The document outlines the duties and projects completed by Amanie McGee during her fashion retail management internship at Dolce Moda in Royal Oak, Michigan over the summer of 2014. It details tasks related to inventory management, merchandising, visual displays, styling clients, and understanding small business operations. The internship provided hands-on experience in key areas of the fashion retail industry and exposure to running day-to-day operations of a boutique.

1. Fashion Retail Management Internship
Dolce Moda, Royal Oak Michigan
Amanie McGee
Central Michigan University
Apparel Merchandising and Design
Summer 2014

2. TABLE OF CONTENTS
1. Fashion Styling
2. The Fundamentals of Fashion Styling
3. Merchandise Selection of Fashion Styling
4. Communication, Marketing & PR
5. Webpage Management
6. Product knowledge
7. Inventory
8. Store Displays
9. Pricing
10. Small Business Operations
PART ONE

3. Studying the career of a fashion stylist allowed me to
understand the various components, such as
networking and achieving personal contacts.
This process begins with networking and marketing one’s
services, and continues with styling customers and clients,
building a relationship with them, and ultimately achieving the
status of a personal contact.
Network, Market
One’s Services.
Style Customers
and Clients.
Provide Positive
Experiences to
Build a Rapport.
Maintain
Relationship;
Become Personal
Contact

4. Knowledge of body types and shapes was learned and
utilized to properly and efficiently select the most
appropriate fit and size for clients.
Thin Waistline
Sizes 26, Small
Small Bust
Narrow circumference
32 A Cup
Thin, fit legs
Body Types and Shapes

5. Communicating with the client to learn about their body type and
shape, the event they planned to attend, who they would attend
the event with and the look they wanted to create allowed me to
select the right merchandise and create appropriate outfits.

6. Client Communication
Emails advertising available merchandise, sales and upcoming
store events are sent to customers, clients and talent featured in
past events. Customers were also contacted via phone about
new merchandise, personal orders and upcoming store events.
“411 Cards” were used to receive contact information from
customers, allowing the ability to keep them informed of
sales, markdowns, and store events.

7. Marketing and PR
Offering additional sales and a personal shopping experience,
store events are the most intimate and cost-efficient marketing
method utilized at Dolce Moda, to both obtain and maintain
relations with new and regular customers.
For all events, Facebook Friends and customers were invited via
Facebook; customers were also invited via phone. Public Relations
of these events were also conducted with customers in the store.

8. Dolce Moda’s Facebook profile and business page were maintained
to display sale events and available merchandise to be held, placed
on layaway, styled for or purchased by customers.

9. Dolce Moda’s website is hosted with Shopify. As the website prepares
to launch, new merchandise was uploaded, with product details and
styling advice, and removed from the backend as they sold in the store.

10. Collections were created for added merchandise, along with
appropriate tags for product categories, subcategories, colors and sizes.

11. In order to provide accurate product information to achieve
efficient sales, both Facebook and Shopify were maintained to
display only available merchandise and accurate prices.

12. Webpage Database Research
While researching databases to integrate brick-and-mortar
and ecommerce operations, Shopify, LightSpeed and CAM
Commerce software and databases were researched and compared.

13. Knowledge of the designers and brands sold at Dolce Moda was gained
through completing physical inventory checks, assisting and styling
customers, and dressing mannequins.
Smooth
Rugged
Sexy

14. Different designers offer different styles and
looks to the customer, as well as different
sizing methods and fits.
Colorful
Playful
Charming

15. Knowledge of the different sizes and fits of designers allowed for
more efficient and knowledgeable styling sessions, along with
providing daily customer service.

16. Familiarity with the different designers at Dolce
Moda was also employed when buying and pricing
merchandise, coupled with an understanding of
what designs and styles our customers like.

17. Merchandise Receiving and Checking
Experience with receiving and checking merchandise for damages and
defects was acquired and exercised with new purchases during the month
of July, along with fixing minor damages and returning damaged
merchandise.

