Ch.8 Segmenting and targeting markets

Uniqlo strives to sell clothing for those who want a basic and high-quality clothing.  If you were to visit Uniqlo’s shopping website, you will see that the models are wearing clothing that are basic and simple. Also, Uniqlo is making clothing as one part of total style, which means the clothing can fit with any other clothing. As a result, Uniqlo makes many colorful, types and sizes clothing. This is its previous slogan "Make for All" and new slogan“Lifewear”. In addition, these are low prices.






Maybe some people who want a expensive clothing won't buy Uniqlo's products. They won't be in Uniqlo's market segment. 

Ch.11 Developing and managing product

New products are important to sustain growth, increase revenues and profits, and replace out of date products.  The term New Product has many different meanings, and there are six different categories; New-to-the-world products, New product lines, Additions to existing product lines, Improvements or revisions of existing products, Repositioned products, and Lower-priced products. The categories that Uniqlo falls under is Improvements or Revisions of Existing Products and Lower-Priced Products.

The most recent product Uniqlo launched is new improved fleece in October 15 in Japan. it was a project for celebrating 20 anniversary of selling a fleece. The new fleece was made as more 1.5 times warmer than previous one. Uniqlo found a special yarn and that is first idea to use it for making a clothing.


On the other hand, in USA, the most new products Uniqlo launched is new collection for fall and winter 2014 from +J collection in September 10. This +J collection has started in 2009 winter and is collaboration with a famous German designer Jil sander. His design is basic and simple, and totally matches with Uniqlo's concept, Lifewear. The collection is very popular since it has launched.



  These new products can be categorized under Improvements or Revisions of Existing Products.   
In addition, even if these are new, high quality and designed by famous designer, the prices are Uniqlo's price, which means low. for example, the fleeces' price is from $10 to $30 and +J collection's price is from $40 to $150. That is a reason why these products sold well and leads to the next category, Lower-Priced Products.

This is Uniqlo's new products.

In addition, Uniqlo locates as growth stage in product life cycle because it is still trying to open new stores in the world and it doesn't reach the maturity stage. Its product is a golden age of product, its selling doesn't stay at somewhere, but continues increasing.