Price
One of the key contributors to Uniqlo’s success is their
low pricing strategy. This strategy makes their high
quality products affordable and widely accessible to
the general public. Customers can purchase t-shirts
for $6 US and cashmere sweaters for $30 with the
guarantee of a high quality product (Bhasin, 2014).
It is crucial that the low prices Uniqlo is known for are
reflected in the Canadian market, ensuring consumers
develop trust towards the brand and its brand
equity. Prices will not be marked up strategically to
increase profits, but will be priced according to the
market ensuring consistent profit margins per unit
of clothing to Uniqlo locations globally. This sort of
pricing strategy and product offering allows Uniqlo
the opportunity to compete with and absorb market
share from its major Canadian competitors.