2605-611

Contents
Introduction..................................................................................3
Part I: Analysis Section...............................................................5
1 Market Structure.......................................................................5
1.1 Market Overview.................................................................5
1.2 Submarket Structure...........................................................6
1.3 Driving Force.....................................................................12
1.4 Market Profitability............................................................16
1.5 Intensity of Rivalry............................................................16
1.6 Barrier to Entry..................................................................17
1.7 Cost Structure...................................................................17
1.8 Distribution System...........................................................18
1.9 Market Trend.....................................................................19
1.10 Key Success Factor........................................................20
2 Customer Analysis.................................................................22
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2.1 Fashionista........................................................................22
2.2 Trendy...............................................................................22
2.3 Basic Stylish......................................................................23
3 Competitors............................................................................25
3.1 H&M..................................................................................25
3.2 Zara...................................................................................28
3.3 Assess Competitive Advantage........................................31
3.4 Six Forces Model..............................................................32
4 Brand Positioning...................................................................38
4.1 Brand Analysis..................................................................38
4.2 SWOT Analysis.................................................................40
Part II: Strategic Section...........................................................46
5 Segmentation-Targeting-Positioning......................................46
5.1 Segmentation and Targeting............................................46
5.2 Positioning.........................................................................48

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6 Competitive Strategy..............................................................50
7 Growth Strategy.....................................................................53
Part III: Operation Section.........................................................55
8 Operational Strategy..............................................................55
8.1 Product..............................................................................55
8.2 Place.................................................................................60
8.3 Promotion..........................................................................61
8.4 Price..................................................................................62
9Action Plan..............................................................................63
10 Forecast................................................................................64

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Introduction
Uniqlo Unique Clothing
Uniqlo
Fast Retailing Group
SPA (Specialty store retailer of Private
label Apparel: )

Uniqlo

Uniqlo
Function

Uniqlo

800 140
Uniqlo Thailand
.. 2554 Mitsubishi Corporation
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27

Uniqlo 160

Uniqlo

Uniqlo






Uniqlo


Uniqlo

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Uniqlo

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Part I: Analysis Section

1 Market Structure
1.1 Market Overview

Figure 1:

.. 2557

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.. 2557 1.16



2.5
10 2 5
(
, Marketeer, 2558)
.. 2557

250,000 (
,

())

3 2563 (
,
2557)

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(Emotional Benefit)



Impulse Buying

1.2 Submarket Structure

(Retail Clothing Market)

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Retail Clothing 3
Formal, Casual Sports

1. Formal Clothing



Segment

1.1 Business Attire

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1.2 Occasion Wear

2. Casual Clothing



3
2.1 Luxury Wear
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Luxury



Imported Brand
Gucci DKNY Designer
Brand
Nagara, Pichitra, Kai Boutique

Designer Brand

Imported Brand

2.2 Fast Fashion

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(Quick Response) Fast Fashion

2
2.2.1 Interbrand


3

- Licensing Agreement

- Franchising Agreement

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Franchiser Franchisee
Franchisee

Franchiser

- Own-management


Interbrand Fast Fashion
H&M ZARA MANGO Uniqlo


Flagship Ownmanagement

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Fast Fashion

Global Brand

Fast Fashion


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Fast Fashion 3
1 3 8
2554 22 2556

10

( 30 25532555) 8 2556
404.70 14.7
(YoY)

(, 2557)

2.2.2 Local Brand

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Soda Greyhound Flynow

Espada AIIZ



Thai
Designer 2-3


Local
Brand Mainstream
Mass Market

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3. Sports Clothing




Sportswear
lookbook Sports Clothing

Segment
3
3.1 Professional

Functional Benefit

Professional

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Niche

3.2 Sportswear



Professional

3.3 Lifestyle

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2-3

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1.3 Driving Force

Casual Fast Fashion

P-Politics

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- (Free Trade Agreement) FTA
5-12.9 0






Information
Technology
AEC

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E-Economics

(QE)

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Competitive

S-Social

Country of origin
Made in Japan

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(Social Status Self-Expression)
Fast Fashion

T-Technology

Customize

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CAD (Computer Aided Design) CAM (Computer
Aided Manufacturing)

Functional
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Heat-tech
AIRism Uniqlo

N-Natural

GDP

Commoditization

Mass
Fast Fashion Commoditization
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Mass
Fast Fashion


Differentiate
Luxury Product

Emotional value

1.4 Market Profitability

Fast fashion


70-100%

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Economy of Scale

1.5 Intensity of Rivalry

Fast Fashion

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Fast Fashion




( 4 )

