(Tiểu luận) báo cáo dự áncustomer behavior đề tài nghiên cứuuniqlo

Japanese corporation UNIQLO was founded in May 1984 when Ogori Shji, with headquarters in Yamaguchi, launched a store selling unisex casual clothes in Fukuromachi, Naka-ku, Hiroshima und

BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH TP HỒ CHÍ MINH

8.2 Why approach with customers? 18

8.3 What is the purpose of customer outreach? 19

8.4 What channels/media do they use to reach customers? 19

8.4.1 Social Media Platform: 19

10.3 What work has Uniqlo done to implement green business? 22

10.3.1 About the product: 22

 Project RE.UNIQLO: 23

10.4 Impact of Uniqlo - Green Enterprise on society, environment and economy 24

12.6 The way company catches up the consumers attention 29

13LEARNING & MEMORY 30

14.2.1Approach – Aproach Conflict 35

14.2.2Approach – Avoidance Conflict 35

14.2.3Approach – Avoidance Conflict 36

14.3 Henry Murray Theory 36

14.4 Maslow’s Hierachy need theory 36

14.5 Self Concept 37

14.6 Self Esteem 38

1 OVERVIEW ABOUT UNIQLO

UNIQLO is a casual wear designer, manufacturer and retailer from Japan Since November 2005, it has been a fully owned subsidiary of Fast Retailing Co., Ltd (Ogori Shji) Tadashi Yanai serves as the company's chairman, and Takahiro Wakabayashi serves as senior vice president A total of 16 international markets, including Japan, China, Hong Kong, Taiwan, South Korea, Singapore, Malaysia,

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Thailand, Philippines, Indonesia, Australia, USA, UK, France, Germany, and Russia, are where UNIQLO is expanding its activities

Japanese corporation UNIQLO was founded in May 1984 when Ogori Shji, with headquarters in Yamaguchi, launched a store selling unisex casual clothes in Fukuromachi, Naka-ku, Hiroshima under the name "Unique Clothing Warehouse." The brand was originally supposed to be registered under the abbreviation "uni-clo," which stands for "unique clothing." However, the brand "UNIQLO" was created as a result of the registration personnel misreading the word "C" as "Q" From that point on, Tadashi Yanai, the chairman, changed the name of the store to "UNIQLO" throughout Japan The parent company's name was then changed from "Ogori Shji" to "Fast Retailing" in September 1991 Through the entire process of product planning, production, distribution, and marketing, UNIQLO continues to grow by offering the community remarkably affordable casual clothing at high quality standards The firm stated that 1920 UNIQLO locations were open worldwide as of August 31, 2017 Similar to how different nations have different names, here are some examples: Australia, Bangladesh, India, Canada, Malaysia, etc

Using the private global strategy that made UNIQLO famous, the company began creating and selling its clothing The fact that UNIQLO offers their customers high-quality clothing at a reasonable price is a major factor in the company's success

'Shun' and 'Kino-bi' themes are both used by UNIQLO when designing their clothing lines "Shun" signifies ideal timing, but it's also a trend at the same time Or, something that is current and on schedule, neither early nor late The brand provides both traditional apparel fundamentals and modern basics that reflect current trends in art and design "Kino-bi" signifies function and beauty, which are combined in the presentation of the apparel, which is done in such a way that each organization and rationality results in a beautiful pattern and rhythm Modern 'Japanese' reflected all of these elements, which are what modern Japanese culture is known for.

2 PRODUCT LINE

UNIQLO launches different product lines from sun-protective jackets, hoodies, to t-shirts, pants, skirts Among them, t-shirts are the brand's best-selling product line with many collections as Supima, UT Graphic, AIRism or most recently, Dry-Ex.

The Dry-Ex T-shirt is made from recycled polyester, designed to wick sweat away from the body quickly UNIQLO has reduced the weight significantly by using finer fibers to create the new DRY-EX Round Neck T-shirt that is super

smooth and lighter Highly breathable knitted fabric with plaid patterns provides exceptional breathability to keep users cool during sweaty workouts To match the lightweight knit, the sleeves are sewn in instead of revealing the stitching The neckline at the front is designed to improve skin discomfort This makes the Dry-Ex t-shirt perfect for exercise and other physical activities.

The production and disposal of textiles can have an impact on greenhouse gas emissions The textile industry produces significant amounts of greenhouse gases throughout the supply chain, including energy used for fiber production, processing, and transportation The choice of fabric material can also impact greenhouse gas emissions Uniqlo has publicly committed to reducing its environmental impact through various initiatives such as increasing the use of sustainable and eco-friendly materials, optimizing production processes to reduce waste, and promoting sustainability throughout its supply chain.

