RMI Magazine Winter 2021

WINTER

2021

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 2021 ISSUE VII

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 Letter from the Editor in Chief 05 RSSA President's Winter Quarter Recap 06 RMI's Newest Advisory Board Member 08 Diversity, Equity, and Inclusion 13 Inside Scoop on RMI Prep Camp 16 Big Ideas from the Senior Seminar Course 18 RMI x Bloomreach 22 Dressing for the Part 23 Get to Know the RSSA Community

Letter from the Editor

Dear RMI I have reached the end of my college career at Santa Clara University, which means that this is my last publication of the RMI Magazine. I have been the Editor in Chief since my sophomore year, and those who have been around for the past few years have seen how the magazine has developed. My team and I created this digital magazine format from scratch, and the team has grown too! The RMI magazine has been one of my favorite parts about my time at SCU and one of the projects I am most proud of in my career thus far.

RMI has been so important to my professional and personal development.

From San Francisco and Levi’s to SOHO and New York, RMI has brought me to so many amazing places, and each place has taught me so much about the retail industry. The guest speakers have each been so inspirational, leading important conversations about the ever-growing and ever-changing industry.

The RMI program has also developed so much, and continues to do so. From new guest speakers and new company tours, to new corporate executive partnerships and new programs like the Bloomreach Certification course, RMI is constantly providing amazing opportunities for its students, all of which I am so grateful for.

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I’d like to give a few notes of gratitude; my career at SCU wouldn’t have been possible without the people I’ve met along the way: To my friends - thank you for all the memories - from traveling to study sessions! You all inspire me to keep challenging myself, and I can’t wait to see all the amazing opportunities you will come across.

To Addy & Brooke - thank you for being a part of the RMI Magazine team! Your work and contribution to the magazine is so appreciated.

A special thank you to the Kilmartin and Curran families for supporting my education at SCU. And a big thank you to Cynthia and Cindy for supporting me in my career, but also in my work through the magazine.

Sharing my love for RMI through this magazine has been a pleasure, and I can’t wait to see how much it continues to grow.

Sincerely,

Joycelyn George Editor in Chief, Retail Management Institute Magazine

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Winter Quarter Recap various skills and advice. The team also held events exclusive to juniors with CVS and Crate & Barrel to discuss internship opportunities.

In addition, our Corporate Liaison introduced us to two inspirational RMI alumni, who spoke about their career paths and gave advice on how to become leaders in the retail industry. We especially enjoyed learning about how they overcame setbacks, as we are currently trying to navigate the pandemic and a difficult job market.

Their growth and successes give us strength and hope! Our Corporate Liaison also collaborated with Gap for their “Dress for Success” event that gave us advice on how to present ourselves professionally in our careers.

I’m especially excited to introduce a new role to our Executive team, the Director of Diversity, Equity & Inclusion. Jaya Kapoor will be helping us to make sure RMI is an inclusive and fair organization, and to educate students who want to learn more about DE&I in the retail industry.

We look forward to the exciting initiatives and plans that Jaya has in store for us, and welcome her thoughtful ideas.

The Retail Studies Student Association had yet another exciting and busy quarter. Our setting remained virtual, giving us the opportunity to have a broader range of events and continue to discover new methods of outreach and collaboration among students. Our Recruiting team again excelled, reaching another new milestone of 76 students in the Class of 2023. I’m very proud of the Recruiting team’s consistent efforts to share their passion for RMI to prospective students.

It’s been an eventful quarter to say the least! But we’re excited to jump into spring and see freshmen get to enjoy some campus life. We look forward to introducing more of the Class of 2024 to our program, and continue to find new ways to recruit students virtually. I’m very grateful for all the hard work put in by the RSSA executive board, as well as for all of our guests and collaborations.

I look forward to another great quarter!

The majority of our activity in RSSA was through virtual events this quarter. We focused on providing juniors with skills to help with their job search as the typical resources available to students look different in the virtual setting. Our Mentoring team brought out our second annual Prep Camp with the help of RMI seniors who volunteered to lead breakout rooms on

Adele O'Neill

Adele O'Neill, RSSA President 5

Meet Kris Bazán

by Brooke Eldiridge

Apple Senior Director, Customer Marketing-Global Retail Kris Bazán, class of ‘92 alum and ‘99 MBA, joined the SCU RMI advisory board this quarter. Bazán’s position at Apple includes being responsible for global marketing across product launches, store openings, and seasonal initiatives. “Kris brings trailblazing expertise as well as a passion for hands-on engagement and support to future proof the next generation of our retail studies students,” executive director of RMI Kirthi Kalyanam said. “She is a great strategic match for the RMI Advisory Board.”

