Chapter 18: Sales Promotion and Personal Selling

Sales Promotion and Personal Selling

     Although there isn't a sales section for UNIQLO, there are certain times in the year where they offer different promotions.
     For every flagship store they opened in New York City, they had promotions on their apparel as low as $5.99. In their UNIQLO 5th Avenue store, they offered women's jeans for as low as $9.90. This brings a lot of customers in and the customers get a chance to enjoy what UNIQLO has to offer. They also had a promotion a couple of months back where they were selling their HEAT TECH T-shirts for half the price! The HEAT TECH T-shirts are originally $5.99-6.99 so essentially, they were selling t-shirts for $3!
     Along with promotions, UNIQLO teams up with different companies or organizations to offer collaborated apparel. For example, there was a time when they were selling limited edition Hello Kitty clothing. Also, when Japan was hit with a massive Earthquake that killed thousands, they sold T-shirts to help the relief. I walked into the store during that time and there were many t-shirts saying "Save Japan." I specifically remember one of the T-shirts saying, "with all my heart, to Japan."
     UNIQLO doesn't have many promotions throughout the year, such as not offering lower prices during Black Friday, but they are very big on their advertising. Just like I said in my post prior to this one, UNIQLO advertises on trains, buses, cabs, and billboards. Advertising is an important part of how they get the attention of their customers.

Chapter 17: Advertising and Public Relations

Advertising and Public Relations

     Advertising is an important part of every business. Without advertising, companies won't be able to show their full potential to the world and not as easily either.
     One of UNIQLO's most famous products, like mentioned in my previous posts, are their HEATTECH clothing. When it was first introduced, it was advertised on billboards, trains, taxi's, and on bus stops. It grabbed people's attentions by showing off the various benefits that it has which include: fiber that makes it anti-static, fabric that absorbs moisture for quick drying, odor control, stretchable comfort, fabric that is non-deforming, and last but not least heat generation which allows heat to be kept in.
     Another major factor to their advertising is their logo and  slogan. Their famous logo could now be recognized by many of the people in New York City because it's unique and original. Their slogan, "Made For All" catches many people's attention because their clothing is known to fit the needs, wants, and sizes of every person. UNIQLO's approaches to good advertising is working to their benefit because people do enjoy businesses where their logo isn't too flashy, which UNIQLO's clothing don't have their logo on them, and people like hearing that there's a store that's capable of selling things that everyone would want. "Made For All" implies that every person in the world can shop in their store.
     UNIQLO has successfully advertised their company in New York City with their HEATTECH as well as their other products. Whenever I walk into UNIQLO, there's always a bunch of people who are in their HEATTECH section and there are hundreds of people who go into their stores each day.

Chapter 15: Retailing

Retailing

     UNIQLO is a welcoming and clean store with staff members that are friendly and helpful. I know from experience because I shop there frequently and I even stopped there today, at the SOHO store, to look for a pair of jeans and a shirt.

     When I stepped in today, I was welcomed with a fresh face who said hello and didn't bother me like most workers of retail stores do by bombarding me with "can I help you" questions. Although I wanted to do some shopping, my goal was to ask a worker what the HEATTECH really is. I've done research online for this blog but I wanted to hear it from a worker who should be familiar with the product. I asked an employee who was folding jeans on the second floor and he was more than happy to assist me. He said that HEATTECH was one of their most proudest products because of its amazing features. It absorbs any sweat you precipitate, keeps heat in, and its "mad" comfortable. The technology offers to solve the problems that many of their customers have. He said if you sweat a lot, this product is perfect for you. If you get cold easily, this product is for you. If you like something comfortable yet casual, this product is definitely for you. If I didn't know about the product before, I'd buy the shirts on the spot from his convincing but I already have about 10 HEAT TECH shirts already.

     When I left, the same young man who said hello said a warming good-bye and have a nice day. The employees are helpful and active, which are qualities of a good staff.

Chapter 6: Consumer Decision Making

Consumer Decision Making

     It is important for any business to think about their consumers with every action they take and UNIQLO puts a lot of emphasis on making their consumers happy.

     For starters, UNIQLO gets the attention of many of their consumers by posting ads on subway lines and stations and on taxis. It's crucial for a brand like UNIQLO to advertise and make their brand known by display because UNIQLO does not have a logo. It's easy to spot brands like Abercrombie and Fitch, Hollister, and Ralph Lauren because once you see the moose, bird or horse, you'll know exactly what brand it is. To UNIQLO, their brand speaks for itself and the only way to know what brand their clothing is, is to look at the tag.

     A highly promoted product of UNIQLO today is their HEATTECH shirts. They thought of a product that will satisfy many of the troubles that their consumers have. This product, absorbs moisture, for those who sweat, keeps heat in, for those who get cold easily, and maintains its shape after many washes, for those who will wear the product often. And the best part of all, their HEATTECH technology shirts are priced as low as 6 dollars!

     With their consumers in mind, UNIQLO also provides a service that many stores don't provide: Pant tailoring, FOR FREE! If you come into the store not satisfied with the way your pants fit, they can cut your pants to your desired length and they can even make a pair of long pants into a pair of shorts.

     Another thing that will satisfy their consumers is their discounted prices. About a month or two ago, UNIQLO offered a sale on their t-shirts: $3 a tee! Who could resist that? And on their grand opening of their stores in NYC, they sold pants that were regularly priced at $59.90 for $9.90! Which is such a steal!

     UNIQLO has always said that their brands catch phrase is "MADE FOR ALL" and in many ways, they are achieving this phrase. UNIQLO's products can be worn by anyone and they do not target one type of person. Unlike many brands like Abercrombie that focuses on one type of people: Caucasians, UNIQLO wants their products to be more globalized and "MADE FOR ALL."

     It is very important for UNIQLO to satisfy their consumers and they are doing a very good job at it thus far.