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.

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.

On Valentine’s Day, when everyone was feeling the love, we reached out to our Retail Careers Facebook and Twitter followers and asked them to tell us why they loved retail, and specifically, why they loved working in retail. Here’s what they had to say.

ALWAYS CHANGING

Retail is never perfect — there’s always a way to do something better, and that’s what I love most!

I love retail because I’m never bored. Things are always busy, even when there are no customers!

I enjoy the variables which constantly change in the retail equation. Yesteryear it was S&H Green Stamps, today it’s electronic loyalty programs. Customers used to clip coupons, and now they can use digital coupons smartphone applications. But one thing which has always remained the same is that a satisfied customer makes our paychecks possible!

PLEASING CUSTOMERS

I have been in retail sales for over 20 years and I can’t get enough of it! I am one of those lucky people who really loves what I do… I love making my customers feel that I am there for them, to listen to their needs, and strive to help in anyway I can. You can’t always help everyone that walks into your selling world be it whatever you do, but to leave a lasting impression that wins their business is what 100% Customer Satisfaction is all about!

I heart working in retail because I feel like I have a career in making people’s day everyday.

I believe to be truly happy you have to love what you do, & I do! My formula: RETAIL+ME=100% Customer Service!

I love retail b/c everything always changes. How do you convince the customer to buy what you are selling? It is so much fun trying to figure it out.

That’s hard, because there are so many things I like about my job. I’d have to say I love my job because it’s challenging, in a good way, and it’s rewarding because I get to help people do what they want to do. It’s different every day. It provides me with the opportunity to be creative and to try new things, meet new people, work on projects, and to continually stretch myself in doing things I’m not always comfortable doing. So my job still remains challenging. Being able to help people—the—helping them find work that they really will enjoy as much as I enjoy my job and career.

FAST-PACED, TEAM ENVIRONMENT, & PASSION FOR FASHION

There’s nothing like the daily hustle and bustle.

Being on a team to help get the job done and helping the community through volunteerism and donations.

I loved working in retail because I like clothes.

Let’s continue the conversation. We want to hear from you. Tell us what you love about retail by making a comment below!

Want more love? Read last year’s I Love Retail blog post.

“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.

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.

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.

Chris McCormick was first drawn to L.L. Bean because it was a family-owned business and built on a love of the outdoors. Mr. McCormick became the company’s Assistant Advertising Manager in 1983. In the 18 years that followed, he earned a succession of promotions: in 1991, he became Vice President of Advertising and Direct Marketing; in 2000, he became Chief Marketing Officer; and, as of May 2001 — upon Leon Gorman’s move to Chairman of the Board — he became the first non-family member to take on the title of President and CEO at L.L. Bean, Inc.

What incentives, if any, do you offer employees who provide exceptional service? What qualities do you look for in assessing and hiring candidates?

We look for friendly, positive people who are down-to-earth, share a love for the outdoors, and have a sincere interest in helping customers.

Do you believe that retail in general, and L.L. Bean in particular, provide attractive career opportunities for young people today? How can you — or any other retailer, for that matter — ensure that your employees are consistently good ambassadors for your company?

At L.L. Bean, we have the advantage of a legendary brand that is admired far and wide. We encourage our employees to use our products and participate in outdoor activities. In addition to vacation time off, we offer employees “outdoor experience days,” and have an employee use room so they have firsthand knowledge of our products. We are very fortunate to have a brand that makes people want to be part of it themselves.

You started your career in marketing, and you’ve worked for L.L. Bean since 1983. Have you held any other positions in retail? How did you get where you are today?

I have held a variety of jobs in marketing and administration in other companies, but all of my retail and multi-channel experience came while at L.L. Bean. My own professional growth has come from a desire and ability to see and take advantage of opportunities to grow the business. This is a valuable skill and is something we continue to look for in new talent.

It has been said that attitude is more important than an education in the fundamentals of retailing to drive success in one’s career. Do you agree? Why or why not?

To be good in retail you have to be good with people, so yes, attitude is critically important in maintaining a positive friendly relationship with customers. Yet, one cannot underestimate the importance of education. Retail is getting increasingly sophisticated and complex. The demands of the multi-channel environment require bright people to manage the challenges of so many disciplines: operations and fulfillment, information systems, marketing, product development, and sourcing, to name only a few.

What characteristic is most important for success in a retail career?

In addition to attitude and education, flexibility and adaptability are also very important. In my time at L.L. Bean, we have gone from being an expert cataloguer with one store in Maine, to a multi-channel international enterprise. The competition in retail is fierce and if you don’t adapt to what’s going on in the marketplace you’re done. New media, social media, and the world of the Internet in general, have been huge game changers. Everybody has a voice and this puts even greater pressure on us as we compete while still trying to maintain a compelling value proposition through relevant products, price, quality, convenience, and service. To come out on top you will need to experiment, take some risks, and experience failure. The sooner a person can get comfortable with that the better off he or she will be.

