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
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
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 country).
Source: https://www.nguoiduatin.vn/98-nguoi-dung-viet-tham-gia-trai- nghiem-va-hai-long-ve-san-pham-ai-rism-cua-uniqlo-a604219.html
People who live in major cities in VietNam who have access to physical and online Uniqlo stores
Demographic -Gender: Both male and female
- Industry, occupation: Mainly the group has no job
University / College / Intermediate -Marital status:
Married -Industry and occupation: Mainly Office workers group -Average monthly income from 5-20 million VND
Gender: female -Education: Postgraduate degree -Marital status: Married -Industries and occupations: State labor group, Free labor group and Office labor group -Average monthly income is high, most of them are over 20 million VND
Psychographic -Spend a lot of time on social media, more than 4 hours a day
-Target to Mass market fashion segment (fast fashion)
-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 your salary -Average spending per shopping from 1-
-People who are less interested in social networks
-Some people are influenced by other people's opinions 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 accessories or buy depending on the mood
-Get information through social networks
-Buy clothes to keep up with fashion trends
-Likes to play sports, read books, listen to music, watch movies, play games, go out with friends, family, lover
-Know Uniqlo through social networks
-Buy Uniqlo because of human factors (Customer service,
KOLs/celebs, member associations, queues, )
-No less or more levels of shopping at Uniqlo
- Know Uniqlo through social networks
-Style, price are the priority factors to choose to buy 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 more to spend shop directly -High average spend per purchase -Frequently or very often go shopping, Most of them are over 5 million for 1 shopping time -Material is the priority factor to choose to buy a product, then 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.
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,
- 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.
- 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.
- 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
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
What is the CSR?
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.
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
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
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.
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.
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
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.
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.
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.
Definition
Aprproach to consumers means putting yourself in the shoes of your target audience Whether you 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 strategy to reach and interact with its customers The approach can include methods such as advertising, marketing, product distribution, web/app.
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 and connections 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.
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.
What channels/media do they use to reach customers?
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
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 users to 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.
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.
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."
UNIQLO was born in Japan, one of the countries with the highest natural disaster risk globally So over the years, this brand has been helping the affected areas by donating clothes and bringing a sense of peace to people who have lost their homes Expanding concern on a global scale, establishing relief lines through clothing, which is an integral part of social life.
In Bangladesh, salwar kameez is a popular traditional dress with women So UNIQLO, when entering the country's market, has also launched salwar kameez products with many different designs to cater to the choice of consumers in Bangladesh.
UNIQLO's programs and campaigns bring many human values UNIQLO is still constantly trying to do better, creating more connections through clothing so that no one will be left behind in this world.
Definitily
A green business is one that has minimal negative impact or is likely to have a positive impact on the environment, community, society or the global or local economic a business.
What is the purpose of Uniqlo when going in the direction of green business?
Uniqlo cares about protecting the environment and reducing the negative impact of its business activities on the environment They aim to reduce carbon emissions, use energy sparingly and reuse resources, and reduce waste.
Uniqlo focuses on using resources in a sustainable way They seek to optimize the production process, use materials and energy more efficiently For the purpose of saving environmental resources.
Uniqlo is committed to making a positive contribution to the community and society They carry out charitable activities, sponsor social projects and programs, and ensure fair and safe working conditions for workers.
What work has Uniqlo done to implement green business?
About the product
Uniqlo has developed technology that reduces water use by up to 99% in the finishing process of jeans – the equivalent of about a cup of tea per pair of jeans By promoting this technology across all brands of the FR Group (Uniqlo's parent company), FR continues its efforts to save this precious natural resource The most obvious comparison is between 2 models of Regular Fit jeans in 2017 and similar models in 2018.
Uniqlo manufactures Dry Ex clothing pieces combined with Polyster fibers - made from recycled PET bottles used for 27% to 80% of the fabric CO2 emissions from the production of polyester resins and raw materials can be reduced by 77% compared to petroleum-based raw materials In addition to sustainability by contributing to the reduction of single-use plastic, recycled (polyester) plastic also creates a large open space for fashionistas to express themselves with many new products, " strange but familiar".
