UNIQLO Market Studies in Thailand: Date: 20 April, 2015
UNIQLO Market Studies in Thailand: Date: 20 April, 2015
UNIQLO Market Studies in Thailand: Date: 20 April, 2015
Currently there are over 20 top fashion brands in Thailand; fashion brands are getting larger in market size
due to the enter of new brands like Mango, H&M and UNIQLO. Also the rising in middle income class has led
to the opportunity for fashion brands.
All new entrants brand has made a successful entrants into Thai market with their unique design & pattern
and UNIQLO is one of that.
UNIQLO opened its first store at Central World in 2011, making this UNIQLO’s largest store in Southeast Asia
that currently there are 10 stores in Thailand.
UNIQLO report has mentioned that UNIQLO Thailand also fulfilled targets, reporting continued strong sales
growth as four new stores opened for business. Therefore, UNIQLO plans to expand its branches in Thailand
to 100 by 2021
This study is aim to study UNIQLO brand awareness, brand perception and purchase behavior toward Thai
consumers.
B. Fashion & Clothing Market Overview in Thailand
Casual wear is the major proportion (29%) of fashion & clothing market in Thailand
However, the growth of casual wear sector is forecasted to be no growth this year; Only children’s wear and
lingerie sector show significant growth. The rest of market growth seems to be stable
Number of
Company in Forecasted
Unit : % Thailand Growth in 2015
Casual wear 28.6
21,542 -1%
Children's wear 16.0
12,077 100%
Formal/Business wear 14.8
11,126 0%
Footwear 12.3 9,264 0%
Lingerie and underwear 7.9 5,963 50%
Athletic, sports and… 7.2 5,409 -50%
Leather components and… 3.2 2,429 -10%
ZARA To offer the latest fashion trends for women, men and kids
Nike To be the inspiration & innovation for every athlete in the world
Adidas To deliver a brand built on passion for sports and a sporting lifestyle
GAP To deliver the latest styles & fashions for the whole family
XXI Forever To deliver must-have styles & the hottest deals apparel
Sources : Company Annual Report
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B. Research design
Research Method Online research
Fieldwork Period 18st – 30th March 2014
Research Area Nationwide (Thailand)
Respondent Criteria Male & Female (50%:50%) , Aged(above 16 years old)
Sample Size Consumer Behavior : 650 samples
Insight to UNIQLO : 240 samples
Number of Questions Demographic & Screening : 8 Questions
Consumer Behavior : 8 Questions
Insight of UNIQLO : 9 Questions
Criteria Purchased clothes in the last 6 months
Research Objectives To understand about Thai consumers behavior toward clothes consumption
To evaluate brand awareness and perception among UNIQLO existing customers
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C. Respondent profile
■Gender ■Age
17.9
16 - 20 yrs
40.0 36.6
Male 21 - 25 yrs
Female 21.3 26 - 29 yrs
60.0
> 30 yrs
24.1
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D. Key findings : Consumer Behavior & Top Brand
1. Proportion of personal spending
Proportion of clothing spending is in the same range as other spending (13%)
Research found out that over 89.5% of respondents purchased clothes within 1 – 3 months
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D. Key findings : Insight to UNIQLO
7. Brand image of direct competitor of UNIQLO
Brand image of H&M goes in the similar direction with UNIQLO
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E. Detail findings
10
1. Proportion of personal spending
Proportion of clothing spending is in the same range as other spending (13%)
Research found out that over 89.5% of respondents purchased clothes within 1 – 3 months
Food, 14.4
Accomodatio
n , 11.6 Transportatio
Beauty n, 13.2
Products,
11.9 Clothing,
12.9
Money
saving,
Entertainment 7.7
12.0
, 12.6 2.8
Q2. Please tell us the proportion of your personal spending like? [SA] n = 650
Q7. When did you buy clothes last time? [SA] n = 650
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2. Top 3 type of clothing
T-shirt & Shirt is the top type for purchasing popular brand clothes
The majority of male (29.6%) prefer to purchase Polo-shirt and another 25.9% prefer to purchase T-shirt ;
while the majority of female (28.2%) prefer to purchase shirt.
