S H O W R O O M S H O W CA S E
THE GREAT CONNECTORS With their fingers on the pulse of the childrenswear business, sales reps from across the country step out of their showrooms and into this Earnshaw’s spotlight to discuss the state of the market and what’s ahead for 2022. BY
MICHELE SILVER
Working safely at In Play
SHOWROOMS AND THE sales representatives who run them provide an invaluable business link between childrenswear manufacturers and their accounts. Often behind the scenes, sales reps are creating inviting spaces to best showcase brands, learning the unique needs of manufacturers and retailers, staying up to date on trends, and offering their business expertise that has been built on decades of industry experience. It’s a job that requires a high level of commitment, time and patience. “Our longtime retail partners trust us to introduce them to brands and products we believe in, and that’s how we pick who we work with,” says Sandra Martinez Roe of In Play. “Our brands depend on us to educate and guide them for a successful launch of a product and/ or brand based on our many years of knowledge
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and partnerships. It is important that what we sell, in the end, sells through.” Allison Moroze, who runs Ali’s Market, concurs about the careful relationship building so that both parties are successful. “I do my best to understand the needs and nuances of my manufacturers/brands. I am not just writing an order—I am establishing trust and a partnership between my manufacturers and the retailers. My job is to bring those two together so everyone gets the best sales they can.” Task Rabbits Throughout the season, sales reps have a host of tasks for their dual set of clients, according to Julie DeJardin Smith, who runs Julie Smith Kids. For the manufacturers, she stages the space to showcase each collection and connects with established and new stores in the region
E A R N S H AW S . C O M • N OV E M B E R / D E C E M B E R 2 0 2 1
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12/3/21 2:09 PM
