INTRO TO MARKETINGFASHION Assignment 1: Fashion Marketing and Brand Audit BRAND: UNIQLO VIETNAM Nguyen Do Tuan Lecturer:ID:s3938135HiepNathalieBroun6April2022
MARKETING AUDIT 1. About Fast Retailing & Uniqlo 2. Brand Mission 3. PESTLE Analysis 4. UNIQLO’S SWOT 5. Key Competitor 6. Target Audience 7. 7P’s Marketing Mix BRAND PERSONALITY 1. Brand Image 2. Brand Identity CONTENTS Figure 1; Uniqlo Logo
Fast Retailing Co., Ltd is the owner company of Uniqlo, currently run by Tadashi Yanai with the headquarter office in Sayama, Yamaguchi City, Japan. Instead of UNIQLO, Fast Retailing also owns GU, Theory, Princesse Tam Tam, PLST, Comptoir des Cotonniers, each brand has its unique and different styles and targets, but all of the subsidiaries of Fast Retailing follow a sustainable development strategy, bringing fundamental products that benefit customers life. (Fast Retailing Co Ltd, 2019)
Figure
UNIQLO is a clothing subsidiary of Fast Retailing Company, which is first founded in Yamaguchi, Japan in 1949 as an apparel manufacturer. The name “UNIQLO” was first called “UNIQLO CLOTHING WAREHOUSE” then had been shortened to “UNICLO” but when it was registered in Hong Kong the “C” was written as a “Q” by mistake, they realized that “UNIQLO” looked much better so from then on it became the official trademark . By focusing on advanced technology in their garments, high quality, functional and reasonable price products are the crucial point that makes the development of company. Since 2021 UNIQLO has been expanded around the world with 1547 international stores including Vietnam and 811 local stores in Japan. (Fast Retailing Co Ltd, 2022.01.13 )
OVERVIEW OF FAST RETAILING COMPANY
Figure 2: Tadashi Yanai Ceo of Fast Retailing 3: Uniqlo Store
About UNIQLO
Political stability
FTA
“For more than 20 years, Uniqlo has been on a path to sustainability. As a global company creating responsible clothing, we are committed to a healthy planet, society, and people. The earth and humanity are facing serious problems. We believe that the time is now to take swift and decisive action to solve these issues – before it is too late. Together, our small steps will lead to big changes.” (Uniqlo/Fast Retailing Group Sustainability Mission 2021)
POLITICAL FACTORS
UNIQLOSTATEMENTMISSION
PESTLE ANALYSIS
• With a single ruling party, Vietnam’s political situation is very stable, it is one of the main factors that attract foreign investments to the country. According to The World Bank 2020, Vietnam’s latest rank for the Political Stability No Violence is 44.81132 which is higher than approximately 50% of the countries in the world. Uniqlo can ensure that its business is operating and developing in a healthy and fair environment.
• The Vietnam-Japan Economic Partnership Agreement has been effective since October 1, 2009. All aspects of the business including trade, services, ecommerce, telecommunications, and copyright are expected to be covered ( Samuel 2021 ). This allowed Vietnam to benefit from the lower tariffs, and attract exporting companies to produce in Vietnam with the low -cost manufacturer. (Dezan Shira & Associates 2021). A Japanese company like Uniqlo benefits from it by increasing their sales and open more physical stores in Vietnam, and also consumers can buy high-tech garments at affordable prices.
Figure 4: UnlockUniqlo The Power Clothingof
Following this statement, Uniqlo is committing to growing in parallel with sustainability by choosing the best materials that are easily recycled and environmentally friendly. Uniqlo wants to create high-quality products that last long and satisfy the consumers. (Uniqlo 2021)
• The analysis of the Political of a country plays a vital role when a company wants to invest in that country. Because it helps to determine a potential and stable place for the company to expand and also prepare for future circumstances. The political situation and legal factors of a country are critical analysis that determines the establishment or development of businesses and ensures that businesses operate and maintain in a healthy and fair environment.