 Reducing water usage: Uniqlo has implemented a technology called the Zeromax system, which reduces water usage by up to 90% during the fabric dyeing process Less water also means less energy is required to power the fabric dyeing machines, leading to reduced emissions  Increasing recyclability: Uniqlo uses polyester fabrics made from

recycled plastic bottles This reduces the amount of plastic waste in landfills and reduces the amount of energy required to produce new polyester fibers.

3 PRODUCT OF UNIQLO3.1 UTILITARIAN

Comfort and convenience: Uniqlo created a T-shirt with a straightforward

design, a round neck and short sleeves, to bring the wearer comfort and convenience The shirt is tailored to fit perfectly and is made of premium linen fabric with a standard gloss that is soft and flexible Because of this, the Uniqlo T-shirt is a preferred option for casual activities and light sports.

Control of humidity and ventilation: Uniqlo has incorporated AIRism

technology, which functions as a conditioning layer under regular clothing, deflecting moisture and temperature while boosting ventilation and making the wearer more comfortable.

Protection from the sun and UV rays: To protect customers' skin, Uniqlo also

makes T-shirts with UV protection that can block 90% of UV rays.

Diversity of styles and colors: Uniqlo's T-shirts, allowing customers to select

different shirt styles, such as those with different collars or sleeves Uniqlo also gives life to costumes with a variety of patterns at the same time to make it simple for wearers to select their own style.

Reputation of the brand: Uniqlo is a well-known clothing retailer that has

revolutionized Japanese fashion thinking and perception, reaffirming the importance of style and quality in the eyes of consumers The proof that there are 2,136 Uniqlo stores operating in 22 different markets as of 2019 serves as evidence With an average of 3 UNIQLO stores opening worldwide, Japan alone has 825 locations

3.2 HEDONIC

Modern life with the hustle and bustle makes consumers tend to look for a more minimalist style, emphasizing minimizing the need to use costumes Capturing this mentality, Uniqlo has brought minimalist and convenient products to help the wearer save more time to take care of the quality of life Prominent is the Dry-Ex product line, with the application of cold woven polyester material accompanied by the advanced Dry-Ex technology into the product to help absorb sweat, evaporate moisture quickly and dry quickly, for allowing the wearer to feel comfortable and comfortable when moving Clearly, that is the feeling of tennis champion Kei Nishikori when wearing Dry-ex products.

“This product is extremely comfortable The sweat dries almost instantly and allows me to move around easily during competition.”

Source: https://www.uniqlo.com/vn/vi/feature/sport-utility-wear/men/sp/

In addition, the use of recyclable materials that are more environmentally friendly through processing has resulted in the AIRism fabric, which has a

special feature of light, soft and extremely stretchy treatment.This made more than 98% of Vietnamese customers feel comfortable and satisfied through the latest practical experience of AIRism in stores (according to a survey from NielsenIQ of over 1079 customers experiencing at UNIQLO stores across

18-24 25-29 30-39 Geographic

People who live in major cities in VietNam who have access to physical and online Uniqlo stores

Demographic -Gender: Both male labor group, Free labor group and Office labor group -Average monthly income is high, most of them are over 20

-Do not buy

-People who access social media in moderation -Is affected by other people's opinions when shopping, but the percentage is not much.

-Likes shopping on the Internet -Shop for fashion when you receive very low and there are also people who are very easily influenced -Like shopping near where they live

-Shop for fashion on special occasions, for your own needs -People who like to

watch movies, play games, go out with -Mainly like the Uniqlo Men product products, then the material factor and finally the brand factor Because at this age, shopping affects their style Their income level is relative but there is Most of them are over 5 million for 1 consider the brand, style and finally the price factor Because they have a high income level with an older age, they have a better overview.

5 ETHICAL BUSINESS

Business ethics are standards, practices and ethics based on principles such as respect, fairness, transparency, etc For the purpose of guiding, evaluating, checking, monitoring and adjusting the behavior of businesses business subjects.

The role of business ethics not only enhances employee loyalty, dedication and cohesion of the management team Business ethics can also help businesses survive in the long term, such as Adjusting corporate behavior, Improving corporate branding, Contributing to a civilized society, Improving productivity and group work efficiency , Cannot be punished,

How Ethical Is Uniqlo?

