The Retail Division aims to explore the intersection of marketing and the retail industry, providing members with hands-on project experience and exposure to real-world retail trends. From understanding the shifting consumer search behavior and to developing strategies with the use of AI that drive in-store and online engagement, members gain insight into the unique challenges, opportunities, and evolving nature of the retail space. Through partnerships with industry professionals and interactive projects, the Retail Division equips members with the skills and confidence to excel in one of the most dynamic sectors of marketing.

Retail Marketing Division

MEET YOUR DIRECTORS

Olivia Patullo
Managing Director

Erika Schulz
Associate Director

2026-2027 Projects

Project 2:
Non-traditional Gifting Holiday Challenge

  • This project challenges students to think like marketers by picking a non-traditional holiday (in which people don’t usually buy gifts, such as the Fourth of July) and develop an assortment of 5-10 products to market to their researched target demographic. Members may select from the following list of retailers: Macy’s, Target, Home Depot, Best Buy, Ulta, Sephora, Dick’s Sporting Goods.

  • The final presentation for this project will include information on their chosen retailer, product assortment and assortment rationale, demographic research, one (or more) events to promote the campaign, a gifting season timeline, and Key Performance Indicators. The experience helps members strengthen both their analytical and creative skills while learning how marketers turn unconventional ideas into compelling brand opportunities.

  • This project will:

    1. Develop members’ skills in audience segmentation and targeted marketing strategies.

    2. Strengthen abilities in market research, demographic analysis, and creative adaptation.

    3. Improve professional communication through presenting findings, explaining rationale, and delivering a polished final pitch.

    4. Develop practical research skills by conducting retailer‑specific market analysis and turning insights into actionable ideas.

    5. Enhance strategic planning abilities by creating clear seasonal timelines and retail event concepts that support the campaign vision.

Project 1:
The X Factor Project (Sales x Retail collab)

  • Members will combine two different companies to create a mock product that will ultimately generate revenue for both companies, culminating in a pitch to mock representatives from both companies. The companies will be unrelated and work in different fields, but the created product will make sense for both organizations and fill a need for consumers.

  • Members will be expected to determine a target demographic based on research. The pitch must be entertaining and persuasive, captivating the judges attention. Members will be expected to complete either a physical promotional display or a digital advertisement based on their distribution channel, so members will gain experience working with retail layouts and/or photo and video editing.

  • This project will:

    1. teach members how to develop cross‑industry creative thinking.

    2. enable members to learn how to merge two unrelated companies into a single, logical product concept that serves a real consumer need.

    3. provide members tangible portfolio work and resume talking points that help them develop as marketers that practice their skills outside the classroom.

2026 Speakers

Clay Lute

Global Merchandising Manager at Calvin Klein

Audrey Goldman

Director of Digital Commerce at Brooklinen

National Retail Federation (NRF) Foundation Student Program

The NRF Foundation Student Program in New York City is a leading career development event that offers college students an immersive introduction to the retail industry. Held every January, this four-day experience brings together top students nationwide to connect with retail executives across fields such as marketing, merchandising, technology, sustainability, supply chain, and entrepreneurship.

Participants gain exclusive access to keynote sessions and panel discussions featuring leaders from major retail brands, providing insights into industry trends and career pathways. Intimate roundtable mentorship sessions allow students to engage directly with professionals, ask questions, and build meaningful connections. Behind-the-scenes tours of flagship stores and corporate offices offer a firsthand look at the operations and innovations shaping retail today.

2025-2026 Conferences

Why Attend? NRF gives you exclusive access to industry leaders, hands-on learning experiences, and networking opportunities with top retail brands—all in just four days. If you want to stand out in the competitive retail industry and turn your passion into a profession, this program is your launchpad.

How Can I Attend? This conference is exclusive to six Retail Division members through an interview process. Active participation within the division will play a large role in the selection process.

 

When and Where? The conference takes place January 8-11, 2026 in Marriott Marquis, New York City.