• Nguyen Xuan Phuc, the prime minister of Vietnam, the country under his leadership with strict rules during the Covid 19 pandemic including an early lockdown make businesses and manufacturing resume quickly. (‘Vietnam indepth PESTLE insights’ 2021). Stores and factories are able to re-open and quickly recover from the pandemic.
The Regional Comprehensive Economic Partnership (RCEP )
Figure 5:Vietnam- GDP and GDP Growth Rate ( US$ Billion/%), 2016-2025f)
• In 1986, Vietnam introduced the reform policy “Doi Moi”, then the country’s trade volume has slightly increased annually from 0.34 billion dollars in 1988 to nearly 21.48 billion in 2009 (GOS, 2009). ‘The increase in trade volume has coincided with a significant inflow of FDI (Foreign Direct Investment) in Vietnam, the main trading partners of Vietnam include the European Union (EU), Japan, Korea, China, Hong Kong, Singapore, Taiwan, and the United States. (Sajid Anwar, Lan Phi 2010). Foreign direct investment into Vietnam grew 7000% from 180 million US dollars in 1990 to 14.1 billion US dollars in 2017. (Duong, Holmes & Strutt 2020)
• According to Kotler & Armstrong (2012), the economic environment of a country have compelling effects on consumer buying and spending behavior.
New Law on investment (Law No.61/2020/QH14)
FDI friendly legal framework
• Uniqlo can launch manufacturing in Vietnam with lower labor costs and export their products to other countries.
• Vietnam is one of the fastest-growing countries in the ASEAN, the economy grew by 7.02% in 2019 and also was one of the few economies in the world that did not have a record contraction due to the impact of the outbreak of the COVID-19 pandemic. From 2016 to 2021 the annual GDP (Gross Domestic Product) experienced a gradual increase but slowed down in 2020 because of the pandemic, even though, the trend is upward. Because of stable macroeconomic conditions and according to Trading Economics the GDP of 2021 was forecasted to reach 290 billion USD by the end of the year on the back of successful control of the Covid crisis, Vietnam becomes a favorable place for foreign investment. Average income is expected to be increased, thus Uniqlo’s profit might be higher because the purchasing behaviour is changing. (‘Vietnam in-depth PESTLE insights’ 2021)
GDP ( GROSS DOMESTIC PRODUCT)
LEGAL FACTORS
• RCEP agreement officially came into force on January 1, 2022. It will reduce tariffs, set trade rules, link supply chains, and especially help governments grapple with COVID-19 effects. Furthermore, the RCEP also helps in reducing manufacturing costs and making life easier for businesses by letting them export products anywhere without meeting separate requirements for each country. (Samuel 2021)
• On January 1, 2021, the new Law on Investment came into effect, which replaces the Law on Investment in 2014. This reform is used to attract foreign investment and promote consistency between the investment laws and other laws by the Vietnamese government. The LOI 2020 removed 22 sectors from the previous list, which shows specific conditions prior to investment for both foreign governments and the Vietnamese government. (‘Vietnam in-depth PESTLE insights’ 2021)
ECONOMICS FACTORS
Changing gender role
In general, changes in interest rates affect consumer spending habits (J.B Maverick 2021), especially in the apparel and footwear businesses. The interest rates in Vietnam show a significant decrease to 4.12% in 2020 from 10.5% in 2012, the total income and expenditure increase when the interest rates are low, which impacts the purchasing behavior. From the first quarter of 2021, the interest rate has been stable at 4% until now, people may no longer be saving their money, but instead spending and investing (World Bank, 2020).
