Ch. 5 - Developing a Global Vision

The global marketing is forever expanding because most businesses dream is to expand just like UNIQLO did. UNIQLO is a Japanese company but was expanded all over Asia then to Europe and the United States where the CEO goal is to have more than 200,000 stores opened by 2020. Since UNIQLO is known all over the world their trade mark items are the same all over, the Ultra-Light down jackets and parkas, as well as the heat tech/ airism items.

UNIQLO contributes and falls under the global marketing standardization concept. The reason I say this because all of UNIQLO’s merchandise is shipped directly from Japan to a warehouse that distributes those items to the stores in that nation. The exact same items are sent to all stores. I once asked a manager at one of the UNIQLO stores (this manager worked in a lot of UNIQLO stores around the world) if the same items that we get here in America are sent to other stores and he said yes. These items are made in mass production and since we want all our customers to be satisfied we send all the same products to all the stores. This also fits into the special collaboration items that UNIQLO has with INES de la fressange, Lemaire, and MoMA. These items are sent mostly to our higher end stores such as Manhattan stores and some stores in Europe. Though the Ultra- Light down jackets gets the customers in the door the jackets that have different designs such as the ones from the MoMA and INES really keeps people shopping more.

I also think that culture ties in well with global marketing standardization for this company. Almost all the UNIQLO’s have the same format and put certain items next to each other. In all stores the Ultra- Light down jackets get displayed the most and it is usually in the center of the floor. The reason why I think this ties in with culture is because in Japan the common office worker wears the same thing and color as their co-workers because in an office environment it is not nicely looked upon if you dress up too “gaudy”. They all have the same work space as well except for the higher ups in the companies who have their own office. This plays into place with their designs and their choices of colors used for the clothing. As well as how they corporate managers want to have their things display and what items they want to be displayed.