WINTERÂ & SPRING
2020
R E T A I L
RMI
M A N A G E M E N T
I N S T I T U T E
SANTA CLARA UNIVERSITY
WINTER & SPRING 2020 ISSUE IV
Our Mission The mission of the Retail Management Institute at Santa Clara University is to: Provide a platform for deep collaboration between leading academics and industry innovators to generate shared knowledge Prepare Retail Studies students for success in the new world of technology driven retail
Contents 03 Editor's Note 04 The Class of 2020 12 RMI x New York 17 Senior Seminar Highlights 18 Visiting Levi Strauss & Co. Headquarters 19 Virtual Tour of GAP Inc. 20 Junior Prep Camp 21 Internship Faire 22 The Crisis in Retail, a Virtual Speaker Series 28 A Visit from SCU's President, Fr. O'Brien 29 A Farewell from Anelly Allmen
A note from the Assistant Editor in Chief
The Retail Management Institute, RMI, continues to foster a community at Santa Clara University that promotes connection, growth and building each other up to constantly learn and be the best versions of ourselves. Since its start, the Retail Management Institute has evolved with the times and provided the best of opportunities for its students. Especially now, with changing business climates and an adapting economy, the guidance and support from RMI is especially priceless. My name is Addy Camisa. I am a junior at Santa Clara University, majoring in Marketing and minoring in Retail Studies. I am so grateful to be a part of the Retail Studies Student Association and have the opportunity to work on this magazine each quarter. Being a member of RMI has been one of the most fruitful and interesting experiences I have been a part of while being a student here at Santa Clara. Whether it be with thoughtful speakers, helpful workshops, or community engagement, the Retail Management Institute has always brought to light a new perspective. As the retail industry is constantly changing and innovating, RMI is right there along with it doing the same. Being a part of the program is a great opportunity to learn from former members and benefit from mentorship, while also growing alongside my fellow classmates. Seeing the Retail Studies Student Association plan insightful events for the future, whether it be online or in person, has made me excited for what is to come. I feel very lucky to be working alongside incredibly bright individuals and amazing staff. I want to thank them and all those that make being a part of the Retail Management Institute possible. RMI has been a point of growth for many students in the past and will continue to be now and moving forward. Whether upcoming events be on Zoom, social media, or in person, we are so excited for the Retail Management Institute’s future. I hope you enjoy this edition of the RMI Magazine!
Addy Camisa Assistant Editor in Chief
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RMI Class of 2020
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Congratulations to the
RMI Class of 2020! This class has accomplished so much and contributed greatly to the Retail Studies program. We wish them all the best in their next steps, and celebrate all of their accomplishments.
Anelly Allmen, RSSA President Marketing, Studio Art & Retail Studies "My advice to current and future RMI students is to not be afraid to lean into the community that makes up RMI. RMI has the ability to help you launch your career in retail as long as you take advantage of all that it has to offer! I cannot recommend this minor enough and am so thankful to have been a part of this program." Incoming Buying Coordinator at Stitch Fix
Olivia Kem, RSSA Corporate Liaison Finance & Retail Studies "RMI has helped me in my career by helping me build skills both in and outside of the classroom. From hard skills learned in my courses, to experiential learning through summer internships, to leadership skills acquired from being on the student executive team for two years, RMI has done more than prepare me for my next step at Gap!" Joining Gap Inc’s Rotational Management Program
Katie Kelley, RSSA Philanthropy Chair English & Retail Studies "RMI has been one of the biggest highlights of my college experience. I have loved serving as the Philanthropy Chair for the student executive board and seeing the impact that RMI has had on the community around us. I am going to miss everyone in RMI next year!" Content Marketing for Salesforce Commerce Cloud 5
Betsy Alderman, RSSA Philanthropy Committee Economics, Communications & Retail Studies "My favorite RMI experience was being on the Student Executive Board as the Mission Outreach and Philanthropy Chair. My favorite class was Marketing 169 because we got to hear and learn from amazing guest speakers. RMI has really helped me in my career, especially with obtaining an internship during my junior year. For all RMI students, I highly advise to get involved with RSSA." Attending SCAD MFA for Luxury & Fashion Management
Lyssa Urrutia, RSSA Recruiting Chair Management Information Systems & Retail Studies "RMI provides students with experiences that I do not think any other program at SCU could match. I like to think of the Retail Studies minor as more of a major - it has so much to offer and the community within the program and alumni network is incredible. I have been able to enjoy many experiences thanks to RMI, but I think my favorite experience was receiving a scholarship to attend the National Retail Federation's Student Program in New York, specifically to look at the retail industry through a technology lens. I was able to network with many inspiring professionals on the technology side of retail and ultimately landed my post-grad job through this opportunity! I am grateful for the numerous memorable experiences RMI has provided over the past four years and look forward to staying connected as an alumna." Incoming Data Analyst at WalMart
Robinette Johnson, RSSA Recruiting Committee Marketing & Retail Studies "Being a part of the RSSA Recruitment Committee has been really fulfilling for me because I was able to meet potential new members and talk about my own experience within RSSA. RMI has helped me in my career by prepping me for interviews, assisting in building my resume, and connecting me with people in the industry." Joining the Marketing Rotational Program at Western Digital
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Kelli Bates, RSSA Mentoring Chair English & Retail Studies "One of my favorite experiences was planning, organizing, and executing Prep Camp for Junior RSSA members. I hope this event can grow into a tradition for future RSSA students."
Valerie Vandeveld, RSSA Mentoring Chair Communications & Retail Studies "My favorite RMI experience would be the prep camp that I put on with Kelli Bates or the Williams Sonoma Corporate tour! My favorite class in the RMI program was Marketing 169 with Professor Kalyanam because we had such dynamic speakers and it was great to hear about retail from the perspective of industry insiders. RMI has helped me in my career by giving me connections and the education I needed to succeed in the industry. Through my internship at Sephora, I was able to put my knowledge from my RMI classes to work and I am so thankful to have had that opportunity. Advice that I would give future and current RMI students is to get as involved with RSSA as possible, for it creates awesome relationships and is a great way to experience the RMI program in a different way that is not just in the classroom!"