Unilo collects used clothes at stores for reuse and delivers them to people in need worldwide in the form of emergency clothing aid to refugee camps and disaster areas together with the United Nations Refugee Agency (UNHCR), NGOs and non-profit organizations Non-reusable clothing is recycled as fuel or soundproofing* Recently, Unqilo has been actively recycling clothes into clothing, starting with our feather products. These are the 4 processes Uniqlo used in the project RE.Uniqlo:
UNIQLO has been replacing plastic shopping bags with paper bags (made from Forest Stewardship Council (FSC®) certified paper or recycled paper) since September 2020.
UNIQLO has stopped using packaging for its room shoes from the fall of
2021 and is switching to packaging made from recycled plastic for some items Uniqlo is also reducing the number of hangers, hangers, and size labels we use wherever possible, while seriously researching alternatives. UNIQLO joined the Microfibre Foundation in September 2019 Hang has partnered with the organization's research by providing data and completing other tasks, signing the 2030 Microfibre Pledge towards Zero Impact microfibers to the natural environment by 2030 UNIQLO is also a member of Japan's Clean Ocean Materials Alliance (CLOMA) Hang is also researching how to care for and wash clothes together with major washing powder manufacturers.
Impact of Uniqlo - Green Enterprise on society, environment and economy
UNQILO has created employment opportunities for workers in the recycling of clothing and materials Proof: Fast Retailing Group contributes to job creation and local economic development through its stores and shopping activities As of August 2022, Fast Retailing employs approximately 110,000 people worldwide At the same time, the project also contributes to poverty reduction and improvement of living standards for disadvantaged communities.
Besides, Uniqlo – Green Enterprise always aims to protect the environment Specifically focused on recycling clothing and materials through the Re.Uniqlo project, which aims to reduce waste and resource consumption.
Evaluate
In October 2019, UNIQLO received an Industry Pioneer award from the US Green Building Council for its leading role in reducing environmental impact with this initiative Help Uniqlo increase brand awareness This proves that Uniqlo has been doing effectively.
11 DARK SIDE OF CONSUMER BEHAVIOR
It is impossible not to mention the problem of Compulsive Shopping andImpulsive Shopping These are the dark sides of consumer behavior in shopping for most mid-range clothing brands just like UNIQLO.
Compulsive and Impulsive shopping referer to repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression, or boredom or arising from the desire for immediate gratification with little or no regard for the consequences Three common elements characterize many negative or destructive consumer behaviors:
- The behavior is not done by choice.
- The gratification derived from the behavior is short-lived.
- The person experiences strong feelings of regret or guilt afterward.
And customers think they can return it if it was not suit them This is an issue which could be encountered by anh brand This it leads to those negative behaviors, UNIQLO has a return policy with a lot of clear information in both brands products in-store and online shopping.
This significantly reduces product returns from customers at UNIQLO because customers cannot return products if they do not meet the conditions in the store's return policy.
In general, all branded stores have and are applying their own clear return policies UNIQLO is no exception This helps stores stay on track and avoid unnecessary incidents.
Sound
Link: Rap about Japanese Uniqlo feather coats | Hinlet - YouTube
Fauxe - The Uniqlo Song - YouTube
Touch
Touching a clothing product can help consumers feel the material and softness of the product This makes it possible for consumers to choose products that suit their needs and preferences
In addition, touching the product also helps consumers check the size and fit of the product.
Pull the fabric hard to check the quality of the product A good product will always retain its original appearance no matter how it is affected If the outfit doesn't return to its former appearance, then you're definitely looking at a product made of inferior and cheap fabric.Testing makes it possible to check the size and material of the product before buying You can check if the product is right for you and if it meets your needs In addition, trying on clothes also helps you to find products that suit your style and gives you more confidence when wearing that product.
Colors
Source: https://logowik.com/uniqlo-vector-logo-7543.html
Company Logo: The brand name of Uniqlo is displayed in a straightforward, bold, and uppercase font on the company's logo On a white background, the logo is primarily displayed in red The Uniqlo logo's use of the color red has several symbolic meanings:
Red is frequently associated with power, energy, and passion It can evoke feelings of elation and enthusiasm, reflecting Uniqlo's brand's dynamism.
Boldness and Vibrancy: Red is a vibrant color that stands out, representing the brand's bold and individual approach to fashion.
Strength and Confidence: Red is frequently associated with both strength and confidence It can convey assurance and resolve, highlighting Uniqlo's dedication to providing high-quality and cutting-edge clothing.
Uniqlo focuses on simple designs that every customer needs.
