The first seminar I attended was What Not to Miss: Trends to Capitalize on for 2012 featuring Marian Salzman, CEO of Euro RSCG Worldwide PR, Jayne O’Donnell, retail reporter for USA Today, and Nita Rollins, Director of Though Leadership at Resource Interactive. As Jayne interviewed Nita and Marian they discussed the importance of mobile devices and this idea of a new “antisocial” that’s “social.” The retail industry has extended its branches from brick and mortar commerce to “everywhere commerce” inviting a new idea of “geo-sprees” where a consumer can purchase multiple merchandise from multiple retailers without ever having to leave the comfort of their current position.

After a short break, the seminar The Best in Store Design began featuring Retail Design Institute’s International President, Brian Dyches, Aeropostal’s VP Sore Design & Construction, Tim Anderson, Stephanie Bernier, Director of Retail Design of Aedifica and Paul Loux, VP Environmental & Visual Display of Sephora. The seminar began with a five-continent journey highlighting some of the 41^st International Store Design Competition winners. Afterwards we were presented the store designs of Aeropostal’s new flagship in Times Square, Sephora’s new tech savvy meatpacking location and the non-permanent food stand The Snack Box created from a container of 200sf. It was so interesting to see new innovative store designs that are technologically advanced and artistically built.

The last seminar of the day was Deconstructing the Flagship: A Tour of the World’s Best Designs. This seminar focused on the latest designs of outstanding flagships with a special focus on those located on New York’s infamous Fifth Av. Some of the flagships mentioned from overseas consisted of Timberland in London with its cascading water display featuring water pouring over shoes to show the merchandise’s weather proof ability, and Edinbrugh’s George St. with its themed fitting rooms, one even designed as a bathroom (don’t worry the toilet seat is sealed). Afterwards the presentation focused more on the flagships in New York such as Uniqlo and Lacoste with their innovative and well laid out floor plans. Then a special presentation of Macy’s Herald Square’s future plans to grow the store to seven stories including a new women’s shoe department reaching over 39,000sf.

After a long day of incredible presentations and seminars I was sad to say goodbye to the BIG Show but I am glad to say that it was an incredible and unforgettable experience filled with informative sessions, wonderful speakers, and new friends

Mr. Wolfe also made sure to incorporate interesting books and people that he had come across that relate to the idea of the future and what’s to come such as Michio Kaku’s Physics of the Future, a book revealing nearly 300 scientists new projects and their expectations of the future, and Dr. Aubrey de Grey, a man who believes that death is a curable disease and that a child will be born sometime in the near future that will live to be the age of 500.

After the presentation I was able to meet with Mr. Wolfe; probably the most exciting thing that happened during my days at the event. Mr. Wolfe’s presentation was well versed, interesting, and entertaining and gave a riveting insight on what’s to come in the near future in the fashion industry and how the marriage of technology and fashion will play a very large role in the years to come.

When Mr. Clinton made the stage the crowd roared and his informative presentation began. As he spoke he brought up the unstable and unsustainable negative forces that have risen throughout the past years and the importance of fixing these issues and creating a world that is healthier, more sustainable, and overall better for all humankind. His speech was moving and made me more aware of the troubles in our world and the difficulties that many people struggle with that we aren’t always aware of.

Once the presentation was over we were instructed to meet our fellow chapter mates to regroup and talk about our plans for the rest of the day. Afterwards I was able to attend the Members-Only Luncheon Special Presentation: Fl!P, featuring ChangeLabs Founder and CEO Peter Sheahan and MasterCard’s SVP Andrew Mantis. The presentation focused on new strategies for turning challenge into opportunity and change into competitive advantage. Mr. Sheahan discussed the reason why companies such as Apple and Google were true innovators, along with discussing his humorous findings of what consumers “can’t live without,” flat screen TV being one of them. Mr. Sheahan was a wonderful speaker and captivated his audience superbly.

After this I decided to head over to the Expo Hall. The hall housed dozens of companies discussing their newest technologies and products that had to offer to retailers, including an app that allows customers to do a “self-checkout,” along with heat mapping which is a process in which a retailer can track the amount of movement made on any spot in their store. This allows retailers to gather data on what areas are most visited as well as what merchandise sells better in what areas of the store. I even got to talk with a very entertaining and flirtatious robot from Wipro as he informed me of new face recognition technology that offered more personal information to retailers.  It was great to see a whole new side of retail that we haven’t seen before in school. And to think, I learned so much and it was only the first day!!

