When saying “Thank You” becomes a
signature of a Japanese brand.
NOVEMBER 26, 2025
REFLECTIVE
ASSIGNMENT
Lecture: Mrs. Hien Tran (Lucie Tran)
Class: MKTG1205 Marketing Principles
Prepared by: Ding Dang Bao Duy – s4208581
Table of Contents
01. Introduction
•
•
•
•
About the business
About the current market
About market offerings
About the value proposition
02. Customer analysis and brand response
•
•
•
Target Customers
Needs, Wants, Demands
Value delivery
03. Marketing orientation analysis and suggestions
•
•
Marketing concept
Societal marketing oncept
04. Marketing environment and SWOT analysis
• Macro environment
• Micro environment
SWOT analysis
• 05. Reflection: Environment influence & decision
making Environment impact Making decisions
Introduction
About business & market.
Entering Vietnam in 2019, there are 29 stores until now (Fast
Retailing Co., Ltd., 2025a) that have expanded its LifeWear concept
focused on everyday clothing. Dr. Sakulkijkarn & Meechukhun (2023)
illustrate that ‘UNIQLO, a global fashion retailer, has embarked on a
significant journey towards sustainability’. Minimal and functional
items like AIRIsm and HEATTECH gained recognition from 36% of
under-25 consumers who are highly interested in fashion (Asia Plus
Inc. 2017) and ‘39% of Vietnamese consumers try to lead a minimalist
lifestyle’ (Euromonitor International 2025b).
Uniqlo is recognized by 55% Vietnamese consumers and is
considered a dominant “Good Quality ” image (Asia Plus
Inc. 2018). Parietti (2025) illustrated that Uniqlo is one of the world’s
three leading clothing retailers along with Zara and H&M.
A Japan-based company began as Ogori Shōji Co., Ltd,
which sold men’s clothing in Ube, Yamaguchi Prefecture,
Japan (Uniqlo - The Strategy Behind The Japanese Fast
Fashion Retail Brand 2021).
Fast Retailing Company Limited is the owner of Uniqlo
today (Fast Retailing Co., Ltd., n.d.), is a well-known name in
apparel retailer and casual wear industry.
Introduction
About product
uniqlo.com
Women
Men
Kids
Baby
Introduction
About market offerings.
About product
Uniqlo focuses on high-functionality products and
new fibers instead of chasing trend-driven fashion. This
product line is released to adapt to demand for air-drying
fabrics and value-for-money basics
(Euromonitor International 2025a).
UNIQLO VIETNAM
About service & experience
HEATTECH
technology.
AIRism material. AIRism is designed to
keep the air cool, dry, and comfortable
in hot and humid climates.
HEATTECH is technologically
thermal fabrics that retains
heat to keep warm inside in
cold situations.
PUFFTECH is lightweight application
technology designed to provide
warmth and comfort in cold weather.
Pick-up policies to satisfy
66% willing to spend
money to save time
“Thank you” culture enhances
UNIQLO’s service offering and
Japanese-style customer
experience.
Introduction
About value proposition.
Product: What makes UNIQLO unique?
While other brands focus on trend-driven fashion, UNIQLO
focuses on functional items supported by proprietary textile
technology, which is difficult for competitors to replicate.
● High-functionality products include HEATTECH, AIRism, and
Ultra Light Down, promoted in seasonal campaigns (Fast Retailing
Co., Ltd., 2024).
● Developing new fibers and fabrics with innovation partners such
as Toray Industries (Fast Retailing Co., Ltd., 2020).
Value to customers: comfort, durability, trust.
In-store Service: What does UNIQLO do
during the shopping experience?
While UNIQLO is superior in controlling inventory and developing
multi-channel integration, a lot of Vietnamese brands are short of
them.
● Highly effective Production- Sales- Inventory (PSI) and
merchandising control systems (Fast Retailing Co., Ltd., 2020).
● Seasonal promotion for those core items (Fast Retailing Co., Ltd.,
2024). Value to customers: availability, convenience,
consistent pricing.
After-sales Service: How does UNIQLO
take care of its customers after
purchasing?
A small number of Vietnamese retailers run a closed-loop system: customer feedback, product
improvement, and public communication. This is a competitive advantage.
