Since the 20th century, Uniqlo has successively established global flagship stores in prestigious fashion areas of the United States, London, and Paris. Given the substantial costs involved, this move by the affordable brand was once questioned by industry insiders. However, it has been proven that the prestige brought about by overseas flagship stores has led to significant brand enhancement for Uniqlo.
In subconscious thinking, most consumers tend to believe that cheap goods are not of high quality, which often associates affordability with ordinariness—a situation that Uniqlo had previously found itself trapped in. By opening flagship stores and positioning themselves as neighbors to top luxury brands, Uniqlo is able to elevate its status while also continuously absorbing the latest design elements and inspirations, thus ensuring the brand's innovative vitality.
More importantly, overseas expansion has provided valuable growth space for Uniqlo. In Japan, Uniqlo's store openings have nearly reached saturation. Its goal for the next ten years is to achieve an annual sales revenue exceeding 5 trillion yen, surpassing the combined sales of competitors such as Gap, H&M, and Inditex, the company that owns Zara. To achieve this goal, the development of overseas markets, particularly the Asian market, is inevitable and has already shown immense growth potential—In 2009, Uniqlo collaborated with Taobao to open an online flagship store, achieving the highest sales among Taobao stores within just ten days of opening.
Tadashi Yanai frequently states, "A company that only sells in Japan will ultimately be unable to sell in Japan." This statement not only reveals changes in the economic landscape but also demonstrates a company's sense of crisis, which is one of the secrets to Uniqlo's resilience during crises.
The original article comes from: Uniqlo's Taobao Flagship Store, Taobao Women's Spring Clothing, Taobao Women's Summer Clothing.
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