Looking back on their summer internships, NRFSA members Allyssa Rinck (FIT), Lindsay Gray (Santa Clara University), and Rachel Wakefield (Georgia Southern University) all commented on how much they didn’t expect to encounter as interns. As many would have thought, their experiences weren’t focused purely on selling or fashion. Cross-functional projects with other interns made a real impact, and the feeling of professional development from exposure to executives made a huge difference for them. Each spoke of applying lessons from the classroom to real-world experiences, not just making copies or grabbing coffee.

Representatives from employers, Dick’s Sporting Goods, Brown Shoe, and Walmart, also joined the panel to comment on the goals of internship programs, training, and advice for success in any similar role. From an intern who juggled two different roles at the same time, to someone that had written a book as a sophomore in college, they each spoke of successes and initiatives that they’d seen interns accomplish at each company.

From left to right: Kathy Mance, Executive Director of NRF Foundation, Rachel Wakefield of Georgia Southern University, Lindsay Gray of Santa Clara University and Alyssa Rinck of the Fashion Institute of Technology.

Success wasn’t about just doing what they were told or asking for permission on projects. For these interns, it was about going above and beyond. This meant asking for forgiveness instead of permission and completing a task before their manager had even asked them to do something. According to these recruiters, interns should take their own responsibility and assume there’s never an upper limit with what they can do.

The biggest impact came from those who saw the mark they could leave on a company. Working on projects for the Chief Financial Officer of a company or playing a role in a key part of the company’s mobile app, the students and recruiters who were allowed to see the bigger picture and had greater exposure to executives gained the most in terms of career development.

For those now entering the search for an internship, advice included displaying high energy and creativity, along with good communication skills and pre-interview research. Students who had done their due diligence made a much bigger impression in an employer’s mind than those who finished an interview with no questions for the employer. Gaining sponsors in the interview process or during the actual internship is what these students should focus on.

As the newly formed NRF Student Association continues to grow, it will be interesting to see the development of these programs more closely align with the interests of each student. It’s not often that students and recruiters get a chance to talk candidly and comment on the experiences and goals they share, so the collaboration that the audience witnessed today is sure to drive upcoming intern programs in the future.

You have an impressive career history, with more than 15 years’ experience in marketing and business management. How did it all start? How did it lead you to your leadership position at Anthem Worldwide?

I have an undergraduate business degree from the University of Virginia’s McIntire School [of Commerce], and it was a great place to get an education and build real-world skills. It was the marketing club there that first sparked my interest in the space, and then I had my hand in it ever since in one way or another.

From my experience in CPG (consumer packaged goods) at Clorox to building a brand from the ground up at a start-up, I realized my passion centered around strategic brand building. Being able to focus my energy in this space every day is what brought me to Anthem.

What was your first paying job? Any retail store experience to share?

My first paying job was actually in a retail establishment — a local restaurant. I also worked as a salesperson at The Gap. I remember my first big sale at The Gap – that was a high! It was fun to learn how to work with shoppers, identify their needs and then see how you could solve that need with the merchandise at hand.

When we’ve asked executives about an important skill they’ve learned and used on their climb up the career ladder, many say, “Hire people who are smarter and better than you.” Do you agree? What are some other traits you see as important for success?

Yes, I would agree with that statement. You want to hire the best people possible to be on your team and then support them to do what you hired them to do. Other critical skills I’d advocate: be passionate; be proactive — providing solutions, not problems; take ownership, holding to your commitments; and be willing to work hard.

What advice can you share with students and young professionals on how to advance in a marketing role?

In today’s marketplace, there are a few tenets I’d suggest students focus on:

1. Get close to consumers — that means talking to them directly
2. Understand them as shoppers, what motivates them to purchase
3. Be a good listener, be empathetic
4. Be where your consumers are, know the mediums they use and influence
5. Last, but not least, really love your brand!

Have you had any mentors or influential colleagues during your career? If so, can you share why they played such great roles?

The people I remember most are those who were my best supporters, which sounds obvious, I realize. But what I mean by that is they saw me for who I was and honored my talents. That is a tremendous gift.

There was a colleague in my early career who championed me with a senior leader to help get me established on his team and in a position to have significant impact in my first role out of college. It was a boss who understood the passion I bring to my work. I’ve also had two periods in my career where I worked closely with a peer set. I value those two experiences tremendously. We continue to act as mentors to each other as we continue to progress in our careers.

To find out what’s currently inspiring Kathy Oneto, what’s on her reading list, and how she thinks brand marketing will change in the future, read the full NRF STORES interview.

As a MBA Professor at the Hult International Business School and the Global Vice President of Digital Marketing at EF Education, you regularly encounter students. I’m sure many have come to you for advice and words of wisdom. What do you tell them?

With today’s technology you can really create your own path. If you don’t like something, then solve it by opening a business. Success is a choice in the digital age.

On the flip side, what are some common mistakes you’ve observed in graduates just starting out?

This isn’t anything new; but often students take a job for the money rather than taking a job for the passion.

What’s the best career advice you’ve received?

If you sweat the small stuff, that is what you will be working on.

What are some of the most important leadership lessons you’ve learned over the course of your career?

Simplify | Take Action | You need to give in order to receive.

In one version of your Social Media Revolution video, there’s a statistic: “80 percent of companies use social media for recruitment, and the percent using LinkedIn is 95 percent.” What suggestions do you have for job seekers on how they should (or shouldn’t) use social networking sites when looking for a job?

Should: Make certain their LinkedIn profile is 100 percent complete, as this will increase their requests for interviews 40 percent.

Should not: Underestimate the amount of time and weight employers put into researching your digital footprint. Your digital footprint can help or hurt your chances of getting the job even before the interview.

To read more about Erik Qualman, and find out his Twitter favorites and digital travel advice, read the full STORES interview.

You’ve had lots of exposure to the retail industry. You have more than 20 years of experience as a brand, product and sales marketing executive, and several of the companies you’ve worked for have been in the Apparel and Fashion industry. What characteristics do you think are most important for a successful career in retail?

Passion: It can carry you a long way and is infectious.
Integrity: Let your actions speak louder than your words.
Outward focus: Complete dedication to the customer.
Have a strong work ethic or go home.

You worked at Fusion Specialties for more than six years and then you were promoted to Brand President. What is an important skill you’ve learned and used on your climb up the career ladder?

