Abstract

The Japanese brand UNIQLO was popularly known in many parts of the world for its high quality, functional clothing that was offered at inexpensive prices. Its approach to making apparel was considered radical in the industry as it was more geared around innovation than fashion.

With the goal of becoming the world’s number one apparel brand, supporting UNIQLO’s quest for global leadership were a number of domestic and overseas suppliers which collaborated with the company to develop quality materials and manufacture quality products. How did UNIQLO’s technology driven business model thrive through economic turbulence and maintain competitiveness in the cyclical, trend-driven fashion industry? How did UNIQLO’s products fit in an era when the digital economy heightened consumers’ sensitivities to fashion and lifestyle trends? In order to achieve its ambitious goal to become the global number one apparel brand, what action could the company take to sustain robust growth?