For the domestic business of its flagship brand Uniqlo, Fast Retailing has begun to place its focus on achieving harmonious coexistence where its stores are set up and in the way this is carried out.

This means it is taking steps such as increasing the number of employees who are from the surrounding locality and developing community-based stores. What are its aims in taking such measures?

The biggest problem that chain stores face is their lack of a ‘face’. We no longer wish to set up stores that are the same as all the other branches.

We have the ability to attract customers because each and every one of our stores is different, and has achieved harmonious coexistence with the residents and companies of its locality. We would like to increase the number of stores that can create synergy with local communities, and be loved by them.

We feel that, ultimately, there can be a successful working style where store managers and salespeople work for the same shop for many years, communicating and interacting with the local residents so that they can really think about the kind of products that would sell in that particular store.

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