CONTENTS | WWW.CWB-ONLINE.CO.UK
!
REGULARS
FEATURES
SCHOOLWEAR
05: Comment
14: Return to sender Why shops of all sizes should factor returned goods into their business plan
47: News
06: News 08: NCWA 12: Open for business Legal and business advice plus industry opinion 16: Retail therapy Store profiles and retail news 18: Brands to watch Editor’s pick of brands 42: Style guide Kids’ bedroom decor 62: Talking point: Samantha Sotos
20: Down to business A summary of Bubble London’s business seminars 24: The look of s/s 15 CWB’s favourite s/s 15 themes 26: Cool kicks Highlights of the kids’ footwear available at this season’s Bubble London
54: SA campaign 2014: Your child is worth it In the run-up to Back To School, the Schoolwear Association is stepping up to the fore with its latest campaign to support the school-specific sector 56: Parents’ poll: School uniform buying habits CWB quizzes parents on their experiences of school uniform shopping
28: Hello flower S/s 15 fashion shoot 38: Mini Moda Preview of Moda Footwear’s new kids’ area
August/September 2014 - 03
Photography: Sonya Hurtado, sonyahurtado.co.uk
A great mix of children’s products A unique buying experience
1 & 2 February 2015 Business Design Centre, London
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ď€œď€Šď€Śď€€ď€˛ď€Śď€¤ď€Śď€Žď€´ď€€ď€łď€°ď€˘ď€´ď€Śď€€ď€Żď€§ď€€ď€Šď€Żď€´   ď€ď€Śď€˛ď€łď€€ď€łď€Śď€Śď€Ťď€€ď€Żď€ľď€´ď€€ď€Žď€Śď€ˇ ď€ď€ď€Śď€˛ď€šď€€ď€Żď€ľď€´ď€§ď€Şď€´ď€łď€€ď€˘ď€Žď€Ľ ď€ď€Łď€˘ď€´ď€€ 
According to figures from the British Retail Consortium, clothing has been boosting retail sales since June. While overall retail sales were down by 0.8 per cent during the month of June compared with the same time last year, non-food sales saw growth of 3.7 per cent over the past three months, with clothing one of the strongest performing sectors. These figures suggest consumers are feeling a little more confident than last year; purchasing more full-price items than previously, thus allowing retailers to delay going into sale and discounting as deeply, and as early, as they may have done in past years. Equally, our visits to the s/s 15 trade shows echoed this growing confidence, with new retailers and brand debuts aplenty. UK trade exhibition Bubble London, for instance, experienced a four-per-cent rise in visitor numbers compared to the June 2013 edition. Furthermore, eight per cent of the attendees were new retailers, and in excess of nine per cent were planning to open a shop in the next 12 months. Similarly, on the brand front, just under a third of the show’s 280 exhibitors were new brand debuts. We can only hope that this surge of new blood being injected into the sector will continue to build a sense of positivity and optimism for the future. As we round-up and review the s/s 15 fashion season this issue, we turn our attention to footwear. We have captured some of the key footwear collections that were available at Bubble London in our review, Cool Kicks, on page 26, and have an exclusive insight of what will be on offer at this month’s edition of the UK’s leading footwear trade show, Moda. For specialist kids’ footwear retailers, or those looking to extend their footwear offer, Moda Footwear is a must this season, as it launches a new stand-out area
Editor Laura Turner laura@ras-publishing.com Contributors Isabella Griffiths isabella@ras-publishing.com Christina Williams christina@ras-publishing.com Victoria Jackson victoria@ras-publishing.com Editorial assistant Rebecca Jackson rebecca.jackson@ras-publishing.com Sub editor Amanda Batley amanda@ras-publishing.com Designers Michael Podger mick@ras-publishing.com Clive Holloway clive@ras-publishing.com James Lindley james@ras-publishing.com Richard Boyle richard@ras-publishing.com Sales manager Helen Hodson helen@ras-publishing.com Subscriptions Laura Martindale laura.martindale@ite-exhibitions.com Head of childrenswear Lindsay Hoyes lindsay@ras-publishing.com Production director Gill Brabham gill@ras-publishing.com Marketing director Stephanie Parker stephanie@moda-uk.co.uk Managing director Colette Tebbutt colette@ras-publishing.com Reprographics/printing Image Data Group Ltd 01482 652323
CWB is published 6 times per year by RAS Publishing Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 www.cwb-online.co.uk CopyrightŠ 2014 CWB Magazine Limited. All rights reserved.Reproduction of any written material or illustration in any form for any purpose, other than short extracts for review purposes, is strictly forbidden. Neither RAS Publishing Ltd nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.
COMMENT | WWW.CWB-ONLINE.CO.UK
dedicated to children’s footwear. Entitled Mini Moda, the new area offers a key buying opportunity for the kids’ footwear sector, providing a destination for buyers and brands from the UK and beyond. For further footwear inspiration, visitors can also view kids’ footwear trends and collections showcased at Moda’s specialist footwear and accessories catwalk in Hall 20. As we sign off this issue, and draw a line under s/s 15, we look ahead to the next issue for October, which will, among other topics, cover Back To School 2015. In the meantime, feel free to call, email, Tweet or Facebook CWB – we’re always happy to hear from you. And, don’t forget, for the latest industry’s news visit www.cwb-online.co.uk.
Laura Turner Editor
CWB is a joint venture between RAS Publishing and the National Childrenswear Association.
A Buyer Series Fashion Business Publication CWB is a fashion business publication produced by RAS Publishing Ltd. Other titles include WWB and MWB. RAS Publishing is an ITE Group company.
August/September 2014 - 05
NEWS | WWW.CWB-ONLINE.CO.UK
ď€Œď€‘ď€?ď€?ď€”ď€€ď€‹ď€—ď€•ď€Šď€‰ď€œď€›ď€€ ď€?ď€–ď€œď€?ď€?ď€‘ď€œ
ď€?ď€?ď€? ď€?ď€&#x;ď€?ď€?ď€˜ New luxury footwear label Young Soles, which launched at Bubble London for a/w 14, has secured distribution across 10 outlets in the UK. The London brand has acquired stores ranging from Glasgow to the Vale of Glamorgan, including five London childrenswear stockists. It has also secured three international stockists in the US, Spain and Belgium. “The level of response from international stockists and retailers has been phenomenal,â€? says brand founder Louise Shill. “It proves that the popularity of British design and classic vintage style is holding strong.â€? Young Soles takes inspiration from British heritage, reinventing classic and timeless styles such as the T-bar, Mary Jane, brogue and creeper. —
Diesel has filed legal action in a US federal court against 83 websites selling counterfeit products appearing to carry the Diesel label. The sites created the false impression they were authorised to sell genuine Diesel goods by using the company’s trademark in their domain name, going on to sell thousands of replicas of the brand’s products. As part of a global programme to combat the business of counterfeit products, Diesel launched an online brand protection programme earlier this year, resulting in more than 120 infringing sites being taken down, over 1,000 sellers blocked, and around 400,000 items removed. —
ď€˜ď€”ď€‰ď€? ď€œď€?ď€?ď€? US children’s footwear brand Plae is making its UK launch this season. All Plae shoes are made using environmentally friendly materials, including recycled and non-toxic, and feature interchangeable Velcro “tabsâ€?. The “tabsâ€? are available in a wide choice of colours, prints and materials and can be mixed and matched for a customised look. They also come in a choice of three different lengths to accommodate different foot arches and widths, and are available in sizes 24-35. Plae is distributed, designed, produced and marketed by the Nordic Footwear Company and represented in the UK by agent Michael Schlaeppi of Skyline Agencies. —
ď€?ď€?ď€Œď€€ď€Žď€—ď€—ď€œď€Žď€‰ď€”ď€”ď€€ď€‰ď€œ ď€?ď€?
ď€?ď€&#x;ď€? ď€”ď€‘ď€œď€œď€”ď€? London childrenswear agency Little Icons has added a further three labels to its portfolio for s/s 15. New is Raspberry Plum (pictured), which launched for a/w 14, and has expanded its range for s/s 15 with the introduction of boyswear, babywear and hats. Also joining the agency are Swedish brand Shampoodle, whose tag line is “childishly comfortable clothesâ€?, and Amsterdam label Donsje, which specialises in baby and toddler shoes. In addition to the new signings, Little Icons also represents Finger in the Nose, American Outfitters, Gro, Boys&Girls, Miss Hall, Antik Batik, Etiquette Clothiers and Kidscase. —
Taking place on the new, later summer dateline of 13-14 July, kids’ trade show Bubble London experienced a four per cent rise in visitor numbers compared to the June 2013 edition. Alongside the established independents and department stores such as Harrods, Fenwick, Selfridges and Liberty, eight per cent of visitors were from new stores, and over nine per cent were planning to open a store in the next year. Equally, a host of new labels chose the show to make their debuts this season, including new-to-market brand Plumeti Rain, which scooped the Rising Star Award. Despite facing stiff competition from the 11 other finalists, the Spanish label impressed judges with its all-natural, hand-embroidered clothing. When it wasn’t celebrating fresh design talent, Bubble London showcased the season’s key looks in its second-ever fashion catwalk show. “We’re thrilled with the outcome of the event,� says event director Lindsay Hoyes. “While new brands exhibit to pick up their first accounts, established labels show with us in order to attract new stores and we have made every effort to ensure we not only attract new talent to the show, but also new shops.� Bubble London a/w 15 takes place on 1-2 February 2015 at the Business Design Centre, Islington. —
ď€?ď€?ď€? ď€Œď€?ď€?ď€œ This month sees Selfridges debut Jungera, a new and emerging childrenswear label for boys and girls. Launched in Paris last year and designed by Asha Mines, who was creative assistant to American fashion designer Rick Owens for over 10 years, the brand offers smartly constructed pieces with a focus on comfort, durable wear and roomy fits across pieces such as jackets, dresses, leggings and jumpers. The label’s core collection is produced in 100 per cent organic fibre material, while the Heirloom collection is produced from 100 per cent organic cottons with specially sourced wools and leathers. Pieces are hand-dyed in small batches, pre-washed and pre-shrunk. — August/September 2014 - 06
NEWS | WWW.CWB-ONLINE.CO.UK
British baby and children’s clothing label Bonnie Baby has launched a wholesale website for trade customers. Designed to be efficient and user-friendly, the website is currently carrying the brand’s s/s 15 collection as well as continuity ranges. To register for a wholesale account, trade customers can visit www.bonniebaby.co.uk, where a tab for the Wholesale Shop can be found on the top bar. Once registered for an account, users will be sent an email with a username and password to access the website. —
Following the opening of a London showroom earlier this year, action sports brand Animal has opened a new showroom in Manchester, where wholesale customers can view its collections across men’s, women’s, childrenswear and accessories. After relocating from its smaller premises in Warrington, Cheshire, the new 2,000 sq ft showroom will act as a hub for the brand in the North of England. Located in the Fairburn Building, 70-72 Sackville Street, Manchester, the label hopes the move will attract new accounts as part of its continued sales growth for 2014. “Relocating the showroom to central Manchester has been a great step for the brand, making it much more accessible to our Northern accounts,” says Joel Pickering, Animal’s head of brand and marketing. —
Outerwear brand Penfield Inc has extended its mainline collection to include kidswear. Penfield Kids, launching for a/w 14, draws inspiration from the brand’s most iconic styles, all adapted in construction and detailing for children, with design focused on utility, strength and durability. Penfield Kids incorporates the same technical elements as the Penfield mainline collections, including 60/40 cotton/nylon outers, 80/20 premium down, and Teflon coatings for water and stain resistance. The Penfield Kids collection features a variety of classic and bright colours and seasonal prints. —
Next month will mark the debut collection launch of new British childrenswear label Angel & Rocket. The aim of the brand is to create a handpicked edit of comfortable, affordable designs with a commitment to detail and high-quality fabrics. Available for ages 3-10 years, the first collection comprises 50 different styles for girls and boys, with limited numbers produced each season. A chalked colour palette, soft yarns and hand-drawn animal graphics are key. The Christmas collection will launch at the start of November, along with a limited-edition Christmas jumper. Angel & Rocket is headed up by fashion expert Philippa Cloete, formally of Next, M&S and TopShop, where she worked as a buyer through to head of buying for over 15 years. —
Next month, Travis Designs will release new dress-up apparel styles in conjunction with its licensing partners Disney Baby and Sophie la Girafe. The Disney Baby styling for 0-2 years covers many of the popular baby focused characters, with the stock range hitting stores in September including the characters Winnie the Pooh and Friends and Mickey and Minnie Mouse. Styling includes plush all-in-ones, cuddly tabards and tutu dresses, with further development in the pipeline for different characters and a soft jersey cotton range for up to 12 months. For the classic product licence Sophie la Girafe, there are four launch styles for 0-3 year olds. Highlights include a plush all-in-one with a character moulded head and hood, a soft tabard style with a hat, a jersey tutu with a net skirt and a puppet. As a licensee for these two brands, Travis Designs can offer retailers exclusive development, providing a design and manufacturing package to create exclusive styles for stores. —
Oueen’s Award winner Frugi, which designs and manufactures organic clothing for children and mothers, is the first Cornish business to participate in the Stepping Up programme delivered by Oxford Innovation. Stepping Up is part of the Coaching for High Growth programme, a £7.7m investment made by the European Regional Development Fund (ERDF) to support Cornish businesses. The Stepping Up element places particular focus on businesses experiencing exponential growth, such as Frugi, which has extended its premises by over 8,000 sq ft, more than three times the size of the existing site. “Since our launch in 2004 we’ve had annual growth of almost 40 per cent,” says Frugi co-founder and MD Lucy Jewson. “The Stepping Up programme has been an invaluable source of support for our business as rapid growth requires careful planning and management.” —
August/September 2014 - 07
NCWA NEWS | WWW.CWB-ONLINE.CO.UK
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"$ " $ " $ $ " ! $ " " $ EXECUTIVE DIRECTOR’S COMMENT: I have long had a secret admiration for those brave enough to launch their own businesses. Over the years that admiration has been tempered by all too frequent encounters with aspiring entrepreneurs whose research has been scant, if not non-existent, and whose ambition has been built on the sand of imagination rather than the rock of careful planning. Recently, I have had to change my mind again as a new breed of business people has appeared, as if from nowhere. Having studied the market, explored locations, designs and brands and secured financial backing, these individuals of all ages, but many with some working experience behind them, have decided to try their luck as manufacturers/suppliers, agents or retailers. I probably should not say “luck�, as they have left little to chance, so good has their preparation been, but we all know that a new competitor, a planning decision, a new trade war, an interest rate rise or even the vagaries of the weather can scupper the best laid plans. One area where the planning may go awry is that of safety and, in particular, the standards and legislation applicable only to childrenswear. The discovery that the rules on children’s nightwear are different from those on adults’ nightwear (and that one cannot distinguish between daywear and nightwear for babies) can be a revelation. Equally, the belief that their garments do not have any cords or drawstrings can be shattered when they read the definition of a decorative cord (which includes an attached bow). A spate of recent cases (and it only takes a few) where retailers have rejected garments, or worse, where trading standards officers and their equivalents abroad have called for their withdrawal from the market, has led to an increase in enquiries to NCWA. Some of those calling us have since joined the Association, so that they can obtain up to date information and, more importantly, attend an NCWA seminar on the safety of childrenswear. Presented by Mrs Sue Bolton, who chairs the European Standards Committee Working Group on the safety of childrenswear, the seminar covers the European Cords and Drawstrings Standard and the BSI Code of Practice on mechanical safety, as well as bringing delegates up-to-date with the Working Group’s future work programme and the differences in attitude across the thirty members of CEN, the European Standards Organisation. The next seminar is to be held on 24 September, and only NCWA members can attend. Delegates, of whom there is a maximum of 12, are encouraged to bring samples of their own garments and designs to check what is and is not permissible and Mrs Bolton herself shows items of clothing which have, or would, fall foul of scrutiny by enforcement officers. If you are not a member of NCWA and would be interested in joining, do e-mail us at info@ncwa.co.uk, or call Michelle Payne on 020 7843 9488. You can also look at our website, www.ncwa.co.uk, or write to us at 3 Queen Square, London WC1N 3AR. Finally, do not forget that all members have a free page on the NCWA website and have access to the Members’ section, not least the retailer training videos presented by Jackie Cook. Elizabeth P Fox