Hire people who are smarter and better than you. Then trust them and remove the obstacles to their success… it works every time.

On your LinkedIn profile, you mention that, “Over the past 20-plus years, I have been fortunate to have worked for four companies that have provided me with the challenge of creating something out of nothing. Providing vision and leadership for these ground-breaking opportunities has been my greatest source of enjoyment and the foundation for my various successes.” Where does your entrepreneurial spirit stem from?

I’m not really an entrepreneur, but more of what you may call an “intrapreneur.” The difference is that an entrepreneur pioneers their own company. An “intrapreneur” works within an existing company and pioneers new ways to make it better or take it to the next level. The big difference: Ownership. What they have in common: Vision, willingness to accept risk and a strong independent streak.

What’s the best career advice you’ve ever received? Or, what has been a source of inspiration?

The best career advice? Be passionate about what you do. Shut up and listen — just to the right thing. The source of inspiration? Each day I wake up and remind myself that there are 100-plus families and a trusting list of customers that rely on what I do today. That is both sobering and inspiring.

When at Hartmarx Corporation, you established the apparel industry’s first educational institution dedicated to the advancement of retail associates. Can you share a little about what you learned in this role? Were there particular areas that associates needed the most training? What more can public institutions (high schools, workforce training programs, colleges) do to prepare jobseekers for work in the industry?

The program was called HSM University. For 30 weeks per year, we held classes for up to 35 retailers from around the country. We had classes in retail selling, professional fitting, tailoring and visual merchandising. We even were accredited by Eastern Illinois University.

As Director of that program, I was privileged to meet a tremendous amount of retailers with diverse levels of experience and skill. My greatest takeaway from that position, besides mastering public speaking skills, was that you have something to learn from everyone you meet. Over my five-year tenure in that program, it never ceased to amaze me how each class was unique and brought its own blend of experience from which, once shared, we all grew.

Today, all retailers can still benefit from a return to some of the most basic retail selling skills, customer service and clientele building principles. Social media, marketing, promotions, even great store design all have their rightful place. But nothing can replace the great value of the sales associate on the floor. A familiar recognition of a name or face, a kind smile, knowledgeable advice and a sincere thank you are priceless in a world cluttered with apathy and lack of discipline. The personal touch cannot be manufactured or projected. Rather, it can only be lived out every day, one-on-one, one transaction, one customer at a time.

Today, public institutions need to collaborate with retailers and industry organizations to expand internships and real-world training opportunities. No one should be able to graduate high school without having first experienced both working with the public and handling money (both personal finances and being trusted by an employer). This holds true at the college level as well.

Unrelated to retail training and careers: Fusion’s mannequins were the inspiration behind Old Navy’s “SuperModelquins” campaign. Other than the movie “Mannequin,” I’m not sure mannequins have ever been so prominently featured. You must have been ecstatic. Can you share how this idea came to be?

The SuperModelquin campaign was a collaboration between Old Navy and their agency of record at the time, Crispin Porter + Bogusky. The campaign would feature mannequins who were living the lives of supermodels. It would be a 360-degree campaign including TV, radio, social media, print, outdoor advertising and of course, in-store display.

We were approached by Old Navy just before Thanksgiving and asked to produce the mannequins for the stores. We then collaborated with CP+B and an L.A.-based Hollywood special effects house, Legacy, to coordinate the execution of the heads. The brand and the agency created the design of characters; Legacy developed the heads; and Fusion re-sized the prototypes to the actual bodies and created the molds. There were 13 characters in all. All this happened between Thanksgiving and January 20th.

Then we did something no other mannequin-maker could do. We produced 13,000 mannequins in 65 days and delivered them in a highly synchronized manner tightly timed with the launch of the rest of the campaign and unveiled to the public on the same day.

Honestly, it may have been one of our finest hours and a genuine example of fantastic partnership between a brand and their suppliers.

Interested in reading more about Peter Huston’s life lessons, the cyclical nature of mannequin popularity, and what retail trends he would like to see go away? Read the full STORES interview. 

We reached out to David about sharing his internship experience when we discovered that he made his connection with Five Below at our first annual student networking luncheon. We’re confident that his exposure to the “real world” of retail – and his persistence – will continue to benefit him greatly in this industry.

Tell us about your summer internship experience. How did you decide where to apply? What made you choose Five Below?

I had applied to many different retailers for internships my first semester Junior year. While it was still early, I had not heard much from companies. My major [at University of Arizona] takes a trip to the NRF convention in New York City every year, and I decided it would be a great learning experience as well a great networking tool. Our first day at the convention there was a student networking event with retailers all over the country and students from many different schools. Sitting at the table listening to all the different companies, I started to hear the same thing until the representative from Five Below showed up at my table. Kelly Ann, who was there on behalf of Five Below, was so excited about the company and about us as students having an opportunity to intern with them. Right then and there I decided I wanted to intern for them. I spoke with Kelly Ann after the event, but soon after I returned to school we fell out of touch. I called the office and did not get through. Then I remembered that Five Below was on Twitter. After a number of “tweeting” exchanges and two interviews, I got a buying internship in the apparel, fashion accessories and jewelry departments at Five Below. Five Below is one of the fastest growing retailers in the country and because of this I got to experience more and given more responsibility than I could have ever imagined, and it was great. Internships are meant to be a learning experience and I learned an exceptional amount this past summer at Five Below.

Internships are competitive. How did you make yourself stand out?

With all internships, you have to make yourself stand out in a good way and — for Five Below — I think I made myself stand out with my persistence and passion. After calling the office and not getting through, I did not give up. After getting “tweeted” back but not the answer I wanted, I did not give up. I showed them that not only do I love retail but I would love to intern for their company. I also stood out because I already had a solid understanding of retail because of attending the Terry J. Lundgren Center at the University of Arizona.

You worked as an assistant buyer and were given a lot of responsibility as an intern. How do you think you were successful? What were some valuable lessons you learned?  

I think I was successful in coming as an intern and not only doing assistant buyer work but doing it well. The retail industry is not an easy place especially for young professionals. I was intimidated at first but I just kept plugging away and soon it became the norm. Some of the lessons I learned was that while there are a lot of perks working in the retail industry, there are also a lot of things that are not fun. While being very tedious, they are just as important as the fun things.

