Abstract

This Study investigates Uniqlo’s brand marketing strategies in China within the context of the digital era. Knowing how foreign retailers adjust to digital platforms and how they adjust to digital ecosystems is crucial as Chinese consumers interact with fashion brands more and more through digital channels. Consumer awareness, brand perception, and digital touchpoints including social media, mobile apps, and e-commerce are the main topics of the study. This paper explores Uniqlo’s digital marketing effectiveness through a quantitative analysis of survey data from 200 consumers in China.  The results show that Uniqlo has a high level of trust and brand awareness, but it has difficulties with localisation and product uniqueness. Brands that provide seamless Omni channel experiences, constant innovation, and culturally relevant message are preferred by Chinese consumers. According to the report, Wechat, Tmall, and Xiaohongshu are crucial for interactions between customers and brands. It ends with tactical suggestions for enhancing Uniqlo's ability to compete in the online market. These include boosting integration across digital channels, utilising influencer marketing, and improving local product responsiveness. The research offers practical implications for global fashion brands operating in dynamic digital environments like China.

Keywords

  • Uniqlo
  • digital marketing
  • brand strategy
  • China
  • consumer behavior
  • fast fashion
  • Omni channel retail

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