LITTLE BLOOMERS KIDSWEAR Stocking shoes, accessories and clothing for 0-13 years, Little Bloomers remains focused on offering a trendy and affordable range. Established in April 2013 by owner Nicole Webster, the online store is now an official stockist of Gripper Soles, an innovative new footwear brand for pre-walkers and toddlers. Other top brands stocked include Minx, Domino Girls, Freaky Boys and Baby C. The retailer currently ships to Ireland, the UK and beyond, but plans to open a pop-up shop in Dunkineely, Co Donegal shortly. www.littlebloomerskidswear.com
TWO2EIGHT Specialising in clothing for 2-8 years, co-owners Connie Lawrence and David Glazebrook established Two2Eight Childrenswear in 2014. The retailer bases the majority of its trade online, though also runs a pop-up shop at various shows and shopping centres. Specialising in Fairtrade products, mainly from South Africa, the store aims to stock own branded and made in the UK in the future. The retailer remains focused on developing a customer base and expanding its range of products and brands. Two2Eight will be at Hempstead Valley shopping centre from 4 August. www.two2eight.co.uk
NCWA Council: Chairman SHARON BEARDSWORTH Emile et Rose Manufacturer Vice Chairman DAVID HULL Agent Imm Past Chairman DAVID BURGESS David Luke Ltd Manufacturer Treasurer COLIN WILSON
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Council Members: NUALA MCKENNA Nuala McKenna Agencies Agent. DIANE SHAW Agent. SARAH TAYLOR Agent. RAY WILLIAMS Agent. HANNAH MCHALICK Oh Baby London Manufacturer. MALCOLM TRAVIS Travis Designs Manufacturer. RACHEL RILEY Rachel Riley Manufacturer. JANETTE REED Cotswold Kids Retailer. VIRGINIA ROSS Pollyanna Retailer. JILLIAN PETRIE Young Trend Retailer. President: KEN SCATES Marketing consultant Vice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultant Executive Director: ELIZABETH FOX
• Membership is open to everyone involved in the British childrenswear industry. • Associate membership, open to non-British organisations, is now available. Read our blog and follow us on Twitter
• Membership costs from £85. August/September 2014 - 08
NCWA NEWS | WWW.CWB-ONLINE.CO.UK
Ethical children’s brand Pigeon has launched organic cotton knitwear to complement its clothing ranges for babies and kids. Showcased at Bubble London in July, the new collection for age six months up to six years includes tights, knitted hats, scarves and shawls The knitwear collection has been designed to coordinate with some of the brand’s new girls’ dresses as well as various continuity pieces within the main collection. Highlights include tights in bold colours decorated with a range of fun motifs such as paw prints and anchors. Pigeon’s knitwear offer will be available as of next month in independent retail outlets in the UK and beyond, and via Pigeon’s website.
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Spanish children’s fashion brand Tutto Piccolo has launched its first baby’s fragrance, Tutto Piccolo Baby, which is a cologne designed for babies’ daily care. Hypoallergenic and dermatologically tested, Tutto Piccolo Baby offers a fresh and sweet fragrance with floral notes. Containing glycerine, an ingredient that helps to moisturise and smooth delicate skin, the fragrance is suitable for daily use, including after bathing. Developed by the Tutto Piccolo brand in Spain, the fragrance is available in a spray bottle of 100ml.
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Loughborough children’s clothing, footwear, gift and accessories store, Baby Boutique UK, has launched an e-commerce website. Marking the next stage in the retailer’s development, Babyboutiqueuk.com allows the business to sell online, promote its social-media platforms on Facebook, Instagram, Pinterest and Twitter, as well as reinforce its new company name and logo. Formerly Baby Boutique, the business recently rebranded to Baby Boutique UK following permission from the Secretary of State to use UK within its logo. The award-winning store is run by mother-and-daughter team Vicky Clarke and Natalie Hallam. Since opening its doors in July 2012, the retailer has won The Pride of Loughborough Town Centre Initiative of the Year Award for 2012 and 2013, as well as the Love of Loughborough/Loughborough Echo Best Dressed Christmas Window 2012 award.
British-made knitwear brand Picaloulou has raised the necessary funds to manufacture its new boys’ merino shawl collar jumper style for a/w 14 via fundraising platform Crowdfunder.co.uk. Picaloulou, as with many small start-ups, faced the problem of a lack of cash flow and the prospect of cancelling its production run with British knitwear supplier Peregrine Clothing for its new boys’ jumper development. Crowdfunding offered Picaloulou an alternative means of funding whereby it set a fundraising target for its project, which it then promoted to attract pledges from the public. “We’re so delighted to have raised the necessary funds thanks to the support of family, friends and complete strangers,” says Picaloulou founder Shireen Cunliffe. “It has been a great exercise in brand promotion using social networks and we have met so many new fans, bloggers and other brilliant businesses.”
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For s/s 15, planet-friendly childrenswear brand Kite has introduced new styles and an extended accessories range. Marking its largest collection to date, s/s 15 sees Kite present baby girls’ and boys’ fleece gilets in six sizes available up to three years. For girls of all ages, it has launched the “wrappit”, a versatile hair accessory that can be worn four different ways and co-ordinates with the collection. Other design highlights from the brand’s mix-and-match range, which caters for newborn to 11 years, include a vibrant colour palette, prints and appliqués. All of Kite’s garment are manufactured using organic cotton or fleece made with at least 50 per cent recycled materials. Natural materials and production methods are used by the brand wherever possible, including coconut shells for buttons and apple juice extracts to soften cotton jeans rather than using harsh chemicals.
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Taking a fresh approach to babywear is Hook & Loopy, which specialises in Velcro-fastening baby clothing as opposed to traditional popperfastened garments. Established in 2012, the brand was formed to offer a clothing range for babies that saved parents time when dressing and reduced stress at changing times. The collection’s key pieces, which are available in a choice of designs including unisex options, are the Easy-fastening Sleepsuit, the Super Absorbant Bodysuit with a soft, built-in terry towelling layer to absorb leaks, and adjustable Velcro “stay-on” scratch mittens. Gift sets are also available such as the Deluxe gift set, which combines The Ultimate Scratch Mitt, Easy-fastening Sleepsuits and the Super-absorbant Bodysuit.
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August/September 2014 - 09
BUSINESS | WWW.CWB-ONLINE.CO.UK
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www.fashionlaw.co.uk www.agentlaw.co.uk
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LIKE LONDON BUSES – CONSUMER LAW CHANGES COME IN THREES Hopefully you caught the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013? A bit of a mouthful for sure. But, in order to comply with the Regulations, retailers – particularly those using the online channel – should have implemented, by 13 June, the following changes: Information – providing the full pre-contract information in a clear and comprehensible manner and the correct form. Money – making it clear as to when clicking a button online will amount to payment and when there is a charge for additional services. Delivery – within 30 days unless the consumer agrees otherwise. Cancellation and returns – the cooling-off period is extended to 14 calendar days and there are additional information requirements. Refunds – must be for the total price, including delivery, and processed within 14 days. Whether or not you caught that “bus”, the next one is on 1 October 2014, when the Consumer Protection (Amendment) Regulations 2014 (CPRs) come into force. The purpose of the Regulations is to protect consumers against businesses using misleading actions or aggressive practices. They improve the existing framework by bringing a right of redress that can be brought by consumers themselves. The CPRs provide three remedies for the aggrieved consumer: 1. A right to end the contract and receive a full refund of the price in certain circumstances; 2. A right to a discount of 25-100% of the payment made by the consumer to the infringing business; 3. An entitlement to seek damages for:
a. Consequential financial loss; or b. Alarm or distress resulting from the infringing business’ action or practice, or; c. Both. Although intended to protect consumers, it can be expected that in some situations businesses may take advantage of the new CPRs if there is the possibility of significantly damaging a competitor. This could be by friends of employees of Company A morphing into aggrieved “consumers” of Company B. Whichever way action is brought, the best way for businesses to avoid liability under the CPRs is not to engage in unfair practices in the first place. The final “bus” has not yet reached the Statute Book. But, barring an early general election, given that it has all-party support, the Consumer Rights Bill (CRB) is likely to receive Royal Assent in the second quarter of 2015. The CRB will consolidate and modernise consumer law from over 100 pieces of legislation into a framework that should be less of a compliance burden on businesses. It starts by introducing consistent definitions including defining who is a “trader” and a “consumer”, and goes on to provide clearer and more extensive rights and remedies for consumers. And, if the objectives of the CRB are not fulfilled, the next government can always introduce amending legislation. All aboard! © Fox Williams LLP 2014
WHY MOBILE IS KEY FOR RETAILERS, BUT ONLY ONE PART OF THE PUZZLE Today’s shopper is demanding. The constant influx of new channels and technologies has meant that consumer expectations have never been higher, with many craving the highest level of convenience when they head to a retailer. Mobile is a trend that has long been serving this audience, and one that retailers have been relying on more and more to create a seamless online shopping experience. But, while the technology continues to dominate the headlines, it’s becoming very easy for other channels to be somewhat pushed aside. Although still present, the desktop has become a far less common shopping channel recently, with many consumers preferring to browse for products on the go. And, although it has never been more important that retailers embrace this change, it is also just as important that its less popular shopping channels do not get completely neglected. Understanding the differences between a customer who is looking at your site on a mobile, on a smart TV, or browsing your site to collect in-store is critical to success. The key is to remain consistent, allowing your brand to remain just as strong across each offering, as catching a consumer on their mobile can be the perfect way to draw them to other channels at your business. So, in this sense, retail marketers need to put a significant amount of effort into multi-screen and multi-device strategies to deliver a relevant, optimised and consistent experience, regardless of a particular device. Retailers that understand what their customers are doing online, in-store and on their mobiles are the ones that will secure the most loyalty among their shoppers. Only then will retailers be equipped with the information needed to build on their customer experience, ensuring the needs of all of their customers, regardless of how they are shopping, are met. August/September 2014 - 12
BUSINESS | WWW.CWB-ONLINE.CO.UK
How has business been for you this summer? We had many of our summer styles in early, but customers just couldn’t think about buying into summer while we were still having so much rain. The weather has an impact on sales and our deliveries seem to be so out of sync with the UK weather, which means by the time the weather adapts you are close to sale time and can’t make your margin. For the last eight weeks we have had beautiful summer weather, and sales have been really strong. We are up 15 per cent on the previous year, which is a positive sign. What’s sold well for your shop this summer in terms of products and brands? Our best-performing brand for girls is Catimini and our best-performing label for boys is Scotch Shrunk. However, customers are searching for affordable fashion as well as designer, and we have amended our mix to incorporate both designer and affordable ranges. New affordable brands include Frugi, Hatley and Joules, and we will be introducing Mayoral next season. Frugi has been our best-performing baby brand. Dresses are still key for girls. For boys, we have seen a shift away from coloured chinos and back to skinny jeans and quirky T-shirts – which is why Scotch Shrunk does so well. Did you change your buying strategy in any way for s/s 15? Less forward order and more in-season ordering, concentrating on the brands that perform, and to be quite brutal with labels that deliver just on sales and not margin. Do you have any plans for the business this year? We are investing in an upgrade to our Epos system. Online sales now account for 35 per cent of our total business, and this will be key in helping us to stay ahead.
How has business been this season? Summer got off to a late start last year (mainly due to the weather) but, once it arrived, sales increased dramatically. This year the weather has been better, so sales have been more evenly spread, but we do expect an increase in revenue. We also get more visitors to the area now and this helps everyone. What has sold well? New baby gifts and clothing have always sold well for us. Customers like the fact that we stock well-priced individual items that are not seen everywhere. Sun hats sell as soon as the sun comes out! We have stocked The Mountain animal T-shirt range for older children for some time; these have been popular, along with Hooligans Kids, SeeSaw and Pitter Patter. Anisnap children’s watches, Childs Farm toiletries and BoBo Buddies have also done well. Did you change your buying strategy this season? No, not really. We like to find a few new items – often accessories – each year by attending a couple of trade shows. We replace items and sizes as and when they sell. Do you have any plans for the business? We plan to run a competition/prize draw soon. Customers who spend a certain amount will be included in a draw to win a sitting with a local children's photographer. We will also continue to participate in town events such as street fairs and Christmas markets etc. We have increased our advertising to include discount vouchers and aim to update the website to keep customers informed of sales, offers and new stock.
