Retail 101 w/ Mel

All things retail and fashion. Learn the ins/outs in the industry.

[retail101wmel]

A Fashion Icon...Abuelita!

My abuela is my hero. Some of you may know that I am half Colombian and Italian. Although I was born here, I was raised very closely with Colombian culture. My abuela or Grandmother helped raised my brother and I as children. She was strict, but knew when to have fun. She gave us chores, but always rewarded us with ice cream after. I was so lucky to grow up with my grandmother because she is the strongest woman I know. 

My abuela Emilia Pineda left Colombia in the 60s with my mom and uncle with nothing. There was bad blood in the family and Emilia knew she wanted to provide a brighter future for her children. She was able to build a home and life for her children, my mom and uncle, with barely anything. She still lives in the same apartment in Sunnyside, Queens where they first moved to in the United States. Currently, my grandmother is 95 years old! She survived a hip replacement and Covid-19 all within a few years of each other. She is truly the strongest woman I know. 

Did I mention that she is a fashion icon? She has been rocking the beret and Sherpa jacket long before it became trendy this fall. Check her out on her 95th birthday this past October at her favorite restaurant in Forest Hills!

Love my grandmother with my whole heart. She is the reason I am the strong independent female that I am today! 

[retail101wmel]

Cole Haan Collab Alert!

Comedian Hasan Minhaj recently collaborated with Cole Haan to release an exclusive line of footwear products. Check out some of the boot styles below:

Not only did he design boots but he also designed sneakers with awesome color pallets. Check the new sneakers out...

To learn more about this collaboration and the meaning behind each color, material, and technology, visit www.colehaan.com. You can also shop these exclusive styles in select stores including the Rockefeller and World Trade Center locations in NYC!

[retail101wmel]

Blogger Shout Out!

Meet JESSIE SERRA!!

This is one of my favorite lifestyle bloggers on Instagram. Below is a quick Bio about her that I wrote for one of my class projects:

“Jessie Serra is a 33 year old Instagram Influencer based out of Orange County, California. She is known for blogging and posting content on topics related to beauty, fitness, lifestyle, self care, motherhood, and being a small business owner. Jessie is an eyebrow artist and microblading specialist operating a brick-and-mortar business location in Orange County. She specializes in creating micro-bladed eyebrows and overall enhancing natural features for her clients. When she is not running her business, she is posting content on her social media platforms. Jessie has an outgoing, relatable personality which brought about her 140K followers and counting.”

One thing I love about her is how authentic she is. Although she often gets sponsored by countless makeup and skincare brands, she gives you honest feedback. She will try out products and tell you if it is worth the price. Jessie is a small business owner and loves interior design. Check her out!!

@jessieserra @jserracosmetics

[retail101wmel]

Is It Really The Holidays Without a Holiday Party?

It’s the Holidays! Typically, this is not the most enjoyable time in retail. Don’t get me wrong, I enjoy the positive business and the energy of the season but it isn’t always easy. I had recently thought about the first Cole Haan Holiday Party we held. It had become a tradition we all looked forward to but this year we knew it was not going to happen. 

Although the pandemic has effected our daily lives, I know the least of our worries is having a holiday party. Honestly, I know the least of many peoples worries is shopping in person at a Cole Haan store. The holiday season has brought decent traffic into our doors but it is not the same. 

I am grateful to have my health. I am grateful that my family, friends, loved ones, and coworkers are also healthy. As much as we miss the normalcy of shopping or celebrating the holidays, we must keep in mind the importance of staying safe. 

This holiday season, reflect on all you are grateful for. Remember that although we may not see the light at the end of the tunnel that it is soon approaching. There are still ways to have fun with loved ones in a safe manner. Virtual Holiday Party anyone? 

This post is dedicated to my sales team from 2017. Let’s shoot for our traditional Holiday Party in 2021!

[retail101wmel]

My Right Hand

Every manager needs a strong partner. When you are a store manager, you will realize that if you don’t set clear expectations for your team they won’t know how to succeed. One way I was able to set those expectations for my new team at the World Trade Center location was to leverage my new manager Louis. Louis helped preach the same message and goals that I had to the team so that we were all on the same page. 

Louis has been with the company for 11 years! And I thought 7 years was a long time. He has worked in the WTC location for 2 years and is close with the staff. Louis is able to maintain a sense of professionalism even though he has built personal relationships with the team. When I met Louis, the first thing I noticed was how determined he was. He was extremely motivated to not only complete tasks but produce positive business. I appreciated that about him. I quickly realized that Louis was going to be my right hand. 

