Earnshaw's | March 2012

G R O U P E Z A N N I E R ’ S S A LVA D O R G A M I T O U Ê 1 , " * Ê , * " , / ÊU LO C A L L E S S O N S U Ê

- - " , INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW MARCH 201 2 $5.00

Color

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Designed in Sweden

www.happysocks.com

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Noelle Heffernan Publisher Jennifer Cattaui ;Z_jeh _d 9^_[\ Nancy Campbell 9h[Wj_l[ :_h[Yjeh ;:?JEH?7B Angela Velasquez <Wi^_ed ;Z_jeh Audrey Goodson Mary Avant Lyndsay McGregor 7iieY_Wj[ ;Z_jehi 9H;7J?L; Trevett McCandliss 7hj :_h[Yjeh Tim Jones I[d_eh :[i_]d[h

MARCH 2012 FEATURES

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9EDJH?8KJEHI Michel Onofrio Ijob[ :_h[Yjeh 7:L;HJ?I?D= Caroline Diaco =hekf FkXb_i^[h Sarah Sutphin Broglie 7Zl[hj_i_d] CWdW][h Alex Marinacci 7YYekdj ;n[Ykj_l[ Jennifer Craig If[Y_Wb 7YYekdji CWdW][h Maureen Johan 9bWii_\_[Z IWb[i 7:C?D?IJH7J?ED Laurie Guptill FheZkYj_ed CWdW][h Melanie Prescott 9_hYkbWj_ed CWdW][h Mike Hoff M[XcWij[h 9EDJ79J ?D<E Sales/Editorial Offices ), 9eef[h IgkWh[" *j^ \beeh D[m Oeha" DO '&&&) J[b0 ,*, (-.#'++& <Wn0 ,*, (-.#'++) [Z_jeh_Wbh[gk[iji6 /j^h[WZi$Yec Circulation Office (' >_]^bWdZ 9_hYb[ D[[Z^Wc" C7 &(*/* J[b0 .&& /,*#+'+& <Wn0 -.' *+)#/)./ Y_hYkbWj_ed6/j^h[WZi$Yec 9EHFEH7J; /J^h[WZi (,(&( :[jhe_j HeWZ" )&& M[ijbWa[" E> **'*+ J[b0 **& .-'#')&& Xen Zapis" 9^W_hcWd Lee Zapis" Fh[i_Z[dj Rich Bongorno" 9<E

This page, top to bottom: Oilily dress, Zutano button-down shirt and tights, Paul Smith Junior headband and lunchbox, Elephantito shoes; Bit'z Kids shirt, Woolly Boo blanket.

Cover: Anais & I coat (worn as dress), Me Too shirt, Frye boots, balls by Zutano. Photography by Frances Tulk-Hart.

24 Continental Shift =hekf[ PWdd_[h KI7 =[d[hWb CWdW][h IWblWZeh =Wc_je jWbai i^ef WXekj j^[ YecfWdo i ]beXWb Y^_bZh[dim[Wh Xki_d[ii$ 28

Add 'Em Up 7YY[iieh_[i dej edbo Yecfb[j[ a_Zi beeai" Xkj Wbie Xeeij Xejjec b_d[i \eh h[jW_b[hi$

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Local Lessons <ekh h[jW_b[hi \hec X[oedZ j^[ Y^_bZh[dim[Wh Wh[dW fhel[ j^[ i[Yh[j je ikYY[ii _d j^[ Z_]_jWb [hW _i ]e_d] beYWb$

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Ready...Jet...Go! M^Wj i jh[dZ_d] _d ;khef[Wd Y^_bZh[dim[Wh" ^ej e\\ j^[ hkdmWoi Wj F_jj_ 8_cXe" 9?<<A?:I WdZ 8kXXb[ BedZed$

FASHION 40 In Living Color =[ec[jh_Y i^Wf[i WdZ [o[# feff_d] ^k[i fhec_i[ W Xh_]^j XWYa#je#iY^eeb i[Wied$ 4 ;Z_jehÊi B[jj[h 6 JWba_d] Fe_dji 8 <h[i^ <_dZi 10 >ej Fhef[hj_[i 12 D_d[ J^_d]i 14 Ed Jh[dZ 18 Ifejb_]^j 22 8[^_dZ j^[ I[Wci 53 9Wb[dZWh 58 H[jW_b je =e 60 H[c_n

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 3. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2012 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

( & ' ( C 7 H 9 > ; 7 H D I > 7M I $ 9 E C 3

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Rainbow Bright

Pop goes the color for children’s fashion this fall.

EDITOR’S LETTER

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FOR FALL 2012, clothing in a rainbow of colors and a kaleidoscope of spots and stars takes center stage: What better way to give some much-needed pep to autumn’s traditionally muted shades and welcome the back-to-school season? Photographer Frances Tulk-Hart gave our models free reign in a Williamsburg, Brooklyn, studio to dress up, dance and play in their high-voltage sportswear with park balls, sleeping bags, crowns and masks.

In addition to this season’s pop-art influence, the British are coming. From traditional threads to an upswing in Union Jacks, all things English have hopped the pond in preparation for the London Olympics this summer.

For older kids, following the release of the site-crashing Missoni for Target collection, chevron print is all the rage.

To dial it down, we also explore slumber party essentials, like PJs, slippers and plush.

As our fashion feature focused on girls, we spotlight sporty lifestyle brand Questkids, which gets top marks from the boys, too. We also feature footwear brand Naturino and its pediatrician-recommended “sand effect system,” the epitome of healthy Italian footwear.

We took a worldly look at childrenswear in this issue and, in “Global Fusion,” spoke with Thai designer Rujira Lawonvisut, the fashion force behind Andrew & Audrey and Millions of Colors, about the unexpected opportunity that led her on a journey into children’s fashion.

And we caught up with Salvador Gamito, managing

director of Groupe Zannier USA, in “Continental Shift” and learned how he plans to build its suite of European brands in the United States.

After a whirlwind of European children’s fashion shows, in “Ready…Jet…Go…!” we dive into the trends spotted at Pitti Bimbo, Bubble London and CIFF Kids, like bright poppy colors, lumberjack looks and pretty pastels. And as more brands branch into accessories in Europe and here at home, we delve deeper into the trend and do the math on how these add-ons can really add up for retailers in “Add ‘Em Up.” Shifting our gaze from the global market to back home in our feature “Local Lessons,” we set our sights on neighborhood businesses outside of the children’s industry for tips on marketing and growth.

As we gear up for our Anniversary issue, we introduce a throwback section, “Retail to Go,” inspired by an Earnshaw’s childrenswear plan book that was released in 1975, in order to assist store buyers as they embark upon the fall show season.

Happy buying,

JENNIFER CATTAUI jennifer.cattaui@9threads.com

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MARKET WEEK NYC MARCH 26-30 April 16-20

Shop the industryâ&#x20AC;&#x2122;s leading brands at the new and improved Childrenâ&#x20AC;&#x2122;s Market Center for a One-on-One buying experience! Ä&#x192;Ä&#x2026;ĆŤ !/0ĆŤÄ&#x192;Ä&#x192;. ĆŤ 0.!!0ĆŤĆŤÄ&#x2018;ĆŤĆŤ (++./ĆŤÄ&#x192;Ä&#x152;ĆŤÄ&#x160;ĆŤ * ĆŤÄ Ä&#x201A; ((ÄĽ %*0!.ĆŤÄ&#x201A;Ä&#x20AC;Ä Ä&#x201A;ĆŤĆŤÄ&#x2018;ĆŤĆŤ ,.%*#ĆŤ * ĆŤ ),ĆŤ 2 %( (!

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talking points

DON’T MISS EARNSHAW’S COCKTAIL PARTY AT PLAYTIME NEW YORK ON SATURDAY 3/10!

HIGH FIVE

www.playtimenewyork.com

STYLESIGHT GOES GLOBAL STYLE, FASHION AND design profesi_edWbi YWd dem i[j j^[_h i_]^ji el[hi[Wi m_j^ j^[ bWkdY^ e\ ÇIjob[i_]^j IekhY_d]"È W XhWdZ d[m fbWj\ehc \hec \Wi^_ed jh[dZ \eh[YWij[h Ijob[i_]^j j^Wj fhel_Z[i ikXiYh_X[hi m_j^ _d\ehcWj_ed WXekj ]beXWb trade and overseas suppliers. ÇIjob[i_]^j IekhY_d]ÈÆm^_Y^ _i powered by Panjiva, an online resource for sourcing executives looking to gain ademb[Z][ WXekj ]beXWb ikffb_[hiÆfhevides data on millions of companies worldwide, as well as global trade inforcWj_ed j^Wj Wbbemi ikXiYh_X[hi je \_dZ" [lWbkWj[ WdZ Yedd[Yj m_j^ ikffb_[hi \hec WhekdZ j^[ mehbZ$ ÇIjob[" \Wi^_ed WdZ Z[i_]d cel[ gk_Yabo" ie ^Wl_d] _dijWdj _dj[bb_][dY[ ed m^WjÊi d[nj WdZ ^em je Z[b_l[h _j ^Wi j^[ fej[dj_Wb je X[ ]Wc[#Y^Wd]_d]"È dej[i FWd`_lW 9;E @ei^ =h[[d$ Ijob[i_]^j Wbie h[Y[djbo i_]d[Z W d[m Yedj[dj fWhjd[hi^_f m_j^ 8[oedZ H[jhe" W fefkbWh K$A$ WdZ Dehj^[hd ;khef[Wd l_djW][ h[jW_b[h" je _dj[]hWj[ j^[ YecfWdoÊi l_djW][ _cW][ho _dje _ji f^eje XWda e\ ceh[ j^Wd '(&"&&& l_djW][ _cW][i$ J^[ 8[oedZ H[jhe Yebb[Yj_ed m_bb \khj^[h [nfWdZ Ijob[i_]^jÊi Ykhh[dj l_djW][ i[Yj_ed WdZ h[jhe Xbe]" ÇJ^[ L_djW][ LWkbj"È m^_Y^ i^emYWi[i _cW][ho WdZ YbWii_Y l_Z[ei \hec h[jW_b[hi WdZ jhWZ[ i^emi ZWj_d] XWYa je j^[ '/+&i$

