Low prices and the right retail locations: How GU can gain traction in the US

Japanese multinational retail holding company Fast Retailing launched the everyday basics brand GU in 2006, adding the business to its portfolio of apparel brands, including J Brand, Helmut Lang, Theory and most notably Uniqlo.  The name GU is based on the pronunciation of the Japanese word “jiyu,” which translates to “freedom,” and comes from the brand’s mission to provide high-quality and trendy fashion to a broad audience.  In 2022, GU opened its first pop-up in the US, locate

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