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H&M V Zara Essay

3153 words - 13 pages

Table of Contents

I. Company Chosen …………………………………………………………………………………………… Page 3
II. Company Description (nature of the company) …………………………………………….. Page 3
III. Strategic Focus and Plan (Three Aspects of Corporate Strategy)
* Company Mission ……………………………………………………………………………….. Page 3
* Company Goals …………………………………………………………………………………… Page 3
* Core competencies/ sustainable competitive advantage ……………………. Page 3-4

IV. Market Situation Analysis
1) Industry Analysis ………………………………………………………………………………………... Page 4-6
2) Competitor Analysis ………………………………………………………………………………… Page 6-9
3) SWOT Analysis ……………………………………………………………………………………….. Page 9-11
4) Identification of ...view middle of the document...

UNIQLO is also constantly keeping up with the current fashion trends and latent customer needs by developing and introducing new items seasonally.
It insists on stringent quality checks and development of the materials and details put into its garments to ensure both quality and style for all its products. UNIQLO has seen continual growth and expansion in Japan, while simultaneously establishing a brand that appeals to consumers globally. It has also increased the range of its basic apparels sold in each category like cut-and-sewn, outerwear, knit, and inner wear.
UNIQLO has also gain recognition for its development on various materials like fleece, to produce various clothing lines like its range of “Heat-Tech” innerwear line. This development was achieved through the collaboration between UNIQLO and its strategic partners like Toray Industries, Inc. whom also worked with them in the marketing of their “Heat- Tech Moist” series, which has high stretch ability, heat retention and moisture-retaining properties, features unique to UNIQLO apparels.
IV. Market Situation Analysis
1) Industry Analysis
Social
Price-conscious Singaporeans who tend to be in the lower or middle class might purchase their apparel from places like neighbourhood stores, night markets, throughout supermarkets or stores selling mass-market brands. Some of the well-known mass market brands in Singapore include Giordano, Cotton On and Bossini and can be found extensively in shopping malls around Singapore. Upper class consumers with higher disposable income are more likely to purchase their clothing and footwear from specialty stores which offer higher cost products. They are also more prone to purchase luxury goods, which can be found in more upscale shopping malls like Mandarin Gallery. Concurrently, most Singaporeans in the average income or middle class range are likely to purchase from mass market brands with occasional splurges on luxury or more upscale fashion products.
Singaporeans are fashion conscious consumers, especially among the younger generations, on account of the widespread media exposure on international fashion. As a result, many Singaporeans strive to keep up with the latest fashion trends but this effort might be limited by monetary concerns.
Technology
A large variety of garments exist in the Singapore apparel industry today. Some of them have unique properties obtained from technological research that provides added value for consumers. For example, some garments have softer texture due to the inclusion of fibres containing certain natural amino acids derived from milk protein making the clothing smooth and soft on touch. Non-deforming garments are also available in the market and they maintain their shape even after repeated washings. Moisture absorbing fabrics which allow clothes to dry faster, anti-static garments which reduce discomfort from static electricity and heat retention outfits with specially designed hollow fibres can also be...

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