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

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About the Retail: an Inside Look video blog series: At NRF’s 2010 BIG Show, NRF Foundation videotaped five-minute interviews with attendees, who work in different facets of retail, from a Director of Sales to a Vice President of Human Resources. These interviewees discussed their climb up the retail career ladder and gave us insight into some of their favorite aspects of the industry.

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

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

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

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

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

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

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

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

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

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

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

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

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.

Home.

I’m sick…

I know, sad story.

But, I realized something while chugging orange juice for potential Vitamin C power to chug through the day – I’m not going to let being sick get me down.

Just as retailers are being optimistic that the worst is over, I’m going to be optimistic that I’ll get better by tomorrow and will be able to sit in on some more interesting sessions at the show.

As I mentioned in Bringing Back the Buy, that is the key to being in business. Optimism is the light of life that should guide all actions of retail. It is something that is going to get me through today and get me through the rest of my life in a world of business.

There is so much optimism behind that and it is the same optimism and drive that keeps retailers afloat throughout the changes in multi-channel retailing.

E-tailing has become a way of the present. Years ago online retail seemed something from the movie Back To The Future, but now you can make purchases from your cell phone! Online, convenient shopping is more popular than I ever could have imagined.

What does that mean for tangible, walk-in stores?

That means that fewer customers will be making their purchases in person. It is easier to sit at a computer and choose at the click of a button what you want to buy rather than travel the distance to purchase it.

What can retailers do to convince customers that getting out of their pajamas to travel to stores is a better experience?

Give them the visual experience!

Peter Graf, Chief Sustainability Officer, Executive Vice President of Sustainable Solutions, and speaker at the Sustainability in Retail session said, “Visuals drive change.”

He and Andy Thaemert, Associate Principal at retail design firm Callison and speaker at the Visual Merchandising: Infusing Artistry in Retail Design session spoke on the same topic – the theory that stimulating the customer’s experience visually can draw the customer to a store and away from a computer.

Having a strong market that is driven to shop in store is just as important as having a strong online presence. Finding the balance is what retailers need to do to maintain positive growth for both channels of retail. But, as of now, the bigger focus is keeping the attention of customers in person. That can be done through the visual merchandising.

Thaemert showed a number of slides giving a walk through of the newly opened Harvey Nichols flagship store in Jakarta. Instantly, even though I was not physically in the store, I saw through the photos a fantasy world made of unbelievably exciting visual merchandising. Looking at the photos left me breathless.

That is the effect that every retailer wants to have on a customer. That awe that draws them inward so that once they are inside, the real magic can begin.

One of the things that Harvey Nichols design team did was recycle things that were a part of Jakarta, such as steel oil drums, scooter tires, and glass bottles. They used those items to become part of the design of the store and it worked. Recycling is part of the restructuring of retailing and the way that it was shown in the Harvey Nichols store blew me away.

Without a doubt, retailers have to connect with their customers. The way to do that is through the visual merchandising. It is always going to be about the product itself, but instead now retailers need to spend a little more time focusing on how the product is showcased. That is what is going to bring the target customer into the physical, retail, store and keep them from the competitors.

If you can capture your audience in that way, you have done your job as a retailer and will capture audiences for years to come.

Jena Glick is a freshman at LIM College, one of the Foundation’s college partners.

I am a fashion scholar student at LIM College, which is located conveniently a hop, skip, and jump away from the Javitz Center in lovely Manhattan. As a scholar, I had the privilege of attending this major retail conference. Although my major is Marketing, and I do have knowledge about the global state of things, the visit to the show was no possible way in vain.

What I realized is simply this…  We must be ready for the change that retailing must undergo to survive.

In a man eat man and girl buys leather world, it’s survival of the fittest and retailers are duking it out to attain high profit amongst competitors. Now that’s nothing new, but it’s how they’re doing it – how the retailers are competing and what new techniques they need to adopt to stay in business through tough economic times.

What retailers need to do worldwide is evolve to meet the customers’ most basic needs. And in 2010, what can we predict those needs to be? Well, location and product differentiation for sure, but what about customer service? Product sustainability? It’s all that and more. In a world of evolving retailing, the business is not the only one changing; it is the consumer as well.