Colleen Brady Communications, Entrepreneurship & Retail Studies "RMI has helped me gain an understanding of the retail world from an inside perspective. Attending my RMI classes, going on different corporate tours, and interning at Target all assisted me in reaching a comprehensive understanding of the retail industry."
Grace Mejia Marketing & Retail Studies "RMI has given me the opportunity to explore the retail world in so many ways. From the opportunity to tour company headquarters, to hearing first hand from company executives, RMI has given me great tools to apply to my career." Incoming Executive Team Leader at Target 7
Sheerin Khan Management Information Systems & Retail Studies "RMI has set me up with an excellent foundation to build a successful career in the retail industry. Cindy, Cynthia, and Kirthi all care so genuinely about us students and want us to succeed. It is a program like no other and by far has been one of my favorite parts of my time at SCU. My favorite experience has been getting to hear from so many guest speakers - what better way to learn than to hear from top executives in the field? Each one always had a special message that I still carry with me even today. I'm excited to take all that I've learned and apply it to my retail career. During the global pandemic, the retail industry definitely has some challenges heading their way, I'm looking forward to hopefully getting to play a role in navigating through solutions and the restructuring of what the retail world will look like in this pandemic and post-pandemic world. It will most definitely be a challenge but it's a challenge I'm motivated to work through." Incoming ITÂ Analyst at Levi Strauss & Co.
Haiyeng Tan Studio Art & Retail Studies "My favorite RMI experience was going to Shoptalk during my junior year, and learning so much about the retail industry." Attending University of California for Masters in Architecture
Sarah Treganowan Economics & Retail Studies "My sophomore year I was on the Executive Board Team, specifically the Recruiting and Marketing Team. Sophomore year, I was a Rising Stars Scholar which allowed me to go to NYC for the NRF's Student Program. My junior year, I also attended Shoptalk in Las Vegas, which was amazing because we were the first students to ever attend. I got so much exposure into the retail community. In addition, my junior and senior year, I was so lucky to receive a scholarship from RMI to help fund my education. I am forever grateful for that. Lastly, because of the junior internship fair I was able to secure an AWESOME internship with Levi Strauss & Co. Levi's internship program was one of the best experiences of my life and was the first time I worked in corporate retail. I have had many more experiences from RMI that I could go on and on about. This minor has shaped my Santa Clara experience in the best way possible and has allowed me to make so many friends and memories."
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Angelica Hazzouri Marketing & Retail Studies "RMI has provided me with invaluable connections and experiences that I will cherish for the rest of my life. Its extensive network has helped me figure out more specifically what I aspire to do in my career in retail, and I look forward to being able to help future RMI students as a Santa Clara alumna. Through this program, I have learned that retail is NOT a dying industry, and there are so many changes and evolutions that will continue to progress in the dynamic world of retail. I look forward to applying my knowledge from RMI to my future career positions."
Maria Kraus Marketing, Studio Art & Retail Studies "My favorite RMI experience would be all the guest speakers we had in our senior capstone classes, Marketing 168 & 169, which have been my favorite classes. RMI provided me with resources to gain professional experience and I got to intern at Cost Plus World Market, which was an incredible experience! My advice would be to take advantage of all the opportunities that RMI has to offer because they are truly incredible and unique!"
Laura Blevins Marketing & Retail Studies "My favorite class in the RMI program was Marketing 169 with Dr. Kalyanam. The class was filled with amazing guest speakers almost every week. I loved working on the quarter-long project where we were responsible for finding ways to eliminate frictions in retail. My team got to present our findings to the CEO of Purple, the direct-to-consumer mattress company." Incoming eCommerce Coordinator for Levi.com at Levi Strauss & Co.
Class of 2020 Elizabeth Alderman · Anelly Allmen · Katelyn Bates · Laura Blevins · Abigail Boyd · Colleen Brady · Erica Cabrera · Carrie Chow · Hailey Eberle · Cecilia Fan · Emma Franz · Angelina Hazzouri · Robin Johnson · Katie Kelley · Olivia Kem · Sheerin Khan · Maria Kraus · Kelsey Leon · Patricia Mallari · Grace Meija · Lauren Rapisarda · Bridget Reynolds · Jessica Rousseau · Isabelle Shayoun · Haiyeng Tan · Sarah Treganowan · Lyssa Urrutia · Valerie Vandeveld · Jamie Vuong 9
To the Class of 2020... You are Remarkable. The Class of 2020 will always have an amazing and historical narrative of the last quarter of Senior year at SCU. While we wish it could have been different, we recognize this has also expanded you in ways that will continue to influence your journey. All of the characteristics that make you, as an SCU and RMI grad, will only shine brighter. We are thankful to have shared this pivotal time and are grateful for your guidance in helping us understand how we could serve you and provide impactful learnings and experiences that required a big stretch out into the Virtual. We are your biggest fans! You are all driven, passionate and smart and we have no doubt you are going to make an innovative impact and big big impression on all things retail! Congratulations Class of 2020! The RMI Team - Kirthi, Gail, Savannah, Cynthia & Cindy
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Class of 2020 Elizabeth Alderman Anelly Allmen Katelyn Bates Laura Blevins Abigail Boyd Colleen Brady Erica Cabrera Carrie Chow Hailey Eberle Cecilia Fan Emma Franz Angelina Hazzouri Robin Johnson Katie Kelley Olivia Kem Sheerin Khan Maria Kraus Kelsey Leon Patricia Mallari Grace Meija Lauren Rapisarda Bridget Reynolds Jessica Rousseau Isabelle Shayoun Haiyeng Tan Sarah Treganowan Lyssa Urrutia Valerie Vandeveld Jamie Vuong
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RMI X NEW YORK
As students were settling after the winter holidays, RMI sent a group of Jill Curran and NRF scholars off to the Big Apple to attend the National Retail Federation's Student Conference, meet RMI alumni, and go on exclusive corporate tours. 12
Jill Curran Scholars Explore Retail Concepts in the World's Financial Capital by Joycelyn George '21
Jill Curran Scholars from Santa Clara University’s Retail Management Institute (RMI) joined hundreds of students in New York at the National Retail Federation (NRF) Student Program. RMI students engaged with the retail industry by exploring retail concept stores and experiencing all the vibrancy New York has to offer. Presley Elletson ‘21, Joycelyn George ‘21, Katarina Draskovic ‘21, Christina Domanico ‘21, Anelly Allmen ‘20 as NRF Ambassador, Kelli Bates ‘20, and Cecilia Fan ‘20 were this year's scholarship students. As Elletson ‘21 explains, “This conference is held annually to bring retailers together to discuss and analyze current trends in the industry.” The NRF Student Conference included keynote speakers, break out sessions, as well as a mentoring roundtable discussion with business executives, followed by an internship faire for juniors and seniors.
