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UNIQLO market
studies in Thailand2014
Date: 20th April, 2015
A. Research background
 Currently there are over 20 top fashion brands in Thailand; fashion brands are getting larger in ...
B. Fashion & Clothing Market Overview in Thailand
3
28.6
16.0
14.8
12.3
7.9
7.2
3.2
3.2
2.6
2.2
1.9
Casual wear
Children's...
C. Fashion Industry Analysis in Thailand
4
Threat of new
entrants
Threat of
substitutes
Power of buyers Power of suppliers...
C. Top Fashion Brand Vision & Direction
5
Brand Strategy & Direction
Lee To be the leading denim jeans brand and largest a...
B. Research design
6
Research Method Online research
Fieldwork Period 18st – 30th March 2014
Research Area Nationwide (Tha...
C. Respondent profile
7
■Gender
■Current living city
■Age
■Monthly household income
40.0
60.0
Male
Female
Unit : %
17.9
21...
D. Key findings : Consumer Behavior & Top Brand
8
1. Proportion of personal spending
Research found out that over 89.5% of...
D. Key findings : Insight to UNIQLO
9
7. Brand image of direct competitor of UNIQLO
Brand image of H&M goes in the similar...
E. Detail findings
10
1. Consumer Behavior & Top
Fashion Brand
2. Insight to UNIQLO Brand
1. Proportion of personal spending
11
Research found out that over 89.5% of respondents purchased clothes within 1 – 3 mon...
12
2. Top 3 type of clothing
The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purcha...
50.15
48.92
46.30
42.75
49.38
50.15
47.84
43.36
43.67
41.98
43.36
37.35
26.23
24.69
36.88
36.73
39.04
40.28
31.64
28.86
30...
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎...
15
4. Most popular brand
Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on...
16
5. Reason for choosing top 10 brands
Beautiful, Comfortable and Reasonable Price is the reason why the respondents purc...
17
6. Consumer Behavior : Trend, Fashion & Style
67.13% mentioned that they always enjoyed shopping when they have time, w...
Top 3 places for fashion shopping is 1) Department store (44.1%) ; 2) Market (22.6%),
Online store (14.5%)
18
7a. Most pop...
19
7b. Popular Market & Emerging online store
Q19a. Which market place you like to go the most ? [MA] n = 650
Q19b. Which ...
E. Detail findings
20
1. Consumer Behavior & Top
Fashion Brand
2. Insight to UNIQLO Brand
21
8. UNIQLO demographic comparing to other brands
The percentage of class A customer of UNIQLO (33.0%) is also significan...
22
9. Brand image of direct competitor of UNIQLO
High Quality of Clothes & Convenient Location are the brand image of UNIQ...
23
10. UNIQLO Brand Awareness among age group
Out of 85%, half of them purchased UNIQLO and 9% purchased even they don’t l...
E. Detail findings
24
1. UNIQLO Potential
Customer
2. UNIQLO Existing
Customer
36.0
15.7
14.8
14.0
12.7
11.9
11.9
8.9
7.2
6.4
6.4
6.4
5.9
2.1
Too expensive
Design is too plain
Has no size to fit me
Dis...
E. Detail findings
26
1. UNIQLO Potential
Customer
2. UNIQLO Existing
Customer
27
12. Most type of clothes often bought at UNIQLO
Polo shirt is popular for age of 20 – 29 (20 – 21.1%); Shirt is more po...
28
13. Visiting UNIQLO Frequency
Most people visited UNIQLO store once a month (24.3%); the majority are age
group of 16 –...
29
14. Spending at UNIQLO
The average spending at UNIQLO is 501 – 1,000 THB (36.8%)
Those young age 24 – 29 yrs (21.2%) sp...
30
15. Top 3 words best describe UNIQLO
Joyful, Playful and Young are the term when people think about UNIQLO
Q25. Please ...
31
16. Brand Image of UNIQLO
90 % of people who know UNIQLO talk positively about UNIQLO especially on design
& pattern (1...
