UNIQLO
UNIQLO
UNIQLO is a powerful core brand under the FAST RETAILING Group. We insist on providing modern, simple, natural, high-quality and easy-to-match products to consumers around the world. The "versatile" concept advocated is also well known to the world.
The full name of UNIQLO is UNIQUE CLOTHING WAREHOUSE. Its inherent meaning refers to providing the products that customers want at reasonable and credible prices by abandoning unnecessary decoration warehouse-type stores and adopting supermarket-type self-service shopping methods.
UNIQLO brand Fast Retailing Company was established in 1963 and was a small clothing store selling suits. The company's current chairman and general manager, Tada Yanai graduated from Waseda University in his early years. He joined Fast Sales Company in August 1972 and became the company's chairman and general manager in September 1984. In 1982, Yanai, who was already a specialized director of the company, was in the United States when he was in the United States. Inspired by the warehousing-style sales methods on American university campuses, he proposed to try to sell clothing in a clothing store in a storage-style self-service shopping method, and introduced it. The hypermarket-style clothing sales method achieves low cost in store operations through a unique product planning, development and sales system.
In June 1984, UNIQLO storage clothing store officially opened in Hiroshima, Japan. At that time, when the Japanese economy was in a recession, UNIQLO's business strategy was to provide fashionable casual clothing to all consumers at low prices. In order to gather popularity and attract customers, when the business was first opened, UNIQLO also provided a free breakfast to customers who came to shop: bread and milk. This trick really attracted a large number of customers. Every morning, there are always many people gather in front of UNIQLO's store, line up to get breakfast, and then go to the store to choose.
In 1991, the company quickly began to launch chain business and proposed the development plan to establish 1,000 branches to realize the UNIQLO chainization. Stores such as Limited and GAP in the United States, which have their own characteristics, have become a model for UNIQLO expansion; in 1994, UNIQLO was in Hiroshima. It was listed on the stock exchange and then listed on the Tokyo Stock Exchange; in 1998, UNIQLO Harajuku store opened, and the wool sweater promotion was successful, and the era of "casual clothing is directly for consumers". The so-called "casual clothing is directly for consumers" is to correct business processes such as planning, production, circulation, and sales, and strive to establish a business model suitable for consumers. The key is to mass production according to consumers' needs. In this way, relying on its uniqueness. UNIQLO has developed its business philosophy and business model.
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