Marketing Case Study: Uniqlo

The brand discussed in this report is Lululemon Athletica Inc. The brand is an athletic apparel retailer, whose main objective is building a community with a healthy lifestyle. Lululemon’s target market is middle/upper class 30-year-old woman. The brand is positioned as a premium high fashion brand for the athletic community. Some of Lululemon’s main competitors include Nike, Under Armour and Gap.

Corporate values are ‘the operating philosophies or principles that guide an internal conduct of the organization and its association with its clients, partners and shareholders’. It is also a fundamental and long-lasting belief that specific mode of conduction highly valued by the organization’s membership’ according to IBM corporate responsibility report (2002, What is the value of company).

Of the hundreds of named brand clothing that form part of the retail and fashion industry I chose to compare, for my analysis, Abercrombie & Fitch, Forever 21, American Eagle, and H&M. These stores are prominent, well-known for selling apparel, shoes, and accessories by the means of offering sales and promotions to their customers. This is a clever strategy for attracting customers, allowing them to believe that they bought goods at affordable, convenient prices – and not to mention the prestigious name prescribed to the clothing brands. Using keyhole.co as my main source, I obtained relevant and valuable information regarding the status of these brands. My intentions were to compare a period of 14 days, however, due to the limited access that I received from my free trial, the program only allowed me to see fewer of the dates than I anticipated. I want to take this opportunity and mention ahead of time that due to the various and distinctive products that are sold from these stores, when looking for the “spending capacity” I decided to focus on shirts/ jeans for men and women and compare the prices among them since each of these retailers carry those items and as a way to make this report easier to contrast and comprehend. Also, when approaching the section of “setting”, I screen-shotted some of the images on Instagram and made them into a collage to separate the type of clothes and trends that each of these brands sell currently. In the following modules

The Kate Spade & Company online presence is engaging. The many products and services are displayed in a specific fashion giving shoppers a personal feel for the look and quality of the offerings without the requirement of being present in the store. Also, a website that is easy to maneuver and is updated on a regular basis to meet the demands of the consumer. In addition, this company offers press releases and top news information promoting their product.

Identify the type of retailer that Nordstrom 's is classified as. Describe the characteristics it shares with other retailers of this type.

Since ten years, Abercrombie & Fitch has become one of the most popular brands in the world and solicited especially among adolescent, became a phenomenon, the brand is a symbol of success in the field of ready-to wear for his competitors. 100% of teens say they know this brand primarily targeting young people 15 to 25 years.

In this paper, I will be explaining the marketing approaches that Under Armour shoe division is taking in competing against rivals competitors in the shoe division, its approach and initial take on expanding into the field, also some key factors in different marketing approaches and direction it’s heading in. I will be discussing concepts used regarding corporate image and brand management and integrated marketing communications, finally, researched articles and data in reference towards the marketing approach Under Armour has taken in the questions provided by the professor.

The purpose of this essay is to analyse the current competitiveness and marketing strategy of Superdry/Supergroup PLC. Then investigate positive future avenues the company could take to increase growth, market share and sustainability in the retail clothing market. Currently Superdry have seen a huge increase in growth since they were listed on the stock exchange in 2010. Sales have increased by 329%, profit before tax has increased by 173% and amongst other increases they have seen a massive surge in e-commerce net revenue growing exponentially by 1586% (Supergroup, 2016). In a SWOT analysis carried out by Marketline (2016), they highlight how successful the company’s strengths and opportunities are with their multi-channel business, strong financial performance and global penetration all leading them in the right direction. In addition to the continued performance success Superdry have three principle goals set in place. Firstly, they want to build a lifestyle brand, secondly, drive awareness and breadth of the Superdry range, and thirdly, build a broader cross channel relationship with their customers (SuperGroup, 2016). It’s these three goals that will be used to formulate this essays future recommendations for the company, aiming to help keep the business moving in the same direction as it already is, increase its competitive advantage, and build on its solid brand platform by assessing the potential of entering into a new market.

Although the global economic crisis has weakened consumer confidence there is a remarkable consumption phenomenon in fashion market. Fast fashion is a new word used in fashion scene to say that designs move from runaway speedily so as to take the latest fashion at Fashion Week in both the spring and the fall of every year. These trends are designed and produced fast and cheaply to enable the mainstream consumer to take benefit of contemporary clothing styles with a lower price. This concept of quick manufacturing at economical price is applied in large retail companies such as Zara, H&M, and Topshop. The

Firstly, Uniqlo is able to keep high quality products. The system helps to support the production of clothing meeting the world's highest standards. It also ranges to improve the quality in all manufacturing processes and production efficiency to secure the safety working environments. Uniqlo’s goal is producing the world-class clothing and they are tried to achieve the exceptional levels of quality in its products. For the world-class clothing is the product with the responsible of sources, safety and having a comfortable workplace environment and its good production of processes. On the other hand, there are three keys area of requirement in quality for world-class clothing which is quality from a social perspective, quality partnerships and quality business

A questionnaire was constructed and tested on a sample population of 100. The results were collected, analysed and compared against the actual marketing strategy of Levi's.

Apart from having several outlets across the United States it has a well-designed online portal that provides the customers a quick view of its product line, which eases the burden of travelling to the store. The customers can place orders and make payment online using their credit/debit card. There are different shipping options with additional costs by means of which the customers can get an expedited delivery.

As we all know, in adjustment to access the sales volume, every aggregation has his appropriate strategies. They can be alarming slogan, such as Hongxing Erke’s "To be No.1", Lining’s "Everything is possible", Nike’s "Just do it", Adidas’s "impossible is nothing".They can be adorable advertisement, for example, agreeable some stars as their cast image. They can be allegorical logo, and they can be abundant sales advance activities and added methods. All they accept done is to accomplish their articles able-bodied accepted by added bodies and access the sales volume. There is no barring for PUMA shoes, he additionally agitated out some strategies to survive in this time abounding with angry competition.

A good relationship between Australia and Japan has a substantial effect on the Uniqlo Sydney branch business. For example, at the “C the Future” Conference, in Brisbane held in September, there was a discussion about emerging trade and investment opportunity, following on from JAEPA (Japan Australia Economic Partnership Agreement) (AJSQ, 2014, p. 3). Therefore, the approach of Uniqlo stores will be opened more throughout Australia.

UNIQLO aims to be a biggest SPA (Specialty store retailer of Private label Apparel), Acceleration in new store openings mainly in Asian region and enhance the promotion. They expand the women line of apparel in business and continue for “MADE FOR ALL” apparel policy to develop and produce high quality and speciality products. For pricing, UNIQLO will expand the production in other