Retail is often seen as a world of bright displays, smiling staff, and quick transactions. But behind the polished storefront lies a fast-paced, demanding environment that requires grit, leadership, and the ability to connect with people on every level. Gugulethu Zwane, Area Manager for seven stores under the Puma Group, has spent over two decades building her career in this space.
Finding Her Footing in Retail
Gugulethu never set out to work in retail. “I wanted to be an attorney… I could argue both sides of the story at any point in time,” she recalls. But life had other plans. With just a day’s rest after her final matric exam, she entered the retail workforce as a casual at Mr Price in 1997. Over time, her love for the industry grew, steering her away from her original dream and toward a new career path.
She invested in herself through retail-focused learnerships, completing qualifications up to NQF Level 7, most recently with Regenesis. “Those programs taught me a lot about where retail is going, the threats, and the opportunities,” she explains. “I would come back from class excited to share something new with my team. That knowledge became a tool to grow not only me, but the people around me.”
A Day in the Life of an Area Manager
Managing seven stores across a region requires a balance of operational oversight and people management. “You can hire robots for anything else, but not for people,” Gugulethu says with a laugh. She navigates a spectrum of personalities daily—customers with varying moods, employees from different generations, and suppliers with different demands.
Listen on Apple Podcast: In Conversation with Gugulethu Zwane
Her leadership philosophy is rooted in empathy and presence. “To be a leader, you can never be a leader if you can’t serve,” she insists. “You cannot just be all about policies and procedures. You have to have a heart to grow people. If you forget the human factor, you lose the essence of leadership.”
The People Factor
Over the years, Gugulethu has learned that behavior in the workplace often has deeper roots than it appears. “When people go into things that are wrong, it’s not necessarily that they’re naughty or ill-disciplined,” she explains. “If you take time to sit with them, you’ll understand the cause. That changed the way I lead.”
Her recruitment process reflects this understanding. She asks candidates about their living arrangements, family roles, and responsibilities—details that can reveal their work ethic and resilience. “Firstborns are often more persevering; lastborns tend to have a softer approach,” she notes. “Once you understand people, you can lead them better.”
Retail Myths and Realities
To outsiders, retail may look like a world of discounts and sales events, but Gugulethu paints a more complex picture. “Behind the scenes, you have stock to receive, steam, price, and sell—all while keeping a smile on your face,” she says. Peak seasons like December can be especially challenging, with absenteeism, long hours, and heavy workloads.
Listen on Amazon Music: In Conversation with Gugulethu Zwane
“You can never walk out of the back area crying or sad,” she says firmly. “When you step out, you have to be positive, passionate, and smiling. The target must be met, and the customers must feel valued. That’s the culture of retail.”
Keeping the Brand Alive
For a global brand like Puma, consistency is key. Gugulethu ensures this through company initiatives that focus on “DNA, the world, and being the love brand.” But for her, it’s more than corporate strategy—it’s personal. “It has to start from home. If your employees love the brand, the products, and the customers, that love will be felt in-store,” she says.
She also believes in the power of word-of-mouth. “If customers feel the welcome and personal touch, they will always come back—and they’ll tell others. Word-of-mouth is still the biggest thing ever.”
Adapting to Change
One of her biggest career challenges came when she moved from Durban to Pretoria. She faced heavy traffic, a manual car after 20 years of driving automatic, and navigating new store locations with GPS. “It was an adventure every day,” she says with a smile. On top of that, she had to adapt to a new cultural environment and customer base.
Despite the struggles, she has no regrets. “I’m actually grateful I took the risk. I don’t think I would have learned everything I have in these nine months if I stayed in Durban.”
Joy in Seeing Others Grow
What truly brings Gugulethu pride is watching people grow. She recalls hiring young casuals who are now managers, homeowners, and leaders in their own right. “Seeing people turn the page from being the baddest of them all to the best managers—it’s fulfilling,” she says. “We laugh now about the struggles they gave me in the beginning.”
Advice for Aspiring Retail Leaders
For anyone considering retail, Gugulethu offers a simple challenge: “Go to a store, not as a shopper, but as if you work there. Listen to customers. Is this what you want every day? If yes, take it. Once you fall in love with retail, there’s no going back.”
She also encourages confidence from the start—a lesson she wishes her younger self had known. “When I started, I was green and overly respectful, and people exploited that. I wish I had been confident from day one. But those challenges made me stronger.”
Choosing Retail Again and Again
For all its challenges, Gugulethu wouldn’t trade her retail career for anything else. “I will choose this over and over again,” she says with conviction. Her story is one of adaptability, people-centered leadership, and the belief that growth—for herself and others—is the true measure of success in retail.
Listen to the Full Conversation
If you enjoyed Gugulethu’s story and want to hear her reflect in her own words—the laughter, the lessons, and the passion she brings to retail—you can listen to the full episode of My World of Work wherever you get your podcasts.
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