Scribd
Upload
68 views10 pages

Uniqlo Marketing Plan

This document outlines Uniqlo's marketing plan for its Spring/Summer 2021 collection. It provides an overview of Uniqlo as a Japanese retailer known for innovations like HeatTech and partnerships with influencers. The plan details two business initiatives - a native content partnership with Hypebeast to drive traffic to Uniqlo.com and an influencer partnership with the Stauffer family to increase brand awareness in the US. It establishes metrics and target markets for these partnerships and includes buyer personas, a competitive analysis against Gap, and an action calendar for launching bi-weekly promotions from March to September 2021.

Uploaded by

laitamnhu250904
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
68 views10 pages

Uniqlo Marketing Plan

This document outlines Uniqlo's marketing plan for its Spring/Summer 2021 collection. It provides an overview of Uniqlo as a Japanese retailer known for innovations like HeatTech and partnerships with influencers. The plan details two business initiatives - a native content partnership with Hypebeast to drive traffic to Uniqlo.com and an influencer partnership with the Stauffer family to increase brand awareness in the US. It establishes metrics and target markets for these partnerships and includes buyer personas, a competitive analysis against Gap, and an action calendar for launching bi-weekly promotions from March to September 2021.

Uploaded by

laitamnhu250904
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 10

UNIQLO

MARKETING
PLAN
For Spring / Summer
2021 Collection by
Musarat Merchant
Brand Overview:
● Japanese company started in 1984 as “Unique Clothing Warehouse”
● Fast Retailing is the parent company
● Tadashi Yanai - Founder of Uniqlo
● SPA (Specialty-retailer of Private-label Apparel)
● Went international in 2001
● Known for innovations such as HeatTech, AIRism, Dry Ex, ULDs (Ultra light
downs).
● Values exceptional customer service the most, aims to be the number one
lifewear retailer in the world.
● More than 2000 stores in 21 countries with 827 in Japan.
Business Initiatives:
To help the UNIQLO create brand awareness, as well as boost its online sales, our
marketing team will pursue the following partnerships in 2021:

● Native Content Partnership with HYPEBEAST:

Goal of Initiative: Drive more web traffic to Uniqlo.com through select product
recommendations with appropriate direct buying links to Uniqlo.com.

● Influencer Partnership with The Stauffer Family:

Goal of Initiative: Increase Brand Awareness for All Ages – Life wear for all in the United
States by having the famous American Stauffer Family (7 members) as influencers of the
brand. The family mirrors the brand’s value of catering to all ages!
Metrics for Each Partnership:
Target Market:
1. Mothers/ fathers purchasing for their

children (kids and even toddlers!)

2. Women of all ages

3. Middle aged men

4. The elderly (grandparents)

5. College Students
Buyer #1 Persona
Buyer #2
Persona
Competitive Analysis:

Uniqlo and Gap are currently competitors in the clothing

market today. They both sell a variety of clothing such as

denim, shirts, outerwear and much more. Although they sell

similar products, they both have competitive advantages in

certain target markets. Both Uniqlo and Gap would be a

family-oriented market ranging from parents to children.


Marketing Strategy:
Products: Promoting key spring and summer items such as the AIRism lineup, Dry Ex
clothing, Supima Cotton and Premium Linen collection.

Price: Women ($9.90 – $59.90), Men ($14.90 – $69.90), Kids & Babies ($5.90 - $49.90).

Promotion: Via social media platforms and websites Uniqlo.us and Hypebeast.com

People: Stauffer Family (Charles 44 – father, Katie 43, Kaitlin 18, Charles 13, twins Mila and
Emma 6 – kids)

Process: Launching marketing promotion on Thursday (bi-weekly) every month from March
11th of 2021 till September 16th of 2021 following our business initiatives.
Action Calendar:

You might also like