a. What is the main objective of Uniqlo’s marketing plan?

b. Is Uniqlo’s marketing expenditure of $6.1 million a fixed cost or a variable cost?

Uniqlo’s marketing seeks to associate the brand with sustainable quality for all activities and differentiate it from fast-fashion competitors. Uniqlo launched its first global marketing campaign last year costing $6.1 million. The firm’s fall collection is built around a series of technological improvements to enhance comfort and make cold weather enjoyable.