Uniqlo targets young, urban, professional, and practical American shoppers with fashions that are not unique and bear no labels. It offers low prices (such as jeans for $40), so it is sometimes grouped with other big brands such as Zara and H&M in the fast-fashion category. However, unlike Zara and H&M, Uniqlo does not chase trends. It offers staples, much as the Gap did when it made basics cool in the 1990s before it lost its edge by being in every mall and becoming the uniform of suburban moms and dads. Uniqlo offers basics with clean lines and positions itself as affordable fashion that is not disposable. It offers free tailoring and has built a reputation for durability. It also uses a number of signature technologies in its clothing, including ultra-light down, the HeatTech insulating system, and AIRism moisture wicking. Madewell and Everlane offer similar products at higher prices. Although it is owned by Fast Retailing, one of the five largest clothing retailers in the world, only a small percentage of Uniqlo's 2,000 stores are located in the United States, where it lacks brand awareness. Uniqlo fell short of an expected 200 stores in the United States; it currently operates 50 U.S. stores at a loss.

Working in small groups, design social media approaches that could help increase brand awareness and preference and better communicate Uniqlo's value proposition relative to its competitors.