UNIQLO

UNIQLO is a clothing apparel company, which was originally founded in Yamaguchi, Japan in 1949 as a textiles manufacturer. Now it is a global brand with over 1000 stores around the world major in casual wear designer, manufacturer and retailer.

The brand is famous for its simple style and essential yet universal, so people can freely combine them with their own unique styles, in any way they choose, every day of the year with a belief that everyone can benefit from simple, well-designed clothes. Since its establishment, UNIQLO has continued to aspire towards excellence in quality, design and technology, and has managed to achieve as such. But even so, UNIQLO still strives onwards and upwards, not in pursuit of perfection, but in evolution. UNIQLO is more than just a clothing brand but a way of thinking. Uniqlo aims to be the world’s largest mass clothing retailer, based largely on expansion in the US, China and online.

Some outstanding positive points of the brand:

• Delivery system supporting a clear brand promise: On one hand, Uniqlo has indeed managed to successfully define a clear brand promise for itself to provide high quality, performance-enhanced, universal, basic casual wear at affordable prices. On the other hand, it has also created a strong delivery system to deliver on this brand promise.
• Product development approach and efficient supply chain: The brand’s approach to making apparel has more in common with the iterative approach to product development embraced by the technology industry than the cyclical, trend-driven rhythm of the fast fashion retail industry. Unlike its competitors who sell a large variety of trendy fashion inspired by the global runway, Uniqlo focuses on producing a few styles of urban practical basics.
• Company culture and visionary leadership: Uniqlo’s focus on teamwork is demonstrated through its flat organizational structure with employees greatly encouraged to provide suggestions. The values and goals of the company are translated directly into processes and measures exhibited strongly by employees all over the world.
• High dedication to innovation: One of Uniqlo’s signature innovations is HeatTech, a fabric developed in conjunction with Toray Industries (a Japanese chemical company) that turns moisture into heat and has air pockets in the fabric to retain that heat. The HeatTech fabric is thin, comfortable which has enabled the brand to create stylish designs which are very different from the standard traditional warmth clothing segment.
• Uniqlo brand communication strategy: Until the digital age started to gain rapid global momentum, Uniqlo had traditionally relied on marketing flyers and TV commercials as its primary means of advertising. Today, it uses a plethora of methods to communicate its brand position and ideals, including its unique in-store environment, celebrity brand ambassadors, digital marketing, collaborations with designers and brand campaigns.

Brand origin: Japan

Website: https://www.uniqlo.com/

Revenue: $13,071M (2021), $12,878M (2020)

Photo origin: Google.com