On 11 11 there was a clothes brand that my roommates and I must buy, because all the clothes were half price on that day. But this brand is so popular and difficult to buy. When it came to 12 o’clock, we began to pay but many clothes were sold out after few seconds.
This brand is Uniqlo. Uniqlo is a very famous Japanese casual wear designer, manufacturer, and retailer. And the sales of Uniqlo on 11 11 won the first place in Tianmao over other clothes brand for several years. So why Uniqlo is so popular and successful? What are the secrets of Uniqlo success? I am a big fan of Uniqlo and I even did a three months part-time job in Uniqlo several years ago. So tonight I’d like to share with you the secrets of Uniqlo’s success.
Uniqlo is short for Unique Clothing Warehouse, which means that Uniqlo is a very big warehouse full of clothes. It is a big self-service shopping supermarket, and this is Uniqlo’s biggest advantage. You can hang out with your friends or families in Uniqlo’s store freely, and you don’t have to worry about the staff bothering you, “Let me introduce the clothes for you” this will not happen in Uniqlo. You can just walk and look around, from this side to another side, holding a shopping basket and pick out the clothes you like. For one kind of shirt, there will be different color and different size, so you can always find the color and the size you like. Then you can go to the fitting room and try these clothes. The presentation and decoration of Uniqlo is different from other brands, it is bright and the presentation of clothes is very neat and uniform.
If you ask customers what’s their impression about Uniqlo’s clothes? They always mention one word: comfortable. High quality of Uniqlo’s clothes is the second factor contributing to Uniqlo’s success. Uniqlo always use high standards fabric to make clothes, so you can wear it for several seasons and don’t have to worry about the quality. The quality of other Fashion Brands is not as good as Uniqlo. For example, when you buy a shirt from H&M, you probably can only wear for one season, and then throw it away. Uniqlo’s CEO 柳井正 often said that “we are not a clothing company, we are a technology company”. This is because Uniqlo puts a lot of effort into R&D (Research and development) department, and has invented many technology fabrics. I’d like to share with you 2 series of Uniqlo’s clothes, one is called HeatTech, and the other is called Airism. You can wear a HeatTech in Winter, because it can keep you warm. You can wear a Airism in Summer, it will help you absorb sweat and flash drying again. Besides, it is very light, you don’t feel its existence.
We all know that Japanese are very polite, and Uniqlo brings this kind of polite service to every store. Excellent service is the third factor contribute to Uniqlo‘s success. When you enter any Uniqlo stores, you will find that the staff in Uniqlo is smiling to you and saying “Welcome to Uniqlo, and choose whatever you want” to you. When you couldn’t find your size or don’t know the size of pants, you can ask a staff to find one for you. But this doesn’t happen in Zara. When you asked excuse me, could you please help me to find the S size. They would say: there is no S size, all the clothes are put in there. The fact is that they don’t want to find it for you, because they have to check it in the computer and then go to the warehouse to find it. Same situation is different in Uniqlo stores, and the staff in Uniqlo will always pleased to offer help for you, such as giving you a basket when you hold clothes in hand. Their work efficiency is very high and they are busy all the time. For example, they have to fold 7 shirt/per minutes. Let’s me show the Uniqlo’s way to fold clothes.展示叠衬衫
So these are the secrets of Uniqlo success, the Uniqlo stores are self-service shopping stores, and you can choose whatever you want freely. The quality of clothes is very high, so it is comfortable for you to wear Uniqlo’s clothes. The staff in Uniqlo are so nice and polite, and always ready to offer help.
As we all know, the competition in clothing industry is fierce, but Uniqlo makes a big success because of these reasons. This is same to other companies, if you can provide the customers with high quality products and service in a proper way, you can make it!