TOKYO — Fast Retailing Co., which is best known for its low-price casual brand Uniqlo, is shifting its brand concept and image to "fashionable basics" in response to falling sales and is trying to seek new growth in casual sportswear.

The new idea at Uniqlo, a household name in Japan, is to inject more fashion in casualwear in tune with changing fashion trends, while retaining its fundamental character of basics, said Shinya Matsuyama, corporate communications executive at Uniqlo.

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