One lesson I always teach my manager’s when coaching in the moment is preach the “same message, different voice.” People handle criticism differently. Some people need direct and firm feedback and some need more patience and explanations. Louis understood this method from the jump with aligned with my management style.

Although we have only worked together for 3 months, I already see the start of a strong partnership. Always have strong people in your corner. Believe me, it makes working in retail that much more enjoyable. And besides, we all need a good selfie partner. 

[retail101wmel]

Did Someone Say Cali?

In February 2020, I had the opportunity of a life time. When I started at Cole Haan, I had always wanted to be part of the New Store Opening team. This is a traveling team that opens new stores across the US. I mean, how cool is that!

A new concept store called “Grandshop” was going to make it’s debut in the US. There were a few worldwide but none yet in the United States until we opened the one in Valley Fair, California. When I got selected to be part of this team I was ecstatic! 

I knew that this trip was going to be filled with long days and sleepless nights. I was not wrong. The team only had 7 days to build this store from scratch. We had shipment trucks at 5am that needed to be unloaded, an entire stockroom that needed to be organized, and a sales floor that needed to be merchandised. Not only did we have to set up the store but we had to train an entirely new staff of associates and managers. Did I mention the jet lag?

At the point of the store opening our team couldn’t be happier. The store was beautiful, clean, and well organized. The team was energized and ready to sell. We had corporate partners from all over the US come visit and spend time with us. Overall, this was an experience I’d never forget.

If you enjoy a new challenge and are in the retail field, speak with you bosses and corporate partners on how you can join the New Store Opening team. Who knows, maybe you’ll fly somewhere cool like Cali. 

[retail101wmel]

Judgement Free Zone

I am in the New York City district for Cole Haan. When I was an SM rookie, I knew that one way I was going to succeed was to leverage my peers. I was the only store manager running a store outside of the city so I knew I would feel like an outsider. Regardless, all of my peers were so welcoming and helpful.

Often times, colleagues don’t get along. Let’s be honest, how many of you actually love your boss and peers? I felt very fortunate that we had such a diverse group of leaders in our district. Each SM had their own individual strengths that helped me grow in my role.

One manager was very analytical, one was extremely strategic, one was great with hiring, etc. I knew that if I partnered up with each individual and openly asked questions, I would be able to learn.

On that note, one recommendation...ASK QUESTIONS. Maintain a sense of humility and knowing when to admit you don’t know something or have made a mistake. My peers always fostered an environment where I could pick up the phone and ask them questions without judgement.

When you are stepping into a new role, you are only as strong as your weakest attribute. Don’t let it hinder your growth! Ask questions, learn, adapt, and be receptive. Try to foster a judgement free zone at all times. Who know when you’ll become a mentor for others.

[retail101wmel]

Change of Scenery

I recently started my new position as Store Manager for the Cole Haan in the World Trade Center Oculus Mall. Although it is technically the same position, so much has changed. Not only considering how the pandemic has shifted the world of retail, I am now leading a new lead with new complexities.

Often times, Store Managers who change locations don’t shift their mindset because they believe their new world isn’t that different. Below are a few things I have learned and would love SMs to keep in mind if they change locations:

- Relearn everything: Understand that what you have learned can be applied to the new location, but walk in their with an open mind. You may need to unpack ideas with your new team and learn their ways of getting the job done. Be open minded and receptive to all new ideas and feedback.

- Observe: One mistake that many Store Managers make in a new location is going in heavy with coaching and feedback. Take the time to observe, listen, and take notes. Take about a week or two of observing your team before coaching and providing insights on how they can do their job better. Eventually they will adapt to your management style with collaboration.

- One-on-Ones: Take the time to speak individually with your team. Learn their strengths, opportunities, and goals. What do they want out of this job? How can you help get them there? Leverage their strengths and ensure they learn something new daily.

Although this is a short list, it is important to keep in mind when you are leading a new team. Always lead by example and have fun!

[retail101wmel]

T stands for Team

I have been with Cole Haan since 2014. As you've read in my previous posts, it has been quite the ride. I never would have thought that I would have ended up where I am today.

In 2014, I started as a Cashier Lead for the flagship location at Rockefeller Center. 3 months later, I got promoted to an Assistant Store Manager for the SoHo location. 9 months later, I transferred to the Columbus Circle location to experience a higher volume store. A year later, I got promoted to be the Senior assistant store manager for the same location. In 2018, I finally got my own store to run and became the Store Manager for the Cole Haan location at The Westchester Mall. Most recently, I got promoted to the World Trade Center location as store manager.