What has you most excited for working in retail?

The component that has me most excited about starting to work in the retail industry is just the constant innovation. Companies are always adapting and reinventing themselves to cater to the customer. It is truly astonishing. There is never going to be a day that is the same and that’s what makes it hard but also so much fun.

What’s your dream job?

I have always loved Nike and their ability to combine technology and fashion/trends into sports apparel and footwear. I would love to work there at some point in my career so I can just get a feel for what it is like. Down the line in my career I want to have an executive position such as a General Merchandise Manager for a sporting goods/apparel store.

What advice would you give to other students looking for internships?

The best advice I can give other students would be to first explore all different options such as store management and corporate internships. Once you have an idea of which direction you would like to go in, do some research for the companies that interest you and see if their mission statement sticks out to you. The hardest thing about any internship or job in my opinion is getting used to the culture because every place is different. If you find a corporate or store culture that fits you, you are setting yourself up to succeed.

Anything else you’d like to share?

I am so thankful that I went to the NRF BIG Show convention not only because of the student networking event, but I was exposed to the retail industry on a national level and it was truly amazing.

Social media communications and marketing is still a relatively new career area. How did you get into this field?

I worked for Comcast for eight years in PR and I felt like I’d been waiting for a less formal, shorter form of communication like this my entire career. I never enjoyed putting news into a press release format so new ways to connect with the public and reporters was exciting.

I realized the true power of using social media channels in 2008 when we had an outage at Comcast. I saw people talking about the outage on Twitter immediately when it happened. I walked over to our engineer’s office to get briefed on what was happening then started sharing updates on Twitter about the progress of restoring service. The customer response was fantastic. The outage only lasted about 10 minutes but I could tell I struck a chord by helping customers with real-time updates.

What skills and expertise do you think are needed to succeed in this area?

I believe an excitement to share (even if it’s just parts of your life), curiosity and interest in others, a generous spirit, a willingness to help others and a passion for technology, because new sites and social media startup companies are popping up all the time. If you’re not passionate about the intersection of technology and communication, it will be difficult to keep up.

Describe what a typical day is like for you.

My day consists of team meetings, meetings internally about company priorities and campaigns, checking social media sites throughout the day, sometimes helping with social media updates and video or photo content. I often attend community events in the evening.

What suggestions do you have for job seekers on how they should (or shouldn’t) use social networking sites when looking for a job?

A few tips: Stay away from sharing anything you wouldn’t want public. Check your privacy settings regularly so you’re aware of what you’re sharing. Don’t worry too much about it, but have a filter in the back of your mind that what you share online may be somebody’s first impression of you.

Find people who work at companies you’d want to work for… and follow them on Twitter. Find ways to connect with them online and show an interest in them and their business. Also, find social media people and social media sites that share jobs. There are quite a few people online who like to post jobs and help people find jobs. Some Twitter accounts are dedicated at just posting jobs. With a little bit of research, you’ll find some great sites.

Find networking events where you can meet the people who may be hiring in real life. They’re usually industry associates. For social media, it might be Social Media Club or the Public Relations Society of America. There are many different groups, and meeting people in-person can help you get the job.

Any chance you have retail experience prior to working for Nordstrom? Tell us what that experience was like. Or, share what you like about working for a retail company?

The Seattle Mariners have retail locations and when I was younger I did help in the retail stores from time to time. My favorite part of working for a retail company is connecting with the community and finding new ways to use technology as a service tool. It’s fun to see people excited about fashion and the industry. I know firsthand that when you feel good, it’s easier to be confident. It’s wonderful to have a small part in helping with that.

Want to know what is next on Shauna’s reading list? Her favorite Twitter feed? And last retail purchase? Read the full STORES interview. You can also find out what Shauna is up to by following her on Twitter.

About the Retail: an Inside Look video blog series: At NRF’s 2010 and 2011 BIG Shows, NRF Foundation videotaped five-minute interviews with various attendees who work in all different facets of retail, from Directors of Sales to Vice President of Human Resources.  These interviewees discussed their climb up the retail career ladder and gave us insight into some of their favorite aspects of the industry.

About the Retail: an Inside Look video blog series: At NRF’s 2010 and 2011 BIG Shows, NRF Foundation videotaped five-minute interviews with various attendees who work in all different facets of retail, from Directors of Sales to Vice President of Human Resources.  These interviewees discussed their climb up the retail career ladder and gave us insight into some of their favorite aspects of the industry.

Watch our Retail: an Inside Look video and learn more about what Jeffrey has to say about his experience in the retail industry.

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About Retail: an Inside Look video blog series: At NRF’s 2010 and 2011 BIG Shows, NRF Foundation videotaped five-minute interviews with various attendees who have worked in different facets of retail, from customer service insight managers to specialists in loss prevention. These interviewees discussed their climb up the retail career ladder and gave us insight into some of their favorite aspects of the industry.

It is no wonder that we wanted to continue the interview with the man, who runs a company that includes iconic shoe brands Keds, Stride Rite, Saucony and Sperry Top-Sider. Read on to find out more about his first retail job, his thoughts on pursuing passions and engaging customers.

Matthew Rubel, Chairman, CEO and President of Collective Brands, is active in industry and civic organizations, including the Jay H. Baker Retailing Initiative at The Wharton School.

Your resume includes a number of blue-chip retailers and brands — J.Crew, Cole Haan, Revlon and Tommy Hilfiger. What about your very first retail job? When did you first fall in love with retail?

My first retail job was at a very young age at my parents’ clothing store in South Florida. When they finally let me on to the selling floor, I knew I loved retail. It was all about the customers and making them happy. I knew immediately.

We [NRF Foundation] talk about retail being an industry where your passion — whether it be books, the outdoors, technology or shoes — can be your work. Can you talk about pursuing passions?

People are passionate about brands. And when you are the brand builder, creating great brands, it’s really fulfilling. We are working with such iconic brands where you can engage customers in great items to bring more vitality and fun in people’s lives.

What do you see as the biggest benefit of working in retail?

The direct connection with customers and seeing them enjoy your products.

What’s the biggest challenge?

Retail is truly dynamic and ever-changing — no one day is ever the same.

What do you look for when you hire?

People who know how to listen, want to win and know how to think.

