Blog

What Localization Means for Collegiate Retail

December 17, 2024

By: Jeremy Bare, Chief Merchandising Officer

At Follett, we’re all about creating campus store experiences that feel personal and connected to each community we serve. Localization is at the heart of what we do, helping every store become a hub for school pride and a welcoming part of campus life. Whether it’s handpicked merchandise that celebrates traditions, products that speak to local trends, or thoughtful touches that make students feel at home, we’re always looking for ways to make each store a true reflection of the academic or athletic community it supports.

Localization has been a long-time passion for me. Throughout my career, I’ve had the opportunity to help a number of well-known retailers curate local offerings to make the shopping experience feel unique and culturally relevant. In my role at Follett, I’m thrilled to continue this work in collegiate retail, where place, tradition, and campus culture are an essential part of the higher ed experience.

Every campus has its own unique story, shaped by its traditions, culture, and community. It is the mission of my team, and teams across Follett, to collaborate with campuses of all sizes to capture that story and bring it to life through personalized store experiences. I’m delighted to share how we’re bringing localization to life at partner campuses across North America.

Building Community Through Local Partnerships

To create a merchandise strategy that resonates, we actively engage with your campus community to understand what matters most to them. Our latest research revealed that over 78% of students surveyed said they’d be more likely to shop at their campus store if it featured products from local businesses. That’s why we’ve made supporting local a key focus, curating products that reflect the unique identity of each campus and its surrounding community.

This past year, at the recently renovated George Washington University (GW) campus store, we saw just how impactful localization can be. Our partnership with local vendors brought DC-inspired merchandise to the GW community, featuring everything from an assortment of Made in DC items to apparel and gifts celebrating the 2024 Cherry Blossom Festival.

At Dillard University, a historic HBCU, we were proud to partner with President Rochelle L. Ford to bring Black Opal LLC—a Black-owned and women-owned cosmetic company—to the campus store. This collaboration reflects Follett’s commitment to inclusivity and representation, providing students with products that align with their values and identity, especially during the holiday season when personalized gifting takes center stage.

At two other storied HBCU, Morehouse and Spelman, we featured a unique assortment of Ralph Lauren apparel to create an elevated and exclusive product offering for those campus communities.

Enhancing Campus Spaces 

Localization is embedded in every store partnership, down to the one-of-a-kind layout and assortment of each physical campus store. For schools in rural areas, we curate the right mix of convenience and grocery items to meet student needs for essentials without leaving campus.

For urban schools like NYU, where tourists and locals mingle with students in store, we offer a blend of high-quality NYC-themed gifts and books by local authors. These curated items make the store a destination for shoppers looking for meaningful gifts that reflect both the city and the university’s unique identity.

Localization also means being nimble during seasonal trends and events. During the holiday season, our campus stores embrace the holiday spirit with creative decorations and enthusiastic team involvement to create a welcoming and cheerful atmosphere for students, faculty, and visitors alike.

At Tennessee State University, the campus store transforms its space into a celebration for winter graduates with an annual themed backdrop. This year’s design, inspired by the nostalgic Charlie Brown holiday tree, uses the store as a gathering place for students to commemorate their achievements. By offering this thoughtful and personalized touch, the campus store creates a memorable experience that celebrates the pride and spirit of the TSU community.

Delivering Memorable Events

While every campus is unique, Follett consistently enhances campus experiences with one-of-a-kind merchandise and pop-up shops tailored to local traditions and celebrations. These efforts help campuses connect with their communities and foster a sense of pride and belonging among students, alumni, fans, faculty, and staff alike.

At the University of Texas at Arlington, final home games for softball and baseball are celebrated with inviting pop-ups that bring game days to life.

The Metallica Pop-Up at Virginia Tech celebrated the band’s collaboration with the Hokie community during their “M72 World Tour.” Exclusive Metallica x Virginia Tech merchandise was offered at multiple campus locations, showcasing how partnerships can create unforgettable events that unite music, sports, and campus pride.

Similarly, the HBCU New York Classic brought Morehouse College and Howard University together for a thrilling game that featured tailgating, live entertainment, and HBCU pride. Follett was proud to support Morehouse at the event with a pop-up shop offering exclusive merchandise that celebrated the traditions of both schools. These assortments resonated with fans, alumni, and students exemplifying how localized efforts bring the entire campus community together. You can watch highlights from this unforgettable event in this video.

From game days to cultural events, Follett’s localized pop-ups and retail activations bring energy and excitement to campuses across North America. A T-shirt or hat purchased at a special event isn’t just merchandise—it’s a piece of the experience that connects people to their campus pride. And through our ecommerce sites, these unique assortments are available year-round, ensuring that remote members of the campus community—alumni, fans, and families—can celebrate these moments no matter where they are.

Aligning with Student Values and Creativity

Localization and customization are key to connecting with Gen Z and Gen Alpha, as well as the broader campus community, including alumni, fans, faculty, and staff.

Follett partners with brands like Refried Apparel, which upcycles surplus clothing, The Phluid Project, a leader in gender-free fashion, and Tones of Melanin, which celebrates HBCU culture while creating opportunities for students and alumni. These partnerships align with the values of today’s students while enhancing the campus store experience.

Beyond offering curated products, Follett empowers students to shape their campus stores through creative collaborations and design initiatives that reflect their unique talents and perspectives.

At the Spartan Bookstore, a New York Fashion Week challenge invited students to design avant-garde pieces using denim. The top designs will be displayed in-store from Christmas through January, with winners heading to Fashion Week.

At the University of Montana, Nike’s N7 program celebrated Indigenous culture with a logo designed by Native alumna Kaylene Big Knife. Featured on basketball shooting shirts, the collaboration honors campus identity and fosters meaningful community engagement.