6 Uniqlo Rebrand Plans

I also found a problem that Krispy Kreme sells fatty food so it is opposite to stylish.
I would like to keep eco friendly campaign, but it is enough to make a difference from competitors and rebrand Uniqlo?
Uniqlo needs to rebrand first before doing other campaigns. Setting up brand recognition is priority for Uniqlo to invite people.

Instead of Krispy Kreme, I will choose Bath & Body Works to make original Uniqlo fragrances because they sells a variety of scents and they may have a technique to create special Japanese scents.

Bath & Body Works is a company, which sells body care products in the US. Their product is similar to Body Shop.

For Uniqlo rebranding:
=Uniqlo copies Gap's business model, but they needed to create own business model as Gap's business is not good now. In addition Uniqlo needs BRAND PERSONALITY! If the personality or business model is similar, customers simply follow brand loyalty. (Customers keep going to Gap store.)

1. I set up target audience (17 to 24+). Currently, their target audience is youth and late youth.

2. Current brand personality
•functional beauty
•modern simplicity
•high quality
These three above is not UNIQLO's brand personality because most Japanese companies use the personalities.
Personality should be one uniqueness by one company!
High quality is not personality. It is a product benefit!

Change to...
•casual functional
•exotic
•freely playful mind
•Modern simplicity

3. Change store image
Too much space and less customer (empty image=UNIQLO is not popular image so new customers will not try to use UNIQLO)
-->more crowded image (I won't do this for this semester)

4. Improve UNIQLO name recognition.
Based on research, many people don't know about UNIQLO even though the company is located on Oxford and Regent Streets.
I will think how UNIQLO can improve the recognitions.

5. Make a new brand image with scent for UK customers.
(Enhance brand personality and memorize the brand images using fragrance: What kind of fragrance? Eco?

6. Image making by flash and choose music.
However, I will conduct primary research to see if changing music is effective for rebranding. If so, I will do this for the last semester.