Uniqlo case 2015
The Future of Retail Clothing: Will Uniqlo turn the
World Japanese?
This case has been written by Professor Marie-Catherine Mars, Edhec Business School. This case was made possible through the generous collaboration of Uniqlo France. The author warmly thanks
André Tordjman for his valuable help and thought-provoking comments during the writing process.
The case was created as a basis for class discussion and does not illustrate either effective or ineffective decision-making in a business context. In this case, all Uniqlo employees’ names are fictive, for confidentiality reasons.
© 2015 Edhec Business School, France, all rights reserved.
CONTENTS
I. Introduction…………………………………………………………………………………….
1
II. Uniqlo – Company Background ..................................................................... 3
A.
Overview ....................................................................................................... 3
B.
The SPA Business Model in the Fashion Industry ............................................. 4
-
First Generation of SPA brands: Production - Originated model ...................................... 4
-
Second Generation: Retailing – Originated Model ......................................................... 4
-
The Noughties: SPA 3rd G ....................................................................................... 4
C.
Uniqlo Fashion Functionalism concept............................................................. 5
III. The Apparel Clothing Market in Europe ......................................................... 6
A.
The Market ..................................................................................................... 6
B.
Competitors’ Positions.................................................................................... 9
IV. Uniqlo Going Global .................................................................................... 10
V.
A.
Replicating the domestic
World Japanese?
This case has been written by Professor Marie-Catherine Mars, Edhec Business School. This case was made possible through the generous collaboration of Uniqlo France. The author warmly thanks
André Tordjman for his valuable help and thought-provoking comments during the writing process.
The case was created as a basis for class discussion and does not illustrate either effective or ineffective decision-making in a business context. In this case, all Uniqlo employees’ names are fictive, for confidentiality reasons.
© 2015 Edhec Business School, France, all rights reserved.
CONTENTS
I. Introduction…………………………………………………………………………………….
1
II. Uniqlo – Company Background ..................................................................... 3
A.
Overview ....................................................................................................... 3
B.
The SPA Business Model in the Fashion Industry ............................................. 4
-
First Generation of SPA brands: Production - Originated model ...................................... 4
-
Second Generation: Retailing – Originated Model ......................................................... 4
-
The Noughties: SPA 3rd G ....................................................................................... 4
C.
Uniqlo Fashion Functionalism concept............................................................. 5
III. The Apparel Clothing Market in Europe ......................................................... 6
A.
The Market ..................................................................................................... 6
B.
Competitors’ Positions.................................................................................... 9
IV. Uniqlo Going Global .................................................................................... 10
V.
A.
Replicating the domestic