What is your best experience at the Big Show?

Elizabeth: “I enjoyed the networking lunch. I feel that FIT is a very involved chapter and I am happy to be a part of it.”

Alicia: “I liked NRFSA meeting with other colleges and hearing what they have done throughout the year.”

What are you most looking forward to?

Elizabeth: “I can’t wait to see Bill Clinton speak as well as to network and walk through the Expo Hall.”

Alicia: “I am also looking forward to walking around the Expo Hall. I am excited to see the new technologies.”

Did you get anything out of attending the Big Show?

Elizabeth: “I would love to get an internship that can lead into a future job opportunity by attending the show, especially since I just graduated.”

Alicia: “I was most looking forward to learning about the new technologies and the information sessions that can only be learned or seen at the Big Show.”

 Fashion Institute of Technology students and faculty members gather at their booth in the Javits Convention Center at Retail’s BIG Show

In addition to meeting other students, from other colleges across the U.S., I was excited to meet Jessica Wilson, a senior recruiter for Walmart Stores. After meeting her at the NRFSA Retail Talent Networking Lunch, I was honored to have the opportunity to ask her a few questions about her career.

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

“My first job was at a grocery store in Oklahoma.”

Why do you like working in retail?

“I enjoy retail due to it is a fast paced environment.”

What is the best career advice you would give to a student?

“I would say, don’t be strict to your career path. Change is always good; you never know what new doors can open into a career.”

Great advice. I enjoyed speaking with Jessica and I hope to see reacquaint with her at next year’s BIG Show!

First to speak was Alyssa Rinck from the Fashion Institute of Technology. Although FIT’s NRFSA chapter began a little late in the game they were able to get a good handful of meetings in before the Big Event. These meetings consisted of speakers such as NRF’s very own Sarah Conrad, along with several executives from Bloomingdale’s. They also had professors within the college to give advice on how to create a professional resume and how to prepare for a formal interview. Along with developed their own junior committee to act as successors to their current committee.

Alexandra Rodrigues, representative for LIM College, spoke about how their NRFSA chapter has created a survey discussing how people ages 18-25 shop, (how frequently, with who’s money, where they shop) and is presenting their findings in a press conference at the Big Show later this week.

University of Arkansas‘s representative Katie Streepey discussed the four main strategic pillars that they base their  chapter around. The first pillar is to connect with board companies and hold conferences where students can network. The second pillar is recognition and awareness to share the NRFSA message to recruit new members. The third pillar is their infastructe to create a sustainable executive structure that allows freshman students to see growth within the chapter. The last pillar is their strong membership environment. The NRFSA University of Arkansas division stands by their motto “Progressive, professional, passionate-NRFSA.”

Some of the other schools present were focusing their chapters mainly on developing a stronger member base through new recruiting tactics along with setting up more informative meetings with speakers and recruiters from industry. Others, although rather new to the NRFSA showed a great enthusiasm in the association and all it has to offer and shared their plans for their chapters and hopes to keep strong connections with other student associations across the nation. Some schools were even lucky enough to score some great abroad programs through business partnerships such as Kohl’s.

After the representatives finished presenting their NRFSA stories we were given the opportunity to answer some questions regarding what we need to further inform new potential recruitment’s, what we want to be able to gain as members, and how we can develop ways to stay connection with all members across the nation. Some great ideas such as creating an exchange program within the different schools that have a NRFSA presence, and developing an informative video to use for presentation purposes for potential recruitment’s, were brought up.

The NRFSA business meeting offered a great insight on what other chapters were doing and gave us the opportunity to meet other members face to face. It also allowed for us to share ideas on how to stay connected and what other chapters can do to truly reep the benefits of their memberships. It was as great experience and really showed the growth of the association.

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.

We’re thrilled to introduce the following students, who you’ll be hearing from over the next few days.

Elisabeth Greenberg
Fashion Institute of Technology
Graduation Year: 2013
Major/Degree: Fashion Merchandising Management with a specialization in Buying; Minor in English.
Follow Liz G on Twitter

Why are you attending NRF’s BIG Show?

I was chosen to blog for my NRFSA chapter at the Fashion Institute of Technology.

What are you most looking forward to?

After looking over the agenda, I’m looking forward to attending the breakout sessions. I plan to gather new information about the retail industry and take advantage of every suggestion offered. I am also excited to network with retail professionals.

What retailers do you admire? Why?

I admire retailers who take pride in their employees and their customers. Those retailers who strive to keep their employees happy and meet their target customer’s needs and wants; are the retailers who I plan to dedicate my time to.

What’s your dream retail job?

My dream job is to became a CEO of a acclaimed retailer. I plan to start my career in planning, buying, or merchandising to prepare myself for my future.

Name: Kimberly Steinberg
Fashion Institute of Technology
Graduation Year: 2013
Major/Degree: Fashion Merchandising and Management
Follow Kim S on Twitter

Why are you attending NRF’s BIG Show?

To get a new perspective on the retail world and learn more about the industry and what improvements/changes are being made.

