VMSD - September 2015 - (Page 4)
FROM THE EDITOR
What's in a Name?
A brand's ambassador should support, not overshadow,
its greater brand promise.
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
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'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, Associate Editors Carly Hagedon and 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.
Table of Contents for the Digital Edition of VMSD - September 2015
VMSD - September 2015
From the Editor
Vmsd Editorial Advisory Board
La Dolce Vita
The Kids Are Alright
VMSD - September 2015