18. Inventory Checks
Inventory checks were conducted with the CAM Commerce Retail Star
Point-of-Sale software, as well as during physical checks. Obtained
numbers were then used to update our records in the POS system and
Dropbox Folders, as well as on Facebook and the store’s website.
Note of where
update has
been completed
Sizes displayed
as “On-Hand” in
the POS system.
Price at which
merchandise
was sold.
Actual Current
Price
Indicates item is
sold-out.
Indicates where
merchandise is or
is not uploaded

19. Inventory Checks
Inventory checks were completed once the availability information of
each item in question was added to the property information of the
photos in the Inventory Dropbox Folder. Dolce Moda’s Facebook pages
and website were also edited to reflect this information.
Style Number
Product Image
Tags: Category
Title: Designer/Vendor
Subject: Designer/Vendor
Comments: Price (Cost, Retail, Current)
Camera Maker: Size or Quantity
Camera Model: Color(s)
Location

20. Merchandise Storage and Organization
A business can only operate smoothly with organized storage space. Keeping
the backroom and closet organized and knowing where to find what
merchandise allowed for more time spent with the customer.
Sunglasses Storage - Backroom
Designer/Vendor
Style Number
Season/Year
Quantity in Box
Men’s T-shirts, Vests and Swimwear – Backroom

21. Merchandise Presentation
Merchandise was prepared for the sales floor by steaming garments after
receiving, checking-in, and fixing any minor damages. Sales floor
presentation standards included “military-style,” hangers – hangers placed
at equidistance from each other; all zippers, buttons, snaps and strings
fastened and tied; and the display of only the smallest size of each piece
of merchandise.

22. Interesting , eye-catching and easy to maintain visual displays were
created and utilized to peak
the interest of customers.
BEFORE
AFTER
• Intricate Display
• Interesting use of Lines
• Eye-catching
• Use of box to display
designer name.
• Simple Display
• Uninteresting Display Methods
• Messy use of Boxes

23. Prior knowledge of using the
principles of design for visual
merchandising was used to
complete accessory and belt displays.
• Use of Levels
• Use of Sequence
• Better display of Details
• Use of different display
methods
• Uninteresting Display
• Lack of Aesthetics
• Use of One Display Method

24. Other aspects of store displays
included choosing
merchandise for and dressing
mannequins, as well as for
face-outs and wall displays.
Dressing mannequins and
creating ensembles for
displays provided more
experience with creating
fashionable outfits and
learning about the
characteristics of different
designers.

25. Determining the retail prices for merchandise by Antony Morato, Eleven Paris, Sons
of Heroes and Damaged Goods by Sons of Heroes for the fall 2014 season provided
experience with configuring retail prices of apparel. Prices were based on that of
competitors, the design and textile make-up of the merchandise and knowledge of
what how the designs and styles would be interpreted by our customers.

26. Experience with understanding
what determines markdown
prices was gained by calculating
markdowns and applying the
new prices to the hangtags of
the merchandise.
At Dolce Moda, markdown prices
are based on the designer, the
remaining quantity to sell, and
the initial retail price and at cost
price of the item(s).

27. In addition to my other objectives, small business operations completed at Dolce
Moda included understanding how vendors and designers are found, as well as buying
merchandise by creating the fall 2014 buying plan for belt straps and belt buckles from
Sons of Heroes and Damaged Goods. The plan included necessary sizes and quantities,
and was completed without exceeding the $1,800 budget.

28. At Dolce Moda, Dropbox is used to organize the store’s current inventory, as well as to
store photos and information on potential merchandise, merchandise found at
tradeshows, purchased merchandise, and merchandise that was found but ultimately
not purchased for the season in question.

29. These markings included color-coded tags to depict the markdown percentage
of merchandise, writing clearance prices in red marker, marking the last
remaining size or color of merchandise with a black dot, and using a blue
highlighter to create a stripe on the tags of merchandises that can be found in
both the men’s and women’s section.
Applying markings to price tags was implemented to
improve communication of prices and available
merchandise to store staff and customers.

