UNIQLO - From Tokyo to Tel Aviv
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This document examines the prospects for Japan-based clothing retailer Uniqlo to enter the Israeli market. It provides background information on Israel's apparel market and retail landscape, analyzes whether Uniqlo and Israel would be good fits for each other, and makes recommendations for how Uniqlo should go about entering the Israeli market. Key data on Israel's population, GDP, apparel sales trends and competitive landscape are presented and analyzed to evaluate the market opportunity.
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UNIQLO - From Tokyo to Tel Aviv
- 1. F R O M T O K Y O T O T E L A V I V MIRI PATRENKO FEDOR ROZENBLAT
- 2. FROM TOKYO TO TEL AVIV CAPSTONE PROJECT IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION THIS PROJECT EXAMINES PROSPECTS AND PROVIDES RECOMMENDATIONS FOR ISRAEL MARKET ENTRY BY UNIQLO ISRAEL UNIQLOOPPORTUNITY CONCLUSION
- 3. FROM TOKYO TO TEL AVIV AREA 8,522 SQ MI POPULATION 8,238,300 POPULATION DENSITY 1,004.00/SQ MI (34TH) GDP PER CAPITA $35,658 (25TH) ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION HOW TO ENTER? CONCLUSION SOURCE: Wikipedia 2014
- 4. FROM TOKYO TO TEL AVIV ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION ISRAEL: SOME FACTS INNOVATION NATION HOW TO ENTER? CONCLUSION
- 5. FROM TOKYO TO TEL AVIV ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 2008 2010 20122009 2011 2013 APPAREL SALES VOLUME ‘000 UNITES $3,750.00 $3,700.00 $3,650.00 $3,600.00 $3,550.00 $3,500.00 $3,450.00 $3,400.00 $3,350.00 $3,300.00 $3,250.00 HOW TO ENTER? CONCLUSION SOURCE: Euromonitor - Passport 2014
- 6. FROM TOKYO TO TEL AVIV 2008 2010 20122009 2011 2013 115,000 113,000 111,000 109,000 107,000 105,000 103,000 101,000 99,000 97,000 95,000 ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION APPAREL SALES VALUE $ MILLION HOW TO ENTER? CONCLUSION SOURCE: Euromonitor - Passport 2014
- 7. FROM TOKYO TO TEL AVIV 2008 2010 20122009 2011 2013 APPAREL UNIT PRICE $35.00 $34.50 $34.00 $33.50 $33.00 $32.50 $32.00 ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION HOW TO ENTER? CONCLUSION
- 8. FROM TOKYO TO TEL AVIV 2008 2010 20122009 2011 2013 APPAREL SALES IN ISRAEL BY DISTRIBUTION CHANNEL 100.00% 90.00% 80.00% 20.0% 10.0% 0.0% ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION APPAREL SPECIALIST RETAILERS DEPARTMENT STORES LEISURE AND PERSONAL GOODS RETAILERS OTHER NON-GROSERY RETAILERS HOMESHOPPING INTERNET HOW TO ENTER? CONCLUSION SOURCE: Euromonitor - Passport 2014
- 9. FROM TOKYO TO TEL AVIV PORTER’S FIVE FORCES Forces Copetition In The Apparel Industry In Israel, 2012 SOURCE: Marketline 2012 1 3 2 4 5 ISRAEL: SOME FACTS IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION DEGREE OF SALARY BUYER POWER SUPPLIER POWER SUBSIDIARIES NEW ENTRIES HOW TO ENTER? CONCLUSION
- 10. FROM TOKYO TO TEL AVIV APPAREL BRAND MATRIX IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION HOW TO ENTER? CONCLUSION
- 11. FROM TOKYO TO TEL AVIV TREND APPAREL BRAND MATRIX IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 0 4 82 6 10 HOW TO ENTER? CONCLUSION
- 12. FROM TOKYO TO TEL AVIV PRICE TREND APPAREL BRAND MATRIX IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 0 0 4 8 2 6 10 4 82 6 10 HOW TO ENTER? CONCLUSION
- 13. FROM TOKYO TO TEL AVIV PRICE APPAREL BRAND MATRIX IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 0 0 4 8 2 6 10 4 82 6 10 TREND HOW TO ENTER? CONCLUSION
- 14. FROM TOKYO TO TEL AVIV APPAREL BRAND MATRIX IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 0 0 4 8 2 6 10 4 82 6 10 BERSHKA CASTRO RENUAR 24/7 TNT TAMNOON FOX HOODIES S-WEAR GOLF HONIGMAN PRICE TREND HOW TO ENTER? CONCLUSION
