Ch. 15- Marketing Communications

Like any retail store Advertising is a key concept to the business because if people don’t know it exist then they won’t buy. But when considering the AIDA concept that is just one of the aspect to the business. AIDA stands for Attention. Interest. Desire. Action. When considering UNIQLO, when the store is having a sale, particularly for an Ultra-Light down Jacket, the process for the purchase is the following:

1.      Attention: First, UNIQLO uses the email to let all the customers about the special sale. As well as other social media.

2.      Interest: The visual team makes sure to put an Ultra-Light down Jacket on almost all mannequins to draw the customers attention. Even if those aren’t the ones that are one sale it makes the customer want to see the product.

3.      Desire: Since UNIQLO has Ultra-Light down Jackets all year long there are a lot of customers that would rather get the old season Jackets instead of the new season since it would be cheaper. Which is why they developed the water defenders with a different variation of colors, in order to convince the customer that this Jacket would be better the old season Jackets.

4.      Action: Lastly after being attracted to the new season Jackets the customer decides whether they would want the old season one which is on sale or the new season one. Which a lot of times they take both.

This concept is very much needed when there are promotions and sales because UNIQLO usually has business because of the tourist that hear of the brand from others so a lot of the UNIQLO customers are new to the brand which makes AIDA important. The store has to be able to have the customer buy something as well as have them want to come back even if it’s not that store but the overall goal is to get the customer to shop at UNIQLO.