Fashion Marketing Strategic Brand Extension Project
BY GRACE LI,YANG LIU ANS SU YUAN
APR - MAY,2018
Uniqlo Home is a sub-brand development for Uniqlo. After years’ dedication, Uniqlo has grown into a unique global brand targeting an international market, being antagonistic to disposable fashion with their unique design and quality.
An observation of the massive growth of the home decor industry, alongside with our knowledge of Uniqlo, me, Yang Liu, and Su Yuan developed this sub-line for Uniqlo. The marketing plan includes three parts: business analy- sis, marketing research, and brand extension. Uniqlo Home carries the lifelong quality guareented home goods covering from beddings to home decorations. We strengthen the brand by using Uniqlo’s iconic materials into the beddings, engaging our target market by generalizing a comprehensive marketing strategy and a seamless shopping experience.