I know I’m a fashionista and of course my main line of thinking may be skewed towards…well, fashion, but in a realistic world, even fashionistas must think objectively and on a much larger scale. Fashion is a retailing business and retailing is the business of fashion.  Fashion will not survive if a retailing shift does not occur.

Dr. Ira Kalish, Global Director at Deloitte Research and speaker at the Global Powers of Retailing 2010: From Downturn to Uptick, noted that at last year’s retail conference, the topic was the recession and staying alive during it and that this year, the topic is along the lines of emerging into the shift in retailing that had begun after the recession.

There were a few major points that Dr. Kalish noted as key to turning the retail industry back into a booming business globally. But, in all honesty, none of it matters unless you get inside the psyche of the customer.

1. Customer behavior – understand how a customer thinks and how they behave, then you can have the slightest power as a retailer.

2. Quality over cost — Customers are a little more leery, now, to buying big ticket items, than before the recession which means that retailers need to give the customer what they want – more bang for their buck. Ensure that products are of top quality and made with ultimate satisfaction in mind, even if its retail value is only a dollar.

3. New structure – Dr. Kalish said that this is the turning point. We had an old structure for retailing and it worked for as long as it did, but now, after the recession it is time to adopt a new structure that will revolutionize retailing for the long haul. With that in mind, retailers have begun doing market research to better understanding how, why, when and all the other w’s of consumer buying habits.

4. Convenience — More so now than ever before, buying is done online. The introduction of e-tailing has revolutionized the entire retailing experience. What retailers have to understand is why?  The answer is pretty simple. Convenience. But, convenience for the customers may come at a price for retailers.

5. Risk taking — Of course there will be risks along the way, in what situation are there no risks? Well, no situation. Risks offer opportunity to see what works and what does not work with a retail business. If risks are not taken, how will businesses know what is possible to increase profitability and what will not work, without even trying? Today, retailers must try something new to get customers back into buying.

So here’s what you have to do as a retailer to stay in the game: adopt a new theory (if the old one does not work). Perhaps increase customer service. Increase the amount of diverse products. Or maybe just increase the amount of expansion that your retail is undergoing. Perhaps expand internationally. Go abroad, but without a question begin an online retail channel, it is not the future of retailing – it is the present!

Jena Glick is a freshman at LIM College, one of the Foundation’s college partners.

In the wild world of wondrous retail, optimism is the biggest ticket to staying afloat in a tough sea of market and competition.  But even more substantially important to maintaining a successful retail business is the actions that are backed by that optimism. The question remains, “What actions do you take as a retailer?”

Although it sounds pretty ridiculous to reduce inventory if businesses are so sure of an increase in demand, it is done with the greatest intentions of all.  “I’ve never seen anyone go out of business because they didn’t have enough of something. However, I have seen someone go out of business for having too much,” said Questrom.

It’s all in the product management. The chain of operations, after optimism is linked in to your retail, begins when inventory is reduced. More money is saved and can be used to differentiate products or to hire more employees. So the old moniker less is more, holds truth for the present and future of retailing as less inventory results in more profit and more jobs.

Job growth of course was a core subject during the Super Session. How can you create job growth? Well, for starters, be happy! That seems to have done the trick for all three of the speakers at the session, who have the experience in long lists of retail corporations.

But much more can be done. For example, decreasing multiple expenses in a number of ways, as Tracy Mullin, President and C.E.O. of NRF said to open the session. If retailers can learn to allocate their money properly, more money can be spent of providing income to employees, which in turn provides job growth.

“The economy today is measurably better than it was a year ago and will be measurably better a year from now,” said Mark Zandi, Chief Economist of Moody’s Economy.com, another speaker this morning.

With that being said, of course retailers have “happy” written all over their foreheads. Now that does not in any way mean that change will come as fast as a headache. As usual, things will take time. The entire world is recovering from one of the greatest recessions anyone has witnessed since the Great Depression and it is a no-brainer that recovery will take a few good years. But as businesses are already seeing changes in profit since last year, the outlook of retail in general is landing upon the stars that they are shooting for now.

