Uniqlo’s ability to attain a market leadership position in casual clothing during the Covid-19 pandemic is a challenging endeavor. To understand the secret recipe of this success, a practitioner-oriented investigation involving examining relevant published articles in public domain and the company’s history of seven decades was undertaken. The global value chain analysis of the fast fashion industry and competitive dynamics involving the two closest competitors was carried out. The managerial implications highlight the importance of importing ideas from beyond one's industry and home country boundary, value innovation, distancing from closest competitors, and implementing an open, differentiated and circular business model.
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Rohit Kumar
Indian Institute of Management Ranchi
Prof. (Dr.) Rohit Kumar is currently working as an Assistant Professor at Indian Institute of Management (IIM), Ranchi. He has done his Ph.D. in the area of Strategic Management from Indian Institute of Foreign Trade (IIFT), New Delhi and MBA in Healthcare Management...
Shubh Majumdarr
Indian Institute of Management Ranchi, India
Shubh Majumdarr currently pursues a doctoral degree in General Management at the Indian Institute of Management Ranchi, India. He earned his B. Tech in Electronics and Communication with Distinction grade from Birla Vishvakarma Mahavidyalaya, India. His research...
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