- 15. FROM TOKYO TO TEL AVIV APPAREL BRAND MATRIX IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 0 0 4 8 2 6 10 4 82 6 10 TOPSHOP BERSHKA ZARA CASTRO RENUAR 24/7 TNT H&M FOREVER 21 TAMNOON FOX HOODIES S-WEAR GAP AMERICAN EAGLE GOLF PULL&BEAR HONIGMAN MANGO AMERICAN APPAREL PRICE TREND HOW TO ENTER? CONCLUSION
- 16. FROM TOKYO TO TEL AVIV WHITE SPACE RECOGNITION IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION 0 0 4 8 2 6 10 4 82 6 10 TOPSHOP BERSHKA ZARA CASTRO RENUAR 24/7 TNT H&M FOREVER 21 TAMNOON FOX HOODIES S-WEAR GAP AMERICAN EAGLE GOLF PULL&BEAR HONIGMAN MANGO AMERICAN APPAREL PRICE TREND HOW TO ENTER? CONCLUSION
- 17. FROM TOKYO TO TEL AVIV ISRAELI STYLE IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION SOURCE: Google search results for “Israeli street fashion” on December 3rd, 2014 HOW TO ENTER? CONCLUSION
- 18. FROM TOKYO TO TEL AVIV FOX AS A CASE STUDY IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION SOURCE: Israeli business publication The Marker Newspaper October 2011 FOX Stock Price in NISRevenue Q1-2, in Million NIS Profit Q1-2, in Million NIS HOW TO ENTER? CONCLUSION
- 19. FROM TOKYO TO TEL AVIV IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION BASIC IS BEAUTIFUL FOX AS A CASE STUDY FOX Stock Price in NISProfit Q1-2, in Million NISRevenue Q1-2, in Million NIS HOW TO ENTER? CONCLUSION SOURCE: Israeli business publication The Marker Newspaper October 2011
- 20. FROM TOKYO TO TEL AVIV IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION UNIQLO’S SUCCESS BASICS PUSH-SUPPLY CHAIN ECONOMIES OF SCALE QUALITY FAIR PRICING INNOVATION & TECHNOLOGY HOW TO ENTER? CONCLUSION
- 21. FROM TOKYO TO TEL AVIV IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION BRING UNIQLO TO ISRAEL! HOW TO ENTER? CONCLUSION
- 22. FROM TOKYO TO TEL AVIV IS UNIQLO GOOD FOR ISRAEL? IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION SURVEY RESULTS HOW TO ENTER? CONCLUSION
- 23. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? ISRAEL UNIQLOOPPORTUNITY INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? BUSINESS OPPORTUNITY HOW TO ENTER? CONCLUSION
- 24. FROM TOKYO TO TEL AVIV CAPSTONE PROJECT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION
- 25. FROM TOKYO TO TEL AVIV CAPSTONE PROJECT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION
- 26. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 THAILAND 20 68.7 3.4 $232,503 $3,386 $31,958 $1,598 MALAYSIA 21 30.3 1.4 $168,249 $5,557 $21,123 $1,006 TAIWAN 46 23.4 0.5 $291,407 $12,451 $13,144 $286 SOUTH KOREA 133 50.5 0.4 $624,655 $12,365 $15,930 $120 HONG KONG 22 7.3 0.3 $188,991 $25,815 $35,567 $1,617 SINGAPORE 18 5.6 0.3 $113,700 $20,142 $20,910 $1,162 SOURCE: Uniqlo Annual Report 2013 and Euromonitor - Passport 2014
- 27. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 THAILAND 20 68.7 3.4 $232,503 $3,386 $31,958 $1,598 MALAYSIA 21 30.3 1.4 $168,249 $5,557 $21,123 $1,006 TAIWAN 46 23.4 0.5 $291,407 $12,451 $13,144 $286 SOUTH KOREA 133 50.5 0.4 $624,655 $12,365 $15,930 $120 HONG KONG 22 7.3 0.3 $188,991 $25,815 $35,567 $1,617 SINGAPORE 18 5.6 0.3 $113,700 $20,142 $20,910 $1,162 SOURCE: Uniqlo Annual Report 2013 and Euromonitor - Passport 2014
- 28. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 THAILAND 20 68.7 3.4 $232,503 $3,386 $31,958 $1,598 MALAYSIA 21 30.3 1.4 $168,249 $5,557 $21,123 $1,006 TAIWAN 46 23.4 0.5 $291,407 $12,451 $13,144 $286 SOUTH KOREA 133 50.5 0.4 $624,655 $12,365 $15,930 $120 HONG KONG 22 7.3 0.3 $188,991 $25,815 $35,567 $1,617 SINGAPORE 18 5.6 0.3 $113,700 $20,142 $20,910 $1,162 SOURCE: Uniqlo Annual Report 2013 and Euromonitor - Passport 2014