An SCU alum, Bazán holds a bachelor of science in Commerce and an MBA. Returning to the community as an RMI advisory board member, Bazán has a unique perspective that is extremely valuable for current RMI students. Bazán answered a few of RMI's questions to share her expertise with the RMI community.

Why do you think an institution like RMI is important at SCU? Santa Clara has a unique history being one of the oldest institutions in the West, but also because of its location right in the heart of the Silicon Valley. The University has a reputation for delivering a very real world, current and practical education - delivering leaders directly into the many companies that have built the Valley into the global force it is today.

The professors at Santa Clara have looked to company and sector leadership to infuse the latest thinking into their classrooms, moving beyond theory and exposing their students to the business, engineering and liberal arts world happening right outside Santa Clara’s gates.

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The RMI is a perfect example of this type of partnership between academia and the business world. The world of Retail is moving more rapidly than ever, from new brick and mortar experiences, to shopping through influencers, to massive online marketplaces like WeChat.

I was also able to work on staffing, logistics and budgeting challenges that gave me good experiences for managing teams later in life.

But I think the biggest learning for me was the responsibility we have as business leaders and investors to consider and act in order to create a more fair and just world.

SCCAP helped solidify this contribution to community for me.

And because this world is changing so quickly, it is important for Santa Clara to enable students to experience these changes as they are happening - in curriculum, through internships and by speaking with industry leaders in their classrooms and in conferences.

Students entering the job market during this time will need to demonstrate the ability to think strategically and creatively.

The COVID-19 virus has had a tremendous impact on Retail. Innovation in the industry was needed immediately in order to survive.

Students entering the job market during this time will need to demonstrate the ability to think strategically and creatively. And, I believe, the specialized experiences they gain through RMI will prepare them to meet the challenges and rewards of this new Retail world.

2) What do you value from your time at SCU that current students should also be taking advantage of?

3) What do you think is the most beneficial quality for RMI students to build on as they pursue careers in retail?

One of the most valuable experiences for me at Santa Clara was volunteering with SCCAP and serving in leadership for that organization. I grew up in a family that believed volunteering was an important part of being part of a community, so when I came to Santa Clara I searched out these experiences as well. What was great about SCCAP was the variety of opportunities and the exposure it gave me to the many aspects of need in our Valley community.

Curiosity is one of the most important qualities for RMI students. Because the world of Retail is so rapidly changing, students can’t prepare for every aspect of where Retail is going, they can however, cultivate curiosity. This will serve them well in understanding and responding to the changes that are impacting the way consumers research and shop today.

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RMI’s Initiative on Diversity, Equity, and Inclusion

by Joycelyn George

Jaya Kapoor ‘23, has been named RSSA’s Executive Director of Diversity, Equity, and Inclusion as a part of the RSSA Philanthropy team. In light of recent events surrounding the United States and in the world, RMI knew it was important to put a greater focus on Diversity, Equity, and Inclusion within the institute. Kapoor shared that the goal of the position is, “to create a platform for people of color to feel more included, and feel their voice heard within the organization.”

activism, and taking courses related to Diversity and Inclusion. As a person of color, when Kapoor first started at SCU, she found it challenging to find community. Kapoor states, “When I rushed into my sorority, Delta Gamma, there was not a lot of diversity. But I decided to reach out and make changes to address these problems.” Kapoor started and currently leads a Diversity, Equity, and Inclusion group within her sorority.

Kapoor’s goals while in her role on the Executive Board are to create a speaker series with

Kapoor, a Communications major and Retail Studies minor, joined RMI during her freshman year, and has been a part of the RSSA Philanthropy Committee since Fall 2020. She shared that she has always been passionate about fashion, design, and retail. When she was around eleven years old, Kapoor learned how to sew, and create her own clothes. She later started Reform Apparel, a business where she would upcycle donated clothing items and resell them.

She has also interned and worked at various retailers, such as Poshmark, an e-commerce retailer.

The goal of the position is, “to create a platform for people of color to feel more included, and feel their voice heard within the organization.”

Social justice has been a part of Kapoor’s professional and personal life, whether it be through participation in Black Lives Matter 8

executives of color, host career development events specifically for students of color, and to create actionable change within the organization, such as working more closely with the Recruiting Committee to promote diversity, and the Philanthropy Committee to host more fundraisers that support people of color. Eventually, she would love to expand her role into a team that collaborates on promoting diversity and inclusion.

She also wants to address and start discussions surrounding racism and inequality within the retail industry. She states, “It is important to give everyone a level playing field.” In her position she hopes to challenge students to find ways to dismantle racism within the retail industry, as well as become more aware of unconscious bias that are present in the field."

