Tell us your story — and win big!

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. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Why do you like working in retail?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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!

We continue the Q&A with Kip Tindell, to learn more about his first start in retail, what he looks for in new hires, and what it takes to advance in the industry.

You began your retail career in high school working in the paint department of Montgomery Ward. How did that experience lead you to open your own store, and how did it shape your view of retail?

I’ve always loved the excitement of retail. The theater of it. The smile on the customer’s face when you’ve helped her find the exactly right solution for what ever she is working on that particular day. We really wanted to create a niche in the industry – and at the time it was putting together a collection of products that helped solve myriad challenges – it was all left up the to the creativity of the salesperson and the customer working together.

What do you love most about the retail industry?

That it’s ever-changing and that we must continue to provide added value for our customers, while staying true to our core brand and business. And the people!

On the flip side…what’s the biggest challenge?

Of course, in this economy the challenge is making sure that we’re providing the experience and value that customers are looking for, while staying true to your brand. Day in day out…it’s ensuring that we hire and keep great employees in retail…it’s all about the people.

You’ve been at the helm of The Container Store since 1978 when the first store opened. Since then, you’ve undoubtedly hired hundreds, if not thousands, of people. What are the most important traits you look for when someone comes in for an interview?

We love to hire a peer to our customer. Someone with great life experience, say sending a child off to college or organizing a business. Great energy, attitude and interpersonal skills. People who love to sell and problem solve solutions for our customers.

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

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

Also, I don’t know how many people know that we have an unofficial, internal mascot – Gumby. He represents for us the flexibility you have to have in retail.

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

Be bold and brave in taking ownership of your training and education – don’t wait for formal training to come your way. Speak up and speak often. Become a true merchant – read, read, read about what’s going on in the business pages and in the retail industry.

Kip Tindell was elected as the Chairman of the NRF Foundation Board of Directors in January. Read the full interview with Kip on NRF’s BIG Blog.

Name: Molly McKenna

College/University: University of Michigan Stephen M. Ross School of Business

Graduation Year: 2011

Degree: Bachelors of Business Administration

Why did you attend NRF’s BIG Show?

I learned about NRF’s BIG Show through competing in the NRF Intercollegiate Retail Challenge.  As a student interested in pursuing a career in retail, I knew attending the conference would be a great opportunity to learn about career paths in the industry and to talk with current retail professionals.

What was your favorite Super Session and why?

My travel schedule prevented me from attending a Super Session, but I greatly enjoyed “The Power of Retail Design” breakout session.  The panelists’ creativity in overcoming diverse challenges in store design and visual merchandising was inspiring.

What was the most exciting thing you saw or learned?

I enjoyed the Intercollegiate Retail Challenge team presentation during the “Where In the World Is Tomorrow’s Retail Talent” session?  It was interesting to see another team’s take on the challenges presented in the prompt.

What other fun things did you do while in New York City?

Although my trip was short, I had the opportunity to visit family living in the area.

What’s your dream retail job?

I hope to someday work as a buyer for a major department store.

Check out other student profiles from Dartmouth, the University of Wisconsin-Madison, the University of Arizona.

Name: Stephanie Olinski

College/University: University of Arizona

Graduation Year: 2012

Degree: B.S. in Retail and Consumer Sciences, General Business Minor

Why did you attend NRF’s BIG Show?

I attended the NRF Big Show to expand my knowledge of the industry I am passionate about. I thought it would be a fantastic chance to network and meet some of the most powerful people in retail. Plus, it was in New York. How could I not go?

What was your favorite Super Session and why?

My favorite Super Session was the New Luxury Paradigm with Tory Burch. It was great to hear the affects of social media today as a blogger and Twitter-er myself.

What was the most exciting thing you saw or learned?

The most exciting thing was the whole BIG show itself. I especially like the Design studio since my career interests are in visual merchandising and fashion marketing.

What other fun things did you do while in New York City?