- 29. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 THAILAND 20 68.7 3.4 $232,503 $3,386 $31,958 $1,598 MALAYSIA 21 30.3 1.4 $168,249 $5,557 $21,123 $1,006 TAIWAN 46 23.4 0.5 $291,407 $12,451 $13,144 $286 SOUTH KOREA 133 50.5 0.4 $624,655 $12,365 $15,930 $120 HONG KONG 22 7.3 0.3 $188,991 $25,815 $35,567 $1,617 SINGAPORE 18 5.6 0.3 $113,700 $20,142 $20,910 $1,162 SOURCE: Uniqlo Annual Report 2013 and Euromonitor - Passport 2014
- 30. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 THAILAND 20 68.7 3.4 $232,503 $3,386 $31,958 $1,598 MALAYSIA 21 30.3 1.4 $168,249 $5,557 $21,123 $1,006 TAIWAN 46 23.4 0.5 $291,407 $12,451 $13,144 $286 SOUTH KOREA 133 50.5 0.4 $624,655 $12,365 $15,930 $120 HONG KONG 22 7.3 0.3 $188,991 $25,815 $35,567 $1,617 SINGAPORE 18 5.6 0.3 $113,700 $20,142 $20,910 $1,162 HOW TO ENTER? CONCLUSION SOURCE: Uniqlo Annual Report 2013 and Euromonitor - Passport 2014
- 31. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 OUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 RMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 DONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 USSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 STRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 RANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 LIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 16 100.9 6.3 $201,885 $2,000 $4,283 $268 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE 4.1 ISRAEL 2 8.2 8.2 $162,869.90 O STORE OUTSIDE JAPAN WIEGHTED AVERAGE 4.1 $8,675 ISRAEL 2 8.2 8.2 $162,869.90 $19,814 $5,167 E JAPAN WIEGHTED AVERAGE 4.1 $8,675 $882 SRAEL 2 8.2 8.2 $162,869.90 $19,814 $5,167 $2,581 ED AVERAGE 4.1 $8,675 $882 2 8.2 8.2 $162,869.90 $19,814 $5,167 $2,581
- 32. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION COUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 GERMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 INDONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 RUSSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 AUSTRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 FRANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 PHILIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 OUNTRY NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) USA 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 RMANY 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 DONESIA 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 USSIA 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 STRALIA 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 RANCE 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 UK 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 LIPPINES 16 100.9 6.3 $201,885 $2,000 $4,283 $268 CHINA 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 NUMBER OF STORES POPULATION (million) POPULATION PER STORE (million) CONSUMER EXPENDITURE (MILLIONS) PER CAPITA CONSUMER EXPENDITURE TOURISM RECEIPTS (million) PER STORE TOURISM RECEIPTS (million) 25 319.9 12.8 $11,254,746 $35,180 $170,675 $6,827 1 81.7 81.7 $1,975,901 $24,171 $39,369 $39,369 4 250.7 62.7 $486,108 $1,939 $8,456 $2,114 4 143.9 36.0 $1,054,246 $7,328 $14,629 $3,657 1 23.7 23.7 $837,180 $35,334 $34,227 $34,227 6 64.3 10.7 $1,508,280 $23,453 $55,893 $9,316 10 64.5 6.5 $1,605,343 $24,885 $39,819 $3,982 16 100.9 6.3 $201,885 $2,000 $4,283 $268 306 1,363.7 4.5 $3,393,312 $2,488 $52,529 $172 UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE 4.1 ISRAEL 2 8.2 8.2 $162,869.90 O STORE OUTSIDE JAPAN WIEGHTED AVERAGE 4.1 $8,675 ISRAEL 2 8.2 8.2 $162,869.90 $19,814 $5,167 E JAPAN WIEGHTED AVERAGE 4.1 $8,675 $882 SRAEL 2 8.2 8.2 $162,869.90 $19,814 $5,167 $2,581 ED AVERAGE 4.1 $8,675 $882 2 8.2 8.2 $162,869.90 $19,814 $5,167 $2,581
- 33. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 POPULATION PER STORE (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL POPULATION PER STORE (MILLION) STORE (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL
