Internationalization Strategy in the Global Fast Fashion Apparel Industry-UNIQLO Case Study
Date Issued
2011
Date
2011
Author(s)
Hsu, Chieh-Yi
Abstract
The global apparel market is profitable with high growth rate, especially in the Asia Pacific area and emerging countries such as BRICs, where people have large buying power. To realize the goal of being GLOBAL ONE in the global apparel industry, UNIQLO announced that it will reach $50 billion sales revenue by 2020. To against the strong competition from ZARA, H&M, and GAP, UNIQLO should develop competitive advantages in the internationalization strategies to differentiate from these competitors.
The advised strategic activities can be concluded to three strategic goals for UNIQLO’s internationalization and growth strategy, which are initiative entrepreneurship, glocalization and regionalization and fast speed.
• Entrepreneurial initiatives: Adjust its positioning for new target customers; develop more functional fabric and co-design with other brands for feature products; cooperate with online retailers.
• Glocalization and regionalization: Increase the internationalization degree of employees and suppliers from different countries, implement Japanese experiential marketing and joint ventures with local company in strategic location choice
• Fast speed: Use more IT systems, create regional distribution centers and hubs.
Subjects
global apparel market
Fast Fashion
internationalization strategy
quick response
entry mode
Type
thesis
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