An analysis of UNIQLO’s content marketing strategy toward Gen Z
Pham, Chi (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120927584
https://urn.fi/URN:NBN:fi:amk-2022120927584
Tiivistelmä
The study aims to analyze the content marketing strategy of a sustainable fashion brand UNIQLO, in which the “Why” for purchasing sustainable products among young adults from 18 to 24 will be emphasized. Based on fixed critical elements of content marketing framework and Nguyen et al.’s research results on young adults’ buying intention toward sustainable fashion clothes, the study reviews UNIQLO’s practices in raising awareness toward sustainable fashion consumption among Gen Z. The main research question is How does UNIQLO implement Content Marketing Strategy to raise awareness among Gen Z?
The research method in this study is qualitative. Data collection for the target audience’s intention of consuming sustainable fashion products is from existing research, books, the company’s publishment, and case study. Therefore, the study mainly uses secondary data collection.
According to Nguyen et al.’s research findings, companies should develop their marketing strategy by educating young adults about sustainable fashion consumption. The result of the research question summarizes UNIQLO’s content marketing strategy for young adults through their educational campaign “Join: The Power of Clothing”.
The research method in this study is qualitative. Data collection for the target audience’s intention of consuming sustainable fashion products is from existing research, books, the company’s publishment, and case study. Therefore, the study mainly uses secondary data collection.
According to Nguyen et al.’s research findings, companies should develop their marketing strategy by educating young adults about sustainable fashion consumption. The result of the research question summarizes UNIQLO’s content marketing strategy for young adults through their educational campaign “Join: The Power of Clothing”.