FIVE DESERVING COMPANIES received best-new-product awards at New York International Gift Fair DO?=< ed @WdkWho )&$ J^[ '&( fheZkYji fhe\\[h[Z Xo [n^_X_jehi were voted on by a panel of industry insiders, including Jennifer Cattaui, [Z_jeh _d Y^_[\ e\ ;Whdi^WmÊi; Joanne Fallon from Baby & Kids Magazine; Joanna Dreifus from CoCecI^efi$Yec; Caroline Kennedy at FbWoj^_d]i; and Leesa Valentino from J^[=_]]b[=k_Z[$ com.

M_dd_d] fheZkYji m[h[ Y^ei[d in several categories, including toy, WffWh[b" ][Wh" Z Yeh WdZ ÇXbe]][hiÊ best.”

Zutano bowtie

Best Toy: Tegu Dart car Best Apparel: Zutano bowtie Best Gear: 7 a.m. Enfant Pookie Poncho

Tegu Dart car

Best Décor: Swankie Blankie

citron marbella receiving blanket

Bloggers’ Best: Wonder Forge Angelina Ballerina Dance with Me game

Wonder Forge Angelina Ballerina Dance with Me game

Next issue we celebrate 95 years covering the childrenswear industry, and we’re excited to toast our shared history together. Support our birthday issue for April/May and get on the list for the big soirée! And if you are a company with some serious heritage, contact us and tell us your story—we’d love to hear about it.

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SAVE THE DATE! AUGUST 21ST & 22ND PLAYGROUND KIDS TRADESHOW

THE COSMOPOLITAN OF LAS VEGAS Playground Tradeshow brings together the best in childrenâ&#x20AC;&#x2122;s brands, buyers and trends.

Playground Tradeshow takes place during fashion week in Las Vegas at the most buzzed about venue, The Cosmopolitan.

Accepting Exhibitor Applications while space is available.

Exclusive Buyer Room Rates!

For more information...

PLEASE EMAIL US AT:

friends@playgroundtradeshow.com

www.PLAYGROUNDTRADESHOW.com P. 213-489-7908

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fresh finds Imported linens, domestic cottons and silk brocades in modern patterns like zebra stripes and oversized florals lend an edge to Coco & Z’s timeless silhouettes for boys and girls from 3 months to 8 years. Sourced and manufactured in New York City’s garment district, the collection includes dresses, rompers, swing tops, tees, shorts and button-downs, with unique details like kitschy fabriccovered buttons featuring everything from love birds to man-inthe-moon prints. Wholesale prices range from $24 to $115. Visit www. cocoandzny.com.

Australian tween brand Little Mouse Brown brings vintage-inspired designs for a_Zi i_p[i - je '* je j^[ K$I$ cWha[j$ <ki_d] h[jhe i_b^ek[jj[i m_j^ Yedj[cfehWho Yebehi" j^[ Yebb[Yj_ed _dYbkZ[i Zh[ii[i" ia_hji" YWhZ_]Wdi" Xbeki[i" Xeb[hei WdZ fWdji \eh ]_hbi" Wi m[bb Wi ^eeZ_[i" Xkjjed#Zemdi" j[[i WdZ fWdji \eh Xeoi$ J^[ XhWdZ Wbie e\\[hi kdZ[hm[Wh" bekd][m[Wh WdZ kd_i[n XWi_Yi cWZ[ e\ /& f[hY[dj Yejjed$ M^eb[iWb[ fh_Y[i hWd][ \hec ,$+& je *+$ L_i_j www.littlemousebrown.com.

Accessories brand Marili Jean branches beyond its signature knit barrettes and hats and introduces the Sienna Collection for girls featuring a cable knit sweater dress in sizes 3 months to 5T, as well as matching mittens, leg warmers and scarves.

The brand is also offering a Rockin’ Boy collection in sizes newborn to 10 years, with beanies, mittens, scarves and brimmers sporting boyfriendly knit embellishments like “Mom” tattoos, crosses and guitars. Wholesale prices range from $10.99 to $21.99.

Visit www.marilijean.com.

Southern California-inspired lifestyle brand Rails sizes down its laidback designs with Little Rails, offering its signature plaid button-downs for boys and girls sizes 2 to 14. Made using double-sided woven gauze, the 100 percent cotton shirts feature contrasting patterns on the outside and inside and wholesale for $31. Visit www.railsclothing.com.

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Tween girls reign supreme in Royal Couture, a special occasion line by Girl and Company, makers of Limeapple. Featuring dresses and shrugs made of luxurious materials like velour, taffeta and lace in sumptuous hues like purple, red, burgundy, blue, black and chocolate, the collection for girls sizes 4 to 14 meshes sophisticated silhouettes with age-appropriate embellishments, including ruffles, sequins and faux fur. Wholesale prices range from $12 to $36. Email info@girlandcompany.com.

Little Bo Peep found all her sheep.

They were all at market.

Photography by Carl Timpone

GooRoo Mini Organics introduces a collection of ecofriendly basics for infants, emblazoned with the brandâ&#x20AC;&#x2122;s signature ladybug logo. Available in 100 percent certified organic pima cotton for boys and girls from newborn to 24 months, the collection includes one-pieces, bloomers, yoga pants, leggings, rompers, tunics, hoodies, suspenders, skirts, purses, blankets and booties, as well as a bodysuit and T-shirt collection featuring astrologythemed designs. Wholesale prices range from $12 to $50.

Visit www.gooroomini.com.

Ideal for camp or dorm room showers, Showaflops bows a collection of flip flops featuring its unique drainage hole designs, aimed at preventing yucky fungus. Crafted in the shape of smiley faces, skulls, peace signs and other playful symbols, Showaflops feature slip-resistant soles and antimicrobial protection. The shoes are available in sizes 13/1, 2/3 and 4/5 for boys and girls and wholesale for $8.75. Visit www. showaflops.com.

Make your travel plans now to attend.

Dallas Apparel & Accessories Market March 22-25, 2012 May 31 - June 3, 2012

dallasmarketcenter.com | 214.744.7444

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hot properties

Angry Babies ANGRY BIRDS, EVERYONE’S favorite mobile game, is spreading like wildfire, and now even the smallest kids can get in on the action. SwaddleDesigns, a baby product brand famous for its swaddling and receiving blankets, teamed up with Rovio Entertainment to create a collection of Angry Birds products that are now available to retailers across the U.S. The line will include items such as bodysuits, wearable blankets, burpies, security blankets, swaddling blankets and the baby brand’s popular Ultimate Receiving Blanket. “We are confident that any retailer who picks up this collection will be pleased with the resulting sell-through and increased store traffic,” says Lynette Damir, founder and CEO

of SwaddleDesigns. “Moms are quickly buying the Angry Birds baby merchandise because they know it will delight their husbands and be fun for their older children.”

SwaddleDesigns’ Angry Birds collection, which is available _d i_p[i d[mXehd je '( cedj^i" m_bb m^eb[iWb[ \eh * je (($+&$ To learn more about the line, call (&, +(+#&*&& eh [cW_b Sales@ SwaddleDesign.com.

Fun and Games for Petite Nay Happy Feet EVERYONE KNOWS KIDS’ shoes should be adorable, but little feet deserve to look cute, too. That’s why Happy Socks, the makers of colorful and playful socks for adults, is launching a new kids’ line of unisex crew and knee-high socks this June. The collection—manufactured and distributed by United Legwear—comes in fun patterns like bright polka dots WdZ Yebeh#XbeYa[Z ijh_f[i$ CWZ[ \hec .& f[hY[dj YecX[Z cotton, the socks will be available in sizes from toddler to preteen.

To kick off the launch, Happy Socks Kids will join forces m_j^ 9h[mYkji" @$ 9h[mÊi Y^_bZh[dÊi b_d[ \eh i_p[i ( je '*" je Yh[ate a special collection of designs that will be available in the Crewcuts June catalog, at jcrew.com and in select Crewcuts stores. >Wffo IeYai A_Zi b_d[ m_bb m^eb[iWb[ \eh '( \eh W jme#fWYa e\ Yh[m ieYai WdZ '& \eh W i_d]b[ fW_h e\ ad[[ ieYai$ <eh ceh[ information, contact Rita O’Brien at rita@unitedlegwear.com.

