Presenter
Madeleine Gould
Document Type
Digital Slide Show Presentation
Publication Date
2025
Abstract
Success in retail is designed, not discovered. This project followed the challenge of designing a comprehensive business model for a hypothetical retail store, Second Glance. The objective of this project was to accurately simulate the real-world complexities that retail businesses face. It required significant research as well as the application of everything the presenter learned in the Fashion Merchandising and Retailing major curriculum. To start, a situation analysis was conducted to establish marketing positioning as a retailer that specializes in preloved clothing. The target market consisted of 18–25-year-old fashion-forward college students with a low income. Primarily operating as an ecommerce business with only one location in Burlington, VT, a free-spirited brand image was created that embodies a unique but reliable essence. Next, the challenges that a second-hand retailer face were researched and defined: differentiation from competition, inconsistent sourcing/inventory, and staffing. A critical component of this project involved formulating a well-defined problem statement, which served as the foundation for developing three carefully researched and actionable strategies aimed at resolving the key business challenge. The strategies were AI integration, a mobile app, and collaboration with a local university. Each proposed solution was designed to enhance customer engagement, operational efficiency, and long-term viability. Ultimately, the project was submitted in a slideshow that balanced clear communication with creative brand representation. This project provided valuable insight into the complexities of business strategy, reinforcing the importance of data-driven decision-making and adaptability in a competitive retail environment. In the end, the slideshow presenting this hypothetical retailer, its challenges, and potential solutions showcases the content learned over the presenter’s four years at Johnson & Wales University.
Faculty Mentor
Sara Jablon-Roberts, Ph.D.
Academic Discipline
College of Business
Repository Citation
Gould, Madeleine, "A Second Glance" (2025). Student Research Design & Innovation Symposium. 253.
https://scholarsarchive.jwu.edu/innov_symposium/253
