Bam! 2006 and Richard Lerman hit the ground
running, taking over the North-American Association of Uniform Manufacturers &
Distributors. Lerman, a native New
Yorker, who hails from the Bronx and
Queens, is quick to discount himself and focus on his organization. With a background in communications,
business, and the advertising arts, he doesn't believe in resting on the accomplishments
listed in his resume, but rather on what's happening in the here and now. A devotee of membership associations, he
gets a genuine thrill out of renovating an organization from A to Z, while
building its population, as he adds benefits and perks that will enhance the
quality of life for so many of its members.
"When
I first came to NAUMD," recalls Richard, "the association was healthy
enough, but it wasn't functioning in the 20th century." Lerman assessed the situation, and embarked
upon an innovative plan to advance the group's direction. First,
there was the website: The NAUMD newsletter was put online, and then
completely overhauled twice since he arrived.
Next, a host of benefits was added to draw the uniform industry into participating
in greater numbers: The Dun &
Bradstreet program; Hartford Merchant Services; sales training & sales
hiring testing programs; healthcare support benefits; direct discounts for the
members; and more.
The
awards programs were significantly improved.
When various competitive categories of uniform excellence were held at the NAUMD gatherings,
members had previously been judging themselves.
Lerman brought in professional outside judges who had no vested
interests in the contestants, and people could truly congratulate
themselves on their worthiness as recipients of the awards. He also expanded recognition for the winners and put
everything online for all to see.
Enhanced with top-notch stars, banquets, and praise for nominees and
winners, the "Image of the Year" award has become a coveted title. Because of such a thrust, proper respect has
been given to various uniform packages that heretofore would not have been
acknowledged, let alone given top honors at a convention. Who would think of public safety uniforms
being voted "Best Dressed?"
Lerman
expanded the NAUMD committee base and saw to it that four to five new
committees were added, drawing more members into participating roles. He worked on locating programs, products, and
sources for imagewear programs. He can
barely stop to take a breath as he reveals all that's happened and all that's
going on, directing the uniform industry toward the future. 500 new company memberships have come on
board since he took the helm!
In
part because of his background and because he is who he is, Richard Lerman
dedicates himself to the members of NAUMD as his first priority. Membership, legislative & regulatory
rules, and exhibitors, are just a few of the committees that are a part of the
association. Its fingers are on the pulse
of the industry in the United States, and the world. It used to be that NAUMD was all about the
American industry. Now, with so many
items being made offshore, the
demography has morphed to include Canada and Mexico, as well as inviting other
uniform sellers, dealers, manufacturers,
and distributors to join. "It
wasn't an arbitrary decision to invite others ," informs Richard. "Over 75% of the membership voted to
have these countries participate with us.
In addition, because of their enormous involvement in sales and
production, if we hadn't included them,
they would've excluded us."
The door is open to all countries, from China and Africa to European
nations and Australia.
The
response has been resoundingly positive,
and the results have been to promote trade, respect, familiarity, and
support in all aspects of the uniform field. This is a good thing because as Lerman
reminds us, "'Made in America' is
just fine, but on Capitol Hill, many people don't know what that means; if they
do, they don't care. There are now
several laws that get around this issue, as offshore manufacturing is so much
cheaper than American goods. As long as
there is a trade agreement, anything can be made anywhere."
Politics, lobbying,
economics and trade are all a part of what NAUMD knows and does.
Richard
Lerman is adamant, as is NAUMD, that prison uniform manufacturing be
dispensed with. For example, he chafes at the notion that prisoners
should sew their own garments, given who they are and why they're in prison,
wearing that particular apparel in the first place. Second, as an association that advocates for
the uniform business, the question of competition arises: Why should government (through federal
prison-made garments) compete with private industry? It's the very antithesis of the American
enterprise--capitalism.
Believe
it or not, Lerman is only on the first leg of his entrepreneurial
endeavor. His plans include a new logo,
new tagline, better benefits and an even
better image of NAUMD. He wants to offer
ongoing analyses of the industry and let the members know. "As the epi-center of the uniform
industry and imagewear," says Lerman, "we are working toward an
agency where members can design, create, manufacture, and sell to the end
users--dealers and distributors."
Richard
Lerman responded to several questions about issues from "green"
technology, illegal immigrants, unions, and US manufacturing capabilities; his
strong energy came through as he focused on what is best for good
business. He waxed philosophically but pragmatically: "The real
question is how we as a country are going to stay competitive for
business. We cannot manufacture here
anymore because we have no raw materials.
There was a time in our history when the role of the association was
about being made in America. Now,
everything is outsourced if we are to remain profitable.
"We've become a service economy,"
says Lerman, "and if we are going to survive, we must not put our
heads in the sand. We have to compete,
stay ahead of the technological curve, and succeed as we remain in the
forefront of development regarding imagewear and uniform programs. We have to meet the needs of the customer while
making a profit for ourselves."
Re-stating
his committed enthusiasm for his job, and his dedication to the welfare of
NAUMD members, Richard Lerman reminds us that the uniform is a tool. It projects the entire focus of a business or
an industry, and that both staff and customers are influenced by the presence
of uniforms in the workplace. As trivial
or as taken-for-granted as one might assume they are, change them or eliminate them, and the whole
perception of a company becomes different. "Our business might not be as robust as
it used to be, but don't tell me that every company doesn't need a uniform
program," retorts Lerman.
"Listen carefully to the voice of our membership, as I do, and this
is exactly what you will hear."
