Ch. 10 - Product Concepts

UNIQLO most definitely does branding and has a lot of benefits from doing so. Since UNIQLO known slogan is Changing Clothes Changing Conventional Wisdom, Change the World. This really is what they follow in corporate UNIQLO because they try to make their clothes as innovative as possible. Which, if you were to put that information in a chart of the power of brand equity. Light Compactable Jackets would be the product category and the dominant brand name would be UNIQLO. I have seen many light Jackets from other brands but the UNIQLO Ultra- Light Down jacket is the most recognizable.

Global Branding is a definite benefit for UNIQLO since the store originated in Japan and since then the Stores have spread to Europe and All over the USA. The Japan stores are everywhere in Japan as well as in Korea, China and other Asian countries. Just from there, the company make good amount of profit. Especially since they make your clothes to fit better for the Asian body than for that of a westerner. But the clothes in Europe and the USA are a bit bigger but the profit is from those stores are very significant. The sales goal for some stores, like the 5^th avenue store, which is a flagship store, can average to 100,000 dollars for the day. Sometimes more or less but always in the high end of the thousands.

Brand loyalty is a definite in UNIQLO. I have personally had customer come up to me to say how much they love the store the products they have to offer. There are customers who got recommended to go to UNIQLO and since then they only shop there when they want either work clothes, or comfy clothes for the winter, or even just the Ultra-Light Down jackets. Those same customers, come up to me and say how they went to our others and loved it as well. Some went to the Japan store and they never knew about the store in the states so since then the started shopping more frequently at UNIQLO.