“It is important to give everyone a level playing field.” In her position she hopes to challenge students to find ways to dismantle racism within the retail industry, as well as become more aware of unconscious bias that are present in the field."

Stay tuned on RMI’s Instagram, @retailsantaclarau, to see more about the development of the diversity, equity, and inclusion initiatives within RMI. 9

Meet RMI'S NRF Ambassador

The Retail Management Institute continues its relationship with the National Retail Federation (NRF) as it appoints a new NRF Ambassador.

by Addy Camisa '21 10

When the NRF, the National Retail Federation, opened its doors in 2004, our Retail Management Institute at Santa Clara University was eager to join. Since its joining, RMI has been actively involved in the plethora of events and resources that the NRF has to offer. RMI students have been fortunate enough to participate in applying to NRF’s Jill Curran Scholarship. Several students have made it to the finalists of this scholarship selection process, visiting cities such as New York City for their NRF Conference. At these events, attending students are encouraged to explore innovative retail concepts and learn from the insightful events.

our students have the access to these great real-world knowledge and opportunities in the retail industry.

Camisa: What does this partnership mean for the Retail Management Institute?

Hsu: This partnership with NRF means a lot for the Retail Management Institute, not only because NRF provides the most relevant knowledge of the retail world, but also because we want to build a stable relationship between NRF and RMI. I’m fully acknowledged that my role as an ambassador is as important to our community to create meaningful education for the students.

The NRF offers a student ambassador program with special access to scholarships, networking opportunities, industry news and the opportunity to act as a connection between the two organizations. The Retail Management Institute is excited to welcome Judy Hsu '24 as the new NRF Ambassador on campus. Hsu, a freshman from Taiwan, is majoring in Marketing and minoring in Retail Studies.

Camisa: Moving forward with online schooling, how will NRF take part in that and adapt with the online shift?

Hsu: NRF has been doing great taking part in online schooling. All of the events are transitioning to online platforms. While everything is remotely presented, NRF still manages to provide the best it could to share the most up-to-date information in the retail industry. I can’t wait to introduce these opportunities for students to connect with the retail world that are outside of the classroom, and to create transformational moments to our community.

Camisa '21: How did you get involved with NRF? Hsu '24: I joined the NRF long before I applied for RMI. I really enjoy attending NRF events learning about the future for retail, and especially getting deeper insights into the development of the retail world during and after the pandemic.

Camisa: As the new NRF Ambassador for RMI, what are your goals for the quarter and beyond?

Hsu: As the new NRF ambassador for RMI, my main goals for the quarter and the rest of the year include: increase the presence of NRF on campus, set up a system that would help and benefit our future ambassadors, and build bridges between NRF and RMI to make sure that

NRF Conference 2020

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Crate & Barrel Internship Pop In

by Brooke Eldridge '23

Allison Fishbein Talent Acquisition Recruiter, Crate & Barrel

Staci Hooker Manager, Field Talent Acquisition, Crate & Barrel

Crate & Barrel joined RMI to present their 2021 internship program. The program, spanning 10 weeks, is virtual, consists of an in-store or a corporate merchandising program, and may include an offer to return full-time post graduation.

Katie Widman Associate Buyer for Housewares, Crate & Barrel

The corporate internship program focuses largely on merchandising. Interns work closely with a wide array of projects to ensure optimal learning (i.e. sales data, competitor shopping, making recommendations to improve business, trends, and pricing strategies). This opportunity will be virtual this summer but based in their Chicago headquarters.

Crate & Barrel is a home retailer founded in Chicago in 1962. The company was named after how they displayed their products: on crates and barrels. The company focuses on providing modern, affordable home and decor options for their customers. Their mission is straightforward and simple – to help their customers live in the moments that matter.

The in store internship program encompasses all back of house logistics. Interns gain visibility to all store or department functional areas, communicate directly with leadership, and gain hands on experience in management. This internship is based in certain store locations across the country, including their San Jose store.

Allison Fishbein, the corporate Talent Acquisition Recruiter for Crate & Barrel, presented about their program which can focus on either corporate development or an in store immersive experience. Manager of Field Talent Acquisition Staci Hooker, Assistant Store Manager, Rachael Trull-Johnson, and Associate Merchant for Housewares, Katie Widman, also presented and answered questions about their in store and corporate experiences.

Both opportunities value genuine mentorship opportunities, and each program implements weekly meetings with managers for interns to form genuine relationships with their mentors.

Crate & Barrel really values making sure their interns gain tangible tools to take away from their 10 week experience.

