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STP 7.2 STT19

Demographic segmentation divides a population into subgroups based on attributes like age, gender, income and lifestyle to better understand consumer needs and habits. The document discusses how Uniqlo uses segmentation by tailoring products and marketing to different age groups, lifestyles, climates and geographies.

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35 views1 page

STP 7.2 STT19

Demographic segmentation divides a population into subgroups based on attributes like age, gender, income and lifestyle to better understand consumer needs and habits. The document discusses how Uniqlo uses segmentation by tailoring products and marketing to different age groups, lifestyles, climates and geographies.

Uploaded by

nhinguyen.31231025639
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Nguyễn Đỗ Vân Nhi – điều phối viên

Demographic segmentation is a popular consumer market method for dividing a large target population
into smaller, more manageable segments based on unique demographic features. Age, gender, income,
education, occupation, family size, ethnicity, and other factors may be considered. Marketers use
segmentation to better understand and cater to the many consumer groups' individual needs, interests,
and habits.

Here is an example of how demographic segmentation has been used in Uniqlo brand:

1. Age segmentation: Uniqlo caters to a wide range of age groups, offering clothes that appeals to
many demographics. For instance:

- Young Adults: Uniqlo's emphasis on innovation, simplicity, and modern style frequently
draws younger shoppers who value useful and fashionable clothes. They may target this
group through social media channels and relationships with younger influencers.

- Adults and Older Age Groups: Uniqlo caters to older age groups as well, with more
traditional and versatile designs that appeal to a wider spectrum of clients. They may market
these collections through more mature channels, emphasizing quality, comfort, and
usefulness.

2. Lifestyle segmentation: Uniqlo tailors its apparel ranges to varied lifestyles and needs.

- Active and sports-oriented customers: Uniqlo provides sportswear and activewear for those
who lead an active lifestyle. Their marketing may promote attributes like as moisture-wicking
fabric and flexibility in order to attract sports and fitness enthusiasts.

- Professional and Business Wear: Uniqlo also has ranges of smart and business casual
clothing. These might be marketed to working professionals, with wrinkle-resistant, easy-
care goods that are ideal for office settings.

3. Climate and Geographic Segmentation: Uniqlo's product offerings are tailored to specific
climates and geographies.

- Cold Weather apparel: Uniqlo may heavily market its heat-retaining and winter apparel lines
in colder places.

- Warm Weather Clothing: They may promote lighter, breathable fabrics and summer
collections in warmer climates.

 Uniqlo tailors its product lines, marketing campaigns, and general strategy to the various
demands, tastes, and habits of different consumer segments by using demographic
segmentation. By producing items that meet the individual needs of each group, they
are able to engage more successfully with their target customers and increase sales.

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