The biggest challenge to Japanese fashion giant Uniqlo’s plan to take on the United States? Getting more Americans to know who they are.

The apparel maker, known for its affordable cashmere sweaters and solid basics, wants to go big in one of the world’s toughest consumer markets. Although Uniqlo is a fixture in shopping streets of New York and other coastal cities, parent Fast Retailing is giving its flagship clothing brand a hefty marketing budget to ensure the brand can reach the same level of awareness in Iowa and Texas as it enjoys in Japan, Asia and parts of Europe.

Differing tastes in clothing, depending on local markets, makes expansion especially tough, according to Daisuke Tsukagoshi, Uniqlo’s chief executive officer for the U.S. and Canada.