In recent years, female entrepreneurship skyrocketed.

A 2019 report by American Express indicated that more than 40% of U.S. businesses were owned by women.

But businesses were dealt a major blow by the pandemic, and it disproportionately affected female-owned businesses. This may be attributed to the percentage of female-owned businesses in the hospitality and retail industry.

As part of Women’s History Month, Dr. Jenifer Roberts, associate professor in merchandising and product development, and Grace Mason, a Missouri State University student, share about a class project in the fashion program.

Roberts’ students are designing a business strategy and marketing plan for Yes! Athletics, which produces, among other things, wrestling shoes for girls.

“I’ve loved getting to learn more about Yes! Athletics. I think that it’s a perfect example of women empowerment because it really is started by a single mom with three daughters who is just wanting to grow this business,” Mason said. “So, it definitely gives us kind of even more of a driving factor.”

Roberts’ students meet with the members of Conroy Sales Group, a Springfield-based sales and consulting business, regularly asking questions and sharing ideas and inspiration.

“Doing a business analysis with an actual business elevates the students’ work before graduation,” Roberts said. “At the completion of this, it may be within weeks, or it may be within a year, these students will actually see their work come to fruition. They may see the change of social media. They may see the change of the logo. They may see the social media marketing that they’ve put into play.”

Partnering with Mother’s

Roberts works with the Small Business Development Center to identify businesses that might be open to partnering with her visual merchandising class annually.

This year, they’ve partnered with Mother’s Brewing Company to help improve their retail space. This helps a small business, she said, but it also teaches the students the principles of design and improves their skills with software for spatial design.

“They’re wanting customers to come in and buy their t-shirts and other souvenirs to help get the word out there about Mother’s,” Roberts said. “It’s a small square footage area, but there’s a lot of opportunity to grow the business.

“So again, that real-world experience is vitally important.”

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