Abstract:
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.