UNIQLO Study Thailand Market

1. UNIQLO market
studies in Thailand2014
Date: 20th April, 2015

2. A. Research background
 Currently there are over 20 top fashion brands in Thailand; fashion brands are getting larger in market size
due to the enter of new brands like Mango, H&M and UNIQLO. Also the rising in middle income class has led
to the opportunity for fashion brands.
 All new entrants brand has made a successful entrants into Thai market with their unique design & pattern
and UNIQLO is one of that.
 UNIQLO opened its first store at Central World in 2011, making this UNIQLO’s largest store in Southeast Asia
that currently there are 10 stores in Thailand.
 UNIQLO report has mentioned that UNIQLO Thailand also fulfilled targets, reporting continued strong sales
growth as four new stores opened for business. Therefore, UNIQLO plans to expand its branches in Thailand
to 100 by 2021
 This study is aim to study UNIQLO brand awareness, brand perception and purchase behavior toward Thai
consumers.

3. B. Fashion & Clothing Market Overview in Thailand
3
28.6
16.0
14.8
12.3
7.9
7.2
3.2
3.2
2.6
2.2
1.9
Casual wear
Children's wear
Formal/Business wear
Footwear
Lingerie and underwear
Athletic, sports and…
Leather components and…
Leather bags
Specialty and occasional wear
Clothing accessories
Fashion accessories
Casual wear is the major proportion (29%) of fashion & clothing market in Thailand
Sources : The 2012 Business and Industrial Census (Manufacturing Industry) Whole Kingdom, National Statistical Office;
Department of Business Development, Department of Industrial Works
Number of
Company in
Thailand
Forecasted
Growth in 2015
21,542 -1%
12,077 100%
11,126 0%
9,264 0%
5,963 50%
5,409 -50%
2,429 -10%
2,395 5%
1,993 0%
1,655 -3%
1,460 0%
75,313
companies
Unit : %
However, the growth of casual wear sector is forecasted to be no growth this year; Only children’s wear and
lingerie sector show significant growth. The rest of market growth seems to be stable

4. C. Fashion Industry Analysis in Thailand
4
Threat of new
entrants
Threat of
substitutes
Power of buyers Power of suppliers Degree of rivalry
Moderate High Moderate Low High
Threat of substitutes
Unbranded or fake-branded products are
substituted for fashion industry
A competitive price & design products from
local designers available at various local market
Imported fashion products from China &
Korea
Power of buyers
Buyers are fragmented and no individual
buyer has any particular impact on price or
products
Buyers could easily switch to other brands
with the price & quality is not reasonable
Power of suppliers
High quality local garment suppliers available
The switching cost to new suppliers is quite
low
Threat of new entrants
Capital required to enter the Thai market is
relatively low
Numerous government supports for foreign
investors
Brand loyalty could discourage potential new
entrants
Industry is moderately concentrated and
dominated by over 20 fashion brands
Degree of rivalry
All fashion brands has entered the market
long enough to establish customer loyalty
Strong brand identity of existing fashion
brands
Emerging of Thai modern fashion brands by
young designers
New entrants from global leading players :
H&M, UNIQLO
Sources : Thailand Board of Investment;
Online News; W&S Analysis

5. C. Top Fashion Brand Vision & Direction
5
Brand Strategy & Direction
Lee To be the leading denim jeans brand and largest apparel company
ZARA To offer the latest fashion trends for women, men and kids
UNIQLO To focus on mass-producing affordable clothes by deliver unique design
Levi's To deliver classic American style Jeans
H&M To be the leading fashion retailer at affordable price
Lacoste To offer sport-inspired trends and the iconic polo shirt
ARROW To offer fashionable yet functional apparel
Nike To be the inspiration & innovation for every athlete in the world
Adidas To deliver a brand built on passion for sports and a sporting lifestyle
DAPPER To be the leading fashion labels
Topshop To be the greatest fashion design apparel leader
GAP To deliver the latest styles & fashions for the whole family
XXI Forever To deliver must-have styles & the hottest deals apparel
Sources : Company Annual Report