Interest Rates
Figure 6: Interest rate in Vietnam from 2012 to 2020 Due to the serious effect of Covid-19 on all economic areas, Vietnam’s GDP in 2021 was expected to grow by 2.58% ( Q1 4.72%; Q2 6.73%; Q3 6.02%; and Q4 5.22% which is higher than the growth rate of 2020 but lower than the growth rate of fourth quarter over the same previous of years in 2011-2019 ), however, this is a wonderful success of our country in Covid-19 prevention and maintenance of production and business. (Thanh GSO, 2021b)
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SOCIAL & CULTURAL FACTORS Multigenerational living
Healthy Lifestyle
Recently, the young generation has been adapting Japanese minimalist lifestyle, people have started to use, wear and purchase products that are essential and suitable for their daily life purposes. It is undeniable that Uniqlo products fit this lifestyle the most, we can see it through their Lifewear garments and its affordable price.
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After the social distancing, people have to stay at home for a long time so when they are released, they tend to do more exercise to enhance their health and get fit. To satisfy this type of customer, Uniqlo provides “Sport Utility Wear” products for those who want to go to the gym with comfortable and ventilating clothes.
• In Vietnamese cultural family members usually want to live together to support each other, so a typical family has three or four generations living under the same roof. Whenever a family member goes shopping, they usually think about the members at home and buy them some stuff, especially clothes, so Uniqlo, a brand with a wide range of affordable products from newborn to senior clothes is a perfect place for someone who wants to buy clothes for their multigeneration family.
• In 2021, according to Marketline analysis, unlike in the past, nowadays, 79.6% of women participate in the labor force, sharing the economic tension with their families, which enhances women’s power and equalizes the role between men and women in society.
Minimalist Lifestyle
Figure 7: Automated Textile Plants
TECHNOLOGY FACTORS E-commerce
Population Vietnam has a potentially large workforce because of the availability of a huge young population, which leads to the development of various economic sectors. According to MarketLine, 69,10% of the population ranged from the working age (15-64 years old) in 2020. But because of the impact of the epidemic, the unemployment rate in 2021 was estimated to be higher than the previous year at 3.22%, of which 4.42% in urban and 2.48% in rural areas. Moreover, the average income was 4.2 million per person per month which is down 73 thousand VND compared to the previous year. ( Thanh GSO, 2021) In 2021 the average population of Vietnam (GSO,people.weremillionMalesmillionthe36.57populationtopeopleofpeople,98.51approximatelywasmillionanincrease922.7thousandcompared2020.Theurbanwasmillionandruralwas61.94people.were49.1andfemales49.41million2021)
• In recent years the popularity of shopping online has played a crucial role to support the apparel and footwear market. Online shopping became a potential economic field, especially in Vietnam, because of its convenience, different range of prices, and variety of products ( MarketLine, ‘Apparel Retail in Vietnam’, 2021). E-commerce reached the majority of consumers in Vietnam, which is the young generation, leading to significant growth in 2020 at 11.8 billion USD and it is forecasted to constantly expand by 25% every year. (VietnamCredit,2021). To catch up with the trend, many fastfashion brands including Uniqlo have launched their own application which is convenient and friendly to users.
• Thanks to the advanced in technology, with the help of automated manufacturing robots working in toxic and harmful environments, humans can reduce the heavy workload, and mistakes or accidents cause unexpected injury and damage.
Automation in production
Figure 6: POPULATION, LABOUR, AND EMPLOYMENT,2021 (Thanh, 2021)
• Vietnam has both a tropical climate (Southern) and temperate climate ( Northern), In the South, for example, Ho Chi Minh City has dry and rainy seasons. During the dry season, the temperatures can range from 28 degrees Celsius to 35 degrees Celsius, and the Ultraviolet Index (UV) is extremely high, currently, the exposure level is 11 which is very dangerous and causes skin cancer (The Weather Network, 2022). In contrast, it can rain all day during the rainy season, especially in September the rainfall is 308mm (en.climate-data.org, n.d.). Due to the climate condition of Vietnam, UV protection and waterproof products from Uniqlo are necessary.
