Uniqlo Marketing Analysis Essay

Paper Type:  Essay
Pages:  5
Wordcount:  1198 Words
Date:  2022-06-06

The Japanese fashion market has many Japanese companies together with foreign ones, which have posed a threat to the revenues of Uniqlo. Uniqlo has been a successful company selling expensive products to the market in Japan (Woo & Jin, 2014). Various challenges have arisen by the introduction of cheaper clothing by other companies. Such cheaper products have affected the market, which has been able to access cheaper products that are similar to the expensive designs produced by Uniqlo. The foreign companies like H&M are some of the firms producing and selling cheap products that further create fierce competition in the market. As such, the major challenges, in this case, involve market dynamics such as prices. Pricing has greatly affected the revenues obtained by the company as more of the market moves towards the other clothing companies. The changing preferences and tastes of customers further pose another challenge to the company as it seeks to enlarge its market. Such a challenge is brought about by the presence of many companies in the market. Customers can thus choose from many products in the market by different companies, and thus their tasters change from the higher priced products of the companies to cheaper ones by other companies in the market. Such challenges affect the expensive range of the company's products, which mostly brings in more revenue to the company. Economic changes in demand and supply can further affect the company's revenues as more products are brought the price is lowered which a decrease raises the prices of the fashion products.

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The various challenges in Uniqlo's way include the price wars affecting its business environment. Moreover, there are fewer barriers to entry. As such, the marketing environment has more players who pose a threat to Uniqlo regarding competition and providing alternatives that may be cheaper than its products (Hee & Youn, 2013). Another challenge to the market environment is the fierce price war among Uniqlo that Uniqlo has set as a precedent to deal with the many competitors. The marketing is further dealt a big blow since costs associated with fashionable designed have sunk to a low. As such, it is quite important to notice the involvement of many players in the marketing arena. Most of the marketing, in this case, is done among customers who want cheap clothing but of low quality. By reduced its prices through fierce price wars still makes matters worse for the company because in future more companies may join the market and further affect the revenues of the company. The company, therefore, has challenges in meeting the projected revenues by the company as a result. The challenges by the different companies like Zara and other foreign brands are doing quite well and are fast moving. They have quick turnovers by the main competitors, which are non-Japanese. Shimamura is one of the domestic competitors that imitates the various products and thus products similar goods. The marketing of the different products further leads to increase in sales of similar products. The various rivals have taken most of the market as a result. The fast-moving market that this is becoming adaptable to different products together with the emerging companies both domestic and foreign are posing a threat to marketing environment and thus hindering the progress of the company in moving forward.

Uniqlo is a company that deals with fashion products. The domestic rivals pose a great threat to the company's local market. Most of the stores are in the home country and the company needs to have loyal customer base in order to get the required revenue and meet its supposed goals (Chan & Luk, 2015). The rivals have the advantage of sharing a market with the company and even production products that are in the same range. The company is established in Japan, and therefore it still has an advantage since it has a loyal customer base. In gaining the market, the company has still resorted to provide customers with goods associated with changes in fashion. Engaging in fast decision-making and design of new fashion has helped the company meet the needs of its customers. The company can still maintain its position in the market since it has sought to maintain its approach to producing products while aiming to minimize the costs. Innovation and creativity were in the process developed in the workers and the company as a whole in order to come be aggressive in coming up with trendy products. The company has a result adapted to the market and made its own identity while growing its brand. Rivals in the markets are teaming up with reputable companies in order to market their products to in the Japanese market. The company has reduced some of the prices of its products but still maintained the expensive and medium priced ones. The rivals, in this case, have mostly gone for cheaper products while others have concentrated on the expensive ones. Domestic rivals have gained part of the market belonging to Uniqlo by producing similar products. Since Uniqlo has already lost part of its market there is need to consider the fast marketing techniques that the companies are using (Fintell and Morimura, 2012). The company should adopt in the process to ensure it deals with the competition in place. H&M and Zara further deal with cheap products, which are of good quality and cheap at the same time giving Uniqlo a hard time particularly in marketing of its medium to expensive products. As such, the company's future is threatened since it has sought to reduce the prices of its products hence engaging in fierce price wars. Uniqlo can defend its position as a successful fashion company in Japan if it resorts to less risky approaches to reaching out to the market. It has high quality products, which are an attraction, but the evolving customer base requires the company to change its tactics in order to maintain its customer base. Furthermore, it has a home advantage as being a company depending on the minimalist design of its products, which it can use to maintain a loyal customer base. The company should thus look at the price of the products and study the customer preferences of cheap but quality products. In the process, it should come up with pricing that does not affect it negatively but attracts a larger market to its products (Uriarte, 2016). It is therefore in a position to defend its place in the Japanese market form both foreign and domestic rivals. The rivals as a result may pose a danger to the market of Uniqlo but it is still well established in the Japanese market since it has resorted to different measures to gain the market and maintain customer's loyalty.


Chan, Y.T., and Luk, K.Y., 2015. UNIQLO: the secret of success.

Fintell, D. and Morimura, T., 2012. UNIQLO Marketing Plan.

Hee, K. and Youn, J., 2013, August. A Study on Cause-Related Marketing Cases in Fashion Brands. In conference (pp. 49-50).

Uriarte Elizaga, L., 2016. The contrast of fast fashion giants Zara, H&M, and Uniqlo.

Woo, H. and Jin, B., 2014. Asian apparel brands' internationalization: the application of theories to the cases of Giordano and Uniqlo. Fashion and Textiles, 1(1), p.4.

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Uniqlo Marketing Analysis Essay. (2022, Jun 06). Retrieved from https://proessays.net/essays/uniqlo-marketing-analysis-essay

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