Uniqlo Spitalfields
Founded by Tadashi Yanai, Uniqlo is a Japanese clothing brand with a worldwide presence operating in 13 countries with over 1000 stores. The brand focuses on the quality and textiles of its products. The first store opened in 1984.
Uniqlo Spitalfields is located 54 Brushfield Steet in London. It’s a commercial street near the Spitalfields Market. This store opens every day from 10am to 8pm and the store has approximately 6,700 square feet of retail space disposed on a single floor.
| Date: 11/11/2019 |
| Store name Uniqlo Spitalfields |
| Store window The store window is divided in two with the front door as a separation. On the right side are the examples of the women’s collection and on the left side the men’s collection. The display cases have mannequins with the latest collections. There are signs with descriptions of the new materials and fabrics used for the outfits. The prices of the clothes worn are visible at the bottom of the window on a small card at the bottom of each mannequin. |
| What are the strenghts? The strengths of this shop are that it is very organized. He divided the materials into different parts by colour and texture. There are many photos with descriptions of the materials and functions of the fabrics. Prices are visible everywhere. Men and women are on the same floor, they are not divided by anything, but are separated as men on one side and women on the other. There is a machine that gives you the possibility to search for a model/size or colour that you can’t find in the store. Deliveries are free. |
| What are the weakenesses? The weaknesses are that the overdosed discounts, the store is too crowded, there is not enough space and a big lack of customer service. |
| What are the current promotions in store? The current promotions on most products are limited offers. For example, there is a price reduction over a fixed period between 07.11 and 13.11. |
| Why do you think these promotions are taking place now? These promotions are here because of the Christmas season. This period increases sales. November is therefore the month of discounts with lots of sales before Black Friday. |
| Which key Autumn Winter 18/19 trends are being sold in store? Key items sold for the 2019 winter season are sweaters, knitwear, coats, jumpers and knitted dresses. |
| Select one of the trends in store and describe the garment shapes/fabrics/ print patterns/colour/country of manufacture that make up this trend. One of the trendy clothes sold in the store is a Premium Lambswool long sleeve sweater with a turtle neck. Made by 3d knit – sewn from a single thread, a new dimension in knit technology. Purple colour. The trend is coming from Vietnam. |
| What is the pricepoint of a wool coat? £129.90 |
| What is the pricepoint of a pair of jeans? £39.90 |
| What is the pricepoint of a cotton T-shirt? £12.90 |
| Describe the customers in the shop (age, occupation, interests, where else would they shop?) The store’s customers are young, there are many teenagers or young adults aged about 20-30 years. |
The research highlighted the qualities of the store. It is very well organised by a wide range of clothes. The store is colourful and welcoming, it diffuses music to create a positive atmosphere for customers. Many marketing posters are displayed in the store and in the window to promote the brand. The price is not unreasonable. The company is constantly innovating and uses new materials.
This observation also revealed the deficiencies of the store. There is insufficient space to arrange all the rows of clothing, which creates an impression of disorganisation. The customer service is inconsistent despite the large number of personnel. This investigation may allow the store to determine in which areas the store should improve.
Trends investigation 