His promotion is well-documented as the catalyst for the company’s rapid expansion. Shortly after becoming company president in 1984, he opened a new store in Hiroshima – Unique Clothing Warehouse, which was later shortened to Uniqlo. In 1972, Tadashi Yanai inherited his father’s chain of 22 men’s tailoring stores, Ogori Shoji in Ube, Yamaguchi. The essence of these principles includes putting customers first, giving back to society and being self-disruptive. This soul is reflected in the 23 Management Principles that Tadashi Yanai has created and indoctrinated in each and every Uniqlo employee. Its Japanese founder, Tadashi Yanai is famous for his quote “Without a soul, a company is nothing”. ![]() Some of Uniqlo’s key brand success factors include its unwavering commitment to innovation and its company culture. How did it manage to capture a share of this competitive fast fashion retail market so quickly? Despite having to compete against other bigger players like ZARA (Inditex), H&M, Gap and Forever21, Uniqlo has still managed to grow at an astounding pace. It has become yet another contender in the global fast fashion retail market. That is how successful Uniqlo has become in recent years. Mention Uniqlo to any global citizen today and the associations of quality, affordability and fashionable come to mind immediately. ![]() Mention the brand Uniqlo 10 years ago to anyone outside of Japan and you would get a confused look.
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