You must have heard of Zara and H&M. They’re clothing brands and retailers that focus on bringing the latest fashion to the consumers as quickly as possible. That means new styles enter their stores each week. And it works. They’ve built big retail empires by focusing on the latest trends.

And other clothing brands aren’t any different. Recently, SHEIN made a mark in the clothing world by introducing thousands of new styles every day.

Clothing is often associated with style. If a cloth isn’t stylish, what’s the point, right? Because it’s style that makes others notice and appreciate you.

But not everyone in this world wants to focus on style. Cloth isn’t always to impress others or look good. For example, for me, clothing is all about being comfortable. Also, a great way to express myself.

What if I tell you there’s this brand called Uniqlo that has been selling clothes since 1984 that aren’t stylish? And yet, they made $20 billion in revenue last year.

Yes, you heard it right.

So if their clothes aren’t stylish, what’s their value proposition? Why are people buying their products?

That’s because their clothes focus on function or utility. What’s the function? Serving everyday and practical needs.

Example: Uniqlo product lines include HeatTech – designed to keep heat in cold weather without feeling bulky, AIRism – keeps you cool and dry in humid or active conditions, UV Cut – protects skin from sun exposure, BlockTech – protects against rain and wind, and Stretch Jeans – Offers comfort without losing shape.

Makes sense?

So Uniqlo’s products are useful and practical. They solve problems. Style? Well, they’re basic.

Uniqlo’s parent company is based in Japan, where minimalism is a way of living. Maybe that’s what shaped their founding strategy.

They’re a listed company and valued at $75 billion. Right now, they’ve presence in 21 countries with 2000 stores.

When someone looks at starting a business, the most common advice they get is “solve a problem”. And that’s the best advice. It works. Solving problems led to the creation of some of the world’s biggest businesses. Like Facebook helped connect people and Google organized the world’s information. Right?

The problem? Most people think that problems are solvable only in the tech sector. Boring sectors are generally ignored.

Coca-Cola gave a refreshing beverage, and Costco helped people save money on groceries. Right?

Thus, even boring industries can build substantial businesses. You just need to spot interesting problems and think differently. In fact, boring businesses have much better chances of success because of comparatively less competition.