Uniqlo Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: October 27, 2018

Marketing Strategy of Uniqlo analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Uniqlo marketing mix, help the brand succeed.

Uniqlo marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Uniqlo Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Uniqlo Product Strategy:

The product strategy and mix in Uniqlo marketing strategy can be explained as follows:

Uniqlo is a leading apparel and clothing line, which has a strong presence in the high quality casual clothing market. Uniqlo has a wide product portfolio in its marketing mix and caters to all age groups as well as genders. Some of the products offered by Uniqlo are:

Men & Women: Outerwear, Ultra-Light Bottom Collection, Sweaters, Fleece, Casual Shirts, Blazers , Dress, Shirts, Customized Easy Care Shirts, Sweatshirts, Sweatpants, T-Shirts and Polos, Graphic Tees, Warm-Lined Pants, Jeans, Pants, Uniqlo Sportswear, Innerwear, Chino Pants, Underwear, Socks, Loungewear, Accessories and Shoes

Boys & Girls: Outerwear, Sweatpants, Sweatshirts, T-Shirts, Tops, Graphic Tees, Pants, Shorts, Uniqlo Sportswear, Innerwear, Loungewear, Accessories, Fleece

Baby: Toddler collection consists of Outerwear, T-Shirts, Tops, Pants, Innerwear, Pajamas, Fleece. Newborn collection consists of Outerwear, Tops, Newborn Fleece, One-Pieces, Bodysuits, Innerwear and Accessories, Socks

All their products have a unique modern look which are trendy and appeal to the youth population. Uniqlo have a variety of offering for different occasions and a section on their website dedicated to collections that one could gift others on holidays. This also helps in new customer acquisition.


Image: Wikimedia


Uniqlo Price/Pricing Strategy:

Below is the pricing strategy in Uniqlo marketing strategy:

Uniqlo is a mid-range product and prices range from $25 to $100.

The pricing is competitive and they differentiate themselves from the competition through unique simple designs and bright colours. The quality of the products is very good and that appeals to the budget customers as well as informed shoppers. The main pricing strategy in its marketing mix is to compete with its competitors and build a strong presence. They sale selected products at promotional prices which are generally $5-$10 less compared to the retail prices. Uniqlo also provide free shipping on all orders.


Uniqlo Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Uniqlo SWOT Analysis, STP & Competitors

Uniqlo Place & Distribution Strategy:

Following is the distribution strategy in the Uniqlo marketing mix:

Uniqlo sells through its speciality stores in almost all major cities throughout the world. Apart from that it sells online through its own website. The company currently operates 1920 stores throughout the world. Some of the countries of operation are Australia, Canada, China, France, Germany, Hong Kong, Macau, Indonesia, Japan, Korea, Malaysia, Philippines, Russia, Singapore, Spain, Taiwan, Thailand, UK etc. Uniqlo have an Inventory control team that monitors the store stocks on an weekly basis and maintains the optimum level of inventory. At the end of the season they have a meeting with the Marketing department and do any inventory clearance sales necessary with promotional pricing.

10 to 20 percent of the total revenue comes from online sales.


Uniqlo Promotion & Advertising Strategy:

The promotional and advertising strategy in the Uniqlo marketing strategy is as follows:

Uniqlo have a customer creation team which does analysis on the customer purchase data which helps in gauging the customer preference and design promotional content accordingly. The companies growing online sales provide the team with necessary big data on the customer purchases and preferences which they use in their analysis. They advertise using celebrities like Charlize Theron who casually relaxes in her car wearing light Uniqlo clothes on a breezy summer afternoon. This creates a sense of lightness and casual wear for its products. In another ad campaign they highlight women from different countries wearing Uniqlo clothes in their day to day life and they give a tagline “Made for All”. This ad highlights their strategy to become a global brand and appeal to the customers from different countries and ethnic group. In another Ad called “This way to Utopia” it shows youth engaged in creative dance moves which showcases the creative designs and flexibility of Uniqlo merchandise and Ads a sense of being innovative in their design and mindset. Hence this completes the marketing mix of Uniqlo.


About Uniqlo:

Uniqlo is a Japanese company which makes apparel and accessories for guys and girls typically suitable for the young generation. The clothes are designed in such a way that they imbue in themselves the Japanese values of simplicity and elegance. Uniqlo make warm and light clothes that has the best quality fabrics and can be purchased by people belonging to all economic class. Their designs constantly evolve with time and they try to modernise them to meet the standards of the young demanding population. They also give back to the society and strive for a sustainable business model.

They established Grameen Uniqlo in Bangladesh in 2011 to help the local communities and bring about economic development in the region and improve people’s standard of living by providing them employment opportunities. They make and sell clothes locally and the benefits go the local business.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Uniqlo. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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