For Uniqlo's summer collection, there are 5 main main colors: green, blue, pink, white, orange
& yellow This applies to products for men, women and children.
Trade dress: The aesthetic of Uniqlo stores is frequently considered to be simple and minimalist Typical store interiors include neutral or white-colored walls, straightforward fixtures, and neatly arranged product displays This focus on minimalism results in a contemporary, uncluttered shopping environment.
Minimalist Store Design: Red and white are a prominent color combination that Uniqlo uses in both its branding and store layout A strong and arresting visual impact is produced by using red as an accent color and white as the main background color The Uniqlo logo, product packaging, and store signage frequently feature the red and white color scheme.
Price
Uniqlo is known for offering high-quality, stylish clothing at affordable prices When compared to other clothing brands, Uniqlo's pricing is generally considered to be more affordable, while still offering good quality products Uniqlo's strategy is to offer basic, functional clothing at a lower price point than many of its competitors This allows the brand to target a wider customer base, including those who are looking for affordable yet stylish clothing However, it's worth noting that while Uniqlo's pricing is lower than some high-end luxury brands, it may still be more expensive than some budget brands The brand's focus on quality and style, as well as its commitment to sustainability and ethical sourcing, can drive up the cost of its products compared to some budget alternatives Overall, Uniqlo's pricing can be considered to be competitive within the market, offering a good balance between affordability and quality.
Compared to the first fashion product in the same segment in Vietnam, Zara, Uniqlo's products are cheaper Zara women's jackets have the lowest price from 999,000 VND up to 2-
3 VND, leather jackets with samples are up to 4.6 million VND While at the price of 799,000 VND, customers have bought Uniqlo's products Shirts and other fashion models for women at Zara Vietnam are being listed from prices from 999,000 VND to nearly 2 million VND/product The skirt is also priced much higher, from 999,000 VND to 1,590,000 VND Men's clothing at Uniqlo Vietnam is also softer than Zara Vietnam Men's jackets at Zara are often sold for millions of dong The highest priced jacket model listed by Zara is VND 5,999,000 Men's shirts and jeans at Zara are popular from VND 1,290,000 However, Zara also regularly has deep discounts of up to 50%.
Semiotic
Object: DRY-EX Polo Shirt
Side: Athlete Roger Federer => show a dynamic, confident and comfortable spirit when competing with Uniqlo's Dry-Ex clothes.
The last message: "Working together with Dry-Ex at home, improving health, keeping an optimistic spirit".
The way company catches up the consumers attention
UNIQLO attracts customers with TVCs on LED screens right at their stores, in the shopping malls or on large streets and corners to attract passers-by UNIQLO also runs ads on social networking platforms such as Facebook, Instagram or Youtube The characteristics of TVCs and images of UNIQLO will mostly favor products suitable for exercise and sports They work with global ambassadors like tennis world-champion Roger Federer and world-class, pro golfer Adam Scott
Since then, UNIQLO adopts window display in the store As for the window display, it makes use of the warm spotlights and models to attract customers by conveying the relaxed and leisure lifestyle In the store, it makes use of props, models to show the point presentation and promote the seasonal products Besides, it also provides all sizes and all colors of the clothes on the shelves to promote the individual product.
Learning
Classical Conditioning
Stimulus: Uniqlo Brands and Products
Uniqlo creates excitement through its brand and products, including factors such as clothing style, quality, price, and overall brand image. Especially with products, Uniqli has created products made from recycled Polyester, or using recycled plastic bottles That action helped Uniqlo increase awareness and be known as a brand that protects the environment.
Uniqlo aims to create a positive customer experience through various means such as providing high quality clothing, a comfortable shopping environment and outstanding customer service.
Response: Positive emotional connection and brand loyalty
Through positive customer experiences, customers can develop a positive emotional association with the Uniqlo brand They can feel satisfied, happy and comfortable wearing Uniqlo clothes or shopping at Uniqlo stores.
Conditioning: The Link Between Uniqlo and Positive ExperienceOver time, customers can develop associations between Uniqlo and their positive experiences This condition can lead to increased brand loyalty,repeat purchases, and positive word-of-mouth recommendations.
Instrumental
“Working together with Dry-Ex at home, improving health, keeping an optimistic spirit”.
Observation Learning Theories
Initial Demand
Affordable and Value for Money: Uniqlo offers reasonably priced clothing items that provide good value for money The brand focuses on providing high-quality products at affordable prices, making it accessible to a wide range of customers.
