Currently there are over 20 top fashion brands in Thailand; fashion brands are getting larger in market size due to the enter of new brands like Mango, H&M and UNIQLO. Also the rising in middle income class has led to the opportunity for fashion brands. All new entrants brand has made a successful entrants into Thai market with their unique design & pattern and UNIQLO is one of that. UNIQLO opened its first store at Central World in 2011, making this UNIQLO’s largest store in Southeast Asia that currently there are 10 stores in Thailand. UNIQLO report has mentioned that UNIQLO Thailand also fulfilled targets, reporting continued strong sales growth as four new stores opened for business. Therefore, UNIQLO plans to expand its branches in Thailand to 100 by 2021 This study is aim to study UNIQLO brand awareness, brand perception and purchase behavior toward Thai consumers.