Uniqlo, one of Asia’s largest fashion retailers, plans to open 1,000 stores in the China by 2020. According to Hideo Majima, Uniqlo’s director of global marketing, “We say it doesn't matter who you are, or where you come from, Uniqlo makes clothes that transcend all categories and social groups. Our designs are aimed at going beyond age, gender, occupation, or any other way that defines who people are.” Uniqlo appears to be building a valuable brand in Asia and globally, but trying to be everything to everyone is a well known brand strategy mistake. Let’s take a closer look at what this burgeoning brand is up to.

Anticipating the rapid development of the Chinese market, many global luxury brands are trying to regain direct control by buying back their operations from their Chinese business partners.

Over one year has passed since the Metersbonwe Group, the largest retailer of its kind in China, launched the brand ME&CITY. The young brand, which has been compared to Zara of Spain and H&M of Sweden, emphasizes quality, style and personality.

Over the past decade, China has become a lucrative and growing market for international brands. Dickies, a popular clothing brand in North America, recently opened 2 new retail stores in Shanghai, one in Xinzhuang Parkson and the other in Cloud 9 Shopping Mall. Dickies entered into China last November, and they have opened a total of 7 outlets in Shanghai thus far. 

Wherever you go shopping in the world— Paris Avenue des Champs-Elysees, New York Fifth Avenue, London Oxford Street, or Tokyo Ginza— you will always come across a Zara store. The retailer’s CEO Pablo Isla Álvarez de Tejera feels the stores themselves are the best way to communicate Zara’s brand image. Zara has chosen to locate the stores in the most luxurious spots of the biggest capitals in the world and to invest less money on advertising. Zara believes its shop windows are all the advertising it needs.

According to “North News”, an official Inner Mongolian newspaper, Wal-Mart China announced on 19th May that it will set up a model supermarket in Baotou, the biggest city in Inner Mongolia. This model supermarket, with a business area of 15,000 square meters, will be Wal-Mart’s largest retail store in Inner Mongolia Autonomous Region.