6. B. Research design
6
Research Method Online research
Fieldwork Period 18st – 30th March 2014
Research Area Nationwide (Thailand)
Respondent Criteria Male & Female (50%:50%) , Aged（above 16 years old）
Sample Size Consumer Behavior : 650 samples
Insight to UNIQLO : 240 samples
Number of Questions Demographic & Screening : 8 Questions
Consumer Behavior : 8 Questions
Insight of UNIQLO : 9 Questions
Criteria Purchased clothes in the last 6 months
Research Objectives To understand about Thai consumers behavior toward clothes consumption
To evaluate brand awareness and perception among UNIQLO existing customers

7. C. Respondent profile
7
■Gender
■Current living city
■Age
■Monthly household income
40.0
60.0
Male
Female
Unit : %
17.9
21.3
24.1
36.6
16 - 20 yrs
21 - 25 yrs
26 - 29 yrs
> 30 yrs
13.6
23.1
10.714.4
7.3
2.2
28.7
North
Central
South
Northeast
West
East
Greater Bangkok
19.3
31.8
48.9
A Class B Class C Class
Class Income (THB)
A > 60,000
B 30,001 – 60,000
C < 30,000

8. D. Key findings : Consumer Behavior & Top Brand
8
1. Proportion of personal spending
Research found out that over 89.5% of respondents purchased clothes within 1 – 3 months
Proportion of clothing spending is in the same range as other spending (13%)
2. Top 3 type of clothing
The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ;
while the majority of female (28.2%) prefer to purchase shirt
T-shirt & Shirt is the top type for purchasing popular brand clothes
3. Important aspects concerning when buying clothes
4. Most popular brand
Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on expansive
5. Reason for choosing top 10 brands
Comfortable, Durable, High Quality and Reasonable price are still the main reasons for top 10
brands
The respondents are also looking for durability when buying clothes(40.3%)
Quality of fabric, can be matched with many occasions and price of the products are the most
important aspects concerning when buying clothes
Lee is the most popular brand with highest score on ever used and top of mind brand
6. Most popular place to buy clothes
Top 3 places for fashion shopping are 1) Department store (44.1%) ; 2) Market (22.6%), Online
store (14.5%)

9. D. Key findings : Insight to UNIQLO
9
7. Brand image of direct competitor of UNIQLO
Brand image of H&M goes in the similar direction with UNIQLO
8. UNIQLO Brand Awareness
Around 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO
9. Reason for not to try UNIQLO
Too expensive (36%) & plain design(15.7%) are the top reasons why some people don’t buy UNIQLO
10. Most type of clothes often bought at UNIQLO
T-shirt is the main types people like to buy at Uniqlo (41.7%)
11. Visiting UNIQLO Frequency
Most people purchased UNIQLO clothes once a month (24.3%); the majority are at age of 16 – 20 yrs (27.8%);
and age group > 30 yrs (27.3%)
12. Spending at UNIQLO
The average spending at UNIQLO is 501 – 1,000 THB (36.8%)
13. Top 3 words best describe UNIQLO
Joyful, Playful and Young are the term when people think about UNIQLO
14. Sources of knowing UNIQLO
31.1% of respondents claimed that they know UNIQLO from walk into the store
15. Brand Image of UNIQLO
90 % of people who know UNIQLO talk positively about UNIQLO especially on design & pattern

10. E. Detail findings
10
1. Consumer Behavior & Top
Fashion Brand
2. Insight to UNIQLO Brand

11. 1. Proportion of personal spending
11
Research found out that over 89.5% of respondents purchased clothes within 1 – 3 months
Proportion of clothing spending is in the same range as other spending (13%)
Q2. Please tell us the proportion of your personal spending like? [SA] n = 650
Q7. When did you buy clothes last time? [SA] n = 650
Food, 14.4
Transportatio
n, 13.2
Clothing,
12.9
Entertainment
, 12.6
Money
saving,
12.0
Beauty
Products,
11.9
Accomodatio
n , 11.6
Money to
pay monthly
phones, 11.3
89.5
7.7
2.8
I bought it within
1 - 3 month
I bought it within
4 - 6 months
Never bought
within 6 monthsUnit : %
Proportion of personal Spending Clothes purchasing frequency

