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52 FRIDAY, AUGUST 2, 1991
Marketing Maven
Continued from preceding page
theme around the words
`Christmas in America, " Ms.
Loren told Kmart.
She insisted that the con-
tract preserve Kmart's right
to pursue television if the
book became successful.
"Kmart never knew what I
was talking about," she says.
"Everyone thought I was
crazy!"
But as Susan Yashinsky,
director of marketing develop-
ment and trend analysis for
Kmart points out, "Barbara
knows retailing inside and
out, and she has the successes
to prove it."
The book became the fifth
bestseller in the country, and
Ms. Loren and Kmart even-
tually collaborated with King
World Productions to create
the 1989 NBC "Christmas in
America" television special
featuring Kenny Rogers.
Ms. Loren also is a com-
munity activist. She serves on
the boards of the American
Friends of Hebrew University
and the American-Israel
Chamber of Commerce
donating her time and exper-
tise to advance the causes in
which she believes.
Berl Falbaum, a Detroit
public relations executive, and
Ms. Loren's co-chair on the
Chamber of Commerce's
public relations committee,
says she has a natural ability
to interpret trends and
political situations. "She's one
of the brightest people I've
ever known!'
In addition to her Israel-
related activities, Ms. Loren
also recognizes the impor-
tance of developing networks
for personal and professional
support. She is known
throughout the community for
her efforts to reach out to
other professional women.
"I make it a habit now to
speak at the universities and
talk about being a profes-
sional. I believe it's very im-
portant for young women to do
networking," she says.
"Men have always had
that," she explains. "A lot of
them are bright, but a lot of
them aren't, and the ones that
aren't get covered up because
of the boys' network. The
women can't do that. If you're
not the best, you're not going
to make it as a woman."
Her association with the
New York-based Fashion
Group demonstrates this com-
mitment. The Fashion Group
is an international organiza-
tion founded in New York 60
years ago to further the
careers of professional women
who couldn't get into men's
clubs to network with their
peers.
Among its other functions,
the Fashion Group offers
scholarships to women in-
terested in the retailing, mer-
chandising and design fields
at Eastern Michigan Univer- -
sity, Michigan State Universi-
ty and the University of
Michigan.
Ms. Yashinsky echoes the
sentiments of many profes-
sional women in Detroit. Her
relationship with Ms. Loren
began when she told Kmart
about her in the mid-1980s.
"My hero? My idol? My
mentor?" she laughs. "(Bar-
bara) is such a rare -person in
the world, because she's so
good!'
Ms. Loren and her husband,
Murray Snyder, spend sum-
mers in West Bloomfield, com-
muting from their Boca
Raton, Fla., condominium
during the winter months.
Children and grandchildren,
scattered around the country,
are important to both.
"I never had a grand-
mother!" Ms. Loren says.
"When Amanda (her grand-
daughter) says 'Grandma Bar-
bara' . . . she's just priceless!'
Her parents were both or-
phaned at a young age, and
Ms. Loren also is a
community activist.
She serves on the
boards of the
American Friends
of Hebrew
University and the
American-Israel
Chamber of
Commerce, giving
time to causes in
which she believes.
met at the Hebrew Orphanage
Asylum in New York as
children. As a result, she has
actively developed family-type
relationships with her friends.
"I had to make my friends
my family. So I got to choose
my family," Ms. Loren says.
That "family" includes
members of the Birmingham
Temple. Rabbi Sherwin Wine,
a friend for 23 years, has pro-
vided constant challenge and
inspiration.
"It (the temple) has played
a very important role in my
life. My kids were bar mitzvah
through the Birmingham
Temple, and I saw them
blossom!' Ms. Loren says.
Today Ms. Loren considers
herself "semi-retired" — busy
as ever, but focusing in dif-
ferent directions.
"I never was a workaholic,"
she insists. "I always was
tenacious about my work, but
a workaholic is someone who
just doesn't have any other in-
terests, and I have so many in-
terests. I'll always do it,
because I enjoy it. I love the
challenge of a problem!' ❑