Apparel Advisory Board Member Spotlight: Cindy Cessna
Six questions answered by our featured Apparel Advisory Board Member of the Month, Cindy Cessna. Read her story to see her answers below.
#1 Briefly summarize your career path and your current position.
I’ve spent almost 30 years in the fashion/retail industry with an emphasis in luxury leather goods/couture and fashion. 7 years with Christian Dior Couture as an area manger then promoted to National Trainer, I owned my own boutique in Birmingham, AL, spent 7 years with Coach in the SM position, and I am currently Southeast District Manager with Lilly Pulitzer. I have 18 stores in my district that cover the entire East Coast from Washington D.C. down to Kiawah Island, including Tennessee & Alabama.
#2 What are the “primary” responsibilities of your current position?
Networking, recruiting and retail top tier talent
Achieving and exceeding sales plans, budgets and operating profit as well as protecting stores comp growth year over year
Marketing, communication, public relations, philanthropy & market exposure
New store openings, acquisitions and transitions in markets that marry back to our brand positioning
Allocating the correct buy/product assortment for each store that resonates with each stores consumer profile
#3 What are the major challenges of your current position?
Managing 18 brick and mortar stores in an industry that is consistently being cannibalized by ECOM, online and omni channel.
#4 What competencies are necessary for success in your current position?
The competencies necessary for success as a retail district manager require individuals to be futuristic thinkers, solution oriented, possess a strong business mindset, solution oriented, good at time management, innovative thinkers & goal oriented.
#5 What advice would you offer a student interested in a career in this industry?
The fashion industry is so much more than what you see on the surface, as is retail. Retail channels can provide career paths in more than management, including but not limited to sales, visual merchandising, marketing, public relations, social media, product development, web design, human resources, accounting & asset protection.
#6 What current trends or issues have the greatest impact on this job/business?
The consumer has the greatest impact in this job/business. They determine the pulse of the industry, we are responsible for the creativity around the designs, seasonal trends, collections that we hope with create an emotional connection that drives her to purchase what we create but ultimately our consumer calls the shots. It’s important that we share our story but it’s equally important that our consumer is intrigued enough that she wants to read the next chapter. This is where Lilly Pulitzer wins, it’s a great story that’s been around for 60 years. We haven’t changed our brand positioning in all of those years which does separate us from most that we share the market with.
