Success Stories with Marshall Atkinson

Success Stories Ep 40 - "What To Do with Trends"

March 09, 2022 Marshall Atkinson Season 2 Episode 40
Success Stories with Marshall Atkinson
Success Stories Ep 40 - "What To Do with Trends"
Show Notes Transcript

When something is sales are booming, we often call that action a “trend.”  This is when you want to strike while the iron is hot because we all know that trends can come and go.

On today’s Success Stories podcast, we’ll speak with one of the leading experts on trends, Jessica Gibbons-Rauch with Trendependent as she’ll help dissect what it takes to stay on top of the latest trends.  

Trendependent is a fantastic source of knowledge for businesses that want to discover the right merchandising choice for their clients.  Whether it is products, colors, texture, or funky styles, Jessica breaks it all down and helps her clients score more sales by staying on top of what is hot.

Tune in on this episode of Success Stories, and hear how Jessica can help you too.


Marshall Atkinson 
Welcome to Success Stories brought to you by S&S activewear. I'm your host, Marshall Atkinson. And this is the podcast that focuses on what's working so you can have success too. When something in sales is booming, we often call that action a trend. This is when you want to strike while the iron is hot because we all know that trends can come and go. On today's Success Stories podcast will speak with one of the leading experts on trends. Jessica Gibbons-Rauch with Trendependent, as she'll help dissect what it takes to stay on top of the latest trends. Trendependent is a fantastic source of knowledge for businesses that want to discover the right merchandising choice for their clients, whether its products, colors, texture or some sort of funky style, Jessica breaks it all down and helps her clients score more sales by staying on top of what is hot. So, tune in to this episode of Success Stories in here how Jessica can help you, too. So Jessica, welcome to the Success Stories podcast.

Jessica Gibbons-Rauch 
Thank you so much for having me. I'm excited to be a part of this.

Marshall Atkinson 
I'm excited that you're here. And for those that you don't know, we're both involved in a promo kitchen world. And you're still a chef, although I resigned, it's still the same lineage. And it's great to be part of that group.

Jessica Gibbons-Rauch 
Absolutely. I love being a chef there and working with so many amazing people that are inspiring me every day to do things in a safe environment.

Marshall Atkinson 
Yeah, it's great. It's great. So before we get into the questions, why don't you just talk about Trendependent? Just a little bit? What do you guys do? Who do you work with? And why should somebody listing now care?

Jessica Gibbons-Rauch 
Well, Trendependent actually started as a pet project with Vicki Ostrom, who is known for her run visions that she puts through, let's say Anmar. But this was a way for her to be able to branch out and talk about trends outside of the apparel world. And when she and I really started talking to each other, I reached out to her just because I admired her I thought she was so brilliant. And I wanted to be more like her. So I reached out on LinkedIn, my favorite social platform, or at least the one I talked about the most. And we started to realize that we had so much in common because when I was doing merchandising, I always loved watching the trends, figuring out what people wanted, what was going on out in the consumer world, and how do I translate that back. And we really started to be able to work together well, because where she's got that beautiful artistic vision, I can pull it down and say, Okay, this is the practical application. And this is the more structure behind it. So a lot of what we're doing right now is going through and working with Suppliers and distributors. But we're trying to really identify specific products that we think meet trends that are out there. So this is going to be kind of a sneak peek, something that we're working on, we'll be actually certifying products as trend products, to help distributors be able to use them. And we're also working on different ways to educate, specifically merchandising, because I think that's an area of our industry that gets kind of overlooked. And it's really important. So trying to provide different educational topics to try to help people who are merchandising programs, be able to do it more efficiently and have fun with it, too.

Marshall Atkinson 
Wow, that's great. And it's so needed. Like, so many people just, they don't know, they don't have a clue. They just, you know, they look on, you know, Facebook, or whatever they ask their friends or whatever. And they just don't really have any clue as to where to start. So I love exactly what you're doing. I think this is a perfect segue into my first question. You're ready? I'm ready. So let's start with the famous phrase. You can't manage what you don't measure. So when we're looking at trends, especially in sales, how is using data significant?

Jessica Gibbons-Rauch 
Well, I am 100% A nerd and I love looking at analytics. While it can't be the only thing that you're using when you're making decisions, it's still so important to be watching things. And one of the things that I usually use when I'm talking to somebody about merchandising a program specifically is called the SKU rationalization and I know you've heard me say this one before it sounds very dry, but it's very important, where you can actually watch the movement of anything that you have in a program and see month to month. What is moving, what's not moving, what's spiking. What's a core product was not a core product, how do you pull in something seasonal? It's complex to review the product but why it is so important is because it helps you make the right decisions. I've seen a lot of people who will create a program and they're just gonna throw anything and everything up there. Like doesn't matter. No thought process, just put it all out there. They'll figure it out. But when you do that your consumers gonna end up getting very overwhelmed. And if you're not watching what's moving, you wouldn't know, maybe Item A is doing really, really well you move that to the front of your program, making sure people are seeing it, or item D is just hanging, it's not working with a pull that, you know, it's a science to be able to watch that. And I think that anyone who's not paying attention to those kinds of things, what does the movement really look like? What are the numbers showing me are not only going on gut reaction, they're really doing a disservice to their end-users.