30. TABLE OF CONTENTS
PART TWO
1. Casual Day-to-Night
2. Concert Date
3. Everyday
4. Wedding
5. A Night Out
FASHION STYLING PORTFOLIO

31. Casual Day-to-Night
Kat was looking for an outfit she could wear to work, and then out with friends afterward.
As Kat was my first client, I took her measurements to gain a better understanding of what
merchandise would fit her best. As I was in the beginning stages of learning the styles and fits
of different designers, Kat and I took the time for her to try to various designers and
combinations. After giving her different combinations, the final outfit came as a result of her
body type fitting the Kill City jeans perfectly. Thus, I selected merchandise that would style
well with the jeans. The ultra-skinny Kill City jeans and loose-fitting shirt complement each
other, and styled well with Kat’s boots. The scarf was added to provide more color to the look.
Additionally, Kat liked the idea of being able to remove the blazer to show off the intricate and
playful design of the shirt. Adding rings and a necklace pulled the entire look together.
Name: Kat
Body Type: Slim/Slender, Tall
Body Characteristics: Long legs
Sizes: Pants: 27, Shirt: Extra-small

32. Concert Date
Name: Aminna
Body Type: Pear
Body Characteristics: Wide hips, thighs
Sizes: Pants - 34, Jacket - Medium
Aminna wanted to be styled for a date night at a concert in Detroit. She wanted to get dressed
up for the event, which she planned to attend with her boyfriend. Thus, I took Amina's
measurements, and began pulling merchandise upon being told she wanted to find a way to
wear her own purple shirt. The vest by Kill City served to dress-up her purple T-shirt.
Furthermore, I presented the shorts to Aminna instead of pants, as this would allow her to
show off her legs as she wanted. Ultimately, certain items in Aminna’s ensemble functioned to
dress-up the others – the vest jacket with her T-shirt, and the heels with the shorts. A simple
yet stylish bracelet was added, as it styled well with the pockets on the vest.

33. Every Day
Name: Joseph
Body Type: Big/Tall
Body Characteristics: Large thighs, arms; Long arms
Sizes: Pants: 38, Shirt: Large, Vest: XL
Joseph came to Dolce Moda to be styled by me, and told me he wanted to find a few outfits to
wear daily. He brought his own shoes and asked me to work around them. Having gained
experience with body types and body shapes prior to working with Joseph, I was able to work
with him more efficiently by paying attention to his large upper arm muscles, and long arms,
along with being told that he has large thighs. Upon assessing Joseph’s body and learning his
sizes, I pulled fashionable jeans for him and selected T-shirts with designs I believed suited him
and his personal style. Finally, the hat and vest were added to enhance the personality of the
look. Joseph was styled in two looks, and this was his favorite. He loved the Devon jeans, and
how well the Antony Morato T-shirt went with the formal vest.

34. Wedding
Name: Alyssa
Body Type: Thin
Body Characteristics: Small bust
Sizes: Dress: Small
Alyssa was looking for an outfit to wear to a wedding and reception. Though I could have
styled her in a complete, elaborate ensemble, Alyssa communicated that she wanted to wear
something simple, as she was interested in the “less-is-more” look. Thus, I chose this lace-
overly dress, as I believed the color would look lovely with Alyssa’s complexion – Alyssa
agreed. Furthermore, the dress shows-off her curves, which Alyssa mentioned can be difficult
because of her thin body type. Lastly, the most popular pair of heels at Dolce Moda were
added, and Alyssa and I came to a unanimous decision on adding the bracelet.

35. A Night Out
Name: Janiah
Body Type: Fit
Body Characteristics: Long legs
Sizes: Shorts: 30, Shirt: Small
My last styling client of the summer, Janiah came to the store for the first time and fell in love
with our unique selection. Janiah was looking to be styled for a night out. She attends school in
Chicago and was home for the summer; working in Royal Oak resulted in her interest in the night
life. Thus, I created a look that would be perfect for Jen’s upcoming plans. The flowy shirt by Kill
City is the main piece of the outfit, with its sheer fabric and leather accent. Janiah decided she
could wear it perfectly with the bra she had on. Upon deciding on the shirt, I chose the shorts for
Janiah because the colors, pattern, and design added to the sophistication of the look, in
addition to showing off her fit legs. Lastly, a statement necklace was added to finish the
ensemble.

36. Fashion Retail Management Internship
Dolce Moda, Royal Oak Michigan
Amanie McGee
Central Michigan University
Apparel Merchandising and Design
Summer 2014