Unit : % Others
Lady singlet 11.6
Polo-shirt,
Tank top 9.2
14.1
Dress (Long/Short) 5.8
Others, 31.3
Strapless & Others 4.8
Shirt, 24.9
Q3. Please rank top 3 type of clothing you buy? [Type Number of Answer] n = 650
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3. Important aspects concerning when buying clothes
Brand is less important factors; only 38.9% of respondents are considering when
buying clothes; Friend recommendation is also not a key factors for purchasing
Quality is number one factor (87.0%); while the clothes can be matched in various occasions is Total
the 2nd top aspects ( 85.6%) Unit : % Important
Quality of fabric/product 50.15 36.88 87.04
Can be match in various occasions 48.92 36.73 85.65
Price 46.30 39.04 85.34
Durability 42.75 40.28 83.02
Design 49.38 31.64 81.02
Easy to take care 50.15 28.86 79.01
Dress making 47.84 30.40 78.24
Promotion 43.36 31.17 74.54
Customer service 43.67 25.46 69.14
Has serveral stores/easy to find the chain store 41.98 19.44 61.42
Atmosphere for choosing clothes/ Shop… 43.36 14.51 57.87
Trendy 37.35 14.66 52.01
Brand 26.23 12.65 38.89
Friend/Family recommended 24.69 7.25 31.94
Q10. Please tell us how important the following aspects concerning when you bought? (5 = very important, 1 = not important at all)?
[MSA] n = 650
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Popular Brand Index Concept
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5. Reason for choosing top 10 brands
Lee, Zara, UNIQLO are commented for having beautiful design & pattern
Beautiful, Comfortable and Reasonable Price is the reason why the respondents purchased UNIQLO
Lee 13.66
ZARA 12.21
UNIQLO 10.85
Levi's 10.24
H&M 8.87
Lacoste 8.17
ARROW 7.71
Nike 7.17
Adidas 5.09
DAPPER 3.94
Q13. Please tell us the reason why you bought this brand most often ? [FA] n = 650
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6. Consumer Behavior : Trend, Fashion & Style
There are two main types of fashion consumer; those who like to pay attention on
choosing appropriate clothes; and those who like to wear casual & comfortable clothes
67.13% mentioned that they always enjoyed shopping when they have time, while 72.07% like to wear
casual & comfortable clothes Total Agree
I pay deep attention to choosing the appropriate clothes 18.83 41.67 34.10 75.77%
I always enjoyed shopping when I have time 25.93 38.58 28.55 67.13%
My fashion style always be people praise 42.90 35.80 11.88 47.69%
I always update the latest fashion trends 39.81 29.32 13.27 42.59%
I like the to wear famous brand clothes 43.36 21.30 8.64 29.94%
27.47%
I usually wear style trends of actress / singer 37.04 20.22 7.25
Completely disagree Disagree Normal / No comments Agree Absolutely agree Total Agree
I like to wear casual and comfortable clothes 22.69 45.22 26.85 72.07%
It's ok to wear old-fashioned clothes for me 36.88 32.87 12.19 45.06%
I do not pay much attention to the selection of clothes 33.02 21.60 7.25 28.86%
My fashion style is often criticized by others 42.59 16.98 8.95 25.93%
I do not like to go shopping; it's expensive 43.06 15.90 7.10 22.99%
I do not like to go shopping. it's a waste of time 34.26 13.58 5.09 18.67%
Q17. Please tell us the level of agreement in each sentence ? [MSA] n = 650
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7a. Most popular place to buy clothes compare to age
group
Top 3 places for fashion shopping is 1) Department store (44.1%) ; 2) Market (22.6%),
Online store (14.5%)
Department Store is popular for those aged over 25 yrs old, while market is the popular place for those 16 –
