Retail Warriors: The Front-line Of Fashion

Fronting a luxury brand in-store can seem posh, but the job usually involves more grit than glam.

- Claire Soong

As far as retail jobs go, getting to work in the world of luxury fashion is pretty much as good as it gets. Sales associates (or SAs, as they sometimes call themselves) are the gatekeepers between high-end products and their buyers – they bridge the gap between Birkin bags and the tiny percentage of the population that can afford them. And if movies are to be believed, they’re usually impeccably groomed and pretty sophisticated themselves.

But don’t be fooled by the glamorous facade – working in fashion retail is more than just discounts and uniform smiles. Many would envy the 30 to 50 percent discount that brands tend to offer their staff, but ironically, low salaries usually mean associates often aren’t able to afford the products even at staff prices. Retail is also known for weird hours (5am start times for restocking), and astronomically high selling targets that have to be met, often without reward. So the work to look polished and pristine usually involves more grit and less glam.

Behind the scenes

Working retail is commonly regarded as a fairly simple occupation. However, the job involves a lot of physical and emotional labour. While working in retail isn’t an Olympic sport (although it’s maybe just as competitive), it requires associates to be in relatively good shape. Most stores need their associates to be fit enough to lift heavy boxes, arrange displays, and stand for long periods.