Solving Challenges in the Apparel Market with Shelley Renning

June 17, 2019

Solving Challenges in the Apparel Market with Shelley Renning

Shelley Renning is SanMar’s Vice President of Brand Management whose position allows her to, in her own words, “play with clothes all day.” We learn that she does a lot more than that.

In this episode, Shelley discusses how she and her team work to identify and solve customers’ apparel challenges; she dives into how trends and fast fashion are changing the way people do business; and she explains why it’s so important to step out of your comfort zone and connect with others.

THE FINER DETAILS OF THIS EPISODE

• Why getting into consumers’ heads is Shelley’s favorite part of the process.
• The various methods her team uses to understand what SanMar’s customers needs.
• The challenges SanMar faces when creating customers’ ideal products.
• The difficulties of keeping up with trends and customer demands at the same time.
• What “fast fashion” is and how it is impacting our industry.
• The one upcoming trend Shelley is really excited about.
• Why customers want to know more about the origin and manufacturing process of apparel and how SanMar is accommodating that need.
• How SanMar decides which brands to bring on board, and which products they choose to keep or part ways with.
• The products that have surprised Shelley the most during her time at SanMar.
• Why people are Shelley’s favorite part about being a leader.
• How SanMar employees know to select the right product for their customers.
• Who Shelley looks up to in her work and why she believes we all need to take more risks.

• “Those Top 5 styles, they may be one of our top sellers but the reality is they may not fill the end-user’s need.”
• “It’s not about us. It’s not about me. It’s about what the consumer wants.”
• “It is like a puzzle, and you’re trying to find the right pieces to make a whole.”
• “We’re kind of taking input from all places at all times, but that’s what makes it fun.”
• “How do we tell the story especially when there’s so many products and so many stories to tell?”
• “At the end of the day, the numbers will be there if we’re serving their needs in the right way.”

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