32
17. Sources of knowing UNIQLO
31.1% of respondents claimed that they know UNIQLO from walk into the store
Q27. Thinking...
FORFURTHERINQUIRIES,PLEASECONTACT:
W&S Group
W&S Holdings
Japan – Tokyo, Osaka,
Okayama
W&S Co., Ltd
18th Floor, Two Pacif...
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Fashion market studies_thailand_22042015

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UNIQLO Study Thailand Market

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Fashion market studies_thailand_22042015

  1. 1. UNIQLO market studies in Thailand2014 Date: 20th April, 2015
  2. 2. A. Research background  Currently there are over 20 top fashion brands in Thailand; fashion brands are getting larger in market size due to the enter of new brands like Mango, H&M and UNIQLO. Also the rising in middle income class has led to the opportunity for fashion brands.  All new entrants brand has made a successful entrants into Thai market with their unique design & pattern and UNIQLO is one of that.  UNIQLO opened its first store at Central World in 2011, making this UNIQLO’s largest store in Southeast Asia that currently there are 10 stores in Thailand.  UNIQLO report has mentioned that UNIQLO Thailand also fulfilled targets, reporting continued strong sales growth as four new stores opened for business. Therefore, UNIQLO plans to expand its branches in Thailand to 100 by 2021  This study is aim to study UNIQLO brand awareness, brand perception and purchase behavior toward Thai consumers.
  3. 3. B. Fashion & Clothing Market Overview in Thailand 3 28.6 16.0 14.8 12.3 7.9 7.2 3.2 3.2 2.6 2.2 1.9 Casual wear Children's wear Formal/Business wear Footwear Lingerie and underwear Athletic, sports and… Leather components and… Leather bags Specialty and occasional wear Clothing accessories Fashion accessories Casual wear is the major proportion (29%) of fashion & clothing market in Thailand Sources : The 2012 Business and Industrial Census (Manufacturing Industry) Whole Kingdom, National Statistical Office; Department of Business Development, Department of Industrial Works Number of Company in Thailand Forecasted Growth in 2015 21,542 -1% 12,077 100% 11,126 0% 9,264 0% 5,963 50% 5,409 -50% 2,429 -10% 2,395 5% 1,993 0% 1,655 -3% 1,460 0% 75,313 companies Unit : % However, the growth of casual wear sector is forecasted to be no growth this year; Only children’s wear and lingerie sector show significant growth. The rest of market growth seems to be stable
  4. 4. C. Fashion Industry Analysis in Thailand 4 Threat of new entrants Threat of substitutes Power of buyers Power of suppliers Degree of rivalry Moderate High Moderate Low High Threat of substitutes Unbranded or fake-branded products are substituted for fashion industry A competitive price & design products from local designers available at various local market Imported fashion products from China & Korea Power of buyers Buyers are fragmented and no individual buyer has any particular impact on price or products Buyers could easily switch to other brands with the price & quality is not reasonable Power of suppliers High quality local garment suppliers available The switching cost to new suppliers is quite low Threat of new entrants Capital required to enter the Thai market is relatively low Numerous government supports for foreign investors Brand loyalty could discourage potential new entrants Industry is moderately concentrated and dominated by over 20 fashion brands Degree of rivalry All fashion brands has entered the market long enough to establish customer loyalty Strong brand identity of existing fashion brands Emerging of Thai modern fashion brands by young designers New entrants from global leading players : H&M, UNIQLO Sources : Thailand Board of Investment; Online News; W&S Analysis