- 34. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW TO ENTER? CONCLUSION $0 $5,000 $10,000 $15,000 $20,000 $25,000 PER CAPITA CONSUMER EXPENDATURE UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL PER CAPITA CONSUMER EXPENDITURE 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 POPULATION PER STORE (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL POPULATION PER STORE (MILLION) STORE (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL
- 35. FROM TOKYO TO TEL AVIV QUANTITATIVE ASSESSMENT IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? $0 $5,000 $10,000 $15,000 $20,000 $25,000 PER CAPITA CONSUMER EXPENDATURE UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL PER CAPITA CONSUMER EXPENDITURE $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 PER STORE TOURISM RECEIPTS (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL PER STORE TOURISM RECEIPTS (MILLION) 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 POPULATION PER STORE (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL POPULATION PER STORE (MILLION) STORE (million) UNIQLO STORE OUTSIDE JAPAN WIEGHTED AVERAGE ISRAEL HOW TO ENTER? CONCLUSION
- 36. FROM TOKYO TO TEL AVIV ISRAEL UNIQLOOPPORTUNITY IS ISRAEL GOOD FOR UNIQLO? INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? PERFECT FIT HOW TO ENTER? CONCLUSION
- 37. FROM TOKYO TO TEL AVIV ENTRY STRATEGY Franchising Through Joint Venture IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? HOW? CONCLUSION
- 38. FROM TOKYO TO TEL AVIV CORPORATE STRUCTURE POTENTIAL PARTNERFAST RETAILING CO. IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION
- 39. FROM TOKYO TO TEL AVIV POTENTIAL PARTNER UNIQLO ISRAEL JOINT VENTURE FAST RETAILING CO. Product at FOB 49%51% CORPORATE STRUCTURE IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION
- 40. FROM TOKYO TO TEL AVIV POTENTIAL PARTNER UNIQLO ISRAEL JOINT VENTURE UNIQLO ISRAEL RETAIL LICENSEE FAST RETAILING CO. Product at Wholesale Brand Rights License 49% 100% 51% CORPORATE STRUCTURE IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? Product at FOB CONCLUSION
- 41. FROM TOKYO TO TEL AVIV DIGITAL MARKETING IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION SOURCE: Uniqlo Apps 2014
- 42. FROM TOKYO TO TEL AVIV GLOCAL STRATEGY 16 local websites Local social media management Local talents and celebrity endorsements IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION SOURCE: Uniqlo Media 2014
- 43. FROM TOKYO TO TEL AVIV To deliver UNIQLO flagship blend of utilityandfunand to introduce the brand experience onalocallevel. CHALLENGE IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION
- 44. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? What is one collective desire all Israelis share? OUR CUSTOMERS CONCLUSION
- 45. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? Israelis don’t want to be FRAYERS*! * Fra-y’er - Sucker - פאייר - a gullible or easily deceived person OUR CUSTOMERS CONCLUSION
- 46. FROM TOKYO TO TEL AVIV CONSUMPTION HABITS IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? ALWAYS SHOP WITH PRICE & VALUE IN MIND CONCLUSION
- 47. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? - PHASE - - PHASE -- PHASE - ONE TWO THREE MARKET ENTRY CONCLUSION
- 48. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? - PHASE - ONE INTRODUCTION Objective: To drive high brand awareness and to establish UNIQLO’s point of difference MARKET ENTRY - PHASE - - PHASE - TWO THREE CONCLUSION
- 49. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? - PHASE -- PHASE - ONE TWO INTRODUCTION Objective: To drive high brand awareness and to establish UNIQLO’s point of difference LAUNCHING Objective: To generate buzz and to gain market share by building store and web traffic MARKET ENTRY - PHASE - THREE CONCLUSION
