If we take a closer look at the pricing of t-shirts, almost all of them cost under 20€. The price range is again tighter than competitors with minimum and maximum prices very close to the average price. With this strategy, Uniqlo makes it clear to the consumers that the focus is on simple products at low prices.
For the Japanese brand, innovation is widely used to differentiate itself on the market. New technologies are created to make their customers’ lives better. The goal is to make comfortable and practical clothes to accompany people every day.
All these innovations are smartly protected by copyrights to prevent the competitors from stealing innovative fashion technologies.
Since the company doesn’t really follow fashion trends, the Uniqlo marketing strategy is very intriguing. To offer covetable items, they love to make collaborations with famous designers and artists.
For one, Lemaire was chosen as the designer of their Uniqlo U collection. Many designers have also collaborated with Uniqlo to create amazing collections: JW Anderson, Ines de la Fressange, Jil Sander, Alexander Wang.
Usually, prints are not very popular in their assortment, so artists work with the brand to create unique designs on t-shirts. Recently, the Uniqlo Kaws collaboration was a hit with young adults. Many other famous artists like Keith Haring or Verdy (the artist who created Girls don’t Cry) collaborated with Uniqlo.
Made for all
When shopping in a Uniqlo store, have you ever had troubles finding your size? The Japanese brand makes sure you don’t.