Uniqlo: Expansion into Canada
(5 pages of text)
Case (Pub Mat)
In September 2016, Fast Retailing Co. Ltd. entered the Canadian retail industry by opening its first Canadian Uniqlo store in Toronto. The retail industry in Canada had notably rejected foreign brands such as Target and Aéropostale, while other Canadian retailers, such as Reitmans Ltd. and Le Château were struggling to keep up with the competitive landscape. Uniqlo, a Japanese fashion retailer, had struggled in the U.S. market due to a lack of brand awareness and an aggressive expansion strategy. Hoping to become a dominant fashion brand in Canada, Uniqlo conducted extensive research prior to entering the Canadian market. How could Uniqlo increase its brand awareness and thrive in the Canadian fashion market?
This case is suitable for undergraduate- and graduate-level courses on international management, international marketing, and strategic management. After the completion of the case, students will be able to
- understand the value of examining and learning from previous international expansion strategies;
- assess the structure and characteristics of the Canadian retail industry;
- identify the importance of thorough market research, in an effort to understand the average Canadian consumer; and
- evaluate how different industry structures impact international expansion.
Canada, Large, 2017
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