The Impact of the Collaboration Between UNIQLO and Japanese Anime/Manga for its UT Collection Towards Brand Loyalty in Indonesia

Abstract

Fast fashion brands are encouraged to keep innovating new brand experiences to stay competitive in the market. UNIQLO is one of the four major players in the worldwide fast fashion industry. However, UNIQLO is still inferior to its two major competitors. In 2013, UNIQLO started to provide new brand experiences — its main competitors do not have — through its self-expression graphic print collections, the UT Series. Focusing on Generation Z with the characteristics of being disloyal to brands and desired for freedom of expression, this research aims to identify the perceived brand experience from UT Series that specifically collaborated with Japanese anime/manga and its effectiveness in affecting UNIQLO brand loyalty. This research is conducted using a qualitative approach through semi-structured interviews and a quantitative approach through an online survey with UNIQLO Generation Z customers who have purchased at least 1 UT Series product that collaborates with Japanese anime/manga in the past 1 year as the respondents. The interview results are analyzed using the open coding method and the survey results are analyzed using the PLS-SEM method. The results show that the brand experience of UT Series that collaborates with Japanese anime/manga positively influences UNIQLO brand loyalty with brand love, brand trust, and brand prestige as mediating variables. The findings will give insight into the effectiveness of brand experience in affecting brand loyalty to increase sales.