1.6 Barrier to Entry

Fast Fashion


Mass
production

Economy of scale

Fast fashion

Loyalty



Switch

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Barrier to entry ( 3
)

1.7 Cost Structure

(Fast Fashion Retailer)
Retail Cost
Marketing Cost
1.7.1 Retail Cost
Location Stores (Inventory
Management)
1. Location Stores
60%

2
(1)

Fixed

Central Plaza
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1,200 Emporium
1,300
(2)

Gross Profit (GP)

Central
37% Emporium 35%
2. Inventory management
15%



Cost
Category Management
Out of Stock
GP Promotion / Advertising

3. (

Promotion PR )

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15%
1.7.2 Marketing Cost 10%



(Traditional
Media) Wrap

Digital
Media Digital Campaign Facebook
Instagram

1.8 Distribution System

Retail Fast Fashion
2

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1.8.1

Flagship store,
Stand alone Store in store

Factory outlet

1.8.2

Social network

1.9 Market Trend

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Fast Fashion

2-3

Segment
Fast Fashion

Local Brand


Style Brand Identity

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1.10 Key Success Factor

Fast fashion

Strategic factor
Retail global brand

1. (Fast delivery to the market)

(Fast fashion)

1-2




Lead
Time

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2. (Number of Location)

(Medium-high)
Positioning
Window Display



3.
(Varieties of design)



Second first

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High-end Brand

Image

4. (Sale Promotion)
Fast fashion

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2 Customer Analysis
Casual Fast Fashion 3
Fashionista Trendy Basic Stylish

2.1 Fashionista
Fashionista
25-39
Character

Runway Social Network
Figure 2: Fashionista customer

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2.2 Trendy
Trendy Fashionista
15-39

(in trend)




Social Network

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Figure 3: Trendy Customer

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2.3 Basic Stylish

1539





Lifestyle

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Trend

Figure 4: Basic Stylish Customer

Concept Uniqlo Made for all

Mass Appeal CheapChic

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Uniqlo

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3 Competitors
2014 COTTON USA Global Lifestyle
Monitor

3 2563
2558
6.92

Fast Fashion


Fast Fashion

, 2558
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ZARA H&M

3.1 H&M

H&M Hennes&Mauritz
1947 Motto 3
Fashion
Quality
Best Price





H&M
H&M 3

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(Women) (Men) (Kid)

57% 27%
16% ( : Number of products online,
2558)
H&M

Subsegment
(Divided Youth)
(H&M+Plus sizes)
Collection H&M 80

20
H&M

2

Sustainability
Collection

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6-8
H&M 300
10,000
900

ZARA

H&M
2,776

14

H&M
Collection

Facebook
Twitter Instagram Youtube Pinterest
Application H&M ios

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Android

- H&M

- Luxury Brand

Comme des garcons

H&M
- H&M

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- H&M

- H&M Outsource

Fast fashion 2014 H&M

2
10-15% 400

80
60 Zara 100 Uniqlo
H&M
2,000

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3.2 Zara

ZARA .. 1975
Amancio Ortega Rosala Mera
ZARA

ZARA

ZARA
ZARA

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Lead time

Collection
2

2
2-4

ZARA
ZARA

Premium

-

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ZARA 10

One stop shopping

Mix
and Match



Apple watch

ZARA

1
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3.5
ZARA
Billboard

ZARA
(Word of
mouth)

- Zara Vertical-integrated
group

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- Zara
Zara
Fast Fashion
-

- ZARA


- One stop shopping
Mix
and match
-
Zara

- ZARA

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-

-
Switch brand

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3.3 Assess Competitive Advantage

-

Judgment based on
sophisticated country

Zara

H&M

Uniqlo

style customer
Resource or
capability
Fast delivery

Import
ance
Weigh

Stren
gth
Ratin
g

Weig
hted
Score

Stren
gth
Ratin
g

Weig
hted
Score

Stren
gth
Ratin
g

Weigh
ted
Score

0.3

2.1

2.4

2.1

0.2

1.6

1.4

1.2

0.3

1.4

0.8

1.2

0.2

1.4

1.2

1.4

to the market
Number of
Location
Varieties of
design
Sale
Promotion
Total

1.0

8.3

8.1

7.0
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Key success factor Uniqlo

