Holt Renfrew - Montreal Retail Internship by Ricky Joe Giaffreda

INTERNATIONAL SCHOOL OF FASHION

INTÉGRATION EN MILIEU DE TRAVAIL (RETAIL INTERNSHIP) 571-KQA-03 (GROUP 0403)

HOLT RENFREW INTERNSHIP 1 (RETAIL) – FASHION MARKETING WINTER 2011

PRESENTED TO ANITA TURANO

PRESENTED BY RICKY JOE GIAFFREDA

APRIL 18 2011 LASALLE COLLEGE! !

OPERATIONS 1. INTRODUCTION WHY I CHOSE THIS COMPANY “This spring, I can’t live without Holt’s!” This is the first and last sentence I told myself during my retail internship at Holt Renfrew, mostly because their spring 2011 campaign was centered around the tagline “This spring, I can’t live without…” which was labeled almost everywhere. I then created my personal tagline that became both my motivation and inspiration throughout the whole process. “This spring, I can’t live without Holt’s!” I chose this particular company because it encompasses everything I’m mentally and emotionally made up of. To me, Holt Renfrew is the epitome of luxury, elegance and the utmost pristine. It is one of the most affluent department stores in North America and I feel honored to have been part of it. This forty-five hour internship was probably one of the most amazing retail experiences I’ve ever had. Its been almost five years that I been in the whereabouts of Holt Renfrew and to this day I still see it the same way as I always did. I’ve wanted to be a part of this company ever since I discovered what is was about, and gladly I still do. Completing this internship was not only a 45 hour experience, but was also an opportunity to show what I have to offer as an driven individual and to create a solid relationship with the employees but most importantly with those of high seniority. Gladly, I was able to add to my Rolodex and contacts where in fact made. Fortunately, I was recognized for my work ethic and the passion within my eyes were definitely noticed and appreciated. LOCATION Holt Renfrew is located on 1300 Sherbrook Street West in Montreal, Quebec. It is situated in the heart of downtown Montreal with constant day-by-day traffic of multinational ethnicities, various age groups and educational backgrounds. Affluent business, specialized boutiques and retailers, Montreal’s best shopping malls, cafés, restaurants, bistros, nightclubs, universities and colleges surround the location. People residing around the area would include a good portion of the clientele in which Holts is attracting who are the young ethnic singles that live in urban high-rises who identify

themselves as spenders rather than savers. This consumer group are young and tech savvy who use dating sites, attend comedy clubs and hit up the bars while staying fit by practicing yoga and pilates. They also enjoy spending their free time attending exclusive and high rated film festivals, opera shows, art gallery premieres and fashion events. They have high disposable income that allows them to spend money on things they want such as books, designer clothing, exquisite jewellery and advanced technology. In addition, Holt Renfrew is in close proximity to high rated penthouses and condos where affluent professionals reside. These business-oriented individuals have high disposable income and the discretionary to spend money on the latest fashions whether it be clothing, technology or entertainment. HOW CONTACT WAS MADE Fortunately, I was able to get a great contact from Annie Dupuis, the technical advisor for the Fashion Marketing program at LaSalle College. She has a good relationship with Fabrice Lyps, who is the director of the Human Resources Department at Holt Renfrew. I felt honoured when she referenced me to him and mentioned that I was a great addition to the team of Holt Renfrew. I then went to Holt Renfrew and meet with Mr. Lyps, he was glad to see my enthusiasm and uniqueness, he then quickly signed the contract, and history was made. PERSONAL GOALS FOR THE INTERNSHIP My personal goals for the internship was to primarily maximize my current skills of retail and visual presentation. In addition, to show how qualified I am to work in such a distinct environment. There is an obvious difference between the environments from where I currently work which is the GUESS Flagship store in Downtown Montreal to that of Holt Renfrew. I certainly acted upon the environment and aesthetic of Holts, which was another one of my person goals. I wanted to know, for a fact, that I am capable of working with an environment that is very clean, elegant and serine. Handling garments that are of high price point and maintain them in a manner of excellent care and attention. Furthermore, my ultimate goal for the internship was completing the 45-hour course with hopes of obtaining an actual position as a visual merchandiser. This internship allowed me to be at the right place at the right time because fortunately, the Human Resources department were in the midst of recruiting merchandisers for the summer. It was my chance to show what I have to offer as a merchandiser by taking parts of my solid knowledge of fashion and my personal aesthetic by putting it out as remarkable and noticeable as possible.

2. HISTORY OF COMPANY It’s been 170 years that Holt Renfrew has been meeting the growing needs of their distinguished clientele with refined customer service in return for value and satisfaction. Beginning with the sale of furs to the high designer labels carried today, Holt Renfrew was and will always be seen as the luxury-goods giant of Canada. In 1837 up until 1933, before the established ownership and company name, Holt Renfrew was known as W.S Henderson & Co, a business that prospered with the sale of furs and hats. With such great success and fortune, the company was then appointed as the official furrier to the queen in 1886. Having such solid ground as a business their great accomplishments and efforts have allowed them to open up locations in Toronto, Montreal and Winnipeg along with their official established name known today as Holt Renfrew & Co. In 1933, Holt Renfrew was put on the fashion map with official and exclusive accounts bringing the best American and European designers of the world. Finally in 1937, Holt Renfrew opens up its present store location in Montreal on Sherbrooke with an art-deco design concept. 10 years after its establishment in Montreal, Holt Renfrew anticipated an opportunity and embraced Dior’s Revolutionary New Look of 1947. A revolution that brought back femininity in fashion with pieces that presented precious soft shoulders, waspy waists and full flowing skirts. Dior noticed the endorsement, which ultimately created a strong relationship that still lasts today. Between 1950 and 1975 more locations were opened in Canada including: Edmonton, Bloor Street in Toronto, Calgary, Yorkdale Shopping Center, Quebec City and Vancouver. Followed by the official relocation of the Holts flagship store on 50 Bloor Street West in 1979. In 1986 a change of ownership came about -W. Galen Weston was appointed new owner of Holt Renfrew & Co. who is also the proud founder of the successful grocery and bakery shop known as Loblaws and Weston. 2001 was the year where fashion struck at Holt Renfrew. Buyers across the globe went searching for the world’s finest and freshest designers in order to serve their distinguished clientele. 4 years later, Holt Renfrew undergoes the re-branding of their overall image by Alannah Weston who created an integrated marketing communication strategy titled “Think magenta.” Holt Renfrew expanded their merchandise mix by launching their own men’s and woman’s shoe boutiques in 2007 which include the world’s best shoe designers. !

Lastly, in 2009 Holt Renfrew hits the social networks such as Twitter, Facebook and YouTube, giving updates on everything Holts including upcoming designer events, promotions, in-store fashion shows and season must-haves from vice president of fashion direction, Barbra Atkin.

