One of Uniqlo’s strengths is that the company is very responsive.  If something is no longer working, it doesn’t hesitate to change it.  And when something is working, Uniqlo leans into that, trying to replicate that success across markets and products. 

Europe is still a small market for Uniqlo, but it is growing fast.  Last year Uniqlo, owned by Fast Retailing (Japan) opened new flagship stores in Rome and Edinburgh, and added locations in London, Milan and Nice, bringing the total number of stores in Europe to 76 out of 2,469 worldwide.

Europe is a fiercely competitive market for fast fashion, dominated by established European players such as Inditex (Spain) ,  H&M (Sweden) and Mango (Spain). Fast Retailing has annual global sales of around $18 billion, while Inditex sales reached $39 billion and H&M $23 billion, according to their financial statements.