![]() Kino-bi means function and beauty, joined together: the clothing is presented in an organized, rational manner, and that very organization and rationality creates an artistic pattern and rhythm. The company offers clothing basics, but basics that are current, that respond to what's going on today in art and design. Shun means 'timing, best timing, but also at the same time it's a trend,' something that's updated and just in time, neither early nor late. In creating its clothing lines, Uniqlo embraces both shun and kino-bi. Their advertising campaigns, clothing quality and new retail layouts also proved fruitful. Japan was in the depths of a recession at the time, and the low-cost goods proved popular. Uniqlo had begun outsourcing their clothing manufacturing to factories in China where labour was cheap, a well-established corporate practice. They engaged the retail brand consultancy, CIA, Inc./The Brand Architect Group, to guide the company through the realization of this strategy, including consulting on merchandise, visual merchandising and display, store design and a new logo designed by Richard Seireeni and Sy Chen of The Brand Architect Group's Los Angeles office. In 1997, Fast Retailing adopted a set of strategies from American retailer The Gap, known as "SPA" (for specialty-store/retailer of private-label apparel), meaning that they would produce their own clothing and sell it exclusively. In September 1991, the name of the company was changed from "Ogori Shōji" to "Fast Retailing", and by April 1994, there were over 100 Uniqlo stores operating throughout Japan. Tadashi Yanai then changed the store name to "uniqlo" across Japan. ![]() However, in 1988, during administration work in Hong Kong for registering the brand, staff in charge of registration misread the "C" as "Q", and that is how the brand name was born. Initially, the brand was going to be registered as a shortened contraction of "unique clothing". ![]() On 2 June 1984, it opened a unisex casual wear store in Fukuro-machi, Naka-ku, Hiroshima, under the name "Unique Clothing Warehouse". Uniqlo flagship store in Shinsaibashisuji, Osaka Origins in Japan Ī Yamaguchi-based company, Ogori Shōji (which, until then, had been operating men's clothing shops called "Men's Shop OS") was founded in March 1949 in Ube, Yamaguchi. ![]()
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