While her peers are pounding the pavement, filling out applications and struggling through interviews, Cydney Hansen's already locked in her summer job.
The Brighton High School senior completed an assignment in a fashion merchandising class and, through the assignment, received several job offers, including one she accepted at Nordstrom.Sounds simple, but Hansen more than earned her new position.
As a second-year student in the DECA (Distributive Education Clubs of America) program at Brighton, Hansen, like other DECA students, created a fashion product promotion package.
According to course instructor Michelle Emery, students planned a four-week advertising campaign for a product line and store of their choice.
"The project includes thoroughly studying the product so the student is aware of line features and details," Emery explained. "With that knowledge in mind, the student prepares an advertising campaign, including window and in-store displays, print ads, special promotional activities and motivation incentives for employees."
Not only do the fashion merchandising students develop an energetic marketing scheme, but they're required to coordinate the plan with a carefully outlined budget.
"The promotion must be realistic," Emery said. "The students set up a budget, and they must work within that budget."
To get an authentic feel for the assignment, each student works with a sponsoring retail store. Stores provide resource materials, including information, sales strategies and even products.
Hansen selected bodywear by Gilda Marx as her junior project. Working with the Body Language shop in Cottonwood Mall, she created a package that took honors in the state and a fourth place in national competition.
To start a senior project was a challenge for Hansen. She understood the requirements, but more than that, she knew the work involved in developing another marketing plan.
"I questioned several different possibilities and finally decided I would use ski wear. Utah is a great skiing state, and with the Olympics, it was an easy choice," she said.
Hansen selected the little-known Jean Claude Killy line, in cooperation with Cole Sport in Park City.
"It was a challenge to be creative, to do something with ski wear that would catch the eye, especially of Utahns, something that would be a little different and sell the product," Hansen said.
The marketing student built her three-week promotion around the U.S. Senators Ski Cup race held annually in Park City. The plan included a luncheon/fashion show for senators' spouses, an exclusive, discounted shopping spree after the show, a consultation and autograph session with Killy, and a Warren Miller ski movie.
Employee incentives were coordinated with the theme.
"I made a poster and identified each employee with pipe-cleaner bodies and Popsicle-stick skis. The ski run speed was determined by their daily sales; bonuses were attached to different levels as the employees completed their sales goals," Hansen said.
While the entire project was fictional, the detail involved in planning and execution was realistic.
"Cole Sport asked for a copy of the promotion. They liked some of the ideas I suggested and they offered me a job in Park City," the student said.
The hands-on approach to marketing benefits students in a variety of ways, according to Emery.
"Students really learn the fashion business from the inside out. They discover the importance of fashion in everyday life, that it's such a broad business with many facets. In putting together a promotion project, they expand their communication skills. They have to deal with manufacturers, with retail store owners and with other students. Research skills grow as the project reaches completion. Then they learn how much money is involved in the fashion world, in specific jobs, but particularly in advertising," Emery explained.
For the teacher who facilitates this discovery process, the rewards are highly visible.
Not only was Hansen a prize winner in regional, state and national competitions, but other students walked off with significant prizes.
Angie Nelson, with a promotion featuring silk robes from Victoria's Secret, placed in the top eight in the country.
Amanda Hanks, who introduced her promotion with a demonstration of the product, created a prize-winning rollerblade marketing proposal.
The entire class garnered top honors in the state fashion show competition.
Beyond the visible awards, Emery noted less tangible but important benefits of the promotion projects.
"Students learn to cooperate; these projects require teamwork, leadership skills and problem solving. In the fashion show, for example, students decided a missed rehearsal meant they were out of the show. That's a tough rule, but it was enforced by the students.
"A surprising part of the project is to watch students grow who are shy and timid. It's fun to see them acquire confidence and take on a new role of responsibility as an assignment unfolds," Emery said.
Finally, and in response to the goals of the DECA programs, high school students have an opportunity to thoroughly explore career options in the business world.
And for Hansen, the classroom experience readily expanded to the real business world.