Debbie Nash (right), Vice-President of Merchandising for Gymboree talks to students about the details of the product life cycle behind the new store layout. Professor Gail Kirby gives her a thank you gift from RMI .
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On October 21, 2001, Debbie Nash from Gymboree came and spoke to the seniors in the Retail Seminar. Two main points she centered on were the buying process and the Gymboree brand. Based on her experience at the company, she described the buying process at a vertical retailer as a seven-step process from initial planning to interactivity with the customers. Regarding the production process, she stated that a buyer must look at all methods of production and evaluate the costs associated with them, including appropriate tariffs and duty if applicable.
The second portion of Ms. Nash's presentation focused on how a brand contributes to the company. In her presentation, she explained that a brand means something emotionally to the customer. She went on to say that a brand serves as a promise to the customer - a promise of an experience. After an overview of what role the brand plays within an organization, she commented on how Gymboree relies on their name to drive much of their business. According to Nash, people tend to associate Gymboree with a fun, welcoming environment for children and parents. Overall, the presentation allowed students the opportunity to build upon their retail knowledge and to learn more about a strong, reputable retailer.
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