Uniqlo

UNIQLO CO., LTD. (FAST RETAILING CO., LTD.)

Reasonable UNIQLO

Management: Report

Dr. Mestre

Shinya Mimura

1. Introduction

2. Profile

3. History

4. Strong Point

5. Business Model

6. Conclusion

1. In 1998, a fleece boom went up in Japan. The sales recorded 2 million pieces in 1998 and 8.5 million pieces in 1999. Before the time, fleece was generally considered to be high-end goods. But the price was just \1,990 ($19). So many people, especially homemaker went to buy the reasonable fleece to UNIQLO for family. In addition, 15 colors fleece ware lines up in the store, and now 50 colors are on the Internet. This fleece campaign spread the popularity of UNIQLO nationwide.

2. FAST RETAILING as the holding company of UNIQLO opened the first UNIQRO store in June 1984. UNIQLO was named as abbreviation of “unique clothing warehouse”. This concept is that they want to offer their unique goods for low price by self-service. Infant UNIQLO was the retail store which handled import products of national brands. UNIQLO was overwhelmingly popular with high school and junior high school boy. But the product had the typical pattern of “cheap and nasty”.

In 1987, UNIQLO started the development of the original products.

And then, in 1991 UNIQLO narrowed down their diversified businesses to UNIQLO.

In 1994, UNIQLO did stock listing and grew favorably, but quality wasn’t stable. His chain development fell through and the growth slowed down.

In 1998, UNIQLO stopped to import and handle goods of national brands. Then he started ”ABC( All Better Change) Reform” for the purpose of major reform and change of operational business policy of organization, and aimed at the establishment of UNIQLO brand. Therefore ONIQLO innovated SPA (specialty store retailer private label apparel) which ware products planning and manufacturing like GAP (which UNIQLO was investigating form before) was taking. Until then UNIQLO...