How has business been for you this summer? I only opened my shop in November 2013, so the increase in sales as time has gone on is more than likely due to my business becoming known in the area. But, overall, the summer has been great for us. What’s been popular this summer in terms of products and brands? A lot of my customers are Frugi fans and choose Frugi and Pigeon Organic for safe gift choices. I have introduced some lovely items from Cute Graffiti, Indikidual and Slugs & Snails, which customers have welcomed. Customers appear to be embracing the Scandi all-over prints and relaxed clothing, so this is certainly a look I will be sticking with. For summer we introduced sunglasses from Molo and a trial range from Sticky Fudge. Both brands have flown off the shelves and will be expanding for a/w. What’s your buying strategy? To order little and often so I can change my range as the season goes on. What’s the plan for the business? To start doing more events as the year goes on. We run workshops for pregnant ladies and would like to start a monthly babywearing workshop with Sling Library. Which shows do you attend? Bubble London, and we will go to the Harrogate Nursery Fair – and possibly the toy fair as well. — For more industry opinion visit www.cwb-online.co.uk
August/September 2014 - 13
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An average of 25-40 per cent of goods bought online are returned, with fashion among the product categories with the highest returns in the e-commerce sector, bringing with it a whole host of logistical and financial issues. Returns can be costly and time-consuming and have a serious impact on a business’ profitability, so it’s essential that retailers calculate this into their financial forecasts. “Returns can be a big headache for e-commerce players,� says Nick McLean, director of products at data analytics and order management platform eCommera. “Factors such as cost of stock, inventory movement and the overheads of managing them are all creating additional issues, and you should factor this into your overall costs, particularly if you are in a high returns category such as fashion. “Ultimately, you have the double challenge of firstly making an outbound repayment to the customer, in addition to payment on delivery and perhaps returns postage,� he continues. “Secondly, you have to
work out how to re-sell the item as quickly as possible, requiring receipt of goods, appraisal, putting away, update inventory and so on. It can easily take five weeks in the UK between receipt of payment and return item availability for re-sell – three to five days for customers to receive the item, and often 30 days’ notice period. That 30 days of unknown stock status represents significant working capital.� This is backed up by Sean Hallows, operations director at logistics provider Clipper, which recently launched a dedicated returns management service called Boomerang, working with customers such as Asos and John Lewis, as well as an increasing number of smaller stores and brands. “On average, 25 per cent of everything fashion retailers send out comes back,� he says. “That means 25 per cent of a retailers’ inventory is not available for sale. For any retailer, this is the last thing they want.� Reducing returns and handling the process effectively is therefore essential in minimising the effect on a store’s working capital and ultimately profitability. “How returns are handled can have a
significant impact,� says McLean. “If goods returned to the store are re-sold in-store, this is low impact, but moving product around constitutes one of the highest costs in retail. So, if returns need to go back to a warehouse, a significant incremental cost of shipping is incurred. Also, in fashion, goods are often worn and then returned, making it difficult and sometimes impossible to re-sell, bearing the additional risk of increased mark-down. Plus, fast fashion makes the time window for re-sale quite small.� Returns may pose a significant challenge to retailers, but both Hallows and McLean agree that they are not automatically a bad thing, but just a reality of the multi-channel set-up that retailers have to deal with. “Returns are not necessarily negative,� says McLean. “If you encourage returns to store, you drive incremental footfall, provide opportunity for personal interaction and can generate better opportunity for selling a substitute or up-selling a product. If all of that is dealt with well, it can generate greater revenue and repeat business. Look at the generous policies of Zalando and Asos – if the August/September 2014 - 14
Images: Clipper Returns Management
frequency of purchase is high, returns should be modelled as part of doing business.” This is mirrored by Hallows. “Returns are just part of the business model,” he says. “When shopping online, customers will make returns, and this is particularly true in fashion because customers cannot try items on. That doesn’t reflect on the retailer or the website – it’s just the DNA of online shopping. Also, returns are easier online because they are anonymous; it’s a far cry from queuing up at the customer service desk of a store and explaining why you have changed your mind. It’s fast and convenient – or it should be – and that is why people are shopping online in the first place. With the volume [of product] that is going online, if you are going to be successful, returns and the customer service element associated with that is just something that you have to deal with.” Indeed, the way a store handles its returns is directly linked to the overall shopping experience of a customer and the satisfaction with the service received. A clear and jargon-free returns policy that is communicated prominently on the website, outlining exactly the cost of return – if any – to the customer is as paramount as defining a specific time frame in which returns are accepted. Different stores offer different returns policies, and ultimately it is up to the individual retailer to decide whether they want to offer a free delivery and returns policy, or offer full refunds versus in-store credits or exchanges. But where a refund is granted, it’s important that it is processed as quickly as possible. Often, an easy and “no quibble” policy – where reasonable – is a better way of handling a return and ensuring a satisfied customer who is willing to shop on the site again. Above all, it’s essential to ensure
all staff who are involved in the returns process are just as clear on the policy and procedures to ensure a smooth and slick operation and customer service that reflects well on the store. “There is no one-size-fits-all policy,” says McLean. “It needs to be seen as part of an overall proposition and customer experience. Retailers need to think about it at a granular level. For example, offer free returns for customers who regularly spend high value with you with few returns, but charge for customers who spend little and return all the time.” Hallows adds, “People generally perceive [a good] customer experience as ordering an item and getting it delivered the next day. But returns are so integrated into the online model of trading that the last point of contact with the retailer is likely to be the returns process and experience. That is true in 25 per cent of cases and is relevant to smaller retailers as well as the big companies. Also, the speed at which a return is processed is one of the key deciders in whether a customer will come back to shop at a particular retailer. Customers expect to receive a full refund quickly, and a customer who is refunded quickly can start shopping again more quickly.” While returns will remain par for the course of e-commerce, there are ways of minimising them to a degree. And clear product imagery along with detailed descriptions and measurements can be a crucial element in providing an accurate depiction of a fashion style, particularly in a multi-branded environment where international sizing can vary significantly between the countries of origin of different labels. Technology, however, is playing a big part in all of this, with increased usage of
high-quality photography, videos and catwalk films key. Furthermore, new inventions such as virtual fitting rooms are being increasingly implemented, aiming to overcome the issue of customers purchasing multiple sizes. “Around 50 per cent of items bought online are returned for reasons of fit,” says Tim Donnelly Smith, marketing director at virtual fitting room provider Fits.me. “This is unsurprising, as it’s difficult for retailers to communicate this to a vast array of differently shaped individuals. “Since price, colour, texture and quality are the same, uncertainty regarding fit is the only real reason to buy more than one size of the same garment,” he continues. “And it’s understandable – only around 10 per cent of people fall unambiguously into one size when using a size chart. For most, at least one of their measurements will be borderline and/or suggest a different size from their other measurements. A fit tool can remove this uncertainty by letting the shopper see what the different sizes will look like on them.” According to Donnelly Smith, however, increasing conversion rates has a far greater positive impact on profits than reducing returns. “Reducing returns is a natural consequence of improving the accuracy of the buying process,” he says. “Take care of the [customer’s] buying process, and the returns rate will take care of itself.” There’s a general consensus among e-commerce experts that return rates will remain stable or rise in line with underlying growth in e-commerce revenues. So retailers will have to accept returns as a day-to-day reality of multi-channel retailing – and remember that a sale is not final unless, and until, the customer decides to keep the purchase for good. August/September 2014 - 15
RETAIL | WWW.CWB-ONLINE.CO.UK
YOUR CHILDREN’S WARDROBE 3 France Hill, Honley, Holmfirth, and Denby Dale, Huddersfield Huddersfield multi-channel retailer Your Children’s Wardrobe has added to its Denby Dale store with the opening of a second designer boutique in Honley, Holmfirth. Opened in March, catering for boys and girls from baby through to teenage, the new store has enabled owner Amanda Evans to increase ranges as well as introduce new labels such as Jessie and James and Agatha Ruiz de la Prada. Other brands stocked include Oilily, Maison Jean Bourget, Scotch Shrunk, R’Belle, I Love Gorgeous, Bob & Blossom, Levi’s, Tommy Hilfiger and Mayoral, which are individually merchandised to enable customers to best explore the options of mixing and matching within ranges. Customer services provided at the new boutique include personal shopping appointments, out-of-hour opening times – particularly popular with working parents – loyalty rewards, bespoke ordering as well as a brand new customer service that Evans has introduced to the mix. “The new Honley store has allowed us to launch an agency service, which offers customers the opportunity to recycle their used Your Children’s Wardrobe clothing in exchange for cash against new stock,” she says. www.yourchildrenswardrobe.com August/September 2014 - 16
RETAIL | WWW.CWB-ONLINE.CO.UK
BOUTIQUE FUSIONS Kindi and Thomas Tembo re-opened The Old Hovells Building on Bedford Street, Norwich, in March to create Boutique Fusions, a new department store of UK retailers. The vision of Boutique Fusions is to create a shopping destination and customer experience unlike any other; giving established independent boutiques and up-and-coming retailers and designers the chance to have a presence in one of Norwich’s most beautiful locations. The split-level building is divided into dedicated areas including childrenswear, which houses stores such as Cocolino, Jelly Baybays, Pompom Baby and Ollie & Millie’s. www.boutiquefusions.com
ROWDY RODDY VINTAGE 21, Dowanhill St, Glasgow San Francisco graphic designer and vintage lover Jolyne Colburn moved to Glasgow in 2011 to be with her Scottish husband. At the time, she was seven months pregnant and, during her pregnancy, collected vintage babywear. As her collection grew, she decided to start selling pieces at vintage and craft fairs. Her hobby inadvertently became a successful business and, by 2012, Colburn had opened bricks-and-mortar boutique Rowdy Roddy Vintage. Alongside the vintage offering and the store’s own label RRV, Rowdy Roddy Vintage stocks curated lines from brands such as Mini Rodini, Soft Gallery and Lapin and Me. www.rowdyroddyvintage.com
FIVEBOYSCLOTHING.COM Last month saw the launch of FiveBoysClothing.com, a new online shop exclusively for boys aged 5-15 years. Founded by two mothers, who have five boys between them, the site provides parents with an easy-to-use platform to source colourful, well-designed, hard-wearing and comfortable boyswear. The summer capsule range includes the brands Love Brand & Co, Hammamas and Zoobug, with new lines to be introduced throughout the summer and autumn from labels such as I Dig Denim and Tulip & Nettle. www.fiveboysclothing.com
Claire Harper, Yorkshire business woman and founder of kids’ retail brand IndiaCoco, has been signed by London’s Speakers Corner, a bureau that sources motivational, keynote and conference speakers for corporate events around the world. Key topics Harper is set to cover in her new role include being an entrepreneur, innovation in a crowded market, branding and marketing, retail, and how to be an inspirational and motivational business woman. —
This month sees childrenswear label Marie-Chantal launch its own concession in Harrods. Featuring the brand’s new store concept, it will offer complete ranges for accessories, baby girls, baby boys, girls, boys and baby gifting. Also on offer will be several limited-edition products exclusive to Harrods, including a baby knitwear set, gold children’s diary and Marie-Chantal doll by Les Toiles Blanches. —
BIRA’S BESPOKE PENSION SCHEME
BRIT KIDS POP-UP
TROTTERS ONLINE STRATEGY
August/September 2014 - 17
EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK
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01: BEANIE & BEAR
02: EAST END HIGHLANDER
New for 2014, Beanie & Bear is a swim and beach label available for boys and girls aged 3-10 years. The 24-piece collection features high-quality mix-and-match bikinis and cotton kaftans for girls and tailored swimming shorts and long-sleeve shirts for boys. Style-wise, garment cuts channel the 70s, with a touch of 80s neon alongside bold colours, playful prints and the brand’s signature use of a gold lightning bolt metal tag. Wholesale prices on request. www.beanieandbear.com
Launched for a/w 14, Japanese label East End Highlander caters for boys aged 2-12 years and is represented in the UK by Little Icons. Shirts are the brand’s signature, sewn by craftsmen accustomed to manufacturing high-end men’s shirts for luxury labels. Shorts and chinos in woven cotton, lightweight knitwear, braces, bow-ties and ties also feature. S/s 15 sees the addition of Japanese denims and canvas shoes. Wholesale prices on request. www.littleicons.co.uk
03: TALE OF BOY
04: BLUE POPPIES
05: SPUD KIDS
Launched in April 2014, Tale of Boy offers short-order stock in limited quantities and exclusive prints, released periodically in small, bi-monthly drops with no minimums. Designed and produced in South London, it draws inspiration from the city and the many cultures that coincide within its boundaries, creating relaxed shapes and bold prints including skulls and flowers, superheroes and polka dots. Wholesale prices £6 to £12. www.taleofboy.com
Based in Montauban, France, Blue Poppies is a new start-up company that allows retailers to create bespoke children’s garments – or collections – for newborn to 14 years. Via its website, retailers wishing to create a “made in France” collection in partnership with Blue Poppies can choose from over 3,000 fabrics – or create their own – while those wishing to leave the choice up to their customers can have a customisation terminal installed in the shop. Wholesale prices on request. www.bluepoppies.fr
Christina Hudson graduated and set up business last year, launching Spud Kids, a handmade UK label for newborn to six years. For s/s 15, the offer includes new baby, boys’ and unisex pieces, with each garment interactive in some way, from the pockets down to the cuffs. Blankets and cushions also feature, incorporating bright, hand-illustrated patterns digitally printed onto GOTS-certified organic jersey using eco-friendly inks. Wholesale prices £12 to £45. www.spudkids.co.uk August/September 2014 - 18
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August/September 2014 - 19
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! $ # ! ## ď€ď€Żď€Žď€´ď€Šď€źď€łď€€ď€Šď€ľď€Łď€Łď€Źď€Śď€€ď€”ď€ď€Łď€Śď€˛ď€€ď€Żď€§ď€€ ď€Šď€Şď€¨ď€Šď€ƒď€°ď€˛ď€Żď€§ď€Şď€Źď€Śď€€ď€Şď€Žď€Ľď€ľď€łď€´ď€˛ď€šď€€ď€łď€°ď€Śď€˘ď€Ťď€Śď€˛ď€łď€‚ď€€ď€ˇď€Šď€Żď€€ď€Źď€Śď€Ľď€€ď€Źď€Şď€śď€Śď€€ď€łď€Śď€ď€Şď€Žď€˘ď€˛ď€łď€€ď€Żď€Žď€€ď€´ď€Żď€°ď€Şď€¤ď€ł ď€ď€€ď€Łď€ľď€łď€Şď€Žď€Śď€łď€łď€€ď€¨ď€˛ď€Żď€ˇď€´ď€Šď€€ď€˘ď€Žď€Ľď€€ď€Šď€˛ď€Şď€´ď€Şď€łď€Šď€€ď€ď€˘ď€Žď€ľď€§ď€˘ď€¤ď€´ď€ľď€˛ď€Şď€Žď€¨ď€€ď€´ď€Ż ď€ď€˘ď€˛ď€Ťď€Śď€´ď€Şď€Žď€¨ď€„ ď€&#x;  MADE IN BRITAIN We cannot talk about the manufacturing industry without talking about Rana Plaza in Bangladesh. To eradicate problems like this, we need to know our supply chain and look more closely to home. We once led the world with clothing, and should be supporting great British traditions. Why is it important for retailers to support home-grown brands? • Due to the ageing population and generation gap. • To ensure that we don’t lose our skills, which would take decades to regain. • To support our economy and keep people in jobs. • UK products are still considered high quality, and there is a great demand for export. • If we do not support UK production, what happens when labour and import costs rise astronomically? What are the benefits of stocking UK brands for retailers? • UK manufacturing offers brands and retailers the opportunity to take control of their designs and manufacturing. • It establishes a transparent supply chain. • It helps to lower carbon emissions, and cut wastage and freight and import charges. • Ensuring that standards are met is simpler and less expensive. • It increases speed to market, makes it easier to restock, and improves response times in other areas. • It is rewarding to contribute to our economy, and there is a story behind the garments.
