Changing clothes. Changing conventional wisdom. Change the world.
Uniqlo values its customers and ensures that its clothing is "Made For All."
Their alteration service supports the company's philosophy by allowing customers to have custom-length pants. ​
There was a lack of awareness of the benefits of this service.
My partner and I worked to design an advertising campaign to increase awareness and the number of alterations.
PLANNING
GOAL: Promote the alterations service to customers.​
To develop our strategy, my partner and I conducted research for two weeks to analyze:
1. Customer knowledge 2. Store worker experience 3. Pant sales.
We collected data by working at the fitting rooms and register and
asked customers if they knew about the alteration service.​ Furthermore, we surveyed our coworkers to get their input on what they heard from customers and their experience providing the service.
Specifically about the cost, efficiency, and ease.
Most customers who purchased or tried on pants were unaware of:
1. The cost: Hemming pants are free if the pants cost over $20 with a normal stitch.
A blind stitch is $5. The service is low-cost and budget-friendly.
​
2. Efficiency: The turnaround time to pick up pants is 1 hour or less.
​
3. Ease: The service is simple with a worker assisting in pinning your desired length,
paying for the service at check, and picking up at a designated area.
​
Strategy
Increase customer awareness of the alteration service through
online and in-store marketing techniques within two weeks.
We focused on promoting exactly the benefits customers were unaware of.
In-store overhead announcement
My partner revised the existing hourly overhead announcement to tailor it towards​
promoting the alterations service cost, efficiency, and ease.
In-store Signage
I revised the existing informational sign around the store to be simpler and straight to the point:
Pin, Pay, Pick-Up!
We put this in every fitting room and by the pants displays on the sales floor.
Social Media Awareness: Tiktok
My partner and I created a TikTok to show customers online the simple process Uniqlo offers at their stores to modify their pants to the perfect fit.
​​
I ensured to include coworkers in their 20s to target the Gen Z and Millenial audience who frequent the app for them to visualize themselves using the service.
I also combined trends at the time using the AI voiceover to characterize Uniqlo's brand as relatable.
​
We communicated with the Social Media Manager
to ensure it aligns with Uniqlo's existing brand
while pushing for something bold and fresh.
results
INCREASED
Pant Sales BY 15%
This highlights the increased use of the alteration service with customer more likely to purchase pants that suit their height.
500k+ engagements
In-Store Fitting Room Display
Overhead Announcement
TikTok Engagements
Our TikTok went viral with
a rising 30k likes, 100 comments,
3,500 shares, and 3,500 saves