12. 12
2. Top 3 type of clothing
The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ;
while the majority of female (28.2%) prefer to purchase shirt.
T-shirt & Shirt is the top type for purchasing popular brand clothes
Q3. Please rank top 3 type of clothing you buy? [Type Number of Answer] n = 650
Unit : %
Others, 31.3
T-shirt, 29.7
Shirt, 24.9
Polo-shirt,
14.1
Others T-shirt Shirt Polo-shirt
Male (n= 260) Female (n=390)
T-shirt 25.9 19.8
Shirt 16.7 28.2
Polo 29.6 13.7
11.6
9.2
5.8
4.8
Lady singlet
Tank top
Dress (Long/Short)
Strapless & Others
Others

13. 50.15
48.92
46.30
42.75
49.38
50.15
47.84
43.36
43.67
41.98
43.36
37.35
26.23
24.69
36.88
36.73
39.04
40.28
31.64
28.86
30.40
31.17
25.46
19.44
14.51
14.66
12.65
7.25
Quality of fabric/product
Can be match in various occasions
Price
Durability
Design
Easy to take care
Dress making
Promotion
Customer service
Has serveral stores/easy to find the chain store
Atmosphere for choosing clothes/ Shop…
Trendy
Brand
Friend/Family recommended
Not Impotant at all Not Important Moderate Important Very Important
13
3. Important aspects concerning when buying clothes
Quality is number one factor (87.0%); while the clothes can be matched in various occasions is
the 2nd top aspects ( 85.6%)
Brand is less important factors; only 38.9% of respondents are considering when
buying clothes; Friend recommendation is also not a key factors for purchasing
Q10. Please tell us how important the following aspects concerning when you bought? (5 = very important, 1 = not important at all)?
[MSA] n = 650
Unit : %
Total
Important
87.04
85.65
85.34
83.02
81.02
79.01
78.24
74.54
69.14
61.42
57.87
52.01
38.89
31.94

14. POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information:
• Top of Mind (TOM) = The first brand in mind of the respondent.
• Expansive = Most brand found on advertising (TV, Billboard)
• Last Used = The last brand used in the determined period of time
• Future Intention = Brand in mind the respondent would like to
purchase in the future
Brand is one of the important company assets and is also considered
as identity of the company. Brand or trademark is a name or symbol
representing a particular product or service and it gives a psychological
meaning or association.
Moreover, brand is also a promotion tool where this helps to reach
out to popularity or people awareness that eventually influence
consumers’ behaviour.
In order to improve organizational performance, brand development
should be evaluated. For this purpose, W&S Group conducted a PBI
(Popular Brand Index) concept development where the measurement is
analyzed by using 4 parameters - Top of Mind, Expansive or brand
expansion, Last Used or well known as Market share and Future Intention.
Below is the calculation/formula to get the PBI score of a certain
brand.
Popular Brand Index Concept