In a previous interview when asked, “What would you say to anyone considering a career in retail,” you said, “Stay focused on the customer. They hold the key to any retailer or brand success. Be ready for dynamic action, pace and change. It’s a great place to be creative, work with teams and build. It’s also great because if you make a mistake you can mark it down, learn from it and move on.” What other advice could you share for young people looking to get a start, or get ahead, in retail?

It’s important that you do what you love. Work should be fun. If you love customers and exciting them with great product and a fun, engaging shopping experience, then retail is right for you.

Want to know more about Mr. Rubel? What’s his must-have technology, next on his reading list, or the role of social media in his company and their plans for international growth? Read the full STORES interview.

We continue the interview with “Smitty,” as he shares more about his life-changing (retail) job, why he thinks it is important to gain experience in as many areas as possible, and that it “all comes down to pleasing the customer.”

Smitty’s Founder Clyde B. “Smitty” Smith who got his start in retail as a grocery clerk before opening his own store.
At 92, he remains a retail icon and innovator in the supermarket industry for his fresh thinking.

Tell us about that first life-changing retail job.

Keith Rushing gave me a job at his grocery store in 1936 in Ames, Iowa, and I stayed with him for six years. He gave me an opportunity to work in each department. This basic experience was very important. Mr. Rushing helped me get into my first store in Roland, Iowa, in the fall of 1946 by guaranteeing my note at the local bank.

What happened next?

Beginning in 1954, we took a step up from our 3,200-sq.-ft. store to our first large store of 14,000 sq. ft. We tried to build each consecutive store bigger and better to impress the customer and give them the products and services they were looking for. I grew my company from one store to six before I moved our company to Phoenix and opened our first store there in 1961. It was 56,000 sq. ft. — twice the size of any supermarket in Phoenix. [The stores were acquired by Fred Meyer in 1999.]

You write that your life changed when you first stepped onto a sales floor. How did you move from the sales floor to the owner of a company of superstores?

I was so blessed, honored and so well-pleased that the owner of the first store I worked in was Mr. Rushing. He gave me opportunities to learn the grocery business, every department — from groceries, to meats and produce. To get experience in all areas is very necessary to achieve success in one’s business venture. Then as your business grows and you have good consistent profit and loss statements, share the profits with your management team. You search for other opportunities to grow your company – this encourages your management team to reach out, work hard, show leadership qualities and compete for the positions they are best qualified to operate. This helps them build a career for their future.

You’ve mentioned that although today’s retail environment seems complicated, it all comes back to the fundamentals, and with proper application, anyone with ambition and desire can be a success. Can you share more about this? What are some characteristics that you think are important for success in retail? What advice do you have for young people looking to get ahead in the industry?

Once again it’s in-depth experience, total commitment, ambition and desire that are the basis for future success. You must also include selection of the best employees, followed by training and then putting employees into responsible positions so that they can prove their ability and talent. But it all comes down to pleasing the customer; they’re always number one.

What do you see as the biggest benefit of working in retail?

In the supermarket food business I say people always need to eat. It is up to you and your staff to offer the consumer the very best place to shop. Again, it’s lead and don’t follow the competition.

In the book, “Pioneering the Superstore,” it outlines “Smitty’s Basics for Business.” How would you summarize  “Smitty’s Basics”?

Work hard; be fair; be truthful; and have honor and integrity. Provide excellent leadership; build a team of experts; train, train, train; give incentives; share the profits; and put the customer first.

The keys to success are: listening to customers, caring for employees and vendors and taking risks in marketing to make a vision a reality. Today’s retail environment seems complicated, but it all comes back to the basic fundamentals. With proper application, anyone with ambition and desire can be a success.

How would you like retailers to apply these lessons?

Apply them and watch the difference in sales and attitude of the employees and customers.

Want to know what is on Smitty’s wish list? His favorite place to visit? Read the full STORES interview with Clyde B. “Smitty” Smith.

First thing on the agenda was a Student Networking Luncheon. Even at midnight, the excitement hadn’t subsided. I got to speak to industry recruiters from a ton of different companies who came just to talk to me and other students like myself.

One of my biggest mottos is to network until I die. Everyday is an opportunity to meet someone new and truthfully, you never know who you’re going to meet or where you’ll meet them, so be open-minded. Sure, I may not want to be a Visual Merchandiser or a Buyer, but I do believe in connections. I aspire to become a writer and any connection I can make with anyone could pave the path for my future. As many retailers are starting their own blogs or need copy-editors for catalogs and things of that nature, the retail industry is full of opportunities. Today was all about those networking opportunities and it was fantastic.

The luncheon was a speed-networking event in which retailers came to our tables for a set amount of time (much like speed-dating, or what I assume speed-dating is like, considering I’ve never gone speed-dating). Myself and the other five students at my table were greeted by so many friendly, energetic retail representatives I was all smiles when I left the event. Plus, the opportunities for internships were almost endless.

Here are some highlights:

• Industry professionals gave their time to come speak to students like myself and I came away with so much more information about not only internship and job opportunities, but also management. Collective Brands, the company that owns Payless, Keds, and Stride Rite (just to name a few), spoke about the ease of moving from one brand to another. There were a plethora of internship opportunities in just about every position in retail from Visual Merchandiser to Store Manager.
• The Container Store talked, jokingly, about the positives of being a little obsessive compulsive while working at The Container Store. They mentioned the one equals three motto that the company has. Essentially, it means that one amazing employee accounts for three great employees and that the company would rather give a higher salary to that one incredible employee who does an amazing job than settle for three employees. They appreciate the people who work for them and when hearing that type of energy and trust in your employees makes me feel like I’m networking with the right people.
• L’Oreal told us about their rotational internship program that exposes you to the multiple aspects of the company as well. It was so refreshing to hear that employees truly want the best for their interns. We have the old saying “We are the future” to explain why.

It was flattering to know that the NRF Foundation would put together an event such as this for us because they have faith in us, the future of retailing. The NRF has so much faith in us, that they even gave us the golden opportunity to help them in creating ideas for forming an exclusive student membership which will be named, National Retail Federation Student Association (NRFSA). Individual tables brainstormed on topics ranging from the expectations of an organization to the requirements for entry. And, my favorite part, is that we were automatically inaugurated! We’re the first in what will become an exciting chance for students to get their foot in the door and have real-world encounters with retailing.