20 yrs old, and online store is a popular channel for 20 – 24 yrs old
Shopping 16 – 20 20 - 24 25 - 29 > 30 yo
Unit : % Place/Age (n=119) (n=138) (n=156) (n=237)
Department Store 44.1 Department 33.9 43.5 43.6 49.6
store
Supermarket/
Supermarket/Hypermarket 9.3 Hypermarket
8.7 9.4 7.1 11.1
Stand alone
Stand alone shop 5.6
shop
7.8 9.4 5.1 2.6
Q18. Please tell us which place you most often buy clothes ? [SA] n = 650
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7b. Popular Market & Emerging online store
JJ market is the most favorite shopping place for respondents(51%)
80% of respondents claimed that they know Zalora and 20% used to visit online store on Instagram
The percentage of people like to visit this market The percentage of people used to visit this online channel
73.4% admitted that they have online purchase experience
JJ Market 51 %
80 % respondents
visited ZALORA
20 % respondents
visited Instagram
New Siam Center 30 %
Union Mall 19 %
Q19a. Which market place you like to go the most ? [MA] n = 650
Q19b. Which is the channel to purchase clothes online ? [MA] n = 650
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E. Detail findings
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8. UNIQLO demographic comparing to other brands
The majority of UNIQLO customer are at the age over 30 yrs (41.6%) as they are
targeting working adults
The percentage of class A customer of UNIQLO (33.0%) is also significant than other brands (19.3%)
17.9
16 - 20 yo 19.3
9.7 A
33.0
21.3
20 - 24 yo
20.5
31.8
B
33.5
24.1
25 - 29 yo
28.1
48.9
36.6 C
30 yo and above 33.5
41.6
Q2. Please tell us your age ? [SA] Other brands 650; UNIQLO n = 277
Q4. Please tell us your income ? [SA] Other brands 650; UNIQLO n = 277
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9. Brand image of direct competitor of UNIQLO
Brand image of H&M goes in the similar direction with UNIQLO
High Quality of Clothes & Convenient Location are the brand image of UNIQLO, while Quality of Clothes &
Friend Recommendation are the brand image of H&M
Q15. Please tell us which clothing brands relevant to statement above ? [MSA] n = 650
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10. UNIQLO Brand Awareness among age group
Around 85% of respondents know UNIQLO and 43% actually made a purchase on UNIQLO
Out of 85%, half of them purchased UNIQLO and 9% purchased even they don’t like about the brand.
Another half of 85% do not purchase UNIQLO with only 1% used to purchase but would not purchase again
Unit : %
Those who purchase UNIQLO (43%) Unit : %
20 - 24 25 - 29 > 30
This is the one of my favortie 16 – 20 (n=34) (n=56) (n=68) (n=82)
21.0
brand
44.4 52.6 40.4 54.5
This is the most favorite brand 13.0
27.8 28.9 40.4 23.4
This is the brand that I
somewhat dislike but I would 9.0 27.8 18.4 19.2 22.1
buy if necessary
Those who do not purchase UNIQLO (42%)
20 - 24 25 - 29 > 30
This is the brand that I known 16 – 20 (n=34) (n=56) (n=68) (n=82)
21.0
but I never considered to buy
56.1 54.5 49.1 43.0
This is the brand I known and I
21.0 41.5 43.6 50.9 53.5
considered to buy
1. UNIQLO Potential
Customer
2. UNIQLO Existing
Customer
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11. Reason for not to try UNIQLO among gender
Too expensive (36%) & plain design(15.7%) are the top reasons why some people
don’t buy UNIQLO
While plain design is 2nd top reason for not to try for female; clothes pattern disliked & low price perception
that lead to quality suspicious is the 2nd top reason for male
Male (n=80) Female (n=160)
