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By Jackie Rosselli
For Richard Lerman, success in business, as in life,
can be measured by one distinct credo -- adherence to
what he refers to as the platinum rule -- treat people
the way they want to be treated. After all, people respond
to each other. And in business, he gently reminds, individuals
buy from individuals, they don‘t buy from companies.
It is this philosophy, it appears, that will drive Lerman’s
tenure as head of the National Association of Uniform Manufacturers
and Distributors (NAUMD), the New York-based trade group
that has been the voice of the American uniform industry
since its inception in 1933.
But that voice is changing, driven by the hiring last
February of Lerman to succeed Bernie Lepper as the association’s
new executive director. Mr. Lerman sat down with this reporter
last month and shared his views on issues ranging from
member recruitment to industry market shifts to globalization.
While the subject matter was diverse, one common thread
was woven throughout the interview: this is not your fathers’ NAUMD
anymore, and business will not be conducted as usual.
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By Joseph Greco, M.S.O.D.
Want a proven method to increase your business?
Here’s a straightforward, understandable approach,
although simple is not always easy. There is no free lunch
but at least you stand a chance to hit a target you can
see. I came across the quote below that I had seen before
that stuck in mind for good reason. I want to share it
with you because it symbolizes a significant cultural change
currently underway here at our company, Greco Apparel.
We are shifting from many years of a “manufacturing” viewpoint
or paradigm to an attitude rooted in delivering absolutely
excellent, reliable and dependable client service both
in products and information. While our mission statement
declares that we want to delight our clients, here is a
way to conceptualize this ideal and bring it to realization.
David Ogilvy, a famous advertising executive, noted that “In
the best institutions, promises are kept, no matter what
the cost in agony and overtime.” At first, this definition
seems a bit callous. In reflecting on this quote, I thought
the idea of “no matter what the cost,” fairly
strong. But think in the negative for a moment about the
cost of not keeping the promise: lost clients, air freight,
charge-backs for late delivery, or poor quality. Not keeping
the promise is more expensive typically than working to
keep it.
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New products and services were abundant last month,
and we are pleased to feature some of the more interesting
items below. Read on for the latest from River‘s
End, Elbeco, SanMar and ASI.
Spring has been a busy season for River’s End
Trading Company, the wholesale distributor of imprintable
apparel and accessories. In May, the company announced
two enhancements to its product line -- it added Lacoste
classic pique polo shirts to its spring sport shirt selection,
effectively becoming the industry’s exclusive distributor
of the brand, and launched a new product line, Tommy
Hilfiger Golf.
...
May was also a good month for Letter Carriers, thanks
in part to Elbeco. The Pennsylvania manufacturer
last month introduced a line of tagless polo shirts for
letter carriers.
...
While not exactly a product, it is a first of its kind
for SanMar, a wholesale supplier of apparel and
accessories. On June 1 st, the Seattle-based company debuted
its first catalog that focuses completely on uniforms.
The new 36-page catalog features 12 never-before-seen styles,
including pants, outerwear and safety wear from CornerStone™,
SanMar’s workwear collection which premiered last
year.
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