Since starting the MBA program two months ago, I have completed a lot of research on and attended several networking activities within the retail industry. Through research and events, two trending concepts keep coming up for me again and again. Firstly, the game changer, of ecommerce and secondly sustainability.

Ecommerce and online retail spaces have only really taken off in the last five years of so. Everyone I speak with is talking to the fact that ecommerce is immensely changing the way in which people shop and how retailers do business. Traditional brick and mortar businesses are reworking their overall strategies as sales in their newly launched online platforms are quickly surpassing their actual stores. What’s most interesting to me is that, despite Canada’s immense digital penetration, we are very much a lager with online shopping. The next three to five years will be interesting for us as we follow in the footsteps of our American neighbors and develop and grow this business. Not only can we learn from them what’s right to do in building this business, but also what mistakes to avoid. I think there is a lot of opportunity in ecommerce and because it is so new, I think it offers a great niche that I can cater to upon graduation. While in school, I hope to explore this further by selecting classes that focus on this topic either at Sauder or during my exchange to Europe.

Sustainability, while not as game changing as ecommerce, is another trending concept touching the retail industry. The retail industry, traditionally, is not very sustainable and now companies are placing a higher and higher importance on becoming more eco-friendly. The biggest focuses are being put on reducing carbon footprints and water wastage. Again, I feel that this is another niche that I can potentially leverage to differentiate myself from other MBA’s applying for the same roles in my industry. I will also explore this topic further in the electives that I select during school.

Finally, with my long-term goal of starting my own interior and lifestyle branded boutique, I feel that specializing in both of these topics during my MBA will really help ensure the future success of my business.

Here are some examples of my past work:

1)   Lynnfield Lane Childrenswear:

My undergraduate degree culminated with the showing of my final collection Lynnfield Lane Childrenswear at Mass Exodus, Canada’s largest fashion show. I was also very fortunate to have my final collection sponsored by Janome.

Lynnfield Lane Childrenswear is a moderately high-end, British inspired collection for girls ages 6-10.  Lynnfield Lane Childrenswear focuses on a modern approach to classic pieces and is a lifestyle brand catering to all aspects of a girls life.

2)   Temperance for Bootlegger:

While working at Bootlegger as their Assistant Designer, I worked on developing and successfully launching their 2^nd private brand Temperance, through establishing the brand’s identity and differentiating it from the current brand Kismet.  Here are some images of Temperance Holiday 2012.

3)   Colour at Lululemon:

Working at Lululemon as their Colourist Assistant, I developed, executed, and approved all colours for Lululemon and Ivivva.  Here some of the great colours I developed.

4)   Here is a link to my food blog that I am writing for my creativity class. My challenge is to eat at 15 different restaurants over 15 days, each for under $15.

https://blogs.ubc.ca/lynnfieldeatseverything/

Today, I decided to research Home Furnishings Stores in the US. I chose to research this industry/sector because my long-term goal is to start my own interiors and lifestyle branded boutique and eventually launch my own lifestyle brand to live within the store.

This research is relevant to my career because I want to make the transition from fashion-focused retail into the home sector upon graduation. I am aspiring to work as a brand manager for three-five years for a home furnishings company and then launch my business after that.  It is, therefore, imperative that I have a strong understanding of the current state of this industry.

Through completing this research, I have learned a lot of really great facts and information. More specifically, I have learned that home furnishing products, being largely discretionary, are very sensitive to the home ownership rate, the consumer confidence index, and the demographics for adults aged 20-64. With a forecasted rise in all three categories, there is a HUGE opportunity in this industry over the next five years![i]

I have also learned that the product/service segmentation for this industry is made up of seven segments. Kitchen and cookware products represent the largest segment at 23.7%, followed by window coverings at 21.1%, textiles products at 15.7%, other furnishings at 13.3%, decorative accessories at 13.1%, furniture at 7.4%, and seasonal decorations at 5.7%. Kitchen and cookware will be a key category to focus on given the wear and tear experienced by this group and their constant need for replacement.[ii]