Marshall Atkinson 
I think sometimes when you have too many choices, it's like trying to figure out what to eat at the Cheesecake Factory, right? There's just so much you can't decide on what to do. And that way. And so if you actually offered fewer products, you probably sell more. What do you think about that?

Jessica Gibbons-Rauch 
I think so. Because a lot of time, very overwhelmed. And they want to be directed, they want you to tell them what they really want. So when you can really not only watch the movements and have the reporting that's backing you up. But understand who your client is and what their verticals are, who are their customers? Who are they what are they about what is their target about? Then you can be recommending products that really make sense. It doesn't have to be everything, it just has to be the right thing.

Marshall Atkinson 
Okay, that's great. So where are we getting this data? Right? So is it your own data? Or are we looking online somewhere? Are we just doing the Doom Scroll of Pinterest all day long? What, Where are we finding this stuff?

Jessica Gibbons-Rauch 
Well, there's content out there, which is really, really useful. We use things like fashion snoops, there are a lot of different programs that they actually go through and find the data behind the trends. So this is a lot of where we pull statistics, where we see, I think one of the statistics I saw recently was 86% of people who are actually changed up a product based on a gift back option. So that's a statistic that we've been able to research because these other larger organizations are doing that now what does that mean to you? Well, it means that if that is your target market, then you need to be offering those products so that they can be getting to your end consumer because that's what the consumer is going to like. But it's hard to find statistics that are out there. Because there's just so much research going on all the time. When you're talking about micro-level and just looking at one program, then there are lots of different ways to create the data and make sure that you're watching it. That just depends on what kind of resources you have, and what kind of sales skills you have.

Marshall Atkinson 
Okay, great. So if we're going to use this data, it makes sense that we really need some sort of KPI dashboard to help keep track of everything. So what do you recommend? And what KPIs should we be really tracking?

Jessica Gibbons-Rauch 
Well, there are a lot of different options for KPIs. And it's just going to depend on what you're able to track what you have access to the SKU platform. And that's one that I've been really impressed with because they're building out dashboards within their ERP. So you can start building those analytics as you're going. I've worked in a few of the other programs as well. But I just really like the way that they have set it up. Because you can create a dashboard out of almost any kind of technology, you need to make sure that it's tying into all your other systems so that the information is coming out. But again, as I said, all you have is a spreadsheet of data, you can probably turn it into something really amazing with just a couple of pivot tables and B lookups.

Marshall Atkinson 
Okay, and let's say I have an online store, Jessica, right. The last time we talked about this, you introduced me to a fantastic acronym called SLOB: SLow-moving, and OBsolete. So talk about looking at your data and then interpreting it with that type of mentality. What should we be thinking about there?

Jessica Gibbons-Rauch 
Well, it's slow-moving and obsolete is an inventory term. So it's a very classic concept. But what it is doing is sucking money out of your program. So if your housing inventory, then you are physically paying for the space, you're physically paying for somewhere to keep it for people to pick and pack and to move it. But even if you don't physically have inventory, if something is not moving, it's digital real estate that you're losing, you're losing a space that something that is better could be occupying. But if you're not watching to see what those movements are, then that's where you're missing out on that opportunity. Again, as I said earlier, if you're doing everything based on your gut feeling, which is important, don't get me wrong. But when you have that data, and you can say yes, I ordered this many this month and this many this month, this many this month. I know how many I need. I know how many it's moving. I know this is pulling back. That's when you can make those changes easily. Slow-moving and obsolete is probably one of the lowest hanging fruit. If something's not moving, get rid of it. We don't need to be attached to it.

Marshall Atkinson 
Right. So on the online store, there's a jacket or a hat or a tote bag or something that just never sells. Let's put something new up there, or maybe the same item just in pink or something just to see what will happen, right?

Jessica Gibbons-Rauch 
Absolutely, absolutely. It's just wasting your digital space. And the more that people have to scroll and dig through to find what they want, the slower their attention span is going to be. So if you can try to find out something, what's trending, what's new, what's interesting, maybe you test something and see how it does there to try something new and fresh. That's what users are all looking for.

Marshall Atkinson 
Like what you hear so far, be sure to subscribe so you can get the latest from Success Stories. And now here's Zach shortly with the S&S Spotlight.

