Uniqlo

STUDENT

CASE

STUDY

UNIQLO:

Innovating to be Number One

Taylan Coban, Andrew Koch, Jae Hyung Yoo,

Shahshams Zaheer, Mollie Zapata, Ioannis Zormpas

April 2015

The Fletcher School

Uniqlo Case Study

Strategy & Innovation

Table  of  Contents  

Executive  Summary  ............................................................................................................................................  2  

History  and  Overview  of  Uniqlo  .....................................................................................................................  2  

Challenges  and  Solutions:  A  Process  of  Incremental  Innovation  ........................................................  3  

Products:  Differentiating  a  Common  Product  in  an  Uncommon  World  .......................................  3  

Technology  .........................................................................................................................................................................  3  

Low  Cost  ..............................................................................................................................................................................  3  

Process:  Producing  and  Servicing  a  Globally  Expanding  Clothing  Brand  ...................................  4  

Production  Process  

.........................................................................................................................................................  4  

Market  Entry:  How  to  Enter  the  US  Market?  

..........................................................................................  5  

Goals  and  Future  Challenges:  How  will  Uniqlo  Adapt?  ...........................................................................  6  

Company  Goals...