What are you most looking forward to?

I’m looking forward to hearing some great speakers give their insight and share their industry stories. I’m also excited to make new connections and meet people from the industry.

What retailers do you admire? Why?

I really admire retailers such as Uniqlo because of their devotion to creating affordable, high quality merchandise that can be incorporated into ones everyday wardrobe. I also admire Ralph Lauren for creating a lifestyle brand that keeps it’s original style and feel while still being coherent with modern trends.

What’s your dream retail job?

My dream retail job would be an editor for a fashion magazine such as Vogue or to be in an important position within a well known retail corporation such as Bloomingdale’s.

John Tylko
Santa Clara University
Graduation Year: 2012
Major/Degree: Marketing, with minors in Retail Studies, Entrepreneurship, Communication
Follow John T on Twitter

Why are you attending NRF’s BIG Show?

I have a passion for the intersection of retailing and internet technology, so I’m hoping to gain an understanding of where the retail industry is headed in that regard over the next few years. Mobile and social continue to define new areas of focus for these retailers, so the strategies that each company has used will be incredibly interesting to hear about.

What are you most looking forward to?

I’m particularly excited to see the exhibit hall and the many companies that will be exhibiting. I love hearing about new products and solutions for the industry, so I expect to get a lot from that.

What retailers do you admire? Why?

I admire Amazon for the way that they have focused on customer loyalty and improving the online shopping experience. The engineering driven workforce and programs/products like Prime and Kindle have made an unforgettable impact on the world of online shopping, and I think they will continue to outperform traditional retailers as the world of e-commerce continues to evolve.

What’s your dream retail job?

I’d love to work for a company that puts customers first and cares about the experience those customers have with their brand above all else. As traditional and online retailers continue to evolve in a world of new technology, they have to keep an eye on what the experience is like for customers who are shopping and interacting with their store and always maintain that perspective.

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

The dynamic, fast pace of retailing is very exciting. Every day is unique. Since you are always focused on beating last year’s sales numbers, you must bring optimism, entrepreneurialism, and analytical skills to this career.

Two of our university’s seven core values emphasize leadership and service to others. This makes Aggies a natural fit for workplace environments that require teamwork and customer service. For the student who describes himself as a “people person,” retailing offers constant, professional interaction with vendors, customers, and colleagues. Since promotion is based on achievement, careers in retailing can progress very quickly for top performers offering substantial financial compensation and responsibility.

You are the advisor for the Center’s internship program and you’ll be co-moderating a panel at NRF’s BIG Show titled “Lessons Learned from Internship Challenges and Triumphs.” Can you tell us why internships are important and how they shape a student’s professional development and career?

The percentage of companies that hire fulltime candidates from the intern pool has soared in recent years.

For students, internships provide essential workplace experience that encourages a more successful transition to professional employment. This goes beyond exposure to tangible skill building like exploring software programs, practicing retail math, or replenishing merchandise. To be successful in the workplace, students must carefully observe and adapt to fit the culture of their employer. This means learning to communicate in your boss’s preferred style and practicing appropriate “business casual” dress, which can range from jeans to simply no tie. Internships allow students the opportunity to fit into workplace expectations, understand office politics, build relationships, and assume a professional persona, rather than one of a student. By the end of a summer, students will know if retailing –with its hours, difficult customers, and culture of constant change – is for them. This is crucial to their personal career success, and their employers’ goal of long-term retention.

These are skills not taught in text books, but learned through the hands-on experience in that internships uniquely provide.

Maybe you can give us another sneak peek at the upcoming internship panel? Internships are competitive. How can students make themselves stand out?

To stand out, students must approach the job search as a three-step process. Simply loading your resume online won’t cut it.

First, do your research. Approach a recruiter able to discuss his company’s internship program with details that show you understand the requirements and opportunities it offers, such as weekly rotations, designated mentors, or special projects. Then articulate how your experience or skills can contribute to the organization. If serving as sorority president built leadership and public speaking skills, say so. If you miss last semester’s marketing research class because you enjoyed its emphasis on analysis and problem-solving, suggest that you are eager to use these critical thinking skills in a numbers-driven buying role.

Start early. As companies seek to build long-term relationships with students, they may offer multi-year internship programs. Imagine what an asset you would be after graduation if you have already completed an internship in corporate and in stores. Begin visiting career fairs during freshman and sophomore years, and focus on establishing a relationship with potential employers. Don’t forget, many companies complete their summer internship hiring prior to Thanksgiving. Waiting until you need an internship increases stress. Students may have to settle for a less-desirable position, or simply spend summer at home.

Follow-up. Send the recruiter a hand-written thank you note. This is a very personal gesture that takes time and shows initiative.

The Center for Retail Studies wrapped up its annual Retailing Summit in October. Can you share one or two highlights from the conference?

Companies that offer a higher purpose beyond profits are reshaping the face of retailing. No longer is it good enough to only offer products and services. Customers want to know what a company stands for. They want to be part of something bigger.

