According to the recent fashion trend, many brands’ dressed prefer to diversification style，focus on profile and volume. However, Uniqlo still centre on its original intention.
When in wearing something simple and unique___”LifeWear”
Uniqlo views its apparel products differently than any other apparel company, with YaNai saying, “clothes are parts of clothes.” Uniqlo simply makes parts that consumers can match to form their own overall style. Uniqlo’s product philosophy is that “clothes are supporting roles, and the people who wear them are leading roles”. The slogan Uniqlo has been using for more than a decade, ‘LifeWear,’ is meaningful. “human” is the soul of life and dress.
“Fleece is one of particular products”
Make life be better___“ technology”
There is a joke in fashion circles that no matter how cold it is, you can’t wear long Johns, at this time, Uniqlo produce one high-tech clothing combine high technology and fashion.
“HEATTECH” is behalf product
Customer Analysis
Uniqlo established the business philosophy of “casual wear for all” at the very beginning of its establishment, and met the dressing requirements of children, young people, middle and old people and people of different genders. Through the design of different theme series of clothes for different age groups, with its classic cutting, excellent fabrics, superior functionality, for different age groups of consumers love and support. In Uniqlo’s market, the main consumer group is between 5 and 35 years old. The floor area of each store is no less than 1000 square meters, and the customers are all people, including the elderly, children and infants.（Fashion media, 2019）
competitor analysis
among the all competitors, Zara is the biggest one, Based on the design theory, Uniqlo focus on their dressing style, In the simple form, embodies the unique design elements，and easy to mix and match, let Uniqlo into your life, by Zara, Zara own 200 personal designer, Collect local fashion information timely，and give feedback to Design headquarters.
From the term of marketing strategy, Uniqlo has famous tools is world Uniqlock, Uniqlo combine music , dance and the beauty in one system, not only to keep fresh，but also promote brand culture. By this tool, it is effective to expand their influences. In your casual cloths, no logo is their unique form. As for Zara, almost no advertising ,word of mouth, the renewal speed of its design is accord with consumers’ purchasing psychology: consumers once see like fashion and don’t buy, will soon have no goods.
If Uniqlo wants to win this competition, or maintain its current market position, it must first avoid going head-to-head with the two retail giants in order to build a unique and distinctive perception among consumers.
reference list
fashion media （2019), available at https://www.businessoffashion.com/articles/professional/how-to-actually-make-it-in-fashion-media
Zara: [Online] Available at: https://www.slideshare.net/gunbal/zara-7936993
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