How should retailers go about sourcing UK brands? • Via blogs such as Meet the Bradshaws, which documents one family’s quest to support the UK manufacturing and farming industries by buying British. • Kate Hills and makeitbritish.co.uk, a website dedicated to British products. From 2012 to 2014, it has seen an 850 per cent increase in enquiries from clothing retailers and fashion brands looking to source locally in the UK. • Stillmadeinbritain.co.uk, which is devoted to promoting British products. • Let’s Make it Here database. • UKFT. • Made in Britain LinkedIn pages. How can retailers get involved in the drive to support UK manufacturing? • Support the Made in Britain Label Campaign. • Contact organisations such as Bridge & Stitch, which can offer sourcing support. • Be more aware of where garments are produced, and aim to stock a percentage of Made in the UK products. • Think about the supply chain, and buy sensibly; British products denote quality and craftsmanship. Is the demand for British-made clothing increasing? • Large high-street chains are getting involved; Sir Philip Green uses 20 per cent British suppliers due to increasing prices abroad, while Fat Face and River Island have launched British-made ranges. • The post-Jubilee and Olympics’ resurgence of all things Britannia means that exclusive
British-manufactured goods are in demand. • Customers are increasingly appreciating the provenance of their garments, and see the Made in Britain label as a status symbol. RACHAEL HOBBS is founder of Bridge & Stitch, which provides support in all areas of the manufacturing industry – from design development and pattern cutting, to sourcing fabrics and factories and overseeing production. Visit www.bridgeandstitch.com or email info@bridgeandstitch.com.
GROWING YOUR BUSINESS Only three per cent of business owners have a clear plan for success in the next three years. They review this plan constantly to drive their performance, and dominate the market as a result. In order to grow your business, you need to be very clear about the outcomes you are aiming for. You also need to focus on growing profit rather than turnover, which can only be achieved by reducing costs and increasing profitable sales. The following three key questions of business growth could increase your profitability by over 236 per cent: • How do we increase the number of clients that we work with? • How do we increase the average order transaction value? • How do we increase the average frequency our customers use our services and or products? Finally, you could grow your business with the help of the Growth Accelerator Programme – a government-supported programme, which helps small and medium-sized business August/September 2014 - 20
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accelerate their business performance. A recent survey of over 12,000 businesses that had used the programme showed that 95 per cent had seen a positive impact on their performance. JIM JORDAN is a business coach, and managing director of The Coaching Solutions Toolbox. Visit www.thecoachingsolutionstoolbox.com or email jim@jimjordanbusinesscoach.co.uk.
them up and move them up the rankings. • Set up a Facebook Fan Page, a Google+ Page, a Twitter account, an Instagram account, Pinterest and, if relevant, a YouTube channel. You can use them to engage with followers and publicise your blog posts. • Just do it! SUZANNE PETERS is founder of Kid Style Junkie, a blog dedicated to children’s fashion, food, spaces and fun. Visit www.kidstylejunkie.com.
BLAGGING BLOGGING
3. Google’s Zero Moment of Truth In traditional marketing, the First Moment of Truth is defined as the point when a consumer comes across a product on the shelf for the first time. Google’s Zero Moment of Truth (ZMOT) is the point when a customer starts researching a product and service online. Business owners need to ensure they’re in the ZMOT. • 84 per cent of shoppers use ZMOT sources in the path to purchase. • An average of 10.4 sources are used. • 49 per cent talk with friends and family about products.
WINNING WINDOWS Blogging is not the Holy Grail that’s purely for journalists and editors; it’s for every single one of us. It is an essential tool for communicating with your customers if you are a retailer. And if you’re not – but have a passion project – it’s a great way to talk about whatever you want, to whomever you want. Who knows where it could lead? How to blag blogging • Work in your own time. • Find something you are passionate about – the smaller the niche you aim for, the better. • Choose a name, make it relevant, and make sure the domain is available. • Think about how you want your blog to look. You may need to spend a bit of money to get a designer to create a brand identity for you – but this is a one-off cost, and the look can be implemented across all platforms where your brand appears. • Blag a professional look by using Blogger, Wordpress or Tumblr. You can buy entire blog designs from sites such as Themeforest, and customise them – or get a web designer to help. • Keep your site simple, and make it easy to navigate. • Stick to your guns, and don’t feel obliged to write about things that aren’t relevant. Write about exactly what you want, and set your own agenda. • Make contact with the press office of brands and products you want to write about; they will email you regularly with information about events, collaborations and new product launches. • Be relevant, and try to tap into the key things that are going on. • Keep the content varied, mixing product reviews with interviews, round-ups, tutorials and newsworthy stories. • Write as you speak, and be authentic. Be sure to use a tone of voice that is relevant to your audience. • Always add plenty of quality images to your blog posts. • Post regularly – between three and five times a week. • If you are a retailer, communicate with customers – even if you have nothing to say about new clothes. Promote an in-store event, publicise a sale, or arrange a guest post. • Get subscribers – customers who have signed up to receive your posts. Use a free tool such as Mailchimp to email blogs to them. A freebie giveaway is a great way to recruit subscribers. • Offer to guest blog for complementary sites. • Set your posts to go live at midnight, which gives search engines several hours to pick
In today’s retail environment, it is more important than ever to ensure that you are making a big impact. You need to take your window-dressing and design skills to the next level, mastering techniques and knowledge that will grab the customer’s attention and compel them to buy. How to create winning windows: 1. Show that you’re a specialist. 2. Create a strong composition. 3. Use simple colour techniques. 4. Display your products with pride. 5. Connect with your customers 6. Inspire a lifestyle. 7. Use your imagination. 8. Choose great props. 9. Style to perfection. 10. Keep it consistent. ELLIE KIDSON is a visual retail specialist for the Metamorphosis Group. Visit metamorphosisgroup.co.uk or email info@metamorphosisgroup.co.uk.
ONLINE MARKETING AND YOU The world of online marketing is changing at a rapid pace, making it difficult for big brands and SMEs alike to keep up. The convergence of SEO and content marketing – as well as the pitfalls of Google’s updates – make for a minefield when it comes to effectively telling your brand story online. To make the most of your content marketing, you need to understand the Zero Moment of Truth and get to grips with current best practices. 1. Brand first, channels later Before turning your attention to online marketing, focus on developing your brand. • Define your points of difference. • Define your brand story. • Define your target personas. • Stay true to your brand (convey what you are). • Adapt your message as your brand grows. • Stay consistent, across all channels. 2. What’s “digital”? The promotion of products or brands via one or more forms of electronic media. What to choose first: • Brand. • Responsive (accessible) website. • Technical SEO (search engine optimisation). • Content strategy. • Online PR. • Paid media.
4. Content and inbound marketing • Attract strangers with keywords, blogs and social media; convert them into leads with forms, calls to action and landing pages; make them into customers using email, signals and workflows; and, finally, convert customers into promoters with events, social inboxes and smart content. MARTIN O’TOOLE is founder of branding and digital creative agency Fist of Fury. Visit www.wearefury.com or email tellmewhathappens@wearefury.com.
TREND FORECAST Focusing on footwear, wovens, accessories and knitwear, Stylesight has pinpointed s/s 15’s most important trends. The prints, graphics, colour palettes, materials, key items and silhouettes have been edited into these four adorable and actionable themes; expect to see a lot more of them in the coming season: Core Harmony Memory Impulse INGRID ANDIC is a trend specialist for Stylesight and WGSN. Visit www.wgsn.com.
TREND SPOTTING The team behind renowned Italian magazines Collezioni Bambini and Collezioni 0/3 Baby, have pinpointed five key trends for a/w 14 and s/s 15. The following overviews are based on seasonal collections from a range of top Italian childrenswear brands, including Fendi, Moschino, Young Versace, Missoni, CP Company, Simonetta, Monnalisa and Quiquis. A/W 14 • BLACK – Black is the new black • COLOUR – Colourama • BRITISH STYLE – Rule Britannia • AMERICANA – American graffiti • PRINTS – Prints and patterns S/S 15 • POP – Let’s have tons of fun • COLOUR – Don't be afraid of colour • DENIM – Denim forever and ever • SEASIDE – A day at the seaside • ROMANCE – A new romance PEPPE ORRU is a contributing editor for Collezioni Bambini and Collezioni 0/3 Baby. Visit www.bambini.logos.info. August/September 2014 - 21
S/S 15 TRENDS | WWW.CWB-ONLINE.CO.UK
ď€?ď€œď€Œď€€ď€ď€Ąď€§ď€Ąď€&#x;ď€ď€€ď€Ľď€Žď€ď€€ď€˘ď€?ď€ď€€ď€˘ď€Şď€Źď€€ď€ď€„ď€ď€€ď€†ď€Šď€ƒ  CALIFORNIA DREAMING: Channelling the California beach vibe, this girlswear trend offers laid-back style, focusing on loose and floaty cuts, light fabrics and a sunshine colour palette that includes bleached and faded hues.
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SKATER BOY: A casual look for boys, taking inspiration from skateboarding. Expect pop culture and graphic T-shirts, oversized shorts, badge detailing, printed shirts and lightweight outerwear. Colours are clean and fresh.
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CANDY SHOP: The colour pink is nothing new for girlswear, but this season’s collections adopt shades across the spectrum. Choose from the palest pastel shades through warm coral hues to shocking neon and deep magenta.
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August/September 2014 - 24
S/S 15 TRENDS | WWW.CWB-ONLINE.CO.UK
MAKE A STATEMENT: Statement logos provide a fun focus to garments this season, with a wide choice of designs available. Opt for either subtle graphics or bolder alternatives, featuring unusual fonts accentuated with metallics and sequins.
CALL OF THE WILD: A host of wild and wonderful animals adorn childrenswear for s/s 15. All tastes are catered for, whether it be jungle giants or household pets, with more adventurous designs including a snake wrapped around the neck of a T-shirt and surreal animal illustrations.
IN THE HOOD: An essential kids’ staple for casual summer layering, the hoody returns in a variety of options. Highlights include plain block colours, prints and graphics. For an additional twist, look out for styles with interesting detailing, such as a mask incorporated into the hood.
FESTIVAL FEVER: Following the fun and carefree fashion trends seen at Glastonbury this summer are s/s 15 pieces featuring music references in prints and icons. For a childish twist, this look can be mixed with naïve prints such as balloons and ice creams.
