Japanese clothing brand Essay

Introduction

Nipponese vesture trade name, Uniqlo, specialises in fashionable casual-wear which is both high quality and low-cost. It is the prevailing trade name of the Nipponese company Fast Retailing Company Limited and histories for 90 per cent of company ‘s entire gross revenues ( UNIQLO UK ) . The first Uniqlo shop opened its doors in Japan in 1984 and there are now over 760 shops across the state. Now a planetary trade name, Uniqlo began international enlargement with the gap of the first UK shop in 2001, and it is Uniqlo UK which will be the focal point of this study.

After presenting itself to the UK, it was non long earlier Uniqlo had 23 shops across England. However, the trade name ‘s simple designs did non turn out popular and within two old ages 18 shops were closed ( Selling, 2007 ) . Since its relaunch in 2007, Uniqlo UK has been deriving impulse, but it still has a long manner to travel towards going a prima manner retail merchant in Britain. Consequently, this study aims to further this impulse through the development of a new incorporate selling communications run which would be implemented in 2010.

Drumhead

Context Analysis

Customer Context

Section Features

Uniqlo presently targets a really broad audience, depicting its cardinal demographics as:

• Male and female ;
• Fashion-conscious ;
• Cost-aware ;
• and aged between 16 and 96! ( UNIQLO UK )

Calgary Avansino, Executive Fashion Editor of Vogue magazine, has personally experienced the broad entreaty of the Nipponese trade name. She said, “the shop is for a immature client but at the same clip I went with my Dendranthema grandifloruom who is 60 and she bought the scraggy denims in taupe and burgundy” ( The Independent, 2009 ) . However, the deficiency of focal point which comes with holding such wide cleavage consequences in an ill-defined trade name individuality, therefore doing it harder for Uniqlo to stand out.

Brand Awareness, Perception & A ; Attitudes

Awareness

Every individual one of Uniqlo ‘s 14 UK shops are concentrated in and around London. Current selling communications are hence focussed chiefly on the London country, and as a consequence consciousness of the trade name outside this part is low.

Include trade name consciousness pie chart + sentence about where they ‘re from.

Percept

Uniqlo is by and large perceived as “deliver [ ing ] true value – quality and manner at a just price” ( Inside Retailing, 2009 ) .

Attitudes

A random choice of Uniqlo shoppers on Oxford Street, London, were asked their sentiments of the trade name earlier this twelvemonth. Eighteen-year-old pupil Rafaela commented on the versatility of the designs, saying they are “easy to blend and match” , and twenty-year-old fabric design pupil Holly likewise said, “you can do the apparels look your ain with more single accoutrements. I love the monolithic scope of colours.” Twenty-seven-year-old ocular effects artist Nick liked “the fact that there are no naff mottos or logos” , and twenty-year-old fabric pupil Iona appreciated Uniqlo ‘s “simplicity” ( The Independent, 2009 ) .

Degree of Engagement

Engagement is comparatively low when it comes to Uniqlo ‘s merchandises. This is because it offers basic, invisible vesture designs, none of which visibly feature the Uniqlo logo, and monetary values are sensible which lowers hazard.

Business Context

Market Positioning

• “Clothes that can be worn by anyone, any day” ;
• “Uniqlo … focuses on quality and value with a wide demographic entreaty, though it has aimed at pulling immature trendsetters by coactions with interior decorators and artists.” ( Mintel, 2008 )

Current Marketing Mix

Merchandise

Basicss

• Simple, plain designs for both work forces and adult females, in a broad assortment of colorss. Items include jerseies, outerwear, knitwear, denims, pants, and accoutrements, every bit good as frocks and skirts for adult females.

HEATTECH

Uses alone stuff, developed by Uniqlo and Toray Industries, which retains organic structure heat.

+J

Collection made particularly for Uniqlo by interior decorator Jill Sander, released 1st October 2009. In the words of Calgary Avansino, “Her expression is authoritative and simple, but besides cutting border in the manner she cuts and presents her clothes” ( The Independent, 2009 ) .

