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Students in Fanshawe's Fashion Marketing and Management program recently got a backstage pass to the world of upscale retail at the world-famous Rock Shop at the Hard Rock Hotel.

Students from the Store Planning class took over the space on Friday, November 28 as part of a hands-on class project designed to help build confidence and career skills. They were tasked with planning the store, updating the visual elements and refreshing key areas – including merchandising, flow, displays and window presentations – all while staying true to Hard Rock brand standards. Their goal was to help drive traffic, increase sales, improve shoppability and create an inviting holiday experience for hotel guests and shoppers.

"We were so excited for the opportunity to partner with this gem in London! With all the energy of the Merry Market and all things holiday at 100 Kellogg Lane, it felt like we could contribute to something special. This facility is world-class, and the students were thrilled to be part of it!" Says professor Kerri-Lynn McKenney, who teaches store planning and visual merchandising.

"We were so excited for the opportunity to partner with this gem in London! … This facility is world-class, and the students were thrilled to be part of it!"

Kerri-Lynn McKenny, 
Professor, Fashion Marketing and Management

For the students, decking out the hotel’s Rock Shop was about more than hanging garlands and dressing mannequins with holiday spirit. Behind the sparkle of festive décor was a whirlwind of creativity, flexibility and last-minute hustle that turned theory into practice. From mastering brand standards to teamwork under real-world pressure, the experience gave them a crash course in what it takes to keep an upscale retail outlet humming while leaving guests with a little extra holiday magic.

The results speak for themselves, and the store team noticed the energy and talent behind every detail.

"I was thrilled with the work and effort the students took to help remerchandise the store and decorate for the holidays," says Jordan Springer, manager of guest experiences for Hard Rock Hotel and the Rock Shop. "Merchandising is not easy, and even less so when there are rules to follow that you are not used to. Considering it was the students' first time in the shop, only having seen pictures before, made it even more impressive." 

Fashion Marketing and Management students laugh while setting up a display
A glass display with the Hard Rock logo and a large guitar
One of the displays set up by Fanshawe students in the Rock Shop
Two mannequins inside a glass display with the words "Rockin' Around"
Two students pose in front of a merchandise shelf covered in garland
Two students getting into the festive swing of things while helping to remerchandise the Rock Shop
Two child-sized mannequins posed in winter clothes beside a table
Even the kids get to look stylish thanks to Fanshawe students!
Two rows of shirts and hoodies hanging on a display
One of the displays set up by Fanshawe students at the Hard Rock Hotel store

"I was thrilled with the work and effort the students took to help remerchandise the store and decorate for the holidays."

Jordan Springer*, 
Rock Shop and Guest Experiences Manager, Hard Rock Hotel

*Jordan completed the Fashion Marketing and Management program at Fanshawe in 2016 and went into a merchandising contract immediately after graduation.

The Rock Shop sells clothing, accessories and music-inspired keepsakes. This latest collaboration builds on Fanshawe's ongoing partnership with Dora Hotel Company as part of the launch of London's Hard Rock Hotel, the first location of the popular franchise in Canada.

Learn more about Fanshawe's two-year Fashion Marketing and Management co-op diploma program

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