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

Build a portfolio of experience, starting with the customer experience, and obtain as much cross-functional exposure as possible in order to understand the breadth and depth of the multi-channel retail environment. You won’t succeed if you don’t know all the appropriate touch points of the customer experience. But once you gain that knowledge, you will start to understand why a customer is or is not returning to you for his or her future needs.

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

1. What is one of the common myths about careers in retail that you can dispel?
2. What type of a training program can help prepare someone for a job in retail?
3. What is some advice you would give to someone considering a job in retail?
4. I love working in retail because….

.

About the Retail: an Inside Look video blog series: At NRF’s 2010 BIG Show, NRF Foundation videotaped five-minute interviews with attendees, who work in different facets of retail, from a Director of Sales to a 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.

We hope these videos will inspire those who have the energy, enthusiasm and passion for retailing to take a closer look. We think many will be delighted to learn about the diversity of opportunities from these seasoned retailers and the unique pathways each have taken. For others, who have already decided on a retail career, we hope these videos confirm your decision to be a part of this incredible industry.

If you think one sales associate can’t make a difference, take five minutes and watch:

Click here to view the embedded video.

A few lines that really stuck with me:

“Everyone’s having a lot of fun creating memories… A wonderful spirit of service spread throughout the store.”

At the end of the video, a question is asked: “Will you be a Johnny today?”

I’d also like to know: Have you ever encountered a Johnny? Share with us your “Johnny the Bagger” story.

We hope these videos will inspire those who have the energy, enthusiasm and passion for retailing to take a closer look.  We think many will be delighted to learn about the diversity of opportunities from these seasoned retailers and the unique pathways each have taken.  For others, who have already decided on a retail career, we hope these videos confirm your decision to be a part of this incredible industry.

Our first video features Jared Ellis, Director of Retail Sales at Michael Stars.  See what Jared has to say about his experience in the retail industry!

Kathy Mance featured in a local Alexandria newspaper signs an agreement to develop and localize a Retail Training and Certification program with leaders from the Chamber of Commerce.

H.E. Minister Rachid’s keynote address spoke to the need for modernizing the industry through city planning for allocation of commercial activities and licensing businesses, including retailers, so that commerce is no longer able to take place in basements, garages or on the pavement, as has been the custom.  This, Minister Rachid noted, will provide every honest trader an environment in which he can succeed as he is able to protect and serve customers.   He explained that “man is the backbone of development – any development” and encouraged Chamber members to work with his department to change policies.

After hearing from government officials, educators and retailers, it became clear that NRFF will have an important role in helping to shape Egypt’s retail economy by working with the Alexandria Chamber to deliver training and certification in customer service, sales and selling skills and retail management.

During their visit, Kathy and Sarah were able to witness firsthand a unique view of Egyptian retailing as they made their way through Egypt’s legendary Khan-el-Khalili market, a labyrinth of streets lined with shops selling goods of every description.  They enjoyed the bustling energy and familial atmosphere in the Egyptian marketplace and quickly understood the diversity in business practice among these retailers, whose shops have been passed down through families for generations.  In addition they visited more familiar mall stores and talked with some “traders,” as retailers are known in the area.

As part of their travels, Kathy and Sarah take time to tour Cairo by camel, visit Egypt’s legendary Khan-el-Khalili market, and talk with some “traders.”

As part of the government’s aggressive plan to improve their retail economy, the Ministry of Trade and Industry is supporting the Alexandria Chamber of Commerce’s partnership with NRFF to develop curriculum and certifications to bring industry standards and best practices to Egypt to advance Egyptian retailers’ ability to better understand and serve customers.  Later this summer, the Chamber plans to offer three levels of training: Customer Service, Sales and Retail Management. Certification exams in Customer Service and Retail Management will be the capstone to the blended learning programs delivered through the Arab Academy for Science, Technology and Maritime Transport.

“The academicians and retailers of Alexandria look to NRFF to gain a better understanding of the skills and knowledge most critical to retail work, as well as a training strategy for promoting career advancement to provide a better experience for the customer.  Our plan was enthusiastically received and it validated our work to date and made us very excited to continue and complete the work ahead,” said Sarah.

Kathy agreed, “The highlight of my trip was gaining an understanding of the government’s aggressive plan to work to achieve an educated, honest, and systematic approach to retail.  Real change is in the air and I’ll be very interested to watch these efforts bear fruit and pleased to know that NRF, through the NRF Foundation, is playing an important role in this transformation.”