TheRetailing Summit’s timely discussion of Conscious Capitalism addressed how companies can generate emotional, social and financial value when they abandon outmoded operational structures that emphasize shareholder profits above all else. Whole Foods Market CEO John Mackey delivered this message when the Occupy Wall Street Movement was gaining momentum in early October, and Occupy Dallas protesters even walked past the conference hotel. Attendees applauded when Mackey said capitalism and business have lifted billions of people out of poverty, but that businesses have an obligation to do good in the world.

Your Center has partnerships with more than thirty top companies. What role do your industry partners play in the development of your students? What examples can you share that demonstrate the value of these partnerships?

Undoubtedly our corporate partners enhance the educational experience of our undergraduates. Each year we welcome almost three dozen executives into over fifty classes across multiple disciplines. Each guest speaker consults with his/her faculty host to craft presentations that complement the syllabus with case studies. This moves academic theory into real-world practice. For example, recently we hosted Jody Hall, Director of Global Sourcing for H-E-B. Students had discussed market segmentation. Hall then demonstrated how the grocery chain researched consumer trends to stock Texas shelves with premier food and wine. H-E-B then invited renowned chefs and wine makers from Spain into the store to teach its people about the products, and engage customers with the new culinary delights, not to mention the store and its brand.

Following class lectures, our top retailing students, the Zale Leadership Scholars, enjoy lunch with executive guests. In a casual setting, they inquire about career paths, hobbies, and families, and start building their professional network. This high-value learning experience teaches comfort and confidence interacting with retailing professionals. The Zale Scholars serve one year as the “ambassadors” for Texas A&M’s retailing education program. They leave with innumerable contacts and conversation starters like, “When I had lunch with the Neiman Marcus CEO…”

Any retail experience in your background? How did retail become an area of interest for you?

I worked a summer in juniors in a department store. However, I always aspired for a university career. The interaction with young people and the constant exchange of ideas exhilarates me. After graduate study, I joined Texas A&M’s division of student affairs, then moved to CRS. My passion for retailing came with this position. Whether selling toys, diamonds, tires, or apples, our corporate partners analyze human behavior to deliver goods and services that make life more fun, stylish and comfortable. It’s my privilege to work with many of the nation’s leading companies.

What else should retailers and others know about your Center’s upcoming programs and plans?

Our mission is to help retailers be great by connecting them with top talent, continuing education, and research resources that enhance their success. With an almost thirty-year tradition of excellence, the industry knows it can count on Texas A&M’s Center for Retailing Studies to be a thought leader and reliable academic partner.

Three ways NRFSA members should start getting involved right now:

1. Join the NRF Student Association LinkedIn Group.

Create a profile, share your areas of expertise and experience, and connect with other talented students who are also interested in retailing as a career. The LinkedIn Group is also open to NRF Foundation’s Employer Partners and NRFSA sponsors, making this an unique networking opportunity for all participants.

2. Make plans to attend the NRFSA student events, held in conjunction with NRF’s BIG Show in January.

Only members of NRFSA are eligible for the discounted student rate. The tentative agenda includes the second annual Retail Talent Networking Luncheon, a panel discussion on internships, and the NRFSA business meeting.

3. Sign up for Retail Careers Facebook and Twitter updates.

By following Retail Careers on Facebook and Twitter, you’ll have access to the latest news and announcements about which retailers are hiring, interviews with retailers who know what it takes to succeed in the industry, and other career advice resources.

At the launch of the association, the following fifteen colleges committed to offering members of their campus retail associations the opportunity to join NRFSA. (Read the press release for more information.)

• FIDM/The Fashion Institute of Design & Merchandising
• The Fashion Institute of Technology
• Florida State University Center for Retail Merchandising and Product Development
• Georgia Southern University Center for Retail Studies
• Fashion School at Kent State University
• LIM College
• Longwood University
• Ohio University
• Retail Management Institute at Santa Clara University
• The University of Florida David F. Miller Center for Retailing Education and Research
• University of Arizona Terry J. Lundgren Center for Retailing
• University of Arkansas Center for Retailing Excellence
• University of North Texas School of Merchandising and Hospitality Management
• University of Tennessee
• University of Wisconsin-Madison The Kohl’s Center for Retailing Excellence

Interested in joining but your college isn’t listed? Colleges and universities offering a degree program with a focus in retailing, marketing, fashion, product development, finance, supply chain management, real estate or related fields should consider becoming a College Partner of NRF Foundation and taking advantage of the opportunity to join NRFSA.

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.

As director of the Jay H. Baker Retailing Center at  The Wharton School, you collaborate with more than 50 industry partners to expand resources available to faculty and students to support education, outreach and research. How have these partners contributed to the development of your students? Can you share an example?

Our partners have offered their expertise to our students in many different ways. They have been keynote speakers at our conferences; for example, last year Roger Farah (President and COO of Polo Ralph Lauren Corporation) spoke at our annual Penn Fashion Week and this year Vera Wang and William Fung (Group Managing Director of Li & Fung Limited) will speak.

