If you’re a woman who buys contemporary women’s apparel, chances are you have bought something in a boutique or a department store placed there by Fifi Simon, director and owner of Simon Showroom in New York. She is the woman behind the success of some of the most ubiquitous brands in America. She partnered at an early stage with Jerome Dahan to represent 7 For All Mankind and was also responsible to bringing countless other brands to the masses. When Kate Middleton came to America, she sported Gold Sign Jeans and an Alice by Temperley shirt. Fifi Simon reps both of these brands. We spoke with Simon about how she got her start and her thoughts on the future of the industry.
How did you get involved in this industry?
I’m from Minnesota, born and raised. I came to New York and I took the first job as I could get as a fit model for Balmain jeans. Then I started managing the sewing room. I always had three jobs at the same time. I was a secretary. Anne Taylor had just opened a store, so I worked there.
I know you were very influential in bringing Paul & Joe to the U.S. What was your experience like working with European brands?
It’s harder to work with European brands. It was complicated because of the way things ship, but we successfully brought Paul & Joe to the U.S. From a quality perspective, it’s some of the cleanest clothes you will see. It’s more fun and flirtatious. I don’t really work with Italian brands because there isn’t really anyone doing contemporary prices there.
How do you choose the designers you work with? Is it based on which brands have the biggest potential to sell or about who you like?
We deal with people who are passionate and who do this because they love it. We think money is a byproduct of this.
Are there any decisions that you regret?
Sometimes I fall in love with an aesthetic. Maryam Nassir Zadeh, for instance, had beautiful collections. But when you can’t sell a collection then you can’t sell it. You have an image of yourself and you want something to sell but sometimes that doesn’t align with what actually sells.
I don’t regret anything but we do look back out our mistakes.
What would you tell someone about how the sales showroom industry operates?
We are no different from a pharmaceutical sales company. We’re looking for good placement in stores. We’re selling a commodity. There’s a lot more spirit to clothes and so it’s more personal. Such a small percent of the population can afford to buy the stuff we have. But the tools we use and the way we analyze our business are similar to any sales in other industries.
What do you think is your showroom’s reputation?
Within the contemporary market, we’re known as a showroom that’s not pushy. We try to make sure everyone is well educated. We don’t throw people into something not believing it will be a huge success.
In terms of our presentation, it’s very important. Buyers can come into the showroom and have experienced something, even subconsciously.
What do you think of the ‘made in America’ movement and producing apparel locally?
I’m American from an immigrant family. I’m a believer in making things in America. But I’m not sure the consumer cares. Wal-Mart and Target wouldn’t be as big as they are if people in the United States cared what was going on behind the scenes. It’s not going to be a fair marketplace.
I do care about it, but there is also something to be said about sending things to emerging economies.
What do you see as the future for showrooms? Some showrooms are completely online now. What are your thoughts?
I’m not going to say anything won’t happen. It would have been hard to imagine people shopping online and look at ShopBop now. But at the end of the day I hope there is still place for a people oriented business. If you are a good buyer you want to know exactly what you are buying, it can’t be replicated online.
What did you think when you saw Kate Middleton wearing Gold Sign Jeans?
I’m a fan of the Middleton girls. They’re not risk-takers like someone like Margarita Missoni, but they are really classy and they embody what Gold Sign is. It’s a beautiful, well-crafted denim collection suitable for a classy princess.
Fifi’s Shopping Picks (click to buy)
All Photography by our very own, very talented Naomi Shon