The Alexandria Chamber of Commerce plans to send a delegation to NRF’s BIG Show next January to learn from practitioners across the world and to continue discussions that began at last week’s inaugural conference.  Kathy and Sarah look forward to welcoming these new partners to NRF’s 100^th Birthday Celebration in New York City, NY.

UW-Madison has a long lasting relationship with China. Over 1,200 current students are from China – more than from any other country. There are over 1,600 alumni currently live in China.  Tell us about the presentation delivered by your alumni, Mr. and Mrs. Fang. What did you learn about retail brand management?

Mr. and Mrs. Fang gave an awesome presentation on the retailing industry in China and what needs to be considered by companies trying to enter the market. A large part of launching and expanding a brand in China relies on the background and cultural issues of the country. For example, the ratio of males to females continues to grow. With the past history of the “one child policy,” there are many more boys/men than girls/women. This is important to keep in mind when merchandising and determining a product assortment. The Fangs also focused on the geographical differences within the country of China. Almost all major cities are located along the coast, specifically the Eastern coast.

Jeffrey and Christine Fang, UW alumni, deliver a presentation about retailing in China

Retailers need to consider this when choosing a location to launch in. Moving further inland is likely to hurt their chances of gaining market share and establishing a stable brand reputation with the Chinese consumer. The luxury market and its domination is something the Fangs mentioned. China’s social statuses are very divided from poor to affluent.

What did you learn about retail operations in China that differs from the U.S.?

I really noticed that many sales associates at clothing retailers wear uniforms. There is also a lack of visual merchandising as compared to in the United States. The level of customer service was also very different and de-emphasized. The language barrier might have been what lead to this, but when I would observe associates interacting with Chinese consumers, there wasn’t that much of a difference.

Tell us about opportunities you became aware of for/about retailers in China that you did not know about before?

The middle class is somewhere that I think retailers can attempt to expand on. We learned that that the luxury market in China is extremely successful, yet when you look at the breakdown of social statuses, there are really only polar opposites-poor vs. affluent. However, many presenters throughout our trip emphasized the growing middle class.  This may be an area for retailers to capitalize on.

After this trip, can you picture yourself living and working in retail in Hong Kong or Shanghai?

Personally, I cannot see myself working in Hong Kong or Shanghai, but I definitely see myself working with companies and partners in the East.  This trip has made me realize how global the retailing industry has become, and I value the importance of keeping relationships in countries, like China.

What’s your most memorable experience from the trip?

My most memorable moment of the trip was the last night in Shanghai.  Our group was invited to join UW’s Chancellor Biddy Martin for an alumni reception. Chancellor Martin was in China connecting with universities and spreading the “Wisconsin Idea.” I thought it was a great event, as it really wrapped up the entire trip. At the reception, there were alumni that live in China, parents of current and future students, faculty, and students. The event emphasized the role UW can, and does, have on a global scale.  I realized that being a student of the University of Wisconsin I am capable of many things beyond our state and nation.

University of Wisconsin-Madison is one of NRF Foundation’s college partners.

UW-Madison has more than 1,200 students from China, more than from any other country, and its 70 Chinese faculty are believed to be the most at a single institution in the U.S.  The university also boasts more than 25 projects, programs and partnerships involving UW-Madison and China.  Tell us more about this relationship.  What can be said about the importance of studying China as it relates to the future of the retail industry?

Yes, China and the UW have had a long standing relationship.  As a matter of fact while we were there, the UW Madison Chancellor, Biddy Martin was traveling with a group to further develop the relationship.

As the country, where a majority of goods for U.S. retailers are sourced, it is critical that our students have an understanding of China in order to understand U.S retail.  And the trip allowed our students to really develop a global view of the retailing industry.

The students’ enthusiasm for Chinese culture was evident as they detailed their experiences on the SOHE blog.  They visited the Tian Tan Buddha statue, Victoria Harbor, and sampled the food from Hong Kong’s most popular restaurants.  What can be said about your students’ eagerness for adventure?  How does it relate to their future retail career?

Our students continually demonstrate an enthusiasm for new experiences and learnings.  They really are fearless, rather than see obstacles they see opportunities.  They are so open to gathering other view points and to rethinking paradigms they’ve lived with all their lives.  This attitude will be a great advantage to them in their careers in retail.  They see the global community as a huge opportunity not something to be feared and they are willing to look for new ways to do things.

What was significant about visiting Li & Fung Corporate Headquarters?  How did learning about their retail operations contribute to the students’ curriculum?

