Study Type: Apprenticeship
Study Location: Joseph Wright Centre
Subject Studied: Retail
Fashion retail apprentice helps indie retailer grow, despite lockdown
DCG Fashion Retail apprentice Dayne Yearwood has had to learn quickly in his first year with independent menswear retailer Henry George.
Dayne joined the Ilkeston-based business on its first day of trading in October 2019 but within weeks of opening, the shop had to close its doors for four months due to coronavirus.
But, despite the huge challenges of trading during a pandemic, Henry George has continued to enjoy wide customer support and is now opening a second shop in Mansfield.
After leaving school eighteen-year-old Dayne studied for A levels in IT, Photography and Maths but found sixth form college wasn’t for him.
So, his uncle, who at the time was planning to open Henry George, suggested the fashion retail apprenticeship at his new business.
Dayne, who has always been interested in fashion, is enjoying all aspects of his role. He said: “I like the customer service side of the job and interacting with the people who come in.
We’ve got a good following locally too, with some customers visiting the shop every week to see what’s new in. I also like the social media side, using it to promote the brand and to grow our sales online and in the shops.”
Due to lockdown Dayne hasn’t been assessed in the workplace as yet but he’s pleased with the support he’s receiving from Derby College.
He added: “My lecturers are good. They contact me regularly to see how I’m getting on and they’re always there to offer help.
I’m glad the shop’s reopening and that I’ll be able to catch up with my assessments soon and get my fashion retail qualifications.”
Ash Allen, Operations Manager at Henry George Menswear, said Dayne’s IT and photography skills were benefiting the business.
He added: “I’ve been able to hand over all the social media and photography aspects to Dayne. He’s looking after the promotional shots and our Instagram and Facebook accounts, freeing me up to concentrate on sales and business development.
“We’re continuing to grow, with two shops now, so longer term we may look at taking on another retail apprentice.”
My lecturers are good. They contact me regularly to see how I’m getting on and they’re always there to offer help. I’m glad the shop’s reopening and that I’ll be able to catch up with my assessments soon and get my fashion retail qualifications.