Howard Levine, Chairman and C.E.O. of Family Dollar Stores, referenced that Family Dollar’s business is doing well compared to this time last year. They kept in mind the focus of customers during this past holiday season, and that focus, they noticed, was value. You have to focus and know your customer no matter what the times are like. When it came down to Family Dollar, Levine said that much time was spent on researching and gaining knowledge on the demographical customers that shop at the stores. He noted that a store must be adaptable and relevant to the customers’ needs, which are currently prevailing over their wants.

In conclusion, take account of what procedures work for your business and which ones do not. Use the proper techniques to fuel the changes that will present more opportunities to increase profitability and a loyal customer base. But most of all never let the failures get you down, be optimistic and see the sunshine over the cloudy days. Yes, we went through our rainy days of recession, but it is time to come out of the dark and adapt to the new retailing world, and if that means that a little extra work must be done by retailers, such as deeper research into demographics, then so it shall be.

And if a business does not see the immediate results it may have been waiting for, have no fear because retail is on the right track with new technology and innovations coming into light.

Jena Glick is a freshman at LIM College, one of the Foundation’s college partners.

The session that stuck with me the most was “The Power of Retail Design.” Two panels spoke to the unique challenges faced and innovative solutions found in the completion of various store design projects.  What made the discussion so enjoyable was a balance between the familiarity of the brands discussed, and the newness of the interpretations of those brands for different markets and formats.

One such brand was Neutrogena.  As an avid health and beauty consumer, I’m well aware of the brand and its positioning in the United States, but during the session I learned that to introduce the brand in India, an “education mall”, complete with magazine cover-inspired displays featuring layered imagery and text to attract shoppers was developed.  Private consulting and a one-on-one selling process were used to educate shoppers on product skin care and cleansing capabilities.

Another thought-provoking topic was the sustainable L.L. Bean store.  To again reference the session’s interesting paradox of the familiar and the new, I’ve always been an L.L. Bean catalog shopper, but didn’t realize they had brick-and-mortar stores.  Speaker Joseph P. Nevin explained that natural light, high recycled content materials, and repurposed materials were used in the store, paying homage to L.L. Bean’s penchant for stewardship and sustainability.  The store also includes a multi-channel hub where customers can access the company’s website and physical catalogs.

As these two examples illustrate, the projects discussed during “The Power of Retail Design” were quite diverse.  Despite the variety, all of the speakers proved that a multitude of challenges can be overcome with innovative store design and visual merchandising, a lesson I’ll have no trouble applying to situations in my future retail career.

Molly McKenna is a student at the University of Michigan.

Being in New York City is reason enough to write this, but as an added bonus (or should I say main reason for coming) I am attending the NRF Big Show. As a college student, this is a glimpse into the world I hope to be fully submerged into within the next couple years.  

I attended a super session called “The Power of Retail Design” by Joseph Bona and John Wilkins. “Take the product out of the store, and you should still be able to tell what the store represents.” This is a quote that took me by surprise; the design of retail embodies everything from the clothes itself, to the walls and flooring acting as a backdrop to sell the clothing. It’s about creating an atmosphere overall, that creates a good shopping experience. At Ben Sherman stores, they take an anti-retail design approach. The store is plastered with British flags anywhere from the floors to the walls. In one room there is wooden table and thick leather studded chairs, with a chandelier hanging above. Supposedly this pays tribute to when Ben Sherman himself, swung from a chandelier at a party. In this scenario, the clothes are the backdrop, while the focus is on creating a sense of loyalty and leisure. It’s almost like an odd version of your own house, except your house filled with fashionable clothing, who wouldn’t want that?  

I love New York City, I love being at this convention and I love working and being student within the retail industry.  All three of these reasons confirm I am on the right track, unlike many other unsure college students.

Maybe one day, you will be seeing me at the NRF Big Show, not as a student, but representing a company and coming to find the latest and greatest within retail. See you there!

Kalie is a junior at the University of Arizona, one of the Foundation’s college partners.

I am a college student who does not have any household bills to pay, does not have children to support, does not have any regular monthly expenses. Period. I have a job, which means I have the money for the frivolous spending that my age group is so well associated with.

What’s the problem with that?

Well… I’m not spending.