15. 15
4. Most popular brand
Zara is the brand preferred for future intention; while UNIQLO is the brand with highest score on expansive
Lee is the most popular brand with highest scores on ever used and top of mind brand
Q10. Please tell us what clothing brand that you aware of, even you never bought it? [MA] n = 650
Q11. Please tell us what clothing brand that you ever bought ? [MA] n = 650
Q12. Please tell us what clothing brand that you bought most often? [SA] n = 650
Q14. Please tell us which brand you prefer to buy in the future? [SA] n = 650
Q16. Please tell us which brand of clothing that you find most often on commercial advertising (TV, Billboard & online)? [FA] n = 650
Unit : %
0
10
20
30
40
50
top_of_mind
expansive
ever_usedpurchased
intention
Lee ZARA UNIQLO Levi's H&M
Brand
Top of
mind Expansive Ever_used
Last
Purchased
Future
Intention
Brand
Index
Lee 10.34 13.4 43.75 11.74 19.78 13.66
ZARA 7.49 12.03 24.69 7.67 22.57 12.21
UNIQLO 7.66 14.6 20 9.08 13.45 10.85
Levi's 7.13 7.9 39.84 9.39 16.69 10.24
H&M 2.85 8.25 25 7.82 17.62 8.87
Lacoste 5.53 3.44 29.38 7.82 15.46 8.17
ARROW 3.92 5.84 30.31 9.08 12.36 7.71
Nike 1.07 6.87 32.5 7.98 13.91 7.17
Adidas 1.25 3.78 29.38 4.54 11.28 5.09
DAPPER 0.89 1.72 11.09 1.41 11.9 3.94

16. 16
5. Reason for choosing top 10 brands
Beautiful, Comfortable and Reasonable Price is the reason why the respondents purchased UNIQLO
Lee, Zara, UNIQLO are commented for having beautiful design & pattern
Q13. Please tell us the reason why you bought this brand most often ? [FA] n = 650
Brand Brand Index Beautiful Comfortable Durable
High quality
clothes
Reasonable
price
Various
design Famous Modern
Lee 13.66
ZARA 12.21
UNIQLO 10.85
Levi's 10.24
H&M 8.87
Lacoste 8.17
ARROW 7.71
Nike 7.17
Adidas 5.09
DAPPER 3.94

17. 17
6. Consumer Behavior : Trend, Fashion & Style
67.13% mentioned that they always enjoyed shopping when they have time, while 72.07% like to wear
casual & comfortable clothes
There are two main types of fashion consumer; those who like to pay attention on
choosing appropriate clothes; and those who like to wear casual & comfortable clothes
Q17. Please tell us the level of agreement in each sentence ? [MSA] n = 650
18.83
25.93
42.90
39.81
43.36
37.04
41.67
38.58
35.80
29.32
21.30
20.22
34.10
28.55
11.88
13.27
8.64
7.25
I pay deep attention to choosing the appropriate clothes
I always enjoyed shopping when I have time
My fashion style always be people praise
I always update the latest fashion trends
I like the to wear famous brand clothes
I usually wear style trends of actress / singer
Completely disagree Disagree Normal / No comments Agree Absolutely agree
22.69
36.88
33.02
42.59
43.06
34.26
45.22
32.87
21.60
16.98
15.90
13.58
26.85
12.19
7.25
8.95
7.10
5.09
I like to wear casual and comfortable clothes
It's ok to wear old-fashioned clothes for me
I do not pay much attention to the selection of clothes
My fashion style is often criticized by others
I do not like to go shopping; it's expensive
I do not like to go shopping. it's a waste of time
Completely disagree Disagree Normal / No comments Agree Absolutely agree
Total Agree
75.77%
67.13%
47.69%
42.59%
29.94%
27.47%
Total Agree
72.07%
45.06%
28.86%
25.93%
22.99%
18.67%

18. Top 3 places for fashion shopping is 1) Department store (44.1%) ; 2) Market (22.6%),
Online store (14.5%)
18
7a. Most popular place to buy clothes compare to age
group
Q18. Please tell us which place you most often buy clothes ? [SA] n = 650
Department Store is popular for those aged over 25 yrs old, while market is the popular place for those 16 –
20 yrs old, and online store is a popular channel for 20 – 24 yrs old
44.1
15.5
11.0
10.6
9.3
5.6
3.9
Department Store
Market
Online store
Weekend Market
Supermarket/Hypermarket
Stand alone shop
Event Market
Shopping
Place/Age
16 – 20
(n=119)
20 - 24
(n=138)
25 - 29
(n=156)
> 30 yo
(n=237)
Department
store
33.9 43.5 43.6 49.6
Market 22.6 10.9 18.6 12.8
Online store 8.7 14.5 11.5 9.8
Weekend
Market 13.9 8.0 12.2 9.4
Supermarket/
Hypermarket
8.7 9.4 7.1 11.1
Stand alone
shop
7.8 9.4 5.1 2.6
Event Market 4.3 4.3 1.9 4.7
Unit : %

