The Secret Of UNIQLO'S Comeback

Here world

Xiaobian of the network to introduce to you is why UNIQLO can comeback.

Behind this is the large amount of calculation and repeated practice and improvement of UNIQLO over the years.

No details are right, but you still don't know the secrets hidden in the UNIQLO store.

FastRetailing, the parent company of the international clothing brand UNIQLO, implements the "operation to meet customer needs and create customer needs" as the first of its 23 management concepts.

Public information shows that between September 2012 and August 2013, sales of XXX group reached 1 trillion and 143 billion yen, an increase of 23.1% over the same period last year, and for the first time in the history of the company, more than 1 trillion yen.

How can UNIQLO go off the market in China? How can it be counterattacked? In addition to the core factors such as fast supply chain response and good commodity prices, the most direct reason may be to return to the first line shop -- greeting greetings from the shop assistants, the display of plastic models in the window, the folding and hanging display of clothes on the shelves, and the subtle lights and music in the store, each of which is considered to be the right way to stimulate consumers' shopping enthusiasm in this most direct way.

Behind this is the large amount of calculation and repeated practice and improvement of UNIQLO over the years.

No details are right, but you still don't know the secrets hidden in the UNIQLO store.

Window display

The window display of UNIQLO has always been a delight to the industry.

When summer is approaching, in the flagship store of Huaihailu Road, Shanghai, China, the theme of the window is the combination of beach, sunshine and other elements. The colors are bright and bright, and the items such as umbrellas and sun visor are all arranged.

The so-called "fast fashion" not only means the rapid response of the supply chain, but also an important implication is to lead the trend, educate consumers in advance, and display the next season's clothing match in the window space before the season comes.

Of course, this workload can not be underestimated.

There are more than 600 plastic models in the flagship store of UNIQLO, of which more than 300 are rotatable, and window displays need to be changed frequently, and the cycle usually does not exceed 1 and a half months.

In UNIQLO, the visual merchandising department is responsible for displaying the store, and the shelf display is led by the Department responsible for store layout.

Every month, the visual merchandising department at headquarters will issue the overall collocation instructions to the visual merchandising team in the store, which will carry out specific matching according to the instructions.

Order

After careful reflection, what attracted you to the shop of UNIQLO? What made you hang around in the store?

If the theme window shows that the commodity display of UNIQLO is first started outside the store, the second key to display is the entrance.

Under normal circumstances, fast fashion brands choose to make the entrance open and have a good view, while the clothing choice will place some hot season goods in the doorway, attracting customers first.

After entering the store, with the difference of route planning and category partition, consumers begin to unconsciously enter the "layout" of the brand.

It is worth noting that the display standards of several fast fashion brands are different. For example, ZARA adopts the theme zoning display, assembling different styles of clothes and accessories in the same area, avoiding the "mix up" of each other, and disharmony; while C&A is based on different lifestyles to carry out the scene partition, combining work, leisure, sports and other scenes with merchandise to facilitate targeted consumers shopping.

The store planning of UNIQLO embodies the principle of "efficiency".

The main partition method is "long channel + small lattice", which maximizes the use of the store space. The storage type display has both formed a rich image in the visual sense, and can also strengthen the brand positioning of "self purchase clothes".

At present, the commodity in UNIQLO store has covered the two seasons of summer and autumn. Therefore, from the entrance, elevator to the "long passageway" in the deep store, consumers see the order of goods from summer to autumn, from T-shirts, shirts and other tops to trousers.

There is a special commodity that does not follow this principle: skirt or other clothes that are fashionable and need to be recommended.

One floor shop manager of Huaihailu Road store said that one of the principles of UNIQLO is "putting attractive products in the depths of the store, attracting customers to come in".

The same principle can be applied to the choice of cash register location: now do you know why clothing brands put the cash register in the depths of shops?

Display mode

Walk into any shop of UNIQLO, is it far from being caught by an entire T-shirt wall?

The PP (Point, key display) area of UNIQLO is the area where people focus after entering the store, and is also the main display area of commodity selling points.

In order to make PP area refreshing and magnificent, UNIQLO tends to fold and uniformly arrange its regular color products.

Goods in the region are arranged in order from small to large in size from top to bottom, which has become a well-known fact.

But do you know the number of T-shirts on display stand?

The answer is 15.

Yes, it is so precise that it fills the shelves properly and facilitates the number of salesmen.

Compared with these basic or classic models

UT, or UNIQLO, which displays art, music, movies, comics and other popular culture, is mainly displayed in color patterns, and the display is mostly for display.

So, have you ever felt that the clothes displayed in the UNIQLO store can be handed to you at any time, where is the secret?

According to the research on the natural law of human body and consumer behavior, there is a "gold display line" in the clothing industry, specifically referring to the shelf display space which is basically parallel to the human horizontal sight and between 90 and 120 centimeters away from the ground.

The area is usually located on the second, third shelf of the shelf, which is the easiest to see and the easiest place to get the merchandise. So it is also regarded as the best display position.

UNIQLO has further refined this, adjusting the male "gold display line" to 85 to 140 centimeters, while the female is 75 to 130 centimeters. The hanging height of clothing is controlled within this range, which is close to the human body function and reduces the discomfort.

After that, hang up the display height and talk about everything.

Spacing.

When hanging key items such as silk dress, the salesmen will hang the clothes by 3 centimeters apart. The relatively sparse display will not only bring more refreshing effect, but also avoid the inventory pressure brought by the display.

Service

From customers entering shops to leaving, UNIQLO employees have 4 service words in turn.

When you enter the store, you are welcome to "wait for a moment" when you inquire about the product. Please wait for the end of the enquiry.

This is only the most basic stipulation. The salesmen will add more humanized services according to the actual situation.

For example, when customers enter the store, they greet "good morning" and "good afternoon" directly according to their time. Pay attention to people's credit card signatures, add their names before saying "happy shopping", and even compliment each other's products, such as "you buy a real dress", "this is our best seller now."

Most of the time, these seemingly unremarkable service details are the core of UNIQLO's "retention" of consumers.

In addition, although UNIQLO emphasizes self-service shopping, "shop assistants do not give advice to consumers, do not affect customers' fitting experience", but this is not entirely fixed.

Above

Shopkeeper introduces that in three special cases, the assistants will offer help to each other: when the consumer stays in front of the shelf for more than 3 seconds, when he touches the merchandise, and when he takes it up.

"We will continue to tour around the venue to see if customers need help.

If they say they want to see it, we will let them go. "