  5. 5. C. Top Fashion Brand Vision & Direction 5 Brand Strategy & Direction Lee To be the leading denim jeans brand and largest apparel company ZARA To offer the latest fashion trends for women, men and kids UNIQLO To focus on mass-producing affordable clothes by deliver unique design Levi's To deliver classic American style Jeans H&M To be the leading fashion retailer at affordable price Lacoste To offer sport-inspired trends and the iconic polo shirt ARROW To offer fashionable yet functional apparel Nike To be the inspiration & innovation for every athlete in the world Adidas To deliver a brand built on passion for sports and a sporting lifestyle DAPPER To be the leading fashion labels Topshop To be the greatest fashion design apparel leader GAP To deliver the latest styles & fashions for the whole family XXI Forever To deliver must-have styles & the hottest deals apparel Sources : Company Annual Report
  6. 6. B. Research design 6 Research Method Online research Fieldwork Period 18st – 30th March 2014 Research Area Nationwide (Thailand) Respondent Criteria Male & Female (50%:50%) , Aged(above 16 years old) Sample Size Consumer Behavior : 650 samples Insight to UNIQLO : 240 samples Number of Questions Demographic & Screening : 8 Questions Consumer Behavior : 8 Questions Insight of UNIQLO : 9 Questions Criteria Purchased clothes in the last 6 months Research Objectives To understand about Thai consumers behavior toward clothes consumption To evaluate brand awareness and perception among UNIQLO existing customers
  7. 7. C. Respondent profile 7 ■Gender ■Current living city ■Age ■Monthly household income 40.0 60.0 Male Female Unit : % 17.9 21.3 24.1 36.6 16 - 20 yrs 21 - 25 yrs 26 - 29 yrs > 30 yrs 13.6 23.1 10.714.4 7.3 2.2 28.7 North Central South Northeast West East Greater Bangkok 19.3 31.8 48.9 A Class B Class C Class Class Income (THB) A > 60,000 B 30,001 – 60,000 C < 30,000
  8. 8. D. Key findings : Consumer Behavior & Top Brand 8 1. Proportion of personal spending Research found out that over 89.5% of respondents purchased clothes within 1 – 3 months Proportion of clothing spending is in the same range as other spending (13%) 2. Top 3 type of clothing The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ; while the majority of female (28.2%) prefer to purchase shirt T-shirt & Shirt is the top type for purchasing popular brand clothes 3. Important aspects concerning when buying clothes 4. Most popular brand Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on expansive 5. Reason for choosing top 10 brands Comfortable, Durable, High Quality and Reasonable price are still the main reasons for top 10 brands The respondents are also looking for durability when buying clothes(40.3%) Quality of fabric, can be matched with many occasions and price of the products are the most important aspects concerning when buying clothes Lee is the most popular brand with highest score on ever used and top of mind brand 6. Most popular place to buy clothes Top 3 places for fashion shopping are 1) Department store (44.1%) ; 2) Market (22.6%), Online store (14.5%)
