Order #1172 Digital Marketing Report.edited
Order #1172 Digital Marketing Report.edited
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Proposed Digital Marketing Strategy for Uniqlo 2
While Uniqlo has witnessed massive success as a global fast-fashion retailer, the
company's efforts to enter the Australian market is still limited. The purpose of this paper is to
outline a digital marketing strategy that will help Uniqlo to become one of the leading fashion
retailers embraced by shoppers in Australia. According to Chaffey & Ellis-Chadwick (2019, p.9),
digital marketing stipulates the application of digital media, information as well as technology
Currently, Uniqlo’s marketing strategy as per Martin Roll (2016, p.1) entails a combination of
architecture, and brand communication strategy. Other sources like Bhasin (2019, par.3) reveal
that Uniqlo’s marketing strategy involves segmentation targeting where they target
geographically segmented urban and suburban populations as well as different age groups and
both genders in terms of demographics. It also uses a positioning strategy of “made for all”
where it sells simple, essential, apparel to fit the individualistic style of consumers (Bhasin 2019,
par.7).
Proposal
Australia would imply a global target market. In that sense, several considerations must be
addressed by Uniqlo to achieve this marketing objective. Particularly, this includes the essentials
of digital marketing including social media content creation, web-based advertising, and mobile
marketing. Winchester, Ling, Stocchi, Lwin, & Kang (2019, p.45) categorised those elements
into the P.E.S.O (Paid, Earned, Shared, Owned Media) framework, which allows companies to
Proposed Digital Marketing Strategy for Uniqlo 3
target buyers through the simultaneous use of digital media platforms. It is these digitally based
efforts that will help Uniqlo to grab the attention of customers in Australia.
In a bid to expand and succeed in Australia, this paper is proposing that Uniqlo initiates a
digital marketing strategy starting with conducting market research, modifying web-based
technologies, global SEO, and social media marketing. In particular, Uniqlo should determine
whether there is a market for its fast-fashion products in Australia. It must also research potential
competitors. Uniqlo must also determine if it is logistically ready with a suitable infrastructure to
avail its fashion products to customers in Australia. Furthermore, it is suggested that the firm
builds a website with creatively managed content that is on an on-going basis (Hanlon 2019,
p.73). Ideally, Hanlon (2019, p.73) argues that companies can employ an expert web designer to
build their websites depending on their budget. As it is expanding to Australia, Uniqlo’s foreign
market website should be in English. It is proposed that it relies on Google Translate to translate
the content on the website. The website will widen the mental availability of Uniqlo’s fashion
products among Australians. Romanuk & Sharpe (2016, p5.3) noted that mental availability
Additionally, it is proposed that Uniqlo uses social media platforms to advertise its
products especially Facebook, Instagram, YouTube, and WeChat among others. Nelson-Field,
Riebe, & Sharpe (2012, p.263) identified social media as digital platforms that allow users to
exchange information, videos, and images. It is also suggested that this company integrates give-
away programs on their social networks, for instance, giveaway competitions can be held on
Instagram for top-selling goods to be awarded to winners. For example, firms like Catparty have
given away products worth $14 in giveaway competitions on Instagram (Rosa 2019, p.26).
Uniqlo should be doing market research to discover the potential local competitors in
Australia because it will help the fashion giant determine what rivals are doing and how they are
marketing themselves. That way, it can be able to find better ways of modifying what
competitors are doing. Uniqlo should be determining if it is logistically ready to physically avail
goods to consumers. Uniqlo should be doing this because having a visible website or social
media presence does not necessarily guarantee that customers will get physical assistance.
Uniqlo should build its website in English since it is the language spoken by most Australians.
Google Translate would mean that the local customers in Australia use it to read the web content
in their preferred languages. Uniqlo should be using social media because it will help them
interact with potential customers and identify their needs, perception, and engage with them
(Dessart, Veloutsou, & Morgan-Thomas 2015, p.32). It should also be holding Instagram
Through research to discover whether there is a market for fast fashion and competitors
in Australia, it will be able to devise better ways like designing a better website. With
determining its logistical readiness to enter Australia, Uniqlo is expected to become physically
ready to trade locally in the new territory. Infusing Google Translate on their website is
anticipated to help Uniqlo attract customers who speak different dialects. Social media
marketing, if implemented, would help Uniqlo learn the needs of their customers and expand its
viral presence (Hanlon 2019, p.73). Ultimately, this will help the firm make modifications to
their fashion products to meet the exact needs of the customers. It is anticipated that holding
giveaway contests will increase the social media following by 20 per cent assuming they are held
per month.
Proposed Digital Marketing Strategy for Uniqlo 5
Reference List
Available at https://www.marketing91.com/marketing-strategy-of-uniqlo/
communities: a social media perspective,’ Journal of Product & Brand Management, vol. 24,
Hanlon, A 2019, ‘Digital Marketing: Strategic Planning & Integration,’ SAGE Publications
Martin Roll 2016, ‘Uniqlo: The Strategy Behind The Global Japanese Fast Fashion Retail
strategy-behind-the-global-ja panese-fast-fashion-retail-brand/
Nelson-Field, K, Riebe, E, & Sharp, B 2012, ‘What's not to “like?”: can a Facebook fan base
give a brand the advertising reach it needs?,’ Journal of Advertising Research, vol. 52, no. 2, pp.
262-269.
Proposed Digital Marketing Strategy for Uniqlo 6
Romaniuk, J, & Sharp, B 2016, ‘How brands grow (Part 2),’ Oxford University Press, Australia
Rosa, A 2019, ‘Digital Marketing For Fashion Brands: How To Build A Profitable Business
marketing-for-fashion-brands-how-to-build-profitable-business-online/
Winchester, M, Ling, P, Stocchi, L, Lwin, MO, Shin, W, Kang, H 2019, ‘Integrated Marketing
Communication: A Balanced Approach,’ 1st ed., Oxford University Press, Australia and New