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!

Tell us your story — and win big!

A lot of these companies were based around solutions that improved the quality of data you could see about a retail organization. Whether it was something to help quantify demographic data about the people in your store through facial recognition or providing a dashboard page of insights from your chain, this was the first big trend I noticed.

The other really significant things that I noticed revolved around mobile and local. A surprising number of companies demoed mobile versions of their software solutions or hardware point of sale accessories to meet the growing demands of the customer and take advantage of the latest in mobile technology. I was able to try Google Wallet for the first time after doing a project on it in school and got a chance to win some swag. This platform allows retailers to let customers easily pay for payments through NFC-enabled smartphones, but also sets up a system to allow local offers from participating retailers.

After some time on the floor, I went with the rest of my group to see the keynote speech from former President Bill Clinton. We went to a few other sessions before heading to tour Hugo Boss, arranged through an alumni at our school. My second day finished with a group dinner and the last day of exploring NYC on our own before heading home tomorrow.

The day began with “Keeping a Classic Brand Modern“. “Ralph Lauren is about change and pushing the envelope,” stated David Lauren, who awed his audience this morning. He expressed how such a classic brand stays unique and modern. One way they continue to reach their customer and modernize their brand is by prompting their brand story through their ads. From shop-able fashion shows and story books on their website to 4D events; as a company they have created awesome new ways to connect to their customers. We will defiantly be seeing a lot of things from Ralph Lauren.

Have you heard of “Conscious Capitalism”? This is the ingenious idea used by retailers such as Whole Foods and The Container Store. After hearing Kip Tindell, Walter Robb, and Jonathan Sokoloff speak, I was hooked on the idea. These retailers offer values that matter for all their stakeholders, especially their employees. This is the way of the future!

Then I headed over to “What the Next Five Years of Retail Will be About”. Speaker Mitch Joel kept his audience involved and laughing the entire session. The hour flew by! Mitch gave his audience 5 great tips about where retail will be. Fact 5: One Screen — Mitch states that no matter how many technology screens are present, the one in front of the consumer is most important. As well as, be prepared to introduce touch transparent screens within your home. Minority Report here we come!

My day continued with “The Future Shopper: How Offline is the New Online”, “Fashion and The Future”, and making my way through the Expo Hall. At my first stop “The Future Shopper: How Offline is the New Online,” one trend to capitalize on is a digital wallet. Would you be willing to go fully digital? As well as we are married to our phones. We cannot go a day without our little computer in our hand. We must surf the web or purchase, purchase, purchase. During “Fashion and The Future”, I was excited to see updated fashions for the upcoming years; cut out dresses and 1950’s updates. Lastly, not only is the Expo Hall huge but I got lost 5 times. I wound up bumping into several people who looked like I did, a lost puppy. We exchanged laughs and were pointed in the right direction.

Another great and successful day at the Big Show!

But bigger than the difference between western and east coast weather was the difference in focus for me at each event. At CES, I wandered the show floor looking for trends and new products that will make an impact on the industry over the next year. Companies each commented on the specifications of their new gadget or the details of their next core technology.

On my first day at NRF’s BIG Show, I learned instead from peers and industry executives commenting on their experiences in retail. I traded product and gadgets for pure strategy and empirical knowledge. Looking back on the day, it’s the combination of these two bigger ideas and the application of technology to retailing that I’m most interested in at the show.

I started with a session on Coca-Cola and the marketing programs they’re launching for new sustainability initiatives. Give It Back racks will be built from new sustainable materials to inspire the growing 70% of consumers whose purchase decisions are impacted by the choice to be eco-friendly.

As mentioned in my earlier blog post, we next went to the inaugural NRF Student Association events and took part in a “Speed Networking” event with recruiters from across the industry. This was followed by the first large-scale NRFSA business meeting with leadership from charter organizations of schools across the country.

After catching the end of a quick demo of IBM’s “Watson” supercomputer, we listened to leadership from Rent the Runway and One Kings Lane comment on the growing needs of their customer. The emotional connection that each of these companies have formed and followed with their e-commerce customers had really interesting lessons that are easily applicable to traditional retailers.

