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If there is one place that America currently is looking to for guidance, it's the past. And while Rockport has its eyes strongly focused on the future, the company can't help but look to its 30-year history for examples on how to run a successful business.
When Bruce Katz founded Rockport 30 years ago he built his brand on word of mouth. Customers loved the never-before-seen lug-soled moccasins that he sold out of his Volkswagen Bus, and the news traveled quickly.
While the Rockport collections could fill thousands of buses by now, the firm continues to count on its customers. When company president Rick Paterno joined Rockport seven months ago he brought a mantra to his new team: "Merchants are first and salespeople are second.
"Make no mistake," he said, "we're a wholesale business so we make money by selling product, but our mentality is sell-through, not sell in. Rockport builds product for the consumer. If we build great product and develop great marketing and the consumer wants the product, retailers will flock to us. That's Rockport's mentality."
Paterno speaks about the Rockport mentality, its 21st-century customer and how the firm still manages to come out on top after 30 years.
FN: How does Rockport's history as an established company affect how the business is operated today?
RP: Before I joined Rockport, during my years with Easy Spirit, we saw Rockport as our No. 1 competitor and I always looked at it with awe. Because of the history and the legacy that Rockport has and the consumer loyalty that the brand has, we always tried to achieve the same. When I came to Rockport I was very aware of its history and legacy and how important that is to this whole organization its culture. It drips through...