In a recent discussion with my friend, I have taken notice in the brand Uniqlo. It was one of the fastest going clothing retailers in Japan.
Though Uniqlo is already quite well developed in USA, China, Japan, and many other countries, it continued its effort to increase in size and to expand in more countries. Their products are similar to Zeller’s and even Walmart’s in Canada that they are cheap, but it has also maintained an image of being stylish and popular amount different ages.
Still curious, I went to dig further into their success strategy and how they have accomplished such a feat and what differentiates Uniqlo from the top retailers like Nike Inc, Adidas Inc, and Lululemon Athletic Inc.
It turns out that they had once followed the same business plan as those industry giants that they put in excessive emphasis in fashion. As a result though, they had lost sales and trust of its most clients. Now Uniqlo focus mainly on superior quality clothing that will easily blend into the lives of many and easily change the fashion perspectives of many.
I think this business plan is really great because through their discovery in the fact that Uniqlo might not catch up in our current fashion trends, they decided to create their own fashion trend and let the industry follow its pace. Create such a brand obvious required a heavy investment and staff training to convey such an image. Problems still pop up from here and there, but it is definitely building a market that will greatly impact the industry.