Analysis of the Communication Strategy of Fast Fashion Brand Uniqlo in Cross-Cultural Contexts

With the globalization of culture and the improvement of economy, overseas sales of big brands have become a major destination. The international fast-paced, high-quality labels with location and mobility advantages have quickly entered the Chinese domestic market characterized by strong demand and demographic dividend, and soon have conquered a market place. Under the current cross-cultural context, whether the product message sent overseas can suit the culture, psychology and customs of the target country, has become a key factor in its determining business success. This article chooses UNIQLO as the main example, put its Chinese Localization strategy under the difference of Chinese and Japanese cultures. Base on the grasp of the status quo of China's fast fashion market, consumers' life attitudes and media habits under the background of economic and social development, uses the theoretical frameworks related to cultural differences to analyze the brand’s cross-cultural explanations of its own concept, the location of the communication Discourse, the choice of media and its communication effect to further promote the understanding of brands’ cross-culture communication and provide reference to fast fashion brands’ communication beyond the boundary.