UNIQLO does not have many stores in a variety of cities. The company only focuses on creating large, flagship stores in “posh” cities. This limits the possibility of expanding into cities that may have a target market that fits UNIQLO’s demographic. UNIQLO seems to only focus on building a presence in their Asian stores. If UNIQLO truly wants to expand, then they should target the appropriate market for each country they want to expand in. If UNIQLO wants to compete with H&M and Zara, then they will need to focus on their strengths, opportunities, and strategies to achieve success.