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Uniqlo Q-Lab : innovation lab and communication strategy

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Uniqlo Q-Lab : innovation lab and communication strategy

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Samenvatting

QUOTES “The new ethics: the internet has brought about a generation of socially and environmentally aware consumers with an inclusive mindset towards gender, sexual, racial and cultural identity. Always online, they are exposed to different identities making for an intersectional generation that values equality and inclusion.” “Uniqlo Q-lab is an innovation lab with the goal of solving design problems connected to audiences that have been overlooked by the fashion industry. Those include people with disabilities, medical conditions, symptoms of ageing or other body-related issues. Inspired by the process of design thinking, the lab brings the audiences together with innovative minds to create universally inclusive smart apparel. - We believe that by designing for inclusivity, we can find solutions that can benefit anyone no matter what. This makes Q-lab the next step to making LifeWear that is truly made for all.” RESEARCH QUESTION How can Uniqlo transform its brand promise “Made For All” into a strategic asset to gain brand awareness in Western countries? UNIQLO’S PROBLEM LACK OF DIFFERENTIATION: Uniqlo is currently the third largest clothing retailer worldwide with an eye on becoming number one, partly by expanding into the European market. In order to do so they have to gain the hearts of young consumers, who have no strong connection to Uniqlo as of yet. Their affordable basics are not enough to differentiate the brand from other fast fashion retailers who triumph in terms of fastness and fashionability. - LOST BRAND MESSAGE: Uniqlo’s brand promise “Made for All” indicates affordable and qualitative clothing for everyone no matter what. A message that would certainly resonate with a young consumer. However, Uniqlo fails to communicate that message effectively, especially online. In a competitive environment where all fast fashion retailers use superficial inclusivity to sell a product, Uniqlo’s message gets lost in the noise. - FAILING BRAND PROMISE: Also, Uniqlo has yet to address design problems connected to an ageing, disabled or diseased consumer. Therefore they are partly failing their brand promise and are running into the risk of being called out by brand skeptics. UNIQLO’S OPPORTUNITY BECOME MORE SOCIALLY RESPONSIBLE: As a fast fashion brand, Uniqlo cannot become sustainable but they can become more socially responsible. Equality is deep embedded in their brand DNA, therefore they can support minorities like disabled people with integrity as long as they do it in an authentic way. - Especially as young consumers are growing more skeptical towards brand messages, Uniqlo can seize this moment to gain their trust by introducing the necessary measures to find genuine solutions to cater to a neglected consumer. - REPOSITION BRAND AS INNOVATIVE: In a market that is saturated with cheap basics, Uniqlo could be the first clothing retailer to introduce an innovation lab. It would not only offer them a point of differentiation against competitors such as Zara and H&M, but also an advantageous tool to anticipate shifts in apparel. It would also boost their CSR by giving minorities a seat at the table and by supporting young talents that don’t have the resources to make their ideas come to life. - While NikeLab and Adidas Future Lab thrive in terms of performance and sustainability, Uniqlo could fill a gap in the market by introducing an innovation lab that focuses on everyday clothing.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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