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How a grueling Humber program paved the way for Priiya Singh’s career

My job as manager of a clothing retailer entails training and developing the associates, making sure we’re on trend and knowing what’s currently happening in the market. The brand was started by Paul Marciano, the founder and designer of Guess, and this is his separate designer line. We get a new collection every two weeks. 

My goal is to move up to Marciano’s head office and get into fashion direction, which involves going to runway shows and picking out elements we’re going to portray for the year.

Fashion has always been a huge passion of mine. I’ve had a subscription to Harper’s Bazaar since I was 13. It’s my bible. I got into modelling and as a result worked with designers, so I got to see that side of the industry and the ways they focus on trends. This year I’m competing in Miss Universe Canada, and fashion is a big part of it because you have to be able to present yourself in many different ways.

I went to Humber College for the four-year fashion management degree program. When I was deciding what to study, I wanted to start with the business side first rather than designing. The more you know about a business, the more you can go into it: how to run it, how the market works, how to penetrate the market. I do want to open my own line eventually, but I want to understand the building blocks before I get to my end goal.

When I first went into the program, I wanted to be a buyer. I love shopping, and as a buyer you get to go out and see the world. But at school, I really took to the trend forecasting and colour class and realized I’m more into the analytical side. I prefer to analyze a piece, as opposed to going out and buying what I’m told to buy. I wanted to go higher up the food chain. 

The fashion history class was great, as were customer behaviours, micro and macro economics and marketing – those courses were the foundation for the degree. You need to know the basics in these areas because when you first start a business – which is what Humber really emphasizes – you don’t have the funds to hire accountants and marketing teams for your line. You have to do it on your own.

Bruce Sinclair and Norma Ouellette, the program coordinators when I was there, were great supports. No matter what was going on, they had all the students’ backs and made sure we crossed the finish line.

The first couple of years in the program were brutal, because it’s just business. If you’re a fashion addict like me, you’re gonna die, but it’s really worth it once you push through to the end.

The day-to-day interactions with people are the best parts of my job. I meet so many people, and the team is like a family. All the staff are amazing workers. It’s always exciting getting new things into the store, new boxes for a new floor set. It keeps things moving and assures me I’m in the right place. 

The worst part of my job is also interacting with people day to day, because – I’ll be honest – it’s retail. It’s not the end goal, but it’s a building block and a great place to start. The business side is what’s going to move you up and teach you what you need to know.

To excel in my job, you have to be open to ideas. A lot of eyes see things very differently. Two people can look at the same picture, but what stands out to one does not stand out as much to another. You have to think with an open heart, be strategic and know what your clientele will and won’t wear. You have to incorporate others’ opinions. It’s a team effort.

The students in the Humber program my year were all women, and a lot of my classmates were very opinionated. Taking everyone’s opinion into consideration and incorporating their ideas became essential. If you can do that, you’re golden. 

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