Market research about uniqlo

I went to Uniqlo (3 stores in Oxford street), Levi's, Gap and Abercrombie & Fitch.

I discovered several problems before making a concept of eco friendly campaign by three companies.

1. Uniqlo has a very weak brand image.
I conducted qualitative research to several young people in London and asked store workers in Gap and
Uniqlo about Uniqlo's brand image.

The answers are the following:
Uniqlo is too standard. (1 young people in the tube station)
Uniqlo is not stylish. (4 young people on the street in London area)
We never heard of Uniqlo. (4 young people in the tube station)
I only know traffic advertising, but never shopped. (1 young people in the tube station)
Uniqlo is just cheap. (Uniqlo store manager)

2. There is no consistent image among adverstising, a store image.
Advertising just shows high quality and affordable price. There is no attractive to give emough attentions to people.

A store image is far from magazine and brand personality. There is NO CONSISTENT IMAGES. Uniqlo uses UK fashion models, who wear very stylish clothing, but it is hard to understand how I can coordinate clothing like a model from the store display.

3. There is music, but I couldn't hear what kind of music they ran. It was very small volume and not a good image.

From research result, Gap is simple and functional, and stylish. Uniqlo just copied Gap according to the website information and it is a famous story in Japan. However, the store images between are very different.
Levi's was focused on the trends now.
Arbercrombie & Fitch opened the store in London recently, and has already succeeded in business in the UK. The main concept is sexy. The company uses a male model and hire many males for store workers. The store image is like a club. (It is very dark inside,but looks cool.) Their price was higher than Uniqlo's. They use original fragrance for making an impact in the store.

Gap, Levi's and Abercrombie had a long queue, especially Abercrombie. They sell expensive clothes, less item, no brand identity on the store building, but many people got in the store in a short hour. (Perhaps, Arbercrombie advertised many places before opening?

Important points:
They have unique selling position.
They do not copy competitors.
They have original brand personality.