Basic and Essential Clothing: Uniqlo is known for its emphasis on basic and essential clothing items They offer a range of wardrobe staples such as t-shirts, jeans, and outerwear, which cater to the everyday needs of customers This focus on versatile and functional clothing resonated with consumers looking for practical and timeless fashion options.
Quality and Durability: Uniqlo's commitment to quality and durability has contributed to its initial demand Customers appreciate the brand's attention to detail, use of high-quality fabrics, and well-constructed garments Uniqlo's reputation for producing long-lasting clothing items has attracted consumers who value durability and longevity in their purchases. Innovative Technologies: Uniqlo incorporates innovative technologies into their products to enhance functionality For example, their HEATTECH and AIRism technologies offer added benefits such as heat retention, moisture-wicking, and breathability These technological advancements have appealed to customers seeking clothing that can adapt to different climates and provide enhanced comfort.
Fashion-forward Designs: While Uniqlo focuses on essential and basic clothing, it also incorporates fashion-forward designs into its collections The brand collaborates with renowned designers and artists to create limited-edition lines, generating excitement and demand among fashion enthusiasts.
Store Experience: Uniqlo's store experience, characterized by organized displays, spacious layouts, and helpful staff, has contributed to its initial demand The brand's commitment to creating a pleasant and convenient shopping environment has attracted customers looking for a positive retail experience.
Unconditined Stinules
Clothing Quality: Uniqlo is known for its emphasis on high-quality clothing The quality of their fabrics, construction, and attention to detail serves as an unconditioned stimulus that naturally elicits a positive response from customers who value well-made garments. Comfortable Fit: Uniqlo focuses on providing comfortable clothing options The way their clothes fit and feel on the body, offering ease of movement and a comfortable wearing experience, can be considered an unconditioned stimulus that naturally elicits a positive response from customers seeking comfort in their clothing.
Affordable Pricing: Uniqlo's pricing strategy, which aims to offer affordable and value-for- money products, can be seen as an unconditioned stimulus The perception of obtaining quality clothing at reasonable prices naturally elicits a positive response from customers who value affordability.
Fashionable Designs: Uniqlo incorporates fashion-forward designs into its collections The aesthetic appeal, trendy styles, and contemporary designs of their clothing can serve as an unconditioned stimulus that naturally elicits a positive response from customers who appreciate fashion and want to stay up-to-date with current trends
Neutral Stimulus
Unbranded Clothing: Clothing items that are not immediately recognizable as Uniqlo products can be considered neutral stimuli Before any association or conditioning takes place, these garments do not elicit a specific response or reaction from customers regarding the Uniqlo brand.
Unfamiliar Store Environment: Walking into a Uniqlo store for the first time can be a neutral stimulus The layout, design, and ambiance of the store may not initially evoke any particular response or association with the Uniqlo brand until further experiences or conditioning occur.Unbranded Marketing Material: Before customers become familiar with Uniqlo's marketing campaigns and brand messaging, any unbranded marketing material such as billboards, advertisements, or social media posts may serve as neutral stimuli that do not immediately trigger a specific response or association with the brand.
Unconditioned Response
Positive Shopping Experience: Uniqlo aims to provide a positive shopping experience for its customers through factors such as store layout, helpful staff, and a wide selection of clothing The UCR in this case would be the natural positive emotional response that customers may experience when they have a pleasant shopping experience at Uniqlo.
Comfort and Satisfaction: Uniqlo is known for its emphasis on comfortable clothing that fits well The UCR here would be the natural sense of comfort and satisfaction that customers may feel when wearing Uniqlo's garments.
Perceived Value: Uniqlo's affordable pricing and focus on offering value for money can elicit a natural response of perceiving value in the products The UCR would be the feeling of obtaining quality clothing at reasonable prices, leading to customer satisfaction and a positive response.
Trust and Confidence: Uniqlo's commitment to quality, durability, and ethical practices can elicit a natural response of trust and confidence from customers The UCR in this case would be the feeling of trust and confidence in the brand, which may influence repeat purchases and loyalty.
Conditioned Stimulus
Uniqlo Logo and Branding: The Uniqlo logo, store signage, and branding materials serve as conditioned stimuli that have become associated with the Uniqlo brand and its attributes
Through repeated exposure and positive experiences, customers may develop a response to these stimuli, such as anticipation, recognition, or positive emotions.
