Research on UNIQLO

下面为大家整理一篇优秀的assignment代写范文- Research on UNIQLO，供大家参考学习，这篇论文讨论了优衣库。优衣库是全球成功的快速时尚零售商之一，其母公司迅销在全球时尚零售商中排名第三。目前，优衣库在19个国家拥有1900多家门店。优衣库管理着一种综合的商业模式，在这种模式下，优衣库设计、制造、营销和销售高质量的休闲服装。优衣库的服装和风格可以简单和经典，但通过搭配也可以时尚和个性化。

This assignment is written to discuss the current development status of UNIQLO, a brand under the third largest fashion retailer in the world – Fast Retailing. To accomplish this assignment, six journals were selected as reference readings and there will be conclusions and comparisons abstracted from them all. Also in this passage there will be discussions on the opinions these writers conveyed and display of linkable between retailing theories and the views. Furthermore there will be analysis about development indications for UNIQLO in future retailing market. And the review of these article will also be provided.

Article Overview

The six journals selected in this assignment are respectively conveying the information of retailing market current situations, the drawbacks slowing down the relevant growth, and two of the articles published before UNIQLO entering Canadian market undertook predictions and comparisons for market of the day. Moreover there are two articles telling the current campaigns UNIQLO is conducting in the US market and updates of the latest store opening in Vancouver, Canada.

According to Kapner (1), the overall retailing market in this year was not facing an optimistic environment. With several company merging and acquisitions, as well as high pace growth of e-commerce, more retailers are struggling with survival pressures from vicious cycle of promotions and being shut down. Yet the bright side also exist because brick-and-mortar chains are still fighting with their online distribution channels and the holiday sales are composing a handsome number of this year’s general growth. It is said to be the best annual finish since 2014. For the reasons leading to the this decline, Chatham (1) pointed out that it is the falling traffic for physical stores owing to increasing online shopping experiences and the low margins in e-commerce in terms of raising cost that put retailing in such dilemmas. As far as he was concerned with economy going generally steady nowadays there are opportunities that retailers can step back from the “discount-driven past”. Yet it is not an easy solution to conduct due to their long lead time for pricing.

Speaking of shortening the lead time and responding fast to customers’ changing demands, fast fashion has always been featured with these functions. Bases on the analysis from John Thorbeck (2), compared to traditional apparel retailing, the fast fashion retailers can grow their profit by 28% percent and capitalize their market share by 43% if they conduct this strategy.

UNIQLO is one of the succeeded fast fashion retailers throughout the world. Its parent company, Fast Retailing, ranks the third position as fashion retailer worldwide. Currently UNIQLO operates over 1900 stores across 19 countries. According to Canada Newswire (1), “UNIQLO manages an integrated business model under which it designs, manufactures, markets and sells high-quality, casual apparel”. The founder of this company Tadashi Yanai took over a single run-down store from his father and developed it into the universal chain, who has the ambition to make this company the world’s top retailer by 2020. The fashion design of UNIQLO conveys the info of “made for all”, for which Yanai explained that UNIQLO “doesn’t take in all fashion trends”, but “see its clothes as parts that make up fashion” (Shaw, 1). They believe it is the customer instead of the clothes that has individuality. Therefore the clothes and styles can be simple and classic but the matching can be trendy and personalized.

Before the first debut in Canada people are predicting that this brand will encounter some serious competition with local cheap pricing brand and global retailers such as Forever21, Aeropostale and so on (Shaw, 1). Yet at present time it is reported that UNIQLO has opened several stores in Canada and the latest one is in Greater Vancouver Area. This retailing chain is quite popular with local consumers with the designing concept of simplicity, quality and longevity. However there are certain untoward situations happening in other markets like that in the US. Safdar gave a report on UNIQLO’s new selling / experiencing strategy – vending machine in airport, which is quite suitable with the classic style of clothing this brand provide and matches the quick pace in modern society.

Theories Applications

Based on the articles above it is apparent that the success UNIQLO is achieving currently (from world’s fourth retailer to the third, exceeding Gap in 2 years) can attribute to following factors. First of all UNIQLO confirmed a advancing retailing positioning and strategy, which is a new understanding of the relationship between fashion and trend (Shaw, 2), that is, UNIQLO take in only certain amount of fashion elements yet aiming at producing apparels that lead the trend. Therefore UNIQLO positions its products with very reasonable price ($79 for cashmere and $12 for graphic T-shirt), but with the quality above average (among the same pricing area) and a style with hints of simplicity and classic. This positioning make its apparels distinguishable against competitors, giving UNIQLO quite a strength in intratype competition.

Furthermore UNIQLO is a typical vertical integration chain, which sell products produced originally on its own. The strong control of distribution channels and product line provides more space for its competition-oriented pricing strategy, which is another competency against its same-tier competitor Gap – “It is often compared to Gap, but it is better value than Gap. They out-Gap the Gap" (Gary, 1).

Last but not least UNIQLO performed well on their distribution channels for the vending machine innovation. According to Marshal Cohen (2), in present market situation customers are getting used to the drawbacks of online shopping – trumping of touching, feeling and trying, therefore the reducing value of customer services in retailing chain make space for this creative distribution channel. Yet the service in its physical stores is not weaken correspondingly. The welcoming and considerate service out of traditional Japanese culture is still on track as an attraction.

Indications for UNIQLO

The strength for UNIQLO has been stated above as distinguishable products, competitive pricing, good service and outstanding distribution channel combination. Whereas the weakness of UNIQLO can be summarized as difficulties on product regeneration and distribution format innovation. Since UNIQLO’s concept is to take on the classics, the design can be restricted to this slogan. With the low pricing it is harder to enhance the overall product quality as well. Furthermore the mass products UNIQLO provided restrained the distribution format innovation for it is only in large store with grid style layout can their apparels be displayed properly, and it is not easy to save labor cost and offer personal shopping experience for consumers.

Personal Opinions

While the articles mentioned above did well in introducing the background information of UNIQLO and comparison between competitors in retailing market focusing on products, the places for UNIQLO debut, the pricing and the promotion, it is suggested that the more information on this company’s retailing process, physical store atmosphere and relevant service (which can reflect the people management of this corporation) should be discovered and provided. Other than that these journals provided a comprehensive understanding to readers about the history and background information of UNIQLO and its operation concept, also the analysis on innovation part of UNIQLO’s airport vending machine made some good points, which gave examples of Best Buy airport vending machine as comparison and explained the impact of emotional feeling on vending machine selling – the less connection with emotions the better the dealing amount.

References

Chatham, Newstex. “Trefis: What Are The Two Main Factors Hampering Growth Of Apparel Retailers?”. Newstex Finance & Accounting Blogs. (2017)

Kapner, Suzanne. “2017 Year in Review: Business: Retail Shakeout: Dead Stores, Deposed CEOs”. Wall Street Journal. (2017) A.13. Print

Safdar, Khadeeja. “Uniqlo Tries New Approach: Shirts in Vending Machines; Japanese retailer changes its U.S. strategy after stores fall short of sales forecasts”. Wall Street Journal (Online). (2017). Print

Shaw, Hollie. “Japanese retailer closing in on Canada; Fastfashion's Uniqlo targets crowded market”. National Post ; Don Mills, Ont. (2014)

Shaw, Hollie. “Japan's Uniqlo to make Canadian debut in 2016; Two stores set for Toronto; Vancouver next”. National Post ; Don Mills, Ont. (2015)

“UNIQLO Opens First Greater Vancouver Area Store with Local Celebrations”. Canada NewsWire. (2017). Print

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