This document summarizes a retail management internship at the UNIQLO flagship store in Philadelphia. The internship focused on improving product knowledge, specifically of women's bottoms, to better convey UNIQLO's brand identity of "LifeWear" - practical, functional, everyday clothing. To address low sales in women's bottoms, the intern created a customer survey tool to help women find their best match in UNIQLO pants and understand how the pants exemplified LifeWear principles. The results showed increased customer understanding of UNIQLO pants and the LifeWear brand concept. The intern learned the importance of exemplary product knowledge and community involvement.

1. Retail Management Internship Summer 2015
UNIQLO Chestnut Street
Philadelphia Flagship
Brand Identity & Product Knowledge

2. INTRODUCTION
• Christopher Dang
– Philadelphia University, Fashion Merchandising &
Management (FMM), Class 2017
– Co-Editor StyleLine Magazine, Campus RA,
Campus Brand Ambassador, Chestnut St.
Associate

3. Retail Management Internship
Overview of the UMC
program
Basic principles of UNIQLO
as a brand and culture
Supervisor experience
Assistant Manager
experience
Opportunity project

4. 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

5. STORE TRAINING ACTIVITIES:
SUPERVISORS
Facilitate teams
Develop strategies
Distribute resources
Identify issues
Time management
Problem solve store issues

6. STORE TRAINING ACTIVITIES:
MANAGERS
Operational management
Ordering POP
Layout changes and product placement
Store check
Closing notes for entire store
AM Agenda

7. 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

8. 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

9. 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.

10. 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.

11. HELP US, BETTER
HELP YOU.

12. 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

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

14. 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

15. LESSONS WE LEARNED
Leading by example is key
Never compromise standards
It takes a village

16. THANK YOU!