I n s pi r i n g P eo p l e
WHAT’S THE STORY
HASTA LA VISTA HAMSTER WHEEL
Work travellers, frugalists, work-life balancers – a new generation of employees requires the entire industry to rethink. What demands do young trainees make on fashion retailers? What do retailers do to appreciate the added value of this generation, especially in terms of new technologies and communication channels? Generation Z poses a bit of a challenge for the retail trade. Text: Isabel Faiss. Illustration: Claudia Meitert@Caroline Seidler
THE IMAGE OF APPRENTICESHIP NEEDS TO IMPROVE
Günter Dworschak, Head of Sales at Modehaus Adelsberger “Today’s trainees have different priorities and often live in a different family environment. Today it is normal that both parents are working and pursuing their respective careers. Naturally, we have also noticed that an increasing number of young people strive to attend secondary schools. Apprenticeships are less relevant. The image of apprenticeship needs to improve. Young employees must be offered an environment where they feel at home, where they can talk about various topics. They need to feel secure and have young apprentice managers who understand their issues. One needs to both listen and be demanding. Today’s apprentices are often rather delicate plants. A lot of what they used to learn at home now has to be learned at work. A strong corporate environment with a positive image is therefore more important than ever - as is target-oriented, strong leadership. Beyond the standard, we promote trainees by organising external workshops with recognised partners, as well as offering internal training courses and apprentice projects. We promote and demand alike. In 2018, for example, our apprentices were afforded an opportunity to plan, furnish, stock, and run their own store for a pre-defined period of time.”
LIFE-LIFE BALANCE
Andreas Moreau, owner of Mode & Sport Moreau Kaprun “We have an internal apprentice development plan that leads up to the final exam. We believe that we can learn from our apprentices on a daily basis. They often have a simpler and unbiased approach to many topics such as product presentation, customer contact, and other internal processes. This is where one can find the greatest intrinsic motivational potential. It’s vital for them to make their own decisions within a set framework and to be allowed to express their opinions openly. Our apprentices don’t even know the term “Can I help you?”. It isn’t part of their vocabulary, so to speak. This results in a completely new conversation level. In a healthy environment of give and take, our apprentices appreciate the many freedoms they enjoy despite the many other obligatory duties that are part of an apprenticeship.”
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