Concepcion, Phoebe May G.

MARKRTL K31
Location and Merchandising

Uniqlo (SM Marikina)

Uniqlo, a prominent clothing brand, strategically picked a mall space in SM Marikina, as

the location for one of its branches. The suitability of the location is to be evaluated based on many
variables. First and foremost, the foot traffic of the mall is important since it affects the possible
consumer base and denotes a good location, which SM Marikina often has. With its lively
ambiance and extensive selection of retail products, SM Marikina, which is situated in the center
of Marikina City, draws a wide variety of consumers. Subsequently, Marikina City is well
renowned for having a fashion-conscious populace, which makes it a perfect location for Uniqlo
to sell its stylish and affordably priced items. Uniqlo successfully meets the fashion demands and
preferences of their target market by placing the store in a neighborhood where the target market
lives or regularly visits. Furthermore, determining whether competitors are present nearby is
crucial. There are no direct competitors near the Uniqlo branch site in SM Marikina, which denotes
a good position with less competition. As a result, Uniqlo may build a significant market presence
and possibly increase its market share in the area.
 When determining if a location is good, convenience and accessibility standards are also
very important. For a big number of vehicles, SM Marikina has plenty of parking spaces. It
provides neatly kept and carefully planned multi-level parking facilities or parking lots,
guaranteeing that customers can park without difficulty. A variety of public transit options are
also available, and the mall is conveniently situated and accessible. The mall is accessible to
commuters through taxis, jeepneys, and buses. Customers from various parts of the city may
simply commute to and from the mall due to the availability of local public transit terminals or
stations, which improves the mall's accessibility. The mall itself, as well as the Uniqlo location in
SM Marikina, also places a strong emphasis on making it easy for customers to enter and leave.
Both of them are planned with several entrances and exits that are ideally situated to promote easy
traffic flow. These entrances and exits are made to handle large numbers of customers,
guaranteeing smooth passage into and out of the store, and also the mall. Overall, I would say that
it is a good location for Uniqlo.

In terms of merchandise, Uniqlo has a wide selection of clothing options available in its
product line. The range they offer consists of tops, bottoms, dresses, outerwear, and accessories
for men, women, and kids at high-quality and reasonable prices. Uniqlo offers a large variety of
necessities for your wardrobe, including t-shirts, jeans, and underwear, and is well known for its
basics and essentials. In addition, Uniqlo frequently works with well-known designers or
companies to develop exclusive collections, encouraging exclusivity and providing original
merchandise options.

As for its merchandise strategies, Uniqlo in SM Marikina make it clear that the company
uses a variety of ways to create excitement and draw consumers. One such strategy is designating
particular areas throughout the store to highlight specific product lines or collections. These areas
highlight new arrivals, top sellers, or seasonal specials. Uniqlo deliberately positions these zones
in busy places to increase exposure and entice people to browse the highlighted goods.
Additionally, Uniqlo uses eye-catching mannequin displays to show off finished looks or provide
styling ideas. The mannequins' coordinated outfits serve as examples of how various pieces might
be combined. Customers are not only inspired by this merchandising strategy, but it also makes it
easier for them to see themselves wearing Uniqlo's products. Most importantly, they also organize
their products according to size and color, which makes it less difficult for shoppers to find what
they are looking for, color-wise or size-wise. By shortening the time spent searching and providing
a more orderly and aesthetically beautiful presentation, this strategy also enhances the entire
shopping experience. Last but not least, Uniqlo has spacious dressing rooms and thoughtfully
positioned mirrors all around the store. This makes it easier for customers to try clothes on and
assess fit and style. Uniqlo encourages shoppers to make confident shopping selections by
delivering a great fitting room experience.

Based on my assessment of their existing circumstances, I present some recommendations

for location and merchandising. To begin, they should improve their store layout to create an
enticing and easy-to-navigate shopping environment. They should plan the store layout with clear
paths that take customers through various sections and product categories. Avoid clutter and make
sure that their aisles are wide enough to enable a comfortable flow of customers, especially during
peak hours. In line with that, as a frequent visitor of their store itself, I noticed how easily the
checkout counters get crowded and unorganized, especially during the weekends. With this, they
should maintain a well-organized and efficient checkout area with many counters to reduce wait
times during busy hours. They could consider establishing a queue management system or
providing self-checkout choices for a much quicker and more convenient payment experience. In
addition, they should keep up with the recent fashion trends and customer preferences in the local
market. Customer feedback, surveys, and sales data analysis are used to discover new trends and
adjust goods assortment accordingly. Uniqlo will be able to provide products that appeal to the
fashion-conscious Marikina population as a result of this. Lastly, they could incorporate interactive
zones within the store where customers can interact with their merchandise. Touchscreens or
tablets, for example, can give comprehensive product information, style tips, or virtual ensembles.
These interactive aspects enhance the purchasing experience and stimulate customer involvement
with the brand.

In conclusion, establishing a store in SM Marikina is consistent with Uniqlo's overall

strategy. It is vital to assess the site in light of aspects including foot traffic, target market
alignment, competitor presence, and accessibility. The clothing options offered by Uniqlo span a
wide spectrum, including staples, basics, and exclusive collections. The observed merchandising
strategies include generating excitement, improving the shopping experience, and boosting sales.
Thorough market research, continuous consumer preference tracking, aesthetically appealing and
convenient shop layout, and the introduction of new and unique products are just a few of
my location and merchandising recommendations. By putting these recommendations into
practice, I believe Uniqlo will be able to meet the fashion demands of the neighborhood while
maximizing the mall's prominent position as a destination for shopping.