Uniqlo Strategy in Japan

In: Business and Management

Submitted By Tsuba
Words 812
Pages 4
Uniqlo chief admits defeat on higher pricing strategy

Uniqlo: * Japanese casual wear designer, manufacturer and retailer. * Created in 1949 * The brand was a men’s shop at it’s beginning and started selling unisex casual wear in 1984. * Owned by Fast Retailing Co. since 2005 * Tadashi Yanai (Fast Retailing) / Japan’s richest person * They operate in 16 countries globally including Japan with almost 1,600 stores, Canada being the latest country Uniqlo plan to enter in Fall 2016, United Kingdom and China being the first. * Name UNIQLO : Unique-Clothing -> Uniclo -> However, in 1988, during work between Hong Kong and the brand, staff in charge of registration misread the "C" as "Q", and that is how the brand name was born, changes through all Japan

Strategy in Japan:
Evaluation of the company’s strategy in Japan:

What they did good * Uniqlo is known for Developing Products of Exceptionally High Quality * Product Development Based on Customer Feedback ex: HEATTECH products refined each year based on customer feedback * Material Procurement from Around the World high-quality materials at low costs

* Also known for their good consumer services / in-store experience is over-the-top ex: All retail associates at Uniqlo stores worldwide are trained to hand your credit card and receipt back with both hands, as it is common in Japan.

* Becoming Japan's Top Brand by Expanding Urban Market Share * Boost Market Share in Promising Urban Areas * UNIQLO's Successful Large-Scale Store Mode * Uniqlo brands its innovations
HeatTech, a thin, comfortable fabric developed with a material science firm that turns moisture into heat.

* Expanding UNIQLO International
- Expanding UNIQLO's Presence in Global Markets
- Building the Brand through Flagships

* Brand Image
Novak Djokovic; Pharell Williams

* Slogan (Made…...

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