Diversity of occupational orientations in Sales vocational education and training

The article examines the ways students in the school-based part of the vocational education and training (VET) in Sales begin to make sense of the world of work they are about to enter. Drawing on a qualitative study of upper-secondary Sales VET students in Norway, a four-fold typology of orientations to retail work is analysed: first, the disoriented Drifter who is restless and eager to move on to other activities or drifts on to retail apprenticeship without developing any substantial interest; second, the product-oriented Consumer is driven by a strong personal interest in the line of products, for example fashion, music, cars or electronics, and the sense of lifestyle they convey; third, the service-oriented Professional reasons on the basis of satisfaction deriving from the act of providing service to customers; and fourth, the career-oriented Aspirer who is motivated by career advancement opportunities within the retail sector. The article aimed to extend understandings of the initial process of becoming by elucidating the students' subjective accounts of their diverse paths into retail work within the weakly established Sales education, approaching a labour market sector depicted in terms of low-skill and high turnover.