Establishing Knowledge and Cultivating Talent via Experiential Learning: The Case of the Fashion Retail Lab

Purpose In this teaching innovation, “ The Boutique” , the students are guided through the experiential learning cycle: experiencing, reflecting, thinking and acting. The assignment requires individuals to take on retail roles (i.e., operations, planning & buying, communications, training and development, accounting, and merchandising) to execute desired business outcomes. While studies of retail labs in the past have been limited to exploring the physical elements of a store, this assignment highlights techniques in which social media campaigns can be used to enhance retail goals. This innovative real-life lab experience thereby responds to the challenge that retail educators face encounter to get students to actively integrate ongoing digital strategies with actual retail operations. Method/Design and Sample The retail lab learning experience was analyzed through students’ qualitative comments using directed content analysis. This input was compared against the course’s learning outcomes. Results Students reported that the lab enhanced their digital and social media knowledge, teamwork skills, real world application, collaboration capabilities, understanding of sales and profits, and engagement with the consumer community. Value to Marketing Educators The paper benefits marketing educators by providing a blueprint of a retail lab that helps students to develop communication and teamwork skills, decision-making abilities, and forge career paths. In particular, the exercise builds students’ digital and social media knowledge. We also outline 8 learning outcomes to further students’ learning goals.