy in Hong Kong.
Target Segment
“UNIQLO is a new Japanese company that ensure it provides casual clothes for all kinds f people”, mission statement from UNIQLO ‘s website.
From the statement, there’s no specific or primary target consumer for the brand. Actually this the main strategy of UNIQLO, undifferentiated targeting but focus on provide high quality basic casual wear with affordable price for which everyone can wear in everyday. Unlike to other fashion retailers, H&M and Zara which have permanent collections are targeting to young women and men for fashionable items.
But in income level, UNIQLO focused on Mass Market in fashion industry, which targeted for those with medium income who are looking for trendy daily clothes. The high income group which prefer hi-end branded fashion are not the primary target segment for UNIQLO.
UNIQLO HK also demonstrated undifferentiated strategy in store level and also website page. From window display of casual wear from Women, Men and Kids, and in real store visit the consumer comes from all walks of life, from kids to elderly.
Product
UNIQLO provides