The evening finished with a welcome reception at the New York Marriott Marquis. My group mingled with retail executives and other students from NRFSA before heading to an evening showing of Matt Stone and Trey Parker’s “The Book of Mormon.”

This jam-packed schedule is just a preview for the next few days. Stay tuned for coverage of my school’s store visits and company tours, recaps of future NRF sessions, and a wrap-up interview before heading back to Silicon Valley.

My first stop was the opening of the Expo Hall. I was overcome with the amount of booths and vendors that took part in the conference this year. Vendors brought new and upcoming technologies such as, a product that would be used for shoppers to try on clothes virtually. It was awesome!

Then I headed to my first session of the day, “Winning in the Age of the Shopper.” This session presented information about how retailers can improve their understanding of price pertaining to their target customer. By using a new technology called Revionics, Mark Kelso shared how Pamida Stores catered price to their customer.

The next session that was the highlight of my day was President’s Clinton’s speech. Even though he has been out of office for some time, President Clinton still seems to always lend a helping hand. “When you leave as a President, you should still help your people”, he stated. To show his philanthropy he brings his efforts through the Clinton Foundation. He travels and volunteers his time to efforts such as AIDS and Malaria foundations in 70 countries After I heard him speak I am proud to say, I will never forget the great knowledge that I’ve gained from this influential man.

Lunch time! It was time for the “Members Only Lunch” where Peter Sheahan and Andrew Mantis spoke about strategies for retailers. This session was an opportunity for members to network and mingle with one another and gain interesting knowledge. From competitive advantage and turning challenges into opportunities, this event was a crowd pleaser. With quotes from Steve Jobs and other innovative companies it was hard to look away from the gigantic screens. Questions and laughs were thrown to the audience which made this a great session.

The rest of my day was filled with seeing the session, “The Convergence of Merchandising Trends & the Technology Empowered Consumer‘ and visiting the Expo Hall. The session was another great one. Learning about how consumers are becoming more knowledgeable daily and how retailers need to adapt to their target market. The end of my day was filled with traveling to vendor after vendor. Did I say I am glad I wore flats? This place is huge!

This was a Monday I can definitely remember and most definitely always will!

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.

For retailers, this day was filled with seminars. But for us students, we had a chance to meet and network with some of the leading retailers in the industry. One activity that was set up by the NRF Foundation was the Retail Talent Networking Lunch. This lunch gave studentsthe opportunity to talk one-on-one with recruiters and industry leaders.

“Ding,” the luncheon started with the ring of a bell. “You have 8 minutes to speak with each table then, switch.” This networking felt like competitive speed dating; you had limited time to tell recruiters your aspirations with fellow students / competition. Our table put into perspective that each of us had different visions for our future and had goals of our own. However, we all worked as a team to take advantage of this networking opportunity. Throughout the luncheon, we proceeded to meet 16 different retailers, such as Macy’s, Walmart, and Saks. This event was a wonderful experience where I met not just wonderful and knowledgeable retailers but future contacts.

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 want to work in retail?

I want to work in the retail field because it is fast paced and constantly changing. No matter where I end up I will never become complacent or bored in my career.

What has you most excited about this industry?

What thrills me about the retail industry is that innovation and creativity are highly sought after resources. This creates situations where some of the most unique people are brought together. They combine experience with novelty, operations with creativity, and excitement with passion. This is what drives not only the retail industry but the advancement for all industries around it.

Can you share what retail experience you have so far?

I am eager to start my journey of retail outside of the classroom setting as soon as possible. I am beginning the latter half of my sophomore year and the professors that I have had so far have given me a glimpse into the world of retail. The unique opportunities that come from the Walton College of Business as well as from the vendor community of Fayetteville are unsurpassed and I cannot wait to get involved with the companies that have been supporting the university. I hope to obtain an internship for this summer and begin my retail experience.

What are you most looking forward to at NRF’s BIG Show, and your visit to New York City?

During the National Retail Federation’s Big Show I am most looking forward to the NRFSA portion. The chance to represent the University of Arkansas during this portion is very exciting. But what I see to be even more engrossing is the chance to meet other students from different NRFSA groups. These are the students that are truly going above and beyond the academic sphere. Having a gathering of these students will be an enormous source of creativity, critical thinking, and chattering. I hope to build long-lasting friendships with the other students of the NRFSA and to build a tradition with them for maintaining excellence for all NRFSA groups.