Store Atmosphere and Design: The distinctive store atmosphere and design elements found in Uniqlo stores can become conditioned stimuli The layout, music, lighting, and overall ambiance of the store can evoke specific responses in customers, such as a sense of familiarity, comfort, or excitement, based on their previous experiences and associations with the brand.
Clothing Patterns and Designs: Over time, specific patterns, designs, or styles of clothing offered by Uniqlo can become conditioned stimuli Customers may associate these visual cues with the brand and its reputation for providing fashionable and versatile clothing options, leading to specific responses such as interest, preference, or purchase intent.
Sales and Promotions: Uniqlo frequently offers sales, promotions, and discounts These marketing strategies can act as conditioned stimuli that trigger responses such as increased attention, eagerness to find bargains, or motivation to make a purchase Customers may become conditioned to associate certain sales events or promotional cues with positive outcomes or savings.
Conditioned Response
Positive Emotional Response: Through repeated positive experiences with Uniqlo's products, branding, and store atmosphere, customers may develop a conditioned response of experiencing positive emotions when interacting with the brand This could include feelings of excitement, satisfaction, or happiness when shopping at Uniqlo or wearing their clothing. Brand Loyalty: Conditioning can lead to a conditioned response of brand loyalty Customers who have consistently had positive experiences with Uniqlo may develop a strong preference for the brand, exhibiting behaviors such as repeat purchases, actively seeking out Uniqlo products, and recommending the brand to others.
Trust and Confidence: As customers repeatedly associate Uniqlo with high-quality products and positive experiences, a conditioned response of trust and confidence in the brand may develop This could result in customers having a sense of reliability, dependability, and assurance when choosing Uniqlo over other brands.
Anticipation of New Collections: Uniqlo often releases new collections or collaborations, which can create a conditioned response of anticipation among customers Customers may develop a heightened sense of excitement and eagerness when new collections are announced or released, actively seeking out information and being ready to make purchases.
Preference for Uniqlo's Fit and Style: Conditioning can also lead to a conditioned response of preference for Uniqlo's fit and style As customers repeatedly experience the comfortable fit and versatile designs of Uniqlo's clothing, they may develop a preference for Uniqlo's offerings and actively seek out their products for their specific fit and style preferences.
Does Uniqlo use Modeling and does that use define the brand for Uniqlo?
Clothing Patterns and Designs: Over time, specific patterns, designs, or styles of clothing offered by Uniqlo can become conditioned stimuli Customers may associate these visual cues with the brand and its reputation for providing fashionable and versatile clothing options, leading to specific responses such as interest, preference, or purchase intent.
Sales and Promotions: Uniqlo frequently offers sales, promotions, and discounts These marketing strategies can act as conditioned stimuli that trigger responses such as increased attention, eagerness to find bargains, or motivation to make a purchase Customers may become conditioned to associate certain sales events or promotional cues with positive outcomes or savings.
Positive Emotional Response: Through repeated positive experiences with Uniqlo's products, branding, and store atmosphere, customers may develop a conditioned response of experiencing positive emotions when interacting with the brand This could include feelings of excitement, satisfaction, or happiness when shopping at Uniqlo or wearing their clothing. Brand Loyalty: Conditioning can lead to a conditioned response of brand loyalty Customers who have consistently had positive experiences with Uniqlo may develop a strong preference for the brand, exhibiting behaviors such as repeat purchases, actively seeking out Uniqlo products, and recommending the brand to others.
Trust and Confidence: As customers repeatedly associate Uniqlo with high-quality products and positive experiences, a conditioned response of trust and confidence in the brand may develop This could result in customers having a sense of reliability, dependability, and assurance when choosing Uniqlo over other brands.
Anticipation of New Collections: Uniqlo often releases new collections or collaborations, which can create a conditioned response of anticipation among customers Customers may develop a heightened sense of excitement and eagerness when new collections are announced or released, actively seeking out information and being ready to make purchases.
Preference for Uniqlo's Fit and Style: Conditioning can also lead to a conditioned response of preference for Uniqlo's fit and style As customers repeatedly experience the comfortable fit and versatile designs of Uniqlo's clothing, they may develop a preference for Uniqlo's offerings and actively seek out their products for their specific fit and style preferences.
