UNIQLO: how Japanese precision makes a brand successful

UNIQLO, produced by the Japanese Fast Retailing Group (FRT), is one of the most famous and successful clothing brands in the world. UNIQLO looks to offer the ultimate in everyday clothes that make people’s lives richer and more comfortable. That is why UNIQLO pursues a new, internationally unique category of clothes, called LifeWear, striving to provide both the highest quality and a price that is affordable for all. UNIQLO’s mission is to enable people all over the world to experience the joy of wearing such great clothes. ‘The Japanese precision philosophy and combination of unique clothing technology, brand awareness, marketing, a striking online presence and a premium assets location strategy make us who we are.’

‘We are a universal brand. Our first store was opened in Japan in 1984. Now we have over 2,000 stores worldwide and over 60 stores in Europe,’ Valérie Stern tells us. ‘We focus on what we call LifeWear: comfortable clothing to make life easier for the wearer. No fast fashion, but timeless items with a longer lifespan. After building dominant market positions in Japan, other Asian countries and the USA, we are now focusing on strong growth in Europe.’ ‘In our innovation centers in Tokyo and Los Angeles, our Research & Development teams are working with specialists on the question: how can we make our basics even better in terms of shape, comfort and shelf life? In this we embrace technological innovations. For instance, at present we are famous for Heattech; a thin jersey that generates and retains heat without feeling like thermal clothing. The summer variant is Airism, which allows warm air and moisture to evaporate. UNIQLO is also famous for its down jackets. They are extremely practical; thanks to a special technique they are so lightweight that they can easily be folded into a small package that fits in any handbag. And we also sell extremely soft merino woolen sweaters that can be machine washed. That is what brings so many people around the world to UNIQLO,’ adds Valérie.

Focus also on Europe

‘I have been working for UNIQLO for almost nineteen years, and now we are focusing on Europe,’ says Valérie Stern. ‘UNIQLO has to have a physical presence in ‘‘fashion-savvy’’ high streets in London, Paris, Madrid, Antwerp and Brussels, and for some years now also in the Netherlands. A physical presence is important to grow our brand image. Every one of our European stores primarily has to create a warm link with our customers and thus generate traffic. Our formats are very diverse and most of them are located in traditional historic buildings in prime urban locations. We enjoy creating stores that embrace and complement the assets in which they are located. Each opening of a first store in a new country is the outcome of detailed custom-build approach that will be pivotal for the future of our brand in that area.’

Flagship store in Amsterdam

‘The opening of our Amsterdam flagship store was very important for our future position in the Netherlands,’ Valérie believes. ‘We strived for a unique location close to the famous Dam square, the heart of the capital. The historic 2,040 square meter building on the corner of Kalverstraat and Rokin, close the metro station, fitted us perfectly. It was the best possible location. We open every store with Japanese precision and always combine the typical local cultural atmosphere with our Japanese brand guidelines and an attractive façade. Sustainability is also important with elements like environmental-friendly lighting, energy and special temperatures. The message to our audience is simple: we want to be in perfect shape for all our customers. Everything we do is to please and satisfy them. That is why we take care of every tiny detail!’