Auteur(s) : Han Tian, Houvet Enora, Jiang Yan, Parent Matthieu, Xie Yu
Directeur(s) : Plotkina Daria
Date de création : 30-06-2018

Résumé(s) : Purpose : Why is UNIQLO so developed in the Chinese market and so much behind in the French market? This study aims to explore the relation between culture and brand image one two different markets of the UNIQLO brand: France and China to see why the company lags on the French market. Methodology : The analysis was divided in two part, a study of the current marketing activities of UNIQLO in China and France and a questionnaire distributed to Chinese and French consumers on their motivations, cultural dimension and their perception of the brand. Findings : UNIQLO uses both global and local marketing strategies to promote their products with a main use of word-of-mouth and e-word-of-mouth and co-branding but focus a lot on celebrities endorsement in China. The analysis of the questionnaire revealed that customers perceive the brand of UNIQLO differently depending on the cultural background with French consumer being less influenced than Chinese ones in terms of brand image. Research limitations : The sample including 93 respondents corresponding mostly to 16-25 year olds and a majority of women, it would be interesting to expand the sample to a larger size and more geographical areas than just France and China. Practical and managerial implications : We recommend for UNIQLO to focus more on local markets and to create their marketing strategies depending on the country by hiring locals. In France, UNIQLO should also focus on improving the Japaneseness perception of the brand to consumers for their products in terms of fashion and technology. All in all, UNIQLO should continue to think globally but act more local. Value : This study filled the gap in the literature concerning the internationalization of fast fashion companies by showing the influence of cultural factors on brand image perception and opens the discussion for the analysis of other factors that can influence it like economic factors.
Discipline : International and European Business
Mots-clés libres : Uniqlo, Marchés d'exportation Thèses et écrits académiques, cross-cultural marketing, international fashion brands, UNIQLO, étude de cas, case study, 650
Couverture : FR