A Chat With September’s Profile, Scott Drayer, director of marketing, Paul Fredrick MenStyle
CS: What was your biggest initial challenge starting out in the catalog industry?
SD: My biggest surprise was how much this industry was trackable. We’re measuring everything. So it was kind of getting my head around the fact that the majority of the questions that we have to ask ourselves in terms of business direction, or even where does the next catalog that we’re going to be mailing come from? The fact that there is accessible data that’s going to allow you to analyze it and really kind of give you an answer — a quantifiable answer. The recognition of that and how fantastic that is was really kind of my biggest surprise about the industry, and also why I enjoy it so much.
CS: What have been the keys to success at Paul Fredrick MenStyle?
SD: Understanding what we do. As simple as that sounds, really the reason for our existence. We were really challenged by the Internet bubble and what it meant in terms of workplace wardrobe. Recognizing our model, for the most part, wasn’t going to work when people are wearing khakis and polo shirts, if that, if not t-shirts and jeans to the office.
We recognized that our space was business dress. Once we kind of found that we moved away from some of the other things that we were doing that didn’t necessarily fit into that void. I think the clarity there really kind of got us moving in the past few years and really helped us be successful as a business. Clarity of purpose, I guess you would call it.
CS: What individual factors have helped to make you successful in the business?
SD: I guess you’re making the assumption that I am successful. I like to think that I’m not willing to take something at face value, especially based on what I was saying earlier about being able to really find data to prove or disprove things. I’m very willing to ask a question and then go find an answer for it. I’m probably better at asking the questions than I am finding the answers, but I do try.