Too expensive 36.0 38.3 35.2
Design is too plain 15.7 10.0 17.6
Has no size to fit me 14.8 13.3 15.3
Disliked clothes pattern 14.0 15.0 13.6
Unattrative design 12.7 13.3 12.5
Not trandy design 11.9 13.3 11.4
Not suitable for my age 11.9 11.7 11.9
Mass fashion 8.9 5.0 10.2
Brand I cannot trust 7.2 10.0 6.3
Too inexpensive that quality is… 6.4 15.0 3.4
Made from uncomfortable febric 6.4 8.3 5.7
Others 6.4 6.7 6.3
Low quality product 5.9 13.3 3.4
Low quality of dress making 2.1 1.7 2.3
Q21. Please tell us why you never purchase clothes from UNIQLO ? [MA] n = 240
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E. Detail findings
1. UNIQLO Potential
Customer
2. UNIQLO Existing
Customer
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12. Most type of clothes often bought at UNIQLO
T-shirt is the main type that people like to buy at UNIQLO (41.7%)
Polo shirt is popular for age of 20 – 29 (20 – 21.1%); Shirt is more popular for those over 30 yrs (13.5%); while
Cardigan is in interested for those young age under 20 years old (33.3%)
16 – 20 20 - 24 25 - 29 > 30
Unit : % (n=34) (n=56) (n=68) (n=82)
T-shirt 41.7
38.9 31.6 42.0 47.3
Polo shirt 14.4
5.6 21.1 20.0 9.5
Shirt 11.1 11.1 10.5 8.0 13.5
Cardigan 11.1 33.3 15.8 6.0 6.8
Q22. Please tell us which type of clothing you bought most often? [SA] n = 277
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13. Visiting UNIQLO Frequency
Most people visited UNIQLO store once a month (24.3%); the majority are age
group of 16 – 20 yrs (27.8%); and age group > 30 yrs (27.3%)
Age group of 25 – 29 are likely visit UNIQLO store 2 – 3 times a month(30.8%); while age group of 20 – 24 yrs
prefer to visit twice a month(15.8%)
16 – 20 20 - 24 25 - 29 > 30
Unit : % (n=34) (n=56) (n=68) (n=82)
Once a month 24.3 27.8 26.3 17.3 27.3
Q23. Please tell us how often do you visit UNIQLO? [SA] n = 277
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14. Spending at UNIQLO
The average spending at UNIQLO is 501 – 1,000 THB (36.8%)
Those young age 24 – 29 yrs (21.2%) spend highest at around (1,500 – 2,000 THB); while those 20 – 24 yrs
(34.2%) spend on average at around 1,001 – 1,500 THB
16 – 20 20 - 24 25 - 29 > 30
Unit : % (n=34) (n=56) (n=68) (n=82)
501-1,000 THB 36.8
38.9 31.6 40.4 36.4
Q24. Please tell us the amount of money you purchase at UNIQLO per visit? [SA] n = 277
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15. Top 3 words best describe UNIQLO
Joyful, Playful and Young are the term when people think about UNIQLO
Similar proportions are show to the top 3 words best describe UNIQLO
Unit : %
Playful, 30.3
Q25. Please rank top 3 words that would best describe UNIQLO? [Type Number of Answer] n = 277
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16. Brand Image of UNIQLO
90 % of people who know UNIQLO talk positively about UNIQLO especially on design
& pattern (18.33%)
Other comments are that UNIQLO are comfortable (13.5%); beautiful (12.0%); and reasonable price (10.0%)
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17. Sources of knowing UNIQLO
31.1% of respondents claimed that they know UNIQLO from walk into the store
Printed magazine/newspaper is the 2nd source to know UNIQLO(16.1%) where the majority of those age 25
– 29 yrs (19.2%) know UNIQLO from; while those over 30 yrs (17.3%) know UNIQLO from friends
recommendation; and those young age 16 – 29 yrs (23.5%) know UNIQLO from social media
16 – 20 20 - 24 25 - 29 > 30
Unit : % (n=34) (n=56) (n=68) (n=82)
Walked by the shop 31.1 29.4 33.3 28.8 32.0
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