3. DESCRIPTION OF PRINCIPLE DEPARTMENTS IN YOUR LOCATION Holt Renfrew has three distinct principal departments, they are: Men’s, Women’s and Accessories. Each department is also sub-divided according to the classification. In Men’s, which is located at the Basement, also known as the Café Level, is divided into three sub-divisions according to the merchandise classification, such as: Contemporary, Designer and lastly Made-to-Measure (a more detailed description can be found in the next section of Physical Layout of the Retail Establishment). In the Men’s department there is also a section of fragrance and grooming products along with intimate apparel. The Women’s department at Holt Renfrew takes up most of the space in the store. It is divided beyond three floors: the Main floor, Second and Third floor. The Women’s department is also sub-divided into four distinctive sections known as: Contemporary, Designer, Collection Sportswear and Intimates. Other Women’s departments include Shoes & Bags, Accessories and Beauty. The handbags, accessories and beauty departments are placed on the main floor. The Contemporary section is spread throughout the 2nd floor of Holt Renfrew along with Sportswear and Intimates and lastly, the Designer section is spread throughout the 3rd floor along with the footwear. As you physically go up higher levels of the store, price points also raise with you, along with quality and luxury that follow the trail. The third floor is where most women dream to shop because Holt Renfrew carries wide array of worldwide renowned designers and fashion houses such as Chanel, Alexander Wang, Armani Collezzioni, Burberry, Cavalli, Michael Kors, Tory Burch, Dries Van Noten, Jean Paul Gaultier, Gucci, and Prada. Lastly, all of the Women’s Accessories are placed on the main floor, along with Men’s as well (excluding fragrances and grooming products). Accessories include: Jewelry and Watches, along with Handbags and Sunglasses. The main floor also includes Women’s Cosmetics and Beauty Products.

4. PHYSICAL LAYOUT OF THE RETAIL ESTABLISHMENT Holt Renfrew is divided into three distinct departments, each having subdepartments as well. In regards with my internship, I spent most of the forty-five hours in the men’s department (Café Level - Basement) of Holt Renfrew. They had given me the choice whether I want to be in the Men’s, Accessories or the Women’s department. I chose the Men’s department because I felt that I was significantly aware and had a lot of knowledge behind the various fashion houses they carry. Main fashion houses and designers include: Dolce & Gabbana, Prada, Burberry, John Varvatos, Paul Smith, Gucci, Etro, Canali, Ermenegildo Zegna, Brunello Cucinelli, DSquared2, Facconable, Loro-Piana, Mackage, Neil Barrette and Polo Ralph Lauren. At Holt Renfrew, the departments are also sub-divided. In the Men’s department, the sub-division includes: Contemporary, Designer and Made-to-Measure. In terms of floor plan and layout, each Designer sub-division is distinctively placed in their own boutique that encompasses everything about their brand such as the colors, décor, lighting, ambiance and overall mood of the actual brand, and not the brand of Holt Renfrew. Clearly, each fashion house has their strong brand equity in which Holt Renfrew is strictly asked to follow and respect. On the other side of the spectrum, the Contemporary brands or the designer brands that have a less amount of SKU’s are placed in a more open area, surrounding the Holt Renfrew branding. The garments are either placed in the wall, on face-outs, or on tables. Lastly, the Made-to-Measure sub-division is placed on the Main Floor in a section on its own. The Made-to-Measure section presents a overall much more luxurious look, with the use of fine woods fixtures and display pieces the dark, almost velour-lust carpeting, the use dimmer light that provides a more relaxed yet prestige ambiance. On an overall spectrum, I really like how everything is placed. The fact that a cash register desk is placed at every section of the Men’s department is quite smart and effective, as it doesn’t allow the sales associates to be running from one end to another making a transaction. In addition, a cash register counter is rather required, especially in each Designer boutique, as the sales associate doesn’t have to displace themselves from getting out of the small boutique and to the cash register, its effective having it in the action section. The lighting is also great as well; it’s the perfect color and brightness to have in use, as it doesn’t show any imperfections or disfigurements. The lighting is not too bright nor too dark, it’s perfect to the skin and also provides somewhat of a bronzer look when exposing in front of the mirror. Customers love looking tanner then they already do, it just reinforces their purchase decision and makes customers buy much quicker. Please refer to Annex 1 for Floor Plan of the Men’s Department. !

5. STORE MANAGEMENT A. MANAGEMENT STANDARDS AND VALUES According to the Sales Manager for the Men’s department, the number one standard and value is to ultimately give the best customer service possible and to differentiate themselves from the completion by profoundly putting themselves out there in a way of surpassing and reaching beyond a level that not many retailers can comprehend. Ultimately they want to create a great shopping experience for all of their valued customers. Some values that the management takes into consideration would be 1st Customer Focus: paying special care and attention to every customer. 2nd is Being Innovative: trying their best to stand outside of the crowd and being very unique. 3rd is Teamwork and Teambuilding: they want to create the best team any other retail department has ever had. Committed to excellence, giving our ethics and integrity and lastly is to just have fun along the way. Other standards and values according to the employees that should be respected would be personal aesthetic, respect for colleagues and superiors, along with the respect of the norms and rules of the company. At Holt Renfrew, an employee should be physically and mentally presentable throughout their entire day. Attire should be preferably pieces of what is being sold in the store. No flip-flops or heavy winter boots should be worn on the sales floor. An employee must dress classy and/or casual. No chewing gum when on the sales floor, no cellphones, no food and or drinks. An employee should be using appropriate language and restraining from any coarse language. An employee should not expose too much skin especially in places that are not appropriate. “If these rules are respected, then everything else is heavenly.” B. COMPANY’S FISCAL CALENDAR, OBJECTIVES Holt Renfrew’s fiscal objectives include a lot of new merchandise and designer brands that will be arriving throughout the year. Currently, Holt Renfrew is dealing with Spring/Summer 2011 and they have an exciting season ahead of them. Within the next month Holt Renfrew will introduce new collections from current designers they carry. Collections such as the new Yves Saint Laurent Eye Chromatic Makeup, along with new pieces of Michael Kors Spring Handbags and Footwear, followed by new collections of accessories by David Yurman and Fendi. At Holt Renfrew there is always something going on, whether it be a collection launch, a designer visit or trunk show. Managers also have Fiscal Objectives with important events that are taking place throughout each season. This season looks quite !

exciting for the managers, events such as CHANEL Rouge Coco Shine Event, followed by the MARC BY MARC JACOBS 10th Anniversary and the PRADA New Infusion de Rose. In addition, more events throughout the month include a Trunk Show by TORY BURCH and LORO PIANO and the new YVES SAINT LAURENT Pure Chromatic Makeup Event. The fiscal calendar is done on a yearly basis, starting from the beginning of the year. Events are added on 4-5 months in advance and advertised one month in advance to the public. C. ADMINISTRATIVE PROCEDURES Unfortunately, not much information can be given on “Administrative Procedures & Budget Planning” given that the company is privately held.