- 50. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? - PHASE - - PHASE -- PHASE - ONE TWO THREE INTRODUCTION Objective: To drive high brand awareness and to establish UNIQLO’s point of difference LAUNCHING Objective: To generate buzz and to gain market share by building store and web traffic MAINTENANCE Objective: To increase market share and to become a go to store for everyday apparel needs MARKET ENTRY CONCLUSION
- 51. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? MASSIVE BRAND INTRODUCTION FOR BRAND AWARENESS BUILDING BY CULTIVATING LOCAL ISRAELI TALENTS AND TAPPING IN TO THE HIGHLY VALUED EDUCATION FIELD Collaboration with Shenkar, College of Engineering, Design and Art: Hebrew version logo design Creative tech incubator and innovative collaboration to plan the future technological store infrastructure Student capsule collection PHASE ONE: INTRODUCTION CONCLUSION
- 52. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? Data gathering Online purchase education INTELLIGENCE POP-UP TRUCKS TO TOUR THE PERIPHERAL CITIES PHASE ONE: INTRODUCTION CONCLUSION SOURCE: Uniqlo Media 2014
- 53. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? DISRUPTIVE LAUNCHING ANNOUNCEMENTS AND FLAGSHIP STORE OPENING PHASE TWO: LAUNCHING Arcade where one can win prizes through interactive digital games, also acting as CRM system. Dynamic sushi bar OPEN!!! Massive simultaneous openings throughout the country, creating the biggest launch in the world CONCLUSION
- 54. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? PHASE THREE: MAINTENANCE DIGITAL AND TECHNOLOGICAL INTERACTIONS THROUGH ALL THE TOUCHPOINTS ON-LINE SHOPPING SQUAD THE ‘UNI(QLO)VERSITY’ APP EDUCATIONAL APP FOR KIDS – THE MORE THEY LEARN, THE MORE DISCOUNT MOM GETS UNI(QLO) VERSITY CONCLUSION
- 55. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION CONCLUSION
- 56. FROM TOKYO TO TEL AVIV IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION BREAKING NEWS!!! Fox owner, Harel Vizel, is negotiating with fast retailing to bring uniqlo to israel! Calcalist, dec 24th 2014
- 57. FROM TOKYO TO TEL AVIV Pamela Ellsworth, FIT Lee Sporn, Cardozo Law School / Michael Kors Yunghun Yoo, Cardozo Law School Christina Noh, Cardozo Law School Jeanette Nostra, G-III Apparel Ilan Jurbi, Celio Israel Bring Uniqlo to Israel Facebook fans Guy Laufer, McCann WorldGroup Sara Pinsky and Joseph Rozenblat Everyone who helped and advised us throughout this project... IS ISRAEL GOOD FOR UNIQLO? HOW TO ENTER?INTRODUCTION IS UNIQLO GOOD FOR ISRAEL? CONCLUSION
Notes de l'éditeur
- Hi! We’re Miri and Fedor. When we decided to work on Capstone project as a team, we thought about what do we have in common that we can share with this forum. We also thought of a subject that would allow us to apply the knowledge we gained in the program. Although we come from very different professional backgrounds, mine is in manufacturing and Miri’s in advertising, there is one thing we share. Both of us have strong ties with Israel. We lived in the country, have many family and friends there, and speak the language. When envisioning our capstone project, we wanted to share our personal knowledge of Israel and to use what we learned in GFM for providing Israel market entry recommendation for an international apparel retailer. Despite its relatively small population, Israel is a very attractive and growing apparel market. In our experience, Israelis prefer comfortable and casual styles. However, most of domestic and international players in the market concentrate on fashion segment. We, therefore, see an untapped opportunity in casual wear. When imagining the right brand to fill the void, we thought Japanese casual wear retailer, Uniqlo, to be a perfect fit.