13.3 Does Uniqlo use Modeling and does that use define the brand for Uniqlo?
To sell things in today's competitive era, brands are not simply advertising, but need something new and more In which, the most important is the construction of the image And Uniqlo made by collaborating with influential people at the time.
Specifically, in 2017, Gordon Reid - tennis champion of the Paralympic (olympic for the disabled) became a global ambassador for Uniqlo Reid was seen at the time as the perfect person to spread the idea of "clothes for all" that the company still pursues.
=> The cooperation with Gordon Reid has helped Uniqlo shape the brand in the eyes of consumers more: This is a stylish, comfortable product that anyone can wear In addition, they built a very good image on social networking sites and forums when they signed Gordon Reid.
Motivation Strength
Uniqlo applies self-concept theory in its products by considering how individuals perceive and express their identities through clothing choices Self-concept theory suggests that individuals develop a sense of self based on their beliefs, values, and personal attributes, and they seek to express this self through their behaviors and choices.
In the context of Uniqlo, the brand understands that clothing is an important means of self-expression and personal identity They offer a wide range of styles, designs, and sizes to cater to diverse individual preferences and needs By providing options that align with different fashion aesthetics and allowing customers to curate their own personal style, Uniqlo recognizes the importance of empowering individuals to express their unique identities through their clothing choices.
Additionally, Uniqlo's emphasis on simplicity, practicality, and versatility aligns with the idea that individuals want their clothing to reflect their values and lifestyle The brand's focus on functional designs and high- quality materials allows customers to align their self-concept with clothing that meets their practical needs while still expressing their personal style.
By considering the principles of self-concept theory, Uniqlo creates products that facilitate self-expression, enable individuals to align their clothing choices with their self-perception, and empower them to create a sense of identity through their fashion choices.
Drive theory is a psychological concept that suggests human behavior is motivated by internal drives or needs In the context of Uniqlo, drive theory can be applied to understand the motivation behind consumer behavior and their decision to purchase Uniqlo products.
According to drive theory, individuals have innate physiological and psychological needs that create internal states of tension or discomfort These needs create a drive or desire to reduce the tension and satisfy the needs When it comes to consumer behavior, individuals may be driven to purchase Uniqlo products to fulfill various needs and reduce the associated tensions.
Clothing Needs: People have a basic need for clothing to protect themselves from the environment and express their personal style Uniqlo's products fulfill this need by offering a wide range of clothing options for different occasions, weather conditions, and individual preferences.
Comfort and Functionality: Uniqlo places a strong emphasis on creating comfortable and functional clothing Their innovative fabrics and technologies, such as HEATTECH and AIRism, address the need for comfort and provide solutions for specific conditions like cold weather or moisture-wicking properties.
Self-Expression and Identity: Clothing choices often play a role in self- expression and shaping one's identity Uniqlo offers diverse styles and collaborations with designers and artists, allowing individuals to find products that align with their self-concept and help them express their personal style or affiliation with specific trends or cultural movements.
Social Approval: People have a need for social acceptance and approval
By wearing fashionable and trendy clothing from Uniqlo, individuals may seek validation and positive feedback from others, fulfilling their social needs and reducing the associated tension.
Value and Affordability: Uniqlo's focus on providing quality clothing at affordable prices caters to individuals' needs for value and financial considerations By offering competitively priced products without compromising on quality, Uniqlo helps individuals meet their need for both functional and economical clothing options.
Motivation Conflicts
Approach – Aproach Conflict
Approach-approach conflict is an intrapersonal conflict when a decision is to be made from two appealing choices The choices are both positive and equal in the eyes of the decision-maker.
Let's say there is a man who enjoys working out He has to choose between the Utra Stretch, which has 360 degrees of stretch and is comfortable for any activity, and the Dry-Ex, which has quick-drying comfort.
Approach – Avoidance Conflict
The approach-avoidance conflict definition can be summarized as a psychological conflict that arises when a goal is perceived as both desirable and undesirable.
Although Uniqlo's prices are frequently reasonable and competitive when compared to some high-fashion labels, for some customers they may still be higher than other options available Customers can therefore analyze the middle of their purchase when buying expired Ex-dry products.
Approach – Avoidance Conflict
Avoidance-avoidance conflict is when a person has difficulty choosing between two unfavorable options.
Henry Murray Theory
Henry Murray was a psychologist who developed a theory of personality known as "personalization" Although there is no direct link between this theory and Vinamilk's products, we can analyze some key elements of the theory to understand how to apply this theory to products.
