Only passion can pioneer entry into a fulfilling professional experience, Aru Kulkarni, former chief customer officer and president of Liz Claiborne apparel, proclaimed to roughly 40 Dartmouth students in a lecture on Thursday. Kulkarni related her experiences in the ever-changing fashion industry, offering advice to undergraduates that will soon enter the workforce.
The constant movement of the fashion industry provides an exciting work environment, said Kulkarni, who has experience as a buyer, seller and manager.
"It doesn't matter whether you live in a small town in the South or in New York City -- everyone gets information at the same time," Kulkarni said. "Everyone wants to be current and trendy."
The media often misrepresents the industry through portrayals, like the film "The Devil Wears Prada," according to Kulkarni.
"Yes there are some divas -- they exist," she said. "But it is mostly a business like any other, it's really a consumer products business."
The fashion industry has struggled to recruit students from Ivy League schools in the past, Kulkarni said.The industry pulls graduates from top schools more successfully today, she said, but students tend to pursue careers in finance.
"When people are graduating, they tend to think about investment banking and consulting," she said. "They seem to gravitate towards these jobs when there are many, many other choices."
Following your "gut" feeling when making decisions is extremely important, Kulkarni said. At several junctures in her career, including her move to Liz Claiborne, Kulkarni chose to transition jobs based on instinct.
"If it's investment banking that turns you on, then go do that," she said. "I am where I am because of my passion for this industry."
Hard work and dedication to one's job pays off, Kulkarni said, as she recounted her recruitment by Warnaco, the company that owns Calvin Klein underwear and Speedo, after she had established a reputation as an account executive in sales at Maidenform.
Kulkarni joined Liz Caliborne in 2000, basing her decision on the culture of the company and its name recognition, she said.
"Liz Claiborne has 97 percent brand awareness," she said. "It's like Coke or Xerox. You can't buy that kind of awareness."
Liz Claiborne has been revolutionary in the development of women's clothing, Kulkarni said. The company was the first to design feminine business wear when women began entering the workforce in the 1970s, an accomplishment she believes contributed to the company's initial success.
Kulkarni left her position at Liz Claiborne last month and is currently interviewing for chief executive officer positions at a number of companies, she said.
The speech was sponsored by the South Asian Business Association and co-sponsored by the Dartmouth Latino Business Society.
Kulkarni's daughter, Amita Kulkarni '10, is a member of The Dartmouth Staff.