According to the Sales Manager, day-to-day Administrative Procedures include having a morning meeting with the superior to pin point what needs special attention. Whether it is a specific employee or customer, or anything in general pertaining to their job title. D. WAGE COST PLANNING The Wage Cost Planning is a total amount of “budget” we have for the employees. According to the sales manager of the Men’s Department. The wage cost planning is done on a weekly basis. The total amount is sent to us by head office, which gives us a rough idea of how much we can spend on wages. The budget for wage cost planning also gives us an idea to how we should expect sales to be on a given week. If they are projected to have more traffic then usual, then a higher wage will be given and more employees will be working. If projected that there will not be much traffic and sales look like there going to be low, the first thing the company cuts off of is wages. Once wages are lower, then fewer employees will be working. When this circumstance comes to play, when it comes to scheduling the employees, they need to take into consideration who is the top seller and maximize their day, by using little employees who have a strong potential in selling, they can cut accommodate cutting costs for the wages and maximize their best employees. E. MEETING PLANNING According to the Sales Manager, there are various meetings that take place throughout the week. Usually, meetings are planned according to each department. For example, Monday afternoon there might be a scheduled meeting for the Accessory

managers and on Tuesday morning there might be a scheduled meeting for the Women’s Department. Usually meetings are done on a sectional basis. However, every Thursday and Friday morning, there is a general meeting for all the morning staff who is working. The meeting usually takes place at 9:30am, which is half an hour before the store opens. The meeting discusses everything from conversion, to the swing (comparison of last years sale to this years). The meeting also comprises of showing any new pieces that have been received, or any new events that have added on to the calendar. Basically a 411 meeting to update the staff of everything that is taking place within the next couple of days. F. LOSS PREVENTION Holt Renfrew takes Loss Prevention rather seriously, clearly because the merchandise they sell are luxury goods and that they would do anything to prevent a stolen loss from happening. Each garment has a sealed and secure sensor tag that is placed as soon as merchandise is arrived. Once the sensor has been placed, the garment is then goes through a process scan that enhances its security by placing a silent and secret sensor to the garment; this “enhancer” is then deactivated once the sensor tag is removed. For garment pieces that are very expensive or made of fine quality material such as fur or leather, the same procedure applies except a third sensor is added on. This third sensor is a cable cord that is attached from the garment to security system on the wall. In order to activate or deactivate this sensor a 4-digit code is required. Loss prevention places a lot of enfaces on personal security. There are approximately 4-5 security agents in Holt Renfrew during a regular day. One security agent is in a small room prudently watching all the cameras in the store. Another security agent is at the kiosk on the 4th floor, safekeeping the employee’s personal belongings and about 2-3 other security agents are undercover walking around each level preventing anything from happening. This is smart because the sales associates can focus on making their sale and can feel relieved that undercover security agents are safekeeping the floor. F. INVENTORY MANAGEMENT/CONTROL & RECEIVING PROCEDURES As soon as Inventory is received there are a couple of processes that must be completed diligently and as soon as possible. Holt Renfrew receives stock on a regular basis, usually about 2-4 times per week. A perfect example would be when I noticed the new CHANEL shipment arrive at the store. Once it had arrived from the backdoor, the stock associates first check the boxes to see if it’s the correct UPC code that matches their inventory device, once matched, they scan the box and the inventory is automatically in the system. The box is then opened, and a thoughtfully careful check is

done to each and every garment piece, if there would be any in-box damages or irregularities. Once all the check has been done, each garment piece is individually steamed and censored for loss prevention and aesthetic purposes. Once that has been completed, the garments are all put on a rolling rack and the specialist at the CHANEL counter is contacted. The stock associate mentions that new pieces from the collection have arrived and asked if or if not they should be brought to the boutique. The specialist usually asks for the merchandise to be brought, especially if their new pieces from the collection. Once the pieces have been arrived to the boutique, the specialist then puts one style of each piece on the sales floor and the rest in the back stock. The back room is locked up using a 4-digit code, preventing from any occurring loss. G. SCHEDULE PLANNING According to the sales manager of the Men’s Department, the Schedule Planning is usually benchmarked against either the projected sale goals or the wage cost that head office issues to the location of the store, and obviously the actual availabilities of the employees. If wage cost is low then when scheduling the employees, the manager should make careful consideration to whom they should put on the schedule. Same concept applies for the projected sale goals; if there are high sale goals then more staff will be added onto the schedule. However, usually in the Men’s Department it is less complicated, the same procedure is taken into consideration but there is less of an emphasis on planning “according to the books.” They value their employees and take into consideration their availabilities first. Usually, the schedule is somewhat fixed for given amount of time. For example, every Friday a certain person works a 9am – 6pm shift, which is a fixed shift ever Friday. If the employer cannot work that day, he or she should advise the manager 1-2 weeks in advance so the manger can make careful considerations when scheduling for the following week.

6. HUMAN RESOURCE MANAGEMENT A. ORGANIZATIONAL CHART Unfortunately, only the retail chart could have been given and names cannot be disclosed, only titles.

The Organizational Chart of Holt Renfrew is made up of a hierarchy of various individuals who have a direct correlation to the overall success of the store. It begins with the Director of Holt Renfrew that then breaks down into various departments such as the head of Marketing, Public Relations, Financing, Visual Presentation, Human Resources and Store Operations. Everything except Store Operations and Visual !

Presentation is not broken down into further individuals because information cannot be disclosed. As for Store Operations, it is then divided down between loss prevention managers and receiving managers, both then breaking down into associates in that department. Divisional managers are also present in the Stores Operations, breaking that down there are three divisional mangers: one divisional manager for Men’s another divisional manager for Women’s and lastly one for Accessories. Then under the divisional managers, it’s broken into the sales managers for each division. There are two-three sales mangers in each division. Further along the sales mangers, the hierarchy of seniority begins with the sales associates. As for Visual Presentation it is divided beginning from the Head of Visual Presentation down to the manager of Visual Presentation and manager of Visual Merchandising. Then both Visual Merchandising and Visual Presentation is broken down into the visual associates according to seniority. B. RECRUITMENT POLICY According to Holt Renfrew, recruitment is one of the most dignifying aspects of the company as a whole. Employees at Holt Renfrew all shine, aspire, prosper and thrive ultimate success by going beyond their personal and professional goals to place where not many other retail or department stores have yet to comprehend. Holt Renfrew cares sincerely about their employees, equally as much as there valued customers, which is seemingly rare in any given company. Holt Renfrew’s Recruitment Policy is followed according to an online service provider powered by Taleo that hosts Holt Renfrew’s online recruitment service. This service is the only way an applicant is able to submit any document pertaining to the recruitment process, such as, CV, Cover Letters, Awards, School Transcripts and much more. However, a potential employee is still capable of personally submitting their documents to the store, but the Human Resources associate would suggest using the online service they provide on the Holt Renfrew website. The online recruitment service is used as a purpose to serve anybody seeking a position at Holt Renfrew. Simply create an account that allows further options to apply as a candidate. The Human Resources department quickly updates available job postings according to the Job Field or Location. Once the preferred posting has been found, the candidate then applies for the available opening by going through steps and submitting several documents. Once completed, the waiting game begins. A confirmation email will be sent out stating that the application and submission has been

received and is currently being reviewed, if qualifications and requirements are met, a phone call will be received. C. TRAINING & DEVELOPMENT When asked for “Training & Development”, the manager was unable to disclose such private information. However, the subject regarding the direct correlation of the overall vision of Holt Renfrew with the importance of the invested employees will be discussed instead.