Greenwich mean time

• Uniqlo T-shirts ( a sub-brand ) ;
• Limited edition aggregations of jerseies created by interior decorators and creative persons from all over the universe ;
• UT has a different image to the remainder of Uniqlo ‘s merchandises and the jerseies are promoted and sold individually. It will therefore non be included in the IMC run this study seeks to make.

Monetary value

• Basicss – Jeans approximately ?25, t-shirts ?8-?14, cashmere around ?25-?45 ( Mintel, 2008 ) ;
• HEATTECH – From ?6.99 ( UNIQLO UK, 2009 ) ;
• +J – Outerwear ?49.99-?99.99, bottoms ?24.99-?29.99, shirts ?24.99, New Jersey and workout suits ?14.99-?29.99, knitwear ?19.99-?29.99, cashmere ?59.99-99.99, accoutrements ?14.99-79.99 ( F.Tape, 2009 ) .

Topographic point

• Physical shops: Presently 14 Uniqlo shops in the UK, including planetary flagship shop on Oxford Street in London. The other shops are besides wholly situated in the South of England, in and around the capital.
• On-line shop: Uniqlo ‘s comprehensive UK online shop is an of import distribution channel, leting the remainder of the state entree to the trade name.

Promotion

Ad

Uniqlo UK by and large avoids open Television advertisement, but it has late released a Television commercial for its HEATTECH scope ( see Appendix? ) . Uniqlo chiefly invests in imperativeness ( newspapers and magazines ) , and outdoor ( hoardings, in the metro, and on coachs ) . Look to Appendix C for a tabular array detailing Uniqlo ‘s advertisement spend, Appendix? for illustrations of Uniqlo ‘s recent print advertisement and Appendix? for illustrations of their out-of-door advertisement.

This summer Uniqlo launched a planetary ad run for their new insouciant athletic wear, having well-known theoretical accounts Agyness Deyn, Luke Worrall and Gabriel Aubry ( see Appendix? ) .

Public Relations

UT Cannes Lions Grand Prix 2010

• Part of the Cannes Liones International Advertising Festival ;
• Annual jersey design competition held by Uniqlo ;
• The top 20 designs will be made into Uniqlo merchandises, and the overall victor gets $ 10,000 ( US ) ;
• Semi-finalists announced November 2009, finalists announced February 2010.

Uniqlo Jump

• Collection of exposure of Uniqlo employees from around the universe ( UK, USA, Japan, China and South Korea ) mid-jump, and have oning Uniqlo vesture.
• Uniqlo Paper ( Uniqlo ‘s online and in-store magazine )
• Articles in magazines/newspapers

Gross saless Promotion

• Partnerships with specialized price reduction web sites ( www.vouchercodes.co.uk, www.hotukdeals.com ) ;
• Since January 2008, Uniqlo has been involved in an affiliate programme with LinkShare which has resulted in a partnership between Uniqlo and Marie Claire magazine. The Nipponese trade name received editorial exposure on Marie Claire ‘s web site, which featured 10s entirely discounted Uniqlo merchandises ( Revolution, 2009 ) .

Synergistic Selling Communicationss

Uniqlock

• Online clock which can be set to any clip zone ;
• Features uninterrupted rhythmic music, short cartridge holders of Nipponese terpsichoreans have oning Uniqlo apparels every five seconds, and extended dance sequences every hr ;
• Users can post a mini version of the clock to Facebook, Bebo, Myspace or their personal web log, or they can download it as a screensaver or as an iPhone/iPod Touch application.

Uniqlo Calendar ( similar thought to Uniqlock )

Uniqlo Introduction

• Flash page attached to uniqlo.com ;
• Gives a sense of Uniqlo ‘s trade name individuality and the scope of vesture available.