I met up with a friend that had recently moved there and explored the magnificent 5^th Ave. I literally could have spent hours in all those stores just staring at everything. I also went shopping at Uniqlo after hearing so much about it.

What’s your dream retail job?

My dream retail job would be being CEO of a fashion and design magazine while living in New York.

Check out other student profiles from Dartmouth, the University of Wisconsin-Madison, and the University of Michigan.

Students from the University of Wisconsin-Madison at their exhibit booth
in the Expo Hall at NRF’s BIG Show in New York City, January 2010.

Name: Treena Nicole Fischer

University: University of Wisconsin-Madison

Graduation Year: 2010

Degree: BA in Art History, Business minor

Why did you attend NRF’s BIG Show?

After deciding to enter the retail industry as a graduating senior, I realized that my academic opportunities are limited in terms of the number and variety of courses I can take concerning the field. Having the chance to listen and learn from industry executives at the NRF’s BIG Show was an amazing opportunity that allowed me to gain real world experience in a very open, welcoming setting. I also participated in the American Express Aspire2Retail Student Challenge, and although my team did not win the competition, I attended to cheer on my fellow Univeristy of Wisconsin teammate.

What was your favorite Super Session and why?

My favorite Super Session was Sustainability in Retail – Increasing Profitability and Impacting the World. The speakers focused on leading strategies that retailers can take in order to profit by holistically managing the environmental and economic aspects of their business. Peter Graf of SAP focused on energy management and compliance and on really understanding a business’s environmental and social impact. The overall shift in recent years toward more sustainable industry behavior has led to reductions in carbon output, material waste and electrical usage. Matt Kistler, senior VP of sustainability for Wal-Mart Stores, highlighted the idea of the entire company being involved in making the necessary changes, including top buy-in from executives, because sustainability is bigger than making a bunch of money. It triggers more intelligent consumption and preserves resources for future business. What else is good? Often planning operations in more sustainable methods also leads to cost reductions, more efficient management of resources, and creates an integrated momentum throughout the entire market channel (from manufacturer to final consumer) of a single market force that is driving down waste and pollution while empowering an exciting “cultural change.”

What was the most exciting thing you saw or learned?

I was really excited to visit the Design Studio. I’m majoring in Art History because I don’t have the hands of an artist, just her eyes. I was bewildered and entranced by some of the visual merchandising presentations, and meeting with different retail design companies was like taking a walk through Alice in Wonderland. It was exotic, expressive, and truly inspiring. While the world of retail is one of sales and costs, like any business, it is also a visual playground which, from stores to catalogs or ad-campaigns, makes the experience of being a consumer so much more beautiful.

What other fun things did you do while in New York City?

Since I traveled to New York with the Kohl’s Center for Retailing Excellence at University of Wisconsin-Madison, my group got to visit the Kohl’s Design Studio, Macy’s, and Li & Fung. I also got to meet renowned designer Vera Wang and sit front-row for a mini fashion show at her studio. I will never forget the experience! I love you, Vera!

What’s your dream retail job?

I love so many aspects of the retail industry that it’s hard to narrow down a dream job. I’d have to say that I’d love to be a liason between design and merchandising for a luxury brand. I love looking for trends and putting together creative ideas for new fashions, but I also like the analytical side of the business, the organization, planning and after-sale evaluation. I just want to help make retail more aesthetically pleasing, environmentally and socially responsible, and get to work with fashion and communications on a daily basis.

Check out other student profiles from Dartmouth, the University of Arizona and the University of Michigan.

Name: Marvena Edmond

University: Tuck School of Business at Dartmouth

Graduation Year: 2010

Degree: MBA

Why did you attend NRF’s BIG Show?

While my professional background has been primarily in the financial services industry, I have developed a keen interest for the retail industry along the way. When I heard about the NRF BIG Show, I immediately thought it would be a great opportunity to learn more about the professional services that are important to the retail industry.

What was your favorite Super Session and why?

The new luxury paradigm – I’m particularly interested in the luxury goods market. The speakers detailed the trends they foresee in the space while presenting their thoughts on successful strategies to be a leader.

