Tadashi Yanai is the most successful businessman in Japan. He is also one of the richest man on Japanese Wealth List as the founder and chief executive of Uniqlo. Innovative in management and idea, Yanai leads his company from “Uniclo” to “Uniqlo”. By using a more fantastic logo changed in color, Yanai expressed Uniqlo’s concept of “From Tokyo to World”. Yanai is well-known as an inspirational leader, but he is modest in telling his own experience to people especially the youth. “I might look successful but actually I have made a lot of mistakes. People treat their failure too seriously. You ought to be positive all the time and believe that you will gain success next time.”, he told Monocle magazine.
“Having had about 100 stores in Japan…show more content… The analysis of Uniqlo’s marketing strategy
5.1 Marketing in Japan
Marketing strategies used in Japan may adopt more traditional forms of channels, Such as TV, newspapers and flyers. “Each season, Uniqlo conducts promotional campaigns for core products such as fleece, Ultra-Light Down, AIRism and HEATTECH. During these campaigns, Uniqlo advertises these core products' unique qualities and noteworthy features on TV and in other media. In Japan, for example, weekly flyers in the Friday editions of national newspapers, which are delivered to most households, promote the apparel that will be discounted through Monday.” (CO, 2016)
5.2 Marketing overseas ------Localization
Channels become more advanced in the international market. More local factors and characteristics need to be considered. “Localization is also applied to the social media marketing strategies implemented by the company. Uniqlo's e-commerce stores contain a link to social media sites targeted at the local community. Consumer engagement is also carried out over a selected range of channels that appeal to the locals in a particular country. For example, Facebook, Twitter and Google+ accounts are used in the US and UK markets, while Facebook and Twitter are used in France.” (Sarma, 2016) “In China, they are focused on RenRen (190K friends). ‘In Russia, they have aligned themselves with Facebook on the home page (rather than Vkontakte which is four times larger than FB). To-date, in Russia, Uniqlo has a little…show more content… Uniqlo's creative vision in the digital sphere first grabbed the world's attention in 2007 when the company's 'Uniqlock' campaign took the online advertising sector by storm. The viral marketing project, designed to build brand awareness internationally, featured a clock with spliced clips of well-choreographed dancing and catchy lounge music all timed to match the ticking. It ran all year round, 24/7. In summer the girls dancing wore polo shirts; in winter, cashmere; and at midnight they slept. 'Uniqlock' swept the board at a raft of major advertising awards in the following year, even scooping a Grand Prix at Cannes. And the innovative but simple execution of the campaign played no small part in helping to propel a local clothing retailer that even in Japan was not considered fashionable to the status of a hip marque in a few short years. ‘This campaign was all about communicating with customers in a way that travels around the globe. The web tool, Uniqlock, was perceived as very advanced at the time. It included a blog widget so the clock could be embedded into blog sites. We used dance because it is understood globally and has no barriers like language does,’ Hase said. Uniqlo worked out that 70 million blogs worldwide could be a powerful buzz-building medium and its widget was designed especially with bloggers in mind. By January the following year more than 27,000 widgets from 76 countries were circulating, and the widgets and