Although Uniqlo has used these techniques to build their brand thus far, the lack of a clear target consumer group or groups is worrying. Uniqlo is attempting to transcend all cultural, age, and economic profiles. However, there are noteworthy differences between consumers in New York, Japan, and mainland China that are being overlooked. As was seen with the recent demise of Mattel’s Barbie store in Shanghai, a clearly identified and well understood target demographic is often essential for sustained success.
Will Uniqlo manage to be everything to everyone? It’s highly unlikely, but let’s wait and see.