Proposed Digital Marketing Strategy for Uniqlo 1

Proposed Digital Marketing Strategy for Uniqlo

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 Proposed Digital Marketing Strategy for Uniqlo 2

Proposed Digital Marketing Strategy for Uniqlo

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

incorporated with traditional communication to attain organisational marketing objectives.

Currently, Uniqlo’s marketing strategy as per Martin Roll (2016, p.1) entails a combination of

unwavering commitment to innovation, an inclusive company culture, collective brand

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

Because Uniqlo is based in Japan, attempting to design a marketing strategy to expand in

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

means the probability of a customer thinking about a brand in a buying situation.

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).

Why Uniqlo should be doing this proposal

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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

giveaway competitions to increase their followers in the process.

Uniqlo’s Anticipated Results

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.
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Reference List

Bhasin, H 20189, ‘Marketing Strategy of Uniqlo – Uniqlo Marketing Strategy,’ Marketing91,

Available at https://www.marketing91.com/marketing-strategy-of-uniqlo/

Chaffey, D & Ellis-Chadwick, F 2019, ‘Digital marketing,’ Pearson UK.

Dessart, L, Veloutsou, C, & Morgan-Thomas, A 2015, ‘Consumer engagement in online brand

communities: a social media perspective,’ Journal of Product & Brand Management, vol. 24,

no.1, pp. 28-42.

Hanlon, A 2019, ‘Digital Marketing: Strategic Planning & Integration,’ SAGE Publications

Limited, pp.71-78; pp. 103-105.

Martin Roll 2016, ‘Uniqlo: The Strategy Behind The Global Japanese Fast Fashion Retail

Brand,’ Martin Roll, Available at https://martinroll.com/resources/articl es/strategy/uniqlo-the-

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.
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Romaniuk, J, & Sharp, B 2016, ‘How brands grow (Part 2),’ Oxford University Press, Australia

and New Zealand, Chapter 5, pp. 1-192.

Rosa, A 2019, ‘Digital Marketing For Fashion Brands: How To Build A Profitable Business

Online,’ Digital Agency Network, Available at https://digitalagencynetwork.com/digital-

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

Zealand, Chapter 2, pp. 44-47