Discussion on UNIQLO Digital Marketing Plan/Strategy

(1) Analysis of the context:

·         Description of the market/outcome of any market research

·         Main competitors, current trends, general contextual factors that matter (e.g., political, economical, social, technological, environmental and legal)

·         Current physical availability of the brand

It is one of the famous brands in clothing apparel, which started its business in 1949 in Japan. A small textile manufacturer continued on its success path for so many years, and at the moment, there are more than 1000 stores of UNIQLO all around the globe. The company has been gaining success by redesigning the art of clothing, and they really pushed their business with the essence of quality of their apparels (UNIQLO, 2020).

The research has found that UNIQLO is one of the largest retailers in the world. There are two brands, which are doing better as compared to UNIQLO, and those two brands are H&M and Zahra. The issue in this competition for UNIQLO is the fact that they are not compatible with the trends of typical kind of fast fashion, where H&M and Zahra are leading the way in this regard. The focus of UNIQLO has been on the essence of moderate and sustainable product offerings. The value of UNIQLO is more than $7b at the moment, and they are looking to expand to more destinations o the world. If Oceania and South East Asia region is observed, the region is having more than 180 stores (Robyn, 2018)

It is important to know that the company has now reached the number of 1700 stores in different 18 markets of the world. In 2017, the company’s operating profit was around $1.57b. The company also observed that increase in their foreign earning was more than 95%. It shows that they are getting a good response from the foreign markets, and if they pinpoint their attraction points, then they can get more revenue from the markets all around the world. They need to focus on different aspects of their business to improve their performance in the fast fashion industry to compete with many other joints in the business (Johnson, 2017)

In 2013, they entered in the Australian market, but the response from the Australian customers has been slowest from any other markets. They have not been able to attract customers in Australia, and they need to found reasons for that. (Khan & Callanan, 2017)The company has shown the willingness to produce new products in the Australian market to get things going in the right direction. They are looking to expand with more stores across Australia to capture the attention of the market with quality apparel. The first store was opened in Melbourne in 2014. They need to examine the success patterns of competitors like Zahra to see how they increased their physical availability and kept customers interested. By noting down the roadmap of competitors, the company can get a better understanding of the market to develop its own unique strategy, which gets them in the race in Australia. It is just that they should focus on the Australia market, make sure that they are able to develop a great digital marketing plan to make their brand a famous one in Australia (Safe, 2015)