The Secret to Uniqlo’s Overwhelming Success and Japan’s Textile Industry

Uniqlo noticed that casual clothes are ageless more importantly they are unisex. Until that time they had made clothes aimed solely at young men, but started creating clothing for people of all ages and both sexes. Uniqlo combines the back-to-basics approach of American Apparel, the competitive pricing of Old Navy, and the foreign edge of a Zara or H&M. However Uniqlo’s problem is that they have issues self identifying because what they say they are isn’t what they seem to be. Since the brand’s philosophy is “un-branded fashion”, their design is simple and noncommittal, without using brand logo on the face. However they are trying to compete with foreign “high end look” clothing brands like H&M and Zara which poses as an issue because that is not what they look like. The target range is all ages; from infants to seniors which I also find an issue in. I feel as though they are trying to do everything while not succeeding in doing anything. I feel as though if they focused on a smaller target market instead of everything for everyone they would be able to succeed in a specific market.

http://www.brandchannel.com/features_profile.asp?pr_id=324

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2 thoughts on “The Secret to Uniqlo’s Overwhelming Success and Japan’s Textile Industry

  1. This article gave a lot of good information about Uniqlo. I like how it highlighted the mistakes that Uniqlo has made over seas such as their bland product line and fast expansion. The article said that Uniqlo did not want to make the same mistakes when it came to the US. I thought that was interesting because their clothing still looks bland to me, compared to the clothing that is sold at Zara and H&M. They definitely still have work to do if they want to continue competing with Zara and H&M.

  2. I am starting to wonder if perhaps the CEO views his company and product as a commodity with little regard to fashion. Each move seems to be an attempt to get the most profits, or sell the most stuff, rather than sell a specific product. What are his motivations?

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