St. Thomas University students named finalists in National Retail Competition

St. Thomas University (STU) Fashion Merchandising & Design students have been named among the top 10 finalists in a national retail case competition hosted by the NRF Foundation in collaboration with Macy’s, Inc., with more than 6,500 students nationwide eligible to compete.

The annual NRF Foundation University Challenge engages undergraduate teams from across the United States in a strategic business case project. Participants are evaluated by senior retail industry executives and tasked with developing innovative strategies for a major retail brand. This year’s focus challenged competitors to propose ideas that expand Macy’s gifting offerings beyond traditional holiday periods.

The STU team—comprised of students Alyssa Luna, Giovanna Calabrese Villanueva, and Sophia Tellez—presented a concept titled “Golden Week: A Gift Curation for Macy’s.” The proposal explored incorporating Golden Week, a holiday period celebrated in Japan, as a spring retail moment within Macy’s U.S. business model. Their approach combined cultural storytelling with curated gift collections tied to a globally recognized celebration, supported by consumer research and financial projections.

In developing their entry, the students also drew inspiration from globally celebrated holidays such as Diwali, Carnival, and Chinese New Year to inform their curated products and campaign ideas, aiming to reflect both cultural traditions and broader market relevance.

As finalists, the STU team is invited to attend the NRF Retail’s Big Show and associated student programming in New York City from January 8–13, where they can engage with industry professionals, attend sessions on topics such as emerging retail trends and technology, and access networking and career development opportunities. The event typically attracts tens of thousands of retail executives and exhibitors.

The STU Fashion Merchandising & Design Program, part of the university’s Gus Machado College of Business, emphasizes experiential learning and industry engagement. Program leadership highlights the value of competitions like the University Challenge in preparing students for careers in fashion, retail, and related fields.

Organized by the NRF Foundation, the University Challenge is one of several initiatives intended to connect students with real-world retail experiences. The foundation supports these opportunities alongside scholarship resources and industry networking aimed at helping students transition into professional roles after graduation.