Browsing Tag

careers

Behind the Brand: Zellers

It’s one thing to “Like” a store on Facebook and follow them on Twitter.

It’s quite another to learn about how Zellers uses social media while in Liquidation mode.

Name: Jennifer Zedic

Position: Director of Marketing – In Store and Social Media

Employer: Zellers

Education: Fashion Marketing and Merchandising, Ryerson University

Favourite Zellers purchase: Pure by Alfred Sung knit scarf (I liked it so much I bought 5 different colours!)

Professional role model: Heather Reisman – Indigo: I love how she has taken the book store and made it a shopping experience and how she did not back away from technology when it threatens the business, but instead embraced it. She has built a strong and reliable brand and owns the market in Canada.

What makes Zellers a uniquely Canadian store?

History and memories only found in Canada make Zellers a uniquely Canadian store. The fans’ comments from our Facebook page talk about their experience with Zellers growing up in Canadian communities and how the great Canadians who work at those stores made a difference in a lot of their lives.

How has the marketing department’s role and responsibilities changed since learning that Zellers stores will close?

The marketing team is focused on continuing to build great flyer deals that our customers are expecting. We have pulled away from other forms of marketing, such as TV, radio and specialty print but maintained our flyer program and invested heavily in social media. For our Liquidation stores, we are using an extensive amount of ROP’s in local markets to highlight the weekly deals to the customer.

How does Zellers decide which social media channels are worth the investment?

Social media strategy for us is to provide information to the community on what they want to hear about as it relates to Zellers. We chose to invest in Facebook since it is the best way for us to communicate to our customer on a more personalized level and to the largest audience.

October 17, 2012 by Sarah Prince

Back to School Inspiration

When a teacher encourages students to pursue their passion, their influence deserves to be recognized and shared. The Our Kids Private School Expo blog hop provides a great opportunity to express why my media studies teacher, Alice Trachimovsky’s classes are among my best high school memories.

Once I saw how Mrs. T handled a group of immature boys while substituting for one of my grade ten classes, I knew she was a woman from whom I wanted to learn. The following year in grade eleven, her exciting creative assignments ranged from a shopping mall analysis to a full-fledged public service announcement campaign, for which I learned how to create a teaser. Leading enjoyable discussions is one of her specialties, especially when it comes to Lady Gaga and Dove’s Campaign for Real Beauty. Her observational humour always piqued my friends’ interest in how the media industry operates, making it unsurprising that many of my high school classmates study MIT at Western now.

Smaller classes make it easier to form meaningful bonds that promote keeping in touch post-graduation. Three years later, Mrs. T and I still meet for coffee every summer to catch up (most recently at Aroma).

Mrs. T always supported my ambitions to ensure Hot On The Street lived on after its print editions and I’ll never forget when she challenged us to summarize an article in 140 characters.

A magical formula doesn’t move private school students from school A to first choice university B, and then onto dream job C – teachers play a fundamental role in helping students get there.

September 6, 2012 by Sarah Prince

Next Top Role Model

Elizabeth Bromstein, who earns a living commenting on celebrities, work and love, yet refrains from gossiping over dinner at the Spoke Club. Elizabeth’s published work reflects her wit and intelligence that earned her a spot on this list, but my favourite memories with @missbromstein involved meeting in person to discuss Twitter, food and life.

Hilary Duff, Hollywood’s eternal good girl whose [extended] team coined the term ‘momager’ and eventually married a Canadian hockey player.

Kelly Cutrone, a PR pro known for succinctly spreading the message Normal Gets You Nowhere. Both her books gave me a lot to think about – enough material for a term paper about The Culture of Celebrity. I’ll never forget when she pegged me as a journalist, or her knack for bringing people together.

Kelly Cutrone (May 2011)

Lauren O’Neil, a professional internetter and online creep with FIMS training at Western as well. She’s made the rounds helping brands improve their social media, running around Toronto to share insights, and then wound up at CBC, true to her roots in journalism. On a side note, it’d incredible to get us, Julie Geller, Matthew Stradiotto and Jerry Seinfeld in the same room and determine Ms. O’Nizzle’s ultimate job title. Patrick Thoburn can moderate.

Shania Twain, whose motivational life story and lyrics taught me the word ‘prerogative’ once upon a time when I played ‘Man! I Feel Like a Woman’ over and over again on my desktop karaoke software. Many thanks to the Toronto Star for organizing a contest to meet her in 2005, which marked the beginning of my winning streak, and to my pals at Indigo for reuniting us in 2011. I still don’t have a photo with her, but 3rd time’s the charm.

Tomorrow I’ll be of legal drinking age in the U.S. & Canada, so message me when you’re free for a champagne-inspired tweet up.

Cheers!

September 4, 2012 by Sarah Prince

Behind the Brand: Sears

It’s one thing to “Like” a retailer on Facebook and follow them on Twitter.

It’s quite another to learn about who promotes which clothes belong in your closet.

Name: Robin Vengroff

Position: Styling Sample Coordinator

Employer: Sears

Education: Fashion Communications, Ryerson University

Favourite blogs: Worn Fashion Journal, The Man Repeller, Jak and Jil, Garance Dore, Style Rookie, ModCloth, Refinery29

Favourite mobile app: The Collection – New York Times Fashion

Style icon: Iris Apfel, Jackie O, and my Grandmother

Professional role model: Grace Coddington (Creative Director of Vogue), Alexa White (of W) and ModCloth.com founder Susan Gregg Koger

In 140 characters or less, why can we be optimistic about the future of Sears?

Sears is focusing on gaining back the trust of its customers. It’s a matter of getting back to basics, and putting value and quality first.

What do you enjoy about working for a retailer, rather than a fashion designer or magazine?

Working for a retailer was a big to do on my fashion professional checklist for a number of reasons. I think that the experience I have had in working from both other perspectives was not really fully developed until coming into this environment. Seeing how initiatives get put into place in this kind of world is so different. I like this environment because it pertains to the realistic expectations of shoppers. Fashion magazines are about taking clothes and making them into a story to portray a theme for the season. And working for a boutique fashion designer was geared towards pleasing a very particular kind of customer and style. In this world of mass retail we also develop and market brands and a story or theme for the season, but the customer base is so much larger that I felt that it was extremely important to me in my career to understand that relationship as well.

Sears in particular was enticing for me to work for because it presented a lot of opportunity for growth within company. As a company Sears is very nurturing of its own talent – there are programs in place like the Future Leaders Program for Buyers that trains and develops the skills of employees.

July 27, 2012 by Sarah Prince