Uniqlo comes from the words ‘unique’ and ‘clothing’ – simple and clever, just like our clothes, which are world famous for being high-quality, innovative, functional and affordable. Uniqlo being a modern Japanese apparel brand which assures that it produces casual apparels for consumer of all ages. Uniqlo sells a wide range of clothing products such as winter jackets, heattech, undergarments, t-shirts, jeans etc.
Uniqlo’s Heattech is made to convert moisture to warmth when you need it the most.
As the climate changes extremely, the weightless material allows access for easy movement all-day long. Uniqlo’s Heattech comes in 3 levels of warmth: heattech, heattech extra warm and heattech ultra warm. It generates heat from your body to keep your body warm by not having to wear multiple layers during the cold.
Uniqlo is a shopping goods, as it is inexpensive, has fairly large number of outlets and have frequent promotions to differentiate from competitors stressed.
By keeping their prices low while preserving the high quality and having collaborations with interesting brands or people at times attracts a large group of crowds as compared to the other competitors.
This print advertisement clearly shows the advantages of wearing Uniqlo’s heattech, which will attract the attention of customers. As their minimal amount of words shows sufficient information of the product which can easily attract customers attention. Thus, this can effectively reach target customers that are either living in or are travelling to winter countries.
As seen from the Heattech advertisement, “Less Is Warm” shows that Uniqlo focuses on comfort for their customers. Apart from the affordable price, it also keeps the consumers warm while wearing minimal layers during the winter time, which would bring much comfort to them.
The concept of advertisement is a way of communication that reaches out to all types of sector, which provides information and creates awareness among people relating to a product. As for this advertisement, it distinctly showed the advantages of wearing Uniqlo’s heattech by enabling consumers to keep warm without wearing thick layers of clothes.
The demographics target segment of this advertisement would be people that prefer wearing thin layer of winter wear while staying warm. This advertisement is for people of all ages that need winter clothes or people that live in cold countries. Uniqlo has multiple product lines and they are: women, men, children and toddlers. Under the men product line, there are various collection. One of which that attracts male customers to purchase their innerwear and briefs products is the AIRism collection.
The AIRism collection is made using the Japan technology which releases heat and moisture to adapt to any circumstances under outfits to not only provide comfort but also keeping them cool. This attracts customers especially in Singapore due to the hot and humid weather. In addition, their AIRism collection is affordable, the innerwear and briefs are below the $20 range. Thus, AIRism is popular due to its price point and comfort.
Uniqlo’s undergarment are popular among women as they offer wireless bras which provides comfort and look seamless under fitting clothes. The wireless bras are made of ultra-fine microfibers which gives a velvet touch, unlike wired bras which might cause some users to feel uncomfortable and have allergic reaction to it. Besides, people choose to wear wired bras due to the support it provides, however Uniqlo’s wireless bras also provides equal or even better support due to its urethane sheeting under the cups, allowing users to feel comfortable wearing it. Likewise, their prices are cost-effective, as compared to other brands selling similar products in the market.
Uniqlo’s UT collection is suitable for all ages as they are graphic tees, however it attracts kids the most because of the wide variety it provides. On the 23rd November 2018, Uniqlo just release its collaboration between kaws and sesame street for the UT collection. It comes in various designs and vibrant colours that will attract kids due to the graphic featuring sesame street characters such as: elmo and cookie monster. Uniqlo also provide offers for the UT collection from time to time, which is even cheaper, this allows consumers to take the chance to grab the sales item as they are while stock last!
Lastly, Uniqlo also did not miss out collections for babies. They offer one piece outfits for babies which is not only comfortable for the babies but also convenient for the parents. It is made of 100% cotton which is pleasant for the babies skin, babies are also able to move around freely with it due to the stretchy material it is made out of. Uniqlo is also very thoughtful for their consumers by placing their care label outside of the apparel so it does not cause friction when it comes in contact with the baby’s skin. Gift sets are also available which are especialy designed for newborn babies, and it comes in adorable designs such as the one in the advertisement which is Winnie The Pooh. In addition, it is also easy to wash as it is suitable for machine cold wash, gentle cycle, which is advantageous towards the parents.
Uniqlo is trying to convey the advantages of their heattech as compared to other brands by showing the various features clearly in one picture. For example: heat retention, soft texture, anti-static and odour control. In addition, their prices are affordable as compared to other winter apparels brands in the market.
This print advertisement uses personal appeal. This advertisement uses personal emotions that drives individual to purchase the product such as comfort as seen in the advertisement. Comfort is key when consumer is looking into buying winter wear, thus by showing consumers that Uniqlo focuses on thin layers of comfort while keeping user warm will attract customers to purchase their products.
Uniqlo uses penetration pricing. Their products are sold at low initial price and made of high grade materials, which will reach out to a wider audience. This discourages competitor entry as their heattech are not only affordable but is equally effective or even better than the other competing winter apparel brands.
Uniqlo uses penetration pricing to attract customers to buy their products due to the low price they offer. However, Uniqlo’s heattech is also made of good material using Japan’s technology that to keeps us warm without having to wear several layers of clothing. Because Uniqlo focuses on comfort for their consumer they invented a lightweight, inexpensive and comfortable thermal wear for their consumers.
Uniqlo has various competitors and the more popular ones are: universal traveller and Patagonia, which are also well-known brands for their winter wear, however they are uses prestige pricing as their marketing strategy because they mark their prices way higher than Uniqlo’s which often give customers an impression that it might be made of higher quality material. Even though there are discounts offered but their discounted prices are still more expensive than the ones that Uniqlo has.
Thus, customers would choose Uniqlo’s heattech over other brand’s thermal wear as they are not only more affordable, there are made of high quality materials and they work the same or even better than other brands. Furthermore, they are also available worldwide and island wide in Singapore.
The main marketing environmental forces factor is social factor. Social factor is crucial at affecting consumers choice, as everyone has their personal preferences and behaviour. There are several social factors which affect an individual’s decision: family, reference group and social role and status.
There is 2 ways that family can influence one’s decision by influencing personality, attitude and beliefs of an individual and influencing the decision-making of an individual when or before they purchase the goods or services. Family can influence their close ones to buy Uniqlo’s product by: wearing Uniqlo’s apparels and bringing them to shop at Uniqlo frequently. This will affect Uniqlo because if parents do not shop at Uniqlo often or do not wear their clothes, their close ones would not be introduced to this brand too, and when they are thinking of purchasing clothes, Uniqlo would not be one of their options! Thus, the family can influence an individual’s purchase decisions as one often trust their family members most.
Secondly, reference group are a group of people that influence one’s belief, attitude and behaviour. They make an impact on whether consumers choose to buy Uniqlo’s product. For example: by seeing social media influencers and celebrities posting pictures of them wearing Uniqlo’s products online would influence the public to buy their product because they are either attracted to the product itself or they like the way the influencer or celebrity dressed in Uniqlo’s product. Thus, reference group plays an important role at influencing one’s decision-making to purchase Uniqlo’s clothes.
Lastly, social role and status is also crucial in consumers decision-making because an individual’s status and role in the society will influence their purchasing decision. As Uniqlo’s pricing is rather reasonable, thus they are catered to a wide variety of social classes. This way people of a lower social class are also able to afford Uniqlo’s product due to the low price and high quality they offer. People under the middle social class also buys Uniqlo’s formal clothes either for work or presentation due to its chic style. Additionally, Uniqlo often come up with sales for their products, which makes it even cheaper than usual. This is the time when customers can take the chance to stock up on their favourite apparels for a fraction of the price!
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