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STRATEGY & CSR of UNIQLO
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CONTENTS
Ⅰ.INTRODUCTION
Ⅱ.STRATEGY
Ⅲ.CONCLUSION
1.FR & UNIQLO
2.DEVELOPMENT PHASE
1.APERRAL INDUSTRY ENVIRONMENT
2.STRATEGY
3.CSR
1.ANALYSIS
2.CRITICISM
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Ⅰ.INTRODUCTION
FR & UNQLO
DEVELOPMENT PHASE
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INTRODUCTION
STRATEGY
CONCLUSION
1.UNIQLO
Fast Retailing & UNIQLO
Established : May 1, 1963
Business Model : SPA
Casual Brand
Value : Customer perspective
Innovation & Challege
Ethical Role
Paid-in Capital : 10,273 million yen
CEO : Tadasih Yanai
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INTRODUCTION
STRATEGY
CONCLUSION
2.Development Phase
1. The casual shop phase (1984 ~ 1990)
The university co-op
“help yourself concept”
Huge potential power
A wide variety of customers
Consultantive store service ↓
[Hirosihma in 1984)
First UNIQLO store
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INTRODUCTION
STRATEGY
CONCLUSION
…(생략)
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igh accessibility
But, Performance was lower than what they were expected
☞ UNIQLO was perceived as a discounter selling low-cost private label items in suburban locations.
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2.Development Phase
INTRODUCTION
STRATEGY
CONCLUSION
3. The urbanization (1998~2003)
-The opening of a three-story store at the heart of Harajuku
-The success of the `fleece campaign”
1999→8,500,000 / 2000 →26,000,000
UNIQLO`s image
`Cheap and Shoddy`
`Cheap but good quality`
The change of perception
1999, FR was listed on the Tokyo Stocks Exchange
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2.Development Phase
INTRODUCTION
STRATEGY
CONCLUSION
4. The entry into international competition phase (2004~)
Comptoir des Cotonniers
Link International
Princess tam.tam
→A partial ownership, Obtain of management control, Buyout
High adaptability
Large-format store
500~800sqm
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