优衣库经营战略.docVIP

Developing products of exceptionally high quality Becoming Japans Top Brand by Expanding Urban Market Share UNIQLO International: Rapid Expansion HEATTECH ? Developing Products of Exceptionally High Quality To ensure the development of products of exceptional quality, UNIQLO has refined its SPA* (Specialty store retailer of Private label Apparel) business model, allowing for control of the entire business process — from planning and design to material procurement and sales. UNIQLO is continuously developing products of exceptional quality, in order to “create clothing with new and unique value and to satisfy customers worldwide.” Product Development Based on Customer Feedback Customer opinions and needs play a vital role in UNIQLO’s product development. The UNIQLO Customer Center receives approximately 70,000 comments from customers annually. Our HEATTECH products, for example, have been refined each year based on customer feedback — such as comments asking for softer fabric, a function to keep skin both warm and prevent dryness and an expanded range of colors. It is precisely this customer feedback that makes it possible for UNIQLO to produce the high-quality apparel that it does. Material Procurement from Around the World The UNIQLO Material Development Team is able to procure high-quality materials at low costs through direct negotiations with and bulk purchases from material manufacturers globally. For instance, take the denim fabric that is nearly synonymous with UNIQLO. This is woven, dyed and manufactured to meet UNIQLO’s specifications by the global denim manufacturer KAIHARA Co., Ltd.. In addition, it is efforts like this that have made it possible for UNIQLO to secure high-quality, long-staple cotton — which can only be harvested from three percent of the world’s cotton plants — for UNIQLO’s popular Extra-Fine Cotton plain T-Shirts. Expert Technical Guidance at Factories Emphasizes Quality In order to produce millions of products of standardized quality, i