Uniqlo's Global Strategy and Adaptation in the Fast-Changing Fashion Industry [CASE STUDY]
Executive Summary Uniqlo, a leading global apparel retailer from Japan, has revolutionized the fast fashion industry by focusing on quality, innovation, and functionality rather than chasing fleeting fashion trends. Known for its concept of "LifeWear," Uniqlo delivers simple, high-quality basics at accessible prices. This case study explores Uniqlo’s recent market expansion strategies, technological innovations, sustainability initiatives, and challenges in a competitive market. It also highlights how the company adapts to dynamic customer preferences and geopolitical factors. Background Founded in 1949, Uniqlo is owned by Fast Retailing Co. Ltd., headquartered in Yamaguchi, Japan. The brand began as a chain of small stores selling men's clothing but transformed into a household name under the leadership of Tadashi Yanai, focusing on providing simple, universal designs that appeal to all demographics. Over the years, Uniqlo has embraced innovation, including its highly su...