The Vertical Integrator · Boundaries of the Firm
Uniqlo Sells the Same T-Shirt for Years. That's the Whole Strategy.
Uniqlo calls it 'LifeWear' and frames itself as the anti-fast-fashion brand. The real edge isn't ethics - it's a roughly year-long cycle on trend-proof basics that let it build a supply chain Zara can't run. The slow-fashion halo is marketing; the SPA model is the moat.
8 min