Uniqlo's Strategic Takeover: The Deadly Blow to Brand Experience
Parijs, zondag, 22 juni 2025.
Frédéric Biousse, former president of Comptoir des Cotonniers, reveals a critical analysis of Fast Retailing’s strategic misstep. By applying the Uniqlo business model to the refined French brands Comptoir and Princesse tam tam, the Japanese group has fundamentally undermined the brand identity and attractiveness. The uniform, standardised approach has destroyed the unique characteristics and appeal of these brands, resulting in a significant decline in their market position and brand value. Biousse’s analysis sheds sharp light on the risks of mechanical scaling at the expense of brand specificity in the fashion industry.
The Strategic Background of Fast Retailing
Fast Retailing, the Japanese parent company of Uniqlo, is a leading fashion retailer with a global turnover of 1000 million dollars and more than 1,000 stores worldwide [1]. Besides Uniqlo, the company manages brands such as Comptoir Des Cotonniers, Princesse Tam Tam, and Theory [1].
Frédéric Biousse’s Critical Analysis
Frédéric Biousse, the former president of Comptoir des Cotonniers, has voiced sharp criticism of Fast Retailing’s acquisition strategy [2]. He argues that applying Uniqlo’s standardised business model has destroyed the unique brand identity of the French brands [2].
Brand Identity Under Pressure
Uniqlo’s uniform approach has fundamentally undermined the specific appeal and positioning of Comptoir and Princesse tam tam [2]. Biousse, previously known as the architect of the ‘accessible luxury’ concept in France, signals a serious erosion of brand value [2].