BABY APPAREL BRAND Petite Nay, one of the collections under the Nay Et Al umbrella, is pairing up with toy and board game giant Hasbro to release the very first layette line created with characters from some of the company’s classic licenses, like My Little Pony, G.I. Joe and Monopoly. Each collection, which ranges in size \hec & je (* cedj^i WdZ kf je *J" m_bb \[Wjkh[ '( je '* _j[ci _d classic silhouettes like bodysuits, leggings, jumpers and balloon pants and will even include accessories such as reversible bibs and blankets. The Petite Nay/Hasbro collaboration will hit shelves in August, and interested retailers can contact Kathy Koulloukian at kathyk@nayetal.com.

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NINE THINGS

Baby Essentials burp cloths

Petites Frites day-ofthe-week bib set

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Sandy Feet keepsake casting kit

Piccolo Bambino blanket with toy

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Tree by Kerri Lee music box

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The Baby Bunch one-piece lollipop

Apple Park gift crate

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kidSTYLE travel cases and rattles

THAT’S A WRAP! With products this cute, who needs gift boxes?

BY LYNDSAY MCGREGOR

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Etiquette Clothiers sock bundle

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ON TREND BRITISH INVASION

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LONDON CALLING 1 patent Mary Jane by See Kai Run 2 Miss B blouse 3 Poppy dress 4 black and yellow Union Jack shirt by Kapital K 5 Stella Industries button-accented dress 6 rain boot by Hunter 7 Le Big purse 8 mixed-print booties by Chelsea Baby 9 Andy & Evan rugby polo 10 Cotton Caboodle corduroy jacket 11 Warrior Poet tee 12 Ragtop gray twofer 13 Couture Clips crown barrette 14 striped one-piece by Under the Nile 15 Smash T-shirt

PHOTOGRAPHER: TIM JONES. FASHION EDITOR: ANGELA VELASQUEZ

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ON TREND CHEVRON PRINT

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ZIG-ZAG HA 1 A. Bird dress 2 Blindmice socks 3 Purple Pixies sweatshirt 4 Bari Lynn metallic headband 5 Hollyworld dress with ruched sides 6 rounded-hem top by Sofi 7 Jonden knit tee 8 dress with metal stud shoulders by Elisa B. 9 Stella Industries tunic 10 peasant blouse by So Nikki 11 Pink Chicken A-line dress with ruched neckline 12 Ragdoll & Rockets cardigan 13 Bows Arts headband

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ON TREND SLEEP

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SLUMBER PARTY 1 City Threads music-themed pajamas 2 tie-dye robe by Fingerprints 3 Woolly Boo sleep mat 4 polka dot nightgown by Esme 5 PB Bambino plush doll and blanket set 6 The Box Girls slumber party game 7 Coccoli blue and green pajamas 8 Boker & Laila footed pajamas 9 Acorn monster slipper 10 autographable pillow by Fernella’s Jools 11 WorryWoo Monsters plush doll 12 Kanz lilac two-piece pajamas 13 Cherry 11 by Penelope Wildberry sequin-embellished pillow 14 slipper by Ugg 15 PJs by My Clothes striped pajama set 16 Ragdoll & Rockets thermal nightgown

PHOTOGRAPHER: TIM JONES. FASHION EDITOR: ANGELA VELASQUEZ

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SPOTLIGHT APPAREL

The Long and Winding Road

Wholesale: $24 Sizing: 2-7 years

A brand that began as a thank you quickly evolved into one that encourages kids to follow their dreams.

FOR BIHN NGUYEN, launching a children’s brand was a long, trying journey—a quest, in fact. It began in 2006, when Nguyen’s 2-year-old niece was diagnosed with cancer. To repay the amazing doctors and nurses at Seattle Children’s Hospital for their work on his niece and other ailing children, the graphic artist put his talent to use by designing, screen-printing and donating T-shirts to the hospital. “My main goal was to use my creativity to give back,” he recalls. This gesture was the seed that started Questkids, and the brand has blossomed since.

In May 2010, Nguyen and his team took first place in a Microsoft video contest, winning a cash prize that helped launch his first collection that same year. Questkids was also chosen out of 15,000 businesses to attend a Macy’s workshop in New York, where Nguyen met key players in the retail industry and was schooled on what it takes to get his products into the mass retailer’s stores.

To Nguyen, Questkids is more than just an apparel brand or a list of accomplishments. “It’s a lifestyle that we’re trying to build,” he explains. The brand, known for its street wear, caters to kids with hip, edgy fashion tastes, and Questkids even hosts local snowboarding meets and programs for the Seattle Skateboarding Youth Club. “We try to sponsor events to encourage every kid to be himself and follow his life and his journey,” Nguyen says.

This fall, Nguyen is focusing on baseball, with flannel button-ups and graphic T-shirts depicting four fictional ball teams. The brand’s striped hoodies—which have performed well in seasons past, with 80 percent sell-through—will return, as well as crew neck sweatshirts.

With plans to go global and hopes to expand the size range up to size 9, Questkids has a long and promising road ahead. “It’s limitless,” Nguyen says. “Questkids is going to become a staple in the kids’ industry. We’re going to make a lot of noise not just with our products, but with our whole culture.” —Mary Avant

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SPOTLIGHT SHOES Wholesale: $27-$65 Sizing: Infant 3 -Youth 7 (European 18 - 40)

All in the Family Naturino’s expansive line delivers a healthy dose of Italian flair.

FAMILY-OWNED NATURINO—an Italian shoe brand created in 1974 by the Pierro Luzzi family and a team of Italian shoe industry leaders who wanted to introduce an easy-to-wear, fashionable and supportive shoe for kids—isn’t your average mom-and-pop brand. It’s home to 17 staff designers, has a presence in 190 markets around the globe and boasts 200 stores in China alone. And those numbers don’t even approach the amount of SKUs Naturino produces. “We have 3,000 to 4,000 styles in our collection every season, so there’s not much that we don’t have,” declares Joann Ranson, managing director of Falc USA, pro-

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ducer of Naturino shoes.

Yet, numbers aren’t all that matter to Naturino, as the brand continually raises the bar when it comes to the health benefits its shoes provide.

Naturino’s “sand-effect system” replicates the natural sensation of walking on sea sand, which it believes is the best support for little feet.

The brand values these healthful benefits so highly that it recruits pediatricians to review the shoes and make sure they correctly mold to the child’s feet and promote healthy development of the foot arch and joints.

Naturino never fails to deliver on the fashion end either, Ranson notes. “The Naturino customer looks to have the height of Italian fashion paired with function, the latest technology and the highest quality,” she says. This fall, the brand will expand its waterproof boot collection with a range of high-fashion, Gore-Tex hiker boots with detailing like fringe and fur trim. While these fashion boots are meant for everyday wear, Ranson points out that they’re equipped to handle more extreme elements, too.

“If it rains or if it snows, mom is buying one boot that can fulfill all of those purposes,” she explains.

In addition, the shoe brand is partnering with Swarovski to produce a line of sheepskin boots, loafers and ballerina flats with sparkling crystal elements in colors like sky blue, violet, pale pink, red and black. “It’s glitz, it’s high-grade and it’s amazing,” Ranson declares. “Little ones love the bling, but I think this is taking it to a new level.”

Also heading to a new level: Naturino’s sales. Due to its marketing efforts and enlarged stock service, the brand saw a 20 percent increase in sales last year, and Ranson says it expects another 25 to 30 percent increase this year. “We’re ramping up business because we think that our retailers need exceptional support,” she maintains. “They need strong partners to navigate through this challenging market.”—M.A.

2/20/12 12:01 PM

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GLOBAL FUSION M I L L I O N S O F C O LO R S A N D A N D R E W & A U D R E Y D E S I G N E R R U J I R A L AW O N V I S U T F I N D S M A N U FA C T U R I N G H E R A M E R I C A N L I F E ST Y L E B R A N D S I N B A N G K O K A R E C I P E FO R S U C C E S S .

