Executive Perspectives: Alan Traiger of Members Only On Keeping an Iconic Brand Fresh

As part of Print & Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry. This month, we interviewed Alan Traiger, senior vice president of sales for Members Only, Syosset, New York. Here, he reflects on his career journey, discusses the dangers of stagnation, and shares some exciting developments for the company.

Print & Promo Marketing: How did you get started in this industry, and what path did you take to land in your current role?

Alan Traiger

Alan Traiger: I was in the premium incentive channel for about five years [before] I made a change to the promo industry as the vice president of sales and marketing for ACRO. While at ACRO I was able to develop a new brand called Razzlebags. I created very unique products for the industry, and of these products I [received] 13 patents. Most notably were my circular drawstring bags. When you pulled the bag closed it completed a circle.

The bags were designed to look like a basketball, baseball, tennis ball, soccer ball, etc. I was able to license, and later sell these patents to Jet Line Products, which then ended up
being sold.

I then moved back into the premium incentive industry as the vice president of sales and marketing for IN Marketing Group, and later became an owner while building the company’s sales and channels of distribution. I continued to stay connected to the promo channel and its offerings while at IN Marketing Group. I met the owner of Members Only while at a trade show and began to [introduce] the brand to the casino industry. After years of him trying to get me onboard full time, I finally sold my incentive company and came over in November of 2022.

This position is one that takes the first half of my career in the garment center and merges it with the second part of my career in the promotional and premium channels, which seems like a great marriage of the two.

PPM: How do you set goals for yourself? For your business?

AT: The brand itself is iconic, going back to 1975, but its resurgence will take lots of hard work and effort to make it mainstream again. The plan for this feel-good brand is to no longer be a one-hit wonder with the most famous jacket ever, but rather to make it a complete brand diversifying into everything from scrubs to underwear, sneakers, jeans, and much more. When you have all these initiatives, setting goals is easy. You must try to make them realistic, as you can’t make it all happen overnight. I am one who always likes to underpromise and over-perform!

PPM: How does the economy continue to affect the industry?

AT: The economy will always sway things, but with our product offerings there will always be a need for jackets, scrubs, and other apparel items. You must stay fresh, try new things, and look for the niches you might be able to fill. For example, we saw an opportunity with our recent launch into bright colors, such as orange, purple, and yellow. These are great colors for kids as they try to match their clothing to their sneakers. The colors also translate well to high school, college, and pro teams. We continue to add to this mix and introduced a lime green and hot pink at PPAI [Expo].

PPM: What do you expect to be some of the biggest changes or challenges the industry will face?

AT: As costs continue to rise, companies may look to tighten up their purse strings. We will be bringing on other categories and items at more friendly price points to help make the brand available to everyone. We are in the process of bringing in T-shirts, polo shirts, and lightweight packable jackets, just to name a few.

PPM: What do you think is the most exciting, cutting-edge thing your company is doing right now?

AT: Our addition of new categories, diversification of existing products, and adding new licensees is happening fast and furiously. We are about to open a three-floor Members Only Fashion Lounge in the West Village of New York City in March of 2024. This will be complete with a bar, food, and a retail sales section. Hopefully, the first of many!

PPM: What would people be surprised to learn about you?

AT: My No. 1 greatest joy and passion is truly my family, and I live for my kids! I love to play poker — specifically Texas Hold ‘Em — and would be excited to play in the World Series of Poker in the very near future. I enjoy golfing, although I’m not very good at it. Who knows, maybe our new golf apparel line will improve my game. I know I will look better while playing.

Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at ecarr@napco.com for a list of questions and other details.