19. 19
7b. Popular Market & Emerging online store
Q19a. Which market place you like to go the most ? [MA] n = 650
Q19b. Which is the channel to purchase clothes online ? [MA] n = 650
JJ Market 51 %
The Platinum Mall 38 %
Union Mall 19 %
New Siam Center 30 %
80 % respondents
visited ZALORA
20 % respondents
visited Instagram
The percentage of people like to visit this market The percentage of people used to visit this online channel
80% of respondents claimed that they know Zalora and 20% used to visit online store on Instagram
JJ market is the most favorite shopping place for respondents(51%)
73.4% admitted that they have online purchase experience

20. E. Detail findings
20
1. Consumer Behavior & Top
Fashion Brand
2. Insight to UNIQLO Brand

21. 21
8. UNIQLO demographic comparing to other brands
The percentage of class A customer of UNIQLO (33.0%) is also significant than other brands (19.3%)
The majority of UNIQLO customer are at the age over 30 yrs (41.6%) as they are
targeting working adults
17.9
21.3
24.1
36.6
9.7
20.5
28.1
41.6
16 - 20 yo
20 - 24 yo
25 - 29 yo
30 yo and above
Age
Other brands UNIQLO
19.3
31.8
48.9
33.0
33.5
33.5
A
B
C
Income
Other brands UNIQLO
Unit : % Unit : %
Q2. Please tell us your age ? [SA] Other brands 650; UNIQLO n = 277
Q4. Please tell us your income ? [SA] Other brands 650; UNIQLO n = 277

22. 22
9. Brand image of direct competitor of UNIQLO
High Quality of Clothes & Convenient Location are the brand image of UNIQLO, while Quality of Clothes &
Friend Recommendation are the brand image of H&M
Brand image of H&M goes in the similar direction with UNIQLO
Q15. Please tell us which clothing brands relevant to statement above ? [MSA] n = 650
Brand
Price
Design
Friend
Recommendation
Quality of
cutting
Quality of
Clothes
Employee
service
Store
Atmosphere
Promotion &
Sales
Fashionable
Convenient/Ma
ny locations
Durability
Easy to take
care
Can be matched
with many
occasions
Others
Uniqlo
ZARA
Topshop
XXI
FOREVER
H&M
GAP
Brand Brand Image
Topshop  Strong Brand
 Fashionable
Zara  Fashionable
 Good Design
GAP  Various Occasion
Design
 Employee Service
H&M  Friend
Recommendation
 Quality of Clothes
UNIQLO  Quality of Clothes
 Convenient Locations
XXI
Forever
 Good Price
 Store Atmosphere

23. 23
10. UNIQLO Brand Awareness among age group
Out of 85%, half of them purchased UNIQLO and 9% purchased even they don’t like about the brand.
Another half of 85% do not purchase UNIQLO with only 1% used to purchase but would not purchase again
Around 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO
Q20. Please tell us which statement is relevant to your attitude for each clothing brand the most? [SA] n = 650
Unit : %
21.0
13.0
9.0
This is the one of my favortie
brand
This is the most favorite brand
This is the brand that I
somewhat dislike but I would
buy if necessary
16 – 20 (n=34)
20 - 24
(n=56)
25 - 29
(n=68)
> 30
(n=82)
44.4 52.6 40.4 54.5
27.8 28.9 40.4 23.4
27.8 18.4 19.2 22.1
21.0
21.0
1.0
This is the brand that I known
but I never considered to buy
This is the brand I known and I
considered to buy
This is the brand that I used to
purchase and I wouldn't
purchase it again
16 – 20 (n=34)
20 - 24
(n=56)
25 - 29
(n=68)
> 30
(n=82)
56.1 54.5 49.1 43.0
41.5 43.6 50.9 53.5
2.4 1.8 0.0 3.5
15.0I don't know UNIQLO
Unit : %Those who purchase UNIQLO (43%)
Those who do not purchase UNIQLO (42%)

