Is UNIQLO Successful in Using Online Platforms?
“UNIQLO is more than just a clothing brand. But a way of thinking. A steady consciousness of constant change, diversity, and the challenging of conventions.”
UNIQLO is a popular Japanese retail company founded in 1974. It promotes the idea of “LifeWear” as a lifestyle. UNIQLO’s simple clothes are not disposable clothes but are high quality clothing made for everyday use.
True, UNIQLO might be able to make profits with just their shops. But a look into their online platforms reveals that it boosts their profit from online stores, and effectively uses social media to communicate with the public.
Is that it? Actually, some of their contents may impose negative impacts on the company itself and the society.
UNIQLO’s online store
When a customer creates a UNIQLO account, they can order clothes from the online store with free delivery service (shoppings over 50 pounds) and receive updates about the products.
This online platform has allowed customers to easily buy UNIQLO clothes at the tip of their fingers. It has boosted its sales greatly with a fifth of its international sales now coming from online stores.
Sounds great for UNIQLO, but what about for the general public?
A closer look into their privacy policies show that they collect personal data as well as information regarding your online browsing, where your mouse moved and clicked, where you scrolled etc. They state that they use those information to “improve website usability”.
This has a danger of becoming a “data colonialism” and may manipulate the public, or may be used for malicious purposes if the data leaks. This is something users need to be aware of when using the online platform as it may be detrimental.
UNIQLO’s social media as a mean of communication
Uniqlo frequently collaborates with popular artists and anime shows. They promote this through their social media.
The two Instagrams posts on the collaboration with popular anime shows have received the most comments. Users have expressed their excitement and anticipation about the new product. This kind of real-time feedback and communication with users is a unique advantage of social media, and UNIQLO has effectively made use of this.
However, like with anything, social media has its downfalls.
This Tweet was about getting a chance to win free Jeans, which sounds like an exciting campaign. But the comments were filled with anger and disappointment; for a different reason.
UNIQLO had announced that it would keep the Russian stores open, stating that clothes were a “necessity”, despite the ongoing Ukrainian crisis. Although they suspended operations later, this angered many consumers and some boycotted UNIQLO’s products.
The Twitter feed itself was about a different topic, but still the users wrote angry statements in the comments about their announcement.
This can be harmful to the brand image of UNIQLO. Users who weren’t aware of the topic may find the comments and receive a negative impression about the brand. Social media can be dangerous to companies in that it can spread negative news to a bigger audience.
Summary
UNIQLO has successfully utilised online platforms to boost its sales as well as to communicate with consumers. However, it may impose harm to the general public as well as for the brand if not used carefully.
