Fast has already managed to turn in sparkling results in an economy marked by sluggish consumer spending. To be sure, Fast is simply following the basic blueprint already laid out by foreign giants such as The Gap . But Fast is no mere follower. It was the first Japanese company to successfully combine manufacturing abroad with savvy marketing campaigns that have been runaway successes. This is trickier than it might first appear.
Japanese consumers are notoriously finicky and fickle.
Shoppers genuinely love the low prices and the brand. In near quiet, a tight shot of a young woman jumps from patch of grass to patch of grass. Well, not really. It was one of the best examples of Japanese branding I have ever seen. Building a brand in Japan in fiendishly difficult.