When looking at the major market segment, consumers ages 35-44 make up the largest segment at 23%, followed by 55-64 at 22%, 45-54 at 19%, 25-34 at 15%, 65+ at 12%, and consumers under 25 at 9%. I think given this information, I will focus on targeting the 35-64 age range.[iii]

The biggest challenge, I have determined, in entering this market is the competition from big “one stop shops” like Walmart and Target. Their business is driven heavily on convenience and low prices, however, as disposable incomes rise, it is forecasted that consumers will be seeking higher quality products and great customer service, allowing small players such as myself to gain a competitive advantage. [iv]

A really interesting fact is that Bed Bath and Beyond makes up an astonishing 34.3% of the industry followed by William Sonoma Inc. at 7.5%. Interestingly, William Sonoma is conveniently located in San Francisco, California and could definitely be a great company for me to approach upon graduation. [v]

Finally I have learned that there has been no recent significant innovation in this industry and that their imports are very low.[vi] I feel that upon launching my business, this is where I can see myself adding value to the industry.  Not only will I focus on delivering higher-end, quality products paired with exceptional customer service, but I will also focus heavily on introducing innovation into the market and capitalizing on the imports segment.

Hi There,

My name is Lynnfield Mitchell and I am an Sauder MBA candidate class of 2015. I have experienced a very creative and colourful journey that has led me to my current pursuit of an MBA.

I am originally from Vancouver Island but grew up mainly in Calgary AB. From 8 years old, I  knew that fashion was a passion for me. My first job was working as a Sales Associate/Cashier opening up the first American Eagle Outfitters in Calgary. I was also an avid sewer and designer.

I attended Olds College receiving a Diploma in Fashion Production, during which I worked as the Fashion Program Representative, attending student council meetings bi-monthly. This only ignited my interest in fashion and design further, so I relocated to Toronto ON and attended Ryerson University receiving my BDes with a major in Fashion Design. While at Ryerson, I worked as the Head Cutter/ Pattern Drafter at Finelines and also interned for the Hudson’s Bay Company in Total Brand Management. My degree culminated with the showing of my final collection Lynnfield Lane Childrenswear at Mass Exodus, Canada’s largest fashion show. I was also very fortunate to have my final collection sponsored by Janome.

Upon graduation, I was longing for the West Coast again and decided to relocate to Vancouver BC. I was hired as the Assistant Designer for Bootlegger assisting the Senior Designer in all aspects of the creative process. Some of my favorite tasks in this role included presenting trend presentations, building colour palettes, creating looks for seasonal photoshoots, and assortment planning. I was also very fortunate to have to opportunity to travel for inspiration in this role collecting trends from NY, LA, and Las Vegas.

After three years at Bootlegger, I was ready for the next step and now work as the Colourist Assistant for Lululemon. In this role, I assist the Colourist to develop and approve all colours for both Lululemon and Ivivva. This means that I approve colours on fabrics, trims, and accessories ensuring that they will execute well in stores and that they will have excellent colour quality. Highlights in this role have included planning/attending a Colour Workshop in Taiwan with all of our mill partners discussing innovations in dyeing and printing, traveling to Hong Kong/Taiwan to approve colours for both Fall 13 and Spring 14, and attending the AIC Colour Conference in the UK.

Over the past decade, I have gained a diversified portfolio of work experience in the retail industry and throughout the supply chain; working in colour and raw materials, design, production, brand management, and at the retail store level. Recently, I have decided that more than anything else I want to start my own company! My dream is to start an interiors and lifestyle branded boutique and eventually launch my own lifestyle brand to live within the store.

I am choosing to attend the Sauder School of Business because I know that it is the next step in achieving my goal of becoming a successful entrepreneur. In addition to providing me with the necessary skills and knowledge to achieve my long term goals, it will enable me to reach my short-term goal of living in the UK (I plan to attend the University of Warwick or the University of Manchester for exchange) as well as moving into a brand management role upon graduation.

I look forward to learning from the best, making new connections/networks, and building last friendships during the program. I can’t wait for it all to begin!

Cheers,

Lynnfield