UNIQLO Fitting Room Is Now "Candid" Event Can Not Underestimate The Subsequent Impact Of The Incident.

There are a lot of recent hot events in UNIQLO. First, the last joint venture launched by UNIQLO and KAWS launched widespread looting. Jokes without bottom line even use the latest popular "Yuan Longping's decision to cut production" expression pack to ridicule the matter.

Recently, UNIQLO unexpectedly burst out a "candid camera" incident. A woman customer tried to change clothes in a fitting room at Longhua shopping center in Shenzhen, UNIQLO, where she accidentally discovered that there was a hidden pinhole camera in the fitting room. ICO

According to news reports, a female customer surnamed Zhong in the fitting room, through the fitting room, a strange button like button, found it for camera canting pinhole camera.

Soon, Zhong's customer and the UNIQLO store were reported to the police in Longhua, Shenzhen. UNIQLO said in reply, UNIQLO complies with any relevant laws and regulations of the state, and will cooperate with the public security organs to detect the case. The owner of the UNIQLO store also said that the line slot with pinhole cameras was not the object of the store, but the camera was not installed. The store has been in operation for 4 years and has never had such a phenomenon before. After the incident, he immediately reported the matter to the higher level company.

Although the police are investigating the case at present, from the two perspectives of business logic and interest orientation, it is totally impossible to believe that there will be UNIQLO involvement.

Because this is a vicious offense. For UNIQLO, none of these events is conducive to UNIQLO, and it will only cause huge damage to UNIQLO's reputation. You know, in 2015, there was also an "indecent" event of great influence in Sanlitun, Beijing.

Surprisingly, two incidents involving women's privacy happened in the fitting room. Fitting rooms will become the key to the brand reputation and store management services of UNIQLO.

No matter what the identity and motive of the criminal suspect are in the final investigation and confirmation of the police, UNIQLO has to be extremely vigilant and possible follow-up risk management for this "candid camera" incident.

Because the privacy problem in public places, especially for women's privacy risks, is extremely bad.

The vast majority of clothing stores provide a fitting room experience, which is the basic configuration of clothing chain stores. People who are familiar with the clothing industry know that fitting is often the key means of spanforming the customers to the final purchase spanaction.

That is to say, unless there is a good understanding of the size of their own body, and have a very sophisticated and precise judgement of customers. When most people buy clothes at the store, almost all of them need to try fitting to complete the key step decision.

Especially the clothes that are exposed to the body: skirt, trousers, body fitted and so on.

If there are no obvious abnormal characteristics, customers usually have a sense of trust for the fitting room. For UNIQLO, which has a well-known brand influence and good store service, the trust of customers will be more confident.

Therefore, UNIQLO, as mentioned above, needs to be extremely vigilant and possible to deal with subsequent risks to the "candid camera" incident. The reason is that once this trust is lost, many customers of UNIQLO loyal customers, especially female customers, will turn against the word of mouth of UNIQLO.

We have reasons for this doubt, coming out of the following three reasons and the negative effects that may be caused by consumer groups.

First, undifferentiated sources of UNIQLO passenger flow.

Like other clothing brands, UNIQLO is also dominated by women's clothing, taking into account men's and children's clothing. In view of the practical and affordable features of UNIQLO's clothing design, quality and location, UNIQLO actually has more diversity of customers than its customers, including Spain ZARA and Sweden H&.

M, GAP and other similar brand stores.

At the same time, different from ZARA and H&M habits, men and women will be separated from the upper and lower levels. The layout and layout of UNIQLO stores are customary to adopt the same store mode. Therefore, only the uniforms of UNIQLO, there is no difference between men and women.

That is to say, we assume that the pin hole camera found by the female customer in the UNIQLO store today is a male installation. Then, when the man enters the dressing room in the name of the customer's fitting, no doubt can be found from any angle or doubt.

People take their clothes into the fitting room with the identity and behavior of a customer. As for what the suspect did in the fitting room, there was no way to know. After all, UNIQLO will not install a surveillance camera in the fitting room itself.

On the contrary, when a male customer enters the fitting room of the women's clothing floors separated by ZARA and H&M, it is relatively easier to detect abnormal behavior.

Second, the sense of public insecurity caused by candid camera.

Over the past decade, with the popularity of digital devices and the Internet, there are far more than one thing about the use of pinhole cameras. Internet search "canteen candid", "Internet cafes candid" and other keywords news, is only the public relations agency to investigate the search results, far more than one or two cases.

One of the reasons for such candid events is that the suspects have the closest access to women's privacy. As for privacy venues for men and women, the possibility of canting will be greater.

Back to the events of UNIQLO fitting rooms, when female consumers are based on the privacy confidence of UNIQLO's big brand reputation, once consumers appear to be "candid" events, consumers' psychological inclination to avoid risk of indifference will not exclude Lenovo's unsafe fitting room.

This is a big negative event for UNIQLO's store service reputation.

Third, adjustment of the service consciousness of UNIQLO stores.

Perhaps, for UNIQLO companies or consumers, the service requirements of UNIQLO stores tend to stay on the front part of shelf goods, on-site consulting services, cashier and after-sales. For the fitting room, it is easy to focus on the equipment in the fitting room with slippers, clothes hooks, stools, etc.

Just like the "indecent" incident of UNIQLO Beijing Sanlitun store in 2015, the pinhole cameras that happened today in Shenzhen's UNIQLO store are UNIQLO's places of management and service boundaries.

Can customers further move and intervene if customers enter the fitting room?

But anyone would have thought that the fitting room is actually the only place to reveal privacy in a clothing store.

At present, UNIQLO closely cooperates with the Shenzhen police to investigate this matter, giving a feedback to Zhong's customers. There are not many essential ways to adjust the wind control mechanism triggered by the "candid camera" incident.

You can't imagine that every male clothing customer's fitting room should be checked by a UNIQLO clerk. Besides, the suspects involved in such cases can not be completely suspected of being male.

What customers do in dressing rooms, UNIQLO can't monitor interference. After customers enter the fitting room, UNIQLO is not able to check and clean up the next time.

Therefore, this is why the two mentioned above, UNIQLO for this "candid" incident, all need to arouse very high vigilance and possible follow-up risk management.

This is a risk worthy of vigilance and treatment for any business that provides a public privacy venue.