Zegna - Ermenegildo Zegna | Retail Industry & Retail Job Tips

It’s a challenging, innovative and growing industry that teaches you skills you can use in the real world,
according to Assistant Store Manager Philip Ow

PHILIP OW is sitting in what could very well pass off as a gentleman’s club: leather sofa chairs, dark wood panels and men dressed in fashionable apparel. The room exudes a very luxurious mood and one may think Ow lucky to find himself in this setting — which, incidentally, is his place of work.

Ow is assistant store manager at Ermenegildo Zegna in The Paragon, the high-end mall located along Orchard Road.

He has been with the luxury brand for five years; when he joined them he was already holding a top position in a fashion boutique, but he was willing to start all over again, selling Zegna items on the floor, because he was aware he had to first learn about the rich tradition and culture the Italian brand represents before he could take on other tasks.

Today his staff number to 10 and among his duties and responsibilities is educating and training the sales people. He also makes sure Zegna’s clients leave the store satisfied. “People come to our store because they want something, and so we make sure to give them what they want and came here for,” he says.

One of the things in the code of ethics for salesmen — at least the good ones — is discretion: you do not push for a product just because it’s new or expensive, and you must make sure the product fits your client, literally and figuratively. If he is trying on something that makes him look fat, it’s the salesman’s responsibility to point him to another product that could be more flattering for him. “We don’t really teach that skill in our training programmes,” says Ow. “That’s something you learn from experience.”

The retail industry is a good ground for learning about these subtle things that can turn you into a good sales person. Zegna, in particular, provides an atmosphere that Ow describes as “challenging, innovative and growing.” Together with his colleagues, he is pushing to uplift the image of the sales executive. “In Asia, and here in Singapore, people still look at working in retail as serving people,” he shares. And servitude may not necessarily be a good trait in a consumer-driven economy where everyone wants to be treated like a VIP.

Still, while many people look at selling as a part-time job or something to do to earn money while searching for a “proper” job, Ow believes that a career can be built in retail. “Of course everyone has to start with selling on the

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floor,” he admits. But these sales people could grow into more specialised positions like visual merchandisers, retail specialists, and operations head.

Another perk that comes with working in high-end retail is the chance to meet important people. “The networking aspect alone is invaluable,” says Ow. You get to meet decisionmakers and influential people who can help you when you decide to strike on your own. At Zegna, there are also other perks such as commission incentives, uniform and laundry allowance, and training abroad.

This should be make up for the challenges that come with the job — like odd hours and sacrificing your weekends and holidays (these are the days when stores are usually at their busiest) for work.

WHAT DOES IT TAKE TO WORK IN RETAIL?
Philip Ow, Ermenegildo Zegna’s assistant store manager at The Paragon, didn’t immediately work in retail after graduating. He actually kept a back-end job for years before realising that his extroverted personality could be of better use in retail. We asked him what traits potential hirees should have:

1.	Passion. You should feel and exhibit passion in fashion — or gadgets, or cars, or beauty products, depending on what you’ll be selling. You have to feel an affinity for the items you’ll be pushing to customers. People can tell if you’re not really into it.
2.	Belief in customer service. You must, deep inside, regard selling as a dignified job and derive pleasure in pleasing customers. You must delight in being able to serve people well.
3.	Flair for fashion. If you have a degree in fashion merchandising course, this industry might be for you. But you must take fashion to heart, because a lot of the things you need to learn are information not spoonfed to you. Rather, you discern them by being observant.
4.	An outgoing personality. If you’re type who blends into the wallpaper, this job is not for you. Retail needs extroverted people who can help the client relax and feel good. A roomful of quiet people will never translate to sales.

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