| Summary: | 碩士 === 淡江大學 === 亞洲研究所碩士班 === 103 === In the epoch of globalization, enterprise must develop a competitive brand strategy effectively. Only through brands continuously create unique, highlight the features and differences on products, pursue continuous improvement, thus can stand out among the competitive environment. In recent years, affected by the world economic downturn, consumers are likely to choose affordable, high-quality clothing, according to their own ideas, free with wear. Thus began the global prevalence of Fast Fashion apparel brand. Through innovative product popularity and functional, providing a variety of options, small batch production at reduced costs to increase revenue.
The first Japanese clothing brand UNIQLO, as to become the world''s first apparel brand, had announced its sales to reach $ 5 billion in 2020. To confront with the rise of cheap and parity clothing from other countries, UNIQLO must develop the competitive brand strategy. Therefore, UNIQLO brand image, brand positioning and brand strategy are the main focal point of this research.
When the enterprise develops its brand strategy, except to consider marketing management, also needs to grasp consumer’s preference and recognition. While researching on UNIQLO merchandise, it was found that UNIQLO high value-added goods are highly welcomed by customers. Its flagship product is simple and comfortable. The fierce competition in the apparel industry has brought more choice for consumer, and leaded the consumers to think UNIQLO lacks a sense of design. Therefore UNIQLO will recruit professional talent to create new fashions, styles and designs.
The conclusions of this research are : (1) UNIQLO future brand strategy should be not only globalization but also "merchandise localization". UNIQLO should retain its design style, but also satisfy the needs of customer from different countries. UNIQLO should also cooperate with other enterprises to develop more environmental friendly products. (2) Enhance the sense of internationalization for UNIQLO staff. Balancing and adjusting according to cultural conflict and living habits of consumers from different country. (3) Using new science and technology, UNIQLO has to build a simultaneous information system, and integrate global business.
Keywords: UNIQLO, brand strategy, internationalization, globalization,localization, fast fashion
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