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JSC Business UNIQLO

JSC Business UNIQLO. Doyoung Park Osaka Gakuin University. Economy Back in Deflation. Japanese government announced, November, 2009 GDP Deflator + 0.2% Domestic Demand Deflator – 2.6% Lowest deflator since 1958 Long-term business slump DEFLATION Price drop – income drop – Business down.

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JSC Business UNIQLO

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  1. JSC BusinessUNIQLO Doyoung Park Osaka Gakuin University

  2. Economy Back in Deflation • Japanese government announced, November, 2009 • GDP Deflator + 0.2% • Domestic Demand Deflator – 2.6% • Lowest deflator since 1958 • Long-term business slump • DEFLATION • Price drop – income drop – Business down

  3. ’80-90 Huge benefits from international trades Weak Yen $1 = 250 Yen Plaza Agreement 1987 Strong Yen $1 = 160 Yen Bank of Japan decreased the interest Money flood to the market Heating stock market and real estate Buying the world Japan in Bubble

  4. Bubble at the Peak • Total real estate value of Japan in 80-90 • 2000 trillion yen • If you sell 1 Japan, you can buy 4 Americas. • 1 small apartment in Tokyo 20 billion yen • Heating stock market Nikkei 38000

  5. Luxurious Japan

  6. Louis Vuitton in Japan • Sales of LV Japan • 1/3 of all LV Group • Actually 70% of sales by Japanese

  7. Crazy for luxuries

  8. Ginza and Omotesando in Tokyo

  9. Wind of Change • Versace retreated from Japanese market Oct. 2009 • Versace’s own problems • Change of Japanese consumers

  10. After Bubble Busted • Lost Decade • Stock and real estate bubble busted • Nikkei 38000 to 10000 • 20 billion yen apt to 2 billion • Deflation • Another Lost Decade • World Financial Crisis • Long term deflation • Consumers’ mind changed

  11. New winner has come!

  12. Uniqlo the Market Leader2008 • Sales volume 1,885 billion yen (+ 17.5%) • Net benefit 409 billion yen (+ 45.6%)

  13. History of Uniqlo • Est. 1984 – Uniqlo 1992 • Cheap price and high quality • Role model GAP • American style fashion • Focusing on design • Image marketing • Big hit on fleece • 2 million pc. 1997, 8.5 million pc. 1998 • 51 colored fleece 26 million sold 2000

  14. Low Price! • 990 yen

  15. Low Price! • 4990 yen

  16. Low Price! • 1290 yen

  17. Crisis in Uniqlo • Sales drop in 2002 • Price competition • Economy recovered • Cliché items • Fortified marketing for sophisticated image • Hired famous stars for CM models • Image campaign

  18. Image Campaign • New functional items and image of urban style

  19. Norika Fujiwara and Skinny Jeans

  20. Heat Tech

  21. Bra Top

  22. Uniqlo Rush • New items – functional and fashonable • Business slump since 2008

  23. H&M Hennes & Mauritz • Swedish apparel company • Landed Japan 2008 • Two stores at Ginza and Harajuku

  24. H&M Premier

  25. FAST FASHION

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