● Fast Retailing states that collecting feedback to enhance their products and services through
Customer Service (Fast Retailing Co., Ltd., 2024).
● Utilizing AI, chatbots, and voice recognition to meet the inquiries (Fast Retailing Co., Ltd.,
2024).
● Fast Retailing shows that products are improved based on collective customer feedback (Fast
Retailing Co., Ltd., 2024). Value to customers: responsive service and ongoing improvement.
CUSTOMER ANALYSIS
& BRAND RESPONSE.
About main target customers:
UNIQLO primarily targets young adults aged roughly 18-40 (Bhasin, 2024).
This demographic spread covers two types of customers based on
generation: Gen Z (15-29 years old) and Millennials (30-34)
(Euromonitor International 2025b).
Non-negotiable needs:
Consumers are actively seeking products that provide
"air, and sun protection" to combat "hotter weather"
(Euromonitor International 2025a).
Physical need: clothing.
Wants:
39% of Gen Z and 37% of Millennials "feel
good" when "buying eco-conscious/ethicallyconscious products"
(Euromonitor International 2025b).
Specially, Gen Z has higher environmental
awareness to prioritise sustainable clothing
(Ngo et al. 2024).
Demands:
Gen Z demand a relationship: 57% "enjoy being actively engaged with brands” and 54% of Millennials
(Euromonitor International 2025b).
Delteil, Francois, Mai and Seong (2021) indicate that Millennials and Gen Z, those born between 1980 and
2012, are predicted to make up about 40% of Vietnam's total consumer spending in 2030.
Bui and Le (2023) found that 70.7% of Vietnamese Gen Z respondents identify as fashion enthusiasts.
CUSTOMER ANALYSIS
& BRAND RESPONSE.
About value delivery:
Uniqlo’s strategy is extremely effective at meeting most of
the Vietnamese customers’ demands:
Serving the Need/Want (Product):
The brand's focus on high-performance materials like AIRism (Fast Retailing
Co., Ltd., 2024) is a direct response to the need for clothing that is suitable
for the climate (Euromonitor International 2025a).
63%
The
of consumers who “only buy from brands that they trust
completely” are well served by this product-first strategy, which also fosters
tangible trust (Euromonitor International 2025b).
Serving the Demand
(Trust & Engagement):
UNIQLO builds a strongly trusting relationship that 63% of consumers
demand (Euromonitor International 2025b) through its local
incorporation.
Key solutions include: "60% Made in Vietnam" production strategy
(Viet Nam News 2024) and its commitment to local talent, with 74% of
managerial roles held by Vietnamese nationals (The Star 2024).
It meets the demand for engagement through its UTme! platform, which
allows customization and features collaborations with local Vietnamese
artists.
Analysis follows 5A technique:
A1- AWARE
The AIRism TVC uses catchy transitions and minimal clean visuals,
capture among 37% Gen Z who are interested in fashion (Asia
Plus Inc. 2017) This matches with UNIQLO’s market-oriented motto
on customer lifestyles.
A2 - APPEAL
The tagline “Use up! Wash out!” emphasises breathability and easywash functionality, which directly addresses Vietnam’s hotter
climate conditions (Euromonitor International 2025a). This reinforces
UNIQLO’s strength in functional clothing (Fast Retailing 2020).
3 - ASK
The TVC hooks curiosity through highlighting AIRism fabric in dailyuse scenarios, aligning with the behaviour of 66% of
Vietnamese consumers who extensively research before
purchasing (Euromonitor International 2025b).
A4 - ACT
The campaign directs viewers to stores and online channels. With
63% of Vietnamese consumers having purchased fashion online (Asia
Plus Inc. 2017), the TVC effectively supports UNIQLO’s O2O strategy.
A5 ADVOCATE
The picture of AIRism’s function encourages word-of-mouth among
53% of Gen Z who prefer branded goods (Euromonitor
International 2025b), and are more likely to share brand content.
Marketing orientation analysis
and suggestions
Uniqlo chases marketing orientation.
Marketing Concept: 5A ANALYSIS OF UNIQLO AIRism TVC
“Use up! Wash out!”
