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Analysis of the business strategy and potential challenges of Japanese fast fashion brand Uniqlo's entry into the CEE market
Mao, Haoxuan ; Gregor, Martin (advisor) ; Ramesh, Sangaralingam (referee) ; Paulus, Michal (referee)
Fast fashion is one of the fastest growing segments of the fashion industry. Benefitting from fast production cycles and extensive distribution channels to keep up with dynamic consumer preferences, Uniqlo is one of the world's top three fast-fashion brands, with overseas markets accounting for 48.7% of its total revenue. At a time when the business is currently preparing to enter the Central and Eastern European (Czech Republic) market, this paper analyses Uniqlo's overseas market strategy in three chapters, including its business strategy to enter the Czech market and potential opportunities and challenges. The data and information for this study were obtained from secondary sources such as company annual reports, websites, industry publications, information released by authoritative organisations, and official media interviews. The results of the study found that Uniqlo had adopted different strategies and had made strategic shifts in the Chinese, European, and Southeast Asian markets based on global consolidation and local responses. Furthermore, the results of the data analysed in the regression analysis indicate that strategic investments in human resources and administration have a significant positive impact on revenues. A comparison of Uniqlo's business strategies, alongside those of Zara...
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