Uniqlo Tries, Fails to Understand Los Angeles

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Japanese retailer Uniqlo will open ten new US stores over the next two months in New York, New Jersey, Connecticut and Northern California, and wants to expand with 20 more in 2014. But first, it needs to figure out Los Angeles.

"Southern California is a very important market to us, and it is a priority market to us," said the company's COO. "We will think through the specific strategy for L.A., but right now, we are studying it. We will think about do we open multiple stores right away versus have a flagship and wait a year to open up the suburban areas. In many respects, Los Angeles is a lot of suburbs held together."

Uniqlo's US expansion strategy thus far is to open a massive urban flagship to familiarize shoppers with the brand, then open smaller "satellite" shops nearby. "Then, when commuters go home or people shop on the weekends, they can go to malls or to various centers, where we want to become their store of choice." They will share more of next year's strategy after the holiday season.
· Uniqlo Expands Footprint in U.S. [WWD, sub req]
· BREAKING: 10 New US Uniqlo Stores Get Opening Dates [Racked]
· Uniqlo Is Opening 10 Stores in the US This Fall [Racked]