August/September 2014 - 25
BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK
ď€ď€€ď€˘ď€Źď€Şď€¨ď€€ď€Žď€¤ď€Ąď€€ď€Śď€Ľ ď€ď€ľď€€ď€˘ď€Şď€Şď€Žď€ąď€Ąď€?ď€?ď€?ď€?ď€?ď€ď€€ď€ď€Ąď€?ď€ď€Şď€Šď€ľď€ď€€ ď€Œď€Żď€žď€žď€§ď€Ąď€€ď€•ď€Şď€Š ď€Şď€Šď€ ď€€ď€ąď€¤ď€Ľď€&#x;ď€?ď€&#x;ď€Ąď€€ď€Şď€Šď€€ď€†ď€ˆď€‚ď€†ď€‰ď€€ď€“ď€Żď€§ď€łď€€ď€?ď€Žď€€ď€Žď€¤ď€Ąď€€ď€Œď€Żď€ď€Ľď€Šď€Ąď€ď€ď€€ď€Žď€Ąď€ď€Ľď€Łď€Š ď€?ď€Ąď€Šď€Žď€Źď€Ąď€ ď€€ď€’ď€ď€§ď€Ľď€Šď€Łď€Žď€Şď€Šď€ƒ 
HAPPI JOEY Created to give the same freedom as going barefoot, Happi Joey footwear is designed to prevent constriction of growing feet while also providing firm support and comfort. Happi Joey caters for first steps through to walking toddlers. www.happijoey.co.uk MOOI EN LIEF Dutch Wellington boot brand Mooi en Lief’s motto is “dare to be different�. Recently launched to the UK, the brand has brought together quirky design features in a collection for 6-12 years. Created by international artists, bold designs include the Holy Mary and Football Graffiti styles, with 3D detailing in the form of buckles, studs and laces also key. www.mooienlief.com
PIXIE TOES Available for girls and women, Pixie Toes’ shoes are handmade in Greece from real leather with soles made from light and supple rubber. A wide selection of colours are available including neons, natural hues, metallics, brights and snakeskin. www.pixietoeshoes.com
August/September 2014 - 26
BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK
BOGS Available in six colours, the new BOGS Yukon sandal (pictured) is crafted with a soft suede upper, microfibre footbed, adjustable straps, anti-odour technology and responsive cushioning. www.bogsfootwear.com
SEW HEART FELT Amid Sew Heart Felt’s offer is the British Pet collection of children’s handmade felt slippers. Available in budgie, guinea pig, corgi, pony, cat and goldfish designs, the eco-friendly and Fairtrade slippers are created by shaping organic wool with soap, water and hand pressure. www.sewheartfelt.co.uk
JOYFOLIE Joyfolie offers luxurious girls’ shoes adorned with sparkles, bows, textured details, frills, flowers and fringing. Each pair of shoes includes a co-ordinating hair clip and comes packaged in a decorative, reusable drawer-box complete with an oversized image of the shoes to create an eye-catching “display”. www.joyfolie.com BOBUX Part of the brand’s new X Range, the Xplorer shoe (pictured) meets the needs of a child in the developmental “learning to walk” phase. Soft and flexible enough for crawling and cruising inside, but also robust enough for the outside, it bridges the needs of both an indoor soft sole shoe and cruiser. Available in nine colours and three styles. www.bobux.com
REEF Surf-inspired brand Reef offers a wide range of boys’ and girls’ sandals and flip-flops. The Reef Kids Ahi style (pictured) provides casual comfort in a variety of bright and fun colours and patterns while the synthetic, soft polyester back-strap ensures a secure fit. www.reef.com
CASTELL Spain’s famous avarca sandals by Castell are a rustic shoe design that dates back to the 50s. Finished in handmade leather, featuring light rubber soles and a solid, secure back strap, they are available in a variety of bright colours. www.avarcacastell.co.uk
ELVETIK Swiss-designed Wellington boot brand Elvetik describes its footwear as a “hybrid wellie”. Made from 100 per cent chemical-free natural rubber, the boots include UV protection to prevent fading in sunlight. Available in four basic colours and six seasonally adjusted fashion hues and prints, the kids’ range is sized from 24 to 34. www.elvetik.ch
August/September 2014 - 27
Boy left: Cardigan, shirt, shorts, BILLY BANDIT, 020 8964 8605 Shoes, CHIPMUNKS, 01925 710110 Boy right: Jacket, trousers, shirt with dickie bow, BILLY BANDIT, 020 8964 8605 Shoes, stylist’s own
Dress, MALVI & CO, 00 39 0437 927411 Shoes, CASTELL, 020 3632 8735
Cardigan, shirt, knickerbockers, STICKY FUDGE, 00 27 8715 14883 Shoes, stylist’s own
Dress, POPPY ENGLAND, 01642 790000 Shoes, CASTELL, 020 3632 8735
Girl: Dress, D’ALFAIATE, 00 35 1234 646965 Shoes, FRODDO, 01707 888388 Boy: Blazer, shirt, shorts, SILVIAN HEACH, 020 343 26387 Shoes, stylist’s own
T-shirt, shorts, overshirt, FRUGI, 01326 558462 Shoes, CHIPMUNKS, 01925 710110
Girl: Top, skirt, VELVETEEN, 00 85 2285 88583 Shoes, CASTELL, 020 3632 8735 Boy: Shirt, shorts, VELVETEEN, 00 85 2285 88583 Shoes, stylist’s own
Cardigan, dress, BONNIE BABY, 01273 227779 Shoes, stylist’s own
Dress, FABRIKOKO, 07545 618082 Bracelet, BELIEVER JEWELLERY, 00 33 0642 797126
Boy: Polo shirt, trousers, RASPBERRY PLUM, 07516 920347 Shoes, stylist’s own Girl: Dress, RASPBERRY PLUM, 07516 920347 Shoes and socks, stylist’s own
Left to right: Top, jeans, sunglasses, MOLO, 020 7250 0569 Shoes, stylist’s own T-shirt, leggings, hairband, MOLO, 020 7250 0569 Shoes, stylist’s own Overshirt, T-shirt, shorts, trainers, MOLO, 020 7250 0569 T-shirt, shorts, MOLO, 020 7250 0569 Shoes and socks, stylist’s own Overshirt, shorts, T-shirt, MOLO, 020 7250 0569 Shoes, stylist’s own Guitar cushions, stylist’s own
Dress, TAILS AND TALES, tim@tailsandtales.co.uk Sunglasses, LOLLIPOP, 01494 447000 Shoes, stylist’s own
Left to right: Jacket, T-shirt, leggings, SILVIAN HEACH, 020 3432 6387. Shoes, stylist’s own Jacket, T-shirt, sweat pants, SILVIAN HEACH, 020 3432 6387. Shoes, stylist’s own Top, sweat pants, KAREN BROST LONDON, 07739 580932. Shoes, stylist’s own Dress, matching socks, KAREN BROST LONDON, 07739 580932. Shoes, stylist’s own
Girl: Dress, SILVIAN HEACH, 020 3432 6387 Shoes, CASTELL, 020 3632 8735 Boy: Shirt, shorts, BILLY BANDIT, 020 8964 8605 Hat and shoes, stylist’s own
Shirt, jeans, BILLY BANDIT, 020 8964 8605 Shoes, stylist’s own
Hoody, matching jeans, BLUE POPPIES, 00 33 5632 18279 Wellington boots, ELVETIK, 07885 606073
Dress, hat, MILLIEMANU, 020 8878 7863 Shoes, CASTELL, 020 3632 8735
Dress, BLUE POPPIES, 00 33 5632 18279 Shoes, RACHEL RILEY, 020 7935 7007
Cardigan, top, shorts, BONNIE BABY, 01273 227779 Shoes, stylist’s own
Jeans, jacket, T-shirt, REPLAY & SONS, 020 7713 9404 Shoes, stylist’s own
T-shirt, shorts, BILLY BANDIT, 020 8964 8605 Shoes, stylist’s own
Girl left: Jacket, trousers, BILLIE BLUSH, 020 8964 8605 Sunglasses, LOLLIPOP, 01494 447000 Shoes, CASTELL, 020 3632 8735 Girl right: Cardigan, skirt, BILLIE BLUSH, 020 8964 8605 Sunglasses, LOLLIPOP, 01494 447000 Shoes, CASTELL, 020 3632 8735
Boy: Shirt, shorts, RACHEL RILEY, 020 7935 7007 Shoes, stylist’s own
Boy: Shirt, shorts, DOT DELICATE BABY CLOTHES 00 35 1912 345251 Shoes, CASTELL, 020 3632 8735
Girl: Dress, PLUMETI RAIN, 00 34 658 113646 Shoes, CASTELL, 020 3632 8735
Girl: Dress, DOT DELICATE BABY CLOTHES, 00 35 1912 345251 Shoes, stylist’s own
Photographs: Sonya Hurtado, www.sonyahurtado.co.uk Stylist: Fran Lee, www.franleestylist.co.uk Deckchairs supplied by The Loving Chair Company, www.thelovingchaircompany.com
Early Days, Baby Shoes for all Occasions
Hand made in the UK since 1952 For a copy of our latest catalogue please contact: Early Days, 15 b Mandervell Rd, Oadby, Leicester, LE2 5LQ Tel: 01162 716944 Email: sales@earlydays.ltd.uk www.earlydays.ltd.uk
MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK
PHOTOGRAPHY: SONYA HURTADO, SONYAHURTADO.CO.UK
August/September 2014 - 38
MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK
MISS SIXTY Showing its kids’ footwear collection at Mini Moda this season is Italian fashion brand Miss Sixty. Recognised for its unique approach to casualwear incorporating both classic and contemporary design, the label’s children’s shoes are influenced by the urban-chic style and wide range of denim in its adult fashion. Stand U41
GIOSEPPO
BOBUX
Now in its fifth season in the UK, Spanish footwear brand Gioseppo dazzles and delights for s/s 15 with an array of colours and fashionably combined patterns and materials. Its range for both boys and girls includes canvas, leather, jewelled and plain jellies and flip-flops in sizes 20-39. Stand T26
Bobux, creator of baby, toddler and pre-school shoes designed to mimic the freedom of going barefoot, is launching The X Range. Developed by footwear designer Sean Maisano, who has also worked with Adidas and Prada, The X Range has aesthetics at its core, presenting a new look for the brand while still adhering to its ethos of natural development of children’s feet. Stand U30
BAMBI
CHIPMUNKS
RICOSTA
Flowers, fruit and animal designs feature in Bambi’s s/s 15 collection, seen on styles such as flexible leather shoes, sandals and ballet pumps. Colour is key, including contrasting combinations and detailing such as three-dimensional flowers. Bambi uses only natural materials without Chrome VI and other harmful substances for its footwear. Stand U22
Chipmunks’ collection of fun, fashionable shoes includes new girls’ and boys’ Wellington boots for s/s 15. Designed in the UK, the collection is primarily made from premium soft leather and suede. Key features include side zips, easy-clean materials, extra-grip soles and wider fittings to accommodate young toes and feet, allowing them to grow naturally without restrictions or pressures. Stand U38
Sandals remain dominant for Ricosta this season, with subtle colours and hidden adjustable Velcro fasteners key. New sneakers offer material-mix designs, colourful appliquéd ribbons and white soles with coloured grooves. Skater styles have increased, with the Velcro-tabbed and lace-up shoes updated with graphics, denim and glitter laces and new materials. Stand T28 >>> August/September 2014 - 39
MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK
SUPERFIT Austrian brand Superfit offers children’s shoes for all seasons and occasions. Highlights include first walkers, sporty trainers, fashion hi-tops, heeled boots, après ski boots, holiday sandals and slippers, all available in seasonal fashion colours. A Back To School range is provided for the UK and Ireland. Superfit is available in sizes 18-43, with shoes and boots featuring a removable insole. Stand R29
August/September 2014 - 40
MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK
PEDIPED
FRODDO
US children’s brand Pediped continues to develop its UK collection for s/s 15. Due to increased demand for a multi-purpose closed sandal, the label’s “adventure” collection is key this summer, and is both machine-washable and sea-friendly. More colour and material options, as well as contrast lacing, have been introduced for the bestselling boys’ shoe style Jake, with these new versions also machine washable. Stand T30
Catering for babies through to teens, Froddo has over 350 footwear styles on offer for s/s 15 including shoes, trainers, ballet pumps, moccasins and sandals. Three ranges are available: Minis for babies’ first steps in sizes 17-27; Kids in sizes 25-40, which includes a variety of athletic and ballet shoes; and Teens for sizes 31-40, offering modern designs in natural and durable materials. Stand U22
PIPPO
LELLI KELLY
HUG AND HATCH
Established three years ago, Pippo is a UK footwear brand that is ethically and sustainably manufactured in Europe. For s/s 15, the label focuses on primary colours to complement its classic design ethos across infant and junior styles for both boys and girls. Stand U20
A key style this season from girls’ footwear brand Lelli Kelly is the Freya Mid (pictured). Technical features include a cotton upper and lining, leather insole, and an outsole produced from natural rubber with a non-slip outsole. Focusing on a floral theme, the style features rose embellishments created from hand-stitched beads. Targeted at both younger and older girls, this style is available in sizes 20-40. Stand U21
New British footwear brand Hug and Hatch makes its Moda debut this season with a colourful collection for boys and girls consisting of sandal and pre-walker styles in leather and suede. Key for s/s 15 are the soft sole pre-walkers, crepe sole textured first walkers and junior sandal styles. Design highlights include zebra-print suede and pop-colour stitching, eyelets and back tabs. Stand S27
BÊJAKS
DAISY ROOTS
RICHTER
Showing at Moda for the first time this season is UK brand Bêjaks, which offers toddler shoes with patent-pending easy-fit and width-adjustment technology. Each shoe is hand-crafted using supple leather and includes arch support, resilient pull tags to aid with easy fitting, and non-scratch durable outsoles. New shoe designs are also in the pipeline. Stand S33
Returning to Moda this season is Daisy Roots, purveyor of the soft leather shoe for babies and children. Designed and handmade in the UK, the brand uses high-quality leathers to create its baby booties, which not only protect feet, but also help avoid slipping and promote toe-gripping. New s/s 15 designs include embroidered bees, as well as a taxi, racing car and pirate. Stand U20
Key s/s 15 themes for Richter are Absurd Pop, which includes single-coloured Mary Janes and glitter accents for girls and colour accent soles and laces for boys. Girls’ theme Athletic-Femme focuses on sporty patterns and glamorous details such as rhinestones and silver motifs, while the Urban Travellers theme for boys features robust materials and patterns across trainers and sandals. Stand U31
August/September 2014 - 41
PRODUCT | WWW.CWB-ONLINE.CO.UK
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LAPIN & ME Woodland doll money box £12.50, 07852 328 492 —
AMA Extra-fine merino wool blanket From £62, 07989 594891 —
SEW HEART FELT Bert the Budgie felt rug From £26.50, contact@sewheartfelt.co.uk —
BEAU LOVES Single bedding set Price on request, hello@beauloves.co.uk —
TOBY TIGER Fox cushion with 100 per cent feather-filled inner £12.50, 01903 766777 —
SEVENTY TREE A3 Moonlight Bear print £10, info@seventytree.com — August/September 2014 - 42
SCHOOLWEAR | WWW.CWB-ONLINE.CO.UK
0#&11% -., 47: News 54: SA campaign 2014: Your child is worth it In the run-up to Back To School, the Schoolwear Association is stepping up its latest campaign to support the school-specific sector. 56: Parents’ poll: School-uniform buying habits CWB quizzes parents on their experiences of shopping for school uniform.
YOU MAY ALSO LIKE‌ 14: Return to sender Why stores of all sizes should factor returned goods into their business plans.