Gucci Amy Ong gave students a tour of Gucci concept store in New York's SoHo district. This opportunity was set up by RMI alum, Julianna Johnson.
Fan ‘20 states, “During one of the NRF keynote sessions, Emily Chang, SVP and Chief Marketing Officer at Starbucks, talked about having a personal brand and thinking about ‘what do you represent.’ That idea really struck me because I have learned so much about other companies' branding classes, but I have never given thoughts to my personal brand/slogan, which got me to
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Hudson Yards Part of the trip was dedicated to exploring diverse retailer districts including Hudson Yards and the Vessel.
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Nordstrom NYC Nordstrom's flagship store on 57th & Broadway opened in October 2019. Each section on the store's seven floors is carefully curated and designed to create an extraordinary customer experience. From a Burberry cafe, a Nordstrom x Nike lounge, a Beauty Haven full of beauty services, a floor dedicated to shoes to seven different eateries it's pure bliss.
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Nordstrom NYC
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Gucci SoHo PC JOYCELYN GEORGE
Nike NYC
(cont.) start thinking about my core values and how I can bring them to my career.”
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Nordstrom NYC
Part of the New York trip included having exclusive meetings with industry executives. Students got to meet Curt Duane, Calvin Klein Sport, at the PVH offices, Mark Costa, Chief Digital Officer at JCDecaux North America, at JCDecaux offices in the Empire State Building, and Mike Osorio ‘84, Vice President Retail and eCommerce Tori Richard Ltd., for breakfast before heading back to Santa Clara.
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Prada SoHo
Draskovic ‘21 says, “I really enjoyed hearing about their career journeys in the retail and advertising space. It was awesome to see how much success they have had and how they are playing a key role in the transformation of the retail industry.” Seeing and hearing about the success of RMI alum was inspiring. As Kelli Bates ‘20 explains, “One of my greatest takeaways came from our breakfast conversation with board member, Mike Osorio. Mr. Osorio advised us all to find mentors as we begin to build our careers and empowered us to believe we are are retail’s future.” Conversations with retail executives allowed them to
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Nordstrom NYC
New York 14
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Brooklyn Bridge
Fifth Avenue & 52nd Street Students visited Nike NYC, also know as the House of Innovation. This flagship store also has the Nike Expert Studio where customers can have a session with a Nike expert to help them find and make exactly what they are looking for.
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Calvin Klein Curt Duane talked about the Calvin Klein Sport line and gave a tour of the showrooms for upcoming seasons.
(cont.) gain perspectives on how they too can start a similar path to success. Along with planned tours and meetings, RMI students were able to explore the retail concepts of many stores. One day of the trip was dedicated to exploring some of New York's biggest retailers. The students visited the Nike NYC flagship store, the Nordstrom NYC flagship store, and Hudson Yards. “I thought it was especially interesting to visit the new Nordstrom NYC Flagship store after learning about it in the RMI Senior Seminar,” said Anelly Allmen, RSSA President and 2020 NRF Ambassador. “In the RMI senior seminar, we had the chance to hear about the strategy that went into planning the Nordstrom NYC Flagship store from Teri Bariquit, the Chief Merchandising Officer at Nordstrom. She explained that the Nordstrom NYC Flagship store is very experience-based and aims to redefine retail!”
Visiting JCDecaux (above) Mark Costa introduced students to the JCDecaux brand and gave a tour of their offices in the Empire State Building (below) Stunning views from the 102nd floor of the Empire State Building. PC JOYCELYN GEORGE
RMI students were also given a tour of the Gucci concept store in SOHO which was organized by RMI alum, Julianna Johnson. On their own time, students explored various stores such as the Chelsea market, FARM Rio, Nike SOHO, and Prada. Thank you to the RMI alumni who spent time with the Jill Curran scholars, and a big thank you to Mr. and Mrs. Curran for providing scholarships for the RMI students to have broad exposure to the retail industry in honor of their daughter, retail studies student, Jill Curran. -
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The Technology Side of the NRF Student Conference by Lyssa Urrutia '20
Lyssa Urrutia '20 attended the NRF Student Conference through NRF's Ray Greenly scholarship, which is awarded to students focusing on the digital side of retail. In early Winter 2020, New York City welcomed thousands of students attending the NRF Foundation Student Conference, several of those being Santa Clara University’s own RMI students. I was able to attend the technology side of the student conference through NRF’s Ray Greenly scholarship, given to around 200 technologyfocused students. At the conference, retailers such as PetSmart and Walmart dove deep into their behind-thescenes developments and the technology that is driving the industry to illustrate the growing need for tech thinkers. From robots tracking stock levels in stores, to cyber security, students were able to appreciate the realworld situations that they have been taught to conquer in school.
