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Buyer Personas: 1. Business Introduction A) About Uniqlo

UNIQLO is a global clothing company founded in Japan in 1949. It operates over 1000 stores worldwide selling affordable, high-quality basics like HEATTECH, Airism, and Bratops. UNIQLO prioritizes innovation, customer service, and social responsibility. It aims to become a $28 billion company by 2020 through celebrity partnerships, unique store experiences, and continuous technological advances to its business model and customer engagement.

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Thái Hoàng Nguyên
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148 views3 pages

Buyer Personas: 1. Business Introduction A) About Uniqlo

UNIQLO is a global clothing company founded in Japan in 1949. It operates over 1000 stores worldwide selling affordable, high-quality basics like HEATTECH, Airism, and Bratops. UNIQLO prioritizes innovation, customer service, and social responsibility. It aims to become a $28 billion company by 2020 through celebrity partnerships, unique store experiences, and continuous technological advances to its business model and customer engagement.

Uploaded by

Thái Hoàng Nguyên
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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BUYER PERSONAS

1. Business introduction
a) About uniqlo
- UNIQLO is a clothing company. 
- UNIQLO name comes from ‘unique’ and ‘clothing’ 
- Originally founded in Yamaguchi, Japan in 1949 as a textiles manufacturer.  
- Now it is a global brand with over 1000 stores around the world (800 stores in
Japan and over 900 stores in abroad in Asia, Europe and USA)
- The third largest fashion brand in the world behind H&M and Zara. 

b) Business model
- Unifies the entire clothes making process (from planning and design through
production, distridution, and retail)
- Successfully difference between Unniqlo and other compnaies is development for
unique products
- Planning (material & design); production (quality and production control); distribu
tion (inventory control); retail (sales, marketing) 
- Uniqlo products: 
 HEATTECH (Winter’s must-have items. It was evaluated as warm, light
and cheap).
 Airism (releases heat and moisture and adapts to any weather condition)
 Bratops (become an essential summer item for women. With various
colours, shapes and sizes)

c) Strategy
- Commit to innovation and company culture.
- Uniqlo is famous for the quote “Without a soul, a company is nothing”. The
essence of these principles includes:
 Putting customers first
 Giving back to society (contribute back to society and enhance the environment
awareness)
 Being self-disruptive (builds on concepts of agile, digital, and inclusive
leadership)
- Today, Uniqlo uses many methods to communicate its brand position and ideals,
including:
 Unique in-store environment (if you have been to a UNIQLO store, you have
probably heard “Welcome to UNIQLO!”)
 Celebrity brand ambassadors (Ex: Adam Scott – a profssional golfer)
 Collaborations with designers and brand campaigns (Ex: Uniqlo and Takashi
Murakami, Uniqlo and Disney,…)
- By 2020, they target to hit USD 28 billion of sales

2. Buyer personas
a) Background
b) Demographics
c) Identifiers
d) Goals
e) Challenges
Rapid technology advancement: leads to a pressure for software developvers to
update upcoming technology trends to compare with competitors and stand out in the
market.
Design system is as a “nights and weekends” project: Because of the high demand,
software developer needs to work all time to respond the demand immediately.
f) What can we do
g) Real quotes
Time limitations: This is especially a challenge when working with multiple projects.
Rapid technology advancement

h) Common objections
The limited brand presence of Uniqlo in North America causes a lack of brand
recognition many consumers may prefer to purchase from other brands they are more
familiar.
Online store serves the Japanese market only
i) Marketing messaging
The fact that Uniqlo’s products are perceived as affordable but high quality will also
attract many customers.
The continuous advancing technology allows Uniqlo to utilize online shopping as a
new distribution channel that is able to reach a larger target market.

j) Elevator pitch
We offer wide range of products that are fitted toward a mass target market. Moreover,
celebrity is raising our brand recognition through their highly appreciation of affordable
and qualified products.

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