Uniqlo Business Strategy

UNIQLO, founded in 1984, is a famous Japanese retail clothing brand. Currently, UNIQLO has 852 locations in Japan and 633 stores around the world: China, South Korea, Hong Kong, United Kingdom, United States, Germany, France, Malaysia, the Philippines, and Thailand. Having a strong brand identity and a corporate environment that encourages innovation in business strategies, UNIQLO expanded significantly from a local clothing store to the 4thlargest clothing retailer in the world. The unique strategy of UNIQLO is to offer high quality products at affordable prices and bring innovation not only in the manufacturing and design, but also in the way to present products to the market and manage to continuously improve customer satisfaction. There

HEATECH line is the famous and signature products especially designed for cold weather. HEATECH was developed thru the cooperation between UNIQLO and Toray Industries. It is the multinational manufacturing company that specializes in chemicals and textile materials. The uniqueness and specialty of this product carries the ability to retain body warmth and keep thermal nature by moisture absorption technology. Because the items are made of durable ultra-fine fibers, they are soft and smooth. Moreover, UNIQLO has the summer product line called AIRism. This item features smooth on skin, silky to touch, snug-fitting as well as anti-bacterial and has anti-odor function. All these qualities make AIRism a great choice for sportsman. UNIQLO develops their product continuously by using innovative technology the products are remarkable and they differ from other clothing

When customers come to UNIQLO stores, they can feel something different and satisfying. Although every clothing brand represents their own stores individually, it seems to be the same thing for all stores, nothing unique. But UNIQLO is innovatively different. Store layout and interior design represent the brand’s philosophy - self-service clothing warehouse. Customers can select and buy clothes by themselves conveniently and comfortably. That is distinctive of an innovative way of thinking about clothing store. For instance, at the stores, there are full of products so customers can choose easily by the array of choices on shelves from small to large size, from the light color to dark, and from left to right. As a result of making things tidy and having the well arrayed shelves of products, UNIQLO is renowned as a distinguished clothing brand. Furthermore, the layout of the wall shelves was designed for products re-location and adjustability. UNIQLOs staff can creatively present and show the products in many ways. To illustrate, the same product shelf, that were full of T-shirt hangers yesterday, UNIQLO staff can change it to become the shelf full of folded cartoon t-shirts by assembling proper wood particle boards. Tomorrow this wall shelf will possibly be the half wall of folded long sleeve shirts and the other half present shorts hangers. Store design and the dynamic ways of presenting