UNIQLO: the secret of success

Abstract

This paper takes a look at how UNIQLO becomes one of the most successful retail clothing companies with different business strategies. We strive hard to investigate the secret of company’s success from different aspects such as how they design, produce and promote the product. However, the current success does not always come easily. Over the years, the company has confronted many difficulties that resulted in decrease in sales and profits. Therefore, we dig into the challenges that the company recently faced and how they overcame them by using a series of marketing and brand strategies. Besides, we would focus on how the company takes up social responsibilities and contributes to the society among the years. In addition, we would also like to give some suggestions based on the problems that company meets in these years.

UNIQLO is one of the most successful Asian retail-clothing companies operated by a Japanese businessman, Tadashi Yanai since 1984. After graduating from Waseda University, he changed his father’s suit store into Fast Retailing, a small casual wear store named ‘Unique Clothing Warehouse’ in Hiroshima. Initially the scale of business was very small. However, with his hard work, UNIQLO has become a top casual wear brand that has been run in more than fifteen countries and over 1000 stores around the world.