Uniqlo – A Thorough Inspection

Sakina Abdallah

When I got to the mall on Wednesday May 22nd 2019, I wanted to change my style up and try a brand that I would not normally wear. So, I walked into UNIQLO as I saw the mannequins were wearing a clothing style that I would typically never pick out for myself. When I walk into a store, I don’t think about how the clothes that are hanging are made.

Target Audience

UNIQLO’s target audience is both men and women in their early stages of life to teens to early 20’s to early 30’s! Their style is very youthful and has a comfortable look.

What is uniqlo?

The very first UNIQLO store opened in June 1984. This was to prove the SPA manufacturer retailer model dominate the entire process from production, distribution or even marketing. Their clothes are made simple yet universal. This is so that people can combine their clothing to fit their own unique styles.

Focus

Unique in their own campaigns, UNIQLO started a campaign called the recycling program. This program claims to have 4 steps, shown below.

Mannequins

The store mannequins always look well-dressed and dressed according to the store’s collaboration with another brand and/or according to the weather conditions/season that they are in. In the photograph shown above, the mannequins were photographed at around fall time, to show the different styles that people could wear as they are shopping for their new fall outfits. The mannequins all around the store always looked very spiffy and neat.

As I walked into the store, I saw that the mannequins were already dressed for the summer and were showing off their graphic T-shirts and shorts for both men and women. There were also different mannequins at different locations in the store. For example, at the mens shirt section, there was a mannequin showing-off every single shirt style. This case was similar to the women’s section of the store as well as the children’s.

The store has at least 25 mannequins all adequately placed in the right positions to make the customer stand and stare.

Advertisements

UNIQLO’s advertisements do not usually portray a percentage off the normal price but rather, they let the quality of their items speak for themselves. For example, they list all the good features of a specific product that they have in-stock and they let those features speak for themselves. Shown below is an advertisement that is showing off one of their new jackets:

popularity / pace of the store

When I walked in during the field trip, the store was quite quiet. This was normal as it was an early morning on a weekday. But when I had walked into the store previously on a weekend on my own time, there was barely enough space to get by. The store had people flowing in and out, this was especially because the store had just had its opening ceremony a few days prior.

Scent and smell of the store

Aroma of the store was very prominent as I walked. This was not because of perfume or added scents but rather, it was a new smell, the smell of glue and hardwood floors that had recently been installed. Since, this location was very new I don’t blame the store for smelling brand new.

music / sounds

The store was very calm and quiet, not a lot of noise whatsoever. However, there was faint music in the background of the store. They played what I’m guessing was the top 100 trending list. This was clever as this music attracts younger audiences/customers that are drawn to the music.

Dominant Materials

The store was mostly made of glass, hardwood and wooden slabs. All of the clothes are neatly folded and piled on top of hardwood slabs that are either on the ground or up on the walls. The store’s entrance is displayed by glass, at least 10 feet high. This style of the establishment brought a sense of homey-ness and comfortableness, in-which I personally enjoyed.

Keeping up to their promises on quality

I have purchased a few items from UNIQLO and I can personally say that these items definitely do keep their promises about lasting long and staying in good condition. This is a bonus as their clothing is not expensive and is made of good materials.

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