SWOT
STRENGTHS Store Network - Since 2022, Uniqlo has opened 2358 physical stores around the world and in Japan. Educational - Preparing the generation become tomorrow’s leaders, Uniqlo runs Japan about make them Hanoi's
Figure 8:Haze over
iconic Long Bien Bridge Figure 9: Uniqlo Society
ENVIRONMENT FACTORS Climate
Environmentally Conscious • Understanding the environmental problems in Vietnam such as air pollution ( According to IQAir, Vietnam is suffering from the worst air pollution recorded ). Uniqlo comes to Vietnam with their sustainability campaign and strategy, bringing their environmentally friendly products to the consumers to reduce the carbon footprint of the fashion industry. ANALYSIS
Heattech Figure 13: Uniqlo Blue Cycle Jeans
• Quick-drying AIRism products use breathing fiber “Cupra” which keeps consumers dry, releasing heat, and comfortable in sweaty situations.(UNIQLO,n,d)
>
yarn
Figure Uniqlo
11:
• Collecting Uniqlo down garments from all over the world and transforming them into new products. E.g. U Recycled Down Jacket 000<https://www.uniqlo.com/us/en/products/E442174-/00?colorDisplayCode=08&sizeDisplayCode=004
Figure AirismUniqlo
12:
• ‘HEATTECH is made from bio-warming material, providing warmth without bulk and converting body moisture into heat’ (UNIQLO, n.d)
• Eco-Friendly jeans, we all know that the process of creating denim products has a negative impact on the environment and workers. Understanding that situation, Uniqlo presents their denim called “BlueCycle” as an ‘industry game changer’ by using two advanced technology Eco Stones and Ozone Gas & Nanobubble Wash to reduce water use in the process by up to 99%. Moreover, for the distressed look, laser technology is used instead of sandpapering to improve the working environment. (BLUE CYCLE JEANS: Eco-friendly, exceptionally made., n.d.)
Using advanced technology on garments
Using plastic bottles to make yarn
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ReSustainability.UniqloProject •
Figure 10: to
Plastic
• By using unwearable clothes, Uniqlo transforms them into solid fuel ( RPF ) which is used for industrial purposes. Donated clothes that cannot be reused are transformed into soundproofing materials for automobiles. (CLOTHING TO FUEL|Unlocking The Power of Clothing. UNIQLO Sustainability, n.d.)
Uniqlo has its own application and website that supported Vietnamese, consumers are able to find more products in a wide range of sizes, also there are many exclusive discounts for online buyers
Only basic and neutral color products
• Uniqlo is following the minimalist design, which is not appealing to the majority of the young generation who are attracted by colorful, fancy and maximalistic designs.
Limited products
Some collections were only dropped in selected stores ( Dong Khoi in Ho Chi Minh City and Pham Ngoc Thach in Ha Noi )
• In Vietnam, there are more existing competitors which are more familiar with the majority of consumers such as H&M, Zara, Pull&Bear. For a brand that has just arrived in Vietnam since December 2019, Uniqlo needs time to fit the market and customers’ demand here
Figure 14: Limited drop Uniqlo x Jil Sander Figure 15: Uniqlo Application
OPPORTUNITIES E-retail Market
Dressing behavior after the country lock-down
Figure 16: Uniqlo Application
• Because of 4-5 months staying at home, people are used to pajamas and comfortable clothes, we are lazy to dress up. To reach that demand, Uniqlo provides many products that are easy to mix and match and also very comfortable that making customers feel like they are at home.
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WEAKNESSES
•
.
New brand in the target market
KEY COMPETITOR MUJI
As I mentioned above, there are many fast fashion brands that
LogoMuji20:Figure Price ( Higher
Figure 17: Christophe Lemaire Figure 18: Jil Sander ProductsofNumber19: )
Unlike the other fast fashion brands that keep following the trend, Uniqlo has its own well-known creative director working in different clothing lines such as Christophe Lemaire at the Uniqlo U line and Jil Sander at the +J line.