Holt Renfrew’s vision is primarily influenced and maximized by none other then its employees. Without motivated, talented and remarkable individuals who live, sleep and eat fashion, Holt Renfrew wouldn’t have the vision and values it currently holds today. Their vision encompasses six main points that bring each and every individual back to their roots of what Holt Renfrew is truly all about. - Customer Focus is their main vision; “we go to extraordinary lengths to delight our customers serving them knowledgably and with flair.” - Second vision is innovation; “we take on big challenges, and pride ourselves on seeing them through.” - Third, “we share knowledge and achieve results through teamwork and team building.” - Forth vision is being committed to excellence; “we lead by example, learning from our success and failures.” - Ethics and integrity is another vision that allows everyone to “do the right thing, and keep their word.” - The last vision that has made Holt Renfrew what it is today is by having fun along the way; “we love what we do, and it shows.” These six distinct visionary concepts are one of the factors that influence the overall success of Holt Renfrew and its growing brand equity. Having everyone on board with these ideas lets the company grow collectively and effective making it one of the most remarkable places to shop. At Holt Renfrew, employees can shine, they can be see the stars and be a star. They aspire and what they need to drive their career forward. They prosper and are in control of what they earn, because sky is the limit. Lastly, employees thrive, because they have the support they need for their life inside and outside of work. These five distinct elements are all factors that have a direct correlation to both their professional and personal life. They are the true key to success and by following this mindset is what made Holt Renfrew what it is today. “Inspiring customers with an extraordinary retail experience.” In order for that to happen, employees need to be

motivated, happy and excited to work. Without it, they’re unable to perform and maximize what they have to offer. This is why Holt Renfrew places so much attention to their employees. Given that extraordinary customer value and satisfaction is needed, especially with an affluent department store, it’s a necessity for them to have employees that portray the image of what Holt Renfrew strives to accomplish. D. COMPENSATION & INCENTIVE SYSTEMS Holt Renfrew has a great a rewarding compensation and incentive system that continuously runs throughout the year. According to the sales manager of the Men’s Department, employees have their hourly wage and commission. If the employer is a DSA (specialist of a Designer brand), they get a bonus plan if they surpass their goal. Throughout the whole year there are compensation and incentive systems going on, there are currently 5 contests happening right now only in the Men’s Department. For example, if a sales associate sells a certain amount of DSquared2 merchandise and surpasses or attains their goal they will win a trip to Milan, Italy and the same contest is going on for Canali. There is also something called “Money Spiffs” which are bonuses added to one’s paycheck if they sell more merchandise then they are supposed to. The money spiff can be collected either win a credit purchase made in the store or added on to the next paycheck statement. The manager loves these compensation and incentive systems because it allows the employees to constantly be motivated while their working. A trip to Milan is always appreciated so why not put that extra effort and enthusiasm. Another compensation and incentive system that Holt Renfrew offers is their complementary breakfast snack served free of charge for employees who work a morning shift from 7:30am to 10:00am. This keeps the employees motivated and ready for a good day ahead of them. In addition, Holt Renfrew also assists and hosts Designer Trunk Shows. These Trunk Shows usually start taking place as early as 9:00am in the morning. A complementary breakfast is also accommodated to the employees who are assisting the Trunk Show along with the Sales Rep. Employees loving working at Holt Renfrew because there are so many perks and benefits associates with working, whether your full time or part time everything applies to you. Just by showing outstanding customers service and portraying the true image that Holt Renfrew is showing, an employee is able to be rewarded with a special invite to the Gala show that Holt Renfrew hosts everywhere for their employees. Holt Renfrew also offers their employees up to 200 E-learning programs from the Holt Renfrew website and they also help support the employees tuition for college or university, on top of that, they will help you lead your career path within the company and let you achieve what you always dreamed to do. They offer a clothing allowance along with a 33% 50% clothing discount that lets their employees purchase lavish goods that they would

have never been able to purchase at regular price. Pensions and dental insurances are also applicable to their employees, full or part time position. All of these benefactors given to the employees allow them to be constantly motivated and ready to work. E. DISCIPLINE According to the Holt Renfrew Code of Conduct, “Holt Renfrew associates are expected to conduct themselves in a professional manner at all times.” Taking responsibility for their own actions, it is up to them to know the difference between right and wrong, and to know when to put their values into actions. If an employee is found breaking the company’s ethical code he/she shall be guilty of misconduct that may result in further dismissal, however, this should apply depending on the standards of code that include serious offences such as fraud, theft, alcohol or drug consumption, insubordination, or inappropriate absenteeism. As for purposes where actions are not as crucial, employees are given a strict warning of what consequences can be imposed on them if he or she does not abide the rules.

7. SALES When asked for “Sales Objective, Conversion Rate and Selling Procedures and Techniques”, the manager was unable to disclose such private information. However, the subject regarding a new technological advancement that will be implemented at Holt Renfrew to enhance the customer’s overall experience.

