Cause for Collaboration

Understanding and Exploring Uniqlo’s Co-Branding Efforts

Myles Ethan Lascity

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208765.0002
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Abstract

Uniqlo, a Japanese specialty store of private-label apparel, operates under the umbrella of Fast Retailing, the world’s fourth largest apparel retailer. Largely known for its abundance of brightly colored basics, Uniqlo has made itself a mass market, fast fashion force through diffusion lines with high-profile designers. At the same time Uniqlo has developed product lines using artwork and imagery as diverse as Andy Warhol’s famed Campbell’s Soup Cans and Disney’s Steamboat Willie. These collaborations have helped Uniqlo become a global branding force as it moved into various markets and cultures.

This case study outlines some of the collaborations Uniqlo has undertaken and asks students to think about how these collaborations alter the store’s image. It will prompt students to critically think about which designers and entities Uniqlo has chosen to collaborate with and brainstorm potential partners for the chain.


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