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
Shin’ya Nagasawa, Professor, Graduate School of Business and Finance, Waseda University, Tokyo, Japan.
Received Date: November 26, 2019; Published Date: December 03, 2019
Abstract
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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Shin’ya Nagasawa, Norihiro Suganami. Luxury Strategy by Daily Fashion Brand of UNIQLO: Flagship Shop Strategy for Large Store Location. J Textile Sci & Fashion Tech. 4(2): 2019. JTSFT.MS.ID.000584.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.