Holt Renfrew is profoundly known for their unique customer shopping experience: with personal shoppers helping you select the latest Prada handbag as the concierge is reserving tickets for the latest show. This is the exact type of customer service that had led Holt Renfrew to who they are today. Even today, with their strong brand equity behind them, they are still looking for ways to innovate and be at the top of the retail industry. As Holt Renfrew was renovating the flagship store in Toronto, they’ve implemented a new technological advancement in their store that communicates their exceptional brand in a way that would both compliment and enhance the overall retail experience. Digital Display & Communications Inc. is a technological advancement company that serves to provide retailers with the latest in technology. A 61-inch plasma display is placed behind the concierge desk. The actual aesthetic of the plasma display suits the overall luxurious and high-energy fashion oriented ambiance that Holt Renfrew gives off. Given the strong brand image Holt Renfrew currently owns, the technology must be a state-of-the-art piece with master-crafted fixture and design. The content that the display gives off is as equally enticing at the actual aesthetic of the

display. Content streaming includes latest designer collections, must-haves and what’s hot for the season. What is also amazing is that employees can update the information live. With such a success that has been brought by this technological advancement at the flagship store in Toronto, Digital Display & Communications was asked to implement the display in the Vancouver and Montreal stores as well. Having this display feature does not only enhance the overall shopping experience but it gives of a stronger image to Holt Renfrew. Even if their current branding is one of the most amazing ever seen, they are still enforcing new strategies to always be on top of the game. This is one quality that makes Holt Renfrew so distinctive and notably one of the greatest retailers of North America. D. CUSTOMER SERVICE POLICIES According to Holt Renfrew, they are “committed to protecting the customers privacy and maintaining the integrity of any identifiable information they collect about the customer. Keeping their customers’ Personal Information and affairs in strict confidence is a cornerstone of Holt Renfrew's business practices”. By protecting the privacy of their customers means that they will keep the customers information and the business they complete with them under strict confidence, any information from the customer given to Holt Renfrew is not sold under any circumstance, the customers have full control through how they obtain and use the information and lastly, they respect the privacy of their customers when they market their products and/or services. Holt Renfrew promises that the collection of personal information and the consent of the customer with the verification and amendment of information will be respected without exceptions. Holt Renfrew apprehends to the security and retention or disposal of personal information and lastly Holt Renfrew insures compliance with their privacy policy by resolving any concerns or questions regarding the customer’s personal information.

MARKETING 1. TARGET MARKET PROFILE (PSYCHO, SOCIO, DEMO) Holt Renfrew caters primarily to the sub-segment of generation X, also known as, Young Digerati, derived from the term young literati (meaning well read, and well educated), is a tech-savvy group of individuals, those born from the late 1960â&#x20AC;&#x2122;s to the early 1980â&#x20AC;&#x2122;s. This affluent set of urbanites comes from well educated, middle to higher income families, with two to three children. Growing up, their families come from higher social classes, and valued appearances manners, and the arts; stressing the importance of not only a good education, but an interest in and knowledge of music, dance, art, literature and film. Currently, this liberal sub-segment of young singles and couples does not have any children of their own. This ethnically mixed group of many sexual orientations is equally made up of men and women. Young digerati is a highly educated group of professionals, having obtained university and post-graduate degrees. Aged 27 to 39, they are career-focused individuals, who typically make a higher income of $75,000 to $125,000. This sub-segment lives in trendy areas such as the old port, in high-rise apartments or expensive condos and lofts. They reside in close proximity to fitness clubs, hip restaurants, luxury boutiques, cafes, and popular nightspots. Because they are centrally located, and close to work, they favor walking, biking, taxis or public transportation as their main mode of travel. Most notably, due to the fact that young digerati consists of individuals who have yet to start a family, they have the time and discretionary income to spend on themselves. Because they work in fields that put emphasis on personal appearance, looking their best on and off their job is important. A lot of spare time is devoted to bettering themselves, and keeping up with the latest trends. Whether it be current fashion, interior design, contemporary arts and electronics, this sub-segment is obsessed with acquiring the most up-to-date material possessions. They have very active social lives, and enjoy spending their free time going shopping, clubbing, having dinners at the trendiest restaurants, attending gallery openings and film festivals. Another main focus is physical heath, as they value looking and feeling their best. Gym memberships, yoga classes and Pilates, as well as strict diet regimes help them

obtain the physical attributes that are necessary in order to fit in with their peers. Finally this socially aware group will donate time and money to art and environmental organizations, as giving back to causes is important to them. Young Digerati is heavily influenced by others in their community, as primary informal reference groups such as friends, family and colleagues play an important role in their social characteristics and thusly their consumer behavior. This ethnically varied group is aware of many cultures and beliefs, as this is evident in what they eat, how they dress, and interact with each other. They are active within their social communities; therefore networking is vital to achieving their personal goals. Pressured to fit in with their peers, Young Digerati is shaped by others close to them. Secondly, being well read, and media conscious is crucial aspect of this group, and plays a key role in influencing who they are, and what they believe in. Because they are extremely tech-savvy, electronic media such as blogs, online newspapers and magazines are read on a daily basis. This influx of fast information shapes who they are, and what they hold important. 2. POSITIONING STRATEGY

Holt Renfrew’s positioning strategy is very distinctive, especially in the affluent and luxury market. Price is not a factor to them, as their main clientele is not price sensitive, which allows Holt Renfrew to use a price skimming strategy. However, their positioning includes delivering Excellent Customer Service by going beyond extraordinary lengths to delight and satisfy their customers through serving them knowledgeably and with the utmost flair. Holt Renfrew is all about customer service. It is one of the factors that have led Holt Renfrew to their ultimate success of today. When a client is lavished with amazing service and excellent personalization the sentiment that comes along with it is astonishing, to both the employee and ultimately the customer. The result of providing exceptional customer service is endless. Customers will definitely return if the experience was a positive one but most importantly, especially with such a market that Holt Renfrew attracts, they tend to live very active social lives that will allow them to spread and gloat about their amazing experience they had the other day at Holt Renfrew. Once the viral buzz has begun within this market, Holt Renfrew is essentially set. On the other side of the spectrum, Holt Renfrew also positions themselves with Luxury Goods. “From the furs of our forefathers to the luxury designer handbags”, Holt Renfrew has always been renowned to being the affluent fashion powerhouse and lavish department store. Throughout their 170 years being in the whereabouts selling quality lavish goods, there is a clear reflection and understanding with whom Holt Renfrew is attracting and what they have developed. Due to their ultimate success and genius branding, customers not only mentally vision Holt Renfrew through what they offer in terms of product, but they expect and virtually know that Holt Renfrew compromises of and is a luxury-goods giant. Today customers walk into Holt Renfrew knowing their going to get quality, luxury and designer goods. In addition, valued customers at Holt Renfrew have been lavished with phenomenal gifts and rewards in appreciation for their value. This all leads to the overall image of Holt Renfrew and how excellent customer service with luxury goods cohesively matches the company as a whole, and thankfully it has been working effectively and prudently. 3. PRODUCT BRANDING)

(CLASSIFICATIONS

AND

SUB-CLASSIFICATIONS,

In regards with my internship, as mentioned early, most of my time was spent in the Men’s Department of Holt Renfrew, also known as the Basement or Café Level. According to Holt Renfrew and their visual presentation, their merchandise is placed in a manner according to three sectional departments within each department such as Contemporary, Designer and Made-to-Measure. In the Men’s department the

