Like most businesses, UNIQLO has a target consumer. So what exactly is their target?
According to their size charts, the sizes of their supplies and products are very limited. It is clear that they don't offer sizes for both petite and plus-size people. Most of their pant sizes don't go above size 33 for men and a lot of their sizes are in the form of XS, S, M, L and XL. For those who are smaller and larger than that will have a hard time looking for something to buy. On top of that, UNIQLO adopted the slogan "Made for All" and but it doesn't offer sizes for people who don't fit the range of their size chart. In summary, UNIQLO targets those that fit the range of XS-XL.
However, recently, on September 7, 2012, UNIQLO launched their Kids and Babies Collection for the Fall/Winter 2012 season. Expanding on their idea of "Made for All", what better way than to make clothes for children, too? Their famous Heattech product is being utilized in their kids collection for minimizing the sweating they might have during recess. In addition, their pants in the collection have elastic waist bands for extra comfort and it makes it easier to maneuver. Although UNIQLO does not offer plus sizes or petite sizes, they are moving one step closer to their fulfilling their slogan "Made for All" with their newly launched children's collection.
Souce: UNIQLO