So, in short, it was a lovely start to my visit at the NRF’s Big Show. The centenial birthday will be the greatest one in my history of attending (this is year two for me!). Taking a look at the schedule, there are many shows that seem to revolve around the transformation that retail has taken with the aid of mobile devices, so I look forward to seeing what retailers have to say about my techie generation.

Kip Tindell, CEO of The Container Store Kicks Off the First Annual Retail Talent Networking Luncheon

After the welcome message, the students were assigned a specific table with approximately seven to eight other college students. No time was wasted once everyone finished eating. The speed networking began right on time with the retailers starting at a designated table. Eight-minute intervals were given for each retailer to speak about their company and background before opening up the discussion for specific questions from the students.

Some companies that were present include: J. Crew, Macy’s, L’Oreal, The Container Store, Five Below, Sears Holdings Group, H&M, Toys “R” Us and Sleepy’s. By the end of the session, each table of students was able to hear from six different companies. Resumes were exchanged for business cards and everyone walked out of the conference room with more knowledge than when they came in. This speed-networking event was incredibly beneficial for both the students and the retailers.

Retailers Speed Network with Students from NRF Foundation’s Partner Colleges

Mr. Gaede has an extensive retail background. Read on to hear what he has to say about: why he loves the industry, what he looks for when he hires, and his advice to others looking to get ahead in retail.

Sven Gaede, CEO, Radley + Co., Ltd., credits his father as his biggest career influencer

You have an extensive retail background, holding positions in merchandising, finance, business development and product development. Can you share more about your previous positions and how you got where you are today?
I joined leading U.K. High Street retailer Marks & Spencer as a trainee merchandiser. I stayed there four years and left as a merchandiser. I then studied and earned an MBA … and from there joined Booz Allen Hamilton, consulting in consumer goods and retail. … What followed was a series of top-level management positions in retail. I have been lucky for the most part. I managed my CV carefully to build a rounded career, but was lucky that people believed in me and took a chance on me.

What are the two most important skills you’ve learned and used on your climb up the career ladder?
Integrity in dealings and clarity of thought and communication.

Who’s been your biggest career influencer?
My Dad. He instilled a sense of hard work, confidence and the goal of leading by example.

Finish this sentence: I love working in retail because … It is immediate, fast and dynamic.

NRF Foundation promotes retail as an exciting career destination. What do you see as the biggest benefit of working in retail?
It’s fun (most of the time), every day is different and you can move quickly up and across positions.

What do you look for when you hire?
Enthusiasm, intelligence and ambition — in that order.

What other advice can you share with young people looking to get a start, or get ahead, in retail?
Try different areas of the business if you can. Even if you can’t work them yourself, get to know how the whole value chain works. It is really interesting to know product and the sales process.

Want to know Mr. Gaede’s best shopping experience, person he’d like to meet, and how he unwinds? Read the full STORES magazine interview with Sven Gaede.

“Hmmm. I bet most folks don’t know that our very first employee that we ever hired
still works here. Her name is Barbara Anderson and she started more than 30 years
ago as our first salesperson and today is one of our fabulous Vice Presidents of Stores.”

When The Container Store joined as an NRF Employer Partner, we were thrilled at the opportunity to interview Barbara Anderson and feature her on our Retail Career’s Blog. Barbara has recently retired, but after her years of experience — and working with a lot of  people — she has great advice on the skills needed to get ahead. And, she has some great stories! Wait until you hear how she answered: “Tell us something about The Container Store that most people don’t know.”

When did you first fall in love with retail?

Very early in my life – when, as a child, I would play store for days on end and my toy cash register was a favorite toy. I always loved to go into stores, look at how things were displayed and watch the staff do their jobs. It was not until as an adult, when I had my first garage sale, that I realized I missed my calling. It took several years before I found The Container Store, and once I found it, I never looked back.

You started at The Container Store more than 30 years ago as a salesperson. You’re retiring as a Vice President of Stores. How did you get where you are today?

Oh gosh, over the years my career has taken many different and fascinating paths. All within a year and a half, I went from a customer to a part-time employee to full-time to store manager of our first store. After 11 years of store management, I became involved with building the community service aspect of our business; I ran the call center in its earlier days; developed new employee training and our first handbook; worked to ensure that every employee, in every store truly understood the culture that makes our company so great; was a regional manager and for the last six years of my career was one of our Vice Presidents of Stores. I have always been one to act if I see something that needs to be done or changed. I love interacting with people – employees and customers. I am willing to do what needs to be done to move things forward. These were great attributes to help me grow my career in an entrepreneurial company and to help guide The Container Store through the 30+ years of the tremendous growth we have experienced.

Can you talk about how an on-the-job experience or training program helped prepare you?

Obviously, I had no background in retail; however, so much of it came very naturally to me. Plus I really understood how I needed to be responsible for my own education if I was going to quickly learn the world of retail. I watched and listened to Kip Tindell (Chairman and CEO) and Garrett Boone (Chairman Emeritus), hanging on every word they said and display that they touched. I constantly challenged myself to be the best I could be and to be bold in trying new things. I quickly learned to read my customers and adjust my approach to their specific, individual needs. Retail became a fascinating laboratory for me – one in which I would constantly try new ways of displaying products and approaching customers and then tweaking the results.

What are the two most important skills you’ve learned and used throughout your career at The Container Store?

First, when dealing with personnel issues, I learned early on not to jump to conclusions. Good people really want to do their job well and if one assumes the employee is trying to do the right thing, but the results of their efforts were not what they or we expected, then the outcome of the conversation is much different than if I had immediately assumed the worst of that employee. This means I had to learn to really listen to what other people were saying and to not be too busy to ask questions in order to ensure that I fully understand the situation before I made a decision. I also learned the importance of regular follow up with clear and compassionate communication. Clearly spelling out for the employee what they did well and developing an action plan for the areas of opportunities they had for career growth.

Second, retail at The Container Store is all about true customer service. I learned how to quickly build a rapport with each of my customers that included more than just finding the product they were looking for. Instead I realized it was about truly caring enough to ask the right questions so that I could find the right and complete solution for each customer’s particular organization needs.

There are many misconceptions about working in retail (low pay, long hours, little career advancement, etc.). Which myth can you debunk for us?