Li and Fung is the premiere sourcing company in the world.  They have a developed an operational model that is truly unique and really is global.  The opportunity to visit their headquarters and hear from their leaders was invaluable.  The discussions were so broadening.  You could actually see the students thinking differently.

UW Students gather in the Li & Fung showrooms

What’s your most memorable experience from the trip?

I was actually thrilled to see the students grow.  We spend a lot of time in class discussing globalization, and emerging markets.  This trip brought all this to reality.  It was amazing to see the students and how prepared they were to absorb the experience.

On a personal level, the history in China is amazing.  We visited a 1,200 year old Buddhist temple that is still serving worshipers.  That kind of history is mind boggling for those of us in the U.S.

The students climbed hundreds of steps to visit the Buddhist temple.

What role did Kohl’s Department Stores and your other corporate partners play in making this trip possible?

The Center would not exist with out all of our Corporate Partners.  Kohl’s is amazingly generous in their support of our students.  Kohl’s suggested we look into the trip.  They funded the trip and helped us coordinate with Li and Fung.

Kohl’s simply provided a life changing opportunity for the students.  We could not be more grateful.  And all of our partners benefit from students who were afforded the opportunity to go on the trip.

Will you be returning to China with a new group of students in Spring 2011?

It’s too early to say for sure but it is certainly something we need to explore.  The trip was amazingly valuable.

What’s next for the Kohl’s Department Stores Center for Retailing Excellence?  Were you able to attend the NARMS Annual Conference last month?

We did in fact attend the NARMS conference.  And our students were exposed to an aspect of the industry that get’s very little attention on our curriculum.  NARMS was so generous in funding the trip for 12 of our students and allowing them to attend all of the educational and networking events.   As is always our goal it proved to be a great way to expand our definition of retail and to open new opportunities for our students.

Anything else you’d like to share?

Our center is so fortunate to have a great list of partners providing educational and career opportunities for our students.  We get to visit corporate headquarters, tour stores, and bring top leadership from each partner to campus to share their perspectives.  Our partners should be proud of their contribution to the education of the next generation.

There is no more important endeavor than education.

Learn more about the Kohl’s Center for Retailing Excellence, and follow them on Twitter.

When I heard that DECA was competing in the Pepsi Refresh Project, I reached out to Mike Marchetti for more details. Mike is the current chairman of DECA’s National Advisory Board, and also Executive Vice President of Store Operations for Finish Line. He has always been an enthusiastic supporter of DECA — not just because he personally believes in their mission, but also because of how the relationship impacts Finish Line’s bottom line.

Mike Marchetti, chairman of DECA's National Advisory Board, and Executive VP of Store Operations for Finish Line, with two DECA members.

You’ve worked in the retail industry for 30 years. Can you tell me about some of the previous positions you’ve held in retail? How did you get where you are today?

I started as a shoe salesman while working my way through college. After a few years in the Navy and completing my education, I decided to make retail a career. I was a natural salesman and so it was a good fit. I started my management career by managing stores for Kinney Shoes in Ohio, Indiana, Kentucky and Illinois. From there I was promoted to District Manager in Houston, Texas, and then to Regional Vice President in Chicago.

Kinney acquired Champs Sports and Robby’s Sports. Both were based in Florida, with stores in the southeast. Having a passion for sports, I inquired about opportunities with the new company. When they started expanding to the Midwest, I joined as District Manager in Chicago, opening up stores across the Midwest. About a year later, I was promoted to Regional Vice President responsible for everything from Puerto Rico to Seattle, as well as all the Going to Game stores across the country.

In 1995, I met Larry Sablosky, one of the Finish Line founders. In talking to Larry, I found an opportunity of a lifetime. That’s when I joined Finish Line. And I have never looked back.

What are the two most important skills you’ve learned and used on your climb up the career ladder?

Being in management, I think the #1 skill you have to have is being able to coach a team. I have always compared it to being a good parent. As a parent, you want the best for your kids. It’s the same in being a good coach.

And I guess #2 would be hard work. Nothing replaces hard work. I think you can get anything you want in life if you are willing to work hard enough for it.

Finish Line has had a long partnership with DECA. Your company sponsors an Employment Partnership Program and the Sports & Entertainment Marketing Competitive Event. Finish Line also provides a number of scholarships, and you serve as Chairman of the National Advisory Board. Tell me more how the relationship started and the benefits of partnering with a student organization like DECA. Do you have a favorite DECA/Finish Line activity?

I was first introduced to DECA when I worked for Kinney Shoes. They’d had a long partnership with DECA and I knew that it was valuable to Kinney’s. I took that information with me when I went to Finish Line. When we were ready, I reached out to DECA to get our partnership started.