Many of our partners have provided guest speakers from various areas in their organizations to come into our classrooms as a way of bringing relevant retailing experience into our courses. They have also worked with faculty and students to develop research and consulting projects.

For example, I am currently working with a group of students on a term project for Dress Barn and I have worked with Perry Ellis and student groups to develop brand strategies and social media concepts. Finally, many of our partners have hired our students for internships or full-time employment.

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

Retailing is the largest industry in the United States, and it is a very diverse industry. It is an especially interesting time to get involved in retailing as the industry grapples with multi-channel opportunities. How will e-commerce, m-commerce or f-commerce affect traditional bricks-and-mortar stores?

While merchandising might be at the heart of a lot of retailing decision-making, there are also critical issues in supply chain management, in real estate decisions, in branding decisions, in human resources and in controlling operational efficiencies and costs. Many retailers are now developing global strategies as well.

Retailing provides a fascinating context for all of these critical business skills. Plus students who have an entrepreneurial bent usually gravitate towards some form of retailing.

You have an extensive background in higher education and academia (as a dean and professor of marketing at University of Miami and a published author in several industry journals, to name a few accomplishments). In a recent interview, you said “being an academic is the best job in the world.” What led you back to The Wharton School and the Retailing Center in particular?

For the last three and a half years I have been the dean of the School of Business Administration at the University of Miami. I am proud of the accomplishments that we achieved while I was dean there; we saw a big jump in our ratings, we made some very prestigious new faculty hires and we brought in better and better students to our programs. It was a very exciting time.

Although I really enjoyed being at University of Miami, it was not an ideal place for my family. Since I had spent 17 years at The Wharton School as a chaired professor of marketing and I was also vice dean of the Wharton Undergraduate Division before going to Miami, it was a natural place for me to return. I have very strong ties to the school and to the marketing department.

I also had very strong ties to Jay Baker. Many years ago, when he was president of Kohl’s, he helped me develop a creative term project for my consumer behavior classes. He came to the classroom several times with many of his top executives to make sure that the students had the most up-to-date information to work on their projects. The students loved him, and the projects were a huge success both for them and for Kohl’s. A few of those students ended up choosing a career in retailing once they graduated. I was delighted to have the opportunity to work with Jay again in this new role.

Any retail experience in your background? How did retail become an area of interest?

After graduating with an undergraduate degree I decided to work a few years before going back to graduate school. I worked in advertising and public relations, and many of my clients were in retailing businesses. I became interested in their problems and in creating effective marketing strategies for them.

When I went back to graduate school, I focused my research on understanding how consumers make decisions, why they buy what they buy. I studied brand loyalty, variety seeking and the design of product assortments — all issues that are very important in retailing. I also co-wrote a book on the supermarket industry called Grocery Revolution: The New Focus on the Consumer.

The Wharton School will graduate a new crop of undergraduates and MBA students in May. I’m sure many have come to you for advice and words of wisdom. What do you tell them?

This is a stressful time for students as the job market is more competitive than it has ever been. It is important when students are at Wharton to make sure that they take advantage of all of the opportunities that they have here, both in and out of the classroom. They have the chance to learn new and valuable skills and to form relationships that can last a lifetime.

When looking for a job, now is the time to try and follow one’s passion, to look for a job that can offer a lifetime career opportunity. While one does not have to stay in any job forever, finding a career path that makes sense for the long term is certainly an attractive option. I do think retailing offers that option to students.

Alumni can be great ambassadors for your program and retail. How do you keep them engaged in The Wharton School’s activities? Do you have any stellar graduates making a name in retailing you’d like to mention?

Many of our advisory board members are graduates of Wharton starting with Jay Baker himself! Also, Mohammed Alshaya (WG ‘84), CEO of M.H. Alshaya Company; Roger Farah (W ‘74), president and COO of Polo Ralph Lauren; Sam Haddad (W ‘93), president of Haddad Brands; Brendan Hoffman (WG ‘97), president and CEO of Lord & Taylor LLC; David Jaffe (W ‘81), president and CEO of Ascena Retail Group, Inc.; William Lauder (W ‘83), executive chairman, chairman of the board of The Estee Lauder Companies, Inc.; Pierre Yves Roussel (WG ‘93), CEO, fashion division of LVMH; Mark Schwartz (W ‘79), president, CEO of Palladin Capital Group, Inc.; Daniel Schwarzwalder (WG ‘72), senior managing director of Buckingham Capital Management; Steven Silverstein (WG ‘85), president and CEO of Spencer Gifts; and Robert Trone (W ‘81), founder of Total Wine & More …. Just to name a few!

In addition to serving as director of Wharton’s Retailing Center, you are a professor of marketing. What is your favorite course to teach, and why?

My favorite courses to teach are Consumer Behavior and Strategic Brand Management. These are courses that combine consumer psychology, customer analytics and strategic thinking in a creative fashion. They are so much fun to teach.

