Uniqlo has become the most successful fashion apparel company in Japan through pursuing global expansion while maintaining a distinct Japanese identity. It focuses on affordable, high-quality casual wear for women aged 25-35. Uniqlo aims to be the world's number one apparel retailer by 2020, and has over 2,700 stores in 17 countries, producing the majority of items in China, Bangladesh, and Turkey. It positions itself as a provider of everyday unique Japanese fashion at reasonable prices, and endorses this image through collaborations and in-store experiences.