According to Murray, personality is made up of a set of motives, emotions and needs, which are expressed through behaviour
He identified a number of primary and secondary needs that drive our behavior These needs include achievement, affiliation, power, and avoidance, among others.
When it comes to the Uniqlo brand, we can relate these needs to the motivation that customers have to buy the product For example, a customer might be motivated by a desire to buy clothes They may also be motivated by brand loyalty or the social status associated with consuming Uniqlo products.
Uniqlo can use Murray's theory to inform their product development and marketing strategy By understanding the primary and secondary needs of the target audience, the company can create products that meet those needs and set itself apart from the competition They can also develop marketing campaigns that directly appeal to these needs, strengthen their brand, and increase customer loyalty.
Maslow’s Hierachy need theory
Maslow's hierarchy of needs suggests that basic human needs must be met in a specific order Uniqlo, as a business, has taken this theory into account in its business strategy to respond to customer needs accordingly.
At the bottom of Maslow's Hierarchy are physiological needs such as food, water, shelter, and clothing Uniqlo has secured a large-scale supply of clothing products to meet this demand
The company has established multiple distribution channels to ensure that customers have access to their products.
The second level of Maslow's Hierarchy includes safety needs such as security, protection from harm, and stability Uniqlo has ensured the safety of its products by implementing strict quality control measures The company has also provided job security for its employees.
The third level of the hierarchy includes social needs such as love, affection, and a sense of belonging Uniqlo has tried to connect with its customers by launching many marketing campaigns emphasizing the importance of protecting the environment.
The fourth level of Maslow's theory is the need for esteem, which includes respect, recognition, and a sense of achievement Uniqlo has received many awards for its quality products in terms of environmental protection and the use of recycled materials.
At the top of Maslow's Hierarchy is the need for self- actualization, which refers to personal growth, self-fulfillment, and creative expression While Uniqlo does not directly address this need, the company's commitment to sustainability and innovation shows a focus on growth and development.
In a nutshell, Uniqlo has incorporated Maslow's Hierarchy of
Needs into its business strategy by ensuring the availability and safety of its products, connecting with customers through marketing campaigns, recognizing and reward employee performance, and is committed to sustainability and innovation.
Self Concept
A person's self-concept can be influenced by Uniqlo through a variety of factors, including style, identity expression, and personal associations.
Fashion and Style: The distinctive fashion offered by Uniqlo is characterized by its simplicity, usefulness, and adaptability People may align themselves with a certain fashion aesthetic that reflects their individual style preferences and shapes how they see themselves by choosing to wear Uniqlo clothing.
Identity Expression: Individuals can communicate different facets of their identities, values, and interests through their clothing choices With Uniqlo's extensive selection of clothing, people can create their own sense of style and authentically express themselves through what they wear.
Identity Expression: Clothing choices can serve as a means of self-expression, allowing individuals to communicate aspects of their identity, values, and interests Uniqlo's diverse range of clothing options enables individuals to curate their personal style and express themselves authentically through the clothes they wear.
Social Identity: The desire to blend in with or stand out from particular social groups can have an impact on one's clothing choices A person's identification with a specific community or fashion subculture may be facilitated by the popularity and recognition of Uniqlo.
Self Esteem
Through various aspects including style, fit, and individual expression, Uniqlo as a clothing brand can indirectly affect a person's sense of self-worth.
Style and Fashion: Uniqlo provides a variety of clothing options, making it possible for people to find styles that suit their individual preferences It can have a positive effect on someone's self-esteem when they feel secure and at ease in their clothing.
Fit and Comfort: Uniqlo is renowned for emphasizing comfort and practicality in its designs When clothing is well-fitting and comfortable, it can improve a person's perception of themselves and help them have a positive body image.
Accessibility and Affordability: Fashion is more widely available to a wider range of people thanks to Uniqlo's low prices and wide distribution Having access to stylish and well-made clothing options can increase self-esteem by allowing people to express their style and participate in trends without going over budget.
Diversity and Inclusivity: Uniqlo strives to serve people of all ages, sizes, and body types Uniqlo encourages body positivity and self-acceptance by providing a variety of options and inclusive sizing Individuals who see clothing options that suit their particular needs may feel valued and acknowledged, which enhances their sense of self-worth.
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