Apparel Retail Simulation

In my senior class, AMM 4970 Apparelscapes, I applied concepts from my major support courses to run a student-led retail apparel business. This involved managing market research, demand forecasting, merchandise planning, buying, supply chain and inventory management, visual merchandising, eCommerce, brand development, and promotion split into two cycles.

Additionally, the class offered the opportunity to partake in a micro internship, a unique facet of AMM 4970. Collaborating closely with the Arabian Horse Center, each Apparelscapes team took on the responsibility of supporting their apparel operation. This involved designing apparel, orchestrating social media campaigns, and actively participating in sales at horse shows.

During the first half of the semester (Cycle 1), my team was responsible for the retail operations of the Apparelscapes pop-up store. I personally designed the CPP cream crewneck sweatshirt aimed at CPP students, which sold out twice within one week of its release. Additionally, I designed the “I’m Just a Bronco” tote bag and sticker, both of which sold out by the end of our cycle. Our total sales for Cycle 1 amounted to $2,860.63.

Beyond designing merchandise, I actively participated in visual merchandising, adjusting our pop-up store’s displays for various holidays and special events on campus to boost sales. I also collaborated closely with the buying team to ensure timely delivery of our designs. Overall, this cycle of the operation taught me valuable lessons in collaboration and the multifaceted objectives involved in running a retail store.

In cycle 2 of this class, my team transitioned to managing the back end of the operation, specifically focusing on marketing. We each took charge of specific social media platforms, ensuring consistent weekly posts about new products, events, and other updates.

I was responsible for our TikTok account. My role included creating engaging videos and stories to promote our store, as well as analyzing the performance of our content. Through my efforts, I successfully increased engagement by 5.16%. Additionally, I achieved a growth rate of 118.91% in likes, 15% in comments, and an impressive 123.81% in shares.

Beyond my work on TikTok, I also wrote a biweekly newsletter using Klaviyo. In these newsletters, I provided updates on our operation, including new designs, promotions, and upcoming events. These newsletters were distributed to potential purchasers, repeat buyers from Apparelscapes' Shopify store, and our newsletter subscribers.