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Analysis of a Retail Brand

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Submitted By catbb02
Words 1240
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Introduction
Nowadays, branding is a critical part of business of any kind. It is important not only to companies, but also to consumers. For companies, with successful branding strategies, they can enjoy financial returns and competitive advantage. For consumers, a brand is a promise and a sign of quality. Hence, many companies spend a lot of effort and resources to establish their brands, and also to strive for a long-term success.
The purpose of this assignment is to analyze the brand development decisions, Marketing Mix and interpret the brand performance of UNIQLO, the No. 1 apparel retailer in Japan.

About UNIQLO
UNIQLO is a casual clothing brand which owned by Fast Retailing Co. Ltd and the first UNIQLO store was opened in Hiroshima, Japan in 1984. Differ from other apparel companies, UNIQLO redefined clothing with an unwavering focus on quality and textiles rather than only pursued the fashion trend. The company makes clothes those fit different age, gender, occupation and other way that define people. UNIQLO also believes clothes not only “Made for All”, but also enhance people’s everyday comfort!
Based on UNIQLO’s belief, the brand has developed from a chain of roadside stores to an international apparel retailer with style and quality. And now, UNIQLO is a global brand with over 1000 stores around the world. Vision http://uniqlo.archive.tha.jp/us/company/index.html
The Vision of UNIQLO is to provide fashionable, high quality, basic casual wear at the lowest prices in the market constantly. And everybody can wear casual wear whenever and wherever.
Mission
To achieve this, UNIQLO encompassed all stages of the business - from design and production to final sale.

Analysis of UNIQLO development decisions
In this section, the analysis of brand development decisions will be shown as Brand Identity and Positioning, Customer-Based Brand

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