Existing competitors •
• Muji is a brand established in Japan in 1980 with more than 1000 stores around the world, Muji products vary from clothing to home appliances, furniture, and food. Muji has been recognized as a “nature-oriented” business. (Muji, n.d)
• Sharing the same market, both Muji and Uniqlo sell basic and timeless designs and target the customer who follows minimalist lifestyles and moreover, cares about environmentally friendly products. So it can be said that Muji is Uniqlo’s potential competitor.
• Both Uniqlo and Muji have been affected badly by the global lockdown because of the Covid-19, but two Japanese brands have shown a positive recovery by benefiting from the new lifestyle after the pandemic, increasing the demand for affordable and basic clothes. Meanwhile, Gap, Zara, and H&M are hit harder by people not hanging out usually anymore.( Dairo Murata at JP Motgan, n.d)
Figure
Price ( Lower ) Design ( Higher ) Design ( Lower ) ZARA GAPMUJIH&M (inmappingCompetitorsVietnam)
Collaboration
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THREATS
About Muji
•
Recycled natural materials with soft indirect lighting and the smell of cedar oil are applied around the Muji Vietnam store to create a cozy and familiar atmosphere for customers visiting. single item has a sample for consumers to test out. Besides more than 5000 items, Muji provides a variety of services, such as coffee and fast food, embroidery, and stamps.
SWOT
Shopping
Product Variety •
Price •
Figure 21: Muji Store Le Thanh Ton Figure 22: Muji’s Linen Figure 23: Muji’s Neutral Color
Sustainability
Muji is not selling only garments but also selling household goods, furniture, and almost every fundamental item that you need.
Muji always ensures the best price with the best quality products using sustainability materials to reach more customers.
• Every
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STRENGTHS Experience
• The most used material in Muji Clothing is Linen, Linen is one of the most durable materials in nature, all linen products are produced with 100% pure linen in fields that do not use chemical fertilizers and pesticides. The unused part of linen such as seeds can be cooking ingredients, fiber waste is used to feed animals. (Muji, n.d)
MUJI’S
WEAKNESSES
• Clothes are pretty basic, and mostly linen products. There are many local brands in Vietnam that are famous for using this material such as The Idiott or Kilomet 109 so this material is not a new thing in Vietnam.
TARGET AUDIENCES Muji App
Figure 24:
ForMadeUniqlo25:FigureAll
New brand in Vietnam
• Muji has just opened their first store in Ho Chi Minh City since November 2020, which is really new to most Vietnamese customers. Need more time to become familiar with local consumers.
Limited physical store
OPPORTUNITIES
E-commerce
• Muji only has two stores, which are located in Hanoi and Ho Chi Minh City.
THREATS Local Competitive
• Muji Passport is a platform for smartphones to find out product information and make the customer shopping experience more comfortable and flexible also users can receive exclusive coupons. Not only has their own application, but Muji also expands their products on Shopee in order to win over as many consumers as possible.
EverySizing:Uniqlo
purchase.
Every items
(Uniqlo,n.d)
labels
innerwear
Lifewear products are diverse in size, ranging from XS to XL which fits almost Vietnamese.
the
Return Policy ( except socks, and swimwear ) with receipt, and can be returned within 30 days from the date of (Uniqlo Return Policy, n.d) Uniqlo details their products, clothing line that makes everyone’s life become better.