B Y J E N N I F E R C AT TA U I 2 2 ; 7 H D I > 7M I $ 9 E C C 7 H 9 > ( & ' (

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2/15/12 10:55 AM

“MY ADVICE IS to believe in yourself and what you’re doing,” says Rujira Lawonvisut, design wunderkind behind children’s labels Millions of Colors and Andrew & Audrey, as m[bb Wi c[dÊi b_d[ MHAHEEC" m^_Y^ she designs with her husband, Je @kd]$ Ç?\ ? X[b_[l[ _d _j" ? YWd Yedl_dY[ others to, and that’s how you get your teammates to create the same dream je][j^[h$ ?j ijWhji m_j^ oek$È J^[ 36-year-old designer is quite an inspihWj_ed$ Dej edbo Ze[i i^[ Ze j^[ ^[Wlo b_\j_d] _d j[hci e\ j^[ Z[i_]d work on the various labels, but, with her husband, she also runs i_n h[jW_b ijeh[i j^hek]^ekj J^W_bWdZÆj^h[[ \eh j^[ c[dÊi b_d[ WdZ j^h[[ \eh C_bb_edi e\ 9ebehi$ >[h Y^_bZh[dÊi ijeh[i i[hl[ Z_ij_dYj cWha[ji m_j^_d j^[ h[]_ed0 Ed[" _d 8Wd]aea Y[dj[h" i[bbi j^[ iWc[ goods offered in America and is a hit with the jet set and expat Yecckd_j_[i1 Wdej^[h" _d W ikXkhX e\ 8Wd]aea" i[hl[i ceijbo J^W_ customers and sells a capsule collection tailored to local tastes; and the third, in the beach town of Phuket, focuses on tanks and im_cm[Wh$ I^[ i[j ekj ed ^[h emd i_n o[Whi W]e" b[Wl_d] W fbkc fei_j_ed Z[i_]d_d] \eh \Wi^_ed ^eki[ J^[eho$ I^[ meha[Z \h[[bWdY[ \eh iec[ j_c[ m^_b[ jhWl[b_d] \hec D[m Oeha je ^[h dWj_l[ J^W_bWdZ je l_i_j ^[h \Wc_bo$ J^[ '(#o[Wh mec[dim[Wh l[j[hWd ^WZ meha[Z as a designer, technical designer and product development manW][h \eh YecfWd_[i b_a[ =Wf" KhXWd Ekj\_jj[hi" JI;" ;nfh[ii WdZ Anthropologie, but says childrenswear was always in the back of ^[h c_dZ$ M^Wj h[Wbbo ijWhj[Z ^[h Zemd j^[ heWZ mWi Wdim[h_d] W h[gk[ij \hec J^W_ JhWZ[" Wd eh]Wd_pWj_ed j^Wj mWi i[[a_d] W J^W_ \Wi^_ed [nf[hj m_j^ meha [nf[h_[dY[ _d j^[ Kd_j[Z IjWj[i WdZ cWdk\WYjkh_d] [nf[h_[dY[ _d J^W_bWdZ$ J^[ eh]Wd_pWj_ed mWi ifedieh_d] W mehai^ef \eh J^W_ cWdk\WYjkh[hi WdZ XhWdZi WdZ d[[Z[Z iec[ed[ je WZl_i[ ed ^em je Xk_bZ Wd [nfehj Xki_d[ii je j^[ K$I$ Lawonvisut was chosen, and it was at this workshop that she made key connections with factories that would ultimately produce her Y^_bZh[dÊi b_d[i$ ÇM^[d ? b[Whd[Z e\ j^[ fhe]hWc" ? mWdj[Z je ^[bf$ ? adem W bej \hec meha_d] m_j^ J^[eho WdZ =Wf WdZ j^ek]^j _j mekbZ X[ ]h[Wj to share that experience,” says Lawonvisut, who asserts that the program changed the course of her life, providing an unexpected effehjkd_jo je \kb\_bb W bed]j_c[ Zh[Wc$ ÇCo Xki_d[ii fWhjd[h _d J^W_bWdZ \eh C_bb_edi e\ 9ebehiÆm^e ? c[j Wj j^[ mehai^efÆ^Wi X[[d cWdk\WYjkh_d] ^_]^#[dZ XhWdZi b_a[ :ADO" 9^be WdZ CWhY @WYeXi \eh (+ o[Whi"È i^[ dej[i$ <eh <Wbb ’12, Millions of Colors’ collection is a continuation of the brand’s play on the theme of love, articulated in a more intense palette of pinks and reds as seen throughout spring/summer and mixed m_j^ WkjkcdWb Yebehi b_a[ dkjc[]i WdZ Xbk[i$ 7dZh[m 7kZh[oÊi \Wbb Yebb[Yj_ed" fheZkY[Z _d W i[fWhWj[ \WYjeho j^Wj if[Y_Wb_p[i _d ad_jm[Wh WdZ Wbie i[hl[i fem[h^eki[ XhWdZi b_a[ J_cX[hbWdZ WdZ 7Z_ZWi" _i _dif_h[Z Xo XeWhZ_d] iY^eeb$ J^[ je]]b[#YbWif[Z WdZ chunky knit sweaters are at the heart of Lawonvisut’s design pasi_ed" Wi" i^[ iWoi" ad_jm[Wh ^Wi WbmWoi X[[d ^[h d_Y^[$ ÇF[hiedWbbo" ? bel[ W im[Wj[h Wbb o[Wh hekdZ"È i^[ bWk]^i$ J^[ XhWdZi Wh[ ed j^[ h_i[ _d j^[ K$I$ WdZ ;khef[" Xkj BWmedl_ikj _i Wbie beea_d] Wj j^[ 7i_Wd cWha[j je \k[b ^[h ]hemj^$ Ç<eh C_bb_edi e\ 9ebehi [if[Y_Wbbo" ? i[[ ceh[ Xki_d[ii effehjkd_ties in Asia and am expanding the business there,” she says, citing great potential due to the region opening up and the buying power

7i_Wd Yedikc[hi h[fh[i[dj$ ÇM[ Wh[ i[j kf Wi W l[hj_YWbbo _dj[]hWj[Z YecfWdo" m^_Y^ ^[bfi ki je Yecckd_YWj[ WdZ h[WYj$ M[ YWd h[ifedZ d_cXbo je j^[ [dZ#Yedikc[hi h[]_edWbbo$ H_]^j dem" ? ^Wl[ W i^emheec _d @WfWd WdZ Wc j^_da_d] WXekj >ed] Aed]"È i^[ iWoi$ Andrew & Audrey, on the other hand, is seeing a boom in Australia WdZ D[m P[WbWdZ$ ?\ BWmedl_ikj ^Wi je dWc[ j^[ X_]][ij Y^Wbb[d][ _d j^[ _dZkijho" j^ek]^" _j mekbZdÊj X[ ]beXWb Z_ijh_Xkj_edÆ_j mekbZ X[ f^eje i^eeji$ 7i Wdoed[ m^eÊi Wjj[cfj[Z W bWh][#iYWb[ fheZkYj_ed m_j^ a team of toddlers would attest, success can feel like a happy acciZ[dj hWj^[h j^Wd W fbWdd[Z WdZ fh[Y_i[ [n[Ykj_ed$ Ç<eh C_bb_edi e\ 9ebehi" m[ Z_Z Wd ekjZeeh i^eej WhekdZ ekh <Wbb Yebb[Yj_ed Wj W X[Wkj_\kb h[iehjÆWbj^ek]^ _j mWi i^ej _d J^W_bWdZ" _j beeai b_a[ Im_jp[hbWdZ$ J^[ a_Zi m[h[ hkdd_d] Wbb WhekdZ WdZ m[ m[h[ fh[ii[Z Xo mWd_d] ZWob_]^j$ M_j^ a_Zi" m^[j^[h j^[oÊh[ ^of[h eh YhWdao eh j_h[Z" oek `kij ^Wl[ je ]e Wbed] m_j^ _j$È 8kj j^[ Z[i_]d[h" who named her first kids’ line for the millions of expressions, moods and emotions of a child, knows that this is the beauty of the kdfh[Z_YjWXb[ Y^_bZh[dÊi Xki_d[ii$ ÇE\ Yekhi[ _jÊi j_h_d]" Xkj m^[d oek i[[ j^[ h[ikbji" _jÊi l[ho h[mWhZ_d]"È i^[ iWoi$

Millions of Colors Fall ‘12

Andrew & Audrey Fall ‘12

Millions of Colors Fall ‘12

( & ' ( C 7 H 9 > ; 7 H D I > 7M I $ 9 E C 2 3

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PHOTOGRAPHY BY MCCANDLISS&CAMPBELL er_03_12_qanda_01.indd 24

2/16/12 8:43 AM

Continental Shift GROUPE ZANNIER USA GENERAL MANAGER, SALVADOR GAMITO, CHATS ABOUT THE RAPIDLY CHANGING CHILDRENSWEAR SCENE IN EUROPE, ASIA AND NORTH AMERICA. BY JENNIFER CATTAUI

