ECS 441 FALL 2019

1. Uniqlo
By Simon Nguyen (simonguy)

2. Problem
Uniqlo provides clothing and lifestyle products that are well-made, affordable, and
sustainable.

3. Products
● High quality basics
● “Tech” fabrics
● LifeWear

5. Persona
Calvin
● 20 years old, Millennial
● College student with limited budget
● Likes to buy trendy clothes that are casual
and laidback

6. Financial Info
● Steady growth in Japan
market
● Explosive growth in
international markets
(mostly China)
● Loyal customers at home,
and a growing interest
abroad

7. Financial Info

8. Business Model
● SPA (Specialty store retailer of Private
label Apparel)
● Identify consumer needs, then create
products to fit them
● “Basic” clothes

10. History of Uniqlo
Uniqlo becomes wildly
successful in Japan,
copies GAP business
model
1997
Expanded to Europe
and USA, failing
miserably
2002
Hired a creative team
to rebrand and
relaunch Uniqlo in
Soho, NY
2006
Currently, over 2000
stores open. Worth $7
billion
2019
Yanai shifts all
production to China
1993
Unique Clothing
founded by Tadashi
Yanai
1984

11. Leadership
Tadashi Yanai
● Founder and CEO of
Uniqlo / Fast Retailing Co
● Focused on growing
Uniqlo’s international
presence with 2004
Global Quality Declaration
● “We want to to sell good
clothing to all people, not
just the few”

12. What’s HOT?
● Fleece Jackets
● Heattech / Airism

13. Secret Sauce(s)
● Emphasis on quality and affordability
● Elevated “value” shopping experience
● Popular collaborations with Kaws, Undercover, Jil Sander, etc.

14. Competition
Fast Fashion Affordable Sustainability Tech Fabrics Inclusivity
🚫 ✅ ✅ ✅ ✅
✅ 🚫 🚫 🚫 🚫
✅ ✅ 🚫 🚫 🚫

15. Prediction
SUCCESS!
● Driven CEO
● Successful collaborations
● Uniqlo branded as a LifeWear / “Digital Consumer Retail” Company

16. References
● https://populartimelines.com/timeline/Uniqlo
● https://media.thinknum.com/articles/history-of-uniqlo/
● https://www.businessinsider.com/tadashi-yanai-net-worth-house-richest-person-japan-life-photos-20
19-3#yanai-said-he-didnt-start-out-being-very-motivated-to-work-5
● https://www.telegraph.co.uk/fashion/brands/the-plain-truth-uniqlo-boss-tadashi-yanei-explains-his-pl
ans-for/
● https://fashionunited.uk/news/fashion/5-reasons-behind-uniqlo-s-success/2018110139764
● https://www.theatlantic.com/magazine/archive/2019/04/uniqlo-millennials-gap/583219/
● https://www.economist.com/business/2019/02/09/uniqlos-founder-plots-a-way-to-beat-zara-and-h-an
d-m
● http://finone.com/ComparisonofTheGloba%20BigThreeFastFashionBrands.pdf
● https://edited.com/resources/key-data-uniqlo-strategy/