Sales Rep Feature: Randy Morris Agency RMA
** This interview orinally appeared 22 November 2012
Q: TELL US A LITTLE ABOUT RANDY MORRIS AGENCIES LTD. RMA SINCE OUR LAST INTERVIEW IN 2008.
RM: RMA continues to represent the hottest labels and product lines of clothing and footwear. Success has been earned by reacting quickly to market changes, being the master of reinvention and embracing technology. We are driven to ensure the right products are placed in our clients stores so they prosper for the long run. Our customers do well, then so do we. My clientele are predominantly specialty stores. Today's fashion sector is being stretched in different directions. The high end sector continues to grow, all be it on a reduced scale. I am proud of my top brands that cater to this market.
The majority though are popular to medium priced stores. There has been serious deflation in this sector. RMA's product mix has evolved to meet and win this challenge. Our labels specialize in goods that are truly "special" and name brand. They are all highly advertised and mostly designed in either Canada or Europe. The brands for this sector sell at aggressive price points, with low wholesale costs fueling margins, resulting in higher profits for the retailer.
Working strategically with both customers and suppliers over the internet is crucial. In yesteryear, clients would come to market 2 to 4 times a year, or we would see them on the road, orders are placed and that was it till next time. Today's hottest trends go from the runway to collections in days. Opportunity buys become available and I want our valued customers to be able to take advantage of these. Retailers cannot wait until our next visit or show. Through the internet, emails, cads, photos, skype, "www.cutandshow.com" and other websites communication is immediate.
Professionalism is important. I am proud of our long-term relationship with both our clients and principles; providing the best customer service is our mandate. Passion and positive energy fuel us.
Q: WHAT TYPE OF BRANDS DO YOU REPRESENT?
RM: It is important to be proficient in the merchandise you carry. I consider myself a denimoligist, swimologist, outerwearologist, footwearologist and any other type of fashion and performance technologist there is. My portfolio of brands are all the most sought after, all the leaders in their fields. Calculatedly they are a diverse mix so that we have products for every sector. If a retailer carries garments or footwear in the west, it is likely we do business together. This extensive customer base provides the opportunity for RMA product lines to be placed in the widest range of distribution channels and with our exclusive brand selection retailers have access to products they would often not have the opportunity to carry.
Q: FOR THE FALL 2013 BUYING SEASON, WHERE CAN RETAILERS VIEW YOUR BRANDS?
RM: Retailers can view our brands at our RMA sales office in Unit #123 at Vancouver’s Fashion Exchange Center, Metro Shows in Vancouver, Trends, in Edmonton, Midwest Market in Saskatoon, MAGIC, Vegas, Project in Vegas and New York and New York Fashion Week.
Q: WHAT TRENDS OR LOOKS ARE GETTING YOU EXCITED THESE DAYS?
RM: Fashion is an art form. I am always intrigued as to how designers take materials and interpret them. In outerwear it is all about fur collars, duck down fillers etc.. for denim clean is working on the West coast where embellishments continue to be strong on the Prairies. Rises are slowly going back up. With clean being the look in denim I am amazed by the different washes that the manufacturers have conceived. The wide range of colors in fashion are uplifting too and will translate to positive retail sales. For swimwear I am proud to now be working with the Miracle Suit family of brands. They coined the phrase "loose 10 lbs in 10 seconds." Women's swimwear is all about camouflage and enhancing ones appearance. They are not kidding. Miracle Suit works. Men's wear is always strong, and I am impressed with the soft color tones. It's is all going back to the 80's... Hoodies and fleece driven lifestyle looks are timeless and I am pleased to see many different variations of these concepts within my brand portfolio too.
Q: WHAT IS YOUR HOTTEST SELLING ITEM(S) RIGHT NOW?
RM: Guys are starting to dress up again and woven shirts are making a big comeback. Yeah! I like the more structured yet casual look. T-shirts, hoodies and slimmer denims for guys for never go out of style. For gals its looking pretty in hoodies, dresses, strappy tops and exciting jeans wear. For women I am impressed with our Lola Tummy Tuck Jeans. Science and technology in the cut and sew trade, especially when it comes to jeans wear is now so advanced.
Q: HOW HAS CUT & SHOW HELPED YOU?
RM: I am a big fan of www.cutandshow.com. It directly targets those that I want to reach out to most: Retailers and suppliers. I enjoy reading and find the weekly newsletters very interesting. Cutandshow.com is very visual and my site can be updated as fast as fashion changes. Over 1600 retailers and suppliers visit my www.cutandshow.com.randymorris site annually. That is impressive. There is no other modern publication that serves the interests of my business better. Technology never ceases. Cutandshow.com continues to reinvent itself too. I look forward to seeing what the future has in store with cutandshow.com