Commercial 
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Marshall Atkinson 
How can we learn to pay more attention to what's trending? I think, you know, in this industry, we're salespeople or were you busy doing all these projects and whatever. And we just don't have the time or we don't really know what to do or maybe our tastes is horrible. And we just don't know. So where should we be looking? You know, like my wife. And I actually use Pinterest a lot just for creative stuff, right? She'll be checking that out, she'll be looking at the mall or events to see what people are wearing. What are some good recommendations?

Jessica Gibbons-Rauch 
Well, first of all, remember that your tastes are not necessarily your clients' tastes. I remember when I was the account manager for a tool company, and I was the number one buyer of pocket knives for Starline. Because them pocket knives was a big, big thing for them. Obviously, this is not me, this is not my target market. I don't have strong opinions about pocket knives. But Gosh, darn it, I did my research to find out what they wanted what was trending in that kind of a vertical. And a lot of it is just observation skills. It's what you're seeing out in retail, what are you seeing when you're going shopping, we recently did a color study. And we're showcasing some colors that were really trending on from the Pantone system. And almost the next day I saw something in the target that was brand new, that was exactly in the colors we were talking about. If you're opening your eyes and you're looking around, you're going to see a lot of it. I think the focus on the vertical or what that end-user is and try to go where are they looking? What are they looking at? What communities and forms are they in, that can be a great place to find some more information.

Marshall Atkinson 
It is not always color, sometimes it's the texture, or a pattern, or trim. So it's a blue shirt, but the stitching is a contrast stitch instead of you know being invisible. Do you know what I mean?

Jessica Gibbons-Rauch 
Absolutely. And a lot of what we're seeing now is um, sensorial design, so designed to trigger more than one of the senses. And things that are out there that people can interact with that have those different sensorial designs are going a lot further than something that just has maybe one texture or one element to it the more that it is doing the more people are engaged.

Marshall Atkinson 

And do you think the decoration method is a trend you know embroidery versus screen printing versus transfer or something like that?

Jessica Gibbons-Rauch 
Absolutely. I'm we're seeing a lot more of bigger prints where it's like a graphic rather, you know, something that's engaging a lot of t-shirts for example, everyone wants to have fun sayings on them things that they can relate to the morning brew just launched their own apparel line. And I honest to God, I want every single one that's on there because they're so clever like the sayings is so fun, and obviously that that's really engaging. I think that when you also have mixed media, I think that's a great way to go especially when we have that sensorial when you can blend a laser engrave with you know, have an applique on it as well when you can do more than one thing. It's just more interesting. You know, we've seen embroidery left chest how many times so you know so much where if you can change it up and do something different than that one color one location sure it's okay, but if we can do it, softer ink, a better display, it's just going to go further.

Marshall Atkinson 
Yeah, I think sometimes it's okay to be tonal, you know, or do a different imprint location. Like I remember I did a couple of years ago we did about 30,000 hoodies for a big accounting firm, and they were black hoodies and we printed their logo, really small in the upper right-hand corner of the hoodie pocket. And that was the only decoration on the whole thing. And they were really popular just because it was not in your face. It was this tiny little thing and people felt more comfortable wearing it even though was corporate work? It was still a hoodie. It is an accounting firm, right? So you know, it's accountants, but it was a lot of fun. It was kind of a challenge to print because whoever prints on the upper corner of a hoodie pocket, that was the kind of fun thing for us was to figure out how to do it. And we did that with a sleeve board, by the way.

Jessica Gibbons-Rauch 
Oh, wow. I know that some for a beer company where they had a woven tag over the pocket. And that was the main decoration, it was the same kind of thing. Because you might not want to advertise it, you're wearing a beer company shirt when you're somewhere but you love the feeling and the nostalgia of it. So subtle is not a bad thing to do.

Marshall Atkinson 
And I'm seeing right now everywhere is not just tie-dye. But that mineral wash, you know where it's not a solid color, it's got some texture to it, you know jerseys are really great right? That's kind of like my favorite shirt right now. Right? And just because it's not solid, it's got some flex stuff in it. And it just looks neat. It looks interesting, just from that standpoint alone. And I think a lot of people that just get stuck, puts you think people just get stuck. I've always used this, I'm just gonna do it the same way next year. And there's no creativity or imagination, right?

Jessica Gibbons-Rauch 
Absolutely. And especially with uniforming programs, where you have the same item, the same item, the same item, people aren't gonna have as much fun wearing it, if you can change it up. So that is something that they like that they've seen out in retail, and I'm a sucker for good Heather like anytime something is heathered. I always would prefer that. I don't know, I think it just because it gives you that textured look to it. So it's a little funkier a little different. But absolutely, we need to change the kind of what we're presenting to make sure that you're thinking of what does that end-user really wants to wear? In that uniform program?

Marshall Atkinson 
Right, right. Okay, so let's say we've identified a trend, right? So we know exactly what we want to do. How should we capitalize on that trend? And then how do we know when the trends are over like when people just quit buying it?