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(pictured above) The NRF Conference; In between conference sessions, Lyssa explored several retailers around New York and visited places like Central Park (pictured below) and Rockefeller Center.
In addition to hearing many thought-provoking presentations on technology in the retail space, technology students joined the rest of the student conference, including engaging presentations from Clevel employees at top retail companies such as Starbucks and Nordstrom. The final conference day was more interactive, with mentor table talks and a career fair. I am grateful to have had the opportunity to travel to NYC for NRF’s Student Conference and would not have been able to do it without the support of RMI. Thank you! I am excited to take what I have learned at the conference and engage it with the rest of my classes and future career.
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Senior Seminar Guest Speakers Professor Kalyanam's Marketing 169 Senior Seminar class welcomed executives in the retail industry throughout the winter quarter. For more highlights like these, follow us on Instagram @retailsantaclarau Russ Freyman, Head of Mobile UX at Google, gave an amazing lecture on building a “Great Mobile Experience”. He mentioned the three elements of a great mobile site: speed, mobile user design, and modern web technology. As consumers are converting their online shopping from desktop to mobile devices, it is crucial for retail companies to create mobile apps that optimize user experience since it has huge impacts on customers’ shopping experiences. Evan Monahan, Logistics Program Manager at Google, and RMI Industry Fellow, introduced the world of supply chain management and the four flows that are associated with it. The physical flow is the movement and manipulation of goods; information flow, the most important one, focuses on the movement, interpretation, and exchange of information; financial flow is the movement or exchange of money and or ownership; and lastly, the customer flow that is the flow of customers (across channels) before, during, and after purchase.
Jim Miller (above) and Zack Cable (below)
Jim Miller, CTO and Board Member at Wayfair and the RMI Advisory Bord, talked about how Wayfair is able to stay relevant and keep growing its business despite Amazon taking over eCommerce. Wayfair, as a datadriven home goods eCommerce business, also identifies itself as a tech firm that has built its own system to digitize products and use visual filtering for its online business. Zack Cable, Former GM at DoorDash, gave an overview on how DoorDash is able to keep growing and competing with other food delivery services by differentiating itself and focusing on its restaurant selections. DoorDash partners with branded restaurants to piggyback on these established brands for customer acquisition. Russ Freyman (top); Dr. Kalyanam with Evan Monahan (bottom) 17
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RMI Takes On San Francisco
by Olivia Kem '20
Our Retail Studies students had the opportunity to tour the San Francisco-based headquarters of Levi Strauss and Co. After taking an early train into the city, we made our way to Levi’s beautiful office, located right off of the Embarcadero on Battery Street. Upon our arrival, Belinda Stahlecker, a recruiter for Levi’s, presented a company overview including how the company began in 1853 as a wholesale dry goods business, how they managed to become one of the world's largest brand-name apparel companies and a global leader in jeanswear, and their ongoing efforts to produce sustainable products and diversify their workforce! We were able to hear first-hand how Levi Strauss and Co. designs and markets jeans, casual wear and related accessories for men, women, and children under the Levi's®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen® brands. At the end of the presentation, Stahlecker informed our members about the awesome internship and
entry-level opportunities that Levi’s offers, encouraging all who were eligible to apply! Next on the agenda, we participated in a Q&A panel with four of Levi’s employees: SCU and RMI alumni, Pedro Da Silva ‘19, Merchandise Planning & Inventory Management, and Omar Luna ‘19, Merchandising; Jenny Patchen, IT Product Management; and Genevieve Reed, Brand Marketing. Each panelist provided insight regarding their role at Levi’s, how they got to where they are today, and what working at Levi’s has meant to them. Before grabbing some pizza and heading back to campus, our members went on a quick tour of the Plaza’s main floor, where we were able to see the company’s vault and in-house museum. Thank you, Levi Strauss & Co., for supporting RSSA!
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A Virtual Tour of Gap Inc. by Olivia Mannion '21
There is no question that moving classes from in person to online has been a difficult transition for many students. However, one positive outcome has been the amazing speakers and companies the Retail Management Institute has offered its students during this time of uncertainty. One of my favorite zoom sessions so far has been with Gap Inc. where I was lucky enough to attend the Gap Virtual Tour on April 29th via Zoom. During this Zoom session, we not only heard from two of Gap’s professional recruiters, we also heard from a panel of Gap employees who shared their unique experiences from working at the company.
hiring manager a sense of what one is capable of. She also explained the importance of an objective statement on a resume. Heather explained that an objective statement should be concise and explain what you want and why you deserve to get it. Overall, I found Katherine and Heather’s advice to be extremely helpful. After Katherine and Heather finished their presentation, they introduced the panelists: Mundo Arsiaga '12 (Account Director of Global Merchandising at Banana Republic under Gap Inc.), Courtney Nash (Inventory Analyst for Athleta under Gap Inc.), and Trent Carlson '18 (Global Assistant Merchant at Old Navy). All of the panelists were very knowledgeable of their role and gave a great synopsis about what life working for Gap Inc. is like. Overall, I am very grateful for the opportunity to join this Virtual Tour and would welcome any opportunity to tour the physical Gap Headquarters in San Francisco in the future.
