UNIQLO Is Ready To Play Its Mass Production Capacity And Create A Clothing Empire.

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Ready to play its mass production capacity, create a clothing Empire, so that the shelves are full of people with high quality, quality products, such as down garments, underwear and

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The retailer, which has 1734 chain stores and products in 17 countries, now wants to defeat the Western giants Gap, H&M and Zara and become the world's largest fashion producers.

In a highly competitive casual fashion market, the size of an enterprise is very important, but it does not guarantee success. Analysts say that the biggest challenge of UNIQLO is to develop its own brand identity, not only to provide products with high quality and low price.

"In order to win consumers and defeat competitors, UNIQLO needs to be more personalized," said Stuart Green, Asia Pacific director of Interbrand, a global brand consultancy.

"For UNIQLO, it is critical to maintain product quality, and more importantly, to create deeper and more emotional connections with consumers to promote brand loyalty," he said.

Interbrand regards UNIQLO as the most valuable retail brand in Japan. It is the eighth largest Japanese brand in the world (the rest of Japan includes TOYOTA, SONY and Nintendo).

According to Forbes magazine, the company's founder and CEO Tadashi Yanai are among the richest in Japan.

Analysts believe that for the next stage of development, UNIQLO needs to strengthen the business of electronic commerce, pay attention to other markets outside Asia, and win the huge consumer market of American suburban shoppers will be crucial.

Modern consumers like to choose brands on digital platforms and social networks, because they are more and more fond of online shopping.

In order to deal with the complicated and complicated information on the Internet, consumers rely more on brands as shopping basis, Green said.

In promoting its global expansion strategy, UNIQLO attaches great importance to foreign talent, and appointed Christophe Lemaire (former Lacoste and creative director of Hermes) as the newly established Paris research and development center of UNIQLO and the brand new "Uniqlo U" art director.

The scale of UNIQLO is still very small. There are 44 chain stores in the US market, 449 in the Chinese market, the largest market is Japan, and there are 846 chain stores.

Sweden's retail giant H&M has 4000 chain stores worldwide, while the US Gap company has 3700 chain stores, and Spain's Inditex operates 7000 Zara, Bershka and other brand shops.

Recently, H&M and Inditex announced the healthy financial situation, but Gap (with the "Old Navy" and "Banana Republic" brand) is in a predicament, is cutting prices to attract consumers, and closes dozens of chain stores, including some shops in Japan.

The Standard & Poor s credit rating agency recently lowered the credit rating of Gap.

UNIQLO's profits also declined. Due to the rising winter temperatures, sales of down coats, HeatTech thermal underwear and other winter clothing decreased.

The restructuring plan of Yanai (founder of UNIQLO) includes reducing costs, improving efficiency, repricing, and, most importantly, working with designers to improve fashion elements of fashion products.

Star designer Nigo is hired as UT creative director.

Nigo prints the images of pop artists Andy Warhol, music creators and singer Pharrell Williams, Japanese traditional Kabuki Theatre on T-shirts.

Cooperation with French editor in chief Carine Roitfield also brings unusual fashion elements to UNIQLO products.

The company began to focus on the sportswear market, signing with tennis star Kam Kwan and Djokovic.

UNIQLO executives believe that fashion is global. People from all over the world, from China to New York, have more or less the same needs - reasonable prices, superior quality and suitable for their living environment.