The Finish Line/DECA Partnership has many benefits – on both sides of the ball – but we are specifically focused on hiring DECA students in our stores. Their schools are a good overlay to our stores and the tie to the classroom provides a reliable source of semi-trained, career-focused employees.

As an Ops guy, my favorite part of the partnership, of course, is the bottom line. DECA students make up about 10% of our overall workforce and consistently outperform all other hiring sources for our company. We also gain valuable market information through our working relationship with DECA classes because the students are our core customer group.

That said, probably the most rewarding part of our partnership, for me is, our scholarship program and participating in DECA’s Executive Mentor Program. The thrill I get from encouraging and interacting with these young people is just incredible.

Your company holds an annual DECA Day with store managers. Why does Finish Line want to hire DECA members for its stores?

As I mentioned, DECA students represent 10% of our store employees – and we want more. DECA students are already trained in marketing, sales and service – and it shows. They routinely outperform our other hiring sources in every measurable category.

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

Retail is an incredibly dynamic industry. It also allows you to work just about anywhere you want to live. Those are VERY big benefits to consider when thinking about a career. As far as advancing, retail is very similar to other industries. You need to find the sector of the industry that inspires you to excel, work hard – and you will.

Finish this sentence, I love working in retail today because….

I am a very competitive person and I think retail is a very competitive industry. Change is a constant. It requires you to lead versus follow, to be successful.

NRF Foundation encourages you to vote for DECA in the Pepsi Refresh Project every day until April 30. The Pepsi Refresh Grant will help DECA expand on the development and delivery of their Competitive Events Program, of which a number are retail-focused.

What was the main purpose of your trip to China?

NRFF initiated a program to prepare candidates as managers of retail operations in Beijing last December when Sarah Conrad, NRFF’s Director of Learning Operations, delivered a Train-The-Trainer session. I visited Beijing to meet personally with all those interested in the success of this program in China. This included NRFF partners: Castle Worldwide (CWW), China Chamber of International Commerce (CCOIC), and Global Business Solutions (GBS), and other Chinese retail trade associations, retailers and educators.  NRF, through NRF Foundation, was specifically sought as a key partner in this endeavor because of NRF’s brand and the level of confidence and prestige it enjoys around the world.  My goal was to support the in-country program and to witness it firsthand.

NRFF with partners Castle Worldwide, China Chamber of International Commerce
and Global Business Solutions

Tell us about the curriculum that NRFF has helped put in place in Beijing.

NRFF created the training, Retail Operations and Management Curriculum, with help from a team of retail experts from Saks, The Home Depot and other retail companies, and has been used in the U.S. for several years. Working with Castle Worldwide, we engaged Subject Matter Experts in both the U.S. and China to review, validate and localize the training to ensure that it has the same relevance and success in effectively communicating the skills and knowledge that it currently does in the U.S.  This is critical as China’s retail industry continues to expand and require prepared and experienced managers for Chinese retailers and those entering this exciting retail space from around the world.

What was the best part of your visit?

I had the opportunity to watch a class of about 20 young people being trained – the first time I’d seen this done in a language I could not understand.  It was beyond exciting and even moving to see the work NRFF and its U.S. retail partners have done for more than a decade to develop standards-based training and certification validating and impacting young people starting their careers on the other side of the world.  While I didn’t understand the words, I clearly got the level of excitement and interest the management trainees displayed for this new way to approach managing a department or even a store.  I was dazzled as I watched them work together eagerly to solve problems and manage scenarios that they will soon encounter as new managers.  Hands in the air! Big smiles! I’ve got the answer to that one! You’re on our team!  I stood there watching these kids’ opinions of their futures change and felt so lucky to be there for so many who have done the work to make this possible.

What is your expectation for the curriculum offered in Beijing 5 years from now?

We met with officials from the Beijing Technical and Business University (BTBU) and, with members of their faculty, discussed for an audience of retail Human Resource managers how this training can provide benefit for their companies.  The University committed to add this training to its offerings, which was very exciting, as we understand that this will create the impetus for our partners CCOIC and GBS to engage other institutions of higher education to quickly adopt this curriculum or be left behind.  We already have strong interest in other provinces and our partners in China are enthusiastically spreading the message.  Our success in providing a generation of trained Chinese retailers will, of course, depend on many variables outside anyone’s control, but the signs are good and NRFF and CWW are well into development of the second level of education, Advanced Retail Operations and Management, and will deliver that training in Beijing in July.  We’ll then work on the third area of interest, Customer Service and Sales and Selling Skills. It’s easy to see that the opportunity is huge as more affluent consumers up the ante for retailers. Fortunately, there are so many people eager to build relevant skills sets that can help them get jobs in industries with a future that the stars seem to be aligning.

