Uniqlo thrives on digital marketing
Tessa Thorniley
For more than a decade, Uniqlo has been exporting its brand of Japanese low-cost, quality casualwear around the world. Tessa Thorniley describes how the retailer has become an apparel empire by appealing to a multicultural set of consumers without losing its ‘Japaneseness’
As Tadashi Yanai, the chain's founder and one of Japan's most dynamic businessmen, said in a recent interview: ‘We really have to transform this company to be successful and compete. Before, we manufactured in China and sold in Japan. Now we need to manufacture in the world and sell...