- In this project, we tested our assumptions through industry and customer research, and gave our advice to Uniqlo on how to best approach this very specific market.
- First, few basic facts about Israel. Located at the crossroads of three continents, Europe, Asia, and Africa, Israel is a tiny and densely populated country, with territory and population slightly smaller than that of New Jersey. At the same time, Israel has relatively high GDP per capita of over $35K per year, ranking 25th in the world.
- What makes Israel really stand out is the unique combination of socio-economic factors, often referred to as “Innovative Capital”. Israel is famous for its Thriving Entrepreneurial Spirit and being Global Technological Leader. Israel’s Economy is a Flexible, Creative, and Resilient one. The country has an Exceptional Workforce, rich in diversity.
- Apparel sales value has been constantly increasing, with 13.4% growth in the last 5 years, to reach over $3.7 billion in the last year.
- Sales volume has also been increasing, but at even higher rate of 19.4% during the same period, with almost 115 million units of apparel sold in 2013.
- It means, the price per units is dropping. We calculated 5% decline, as a matter of fact, from over $34 to under $32.5 per average unit during the observation period. We, thus, see an opportunity in the changing market conditions for retailer best equipped to offer merchandise at reasonable price.
- When it comes to distribution channels, Specialist Retailers remain by far the preferred channel of distribution for apparel, with nearly 80% share. Internet Retailing is the only growing channel, but a very fast growing one. 500% growth in the past 5 years, now accounting for 1.8% of the market share.
- We studied the Porter’s Five Forces analysis of Israeli apparel industry only to discover Threat of New Entrants to be the main challenge, which reassured us that market entry is relatively easy process and that the time to act is now.
- To further examine our assumption about the opportunity in the market, we created a retail landscape matrix.
- The X axis places the major apparel retailers in Israel on one to ten scale from casual to trend.
- The Y axis places them on one to ten scale on price point.
- The size of the dot represents the relative market share.
- We first plotted the ten major domestic players. Many are concentrated in somewhat fashion segment. Most are at the higher price level. The brands to pay attention here are Castro, a flagman of the industry, and Fox, which dominates the basic category.
- We then plotted the ten main international retailers. As a group, they tended to scale even further in the trend direction.
- The matrix revealed a gap in the moderately priced, casual, yet stylish, segment. Upon noticing the void, we wanted to further examine if there is actually a need for this segment in the market, constituting a white space.
- Even the basic Google Image search for “Israeli street style” revealed the obvious preference for urban casual looks, which is so natural for the Mediterranean climate and lifestyle. Industry statistics further proved our assumption. In our research, we came across the interesting case study of major domestic apparel retailer “FOX”.
- When facing increasing competition from trendy newcomers from abroad, such as Bershka and H&M, FOX, a casual wear Israeli brand, attempted a rebranding in the direction of trendy. According to Israeli business publication “The Marker”, the results were deeply negative; revenues, profit, and the stock price dropped dramatically. FOX then reverted to the original basic apparel assortment...
- ...and even added “BASIC IS BEAUTIFUL” slogan to its logo. The results speak for themselves. Clearly, the need for basic apparel is there.
- We could not think of better candidate than UNIQLO for filling in the affordable casual apparel gap on Israeli market. UNIQLO is famous for producing limited assortment of often repeated, basic, yet stylish, apparel models, through Push-Supply chain method, utilizing the economies of scale to the fullest. This method allows the company to produce and retail high-quality clothes at reasonable price. In addition, UNIQLO is famous for its pioneering use of innovative apparel technology, something Israelis can well relate to.
- To better get to know potential customers in Israel and understand their needs we opened “Bring Uniqlo to Israel” Facebook fan page, through which we communicated with Uniqlo fans in the country during the past few month. When this mini-community was established, we launched our digital survey, to discover what is particularly important to potential Uniqlo customer in Israel.
