It is no wonder that we wanted to continue the interview with the man, who runs a company that includes iconic shoe brands Keds, Stride Rite, Saucony and Sperry Top-Sider. Read on to find out more about his first retail job, his thoughts on pursuing passions and engaging customers.

Matthew Rubel, Chairman, CEO and President of Collective Brands, is active in industry and civic organizations, including the Jay H. Baker Retailing Initiative at The Wharton School.

Your resume includes a number of blue-chip retailers and brands — J.Crew, Cole Haan, Revlon and Tommy Hilfiger. What about your very first retail job? When did you first fall in love with retail?

My first retail job was at a very young age at my parents’ clothing store in South Florida. When they finally let me on to the selling floor, I knew I loved retail. It was all about the customers and making them happy. I knew immediately.

We [NRF Foundation] talk about retail being an industry where your passion — whether it be books, the outdoors, technology or shoes — can be your work. Can you talk about pursuing passions?

People are passionate about brands. And when you are the brand builder, creating great brands, it’s really fulfilling. We are working with such iconic brands where you can engage customers in great items to bring more vitality and fun in people’s lives.

What do you see as the biggest benefit of working in retail?

The direct connection with customers and seeing them enjoy your products.

What’s the biggest challenge?

Retail is truly dynamic and ever-changing — no one day is ever the same.

What do you look for when you hire?

People who know how to listen, want to win and know how to think.

In a previous interview when asked, “What would you say to anyone considering a career in retail,” you said, “Stay focused on the customer. They hold the key to any retailer or brand success. Be ready for dynamic action, pace and change. It’s a great place to be creative, work with teams and build. It’s also great because if you make a mistake you can mark it down, learn from it and move on.” What other advice could you share for young people looking to get a start, or get ahead, in retail?

It’s important that you do what you love. Work should be fun. If you love customers and exciting them with great product and a fun, engaging shopping experience, then retail is right for you.

Want to know more about Mr. Rubel? What’s his must-have technology, next on his reading list, or the role of social media in his company and their plans for international growth? Read the full STORES interview.

“The constant change. You can’t stand still in retailing. You must always be innovating
and pushing the envelope. The competitive landscape is always changing. The customer
is always changing and evolving, and so must we. I like being challenged in this way. I
just love this business. It’s a privilege to come to work every day and do something I
absolutely love to do, even in this very difficult economic environment…”

Terry Lundgren, President, Chairman and CEO of Macy’s Inc.

Mr. Lundgren has been interviewed once again, and his insights are no less fascinating. On NRF’s BIG Blog, the CEO — of one of the most famous retailers in the world — discusses a range of topics from Macy’s annual parade, emerging holiday trends, and the company’s focus on localization. One particular part of the interview that struck us was Mr. Lundgren’s thoughts on how seasonal employees can turn a part-time holiday position into a full-time career. He goes on to share:

In September, Macy’s announced that it was hiring 65,000 seasonal employees during the holiday season. Some of these seasonal hires may hope that their temporary positions become permanent. As someone who spent part of his career as a store manager, what advice would you offer a seasonal employee on ways to stand out to management in the hopes of transitioning from part-time holiday help to full-time company superstar?

There will always be room at Macy’s for someone who is energetic, knowledgeable and focused on the customer. Selling skills are key. Many of the people who start with Macy’s as a seasonal store associate will end up with the company full-time. Some of them have risen through the ranks to be senior executives at Macy’s today. When I was just starting out in the company after college, I received some great advice from the manager who recruited me to the company. He said that to succeed, you need to “bloom where you are planted.” That advice has stayed with me to this day. It means that no matter what your job, do it to the very best of your ability. Really care. Go the extra mile. Show initiative and creativity to achieve your goals and go beyond them. If you really pour 100% of yourself into your job, people will notice. You will create your own opportunities for advancement.

