Fast Retailing Brand Consumer Behaviour

Question: How consumer behaviour affects Uniqlo (a fast retailing brand) to determine their products and brand strategy? Answer: Consumer behaviour affects the products and marketing of a company in a considerable, and thus, it is necessary for companies to conduct research and determine the influence of their consumer behaviour. Companies conduct research through survey or by gathering data from media sources related to consumer behaviour (Szmigin and Piacentini, 2014). Consumer behaviour affects Uniqlos products and its branding strategy in a considerable manner. While a lot of companies, persuade employees to look for creative mediums for enhancing customer service, Uniqlo's management style is to consider the behaviour of its customers and their choices and covert them into tangible products. The company takes into consideration the demands of customers and their current buying behaviour, and consequently comes up with branding strategy that influences the behaviour of consumers in a positive manner. There are a number of thoughts that influence the behaviour of consumers during purchasing. Some consumers are information gatherers, while some are not. Uniqlo offer consumers the information they need in spite of of the type of buyer they are, so that their buying habits can be influenced effectively. The company launches products considering the current market needs and bring necessary modifications to its product. For instance, outside the Japanese market, in the US and Singapore market the company thoroughly considers the behaviour of customers for bringing changes in its product and branding strategy (Safe, 2015). The diverse branding strategy used by the company in different regions proves that consumer behaviour affects Uniqlo. In light of this, it can be stated that consumer behaviour affects Uniqlo to determine their products and brand strategy. References Safe, G. 2015. Why Japanese fashion label Uniqlo is such a success. [Online]. Available at: https://www.smh.com.au/lifestyle/fashion/fashion-news/why-japanese-fashion-label-uniqlo-is-such-a-success-20150124-12xn7w.html [Accessed on: 27 September 2016]. Szmigin, I. and Piacentini, M. 2014. Consumer Behaviour. Oxford University Press.