What is the opinion of careers in retail in China?

We visited a number of malls and some shops while in Beijing and, of course, had the opportunity to speak with Chinese retailers from many provinces who had gathered for the convention of the China Department Store Summit, sponsored with the China Commerce Association for General Merchandise. My colleague Denise Brasse, SVP Industry Relations at NRF, and Kimberly Grabel, SVP Marketing at Saks Fifth Avenue, joined me in speaking at this conference.  It’s clear from our conversations that luxury is the name of the retail game in China, and careers in retailing around an esteemed or aspirational brand are viewed quite positively.  My honest opinion is that retailing, in some ways, is new ground.  Chinese agencies are investing in retail as their economy grows, to fulfill the needs and wants of their growing middle class.

There’s a great opportunity for China’s retailers to match the level of esteem for retail careers with that being given to the new lifestyle and choices retailers deliver to their customers.  We’ll continue to work with our partners in China to offer the best lessons learned by retailers in the U.S. and elsewhere in how to invest in optimizing their workers’ skills and performance, not only to grow sales, but to wow the customer – a sure way to engage the associate and raise the customer’s opinion of the role that associate plays.

What else did you do on your trip?

I shopped, of course! I’m a big fan of pearls and was given the “secret location” of the best place to get great pearls in Beijing.  Let’s just say that I was not disappointed and even got a bit of holiday shopping done in advance this year.

I ate!  Our Chinese hosts were so gracious and kind, offering us the best of everything and I thanked them with my chopsticks.  If I wanted to know more about a certain dish (and I did) the chef was brought from the kitchen to discuss – again, thanks to our very accomplished hosts, who translated for me.  Great fun!  We were accompanied by our hosts to climb the Great Wall, an overwhelming and humbling experience, to tour the Forbidden City, which defies description, and to visit the former Olympic Village and Tian’anmen Square.  History and time have new meaning since this trip and I’m looking forward to moving some things around on my reading list to try to keep these new memories alive.

As Director of the Terry J. Lundgren Center for Retailing at the University of Arizona, you collaborate with 30 industry corporate 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?

The partners in the Lundgren Center are essential to our success. We strive to build a bridge from the classroom to industry and we do this by involving our partners. In this past year we have hosted executives in the classroom, sponsored professional development workshops, coordinated field trips and study tours. The Lundgren Center provides an entry point for our partners to reach out to students, build relationships and hopefully successfully recruit tomorrow’s retail stars.

PetSmart is an excellent example of a partner who contributes a great deal through the Lundgren Center, and in return reaps numerous benefits. We offer a career development class we call the “Career Wise Cats” where students develop a resume, perfect their interviewing skills and identify a career path that interests them. Petsmart executives regularly present in class and offer interviewing tips and career guidance. The students in the class are also eligible to interview for Petsmart summer internships, academic scholarships or part time peer-to-peer mentoring positions.  Both PetSmart and the Lundgren Center consider the program a great success – students develop their professional skills and PetSmart identifies talent for internships and training programs.

Your center is named after Macy’s President & CEO. What roles does Mr. Lundgren play in the center? How has he helped retail careers?

Mr. Lundgren is a 1975 graduate of the University of Arizona and as an alumnus of this great university he is a role model for our students and resource for faculty. He has been invaluable in helping us shape our vision for the Lundgren Center for Retailing. He visits campus once a year and provides our students with a strong perspective on what it takes to lead a successful organization like Macy’s. He supports our belief that centers like the Lundgren Center for Retailing are critical in highlighting opportunity and building interest among students in retailing careers.

Tell us why internships are important and how they shape a student’s professional development and career.

Our academic program encourages all Retailing and Consumer Sciences students to complete an internship between the junior and senior year. We structure the internship so students can earn up to nine units of academic credit with a 10 – 12 week internship. The experience is an important balance to the classroom. We know that students hoping for placement in an executive development program with a retailer when they graduate must demonstrate some level of real world knowledge about the industry. The internship provides this exposure and builds knowledge of the company. Students who graduate with our academic major and a structured internship are in high demand by the retailing industry. Many already have a job offer waiting for them when they graduate.

Do you have any stellar graduates making a name in retailing you’d like to mention?

We are very proud of the accomplishments of our graduates. We have many working today for department, discount and specialty retailers in buying, planning, visual merchandising, marketing and human resources. Many have also chosen to work in manufacturing as sales managers. It is rewarding to see where how the careers of our alums unfold, many stay in the industry while some have returned to get law degrees, MBA’s or PhD’s.

