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!