A new generation of retailers

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As July approaches, I think back to last summer when some of our high streets went up in flames.

We were all appalled by the behaviour of many of the, mostly, young people who went on the rampage. However, there is a context to the riots that cannot be ignored – unemployment levels.

Fast-forward a year and it’s time for schools and colleges to release their class of 2012.

With more of a sense of urgency than ever, the question of how to employ this new cohort of hopeful workers has become a talking point.

There’s been a lot of discussion about so-called ‘retail career snobbery’ of late and for years there’s been an attitude that a career in retail is a poor choice compared with roles in the professions, manufacturing, creative industries and, of course, the lure of the City.

In these straitened economic times, I think young people emerging onto the job market should consider retail as a positive choice. The rewards of almost instant people management experience, a decent wage, training and development opportunities and potentially becoming the chief executive of one of the nation’s top retailers one day are obvious.

Could it be that big retailers have not cottoned on to how to attract young people? If you look at Pret a Manger’s employer branding and the way that it attracts ‘bright young things’, big retailers boasting opportunities to climb the ladder have to do the same.

I’ve been impressed by Sainsbury’s approach to giving retail a positive spin. It has tackled career snobbery head-on. Aware of the public rumblings about retail, Justin King invited some young employees to a forum to discuss the problem. He was impressed by the way they wanted to change the public’s perception about retail and trumpet the career opportunities and advantages the sector provides.

The result was Youth Can, a campaign to change hearts and minds about retail. Young Sainsbury’s employees are visiting schools and colleges to enthuse students about the range of careers available in retail. Critically, it is the youth themselves that are being tasked with attracting other youngsters.

The Government’s urgency to give unemployed people a spell in the workplace was well intentioned, but the policy had a bumpy ride and retail’s reputation has suffered.

We’ve all read stories of people being forced to undertake tasks they feel are ‘beneath’ them. Justin King takes a different view. He says: “Time and again we have heard the words ‘shelf-stacking’ used in a disparaging way. The retail sector is arguably one of Britain’s most meritocratic industries. The vast majority of our store managers, and those in other retailers, started out shelf-stacking and they will tell you it was a vital part of their development.”

There is certainly no quick fix but the idea of changing the reputation of retail while extolling the positive side of selling and the opportunities on offer is a good one.

Who knows, perhaps one youngster, inspired by the words of a Youth Can speaker, will decide to take the plunge into retail, climb that management ladder and take Justin’s job one day. He’d better watch out.