Ch. 8 - Segmenting and Targeting Markets

Multi-segment targeting is one of the approaches that UNIQLO uses in their market strategies. This being that they target to two or more well-defined markets and develop a certain marketing approach for each. Since UNIQLO is considered a family store, there would be distinct ways that the marketers of UNIQLO would market to the Women target that differs from the way they market to the Men target.

In UNIQLO one other market that gets targeted is the Art Enthusiast. The SPRZ NY collection is consist of UNIQLO famous Ultra-Light down jackets but with prints and designs from famous artist like Andy Warhol. There are also tee-shirts and other clothing items that are similar to the regular UNIQLO items but just designed differently.

A way to tell that Women, Men, and Art Enthusiast are marketed differently is by going to the store itself. For example, if you were to step into the 5^th avenue store in New York, you can see that the SPRZ items are placed different and have a different floor format that the rest of the store. They also have different hangers and displays. When you step into the Women’s department you would see tons of items and tons of mannequins everywhere. The Women’s department takes up most of the third floor. Once you step into the Men’s department you would see barely any mannequins and everything is put together and more convenient floor plan.

The reason for that is when a man usually goes shopping they know what they want and go straight to that item first then they looks around to see what else is there. So if the Men’s department is condensed and everything is in reach it is a easier trip for said man. Women on the other hand come shopping to just see what there is and that’s why there is so many mannequins, women want to see what types of outfits they could get.