24. E. Detail findings
24
1. UNIQLO Potential
Customer
2. UNIQLO Existing
Customer

25. 36.0
15.7
14.8
14.0
12.7
11.9
11.9
8.9
7.2
6.4
6.4
6.4
5.9
2.1
Too expensive
Design is too plain
Has no size to fit me
Disliked clothes pattern
Unattrative design
Not trandy design
Not suitable for my age
Mass fashion
Brand I cannot trust
Too inexpensive that quality is…
Made from uncomfortable febric
Others
Low quality product
Low quality of dress making
25
11. Reason for not to try UNIQLO among gender
While plain design is 2nd top reason for not to try for female; clothes pattern disliked & low price perception
that lead to quality suspicious is the 2nd top reason for male
Too expensive (36%) & plain design(15.7%) are the top reasons why some people
don’t buy UNIQLO
Q21. Please tell us why you never purchase clothes from UNIQLO ? [MA] n = 240
Male (n=80) Female (n=160)
38.3 35.2
10.0 17.6
13.3 15.3
15.0 13.6
13.3 12.5
13.3 11.4
11.7 11.9
5.0 10.2
10.0 6.3
15.0 3.4
8.3 5.7
6.7 6.3
13.3 3.4
1.7 2.3

26. E. Detail findings
26
1. UNIQLO Potential
Customer
2. UNIQLO Existing
Customer

27. 27
12. Most type of clothes often bought at UNIQLO
Polo shirt is popular for age of 20 – 29 (20 – 21.1%); Shirt is more popular for those over 30 yrs (13.5%); while
Cardigan is in interested for those young age under 20 years old (33.3%)
T-shirt is the main type that people like to buy at UNIQLO (41.7%)
Q22. Please tell us which type of clothing you bought most often? [SA] n = 277
41.7
14.4
11.1
11.1
7.8
6.1
5.6
2.2
T-shirt
Polo shirt
Shirt
Cardigan
Dress (Long/Short)
Others
Jeans
Jacket
16 – 20
(n=34)
20 - 24
(n=56)
25 - 29
(n=68)
> 30
(n=82)
38.9 31.6 42.0 47.3
5.6 21.1 20.0 9.5
11.1 10.5 8.0 13.5
33.3 15.8 6.0 6.8
5.6 7.9 8.0 8.1
5.6 7.9 4.0 5.4
0.0 0.9 1.7 0.9
0.0 0.0 2.0 4.1
Unit : %

28. 28
13. Visiting UNIQLO Frequency
Most people visited UNIQLO store once a month (24.3%); the majority are age
group of 16 – 20 yrs (27.8%); and age group > 30 yrs (27.3%)
Age group of 25 – 29 are likely visit UNIQLO store 2 – 3 times a month(30.8%); while age group of 20 – 24 yrs
prefer to visit twice a month(15.8%)
Q23. Please tell us how often do you visit UNIQLO? [SA] n = 277
24.3
19.5
14.1
13.5
13.0
9.2
6.5
Once a month
2-3 times a month
Twice a month
< Once in 6 months
> 4 times a month
Once in 3 months - Once in 6
months
Twice a month - Once in 3
months
16 – 20
(n=34)
20 - 24
(n=56)
25 - 29
(n=68)
> 30
(n=82)
27.8 26.3 17.3 27.3
5.6 13.2 30.8 18.2
11.1 15.8 11.5 15.6
22.2 7.9 9.6 16.9
22.2 21.1 15.4 5.2
5.6 7.9 7.7 11.7
5.6 7.9 7.7 5.2
27.8 26.3 17.3 27.3
Unit : %