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Inside RMI's Prep Camp

by Kate Knight '21 & Madeline Wong '21

Everything looked different this year, including Prep Camp. Although we all wish we could’ve gathered in Lucas to learn and connect with bundt cakes in hand, unfortunately that was not the case this year. However, this event reflected what recruitment looks like today, where there are no longer in-person interviews or career fairs, the bottom half of our outfits are unseen, and everything is done via Zoom. We started off our quarter with Prep Camp on Thursday of week 2, and then the Juniors were able to implement what they learned through pop-ins with companies like CVS and Crate and Barrel throughout the remainder of the quarter.

the Juniors were able to gain some insight into how to gather preparatory information about a company before an interview, best practices for reaching out to recruiters, and the art of an elevator pitch. Olivia Mannion offered her insight on how to maximize the potential of LinkedIn, such as how to best craft your profile, approaches to connecting with others, and how to use the site to learn more about companies and opportunities. Lastly, Anna Rosztoczy went over some essential guidelines for communicating with recruiters, notably how to send preliminary and thank-you messages, as well as the importance of a professional email signature.

During the event, we rotated the Juniors through four student-led breakout room “stations,” including: Zoom Dress Code & Etiquette, Research & Introductions, LinkedIn, and Communication. Elizabeth Conn led the discussion about Zoom, covering the importance of having a professional background behind you during interviews, tips for how to engage and demonstrate interest virtually, what items to have on hand, and reminders of professional dress expectations (from the waist up, of course).

During the research station with Natalie Wilder,

Seniors Sophie Scher, Ashley Andersen, and Eugene Choi offered the Juniors advice based on their respective summer internships at Sun Bum, Salesforce, and Target, as well as the interview processes that brought them there. It was helpful to hear their perspectives, as each of their experiences touched a different sector of the retail industry. These students exemplify how wide the reach of RMI is; whether you are searching for a role in tech, product, in-store, or anything in between, there is a place for you in this unique program.

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RMI's Prep Camp for Juniors

by Brooke Eldridge '23

The annual RMI Prep Pamp, organized by Mentoring Chairs Madeline Wong and Kate Knight, provides juniors with the opportunity to learn more about the job search in the retail industry, as told by their senior peers that have already gone through the same process. This year, prep camp took a virtual form, mirroring the virtual way most companies now recruit.

According to Wong, the pandemic-adjusted format actually increased attendance, and the event was effective and efficient. Participants learned about interviewing, networking, and more using features like breakout rooms via Zoom. Wong and Knight had to completely restructure the event to accommodate the new methods of recruiting within the pandemic.

Madeline Wong '21 RMI Mentoring Chair

“We restructured everything because the nature of the recruitment process is completely different online versus offline,” Wong said. “We wanted to make sure we highlighted the changes and the necessities in this new online world.”

Online recruitment advice is invaluable as students enter into the second year of COVID19 procedures in the workplace. Constantly shifting technology brings new challenges and etiquette for applicants to navigate.

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"[Prep Camp] connected me with other RMI students who passed down advice that they obtained through their own recruitment process,” attendee Emily Chao said. “It was helpful to hear about other people's experiences and to have support through this stressful process.”

Two of the most pivotal aspects of virtual recruitment that Wong and Knight focused on highlighting at Prep Camp were video or phone interviews and online networking.

Attendee Riely McCullough explained that the event taught her to put in just as much effort into an online interview as she would an in person one. She also appreciated learning Linkedin tips on connecting with SCU alumni.

Riely McCullough '22 Prep Camp Attendee

“The RMI prep camp helped prepare me for virtual recruitment by reminding me to be patient when waiting to hear back and prepare just like I would for an in-person interview,” McCullough said. “The prep camp also emphasized the importance of building a network through Linkedin and similar sites.”

RMI will continue to adjust how they prepare students as the nature of recruitment changes alongside the pandemic and other technological changes. Student led events like Prep Camp allow students to learn directly from their peers that have experienced exactly what they will.

Emily Chao '22 Prep Camp Attendee 15

Key Takeaways from Senior Seminar Guest Speakers In the second quarter of the Retail Studies Seminar, several industry executives were invited to speak about their respective companies, and present challenges for the students' capstone projects. Here are a few key notes applicable to those in the industry:

by Addy Camisa '21 and Joycelyn George '21

Karl Bracken Guitar Center In an industry that has such a high involvement in the buying decision process, how do they make it more than a one time purchase?

Laura Pickard & Lauren Carr Petco An important skill to have is the ability to find the story in the data, summarize it and look at sources inside and out.

Multi-channel customers are the most valuable. By getting them involved in multiple offerings from the business, they can create a valuable relationship with that customer.