- We asked our responders 10 questions about themselves and their shopping preferences. We learned a lot about our customer. Most interestingly, we discovered a clear correlation between the shoppers needs for COMFORT, PRICE, and QUALITY and the perception of UNIQLO as a brand that notably stands for the three qualities.
- Now that we established that, indeed, Uniqlo can fill a need gap, let us see if Israel can be a valid business opportunity for Uniqlo.
- In September 2009, Uniqlo parent company ,Fast Retailing, announced that it would target annual group sales of approximately $60 billion, aiming to become the largest global SPA by 2020. Currently the brand is only represented major urban areas of Asia, Europe, and North America. In order to achieve the ambitious goal, the company will have to reach other important markets.
- We, therefore, think that Uniqlo cannot bypass such important and trend-setting urban market in Mediterranean and Middle East region as Israel.
- In order to measure Israel’s ability to maintain Uniqlo store, we conducted quantitative analysis. We looked at markets, where Uniqlo is currently represented, to see how much business can average Uniqlo store potentially rely on. We looked at number of stores in each country...
- ...population size...
- ...consumer expenditure...
- ...and tourism receipts. One only has to walk into any UNIQLO store in Manhattan and listen to all the languages, spoken on the sales floor at any given moment, to see the importance of tourist business to the brand.
- We then repeated the exercise for every country where Uniqlo is represented...
- ...and calculated weighted averages for the three parameters to arrive at “average Uniqlo store” statistics, to discover that average Uniqlo store outside Japan serves the population of 4.1 million, with per capita expenditure of under $9,000, and can potentially have a share of $882 million of Tourism Receipts.
- We compared the statistics to the one potential store in Israel.
- We found that on all three important parameters one store in Israel can rely on more business than average Uniqlo store.
- In fact, nearly double for each of the parameters.
- We, therefore, assumed that Uniqlo could maintain at least 2 stores in the country.
- And so we can conclude Israel and Uniqlo to be a perfect fit! Let us now see the best way to enter this specific market.
- Uniqlo typically enters each new market with 100% subsidiary or through joint venture, but never with less than controlling stake of at least 51%. By interviewing Israeli industry professionals we found that, despite relatively low entry barriers, most international brands choose to enter Israel market through joint venture with local partner, due to specifics of competitive Israeli business culture.
- We collaborated with our Cardozo legal advisers to arrive at the best business structure of Uniqlo Israel entity. They advised Uniqlo and potential local trading partner to form a joint venture entity.
- Where Uniqlo will maintain the controlling stake. Joint venture will be able to import the product into the country at FOB price and pay the lower duty.
- Partner should then form a fully owned retail licensee, which will purchase the retail license and the product from the joint venture at wholesale price and assume the operational expenses. The licensee will have to purchase the brand rights from Uniqlo parent company Fast Retailing directly, as the precious Brand Rights can not be passed to joint venture, with only partial Uniqlo ownership. Proper profit sharing should be established, to make the venture profitable and sustainable for both Uniqlo and the partner.
- In order to understand what is the best way to introduce Uniqlo to the Israeli consumer, we looked at Uniqlo’s global marketing approach and found that a growing emphasis has been placed on DIGITAL MARKETING. By harnessing the power of the web and creating creative campaigns that are based on dance, music and color, Uniqlo overcomes language barriers and expands globally with an ease. Combining these exciting experiences with utility is what makes UNIQLO’s digital marketing so unique. The 2007 breakthrough UNIQLOCK campaign, the Lucky Switch, the Lucky line, various mobile apps with the most recent that lets customers design their own t-shirts with their smartphone, all have smart combination between fun and utility.
- Even though UNIQLO has one global distinctive voice, it has 16 local websites, local social media management, local talents and celebrity endorsements, and it implements local strategies and tactics in each new market to resonate with the unique characteristics of the region. Here you can see examples of local opinion leaders project in the Philippines and New York, Indonesian local models, and celebrities from Australia becoming the models of the Australian website. From our research we found that such glocal strategy would be extremely valued in Israel and will give UNIQLO an advantage over other international brands that do not engage in such levels of localization in the country.
