TITLE:
An Analysis of Uniqlo’s Management Philosophy and Its Enlightenment to China’s Fast Fashion Brands
AUTHORS:
Ningbo Wang, Chenggang Li
KEYWORDS:
Strategic Positioning, SPA Business Model, R & D and Design, Brand Building, Customer Service Center
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.6 No.3,
April
9,
2018
ABSTRACT: This article mainly studies the internationalization process of the Uniqlo, a fast-fashion brand of Japan Fast Retailing Group, and summarizes its successful experience in product positioning, strategic positioning, SPA business model, and Internet plus marketing and etc, at the same time, it analyses the weaknesses of Chinese fast fashion brands. In order to improve their international competitiveness, these brands must do the following: attaching importance to product R & D and design, strictly controlling product quality, strengthening self-brand building, improving supply chain management system, expanding sales channels and establishing Customer Service Center and so on.