We first heard from Katherine Chartz, Senior Recruiter, and Heather Chamberlain, University Recruiter, who both gave many insightful career tips about getting hired in the retail industry. They gave us many perceptive insights, such as the importance of a resume and remaining active on LinkedIn. Katherine explained to us that a strong resume is one that can tell a story and give the
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RSSA Mentoring Chairs Launch RMI's First Prep Camp by Joycelyn George '21
To assist the juniors with their preparation for the Junior Internship Faire, RSSA Mentoring Chairs, Kelli Bates '20 and Valerie Vandeveld '20 (pictured below) hosted RMI's first Prep Camp. The session included the following segments: Attire Dos and Don'ts, Developing an Elevator Pitch, and How to Follow-up with a Recruiter. Juniors in attendance were split into three groups and rotated through each of the topics. The stations were run by seniors in the program who offered great advice on how to make the most of the internship faire. After the rotations were completed, the event wrapped up with a couple more housekeeping tips and tricks to help the juniors be confident and successful at the Internship Faire. Bates and Vandeveld also organized a mentoring program for the juniors, where juniors would be paired up with a senior in the program. This mentoring program allows for juniors to ask for additional one-on-one advice about securing an internship, but also for any other career advice.
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RMI Hosts its Annual Junior Internship Faire by Addy Camisa '21
Each February, the Retail Studies Juniors attended the RMI Internship Faire. The Faire, which hosts retail companies, is a great way to develop career connections and explore future opportunities.
perspective because these alumni had been in the attendee’s exact shoes. As a student myself, I was greeted by a kind smile and handshake at each table. Speaking with the companies’ representatives was both enlightening and exciting. I was able to learn information about what they were looking for and company culture, while also picking up lots of pamphlets and free samples. The internship is an integral part of the RMI program, so it was helpful to learn more about opportunities face to face with these iconic brands. As a college junior, I am so grateful to RMI and the participating companies for the experience. Many of the attending companies even conducted interviews the day of the event. The faire provided an amazing opportunity to develop interview skills, brush up our resumes, foster new connections and look towards an exciting future. It is an integral part of the RMI program and one that will be helpful to future students in changing markets ahead.
RMI hosts an Internship Faire that is exclusive to the juniors in its program to help them prepare for a summer internship.
The visiting companies included Cost Plus World Market, Crate & Barrel, Enterprise Rent-A-Car, Gallo, Grove Collaborative, Levi Strauss & Co., Nordstrom, Ross Stores, Serena & Lily and Target. These companies and attendees gathered in Lucas Hall’s Forbes Conference Room. The atmosphere was lively and full of conversations, as the juniors were excited to get there and speak with the visitors right away. RMI students had the opportunity to attend the event and speak with each of the participating companies. It was a great chance to learn more about these companies, their values, opportunities and possible internships. Some of the representatives were Santa Clara University RMI alums themselves, which brought a new
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Thank you to RMI and the amazing retail companies for providing such a valuable experience for students to grow in their careers!
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The Crisis in Retail Guest Speaker Series As a part of their mission to prepare students to be leaders in the retail industry, the Retail Management Institute hosted industry speakers who brought insights about the current state of retail, what their respective companies are doing to adapt, and how Covid-19 continues to alter and impact the retail landscape.
John McAteer VP of U.S. Sales, Retail and Technology, Google Karl Bracken, EVP of Merchandising & Private Brands, Guitar Center Elsie Wolfe, Vice President Meals & Ingredients, Safeway Tom Kelley '90, Senior Brand Director, Nike Raj Kapoor, CSO, Lyft, and Founder, World Without Covid
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Retail Trends and Insights during COVID-19 by Ashley Anderson '21
With COVID-19 affecting almost every aspect of our lives, the future of retail seems uncertain. Professor Gail Kirby’s Marketing 165, Multi-Channel Retail Marketing, class was lucky enough to hear the insights of John McAteer, VP of U.S. Sales, Retail and Technology at Google. McAteer, who has worked at Google for almost sixteen years, shared that this unprecedented time will likely transform the retail industry. Many retail companies have traditionally focused on their brick-and-mortar locations, measuring growth by the number of new stores they open. Needing to close every physical store at once has impacted many retailers who have not shifted their resources to ecommerce, such as mall-based retailers. McAteer shared that due to COVID-19, the demand for everyday essentials has increased drastically, and traffic to retailers that provide these essentials has increased as well. For example, traffic to wholesale clubs and dollar stores has increased, indicating a shift from “wants” retailing to “needs” retailing. Meanwhile, the demand for nonessentials has fallen in the wake of the pandemic, although some of these categories, such as apparel and luggage, seem to be recovering. Many retailers have abandoned their regular sale schedules and dropped prices dramatically, but it will be difficult to recover from these huge markdowns.
conditions, and retailers need to pivot their focus to a shopping experience that unites the digital and brick and mortar store experiences. He mentioned that the cosmetic industry, specifically Sephora, has done particularly well in connecting their digital and physical store experiences. Customer needs are shifting in this new environment, and retailers must adapt to these changes by investing in ecommerce, unifying the digital and physical store experiences, and introducing innovative technology. McAteer shared that engaging with customers will require a commitment to omnichannel retailing, indicating a major transformation within the retail industry as we look to the future.
Looking forward, McAteer discussed the need for companies to shift to ecommerce and invest in new technology to catch up with innovative retailers in other countries like the UK. The retail landscape is rapidly changing with the current
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How Did Retailers Adjust? by Joycelyn George '21
RMI hosted Guitar Center’s Karl Bracken, EVP of Merchandising & Private Brands for a session about how the coronavirus has been affecting the retail industry. Prior to being at Guitar Center, Bracken worked in the merchandising, supply chain, and pay and benefits departments of Target from 2003-2019. With the supply chain division, he was able to initiate major transformations such as buy online, pick up in store, and ship from store. And before Target, Bracken did Tech, Media, and Telecom Investment Banking at J.P. Morgan & Co. Covid-19 is a new type of crisis, but it is not retail’s first. At Target, Bracken experienced several crises, such as compromised Target credit cards in 2013, mismanagement of opening stores in Canada, and a threat by Longshoremen to go on strike in 2014. KK: How did the pandemic hit Guitar Center?
