Deconstructing marketing modes and branding strategies of fast fashion industry: A case study of UNIQLO

School of Journalism & Communication, Guangzhou University, Guangzhou 510006, China

^* Corresponding author: 32120600098@e.gzhu.edu.cn

Abstract

The fast fashion industry is increasingly important for people’s daily lives. For most individuals, buying cheap clothes with fashionable designs and good quality meets their needs. As one of the most famous brands in the world, UNIQLO built a huge business empire with unique marketing modes and branding strategies. In this research, the writer focuses on the comprehensive marketing strategies of UNIQLO, compares the different strategies of different fast fashion companies, and highlights the unique strengths of UNIQLO. The research concludes that UNIQLO is successful because it is inclusive, cheap, and fine, combining innovation and conservation, avant-garde and popular combination. In addition, with the proper use of marketing strategies such as IP co-combining, celebrity and influencer endorsement, promotions, and incentives, UNQILO’s adaptive consumers are all over the world at all ages, allowing a bigger market selling online and offline. It is one of the most all-sided selling modes in the world. Hence, UNIQLO has significant reference value to other brands to promote their brands in the future.