  9. 9. D. Key findings : Insight to UNIQLO 9 7. Brand image of direct competitor of UNIQLO Brand image of H&M goes in the similar direction with UNIQLO 8. UNIQLO Brand Awareness Around 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO 9. Reason for not to try UNIQLO Too expensive (36%) & plain design(15.7%) are the top reasons why some people don’t buy UNIQLO 10. Most type of clothes often bought at UNIQLO T-shirt is the main types people like to buy at Uniqlo (41.7%) 11. Visiting UNIQLO Frequency Most people purchased UNIQLO clothes once a month (24.3%); the majority are at age of 16 – 20 yrs (27.8%); and age group > 30 yrs (27.3%) 12. Spending at UNIQLO The average spending at UNIQLO is 501 – 1,000 THB (36.8%) 13. Top 3 words best describe UNIQLO Joyful, Playful and Young are the term when people think about UNIQLO 14. Sources of knowing UNIQLO 31.1% of respondents claimed that they know UNIQLO from walk into the store 15. Brand Image of UNIQLO 90 % of people who know UNIQLO talk positively about UNIQLO especially on design & pattern
  10. 10. E. Detail findings 10 1. Consumer Behavior & Top Fashion Brand 2. Insight to UNIQLO Brand
  11. 11. 1. Proportion of personal spending 11 Research found out that over 89.5% of respondents purchased clothes within 1 – 3 months Proportion of clothing spending is in the same range as other spending (13%) Q2. Please tell us the proportion of your personal spending like? [SA] n = 650 Q7. When did you buy clothes last time? [SA] n = 650 Food, 14.4 Transportatio n, 13.2 Clothing, 12.9 Entertainment , 12.6 Money saving, 12.0 Beauty Products, 11.9 Accomodatio n , 11.6 Money to pay monthly phones, 11.3 89.5 7.7 2.8 I bought it within 1 - 3 month I bought it within 4 - 6 months Never bought within 6 monthsUnit : % Proportion of personal Spending Clothes purchasing frequency
  12. 12. 12 2. Top 3 type of clothing The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ; while the majority of female (28.2%) prefer to purchase shirt. T-shirt & Shirt is the top type for purchasing popular brand clothes Q3. Please rank top 3 type of clothing you buy? [Type Number of Answer] n = 650 Unit : % Others, 31.3 T-shirt, 29.7 Shirt, 24.9 Polo-shirt, 14.1 Others T-shirt Shirt Polo-shirt Male (n= 260) Female (n=390) T-shirt 25.9 19.8 Shirt 16.7 28.2 Polo 29.6 13.7 11.6 9.2 5.8 4.8 Lady singlet Tank top Dress (Long/Short) Strapless & Others Others
  13. 13. 50.15 48.92 46.30 42.75 49.38 50.15 47.84 43.36 43.67 41.98 43.36 37.35 26.23 24.69 36.88 36.73 39.04 40.28 31.64 28.86 30.40 31.17 25.46 19.44 14.51 14.66 12.65 7.25 Quality of fabric/product Can be match in various occasions Price Durability Design Easy to take care Dress making Promotion Customer service Has serveral stores/easy to find the chain store Atmosphere for choosing clothes/ Shop… Trendy Brand Friend/Family recommended Not Impotant at all Not Important Moderate Important Very Important 13 3. Important aspects concerning when buying clothes Quality is number one factor (87.0%); while the clothes can be matched in various occasions is the 2nd top aspects ( 85.6%) Brand is less important factors; only 38.9% of respondents are considering when buying clothes; Friend recommendation is also not a key factors for purchasing Q10. Please tell us how important the following aspects concerning when you bought? (5 = very important, 1 = not important at all)? [MSA] n = 650 Unit : % Total Important 87.04 85.65 85.34 83.02 81.02 79.01 78.24 74.54 69.14 61.42 57.87 52.01 38.89 31.94