Environmental impact:

- Uniqlo has been given a "It's a Start" rating for its environmental efforts since it has made some positive strides For instance, it offers clothes recycling to customers and has a repair and reuse program in place to aid with end-of-life textile waste It uses a few low-impact items, and several locations along its supply chain consume less water In contrast to earlier evaluations, the company has established a science-based goal to reduce emissions in its supply chain Science-based climate change targets, according to the Science Based Targets Initiative , provide "companies with a clearly-defined path to reduce emissions in line with the Paris Agreement goals." Regrettably, Uniqlo doesn't track its success in achieving its goals.

Labour conditions:

- The labor score for Uniqlo has improved from "Not Good Enough" to "It's a Start" In the Fashion Transparency Index, it receives a 41–50% The Fair Labor Association (FLA) has accredited its social auditing program, which covers the full final production step.The fact that there is still no proof that Uniqlo guarantees the payment of a decent wage really dampens the notion that the company disclosed sufficient mechanisms to safeguard suppliers and employees against the effects of COVID-19 Not just in the event of a pandemic, but always, employers should take care of their employees To make matters worse, the company owes Indonesian garment workers $5.5 million in severance pay and has been embroiled in a protracted worker's rights lawsuit for years Before Uniqlo to be seen as an ethical business, it must assume responsibility for the individuals in its supply chain—and it can surely afford to do so.

Animal welfare:

- UNIQLO does not source down or feathers from farms by plucking or force-feeding UNIQLO advocates the RDS (Responsible Down

Standard) to protect and enhance the welfare of geese and ducks As an international standard, the RDS helps ensure that all aspects of livestock production are maintained and keep these animals safe The overall aim is to give merchants and consumers more certainty when making a purchase Each stage in the supply chain is assessed by a professional third-party certification body However, the firm still uses cashmere fabrics and leather without specifying whether it tracks animal products to the first stage of production (farm) or not In the future, the company can further develop animal welfare

6 CODE OF CONDUCT

The Code of Conduct is an important document that helps the employees of a company understand the rules and guidelines on how to behave at work Uniqlo's Code of Conduct can help employees better understand the rules and guidelines on how to behave at work The Code of Conduct is developed with the main task of clarifying the mission, core values and common working principles of the enterprise Besides, it also does the task of managing and orienting people

7 CSR

7.1 What is the CSR?

Corporate social responsibility (CSR) is a self-regulating business model that helps a company be socially accountable to itself, its stakeholders, and the public By practicing corporate social responsibility, also called corporate citizenship, companies can be conscious of the kind of impact they are having on all aspects of society, including economic, social, and environmental.

7.1.1 Society

Uniqlo formed a global partnership with the United Nations High Commissioner for Refugees to help tackle poverty and assist refugees and eliminate racial discrimination, terrorism, and regional conflicts.

● UNIQLO’S SUPPORT TO REFUGEES AND OTHERS FORCED FROM HOME

According to UNHCR, the UN Refugee Agency, over 100 million people* around the world have been driven from their homes by conflict and persecution or are being forced to flee due to war and oppression UNIQLO has been working with UNHCR since 2006 to support them In 2011, UNIQLO and UNHCR entered a global partnership and since then we have been providing continuous support to people who have been forcibly displaced, regardless of their circumstances or where they come from Along with UNHCR, in collaboration with other NGOs, Uniqlo do not only provide goods and financial donations, but also extend comprehensive support to enable refugees and other displaced people to build new lives by offering vocational training and providing employment, boosting self-reliance.

● GLOBAL PARTNERSHIP

UNIQLO (Fast Retailing Group) began collaborating with the United Nations High Commissioner for Refugees (UNHCR) in 2006 and formed a partnership in 2011 With the support of UNHCR, Uniqlo found ways to direct our resources to programs that support refugees, such as donating clothes to refugee camps and empowering refugees through vocational training

● GLOBAL REFUGEE SUPPORT EFFORTS

UNIQLO stores around the world donate clothing to people who have had to flee because of poverty, terrorism, or regional conflicts Uniqlo will step up our efforts to assist refugees and help improve their lives in the years ahead.

● CLOTHING SUPPORT THROUGH RE.UNIQLO

The RE.UNIQLO initiative promotes the recycling, reuse, and collection of old clothes to those who really need them around the world Not only reducing harmful emissions to the environment, this initiative helps old clothes give new life in a variety of ways By partnering with the United Nations Refugee Agency, UNIQLO has donated 41.11 million pieces of clothing to refugees and displaced persons in 75 countries and regions worldwide Unusable clothing will be recycled by UNIQLO into solid materials and automotive soundproofing materials.

