Introduction
Japanese clothing brand, Uniqlo, specialises in stylish casual-wear which is both high quality and affordable. It is the predominant brand of the Japanese company Fast Retailing Company Limited and accounts for 90 per cent of company's total sales (UNIQLO UK). The first Uniqlo store opened its doors in Japan in 1984 and there are now over 760 stores across the country. Now a global brand, Uniqlo began international expansion with the opening of the first UK store in 2001, and it is Uniqlo UK which will be the focus of this report.

After introducing itself to the UK, it was not long before Uniqlo had 23 stores across England. However, the brand's simple designs did not prove popular and within two years 18 stores were closed (Marketing, 2007). Since its relaunch in 2007, Uniqlo UK has been gaining momentum, but it still has a long way to go towards becoming a leading fashion retailer in Britain. Consequently, this report aims to further this momentum through the development of a new integrated marketing communications campaign which would be implemented in 2010.

Summary
Context Analysis
Customer Context
Segment Characteristics
Uniqlo currently targets a very wide audience, describing its key demographics as:

Male and female;
Fashion-conscious;
Cost-aware; and aged between 16 and 96! (UNIQLO UK)
Calgary Avansino, Executive Fashion Editor of Vogue magazine, has personally experienced the wide appeal of the Japanese brand. She said, “the store is for a young customer but at the same time I went with my mum who is 60 and she bought the skinny jeans in taupe and burgundy” (The Independent, 2009). However, the lack of focus which comes with having such broad segmentation results in an unclear brand identity, thus making it harder for Uniqlo to stand out.

Brand Awareness, Perception & Attitudes
Awareness
Every single one of Uniqlo's 14 UK