Aug 21, 2024
PARLEZ-VOUS DELIA'S?
Aug 21, 2024
PARLEZ-VOUS DELIA'S?
When I started my career in the shoe industry, my first and primary role was as a sales rep. I was picking up the pieces from a crumbling licensed brand, that was struggling to find it's place in the market! There were some really fun shoes in the collection, but not all the pieces were lining up--the brand had no glue to hold all it's various identities together. The key items however, were being picked up by the right people, and one of them was Delias. Who else could see the potential selling power in a denim platform with flame embroidery? These were the days of sending faxed PO's and when retailers like DELIA'S were more prominent in the branded world---creating their own product, but also bolstering up their catalogues, stores, and eventually web with product from brands that fit into the very curated dream-like world of DELIA'S.I was very inexperienced and young when I got my first appointment with the Delia's team. I remember going to the office with my bags and setting up in a conference room. I remember thinking how cool it seemed, all the people buzzing everywhere, rolling racks full of cardigans flying by, and all the interns in flared MUDD jeans! This is where I met Maria Klimas. Maria was the buyer over many categories at Delia's during her years there, but at this point she really took me under her wing to pull out the pieces from my brand that could work--and which could work back to her team's assortment. Maria also had a razor sharp bob that never seemed to have a hair out of place. This was my first experience working with a truly focused buyer with a very strong POV, a clear understanding of her market---and the market she wanted to attract. I remember getting the catalogue that had my denim flame shoe featured.....my little gay life was made....and my relationship with DELIA'S was launched.
When I started my career in the shoe industry, my first and primary role was as a sales rep. I was picking up the pieces from a crumbling licensed brand, that was struggling to find it's place in the market! There were some really fun shoes in the collection, but not all the pieces were lining up--the brand had no glue to hold all it's various identities together. The key items however, were being picked up by the right people, and one of them was Delias. Who else could see the potential selling power in a denim platform with flame embroidery? These were the days of sending faxed PO's and when retailers like DELIA'S were more prominent in the branded world---creating their own product, but also bolstering up their catalogues, stores, and eventually web with product from brands that fit into the very curated dream-like world of DELIA'S.I was very inexperienced and young when I got my first appointment with the Delia's team. I remember going to the office with my bags and setting up in a conference room. I remember thinking how cool it seemed, all the people buzzing everywhere, rolling racks full of cardigans flying by, and all the interns in flared MUDD jeans! This is where I met Maria Klimas. Maria was the buyer over many categories at Delia's during her years there, but at this point she really took me under her wing to pull out the pieces from my brand that could work--and which could work back to her team's assortment. Maria also had a razor sharp bob that never seemed to have a hair out of place. This was my first experience working with a truly focused buyer with a very strong POV, a clear understanding of her market---and the market she wanted to attract. I remember getting the catalogue that had my denim flame shoe featured.....my little gay life was made....and my relationship with DELIA'S was launched.
I reached out to Maria this month to see if she would answer a few questions as part of our nod to nostalgia segment, and our never ending love for the impact DELIA'S had on footwear trends. She texted me back in 22 seconds. My obsession with her has never fully waned--even all these years and lifetimes later. Her impact on my career was very important and something I still think about all these years later.T: Hi Maria! How many years were you at DELIA'S in total, and when I met you what was your job title?M: Wow, off and on in different variations/owners of the brand, it seems like a lifetime, but it's in its original true form 9 years. I started as the kids buyer and then they fazed that catalog out. They asked me if I would want to try shoes and accessories and that took off and then they added home. So when we met I was the non-apparel senior buyer. T: When you were in the thick of it at DELIA'S do you think that you and your team have an understanding of the cultural impact your work, and the brand would have for generations to come?M: I think in the back of our heads we did, because we knew this was a unique and original idea. No one else was "speaking" to the teen girl as a consumer , they were "speaking" to the parents. But to think that it would impact generations, no, I don't think any of us thought about it that way. We were all immersed in it at the moment.T: Why do you think, after all these years DELIA'S is still iconic? How was that created? Cultivated?M: It all happened organically because of the people there. Insane talent! The original owners hired people and trusted their ideas because we all had a passion for the brand. The creative team that put the catalog together were geniuses, they invented a font for god's sake. The model casting, the stylists, the copywriters, designers were incredible and everyone was ALL IN! Some of the original buyers were part of the buying teams that helped build Urban. I had a design background and worked for Betsey Johnson and had a store in the east village. So in no way should they have hired me. But they did because I was so in love with what they were doing. (Luckily I was a math geek so the numbers came easily to me!)We empowered these girls, we gave them choices that were not readily available. We loved finding new young designers/brands like yourself and collaborating together. That was a huge part of it too… working with young talented people like you.
