Uniqlo’s growth trajectory has been

Uniqlo’s growth trajectory has been amazing, taking it from a small family clothing business into a global brand with over 1400 stores in 16 markets. In last year’s BrandZ Top 100 Most Valuable Global Brands Ranking Uniqlo’s brand value grew 58%; double that of the apparel category as a whole. So what lies behind the brand’s evident success?

In the past, Japanese shoppers often describe Uniqlo as ‘yasui’, meaning ‘cheap’, and that gives the brand a huge advantage— provided it has the clothes that people need. Unlike Zara or H&M, the focus for Uniqlo is on classic items, not the latest fashion trend; function more than hip styling. Uniqlo offers the basics of your wardrobe at an affordable price. However, it takes more than affordability to grow a global brand. Two other factors seem to play an important role in the brand’s success.