HERE’S NO WAY CW`ehYW#Xehd IWblWZeh =Wc_je" ][d[hWb cWdW][h e\ =hekf[ PWdd_[h KI7" YekbZ \eh][j ^_i \_hij ZWo ed j^[ `eX '( o[Whi W]e$ <h[dY^ bWX[b ?AAI ^WZ ^_h[Z ^_c Wi W Xko[h" Xkj m^[d ^[ Whh_l[Z" ^[ b[Whd[Z j^Wj \Wc_bo#emd[Z Y^_bZh[dim[Wh fem[h^eki[ =hekf[ PWdd_[h ^WZ WYgk_h[Z j^[ XhWdZ j^Wj ZWo" Wbed] m_j^ Y^_bZh[dÊi bWX[bi 9Wj_c_d_ WdZ @[Wd 8ekh][j$ <eh =Wc_je" effehjkd_j_[i \eh ]hemj^ WdZ [nfWdi_ed X[YWc[ [nfed[dj_Wb" Wi ?AAI WdZ Wbb e\ j^[ XhWdZi kdZ[h j^[ PWdd_[h kcXh[bbW YekbZ jWa[ WZlWdjW][ e\ j^[ ]hekf [\\_Y_[dY_[i WdZ h[iekhY[i j^Wj j^[ Y^_bZh[dim[Wh W]]h[]Wj[ ^WZ WcWii[Z i_dY[ _j \_hij bWkdY^[Z _d '/,($ =hekf[ PWdd_[h X[]Wd Wi W icWbb ^ei_[ho mehai^ef hkd Xo He][h PWdd_[h WdZ ^_i i_ij[h" @ei[jj[" _d j^[ Be_h[ h[]_ed e\ <hWdY[$ <_hij fheZkY_d] WdZ Z_ijh_Xkj_d] mec[dÊi WdZ Y^_bZh[dÊi ]eeZi h[]_edWbbo" j^[o ieed Z[Y_Z[Z je \eYki ed j^[ Y^_bZh[dÊi cWha[j$ El[h j^[ o[Whi" j^[o [nfWdZ[Z Xo Yh[Wj_d] j^[_h emd b_d[ P fhedekdY[Z ÇP[ZÈ WdZ Xo ijhWj[]_YWbbo WYgk_h_d] ^_]^#gkWb_jo <h[dY^ XhWdZi WdZ b_Y[di[i b_a[ ?AAI$ B[ii j^Wd jme o[Whi W\j[h ^[ X[]Wd fkhY^Wi_d] \eh ?AAI" =Wc_je mWi jWff[Z je jhWl[b [Wij je ef[d j^[ \_hij Xko_d] e\\_Y[ _d 9^_dW$ >[ if[dj [_]^j o[Whi Xk_bZ_d] WdZ cWdW]_d] W '+&#f[hied fheZkYj_ed j[Wc _d I^Wd]^W_" WdZ jme o[Whi W]e" =Wc_je h[beYWj[Z W]W_d je j^[ Kd_j[Z IjWj[i je Z_h[Yj j^[ Xki_d[ii Z[l[befc[dj e\ j^[ YecfWdo _d 7c[h_YW$ M_j^ ^_i mehbZbo l_[m WdZ Xki_d[ii XWYa]hekdZ" j^[ W\\WXb[ =Wc_je _i b[WZ_d] j^[ Y^Wh][ je _dYh[Wi[ j^[ l_i_X_b_jo e\ j^_i \Wc_b_Wh ;khef[Wd YecfWdo _d j^[ YhemZ[Z 7c[h_YWd Y^_bZh[dÊi cWha[jfbWY[$ H[bWn[Z o[j Z_h[Yj" =Wc_jeÊi ^ed[ijo WXekj j^[ Xki_d[ii _i Z_iWhc_d]" WdZ ^_i ijkZ_[Z Wii[iic[dj WdZ Zh_l[ je ]hem ik]][iji j^Wj _jÊi edbo W cWjj[h e\ j_c[ X[\eh[ j^[ YecfWdoÊi XhWdZi X[Yec[ iodedoceki m_j^ W ]beXWb Y^_bZ^eeZ$ Group Zannier produces both its own brands and licensed brands for large luxury fashion houses. Why did you go into the licensing business? What makes Groupe Zannier unique for a luxury company looking to produce a kids’ line?

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\[h[dj cWha[ji0 mec[dÊi" c[dÊi" Y^_bZh[dÊi WdZ ^ec[$ KikWbbo YecfWd_[i \_hij jho je fheZkY[ j^[_h emd Y^_bZh[dÊi Yebb[Yj_edi" Xkj \eh ed[ h[Wied eh Wdej^[h _j Ze[idÊj meha" eh j^[o h[Wb_p[ _j _idÊj ]e_d] je X[ j^[_h cW_dijWo" ie j^[o Yec[ je ki$ M[ ^Wl[ X[[d if[Y_Wb_p_d] _d Y^_bZh[dim[Wh \eh ceh[ j^Wd +& o[Whi$ Ekh feb_Yo _i j^Wj \eh [WY^ b_Y[di[ eh XhWdZ j^Wj m[ fheZkY[" m[ Z[Z_YWj[ W if[Y_\_Y j[Wc je j^[ XhWdZ$ <eh _dijWdY[" @[Wd FWkb =Wkbj_[h @kd_eh =Wkbj_[h " A[dpe WdZ B[l_Êi m^_Y^ m[ ^Wl[ j^[ b_Y[di[ je Z_ijh_Xkj[ _d ;khef[ [WY^ ^Wi _ji emd Z[i_]d[h j[WcÆX[YWki[ [WY^ XhWdZ ^Wi _ji emd :D7$ ;WY^ j[Wc ^Wi je WZWfj j^[ XhWdZ je j^[ Y^_bZh[dÊi Xki_d[ii$ M^[d m[ Yh[Wj[ j^[ Y^_bZh[dÊi Yebb[Yj_edi" m[ ZedÊj `kij Yefo WZkbj \Wi^_ed$ E\j[d" j^[ jh[dZi i[[d _d c[dÊi WdZ mec[dÊi Wh[ i^emd W o[Wh bWj[h _d Y^_bZh[dim[Wh$ ;l[d m_j^ FWkb Ic_j^ _d BedZed WdZ @[Wd FWkb =Wkbj_[h _d <hWdY[" j^[ XhWdZiÊ Z[i_]d[hi i^em ki m^Wj j^[o Z_Z _d j^[ WZkbj cWha[j _d j^[ fWij WdZ m[ WZ`kij _j \eh Y^_bZh[d$ How do you compare the American luxury childrenswear market to that in Europe? <_hij" ?Êbb j[bb oek m^Wj h[Wbbo ikhfh_i[Z c[Æ_jÊi _dYh[Z_Xb[ ^[h[ _d j^[ K$I$ J^[h[ Wh[ ie cWdo XhWdZi ed j^[ cWha[j$ ? mWi i^eYa[Z ]e_d] je ;DA WdZ i[[_d] ^em ckY^ Y^e_Y[ _i ekj j^[h[$ ?d ;khef[" j^[h[ Wh[dÊj d[Whbo Wi cWdo XhWdZi$ >[h[" j^[h[ _i W bej e\ Yecf[j_j_ed$ J^[ ej^[h j^_d] ?Êl[ dej_Y[Z _i j^Wj 7c[h_YWdi Wh[ b[ii h_iao m_j^ j^[_h a_ZiÊ \Wi^_ed j^Wd ;khef[Wdi$ ?j i[[ci je c[ j^Wj ^[h[ f[efb[ Wh[ ceh[ Yedi[hlWj_l[ WdZ Wh[ ][d[hWbbo W\hW_Z je ijWdZ ekj \hec j^[ YhemZ$ ?d ;khef[" j^_i _i b[ii jWXee$ <eh _dijWdY[" _d ;khef[" m[ ZedÊj c_dZ j^[ Yebeh f_da \eh Xeoi$ ;khef[Wdi ZedÊj h[Wbbo j^_da WXekj _j$ M_j^ ekh XhWdZi Wj =hekf[ PWdd_[h" m[ ^Wl[ jh_[Z je Yh[Wj[ ]beXWb Yebb[Yj_edi j^Wj meha _d 7\h_YW" 7i_W" 7c[h_YW WdZ ;khef[$ Iec[j_c[i j^[h[ Wh[ Y[hjW_d f_[Y[i j^Wj ZedÊj meha [l[hom^[h[ÆWdZ m[ \_dZ j^Wj j^[h[ Wh[ jh[dZi WdZ i[]c[dji e\ j^[ Yebb[Yj_edi j^Wj meha X[jj[h _d Z_\\[h[dj fbWY[i$ 8kj jeZWo" \Wi^_ed _i X[Yec_d] ceh[ WdZ ceh[ ]beXWb$ You spent eight years building a buying office and production in China. Why produce in China? What was that like? How did you see that market develop and grow? ? Whh_l[Z m_j^ co bk]]W][ WdZ co \Wc_bo _d (&&'$ ? mWi j^[ \_hij f[hied _d j^[ YecfWdo je Z[l[bef Xko_d] e\\_Y[i _d I^Wd]^W_ WdZ el[hiWm '+& meha[hi _d fheZkYj_ed$ ?jÊi Z_\\_Ykbj _d j^[ j[nj_b[ Xki_d[ii$ J^[ Yeij e\ W i^_hj _i ie bem j^Wj oek h[Wbbo ^Wl[ je fheZkY[ m^[h[ j^[ bWXeh Yeij _i bem$ J^_i _i ^em oek ^Wl[ (&'( C7H9> ;7HDI>7MI$9EC 25

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to survive. When Groupe Zannier started in 1962, it produced everything in France. Now we don’t produce in France for a number of reasons: First, the cost is too high for textiles.

Also, the country’s workers don’t want to be behind machines—they’d rather work in a bank or do something else. Lastly, we have to set up production where we can find a factory.

It just isn’t cost-effective to produce in France anymore.

Groupe Zannier has buying offices around the world, as we produce clothing in India, Morocco, Ukraine, Madagascar, Romania and Portugal, among others. We currently make about 20 percent of our goods in China.

When choosing where we want to produce a line, we consider the specialty of that region’s manufacturers and the type of garments we are producing—different countries have different niches. You don’t ask a team in India to produce jackets—they probably don’t have the expertise because it’s too hot—but they make beautiful dresses. But China can do everything.

I miss Shanghai. I had a chance to see how fast China grew. In 2001, Shanghai was almost an undeveloped city. When I left, it was like New York City. You can find all the same things as you can in New York, every single brand. If a brand isn’t there, it’s missing the boat.

China is a growing market. Today it’s the biggest growth that we have. All of our friends, like LVMH (some of our licensed brands stem from the fashion conglomerate), are experiencing the same thing. And while the Asian market is huge, there is less growth right now in Europe. Of course, Asia is still a risky market, as everything goes so fast and you can lose control. You need to be there.

