Retail Management Internship Summer 2015UNIQLO Chestnut Street

Philadelphia Flagship

Brand Identity & Product Knowledge

INTRODUCTION• Christopher Dang– Philadelphia University, Fashion Merchandising &

Management (FMM), Class 2017– Co-Editor StyleLine Magazine, Campus RA,

Campus Brand Ambassador, Chestnut St. Associate

Retail Management InternshipOverview of the UMC

program

Basic principles of UNIQLO as a brand and culture

Supervisor experience

Assistant Manager experience

Opportunity project

STORE TRAINING ACTIVITIES:SALES ASSOCIATE

Service: cash-wrap, fitting room, sales floor, CCC

Standards: A-ranking, cleanliness, folding

Team development: Thank you Cards, culture of feedback, Zenin Keiei

STORE TRAINING ACTIVITIES:SUPERVISORS

Facilitate teams

Develop strategies

Distribute resources

Identify issues

Time management

Problem solve store issues

STORE TRAINING ACTIVITIES:MANAGERS

Operational management

Ordering POP

Layout changes and product placement

Store check

Closing notes for entire store

AM Agenda

Brand Identity & Product Knowledge

Problem: Philadelphia customers do not fully

understand UNIQLO as a brand – LifeWear.

Mission: Improve product knowledge, which will ultimately improve their concept and understanding of UNIQLO• Quality material & construction• Versatile style for everyone• Functional, purposeful and practical

UNIQLO Chestnut Street/Philly Customer

Low performing division: Div. 22

Women’s Bottoms

develop product knowledge for key

staple products (Ultra stretch, Smart Shape,

Legging Pants)

create clear distinction between product

ultimately, connect products to the

concept of LifeWear

“Killing 2 birds with one

stone”

Project Implementation

GOALS

Short Term Goal: improve product knowledge of women’s bottoms (Div. 22) and positively influence sales.

Long Term Goal: Create a long lasting impression of LifeWear, UNIQLO as a brand• LifeWear: Practical,

functional, quality, everyday clothing for everyone.

Solution

Create a tool that will aid female customers in

discovering their best match of UNIQLO pants.

Facilitate connection between our unique products and LifeWear – the UNIQLO brand.

HELP US, BETTER HELP YOU.

RESULTS & OUTCOMES

Customer’s have a better understanding of UNIQLO pants

Customer’s feel price point & style deters them from purchasing

Smart Shape

Customer’s identify most

with the attributes of Smart Shape

Philadelphia Customer’s

realize functionality of

products

PROJECT CHALLENGES

• 1-man team: Problem/solution making• Developing the most accurate survey • Discovering the best method of measurement• Time

NEXT STEPS• Develop an interactive survey that truly

captures LifeWear • Reorient sales associates in the importance of

product knowledge• Provide great informational POP with strategic

placement

LESSONS WE LEARNED

Leading by example is key

Never compromise standards

It takes a village

THANK YOU!