Keisuke Kiyonari

Ms. Lim

AW 3C

January 29th 2018

Uniqlo

Uniqlo is an affordable, practical and comfortable brand that manufactures clothes for

many people. The first Uniqlo boutique was open in 1984 in Hiroshima, Japan, and the founder

of the company is Tadashi Yanai. In fact, the name “Uniqlo” is the contraction of “unique

clothing”. Their name comes from their mission, which is to provide standard quality and

affordable clothing. Therefore, the consumers tend to include people in all age groups. Unlike

other trendy fashion companies, Uniqlo puts so much emphasis on materials. This is because they

believe that the quality of any piece of clothing is determined by the materials used. As a result,

they developed new fabric technologies that create heat to warm up and keep warm. The

company’s belief is reflected in what Tadashi Yanai promotes. He once said that “Uniqlo is not a

fashion company; it’s a technology company.” Accordingly, they keep their simple and practical

design to show that they have chosen fabric, rather than fashion. This makes Uniqlo unique and

different from others where they it is often the opposite. All in all, Uniqlo provides products for

people who prefer inexpensive, standard-quality, and casual clothing.