Uniqlo Brand Strategy

3.1 Product strategy
As a global business, they will provide the highest quality and the basic casual wear at the lowest price on the market. It will become a fashionable brand that is suitable for everyone in every weather condition. In order to achieve this goal, they committed to control the costs, while streamlining production schedules and minimizing retail prices. Moreover, they will also meet the customer requirements and exceed their expectations of service with the best quality service. They targeted to become the number one casual clothing company in the world by achieving 30% annual growth in sales and profit. UNIQLO have worked hard over the past 15 years to develop the new revolutionary materials in a strategic partnership. The

UNIQLO still committed to offer a wide variety of high-quality products and aimed to develop a classier brand image aboard instead. There are three core brand values as listed below:
First, they use the famous artist as models to sell different varieties of products and some of the frequently changing designs such as UNIQLO’s UT t-shirt. They used the well-known images of other entities’ brands such as Disneyland, Star War or even Line so that they can instill an image of UNIQLO as a desirable and stylish fast fashion retailer to consumer.
Second, UNIQLO has already exceeded the various innovative fabrics of the well-known HEATTECH. These kinds of fabrics will be detailed to consumers using icons tag or labels in an effort to increasing the awareness of the significant function as well innovation available at UNIQLO. They would like to let customers know more about the HEATTECH, AIRism and Ultra Light Down which is unique in

To integrate the quality of goods and service awareness of the Japanese culture, UNIQLO puts all of the employees through an in-depth training program and regular evaluation their performance in order to ensure that they followed the UNIQLO’s standards. To ensure customer satisfaction and improving value perception through reliability, all of the guest visiting a UNIQLO store may hear at least 4 of 6 specific phrases from employees, for example “Hello, How are you today?,” “Did you find everything you were looking for?,” or “Good-bye, hope to see you again soon”. Moreover, UNIQLO has an empathic returning policy which allows any article of clothing to be returned in 30 days under certain conditions. This helps to ensure customers’ satisfaction and enhancing perceived value through reliability. Even better, UNIQLO Hong Kong employees always keep an effectively organized queuing system to ensure customers would not be waiting too long for the checkout