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!

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Three ways NRFSA members should start getting involved right now:

1. Join the NRF Student Association LinkedIn Group.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What has you most excited for working in retail?

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

What’s your dream job?

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

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

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

Anything else you’d like to share?

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

That’s why NRF Foundation couldn’t be more proud that Mr. Tindell is out, front and center, delivering the message that “retail is the best profession out there.” In a recent letter to retail company executives, Mr. Tindell encourages employers to partner with NRF Foundation to help position retail as a tremendous career opportunity, for students and other jobseekers. Here’s an excerpt from his letter:

Dear Colleague:

I know you share my conviction that retail…yes, RETAIL, is without a doubt,
the best profession out there. It’s the most exciting, the most creative… products,
merchandising, marketing, logistics, technology, vendor partnerships and of course
the people.

I personally can’t think of another way I’d rather be spending my career than nurturing
a retail business and building mutually-beneficial relationships with everyone who we
come into contact with.

There is absolutely no reason that the best and brightest students coming out of school
shouldn’t consider retail as their career. So I’m writing to you today, to join me and The
Container Store along with many other world-class retailers in making sure that MANY,
MANY, MANY MORE of the best and brightest students coming out of school CHOOSE
RETAIL FOR THEIR CAREER by becoming a Retail Careers Employer Partner of the
NRF Foundation. It’s up to people like me and you to partner with the NRF Foundation
in positioning a career in retail as one filled with tremendous opportunity, innovation
and excitement.

[Read the full letter from Kip Tindell.]

We hope this message resonates with retail companies and encourages them to join our efforts to help attract the best and brightest talent to our industry.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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