Fashion and Retail Students Attend Exclusive Behind The Scenes Excursion to David Jones

ICMS students currently studying a Bachelor of Business (Fashion and Global Brand Management) recently had the opportunity to attend an incredible excursion to the David Jones 12-level flagship store in Sydney’s CBD. The students, who were attending as part of their Introduction to the Fashion and Retail Industry subject, were given an exclusive behind the scenes store walk and sit-down Q&A with the David Jones team.

ICMS Lecturer Peter Wilson, who coordinated the excursion, wanted the students of his class to be able to immerse themselves in the retail industry while studying the subject. “It’s about getting students out of the classroom and into the real world of retail. You can’t learn about this industry without spending time in retail. It’s important to expose students to the real world of retail by having the opportunity to speak to industry professionals who live and breathe retail on a daily basis” he said.

Joining Peter Wilson at the excursion was Guest Speaker Jason Pollard, retail expert and founder of Public Design Group, who shared his experience working in retail design and facilitated the conversation.

Before taking the students on a behind the scenes store walk, the David Jones staff sat down and had an insightful conversation and Q&A with the students, where they each shared the importance of customer centricity, product knowledge, trend forecasting, visual merchandising, maintaining customer relationships throughout COVID-19 and creating memorable retail experiences.

David Jones executives Lauren Psalia, Merchandise Manager, and Amalia Borula, Sales Manager of Australian Designer Fashion at David Jones – and an ICMS alumna  – shared their experience of what it’s like to work with designers and fashion buyers at one of Australia’s most prestigious retail stores.

Current fashion student Sophia Nabutovskaya stated, “I liked that it was real life advice from real professionals (in the fashion and retail industry). It’s not just textbook stuff, it’s about the customer experience that goes beyond just buying a product. It proves that fashion isn’t just about materialism, there’s a human side to it too.” Another student, Audrey Azul, added, “This excursion to David Jones was really insightful, it was honestly like watching a Ted Talk!”

The David Jones staff, which included the store manager and visual merchandising team, went on to discuss how they create inviting experiences within the retail store. “It’s about creating an environment where you don’t just come to shop, but you spend the whole day and browse. There is an experience on every level, from eateries and personal styling to beauty and skincare services”, said Store Manager Wendy Rafferty. “These are products that shoppers could buy online, but choose to purchase in store because of the experience they get.”

The students left the experience feeling inspired and motivated. One fashion student, Ben Hancock, mentioned, “It was really great to get an insider’s perspective into how a large brand like David Jones actually runs. It got me excited to be a part of the fashion and retail industry!”

“The talk and store walk with David Jones is an excellent example of how priceless the learning experience at ICMS is. Hearing from Store Managers and real people in the fashion and retail industry is invaluable, as this is where they want to be in a couple of years from now! It was very special for students to listen to Amalia Borula’s experience, an ICMS Alumni that has been at David Jones for almost 10 years now,” said Fashion and Global Brand Management Executive Catalina Perez. “I applaud Peter for bringing his industry network into play with the excursion, followed by the tutorial task for his class, as this adds to the incredible quality teaching at ICMS.”

About the Subject – Introduction to the Fashion and Retail Industry

Retailing is the process of selling merchandise to consumers that offer value and engagement through a successful exchange of goods and services.

The retail industry has transformed and evolved over the last several decades, spearheaded through technological development. This encompasses traditional bricks and mortar stores, e-commerce and online retailers. The fashion retail industry shapes and influences what we wear, what we look like and how we live, with its increasingly sophisticated consumer demanding more.

Fashion retailing activities need strategic planning, and analytical methodology viewed from several perspectives; the consumer, the competition, the category and the retail company. Across these four perspectives, we examine the functions of retailing, consumer buying behaviour, external influences affecting retail operations as well as the key thinking needed to be a successful player in the industry.

The aim of this subject is to provide students with an overview of the nature and scope of fashion retailing.

Click here to read more about the Introduction to the Fashion and Retail Industry subject.

About the Bachelor of Business (Fashion and Global Brand Management)

It takes more than innovative designs to build a successful fashion brand. Experts in marketing, merchandising, logistics, sales, retailing and more, contribute to bringing a product from the runway to the racks of our favourite stores. You don’t need to be the next Anna Wintour or Gianni Versace to make an impact though; if you’re passionate about fashion, studying fashion and global brand management is the best way to learn about what fuels this fascinating, multi-trillion dollar industry.

The ICMS Bachelor of Business (Fashion and Global Brand Management) degree blends core business subjects with specialised subjects relating to fashion and brand management, providing you with the perfect foundation for a successful career in fashion, retail or brand management.

Click here to read more about the Bachelor of Business (Fashion and Global Brand Management).