“ People are the core of this industry.” That’s the driving ethos of Robert Davison Long — one of the young leaders shaping the future of retail.
Davison Long, who was the 2022 NRF Foundation Next Generation Scholarship top recipient, is now the team manager for Gucci in Tysons Corner, Va. He joins us to talk about why centering people — both customers and employees — is the key to growth and success in retail. He also shares his personal journey in retail, what it means to “romance a product” and the lessons C-suite executives can learn from up-and-coming retail professionals.
Robert Davison Long, Team Manager, Gucci
From a young age, Davison Long was drawn to luxury retail because it fuses his passions for beautiful craftsmanship and connecting with people. ”Luxury is about creating an overall experience for the customer, and that's something that I lean into,” he says. “I love creating a great feeling for the customer because fashion is emotional. It's not just a bag on the wall. There's history behind it. There's the excitement of marrying the product to the actual person.”
Part of that excitement is a concept he hails as “romancing a product.” Davison Long says, “Romance, to me, is more than just, ‘Here's this black bag, you need to have it.’ I need to be able to speak to its functionality, its key features, and also, I need to be able to help you visualize yourself in this product.”
While many recent industry discussions revolve around technology and artificial intelligence, Davison Long believes that human connection will always be the beating heart of retail.
”We're bringing AI into stores. We're bringing the platforms, the apps, the virtual trial,” he says. “What I'm noticing is that there's such a focus on technology that we're getting away from the people. I've said it a million times over: People are the core of this industry. We're creating the programs, the garments, the platforms, everything that the customer needs to use. … Technology is a great addition, but it's also not a fix.”
As a young leader and manager in the retail industry, Davison Long has advice for C-suite executives looking to connect with their employees and customers. Most importantly: Listen to front-line workers. “Front-line workers are the ones that are in real time with the customers, so they're able to see their response to the product,” he says. “They're able to see what is working, what's not working. They're able to identify opportunities for growth.”
"Invest in your people, not just the products.”
Davison Long also feels that growth doesn’t have to mean expanding into more stores. He says, “I would rather have three really great run stores that are sound operationally and making great money as opposed to having 10 stores in an attempt to gain more revenue. If the stores are run poorly, there’s no retention. Just focus on what you have built and then expand from there.”
Instead of simply focusing on the bottom line, Davison Long believes the bottom line is: “ Invest in your people, not just the products.”
Listen to the full episode to hear more of Davison Long’s advice for both young professionals and retail executives.
Dive deeper into Robert Davison Long's career journey and the importance of fostering growth in retail.
(00:00:00) Davison Long’s retail history
How Davison Long got into retail
His personal connection to fashion
Why he is passionate about luxury retail
(00:04:44) Romancing the product
How to create an experience around a product
(00:06:02) Perspectives of a young leader
What surprised him most when he started at Gucci
Why we shouldn’t let technology overshadow people
How to view AI in the retail industry
Traits that make an aspirational leader
(00:13:13) Tools to support young professionals
How aspiring retail professionals can set themselves up for success
The importance of education in business and retail
Roadblocks Davison Long overcame to succeed
(00:16:23) Davison Long’s favorite Gucci products
Gucci’s accessories and fragrances
(00:17:38) How C-suite executives can connect with young leaders
Why it’s essential to listen to front-line workers
The importance of investing in people, not just products
How to celebrate small wins
(00:20:33) Davison Long’s inspirations
How his family has shaped and supported him
Resources:
Learn more about Retail’s Big Show in NYC
Become an NRF member and join the world’s largest retail trade association
Learn about retail advocacy at nrf.com/advocacy
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