What is it about?
The case shows how UNIQLO, an iconic Japanese middle-aged father’s favourite brand, was transformed into a global fashion brand. The case presents internal factors that shaped UNIQLO and external factors that may impact its performance moving forward. The case also presents three feasible strategic alternatives for UNIQLO, and students are required to analyze each one of them before making a decision.
Featured Image
Photo by Alin on Unsplash
Why is it important?
UNIQLO had a collaboration opportunity with a luxury designer right after the global financial crisis in 2008. Strategically speaking, it was a very risky challenge. Our case shows UNIQLO's turning point as a fashion brand and how the brand got transformed from unfashionable to fashionable. This decision was fundamental for UNIQLO's success because it positioned the brand for further growth.
Perspectives
This UNIQLO case gives students three strategic options to choose from, which makes the class discussion very engaging.
Yuri Taira
Simon Fraser University
Read the Original
This page is a summary of: Upscaling brand image: UNIQLO Japan, The CASE Journal, March 2023, Emerald,
DOI: 10.1108/tcj-07-2021-0098.
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