What else should retailers and others know about the Jay H. Baker Retailing Center and your programs and plans?

This is an exciting time for the Center and for the Retailing Industry. Changing technologies, consolidation in the industry and the move to a global marketplace presents tremendous opportunity for innovative solutions. We at the Center want to be right in the middle of it. We are looking to develop new curriculum for our courses, to create state-of-the-art new knowledge that will be relevant for the industry and to train our students to take leadership roles in the retailing world.

For more about the typical day-in-the-life of a marketing professor, read the full NRF STORES interview with Barbara Kahn.

Sandels Building, Florida State University’s Center for Retail Merchandising & Product Development

FSU’s Retail Center has a number of corporate partners such as Chico’s, Macy’s, Kohl’s and HSN.  What role do your partners play in the development of your students? What examples can you share that that demonstrate the value of these partnerships?

Our Center members play a very active role in our program. They speak in our classes on topics that are related to the course and share “real world” experiences with the students. They provide input for developing our curriculum so that our students are properly prepared to enter the workforce. Members give the students workshops and advice on resumes and interviewing techniques, as well as recruit our students for internships. Center members provide scholarships and speakers for our fall scholarship dinner as well as speakers and contacts for our annual spring Retail Summit.

Your center’s mission is to shape tomorrow’s retail leaders and advance retailing. Why do you think retail provides attractive career opportunities for young people today?

The students that choose our program here at FSU do so because they have already developed an interest in the retail industry. Once here, they soon discover they have made the right choice because of the exciting and abundant careers retail has to offer. What other industry will give them the opportunity to move up so quickly based on their performance and experience. This industry is so diverse and allows students to progress at a personal pace; there is no “glass ceiling” in retail!

You’ll have students graduating in May, what advice do you share with them as they apply and interview for jobs?

Throughout the students coursework we focus on “Executive Presence” working on proactive, professional and positive behavior so that they are properly prepared for their job search.  We make sure that our students understand the importance of a strong work ethic. Their first job may not be their dream job, but they can build on that experience. Two pieces of advice that we always pass on to our graduates is to “ABN” (Always be Networking) and never burn your bridges — the retail industry is surprisingly small!

There is a general misconception that retail is not a lifelong career.  What programs, classes or activities does FSU have in place that help dispel this myth, and communicate the multitude of diverse career paths available in the retail industry?

We begin at the sophomore level by acquainting our students with the many career opportunities to be had in the retail industry. Students become familiar with the numerous industry resources that are available and begin identifying and developing the skills that are necessary to succeed. Throughout their coursework they are exposed to the variety of careers to choose from in the retail industry and we encourage them to do summer internships to give them a chance to explore different types of professions. There has been a required internship in place for over 40 years and this gives the students an opportunity to research and find an internship in the retail arena that interests them and many lead to full time employment. During our annual Retail Summit, we invite our alumni back to give retail advice concerning their careers and successes and it gives the current students a chance to network and find out more about the careers of these young professionals. Right now we have four groups of students that are involved with the Florida Retail Federation Retail Masters Class in a team competition to determine the most effective, creative way to inform and excite a cross section of today’s university students about the enormous career opportunities in retail and we hope to make this an annual competition!

You recently held your Retail Summit and featured executives from JCPenney, Disney, Sports Authority and Cotton Incorporated.  Can you share some highlights of the event? What did the students learn from these retail professionals?

The Retail Summit is held in the spring and we have over 250 students attend. Our goal is to expose them to a variety of executives in an array of retail careers. One of the favorite speakers was from Disney who shared the product life cycle of Disney’s “Vinylmation” and then the students were given the actual product! The EVP from JCPenney shared her career path with the students and advised them to learn the business from the “ground up.” Sports Authority pointed out the power of the customer in this millennium; how you have to define and listen to your customer and how much social networking has affected the retail industry. Cotton Incorporated educated the students with their “dirt to shirt” concept and provided a grant that allowed the students to compete in recycling and reusing their cotton apparel. This is the second time that the students were able to participate in “speed networking” with the executives and FSU Alumni. One of the best pieces of advice an alumni shared was to always “dress and perform for the job you aspire to have.”

What else should retailers and others know about The Retail Center and your upcoming programs and plans?

HSN CEO Mindy Grossman at 17th Annual Scholarship Dinner

We will be holding our 17^th annual Scholarship Dinner in the fall. Last year Mindy Grossman, CEO and President of HSN, inspired our students with her “Eight Life Lessons.” This fall’s event will also include a special speaker and a ribbon cutting for our new labs and classrooms, featuring the Macy’s Merchandising Lab, The Office Depot Technology Lab and the yet-to-be-named Product Development Lab. We are always looking for new partners in the industry, and some of the benefits of joining the Retail Center include: providing input into a dynamic curriculum, creating an employer of choice strategy, and creating a visibility strategy for their companies.

We’re thrilled to introduce the following students, who you’ll be hearing from over the next few days.