and technology in
a
original packaging, tags,
Environmentally Friendly Packaging: In 2019, Uniqlo aimed to reduce the amount of plastic shopping bags by switching to paper shopping bags made from recycled and eco-friendly materials.( Japan Times, 2019 )
Symbolic-meaning Attributed: 2017AirismUniqlo26:Figure BagRecycled27:UniqloFigure Figure 28: Uniqlo Lifewear Magazine By creating “Lifewear”,
wants customers to explore the
7P’S MARKETING MIX • PRODUCT The Item: Clothing (Lifewear) The Item Attributes Style and Design: • Simplicity in design, neutral color, easy to mix and match with other products, can wear everyday to everywhere. Quality: • Applications of advanced technology in textile create high-quality, comfortable, functional, timeless, and affordable that meet the needs of everyone’s lifestyle. E.g. Ultra-Stretch, Heattech, Airism, 3D Knit, UV protection, Ultra-Light, etc. ( Uniqlo Masterpiece, n.d )
PLACE Brick and Mortar Retail
Figure 30 : Uniqlo app
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• PRODUCT MIX •
Taking advantage of today’s increasingly digital world to reach as many customers as possible, e-commerce is an effective platform for Uniqlo to do it. For the purpose of creating a friendly and convenient shopping experience for consumers, Uniqlo has both website and smartphone application that all support Vietnamese. The Uniqlo application offers lots of handy features such as if you purchased the item online you could skip the waiting line and pick up your order or use the app to scan barcodes to find your suitable products. (Uniqlo, 2022) Figure 29: Uniqlo Dong Khoi
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Online channels
Products are contributed to every retailer as much as possible and every single item in different sizes are provided to make sure that customer can find what they want easily. All of the latest collections are displayed on the window display so whenever someone crossing by Uniqlo they would be attracted and about to spend time at the store in order to purchase some clothes.
•
Takahiro Kinoshita, creative director of Fast Retailing said that stores were not just for shopping, the physical store was the first point to contact with consumers and he knew that people need a reason to visit a brick-and-mortar store, so stores need to be designed seriously to create a delightful experience for customers.
Furthermore, on Uniqlo’s special occasions, there are many Uniqlo banners on some crowned streets, Nguyen Hue, Hoan Kiem, and Ba Trieu.
• Uniqlo
collections
Figure
CampaignAirismUniqlo Figure
Display Direct
Figure 33:
• PROMOTION Advertising •
After arriving in Vietnam, Uniqlo started to appear on social media platforms such as Facebook, and Instagram to reach young generation customers and become a popular article in many online fashion magazines L'officiel, Menfolio, and Elle Vietnam.
KOLs Helly Tong, a muse, a young entrepreneur, a storyteller and one of the most passionate sustainability influencers had a collaboration with Uniqlo to build a “Re-connecting to Nature” corner that features a green terrarium and also shares her eco-friendly lifestyle at the Uniqlo Dong Khoi flagship store. 31: 32: Helly Tong Uniqlo Mail connects to customers and provides news whenever latest are dropped, special and seasonal discounts via Email.
Besides Black Friday, the Christmas Sale, or clarence sale events can go up to 70-80% off, Uniqlo always offers consumers special deals with 3050% discount on some of the previous season's products.
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Special Offers
Based on personal experiences Uniqlo Dong Khoi is a huge store with 3 floors.
Going up the escalators, customers can see a display of the latest womenswear collection which changes every season. On the opposite is the kids and babies’ zone with a digital playground from Japan, a digital blackboard where the kids can draw on and have fun while their parents are shopping which also builds up creativity.
The third floor is mostly menswear, which has a special UT place
• Because Uniqlo has many different lines of clothes so the price are ranging different, some basic products such as shirts, t-shirts, and long sleeves from Lifewear are provided at an affordable price from 200.000 VND to 600.000 VND but the same products in Uniqlo U or +J are more expensive because of the high-end materials, exceptional and limited designs, the price can range from 700.000 VND for a T-shirt and 3.000.000-6.000.000 VND for a coat or jacket, which become a controversial topic, some customers believe it is worth and the others do not think so.
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PRICE Product-Line Pricing
shirts.graphicstheircustomizecustomerswherecanandprintpersonalontheirTUNIQLO Dong Khoi Shopping Experience Figure 34: Uniqlo Installation Figure 35: Uniqlo Kid And Babies Zone Figure 36: Uniqlo UT
The first floor has mostly Lifewear products for Men, Women, and Kids. Products are displayed in full size and in many different colors. The first floor also features a large and beautiful installation using Vietnamese bamboo created by a local artist Vo Trong Nghia.