In China, they are demanding more product made outside of their country: That’s what they want to buy. And if you offer a gift in China, make sure it’s not made in China!

How do you see Groupe Zannier growing its business in the U.S.? What’s coming down the pipeline?

My job is to develop the business, market our brands to multi-brand boutiques and find other channels of growth. These boutiques represent a large percentage—about 85 percent—of our sales turnover. In the last few years, the multi-brand network (independent stores) has not been as profitable.

Independent boutiques and smaller stores are suffering for two reasons: One, of course, is external to them—we are all affected by the economy. Secondly, many didn’t change their businesses along the way as market conditions changed, customers changed and the retail business changed. And right now, there are huge chains that are professional and have great customer service, and our independent boutiques have to compete with them.

er_03_12_qanda_01.indd 26

These boutiques continue to be very important to us, but now we are also trying to develop more business with the department stores. We had worked with [department stores] in the past and then as the economy faltered, they did more of their own production through private labels and the like. Now we have been increasing this business again.

The challenge for most of us is to continue surviving where we are, while developing new markets. If you focus only on the market you have, you won’t make it. You have to go outside with the same business or develop another aspect of your business—whether it’s in the men’s, women’s or home markets. At the beginning of 2000, we decided to diversify.

Besides being a leader in kids, we have five brands for adults, including IKKS, Chipie and One Step.

And today, there is more and more business being done online. Groupe Zannier has started selling direct to customers in Europe, and we are going to grow in this way in the U.S., as well. It’s not done yet, but it’s a strategy that we want to do—we may do some brand-bybrand and some within multi-brand e-shops.

Another way we plan to grow is to develop our own distribution streams—by building our own boutiques or creating a franchise system of boutiques. In the U.S., we are already doing this with Catimini. There is Catimini on Madison and there are franchises in California, Miami and Washington, DC. How have you seen buyers change over the years?

Now buyers are tougher than before. They request better terms and prices on goods.

They have to because the business is not easy—it’s more competitive and they need to survive. They expect better customer service, and you have to be more professional.

Before it was so easy. And when it’s easy you pay less attention. That’s not the case anymore. And it’s probably shifted for good.

People aren’t going back and becoming lax, even if the economy improves. And that’s a positive thing. Due to the strained economy, companies work in a better way—they’re more responsive and efficient.

What’s your outlook on the business?

Clothes won’t disappear. People won’t walk around naked. We will continue to make changes to our business and grow online and through stores. And maybe 10 years from now, we will catch wind of a new opportunity and see where that takes us. This is not the first economic challenge and not the last. But we survived and survived well. In fact, 2010 was our most profitable year to date. We are more professional than we were in the past and we have found new ways to increase our sales, h[]WhZb[ii e\ cWha[j YedZ_j_edi$

2/16/12 8:44 AM

s ’ n e r d l i h c d l r wo OVER 700 TOP APPAREL LINES

and everything else kids— from maternity to specialty gifts, keepsakes and chic décor.

PERMANENT SHOWROOMS: TEMPORARY EXHIBITS: April 12-16, 2012 April 12-15, 2012 Thursday - Monday Thursday - Sunday

| ©2012 AMC, Inc.

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BY DESIGN 2/20/12 12:10:28 PM

ADD

’EM

For Fall ’12, Atsuyo et Akiko features items like cotton totes with neon pink screen prints.

UP YOU MAY KNOW fashion icon Coco Chanel’s famous advice about accessories: Always take one thing off before leaving the house. But for children’s retailers, this philosophy should read: Always add on one accent item before a customer leaves the store. In today’s market, it’s essential for every kids’ retailer to offer shoppers a selection of practical and on-trend accessories. “To say that you’re really a child’s clothing store without having accessories is doing a disservice to the consumer and missing a huge opportunity to grow your business,” declares James Dion, president of Dionco, Inc., a Chicago-based retail consulting and training firm. Check out what these add-ons can do for retailers, which items they should stock and how to show them off to capture the biggest bottom-line boost.

By Mary Avant

PHOTOGRAPHY BY MCCANDLISS&CAMPBELL

Peace of Cake

The children’s accessories world is booming as apparel makers branch into scarves, bows and baubles and shoppers gravitate toward little extras. Here’s how retailers can take advantage of the many bottom line-boosting perks that add-ons have to offer.

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2/15/12 3:35 PM

Peace of Cake delivers on cool-weather essentials for Fall ’12.

Create Looks Head-to-Toe

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Determine Your Mix

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Atsuyo et Akiko

Boost Your Bottom Line

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2/15/12 3:35 PM

Pippen Lane’s bestselling bows.

Tough Cookies keeps accesories handy.

the target customer? Do most kids in the area need uniforms for school?

Try offering a wide array of backpacks and lunchboxes year-round, as well as small items like charm bracelets and earrings for girls or watches for boys to pair with uniforms. Dion also suggests looking into technology accessories, such as covers and cases for laptops and tablets or headphones for iPods.

Next, retailers should determine what type of accessories their customers prefer. Are they more likely to purchase small accessories on impulse? Then stock little items, like hair bows, socks or jewelry sets by the register, advises Rosana Harms, owner of New Jersey-based Stage Left USA. If consumers often look to accessories as gifts, Harms suggests stocking $5 to $10 gift sets that are the perfect add-ons to any present. Finally, are there certain items that regional shoppers can’t get enough of? For Anna Beth Goodman, owner of Pippen Lane, hair bows are a Southern staple that her customers buy in droves. “Buying deep in [best-sellers] is your best bet, because then your store becomes a destination for the products,” she notes.

er_03_12_accessories_feature_04.indd 30

Practical items like underwear, socks and tights are musts for every retailer, while hair accessories and jewelry like charm bracelets, earrings and necklaces are always in demand for little girls, and fedoras and watches are on trend for boys. Seasonal items—such as shades for the summer and scarves and gloves for winter—are important, too, but Peace of Cake’s Watman warns that all accessories should now be “weather-proof.”

“You cannot rely on weather changes to dictate sales,” she says. “We need to offer fashion that gives the consumer a reason to buy regardless of the temperature.” That’s why Peace of Cake will offer pieces like lightweight eternity and oversized printed scarves that provide warmth in the cooler months and can still be worn in the spring.

Stay in the Spotlight

Whether they’re seasoned accessories pros or new to the game, retailers want to get the most out of their accessory section, and dedicating sufficient floor space to extras is the first step. “Space follows sales,” Dion

2/15/12 3:35 PM

says. “What that means is every category that you’re carrying should be analyzed on a six-month basis to see what kind of sales it’s producing.”

He explains, for example, that if 10 percent of a retailer’s profits stem from accessories, then anywhere from 5 to 10 percent of the floor space should be devoted to these items.

Harms at Stage Left says that almost 15 percent of her 2,400-squarefoot space is dedicated solely to accessories, and this area expands further during the holiday season when the store carries additional addons. At Tough Cookies, Komsky notes that the newly renovated accessories section will take up to 10 percent of the floor space. “Because these

er_03_12_accessories_feature_04.indd 31

items don’t require a lot of room, they often get overlooked because they’re small, so creating their own space gives them a better feel,” she notes.

This visibility is a must in order to effectively grab consumers’ attention. Dion maintains that all front and forwards, as well as window displays, should be fully accessorized at all times to show off what the store has to offer. Stage Left’s Harms also points out that add-ons should be displayed within children’s sight and reach. “I keep them low and on the bottom shelves so the kids can run to them,” she says, noting that retailers should never hide accessories Stage Left USA in the back or in a corner of the store that kids can’t easily see.

Not only is visibility key, but it’s essential to keep accessories neat and organized. “It’s all about presentation and catching the customer’s eye,” says Goodman at Pippen Lane. “With a store as large as mine, it’s a constant struggle sometimes to keep order.”

To ensure tidiness, she keeps separate fixtures for items like hats, hair accessories, and socks and tights. She also warns retailers not to buy such a large assortment of products that the space becomes too cluttered. Watman at Peace of Cake even suggests arranging accessories according to a predominate trend or color story, noting: “We develop Peace of Cake with the intention of allowing the customer to be creative _d j[hci e\ ^em i^[ fkji j^[ beeai je][j^[h$È

2/20/12 4:17 PM

LOCAL LESSONS LOOKING TO BOOST BUSINESS IN THE DIGITAL AGE? FOUR RETAILERS OUTSIDE THE KIDS’ MARKET PROVE THAT GOING LOCAL MAY BE THE MOST MODERN STRATEGY OF ALL.

BY LYNDSAY MCGREGOR

WHAT CAN A children’s retailer learn from a yummy bakeshop in Colorado or a snazzy bike store in Connecticut? How about from a coffee connoisseur in Austin or an arts boutique in Indiana? The short answer is: a whole lot.

Just because these retailers aren’t preoccupied with miniature frocks, eye-catching accessories and other kid paraphernalia, doesn’t mean they can’t offer plenty of insight on how to build a strong brand name and loyal customer following in the age of online retailing and big box category killers. They face many of the same struggles, have met plenty of similar challenges and, most importantly, have developed their own unique strategies to survive and thrive in today’s increasingly cutthroat retail landscape. Let’s face it: Retail is retail, no matter if you’re selling sweet treats, bikes or pretty much anything else consumers want and need.

