Brand Positioning Map

Brand Positioning Redefined

Positioned as a luxury, but basic

clothing brand
Good Value
Main Competitors: GAP, Renner, and
Luigi Bertolli
Younger audience is willing to spend
more
Based on cost of living in the country
Channels of Distribution
Brick and Mortar - Jardins District, So Paulo
So Paulo

11.2 million people

Brazils fashion city

Jardins District

Wealthiest and busiest

neighborhood

Foreign residents

International designers
Channels of Distribution
E-Commerce Website

Large Country

Love the internet

First Latin American country to

crack the Top 10 Worldwide Retail
E-Commerce Markets

Digital Market is continuing to

grow

Double-Digit Growth
Fashion Communication
Strategies
Brazil has banned billboards in most major
cities
Government has enacted free WIFI
throughout the country
3rd largest internet users in the world
Social Media Platforms
Create Brazil Specific accounts
Twitter, Instagram, & Facebook
Fashion Communication Strategies

Youtube has become increasingly popular

Sixth in the world for overall views
Brand already has country specific channels
Innovative way to interact with new customers
Leveraging Secondary Associations
Distribution Channel: So Paulo

Celebrity Spokesperson: Football Player, Neymar

Co-Branding with Local Brazilian Designers

Use Strengths of Uniqlo Customer Experience

 Conclusion and Suggestions
STRENGTH WEAKNESS
Product depth
Social Media Presence
Speed to Market
Different Worldviews and culture
Access to distribution
Different Fashion Aesthetic

OPPORTUNITIES THREATS
Become leading brand for casual wear Brazilian disapproval of Uniqlo style
Become leading co-brander in Brazil Competitors: Gap, Renner
Introduce new fashion tech Local market, political standing

Active Advertising, Tasteful Branding, Product Functionality

References
Adler Levacov, J. The Brazil Business | Brazilian Business in English. The Positioning of a Foreign Company in Brazil - The Brazil Business. Retrieved December 4,
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Brazil Ranks No. 10 for Retail Ecommerce Sales Worldwide - eMarketer. (2015, January 07). Retrieved December 04, 2016, from
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How to Take Your Company Global. (n.d.). Retrieved December 02, 2016, from https://www.entrepreneur.com/article/159252
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http://www.adweek.com/adfreak/its-first-global-campaign-uniqlo-ponders-why-we-get-dressed-every-day-172982
PAULISTANA DOUBLE-BREASTED BLAZER. (n.d.). Retrieved December 02, 2016, from https://barbaracasasola.com/
Snoad, L. (2012, February 9). Home - Marketing Week. Breaking into Brazil - Marketing Week. Retrieved December 4, 2016, from
http://www.marketingweek.com/2012/02/09/breaking-into-brazil/
Van Grosen, M. (2009). Cultural Mapping Brazil 2009. Retrieved from
http://brazil.dutchculture.nl/sites/default/files/Cultural_Mapping_Brazil_2009_by_DutchCulture.pdf