What’s in a Name?

Chronicling the slings and arrows of retail’s often outrageous fortunes has made for some breathtakingly busy days here at VMSD and some sleepless nights for yours truly: Is H&M, Uniqlo or Zara winning the fast-fashion war this month? Is it American Eagle Outfitters, American Apparel or Abercrombie & Fitch that’s being chastised for its sexual overtures to young customers – or its employees – or both? And, which mannequin supplier is generating buzz for its line of zaftig models?

Meanwhile, the retail design industry is a musical chairs game of professionals hopping titles and companies, with design directors, visual merchandisers and contract designers vying for fresh opportunities.

Against this backdrop of constant change, the challenge to ownership in these situations is to maintain and promote brand integrity, continuity and loyalty. When great emphasis is put on the personality behind the brand, the inevitable transition can be more difficult. (Cases in point: Steve Jobs at Apple, George Zimmer of Men’s Wearhouse and Howard Schultz at Starbucks.)

Which leads me to share with you some related news here at VMSD: After two-plus years helming this legacy brand, I’m moving on to serve as a communications specialist with an international foodservice company. (Nescafé and Toll House cookies, anyone?)

Having worked in B2B publishing my entire career, this will be a major change, both personally and professionally. And, while I’m excited to take on new challenges, I leave VMSD and its parent, ST Media Group Intl., with mixed feelings. You see, I’ve really grown to embrace and celebrate the hyperkinetic world of retail design, with its dynamic mix of the modest and the profane, the artsy intellectuals and flashy creatives and the big personalities – and even bigger visionaries. 

Ultimately, VMSD’s success and long-term viability, like the best legacy brands, isn’t about its presiding leader.

Still, a brand’s success does depend on dedicated employees and supporters, and VMSD has those in spades: its editorial and sales teams work tirelessly to bring you a top-notch publication, website and events – from Art Director Don Heyl, Managing Editor Carly Hagedon and Associate Editor Kaileigh Peyton, to Sr. VP Content Steve Duccilli, Sr. VP/Group Publisher Murray Kasmenn and his business development team, and, so importantly, ST President Tedd Swormstedt, whose family has steadfastly guided this company since 1906.

I also salute VMSD’s Editorial Advisory Board members, who keep this brand on track with their guidance, industry insights and IRDC participation and, finally, our readers, who have supported VMSD all along. The VMSD brand will continue to grow, evolve and thrive … no matter whose name tops the masthead.