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

When I started out in college, I planned to be a veterinarian. Then I learned what a veterinarian does for a living and what it was like to artificially inseminate a cow. So I switched to business. My first exposure to retailing was a high school job delivering clothing from a tailoring shop to local menswear stores in southern California. But I never really aspired to a career in retailing until I graduated college and interviewed with Bullock’s department store in southern California to be an executive trainee in the buying organization. At Bullock’s, I saw what an interesting, fast-paced business retailing was, and what good opportunities there were to advance my career without having to move from one company to another. I went from trainee to CEO of Bullocks Wilshire in 13 years and never stopped learning or loving my job.

To read the full interview with Terry Lundgren, visit the NRF BIG Blog.

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

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

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

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

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

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

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

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

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

Why do you like working in retail?

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

NRF: You were previously the President of Linens ‘n Things, spending 11 years there up until 2003. You became CEO of Spencer in 2003, and you’ve also spent time with Bloomingdale’s as a merchandising VP. How did you get into the retail business?

Silverstein: By accident, of course, like so many others before me. My family was in the motel business in Daytona Beach, Florida, and every summer I’d work at the motel. This taught me a lot about the attitude you have to have to be a great retailer. When I graduated from college (Cornell University, Class of 1981), I was preparing for a career with Merrill Lynch. I set up a “practice” interview with a recruiter named David Kanal from Macy’s. He hit all my buttons – how store management is the equivalent of running your own business, how retailing is results-oriented…It was just one of those fateful moments in life where you really connect. Retailing from Day One got in my veins.

How did you move up to CEO?

Back then Macy’s had a 13-week training program. I joined 25 other recent college grads (we were called “The Training Squad”) on the same day in the classroom. One of those trainees is my closest friend in life to this day. We learned retail math, we learned about all parts of the organization. I was assigned as a “white flower” (designating me a department manager) at Roosevelt Field Mall in sportswear. I started out on the sales floor, which is the only way you really understand what’s happening in stores. I moved up from there, over the years. Today I still take two trips a month visiting stores.

You’re on the advisory council for the Jay H. Baker Retailing Initiative for the Wharton School of Business. What do you look for in new hires right out of college, and what advice do you have for today’s graduates?

I recently spoke about that very subject. We’re looking for people who can articulate why retailing is for them – people who are targeted, who’ve done their homework. With today’s economy, students can start before they graduate and find creative ways to figure out if retailing is a good fit. For instance, Spencer Gifts offers internships. Becoming an intern is a great way to get your foot in the door. Use your network—family, friends, schools. If all else fails, if you really want to be considered for a career at a particular organization, write a letter to the CEO of the company and express your interest. What’s the worst that can happen? The NRF Foundation is also a great place to research the industry.

In your opinion, what is the most powerful characteristic that a retail CEO should possess to survive this environment?

Employees are looking to their leaders to provide a clear way forward in these unprecedented economic times – to help them understand and navigate what they are doing and why they are doing it. It’s more important than ever to demonstrate leadership: communicate clearly what you expect and be open about your company’s performance. Even if it’s tough news, it has to be delivered, told in an honest and open fashion. You have to lead the way.

Read the full interview on NRF’s BIG Blog.

But, this week, I’ve been particularly excited by a number of interesting news articles that have highlighted the retail industry. Interviews with retail executives, tips for landing retail jobs, managing retail employees — these are the kind-of articles I like to read — the ones that focus on real people in retail.

Here’s a digest of my favorite articles from the week:

(1) You Want Insights? Go to the Front Lines
New York Times, Corner Office, August 15, 2009

Every Sunday, the New York Times interviews top executives about the challenges of leading and managing. This week they interviewed Brian Dunn, CEO of Best Buy, who discussed leadership lessons he has learned (when you’re asked what you think, tell people what you think), and how he uses technology (monitors Best Buy mentions on the web and on Twitter; uses Skype to watch NBA basketball with his kids).