In short, Uniqlo presently has a broad and varied selling communications mix, and a batch has been done below-the-line to prosecute the consumer. However, the communications are far from integrated: the advertisement runs are all instead single, could quite easy be for H & A ; M or Zara, and do non fit the quirky, merriment and clearly Nipponese character of many of the below-the-line communications.

Rival Analysis

Competition within the dressing retail market is ferocious, particularly given the recent economic downswing, and Uniqlo has many well-established and similarly-positioned rivals to postulate with. See Appendix C for a tabular array comparing Uniqlo ‘s one-year gross revenues entire with those of its rivals. Harmonizing to this tabular array, Uniqlo ‘s three most important rivals are American vesture trade name GAP, Spanish Zara and Swedish Hennes & A ; Mauritz ( H & A ; M ) .

Gap

• “Clean, authoritative, American designs” with mid-market stance ( Mintel, 2009 ) ;
• Has lost its peculiarity and gross revenues are falling ( Mintel, 2008 ) .

Zara

“Fast-moving manners at low-cost monetary values, inspired by the catwalks” ( Mintel, 2009 ) .

H & A ; M

• “Quality at the best price” ( Mintel, 2008 ) ;
• “ [ S ] omething for everyone from modern rudimentss to up-to-date manner … Although the UK client base is to a great extent skewed to 15-24-year-olds ( and adult females ) , it … entreaties across the socio-economic spectrum.” ( Mintel, 2009 ) ;
• Number of high profile interior decorator coactions in the yesteryear, plus recent release of shoe aggregation from Jimmy Choo ;
• “Very strong individuality in face of competition from other immature manner trade names and potency for expansion.” ( Mintel, 2008 ) .

External Context

Stakeholders

See Appendix A for a diagram of Uniqlo ‘s chief stakeholders.

One of Uniqlo ‘s most important stakeholders is their providers. All Uniqlo merchandises are made in the Far East, chiefly in China. Fast Retailing does non have any mills but works closely with the same makers twelvemonth after twelvemonth, therefore developing trueness and guaranting its merchandises are of the highest quality ( The Independent, 2009 ) .

Plague Analysis

Political Factors

Globalization has brought the UK and Japan closer together and, as a consequence, the two states are progressively admiting common involvements and concerns ( Embassy of Japan in the UK, 2000 ) .

Economic Factors

After the recession, UK clients have become much more price-conscious. Customers are therefore more likely to look for apparels of better value with greater length of service.

Socio-Cultural Factors

Nipponese civilization is really different to that of the UK, but elements of Nipponese civilization, peculiarly nutrient, manner and design, have already had a great impact in the West. It has been said that, in general, “Japan is progressively the epicenter of cool with Tokyo its manner capital” ( Inside Retailing, 2009 ) .

Technological Factors

E- and M-commerce are both turning quickly, and the cyberspace is going progressively cardinal in the universes of concern and selling.

Internal Context

Organisational Identity

Fast Retailing, the parent company of Uniqlo, strives for excellence and efficiency in all it does, and, above all, it ever put the client foremost. See Appendix B for the corporate statement, mission statement, values and rules which constitute the inside informations of Fast Retailing ‘s organizational individuality.

Selling Expertness

After the shop closings in 2003, Uniqlo ‘s Selling Head at the clip, Dominic Chambers, lost his occupation. In 2006, the former Merchandising Director for Dorothy Perkins joined Uniqlo and Marketing Manager, Amy Howarth, as portion of a new squad ( Marketing, 2007 ) .

SWOT Analysis

The undermentioned SWOT analysis has been constructed in order to foreground and summarize the chief issues within the Context Analysis.

Strengths High quality vesture ; Apparels are easy to blend and fit ; Sophisticated fabric engineering ; Comprehensive online shop ; Nipponese individuality ; Reasonable monetary values.	Failings Low trade name consciousness among mark market in UK ; Brand individuality inconsistent and does non stand out against rivals ; Uninspiring website design.
Opportunities Popularity of Nipponese civilization ; High growing of E-commerce and M-commerce.	Menaces Economic recession ( consumers with less disposable income ) ; Numerous strong rivals.