I am looking forward to seeing the city for the first time since I was 13. New York has always held a certain magnetic quality which attracts some of the most vivacious personalities to the city. I am excited in particular to truly see this uniqueness shine forth in so many different avenues. I plan on trying to absorb and create as many memories as possible from my time in this mesmerizing city.

What’s your dream retail job?

My dream retail job is still in the creation stages. My mentor, Jim Cartwright, from Saatchi & Saatchi X, is helping my find me niche. Currently describing the qualities of my dream job would be much easier. I would like to be in a job where I am constantly challenged to think outside of the norms. I like to find how small changes can have such a large impact on market share and target consumers. The psychology behind the shopper’s mind has always been intriguing to me. I would either like to go into the creative side, store layouts, strategic planning, or even account management. I am actively searching out new paths every time I come into contact with another career perspective.

Please share something else about your background, your experience, your achievements that we wouldn’t know.

I have always enjoyed participating in service to others. I am a Gold Award Girl Scout and was in Girl Scouts for 12 years. In high school I was for fortunate enough to be elected captain of my high school swim team and led them to a 10th straight state championship as well as being an All American swimmer. In college I have had the privilege of being the Girl Scout Chair of Kappa Delta where I have continued my work with Girl Scouts. I have been an active part of both the Center for Retailing Excellence Student Advisory Board and on the executive team for the NRFSA. I have also been an active member of Leadership Walton and the secretary of Gamma Beta Phi, the service fraternity on our campus. It has been a privilege to be in leadership positions in college and I hope to grow into these positions as I continue to strive for academic excellence.

NRF’s Student Association (NRFSA) represents the future talent of the retail industry. Look for more “Future Faces of Retail” features as we lead up to NRF’s BIG Show in New York City.

Why do you want to work in retail? What has you most excited about this industry?

I will receive my BBA in Marketing with an emphasis in Fashion Merchandising this upcoming May. I will be able to utilize my business skills and my fashion knowledge by working in retail. Retailing is perfect for my personality. I love giving great customer service and providing customers with the right products at the right time. I’m excited to work in retail because it is fast paced and there are many opportunities for advancement. Everyday is different and will allow for me to stay challenged. To top it all off, working in retail is fun!

Can you share what retail experience you have so far?

This past summer I completed the Retail Sales Internship at Nordstrom. Since the internship I continue to work there as a sales associate during my school breaks.

What are you most looking forward to at NRF’s BIG Show, and your visit to New York City?

I am absolutely excited about attending NRF’s BIG Show! It will be an amazing opportunity for someone like me just starting my career. I am looking forward to networking with many like-minded business individuals and employers. I am also anxious and excited to meet my fellow team members from this year’s NRF and American Express’s Aspire2Retail Intercollegiate Challenge. We had a great time working together and I would love to meet them face to face.

It will also be nice to see New York City in a new light! I grew up in Philadelphia and used to travel to NYC all the time. I never have been to Times Square though!

What’s your dream retail job?

• Brand Marketing Manager
• Director of Marketing or Merchandising
• Multi-Channel Buyer

I would love to do something that combines my business skills and my knowledge of fashion. I want to be able to grow in both areas and having a job which allows me to do so is important.

Please share something else about your background, your experience, your achievements that we wouldn’t know.

I am a creative individual. I have an online portfolio and fashion blog. I also do personal styling for males and females of any age. I did styling for a magazine at Georgia Southern University. I was a fashion designer in the Night of Spectacles, a fashion charity event in Atlanta, GA. I also was a dresser for Vogue’s Fashion Night in Savannah, GA. I am also apart of Delta Sigma Pi, a professional business fraternity. I am a Student Government Association senator for the College of Business Administration. During the academic school year I work as a Community Leader or Resident Advisor.

NRF’s Student Association (NRFSA) represents the future talent of the retail industry. Look for more “Future Faces of Retail” features as we lead up to NRF’s BIG Show in New York City.

Our first feature is Lindsay Godbout, a junior at University of Arizona. Watch out Terry Lundgren, Miss Godbout has her sights set on becoming a CEO of a major retailer.

Why do you want to work in retail? What has you most excited about this industry?