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August/September 2014 - 45
New products and innovations 2015 brochures and prices New suppliers Existing suppliers face to face Three great days of networking opportunities
Visit us at...
www.theschoolwearshow.co.uk
SCHOOLWEAR NEWS | WWW.CWB-ONLINE.CO.UK
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Cottingham High School in North Humberside teamed with Lara Jensen, milliner and costume designer to stars such as Lady Gaga, Johnny Depp and Kylie Minogue, to re-style its school uniform for the new term. Jensen accepted the East Riding academy's challenge to smarten-up the uniform, which previously included polo shirts, sweat shirts and trainers, moving instead to a more conservative image encompassing shirts, jackets and black polished shoes. Designed with students’ feedback in-mind, the new uniform includes individual designs for the upper and lower school, the option of either a V-neck jumper or jacket, shirts and the introduction of a tie. —
Blue Max Banner (BMB) has seen marked improvements to customer service levels since the installation of a new PrimaNet ERP fully integrated warehouse management system. The system, which required an investment of over £200k, is now up-and-running and has delivered significant improvements across many areas of the business. “We can now manage stock levels much more accurately so that the right goods are available at the right time for our customers,” says Angela Brettell, business systems manager at BMB. Nigel Plenderleith, MD at BMB adds, “The Back To School Period is the real testing time when we can ship up to 35,000 garments per day and we are fulfilling orders successfully and with much greater efficiency and accuracy.” —
This year’s annual Schoolwear Association (SA) fundraising event will take the form of a Roaring 20s themed evening, sponsored by William Turner & Son and Charles Kirk. Following the second day of The Schoolwear Show, the SA event will be held on Monday 13 October at Hogarths Hotel in Solihull. Starting at 7.30pm and running until late, the evening will consist of a sit down meal, 20s-style entertainment, dancing, a fundraising auction and a few surprises to be revealed on the night. The dress code is 20s theme or black tie. For tickets, which cost £50 per person, and further information, email Marie Bradburn at marie.bardburn@hotmail.co.uk. In conjunction with the event, Hogarths Hotel, which is in close proximity to The Schoolwear Show’s venue at Cranmore Park, is offering a special Schoolwear Association rate of £105 B&B for any night of the exhibition’s duration. —
School shoe brand Toughees is extending its product remit to include boys’ and girls’ school shirts, which it will be launching at this year’s edition of The Schoolwear Show on 12-14 October in Solihull. Available for delivery in 2015, the easy-care shirts are available in long or short sleeve and feature a double yoke, raised collar and reinforced pockets for durability. Made from 65 per cent polyester and 35 per cent cotton, they are suitable for low temperature washes. Available for ages 7-8 years through to 13 years, followed by sizes small, medium, large and extra-large, Toughees’ shirts have an RRP from £11.99 for a two-pack. —
As part of their mission to promote organic, Marina Petrova and Irina Price, founders of organic school uniform brand Eco Outfitters, are providing informative and interactive presentations to schools that opt for its uniforms. “Green and sustainable living has become a big part of the UK curriculum,” says Petrova. “Our uniforms are not only healthier, comfortable and ethical, but competitively priced, durable and practical, disproving the widely held belief that cotton uniform cannot withstand the playground test. Organic cotton is stronger than its non-organic counterpart, since the fibre is not weakened by the chemicals.” Eco Outfitters’ schoolwear is made of ethically sourced, 100 per cent organic cotton certified by the Global Organic Textile Standards (GOTS). —
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ď€ˆď€?ď€? ď€? This season, 1880 CLUB is continuing to build on its reputation by creating and presenting their most comprehensive range of Schoolwear yet. By ensuring every piece is built for the classroom, yet durable enough for the playground, the 2014 Schoolwear Collection is made for the long-term. Tel: 028 9332 7777 Email: schoolwear@1880CLUB.com www.1880CLUB.com Another quality brand from Douglas and Grahame
ď€’ď€‘ď€›ď€œď€ž ď€? ď€? High quality school knitwear: stock and bespoke soft-handle TPA 100% Acrylic, Wool-Acrylic, Wool-Nylon and fine-knit, fully-fashioned Cotton-Acrylic. • Quick and reliable deliveries. • UK and off-shore manufacture. Tel: 01900 829 229 Email: info@balmoralsales.co.uk www.balmoralknitwear.biz
ď€?ď€&#x;ď€?ď€?   ď€?ď€œď€ž ď€&#x; ď€šď€„ď€€ď€Ąď€˜ď€™  ď€Ąď€žď€›ď€™ď€˜ď€Łď€›ď€›ď€€ď€’ď€? Proud to be hosting the Schoolwear Show at Cranmore Park for the 16th successive year, AIS is the largest non-food buying group in the UK. Members include Department Stores, Garden Centres and Intersport UK sportswear stores; who sell specialist schoolwear. charlotte.roberts@aistores.co.uk Patrons of The Schoolwear Association
ď€‘ď€œď€‘ď€Śď€‘ď€€ď€Ąď€‘ď€›ď€•ď€Ąď€€ď€Łď€šď€€ď€›ď€˘ď€” ď€?ď€? Suppliers of Melco/Amaya XTS Embroidery machines, Texjet Plus Direct to Garment Printers, Graphtec Vinyl cutters and Vinyl. See how the these products can drastically improve your production. Amaya Sales UK Ltd Tel: 02392 590281 Email: sales@amayauk.com www.amayauk.com Showrooms in Hampshire and Nottinghamshire.
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As the largest supplier of Schoolwear to the independent market, we offer a wide range of Bespoke and generic product of the highest standard of quality, service and value. Tel: 0845 23 00 888 Email: sales@bluemaxbanner.co.uk www.bluemaxbanner.co.uk
Bo-Bell with over 25 years experience developing leather children’s shoes all produced in our factory in Portugal. Specialising in leather School Shoes sizes 24-39. Boy’s FGH fitting, Girls DEFG fitting. Email: davidroberts11@me.com Tel: 07809 426922 Email: billy@studio03.co.uk Tel: 07836 559688 www.bo-bell.pt
The UK’s No. 1 multi-brand distributor of promotional clothing, schoolwear, corporate wear and workwear. With over 45 market leading brands, massive stocks, great value and huge choice. www.btcactivewear.co.uk
Caribee offers a wide selection of backpacks, schoolbags and accessories. Caribee have a reputation for great quality, stylish and practical backpacks that offer excellent value for money. Tel: 0131 554 5555 Email: jacquie@brandagility.co.uk www.caribee-uk.com
Cartasport: UK made, skortz, skirts, ath. briefs, gym knickers, lycra shorts, special design football socks. Cricket & rugby clothing. Masita: Tracksuits, rain jackets, football jerseys/shorts, polo & T-shirts, Bags. Tel: 01535 600342 Fax: 01535 611489 Email: sales@cartasport.com Web: www.cartasport.com
“Brand quality” performance teamsport garments, a fully coordinated stock range. Meeting the growing demand for high quality functional sportswear in the education sector – “fit for purpose” – talk to the experts. Tel: 01619272565 Email: sales@chadwicktextiles.co.uk www.chadwicktextiles.co.uk
The Chantry brand was established in 1951 to manufacture and distribute specialised knitwear and is now one of Britain’s leading Schoolwear Suppliers. Stock comes in a wide selection of colours, trims and bespoke embroidery options enabling uniforms to be custom made for schools. Tel: 028 9332 7777 Email: schoolwear@chantry.co.uk www.chantry.co.uk Another quality brand from Douglas and Grahame
Cybertill provides EPoS and ecommerce systems to schoolwear retailers. Cybertill is web-based and allows retailers to manage their stock and business more efficiently from any location. Tel: 0800 030 4432 Email: enquiries@cybertill.co.uk www.cybertill.co.uk
David Luke are a leading supplier of School Uniform and Sportswear to Retailers throughout the UK. With a focus on products with Eco credentials that make a difference environmentally through the supply chain; we’re #totalecool ! Tel: 0161 272 7474 Email: sales@davidluke.com www.davidluke.com
Specialist manufacturer, supplier, printer & embroiderer of school knitwear, sweatshirts and accessories. Tel: 01903 244863 Fax: 01903 700577 Email: sales@charleskirk.co.uk www.charleskirk.co.uk
Bespoke manufacturers of shirts, blouses, dresses, skirts, kilts, tunics and smocks. Made to the highest standards in the UK and offshore. Tel: 01226 738390 Fax: 01226 289140 Email: charles@denbydaleclothing.co.uk www.denbydaleclothing.co.uk
Diamond Textiles (KGA) Ltd has over 20 years of experience in manufacturing high quality, durable fabrics; specialising in fleece fabrics and school wear. Tel: 0116 2510121 Email: sales@diamondtextiles.co.uk www.diamondtextiles.co.uk
Eskimo EPOS is the multi-channel till and stock control solution with integrated e-Commerce for the Schoolwear Industry. Retailers across the UK are benefiting from the many Schoolwear specific features that come as standard with the Eskimo EPOS System. Tel: 01202 477111 Email: gary@nebulasystems.net www.eskimoepos.com
Large stock range and specialist manufacturers of school clothing. We can develop your designs and supply the ready to wear garments complete with logo’s embroidery / print. New ranges for 2014. Contact: Ian Beach Tel: 0116 288 1105 Email: ian@europasports.co.uk www.europasports.co.uk
2015 will see a new concept within Falcon’s product offering. Visit our stand and enquire about “Type-R”… Tel: 01274 306440 Email: email@falconsports.co.uk www.falconsports.co.uk
The Dunairn and Glengarnock brand Bespoke school wear School Kilts, Skirts, Pinafores, summer dresses, ties. Junior and senior trousers, shorts Bermuda shorts, Breeks and cord garments. Any garments can be made in tartan. Bespoke school wear Tel: 0141 774 5900 Email: tina.gibson@gdgarments.co.uk Email: robert.carey@gdgarments.co.uk
As one of the most respected multisport manufacturers Gymphlex will be boasting the latest additions to our School Sportswear Solution and GFORCE range. Also available for immediate orders will be our GFORCE stock brand. Tel: 0116 2556326 Email: sales@gymphlex.co.uk www.gforcesportswear.co.uk
Halbro supply bespoke technical sportswear and stock items ideal for all team/school sports and associations. Always at the cutting edge of garment design and using the latest technical fabrics to produce a wide range of performance clothing, all finished to the highest specification and with short lead times. Tel: 01204 696476 Email: sales@halbro.com www.halbro.com
Helix Trading offer a choice of 3 of the World’s most recognised educational brands. Oxford is traditional academic school accessories, Helix is technical school equipment and Maped offer colourful and innovative products for school. Helix Trading Ltd, Building 92, The Pensnett Estate, Kingswinford, West Midlands DY6 7FP Tel: 01384 286860 Email: customerservices@mapedhelix.co.uk www.mapedhelix.co.uk
Tailored Bespoke Schoolwear, made to the most exacting standards. We create distinctive schoolwear garments to a high specification of design, style, colour, fabric and manufacture. Our range includes... Skirts, Kilts, Pinafores, Summer Dresses & Outerwear Contact: Mona Houston Tel: 028 7963 2188 Fax: 028 7963 4077 Email: mona@kkschoolwear.com www.kkschoolwear.com
Kwik Tapes complete label printing solution means that you can now produce a wide variety of labels, from iron-on and sew-in clothing labels to shoe labels, trophy labels and even ribbon printing. Please contact John or James Tel: 0121 689 2211 www.kwiktapeslabels.com
Gardiners offer a complete footwear range from wellingtons to school shoes including plimsolls and trainers backed up with a comprehensive range of accessories and bags. Tel: 01452 727300 Email: adrian.cornell@gardinerbros.co.uk www.gardinerbros.co.uk
Lollipop’s extensive range of quality hair accessories for school enable stockists to gain valuable additional sales. Cotton mix, velvet and ginghams plus many styles of quality basics, all in 12 colours. Colour brochure available or order from our trade website where products can be seen in fine detail. Primrose Marketing Ltd Tel: 01494 447000 Fax: 01494 447052 Email: sales@primrosemktg.co.uk www.primrosemktg.co.uk
The Preferred choice for Knitwear and Socks. Magicfit offer the largest range of School Socks, Tights and Sports Socks as well as their unique and often imitated Magicfit School Knitwear in plain colours or with special trim. Magicfit, the preferred choice. Tel: 0116 2779789 / 2773857 Fax: 0116 2784395 Email: info@magicfit.co.uk
Textile manufacturers Marton Mills offer a wide range of compositions and designs when choosing school wear fabric. Tel: 0113 2843364 Email: enquiries@martonmills.co.uk www.martonmills.com
Quality Woven Name Tapes, Iron-on Name Labels, Name Tape Printing Systems, Same-day Despatch, Proud to be a UK Manufacturer! Tel: 01834 861 446 Email: sales@nationalweaving.co.uk Redstone Mill, Redstone Road, Narberth, Pembs, SA67 7ES VISIT US ON STAND 18
Three unique brands all available from the OPROGROUP: OPRO self-fit, the most advanced self-fit mouthguards in the world with great margins achievable, Maru, the perfect choice for stylish yet functional swimwear and Mueller sports supports and accessories. Tel: 01442 430690 ext.1042 Email: Catherine.hughes@oprogroup.com www.oprogroup.com
Orion specialise in team & leisure wear. Our high quality, short delivery times and value for money pricing alongside outstanding customer service all stand us apart from the competition. Our in-house design team can produce bespoke logos, themes and even design kit from scratch to your exact requirements. Tel: 0191 266 7651 www.orionteamwear.com
Petasil BTS a British brand made in Portugal from fine leathers, developed for style and durability, leather linings and insocks, arch supports for comfort and fit, sizes 24-42 multiple widths. Tel: 01604 876 800 Email: sales@marrum.co.uk www.petasil.com
Supplying quality fabrics to the public and commercial sectors since 1964. With the acquisition of Wittrex International, a specialist in development and manufacture of school wear fabrics we have become one of the premier UK stockists. Tel: 0044 161 727 4470 Email: info@pandrfabrics.co.uk www.pandrfabrics.co.uk
School socks and tights in every colour and design and always in stock, for the best quality and service. Tel: 0116 2861616 Email: info@pex-kids.com www.pexwholesale.co.uk
Suppliers of Schoolwear, and in particular knitwear, plain or bespoke with special stripes. Speedy personalised embroidery, quick delivery, small minimums, and excellent customer care. Tel: 0161 477 7791 Email: sales@rowlinson-knitwear.com www.rowlinson-knitwear.com
Quality footwear since 1976. With a reputation for quality leather school shoes at competitive prices, Pod footwear will be previewing their Back to School 2015 collection. (some styles up to UK size 17) Tel: 01234 240 440 Email: sales@aegisshoes.co.uk www.pod-footwear.com
We offer a full range of sports equipment, clothing and accessories. The Precision Training range of textiles includes a wide range of football socks and our best selling shadow stripe short. The range also includes tracksuits, rainwear, team wear and our exclusive range of ladies polo shirts and skorts. Unit 17, Easter Park, Lenton Lane, Nottingham, NG7 2PX Tel: 0115 900 2342
Meet the SA team. Hear our plans for 2015. See what we are doing for the industry. Tell us how we can serve you better. www.schoolwearassociation.co.uk
Target Dry’s collection for 2015 includes the new Carter boys’ and Charlotte girls’ coats. Perfect for casual and schoolwear, with the usual Target Dry high quality and excellent value. Stand contacts Ian Ambler and Colin Adams. Tel: 028 90 790588 Fax: 028 90 792164 Email: sales@targetdry.com
TheMagicTouch Toner based image transfer process enables the decoration and personalisation of a vast range of printable items including garments, textiles and so much more using professional heat pressing equipment, Colour Laser Printers and Copiers and coated Image Transfer Papers. David Pearce, National Sales Manager Tel: 01582 671444 Email: sales@themagictouch.co.uk www.themagictouch.co.uk
STABILO have developed a range of ergonomic products that have a different version for left and right handers. From starter pencils to a ballpoint pen with integrated touch-screen stylus, the range focuses on comfort and efficiency to help children when they are both learning and improving their handwriting. Tel: 01753 605656 Email: sales.UK@stabilo.com www.stabilo.co.uk
Specifically designed for the school wear retailer, Top to Toe is a clear, well structured, stock management and Epos system. The system provides full size and colour tracking, size/colour matrix throughout, instant look ups, EPOS tills, automated web linkage, customer records, analysis by school, supplier and much, much, more. Tel: 020 3376 5888 Email: info@toptotoe.com www.toptotoe.com
Trutex will be launching an innovative blazer at this year’s Schoolwear Show, which is unlike anything else currently on the market. We will also be presenting a new fleece and senior boy’s trouser. Contact Trutex on 01200 421 200 or email sales@trutex.com www.trutex.com
William Turner & Son look forward to welcoming you on to Stand 3 where we will be displaying some exciting new additions to our stock bag range. Tel: 0161 480 8582 Email: sales@william-turner.co.uk www.unicol-schoolwear.co.uk
