APPENDIX I : SWOT Analysis
Strengths • •
Provide ageless garments ( Cloths for All ) (Fast retailing,2014) High quality with resonable price with sophisticated textile technology • Comprehensive online store and communications • Japanese Identiry; service mind, strong brand image • Functional based products
Opportunities • • • • •
30
Globalisation, Asian economic is growing fast (APAC, 2014) Popularity of Japanese culture troughout the world High growth of E-commerce and Social media, integrated communications via mobile devices. Celebrity endorsement in each country to increase awareness with local population New market in hot weather countries
Weaknesses
Threats
• Low brand awareness in western countries • Limited products and styles, Product only lauch based on four seasons (uniqloanalysis,2014) • Limited product for hot weather countries • Lack of strong brand loyalty (uniqloanalysis,2014) • Import tax and currency conversion causing higher costs (uniqloanalysis,2014)
•
High competition in domestic and global markets , Strong competitors like Zara, H&M, Gap which provide more fashionable clothes • Political/ economic of location where manufacturing facilities are located, in China and Bangladesh