Zara H&M Uniqlo
Sale promotion
Fast fashion
Uniqlo Collection
Collection
Design

Collection

7.0 Zara H&M 8.3 8.1

Uniqlo
Design
Collection

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3.4 Six Forces Model

6-Forces Model
Retail Clothing Market
Fast Fashion Interbrand
3.4.1 Intensity of Rivalry among Existing Firms


Fast
Strategic

Fashion

Position

Mass

Nature Of
Competition

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Branding

Fast
Fashion Interbrand

Industry Growth
Rate

Fast
Barrier To Exit

Fashion Interbrand

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Profitability

Rivalry Among Existing Firms

3.4.2 Threat of New Entrants

1)
Technology
Know-How

Barrier To Entry

Fast Fashion
Interbrand

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technology know-how

Economy of scale

Fast Fashion Interbrand
Economy Of

Scale

Economy of scale

Fast
Fashion Interbrand

Brand Loyalty

Switch

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Capital

Barrier To Entry

Competitors

2)

Reaction From Existing

Fast Fashion Interbrand

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( 4)

Threat of New Entrant 4

Brand Loyalty

3.4.3 Threat of Substitute Products or Services

Functional




Perception

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3.4.4 Bargaining Power of Buyers

Price Sensitivity

Price Sensitivity

Switching Cost

Switching
Cost

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Level Of

Core Benefit

Product

Level Of Product

Differentiation

Differentiation

Fast Fashion
Interbrand Brand Loyalty
Brand Loyalty

Switch



Bargaining Buyer

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3.4.5 Bargaining Power of Suppliers

Uniqueness Of

Supplier

Product

Uniqueness

of Product
Importance Of
Supplier
Product To
Finished Goods
Switching Cost

Fast Fashion
Interbrand

Supplier

Supplier

Supplier
Supplier

Switching Cost Supplier

Supplier

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Supplier
Bargain Supplier

Fast Fashion
Interbrand (
4)
( 4)

( 5) Supplier
( 3)
Complementary

Fast Fashion Interbrand

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4 Brand Positioning
4.1 Brand Analysis

Uniqlo Unique Clothing Uniqlo

Tadashi Yanai .. 2549
Tagline Made for All
.. 2553 Uniqlo Mass
Appeal
Uniqlo Brand Identity

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Tadashi Yanai

Uniqlo

Uniqlo
Uniqlo


, ,
, ,
Uniqlo

Uniqlo

HEATTECH
AIRism


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Zusuki, Hello
kitty, Star Wars

Uniqlo
Zara H&M

Uniqlo

Uniqlo
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27

Zara
H&M

Uniqlo

/BTS

Official Website

Facebook Uniqlo

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4.2 SWOT Analysis

S - Strength

Uniqlo


Uniqlo 27

Zara H&M
(
..

2011

2012

100%

2013

13

117%

2014

20

54%

2015

27

35%

2020

100

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Uniqlo Supply chain SPA (Specialty store

retailer of Private Label Apparel)

Cashmere Supima cotton Uniqlo

Uniqlo
Uniqlo
Uniqlo

(Economy of Scale)

Toray Industries, Inc. HEATTECH
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AIRism

Uniqlo

one stop shopping

W - Weaknesses
Customer Relationship Management (CRM)
Customer Relationship Management CRM



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Collection
Collection Uniqlo 4

collection
Uniqlo

Uniqlo collection

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Uniqlo

Uniqlo (Made for All)

Uniqlo Made for All



Uniqlo


Trendy


Fashionista Trendy

80%

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Uniqlo
Uniqlo

- Opportunities

(Social Network)


Generation X Generation Y
lifestyle
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Trend


mass

Social Network



2
Online



e-Commerce

eCommerce


24 .

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2014 31
3G

e-Commerce

() (.) ETDA ()

2558

(42.6 %) Uniqlo

VISA

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Uniqlo
Casual
1

Euromonitor International
2020

15,000 6


Uniqlo

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Uniqlo

T - Threats

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Uniqlo

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Part II: Strategic Section

5 Segmentation-TargetingPositioning
5.1 Segmentation and Targeting
Fast Fashion Interbrand
3 Fashionista Trendy Basic Stylish

2
- Basic Stylish Uniqlo
Motivation
Functional Benefit
(Out-of-date)
Basic Design
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Pain Point

Uniqlo

Figure 5: Basic Stylish Customer

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- Trendy
Motivation

Fast Fashion
Selective Demand
Uniqlo
Uniqlo

Figure 6: Trendy Customer

Fashionista
Focus
Motivation
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Brand Characterestic Uniqlo

- Uniqlo

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5.2 Positioning




1. Trendy (Fashionable)


(Cutting)




