This report aims to explore and investigate Japanese clothing brand, UNIQLO and presents hypothetical plan of bringing UNIQLO to Australia.The brand UNIQLO belongs to the Fast Retailing group, a Japanese retail holding company who aim to be innovative and challenge existing ideas of retail. They want to change the way people see and value their clothes. UNIQLO is their most successful brand that has been in operation since 1984. UNIQLO formed the portmanteau for ‘unique’ and ‘clothing’ as an emblem of creativity and individuality of Japanese apparel industry. UNIQLO offers fashionable and high quality clothing at reasonable prices. UNIQLO now have 824 stores worldwide such as USA, UK, France, China, South Korea, Hong Kong, Singapore and Russia. And in Australia near future.Their main products include casual wear for women, men, children and baby. Their accessories consist of bags, scarves, hats, sunglasses and a small selection of jewelry. UNIQLO is a fashion brand that specialize in basic casual garments. They supply for a wide age range and have pride on being a fashionable but not fashion led brand. All UNIQLO products are made in accordance to high Japanese standards for quality, and they come in different vibrant colours and styles, providing customers with true excellence and innovation in casual wear, from design and to the fit and colour choices. UNIQLO’s main aim as a fashion brand is to “design, manufacture, market and sell casual wear that can be worn by anyone, any day”. They believe that clothing can say a lot about a person and encourage their consumers to create their own individual styles using UNIQLO garments as the tools. Therefore they do not force fashion trends on their customers and simply provide them with fashionable, affordable, high quality, casual wear.