Open Access Review Article

Luxury Strategy by Daily Fashion Brand of UNIQLO: Flagship Shop Strategy for Large Store Location

Shin’ya Nagasawa1* and Norihiro Suganami2

1Waseda University, Japan

2Tanseisha Co. Ltd., Japan

Corresponding Author

Received Date: November 26, 2019;  Published Date: December 03, 2019


Most of the luxury brands have flagship shops. In recent years, daily fashion brands and fast fashion brands also have flagship shops. Both flagship shops are large store, located in special place such as Ginza for brand-building. However, flagship shop importance is not only place and size but also Product, Price, Promotion. In this article, we investigate flagship shop strategy and the relationship between flagship shop strategy and brand building by case UNIQLO.

Keywords: UNIQLO; Daily fashion brand; Large store location; Flagship shop strategy

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