What does the Lundgren Center offer retailers and related employers that is different from other schools? Tell us about the program’s collaboration with the Eller College of Management and why that is significant.

The University of Arizona has an enrollment of 38,000 students and an excellent Career Center that serves the needs of several hundred employers who recruit on our campus. What is often difficult for recruiters is finding the connection with the right student groups, clubs or classrooms in order to meet candidates. The Lundgren Center offers the opportunity for partnership and a place to connect with outstanding students and faculty. Every partner in the Lundgren Center has a student ambassador to assist with recruiting. Our faculty invite retailers into class and we sponsor an award winning SIFE Team. The Lundgren Center represents all retailers and promotes retailing careers to all students at the University of Arizona.

The McClelland Park Building, a 72,000 square foot new building, is the home for John and Doris School of Family and Consumer Sciences and your center. Talk more about this building, the classes you offer and how it benefits efforts to recruit more students to retail programs.

Our building has brought excellent visibility on campus to the retailing program. In our bright, light-filled building students can enroll in over 14 courses that focus on all elements of the retailing industry such as retail strategy, brand management, marketing strategy, global retailing and consumer behavior. With this new visibility has come significant growth in our retailing program – over 500 students are now majoring in Retailing and Consumer Sciences. To manage this growth and improve the overall quality of our graduates there are rigorous academic and GPA requirements. Our students must complete accounting, statistics, business math, economics and research methods courses before they can declare themselves retailing majors. In this way we are assured that incoming students have the strong quantitative skills our companies are seeking.

There are some star retailers headlining the Global Retailing Conference this year – executives from Macy’s, The Home Depot, Walmart, Kohl’s, JCPenney and fashion designer Rachel Roy to name a few. What or who are you looking forward to the most? What do your students gain from attending the conference?

Our conference this year is at the new Dove Mountain Ritz Carlton and offers a very strong lineup – an unbeatable combination. Personally I am looking forward to learning more about the innovative strategies in place among all the successful companies represented. I can’t say there is one speaker I am looking forward to over another, I usually get at least one good piece of information from every speaker. We make a point of opening the conference to our retailing students, and they turn out in high numbers. The students get exposure to some of the brightest minds in the industry today and they are offered an unparalleled networking opportunity.

What else should retailers know about the Terry J. Lundgren Center and your programs and plans?

I am always looking for partners who share our enthusiasm and commitment to the development of tomorrow’s retail stars. If you would like more information about partnering opportunities please contact me at mburke@ag.arizona.edu. You can also find the Center on Facebook and Twitter.

University of Arizona’s Lundgren Center for Retailing is one of NRF Foundation’s College Partners. Melinda Burke also serves on NRF Foundation’s Board of Directors.

Katie Loftus and Abby Kessler, co-owners of Smak Parlour

I read that over the past 5 years, Philadelphia has developed its own fashion community, marketing the city’s potential for an even bigger fashion scene.  How is your store contributing to this new focus of retail and design?  What do you think of the Philadelphia fashion scene?

Old City, Philadelphia is an awesome location to have an independently owned business. All of our neighbors do creative things, Philadelphia has a very DIY (do it yourself) feel and we’re proud to be a part of it. We contribute to this by designing and making our clothing in Philadelphia, thus creating jobs and being able to offer special, limited-edition items to our customers who love looking unique. We also support local artists by selling their jewelry and accessories.

The store design of Smak Parlour includes pinks, reds, blacks, stripes, polka dots a dozen chandeliers hanging from the ceiling. And, you design clothing based on what you want to wear. From where do you draw your inspiration?

We’re actually up to 16 chandeliers at this point!  We really draw inspiration from each other. We love looking back at different eras of fashion and getting inspired (pin- ups, 80’s, old Hollywood and more)! We love bouncing ideas off each other, we can get very imaginative!

You design clothing based on what you want to wear, so obviously you wear a lot of things from your own line. What are some of your favorite items? And, where are some other places you like to shop?

You might spot at least one of us wearing our signature ruffle hoodie. It is a long zip-up sweatshirt made of the softest baby french terry with luxurious gathered ruffles around the hood. We also love our over-sized sparkly turtlenecks that are sewn on to tanks, tees and tunics. We order styles from other vendors that we want to wear in addition to our own line, and ordering all of those items is a total shopping spree for us. Since we have such a broad range of items from jackets to shoes, for the most part, we really do only shop here!

Who is your typical customer?  Describe the “girl” who shops at Smak Parlour.

Our customers love fun, rock ’n roll, retro, girly, glam, 80’s, pin-up, vintage-inspired styles! It’s a lifestyle, not an age.

Smak Parlour’s store design.

