Merchandising/Marketing/Retailing: Management

The Marketplace: Retail Innovation in Partnership with Student Entrepreneurs and Academic Visionaries

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Abstract

Business and Merchandising programs increasingly integrate experiential learning through incubators, innovation centers, and product testing initiatives to foster entrepreneurial skills and economic development. This project implemented a three-phase model—launch, incubation, and retail readiness—culminating in the creation of the Marketplace, a student-run retail space on campus. The launch program provided foundational training via bootcamps, mentorship, and brand licensing, enabling twelve students to develop business plans, with nine advancing to incubation. The incubation program offered a ten-week curriculum emphasizing product development, financial modeling, legal structures and mentorship, resulting in formalized student businesses. Retail readiness addressed logistical challenges with financial support awards for inventory, marketing, and online sales, while preparing students for physical retail operations. Partnerships across faculty, advancement, and donors facilitated the Marketplace buildout, which launched with six student brands. Outcomes included increased visibility, retail profits, and hands-on experience, demonstrating the value of structured entrepreneurial education.

Keywords: Entrepreneurship, Retail Marketplace, Collaboration

How to Cite:

Dragoo, S., Vickers, J. & Reed, L., (2025) “The Marketplace: Retail Innovation in Partnership with Student Entrepreneurs and Academic Visionaries”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21834