I recently took a trip to Chicago with a group on campus called Retail Studies Organization. It’s an organization that allows students who are studying/ are interested in retail to learn more about the industry and get a feel for a work environment they could possibly be entering after graduation.
During the trip, 50 students invaded downtown Chicago to visit the Merchandise Mart, Zamrie, Niketown, Anthropologie, and Coach. Not only was it great to be in the hustle and bustle of the city, which now most workplaces resemble, the group also learned valuable lessons about the industry and life.
• Lesson 1: Never forget the basics.
The greatest advice the members of the merchandise mart told us was to memorize the formulas you learned at school. Our speaker said she used the retail math formulas she learned in school every day, and she used her knowledge of them to impress during interviews. It just goes to show going to class pays off.
• Lesson 2: Failure is okay.
The creator of Zamrie is a recent college grad who after trying her time in New York decided to come back to Chicago and start her own line. Her first collection failed because she was trying to do everything herself in a world where help is a necessity. She also learned through trial and error that her strength was in designing tops. She wouldn’t have known this however without trying to design other items. It’s okay to ask for help, and it’s okay to eventually throw in the towel when things just aren’t going your way.
• Lesson 3: Stay true to your brand.
The thing that impressed me the most at Niketown was how loyal everyone and everything was to Nike. The symbol, how the company was started, how the name came to be all related to each other which in turn led to the strong brand they have today. When you think of active clothes, you think Nike. It’s by no coincidence that this happens. Every day the company is trying to improve themselves and strengthen what they do best.
• Lesson 4: You can’t be afraid to get your hands dirty.
Ask anyone on the trip about the most impressive thing they saw at Anthropologie, and they would tell you it was the giant flower wall decal made of corks. This piece took roughly 12 hours to create and a few interns. What can be perceived as a glamorous business requires long hours, heavy labor, and creativity. It’s not just about the pretty clothes or models that display them. In order to get results, you have to put in the time.
• Lesson 5: Know your consumer and play to their strengths.
It was no secret that the economy took a downturn in 2008. Instead of panicking, Coach created an entirely new customer base with their line Poppy. Coach recognized that there was a younger consumer out there for them who wanted younger, brighter, youthful handbags. Coach already had the reputation of creating great purses, now they were just expanding that reputation to a wider audience. Coach wouldn’t have known this without researching and finding out what the market was looking for.
Overall, it was a jam-packed two days of fashion and fun, and another great learning experience for the members of RSO.