Louisiana's Retail Education on Exotics- a Passionate Program!
A recent market survey revealed that 50% of manufacturers were not aware that American alligator was off of the endangered species list. 78% of those surveyed stated that they would NOT buy leather of endangered animals. Educating manufacturers, designers, retailers and the public in general about legality and sustainable use is crucial in eliminating misconceptions. The importance of an economic incentive for maintaining a habitat, and therefore a species, is a concept that bears repeating. (No economic incentive, no conservation program!)
The Louisiana Fur and Alligator Advisory Council has just completed its fifth year of retail education in the US and Canada on theses topics. Christine Brewton provides this in-store training for sales managers, staff, marketing VP's, and buyers. It has been very well received, with requests for additional training, seminars, etc. She currently has over 150 retail clients.
She teaches the retailer how to speak intelligently about exotics. "Word of mouth is the number one way that manufacturers and designers create interest, and promote and advertise their products. Words must be provided at every step to increase the demand for and retail sales of genuine Louisiana alligator." She shows pictures of other wildlife that thrive in the wetlands, and explains that maintaining a healthy alligator population is an investment in the ecosystem. She displays samples from a range of tanned hides and finished products.
She shares the marsh to market story, and explains the 22 hands that a product goes through, and the passion of the craftsmen involved at every step. Christine also teaches the differences between alligator, crocodile, and caiman. Care of finished product is a popular topic with the retailers. Along Madison Avenue, a reoccurring problem with exotics bags has been damage from Windex sprayed inside display cases, permanently marring the skin. One group admitted to an inexperienced sales clerk actually trying to polish an alligator bag with cleaning spray!
For more information on the marsh to market education program Christine can be contacted at LittlestarTGSal@aol.com.