- Our challenge is to deliver this flagship blend of utility and fun and to introduce the brand experience on a local level. We have to define our customer, in order to better understand who are we talking to. And even though Uniqlo famously targets everyone, we need to define our customer persona.
- Because Israeli population is very diverse it’s difficult to define our target audience by psychographic. So we asked ourselves whether there is one collective desire all Israelis share and what would make every Israeli respond?
- Based on several cultural studies and our personal knowledge we found one such unifying idea. In Israeli slang the word FRAYER means sucker and describes a person allowing the exploitation by others. This is a key concept in Israeli society, and not being a “sucker" is a central motif in Israeli life.
- HOW DOES IT EFFECT THE CONSUMPTION HABITS? The described character makes Israeli consumers informed and smart shoppers, who developed a unique consumption patterns of planning and researching before making a purchase, never taking prices or value for granted. They will make an extra effort to buy brands at the lowest price available. Alternatively, they will choose a more expensive option but one that offers better customer service and quality.
- Now, how are we going to reach these consumers? In order to establish a long term value based relationship with the new market we will enter Israel in three main phases. Each one of them will reflect UNIQLO DNA and resonate on a local level.
- The first phase will promote the launching and ultimately drive brand awareness.
- The second phase will be the grand opening of the flagship store, which will generate buzz and gain market share
- And the third phase is the maintenance which will increase market share and lead Uniqlo to be the industry leader Now I’ll take you through some of the initiatives can be done in each step.
- Phase 1 – the introduction of the brand: Israelis appreciate education and connect it to quality, so in the first phase we’ll create promoted collaboration with different departments of Shenkar, the College of Engineering, Design and Art. Designing the Hebrew version logo or planning the technological infrastructure of Uniqlo store will give the Israelis a chance to meet the innovative side of Uniqlo. Collaborating with outstanding students for a capsule collection creation will ignite the interest of local fashion industry.
- The size of the country and the small distances enables easy access to any town from central location. To spread the word and gather customer data we’ll drive the famous Uniqlo trucks around the country and show people fun and easy ways to order from Uniqlo online. The participants will enjoy an early access to the collection, even before the actual store opening.
- Phase two will be the launching of the brand and the flagship opening. We’ll create the biggest communicated brand launch in Israel, simultaneously opening the flagship store and dozens of Unitruck pop ups all over the country, which will host street parties and will create massive happening. The Uniqlo flagship store will include a concept space extension that will provide fun experience and drive retail value for the customer, at the same time serving as live CRM system for Uniqlo to capture information and data on the visitors. In addition, Israelis swear by the Japanese quality and love many element of Japanese culture, especially the food. Dynamic sushi bar will complete the full customer journey with fun culinary experience.
- Phase three would be the maintenance, in which we’ll increase market share by driving more customers to shop from our website. An on-line Shopping Squad will be dedicated to eliminate any fear of online shopping. It will educate and help the fairly new but rapidly growing numbers of Israeli internet shoppers. To expand and increase Uniqlo market share even further, we will introduce new lines. When will launching new kids line we’ll introduce an educational App – the Uniqloversity, which will entertain the kids and give the moms discounts and educational value. The more the kids play and learn, the more discount mom gets.
- Those are the first steps Uniqlo can take in capturing the Israeli consumer. And we’re confident that with the right implementation of its GLOCAL strategy, Uniqlo will come to truly own the basic apparel segment in Israel.
- In fact, after completing our work on this project we found out that these days Harel Visel, the owner of FOX, is started negotiating with Fast Retailing to bring Uniqlo to Israel and a final decision will take place in June 2015. In Conclusion: we glad that we were able to prove our initial assumption about Uniqlo being the right fit for the Israeli market and we are proud to see this project’s application in the real world. We now only hope that during our next visit to Israel we will be able to shop at Uniqlo Tel Aviv!
- While working on the project, we learned a lot and got to apply the knowledge we gained during our course. And so, we would like to thank Pamela, our partners at Cardozo, the industry professionals we interviewed, our Facebook fans, our families and everyone who helped and advised. Thank you, Toda, Arigato!