At The Container Store, low pay is not an issue as we pay over industry average and employees are compensated according to their contribution. Long hours? Yes, I must say, some days are long days, especially during the busy seasons, however the hours literally fly by because it is so easy to get caught up in the positive energy in the store.

Finish this sentence, I loved working in retail because ………… each day was unique because of the people – our employees and our customers, the products and the opportunities that come with being a part of the service industry.

What was the biggest benefit of working in retail? What did you love most?

I could write a whole book about the benefits of working in retail. One of the many benefits I have always appreciated is the constant interaction with the people, whether it is employees or customers. It gave me a chance to be creative and truly feel as if I had been able to make a positive impact in another person’s life.

What was the biggest challenge?

At times, because of our passion for knowledge and belief that “Communication is Leadership,” keeping up with all the product information, training, and the large amounts of company communication can be challenging, but I would never have wanted it any other way.

What advice can you share about how to advance in the industry?

Some of the qualities one needs to advance in retail are self motivation; the ability to learn from all the opportunities and resources around you; lots of positive energy; love of people and a passion for sales and helping others. It’s also important to have an interest and understanding of all the different dynamics and metrics that explain the business and know how to put them into action to drive sales.

Tell us something about The Container Store that most people don’t know.

In the early days when we only had the 1600 sq. ft. store and no warehouse, Garrett would sleep in his car in the alley behind the store to guard the newest shipment of merchandise that would not fit into the store. As we gained more product and needed more storage space, Kip and Garrett rented regular storage units to store the extra merchandise. Since they had no way of keeping track of what product was where, they would have to go by memory and drive from storage unit to storage unit until they found it. In the beginning we did not have a safe, after the store closed we would hide the daily revenues above the ceiling tiles or under fixtures throughout the store and leave a note for the person opening the next day describing where the money was hidden. If the closing person forgot to leave the note, the next morning there would be a mad scramble throughout the store looking for the money. Times have certainly changed with armored car pick ups, 49 stores and a 1.1 million square foot, state of the art distribution center.

When The Container Store recruits, what are the most important traits you look for in a candidate?

Some of the qualities we look for are integrity and transparency; high, positive energy levels; exceptional communication skills; leadership skills; good time management skills; a passion for selling; and love of people. In addition, we also try to determine through conversation if the applicant has the same core values as the company values and culture.

What do you think will be the biggest change in the industry over the next decade? What should the next generation of retailers be prepared for?

The economy will be slow to recover as the country readjusts to the post recession economic climate. Many people will be managing lower disposable incomes which will change their shopping habits and retailers will be constantly adjusting to these changing patterns. To sustain success, retailers will need to be able to keep up with the rapid changes in technology. This will include understanding how to successfully communicate with their customers through all the consistently evolving channels.

In addition to the two skills that you’ve learned and used throughout your career, what other characteristics are important for success in a retail career?

Having good time management skills and the ability to keep multiple projects moving forward at the same time is a very important skill to have in a busy retail environment. Through trial and error I learned so much about all the different things that makes a product sell, such as lighting, placement with other products, shelf height, signage, staff embracement, etc. I also cannot emphasize enough the importance of loving to interact with people and the art of selling. The Container Store environment is a team oriented environment where we all understand that great accomplishments can be achieved if individuals do not worry about who is going to get the credit – which is a philosophy I have carried with me throughout my whole career. I also learned the importance of making sure all of our employees feel valued, respected and are able to see the progress they are making in their job performance. If the employees are treated well they will make sure the customers are well served and this of course makes for a strong and healthy company.

30+ Years at The Container Store – can you sum it up in one word?

Rewarding!

—–Q&A WITH JEFF DECK—–
who lives in Portsmouth, NH, enjoys speculative fiction books, role-playing games and drawing comics

Two days away from your twenty-eighth birthday, you embarked on the Great Typo Hunt. You’re quoted as saying: “This could be the last opportunity I have both the time and the funds for such a ludicrous adventure, before I go and really wreck my career for good.” Did it occur to you that this journey could become your career?

Ha, no, when I set out on the Typo Hunt Across America, I was just looking for a way to make a difference in the world using what skills I had. I’d decided to keep a blog so that people could follow my typo-hunting adventures, but I never imagined that the mission would become so high-profile — or that a book would come out of it!

NRF Foundation, the education and research arm of NRF, promotes retail as an exciting career destination. We think it is an industry where your passion can be your work. Can you talk about pursuing passions?

Life’s too short to not be pursuing your passions. Sometimes you’ll find an opportunity to get paid for that pursuit, sometimes not. I think we should do our best to find jobs that match up with our interests. In retail, people who are interested in what they’re selling will make for the most effective and content employees. Barring that, at least being able to feign interest is a plus.

As we move toward more and more online purchases, companies and corporations will scale back their workforce. If you’re someone looking to get into retail, it’s important to identify which employers will have truly longterm opportunities, in light of the shift to the online economy. It’s also important to figure out which retail employers will offer a livable wage and benefits and treat their employees responsibly.

Where do you see yourself in five years? Ten years? What would you like to accomplish, career-wise?

These days you have to be an armchair futurist just to figure out your own future. Economic and technological shifts ramp up certain careers and endanger others. I’ve had experience as an editor, but with the decline of print media, many editors, copy editors and other journalists have been given the boot, so I don’t see a promising long-term future in editing. I now have my name on a book cover, and certainly I wouldn’t mind seeing it on another one, but what’s the future of the publishing industry itself?

I may have to go rogue, upload myself to the internet and become the next Max Headroom, because the future seems to begin with an “e.” Whatever that manifestation, though, I would still like it to involve words and language, since I can’t imagine playing around with anything else.

Jeff Deck and Benjamin Herson, Authors of “The Great Typo Hunt: Two Friends Changing the World,
One Correction at a Time.”

—–Q&A WITH BENJAMIN HERSON—–
who lives in Beaverton, OR, is an Eagle Scout and a fan of science fiction

I read that you and your girlfriend once worked at rival bookstores. How did you like working in retail? Any words of advice for others?

We still do! I work at Borders and Jenny works at Powell’s. You know, a lot of people take the “sales is sales” philosophy and try to extend it to retail, but I disagree. Sure, if you are a salesperson at heart, then selling is the part you enjoy. For the rest of us, it’s about the product.