More than 15,000 products collected from all customers have been sent to thousands of children and people in the most difficult mountainous districts of the country in provinces such as Ha Giang, Dien Bien, Son La

● EMPLOYMENT OF REFUGEES

UNIQLO supports the resettlement of refugees in their new homes through the RISE (Refugee Inclusion Supporting and Empowerment) Program, which provides employment opportunities, training, and language classes We also provide training for store managers who work with refugees employees The value of diversity has flourished in UNIQLO with the inclusion of refugees in our community UNIQLO currently employs refugees in countries such as Japan, the United States, and Germany.

● REFUGEE EMPOWERMENT PROJECT

UNIQLO seeks to support refugees in a way that enables them to acquire the capabilities they need to support their daily lives and to build a future for

themselves using their own skills To date, we have developed Self-reliance and Livelihood Projects through UNHCR in six Asian countries (India, Iran, Malaysia, Nepal, Pakistan, and Bangladesh) The programs offer vocational training in areas such as sewing techniques and computer skills, training in company management, and telecommuting support This support is helping many refugees gain greater economic independence and build stable lives in their individual communities

7.1.2 Environment

● RE.UNIQLO : A NEW LIFE FOR UNIQLO CLOTHING

The RE.UNIQLO initiative promotes the recycling, reuse, and collection of old clothes to those who really need them around the world

● THE POWER OF CLOTHING

To support programs to clean up and reduce ocean waste.

Specifically, for each product sold in the campaign, UNIQLO will contribute 1 USD (equivalent to 130 Japanese yen) for efforts to support programs to clean up and reduce ocean waste.

● BLUE CYCLE JEANS

At UNIQLO, we are creating jeans that respect the future of our planet Jeans born from cutting-edge technology, developed in our Los Angeles-based Jeans innovation Center The art of making jeans has typically been a process that exerts a considerable burden on the environment and workers BLUE CYCLE JEANS is an industry game changer, eliminating the need for large amounts of water and manual labor used to get That faded, worn-in look BLUE CYCLE JEANS significantly reduces the amount of water used in the jeans finishing process, by up to 99%* Laser distressing replaces sandpapering, reducing the burden of work done by human hands and generally improving the work environment Our next-generation jeans are kind to both people and the environment BLUE CYCLE JEANS is a huge step forward in sustainability and it's just the beginning.

● CLOTHING MADE FROM PET BOTTLES

We produce thread from used PET bottles to create new clothes As recycling technologies evolve, so does the realm of recycling possibilities By recycling our finite resources, we reduce waste and our use of oil UNIQLO’s new way of making clothes has already begun

● RESPONSIBLY SOURCED DOWN AND FEATHERS

UNIQLO only uses responsibly sourced down and feathers from farms that seek to minimize their impact on wildfowl All of our partner garment factories involved in the production of our down products are RDS (Responsible Down Standard) certified as of the end of 2019 and we will continue to support the RDS going forward.

7.1.3 Economic

For our first year operation, we estimated 600,000 pieces of clothes will be sold at two stores in Ho Chi Minh Or Hanoi, and an online store The number will increase by 15% each year, which is based on our revenue growth assumption Number of clothes sold is based on the consumer demographic and population density of two cities, Ho Chi Minh and Hanoi Average selling price per unit is $25 which is based on the average price of all items sold in the stores; t-shirts, heat tech clothes, jeans, jackets, dresses, and many more In our marketing expense estimation, we will do a lot of promotions and advertisements in our first year of operation One of our focuses is promotional coupons, which will take a big portion of our marketing expenses, but will gradually decrease as the stores reach higher stability in the second and third year.

8 APPROACH TO CONSUMER RESPONSE8.1 Definition

Aprproach to consumers means putting yourself in the shoes of your target audience Whetheryou are promoting the latest fashions and gadgets or offering innovative business solutions, understanding your customer's mindset is key to creating impactful campaigns

Consumer outreach is the way a business or an organization develops a strategyto reach and interact with its customers The approach can include methods suchas advertising, marketing, product distribution, web/app.

8.2 Why approach with customers?

Customer approach analysis helps Uniqlo better understand its customers, including needs, wants, purchasing habits and priorities.

Create appropriate outreach strategies to enhance positive interactions andconnections with customers.

The analysis helps to define specific outreach goals It can be increasing the number of customers, helping businesses focus their resources and efforts on

specific goals to achieve better results.

8.3 What is the purpose of customer outreach?

Uniqlo wants to increase awareness of its brand and products in the consumer community.Uniqlo uses communication channels and digital technology to reach customers effectively The aim is to leverage the potential of social media, online advertising and email marketing to create engagement, promote products, and create connections with customers.

