Ch. 7 - Business Marketing

When we think of a Business product, we usually think of computers, printers, and photo copy machines. However, it is important to point out that- what we wear in a particular work field can also be called a business product. This is true because you wouldn't expect to see a lawyer in mechanical clothes or vise versa. Therefore the clothing that a particular job requires you to wear is a business product.

Now that we have establish clothes as a business product, let's see what Uniqlo has to offer and what products can be used in particular work fields. One of Uniqlo's items that instantly come to my mind when thinking of a business products are their cashmeres. This piece of clothing can be seen in any professional work field, simply because it is comfortable yet elegant and sophisticated. Going to college few blocks away from the World Trade Center and Wall Street, I've seen a lot of professional men and women wearing cashmeres. Their cashmeres might not be from Uniqlo, however their usage of the MTA trains have certainly exposed them to advertisements from Uniqlo. It is also important to point out that Uniqlo's premium products are almost always on sale.

Other items that can be used in a professional work field and can be purchased at Uniqlo are Linen Blazers. Ties, Shirts, Skirts, and Dressing Socks. These products might be used for personal used when going to a wedding or a sophisticated event and be called a consumer product. Nonetheless, they make up part of the image of any professional working field and therefore they are a business product.

It is also important to say, that Uniqlo carries this products at unbeatable low prices and should be taken in consideration as a "to go to store" when seeking a professional image.

Ch. 17 - Advertising and Public Relations

A well-known rule of thumb in the advertising industry is "Sell the sizzle, not the steak." Described in our textbook, in advertising, the goal is to sell the benefits of the product, not its attributes.

Like I mention before, one of Uniqlo's most advertised product was their Heat Tech shirts. Ads throughout New York City's public transportation advertised the upcoming opening of two Uniqlo stores, one in 5th Avenue, and the other in Herald Square. Both openings were set to be in October of 2011. Aside from seeing "Grand Opening" signs there were Ads that displayed a normal, regular shirt with the words "Heat Tech" next to it.  There was no information as to whether this 'shirt' came in different colors or if its packaging set this particular shirt aside from other shirts. Nonetheless, its benefits were highlighted to keep you warm during the upcoming winter. More importantly, its price stood out as equal or as more than its benefits.

In the opening date of the Fifth Avenue Uniqlo Store, the big fuzz was about the "Heat Teach Shirt." I know, because I was there. Most people waiting online talk among each other, saying things such as, "Do you imagine not having to wear a jacket this winter? I really want to check this heat tech shirt!" Promoted as "Japan technology" this 'shirt' definitely caught peoples attention. Further evidence was when I lined up to pay for my selected items and saw that most people online had bags of shirts that display the words "Heat Tech."

This shirt might have not come in different variation of colors- but its benefits stood out perfectly enough for people to see them, more than its attributes.

Ch. 8 - Segmenting and Targeting Markets

If you can recall from my mission statement post, Uniqlo thrives to sell clothes for those who seek a contemporary and elegant look. However, if you visit their shopping website you will come across models who exhibit clothes that are neither contemporary or elegant. Furthermore their logo "Made For All" contradicts the clothes they carry. This is true because we have still yet to see clothes for people who are petite and overweight.

These factors have let me to conclude that Uniqlo has and must re-define their marketing skills. Better yet, they should become conscious in the way they use words to promote their products.  In a way, the clothes that Uniqlo carries could be used by "ALL." This is simply because they have a wide variety of clothes that can be used as formal wear and casual clothes that can be used in a day off from work.

Using a logo that says "Made For All" can also be discouraging. As we discussed in class, people need to feel that they matter and that they are taken into consideration, when trying to sell  them a product. Therefore, standardizing ethnicity, body shapes, and personal styles is the worst thing any company can do. 

I'm not saying that Uniqlo has to change their logo, completely. Perhaps they can modified it to "MADE FOR ALL Body Types, Ages, and Sizes" or somewhat similar.