Not all retail is created equal, and I strongly encourage those who are seeking retail jobs to really consider their interests. Make sure whatever you’d be asked to sell/represent is really something that’s you. Think of it this way: Are you going to use your employee discount often? If you don’t answer YES!, you’re at the wrong store.

NRF Foundation, the education and research arm of NRF, promotes retail as an exciting career destination. We think it is an industry where your passion can be your work. Can you talk about pursuing passions?

My girlfriend and I are book people. Together, we chew through more than 100 books a year in our apartment. So we love work because we’re around books all the time. We constantly get to see what’s new so we’re mentally adding to our reading lists while at work. We spend our days with employees who are also book people. Not only that, but when it comes to time on the floor, we get to sell our favorite books to people. We can help someone out who comes in wanting X, Y and Z in a book but doesn’t know where to start because we already know this stuff anyway.

We’re working with something we already love, and that’s what makes it fun. I couldn’t do this with the same passion if I was selling art supplies or clothing. There’s nothing wrong with those kinds of stores; they just aren’t me. Stores can train you for the technical aspects of the job, but they can never really prepare you to help people find what they need when you aren’t already engaged with that type of product.

Where do you see yourself in five years? Ten years? What would you like to accomplish, career-wise?

I’m sorry, but this question is unintentionally hilarious. Due to the state of the publishing industry, both of my careers are in such incredible flux that I’d have trouble predicting next year. I’ve really enjoyed the book tour and the whole experience, so I’m hoping I’ll continue as a writer. I also expect (contrary to constant predictions) that Borders will still be around, though maybe not in the same form as we know it. Basically, as long as there are books, I expect I’ll be nearby, but I can’t offer much more of a guess than that.

Want to know more about common typographical errors? Read the full STORES magazine interview with Jeff and Benjamin.

“The constant change. You can’t stand still in retailing. You must always be innovating
and pushing the envelope. The competitive landscape is always changing. The customer
is always changing and evolving, and so must we. I like being challenged in this way. I
just love this business. It’s a privilege to come to work every day and do something I
absolutely love to do, even in this very difficult economic environment…”

Terry Lundgren, President, Chairman and CEO of Macy’s Inc.

Mr. Lundgren has been interviewed once again, and his insights are no less fascinating. On NRF’s BIG Blog, the CEO — of one of the most famous retailers in the world — discusses a range of topics from Macy’s annual parade, emerging holiday trends, and the company’s focus on localization. One particular part of the interview that struck us was Mr. Lundgren’s thoughts on how seasonal employees can turn a part-time holiday position into a full-time career. He goes on to share:

In September, Macy’s announced that it was hiring 65,000 seasonal employees during the holiday season. Some of these seasonal hires may hope that their temporary positions become permanent. As someone who spent part of his career as a store manager, what advice would you offer a seasonal employee on ways to stand out to management in the hopes of transitioning from part-time holiday help to full-time company superstar?

There will always be room at Macy’s for someone who is energetic, knowledgeable and focused on the customer. Selling skills are key. Many of the people who start with Macy’s as a seasonal store associate will end up with the company full-time. Some of them have risen through the ranks to be senior executives at Macy’s today. When I was just starting out in the company after college, I received some great advice from the manager who recruited me to the company. He said that to succeed, you need to “bloom where you are planted.” That advice has stayed with me to this day. It means that no matter what your job, do it to the very best of your ability. Really care. Go the extra mile. Show initiative and creativity to achieve your goals and go beyond them. If you really pour 100% of yourself into your job, people will notice. You will create your own opportunities for advancement.

Tell me something about yourself that most people don’t know.

When I started out in college, I planned to be a veterinarian. Then I learned what a veterinarian does for a living and what it was like to artificially inseminate a cow. So I switched to business. My first exposure to retailing was a high school job delivering clothing from a tailoring shop to local menswear stores in southern California. But I never really aspired to a career in retailing until I graduated college and interviewed with Bullock’s department store in southern California to be an executive trainee in the buying organization. At Bullock’s, I saw what an interesting, fast-paced business retailing was, and what good opportunities there were to advance my career without having to move from one company to another. I went from trainee to CEO of Bullocks Wilshire in 13 years and never stopped learning or loving my job.

To read the full interview with Terry Lundgren, visit the NRF BIG Blog.

Read our interview to find out more about Mr. Ullman’s thoughts on retail as a “team sport,” the importance of mentors, and how JCPenney builds “careers” for high potential employees.

Do you recognize your employees for excellent customer service? If so, how?

As a key principle of our WINNING TOGETHER culture, we encourage recognition in every aspect of our business. This is manifested by special awards at the store level as well as, when appropriate, through cash bonuses. Last year, in fact, we recognized more than 125,000 associates with a special bonus for their contributions to our overall customer satisfaction scores and, ultimately, our profitability.  We have a similar program in place this year to continue to recognize Associates for delivering on the key pillars of our CustomerFIRST initiative.

What characteristics are most important for a successful career in retail?

Retail is a team sport and developing the leadership skills to effectively lead others while continually executing in a fast-paced environment is fundamental to a successful retail career.

A person seeking a career in retail needs to have a passion for interacting with people – both in how they serve customers as well as in how they work with their colleagues to foster an environment of teamwork and innovation.  At JCPenney, we’re focused on becoming the preferred choice for a retail career and our best leaders are committed to seeking out opportunities to help their teams continually learn and improve.  In fact, I – along with several members of my team – lead internal training courses throughout the year to demonstrate our commitment to making JCPenney a great place to build a career.

What advice can you share with students and young professionals on how to be successful in the retail industry?

After college, I had the opportunity to work in a broad range of organizations, including IBM, the University of Cincinnati, and serving as a White House Fellow.  My first job in retail was at Sanger Harris in Dallas working in the supply chain organization — I literally went from the White House to the warehouse.  You can imagine the differences in each of those work experiences, and they each provided me with an opportunity to learn a whole new set of skills. Given the constantly changing consumer landscape, retail provides a significant opportunity to continually learn and grow, and having a broad perspective will serve as a strong foundation for a retail career.

I’d also suggest that young professionals find a strong, committed mentor.  I’ve been fortunate to have exceptional mentors, and they’ve each made a meaningful, positive impact on my career.

