Sharon Adler
Director, Trend and Product DevelopmentWhat got you into this business in the first place?
This may sound hard to believe but I always loved being in stores. I wasn't there to shop I just loved looking and relating to how the products were "put together," I didn't know it was called "merchandising" then.What do you love most about your job?
I love the hunt and the chase of trends and product. Shopping retail in foreign countires and attending overseas trade shows is part of my job but also a love. My career in Product Development, Global Sourcing and Trend spotting brings out the scout in me to hunt it down in the right country,find the factory and develop it at the right price. My love is retail and I am always looking for the new stores, then the newness within the store. I can shop retail 24/7/365.Who was a big influence in your career?
Going to the A&S training program was like "graduate school" for retail. There was a Division Head there who taught me how to look at all things in a business-like way. He challenged me to really question everything I did - the details - "What if we lowered the mark-up by 2/10 of a percent?" What if we advertised later?" What if we tried this...? Together, we would develop business plans around these series of very targeted questions. It was a tremendous learning experience.What was "your finest moment," the thing you're most proud of?
I will say, early on, as a buyer, I ran toilet seats. And, I put fashion into it and merchandised it in a fashionable way. We did "tonnage!" In those days we were dong a quarter of a million dollars a weekend. But, by questioning how we could breath life into, of all things, toilet seats, we got it off a back wall and out of a hidden corner. That was a proud moment.Is there a great client story you'd care to share?
All my clients are different but each one allowed me to grow. I learned something from everyone and we've had business relationships for many years. Also, many clients I serviced became part of my social network over the years. So, if you can work with someone and then get together after work and have fun - well, I think that says a lot!What attracted you to Parham Santana?
I was interested in their total approach to the business. How they complemented what I did. How we made each other stronger. The exciting clients helped.Do you have a method for coming up with ideas and solutions for clients?
I do research. Love to research trends by going to museums, theater and piling through dozens of shelter magazines - domestic and foreign - looking for what is happening and what will be the new trend. I find it to be very inspirational going to flea markets such as the ones in London, Paris and each country has "weekend markets" as well as the tag sales and antique shows in NYC.I do subscribe to the trend services. Except you have to remember that the services are very broad and give only the most general of directions. They are NOT accountable for the final interpretation. So it is my job to focus and make specific recommendation for my specific customer. Remember, Bergdorfs and Walmart both subscribe to the same trend service.
I provide the focus that is right for the needs of a particular client and their shopper.