Center offers a very tangible in store shopping experience, so one of the big next steps in reopening will involve planning new safety protocols.
KB: With 33% of the U.S. market, Guitar Center is a major player in the musical instruments market. We had to close almost all of our stores and furlough 90% of our workforce. Our CEO suspended his pay, and other executives took a 25% pay cut. Online sales have jumped as many people sheltering in place have been trying new hobbies. Guitar Center also offers instore classes, but we quickly moved these lessons to an online format which was immediately a hit. And when our e-commerce facility in Kansas City was shut down, we quickly adopted a buy online, pick up in store/curbside model, as I had prior experience with launching this mode of commerce with Target.
KK: What are some tips that you have for retailers? KB: You need to be unique within each of the 4P’s, price, product, place, and promotion, to remain competitive, and ultimately succeed in its industry. Some of the examples are Target’s private brand portfolio, the pricing deals that Costco offers, and the aesthetic that Target and Apple have built within their stores. Poor supply chain management, poor forecasting, and being overconfident are going to hinder your success.
KK: How are you changing your approach to eCommerce?
KK: What are some tips that you have for retail students?
KB: We operate various websites, and the pandemic has led to consolidating them into one. Consumers who buy a musical instrument from Guitar Center, and play that instrument for more than a year, have the greatest lifetime value for Guitar Center. Guitar
KB: 1. Good communication is key; 2. Take a crisis step by step, and then solve it piece by piece; 3. Make the best of the situation; and 4. Be authentic.
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Covid's Essential Businesses by Caroline Alexander '21
What is it like to be in the industry of essential retail? Elsie Wolfe ‘95, a Santa Clara University alumna, and Vice President and Sales Manager for Alcohol Beverage at Safeway, presented us with a detailed explanation. She has been with Safeway for 30 years starting as a store sales associate and worked her way up into a variety of corporate roles. Currently managing alcohol beverages for the Safeway Northern California Division, Wolfe shared specifically about this category’s sales data. She also dove into consumers’ pandemic shopping habits and how the company continues to stay one step ahead in such an uncertain time. KK: How have grocery retailers been adjusting to the pandemic? EW: So much goes on behind the scenes of a grocer that customers completely miss. There is a detailed model Safeway has used to plan during each specific phase of the pandemic from the “proactive healthminded buying,” to “reactive health management,” to “pantry preparation,” to “quarantined living preparation,” to “restricted living,” and finally to “living a new normal.” The company has successfully stayed on top of what consumers are feeling so that they can adequately prepare for each phase.
waiting in line to check out. A week later, corporate employees were able to design, produce, and distribute official signage and stickers, but during that in-between period, it wasn’t going to be “perfect.” Even a company as large and successful as Safeway is just trying to do its best in these strange times, just as everyone else is.
KK: What changes did Safeway have to make to their operations?
EW: Looking forward, there will likely be changes that will come to the grocery industry, and Safeway in particular, after the pandemic dies down. While there will be changes, especially in the supply chain, the one certainty is the resiliency of the grocery industry. We have complete confidence in the resiliency of Safeway, especially in the wake of this unpredictable time because of our position as an affordable grocer, a characteristic with increasing importance as many Americans struggle to bring home income.
KK: What does the future of the grocery industry look like?
EW: In about two weeks, the company was forced to change basic processes in their stores, such as entering, lining up to check out, and what employees and customers have to wear to comply with state and county regulations. In the beginning, the pandemic climate was changing so quickly that branding and production teams could not keep up so store managers were instructed to visit their local hardware store to buy supplies such as tape to measure out social distancing-appropriate spacing for customers 25
"Just Do It": Nike's Senior Brand Director Shares His Story by Madeline Wong '21
RMI hosted another wonderful guest speaker, Tom Kelley ‘90, in Professor Kirby’s Marketing 165 class. Tom is the Senior Brand Director at Nike and is also the dad of our very own, Katie Kelley ‘20! As somebody who has worn many hats over the years, from opening an advertising agency in Tokyo when he was twenty-three years old to creating strategies for Nike’s retail partners like Footlocker, Mr. Kelley provided RMI with some wonderful insights and advice. Here are a few: “Be true to who you are and do not be full of it.” People are looking for authenticity from both their leaders and their brands. Nike has found success throughout the years by being raw and authentic with their customers. Sometimes things can be controversial. Sometimes things are risky. But, stay firm with what you believe in, be courageous, and be different than your competitors. Just Do It. Listen to your Gut. In terms of switching roles and moving on to the next chapter of your life, it is important to trust your instincts. We have them for a reason. “Bad retail is dying. Good Retail is excelling. Great Retail is defining.” Retail is in a unique position right now because of Coronavirus and we are going to see a lot of transitions in the near future. Look out for what retailers are doing and which ones are sinking and which ones are swimming. Most importantly, we as students and recent graduates going into the industry can add value by providing companies with new insights and ideas (for cheaper!). However, remember it is going to take a lot of grinding on our part to get where we want to go. Although the future is a little more uncertain now because of the current circumstances, there is still hope. Mr. Kelley graduated from SCU during a time of a recession too, and look where he is today! Stay hopeful and remember to be authentic. 26
The Permanent Changes in the World of Business by Addy Camisa '21
Raj Kapoor, Chief Strategy Officer at Lyft, visited our MKTG 165 class during Week 10 to provide a glimpse into the always evolving and exciting world of entrepreneurship. Kapoor attended Carnegie Mellon for his undergraduate education, followed by time at Harvard University for his MBA. His career has been diverse, filled with time as a Venture Capitalist, co-founding companies such as Snapfish, participating on company boards, focusing on self-driving cars at Lyft and even starting his own non-profit, World Without COVID. It was a treat to have Kapoor in our class and we are so excited to have his daughter in the Retail Studies program. KK: What are some of the long term challenges facing retailers? RK: Especially during times like these, the retail industry will have to adapt to keep up with giants such as Amazon. The massive economies of scale and technology talent will make it difficult for retailers to compete with these businesses. That is why retailers need a new breed of talent that understands analytics and will challenge every aspect of the value chain.
set up of the marketplace; consider all components and decide how to address them all. In addition, if it ain’t broke, don’t create it. Certain products are already present and thriving in the market. Lastly, build painkillers instead of vitamins. This means that the company should shift their product from being something that is a must have to something that is nice to have. KK: Tell us a little but more about your new non-profit.
