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ld first of all get consumers’ permission to obtain authorization before using, which helps foster a responsible image for Uniqlo to have an easier access to consumers’ recognition and trust.
The findings of this study showed that the consumers believed that the App of Uniqlo failed to meet their individual needs, especially the consumers noted that the App of Uniqlo in Japan has more powerful functions that the App of Uniqlo in China, and therefore the App of Uniqlo in China was not able to better meet the consumers’ individual needs. Thus the App in the future should pay more attention to meeting the individual needs of consumers in the marketing process, including allowing consumers to use mobile phones to make their own DIY T-shirts, make an appointment for trying on, accept home delivery, etc., so as to improve emotional connection between consumers and Uniqlo through these means.

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