Now...other than saying the word “promoted” 15 times, what is another theme in the above? What I see is internal succession. Cole Haan has proven to be a company that believes in investing in their people and highlighting their natural talents and providing the tools to let them grow.

This is something that I have held high in my own journey. One of the most important duties being part of store management is managing talent. Ensuring you have top talent is crucial to positive business and overall positive vibes in your store. I am proof that believing in your people goes a long way. 

If you are pursuing Store Management, one thing I advise is focusing on your people. Believe in your people. And if you can see it isn't a good fit, manage accordingly. Building a strong team is the most important part of being a Store Manager. Have fun while doing it! Listen, lead, and occasionally make them wear matching flannels for the holidays. 

[retail101wmel]

Starting from the ground up...

Now that we know why I decided to seek retail management, let’s finish putting the pieces together on how I ended up where I am today. The road to store management was bumpy, muddy, and never easy to go through. Starting from the ground up may seem like a negative thing, but there is so much you learn from experience along the way.

After Abercrombie & Fitch, I worked at American Eagle Outfitters in Queens Center Mall. Juggling high school, college admissions, soccer, and a part time job was hard but the culture that surrounded AEO was incredible. The management team always wanted to teach you new things and believed in internal succession. I eventually got promoted to Cash Room Lead at the Times Square location and handled all operations in store including cash/deposits, schedules, zone charts, you name it. Once I felt I hit my ceiling at AEO, I branched off to a new brand, Joe Fresh.

Joe Fresh is a Canadian company that had just opened stores in the US. I was running the Operations team at their Flagship on 5th avenue and 50th street. In this role, I was the head of the Operations department and managed a team of 7 + managed the stock room. This was a big role but one I was determined to be great at. Here I learned more in different departments like visual merchandising and Human Resources. Eventually after a few years of being open, the President of the company decided to pull out of its retail stores in the US which lead me to my new opportunity at Cole Haan.

Why give all this detail? What is this, my resume? The point is to show you how landing a store management role does not happen overnight. Learning the ins and outs of retail comes from leading by example, developing your talent, and doing all job functions…including throwing out the trash.

[retail101wmel]

First retail job...a mess.

If you asked me at 16 if I knew I was going to be a store manager for a luxury footwear retailer at age 29, I would’ve laughed. I went to Frank Sinatra School of the Arts with a major in Theater. I always knew I loved retail/fashion, but still had this dream of becoming a television broadcaster. That all changed when I started my first retail job with Abercrombie & Fitch in 2007.

A&F was one of the worst retail jobs I have ever had. Keep in mind, the only job I had before this was at Taco Bell and had such an amazing experience. I mean, who doesn’t love free food at 15? But I digress. After a few shifts at my new retail job in Roosevelt Field Mall, I was miserable. The manager’s never remembered my name, I always got stuck with terrible shifts, and often times they would just put me in the stock room without any training whatsoever. To my surprise, the only part I enjoyed was the customer interactions. I assumed A&F customers would be difficult, but I was pleasantly surprised.

When I quit only 3 months later, I knew what I did not want to experience in my future career. I knew that if I was going to continue in retail, I wasn’t going to invest in a company that treated me poorly and often reminded me how replaceable I was. That is what motivated me to learn all I could in retail. All the negatives I experienced gave birth to a new calling, retail management. So ironically enough, I have A&F to thank for teaching me how NOT to treat associates and to ALWAYS remember your team’s names. These may sound obvious, but you’d be surprised how often this happens.

[retail101wmel]

Quick intro...about me!

Hey fashion fans! My name is Melanie De Lucia and I currently reside in Harlem, New York City. I was born and raised in Forest Hills, Queens and have always loved NYC. Growing up in New York City, fashion surrounded me and was a unique way for me to express myself. Picking out outfits as a young kid was exciting and translated later on in life as well. Although my trends changed year after year, I loved learning about trends and knew I wanted to have a career in retail.

Let’s fast forward to Melanie, age 16, at her first retail job not knowing what she got into. With now over 10 years of experience, I knew I wanted to share what I have learned from each brand I worked for to help individuals who want to get into retail. There is always more to learn, but this blog will give you the foundational tools to succeed in retail, with the occasional chatter on fashion trends in various areas. Let’s get started on Retail 101 w/ Mel.