Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

The company I chose to write about is UNIQLO which stands for Unique Clothing Warehouse, which later on got shortened to UNI-CLO but while doing administration work in Hong Kong the staff in charge of the registration mistook the “C” for a “Q” so then the company was called UNIQLO.

The owner of the company, Tadashi Yanai founded UNIQLO on May 1984. The company was first originated in Japan, in Hiroshima to be exact. The company was known for being opened way earlier than other stores because they believe the convenience for the customer is Key.

The mission statement for the company is ambitious and shows how much UNIQLO actually cares for their customers. The mission statement starts off with a corporate statement which is “Changing Clothes, Changing Conventional Wisdom, Change the World.” The company goal is create clothes that different from other stores, such as their famous Ultra-Light Down Jacket. These jackets are warm enough for the winter but also can be put into a small bag for your convenience.

 The mission statements is “ To create truly great clothing with new and unique values, and to enable people all over the world to experience the joy, happiness and satisfaction of wearing such great clothes…and to enrich people’s lives through our unique corporate activities, and to seek to grow and develop our company in unity with society.” I believe this company follow through with their statements specially the part of developing and growing the company. The company goal for 2020 is to become the #1 retail store in the USA. Which seems to be probable since they have so far nationwide since 2005, East Coast they have 28 stores so far and in the West Coast they have 16. They are still growing, they are now heading to the Inner states with a new store opening in Chicago this year.