How Uniqlo used digital marketing to build a global brand
Tessa Thorniley
For more than a decade Uniqlo has been exporting its brand of Japanese low-cost, quality casual-wear around the world.
As the retailer has gradually shifted from being a domestic Japanese chain to a global apparel empire, it has been carefully repositioning itself to appeal to a wider, more multicultural set of consumers but without losing its 'Japanese-ness' – a quality that can be glimpsed as much in the technologically hip way it communicates with shoppers, as in the discipline of its clothing designs.
As Tadashi Yanai, the chain's...