William Lamb is a privately owned business that has grown since 1887 to become a leading footwear distributor. We will be showing: Buckle My Shoe, our premium leather school shoe brand. Goody 2 Shoes, our budget range. Licenced school shoes, including Hello Kitty, Peppa Pig, Minnie Mouse, Spiderman and many others. Tel: 01924 836954 Email: info@wlamb.co.uk www.wlambwholesale.co.uk
Full “Stock Supported” ranges are available from Winterbottom Schoolwear including School Blazers, Shirts & Blouses, Girls Pinafores, Skirts and Trousers, Boys Shorts and Trousers, Knitwear, Sweatshirts, Polo Shirts and Outerwear. Plus Specials Made to Order. Cultural Uniform new for 2014. Tel: 01254 390700 Email:info@graham-winterbottom.co.uk www.graham-winterbottom.co.uk
Wren Schoolwear is an independent manufacturer of school dresses, blouses, tunics and skirts using long established British fabrics made to customers own individual requirements. Contact: Keith Farrer Tel: 01206 841222 Fax: 01206 841118 Email: wrenschoolwear@ymail.com www.wrenschoolwear.co.uk
Schoolwear suppliers. Range includes school skirts, pinafores, girls trousers and bootleg, boys trousers, shorts, t-shirts & polo’s, sweatshirts & knitwear, gingham dresses & accessories, hair accessories, leotards, rugby jerseys & football shirts, socks & tights, plimsolls, swimwear, bags & belts, ties, blazers & jackets, aprons & outerwear. Stock all year round. Tel: 01708 739 390 Email: sales@zecoschoolwear.com www.zecoschoolwear.com
New for 2015 Caribee Bombora
See us at The Schoolwear Show 12th - 14th October 2014 For 2015 catalogue and more information contact:
Jacquie Sandison Brand Agility Ltd, 35 West Bowling Green Street, Edinburgh EH6 5NX Tel: 0131 554 5555 Email: jacquie@brandagility.co.uk
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In the run-up to Back To School, the Schoolwear Association is stepping up its latest campaign to support the school-specific sector. This year, the Schoolwear Association has launched a national drive entitled Your Child Is Worth It, seeing it appeal to the government to make quality school uniform, from participating schoolwear stores, tax deductible, and thus more affordable for hardworking families. Taking a double-pronged approach, the Schoolwear Association campaign is also actively working to educate parents on why quality school uniform is an investment. And by inviting a group of local mums to a behind-the-scenes day at personalised schoolwear manufacturer Rowlinsons Knitwear in Stockport, it has also been able to demonstrate first-hand how quality school uniform is produced. School’s out for summer, meaning the start of the annual battle between chain stores and independent school-uniform suppliers as parents race against the clock to get their children geared up and ready for the new
term. Subsequently, the Schoolwear Association is stepping up its latest campaign to convince parents that good-quality school uniform is what children need, spearheaded with the strapline, “Your child is worth it�. At the heart of the campaign, the Schoolwear Association has set up a petition to persuade the government to bring in school uniform vouchers – along the lines of the current childcare voucher scheme – which would give parents a tax break on the cost of schoolwear, and help with budgeting. FIGHTING FOR PARENTS TO HELP THEM AFFORD THE BEST UNIFORM MONEY CAN BUY The Schoolwear Association has set up a government e-petition – http://tinyurl.com/schoolwear – calling for a voucher scheme to be introduced, with the aim of making school uniform tax-free. The scheme would involve parents receiving a small amount of their salary in the form of vouchers, which they can then spend in participating schoolwear retailers. The system
would be available to all employers and employees who wish to opt in. The vouchers would be tax exempt, and would enable parents to spread the cost of school uniform throughout the year. The e-petition is attracting significant attention, with the number of signatures currently achieved over 1,000, positioning it firmly in the tiny five per cent of government petitions that make it past the 1,000 mark. Greater momentum and attention are now needed to reach 100,000 signatures, at which point the petition will be brought to the attention of the Prime Minister. PARENTS GET AN INSIGHT INTO HOW SCHOOL UNIFORM IS MADE Children spend more time in their school uniform than in their everyday clothing and get through on average four pieces of uniform a year. A poll for the Schoolwear Association showed the average child wears his or her uniform for 10 hours a day – that’s 1,500 hours a year – and it has to stand up to the rigours of everyday school life. The challenge August/September 2014 - 54
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for the Schoolwear Association, therefore, is educating parents – and teachers – about the value of good quality, smart-looking, long-lasting uniform, rather than opting for the cheapest garments on the shelf. To help demonstrate this point, the Schoolwear Association arranged for a group of mummy bloggers to have an in-depth look behind the scenes in a schoolwear factory to see first-hand how much work goes into producing quality garments. The bloggers will be sharing their experiences with their followers, but the resounding verdict of the mums who took part in the day was that “children deserve quality school uniform, even if it does cost a little extra.” Rowlinsons’ warehouse in Stockport was full of life when the mums from Manchester arrived, busy with workers getting ready for the hectic Back To School period. Boxes full of knitwear garments lined the high shelves, ready to be packed up and delivered to schoolwear retailers up and down the country. The event at Rowlinsons Knitwear, which is a member and active supporter of the
Schoolwear Association – gave the parents an unprecedented insight into the production of school uniforms; from fibre to finished garment, including the embroidering of school badges. One of the bloggers, mum-of-two Pippa Ainsworth, from Bolton, was amazed at the level of work that went into the garments. “I never realised how much work and attention to detail goes into creating even a small school badge, so it was great to see it for myself,” she says. “A badged logo is part of the identity of a school, and each school child who goes there, so I think it is very important.” Fellow blogger and mother-of-three Helen Costello, from Merseyside, adds, “Price used to be my main consideration when it came to buying school uniform, but I’ve realised that you get what you pay for the majority of the time. In actual fact, you can save so much money in the long-run by spending a bit more on better-quality school uniforms that will actually last.”
HOW TO BECOME A SCHOOLWEAR ASSOCIATION MEMBER: The Schoolwear Association represents businesses nationwide involved in the manufacture and supply of school-specific uniform from manufacturers and wholesalers to independent retailers and school suppliers. The Schoolwear Association is run entirely by volunteers. Set up in 2006, it has more than 250 members working towards a better future for children, parents and schools. If you are not a member, visit www.schoolwearassociation.co.uk to find out more. Member benefits include media support, invitation to events, help and advice, access to fact sheets, marketing collateral, a 10 per cent discount at Travelodge hotels and a discount on subscriptions to CWB magazine. —
August/September 2014 - 55
PARENTS’ POLL | WWW.CWB-ONLINE.CO.UK
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ď€•ď€ˇď€ąď ƒď€€ď€–ď€şď „ď€° ď€&#x;ď ď€ąď€žď€“ď€€ď€œď€şď€ˇď€¸ď€˛ď€ľď€˝ď€żď€´ď€…ď€€ď€Šď€ąď€žď€żď€€ď€Ťď€şď€˝ď€śď€žď€´ď€ľď€˝ď€ąď€€ ď€ď€šď€…ď€?ď€ď€ľď€˝ď€… ď  — “I shop for school uniform when one of my children starts at a new school, so this is usually in July. The rest of the time I buy throughout the year as and when needed. I buy from a schoolwear retailer and the supermarket. Although customer service and product expertise is lacking in supermarkets, when I have made the effort to buy ‘grey wear’ at a specialist retailer, the quality has unfortunately been disappointing. As far as online shopping, I have purchased school jumpers online, but only from a specialist retailer that I also visit in person. What would make the process of buying school uniform easier is being able to go to one shop for all my needs; unfortunately I have to visit two different schoolwear shops to purchase primary and secondary school uniforms. It would better if they both stocked the two uniforms. I can’t understand why this is, and it is very frustrating. For me, the value of quality versus price are equal – my children don’t grow out of many items, but they definitely wear them out. Paying a little more for a good-quality jumper is preferable to seeing them wear it out and having to replace the garment. I would definitely take part if a tax-exempt salary sacrifice scheme was introduced to help budget for school-uniform purchases. School uniform is essential; it brings children to the same level, and their code of conduct should reflect the smartness of the uniform.â€? —
 ď€&#x;ď ď€ąď€žď€“ď€€ď€—ď€˝ď€ąď ‚ď€ąď€…ď€€ď€—ď€´ď€ąď€žď€´ď€ľď€˝ď€ąď€€ ď ď€ď€šď€…ď€? — “I do my main school-uniform shop in late August. I go to a local retailer for the school logoed jumpers and sports T-shirts, with the rest of the uniform purchased at a supermarket. I don’t currently buy any uniform items online, but if logoed items were available online, it would make the shopping process much easier, rather than travelling to a local supplier that may not have the size I want in stock. In terms of quality versus price, price is paramount to me, but I do look for better-quality items where I can as they tend to last longer. The school trousers and shorts I buy are size-adjustable, which is great as it increases the garment’s longevity. I would definitely be interested in a tax-exempt salary sacrifice scheme to budget for school uniform. I’m in full agreement with school uniform; it promotes a clear unity within the school, in turn making the children proud of the school they belong to.â€? —
ď€ď€Żď€´ď€ąď€ˇď€€ď€–ď €ď€żď€ˇď€ąď€˝ ď€&#x;ď ď€ď€˝ď€˛ď€ľď€ąď€ˇď€°ď€… ď€ď€…ď€€ď€Žď€…ď€€ď€œď€ąď€šď€˝ď „ď€…ď€€ď€‹ — “I generally buy my daughter’s school uniform in July and August, in time for September. I have bought from a range of shops – a schoolwear retailer, Marks & Spencer and supermarkets – and I have purchased school cardigans, sweaters and PE T-shirts online. From my experience, supermarket school uniform is generally cheaper, but I’ve found it can come up smaller in size. School uniform shops on the other hand tend to be slightly more expensive, and don’t always stock uniform for every school in our area. Unfortunately, our local school uniform shop has just closed down, so now I have no choice but to buy from the supermarkets and other high-street retailers. It would make the process much easier if I could buy the entire uniform in one shop and get everything I need at affordable prices. Quality of garments is definitely important; you don’t want uniform items falling apart after a couple of weeks. However, most children need new uniform every school year as they’ve grown, so that’s where price then comes into play. Uniform needs to be affordable because we have to buy it yearly,
but it also needs to wear well and cope with being washed continuously without fading or looking tired. I personally think that school uniform needs, at the very minimum, to last a school year. Size-adjustable waists would be good in trousers and skirts so that if a child grows throughout the year the waist can be adjusted accordingly. For my daughter, who is very tall and slim, I have to buy her age-appropriate uniform, but then it’s generally too big around the waist. If I bought it to fit her waist, however, the skirt or trousers would be too short. I think the Schoolwear Association’s proposal of a tax-exempt salary sacrifice scheme to help parents pay for school uniform is a very good idea – especially when children get to secondary school age and you can’t buy uniform from supermarkets and high-street retailers. With regard to my views on school uniform, I think all children should wear it, from pre-schoolers to the top-end of secondary school.� —
August/September 2014 - 56
PARENTS’ POLL | WWW.CWB-ONLINE.CO.UK
— “I do the bulk of my school uniform shopping in July and August. High-street stores and supermarkets have their schoolwear buying promotions, including sales and offers, before the summer term has even ended, which is really annoying, as you don’t want the hassle of thinking about the next school year before the current one is over. One of the great things about schoolwear retailers is they have stock all year round, so you can top up and don’t have to rush. I buy from a combination of school-uniform retailers, supermarkets, high-street stores and also direct from school. I don’t make any school-uniform purchases online – I need to be able to see the sizes, lengths and fabrics properly – although I would repeat buy from a website. The overall process of buying school uniform is quite straightforward for me as I use a combination of suppliers, so I get the quality and service from the schoolwear stores with the convenience of the supermarkets and high-street stores when I’m shopping for other things. When it comes to customer service and quality of product, the school uniform shops win hands down. There’s never anyone around to help in a supermarket or high-street store, so you have to wrestle products out of plastic bags to look at sizes, and there’s not much performance information. Quality-wise, supermarkets and high-street stores are getting better, but they still have a way to go to meet the standards of ‘proper’ school uniform. When it comes to quality versus price, both elements are important but, as with anything, you get what you pay for, and I’d rather spend a bit more for something that isn’t going to lose its colour – particularly knitwear – and is adjustable and hardwearing. It’s actually cheaper to buy better in the long run. I already buy size-adjustable garments, but reversible blazers might be a good idea, though in my experience, they get treated so badly I’m not sure how much longer they would survive.” —
— “I buy school uniform during the last week of the summer holidays from a mixture of retailers. I get basics from Marks & Spencer, school-specific items from a local uniform shop, and summer dresses from Asda. I find that the supermarket items don’t wash as well and tend to shrink, yet some school-specific pieces from the local uniform shop have lasted two school years when passed on from one child to another. I haven’t made a school-uniform purchase online so far, but Tesco has started doing school-branded items, so I may do this year. Something that would make the process of buying school uniform easier would be a pre-ordering service, where I could collect orders in bulk. When it comes to price versus quality, I
find it depends on the item. The quality of summer dresses, for instance, isn’t such an issue because they are only worn for a few weeks. Also, children tend to lose things, so sometimes I prefer to buy cheaper things in case they need to be replaced often. I think a tax-exempt salary sacrifice scheme to help budget for school uniform is a good idea. It can be an expensive shopping trip when it comes to school uniform, so knowing it would be taken care of through the year – as well as if items need replacing – would be good. I thoroughly believe in children wearing school uniform, it is a great leveller and it makes children feel part of the school community.” —
— “I buy school uniform before the end of the summer – in July – so I have time to get it all ready for September. I mainly buy uniform items from John Lewis and Marks & Spencer, along with navy sports trousers from Next as it offers styles without elastic ankles, which I prefer. I make some uniform purchases online with John Lewis for my child’s school’s logoed polo shirts, coats and cardigans. If I could purchase all of the school uniform I need online, from a good website, the experience would be a lot easier for me. When it comes to quality versus price, I would always rather pay a bit more for good quality. Design features that increase the longevity of a school uniform, such as such as size-adjustable or reversible garments, appeal to me, too. Overall, I’m in total agreement with children wearing school uniform; it’s best for the children and the parents.” —
— “I do the majority of my school-uniform shopping in August. I purchase my 11-year-old’s direct from school, and my 7-year-old’s from the supermarket. I don’t make any purchases online. Undoubtedly, the quality of product is better when purchased direct from the school, but it is a lot more expensive than the supermarket. The service is better direct from the school as stock is guaranteed, with the supermarkets often running out of certain items and sizes. I feel quality is more important than the price as uniforms are washed repeatedly and really need to be hard-wearing for what they go through on a day-to-day basis. What would make the process easier would be a better range in stock all year round in the supermarkets, as outside of July and August it can be difficult to get some items. Also, clearer sizing on products bought from school – as the sizing is in inches, it is difficult to know which is needed without trying on.
