Entity Dossier
entity

UNICLO TRADING

Strategic Concepts & Mechanics

Strategic PatternTurnover Speed Over Margin Size
Identity & CultureShared Mission Over Solo Genius
Signature MoveFather as Teacher and Counter-Example
Signature MoveFailure Germs Hide Inside Success
Capital StrategySuburban Location Arbitrage
Cornerstone MoveCasual Clothes Like Weekly Magazines
Signature MoveBurn the Boats When You Take the Seal
Identity & CultureAccidents as Brand Architecture
Signature MoveCustomer Need First, Company Desire Never
Cornerstone MoveSteal From Foreign Retail Then Localize
Operating PrincipleCompanies Die Without Self-Reinvention

Primary Evidence

"At that time, the Uniqlo logo was "UNICLO". Four years later (in March 1988), when the company went into a joint venture with a local person in Hong Kong to establish a goods procurement company named "UNICLO TRADING", the person who was registering the company mistook the "C" in "UNICLO" for a “Q". Later, we realized that the visual effect was even better with the “Q”, so we decided to change all the names of the stores to "UNIQLO", including those in Japan. Indeed, sometimes real life is like this; a beautiful story often begins with a chance mistake."

Source:One win and nine losses: The entrepreneurial life and business philosophy of Japan's new richest man, Tadashi Yanai (translated)

"At that time, the Uniqlo logo was "UNICLO". Four years later (March 1988), when the company formed a joint venture with local people in Hong Kong and was preparing to set up a commodity purchasing company (the company name was set as "UNICLO TRADING"), the person who went through the company registration procedures mistakenly changed the "UNICLO" to "UNICLO". C" is written as "Q". Later, we looked at the font and found that the visual effect was better after changing to "Q". Therefore, it was decided to change the names of all the company's stores, including those in Japan, to "UNIQLO". Real life is often like this. An accidental mistake is the beginning of a beautiful story."

Source:One win and nine losses: The entrepreneurial life and business philosophy of Japan's new richest man, Tadashi Yanai (translated)

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