Customer Need First, Company Desire Never

“The reason why Uniqlo was able to grow rapidly is because everyone wanted to realize the company's business philosophy as soon as possible, and it is the result of the whole company working together. The attention Uniqlo received from society is not something we can control, nor do we desire it. But we know that customers who come to buy Uniqlo's products will naturally comment on the price and quality of the products. Public praise will naturally promote the growth of the company and the improvement of its efficiency. As a company, what we need to do is to strive to explore the needs of customers and produce better products according to the needs of customers. Whether such an act will lead to a new "Uniqlo craze" is something no one can predict or control.”

“There, students had everything they needed for life, and it was easy to take. They didn't need any assistance from the sales staff, it's completely self-service. There wasn't that commercial flavor of trying to sell things, and the store layout was completely designed from the customer's perspective. Students walked in the store as casually as they would browse a bookstore or a record store. If they like something, they buy it, if not, they just look around and go out. I suddenly realized that selling our casual clothes in this way would be very interesting. However, this simple "self-service" form could easily be misunderstood as us trying to save on labor costs, a misunderstanding we would not want. Therefore, we believe the best way of service is "self-service that customers want", which later became UNIQLO's operating principle of "HELP YOURSELF".”

“else. I was convinced that I had to dominate the customer, and at the same time be by their side, but I would only achieve it if I managed to sell to them directly. And I was also convinced of another important issue to carry out everything that was on my mind: nobody buys just for the price. The first thing someone looks for is to like what they want to buy. The product has to be right. That's the key".”

“the world, the owner of Inditex told me that he always clearly saw that customers should never be lost sight of. He had stood out in that shirt shop for his way of attending to those who came in. That serious and hardworking boy, always ready to lend a hand to whoever needed him, is the same character who today, at seventy-two years old, knows how to pay attention to those who require his opinion to solve a problem or address an important issue in the dizzying pace of international expansion that the company is moving at.”