Master-class «UNIQLO going forward: new challenges in a new market»
UNIQLO is a member of Fast Retailing Group, which ranks third in the sale in Fashion Retail. Anna Lemeshkina has worked in Moscow branch of UNIQLO for more than 7 years. She had a degree from Hitotsubashi University and now she heads marketing department in Moscow. Anna is responsible for market positioning, marketing strategy and policy, interventions and advertising campaigns.
During the master-class, Anna Lemeshkina told about company mission, the specific nature of work in markets of different countries, about consumer behavior and techniques for their attracting and retaining.
Students of the faculty have learned about the company’s activities in Japan and other countries and then they received task for develop a plan related to UNIQLO’s Saint-Petersburg market entry. Each group of students presented its project with all the details: from distribution of costs for advertising campaign (depending on target audience), to searching new forms and opportunities for advertising.
Anna Lemeshkina told about how UNIQLO entered Saint-Petersburg’s market, which marketing strategies were designed for it and what types of tools were used and why. She also explained why some strategies are very expensive but, nevertheless, effective and which marketing tools might suddenly become attractive in each specific case.
After students’ presentations, HR-specialist Svetlana Orekhova spoke of UNIQLO Manager Candidate Program and new internships in company’s offices and shops. Specific character of the company is linked to the fact that all upper-level positions can be staffed up by people started his career in UNIQLO: for Japanese people learning nuances of job from scratch is key for understanding its specificity and for guarantee professionalism of future employees.