KK: What are some of the lessons from your Snapfish experience? RK: Harsh truths do exist for the marketplace. First, old habits are hard to change for consumers. If their mind is set on something, they are unlikely to change for your product. Second, when dealing with failure, you need to pivot and hunker down and hope for a wave. Timing is everything. Third, instead of always trying to beat competitors, join them. This is seen in Snapfish’s collaborating with major companies such as Walmart, Walgreens and Costco by powering their photography systems instead of trying to beat them. It is important to take away lessons from the marketplace. The company should be mindful of the
RK: I am developing a non-profit, World Without COVID. The non-profit works to identify positive and negative individuals that have been tested, the efficacy of new tests, treatments and vaccines, as well as encouraging donation of urgently- needed blood plasma.
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A Visit from SCU President, Fr. Kevin O'Brien by Eugene Choi '21
In this unprecedented time, students, parents, faculty and staff have patiently (and often anxiously) waited for the notification in their inbox from the Office of the President. As a student, Fr. O’Brien’s transparency and willingness to speak directly to students has been refreshing while away from campus. Having previously encountered Fr. O’Brien at various club fairs and meetings, it was no surprise to me that he decided to join one of our Marketing 165 (Multi-Channel Retail) classes. While the session was open to all RMI students, our class consisted mostly of my peers in the class of 2021. Both Fr. O’Brien and Dr. Kamalayan were present to share how Santa Clara University and our Retail Management Institute would pivot and continue to be resilient. Fr. O’Brien started by walking us through the difficult calls he and the University have had to make along the timeline of the health crisis. We were reassured to hear there have been discussions regarding COVID-19 responses, including remote learning. When asked about the most difficult decision he’s made, Fr. O’Brien wistfully responded, “Postponing commencement.”
Tiger King does give the same feeling as meeting new students. Answering about what the new normal on campus would look like, he asks us to keep in mind which disruptions will be helpful going forward, including a greater appreciation for remote work or more flexibility in classes.
We continued to listen as he took the time to highlight the generosity of the staff and students, especially their flexibility in working from home. Then, Fr. O’Brien took time to listen to our questions. Speaking about the University’s history with disruption, Fr. O’Brien emphasized that although this particular disruption was unexpected, Santa Clara University “would not take away its unique Jesuit education & tradition.”
We still have our moments in Marketing 165 wondering how our class would have been if we were in Lucas Hall. I still miss the days when human connection was more important than our WI-FIs’. Yet through all the lockdowns, missed opportunities, and technical difficulties, Fr. O’Brien leaves us more grateful for simple moments like these with a message of hope: “Clear-headed, calm, and generous, we will get through this with the help of God and one another.”
What he misses most now is contact with people, especially conversing with students on his daily walks around campus. Apparently, binge-watching
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A Farewell from Anelly Allmen When I think of RMI, I think of the best investment you can make for yourself here at Santa Clara University. I constantly find myself claiming that RMI is the hidden gem of SCU and will never stop making that claim to all who will listen. I am proud to know that I have been a part of a program that cares so deeply about the well being and success of their students. A program that welcomes all who are interested to learn more and will gladly prepare them for their future careers. As I end my time here as the 2019-2020 RSSA President, I would just like to extend a thank you to all of the students within RMI. I know the end of this school year was not what we all were anticipating, but you all adapted and made the best of the situation. I like to think of ambiguous moments like these as special, as they usually allow for growth, creativity, and opportunity. As you all have seen, the retail industry has been shaken up due to the effects of COVID-19. This has forced all retailers to either sink or swim as they battle it out in the e-commerce world. I believe that these events have forced the retail industry to adapt faster than ever before which makes your minor in retail studies that much more valuable. A new wave of retail is among us and is yours for the taking if you choose to adapt with it. I am excited to see you all grow into the retail leaders that you are capable of being! It has been such an honor to lead you all this year and I have loved exploring and implementing new experiences for you all with the help of my lovely executive board of students! Through our time this year, RSSA was able to put on career prep camps to prepare our students for their job hunt, philanthropy fundraising and blanket making events, corporate tours of various retail companies, informational retail events, and was even able to quickly adapt to an online format to still deliver the RSSA experience during quarantine! I also want to give a huge shout-out to our recruiting team for not only being the key behind our sustained growth of the RMI student body, but also being willing to find creative alternatives to recruiting in quarantine! Thank you all for a wonderful year and please feel free to reach out to me whenever. Although my time as RSSA President has come to an end, I am always happy to be a resource to you whether that is just to talk, to explore career opportunities, to brainstorm about internships, or even to get advice on course planning (I know many of you have taken me up on that one - you all know who you are!). Please stay safe and healthy during this time and know that I am supporting you as you grow into the retail leaders you will soon be! Thank you and have a wonderful summer!
Anelly Allmen 2019-2020 RSSA President
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Retail Studies Student Association Welcome Adele O'Neill!
Winter & Spring 2020
I’m a junior Economics major and Retail Studies minor from Lake Bluff, Illinois, though I spent twelve years living in Switzerland. I’m thrilled to be the upcoming RSSA President for the 2020-2021 academic year and I look forward to a successful year ahead of us! I plan to continue growing our
Calendar of Events January 7 : RSSA Welcome Event January 9 - 14 : RMI Heads to New York January 23 : Recruitment Tabling January 29 : Prep Camp
community of future industry leaders, with the intersection of technology and retail now more prevalent than ever. I hope to facilitate a tight sense of community with online resources and opportunities to connect such as virtual events and mentorship. I’m excited to offer support for the members of RSSA and help to provide the necessary tools and experiences for RMI to continue being such a valuable program.