A screenshot of the AIRism advertising video. Source: UNIQLO
Vietnam 2023.
Marketing orientation analysis
and suggestions
Sustainability Evaluation:
Win-win: It directly addresses discomfort caused by the hotter climate in Vietnam
(Euromonitor International 2025a) and strongly aligns with 39% of
Vietnamese consumers following a minimalist lifestyle (Euromonitor
International 2025b).
Trade-off: This marketing approach does not attract more newly promising
customers other digital platforms and lacks localization.
“Use up!
Wash out!”
Recommendation:
Launching a TikTok challenge with the slogan: “ USE UP! WASH OUT! 7 days
of AIRism comfort” and collaborating with KOL/KOC as a brand ambassador
in the Vietnamese market, according to the current Social Proof effect among
Vietnamese consumers.
Localise the AIRism version for Vietnam to build strong trust, with 63% only
buying from brands they trust completely (Euromonitor International 2025b).
Marketing environment
SWOT analysis.
1. Macro environment: PESTLE model
Factors
Key Analysis
Political
The Foreign Direct Investment (FDI) policy from the
Vietnamese government creates new opportunities for
retailer expansion.
High inflation and a “hampered” economy (Euromonitor
Economic
International 2025a) are a major concern for 68% of
consumers (Euromonitor International 2025b)
Social
Increasing demand for sustainability causes consumers to
"feel good" buying from eco-conscious brands
(Euromonitor International 2025b).
Technological
"Livestreaming" is a popular digital tool for brands, including
UNIQLO, to reach customers (Euromonitor International
2025a).
Legal
Weak intellectual property (IP) enforcement causes a high rate
of fake clothing market.
Environmental
"Hotter weather" in Vietnam directly fuels consumer demand
for functional apparel (Euromonitor International 2025a).
Marketing environment
SWOT analysis.
2. Micro environment:
2.1. The company:
Segment
Content
UNIQLO business
model
The SPA models the integrated value chain planning, production, logistics, sales - revolving
around customers. (Fast Retailing Co., Ltd., 2024).
Local production &
workforce
60% of UNIQLO’s production in Vietnam
(Viet Nam News 2024) and 74% store managers are
Vietnamese (The Star 2024)
→ Ensures agility, cost efficiency, and strong
local relevance.
Marketing environment
SWOT analysis.
2. Micro environment:
2.2. Competitors:
Segment
Content
Direct
Competing with local brands (Yody, Canifa,
Coolmate) due to competitive pricing and strong
online presence. Yody reached a 2.7% share in
2024 (Euromonitor International 2025a).
Shein – rapid growth (1.0% in 2021 → 3.3% in
2024) driven by low prices and livestreaming
commerce (Euromonitor International 2025a).
Indirect
Sportswear brands (Adidas, Nike). Online
marketplaces offering low-cost apparel (Shopee,
TikTok Shop).
→ UNIQLO must differentiate via functional,
durable essentials.
Marketing environment
SWOT analysis.
S
1. SWOT Analysis:
Strengths: Make UNIQLO more “Unique”:
Superior Product Technology (Technology- Macro
Environment):
UNIQLO's proprietary R&D-led fabrics are a distinctive
factor. They are perfectly suited to the environmental
need to "protect them from the sun" (Euromonitor
International 2025a) and the consumers’ want for "higherquality items" (Euromonitor International 2025b).
O
High Brand Trust (Customers- Micro Environment):
W
Under-Leveraged E-commerce Channel (TechnologyMacro Environment):
E-commerce accounts for 21.7% of all apparel sales in Vietnam.
However, UNIQLO's online sales in the Southeast Asia region are
only "approximately 10% of total sales" (Fast Retailing Co., Ltd.,
2024), creating a gap and under-leveraged distribution channels.
High-level Price Point in a Price-Sensitive Market
(Customers- Micro Environment):
The brand’s focus on the core quality brand and minimal promotion
has led to a higher price compared to other rivals.
Thriving on the sustainability trend (EnvironmentalMacro Environment):
The "sustainable fashion using green and recycled materials"
trend (Euromonitor International 2025a) is a promising
opportunity. UNIQLO's durable "LifeWear" model and
RE.UNIQLO’s (repair/recycle) services are suitable for appealing
to the 31% of consumers seeking "purpose-driven brands.”