  14. 14. POPULAR BRAND INDEX (PBI) Top of Mind (TOM) Expansive Last Used Future Intention 𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛 Additional Information: • Top of Mind (TOM) = The first brand in mind of the respondent. • Expansive = Most brand found on advertising (TV, Billboard) • Last Used = The last brand used in the determined period of time • Future Intention = Brand in mind the respondent would like to purchase in the future Brand is one of the important company assets and is also considered as identity of the company. Brand or trademark is a name or symbol representing a particular product or service and it gives a psychological meaning or association. Moreover, brand is also a promotion tool where this helps to reach out to popularity or people awareness that eventually influence consumers’ behaviour. In order to improve organizational performance, brand development should be evaluated. For this purpose, W&S Group conducted a PBI (Popular Brand Index) concept development where the measurement is analyzed by using 4 parameters - Top of Mind, Expansive or brand expansion, Last Used or well known as Market share and Future Intention. Below is the calculation/formula to get the PBI score of a certain brand. Popular Brand Index Concept
  15. 15. 15 4. Most popular brand Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on expansive Lee is the most popular brand with highest scores on ever used and top of mind brand Q10. Please tell us what clothing brand that you aware of, even you never bought it? [MA] n = 650 Q11. Please tell us what clothing brand that you ever bought ? [MA] n = 650 Q12. Please tell us what clothing brand that you bought most often? [SA] n = 650 Q14. Please tell us which brand you prefer to buy in the future? [SA] n = 650 Q16. Please tell us which brand of clothing that you find most often on commercial advertising (TV, Billboard & online)? [FA] n = 650 Unit : % 0 10 20 30 40 50 top_of_mind expansive ever_usedpurchased intention Lee ZARA UNIQLO Levi's H&M Brand Top of mind Expansive Ever_used Last Purchased Future Intention Brand Index Lee 10.34 13.4 43.75 11.74 19.78 13.66 ZARA 7.49 12.03 24.69 7.67 22.57 12.21 UNIQLO 7.66 14.6 20 9.08 13.45 10.85 Levi's 7.13 7.9 39.84 9.39 16.69 10.24 H&M 2.85 8.25 25 7.82 17.62 8.87 Lacoste 5.53 3.44 29.38 7.82 15.46 8.17 ARROW 3.92 5.84 30.31 9.08 12.36 7.71 Nike 1.07 6.87 32.5 7.98 13.91 7.17 Adidas 1.25 3.78 29.38 4.54 11.28 5.09 DAPPER 0.89 1.72 11.09 1.41 11.9 3.94
  16. 16. 16 5. Reason for choosing top 10 brands Beautiful, Comfortable and Reasonable Price is the reason why the respondents purchased UNIQLO Lee, Zara, UNIQLO are commented for having beautiful design & pattern Q13. Please tell us the reason why you bought this brand most often ? [FA] n = 650 Brand Brand Index Beautiful Comfortable Durable High quality clothes Reasonable price Various design Famous Modern Lee 13.66 ZARA 12.21 UNIQLO 10.85 Levi's 10.24 H&M 8.87 Lacoste 8.17 ARROW 7.71 Nike 7.17 Adidas 5.09 DAPPER 3.94
  17. 17. 17 6. Consumer Behavior : Trend, Fashion & Style 67.13% mentioned that they always enjoyed shopping when they have time, while 72.07% like to wear casual & comfortable clothes There are two main types of fashion consumer; those who like to pay attention on choosing appropriate clothes; and those who like to wear casual & comfortable clothes Q17. Please tell us the level of agreement in each sentence ? [MSA] n = 650 18.83 25.93 42.90 39.81 43.36 37.04 41.67 38.58 35.80 29.32 21.30 20.22 34.10 28.55 11.88 13.27 8.64 7.25 I pay deep attention to choosing the appropriate clothes I always enjoyed shopping when I have time My fashion style always be people praise I always update the latest fashion trends I like the to wear famous brand clothes I usually wear style trends of actress / singer Completely disagree Disagree Normal / No comments Agree Absolutely agree 22.69 36.88 33.02 42.59 43.06 34.26 