On Marketing Strategies of Uniqlo: An Analysis of Online and Offline Integration

Wenshan Li, An-Shin Shia, Kemo Badiane

Abstract


The purpose of this study is to examine the difficulties of products out-of-sync, price conflict, serious lack of sales flow, two-way traffic flow difficulties and advantages in the process of online and offline integration. This paper analyzes the marketing strategies of online and offline integration of Uniqlo through literature review, case study, participant observation and SWOT analysis. Finally, the paper summarizes some online and offline marketing strategies which are suitable for traditional clothing retail businesses, and then provides references for the transformation of these enterprises. Theoretical implications of the findings are discussed, and the limitations of the study presented.


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DOI: https://doi.org/10.5296/csbm.v7i2.17676

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