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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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