UNIQLO E FAST RETAILING, LA TECNOLOGIA DEL LIFEWEAR GIAPPONESE SUL MERCATO ESTERO. (UNIQLO AND FAST RETAILING, THE TECHNOLOGY OF JAPANESE LIFEWEAR ON FOREIGN MARKETS)

Abstract

This research has the objective to analyze Uniqlo's strategy in the foreign countries, identifying the core elements to reach their ambitious goal to make Uniqlo the world’s largest clothing retailer by 2020. (Yanai, 2015)

Uniqlo stands for Unique clothing Warehouse and it sells "technological" clothes, stare at the research and development of innovative materials as HeatTech and Airism. Clothes for everyday life, comfortable and functional items, sophisticated minimalism and fashion timeless collections: “an unique concept of high quality private-label casual wear at low prices available to anyone”.

Fundamental is the analysis of Uniqlo's failures in foreign countries, so to examine which elements should be improved. (Finnigan, 2016) In fact, indispensable are the development of e-commerce and the creation of a well-organised network of subsidiaries and joint-ventures that have to drive Uniqlo's growth abroad, satisfying verified consumer requests and improving clients loyalty. (Perri, 2012)

The improvement guideline have to be find also through the analysis of successful elements, such as the creations of "special" collections and the choice of global ambassador as Novak Djokovic in 2016 to improve the sport line, so to give high visibility to the brand. Visibility will be gain even from the social commitment that the company provides for the most needy and countries with limited resources.