Business as Usual? Not at Richard Lerman’s NAUMD

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.

Lerman’s task is indeed formidable. He is charged with revitalizing a somewhat lackluster membership that for years has been feeling the heat of globalization, off shore sourcing, and consolidation beating down its collective backs. As a consequence, the NAUMD has recently found it difficult to attract and retain members, a predicament Lerman has vowed to correct.

“The first thing I’ve tried to do is to get members to believe that we’re actually going to do things and change things,” says Lerman.

To accomplish this, Lerman has embarked on a major communications effort, revamping the association’s website and launching new publications aimed at keeping members up to date regarding association happenings. He’s even reorganized the staff, a move designed to better reflect their talents and boost services to the membership.

Perhaps more importantly, he has listened. Like a rock star on a world wide tour, he has racked up countless hours on the road meeting with members, and he has worked the phone better than a politician running for office -- all with the goal of determining the key needs of his membership.

Not surprisingly, Lerman has uncovered that these needs are diverse and many, particularly for the association‘s dealer distributors. “Most dealers have forgotten that they’re retailers,” Lerman notes. “If a store is selling police uniforms, why shouldn’t it also sell the socks or undergarments that the customer might buy? And what about other items? There are ways for dealers to increase their revenues, and we’re going to give them the skills they need to do this.”

The association also plans to assist dealers with their internal operations. “We’ll provide information on lighting techniques and store display, and right now we’re developing an employee manual template for our dealer members,” Lerman adds.

To bolster educational opportunities, a series of regional seminars is also in the works, with the first slated for this summer. The meetings will provide professional development, networking, and the chance for dealers to have their specific needs addressed. “Manufacturers will be invited to attend, but the focus is on dealers,” notes Lerman.

A renewed emphasis on dealers will go a long way in energizing the membership as it currently stands, but what of plans to attract new members? Will the association dump its seemingly outdated made-in-the-USA tag line, in favor of a more industry-inclusive label?

In another sign of what is not usual, Lerman tackles the question head on. “Look, we can either relinquish the business, or be part of the process. Will foreign companies at some point be part of the NAUMD? Yes.”

The executive director believes there are lessons to be learned by looking at other industries. “Many businesses, the chemical industry being the first, have gone global, and have been successful making products somewhere else but marketing and selling here. Would it be better if we could make it here too? Sure, but it’s not realistic,” says Lerman.

Lerman plans to look beyond the industry to add to the membership rolls. “We might invite professional service firms or allied industries to join the association,” says Lerman. “Our members already do business with these groups, and if by joining, these companies can increase their business, and vice versa, why not?”

Clearly an out-of-the-box individual, Lerman wants to overhaul some longtime association programs that have become staid over the years. His number one target? The Image of the Year Awards, a program that honors the best and brightest career apparel designs. “It’s a great program, but opportunities are being missed by the way we perform it,” says Lerman.

With the industry’s growth area steadily shifting to career apparel markets and away from traditional blue goods, Lerman wants to introduce the program to a wider audience. “We have to do a better job of including those who have been our number one market -- the career apparel enduser.” he says. He’d also like to work with the New York-area design schools in promoting this segment of the uniform industry as a career option.

Plans are also underway to improve the caliber of entries, recruit a panel of judges from the fashion and journalism worlds, and to solicit programs from members who have not participated. As for the actual awards ceremony, look for big changes in the near future. “I envision it as a major awards show for which you need a ticket to attend. This is a prestigious part of our industry. Why should the event be held at a time when everyone is rushing to get to his or her booth (at the convention)? It‘s meaning, it‘s purpose, becomes confused,” says Lerman.

Which may have been part of the problem with the old NAUMD -- its message had become muddled. “In an association, all you have is your message,” adds Lerman. “If you don’t provide a window for communication, you’re not doing your job. We’re going to ask our members what they want, and work on ways to provide it. That’s the key for retooling the NAUMD.“