Sizing in ages for younger children, followed by British dress sizes for older girls, would be much simpler. Size-adjustable garments are also of interest to me. As far as opting into a tax-exempt salary sacrifice scheme to budget for school uniform purchases, this isn’t something I would do. We already have money taken out for childcare vouchers and a pension, on top of tax and NI, so I would not want another deduction, even if it saves money in the long run. My general view on school uniform is that it is fundamental. The pressure on children to conform and wear the latest trends would detract from the purpose of school if they had to choose an outfit to wear each day. It would also emphasise differences in economic status, which can remain largely unnoticed when all are wearing the same.” —
August/September 2014 - 57
DIRECTORY | WWW.CWB-ONLINE.CO.UK
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1: 1 Two Kids 01383 735134 www.1two.co.uk A: ABC123Me 020 7373 9792 www.abc123me.com • Aden + Anais 020 7801 6279 www.adenandanais.co.uk • Ama 07989 594891 • Angel & Rocket 07841 410823 www.angelandrocket.com • Animal 0845 026 7267 www.animal.co.uk • Annaliv 020 8144 2118 www.annaliv.co.uk B: Babine 0034 954828159 www.babinebebe.es • Bambi 07796 766669 www.bambi.hr • Beanie & Bear 07977 211879 www.beanieandbear.com • Beau Loves www.beauloves.co.uk • Bêjaks 07856 90999 www.bejaks.com • Believer Jewellery 0033 0642797126 www.believerjewellery.com • Billy Bandit 020 8964 8605 www.groupecwf.com • Billie Blush 020 8964 8605 www.groupecwf.com • Blue Max Banner 01225 715070 www.bluemaxbanner.co.uk • Blue Poppies 0033 563218279 www.bluepoppies.fr • Bobux 01280 700949 www.bobux.com • Bogs 0131 317 0200 www.bogsfootwear.com • Bonnie Baby 01273 227779 www.bonniebaby.co.uk C: Castell 07887 750276 www.avarcacastell.co.uk • Chipmunks 01925 710110 www.chipmunksfootwear.co.uk • Colourful Dove 07780 603446 www.colourfuldove.com • Cuddledry 01823 323363 www.cuddledry.com D: Dainty Dizzy 07815 146313 www.daintydizzy.co.uk • Daisy Roots 01604 880066 www.daisy-roots.com • D’Alfaiate 0035 1234646965 www.dalfaiate.com • Dot Delicate Baby Clothes 0035 1912345251 www.dot-baby.co.uk E: East End Highlander www.littleicons.co.uk • Elvetik 07885 606073 www.elevtik.ch F: Fabrikoko 07545 618082 www.fabrikoko.com • Froddo 01707 888388 www.froddo.com • Frugi 01326 572828 www.welovefrugi.com G: Gioseppo 0116 259 7427 www.gioseppo.com • Gnu Brand (Lemon Loves Lime & Lemon Loves Layette) 0016 302607885 www.lemonloveslime.com H: Happi Joey 07928 106435 www.happijoey.co.uk • Hook & Loopy 0800 240 4560 www.hookandloopy.co.uk • Hug and Hatch 01843 652031 www.hugandhatch.com I: I Love Gorgeous 01748 822055 www.ilovegorgeous.co.uk • Il Gufo 0039 0423951300 www.ilgufo.com J: Joyfolie 0018 677548461 www.joyfolie.com K: Karen Brost London 07739 580932 www.karenbrostlondon.com • Kite 01202 733222 www.kite-clothing.co.uk • Konfidence 01566 777887 www.konfidence.co.uk L: La Queue du Chat 01832 776588 www.laqueueduchat.com • Lelli Kelly 0039 05834311 www.lellikelly.it • Lemon Loves Lime 0016 302607885 www.lemonloveslime.com • Lilly + Sid 07789 397092 www.lillyandsid.com • Little Green Radicals 020 7733 6402 www.littlegreenradicals.co.uk • Little Joule 01858 435261 www.joules.com • Lollipop 01494 447000 www.primrosemktg.co.uk • Lollipop Designs www.lollipopdesigns.co.uk 07919 536638 • Lucy Peach Slice 07798 771739 www.lucypeachslice.com M: Malvi & Co 0039 0437927411 www.malvi.net • Maggie G 020 8372 1868 www.maggieengland.com • Milliemanu 020 8878 7863 www.milliemanu.com • Miss Grant 0039 0518908411 www.grantspa.com • Mooi en Lief 07961 273896 www.mooienlief.com • Molo 07718 987756 www.molo-kids.com O: Olly M Jewellery 07879 816980 www.ollymjewellery.com P: Picaloulou 01208 814392 www.picaloulou.com • Pigeon 01865 379230 www.pigeonorganics.com • Pippo 0191 246 1474 www.pippofootwear.com • Pixie Toes www.pixietoeshoes.com • Plae 07971 190446 www.nordicfootwear.com • Plumeti Rain 0034 658113646 www.plumetirain.com • Poppy England 01642 790000 www.poppyengland.co.uk • Pretty Blue Fox 0046 723501381 www.prettybluefox.com Q: Question Everything 07815 145459 www.questioneverything.com R: Rachel Riley 020 7935 7007 www.rachelriley.co.uk • Raspberry Plum 07516 920347 www.raspberryplum.com • Reef 07775 586295 www.reef.com • Replay & Son 020 7713 9404 www.replay.it • Richter 07834 862770 www.richter.at • Ricosta 0116 259 7427 www.ricosta.co.uk • Rowlinson Knitwear 0161 477 7791 www.rowlinson-knitwear.com S: Sally Nencini 07866 802238 www.sallynencini.com • Samantha Sotos 07880 638482 www.samanthasotos.com • Seventy Tree www.seventytree.com • Sew Heart Felt 01367 244277 www.sewheartfelt.co.uk • Silvian Heach 020 3432 6387 www.silvianheachkids.it • Spud Kids 07850 291264 www.spudkids.co.uk • Star51 07532 033253 • Sticky Fudge 0027 871514883 www.sticky-fudge.com • Sunuva 020 7286 3939 www.sunuva.com • Superfit 07775 995547 www.superfit.at T: Tails and Tales www.tailsandtales.co.uk • Tale of Boy www.taleofboy.com • Toby Tiger 01903 766777 www.tobytiger.com • Tootsa MacGinty www.tootsamacginty.com • Toughees 01202 707461 www.newbrandslimited.co.uk • Travis 01442 289898 www.travis.co.uk • Tutto Piccolo 0034 965546899 www.tuttopiccolo.com • TuTu Gorgeous 0115 921 5690 www.tutu-gorgeous.com V: Velveteen www.velveteenclothing.com W: When We Were Little 07949 296914 www.whenwewerelittle.co.uk Y: Young Soles 020 7749 0903 www.youngsoles.co.uk
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PROMOTION | WWW.CWB-ONLINE.CO.UK
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 Showrooms will be held in Leeds, Manchester and London for further info contact Bib Sohel Tel 07850 754 853 email bib.sohel@sky.com DESIGUAL, FORE!! AXEL AND HUDSON, LEMMI, BEBE BY MINIHAHA, DARCY BROWN, SUGARLOAF KIDS, MINI VANILLA, MINI ZZZ A diverse selection of highly desirable brands for UK independents and stores from baby to 16yrs. European distributor for Fore!! Axel and Hudson.
NORTH WEST
ď€&#x;ď€˜ď€˘ď€Ąď€€ď€•ď€›ď€™ď€Ąď€—ď€? Weldon Agencies, Southport, Merseyside Tel: 01704 576033 Email: barrieweldon@btconnect.com, andrewweldon@btconnect.com www.weldonagencies.co.uk FUN & FUN, LE CHIC, DEUX PAR DEUX, NO NO, BOBOLI, FOQUE, SARDON, MOOD STREET Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe and Canada, catering for boys and girls 0 to 16 years. Styling from contemporary to traditional.
SOUTH EAST
ď€&#x;ď€?ď€?
ď€&#x;ď€?
Bizspace Business Centre, Unit 203, 4-6 Wadsworth Road, Perivale, Middlesex UB6 7JJ Tel: 020 8567 2384 Mobile: 07971 190446 Fax: 0800 007 3359 Email: skylineagencies@gmail.com PRIMIGI SHOES, FALKE & BURLINGTON SOCKS AND TIGHTS, GIESSWEIN HOME SHOES Covering the whole of the UK with London based showroom and offices.
ď€?ď€&#x;ď€? 5 Evelyn Grove, Ealing, London, W5 3QG Tel: 0208 992 0552 Mobile: 07860 230918 Fax: 020 8993 6568 Email: Nigel.Ross@btinternet.com Web: www.minizzz.com CATYA (IT), MINIZZZ Manufacturers’ and Distributors’ Agent - Northern and Southern Home Counties, including London Postal districts. NCWA and APSA member.
Unit H7 & H7a, Capital House, 2 Michael Road, London SW6 2AD Tel: 0207 348 7316 Email: info@solobi.co.uk Web: www.solobi.co.uk MINI A TURE, TOFFEE MOON, LILLE BARN, AYA NAYA SoLoBi represents modern high quality children’s brands with a playful attitude and sharp attention to detail. Offers very good and transparent service.
��� 19 Addison Grove, Chiswick, W4 1 EP Tel: 078 5550 9069 Fax: 02081816458 Email: shoes@breitensteins.com clothes@breitensteins.com ANGULUS AND BOBUX SHOES, CLOTHES FROM CHRISTINA ROHDE, MILIBE, VER DE TERRE, FUB CHILDREN’S WEAR An agency representing classic, stylish and contemporary Danish children’s clothing and shoe brands. Plus the best baby shoes from New Zealand.
MIDLANDS
ď€¨ď€•ď€Ąď€œď€§ď€?ď€? Unit 1, First Floor, Paragon Works, Wilsthorpe Road, Long Eaton, Nottingham NG10 3JW. Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk Web: www.vanhuizenagencies.co.uk OILILY CHILDRENSWEAR, ROOM SEVEN CHILDRENSWEAR, PERSNICKETY CHILDRENSWEAR ROOM SEVEN KIDS INTERIORS, BEDDINGHOUSE KIDS BEDDING
Van Huizen Agencies is a young, fresh and vibrant agency, for the more discerning retailer requiring beautiful and unique collections.
� Roccapina, 8 Pembroke Close, Thrapston, Northants, NN14 4XJ Tel: 01832 776588 Fax: 01832 730188 Email: sales@roccapina.co.uk www.roccapina.co.uk LA QUEUE DU CHAT, BABINÉ BB, STURE&LISA, LEMON LOVES LIME, LOLLIPOP TWIRL, LEMON LOVES LAYETTE, GNU BRAND Agency representing high quality International brands offering classic, colourful and chic collections for ages 0-14 years. Covering the whole of the UK.
# 2" # ## " August/September 2014 - 61
TALKING POINT | WWW.CWB-ONLINE.CO.UK
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LT: What can we expect from the debut collection? SS: S/s 14 comprises around 25 pieces for ages 0-10 years. We want pieces that can be worn in different ways and with different colours, so you feel that you are constantly playing with the look and keeping things interesting. LT: What are the synergies between the women’s and children’s lines? SS: We want to harmoniously connect the womenswear line with the childrenswear, creating a strong bond between the two. Hence the use of the same colours and high-quality, carefully resourced fabrics. Each childrenswear collection is an extension of the womenswear collection, with the Euralian philosophy consistent in both lines. Given the cohesion between the womenswear and childrenswear, we aren’t at all surprised that some stockists have been tempted to present both lines simultaneously. But, at the same time, the collections work independently, too. LT: How does the creative process differ designing childrenswear compared to womenswear? SS: The womenswear collection is designed first, so this has the initial feeling and proposal for the new season, inventing new lengths and cuts. The childrenswear line is based on the womenswear line, but we have to be more practical for the little ones. We have to always think of comfort, yet make sure the clothes look pretty enough for kids to want to wear. I love designing clothes for kids’ everydaywear; combining colours for them that you wouldn’t necessarily expect for a child. Again, because the children’s collection is based on our womenswear line, it emphasises the diversity of ages that our brand appeals – and applies – to. The design philosophy behind For the Little Ones is to create comfortable, stylish clothing that allows these beautiful, carefree kids to explore and be free and act their age while still being sophisticated and well-dressed, which ultimately, makes mum and dad proud. LT: Are there plans to develop the children’s line? SS: Definitely. We plan to expand the line; at the moment I have to admit that we have more proposals for the girls, but more boyswear is on the way. For future collections, we’re excited
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to introduce some Australian vintage prints, which will be exclusive to the childrenswear line. These will be mixed with beautiful Greek lace trims, creating a fresh and modern folk look. I am careful, however, to focus on small, dedicated collections for the childrenswear, so that stores can still play with the choice of colours on offer. LT: What’s your favourite design from the childrenswear collection so far? SS: The “not a child not yet a lady dress� is a favourite with customers and it just so happens to be my favourite, too. The dress is quite indicative of the brand – there is a timeless, girly sophistication to it. My friends’ little girls have put that dress on and the smiles that burst onto their faces when they get to run around in it are just glorious. LT: Which other childrenswear brands do you admire? SS: I love Stella McCartney for kidswear and womenswear – I like the urban feel she offers to her kidswear line, while still creating fun clothes. August/September 2014 - 62