AG Jeans

Learning Leadership from Retail Mavericks

I have worked with some real mavericks of the retail industry over the course of my career. The legendary Marty Staff when I was at Calvin Klein, the amazing Ron Herman when I worked for him at Fred Segal / Ron Herman inc. I even got to spend a little time with the great Mickey Drexler with whom we did a collaboration when he was at J. Crew.

I have always sought to absorb knowledge and passion from people I have worked alongside, especially ones of such statue. In such a way, accepting that you always have something to learn from your peers, coworkers, and mentors has shaped my approach to retail leadership. I teach my managers to be inquisitive, to be kind, to listen to their staff and their clients and to trust their gut instincts.

Balancing Technology and Human Experience in Retail

Balancing in-store experiences with evolving customer expectations seems to be a hot topic lately. Consensus is that one should use a mixture of traditional retail with digital components to “create a frictionless experience to foster speed and convenience”. This is essentially corporate rubbish speech for rushing a client through a transaction. I think this is overly simplistic and in practice, is much more brand specific. For example, I recently lost my luggage on a trip to New York, so I popped into Uniqlo to get some much-needed supplies.

I’ve never found fast fashion stores to be places I’d want to linger in, so I appreciated being able to throw my new t-shirts and undies into a bucket to be RF scanned and then simply walk out without having to talk to anyone. But is this something you want to duplicate in a luxury or even contemporary environment? I don’t think so. The best stores make you want to hang out and explore. They make you want to touch and try on. They encourage you to experience the story a brand wants to tell you.

The best stores make you want to hang out and explore, touch and try on, and experience the story a brand wants to tell rather than being rushed through a transaction.

Ralph Lauren has been the master of this of course, but newer brands like Buck Mason and Todd Snyder for example, are doing this with great skill. At AG Jeans we have found a balance between technology and genuine human interaction. We are omnichannel, we use mobile pos systems and clienteling apps for iPhone and most of our stores feature video screens on which we can remotely update relevant content.

None of this though is a substitute for our uniquely talented stylists who work with you to find a fit that flatters you and makes you feel like a million dollars. Recently, we remodeled our Newport Beach, California location to give it a calm, almost spa like California vibe. Our collections are showcased beautifully, and the entire environment encourages you to spend time exploring the brand rather than being rushed out of the door.

Building Culture, Motivation, and Impactful Retail Teams

Motivating store teams starts with building a supportive and collaborative culture across all channels. The best way to do this is check your ego at the door and be available to listen to every employee you are responsible for at any time they need you. For this reason, I have a 24/7 “my cell phone is always on for you” policy.

No matter how senior or junior a member of your team is, always make time to meet one on one. Encourage them to collaborate, celebrate victories both large and small and always lead with empathy and compassion. Invest in their development and encourage them to be curious and explorative. Remember, when someone feels they are a valued member of a team, the work part comes easy.

As far as advice for aspiring retail leaders, I’d advise what I learned from those three remarkable maverick merchants I mentioned earlier.  Don’t be afraid to ask questions, don’t be afraid to break rules and don’t be afraid to fail sometimes. Learn how to effectively communicate. Learn the value of both positive and constructive feedback. Shift focus from just being busy to focusing on what drives results, such as customer engagement. Ultimately, you and your team’s ability to communicate your brand’s message to your clients will define their quality of relationship with you.

Be present. Go forth and do and by that, I mean get your hands dirty alongside your teams. They will love you for it.