Momspiration: Rachel Florio-Kids' Fashion Trend Expert

Here's some more Momspiration for you, a fun and informative Q&A with Rachel Florio. Rachel is an extremely busy, single mom to three kids, owns her own PR firm that specializes in kids' products, is a trend expert and forecaster, a TV personality and so much more. Read along and see how Rachel balances running a business, hosting and producing TV spots, researching and predicting trends all while raising a family. Phew!

How do your own children inspire you in life and in your work?
My children inspire me in many ways. I have always appreciated the miracle of life and I adore babies and children. For the past seven years of the ten in which I operated my business I have solely focused on maternity, baby, children, and family travel. This market is a perfect fit for me since I am an experienced mother of three. I having tested and used most of the products I pitch such as nursing pillows, baby DVD’s, snap suits, strollers, etc…
As my children have gotten older they too give me their opinion on a new product and sometimes suggest I pass on taking it on. They have witnessed their mom on T.V., in meetings, on conference calls and have been to industry shows like ENK International and Magic in Vegas so they get that I am in the “kid industry”. My children also get to go on some fun and extravagant family travels with me as I check out different resorts to pitch on air and to magazines.
My daughter’s best memories are of either being on camera with mom or getting spoiled at posh hotels. My daughter, Ashley got a kick out of seeing a “welcome Ashley” sign made out of colorful sponges sitting on the Jacuzzi at the Beverly Hills Regent. Christie would tell you it was when the Breakers Hotel in West Palm Beach had a huge model of the hotel made out of chocolate and sugar sitting on their bed waiting for their arrival. I am fortunate to be able to work virtual office because it allows me to juggle my three kids and my career. Not too shabby when you get to take your kids on business trips to places like Nantucket or the Cape.

In addition to owning your own PR firm, you're a nationally recognized trend expert. That's one heck of a cool job; how does one become a trend expert?
Thank you for that; it is a very cool job and I love it! I feel blessed to be able to do what I love doing and with some of the most respected players in the biz. It didn’t happen overnight. I tell my daughters that have now become teens that it takes organizational skills, motivation and determination to succeed at anything they want to succeed in. You can’t give up and you need to “ask for the order”. You have to be assertive and not be afraid. You can’t close all deals, but if you keep on trying you can make most happen!
In 2003 I was asked to host seven segments for A Movie and A Makeover on TBS. I did birthday party makeovers for children between the ages of 1 and 16. TBS then named me a Trend Expert. When I read my title and heard my intro I was excited and ran with it! I started booking myself on shows like FOX, Good Day Philadelphia, CBS, The Early Show, NBC, The Today Show, EXTRA!, etc… I started creating A-Lister Celebrity Buzz that got noticed and one affiliate to the next would then title me as their “Celebrity Trend Expert”. It takes time and energy to produce and host these segments. You have to know what’s hot and which celeb is buying what, collect these items and gain more knowledge about them, and then produce links and facts to give to the head producers of each show so they can link the brands TO the networks site.
I often suggest or even write what goes on prompter for the anchor as they introduce my segments. It is time consuming for a short 3 to 6 minute gig, but it is airtime for both the product brand and my own brand. I am also known as a trend forecaster which means editors and producers trust my opinion on what I think is going to be hot on the shelves a year in advance. A national consumer will read blogs and magazines which describes what’s hot now. It is my job to tell the insiders what is going to be hot next season. Clients often ask me to advise them on what they should be producing three seasons out from now and that is one of my biggest rewards. The retainer pays the bills, but the respect keeps me going!

As a trend expert and forecaster, what do you predict will be hot on the horizon?
What’s hot right now for spring 2010 are bright preppy colors! I call it a “feel good” trend. Out with the long dark winter and as we crawl out of the dreadful recession! Happy days full force ahead! We have all become a bit more consumer savvy so yes, we buy less, but we buy quality that shows. I am working on an “Anchors Away” segment which will show you the hottest trends of the summer and that is all things nautical! Navy and red tones are classic and I will share some of those, however, coral and aqua are huge for 2010!
In the next few seasons you will see more and more Eiffel towers and French phrases along with more bling and even chunkier jewelry. Hot trend for mom right now: stacking bangles and layering long necklaces. Hobo bags are making a huge come back along with camo as well. If you are a hip fashionista you will start wearing these trends now and as the seasons go on the mass market consumer will pick up on the trend and start a following.