Nekiya Covington
Florida State University
Graduation Year: 2011
Major/Degree: Retail Merchandising and Product Development
Twitter Account: @nec72288

Why are you attending NRF’s BIG Show?
As a participant in the NRF’s 2011 Aspire2Retail Intercollegiate Retail Challenge, I was provided the opportunity to attend the BIG Show this year. I am excited about attending the NRF’s educational sessions, exploring the expo’s floor, and being able to attend the largest retail conference in the world. I am honored to be one of few students to represent my university here at the convention.

What are you most looking forward to?
I am most looking forward to exploring the EXPO Hall. I have never been to a retail expo before, so I am ecstatic about seeing the new technologies and innovations that will be presented on the expo floor.

What’s your dream retail job?
My dream is to become the CEO of my own chain of children’s wear boutiques.

Jena Glick
LIM College
Graduation Year: 2013
Major/Degree: Fashion Marketing
Twitter Account: @jenaleslieg

Why are you attending NRF’s BIG Show?
To learn, to network, to be up-to-date in the retail news, and to educate others who couldn’t attend by blogging.

What are you most looking forward to?
Hearing what everyone has to say about the generation of techies. The big focus seems to be about mobile devices and their use in the retailing industry.

What’s your dream retail job?
Run a retail blog. I’m working on it, I currently write for Racked NY, a blog about retail and fashion in the New York City area.

Tatsiana Yafremava
Fashion Institute of Technology
Graduation Year: 2010
Major/Degree: Fashion Merchandising Management
Twitter Account: @Tatsiana_Y

Why are you attending NRF’s BIG Show?
It is an honor to represent my school, FIT, at the Big Show and raise awareness about its outstanding academic program and instructors. I also look forward to attending NRF’s educational session about the innovations and the current trends in the retail industry.

What are you most looking forward to?
As a recent graduate pursuing a career in fashion, I definitely look forward to networking opportunities. Attending the Big Show is a also a great chance to learn about the future of retail directly from some of the most prominent industry leaders.

What’s your dream retail job?
My dream is to become a Buyer for a specialty retail company.

Maria Roberts
Fashion Institute of Technology
Graduation Year: May 2010
Major/Degree: Fashion Merchandising Management (FMM)
Twitter Account: @mariarobertsFIT

Why are you attending NRF’s BIG Show?
I am always looking for extra curricular activities to better myself. Attending the NRF conference is a great opportunity to listen to those that have earned the right to be listened to and I believe that is the best way to learn.

What are you most looking forward to?
I am looking forward to hearing from some of the greatest individuals in the industry so that I can be up to date with the changes that are occurring, as well as networking with as many retailers as possible.

What’s your dream retail job?
I aspire to work with a recognized company that has an admirable history that I can learn from, as well as a positive potential future that I can contribute to so that I can make a measurable difference within the company to create a win-win-win for the customer, company, and myself.

Maddi Weinstein
University of Arizona
Graduation Year: 2012
Major/Degree: Retail and Consumer Sciences
Twitter Account: @maddiweinstein

Why are you attending NRF’s BIG Show?
I am attending NRF’s BIG Show as a representative of the University of Arizona’s Retail and Consumer Sciences program, as well as a member of the Student Advisory Board for the Terry J. Lundgren Center for Retailing. I am here to not only network and listen to guest speakers, but to learn from the best of the best in the Retail industry.

What are you most looking forward to?
I am looking forward to gaining insight to the industry as a whole from the people whose actions affect it daily, as well as being able to learn something new from each person I have the opportunity to speak with and get to know.

What’s your dream retail job?
My dream retail job is becoming a Buyer for a national, retail department store.

Adena Stein
University of Arizona
Graduation Year: 2011
Major/Degree: Retailing and Consumer Sciences
Twitter Account: @adenastein

Why are you attending NRF’s BIG Show?
I am attending NRF’s BIG Show as a Student Advisory Board Ambassador or the Terry J. Lundgren Center for Retailing and NRF Collegiate Blogger. I am here to broaden my professional network and represent the Retailing program for the University of Arizona.

What are you most looking forward to?
I am looking forward to meeting all of the people who paved the road I am taking toward my career. I am eager to watch, listen, and learn, while also networking and broadening my horizons.

What’s your dream retail job?
My dream retail job would be in Marketing and Event Coordination for retailers in American and European metropolitan venues.

Peter Sachse, Chief Marketing Officer of Macy’s and panelist at today’s Super Session, Consumer 2020: What Lies Ahead for the Retail Industry, hit the theme hard on the head when he said, “The millenials are going to take us just as hard as the baby boomers, I’m sure.” What Peter Sachse and others mentioned at the Super Session was mind-boggling. I couldn’t wrap my head around the conversation about my generation and that’s because it was about me. Retailing towards Gen Y/Millenials seems simple when you are one. The steps any retailer should take should allow them to interact with us on a personal level because we have been growing up in an age of technology and simplicity. We rely on our crackberry, our Facebook, and our Twitter accounts to not only build our social networking opportunities, but really to build ourselves as a brand.  The way we represent ourselves online shows retailers who we are and what we want. It’s easy for retailers to log onto a customer’s Facebook to see what pages he/she likes and then customize ads that represent the users web-surfing needs.

