H&M Melbourne's store opening was a hard act to follow - here's how Uniqlo went down.
1. Uniqlo lit up Lonsdale Street, Melbourne.
While the Japanese fashion chain has been operating a pop-up site in Melbourne since January, it opened its 2190sqm, four-storey flagship with a light spectacle.
2. It was a celebration of all things Japan.
In a nod to its Japanese origins, Taiko drums welcomed guests to the store. Sake barrels with huge mallets were also opened and guests were invited to toast to the future success of the retailer down under.
3. There were a lot of dignitaries in attendance.
Fast Retailing CEO Tadashi Yanai flew from Japan to attend the opening, along with the Premier of Victoria Dr Dennis Napthine and Melbourne City Mayor Robert Doyle.
4. Unilqo Australia brand ambassadors were also out in force.
Uniqlo localised its launch with the appointment of five local brand ambassadors. These include actress Sophie Lowe, 2011 Young Australian of the Year Jessica Watson, chef Andrew McConnell, artist Rone, blogger Sara Donaldson and Adam Scott.
5. The Melbourne opening is revealed as a stepping stone.
Fast Retailing CEO Tadashi Yanai says the Melbourne store opening will act as a stepping stone to the Southern Hemisphere, acting as a blueprint for South Africa and Latin America. Sydney is next on the cards.
6. Japanese hospitality was put into practice.
Uniqlo spent 12 months training Australian staff and scouted bright university graduates to lead its local arm. Eighteen graduates were sent to Japan and Singapore last year to complete a four-month management training program.
7. Customer service will continue to play an important role moving forward.
Fast Retailing CEO Yadashi Tanai stressed the importance of good customer service as a core Uniqlo brand proposition. Sales staff are known as ‘advisors’, carrying pens and notebooks at all times, along with a card reminding them of Fast Retailing’s core values. Uniqlo staff recite a series of customer service mantras prior to each shift, from introducing themselves and asking how customers are, to thanking them for waiting.