Designer classification takes more than half of the merchandise on the floor. In the Men’s section, 78% is Designer and the 22% is Contemporary. Made-to-Measure is placed on the main floor of Holt Renfrew. Contemporary still includes designer pieces, but it has a much lower price point, they pieces are a level below the ready-to-wear merchandise, and lastly, the contemporary pieces are placed all together in a section that is branded according to Holt Renfrew and their own directives. In terms of classification, it is deemed upon the designer or fashion house and what the buyer actually bought for the given season. As for Apparel, main fashion houses and designers include: Dolce & Gabbana, Prada, Burberry, John Varvatos, Paul Smith, Gucci, Etro, Canali, Ermenegildo Zegna, Brunello Cucinelli, DSquared2, Facconable, Loro Piana, Mackage, Neil Barrette and Polo Ralph Lauren. On a broad spectrum each Designer carries the same type of classifications such as Tops, Bottoms, Undergarments, Shoes & Bags, Accessories and Grooming. In addition, each Designer or Fashion House also carries an equal selection of subclassifications. As for Designer Tops, Holt Renfrew carries: T-Shirts, Causal Shirts, Sweaters, Suits, Jackets, Dress Shirts, Ties and Coats. As for Designer Bottoms, they carry: Denim, Pants, Shorts & Capris, Beach and Swimwear. In terms of Undergarments, Holt Renfrew carries: Boxer and Briefs, Sleepwear and Leisurewear and Socks. Lastly for Accessories, Holt Renfrew carries: Hats & Caps, Belts, Cufflinks, Scarves, Glasses and Wallets. As for Shoes, Holt Renfrew carries a wide range of various style shoes from worldwide renowned designers and fashion houses such as: Cole Haan, Common Projects, Dolce & Gabbana, Ermenegildo Zegna, Salvatore Ferragamo, Gucci, John Varvatos, Paul Smith, Prada, Red Wings, Rivieras, Sorel, Sperry, Tod’s, and Toms. Their selection of Designer Bags is much more limited, probably the least amount of sku’s within their whole merchandise classification. They offer designer bags such as: Burberry, Dolce & Gabbana, Etro, Gucci, Jake Spade, Marc by Marc Jacobs, Mat & Natt, Paul Smith, Prada and Salvatore Ferragamo. In Addition, throughout each Designer section, the sub-classifications are divided up according to various lines within that one designer label. For example, Prada carries sub-classifications that are both ready-to-wear runway pieces and other merchandise pieces that are commonly known to be more casual or that have not been seen on the runway, almost diffusion line pieces. The buyers like giving customers a selection between pieces that are straight off the runway which are more pricey and have more design details, but at the same time they like offering other pieces of with

lower price point within the same designer label which has not been seen on the runway that exploits a category of a more “everyday-casual” look. As for the Contemporary department, we can find more everyday, very casual pieces from local to semi well-known designer brands. This department includes diffusion line pieces of the designer with a much lower price point, lower quality fabrics and a somewhat random selection of sub-classifications. Each season either brings new or excludes some classifications and sub-classification. There is not one fixed set of classifications coming in every season. For example, one season the buyers might bring in Tops for A by Wang but the next season there might not be any Tops and only Bottoms will be bought. This is where we see the division and difference between the Contemporary and Designer sections within the Men’s Department. 4. PRICING POLICY When asked for “Pricing Policy”, the manager was unable to disclose such private information. However, the subject regarding the Trunk Show I assisted for Loro Piana – Fall 2011.

One Friday, during my internship, my supervisor asked me if I would like to assist a Loro Piana Trunk Show for the Fall 2011 collection, my eyes blew open, I just couldn’t pass the offer. Loro Piana is almost a heritage brand for me because it was one of the first brands that I was first introduced. When I was young, my grandfather would always wear a Loro Piana coat, it was eventually passed down to my father. To me, Loro Piana brings back a lot of positive and warm memories, therefore, I felt as if my day was suddenly complete. I was the one who organized and set up the display for the Trunk Show, I was also responsible of taking the garments and displaying them on the table and on the rolling racks, along with laying out the chairs and making sure everything is clean and ready for the sales representative. As soon as the sales representative for Loro Piana walked into the Men’s Made-to-Measure Department, a sudden glow lighted the room, its as if his presence reinforced my decision of knowing I was at the right place and that I had made the right career choice. The Sales Representative was straight from Italy and had just came from doing the same Trunk Show for Holt Renfrew at the Vancouver store. I introduced myself to him and asked if he didn’t mind that I helped assist his Trunk Show. He was more than happy to know there was help behind him. As the employees and managers walked into the room, they all sat down on the mahogany leather chairs and waited patiently as everyone else was coming in. Marco, the sales representative, introduced himself to all of the employees along with mentioning that I would be his right-hand man for the Trunk Show. A moment later, a fresh complementary breakfast comes into the room, ready to be served. Once everyone has arrived and the seats were filled, the Trunk Show began. The Sales Representative was showing all the best pieces of the Loro Piana Fall

2011 collection. Pieces showing the use of remarkably sheared and gracious furs, straight from the bib of the animal, marvelous cashmeres and wools, exclusive microfibers and premium scented leathers along with soft and silky suede that lined all of the pockets that maximized its luxurious appeal. There was pure extravagance unfolding before my eyes, I was in awe after every single piece he was showing. The colors were also phenomenal, with the use of very dark earth tone colors such as rich and rusted oranges, royal blues, khaki greens, and dark beiges each complementing and suiting the image he was portraying. Once the Trunk Show was completed I helped put away all the garment pieces back into the trunk, assembled all the chairs together and was thanked by the Sales Representative. He gave me his business card and told me that if I ever have something to ask him to contact him directly, and that heâ&#x20AC;&#x2122;ll be more than happy to reply. For now, to me, itâ&#x20AC;&#x2122;s just another business card added to my Rolodex, waiting to be used for future reference and a definite contact. 5. MARKDOWN POLICY According to the visual lead at Holt Renfrew, there rarely is a style that we have a surplus amount and that we need to mark it down. At Holt Renfrew there are a maximum of three-markdown periods within the whole year: fall, summer and Boxing Day. Every markdown period contains a random assortment of styles that go sale. In worst case, if there would be a certain style that has never been touched or ever bought within the given season, then they can ship it back because it was either not visually merchandised properly or the buyers did not make the right choice. The company generally does not like showing a lot of the same styles being sold under markdowns because it reflects upon the overall image of the store and it tends to question their expertise. Although it could have been out of their control, they still try to maintain a specific company image. However, no company is perfect, Holt Renfrew tries their best to choose the right merchandise for their targeted clientele in hopes that all of the styles will sell thus having nothing go on markdown. Boxing day is probably where the most of the merchandise will be on markdown because it is a collective assortment from the beginning of the year purchases up until the end. Boxing Day sale is where you can find some random pieces but the most you'll have to choose from are about 3-5 sizes per style. These specific pieces that were put on markdown mean that the size was never sold, or it wasn't put on the floor at the time where it has strong potentially and visual maximization. Holt Renfrew has highly knowledgeable and skilled buyers who have been working in the industry for a good part of their lives. They budget accordingly and don't buy a great amount of styles where they feel that it will not sell as much but will invest greatly on pieces that have a strong return on investment.

