UNIQLO Fashion Business & Culture Analysis - Presentation

EMESE BAKO - LAURA BUERBA - ANGELICA CATTARUZZA - JIMENA SILVA

MEMBER OF:

Casual clothing apparel for men, women and kids FOCUS: Quality at affordable prices STRATEGIC POINTS: Sustainability and innovation

1949 → FOUNDED IN JAPAN 1984 → FIRST STORE OPENED BY TADASHI YANAI

15 COUNTRIES 44,000 EMPLOYEES BRAND VALUE:USD 7 Billion

BRANDS AND PRODUCT LINES

“EVERYONE, EVERYWHERE”

❏ ❏ ❏ ❏ ❏ ❏ ❏

Universal designs Wide range of products Premium quality Natural materials Innovative fabrics Affordability Sustainability

The UNIQLO Lifewear BLOCKTECH, HEATTECH, KAIHARA DENIM, AIRISM, ULTRA LIGHT DOWN Product categories OUTERWEAR, INNERWEAR, LOUNGEWEAR, ACTIVE WEAR, ACCESSORIES AND SHOES

“MAKING THE WORLD BETTER THROUGH CLOTHING”

GOOD MATERIAL MAKES GOOD CLOTHES.

❏

UNIQLO U - CHRISTOPHE LEMAIRE

❏

COLLABORATIONS ❏ J.W. ANDERSON ❏ INES DE LA FRESSANGE ❏ UNDERCOVER ❏ JIL SANDER ❏ TOMAS MAIER ❏ PHARRELL ❏ KAWS ❏ DISNEY ❏ MOMA NY ❏ KEITH HARING ❏ EAMES ❏ HANA TAJIMA ❏ ETC.

MAIN COMPETITORS ❏ ❏ ❏

Third largest apparel retailer in terms of sales Main: GAP, Zara, H&M, Secondary: Old Navy, J Crew, Urban Outfitters, American Eagle, Forever 21 etc.

VALUE PROPOSITION ❏

UNIFY SUPPLY CHAIN: Maintaining low prices by designing, producing & selling

❏

“LIFEWEAR”: Product offer according to local market, suiting cultures & climates

❏

INNOVATION: Radical new clothing materials together with superior fabric technology

❏

COMMUNICATION: Quick response on customer needs by listening to their feedback

EVERYONE: ALL AGES, GENDERS AND LOCATIONS PRIMARY TARGET:

18-24 y.o.

University students Budget: €500-1500 Urban area

SECONDARY TARGET:

25-35 y.o.

University career White and blue collars Income: €1500-4000 Urban area

Passionate, stylish, casual, active and free Desire for trendy stuff Affordable, wide and good quality products Sensitive, casual, healthy and adventurous Desire of high quality in casual wear Top casual wear with clean design

STORES: 1,241 around the world FLAGSHIP STORES: New York (Soho District), London (Oxford Street), Paris (Opéra) and Manila (Makati) MULTI-BRAND STORE OF FAST RETAILING GROUP: UNIQLO Marché Printemps Ginza, Tokyo.

ONLINE: ❏ ❏ ❏ ❏ ❏ ❏

Revenue of $1.28 billion OMNI-CHANNEL brand All products available Personalized experience Tailoring recommendation Aims to turn digital shoppers into offline buyers

KEY COMPETENCES Manufacturing: ❏

Partnerships with TORAY INDUSTRIES and Shima Seiki for developing of new materials;

❏

High quality cashmere, supima cotton and merino wool; Based in Shanghai and Shenzhen (CH), Ho Chi Minh (Vietnam) and Dakka (Bangladesh), Jakarta (Indonesia), Istanbul (Turkey) and Bangalore (India);

❏

❏

Collaboration with the TAKUMI’s →transference on competences to the factories on factory management and manufacturing activities;

DESIGN ❏

“Simple, elegant, quality clothing” -Japanese design approach;

❏

Design concept → 1 year prior to a product launch; U collections → New shapes and reinvent the basics;

❏ ❏

Customer centric, sensitive business model;

❏

Satisfying specific needs of each market;

MARKETING AND COMMUNICATION Depends on: ❏ ❏ ❏ ❏

Product placement Cultural characteristics Geographic characteristics Demographic characteristics

Communication strategies targeted to the consumer: ❏ ❏ ❏ ❏ ❏

In-store environment Global Ambassadors Uniqlock’s project Collaboration between UNIQLO and designers “All-product Recycling” initiative

DISTRIBUTION

❏

“Help-yourself” model→ standardization Automated process in warehouse→ working 24/7 without human interaction RFID system

❏

Daifuku Partnership

❏ ❏

INNOVATION: Consistent growth: ❏ Market capitalization increased because of strong company culture ❏ All of UNIQLO operations in English ❏ Employees provide suggestions in order to strengthen the company

Technological and sustainable innovations: ❏ Strict quality control and traceability systems ❏ Recycling used products ❏ Reducing environmental impacts during manufacture (Jeans Innovation Centre)

SUPPLY CHAIN ❏

FAST FASHION: But providing wardrobe essentials instead of the newest trends

❏

PULL (& PUSH) MODEL: Consumer demand in-season & capsule collections DESIGN-TO-DELIVER SUPPLY CHAIN IN 13 DAYS

❏ ❏

TECH: Automated production and artificial intelligence

COMPANY COMPETENCES & PARTNERSHIPS INDEPENDENT DESIGNER COLLECTIONS GOOGLE TORAY SHIMA SEIKI TAKUMI GLOBAL AMBASSADORS INFLUENCERS DESIGNERS GOOGLE ACCENTURE DAIFUKU

CORE COMPETENCES TORAY SHIMA SEIKI TAKUMI

GOOGLE ACCENTURE DAIFUKU

RISK MANAGEMENT SPECIFIC TO MANAGEMENT STRATEGY ❏ ❏ ❏ ❏ ❏ ❏

Personnel risk Competitive risk Dependency on production risk in specific geographic areas Corporate acquisitions risks Overseas business risks Currency risks

GENERAL BUSINESS RISKS ❏ ❏

❏ ❏ ❏

Manufactured product liability risk Risk of leaks of business secrets or customer’s personal information Risk due to weather Risks of dispute and litigation Risk of change in the business climate and consumer trends

THANK YOU