Industry Insider: Kerry Lawrence
I’ve known KERRY LAWRENCEfor a few years now, but I’ve only recently realized how cool her job is. Kerry is a sales rep with Horton Berner Fashion Group, representing some extremely stylish lines – you’ve probably heard of their legendary sample sales. She gets first look at new seasons before merchandise hits the stores, and you know what that means: she gets first pick, too, so her wardrobe is totally covetable! Kerry is originally from Australia, so her style has a beachy, vintage vibe. Since Kerry gives me major job envy, I thought I’d pick her brain and share her experience with our readers. Ladies, meet Kerry.
Tell us about your job at Horton Berner Fashion Group.
Being a sales representative at HBFG requires me to be able to be a lot of different things, to a lot of people. My main responsibility is representing the lines that I work for: making sure we are sold in the right stores with the right selection of styles. Some days I’ll be booking appointments, or booking travel, going to sales meetings out east, working appointments, assisting customers with repeats or returns. Time management is essential in my line of work!
Lines you represent and what you love most about them?
I represent MinkPink, Staple, Evil Twin, Dex and Esprit. MinkPink is always a step ahead of current trends, and they offer fun prints and colours. Staple gives a great feeling of simple elegance. Evil Twin brings out my inner “wildchild” and helps my wardrobe stand out. Dex has PERFECT sweaters that are quite simply unbeatable in today’s market. And Esprit has outstanding quality and variety.
How did you get into the fashion sales industry?
I have worked in the apparel industry since I was 14! My first job was at a clothing store in Australia, which was where my love for fashion started. When I moved to Canada at 16, I worked at Hangers in West Vancouver for most of high school and college, and was given the opportunity to assist in buying. I studied Retail Marketing at Capilano College and worked my co-op hours at a family friend’s agency, Horton Berner. When I finished school, the Co-Sales position for Esprit at HBFG had opened up and I applied. 7 years later I still love working here, and I am one of their top sales people.
Advice for those looking to work in the fashion retail industry?
Personality is key. You must be a people person! As I mentioned, time management is crucial. Computer skills are becoming much more important than they used to be. As travel is getting more expensive for both the agent and retailer, more appointments are done through compiling photo packages and online order forms. You need to love fashion, be aware of all of the latest trends, but also be aware that all trends won’t work for all towns! For example, there are LOTS of stores where leggings haven’t caught on yet!
Ultimate dream clothing line to represent?
Betsey Johnson! She is my style inspiration and a huge reason why I have a “leopard” section in my closet!
Since you travel a lot for work, what are your top three travel necessities?
1)My iPhone – TripCase is my most useful travel app because it reminds me to check in, advises me of gate changes, flight delays, and more. 2) Travel-size skincare necessities from Skoah. I love the Skin Quench Serum for helping me stay hydrated when I travel to the prairies. 3) My Heys “Parisian” carry-on suitcase with a stylish black/grey damask print. The swiveling wheels and easy access exterior pockets are a must for fast travel (I usually complete 5 cities in 5 days).
Next trip?
Right now, on I’m en route from Vancouver to Toronto on West Jet. I have a meeting for Esprit to review my Fall transition deliveries, and then I head to Montreal for my Dex Fall 2011 sales meeting!
If you could escape to anywhere in the world, where would you go?
I haven’t been home in over six years, so I’d say Australia. My head office for MinkPink/Staple/Evil Twin is in New South Wales so I’m hoping for an international sales meeting soon.
Best thing about your job?
The people I work with. We are a big happy family. I look forward to going to work everyday! Access to some of the best lines in the business is a VERY close second.
Charlotte Ellan, The Style Spy
charlotte@thestylespy.com