Boosting Consumer Co-creation (Customers- Micro
Environment):
In a market where 63% of consumers "only buy from brands that they
trust completely" (Euromonitor International 2025b), this integration
builds a level of trust that competitors cannot easily claim.
Weaknesses: Make UNIQLO less “Unique”:
Opportunities: Make UNIQLO more
competitive:
T
Above 40% Vietnamese customers who “want to engage with
brands to influence product innovation” (Euromonitor
International 2025b) represent an abundant market.
Threats: make UNIQLO less competitive:
Intensive Competition (Competitors- Micro
Environment): UNIQLO competes with both global giants (like
Zara) and strong local competitors (like Yody), who are growing
fast (2.9% market share) and are now directly competing on
sustainability, not just price (Euromonitor International 2025a).
Economic Headwind (Economic- Macro Environment):
Inflation and a "hampered" economy (Euromonitor International
2025a) pose a direct threat. This would decrease the purchasing
power of UNIQLO's middle-class base and increase the attraction
of lower-priced competitors, threatening UNIQLO's high-quality
model.
Reflection: Environment influence
and decision making.
Caring for environmental impact:
A company does not exist in a vacuum. Kotler and Armstrong (2022) stated
that companies are influenced by external factors that shape how businesses
develop and maintain successful customer relationships. This helps me realize
that “caring” about the environment is not optional and theoretical; it is a
survival logic.
For UNIQLO, the environment presents an opportunity to tap into a
consumer base that seeks "higher-quality items" (Euromonitor International
2025b), while also posing a threat in the form of "inflation" that makes them
hesitant to spend (Euromonitor International 2025a). Therefore, a successful
strategy leverages its strength (quality) to grasp the chance (demand for
quality) and ease the threat (price sensitivity) through its long-term value.
One insight I did not expect is that the environment does not just “affect”
merely businesses - it silently shapes their identity. UNIQLO strongly focuses
on functional, minimal, and durable clothes is not only its brand philosophy but
also follows Vietnam’s climate, culture, and spending habits. The prerequisite to
creating a successful marketing campaign is market insights in a real
environment, not assumptions.
Analysing the environment actually predicts the future direction of the
brand itself. I can know where the demand is changing, how consumers are
feeling, and what constraints cannot control but must adapt to. That is
where competitive advantage starts.
Reflection: Environment influence
and decision making.
Making decision (DIEP technique):
Factor
Describe
Interpret (Influence)
Evaluate
Plan
2.1 Physical Environment
(Climate)
The "hotter weather" in Vietnam
(Euromonitor International 2025a) is the
physical factor.
UNIQLO's products with AIRism and
UV-cut parkas, which (Fast Retailing
Co., Ltd., 2020) illustrated, were
"especially popular."
UNIQLO’s Lifewear and AIRism
collection is a strategic advantage.
However, the warm weather reduces
demand for winter items: HEATTECH,
meaning that the brand must boost
summer items for annual revenue.
UNIQLO should enhance the quality
of AIRism and year-round cotton
basic clothes. Seasonal campaigns
can be organised through geography
and climate factors - more HEATTECH
in Hanoi, less in Ho Chi Minh City.
2.2 Social & Cultural Trend
(Trust)
The fact that 63% of consumers "only buy
from brands that they trust completely"
(Euromonitor International 2025b) is a
dominant social factor.
Advertising and operational decisions
to build trust through tangible, local
commitments like "60% Made in
Vietnam" (Viet Nam News 2024) and
local artist collaborations.
This alignment makes the brand more
relatable to Vietnamese customers,
but also pressures the brand to
maintain the product quality and local
relevance.
Launch loyalty programs or
community events to strengthen trust
and engagement in the long term.
Adapting offerings to local tastes
through non-stop collecting of
customer feedback.
2.3 Despite Technological
Environment (Digital)
The rise of e-commerce as a "key growth
driver" (Euromonitor International 2025a) is
a significant technological factor.
