Uniqlo has had a store in Manhattan for several years and it is now the company’s most successful outlet. Anxious to build on that success, the company just opened a third store on 34th Street, down the block from Macy's department store.
Both new Uniqlo outlets are three stories high. They're crowded with stacks of jeans at 80 percent off the usual price. Piles of cashmere sweaters in virtually every imaginable color - three shades of green, and blues from navy to periwinkle - are on sale for $50 and $60. Most cashmere sweaters sell for at least $100 and, often, far more.
Experts believe the range of colors lures consumers into buying more than one item.
"Especially when the value is good, they think, ‘O.K., I’ll buy two for me, but you know I think I’d like to get this new color for my husband,’" says Roseanne Morrison, a fashion consultant with The Doneger Group, a fashion industry consulting firm. "And that’s really the secret."
Just before opening day in late October, hundreds of employees scurried about the 34th Street store setting up displays while the checkout staff lined up behind their cash registers, practicing their friendliness and timeliness.
Cashmere sweaters - usually priced at over $100 - selling for about $60 at Uniqlo in New York.
Attention to detail is one of the things the company hopes will differentiate Uniqlo from rivals like H&M, Zara and Gap.
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2013-11-27
2013-11-27
2013-11-27
2013-11-27
2013-11-27
2013-11-27