Fast Fashion UNIQLO'S "American Dream Show": 20 To 30 New Stores A Year.

October, Japanese apparel retailers

(Uniqlo) the opening of the first e-commerce website in the United States marks another step for the company to actively expand the North American market plan.

In late September, the clothing brand, known for its high cost performance, opened two new discount stores, one in Paramus and one in San Francisco and the first on the west coast in New Jersey.

UNIQLO's CMO Kensuke Suwa said that the goal of UNIQLO grew by opening 20-30 new stores a year until 2020.

With the maturity of the West Coast market, the next stage of UNIQLO's expansion will be an order of magnitude expansion.

A company

Performance is crucial to building brand recognition, though performance in the US is still limited.

But Kensuke Suwa quoted UNIQLO's brand popularity as more than 97% globally, but in early October, Financial Services Company UBS AG downgraded its parent company's stock, because the recognition rate of products in the US and Europe was limited.

Suwa expects that with the development of e-commerce in UNIQLO, in addition to the core markets of China and Japan, in South Korea, Thailand, the United Kingdom and the United States, the recognition degree of the company can be improved.

Suwa said, "what's interesting is that we already have customers from Hawaii" and he is happy to see orders from a state that has not yet established a physical brand store.

UNIQLO believes that this is the time to increase the function of e-commerce on the home page, which not only supports its own development, but also receives many customers' enquiries about online shopping.

Suwa mentioned that the brand decision will be used to activate the electricity supplier, saying, "we are ready (and feel) that we can do it in the right way."

The so-called "through the most correct way", Suwa means that he wants to ensure online brand and

The balance of style.

"Our advantage is to ensure the interests of our customers," he explained. "We have invested a lot of energy in upgrading the specifications of the store to ensure customer satisfaction."

In essence, simply displaying and displaying clothes on the website can not really replace the feeling of using the hands to feel the cloth in the physical store, so how to pplant the sense of store experience onto the website becomes the most basic problem.

For online shopping, there are still many lessons to be filled in Uniqlo.

"We have to understand what their real needs are when customers are shopping online.

Compared with other countries, there are many differences in the consumption behavior of American consumers when they shop online.

Suwa explains, "so we really want to see customers' feedback on consumption experience."

UNIQLO also hopes to expand its e-commerce capabilities to further attract customers.

In September, UNIQLO launched an Pinterest campaign. Suwa said: "now, UNIQLO is developing mobile shopping strategies.

Many retailers are interested in this because they notice that customers prefer to shop by mobile phone app rather than mobile browser.