Merchandising/Marketing/Retailing: Management

An Experiential Learning Approach to Creating a Program-based Retail Store

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Abstract

This paper illustrates the implementation of experiential learning within an apparel retail course through the development of a program-based retail store. Guided by Kolb's Experiential Learning Theory, the course engaged students in an entrepreneurial, hands-on strategic planning process. Students conducted qualitative marketing research, analyzed data using preset coding categories, and applied findings to develop a comprehensive strategic business plan for a retail store. Learning activities were structured into four phases: market research and data collection, data coding, data analysis and decision-making, and strategic business plan development and presentation. IRB-approved pre-and post-surveys were used to assess the effectiveness of experiential learning activities in meeting course objectives. This paper contributes practical insight into best practices for integrating experiential learning into apparel retail education and offers a model for institutions seeking to develop program-based stores. 

Keywords: Keywords: Experiential Learning Theory, Program-based retail store, Marketing research, Qualitative research, Strategic business p, Experiential Learning Theory, qualitative research, strategic business plan

How to Cite:

Morrison - Moore, T. P. & Shane-Nichols, A., (2025) “An Experiential Learning Approach to Creating a Program-based Retail Store”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21868