Hidden Gems: Meet Phyllis Posner of Habit Sales

Today we’d like to introduce you to Phyllis Posner.

Hi Phyllis, so excited to have you with us today. What can you tell us about your story?
I got my start in the fashion industry by working in retail. My first job was working in a boutique that was attached to a luxury hotel. While there, I became interested in the wholesale side of things and started to help my boss on buying trips. I liked the energy of the buying side of the business — the travel, evaluating fashions, trying to find what our customers wanted, etc.

Next, I worked in Beverly Hills at a women’s clothing store that was also a manufacturer. That was a unique combination, and I was interested in seeing the manufacturer’s side of the industry as well.

From there, I shifted gears and started working in customer service at Juicy Couture. I was still working on the wholesale side. This was in the early 2000’s when Juicy was at its peak. I worked directly with the reps, supporting them with orders, returns, etc., in addition to interacting with many of the boutiques and buyers. Eventually, I moved to London and helped assist with the opening of the first European Juicy Couture showroom and worked as a showroom assistant.

While there, I was able to familiarize myself with the European boutiques. I ultimately ended up working for an amazing British couture designer as a wholesale assistant and was given the chance to assist and experience Paris Fashion Week.

At this point, I realized that I most enjoyed working on the wholesale side of the business (versus retail). Eventually, I moved back to LA and started working for a showroom. It was 2008 and not the best time to look for a job. I wanted to work in an apparel showroom but ended up being hired as a sales rep in a multi-line showroom that had several women’s swimwear brands. I was totally new to the world of swimwear but was up for the challenge. I quickly familiarized myself with all the swim stores in my territory and started growing the business.

When the showroom closed in 2010, I branched out on my own and became an independent sales rep — still working with those brands, I represented while working at the showroom. From 2010 until now, I have worked with over ten different brands with one brand lasting throughout the entire time. I currently work with two very large women’s swimwear brands. One company has been around for 50+ years and they manufacture six different brands. So today, I represent seven swimwear brands and I cover the West Coast, Hawaii, and the Midwest. It’s a lot of work but I love it and have grown very close relationships with the buyers and brands that I have worked with over the years. We’ve become family.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely has not been a smooth road! Just like many industries, I started at the bottom and worked my way up. And along the way, I hit speed bumps. But all of it helps you grow.

When I first started out as a sales rep, I had never worked in a commission-based job. I had to make peace with the fact that my paycheck would vary each month. I have also had to be very good at budgeting because as an independent rep all of my expenses for travel, food, and samples come out of my pocket.

It can be draining to attend the multitude of trade shows, and you have to be ‘on’ constantly. You have to push through exhaustion and bad moods in order to be professional and sell your brands to buyers.

The travel is extensive and sometimes it can be fun and a great escape. Who doesn’t like to travel and see new things? But when you are out of town for a week and have to drive to five different stores a day in different cities, sometimes it can be daunting. It’s a lot to organize!

Driving around with a car full of samples and rolling racks is also very demanding physically as well. You’ve got to load them in and out for each appointment. But it’s a great way to stay in shape!

The emotional aspect is also important to mention. At one point in my career, I was dropped by a very large brand, and it was difficult to deal with. Not only did I lose a great deal of income, but it affected me emotionally as well. I felt let down and disappointed, but I had to pick myself back up. I looked inwards and evaluated everything about my work and my demeanor. I tried to take away lessons from the experience. And eventually, I found other brands and moved forward. Life is a journey!

As you know, we’re big fans of Phyllis Posner.  For our readers who might not be as familiar, what can you tell them about your company?
I work as an independent sales rep for several popular women’s swimwear brands. I’m a small business owner, and I function as a conduit between the brands and the store buyers. I represent a specific territory for my brands, which is always the West Coast but can sometimes include Hawaii and the Midwest. I meet with store buyers at trade shows, on zoom calls, phone calls, and at their stores in order to show them the newest collections and take their orders.

The collections I show are always 6-9 months ahead of what you see in stores. Having worked as a swimwear rep for thirteen years, I guess you could call me a swimwear and resort wear expert. I know what it takes for a brand to pique the interest of buyers. I think I have an intuitive understanding of the kinds of products buyers want to order and customers want to buy.

Relationships really matter. I’m fortunate to have great relationships with many of the store/website buyers I work with. They trust me and look to me for advice on what to buy and other sales feedback. With swimwear and resort wear, I’m very dialed in and I know the industry well. I think what sets me apart from the others is my customer service. I don’t like to leave anyone waiting, and I make it a point to respond to someone as quickly as I can. I am constantly checking my emails and texts. I empathize with buyers and brands — I know how difficult their jobs are, and I want to do my part to make their lives easier. The buyers and brands I work with know that about me, they know they can count on me and they appreciate that.

I’m here to support the brand but I’m also here to support the buyers, and I can see their point of view in a lot of situations. Buyers I’ve worked with in the past recommend me to other brands who are looking for a rep, and that makes me feel great. I am most proud of what I have become in this industry. It took many years to get to this point. I feel very happy and proud to represent my brands.

I feel like my hard work over the years has proven to my brands that in addition to my ability to sell products, they can rely on me. It also took many years of working with buyers — ranging from giant department stores to little mom-and-pop stores — that they can rely on me. Whether that means showing them each new collection in person, giving them the best sales advice I can, as well as being there for them when they have an urgent order or any issues. It feels great that my buyers understand that I give everything for them, and through this, we’ve built unique friendships.

What’s next?
I’m looking forward to continuing my work with my brands. I love fashion. I get excited over the new collections each season. I love seeing the changes each season may bring. I’m also looking forward to working with my buyers to help them grow their businesses, whether they have a brick and mortar store or a website. Since Covid hit, attending trade shows has been virtually non-existent. But as things settle down, I’m looking forward to getting back to those shows and feeling the energy of the new collections, seeing the models on the catwalk, and hanging out with my other rep friends in the industry.

Contact Info:

• Instagram: https://www.instagram.com/phyllisposner