Social Listening Blog : UNIQLO

  I chose to research UNIQLO because they make clothing that I use and I really like UNIQLO clothing. My favorite UNIQLO products which are jeans, white tops, pajamas, shorts, tank tops, underwear, and loungewear all feel good to touch and wear. Especially, down coat and Uniqlo HEATTECH are amazing! So light, but it is warm even cold winter! They also have simple designs. So easy to match with other clothing. They are good products and also inexpensive. It is very popular in Japan and everyone visits it.  UNIQLO is a representative of fast fashion in Japan.I recently learned that UNIQLO is also attracting attention around the world, and I became even more curious to see what the reaction from overseas is like.

I will show you a little bit about HEATTECH. This is Uniqlo HEATTECH which is my favorite thing from UNIQLO. It is soft texture and light, but it is really warm! When I got the first time, I was surprised how it is amazing. Now I can't live without it in winter!!

They have 2.3 million followers in Instagram.

Conversations on social media are nearly all positive. They said UNIQLO is cheap, classy, good material, and good design. People from all over the world are asking for UNIQLO stores in my area as well as online.  

I think UNIQLO's value proposition is lightness. Even though it is winter clothing, it is light, thin, and folds up small. And of course, they are warm too! And also, high quality, and not expensive!

The good thing I saw in the comments section of UNIQLO's instagram is that high-quality, performance-enhanced, basic casual wear at the lowest prices.On the other hand, the bad things are that the size descriptions are totally different, the high return requirements, and poor response to returns and exchanges.

Regarding the difference in size notation, since UNIQLO is a Japan-centric brand, it is written in Japanese sizes. I myself wear size M or L in Japan, but in the US, size S fits me. Thus, even a size M fits differently in Japan than in the U.S., which I believe results in confusion for people ordering online from outside Japan.

Regarding the return policy, in Japan, as long as the tags are still attached and the product is the same as it was before you bought it, they will accept returns. However, having lived in the U.S. myself, I have seen situations in which items are returned even with the tags cut off. I think this is a cultural difference.

UNIQLO Global's account introduces items, such as how to coordinate them or how to wear them, about product clothes and UNIQLO's activities. The posts give a sense of the quality of the products and the benefits of buying them. Also they put new UNIQLO products and activities of athletes sponsored by UNIQLO, so I thought it was more like posting new actions and events and trying to attract attention. Because if a lot of people thought that's new or that's interesting! That would be big news.

If I am a person who post on instagram for Uniqlo, I would share on Instagram's stories the people who tagged UNIQLO who had great styling. I also would introduce a one-week outfit coordinate of the same product. Because UNIQLO is cheap and easy to wear, I think more people around the world should see what UNIQLO is all about. And also I would show people the pictures of the employees. Because when I went to UNIQLO, they were super nice and they helped to find what I want to get. So I think people should know how Uniqlo's employees are nice. So I will take pictures when they are working or talking to customers. And I will post it in Instagram. That will make image of Uniqlo too which is Uniqlo is awesome.

If someone writes a bad review in the comments, immediately direct them to contact the customer support center in the reply. Or create a chat center that is open 24 hours a day so that they can resolve the issue there. Because I used to use chat to solve a problem when I received a wrong purchase from an online site. It was very easy and resolved quickly, so if UNIQLO adopts that system and creates a system that is more receptive to customer feedback, they will be more likely to notice improvements.

I learned from this assignment how important it is to clarify what you want to convey to your customers through Instagram. UNIQLO was posting about their products, the activities of the people they support, and the product goodness. This is because UNIQLO is particular about the quality, materials, and subtleties of their clothes. If I wanted to convey the good atmosphere of UNIQLO, I would post pictures of UNIQLO staff and employees at work, or post interviews with them, etc. I realized that if the purpose changes, the content of the post will also change. Social media is the closest distance to the customer and the place where the customer's voice can be heard. That is why we can listen and incorporate their voices to make our company and products better. In the future, social media will become an even more important job. I myself usually use and post on Instagram, but I have never given it much thought. I have never thought much about it, because it is a personal account and has no purpose. However, this assignment made me think about using Instagram with a purpose in mind. I think it will give me more insight into marketing.

If you are interested in Uniqlo, you should check their site!! Honestly, they are amazing! By the way, I'm not Uniqlo's employee or whatever. I'm just college student! ;) But they are amazing so check it our if you are interested in!

This is a link of UNIQLO : https://www.uniqlo.com/us/en/