6. COMMUNICATION: ADVERTISING, PROMOTION AND VISUAL PRESENTATION

PUBLIC

RELATIONS,

Holt Renfrew pays special attention to their marketing and communication methods. For a brief history, in 2001 Holt Renfrew undergoes the re-branding of their overall image by Alannah Weston who created an integrated marketing communication strategy titled “Think magenta.” and the rest is history. The “Think magenta” marketing communication strategy is known to being one of the most effective marketing tools and strategies ever known to mankind. Its effectiveness and overall concept is so genius that not many affluent retailers can comprehend. The tactics they took behind this strategy is the concept of color. The color magenta is known to being nonconformist, very innovative, inventive, artistic and creative, it is also known to be a very manipulative color. Each of these distinctive characteristics of the color magenta has a direct correlation to Holt Renfrew and what it is deemed to be. The one characteristic of the color magenta that stands out the most is the idea of manipulation. The color is in fact very manipulative as it does attract the eye in a positive way. It’s almost a sixth sense of persuasion, especially when they eye comes in sudden contact with the color. The whole idea is to notice the color from a mile away, personally, when I walk down the street where there is a lot of people, with billions and billions of color waves going through my eye, I can notice a Holt Renfrew shopping bag giving no effort at all, even if it would be a couple of blocks down the street. That sense of noticeability and persuasion gets people to think of Holt Renfrew and all of what it encompasses, it reminds us of our positive experiences and the recent purchases we’ve made. If the markets have attract us in an effective way, we stop and think how nice it would be to go and take a nice stroll at Holt’s; touching fabrics, walking into designer boutiques, trying clothes on -the whole experience, but lastly the marketers true dream, with hopes of a potential purchase. Surprisingly, Holt Renfrew has a mini head office here in Montreal covering both the Montreal and Quebec City locations. We have departments such as Marketing, Finance, Human Resources, Public Relations and Personal Shopping. The Toronto-based Holt Renfrew headquarters is clearly more prominent but it’s soothing to know that not the entire basis comes from Toronto, and that we can have our own sort of distinction. However, Holt Renfrew in Montreal and in Quebec City still needs to abide and follow directives from Toronto. Holt Renfrew advertises on several various platforms. They have a website that is up and running, completely branded according to Holt Renfrew. A place where a customer can see their latest pieces, the season’s best items, events and any information regarding Holt Renfrew as a whole. They also have their own monthly

magazine titled “HOLT’S”. They showcase the best pieces of the month, what’s new and upcoming, along with must have’s and style tips for both him and her. In 2009 Holt Renfrew has finally followed the trail and joined the social networks, such as Twitter, Facebook and YouTube, giving updates on everything Holts including upcoming designer events, promotions, in-store fashion shows and season must-haves from vice president of fashion direction, Barbra Atkin. This is a great place for them to advertise new merchandise and special events that are taking place. Given that their target market is tech-savvy, hitting the social networks was a smart move for them. If subscribed as a member, Holt Renfrew also sends daily emails stating any new merchandise that has been received, upcoming events and promotions along with holiday gift ideas and much more. Holt Renfrew also advertises through American Express, a “must-have” accessory that goes with everything. Holt Renfrew also advertises through sponsoring major happenings such as Toronto Fashion Weeks, and prominent affluent fashion events that take place around Canada. Lastly, Holt’s also organizes there own fashion shows, showcasing their latest seasonal pieces, and the picks that were made from Barbra Atkin, president of fashion direction. Public Relations & Promotion is very important to Holt Renfrew. A lot of emphasis is placed on maintaining an ongoing and influential public relations platform brings customers the latest scoops, upcoming events, media coverage and promotions. At Holt Renfrew, they value media and press interest. There is a Press Room at Holt Renfrew that provides their customers with regular features as well as updated information on new arrivals and upcoming events. Some of the press relations that Holt Renfrew has recently been involved with the hosting of the opening show at Toronto’s LG Fashion Week, along with a graceful donation to Polar Bears International and VisionSpring. Holt Renfrew has constant promotions going on throughout the whole year round. Most promotions are regarding a specific designer. For example, during my internship, a promotion for Michael Kors was taking place. The promotion comprised of making a purchase at Michael Kors that amounted to $300 or more, and as a promotion the customer would get a Michael Kors tote with a MK Notepad. Other promotions that happen throughout the year include the Holt Designer Sale, a promotion that consists of saving up to 50% off all men and women’s apparel. Holt Renfrew also issues gift cards as a promotion tactic, along with designer appearances which generates a lot of traffic in the store, all leading up to promotions in exchange for their value. Visual Presentation is almost everything at Holt Renfrew. The entire 5th floor of Holt Renfrew is dedicated to the Visual Presentation team. The floor is filled with naked mannequins, abundant amount of décor pieces, fixtures, paint, working stations, rolling

racks, large display pieces, posters, empty samples of perfume bottles, magazines, catalogues, inspiration boards and much more. There are directives and guidelines to follow according to head office in Toronto, but they can still put some personal and creative tweaks to some elements of visual presentation in the store. The only visual rules that Holt Renfrew is obliged to follow are the seasonal visual presentation along with the window display that changes once every two months. Seasonal visual presentation is usually for major holidays and events taking place within the store. For example, during the time of my internship, we were planning and preparing for the Mother’s Day décor and visual presentation. Here is where the visual associates are obliged to follow because it’s a presentation that must be seen at all the Holt Renfrew locations but mostly because it was created specifically from head office in Toronto. Along with the mannequins and window display. Every garment, accessory and décor piece must be present and placed according to the visual merchandising directives given from Toronto. Holt Renfrew is given a due date for when everything must be visually completed and merchandised, following a visit from head office to see if everything was respected and that nothing is out of place. Other than these two factors, everything else is a guideline that is suggested to follow by Holt Renfrew head office. Clearly, the guidelines are still respected because it’s a choice the head visual lead wants to make. Although, some aspects of the visual presentation are done on creative basis according to the visual associate, but usually on visual elements that are subtle or a quick change, but nothing very drastic. Due to the enormous amount of details and visual commodities that Holt Renfrew has, the visual presentation team is divided into distinct groups. In each department (Women’s, Men’s and Accessories) there is a group of visual merchandisers and visual presenters, so in total there are six groups of the visual team at Holt Renfrew. Visual merchandisers are those who merchandise the garments in a visually appealing manner, such as dressing the sectional mannequins, merchandising the tables and racks, manipulating sectional décor elements, and everything to do with actual garment pieces and merchandise. A visual presenter has more hand-on tasks; they are those who actually create the visual display pieces with the budget they are given from head office. Those who mount fixtures, paint walls, create décor pieces following with the visual display of their work. An example of visual presentation is the creation of the purple and white flowers that will be used for the window display for the Mother’s Day event. The visual presenters where cutting, gluing, and sticking pieces of cardboard to create the flowers in a visually appealing manner, they will then visually present it according to the directives given from head office.

