Brand snapshots

These long form articles focus on one brand at a time – analysing their strategy, tactics and failures.

UNIQLO is a Japanese retail company known for its’ affordable and modern wardrobe essentials. Owned by Fast Retailing, UNIQLO is the third best selling clothing manufacturer and retailer in the world after H&M and Zara (Inditex).


After seeing the success of casual wear chains in the US and UK, Tadashi Yanai set out to replicate this in Japan. He evolved his father’s tailoring business to a mass-market clothing store in the 1980s. Turning it into the popular and innovative retailer we see today. It’s now overtaken the other casual wear brands it used to look up to (GAP); and in a way they are trying to imitate the UNIQLO formula.


Since launching in 2012, by a former monk and ex-ad exec, Headspace, a guided meditation has made mindfulness and meditation more accessible and mainstream and profitable.

How does Headspace attract new users and inspires trust? This marketing case study dissects its branding.

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