Aims

Business Aims

Open more shops across UK ;

Before the shop closings in 2003, Uniqlo ( UK ) had subdivisions in the North West of England, the Midlands, Manchester, Liverpool and Coventry, and original programs had been to hold 50 UK shops by 2004 ( Times Online, 2003 ) . Despite its increasing success, Uniqlo still merely has 14 shops in the UK, and they are all located in or around London. In 2007, Chief Operating Officer Simon Coble stated, “We would wish to be merchandising in all the major towns and metropoliss in UK” ( Marketing, 2007 ) . Of class it would non be wise to seek and open excessively many new shops excessively rapidly as this attack failed the first clip about, so a realistic mark might be to hold one or two new shops open in 2011, possibly in Leeds and Glasgow.

Increase UK online shop ‘s gross revenues volumes ;

Presently the Uniqlo web site is the lone entree Scotland, Wales, Northern Ireland and most of England have to the trade name ‘s wares. Therefore, until more shops are opened across the UK, the online shop is critical. A 20 % addition in on-line gross revenues by 2011 would be a realistic mark.

Addition market portion.

Because the market is saturated, this will affect taking market portion from rivals. A realistic mark would be a 1.5 % market portion by 2011. The ground this per centum is so low is because Uniqlo does non even appear in Mintel ‘s tabular array of estimated market portions of taking retail merchants in womenswear from 2002 to 2007. Further, this tabular array shows that Uniqlo ‘s strongest rival, H & A ; M, merely had a 1.2 % portion of the womenswear retailing market in 2007 ( Mintel, 2008 ) .

Communication Aims

Increase consumer consciousness and battle among mark audience across UK ;

The trade name is presently comparatively unknown beyond London. In footings of the DRIP Model, this nonsubjective tantrums with the cardinal undertaking of informing the consumer. Of class, consciousness is non plenty on its ain: the consumer needs to be engaged. Uniqlo already prosecute their consumers through such agencies as Uniqlock, but engagement attempts need to be furthered as consciousness additions.

Differentiate from rivals through development of typical trade name individuality.

Analysts concluded that Uniqlo ‘s initial losingss after coming to the UK were due to the trade name “fail [ ing ] to offer apparels that were sufficiently typical from challengers such as Gap, Zara, H & A ; M and the late revitalised Marks & A ; Spencer” ( Times Online, 2003 ) . In footings of the DRIP Model, this nonsubjective tantrums with the cardinal undertaking of distinguishing in the head of the consumer.

Marketing Communications Strategy

Segmentation & A ; Targeting

Look to Appendix E for a tabular array of possible market sections for Uniqlo to aim. This IMC run will utilize Segment 2 as its primary mark. Because…

Positioning

Positioning Scheme

This IMC run will be based on a pull-positioning scheme, as aims are to increase consciousness and promote engagement, and messages are to be straight targeted at end-user clients. A consumer-driven run fits with the value Fast Retailing topographic points on nearing issues from the client ‘s position.

Key Message

The cardinal message will be that Uniqlo provides the consumer with stylish but simple vesture which is easy to blend and fit and therefore allows each client to make their ain alone expression. Uniqlo does non merely reproduce catwalk tendencies which result in everyone have oning the same thing: Uniqlo encourages individualism.

The trade name already promotes a similar thought on their instead isolated on-line ‘introduction ‘ , which can merely truly be stumbled upon as it is non linked straight from the chief web site. It states: “We ‘re non a ‘brand that dictates a entire life style ‘ . To us, apparels are points the single chooses to show a personal lifestyle” ( UNIQLO INTRODUCTION ) . The purpose of this run is hence to do more of a characteristic of this message, and do it consistent across the remainder of their selling communications. It will be called the ‘YOUniqlo ‘ run.