Why do you like working in retail?

With more than 150,000 associates serving the more than half of America’s families that shop JCPenney each year, there’s a level of energy that goes into continually innovating around the merchandise and the customer experience while still executing our day-to-day business that keeps this business interesting.

We vigilantly monitor all of the key metrics around our business, and we know where we’ve won and where we need to improve.  The prospect of having an opportunity to beat our competitors and win with customers is what make me excited to come to work each day.

Do you think retail provides attractive career opportunities for young people today?

Retail is probably one of the most attractive industries for young people because it provides more meaningful leadership and development opportunities than other industries. For example, with more than 1,100 stores and 150,000 associates, JCPenney associates often have the opportunity to lead teams and manage entire businesses earlier than their peers in other industries.  In fact, we have several younger associates running multi-million dollar businesses.

Given this, leadership development is one of our top priorities at JCPenney.  In fact, when other companies were recently decreasing their development budgets, we accelerated our training and leadership programs to ensure our associates are have the tools they need to lead their teams and inspire customers to shop with us time and time again.

JCPenney is one of NRF Foundation’s Employer Partners. Mr. Ullman was also interviewed on NRF’s BIG Blog about his company’s best practices in customer service.

With more than 25 years of experience, in merchandising and marketing, at companies such as Levi’s, Dockers, and Banana Republic, Mr. Coe knows what it takes to succeed in the retail industry.

Read on as he shares his thoughts about why he was drawn to retail, why you shouldn’t take any experience for granted, and why Lands’ End is a good place to work.

Nick Coe, President of Lands’ End, in the new Lands’ End Canvas store

What characteristics are most important for a successful career in retail?

I think it’s about curiosity, passion for product, a deep understanding of the customer and an ability to pull stories together whether online, in a catalog, on a shop floor or in a store window that inspire a customer to engage with the brand.

What advice can you share with students and young professionals on how to be successful in the retail industry?

Take nothing for granted; even the most junior level product/merchandising role can offer you valuable insight into how a specialty retailer works and what is required to succeed.  Moreover, you should be constantly studying the industry to understand the competitive landscape and what customers are being inspired by.

Will you share a bit about your own career path? Have you always been interested in retail as a career? If not, what led you to retail?

I became intrigued by the industry because I was naturally drawn to product that I couldn’t afford— enticed by beautiful tailoring or a perfect pair of jeans.  I was seduced by the notion that great quality could and should be available at a price the average customer can afford. Once I learned the basics of merchandising, I wanted to go beyond building product to building a brand. And I wanted to do it in concert with the customer, rather than to the customer. That means listening to the customer, merchandising to meet their real needs and occasions for wear, and ultimately, telling great stories.

Why do you like working for Lands’ End and why should others want to join you?

I think we have built an environment that cultivates and recognizes a passion for creativity for products, people and business solutions. At Lands’ End, creativity does not stop with design, but rather permeates the entire organization.

Lands’ End is an authentic brand with deep roots in quality, customer service and value that is more relevant for today’s customer than ever before. The opportunity to mine that history, leverage the knowledge of long-term employees and harness the loyalty of the core customer base to help chart a course for the future is invaluable.

What advice would you offer someone interested in a retail career or currently working in an entry level position?

I would say there are four things they need to do.

First, be prepared to face and drive change. This industry is all about change and it needs to constantly move forward to stay buoyant.

Secondly, you must take educated risks.  Recognize that what worked yesterday won’t always work tomorrow, so plan for that.

Thirdly, trust your gut. There is a fine balance between the art and science of design, merchandising and marketing, which is why a strong instinct is invaluable.

Finally, it is imperative that you clearly define and understand your customer and never stop looking for ways to surprise and delight them.

Nick Coe, President of Lands’ End, was also interviewed on NRF’s BIG Blog about his company’s best practices in customer service.

Aaron has worked in retail for over 10 years.  He joined Zappos in 2008, and oversees Brand Marketing, PR and video/blogs, as well as Business Development.  He received his BBA from University of Wisconsin – Madison, with a double major in Marketing and Management & Human Resources.

Aaron Magness, Senior Director of Brand Management and Business Development
Zappos.com

What characteristics are most important for a successful career in retail?

Retail is all about service.  People need to live and breathe customer service in everything they do.  Not just when they’re at work and not just if they work in a customer service department.  Customer service needs to be obvious in every department and every position.

What incentives, if any, do you offer employees who provide exceptional service?

We tend to stay away from financial incentives, but there are a lot of ways we recognize employees.  One example is we have a way that any employee can give any other employee a $50 bonus for WOWing them.  Another is a Master of WOW parking spot.  Others include giving Zollars that can be spent at our employee store.  There are many, but they all come back to being nominated/recognized by fellow employees and anyone is eligible.

What qualities do you look for in assessing and hiring candidates?

We actually have two sets of interviews that are equally weighted.  One is to see if you are a technical fit (pretty obvious, right?), and the other is to see if you’re a culture fit.  Since company culture is our top priority, it’s a 50% measure in the hiring and advancement process.  We measure against how they fit with our Core Values.

How do you encourage employees to feel like they have a voice in the company?

We’re big believers in open communication and transparency.  Everyone sits in cubes, so no one is sitting behind doors (except for our lawyers since they’re working on sensitive assignments).  This allows for direct communication and openness.  Employees aren’t encourages, but they’re expected to have a voice and speak up and drive ideas.  We have a monthly “Ask Anything” where employees can literally ask anything they’d like to know.  We post the questions and answers so all employees can learn from other questions.  Some sample questions are “How much did we spend in travel last year?”, “How much do we spend in phone bills every month?”, and they sometimes get silly such as “Do vegetarians eat animal crackers?”.  The point is that we have open lines of communication to listen to and act on employee need/ideas.

What do you see as the biggest benefit in working for retail?

We’re all consumers, so the market research is much easier.  You know how you want to be treated, so make sure you treat your customers that way.

Do you think retail provides attractive career opportunities for young people today?

Retail will always be around, continues to grow and the innovation is great.  Yes, very attractive.

What is some advice you would give to someone considering a job in retail?

You have to be real, have the passion and not be afraid to take risks.  That and, there’s no crying in retail.

To read more about Zappos, and their award-winning customer service strategies, visit the NRF Retail’s BIG Blog