What was the most exciting thing you saw or learned?

EuroShop Retail Design Awards at the Design Studio. The architectural designs of the winners were absolutely mind blowing, WOW describes it all!

What other fun things did you do while in New York City?

I love New York, I took the time to have dinner with friends that I hadn’t seen in awhile.

What’s your dream retail job?

In the long term, I would love to be considered for a CFO role at a leading specialty retail company.

Check out other student profiles from the University of Wisconsin-Madison, the University of Arizona and the University of Michigan.

This was my first day EVER in New York City. I came with the University of Arizona’s NYC Study Tour and according to my itinerary, this was the only day I had to explore. We had a jam packed week ahead of us filled with super sessions, networking opportunities, and sponsored dinners.  Of course, I hadnn’t had any sleep the day before my flight (because I was so excited!), and didn’t sleep on the plane. Let’s just say coffee became my best friend again.

Under my motto of “sleep when you die” I thought it was the best decision to drop my bags at my hotel and explore the city as much as possible. That I did. I saw Times Square (very touristy), slightly overrated, but something I needed to check off my list. Then explored a little of Chelsea, experienced the Subway, caught a taxi (on my own!) and passed out knowing that the week of a lifetime was about to begin once I woke up.

Day 2

The first day of the convention was slightly overwhelming, especially being a measly college student in the world of REAL retailers. I attended the Power of Retail Design session which was very interesting because it is an area of study I want to go into after college. It was interesting to hear about the subjects we learned about at school being discussed as real ideas and projects to be implemented into stores. For instance, they spoke about brand imaging, and how to reach the international market.

I also attended David Wolf’s give his presentation on “A New Fashion Perspective.” Can I just say that he is amazing?! I completely agreed with his ideas about rethinking trends. It was so unbelievably refreshing to hear someone speak out against new trends and fashion shows unlike the teen bloggers today that pretentiously gawk over every new fashion line they see. Finally, someone who has credibility to speak about fashion!!  Wolf predicted fashion will have a new emphasis in fabric manipulations, pastel colors, rustic fabrics, and flower prints. It will be interesting to see what happens to fashion in the coming years. So pretty much, I loved his presentation.

Day 3

The U of A Study Tour and I pretty much got to walk to Expo floor and see all the booths. It was a great opportunity to network and get to know retailers and presenting companies. It was interesting, though, because people either thought we were high-schoolers, or other retailers. Obviously, they didn’t read our badges. Some people would approach us and be like “oh the University of Arizona…” and some would mention they didn’t realize that college students attended the convention.  Despite some puzzled looks we got, I still thought it was a great experience for us to meet people who could potentially hire us one day. By the way, I loved the Design Studio. If I come again next year, I will spend all my time there instead.

Day 4

LOVED!! the supper session “The New Luxury Paradigm” with designer Tory Burch and CEO of Saks Steve Sadove. They spoke about surviving the recession and adapting to the new environment to remain successful. It was reassuring to hear that retailer’s have a plan B for their company. This then brings potential to us college students to find a job out of college. Likewise, the feeling of satisfaction spreads to the consumers who get to see their favorite stores still open while the economy takes a turn. I found it funny that there are probably so many consumers who don’t even realize the behind-the-scenes of retail companies, and there I was exposed to it all. The luncheon we attended was phenomenal to be a part of. I was surrounded by some of the most powerful people in the retail world! And I got to meet Terry J. Lundgren…the namesake of our retail school!  Very many 20 year olds can tell people that they did what we did.

Day 5

The saddest day of the trip…we left for Tucson. Flying home made me realize the life changing opportunity I was a part of. It was totally worth missing the first day of school for, totally worth not sleeping all week for and totally worth all the money I worked hard for to attend. I was so incredibly grateful for the opportunities I was given through this trip and the NRF convention itself. The sessions and networking made me realize that I made a great decision to become a Retail and Consumer Sciences major.

Stephanie is a student at the University of Arizona, one of the Foundation’s college partners.