Western & English Today

Summer 2016

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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SUMMER 2016 Western & English Today 9 everything immediately," says Lane. "We want to treat everyone very well, like the remark- able individual retailers they are. We're open- minded, we're empathetic, and like many of our retailers, we're still a family-owned company." A fxture at the Denver WESA markets, the Mizrahis never rest. "We try to see everybody face-to-face, so they know who they're talking to when they do business with us," says Lane. "We hope that makes them feel more confdent that they're being treated properly." Having been a member for 26 years, Roland also wants to put on a good show at WESA. He brought country duo Nik and Sam to his permanent showroom last year, and this year Australian star Shea Fisher — and then ofered to have them perform at no charge during the market's fashion show. "Roland really does want to bring excitement to the markets," says Amy Dill, WESA executive director. "He's the only person to have done that," says Dill. But it isn't all smoke and mirrors; the Mizrahis are always mindful of the fact that it really all comes down to the product. Tey feel the pervasive efects of low quality and price at big box stores, and confrm that, while continu- ing to grow, the Sidran labels are certainly not headed in that direction. AT THEIR SERVICE Retailers have to like not only the products but also the people who sell them. And it isn't just about being personable. Te sales team should also be intimately familiar with the products. Sidran's reps are well-qualifed, some logging more than 20 years with the company. "Tey're loyal and knowledgeable people who've been with us through many changes," Lane says. Retailers also like that Sidran speaks to a broad audience across its various collections and is sensible with price points. "[Circle S] ofers sport coats starting at $125 retail in sizes "We want to treat everyone very well, like the remarkable individual retailers they are. We're open-minded, we're empathetic, and like many of our retailers, we're still family-owned company."

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