29. 29
14. Spending at UNIQLO
The average spending at UNIQLO is 501 – 1,000 THB (36.8%)
Those young age 24 – 29 yrs (21.2%) spend highest at around (1,500 – 2,000 THB); while those 20 – 24 yrs
(34.2%) spend on average at around 1,001 – 1,500 THB
Q24. Please tell us the amount of money you purchase at UNIQLO per visit? [SA] n = 277
36.8
28.6
16.2
9.2
5.4
3.8
501-1,000 THB
1,001-1,500 THB
1,500-2,000 THB
2,500-3,000 THB
Less than 500 THB
More than 3,000 THB
16 – 20
(n=34)
20 - 24
(n=56)
25 - 29
(n=68)
> 30
(n=82)
38.9 31.6 40.4 36.4
22.2 34.2 21.2 32.5
11.1 21.1 21.2 11.7
11.1 7.9 9.6 9.1
5.6 5.3 3.8 6.5
11.1 0.0 3.8 3.9
Unit : %

30. 30
15. Top 3 words best describe UNIQLO
Joyful, Playful and Young are the term when people think about UNIQLO
Q25. Please rank top 3 words that would best describe UNIQLO? [Type Number of Answer] n = 277
Similar proportions are show to the top 3 words best describe UNIQLO
Unit : %
Joyful, 30.8
Playful, 30.3
Young, 22.7
Joyful Playful Young

31. 31
16. Brand Image of UNIQLO
90 % of people who know UNIQLO talk positively about UNIQLO especially on design
& pattern (18.33%)
Q26. What would you say about UNIQLO ? [SA] n = 277
Unit : %
Other comments are that UNIQLO are comfortable (13.5%); beautiful (12.0%); and reasonable price (10.0%)
18.33
13.50
12.00
10.00
9.17
9.00
7.30
5.17
4.33
4.17
4.00
3.00
2.33
2.00
1.17
Good Design & Pattern
Comfortable
Beautiful
Reasonable price
Good Texture
Good Quality
Various design
Neutral
Popular Brand
Stylish brand
Just like
Qnique & Modern
Lavish
Expensive but still in a…
Availability
Positive, 90
Neutral,
5.17
Negative,
4.83
Positive Neutral Negative
- Expensive 4%
- Too plain 0.5%
- No size available o.5%

32. 32
17. Sources of knowing UNIQLO
31.1% of respondents claimed that they know UNIQLO from walk into the store
Q27. Thinking the first time that you heard about UNIQLO brand, how did you aware of UNIQLO ? [SA] n = 650
Unit : %
Printed magazine/newspaper is the 2nd source to know UNIQLO(16.1%) where the majority of those age 25
– 29 yrs (19.2%) know UNIQLO from; while those over 30 yrs (17.3%) know UNIQLO from friends
recommendation; and those young age 16 – 29 yrs (23.5%) know UNIQLO from social media
31.1
16.1
15.0
12.8
7.8
6.7
4.4
3.3
2.8
Walked by the shop
Magazine/Newspaper/Brochure
Recommendations from friends
who have purchased
Social media (Facebook/
instagram/ Twitter)
Online magazine/newspaper
TV commercial
Billboards
Other search engine
Grand opening/ Events
16 – 20
(n=34)
20 - 24
(n=56)
25 - 29
(n=68)
> 30
(n=82)
29.4 33.3 28.8 32.0
17.6 5.6 19.2 18.7
5.9 16.7 13.5 17.3
23.5 13.9 11.5 10.7
11.8 16.7 5.8 4.0
0.0 8.3 9.6 5.3
0.0 0.0 5.8 6.7
5.9 2.8 5.8 1.3
5.9 2.8 0.0 4.0

33. FORFURTHERINQUIRIES,PLEASECONTACT:
W&S Group
W&S Holdings
Japan – Tokyo, Osaka,
Okayama
W&S Co., Ltd
18th Floor, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict,
Klongtoey District, Bangkok 10110 Thailand
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