45.22 32.87 21.60 16.98 15.90 13.58 26.85 12.19 7.25 8.95 7.10 5.09 I like to wear casual and comfortable clothes It's ok to wear old-fashioned clothes for me I do not pay much attention to the selection of clothes My fashion style is often criticized by others I do not like to go shopping; it's expensive I do not like to go shopping. it's a waste of time Completely disagree Disagree Normal / No comments Agree Absolutely agree Total Agree 75.77% 67.13% 47.69% 42.59% 29.94% 27.47% Total Agree 72.07% 45.06% 28.86% 25.93% 22.99% 18.67%
  18. 18. Top 3 places for fashion shopping is 1) Department store (44.1%) ; 2) Market (22.6%), Online store (14.5%) 18 7a. Most popular place to buy clothes compare to age group Q18. Please tell us which place you most often buy clothes ? [SA] n = 650 Department Store is popular for those aged over 25 yrs old, while market is the popular place for those 16 – 20 yrs old, and online store is a popular channel for 20 – 24 yrs old 44.1 15.5 11.0 10.6 9.3 5.6 3.9 Department Store Market Online store Weekend Market Supermarket/Hypermarket Stand alone shop Event Market Shopping Place/Age 16 – 20 (n=119) 20 - 24 (n=138) 25 - 29 (n=156) > 30 yo (n=237) Department store 33.9 43.5 43.6 49.6 Market 22.6 10.9 18.6 12.8 Online store 8.7 14.5 11.5 9.8 Weekend Market 13.9 8.0 12.2 9.4 Supermarket/ Hypermarket 8.7 9.4 7.1 11.1 Stand alone shop 7.8 9.4 5.1 2.6 Event Market 4.3 4.3 1.9 4.7 Unit : %
  19. 19. 19 7b. Popular Market & Emerging online store Q19a. Which market place you like to go the most ? [MA] n = 650 Q19b. Which is the channel to purchase clothes online ? [MA] n = 650 JJ Market 51 % The Platinum Mall 38 % Union Mall 19 % New Siam Center 30 % 80 % respondents visited ZALORA 20 % respondents visited Instagram The percentage of people like to visit this market The percentage of people used to visit this online channel 80% of respondents claimed that they know Zalora and 20% used to visit online store on Instagram JJ market is the most favorite shopping place for respondents(51%) 73.4% admitted that they have online purchase experience
  20. 20. E. Detail findings 20 1. Consumer Behavior & Top Fashion Brand 2. Insight to UNIQLO Brand
  21. 21. 21 8. UNIQLO demographic comparing to other brands The percentage of class A customer of UNIQLO (33.0%) is also significant than other brands (19.3%) The majority of UNIQLO customer are at the age over 30 yrs (41.6%) as they are targeting working adults 17.9 21.3 24.1 36.6 9.7 20.5 28.1 41.6 16 - 20 yo 20 - 24 yo 25 - 29 yo 30 yo and above Age Other brands UNIQLO 19.3 31.8 48.9 33.0 33.5 33.5 A B C Income Other brands UNIQLO Unit : % Unit : % Q2. Please tell us your age ? [SA] Other brands 650; UNIQLO n = 277 Q4. Please tell us your income ? [SA] Other brands 650; UNIQLO n = 277
  22. 22. 22 9. Brand image of direct competitor of UNIQLO High Quality of Clothes & Convenient Location are the brand image of UNIQLO, while Quality of Clothes & Friend Recommendation are the brand image of H&M Brand image of H&M goes in the similar direction with UNIQLO Q15. Please tell us which clothing brands relevant to statement above ? [MSA] n = 650 Brand Price Design Friend Recommendation Quality of cutting Quality of Clothes Employee service Store Atmosphere Promotion & Sales Fashionable Convenient/Ma ny locations Durability Easy to take care Can be matched with many occasions Others Uniqlo ZARA Topshop XXI FOREVER H&M GAP Brand Brand Image Topshop  Strong Brand  Fashionable Zara  Fashionable  Good Design GAP  Various Occasion Design  Employee Service H&M  Friend Recommendation  Quality of Clothes UNIQLO  Quality of Clothes  Convenient Locations XXI Forever  Good Price  Store Atmosphere