Kedar Patel HEB Value driven business with a strong emphasis on private-label offerings

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Excel in customizing each store to be the customer's own “local HEB” by utilizing customer segmentation.

Tim Brown Allbirds With sustainability and innovation at the forefront of the company, one of their goals is to drive down the amount of carbon created with each product with the intention to have zero carbon impact.

Helped with the invention of sweet foam and made it open source. They decided to not trademark it, so others can adopt it and create a bigger impact.

Matt Madrigal Google Shopping Their approach involves getting the content, making it discoverable, creating a new economic model for the ecosystem, and connecting sellers with users effectively on and off Google.

With this, they create a stronger platform for social commerce while also increasing merchant diversity and discoverability.

Bai Gan Zenni

Jim Miller Wayfair

Zenni steers away from the traditional optical industry by manufacturing lenses and assembling glasses within their lab.

Customer centricity is important to building a brand.

Customers come to Wayfair to decorate a room or a house, not just find one thing like a pillow - compared to Amazon, which is best at marketing/selling that one item.

People tend to go to Amazon and know what they wanna buy, whereas Wayfair is a treasure hunt.

Brick-and-mortar stores present a major opportunity for upselling.

Noelle Sadler Lulu’s Lulu's follows a test and reorder approach: Everything is tested and picked by customers; when customers want a product, they will try and create a new product.

Social media is a large opportunity: Pinterest is the fastest growing channel.

Influencers are a key to success.

Will Young Wish

Joe Megibow Purple

Wish as a platform exists to bring affordable and mobile shopping experience to customers around the world.

“Perhaps the biggest retailer does not need to have any retail stores.” The business model is so powerful because it is so data driven.

Make sure you have a company strategy and have everyone understand it.

Think about what do you do to persuade the customer to come to the Purple store and not go to a store where they can compare different mattresses.

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RMI x Bloomreach

by Addy Camisa '21

Department Chair, was integral in the formation of this unique experience.

Kalyanam and Founder and CEO of Bloomreach, Raj DeDutta, have known each other for over a decade. After collaborating for over a year, RMI and Bloomreach decided to create something novel and valuable for students. Kalyanam states, “COVID-19 caused a great shutdown in retailing. Many retailing jobs were temporarily and permanently lost.

Digital merchandising became a very important focal point with education and human capital lagging in this regard.”

According to Kalyanam, digital merchandising is the future of retail. This represents a unique opportunity for participants of the certification program.

This Spring, RMI is excited to announce a new collaboration with Bloomreach with the Digital Merchandising Certification Program taking place March 25th and 26th. This certification is the first of its kind, presenting the opportunity for RMI students to grasp best in class skills for the future of retailing.

Justin E. Daniel, Business Services Consultant at Bloomreach, will lead the two part course.

Daniel will instruct attending students on how to best leverage the full capabilities of the Bloomreach platform, which allows for a continuously improved and measured customer experience. Bloomreach, founded in 2009, acts as a leader in the customer experience universe. Their software allows partnering companies such as Staples, Puma and Albertsons to expand their businesses and deliver consistent digital experiences across all channels.

In the Digital Merchandising Certification Program, students will learn how to best utilize ecommerce tools, merchandising functions and their purpose, and high-level ecommerce analytics terms. According to Kalyanam, the strongest skill participants will take away from this certification is the “ability to create and implement effective digital merchandising programs.” As technology grows continuously more and more integral in retail, this certification represents further collaboration with important technology programs.

Kirthi Kalyanam, Director of the Retail Management Institute and Marketing

This certification will be offered exclusively to the Retail Management Institute’s senior class at the end of March. The enriching knowledge it offers will prove to be an invaluable tool to the future leaders of retail.

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5 Takeaways from 10 Weeks on LinkedIn Eugene Choi '21 - Marketing major, Retail Studies & Studio Art double minor, and Vice President of the Retail Studies Student Association - took lead on RMI's LinkedIn this past January. Here, he shares some insights for students and professionals looking to gain more knowledge about the platform.

by Eugene Choi '21

In the middle of Week 8, I picked up my phone to a flood of notifications from LinkedIn: “_____ and 100 others liked your post.” Soon after I opened the app, I realized it was our post highlighting one of our speakers, Lisa Bougie. Wow, I thought. We’ve gone viral.

There was a good reason to be excited.

When Cindy reached out to me in December about the opportunity to be a “LinkedIn Influencer,” LinkedIn was the least engaged platform in RMI with 293 impressions in the month of December. To put some perspective, it was like we were giving updates to 10 people a day within our network of hundreds, if not thousands, of students, faculty, staff, board members and alumni.

