EXPERTS’ RETAIL REPORTS
MECS+R DIRECTORY 2021
Fashion forward Uniqlo – Lessons for the Middle Eastern Fashion Retailers RITESH MOHAN
Author of Simplifying Retail, Founder & Influencer l www.RetailRitesh.com
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ast retailing’s, Japanese brand Uniqlo became the most valuable fashion retailer last month. While penning down this article, Fast Retailing’s market capitalization stands at $105.6 billion, edging out Inditex’ s $98.2 billion. This news caught my immediate attention as I am a great follower of Uniqlo & did a shopping haul when I visited their stores in Singapore and Thailand. Let’s try to understand what makes Uniqlo brand offerings so unique & lessons that can be adopted by the Middle Eastern retailers. The company has almost 2,300 Uniqlo stores globally and Asia accounts for 60 per cent of them including Japan and China. In 2019, the brand has also entered India with their flagship store in New Delhi. Uniqlo is a fast fashion brand – A Myth. Most of the people have this misconception that the business model of Uniqlo is similar to that of fast fashion brands like Zara, nasty girl, forever21, H&M etc. Having worked with forever21 & being a passionate retailer, I can confidently say Uniqlo business model is pole apart when compared with any of the fast fashion retailers. Uniqlo does not believe in “disposable fashion”. For Uniqlo, making a quality garment with quality fabric is of utmost importance, good product that
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Most of the people have this misconception that the business model of Uniqlo is similar to that of fast fashion brands like Zara, nasty girl, forever21, H&M etc. would fit many different types of people. Staying true to its positioning. They have found their niche (mojo) in producing – the ultimate everyday clothes. People shop there to find great essential pieces as well as a fine selection of minimalist clothing. It is a go to showroom for cheap techwear clothing.
Believing in sustainability way before than western brands. Uniqlo offers far fewer designs than its competitors. This model makes them more sustainable. See the below infographic for the comparison of styles. As consumers become more aware about “Sustainability”, Uniqlo would have already established their first mover advantage in this arena. Producing less also makes it possible to create timeless garments that are made to last, which is the core purpose of the brand. Vision translated to Merchandise Mix Uniqlo’s strength is in their tops especially T-shirts and woolen-