Uniqlo




2. Familiarity

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Uniqlo

2
(Differentiate) Fast
Fashion Fashion
Catwalk
Season Uniqlo
Familiarity
Fast
Fashion Interbrand Brand

Uniqlo

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Hot Button

Uniqlo



Positioning
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Value-based claim
Trendy
( Multicultural ) Localized
Sense of belonging
(Size)


Identity

6 Competitive Strategy

Uniqlo Fast Fashion Interbrand
Uniqlo
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(Leader)

30% 2557
(
: www.dbd.go.th)
Zara H&M
Fast Fashion Interbrand




Uniqlo (Offensive
Strategy)

Differentiation

Product Image
Uniqlo

Uniqlo
Trendy Fast Fashion
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Uniqlo

Favorable

(Growth Stage)
H&M
2555 Uniqlo
1 Fast Fashion

2 Differentiate
Strategy Grow Strategy
1. Differentiate Strategy
Uniqlo
Fast Fashion Interbrand

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Trendy Familiarity





Uniqlo Familiarity

2. Grow Strategy
Uniqlo



2.1
Uniqlo

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2

1) Uniqlo

2)
Trendy

pattern
Major Change

2.2
Selective
Demand Trendy

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pattern
Mix&Match

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7 Growth Strategy

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Uniqlo
Fast Fashion

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1) (Market Penetration)

1.1
(Trendy)
Collection
Uniqlo





1.2 (Customer Relationship
Management)


Light User

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2) (Market Development)
Uniqlo
Unqlo
Uniqlo


2.1

Mix&
Match

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Part III: Operation Section

8 Operational Strategy
Competitive Strategy
Differentiation
Grow

8.1 Product
8.1.1 Product Design
Uniqlo
"
"

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2
1)Current classic and functional product
Uniqlo

Uniqlo

Figure 7: Uniqlo Current Product

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2)

New design product

Uniqlo
Chic item style

- Trendy design

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Figure 8: New Trendy Product

- Mix & match design

Fast Fashion





Mix and Match

Smart-looked
Mix and Match

- For Thai design

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Figure 9: New Mix and Match
Product

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Uniqlo

Everyday use



AIRism




Functional Emotional

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Figure 10: For Thai Product

8.1.2 Brand Collaboration

Uniqlo Collaboration


Collection - Hello Kitty
Collection

1)


Positioning Image Uniqlo

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2) Collection
Limited edition
3)
Collection
8.1.3

Merchandise Management

Uniqlo Economy of
scale
SPA

End user Made
for all Variety of design Item
Uniqlo 10
Stock

Collection
Brand Image


Uniqlo

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1)Focus Category Uniqlo

Casual

Occasional

2)Color Selection Uniqlo

Turnover SKU

3)Best Seller Forecast Items

Uniqlo

Uniqlo

8.2 Place

Modern trade
Tesco Lotus Store-in-store

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Uniqlo


8.2.1


Uniqlo

8.2.2
Potential target
Monitoring Sales per door
8.2.3 Harvesting Re-positioning

8.2.4

24

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Uniqlo

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8.3 Promotion
Uniqlo

Offline

/BTS Online Official
Website Facebook

Collection
Awareness
Preference



Uniqlo
8.4.1

Window Display

Fast Fashion Design Emotional Impulse

buying Uniqlo
Perception Value for money

Uniqlo
Promotion


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Window Display

Impulse buying
8.4.2

(Personal Selling)

Labor cost

Uniqlo

8.4.3

(Customer Relationship

Management)
Loyalty
Personalized

Utilized


Collection

8.4.4

(Sale Promotion)

Fast Fashion




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Uniqlo

Brand Image
8.4.5

Life-style
Multi-screen

Activity
Social Customer-journey-based
communication approach Relevance

8.4 Price
Uniqlo
(Value for money) Uniqlo
Uniqlo
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Fast Fashion Interbrand

Uniqlo H&M Zara

8.2.1

Generic Product

Collection
Penetration pricing
Strategy
8.2.2

New Collection/ Special Collection

Collection



Value-based pricing

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9 Action Plan
Uniqlo Operational Strategy Action Plan
2016 Research and
Development
Fast
Fashion 5%
2015 280

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10 Forecast
Uniqlo
2013 2014 7
1,400
200

2015
5,800
30%
2016 Uniqlo Head Quarter
10 Organic Growth
2,000
2016 7,800
Uniqlo Implement
Re-positioning

Incremental revenue 10% 780

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Potential Uniqlo 45%

8,500

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