It’s safe to say the page has grown a lot, as has my view of digital marketing. Here are five key takeaways from riding the social media rollercoaster.

1. There is no clear rubric, magic formula, or easy way out to influence on social media.

Announcement of guest speaker, Lisa Bougie, went viral on LinkedIn during the winter quarter.

How many of us are truly engaged by 19

organizations, companies, and clubs that just post vague copies of each other? Sure, there may be best practices like when to post and what size images to use, but there is no one right way to build a brand. So, what do we do?

different stories of students joining the Retail Studies minor. I wanted those stories to be heard. I reached out to new admits that had great things to say about the program as well as a few seniors and alumni. Of course, highlighting our speakers and events allowed us to showcase the excellent programs and connections of our Retail Management Institute.

2. The secret ingredient in social media is to make a goal and post.

The goal was simple: engage with students. I wanted to achieve the goal through amplifying student’s experiences and creating deeper relationships. This could only be done through consistent posting, trial and error, and learning from everything I saw.

4. Reflection and feedback are powerful tools for growth.

Working with our exec team, especially Anna Becker (Social Media), Sophie Scher (Marketing) and Adele O'Neill pushed our creative boundaries and allowed us to build a cohesive brand across our socials and emails. The way we celebrate little moments of growth reminded me of our goals and what my peers wanted to see on their feeds.

I had to ask myself, “Would Anna or Sophie or Adele get something out of this post, or would they keep scrolling?”

3. We add value through meaningful messages, not meaningless noise.

As a member of the Recruiting Committee, the best part of the year is hearing the

5. We are all influencers in our own right.

The most engaging posts were the ones that told a new story. Rather than a number or a “like”, our students themselves were the influencers.

From the first post in January, SCU Retail Management Institute has shared 31 updates, added 149 followers, and made almost 20,000 impressions. My hope for RSSA as a community and a platform is to continue amplify the successes and experiences of our students. Looking forward, I’m excited to stay connected with the RMI network and alumni. Conclusion: please connect with us on LinkedIn!

RMI's LinkedIn spotlights the program's new students to get more students' perspective.

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Anything is Possible “Tutto e possibile” these three words covered the screen as Lisa Bougie, past Chief Merchandising Officer at Stitch Fix and overall inspiration, explained to us the core belief she lives by. Lisa Bougie, an alumni of the RMI program at Santa Clara University, credits this belief to her success in the retail industry.

by Olivia Mannion '21

1. Do what you love, the rest will follow

Lisa began working in retail at a young age working at Nordstrom at just age fourteen. After graduating from Santa Clara University, she went on to have a rich career at companies such as Gap, Patagonia, Nike, and Stitch Fix. Her career moves were intentional as every step of her career was informed by a specific intention to learn.

2. Focus on doing the best that you can at what you are currently doing, not what’s next 3. Be humble, stay low

At her first role at Gap, she learned the fundamentals of retail, and at her next role Patagonia, she learned the importance of having a belief system (ethos) that informed every business decision. After only one year at Patagonia she was recruited by Nike to be General Manager of Nike Women (a $2 Billion business). However, after 10 successful years at Nike, she made the career move no one was expecting: taking a risk to join a team of 25 people at a startup called Stitch Fix. In her 5 years at Stitch Fix, Lisa and her colleagues grew Stitch Fix from a $10 million dollar company to $1 billion company.

4. Work for companies that align with your values--only then can you give everything you have to give 5. Work hard and be clear about your goals--5 years out 6. When you make time for yourself, everything else falls into place 7. Dare to take the path less traveled

She currently sits on the board of four different companies and uses the knowledge she gained in the retail industry to invest and educate others about what she has learned.

8. Remember to have fun 9. Pay it forward

As our conversation came to a close, she shared these lessons with us through her words to live by: 21

Dressing for the Part

by Olivia Mannion '21

popular form of dressing, but not as prevalent as it used to be. Lastly, they described to us how hardly any company requires business professional anymore, which is good news for those of us who have gotten used to wearing more casual clothing in the pandemic!

One of the great aspects of being a part of the Retail Management Institute is having access to all the alumni that currently work at some of the retail industry’s top companies.

On February 22nd, we were lucky enough to hear from two RMI alums: Katherine Chartz, Senior Recruiter at Gap, and Emily Michaels, Senior Director of Women’s Merchandising at Athleta, who shared their knowledge about dressing for success in the workplace.