Jessica Gibbons-Rauch 
Well, it's hard to predict. I mean, and sometimes you're gonna guess, and you're gonna have a great feeling. And you're gonna have this data backup, and you might miss it. But the fidget spinner always comes to mind where it's like, okay, are you going to jump on the trend, and now they're all gone? Now. It's those little pop things that drive me crazy. My daughter loves them, you know, are you going to add this to your program, because it's cool, and it's trendy? But does it really make sense that there is a risk in that? So a lot of what you can do, again, is if you're watching the movement of what you're selling, and try to see what's missing from that product mix and add in there, that's a great place to start. I'm not saying don't jump on the next fidget spinner bandwagon, but do it with thought and think it through before you jump, you know, all feed in, try things. I'm a big fan of you know what you can get a smaller run, do a smaller amount, or do a pre-book like, you know, have it up for a little while, see, test the waters, see what people are thinking. There's nothing wrong with a good group that where you can go through and say, hey, you know, this is what we're thinking of pitching, what do you think of it? How do you like it? But the other part is, you know, everything has a product lifecycle where it's going to be the early adopters, and then it's, you know, it's gonna come to pick up and then it will start to fall the key and kind of the art of it is finding when it starts to fall off and pulling it before it's sitting and then turns into, unfortunately, SLOB.

Marshall Atkinson 
Right? And a cool thing is that I've seen a bunch of people do his on social media on Instagram or something, they will use the same item and ones in yellow ones in blue. And the Post says, Hey, we're going to add this to store which one do you like better? Please comment and post. And that way you guys are feedback from the actual audience that you're targeting. And you know, yellow wins, you put the yellow, but maybe some people like the blue and then you offer both.

Jessica Gibbons-Rauch 
But I love that idea of polling your community and seeing you know, what, what do they want? What are they interested in? Everyone has an I know I have opinions, being able to to work with your community and figure out what they're looking for. You're going to get more interactions anyway. So why wouldn't you want to jump down that path?

Marshall Atkinson 
Right. Okay, cool. Well, hey, before we wrap up here, for somebody listening, what's your final like top tips just on what they should think when we're looking at trends for the year? What do you think that we should really be looking for?

Jessica Gibbons-Rauch 
Number one would be to look for those sensorial experiences, people are starved for interaction and experience. So anytime that you can pull together more than one item into a kit, those are things that are really hot right now. And the next thing I would say is, don't get too invested in the trends. As much as what is it that you're actually End Users want to be getting. So different demographics are going to look for different things. But you should be aware of what's going on outside. And that's where following Trendependent will be a great place so that you can kind of get the information, we tried to pull it down into a level where you can actually take action with. And a lot of it is things are changing, but they're not changing so quickly as we can today.

Marshall Atkinson 
I know someone that you know, we all attend our industry trade shows. And what they do is they go to their customers' trade shows. So let's say they're in they do stuff for construction. You know, they'll go to the construction trade show. And they're looking to see what they're wearing, what colors what styles, what you know, what's available, what's in the booth, what are the people wearing in the booths, they take lots of pictures and notes. And they and that really helps them sort through? You know, am I doing Dickies? Am I doing Carhartt? Am I doing, you know, what is fleece? Is it vests? Is it, you know, what's the decoration? I mean, they're taking really note of all that, and that's helping them prepare their ammunition for when they load up their stores and stuff. Have you done anything like that?

Jessica Gibbons-Rauch 
I think that is brilliant. And in my distributor days, yes, I would attend a couple of trade shows for key associations that were our target market and just observe and see what's out there what's going on, especially because like I gave with the tool example, I'm not shopping for me, it's not my personal taste that I need to really be concerned about. It's I have to get in the head of my customer and their customers to try to figure out what did they want. And try. And I think that's one of the hardest things that merchandisers have is removing yourself from it. Like I really love bold colors. But if I have a client who loves blacks, and grays and then we got to do blacks and grays, you know, you have to kind of remove your personal tastes. When you're trying to do these kinds of projects. Hopefully, you're working in a vertical that has people that you love and that you're passionate about too. So that makes it a little easier. But yeah, you kind of have to take your personal preferences out of the equation.

Marshall Atkinson 
Well, great. Well, thank you so much, Jessica, for sharing your story of success with us today. So if someone wants to learn more about what you do, or how you can help them, what's the best way that they can contact you?

Jessica Gibbons-Rauch 
LinkedIn is always a great option because you get directly to me as quickly as possible. We do have a website Trendependent calm and we're also very active on Instagram, especially with an artist like Vicki, you need to have some beautiful imagery with it. So any of those options, you'll be able to get to our team and there's actually a couple of people on the train right now.

Marshall Atkinson 
Awesome. Well, thank you so much. I really appreciate it.

Jessica Gibbons-Rauch 

Thank you.