And retailing in an era of flash sale sites, group-buying deals and online behemoths like Amazon is never easy, no matter your wares. But even in today’s challenging retail landscape, the value of face-to-face contact at a brick-and-mortar store can never be underestimated. In the virtual world of online retailing, it is the one aspect that can’t be replicated—just yet. That’s why many consumers are returning to their neighborhood stores, seeking a one-onone connection with their community that can’t be found in an anonymous online transaction. Howard Davidowitz, chairman of Davidowitz & Associates Inc., a national retail consulting and investment banking firm headquartered in New York, believes this desire for local goods plays to the strength of smaller, urban stores.

“Independents are in a perfect position to capitalize,” he offers. Davidowitz uses ‘My Macy’s’ as an example of how big name retailers are starting to think smaller, customizing each store’s merchandise according to its respective area. “The giant footprint just isn’t working anymore,” he says.

“You are starting to see these mega-changes, but they are exactly where the strength of the independent has always been.”

These retailers have heeded these lessons and learned that a commitment to their community—rather than trying to chase business thousands of miles outside their window—is often the most effective means to grow business. For these savvy shopkeepers, developing strong local ties within their respective neighborhoods has made them hometown heroes.

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2/15/12 11:01 AM

GET CRAFTY

RTRAIL COLLECTIVE EDGE, VALPARAISO, IN

From concerts to craft projects, successful retailers, like Progress (top) and rTrail (bottom) tap the talent in their local community to lure shoppers.

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BEAN THERE, DONE THAT

PROGRESS COFFEE SHOP, AUSTIN, TX

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2/15/12 11:01 AM

Introducing The Girls’ Collection

Chris Zane

BICYCLE CHIEF

ZANE’S CYCLES, BRANFORD, CT

While few bicycles are made in Connecticut (if any) and many are sourced overseas, Chris Zane of Zane’s Cycles in Branford, CT, focuses on developing a friendly customer relationship to build sales and loyalty. Zane calls his approach “the science of creating lifetime customers.” Specifically, he says, “You need to have a relationship with your customers and understand them in order to have a successful store.” And he should know: Since setting up shop as a junior in high school more than 30 years ago, he has built Zane’s Cycles into one of the largest and most successful bicycle stores in the nation.

Key aspects of that are Zane’s lifetime service guarantee and $1 rule—as in there’s no charge for any parts that cost a buck or less.

“It’s easier to reach into a drawer, toss a couple pieces to a customer and send him on his way—we’re not always looking to ring the register,” he says. While this approach isn’t rocket science, Zane believes the reason his competitors—and most retailers in general—don’t adopt it is the fear of losing money. But as he has learned over time, “People are reasonable and don’t take advantage because they want the business to succeed so they can keep going there.”

To keep customers coming back, Zane says you have to sell what your target buyers really need. “If you figure out what your customers need, they’ll buy the things they want to buy,” he says. “That’s what the core of our organization is. All these programs we’ve implemented over the years have been customer-based rather than revenue-based.” Zane adds, “A lot of retailers don’t get this. They don’t understand the psychology of why a customer would have a relationship with a retailer.”

Zane stresses that retailers need to look at the lifetime value of the customer as opposed to single transactions—and pint size shoppers are just as important. “We try to completely engage the child in the process for figuring out what’s going to work for him or her.

When you have this real connection with kids as customers, the parents appreciate that,” he says. “And if we can engage kids early, we’ve got them for life. You become their destination, even after they move out of their youth needs.”

Contact Carol Meyerson: 212-842-4122 carolm@sugarplumfashions.com Sugar Plum NY, Inc 1372 Broadway NY, NY 10018

YOU NEED TO HAVE A RELATIONSHIP WITH YOUR CUSTOMERS AND UNDERSTAND THEM IN ORDER TO HAVE A SUCCESSFUL STORE.

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2/20/12 11:53 AM

SWEET DEAL

HAPPY CAKES BAKESHOP, DENVER, CO

From left: Lisa Herman, Laura Reynolds, Sara Bencomo

112 W. 34th St., Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745

er_03_12_local_lessons_02.indd 35

The benefits of going local may be the new black in terms of strategy, but that’s not to say that retailers should snub the online world completely. In fact, Happy Cakes Bakeshop in Denver started life as an online operation and became so popular that a storefront quickly followed. Laura Reynolds, one of the gourmet cupcake business’ three partners, says, “Building a real relationship with customers in person equals a larger opportunity for new business—foot traffic in our neighborhood is great and we get lots of new customers making spontaneous purchases.” To make the spot kid-friendly, the trio added step stools near the counter so shorter clientele can easily view the goodies. As Reynolds says, “It’s been surprising how well received such a simple addition turned out to be.”

Reynolds notes that social media sites can open a lot of doors for traditional retailers, as well. “People love being part of the Facebook community and interacting with the brand,” she says. “You can offer them something of value. People are looking for that now in their businesses. They want to feel like they mean something;

that their business matters to the proprietors.” Reynolds adds, “I hate to say the deal thing, but people are so into that now.

Special rewards or deals for your customers can help foster loyalty.” As an example, she points to the deals Happy Cakes offers through its Facebook page and monthly newsletter. “We’ve also done six cupcakes for the price of three through Groupon and LivingSocial, and our existing customer base loves to get them,” she says. It’s that out-of-the-box mentality, Reynolds notes, which can lead to success, even for traditional stores.

And while retailers big and small are facing many of the same challenges, the basic rules of originality, imagination and ingenuity still apply, and customer loyalty must still be earned by understanding the expectations of shoppers. In today’s retail arena, there are two clear ways to win: Excel within your store archetype or take a radical path by observing other retail formats and applying some of what works well for them to your business. As Reynolds from Happy Cakes puts it: “It’s easier to keep customers than bring in new ones. But if you can keep your current customers while bringing in new ones, your Xki_d[ii m_bb WXiebkj[bo ikYY[[Z$È

West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS Midwest Richard Finkelstein & Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008

2/16/12 11:21 AM

FA L L / W I N T E R ‘ 1 2 E U R O P E A N T R E N D R E P O R T

Ready… Jet… Go!

BY ANGELA VELASQUEZ Swarovski Elements

Twinset Girl

Miss Blumarine

IF THE APPEAL of a few days in a European city doesn’t pique your interest and the thrill of a fashion catwalk falls flat, Bubble London, CIFFKIDS and Pitti Bimbo gave retailers many new reasons to attend the <Wbb%M_dj[h Ê'( hekdZ e\ i^emi" ceij dejWXbo W ^eij of new lines adding to the incessantly imaginative European childrenswear market.

And while retailers, fashion-savvy moms and mini-trendsetters can always count on the European shows to dazzle, collections seemed to be even more illuminated this fall. At Pitti Bimbo, Swarovski ;b[c[dji ^_]^b_]^j[Z ceh[ j^Wd )& Y^_bZh[dim[Wh designs—including frocks by Miss Blumarine, Simonetta and Miss Grant, as well as shoes by Naturino—in an imaginative and sparkling runway show. Metallic gold and silver sneakers, boots and ballerina flats finessed head-to-toe looks and, taking a more literal approach, star prints shone on apparel and accessories.

On a more practical note, shapeshifting designs with removable pieces carried into outerwear and cold weather accessories. At Bubble London, Rachel Riley’s collection with “quirky yet functional details” included a hooded coat with an attached plaid backpack, noted Nicole Yee, associate children’s editor for trend forecasting firm Stylesight. Gaultier Junior got into the utilitarian action with a down coat featuring a removable fur panel that extended the bomber to a knee-length coat. And winter accessories like leg and arm warmers bridged the gap between seasons and were spotted with dresses and short-sleeve shirts. In Milan, detachable collars in fur, knit and lace lent girls’ apparel a dose of glamour, warmth and versatility.

These chic add-ons were just part of a new crop of accessories collections added to established apparel brands. Francesca Sammaritano, assistant professor at The New School of Fashion, reported a notable uptick in the amount of scarves, gloves, hats, bags and jewelry showcased at Pitti. “Many designers are developing their own lines of accessories instead of collaborating or bringing in pieces from outside brands,” she said, adding that by merchandising collections like a womenswear line with all of the accoutrements, “the collections appear stronger.”

Still, infant/toddler brand Minimoostic caught the eye of Sammaritano with its minimalistic kimono tops adorned with removable neon plush toys. “It was one of the most innovative collections I saw at Pitti—so clean and modern. All of the lace and velvet at Pitti is beautiful, but sometimes you have to cleanse your palate,” she explained.

36 ;7HDI>7MI$9EC C7H9> (&'(

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2/17/12 11:54 AM

LIVE IN TECHNICOLOR

IdaT

Young Versace

Abeko

Twinset Girl

Leaving no crayon in the box untouched, bright colors coated boys’, girls’ and unisex collections. Indikidual, a brand new unisex line from London, showcased a range of mix-andmatch layering pieces for kids 3 months to 4 years with fresh colors and funky graphics like dots and bananas. Likewise, IdaT’s collection of solid long-sleeve tees, leggings and tiered skirts opened the door for endless color combinations—a merchandising mix that IdaT CFO Morten Trads predicts will be a hit at the company’s California showroom, noting a cheery fall collection is likely to speak to the West Coast’s sunny demeanor.

