Intro:
“I’ve lived in this cold, cold city for going on six years, and it wasn’t until I discovered HeatTech
that I actually started to enjoy—not just survive, but actually enjoy—winter.”
This is a quote by Trishna Rikhy, an associate Style Commerce Editor at Esquire.
- This is a very bold statement; a piece of clothing was able to completely change this
person’s perspective of a season that they normal don’t enjoy
- What made her say or feel this, what was it that completely altered her perspective? –
quality
- Quality is such an important factor, that many brands are completely overlooking in
exchange for short term benefits
- Uniqlo is different from most other brands we see these days, they prioritize quality and
comfort over trendy styles
Part 1:
Introduction to Quality in Communication & design as Perceived Value
• Define quality in communication & design: consistency, clarity, and alignment
with customer expectations.
• Introduce Uniqlo’s focus on simplicity and value-driven messaging.
• Highlight how quality in communication & design enhances customer trust and
loyalty.
Part 2:
Quality as Perceived Value
• Different customers perceive Uniqlo’s quality uniquely:
• Tech-savvy users value app notifications and personalized emails.
• In-store customers appreciate face-to-face, friendly service.
• Local Market Insight:
• In Houston, Uniqlo emphasizes lightweight, breathable clothing through
targeted communication to cater to the city’s warm climate.
Part 3:
The Dimensions of Quality in clothing
- Quick Comparisons: Use side-by-side images or infographics to compare high vs. low-
quality products in terms of reliability, serviceability, etc.
- Compare uniqlo’s products with other brand’s products, in terms of specific quality
traits
- “When it’s cold enough to warrant layering, you can bet I’m layering with HeatTech,
because otherwise, I’d have to wear twice as much for half the warmth.” – Trishna Rikhy
- Interactive Element: Display well-known products and let the audience assign the
dimensions to them. For example, present an iPhone, IKEA chair, and a luxury watch,
then discuss performance, durability, and aesthetics for each.
Part 4:
Impact of Poor Quality
- Data Visualization: Use a simple graph or chart showing the cost of poor quality over
time, contrasting companies that invest in quality versus those that face frequent
recalls.
- Famous Examples: Talk briefly about well-known recalls or customer backlash (look up
any fast fashion brand’s example) to show the reputational impact.
Part 5:
Relating to the Masses
• Uniqlo tailors its communication to connect with diverse audiences.
• Localized Campaigns:
• In the U.S., Uniqlo promotes sustainable clothing to appeal to environmentally
conscious customers, while in Asia, affordability and innovation take center stage.
• Example:
• Collaborations with local designers and influencers, such as Jil Sander for global
appeal, and regional campaigns like their Texas-focused ads highlighting summer wear.
Part 6:
Innovations in Communication and design
• Omnichannel Communication:
• Seamless integration between online and offline communication.
• Uniqlo’s app offers personalized product recommendations, store updates, and
exclusive deals, enhancing customer interaction.
• Interactive Marketing:
• Use of AR and VR in stores to engage customers in product exploration.
- Mention uniqlo’s clothing innovations like heattech, pufftech, etc.
Part 7:
Different Angles and Deep Understanding/ Addressing Current Issues
• Employee Communication:
• Training programs ensure Uniqlo staff deliver consistent, high-quality service
worldwide.
• Sustainability:
• Uniqlo’s communication around its “RE.UNIQLO” initiative emphasizes
recycling and upcycling clothes, addressing global environmental concerns.
• Uniqlo positions itself as a responsible brand, using communication to highlight
its environmental efforts.
• Example:
• Their messaging about reducing carbon emissions and using sustainable
materials resonates with modern consumers.
Part 8:
Facts and Figures
• In 2023, Uniqlo’s global revenue surpassed $26 billion, largely attributed to its
effective communication and brand positioning.
• Their digital sales saw a 20% year-over-year growth, driven by innovative and
targeted communication strategies.
- This shows that the brand is slowly and steadily moving towards consistent growth as a
result of its positioning as a timeless and classic brand, offering quality products, rather
than a trendy one- in which case it would quickly become extremely popular and then
eventually die down
Conclusion:
What if uniqlo had never focused on quality? What if they never brought such unique and
practical innovations to fashion consumers? People like Trishna Rikhy would still be dreading
the cold seasons and struggling to maintain productivity.
Wrap-Up with a Personal Insight
- Personal Story: Share a brief, personal example of how you appreciate quality in a non-
material area of life, like in relationships or hobbies.
- Audience Reflection: Encourage them to consider what quality means to them
personally, creating a memorable, personal connection to the presentation’s main ideas
https://www.esquire.com/style/mens-fashion/a46663628/uniqlo-heat-tech-review/
