Supply chain management of uniqlo

Few things in life move as fast as fashion trends. Just as a style becomes widely accepted, its immediately replaced by something new and different.

Supply chain management of uniqlo

Mention Uniqlo to any global citizen today and the associations of quality, affordability and fashionable come to mind immediately. That is how successful Uniqlo has become in recent years.

It has become yet another contender in the global fast fashion retail market. How did it manage to capture a share of this competitive fast fashion retail market so quickly? This soul is reflected in the 23 Management Principles that Tadashi Yanai has created and indoctrinated in each and every Uniqlo employee.

The essence of these principles includes putting customers first, giving back to society and being self-disruptive.

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Shortly after becoming company president inhe opened a new store — Unique Clothing Warehouse, which was later shortened to Uniqlo.

Tadashi Yanai also discovered that many foreign fashion chains were vertically integrated, taking control of the entire business process from design to production to retail. Byhe had successfully opened more than Uniqlo stores across Japan.

However, one of the main challenges faced was consumer perception of the brand — it was perceived to be a discount retailer selling cheap and low-quality apparel to the suburbs.

This perception completely changed when the brand opened a 3-storey store in iconic Harajuku in central Tokyo in — people started noticing Uniqlo for its high-quality fleece jackets.

Supply chain management of uniqlo

The brand perception instantly shifted from being cheap and low-quality, to being affordable but high-quality. Today, Uniqlo is a wholly-owned subsidiary of Fast Retailing Company Limited and it is known for providing high-quality private-label casualwear at low prices.

As at Januarythe brand has grown to more than 1, stores in 15 countries across Asia, Europe and US in just a matter of 20 years.


It is the biggest apparel chain in Asia with close to retail stores. Fast Retailing has been growing at an incredible rate in the past 5 years and its confidence is reflected in its revenue forecast of This design driven clothing brand offers unique functional performance owing to in-house fabric and design innovation.

The company distinguishes itself from its price driven competitors by branding its signature innovations with names like HeatTech, LifeWear and AIRism. Uniqlo provides a superlative physical shopping experience by impeccably managing its stores, inculcating a positive employee culture and through in-store technology like video tutorials that describe product attributes.

Some of the key brand success factors for Uniqlo include the following: Delivery system supporting a clear brand promise: Two of the biggest challenges for any brand is to define a clear brand promise and to consistently deliver effectively on its brand promise across all touch points of the customer experience journey.

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Successful brands are those that create supportive organizational and operational structures that facilitate the implementation of strategies to deliver on the brand promise.

On one hand, Uniqlo has indeed managed to successfully define a clear brand promise for itself to provide high quality, performance-enhanced, universal, basic casual wear at affordable prices. On the other hand, it has also created a strong delivery system to deliver on this brand promise.Evidence shows organisations that take steps to close their gender pay gap are more productive, more innovative, and more profitable.

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Uniqlo remodels its supply chain to race in the fast fashion market By Kelli Saunders on May 25, Uniqlo is speeding up its production cycle to compete in the shipping race with other fashion retailers by compressing its design-to .

UNIQLO: A GLOBAL SUPPLY CHAIN TO BE LEONARD, NICOLE, NIKLAS & SOFIE LUND CONSULTANCY TEAM m 1. Agenda! Analysis! Alternative actions! Recommendation! Implementation! Financial aspects! Risks!

Supply chain management of uniqlo

Conclusion Lund Consultancy Team 2. Lund Consultancy Team 3 How should UNIQLO setup its . Uniqlo Remodels its Supply Chain to Race in the Fast Fashion Market June 26, • Industry Trends, Supply Chain Management Uniqlo is speeding up its production cycle to compete in the shipping race with other fashion retailers by compressing its design-to-deliver supply chain down to just 13 days.

Retail is the process of selling consumer goods or services to customers through multiple channels of distribution to earn a profit. Retailers satisfy demand identified through a supply term "retailer" is typically applied where a service provider fills the small orders of a large number of individuals, who are end-users, rather than large orders of a small number of wholesale.

Uniqlo - The Strategy Behind The Japanese Fast Fashion Retail Brand