Uniqlo is a clothing store owned and operated by Fast Retailing Co., Asia’s largest clothing
retailer. They currently have a goal to open at least 200 stores in the United States by 2020. The
company hopes to be the number one retailer in the world, so growth in the United States market is a
natural progression. Uniqlo has recently gained popularity for its affordable basics offered combined
with its sleek and modern setting. Boston presents an opportunity for Uniqlo to expand its chain to the
Northeast, as it currently only has U.S. locations in San Francisco and the New York area. With a
similar demographic and a population made up of a large portion of Uniqlo’s target market, Boston
provides the company with the opportunity to open another U.S. location. The objective of this research
study was to determine whether or not there is an opportunity for another clothing store to enter into the
Boston market and succeed. Thus, an understanding of the shopping habits of Boston consumers, as
well as their personal preferences, must be understood.