Not too long ago, you doubled the size of your store and included other items such as housewares. Where do you see Smak Parlour business 5 years from now?

Five years is a long time so you never know! We are driven and open to whatever opportunities come our way! We know one thing for sure, we’re going to continue to design & produce our clothing locally and seek out even more unique things to keep getting fuller and fuller… with more and more to offer.

You started your business 5 years ago and have survived one of the most challenging economic times in retail history.  How did you prepare and overcome these challenges?

With our expansion, we brought in more brands of clothing, jewelry, lingerie, accessories, gifts and most OF ALL DIFFERENT PRICE POINTS! In troubled times like these, people always need a pick-me-up (some shopping therapy)! There’s something here everyone can afford.

Can you give us specific examples of items you’re selling at specific price points?

We have dangling chain earrings, carved lucite rose rings, heart compact mirrors, undies, picture frames, gloves, books, and retro oven mitts for $12 or less. For $25 or less, we have sunglasses, hair accessories, scarves, hats, many styles of earrings and bracelets, tank tops, tees, leggings, wallets, piggy banks, umbrellas, candles, baby onesies, ice cube trays, coaster sets, and eyemasks. In the $45-$100 range, we have dresses, jackets, cardigans, skirts, tunics, tops, blouses, lingerie, shoes, curtain sets and vases.

How is your business doing? What makes it most successful?

Overall, our business is doing great. Of course, we feel the economic challenges but we are offering affordable price points and we get new things almost every day. We genuinely enjoy what we do and are truly happy to be “at work.” We are often told that our shop has an uplifting, friendly, upbeat vibe… we love that our customers leave smiling and in a good mood. Perhaps that’s part of why they keep coming back.

Jewelry and accessories were an important component to Smak Parlour’s expansion.

Tell us about the wholesale business you created while at Drexel University.

Our line was SMAK by Abby & Katie, deconstructed, embellished, silkscreened t- shirts. It was in hip, cool boutiques across the country.

Drexel awarded you the Entrepreneurial Award recognizing your use of education, initiative and innovation to create a new business.  Tell us how they’ve supported you through your venture.

Drexel’s been so supportive of our shop! They awarded us an Entrepreneurial Award and continue to send students our way. Many professors bring their classes into our shop for a meet and greet. We love speaking to eager students and answering their questions.

What role does e-commerce play in your business?

We have a website with gifts, house-wares, baby clothes, jewelry, and accessories for sale. Stay tuned for more!

What’s currently the best selling item in your store?

Our new burn-out tees are hot sellers! They’re great… they come in all different colors, they are $22 and you can layer them on top of each other. They’re long enough to wear with leggings!

Starting a retail boutique business with your best friend (since the age of 15) sounds like something of a dream, but also something that could turn out to be a nightmare.  Tell us how you make the partnership (and friendship) work and how you share decision-making.

Katie – It’s absolutely a dream come true to work with Abby! I can’t imagine doing this without her. We always want to make sure the other one is happy, no matter what, so sharing decisions and getting along effortlessly comes easy to us.

Abby – We never fight. It sounds like a lie, but it’s true.

As store owners, you’re in charge of design, inventory, finance, and hiring. What criteria do you look for when hiring an employee?

Experience, personality and drive are important but, most of all, they should have an interest.

What advice do you have for a student looking toward a career in retail?

You must be passionate about fashion – it’s a lot of hard work and long hours so it requires dedication. It is absolutely worth it if you love what you do!

Valentine’s Day is over.  You bought the flowers, the gifts and shared the romantic dinner. I can’t help but think about a different kind of love – a love for working in retail. What I love about this industry is that it provides a niche for everyone, whether it’s sales, marketing, buying, supply chain or logistics – anyone can find their passion, or love, working in retail.

Some of the industry’s best CEO’s have shared their stories about why they love the industry – the connection with the customers, the challenge of the industry, the theatrics and excitement it brings.  Now, we’d like to hear your story.

Steven Silverstein, CEO of Spencer Gifts, loves how retailing “from Day One got in his veins.” Kip Tindell, CEO of The Container Store, told us he always loved the excitement of retail. “The theater of it. The smile on the customer’s face when you’ve helped her find exactly the right solution for whatever she is working on that particular day.” Glen Senk, CEO of Urban Outfitters, said that retail allows him to be master of his own destiny. “I liked the fact that retailers have control over the products they carry, the selling environment and pricing. I also loved the theatrics of retail. There was a connection to the showmanship I have learned from my days with horses.” Terry Lundgren, CEO of Macy’s, just loves 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… I love the challenge because I know our strategy and our organization structure is right and we have the talent to win.” 

We’ll be collecting stories throughout the month of February. To share your story, post a comment below!