I sat on the outskirts of the recession and watched as it hurt countries and nations. Many have lost their jobs and the income that they once believed would withstand any recession. It did not quite affect me. I grew up in a middle-class family and my mother has always had a stable job. Luckily, she is the only one who can do her job. Simply put, I’ve got the money, but I’m not using it.

Well, what am I waiting for?

I’m waiting for prices to drop. I’m waiting so I can have money in case of crisis. I’m waiting to save. Save for what? Well I’m not quite sure yet. As of now the only major expenses I’m concerned about is the price of college textbooks. (Really? $ 200.00 for a book I’m only going to use once?)

I’m waiting for a good enough reason to spend – like a nice new outfit and an amazing pair or turquoise heels to wear to the NRF’s Big Show.  I am the potential buyer which retailer’s love. But, when I don’t make any purchases, retail dies a little.  How can retail survive if many are waiting it out to spend their disposable income instead of spending it right now?

That is the question that speakers at the Big Show have posed various answers to. Some said give change – introduce something new to entice the target customer. Some said it is not something new that should be the focus; it is the quality of a product or service. Sustainability of a product is the key to selling it.

And then, there is the opposite approach…the answer is not in the product at all, it is in the service. Showing expert customer service no matter what item you are selling will prove to be a top technique for retailers worldwide.

As mentioned by Mark Williams, President of Financial Service for Best Buy Co., Inc., the “blue shirts” are memorable not only because of the uniforms, but indeed because of their product knowledge that is reliable and helpful.

During the Super Session, Execute or Be Executed, Williams noted that there were challenges that  Best Buy Co., Inc. faced during the worst points of the recent recession. Those challenges were faced and dealt with when they adopted and perfected the theory that high quality customer service wins the hearts of a potential buyer. Even if the customer opts out of making the purchase today, they will stick with that retailer in the long run, because they know that the retailer had expertise knowledge of every product.

Well, here’s what I have to say. One answer cannot stand alone as the key to the revival of our economy after a recession – it is the combination of all of them. (The combination of having a helpful employee sell me some lovely turquoise high heels that will not hurt my poor feet and will be durable for many years of wearing). That is what is going to bring back the buy.

Jena Glick is a freshman at LIM College, one of the Foundation’s college partners.

Here are a few of their tips:

Going abroad. Many companies will be looking to expand into new international markets as the economy starts to turn.  If you’re interested in going overseas, companies will be more inclined to send a young person rather than a senior executive for cost purposes says Jim Viola, strategic HR and talent management consultant.  However, as Robert Diee, senior manager – learning design at The Home Depot pointed out, there is a transition period that college grads experience when entering into the workforce.  It will serve you better to tackle this transition first by putting a few years of retail experience on your resume then combining your effort with a cultural transition.

The power of networking. Kira Martin, a student from Florida State University explained to the panel that while she is in excellent academic standing, has lived in China, has retail experience;  she has applied to numerous internships and has yet to hear from ANY she’s applied to!  Rick Philips, Ph.D, chief technology officer and VP of Business Development for Castle Worldwide explained that the lack of response from employers is more a sign of the economy then it is her resume.  In which case all three panelists agreed that you’ve got to try even harder to market yourself with networking – not just online such as Facebook and Linkedin but by making face-to-face connections with employment opportunities.  Moderator Christopher Hollins, VP, retail industry strategic relationship group, American Express adds that getting a job in today’s economy is 5% talent and 95% effort.

Developing your skill set. When you secure an internship, make sure you’re getting the most bang for your buck.  If you’re not able to work for your dream company, you still should be developing a skill set that you can offer to your future employer.  Internships are a great way to get your foot in the door and many companies will be more likely to hire you after you’ve been exposed to their culture and environment.

Note: You can read a full recap of of the students’ presentation over at NRF’s BIG Blog.

At NRF’s BIG Show, we’ve got a great opportunity to capture “real retail stories,” and help bring retail careers to life for our large youth audience — the next generation of retailers. We’re looking for retailers to talk about their careers with us, in a five minute, filmed interview that will be shared on our Retail Careers website.

Share your retail career story at NRF’s BIG Show.
Interviews will take place Monday and Tuesday, Jan. 11-12,
in the NRF Foundation Resource Area (center of the EXPO Hall).

