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Uniqlo Co., Ltd. is a Japanese casual wear designer, manufacturer and retailer. The company is a wholly owned subsidiary of Fast Retailing Co., Ltd.
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In 1972, Tadashi Yanai inherited his father’s chain of 22 men’s tailoring stores, Ogori Shoji in Ube, Yamaguchi. Shortly after becoming company president in 1984, he opened a new store in Hiroshima – Unique Clothing Warehouse, which was later shortened to Uniqlo. By 1998, he had successfully opened more than 300 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 launched the Global Quality Declaration in 2004, a pledge to stop making low-priced, low-quality garments. Since then, 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 of September 2019, the brand has grown to more than 2,250 stores in 25 countries across Asia, Europe, and US in just a matter of 22 years. It is the biggest apparel chain in Asia with over 800 retail stores in Japan alone.
An idea first introduced by J. Kapferer way back in 1986, the brand identity prism, sometimes called the Kapferer Brand Identity Prism, is a concept for describing a brand’s identity through its characteristics.
UNIQLO brand identity shows their casual personality and innovation brand business. The fancy feeling visually from store and the innovation of UT (UNIQLO t-shirt) and other collections are all increased customer loyalty.
fashion company, it’s a technology company”. Technology is a big component that is at the core of Uniqlo. it's used not to cut corners or speed up processes, but to improve the product for the customer. Anyone who has worked retail or even shopped enough knows that each company has their own set of rituals and traditions. UNIQLO’s organizational culture is majorly customer oriented. Staff training is a huge priority for the company as each new employee is trained for a remarkable 3 months – way above global industry average. Every activity undertaken by its employees are recorded and analyzed – from apparel folding technique, to the way retail staff returns credit cards to customers with both hands and full eye contact. Employees are also taught to interact with shoppers using six standard phrases including “Did you find everything you were looking for?” and all customers are welcomed with “Welcome to Uniqlo!”.
Jil Sander’s “+J” Theory’s “T Down Uniqlo x Marimekko