Every day at 9:30 a.m., staff at the Uniqlo store on New York's Fifth Avenue gather on the first floor for a morning pep talk. Employees take their places in a choir formation on the stairs, beneath towering shelves of rainbow coloured cashmere and denim, each with a notepad and pen in hand. They are here to recite "The Behaviours," a series of phrases that define customer service at the Japanese clothing giant.