Uniqlo is not fashionable and declines in Japan

Uniqlo suddenly became less popular in Japan. Japanese young people who are keen on fashion have used the prefix of UNIQLO to invent a new word “Unibare”, which is used to describe those friends who are not dressed. When ZARA's fast-fashion model impacts the global apparel industry, Uniqine's heavy-basis model makes its consumers often run the risk of “bashing.” If you cannot restore the brand image in Japan, Uniqlo will become the second GAP to go downhill.

Sales fall far behind goals

Japanese people's "rejection" of the leisure brand Uniqlo has affected its sales. Yanai Masaaki once set the sales target for fast sales of Uniqlo's brand in 2010 at 1 trillion yen, but sales in 2011 were only over 800 billion yen.

Invert overseas positioning into Japan

On the 12th of March, Uniqlo opened a flagship store in Ginza, trying to invert the positioning of Uniqlo’s mid-range overseas brands to Japanese consumers. Yanai is saying that this is to change the old brand image of Uniqlo in a street shop in Japan.

Working with big-name designers

Based on the success stories of H&M and Lavin and Jimmy Choo, UNIQLO also began to try to find a balance between the uniquency of UNIQLO and the international big-name fashion by working with big-name designers. The latest news is that Takahashi Shield, who has a reputation for being close to the home of Mitsushiki, has developed a new season of Undercover.

Strengthen the development of functional clothing

"If you feel cold, go to the nearby Uniqlo and buy a Heattech." Hottech, a winter series that emphasizes rapid absorption of sweat and body temperature, is determined to open up more functional clothing in the future.

Overseas expansion accelerates

The continued shrinkage of Japan’s consumer market has allowed Yanai to resolve to accelerate the pace of overseas expansion centered on Asia. Uniqlo continued to maintain double-digit sales growth in China and South Korea, and initially evaded low-end positioning, so for the time being there was no “rogue” rating.

Expand new brand

The fast-selling group's sub-brand gu has taken the low-end fashion line, and has invited Japan’s most popular AKB48 member, Maeda Atsuko, as its spokesperson, and has opened flagship stores in Osaka and Tokyo. Currently, the number of stores has reached 166.