Investing in experiential marketing and in-store training to deliver customer experience (CX) excellence Source: UNIQLO product page | Read more about HEATTECH hereĢ. Over the years, the company continued to iterate on their flagship HEATTECH line, releasing ‘warmer versions’ of the product allowing consumers “to transform winter from a cold, heavy clothes season to a warm, lightweight dress season.” The materials were supposedly developed from scratch and over 10,000 prototypes were made to get the intended outcome. HEATTECH was the first product UNIQLO released resulting from a collaboration with Japanese chemical company, Toray Industries. How this ‘heat technology’ works is that “its fibers absorb moisture that the body emits, and the fabric itself generates heat.” In 2003, UNIQLO introduced its flagship heat-generating clothing line we all know now as HEATTECH. Using the product as a platform for marketing and raising brand awareness Here are some examples of what UNIQLO is doing right when it comes to their marketing and communications strategy.ġ. UNIQLO brand mentions in the last 6 months The company sees its brand as all-inclusive, with a clear purpose that is to create new and innovative clothing that is accessible to everyone.
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While other brands are competing to catch on with the latest fashion trends faster than ever, UNIQLO’s strategy has always been about investing in product development – leveraging technology and advanced materials – even if it takes long cycles of iteration. We are about clothing that’s made for everyone.” - CEO Tadashi Yanai UNIQLO | Source: Business Insider
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People mistakenly say that UNIQLO is a fast-fashion brand. New trends keep popping in, and there are easily hundreds and thousands of fashion companies that are trying to capture the consumers’ interest.
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Source: Talkwalker Quick SearchĮverything happens fast in the fashion world. UNIQLO brand mentions all around the world.
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Today, UNIQLO’s parent company, Fast Retailing, is the biggest clothing retailer in Asia (and third largest in the world), with founder Tadashi Yanai officially becoming the richest man in Japan according to the Forbes 2019 list. UNIQLO opened its first overseas store in London in 2001 signaling the beginning of the company’s global expansion, which would continue over two decades. By 2000, UNIQLO’s headquarters moved to Tokyo “to promote merchandising and marketing” and later that year, the company’s online store opened for business. In 1984, the company opened its Fukuromachi Store in Hiroshima under the name Unique Clothing Warehouse.Īccording to the retail giant’s Wikipedia page, during some early administration work, an employee in charge of registering the company in Hong Kong misread the “C” as “Q”, which in turn gave birth to the name “UNIQLO”. At that time, the company originally operated men’s clothing shops also known as Men's Shop Ogori Shoji. Here’s a bit of history to give you some context: UNIQLO, together with clothing companies J Brand, Comptoir des Cotonniers, GU (and more) are subsidiaries of Fast Retailing, a Japanese retail holding company founded in 1949. Did you know that UNIQLO’s humble beginnings date back to over 30 years ago?