For Zara, even though the brand has a competitive advantage (compared to Uniqlo) with a distribution online, Zara haven’t developed any online shopping platform in Asia which is quite a big market. Rather than chasing after the latest fashion trends, UNIQLO offers high-quality basics that can be worn every day. UNIQLO design director Naoki Takizawa explains “More than trends, consumers need functionality. Change ), Product Emotions: The way to captivate customers. Concerning UNIQLO, the main points to improve in order to grasp ZARA’s market shares are: – To enforce the distribution channels such as stores presence and online shopping, – To offer trendier collections with higher positioned products (on the overall fashion design). Although Uniqlo has a less strong equity than Zara, Uniqlo shows stability and well-being whereas Zara is challenging and has a potential driver of change. Everything does need an element of fashion, but that’s more like a spice.”. No wonder both brands rose in value in the 2012 BrandZ™ ranking. Brand Finance has calculated the brand value of the UNIQLO brand 10 times between 2009 and 2020. Zara and Uniqlo have both a strong brand equity. BrandZ™ data classifies Zara as a “Seductress,” being very “sexy,” “creative” and “playful” in character. ( Log Out / And that’s why UNIQLO has had seasonal collections created in association with renowned fashion designers to appeal to consumers more sensitive to fashion trends: +J with German designer Jil Sander in 2009, uu/uniqlo undercover with Japanese designer Jun Takahashi. Change ), You are commenting using your Facebook account. Consumer Equity Research Football Research Request a Valuation About us ... UNIQLO: Japan: $12,878M: $11,991M: AA+: AA: 10: 9: Hermès: France: $11,909M: Touchpoints comparison Brand strategy comparison The fashion industry can be divided into four segments: Mass market Strategy On one hand, ZARA has a differentiated strategy with permanent collections targeting the different segments (Women, Basic, TRF, Men and Kids) that cover the overall market. “We are not a fashion company” he says. On the other hand, UNIQLO’s main strategy is an undifferentiated one thanks to its high-quality basics. I wore the same UNIQLO shirt for 22 days hiking over 20km per day in the Appalachian Wilderness in 2016. Uniqlo, the third-largest clothing retailer in the world and the largest in Asia, has built its brand by following these four rules. These are two qualities that we all want for any products! ( Log Out / As a fashion retailer, the main competitors of UNIQLO are by nature these other fashion retailers such as ZARA, H&M, GAP and so on, but this is not the vision of UNIQLO CEO Tadashi Yanai. Uniqlo is a successful global Japanese fast fashion retail brand competing globally on design innovation, good quality, affordability, fashionable apparel products and an authentic in-store customer experience. Uniqlo, also well recommended by its users, is quite different in personality being seen as “caring,” “kind” and “generous” and thus a “Mother.” The Brand Toy visualizations show Zara as quite cool, wearing the trendy shades, and Uniqlo as particularly trustworthy, having large solid legs. The flowers in the hand of Uniqlo Brand Toy show kindness. Brand Rankings Brand Reports Nation Brands.
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