In Conversation with Laura Serafino
Tell us about your background:
I obtained my degree in Psychology; however, shortly after graduation, I realized that this may not have been the ideal career path for me. After consulting with several recruiters, I transitioned to the fashion industry, inspired by a fulfilling internship at Camuto Group. My first professional role was with Brooks Brothers, where I joined the product development team. This experience provided me with extensive knowledge in leather and footwear, as well as insights into product development processes across Europe and Asia. Following five years at Brooks Brothers, I moved to American Eagle Outfitters. There, I gained valuable experience in a more corporate setting, particularly in negotiating costs and developing sourcing strategies. I subsequently joined rag & bone, where I dedicated approximately ten years to the product development and production team, focusing on footwear, bags, and accessories. Over my tenure there, I improved margin by 15% by redeveloping materials, shifting manufacturing country of origin, and negotiating lead-times to allow time to ocean more product. For the past two years, I have been with Loeffler Randall, where I oversee Product Development, Production, Technical Design and Sustainability across all product categories. Some of the accomplishments over the last two years were managing a factory going out of business, improving margin even with tariffs, and building a vendor and compliance manual.
What do you wish you’d known when you started out?
You never know everything, always ask questions. LinkedIn & networking is extremely important for career development. Every new role I obtained was through a connection on LinkedIn.
Best career advice you've ever received?
Always take the call & explore new opportunities. Maintain relationships from your past.
What leadership qualities are important to you?
Communication, openness, honesty, and accountability.
What has been the biggest challenge in your career so far?
Navigating tariffs or when one of our largest factories went out of business mid season. We hopped on a plane to Asia to quickly navigate how to redevelop and reproduce more than 50,000 pairs of shoes in a few weeks.
How do you define success in your career, and how has that definition evolved over time?
Creating product that meets design's intent, achieves target margin, and fits well.
How has networking contributed to your professional growth and success?
The fashion industry is often about who you know.
What are your top networking tips for building strong connections in your industry?
Keep in touch with former co-workers/vendors, attend industry events, join industry groups (FDRA, AAFA, co-lab).
LinkedIn: https://www.linkedin.com/in/lauraserafino
Instagram: @Ls0717
