UNIQLO is currently the leading fashion 'giganto'(giant) of Japan. As the economic collapse was drawing to an end, UNIQLO, a local retailer in Harajuku Tokyo(Fashion District of Tokyo), based its strategy on intuition that people stopped buying things excessive going beyond their budgets, but still spent on seeking new things, and things that were in trend. UNIQLO did an amazing job creating their brand equity giving the finger to those that doubted that low price cannot go without being associated with low quality. Through this posting, I'll try to explain what value UNIQLO presented to their customers, at the same time, what efforts they are putting in to put them ahead of H&M, Zara in most of Asian region, centre of their business.