  23. 23. 23 10. UNIQLO Brand Awareness among age group Out of 85%, half of them purchased UNIQLO and 9% purchased even they don’t like about the brand. Another half of 85% do not purchase UNIQLO with only 1% used to purchase but would not purchase again Around 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO Q20. Please tell us which statement is relevant to your attitude for each clothing brand the most? [SA] n = 650 Unit : % 21.0 13.0 9.0 This is the one of my favortie brand This is the most favorite brand This is the brand that I somewhat dislike but I would buy if necessary 16 – 20 (n=34) 20 - 24 (n=56) 25 - 29 (n=68) > 30 (n=82) 44.4 52.6 40.4 54.5 27.8 28.9 40.4 23.4 27.8 18.4 19.2 22.1 21.0 21.0 1.0 This is the brand that I known but I never considered to buy This is the brand I known and I considered to buy This is the brand that I used to purchase and I wouldn't purchase it again 16 – 20 (n=34) 20 - 24 (n=56) 25 - 29 (n=68) > 30 (n=82) 56.1 54.5 49.1 43.0 41.5 43.6 50.9 53.5 2.4 1.8 0.0 3.5 15.0I don't know UNIQLO Unit : %Those who purchase UNIQLO (43%) Those who do not purchase UNIQLO (42%)
  24. 24. E. Detail findings 24 1. UNIQLO Potential Customer 2. UNIQLO Existing Customer
  25. 25. 36.0 15.7 14.8 14.0 12.7 11.9 11.9 8.9 7.2 6.4 6.4 6.4 5.9 2.1 Too expensive Design is too plain Has no size to fit me Disliked clothes pattern Unattrative design Not trandy design Not suitable for my age Mass fashion Brand I cannot trust Too inexpensive that quality is… Made from uncomfortable febric Others Low quality product Low quality of dress making 25 11. Reason for not to try UNIQLO among gender While plain design is 2nd top reason for not to try for female; clothes pattern disliked & low price perception that lead to quality suspicious is the 2nd top reason for male Too expensive (36%) & plain design(15.7%) are the top reasons why some people don’t buy UNIQLO Q21. Please tell us why you never purchase clothes from UNIQLO ? [MA] n = 240 Male (n=80) Female (n=160) 38.3 35.2 10.0 17.6 13.3 15.3 15.0 13.6 13.3 12.5 13.3 11.4 11.7 11.9 5.0 10.2 10.0 6.3 15.0 3.4 8.3 5.7 6.7 6.3 13.3 3.4 1.7 2.3
  26. 26. E. Detail findings 26 1. UNIQLO Potential Customer 2. UNIQLO Existing Customer
  27. 27. 27 12. Most type of clothes often bought at UNIQLO Polo shirt is popular for age of 20 – 29 (20 – 21.1%); Shirt is more popular for those over 30 yrs (13.5%); while Cardigan is in interested for those young age under 20 years old (33.3%) T-shirt is the main type that people like to buy at UNIQLO (41.7%) Q22. Please tell us which type of clothing you bought most often? [SA] n = 277 41.7 14.4 11.1 11.1 7.8 6.1 5.6 2.2 T-shirt Polo shirt Shirt Cardigan Dress (Long/Short) Others Jeans Jacket 16 – 20 (n=34) 20 - 24 (n=56) 25 - 29 (n=68) > 30 (n=82) 38.9 31.6 42.0 47.3 5.6 21.1 20.0 9.5 11.1 10.5 8.0 13.5 33.3 15.8 6.0 6.8 5.6 7.9 8.0 8.1 5.6 7.9 4.0 5.4 0.0 0.9 1.7 0.9 0.0 0.0 2.0 4.1 Unit : %
  28. 28. 28 13. Visiting UNIQLO Frequency Most people visited UNIQLO store once a month (24.3%); the majority are age group of 16 – 20 yrs (27.8%); and age group > 30 yrs (27.3%) Age group of 25 – 29 are likely visit UNIQLO store 2 – 3 times a month(30.8%); while age group of 20 – 24 yrs prefer to visit twice a month(15.8%) Q23. Please tell us how often do you visit UNIQLO? [SA] n = 277 24.3 19.5 14.1 13.5 13.0 9.2 6.5 Once a month 2-3 times a month Twice a month < Once in 6 months > 4 times a month Once in 3 months - Once in 6 months Twice a month - Once in 3 months 16 – 20 (n=34) 20 - 24 (n=56) 25 - 29 (n=68) > 30 (n=82) 27.8 26.3 17.3 27.3 5.6 13.2 30.8 18.2 11.1 15.8 11.5 15.6 22.2 7.9 9.6 16.9 22.2 21.1 15.4 5.2 5.6 7.9 7.7 11.7 5.6 7.9 7.7 5.2 27.8 26.3 17.3 27.3 Unit : %