I reached out to Maria this month to see if she would answer a few questions as part of our nod to nostalgia segment, and our never ending love for the impact DELIA'S had on footwear trends. She texted me back in 22 seconds. My obsession with her has never fully waned--even all these years and lifetimes later. Her impact on my career was very important and something I still think about all these years later.T: Hi Maria! How many years were you at DELIA'S in total, and when I met you what was your job title?M: Wow, off and on in different variations/owners of the brand, it seems like a lifetime, but it's in its original true form 9 years. I started as the kids buyer and then they fazed that catalog out. They asked me if I would want to try shoes and accessories and that took off and then they added home. So when we met I was the non-apparel senior buyer. T: When you were in the thick of it at DELIA'S do you think that you and your team have an understanding of the cultural impact your work, and the brand would have for generations to come?M: I think in the back of our heads we did, because we knew this was a unique and original idea. No one else was "speaking" to the teen girl as a consumer , they were "speaking" to the parents. But to think that it would impact generations, no, I don't think any of us thought about it that way. We were all immersed in it at the moment.T: Why do you think, after all these years DELIA'S is still iconic? How was that created? Cultivated?M: It all happened organically because of the people there. Insane talent! The original owners hired people and trusted their ideas because we all had a passion for the brand. The creative team that put the catalog together were geniuses, they invented a font for god's sake. The model casting, the stylists, the copywriters, designers were incredible and everyone was ALL IN! Some of the original buyers were part of the buying teams that helped build Urban. I had a design background and worked for Betsey Johnson and had a store in the east village. So in no way should they have hired me. But they did because I was so in love with what they were doing. (Luckily I was a math geek so the numbers came easily to me!)We empowered these girls, we gave them choices that were not readily available. We loved finding new young designers/brands like yourself and collaborating together. That was a huge part of it too… working with young talented people like you.
T: The office culture always seemed so cool as a visitor. I remember specific colleagues of yours, bosses, and I always left the office thinking....OKAY THESE WOMEN ARE RAD! What was the culture like working there?M: It was an incredible place to work. We ALL had a passion for Delia’s and loved what we did. We worked hard and played hard. It didn’t hurt that a few of the people were some of the funniest people I’ve ever met … so laughter was a big part of the “office culture” and many of them remain lifelong friends. T: As we know trends are cyclical---and so many trends from the heavy POV of DELIA'S continue to resurface---what is your favorite trend, and what is your most cringe worthy from that time? M: Well I’m a shoe girl so give me a bump toe platform Mary jane any day of the week. Cringe worthy???? I guess maybe the Jnco Jeans faze … but never say never.T: OMG I remember the rainbow bedroom set with comforter and shams, do you think you can get me a deadstock one for my now adult room?M: I wish I had them, there was so much I wish I held on to. T: The catalog model was huge in the 80's and 90's, but DELIA'S brought it to the tweens, and teens before anyone had---do you think that was the magic sauce?M: 100%! I cannot tell you how many women I have met in a social situation that tell me how much the catalog meant to them when they were young…then I start to feel old…but once I get over that, I think “that was so cool” T: Thank you so much for taking time to reflect on your work at DELIA'S and thank you for those initial orders and for giving me a foot in the industry! Any parting words of wisdom for our readers? A hot tip about working as a senior buyer in fashion?M: Thank you! This was so much fun! One tip: I always said yes to new categories and challenges when they were offered to me. Sometimes you’ve got to just go for it!
T: The office culture always seemed so cool as a visitor. I remember specific colleagues of yours, bosses, and I always left the office thinking....OKAY THESE WOMEN ARE RAD! What was the culture like working there?M: It was an incredible place to work. We ALL had a passion for Delia’s and loved what we did. We worked hard and played hard. It didn’t hurt that a few of the people were some of the funniest people I’ve ever met … so laughter was a big part of the “office culture” and many of them remain lifelong friends. T: As we know trends are cyclical---and so many trends from the heavy POV of DELIA'S continue to resurface---what is your favorite trend, and what is your most cringe worthy from that time? M: Well I’m a shoe girl so give me a bump toe platform Mary jane any day of the week. Cringe worthy???? I guess maybe the Jnco Jeans faze … but never say never.T: OMG I remember the rainbow bedroom set with comforter and shams, do you think you can get me a deadstock one for my now adult room?M: I wish I had them, there was so much I wish I held on to. T: The catalog model was huge in the 80's and 90's, but DELIA'S brought it to the tweens, and teens before anyone had---do you think that was the magic sauce?M: 100%! I cannot tell you how many women I have met in a social situation that tell me how much the catalog meant to them when they were young…then I start to feel old…but once I get over that, I think “that was so cool” T: Thank you so much for taking time to reflect on your work at DELIA'S and thank you for those initial orders and for giving me a foot in the industry! Any parting words of wisdom for our readers? A hot tip about working as a senior buyer in fashion?M: Thank you! This was so much fun! One tip: I always said yes to new categories and challenges when they were offered to me. Sometimes you’ve got to just go for it!