Uniqlo has become the most successful fashion apparel company in Japan through pursuing global expansion while maintaining a distinct Japanese identity. It focuses on affordable, high-quality casual wear for women aged 25-35. Uniqlo aims to be the world's number one apparel retailer by 2020, and has over 2,700 stores in 17 countries, producing the majority of items in China, Bangladesh, and Turkey. It positions itself as a provider of everyday unique Japanese fashion at reasonable prices, and endorses this image through collaborations and in-store experiences.

2. WHAT IS THE STRATEGY THAT MAKES UNIQLO BECOME THE MOST SUCCESSFUL FASHION APPAREL
COMPANY IN JAPAN?
HOW UNIQLO MAINTAIN THEIR IDENTITY IN EXPANDING GLOBAL MARKET?

3. INDUSTRY REVIEW
Tadashi Yanai• Fast Retailing group’s most successful brand
• Contribute over 80% to sales
Main Product Price & values Target Customers
Casual Wear Low Price
High Quality
Wide range
Woman Aged: 25-35

4. COMPETITION
Data update 2016.08.04
“Aims to become the world’s No 1 apparel
retailer group by 2020”

5. CONSUMERS
• Price conscious
• Influenced by the brand’s celebrities (ambassador) and publicity
• Women’s wear makes the majority of the market
• Increasing online usage
• Growth of cheaper and discount apparel stores
• Largest segment globally: Women 58%

6. GLOBAL GROWTH
Ginza, Japan
New York, USA
Over 2,700 stores worldwide
in 17 countries

7. PRODUCTION LOCATIONS
• Majority of it’s production takes place in China
(60%)
• Manufacturing in Bangladesh since 2008
• Disclosed the decision to make Turkey as
production hub for exports to Europe
• Production management office in Shanghai, Ho
Chi Minh, Dakka and Jakarta

9. POSITIONING
Attributes
• Good quality clothes
• Well designed Japanese fashion
Functional Benefits
• Variety of lines, style
• Design for wide range of customers
Emotional Benefits
• Differentiating oneself from the crowd
• Increase self confidence
Values
• Everyday unique fashion to express yourself
Brand Proposition
Uniqlo is the unique clothing
experience among international
retailers because Uniqlo are the only
one who provides vogue Japanese
Fast fashion
Brand Ladder

10. UNIQUE SELLING POINT (USP)
Japanese X Fast Fashion
Japanese fashion is closely upon by world’s fashion leaders
Establish Uniqlo as a
“Japanese”
fashion brand
Endorsement

11. ADAPTED PRODUCT
Collaborations
“Luxury looks”
“Hijab wear”
Christope Lemaire Hana Tajima

12. MARKETING IMPLEMENTATION
Price
Par with fast
fashion
competitors such
as H&M
Place
Create a unique
Japanese fashion
experience in
store
Product
Will invest in R&D
and designer to
maintain
fashionable image
Promotion
Create brand
awareness and
association

13. THANK YOU
QUESTIONS?