Unique positioned

Uniqlo, a Japanese company that sells basic everyday items has conquered Japan, and now it is “taking on the world”. Their success can be attributed to their brand positioning and value proposition to a significant extent.

“uniqlo is the unique clothing experience among international retailers because we are the only one who provides vogue Japanese fast fashion.” Their brand ladder is quiet clear, from attributes, functional benefits, and emotional benefits to value. Generally, they have good quality clothes and well designed Japanese fashion. They also provide a variety of style to a broad customer segment while differentiating themselves from the crowd. The ultimate value proposition they provide for customers is everyday unique fashion to express themselves.

In terms of marketing implementation, they integrate different marketing strategies including price, place, product and promotion. Especially, they create brand awareness and association and analyze customer feedback.

Apparently, they have established a frame as they are clear as a clothing company rather than anything that is confusing. Uniqlo do pretty well on leveraging the points of parity. They provide various styles of clothes, which it is what they should do to meet thousands of customers’ satisfaction. Needless to say, they also achieve points of difference by providing unique Japanese fashion style. Actually, we can see this from their brand name—-Uniqlo.

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