Book Review: 人気店はバーゲンセールに頼らない by 斎藤孝浩

おはようございます。

本日の文章はちょっと長いですが、久々面白いビジネス書を読みましたので皆さんとシェアしたいと思います。

今日のBook Reviewは斎藤孝浩氏の『人気店はバーゲンセールに頼らない』です。

The author, Takahiro Saito, has been working in clothing and accessories retailing industry for over 24 years at the time when he wrote this book.

He studied successful strategies carried out by famous clothing and accessories retailers, such as H&M, Uniqlo and Zara.

Based on his experience and study, he introduces several key points to succeed in clothing and accessories retailing business :

1. Strategy and planning
2. Action
3. Innovation

Strategy and planning:
Fashion trends in Japan changes rapidly and its change highly relates to weather.
General sales plans are made on a 5 to 7-week basis.
Detailed sales plans are made on a weekly basis.

Action:
Actions are customer oriented.
Sales on a weekend has comprise 60% of Uniqlo’s sales in a week.
Uniqlo offer discounts to boost up more sales on weekend, when most housewives does the shopping for the whole family. 

Innovation:
POS system does give a good insight on inventory and sales but it doesn’t exactly help you to understand customer.
Zara studied the reason why some clothes are tried on but not bought to improve their design. This information can only be observed by the staff, not by the POS system.

I think this book doesn’t only give business hint to business person in fashion busness but also in all industries.

It is a very nice book that I enjoy lately.

I hope you like today’s article.

Have a nice day!