Uniqlo, the Japanese T-shirt maker, wanted to change its image, which was seen as drab in its homeland. Part of the solution: recreating the sheen of its New York Fifth Avenue store in Tokyo’s most expensive fashion district -- rebranding from the outside in.
Uniqlo next week will open its world’s largest store in Tokyo’s Ginza area. Combined with a shift to use English as its official language and plans to hire more international workers, the strategy is designed to shed Uniqlo’s roots as a budget label selling cheap clothing 30 years ago.
