Strategic management at uniqlo

Ltd, a Japanese retail holding company.

Strategic management at uniqlo

Mention Uniqlo to any global citizen today and the associations of quality, affordability and fashionable come to mind immediately. That is how successful Uniqlo has become in recent years. It has become yet another contender in the global fast fashion retail market.

Strategic management at uniqlo

How did it manage to capture a share of this competitive fast fashion retail market so quickly? This soul is reflected in the 23 Management Principles that Tadashi Yanai has created and indoctrinated in each and every Uniqlo employee.

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The essence of these principles includes putting customers first, giving back to society and being self-disruptive. Shortly after becoming company president inhe opened a new store — Unique Clothing Warehouse, which was later shortened to Uniqlo. Tadashi Yanai also discovered that many foreign fashion chains were vertically integrated, taking control of the entire business process from design to production to retail.

Byhe had successfully opened more than Uniqlo stores across Japan. However, one of the main challenges faced was consumer perception of the brand — it was perceived to be a discount retailer selling cheap and low-quality apparel to the suburbs.

This perception completely changed when the brand opened a 3-storey store in iconic Harajuku in central Tokyo in — people started noticing Uniqlo for its high-quality fleece jackets. The brand perception instantly shifted from being cheap and low-quality, to being affordable but high-quality.


Today, Uniqlo is a wholly-owned subsidiary of Fast Retailing Company Limited and it is known for providing high-quality private-label casualwear at low prices. As at Januarythe brand has grown to more than 1, stores in 15 countries across Asia, Europe and US in just a matter of 20 years.

Strategic management at uniqlo

It is the biggest apparel chain in Asia with close to retail stores. Fast Retailing has been growing at an incredible rate in the past 5 years and its confidence is reflected in its revenue forecast of This design driven clothing brand offers unique functional performance owing to in-house fabric and design innovation.

The company distinguishes itself from its price driven competitors by branding its signature innovations with names like HeatTech, LifeWear and AIRism.

Uniqlo provides a superlative physical shopping experience by impeccably managing its stores, inculcating a positive employee culture and through in-store technology like video tutorials that describe product attributes. Some of the key brand success factors for Uniqlo include the following: Delivery system supporting a clear brand promise: Two of the biggest challenges for any brand is to define a clear brand promise and to consistently deliver effectively on its brand promise across all touch points of the customer experience journey.

Successful brands are those that create supportive organizational and operational structures that facilitate the implementation of strategies to deliver on the 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.TOMODACHI Summer Softbank Leadership Program Post-Program Seminar Held in Sendai, Miyagi Prefecture On October 14, , more than 90 alumni of the “TOMODACHI Summer Softbank Leadership Program” participated in a Post-Program Seminar in Sendai, Miyagi Prefecture.

Global Marketing Strategies for Uniqlo - Free download as PDF File .pdf), Text File .txt) or read online for free.

Uniqlo5/5(1). The Program. The Master of Professional Studies in Global Fashion Management is a credit graduate program with an innovative curriculum and distinctive classroom locations at FIT in New York, the Institut Français de la Mode in Paris and Hong Kong Polytechnic University in Hong Kong.

HOME > Investor Relations > Management Strategy > UNIQLO Business Strategy. UNIQLO Business Strategy. Last Updated: to Japanese page.

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Developing products of exceptionally high quality; One example of this commitment to quality is the strategic partnership formed with Toray in June Uniqlo’sGlobalExpansionStrategy “A)COMPANY)FOR)THE)FUTURE” APRESENTATIONTO:)UNIQLOUPPERMANAGEMENT BROCKCONSULTING ABDUL,VERA,)KAJSA,YANQI.

“The company has in its corner the powerful strategic consulting firm Lighthouse Public grupobittia.comouse’s clients have included Genentech, Uber Technologies Inc., Visa Inc., the San Francisco Giants and Facebook Inc.

— corporate clients who don’t mess around.”. San Francisco Business Times, February 2,

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