I appreciated how they offered examples of sample outfits to show that building your business wardrobe is easier than one might think. Their number one piece of advice when choosing an outfit for work is to enjoy what you’re wearing and choose pieces that can be versatile. We are lucky to live during a time where companies encourage us to express ourselves through our clothing at the workplace. I am grateful for Katherine and Emily’s knowledge of “dressing for success” as graduation comes near.

After sharing about their background, Katherine and Emily broke down the three different dress occasions in the workplace-Smart Casual, Business Casual, and Business Professional. Katherine shared with us that smart casual is by far the most popular “uniform” in the Bay Area, especially at tech companies and startups. They explained that business casual is another

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Get to Know the RSSA Community Our community comes from many backgrounds with many interests. Let's learn more about RSSA!

by Joycelyn George

15

yduts fo sdleif ruo

MAJORS Marketing Communication Finance Economics Business Management

OUR FAVORITE STUDY SPOTS AT SCU HOMETOWNS

Environmental Studies Studio Art Psychology

Atherton, California

French

Culver City, California

Spanish

MINORS

Foster City, California

DOWD HALL

Fremont, California Fresno, California Los Angeles, California

Retail Studies

Los Gatos, California

French Studio Art

Marin County,

International Business

California

Environmental Studies

San Jose, California

Sustainability Political Science French Spanish

LUCAS HALL

Santa Rosa, California

PATIO/

Vista, California

BALCONY

Chicago, Illinois Boston, Massachusetts Wellesley,

FAVORITE RMI EVENTS

Massachusetts Wenham, Massachusetts

MISSION GARDENS

Minneapolis, Minnesota Chatham, New Jersey Portland, Oregon Bainbridge Island, Washington

Gallo Speaker Series

Bellevue, Washington

Gap Dress for Success Levi's Panel

Mukilteo, Washington

OUTDOOR PATIO ON THE

MKTG 168/169 Speakers

Seattle, Washington Spokane, Washington

3RD FLOOR OF THE LIBRARY

Singapore South Korea

Stitchfix Virtual Tour

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SNOITARIPSA REERAC RUO

Apple

Kellogg's

Project management for

Box

Levi Strauss & Co.

Google

Brand Strategy (Chanel

Marketing for Apple,

Reformation

Patagonia, Nike, amd

LVMH, Madewell Rent

Revolve

World Market)

the Runway & clean

Salesforce

CMO and Brand Design

beauty companies (ILIA

Sephora

Director of Nike

Beauty, Glossier, Kosas

Tatcha

Corporate Responsibility

Cosmetics)

The Walt Disney

for Lululemon

Merchandising at Free

Company

Creative Director, Event

People or Urban

UX/UI Design team for

Planning & HR for

Outfitters

Universal Music Group

designer brands

Merchandising & Buying

Urban Spaces Interior

Director of Sustainability

Nordstrom

Design

Strategy

Pottery Barn

Vogue

Everlane

Product design for Nike

West Elm

GAP

and Patagonia

William & Sonoma

FAVORITE RETAIL TRENDS

Pop-Up Shops

Reworked/

Concept stores &

Upcycled vintage

store-within-

clothes within

a-store

fashion

Quizzes on retail websites to help

Athleisure

lead/personalize your searching

Customization

Sneaker Drops

25

BRANDS WE LOVE Nike "Nike's aspiration based advertisements are inspiring because they are great at hooking the audience and conveying a meaningful message that goes far beyond the functionality of an apparel

HOBBIES & INTERESTS

or a footwear."

Aviation

Piano

Basketball

Plants

Camping

Podcasts

Calligraphy

Reading

Ceramics

Running

Cooking

Sculpture

They are leaders in a new wave of retail

Crochet

Skiing

that will prioritize the health of the

Digital Art

Sneakers

planet and raise awareness for the

Fashion

Soccer

need to reduce consumerism and

Figure Skating

Target Runs

Food Hopping

Tennis

Gardening

Traveling

Golf

Urban Exploration

Hiking

Video Games

Jewelry-Making

Volleyball

Music

Weightlifting

Movies

Writing

Photography

Yoga

Patagonia and Allbirds "Mission driven and they are putting sustainability at the forefront of retail.

waste."

Glossier, Outdoor Voices, Everlane, ILIA Beauty "Their dedication to beautiful products that are good for us and the planet!"

Levi Strauss & Co. "I think it’s cool to see what Levi does for their customers abs how they support different movements and groups such as BLM and LGBTQ+."

Telfar + Laquan Smith "Black Owned, Affordable, Unisex, Selfmade"

26

Capsule

BRANDS WE LOVE

WHAT'S THE NEXT BIG THING IN RETAIL?