Communicationss Mix

The tag-line which will look throughout our run is ‘Uniqlo. Mix it up. ‘ It is concise, fetid, and obscure plenty to use to all our communications tools. It conveys the thought of making things otherwise and, more specifically, relates to the fact Uniqlo ‘s vesture is easy to blend and fit.

Ad

Ad will significantly lend to a rise in trade name consciousness and the development of a more definite and alone trade name individuality. It should besides drive further concern to the online shop from across the UK every bit good as to the existent stores in and around London, and finally increase Uniqlo ‘s market portion. It is of import to retrieve, nevertheless, that our mark audience is publicizing and selling literate and will non be patronised by cliches and blazing merchandising techniques. The YOUniqlo run must avoid the overt, and alternatively offer far-out and entertaining ads which engage the consumer and, moreover, project a consistent trade name individuality.

Print: Magazines

Magazine advertizements are good for making impact and demanding readers ‘ attending. Further, the sheer measure of different genres and rubrics means it is easy to aim a specific audience ( Fill, 2009: 715 ) . Judging by primary research, the chosen mark market section tend to read magazines such as Vogue, Cosmopolitan and Elle ( ) . Particularly since these magazines contain extended manner advice, it would be wise to set print advertizements in them.

The YOUniqlo print run will utilize unknown, friendly-looking theoretical accounts who will be much more relatable than the likes of Agyness Deyn. This should convey the trade name and the consumer closer together. The adverts will exemplify the ‘mix it up ‘ message through having one theoretical account superimposed three times in the same image. Each version of the theoretical account will be in a different airs and have oning a contrasting outfit. The outfits will all look really different but there will be some convergence in single points, therefore showing the mix and lucifer facet. Appendix? shows a mock-up of the womenswear ad, though the existent ad would be portrait instead than landscape and have a field white background. There will besides be a version for menswear.

Outdoor: Theodolite Shelter Poster

The age group being targeted by the YOUniqlo run, in peculiar the pupils populating in and around metropolis Centres, are improbable to hold autos. Therefore, publicizing at coach Michigans would be a good thought.

Ten authoritative, comparatively unisex Uniqlo points will be selected to do a series of theodolite shelter postings, with one point being used on each. They will each be nicely photographed front-on and expression as though they are being worn, and will be shown lifesize on a transparent background, positioned to fit where they would sit on an average-sized individual. Some interesting and diverting accoutrements will besides be shown in order to make humour entreaty. See Appendix? for mock-ups of the postings. Involvement will so happen as people can present behind the posting and have it look as though they are have oning the points featured. Since merely one Uniqlo point will be shown on each posting, persons will all look different as the points mix with their ain outfits. This therefore expresses the ‘mix it up ‘ message.

Bus stops on cardinal streets and around university campuses in major metropoliss will be ideal locations for making the mark audience and pulling attending.

Synergistic Selling Communicationss

Website

As acknowledged in the SWOT analysis, one of Uniqlo ‘s strengths is their comprehensive online shop. It is a great functional tool with easy pilotage and simple check-out procedure procedure. However, it presently gives no sense of trade name individuality, with the chief page establishing directly into new releases and current offers. Earlier this twelvemonth Uniqlo collaborated with 4Ps Selling, a hunt engine selling bureau, and through customised Search Engine Optimisation and Pay Per Click campaigns Uniqlo ‘s lone gross has since increased by 30.76 % ( 4Ps Selling, 2009 ) . It hence seems wise to model and spread out the web site into a presentation of the trade name every bit good as its existent vesture. This would add greater involvement and individualism to the site, therefore assisting to distinguish the trade name in the head of the consumer. It would farther prosecute the consumer, and finally assist carry through the concern aim of increasing on-line gross revenues volumes. As stated by Terence A. Shimp, websites “can be considered the centerpiece of companies ‘ on-line advertisement efforts” ( Shimp, 2007: 443 ) .

The general feel of the web site should fit that of the physical shops, which have a really streamlined expression and give a steadfast – but non cliched – sense of Uniqlo ‘s Nipponese individuality ( see Appendix? ) . There should besides be the option of subscribing up to a members ‘ subdivision, which will add users to a mailing list and give them entree to extra characteristics and sole trades.

