#Japan #Shibuya, Tokyo #United Arrows #STAFF OF THE YEAR #Nozomi Naka

United Arrows' Achievement at Staff of the Year 2025

On October 9, 2025, the final stage of the prestigious "Staff of the Year 2025" contest was held, and Nozomi Naka from United Arrows Shinjuku Store secured the runner-up position in the Apparel category. This remarkable achievement marks Naka's second title, having previously won the Grand Prize in 2023, contributing to United Arrows' remarkable streak of three consecutive wins in this event.

The "Staff of the Year" competition, organized by Vanish Standard Co., is designed to recognize charismatic store staff who excel in customer service both online and offline, showcasing their human touch, influence, and service skills. The event assesses various service techniques, including online sales performance, customer interaction in physical stores, and effective use of social media.

The judging process began in May 2025, filtering through an initial large pool to 14 finalists (12 from Apparel and 2 from Retail). During the final stage, contestants engaged in a one-on-one role-playing customer interaction battle, followed by a personal speech round. The top two from these rounds then faced a "Before-After" challenge to determine the ultimate titleholder.

Final Stage Results

ROUND 1: One-on-One Role-Playing Battle

In the first round, with a client feeling the need for retail therapy, Naka skillfully assessed their lifestyle and emotions. She selected a soothing beige vest to instill comfort and trend-setting chocolate brown pants that would uplift the fashion enthusiast. Her proposed total outfit included a scarf to add flair during weekends and loafers to incorporate an active touch. Her impressive ability to understand the client's needs and provide personalized suggestions earned her the highest score, securing her progression to the next speech round.

ROUND 2: Speech "My Thoughts"

Having participated in the finals for the third consecutive year after securing the Grand Prize in 2023, Naka shared her heartfelt perspective as a mother of three. She emphasized that the customer-centric mindset remains unchanged despite the hustle of daily life, both online and in-store. She conveyed her passion for connecting with customers through fashion, where her job enables her to contribute to their daily lives positively. Naka's emotional speech earned her second place in this round.

FINALS: Before-After Battle

Competing against a 25-year-old client who loves simplicity but struggles with combinations, Naka listened to their vision while showcasing coordinating photographs on her smartphone. She crafted a design to enhance the client’s adult style without compromising comfort, featuring a skirt that accentuated their figure and a stylish top to complete the look. The delighted client exclaimed they didn’t realize such a transformation was possible, expressing gratitude and excitement for their new appearance. Although Naka's empathetic approach and support for their fashion journey were commendable, the judges awarded her the runner-up title.

About Nozomi Naka

Naka is a part of the United Arrows Shinjuku store, currently overseeing the OMO Headquarters' Operations Strategy Division for in-store digital transformation. As the only platinum-recognized holder of the company's unique staff certification program known as "DX Sales Master," Naka joined United Arrows in 2003 and began posting styling photos on the e-commerce platform in 2020, quickly rising to the top in follower counts and page views among staff.

In 2023, she was recognized for embodying customer experience through high-quality DX initiatives. Starting in April 2024, she will also become involved in supporting styling and social media initiatives company-wide. Naka's participation in the "Staff of the Year" contest began in 2023, and with her recent runner-up title, she once again demonstrates her dedication and exceptional skill in customer engagement.

For more information, you can visit the official site of the "Staff of the Year 2025" contest here.