  29. 29. 29 14. Spending at UNIQLO The average spending at UNIQLO is 501 – 1,000 THB (36.8%) Those young age 24 – 29 yrs (21.2%) spend highest at around (1,500 – 2,000 THB); while those 20 – 24 yrs (34.2%) spend on average at around 1,001 – 1,500 THB Q24. Please tell us the amount of money you purchase at UNIQLO per visit? [SA] n = 277 36.8 28.6 16.2 9.2 5.4 3.8 501-1,000 THB 1,001-1,500 THB 1,500-2,000 THB 2,500-3,000 THB Less than 500 THB More than 3,000 THB 16 – 20 (n=34) 20 - 24 (n=56) 25 - 29 (n=68) > 30 (n=82) 38.9 31.6 40.4 36.4 22.2 34.2 21.2 32.5 11.1 21.1 21.2 11.7 11.1 7.9 9.6 9.1 5.6 5.3 3.8 6.5 11.1 0.0 3.8 3.9 Unit : %
  30. 30. 30 15. Top 3 words best describe UNIQLO Joyful, Playful and Young are the term when people think about UNIQLO Q25. Please rank top 3 words that would best describe UNIQLO? [Type Number of Answer] n = 277 Similar proportions are show to the top 3 words best describe UNIQLO Unit : % Joyful, 30.8 Playful, 30.3 Young, 22.7 Joyful Playful Young
  31. 31. 31 16. Brand Image of UNIQLO 90 % of people who know UNIQLO talk positively about UNIQLO especially on design & pattern (18.33%) Q26. What would you say about UNIQLO ? [SA] n = 277 Unit : % Other comments are that UNIQLO are comfortable (13.5%); beautiful (12.0%); and reasonable price (10.0%) 18.33 13.50 12.00 10.00 9.17 9.00 7.30 5.17 4.33 4.17 4.00 3.00 2.33 2.00 1.17 Good Design & Pattern Comfortable Beautiful Reasonable price Good Texture Good Quality Various design Neutral Popular Brand Stylish brand Just like Qnique & Modern Lavish Expensive but still in a… Availability Positive, 90 Neutral, 5.17 Negative, 4.83 Positive Neutral Negative - Expensive 4% - Too plain 0.5% - No size available o.5%
  32. 32. 32 17. Sources of knowing UNIQLO 31.1% of respondents claimed that they know UNIQLO from walk into the store Q27. Thinking the first time that you heard about UNIQLO brand, how did you aware of UNIQLO ? [SA] n = 650 Unit : % Printed magazine/newspaper is the 2nd source to know UNIQLO(16.1%) where the majority of those age 25 – 29 yrs (19.2%) know UNIQLO from; while those over 30 yrs (17.3%) know UNIQLO from friends recommendation; and those young age 16 – 29 yrs (23.5%) know UNIQLO from social media 31.1 16.1 15.0 12.8 7.8 6.7 4.4 3.3 2.8 Walked by the shop Magazine/Newspaper/Brochure Recommendations from friends who have purchased Social media (Facebook/ instagram/ Twitter) Online magazine/newspaper TV commercial Billboards Other search engine Grand opening/ Events 16 – 20 (n=34) 20 - 24 (n=56) 25 - 29 (n=68) > 30 (n=82) 29.4 33.3 28.8 32.0 17.6 5.6 19.2 18.7 5.9 16.7 13.5 17.3 23.5 13.9 11.5 10.7 11.8 16.7 5.8 4.0 0.0 8.3 9.6 5.3 0.0 0.0 5.8 6.7 5.9 2.8 5.8 1.3 5.9 2.8 0.0 4.0
  33. 33. FORFURTHERINQUIRIES,PLEASECONTACT: W&S Group W&S Holdings Japan – Tokyo, Osaka, Okayama W&S Co., Ltd 18th Floor, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok 10110 Thailand Tel: +66 2 6530411 Fax: +66 2 6530412 Website: yimresearch.com Group site: www.wsgroup-asia.com Email: info@yimresearch.com W&S Joint Stock Company Vietnam – Ho Chi Minh PT. Nusaresearch Indonesia – Jakarta Our Client of W&S Group Our Client Country UK, USA, Singapore, Germany, Canada India, China, Hong kong, Korea Vietnam, Malaysia, Indonesia, Thailand Australia, Japan, Philippines

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