Sponsored Facebook Group

Many retail merchants around the universe already utilize sponsored Facebook groups as a manner of straight marketing towards Generation Y, a new type of consumers extremely influenced by the cyberspace. Such on-line groups give sellers the ability to aim a peculiar audience by utilizing a ‘member list ‘ to message people and inform them about new aggregations or events. As portion of the YOUniqlo run, the sponsored Facebook group will run in line with the PR activities, and messaging can be tailored depending on the location of the user in relation to that of the event. Consumers can besides go more involved through usage of the treatment board.

Public Relations

Administration of a large-scale PR event would greatly assist carry through the trade name consciousness and engagement aim. It would non merely catch the mark audience ‘s attending, but besides that of the media, therefore bring forthing farther promotion for the trade name.

The YOUniqlo event will go around around a nation-wide art competition, called ‘Uniqlo Masterpiece ‘ – appropriate as Uniqlo vesture entreaties to artistic, originative people. Consumers will be attracted to a ‘Competition ‘ subdivision of the re-launched web site, where they can utilize a Flash application to make their ain graphics utilizing little artworks of Uniqlo dressing points in a broad assortment of colorss ( see Figure 1 ) .

This will underscore Uniqlo ‘s broad scope of points and colorss, and it fits with the ‘Mix it up ‘ construct as it encourages users to blend Uniqlo apparels to make something genuinely alone.

Entrants must be:

– Aged 18-25 ;

– United kingdom occupants ;

– Signed up as member of the Uniqlo web site.

After the competition closes, 20 semi-finalists from across the UK will be chosen by Uniqlo. Website members will so be able to vote for their front-runner from the concluding 20, therefore making farther engagement and battle. After the ballot closes, five finalists will be revealed and invited down to London for the chief event ( travel disbursals paid ) , where they will make a existent version of their graphics utilizing Uniqlo apparels on one of five large white canvases. The event will take topographic point in the courtyard in forepart of Somerset House ( see Appendix ) , and large screens will be present to demo how the graphicss look from above. Each finalist can vie as portion of a group of up to four people. The event will hold a DJ, be hosted by a local famous person, and have a judgment panel nowadays to make up one’s mind the victor at the terminal of the afternoon.

PRIZES?

+ Donation of apparels to Oxfam? … which adds CSR into the mix.

Scheduling and Implementation

Table 1: Media agenda for 2010 YOUniqlo run

Taking the workings of the manner industry into consideration, the print and out-of-door runs will run in conformity with the release of new scopes at the beginning of each season.

Pre-Event	01/02/10	Re-launch of Uniqlo website together with gap of ‘Uniqlo Masterpiece ‘ competition.
	01/02 – 31/03/10	Online entry utilizing Flash application.
	07/04 – 30/04/10	Online public ballot from list of 20 semi-finalists.
	07/05/10	Top 5 announced.
Event	05/06/10	Concluding event in London.

Table 2: Timetable for ‘Uniqlo Masterpiece ‘ competition

The competition has been timed so that the chief event lands comfortably on Saturday 5th June. Nice conditions is of import for an out-of-door event, and most pupils will hold finished their tests by so.

Promotion for competition on web site and through sponsored Facebook group. + Use Bluetooth on twenty-four hours of event to pull passers by.

Resources

The proper executing of the YOUniqlo run relies on Uniqlo ‘s resources.

This resource has evolved to go a strategic map that perceives the association between talented people and the success of an organisation. Uniqlo needs to hold the strength of extended adult male power to set up a successful selling run. The human resource involved in the run includes the professional squad which comes up with advanced print ads, the efficient PR squad which has the ability to host an event by capturing the audience ‘s attending and a tech understanding squad which creates breakthrough in cyberspace advertisement.

