When Uniqlo entered the U.S. market, they made a seemingly logical assumption: "We're bringing affordable, high-quality basics to a country where consumers prioritize value for money. How can we fail?" But for many years, they did. American shoppers couldn’t see the difference between a $19.99 Uniqlo t-shirt and one from Gap. The superior stitching and fabrics that resonated in Japan meant little to U.S. consumers.