Japan Fashion News: Uniqlo to Open Largest Store in Berlin
Hiroshi Saito and Kanako Itamae
Modern Tokyo Times
Uniqlo is a very popular retailing brand in Japan and great emphasis is now being put on further expansion internationally. It appears that Uniqlo is nearing saturation point in Japan but given the versatile nature of this company then clearly new concepts will soon prop up. Irrespective of this, it is clear that future growth internationally is a key area for Uniqlo. Therefore, the new Uniqlo store opened on April 11, 2014, in Berlin became the largest store in Europe for this powerful brand.
Berlin is internationally famous and with Germany being the economic powerhouse in Europe then it is fitting that the largest Uniqlo store in Europe will be located in this vibrant city. The new store will sell the full line of women’s fashion and the same applies to fashion for men and children. Accessories will also be available in the Berlin store.
Fast Retailing is the parent company of Uniqlo and the chief executive in Europe, Berndt Hauptkorn, says: “Berlin is one of the world’s leading capitals. Uniqlo has successfully established itself in London, Paris and Moscow, and the time has come to continue this success in Germany. We are excited about Berlin and the customers across our German-speaking markets.”
Last year international sales for Uniqlo accounted for 27% overall. However, Fast Retailing believes that this figure will continue to grow over the next few years. In other words, Uniqlo believes that international growth is essential for the continuing success of this dynamic company.
Of course, while Europe is an important market for Fast Retailing it is also abundantly clear that Northeast Asia holds many keys for Uniqlo. Despite this, the new store opened in Berlin is showing the complex approach being taken by management at Fast Retailing.
The innovative nature of Uniqlo can be viewed by their campaign in Berlin because different sections of the local community were represented prior to opening. Obviously, with the “hip angle” being essential for Uniqlo then musicians, models, bloggers, and so forth, were selected in order to connect with local people in Berlin. On top of this, a ten-week roadshow was introduced prior to the grand opening in April.
It will be interesting to analyze the results of the first six months later this year. Similarly, it will be interesting to note if certain aspects related to the impact of Germany will shape Uniqlo internally in this country.
Lee Jay Walker gave guidance to both main writers
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