00:00And what are the biggest challenges that Uniqlo faces in breaking into middle America?
00:05Breaking into middle America is easier said than done because it's vast, it's fragmented.
00:11There aren't any kind of single cultural anchors.
00:15You know, what the consumers kind of value in Texas is going to be hugely different from what somebody in,
00:21you know, Illinois or Michigan values.
00:26And they're not just in terms of climate, but in terms of how they present themselves.
00:31And, you know, there's obviously differences in body types and ideas about style.
00:36And so that's really the big challenge.
00:40To a certain extent, you know, you can say that Uniqlo is built on the idea of standardization and uniformity
00:47and order and control.
00:49But what they're also learning is that, you know, giving the store managers more control over what products are carried
00:58out of the entire range, how they're displayed.
01:02A lot of that is going to impact their approach to each market.
01:07There are also some differences in terms, I think, especially between, you know, Asia and North America and how you
01:14approach customers and how you assist them when they're buying clothes.
01:19And they've been working on that for a long time.
01:22And the staff are being trained a little differently so that they can bring the right approach to customers in
01:30that geography.
01:30And the staff are being trained a little differently.
Comments