As for Accessories, there is also both a group of visual merchandisers and presenters who work the same way, but instead of handling actual garments, they handle all the accessories such as handbags, wallets, scarves, belts, and hats. The accessory visual associates also handle all visual aspects for the cosmetics on the main floor. The cosmetic department is probably where most attention is placed according to what should be followed by Toronto head office. As each designer and fashion house is distinctively branded, there are certain rules and regulations of visually merchandising and presenting the cosmetics, which is to be followed very prudently and without error. Not only is there a visual team at Holt Renfrew but also there are random visits from head office Toronto. These visits are made from the visual specialists of each designer that Holt Renfrew carries. Checkups are made at random times to spot if everything that was asked is respected and branded according to the designer house. Usually the visual specialist will made tweaks and changes that he or she feels is most necessary. For example, during my internship there were two visits on the same week, one for Burberry and another for Prada. Both the visual specialist for Burberry and Prada made some minor changes, but commented that everything is “visually perfect” and that we should continue doing what where doing because its effective and follows the Holt Renfrew directives. Visits are also done when there are major changes to be made within a designer boutique, such as le “Mise en Marché” which is a French concept that means visual change. This usually happens when the season comes to a close and the planning of the next season is taking force. In addition, visits are also made when an abundant amount of new merchandise arrives and the visual specialist requests he/she completes the section themselves. 8. COMPETITION (DIRECT AND INDIRECT) Direct competitors would include retailers and department stores such as: LA MAISON OGILVY, HARRY ROSEN, SSENSE, MAISON 1455 and LA MAISON SIMONS. There are a couple of well-established direct competitors around the greater area of Montreal who generally sell the same merchandise classification as well as similar labels. In addition, each of the competitors listed are well-recognized retailers and department stores that cater to the same target market as Holt Renfrew. LA MAISON SIMONS and LA MAISON OGILVY are department stores that are the perfectly direct competitors to Holt Renfrew; they have a greater selection of merchandise classifications and fashion houses such as Holt Renfrew. The one thing

that Holt Renfrew strives to do when analyzing their competition, and it is done in an effective and resulting manner is to differentiate themselves greatly from their direct competitors. Holt Renfrew should continue doing what they do best because their differentiation methods is truly letting them stand out from the crowd and having such success will eventually or even have already started to intimidate their direct competitors. Indirect competitors would include other retailers such as: ZARA, H&M, BANANA REPUBLIC, CLUB MONACO, and FOREVER 21. These retailers are indirect competitors to Holt Renfrew because naturally, a typical Holt Renfrew customer wouldn’t necessarily buy an Yves Saint Laurent blazer at Holt Renfrew and then purchase her military inspired pants at ZARA. They are indirect competitors because they sell the same merchandise classifications such as Tops, Bottoms, Accessories, Undergarments and Footwear. They are also indirect because a customer can find the actual and real Military Burberry Coat at Holt Renfrew, retailing at $4K, but you can also find the “fast-fashion” inspired replica at FOREVER 21 for $19.99 regular price. 8. OTHER DEPARTMENTS, SERVICES AND/OR OTHER FUNCTIONS PERTAINING TO YOUR SPECIFIC COMPANY Holt Renfrew is known for its wide range of pristine personal services that not only enhances the overall shopping experience, but also allows for great differentiation from any other luxury retailer or department store in Montreal, all in result to receive customer value and satisfaction. One of the main services Holt Renfrew has to offer is Holts Café, which specializes in serving fresh meals with delightful and tasteful seasonal ingredients that are picked from the Quebec terroir. Holt Renfrew also provides beauty services at select locations that include Bridal Makeup Application, CHANEL 5 à 7, Full Luxury Facials and Body Treatment, Estée Lauder Spa and many more beauty services that unleash your inner beauty goddess. Holts also offers a range of personalized services that deeply enhances the shopping experience. Concierge services are offered at select locations that help make your life easier by informing you on the hottest new restaurants in town, booking seats for the best shows and many other amenities that do nothing but make your life seem so much easier. Another service offered is personalized shopping, whether it be for business related, a social or causal event, Holts will make sure you look your best with what your currently own while enhancing your wardrobe with the latest designer arrivals that match your needs. Lastly, Holt Renfrew also offers a fur storage system that lets you store any type of fur for seasons of non-use and they also provide a made-to-measure

service that creates the perfect personalized outfit made for your very special day. Holt Renfrew also issues “Thank You” cards to customers, a tactic that not many retailers do. Customers who have their Annex card are also invited to special Holt Renfrew events that take place throughout the year. Holt Renfrew also offers a complimentary valet service to all shoppers at the store. Lastly, Holt Renfrew values their customers so much that specialists and tailors are sent to the houses of those customers who are highly valued and take their measurements and sizing in the comfort of their own home. Essentially, Holt Renfrew acts upon everything that has a direct correlation to provide the most amazing and phenomenal retail experience to their valued clientele. CONCLUDING REMARKS After these 45 hours, I’ve simply fallen more in love with Holt Renfrew and everything it’s made of. The branding is clearly genius, the customer service is truly impeccable and everything they say they are is completely valid, probably even more. I am still hoping to one-day work for such a company. I feel like Holt Renfrew is the place I really need to be. It offers everything imaginable to its employees but more importantly it offers the things I want. The values that the current employers share are equal to mine. Completing this internship left me without any doubt that Holt Renfrew is one of the most gratifying places to both shop and work at. I have made several contacts with people all over Holt Renfrew, whether it be the sales associates, to the designer specialist, to the sales representatives and finally the actual director of the store. I’ve learnt many aspects of retail that I did not know before, aspects about sales, visual presentation, management and day-to-day procedures, but the most important thing I’ve learned working at Holt Renfrew is that having knowledge, experience and skill open doors to anything imaginable, believing in ones self and not caring what other people think is the key to success. I never thought I would be able to work or at most do an internship for this company, but constantly repeating the fact that I WILL be here one day. I let destiny work itself, because the more I constantly thought about something, and putting myself in the position of having it, the world will twist and turn for me. It happened. I am currently waiting for a call back from the director of Holt Renfrew for a potential position. He told me to go see him once my internship was done and discuss about my career at Holt Renfrew. Now I do nothing but play the waiting game, but overall, my time spent at Holt Renfrew has probably been one of the most glamorous retail experiences I have ever been through in my life.