Portfolio Analysis for Uniqlo: Product Portfolio, Market Segmentation, Targeted Market, Positioning, and Marketing Mix

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Potfolio Analysis
Uniqlo is a well-known apparel and clothing brand with a strong presence in the market for
high-quality casual clothing. Uniqlo's marketing mix includes a diverse product portfolio that
appeals to people of all ages and genders. Uniqlo's products include the following: 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, and Loungewear (Choi & Eugene
2011:35)
All of their products have a distinct modern look that is trendy and appealing to young
people. Uniqlo has a variety of offerings for various occasions, as well as a section on its
website dedicated to collections that could be given as gifts during the holidays. This also
aids in the acquisition of new customers.
Product Potfolio Analysis
High
Question marks
Toddler collection
Stars
Uniqlo Sportswear
Low Dogs
Accessories
Cash cows
Casual Shirts
Low High
Uniqlo's products are designed by world-renowned designers, who take into account the
characteristics of Asian body shapes while combining the essence of the world's top-brand

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clothing styles and carefully selecting the best fabrics to provide customers with high-quality
services at a lower cost. Remove any unnecessary decorations to highlight the concept's
versatility (Choi & Eugene 2015:240).
The most distinguishing attribute of Uniqlo is its high-quality, low-cost items with high-cost
performance. Products are an enterprise's essential competitiveness, and Uniqlo places a
premium on leveling development and fabric innovation (Cortez et al 2014:1). Polar fleece,
high-tech, and other items, for example, are pleasant and have strong heat dissipation and
important ventilation functions. Uniqlo's stringent fabric specifications provide comfort to
customers while increasing their reliance on the brand. Uniqlo is now ranked among the top
three apparel companies in the world. In Japan, Uniqlo has become synonymous with low-
cost polar fleece clothes. In just ten years, Uniqlo has risen from an island country's brand to
a multinational apparel behemoth (Hernández & Abel 2018: 65). Uniqlo's footprints may be
found all over the world. These considerably satisfy consumers' demands in terms of low
cost, simplicity, comfort, and good quality.
Uniqlo has always been about simplicity, which pervades the whole store. It makes no
difference what category, color, or item size you choose. Uniqlo can be broadly divided into
three basic types of clothing: men's, women's, and children's wear (Uriarte Elizaga 2016: 80).
Each category is further subdivided into a coat, fleece and POLO shirts, pants, shirts, jeans or
casual pants (men), capris, shorts or 7 minutes of pants, skirts (ladies), condole belt unlined
upper garment, the living, underwear, accessories, and so on.

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Market Segmentation
Market segmentation is the process by which Uniqlo separates the current market into many
divisions. Market segmentation is critical since Uniqlo may easily join the market depending
on the characteristics and purchasing behaviors of its customers. Uniqlo may learn about the
variations between client groups through the segmentation process. Then, depending on a
suitable approach for each client segment, they will make a decision.
Uniqlo, for example, can employ demographic segmentation, which includes characteristics
such as age and life cycle, gender, income, and religion. Uniqlo products are appropriate for
all clients, whether they are teens or adults (Dolnicar et al. 2018:66) Uniqlo distributes
merchandise to both men and women. Furthermore, their product pricing is cheaper than that
of rivals, allowing low-, medium-, and high-income clients to acquire their items. Uniqlo
clothing is also ideal for all religions because it is not overly sexual or exposed to others.
Furthermore, Uniqlo can employ regional segmentation to divide the market across different
regions. They give HEATTECH items that are ideal for freezing and cooling places, such as
which nations have a winter season (Bian, Song, and Bai 2019:121). Customers may keep
warm and comfortable by wearing HEATTECH clothing. Furthermore, Uniqlo's AIRism
items are appropriate for hot and warm places, such as those featuring summer season
nations. The AIRism garments are completely breathable, making buyers feel smooth and
comfortable when they touch them. The AIRism fabric can assist in swiftly releasing heat
from the body while remaining relaxed.
Uniqlo also has psychographic segmentation. Customers' perception, learning, personality,
and lifestyle are the psychographic segmentation factors. According to clients, Uniqlo's
product price makes them feel inexpensive, and the product quality is superb. Uniqlo also
discovers that its clients who buy their items are the result of their learning experience; the
customers learned about Uniqlo through word of mouth from their friends and family

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(Marzuki, et al. 2021 55). Furthermore, they learn about Uniqlo through social media and
advertising events. Uniqlo also caters to clients who are youthful, fashionable, and trendy in
the market. It indicates that Uniqlo has separated the market into psychographic segments
depending on client personality. Uniqlo also segments customers' lifestyles, with the
consumer group preferring basic and free-style wearing patterns. Uniqlo has chosen a few
client segments that they believed they could service successfully as their objective.
Customers are ranked from most important to least important as follows: