Alma DECA students tops in retail, community support

story and photos by Marla Cantrell
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Reading, writing and retail?

Yes, retail.

Alma marketing students are learning all three, while working in the school’s award-winning store, Aire-looms. The irony of the misspelled name is not lost on the students, but it’s catchy.  And catchy is good if you’re in marketing.

The store is the only one of its kind in Arkansas, and one of just 42 school-based enterprises in the nation. Last year, Aire-looms won gold certification from DECA. The students’ presentation was so well-constructed, it’s listed on DECA’s Web site.

Middle school marketing teacher Ross White said it’s been quite an endeavor.

“In Arkansas, most student-enterprise stores sell candy,” White said. “Harrison sells coffee. Apparel-wise, there are not many. We’re pretty much the only complete retail store.”

In 2009, sales totaled $59,509. The biggest month was August, when Aire-looms sold more than $13,000 worth of merchandise. But even in July, when the school was closed, the store brought in $5,250.

Aire-looms opened in December 2007, just after the new 3,330 seat basketball and volleyball arena was completed. With no booster club, the school searched for a venue for Airedale apparel. Sherry Siler and her high school marketing students filled that void. 
Siler is now teamed with White and his middle school students. Both teach marketing, both oversee the 150 business students in grades eight through twelve, and 120 belong to the DECA club. Not bad for a program that began in 2005.

The store, which opens every school morning at 7:45, well before the 8:30 bell rings, is filled with Airedale apparel. And it’s not only for adults; clothing is available for the baby Airedale. Jewelry, gourmet items, purses, hats, tote bags and dozens of other student-selected merchandise are also for sale. Aire-looms re-opens after school until 4 p.m., for special occasions, and until 8 p.m. on varsity game nights. It also maintains limited hours during the summer.

Students design many of the t-shirts and hoodies, listen to sales pitches from merchandisers, create window displays, and come up with marketing plans. They also work the registers, as well as debit/credit machines.

“It’s our learning lab.” White said. “Science class has a laboratory. Athletes have practices.  This is where we come to learn.”

Aire-Looms is one of a few places to buy gifts in Alma. White said the store is so popular that shoppers from the community are now a big part of their business. (Adults coming to the high school must pick up a visitor’s pass at the main office.) Mothers have discovered the shop and often buy gift bag items for their kids’ birthday parties. Junior Teryl Robinson said the magnitude of the sales surprise him.

“Some of those moms come in and spend $200,” Robinson said.

Moms are one thing, but dog breeders?

“I know that last year we dealt with a lady who bred Airedales and since we’re the only high school in the U.S. that has an Airedale as a mascot, we sent her a bunch of Airedale stuff,” Robinson said.

Maybe not a true Alma fan, but her money is just a good.

They also mail merchandise to former students, who’ve moved on but can’t move past the Airedale spirit. A 1957 graduate in California is now wearing an Airedale t-shirt, thanks to Aire-looms. The students will mail merchandise anywhere. They’ll also direct shoppers to other stores if they can’t help. And they gift wrap.

It’s that kind of customer service teachers White and Siler believe will set these students on the right path. Senior Ashley Lamar said she feels confident, even in this tough job market.

“We’re taught how to write profession letters, how to make a good first impression,” Lamar said. “Ms. Siler makes us start the day with a handshake and we always maintain eye contact.”

Junior Taylor Carson finds the research behind retail fascinating.

“We surveyed,” Carson said. “T-shirts came in first, and hoodies were next.  They’re not that expensive because we order in bulk.”

But they don’t last long.  An order of 270 shirts arrived two weeks ago and now only 20 remain.  And surprisingly the school colors are not the bestseller.

“Most people here bleed green and gold, but last spring we tried other colors,” White said. “Purple, along with pink and green are our big sellers.”

Nothing is selling faster right now than pink. Aire-looms is selling apparel for the upcoming Madelyn Flenor Pink Zone basketball game against the Morrilton Devil Dogs on Feb. 19. Coach Madelyn Flenor, who leads the girls’ basketball team, is battling cancer for the second time. The money raised at the upcoming game will go to fight breast cancer.

“She’s still going strong, still coaching,” White said. “Everybody cares so much about her.”

The DECA club works hard to be part of the community, from sponsoring the Miss Alma pageant and sending the profits to Arkansas Children’s Hospital, to teaching younger students fire safety.

It’s paid off.

Alma won the state DECA Chapter of the Year award the past four years. And all the money they make in the shop goes right back into the club. Last year, 22 members attended the DECA International Competition in Anaheim, Calif., all on the store’s dime.

And the store has a few dimes. At the grand opening in December 2007, Aire-looms had approximately $5,500 in inventory and an account balance of a little more than $400. But by July 31, 2008, the balance had grown to $1,622.26. And in August 2008, the average sales per hour were $391.80, during the 26 hours of operation for the month.

White said the store’s success proves the hands-on learning lab works. And maybe, just maybe, it’s not a coincidence that green and gold are not only the school’s colors, but the color of money as well.