UNIQLO's Merchandise Proposal

MKTG314 – Merchandising Management Project

Submission of project task 1– Retailer Proposal and Category Update of UNIQLO

Submitted by:
The Sense Group
Alfred Lee s126107
Derek Chan s126125
Eva Wong s126310
Kathy Lou s116177
Nicholas Lei s126295
Pucci Chan s126301
Work allocation
Members
Work allocation
Alfred:
Description of UNIQLO's market positioning
Eva:
Background
Identification of key product origin
Presentation of merchandises and traffic flow
Derek:
Identification of competitors and current positioning
Kathy:
PEST analysis and fashion trends impacting future sales of UNIQLO
Nicholas:
Update of chosen merchandise category and promotional events
Pucci:
SWOT analysis of UNIQLO

Peer evaluation
Members
Given by:
Alfred
Eva
Derek
Kathy
Nicholas
Pucci
Alfred

10
10
10
10
10
Eva
10

10
10
10
10
Derek
10
10

10
10
10
Kathy
10
10
10

10
10
Nicholas
10
10
10
10

10
Pucci
10
10
10
10
10

Total
50
50
50
50
50
50
*1=lowest, 10=highest

Table of Conten

Introduction 4
Background 5
Identification of competitors and current positioning 8
Product variety 8
Price Range 9
Market Share 9
Description of UNIQLO's market positioning 11
Presentation of merchandises and traffic flow 14
Update of chosen merchandise category and promotional events 18
PEST analysis and fashion trends impacting future sales of UNIQLO 20
SWOT analysis of UNIQLO 23
Conclusion 28
Reference 29
Appendixes 31

Introduction

UNIQLO, classified as one of the retail casual wear giants, has finally arrived in Macau at the end of 2013. (Musa, 2014) With the well-known brand name, brand history, high merchandises' quality under affordable prices, it has become one the favourite among local as well as tourists with recent year. In order to investigate UNIQLO's successful reasons under the merchandises' perspective, one of the product categories- Boys' UT, as known as T-shirts under kids' merchandises will be chosen to investigate particularly. Nevertheless, its background, product origins,