Established from 1974, UNIQLO is just like its name meaning “Unique+Clothing=UNIQLO” becoming an unique brand worldwide.Rapid revenue growth,global extension for large-scale stores and worldwide customer recognition all of these indicate UNIQLO is a successful company. A few people after seeing UNIQLO’s products may raise a question about how could this brand be such successful since it neither fast-fashionable nor stylish. In my opinion, UNIQLO’s success is not accomplished in an action or just by fortune.
UNIQLO is Made for All.Utterly different from some fast-fashion brands like H&M,Forever 21 and ZARA, UNIQLO doesn’t put much attention on following current fashion trend. They do not merely focuses on a typical customer group.On the contrary, they target at people from all age period and all walks of life.Clothes from them are mostly for Daily life and basic fashion components with universal appeal to empower individuals to express their sense of style.[1]Hence they possess massive number of potential customers.
UNIQLO’s success has a large association with its reputation that providing high-quality clothes with affordable price.The company has a team of technical specialists, at the same time keeping strictly supervised production process.The impression of ‘high quality, low price’has come into most customers’ mind. So, it is not odd that most of those customs return to UNIQLO.Furthermore, UNIQLO highly values customers’ feedback and develop new clothes mostly depending on that.
What is incredibly important is that UNIQLO business model well-known as SPAhas made a huge contribution to the company’s operations.UNIQLO was the first company in Japan to establish a SPA (Specialty store retailer of Private label Apparel)* model encompassing all stages of the business–from design and production to final sale. [2] Focusing on opening large-scale warehouse shops, they avoid the cost of extra warehouse. Standardized shop makes it better manager , integrating the shop layout, the price and promotions.They provide customers quite different clothes-shopping experiences.
Resource:
UNIQLO Business Model | FAST RETAILING CO., LTD.(n.d.).Retrieved from http://www.fastretailing.com/eng/group/strategy/uniqlobusiness.html
WELCOME TO UNIQLO – Google. (n.d.). Retrieved from
http://cawes-proecons.blogspot.co.uk/
Harwin adds Aerco to strengthen distribution channel in hi … (n.d.). Retrieved from
http://www.businessinsider.com/uniqlo-taking-over-the-world-2014-2?op=1http://www.fastretailing.com/eng/group/strategy/tactics.html
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