How do you build brand desire without playing the discount game?

In this case study, I examine how Uniqlo, a global apparel giant, has strategically redefined value in fashion through timeless design, functionality, and cultural relevance. As part of my Master’s in International Marketing & Finance, I used Uniqlo to explore how price-accessible brands can still achieve strong brand equity and emotional resonance without relying on trends or promotions.

From LifeWear to longevity, this project unpacks how Uniqlo turns simplicity into strategy, and affordability into aspiration.

This case reflects my interest in decoding how brand perception and consumer psychology drive sustainable advantage, even in value-driven segments.