Wear it and wear it to understand: About Uniqlo (UNIQLO)

For a long time, Japanese people living in a bubble economy have become accustomed to spending heavily: often visiting luxury supermarkets in downtown areas; they prefer international top brands; they never care about prices when shopping. Even the working-class housewife dismissed cheap stores. However, the economic contraction of successive years has forced the Japanese to change their own concept of consumption.

Therefore, the low price is the most important factor for Japanese consumers when shopping. A number of special stores have emerged in Japan. Among them, UNIQLO has become a leading brand leading the trend of Japanese low-cost chain stores. UNIQLO mainly sells sweaters, T-shirts and jeans, and it sells for 70% less than other stores. In the past two years, UNIQLO's sales have tripled to $2 billion, and sales are expected to double in the next two years.

In 1999, the fiber clothing industry in Japan triggered the famous "UNIQLO phenomenon." UNIQLO is a casual clothing brand established by Fast Retailing. Fast Retailing Corporation believes that consumers have provided the business philosophy of “low-cost good quality and quality assurance” and achieved remarkable results during the economic downturn in Japan. A variety of cheap, best-selling goods have led to the import of low-cost garments and boosted consumption. Among them, polyester fleeces made from China's polyester fleeces have swept the Japanese ready-to-wear market and became hot sellers for the fall of 1999. The results of a survey conducted by a consulting company run by Sumitomo Bank in Japan on the most popular products in Japan in 2000 showed that the number one most popular merchandise was vacant, followed by UNIQLO and NTT DOCOMO, which were popular in light and heavy clothing. i mode".

The rapid development of Fast Retailing and other companies has also become the driving force behind China's ready-to-wear apparel market. In the current period of economic downturn and low consumer willingness in Japan, enterprises that can still develop rapidly are mainly using information technology to establish sound production supply training and rapid logistics systems, thereby reducing costs to attract consumers.

Created the UNIQLO brand "FAST RETAILING CO., LTD.", formerly the private company in Ubebe City, Yamaguchi Prefecture, which was opened in March 1949. In May 1963, it was changed into a company limited by shares and was originally called "Small Suits for Men's Wear". Co., Ltd. specializes in men's clothing.