January 30 : Levi Strauss & Co. Tour February 3 : Winter Fundraiser February 6 : RSSA Executive Team Meeting February 13 : RMI Internship Faire March 3 : Winter Philanthropy March 5 : E & J Gallo Winery Information Night April 3 : RSSA Executive Team Meeting April 8 : RSSA Instagram Live - Spring Quarter Updates April 15 : Guest Speaker, John McAteer, VP U.S. Sales and Operations Retail & Tech, Google April 22 : Virtual Handshake Workshop April 22 : Guest Speaker, Fr. Kevin O'Brien, SCU President April 29: Meet the Minor April 29 : Virtual Tour of Gap Inc. HQ May 4 : Virtual LinkedIn Workshop May 5 : Virtual Resume Workshop May 8 : Guest Speaker, Karl Bracken, EVP of Merchandising & Private Brands, Guitar Center May 13 : Guest Speaker, Elsie Wolfe, Vice President/Sales Manager, Alcoholic Beverages,
PC ANELLY ALLMEN
Safeway May 18 : Guest Speaker, Tom Kelley '90, Senior Brand Director, Nike
RSSA Winter Philanthropy Event
June 3 : Guest Speaker, Raj Kapoor, CSO, Lyft
Retail studies gathered together to make some blankets for the Sacred Heart Community Center (March 3) pictured (left to right): Lyssa Urrutia '20, Olivia Kem '20, Valerie Vandeveld '20, Addy Camisa '21, Olivia Mannion '21 and Katarina Draskovic '21
June 12 : RMI Graduation
For more highlights and RMI updates, follow us on Instagram @retailsantaclarau 30
Spring Prep Camp Series
RMI held a three-part Prep Camp Series over Zoom! Check out our YouTube channel to view recordings of the sessions.
E & J Gallo Winery Information Night
Miriam Chambers and Kert Woods from E & J Gallo Winery spoke with RMI students about internship and post-grad opportunities that E & J Gallo Winery offers.
Handshake Workshop with Isabella Draskovic '21
Spring Recruiting
RSSA hosted its Spring session of Meet the Minor over Zoom.
LinkedIn Workshop with Ryan Zervakos Winter Fundraiser
RSSA's Philanthrophy team created a fundraiser to raise money for RSSA as well as for the Next Door Women's Shelter of San Jose. Donations help RSSA host events for its students and help Next Door Women's Shelter support women and children in the community. RMI students posted templates (example on the left) to their Instagram stories to help collect donations from family and friends. Shoutout to Madeline Wong '21 for designing the templates!
Resume Workshop with Sally Hughes
For more highlights and RMI updates, follow us on Instagram @retailsantaclarau 31
Retail Management Institute Advisory Board
Faculty & Staff
Barry J. Feld, Chairman
Kirthi Kalyanam, Ph.D., Executive Director, Retail
Cost Plus World Market
Management Institute
Kirthi Kalyanam Ph.D.
Gail Kirby, Ph.D., Marketing Professor
RMI Executive Director
Wei Shi Ph.D., Marketing Professor Cynthia Gamage, Associate Director, Retail
Kamelia Aryafar, Overstock
Management Institute
Kent Anderson, Gear UP Consulting
Cindy Cooper, Projects & Programs Manager
Mark Brashear ‘83, Consulting and Serving on Board of Directors' Soumik Chatterjee, Petco Michelle DeMartini-Wlazlo, JCPenney
Retail Studies Student Association Executive Board
Ken Duane, Phillips-Van Heusen Corp. Tom Fanoe ‘68, Thomas Fanoe Consulting Barry Gilbert, WineVIP Gautam Gupta, M13 Ventures, Co-Founder NatureBox
Anelly Allmen, President
Mark Lavelle, Magento, an Adobe company
Olivia Kem, Corporate Liaison
Amy Montagne ‘93, Nike
Katie Kelley, Philanthropy Chair
Matt Murphy ‘02, Montage Ventures
Philanthropy Committee: Betsy Alderman,
Mike Osario ‘84, Tori Richard Ltd.
Elizabeth Conn, Katarina Draskovic &
Gisel Ruiz ‘92, former Wal-Mart
Madeline Wong
Michael Schriver, Louis Vuitton
Lyssa Urrutia, Recruiting Chair
John Strain ‘90, Old Navy
Recruiting Committee: Angela Chen, Eugene
Chantel Waterbury ‘97, INSPR
Choi, Katarina Draskovic, Presley Elletson,
Jim Miller, Wayfair
Robin Johnson, Olivia Mannion & Christian Mora
Emeritus
Mentoring Chairs: Kelli Bates & Valerie
David Folkman
Vandeveld
Ellen Magnin Newman
Cecilia Fan, Social Media & Marketing Director
Philip Schlein
Joycelyn George, RMI Magazine Editor
Joseph Tomaselli
Addy Camisa, Assistant Editor Bridget Reynolds, Director of Internal Relations
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Magazine Editors
Joycelyn George
Addy Camisa
Editor in Chief
Assistant Editor in Chief
Contributors to this issue
Cindy Cooper
Anelly Allmen
Olivia Kem
Lyssa Urrutia
Eugene Choi
Olivia Mannion
Madeline Wong
Caroline Alexander
Ashley Anderson
Adele O'Neill
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R E T A I L
RMI
M A N A G E M E N T
I N S T I T U T E
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Stay Connected www.scu.edu/rmi @retailmanagementinstitute @retailsantaclarau @retailscu @rmi_santaclarau Retail Management Institute SCU