The proper executing of a run depends on the fiscal resources available to back up it. Uniqlo‘s most recent one-year study available ( 2006 ) depicts that it has sufficient financess to transport out an extended media run. The costs involved in carry oning a run include the locale hiring costs, the cost of printing print ads in magazines and the cost of publicising the event through assorted web sites. Uniqlo must handle this outgo of carry oning a run as an investing to make consciousness about their trade name and its singularity.

Justify cost of PR event + awards by fact that they ‘ve already paid for supermodel Agyness Deyn + assorted celebs at Uniqlo flagship shop gap.

Evaluation, Control & A ; Feedback

Precisely, several post-testing tools will be applied ( tracking surveies and likeability trial ) to make dependable and validated feedback ( Fill, 2009 ) . Deciding on the range of the rating, it is logical to mention back to the communicating aims and buttocks to what extent they were achieved.

Tracking surveies will give the company a good position of communicating run impact on trade name consciousness in the targeted parts of the UK. Interviewing a big figure of people in these countries on a regular footing will besides supply important informations on how their attitude and perceptual experience of Uniqlo has being influenced by all selling attempts of the company. The consciousness of the Uniqlo.co.uk will be easier to track by the figure of hits from UK users. However, consciousness on its ain is non so of import for the trade name public presentation, unless degree of battle is besides high. Youniqlo run was designed to make client battle with the trade name and likeability analysis will take to measure its success. The method will analyze the degree of entertainment/enjoyment people received from, for illustration, PR event or coach stop advertizements. A good screening here will besides be the figure of images uploaded to the company web site. The likeability analysis will besides show how good company has managed to distinguish itself from the rivals in consumers ‘ heads.

QUALITATIVE. Recall trials.

Decision

Corporate Statement

Changing apparels. Changing conventional wisdom. Change the universe.

Group Mission

• To make genuinely great vesture with new and alone value, and to enable people all over the universe to see the joy, felicity and satisfaction of have oning such great apparels ;
• To enrich people ‘s lives through our alone corporate activities, and seek to turn and develop our company in integrity with society.

Valuess

• Approaching issues from the client position ;
• Embracing invention and challenge ;
• Respecting and back uping persons to further both corporate and personal growing ;
• Perpetrating to ethical criterions and rightness.

Principles

• Make everything possible for our clients ;
• Pursue excellence and purpose for the highest possible degree of accomplishment ;
• Achieve strong consequences through the publicity of diverseness and teamwork ;
• Move quickly and resolutely in everything we do ;
• Behavior concern in a really existent manner based on the current market place, merchandises and facts ;
• Act as planetary citizens with moralss and unity.

( Fast Retailing, 2008 )

Appendix C: Uniqlo ‘s Advertising Spend, 2006-7

Entire Spend	Film	Direct mail	Internet	Outdoor	Imperativeness	Radio	Television
?m	%	%	%	%	%	%	%
0.3	0.0	0.0	0.0	25.3	74.5	0.2	0.0

Uniqlo ‘s entire advertisement spend and media used, twelvemonth to stop May 2007.

Beginning: Nielsen Media Research/Mintel ( Mintel, 2007 ) .

Appendix D: Entire Annual Gross saless of Uniqlo and Its Rivals

Company Name ( Flagship Brand )	State	Fiscal Year End	Gross saless ( ? Billions )
Gap	USA	Jan. 2008	1723.7
INDITEX ( ZARA )	Spain	Jan. 2008	1517.5
H & A ; M	Sverige	Nov. 2007	1342.1
Limited Trade names	USA	Jan. 2008	1108.2
Following	United kingdom	Jan. 2008	666.2
Fast Retailing ( UNIQLO )	Japan	Aug. 2008	586.5
Polo Ralph Lauren	USA	Mar. 2008	533.6
Liz Claiborne	USA	Dec. 2007	500.5
Esplit	Hong Kong	Jun. 2007	415.0
Abercrombie & A ; Fitch	America	Jan. 2008	410.0
Benetton	Italy	Nov. 2007	335.4