I am excited for my future career in retail, because retailers function at the epicenter of our U.S. consumer-driven economy. Retailers operate at the intersection of consumer demand and manufacturer supply, providing comprehensive insight into today’s business challenges. A career in retail offers a window into multiple business disciplines including marketing, supply-chain management, buying, business management, and a host of other activities. Finally, I find the retail industry thrilling as it is face-paced, energetic and ever-changing.

Can you share what retail experience you have so far?

I have been a Sales Associate at White House Black Market for nearly two years. My experience at WHBM has been invaluable as it has taught me sales, customer service, and the basics of store economics and management.

What are you most looking forward to at NRF’s BIG Show, and your visit to New York City?

The agenda for this year’s NRF’s BIG Show is amazing. I look forward to all of the information sessions particularly the ones involving new trends and digital retailing. I know the opportunity to listen to leading retail CEOs and other senior professionals will be both informative and rewarding. I also look forward to meeting new people and networking with other retail professionals.

What’s your dream retail job?

My eventual dream retail job is to be the CEO of a major national retailer. Obviously, that is an “eventual” dream, and I am hopeful to start my retail career in buying and planning or sourcing. I know this industry offers many opportunities as well as many challenges and I look forward to the hard work and dedication a successful career will demand.

Please share something else about your background, your experience, your achievements that we wouldn’t know.

I grew up on the East Coast in the Washington, D.C. area and was fortunate to move to Arizona to attend the University of Arizona. The U of A offers a premier Retailing and Consumer Sciences Major and houses the amazing Terry J. Lundgren Center for Retailing. I am currently a junior and serve as the Vice Chair of the Student Advisory Board for the Center. I am also a founding member of the U of A’s NRFSA group and the Arizona Sales and Marketing Club. I am a proud member of the Arizona Ambassadors Honorary and the U of A’s Honors College. I chose the University of Arizona because of its stellar retail program and I am extremely grateful for the knowledge and experience it has provided me.

Look for more “Future Faces of Retail” features in the coming weeks.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

I read that you have more than 16 years of experience in the health and wellness industry. NRF Foundation promotes retail as an exciting career destination. We like to think of the retail industry as a place where your passion can be your work. Can you share something about pursuing of passions? Has it made your career more rewarding and helped in your success?

Passion to me is fire-in-the-belly type of stuff. There is nothing that can come close to a person’s drive to do exactly what they want to in life. I made a choice early in life to design my life, not simply live. Living while doing what I love has made my whole life more rewarding because I have had and continue to have a passion to win — and for me, that means putting people [through leadership] in a position to win in their lives. Success follows for me when I follow that principle.

Can you tell us about your decision to go into the field of Operations, and share some of the important skills and traits that are needed to succeed in this area?

Operations was a natural fit for me … being close to value drivers of a brand, the people who serve the customers, has always been a core desire of mine. Great people and great systems drive operational excellence. Growing people requires patience and leadership, both of which I’ll spend a lifetime sharpening.

Massage Envy has been in business since 2002; any chance you know a success story of someone who started out in an entry-level position and is now working in a higher-level management position?

Yes, hundreds and hundreds of our wonderful franchise partners. They all started out answering phones, carefully scheduling the right time and therapist for their member or guest, selecting the right people for their enterprises to name just a few, and today … they are the CEOs of their own businesses. That’s how empowering a great franchise system can be!

Massage Envy has more than 650 locations and is primarily franchisee-owned. One would think that owning a franchise requires a great deal of business acumen as well as entrepreneurship spirit. What are some of the benefits (and risks) in running this type of business?

The clear benefit beyond the business strategy of franchising, in the right system, is a value creation model for the owner of that business, the franchise partner. Following proven systems isn’t for everyone, so it requires a thinker, a doer at times, but even more than that, a real leader to coach and inspire the assets in their business that wear shoes, their people, to follow the profit system.

Staying very focused on the few core drivers of success takes real attention, and some have it, but many don’t. That’s why we spend so much time selecting the right fits — skill and cultural — for our system.

What is the best career advice you’ve ever received?

To be indispensable and to add real value. This came directly from the two best coaches in my life – my Mom and Dad.

Want to know what is on Dave’s current reading list, his favorite vacation city, and which companies he thinks do a good job connecting with customers? Read the full STORES interview.