Uniqlo : A Sustainable Development Strategy

ISBN-13: 9783330008182 / Angielski

Vincent Wee Eng Kim; Bryan Ng Tengsong

Opis

With an aim to acquire loyal customers support, Uniqlo offers everyday wear that fits local climates and cultures, without sacrificing its original unique identity. The company calls this initiative "Global is Local, Local is Global" (Fast Retailing 2017). With this focused strategy, Uniqlo has earned its recognition as a Japan-based brand that caters to all nationalities, cultures, climates, and income levels (Fast Retailing 2017). While the Swedish competitor, H&M surges its number of store closures to the highest level, Uniqlo still manages to open 132 outlets internationally in the year 2017 (Bloomberg 2018). From a single store in Japan, to a Japan-based brand which is recognized globally, Uniqlo business model and strategy is utterly robust.

O autorze

Wee Eng Kim, Vincent
An analysis was being performed specifically targeting the international retail marketing of Uniqlo. In this report, the nature and role of the retail industry can be found for Malaysia and on a global scale. Uniqlo's marketing mix has also been evaluated both locally and internationally. To investigate the company's external marketing environment,