UNIQLO

"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"."