At Watsons, we always make customers “LOOK GOOD, FEEL GREAT”. The brand has launched a Brand Refresh Campaign throughout 12 operating markets across Asia and Eastern Europe. The best way to live the “Look Good, Feel Great” brand value is to start with our employees, therefore Watsons evolves by introducing brand-new store team uniforms which help project a young, energetic and stylish brand image.
Emily Wong, Regional Marketing Director of Health & Beauty Asia said, “To move the brand with times and build more interactions with our young customers, we have launched a Brand Refresh Campaign to convey a sense of youth and vitality and offer refreshing online and offline shopping experience. A set of brand-new uniforms has been introduced to kick start the campaign.”
Nurture Local Talents
In recent years, Watsons has endeavored to attract more and more young customers to shop with us. To make them look good and feel great, our store team plays an important role as they are representing Watsons to interact and communicate with our customers.
To drive more new ideas on uniform design, we teamed up with the Institute of Textiles and Clothing of the Hong Kong Polytechnic University, to organise a uniform design competition and help design a set of youthful and refreshing uniform for our store team. The competition opened to all students from Institute of Textile and Clothing, which enables young student designers to put their knowledge into practice, gain valuable experience as well as international exposure.
Listen to Our Employees
As an international brand with global business presence, the choice of uniform fabrics and designs has to fit the needs of our teams in different regions. For instance, due to the hot and humid weather in Hong Kong and other countries in Southeast Asia, the uniform fabrics should be thin and breathable. To help students understand the needs of store in 12 Watsons markets and learn to apply their knowledge into real-world situations, they were offered a chance to get in touch with store team in person and listen to their preferences and opinions. Their task was to design stylish yet comfortable uniforms which enhances our image and makes our store team looks smart and help provide quality and professional services to our customers. Watsons strongly believes that listening to our employees is one of the key element for them to build stronger bonding with the company and commit to provide better service to our customers.
Uniform Turns Stylish!
After a rigorous selection process, Sharon Yeung stood out among all creative designs and became the winner. She explained, “Each and every detail adds up to a good retail brand experience. When designing the uniform, I paid meticulous attention to every detail of it. The uniform design is suitable for daily operation works (such as stocking shelves) plus a touch of fashion, for example, the new store manager uniform carries with delicate and subtle details on the collar. The slim-fit design makes them look younger and more confident.”
New Watsons uniforms help build a young and professional image for our store team while addressing their daily practical needs. Our beauty advisors uniform comes with a makeup bag which lets them put all beauty accessories and provide make up and beauty advices to our customers at convenience. For our Health and Fitness Advisor uniform, it has a touch of lime green on the usual medical white colour.
In Watsons Brand Refresh Campaign, we started by bringing new look to our store team and giving fresh and energising experiences to our customers. There are more to come to excite our customers.