To be quiet frank, that idea scared me at first. I didn’t want to have advertisers that were omniscient of my every move. But now, I think it’s pretty amazing. The thought that I can with ease have a virtual personal shopper who knows my needs and wants is something that my generation is embracing fairly well. The world of retailing has taken on quite a challenge trying to target my generation and the ways in which the industry is changing are pretty incredible.

In the Big Show Pavillion Session named Showers of Creativity: Rays of Retail Inspiration, Kate Ancketill, Managing Director of GDR Creative Intelligence showed a slideshow of innovations that retailing has done visually to appeal to the technology-obsessed, simplicity-driven generation I call my own. In the show was a screen shot of a website, Clikthrough.com. On the left of the screen was a video of one woman speaking to another woman who was wearing a green shirt. On the right of that screen was that exact shirt with all the details of its design as well as the option to purchase it all while the video continues playing on the website. If that’s not simplicity, I don’t know what is.

Taking it back to the Super Session, that’s what another panelist, Cathy Green, President of Food Lion Family of Banners also mentioned. She said, “Our opportunity is to educate and gain consumer trust.” She continued that retailers need to do this with use of “deep personalization and simplicity.” She mentioned that there are two opposing camps to the availability of simplicity. Camp 1 is afraid of lending the competition a helping hand by offering the customer to research products of the same type from their mobile phones, while the second camp believes that mobile phone applications and in-store wifi will benefit the retailer because of its simplistic use to the customer.

What’s rather funny is that retailers really don’t have a say in the matter. Andrew Higginson, Chief Executive of Retailing Services and Group Strategy Director at Tesco PLC put it best when he said, “Let them choose.” My generation already knows how to research on the internet. As college students, we know to check Amazon or Chegg for college textbooks because we’re 99% sure that we can find cheaper prices on those websites than in our own college bookstores. For those of us who have smart phones, we know to check retailmenot.com before shopping because there’s an opportunity to get a great discount on the dress right in front of our faces or at the click of our buttons. We Millenials are eccentric and motivated to shop, and if retailers can continue to address our needs, well then, as cheesy as it sounds, it’s going to be a beautiful friendship.

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

NRF Foundation has added a new feature – a retail talent networking luncheon – to this year’s NRF BIG Show to honor the 100th anniversary. We have invited more than 100 students, from the best U.S. universities for programs in retailing and related areas of concentration, to join us at the 100th Annual Convention to represent NRF’s and retailing’s next 100 years.

We are also inviting retailers to send two recruiters to represent their company and “speed-network” with the students at the luncheon.

NRFF will hold the networking luncheon for students and retail recruiters on Sunday, January 9, from 12:00 noon – 1:30 pm, at the Jacob Javits Center in New York City. After lunch the recruiters, working as a team, will have the opportunity to meet with eight students at a time. There will be seven rounds of networking, giving recruiters a chance to meet and talk with 56 students. In addition, we will provide resumes of *all* students who attend the event after the Show concludes. This event is not officially part of the convention program, so recruiters do not have to register for the Show to attend. (If you are interested in attending, learn more about registering for the Show.)

Following the luncheon, NRF Foundation is excited to hold the inaugural meeting of the new NRF Student Association (NRFSA) where the students will work in groups to share ideas and make recommendations for the governance and activities of the new NRFSA. This group of “charter members” will work with NRFF staff in the coming semester to get the program ready to roll out to other U.S. colleges and universities that offer relevant programs to retailers in time for the Fall semester. The association will be the only one of its kind and will provide opportunities for retailers, students and academics to engage to help NRFF deliver a passionate, knowledgeable and committed next generation of retail talent to the industry. The NRFSA meeting will take place from 1:45 – 3:00 pm. If you plan to attend the luncheon event, you are welcome to stay for this event and see the students in action!

There is no cost for our Employer Partners to attend the networking luncheon, but for those retailers who have not had an opportunity to become a partner the cost to attend this event is $500.00 for two company representatives. Should your company decide to become an NRFF Employer Partner within the next six months, we will apply this fee toward the one-time, $5,000.00 partnership fee. (For more information about our Employer Partners.)

Student attendance at the luncheon is reserved for our College and University Partners. (For more information about our College Partners.)

Retail recruiters, we hope you, or someone from your company, will attend this exciting event to meet retail’s future talent! For those interested in participating, please RSVP to Sarah Conrad at conrads@nrf.com.

“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.

Read on to find out more about what Julie Wilkinson enjoyed most, who was her favorite speaker, and her dream job.

University of North Texas students at Shop.org’s reception and dinner at Cowboys Stadium
(Julie is on the back row, second from the left)

Name: Julie Joiner Wilkinson
College/University: University of North Texas
Hometown: Arlington, Texas
Graduation Year: 2011
Degree: Masters of Merchandising

Why did you attend the Shop.org Annual Summit in Dallas? What were you hoping to get out of your involvement?