We know attendees have many demands on their time while at the convention, but this is such a valuable opportunity for all of us to show, in real terms, why students should look closely at retail. We hope you’ll join us on the “red carpet area” (no kidding, there’s an actual red carpet), of the EXPO Hall, as we’ll be filming interviews in our “Casting Call” booth on Monday and Tuesday, between 11:00 am – 4:00 pm.

Have questions? Want more information? Make a comment below, or feel free to contact Sarah Conrad.

If you are attending NRF’s BIG Show in New York City and are interested in blogging for our Retail Careers Blog, then we’re looking for you!

We’re looking for college students to recap the educational sessions, share their experiences, and provide a glimpse of the conference from a student’s (and future retailer’s) perspective.

The conference educational tracks and topics for blogs include:

• Global Outlook
• Information Technology
• Marketing and Brand Management
• Merchandising
• Online Retailing
• Store Design
• Store Works
• Sustainability
• Supply Chain

Blogging provides great recognition for you and your college/university program. Plus, it’s fun! Let us know that you’re interested by posting a comment below or sending an email to Angela Elder, Director of Certification and Career Development Programs, for more information.

We’re looking forward to reading your posts in NYC!

NRF’s 99th Annual Convention & Expo, January 10-13, 2010

People around the NRF office have been all a buzz about Sir Terry Leahy‘s, CEO of Tesco, super session. Me? I’m personally excited that Tory Burch will be there as a speaker for Tuesday’s super session. I’m also excited about all of our Foundation-related activities.

Our Sunday session Where in the World Is Tomorrow’s Retail Talent? takes on an international theme. Attendees will be able to hear from the Winning Team of the third annual American Express – NRF Foundation InterCollegiate Retail Challenge. The team of six college students (from six top university retailing programs) will present their winning business plan and strategy for taking their U.S.-based retail company abroad. Following their presentation, heads of talent at retail companies will discuss their own talent recruitment, management and training strategies across borders.

On Tuesday, NRF Foundation and KPMG will present findings from the eight annual Retail Horizons: Benchmarks and Forecasts survey. At no time in recent memory have findings of this report been more important. KPMG and senior vice presidents from L.L. Bean and Saks will discuss how survey trends and findings line up with plans in their own company, along with the broader retail industry’s plans in nine key areas for 2010.

The education sessions and networking events will certainly keep attendees busy, but make plans to visit the EXPO Hall, including the NRF Foundation’s Resource Area. In the center of the Expo Hall floor (look for the red carpet), the Foundation has an exhibit area where we’ll be:

• Interviewing retail executives — we’ll be “on location” with retail’s biggest stars. Stop by and check out our “casting call,” where will be  talking with retailers about why they love working in the industry.
• Holding demos of our new eLearning platform — come check our our new system and our retail-specific course offerings and certification programs.
• Blogging — our Collegiate Blogging Team will be back at it, sharing their experiences at the BIG Show.
• Tweeting — we’ll be holding several Twitter activities, so make sure you’re following @Retail_Careers.

If you’re planning to attend, make a comment and tell us what you’re most looking forward to in New York!

College and Universities with retail programs — here’s an opportunity you don’t want to miss! Colleges and Universities, who are partners with NRF Foundation, can reserve an exhibit booth at NRF’s BIG Show, and are eligible for special pricing. NRF’s 99th Annual Convention & EXPO will be held in New York City, in January 2010, and is a “must-attend” event for retail professionals from all over the world. Partners booths will be located in the NRF Foundation’s Resource Area, in the center of the EXPO Hall.

Benefits of exhibiting at NRF’s BIG Show:

• Showcase your retail program: Gain visibility with  mentions in the show program guide, website, and face-to-face at the show.
• Connect with retailers and attendees: Take advantage of a unique opportunity to meet and greet as many as 17,000 convention attendees.
• Career networking: Bring students to assist with your exhibit booth, and make sure they come ready with their resumes!

For more information on rates and deadlines, see the invitation and exhibit booth contract, or contact Jennifer Atkins at (202) 626-8196 or atkinsj@nrf.com. To be included in the Exhibitors List in all convention materials, booth contracts must be received by October 9, 2009. For other information related to the convention (housing, education sessions, schedules, etc.), visit the BIG Show website.