• PHYSICAL EVIDENCE
•
App Figure 39:
Business
Uniqlo’s staff are very friendly, well-trained and professional even when they are busy, they still come and say “Hi” to the customers. They are always willing o support consumers whenever they need them with a welcoming attitude. Customer service Customers have always received notifications about the latest collection or exclusive coupon via email and the return policy is pretty clear for the customers. PROCESS
Figure 38:
Figure
Uniqlo's business model consists of research & development, designers, merchandising, production network, marketing, e-commerce, customer services, production department, and stores to create the success of the brand with functional and unique clothes. ( Fast Retailing, 2021) 37: Uniqlo Staff Uniqlo Uniqlo Process
• PEOPLE Employees •
) StoreHarajukuUniqlo40:Figure Figure 41: Uniqlo UT
(
BRAND
• easy match, style designed satisfy everyone, every gender, age. With many different products, Uniqlo provides customers with a lot of functional clothes that are suitable for various purposes in daily life such as UV protection, Heattech, and Airism. Through its products, Uniqlo can be defined as a brand that really cares about consumers’ health and experiences. IMAGE
• Brand Image is the way consumers perceive the brands, it presents the company’s personality and target audience and consists of style, designs, price, stores, marketing channel, consumers, and promotions. Bickle, 2011
• Meanwhile, other fast fashion brands are applying all of the latest trends to their products, Uniqlo has no intention to do that, they keep following their statement and keep enhancing steadily.
Introduced in 1991, the logo was applied the red wine color with FuturaStd Extra Bold Font and the name UNIQLO was broken down into two-part, “UNI” and “QLO”. ( 1000 logos, 2022Uniqlo’s) logo in 1997 was developed by Richard Seireeni and Sy Chen ( 1000 logos )
The latest logo was introduced in 2006 and still being used until now with the custom font, the mix red and white represents the Japanese flag. ( Golden Ninja, 2013 ) Figure 42: Uniqlo ReferenceLogo
BRAND IDENTITY
Logo Evolution 1984 -1991 logo featured the original name of Uniqlo, “ Unique Clothing Warehouse”. ( 1000logos, 2022 )
Uniqlo goes against the trends
• Brand identity is how the manager differentiates the brand from the other competitors effectively. ( Aaker, 1996, Kapferer, 2008). Uniqlo targets to make clothes for everyone who needs quality products at good prices and advocates the values of simplicity. Different lines of products have their own purpose and satisfy different types of customers such as providing warmth, freshness, lightness, and comfort for which really fit Uniqlo’s
• Born in Japan: The Untold Story of AIRism | UNIQLO 2017, Shop UNIQLO.com, viewed 7 April 2022, <https://www.uniqlo.com/eu/en/timeline/detail/201704281954/>.
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• Anwar, S & Lan Phi, N 2010, Foreign direct investment and trade: The case of Vietnam, 1 June, viewed 28 March 0EB5A5A43F328E72BA48&originRegion=eu<https://reader.elsevier.com/reader/sd/pii/S0275531910000231?token=F120CBD8C216470D4180F337DC1F535CA4FD0A970E77A4BD434F5D65D12022,EB16F86663CC626C36-west-1&originCreation=20220325052139>.
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• CLOTHING TO FUEL|Unlocking The Power of Clothing. UNIQLO Sustainability n.d., CLOTHING TO FUEL|Unlocking The Power of Clothing. UNIQLO Sustainability.
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REFERENCE LISTS
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• Christophe Lemaire - Designer n.d., MODELS.com, viewed 3 April 2022, <https://models.com/people/christophe-lemaire>.
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• BLUE CYCLE JEANS : Eco-friendly, exceptionally made. n.d., BLUE CYCLE JEANS : Eco-friendly, exceptionally made.
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MUJI PARKSON LE THANH TON | MUJI n.d., www.muji.com, viewed 3 April 2022, <https://www.muji.com/flagship/vietnam-parkson/en/>.
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