I was eager to learn more about the future of retailing in the digital domain. I wanted to be involved in the Summit to receive retailing knowledge from forward thinking professionals in the industry.

What was your favorite session? Why?

My favorite session was “10 Innovations in Site Experiences, Social Commerce & Marketing That Can Change Your Business – Or Take You By Surprise” with speakers Doug Mac and Kelly Mooney. The session was fun and interactive and the speakers provided insight into how retailers can capitalize on social media.

Did you have a favorite speaker?

I really enjoyed hearing from Scott Savitz of Shoebuy.com. His discussion of the corporate culture at his company was inspiring.

What was the most exciting thing you saw or learned?

Overall, it was interesting to emerge myself into the culture of digital retailers. Previously, my experience had only been in bricks and mortar retailing so it was exciting to learn more about the digital medium.

What did you learn about the industry that you didn’t know before?

The importance of SEO was not something I had considered previously and I was unaware of the varying tactics one can use to improve the visibility of their website.

What other fun things did you do while in Dallas?

I explored the impressive Gaylord Texan Hotel! The sheer size and volume of restaurants and entertainment venues in the hotel is extraordinary.

What’s your dream retail job?

I want to eventually earn my PhD in Merchandising and teach at the collegiate level. Attending industry events, such as the Shop.org Summit, will inform my teaching and make me better able to teach future industry professionals.

Read the profiles of other of University of North Texas students: Kirsten Key, Ran Huang, Julie Wilkinson.

Ran Huang was also excited to learn more about trends in the industry, particularly how retailers are leveraging mobile technology to attract more customers. Read on to learn more about Ran’s experience.

Name: Ran Huang
College/University: University of North Texas
Hometown: Guangdong, China
Graduation Year: 2011
Degree: Master of Science

Why did you attend the Shop.org Annual Summit in Dallas? What were you hoping to get out of your involvement?

As a student pursuing a career in retail, I thought attending the Shop.org Annual Summit would be a great opportunity to learn about the current trends in the industry. It would also be good for my social networking by communicating with retail professionals.

What was your favorite session? Why?

I was really impressed by all the mobile sessions which talked about the latest mobile applications usage in retail business.

Did you have a favorite speaker?

My favorite speaker was Mitch Joel, who spoke about “Social Commerce and Emerging Trends.”

What was the most exciting thing you saw or learned?

In the EXPO Hall, I saw several technologies applied to improve customer satisfaction. For example, an eye-tracking system would understand the exact paths how viewers watch a web site. This system could be greatly useful for web design.

What did you learn about the industry that you didn’t know before?

I knew little about mobile commerce before. I learned a lot about how retailers leverage mobile technology to attract more customers and therefore bring more profits.

What other fun things did you do while in Dallas?

I enjoyed the party at the Dallas Cowboy Stadium and working with the UNT team!

What’s your dream retail job?

I hope to work as a buyer for a global retailer someday.

Read the profiles of other of University of North Texas students: Kirsten Key, Ran Huang, Julie Wilkinson.

We contacted several of the students and asked them to share more about their conference experience, what they learned, and — my favorite question of all — what’s their dream retail job. Here’s a profile of one student, Kirsten Key, and several more to come!

University of North Texas students at Shop.org’s Boot Camp
(from left to right: Nick Wood, Sarah Jones, Kirsten Key, Kimberly Staples)

Name: Kirsten Key
College/University: University of North Texas
Hometown: Greenville, Texas
Graduation Year: August 2011
Degree: Double Major, Merchandising and Digital Retailing

Why did you attend the Shop.org Annual Summit in Dallas?

I am very interested in the digital side of the fashion industry. It was a great honor for Shop.org to allow us as students to come and help out. It was a great learning opportunity.

What were you hoping to get out of your involvement?

Learn more about the industry and what is really going on everyday with in it, and to network with hopefully future employers.

What was your favorite session? Why?

I really enjoyed the breakout sessions about customer/consumer experiences. I had no idea that all these companies had these programs on their websites to enhance the customer experiences; it was very new to me. I was shocked to see some of the advances in technologies that retailers are now using.

Did you have a favorite speaker?

I really enjoyed Glen Senk from URBN — he was very inspiring.

What was the most exciting thing you saw or learned?

All the new technologies I saw that retailers are using online to enhance their customer experience, such as virtual fitting rooms from your webcam.

What did you learn about the industry that you didn’t know before?

Honestly, I did not realize how much time, research, and effort it takes to create a great customer friendly webpage.

What other fun things did you do while in Dallas?

We walked around the Gaylord Hotel; it is an amazing place. We also went to some great restaurants around Grapevine.

What’s your dream retail job?

I really love everything about this industry. However, Texas is my home, so I hope to one day work at a corporate company located here such as Fossil, Michaels or JCPenney.

Read the profiles of other of University of North Texas students: Kirsten Key, Ran Huang, Julie Wilkinson.

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