Lesson Plan: Salesperson in Fashion Business

Subject Areas

Retailing

Career Description

Beginning in the late second half of the 19^th century, the increase in consumer culture and the advent of department stores gave rise to a new career: the salesperson, or “shop girl.” The salesperson was an overwhelmingly female occupation, as it was considered one of the few entry-level positions suitable for women that did not involve dangerous physical exertion (unlike agricultural or industrial labor). As the industrial revolution progressed and manufacturing of clothing in the United States increased, women were enlisted as seamstresses on the factory floor and salespersons on the retail floor.

In the early 20^th century, women’s roles in the workplace began to expand further as the onset of World War I required women to assume roles once dominated by men who were now enlisted to fight the war. By the late 20th century, the retail industry began to change and by now, the term “shop girls” is antiquated. The preferred term “sales associate” suggests a position that has room for career advancement into supervisory and management positions, and is no longer one in which the moral status of the salesperson is called into question. The duties of the salesperson remain relatively consistent with its origins however and include: greeting and assisting customers, giving suggestions and sharing knowledge about the products, assisting with the stocking and display of merchandise, and executing sales.

The lesson plan focuses primarily upon the gendered history of the retail career as a means of understanding its role in the retail industry and in demonstrating changes in women’s career expectations over the course of the last century and through today.

Course

FM 116 Fashion Business Practices

Movie Clips

Mrs. Harris Goes to Paris (Fabian, 2022)
IMDb

This film depicts the aspirations of a common laborer (cleaning lady) in 1957 who falls in love with a Dior couture dress and saves up to purchase her dream. The fashion show at the House of Dior presenting its 10^th Anniversary Collection to potential buyers is mesmerizing. The roles of men versus women is also chronicled along with the labor movement during the mid-20^th century.

Questions:

What were the major roles of women in the 1950s as depicted in the movie?
Who is identified as the primary customer for Christian Dior during these times?

Keywords: fashion show, London, Paris, department store, haute couture

Miracle on 34th Street (Seaton, 1947)
IMDb

This classic Christmas film follows the story of a Macy’s Santa Claus and his relationship with a young girl and her single mother, who occupies a senior managerial position in the store. As the film progresses the mother learns to focus less upon her career and believe once again in romance and her role in the traditional family sphere.

Questions:

Why is the mother an effective businesswoman, and how is she portrayed compared to her male colleagues?
How does the mother’s career focus come into contrast with her role as a mother? In your experience, what are the conflicts between work and family life, for both men and women?
This film was made soon after the end of World War II, when many working women were encouraged to retreat to the domestic sphere and allow returning soldiers to occupy the jobs that women held during their absence. How do current events (political, economic, and social) influence our career expectations?

Keywords: retail management, New York City, department stores, parenthood, work-family balance, gender

Pretty Woman (Garry Marshall, 1990)
IMDb

This is a movie inspired by the Roy Orbison song “Oh, Pretty Woman.” It depicts a wealthy businessman who falls for a woman of the night who has limited resources. As such, the woman encounters discriminatory behavior by salespersons while shopping at a high end boutique. The intervention of the wealthy businessman when taking the woman shopping results in extremely ingratiating “high touch” behavior by the salespersons in order to secure multiple purchases by the client.

Questions:

How is a working woman (sales person) portrayed in comparison to the main character?
Sales people have to generate revenue. What would have been desirable qualities of sales people in this scene?
Shoppers are both men and women while sales people are predominantly women. What are the elements that generate this assumption of female sales people?

Keywords: retail management, boutique, luxury, gender, working class

Historical Sources

Help Wanted Ad dated January 8, 1950 (source)

This mid 20^th century help wanted ad clearly demonstrates gender-based requirements for a variety of jobs. Women’s roles are clearly delineated versus those of their male counterparts.

Questions:

How do the multiple ads delineate the roles of women versus men during this period?
What roles are clearly identified as male jobs versus female jobs?
How would you compare and contrast the retail industry roles of today versus those in the past mid century?

Keywords: retail, salesperson, customers, help wanted

Macy’s Department Store

A 2023 job description for a sales associate (source)

Responsibilities

As a Generalist Colleague, you will be an integral part of bringing the magic of Macy’s to life
Generalist Colleagues provide outstanding service that inspires the customer through compelling merchandise presentation and by demonstrating superior product knowledge; meeting hourly sales and Loyalty (credit account) goals on a personal and team basis; and assisting with fitting room and floor recovery, price changes, floor moves, and digital customer merchandise fulfillment
Macy’s utilizes a scheduling plan that allows colleagues input into their work schedules by managing their availability and identifying their preferences
During key sales events and peak selling times, Macy’s may offer additional shifts available through a self-scheduling tool
Provide an exceptional customer experience by ensuring the customer is always the priority
Determine customer needs based on customer preferences; suggest additional merchandise to compliment customer selection
Demonstrate knowledge of store products and services (including Loyalty programs) to build sales and minimize returns
Demonstrate proficiency in POS systems, including, but not limited to, Search and Send and My Client
Proactively assist customers who are using devices to shop and compare, whether Macy’s devices or their own
Retrieve additional merchandise at customers’ request (i.e., retrieve merchandise from stockroom; pull merchandise to assist customers in fitting room)
Develop new business and expand client base through in-store interaction, suggestive selling, and on the floor presence
Maintain department recovery standards, including selling floor and fitting rooms
Deliver optimal merchandise execution presentation through merchandise placement, execution, and style, including visual elements
Ensure accurate merchandise pricing, and process markdowns in a timely and accurate manner
Assist the Support Colleague Team in the movement of fixtures and merchandise for new product, seasonal changes, and clearance sets
Assist in inventory and markdown process
Assist in picking, packing, and shipping merchandise to fulfill digital customer orders
Adhere to Asset Protection policies and procedures, including shortage prevention, inventory control, and compliance procedures
Perform other duties as assigned
Regular, dependable attendance and punctuality

Questions:

How have the responsibilities changed for a sales associate today versus the past mid century?