Build a long-term and reliable relationship with customers.

The creation of websites and service centers with the aim of improving and promptly meeting the needs of consumers Because Uniqlo always puts customer satisfaction and needs first.

8.4 What channels/media do they use to reach customers?

Each different market will have a different culture, so UNIQLO has approached customers in different ways:

8.4.1 Social Media Platform:

According to a survey conducted by the Pew Research Center from July 26 to August 26, 2021 Americans use Facebook outperforming other social networking sites with a rate of 31% and following Twitter and Instagram at 13% and 11% respectively Therefore, for customers in the US market, UNIQLO has leveraged Social Media platforms, including Twitter and Facebook, with the aim of attracting potential customers

Website: Uniqlo.com.

An official Uniqlo website where customers can call to submit questions, comments and complaints.

Customer Service Center: “Uniqlo Customer Service Center” or Reddit.

With the typical action being Arielle Dyda - Uniqlo E-Commerce Director, has continuously exploited a huge number of online readers through Reddit, constantly posting articles on personal accounts, with the aim brand advertising purposes.

Via Reddit for customer interaction and support

With more than 800 million users worldwide, accounting for about 30% of the total global downloads of the app as of now Tiktok has become one of the most popular applications today Understanding this, Uniqlo has caught up with the trend, specifically.

Uniqlo has partnered with Tiktok to promote UT - a collection of graphic fonts featuring multiple artist brands and their pop culture imagery By posting a video with the hashtag #UTPlayYourWorld, TikToker will have the opportunity to appear on digital screens in UNIQLO stores worldwide, as well as on UNIQLO's social media platforms.

In June 2020 Uniqlo created an advertising campaign with hashtags and invited TikTok usersto create their own content for this campaign Within two weeks, the campaign was aggregated with 330 million views of its hashtags, 185,000 upload from 95,000 participants By January 2020, Uniqlo's TikTok account had only about 7,100 followers and 8 posts By January 2020, Uniqlo's TikTok account had only about 7,100 followers and 8 posts However,thanks to the recent campaign and the generosity in contributing content from users, Uniqlo's brand awareness has increased significantly.

8.5 Evaluate

In 2021, Uniqlo is ranked among the top 100 e-commerce stores This clothing brand has generated $1.9 billion in sales through e-commerce This has greatly increased Uniqlo's reach and helped the brand increase its customer base In fiscal year 2022, online sales accounted for approximately 16% of total sales (16.2% in Japan, 20% in Mainland China, North America and Europe, and 10% in the region in Southeast Asia and Oceania) That shows that Uniqlo has

effectively reached customers through online applications and brought profits to businesses.

April 2023, same-store sales including online sales increased by 1.7% year-on-year while total sales including online sales line increased by 5.9% Reaching customers through digital technology helps increase sales.

By reaching customers through websites, apps, In fiscal year 2022, Uniqlo revised the size range of wireless bras and started selling Ultra Light jackets and pants (previously this is called Kando) for women based on customer feedback This helps Uniqlo to improve products and meet the needs of consumers.

9 ACCESS TO SPECIAL MARKET

Disabilities/Underprivileged: people with unusual physical condition or have no access to the internet, low income, no mobility Then how does UNIQLO approach these customers?

UNIQLO has been providing correction services specifically for people with disabilities in Korea since 2019 Through consultation sessions, UNIQLO has tried its best to understand the special requirements of each group of people with disabilities, the difficulties they face in finding clothes that fit, and then customizing a range of products just for them This makes more and more consumers choose UNIQLO products.

The brand also partnered with Shingo Kunieda – the world-renowned wheelchair tennis player and the first UNIQLO global ambassador since 2009 Kunieda attended the UNIQLO Lifewear Day Tokyo 2022 fundraising event Interview with the tennis player was posted by UNIQLO on its website His sharing brings positivity and motivation to people with disabilities At the same time, he also actively promotes this brand “Wearing UNIQLO keeps me dry and active, even when sweating Great That's why I wear UNIQLO all year round.” This makes UNIQLO more effective in reaching customers with disabilities At the same time, change stereotypes, perspectives and more positive views about people with disabilities, that they are just ordinary people like everyone else It is still possible to become an outstanding athlete.

Roger Federer, the most recent of UNIQLO’s Global Brand Ambassadors from within the tennis family along with Gordon Reid, also took to Instagram, saying: “What an incredible career It has been a privilege to watch you play and see you leave such an incredible mark on wheelchair tennis Welcome to the retirement club."