Some of my favorite quotes:

“Learning from people who are actually doing the work.”

“Be really careful about what you believe about yourself. You’re never as good as they say or as bad as they say. When I was made C.E.O. on June 24, I didn’t wake up that morning smarter. I didn’t wake up with a massive I.Q. expansion. I did wake up with a new responsibility.”

Read the full article.

(2) Your Career: Landing a Retail Job in a Recession
New York Times, Business, August 17, 2009

Retail jobs are harder to find in this economic environment. Read about what individuals and universities are doing to find jobs. One example: University of Pennsylvania’s Wharton School has been working with retailers to develop short-term projects, in areas such as operations and merchandising.

Other tips include:

• • Focus on financially healthy chains.
  • Look for jobs at stores where you regularly shop and that you’re passionate about.
  • Meet the managers: Don’t just drop off your resume
  • Be flexible. Working in retailing can mean long work schedules, particularly as the holiday season approaches.
  • Play up your experience in customer service.

Read the full article.

(3) Unlocking the Potential of Frontline Managers
McKinsey Quarterly, August 2009

The managers of frontline employees are crucial, yet often overlooked.

This article highlights the importance of the district/area managers, store managers, site or plant managers, and line supervisors. These managers direct as much as two-thirds of the workforce and are responsible for a crucial part of the company that typically defines the customer experience. Yet, they often have too limited flexibility in decision making and too little room for creativity.

Read the article (full article requires subscription).

Did you miss these articles in the news? Don’t miss out on any more. Sign up for a number of free NRF publications and get the latest retail news.

This week, “Talking With…” features Terry Lundgren, who started his career as a trainee with Bullock’s department stores in 1975, and is now the President and CEO of Macy’s, one of the best known retailers in the world.

Below is a section of the interview that I wanted to share with NRF Foundation’s Retail Careers Community, as it highlights how Mr. Lundgren got his start in retail, why he thinks it is important to listen to young associates, and what he loves about the industry. You can read the full interview on the Shop.org blog.

When you received the Gold Medal Award at NRF’s Annual Convention several years ago, you talked about the importance of cultivating young professionals within the Macy’s organization and said you meet with a select group of young talent on a regular basis. What have you learned from those meetings and have you made any changes because of them?

I learn a lot each time I meet with a group of associates who are early in their careers with Macy’s. I work hard to devote at least 30 minutes a week to them, and it is among the most rewarding things I do. These individuals are brimming with good ideas and insights we can apply to our business, and we do take action on them. For example, the development and rollout of the BCBGeneration product for young career women, as well as the Rachel Rachel Roy launch, were directly related to a meeting of my “Breakfast Club.” The group told me we had a gap in our assortment for this younger working customer, which included our own trainees and assistant buyers, and we moved very quickly to fill it.

You’ve spent more than 30 years in retail. What do you like most about this industry?

The constant change. You can’t stand still in retailing. You must always be innovating and pushing the envelope. The competitive landscape is always changing. The customer is always changing and evolving, and so must we. I like being challenged in this way. I just love this business. It’s a privilege to come to work every day and do something I absolutely love to do, even in this very difficult economic environment. We get our performance review every day at the cash register. I love the challenge because I know our strategy and our organization structure is right and we have the talent to win.

Tell me something that’s especially vivid from your first days at the company.

I was recruited to Bullock’s in Los Angeles as I was graduating college at the University of Arizona. I had several other job offers, but what struck me about Bullock’s was the unbelievably talented people I met in the interview process and potentially would be working with and for. That’s what attracted me to retailing and what has kept me in this industry.

Retailing thrives on smart, aggressive, fast-moving people who know how to spot and capitalize on opportunity. You are responsible for your own P&L statement early in your career as a buyer or a store manager. I am very proud of the fact that Macy’s, Inc. is known for having the very best training programs, which in turn has attracted the best people in retailing.

Read the full interview on the Shop.org blog.