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Tadashi Yanai is the owner of Uniqlo and the richest man in Japan, but that is not enough for him. With his humility and subtlety to move into the business world, he has managed to position his company as the third largest in the industry.
There are more than 1,800 stores in the world, including about 100 in Japan, and in Tokyo there is no shopping center that does not occupy it. He no longer fears H & M or Zara because he places the stores in the same block.
"I dream of overtaking Inditex, no matter how late," said the business man in El País last year. He is still far from achieving it, but he has just given a blow to the industry: the signing of Roger Federer and the supposed $ 30 million that he should give it for 10 years. That's to say, even when the tennis player, then aged 46, left the courts.
More than an ambitious signature
The Uniqlo brand's personality is not to bet on fashion, but on basic clothing. In addition, he has a sports line, so it makes sense to look for sports ambassadors.
The first two to sign were Japanese: Shingo Kuneida, after winning the first Grand Slam wheelchair in history, and Kei Nishikori, who four years ago became the first Japanese to finish second at the US Open. His third big bet went to the European market. He summoned Adam Scott, the first Australian to win a Masters Championship. And while thinking about the aspect of social responsibility, he has an alliance with Gordon Reid, the best male professional wheelchair tennis player in the world.
However, there is no doubt that the Japanese brand has enjoyed international success by dressing in 2012 tennis player Novak Djokovic, who had just separated from Adidas.
The marriage lasted five years, when the Serb chose to dress as Lacoste. A goodbye letter in the networks showed how much the athlete's image was important to the company.
New Lifestyle
In the latest interviews, Yanai insists a lot with consumers to compare the quality of their clothes with Zara, Mango and H & M.
The Inventory of Fast Mother House Retailing runs every eight months and not every three weeks like that of its competitors.
With this, he wants to convince the public to bet on the durability of clothing and not be a victim of the immediacy of fashion.
It is perhaps for this reason that he associates with ex-model Verónica Blume, who parades for Chanel, Calvin Klein or Tommy Hilfiger, and poses for photographers like Richard Avedon and Mario Testino, for being devoted to yoga. In Spain, his most recognized ambassador is the former Barcelona footballer, Carles Puyol.
Famous Faces
Uniqlo reserved the most media-intensive figures for youth ads. The singer Cindy Lauper and the actress Dakota Fanning are part of it
Before collaborating in the design of luxury handbags, the singer Pharrell Williams had already produced a $ 20 collection of shirts for the fashion firm .
The children's line has gained strength in its design with the help of Disney.
Yanai does not want to have the most economical brand, so he followed the strategy of the great and called luxury designers like Christophe Lemaire of Hermes, J.W. Anderson of LVMH and Tomas Maier of Kering
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