Williams-Sonoma Inc. and Reformation "Women-owned & environmentally

wardrobe-focused lines that pivot

conscious"

away from fast fashion

Patagonia and ThredUP Cypto-powered

"They both have innovating business

retail

models that attempt to minimize the company's global footprint and promote sustainable practices."

Elevated and immersive in-store experiences

Universal and Nike "They push diversity, openly speak about Environmental

what they believe in and so despite

sustainability

their amazing products they understand their role in the broader community they interact with."

Expansion of influencer marketing

Frankies Bikinis and WildFlower Phone Cases

More brands selling experiences outside

"They were founded and are run by

of their products

women!"

More subscription based retail

Nike, Google and Rivian

channels to push a greater variety of

"Their mission, diversity, and innovation"

their products to customers

Myaemade

Upcycled products

"The owner is from the UK and makes everything handmade."

27

Meet the Editors

Joycelyn George

Addy Camisa

Brooke Eldridge

Editor in Chief

Assistant Editor in Chief

Editor

I have been with RMI since the beginning of my freshman year (fall 2017)! I have always been interested in working at a high fashion brand, and after learning about the RMI program, I knew that this program was the starting point for my career goals.

My favorite retail trend is the development of flagships and showrooms that focus on the customer experience.

Fun fact: once the pandemic has settled down, I would love to visit Australia and New Zealand!

I joined RMI at the end of my sophomore year in 2019, which is a decision I am so glad to have made. I chose to join RMI because of the program's passionate and kind students and faculty. I also was eager to get involved in the invaluable events put on throughout the year.

I joined RMI my first quarter of freshman year— before I had declared any major, minor, or pathway at SCU. I would love to work in PR within the beauty industry; having all encompassing retail management training is thus a pivotal part of my college education.

My favorite retail trend is the developing emphasis of omnichannel business focusing on eCommerce post-pandemic.

My current favorite retail trend has been the recent increase in brand transparency in terms of company culture, values, and general relationship with human rights.

Fun fact: the first place I want to travel after the pandemic is Poland or Italy where my family comes from!

Fun fact: I can't wait to go to Universal Studies with my older brother after the pandemic!

A special thanks to Cindy Cooper for her support throughout each publication!

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Retail Management Institute Advisory Board

Faculty & Staff

Barry J. Feld, Chairman

Kirthi Kalyanam, Ph.D., Executive Director, Retail

Kirthi Kalyanam Ph.D.

Management Institute

RMI Executive Director

Gail Kirby, Ph.D., Marketing Professor Wei Shi Ph.D., Marketing Professor

Kamelia Aryafar, Google

Cindy Cooper, Projects & Programs Manager

Kent Anderson, Gear UP Consulting Kris Bazán ’92, ’99 MBA, Apple Mark Brashear ‘83, Consulting and Serving on

Michelle DeMartini-Wlazlo, JCPenney

Retail Studies Student Association

Ken Duane, Phillips-Van Heusen Corp.

Executive Board

Board of Directors' Soumik Chatterjee, Petco

Barry Gilbert, WineVIP Gautam Gupta, M13 Ventures, Co-Founder

Adele O'Neill, President

NatureBox

Olivia Mannion, Corporate Liaison

Mark Lavelle, Magento, an Adobe company

Isabelle Sung, Philanthropy Chair

Jim Miller, Wayfair

Philanthropy Board: Sophie Cichanowicz,

Matt Murphy ‘02, Montage Ventures

Natalie Elliot, Jaya Kapoor

Mike Osorio ‘84, Tori Richard Ltd.

Eugene Choi, Vice President - Recruiting Chair

Gisel Ruiz ‘92, retired, Wal-Mart

and Linkedn Strategist

Michael Schriver, Louis Vuitton

Recruiting Committee: Christine Coleman,

John Strain ‘90, Old Navy

Maya Denzel, Andrew Gileo, Laura

Chantel Waterbury ‘97, INSPR

Korngiebel, Riely McCullough, Alex Park Mentoring Chairs: Madeline Wong, Kate Knight

Emeritus

Sophie Scher, Marketing Director

David Folkman

Anna Becker, Social Media Director

Ellen Magnin Newman

Joycelyn George, RMI Magazine Editor

Philip Schlein

Editors: Addy Camisa & Brooke Eldridge

Joseph Tomaselli

Chloe Schecter, Social Events Director Special Projects and Events Committee: Alexa Bolnick, Emily Chao, Carly Cieciura, Camryn Yuen

29

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 500 El Camino Real, Lucas Hall Suite 111 Santa Clara, CA 95053-0399

Stay Connected www.scu.edu/rmi @retailmanagementinstitute @retailsantaclarau @retailscu @rmi_santaclarau Retail Management Institute SCU