Integrating digital tools into its
marketing. Reinforcing e-commercial
and online platforms: To meet
customer needs, UNIQLO intend to
expand services that create a variety
of purchasing and deepen integration
of online and store (Fast Retailing Co.,
Ltd., 2024). Within the Vietnamese
apparel market context, livestreaming
and social-commerce are noted as
growing engagement tools
(Euromonitor International 2025a).
Increasing in-store digital
experiences.
Despite implementing modern
technology can boost customers'
convenience and the global brand
position, it requires collective efforts
for seamless coordination between
online and offline systems.
Further improve O2O services and
update easy-to-understand product
contents on the website.
2.4 Competitive Landscape
(Competitors)
Vietnam’s apparel market is highly
competitive, with strong global brands and
rapidly expanding local players
(Euromonitor International 2025a).
Be unique by focusing on functional
basics rather than fast-fashion trends.
Creating a strong competitivene ss in
quality, but may reduce attraction for
fashionable shoppers influenced by
trend-driven brands.
Releasing more limited collections
and localised marketing while
maintaining the core of Lifewear.
REFERENCE LIST:
•
Asia Plus Inc. (2017) Vietnam fashion behaviors survey, SlideShare website, accessed 21 November
2025. https://www.slideshare.net/slideshow/survey-about-vietnamese-behaviors-about-fashion/7795
6808
•
Asia Plus Inc. (2018) Fast fashion recognition and Uniqlo images, SlideShare website, accessed 21
November 2025. https://www.slideshare.net/slideshow/fast-fashion-and-uniqlo-recognitionconverted/1130876 91
•
Bhasin, H. (2024) Marketing Strategy of Uniqlo – Uniqlo Marketing Strategy, Marketing91 website,
accessed 20 November 2025. https://www.marketing91.com/marketing-strategy-of-uniqlo/
•
Bui T H and Le V D (2023) ‘Survey on fashion consumption trends of Vietnamese young people’,
Business Management GPH International Journal, 06(10):165–184, doi:10.5281/zenodo.8427975.
•
Delteil B, Francois M, Mai D & Seong J (2021) The new faces of the Vietnamese consumer, McKinsey
& Company website, accessed 21 November 2025. https://www.mckinsey.com/featuredinsights/future-of-asia/the-new-faces-of-the-vietnamese consumer
•
Euromonitor International (2025a) Apparel and footwear in Vietnam, accessed 20 November 2025,
Euromonitor Passport.
•
Euromonitor International (2025b) Consumer Lifestyles in Vietnam, accessed 20 November 2025,
Euromonitor Passport.
•
Fast Retailing Co., Ltd. (2020) Annual Report 2020: LifeWear, Changing the World, Fast Retailing
website, accessed 20 November 2025.
https://www.fastretailing.com/eng/ir/library/pdf/ar2020_en_05.pdf
•
Fast Retailing Co., Ltd. (2024) Integrated Report 2024, Fast Retailing website, accessed 10 November
2025. https://www.fastretailing.com/eng/ir/library/pdf/ar2024_en_sp.pdf
•
Fast Retailing Co., Ltd. (2025a) Group Outlets – Vietnam Number of Stores, Fast Retailing website,
accessed 18 November 2025. https://www.fastretailing.com/eng/group/shoplist/
•
Fast Retailing Co., Ltd. (2025b) UNIQLO Vietnam – Store Staff Recruitment, Fast Retailing website,
accessed 20 November 2025. https://www.fastretailing.com/employment/en/uniqlo/vn/storestaff/
•
Fast Retailing Co., Ltd. (n.d.) Homepage, Fast Retailing website, accessed 21 November 2025.
https://www.fastretailing.com/eng/
•
Kotler, P. and Armstrong, G. (2022) Principles of marketing: 18th edn, Pearson Education, Harlow.
•
Ngo TTA, Vo CH, Tran NL, Nguyen KV, Tran TD & Trinh YN (2024) Factors influencing Generation Z’s
intention to purchase sustainable clothing products in Vietnam, PLOS ONE,
THE END.
THANK YOU FOR YOUR READING
Lecture: Mrs. Hien Tran (Lucie Tran)
Class: MKTG1205 Marketing Principles
Prepared by: Ding Dang Bao Duy – s4208581