In true Scandinavian form, simple silhouettes and crisp lines gave the green light for the intense palette to dazzle in chic, yet kidfriendly style at CIFFKIDS. A slew of outerwear brands offered color-blocked snowsuits and rubber boots in shocks of turquoise, lime green and fuschia. Mim-Pi’s approach to color was more whimsical, tapping into little girls’ imaginations with solid tulle skirts and striped waistbands and cardigans. Girls’ accessories took a spin on the color wheel, too: Rich knit tights, totes with contrasting color handles and striped scarves made for funky add-ons.

For tech-crazy boys, graffiti and graphics were just two of the edgy trends seen in London, with outerwear brand Abeko layering Stephen-Sprouse-inspired lettering over bold color. Boys’ brand Hound keyed into the 8 to 16-year-old crowd’s tech obsession with multi-colored QR code printed T-shirts, while Young Versace reinterpreted its signature scroll pattern into a neon-hued maze befitting the latest video games for boys.

Monnalisa

CIFFKIDS Runway Show

LUMBERJACK & JILL

Cut from men’s apparel, footwear and even facial hair trends, childrenswear took a decidedly rugged turn with gritty denim, brushed flannels, vintage plaids and utilitarian details. The lumberjack look was second nature to outerwear brand BCWW, which featured cargo pocket pants and plaid jackets in red and green.

Similarly, NZA New Zealand Auckland offered boys a more casual look with plaid snap-button jackets that could be worn on their own or over sporty hoodies and tees.

The burly look was spotted on the runway for girls in the form of denim vests and slouchy sandblasted skinny jeans paired with flannel shirts and plaid shirtdresses. Bright suspenders, trapper hats and knit beanies upped the style ante and added a bit of whimsy to the laidback, easy-to-wear trend.

And last fall’s Fair Isle craze gave way to more Nordic-inspired sweaters, many in contemporary color mixes like brown and turquoise and hunter green with pops of neon. For a heartier look, designers accented hems with heavy whipstitching and added bulky sweater silhouettes that double as jackets.

“It’s impossible to not be inspired by Denmark’s beautiful landscape,” explained Nikolaj Hust, co-owner of Claire Group, makers of Hust & Claire. The Danish brand interpreted the outdoor trend with flannels peeking from textured sweaters, lots of dark brown and a track of moose prints. In fact, animal motifs were key in making the trend kid-friendly. From galloping horses on cardigans and prancing reindeer knits in Copenhagen to Little Paul & Joe’s Little Red Riding Hood T-shirt and Tootsa MacGinty’s sweatshirt with an interactive bear appliqué, woodland creatures proved to be little Lumberjack and Jill’s best friends. (&'( C7H9> ;7HDI>7MI$9EC 37

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2/17/12 11:54 AM

Paul Smith Junior

Fendi Baby

Sarabanda

CIFFKIDS Runway Show

SCHOOL RIVALRY

References to French and British school uniforms were peppered throughout European collections, but at CIFFKIDS the traditional look was decidedly more quirky and less picture day-perfect. Instead, with shirttails mussed over cords and hints of prim dresses beneath oversized duffle coats, designers embraced kids’ cute disheveled appearance after a long day of classes. The look was kookier in London with Baroque prints and school stripes updating tailored pieces. Similarly in Milan, Marni showcased poppy red cardigans with trompe-l’oeil labels and pockets for a touch of whimsy. Narrow-cut wool blazers, pleated jumper dresses, corduroy blazers with crests and V-neck cardigans refined the look.

For visual interest, the preppy separates called for texture mixing. Wool, tweed, houndstooth, windowpane checks and cable knits built a rich look with old-world charm. Pops of rusty orange by way of skinny ties, Henleys and corduroy trousers enlivened the muted neutral palette. Old-timey suspenders, argyle knee socks, loafers, metallic mustard oxfords and Chelsea boots added a dash of character to the finishing school looks.

At Pitti, many designers sweetened the look for girls with blouses featuring neckties and tiny polka dots, feathered knit hats and tights worn under menswear-inspired wool shorts, Sammaritano reports. Mi Mi-Sol’s second collection captured the eclectic look with satin bows at the wrist, flocked shorts, scalloped collars and velvet caps.

For the classroom rebel—and as an alternative to the prim and proper look—boys’ designers tapped into America’s Ivy League history with kitschy letterman patches. Cool, sporty and casual, the jackets and cardigans also opened the door for some subtle branding.

38 ;7HDI>7MI$9EC C7H9> (&'(

er_03_12_european_trend_report_01.indd 38

CIFFKIDS Runway Show

2/17/12 11:54 AM

PRETTY LITTLE THINGS

Dreamy snowfalls and frosted flowers inspired designers to cast a richer and more sophisticated shadow on otherwise girly pastels.

All-over shades of dusty rose, steel blue and majestic hues of purple and mauve blanketed lines at CIFFKIDS, acting as a neutral for many casual collections. For example, petal pink heathered sweaters and a pink soft structured coat laid the foundation for Wheat’s signature ditzy prints. Even Pale Cloud, known for making basic cream and beige appear lush and decadent, incorporated a touch of color this season with a salmon hue.

Inspired by “little princesses deep in a snowy wonderland,” Miss Blumarine bundled up girls in weightless feathers, powder puff pink Mongolian knits, light blue floral overcoats and an abundance of macramé lace, embroidered tulle and frayed ribbon. Frostbitten shades also complemented frothy flower accents, satin-tied furry vests and opulent tassels in Creamie’s fall collection. Pinco Pallino took it a step further with icy white peplum-waist dresses and cotton candy-like fur coats.

While many girls’ designers chose a romantic approach, others retreated to a mythical world mixing dainty colors with full-bodied browns, camel and gray for a Nordic woodland take on the feminine trend. Wintery layers, fine-gauge sweaters, thermals, and sweater tights helped coin a look Stylesight’s Yee called “storybook creature meets folkloric villagers in an imaginary land, far, far away.” For a dash of elegance, Illudia’s mostly beige, gray and rose fall collection, based on an Icelandic legend about fairies and elves, told a magical story with Swarovski-embellished dresses and faux fur. The pixie look was also carried into sleepwear in Maison Gabrielle Lemaitre’s line of chic velvety robes, pink pantaloon pajama bottoms and an ethereal nightgown with antique lace flutter sleeves.

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Miss Grant

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2/20/12 11:58 AM

Paul Smith Junior buttondown and sweater, Andrew & Audrey skirt, Frye boots.

Leviâ&#x20AC;&#x2122;s by Haddad jean jacket, Bitâ&#x20AC;&#x2122;z Kids jumper dress, mandarin collar shirt by Blu Pony Vintage, Minnetonka boots.

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2/17/12 11:47 AM

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2/17/12 11:47 AM

Oilily dress and tights, Knot cardigan, Elephantito shoes. Opposite page: Anais & I dress, Bit'z Kids shirt, Christina del Lago blazer, Le Big beanie, socks by Happy Socks, Elephantito shoes.

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2/17/12 11:47 AM

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2/17/12 11:48 AM

Bonnie Young dress, Bit'z Kids shirt, Le Big tights.

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2/17/12 11:48 AM

Anais & I dress, Pink Stylecardigan, Director: Chicken shirt, Knot Michel Tic Tac Toe tights, Bit'zOnofrio Kids Fashionshoes.

Editor: socks, Elephantito Angela Velasquez Hair and Makeup: Wendy Karcher @ Amy Kirkman Prop Stylist: Mary Catherine Muir 45

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2/17/12 11:48 AM

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2/17/12 11:49 AM

Heach Dolls dress, vest by Lu Lu by Miss Grant, Tic Tac Toe tights, Bit'z Kids socks, Frye boots, Le Big scarf, Paul Smith Junior beanie. Opposite page: Le Big cardigan, I Love Gorgeous dress, Zutano tights, Frye boots.

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2/17/12 11:49 AM

Poppy dress, cardigan and beanie, Le Big socks, Elephantito shoes. Opposite page: Bonnie Young vest and hat, La Miniatura shirt, shorts by Bit'z Kids, Le Big tights.

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2/20/12 9:39 AM

Paul Smith Junior buttondown, Knot sweater, A.Bird shorts, Tic Tac Toe tights, Frye boots. Opposite page: Andrew & Audrey cardigan and sweater, Appaman tights, Elephantito shoes.

50

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2/17/12 11:50 AM

Style Director: Michel Onofrio Fashion Editor: Angela Velasquez Hair and Makeup: Munemi Imai @ See Management 51

er_03_fashion_04_final.indd 51

2/17/12 11:50 AM

s

STYLE INCUBATOR

WOOLLY BOO

COLLECTION D-ALLI

What could be more essential to the long-term health and well-being of a child than a great night’s sleep?

Woolly Boo proudly offers handcrafted, heirloom-quality basic bedding to ensure children sleep more soundly and wake up happier. Infants, toddlers and preschoolers benefit from renewing slumber in luxurious sleep sacks, mattress pads, comforters and pillows filled with organic wool and layered with organic cotton. Parents can rest assured their children are comforted in natural materials that are chemicalfree, hypoallergenic, breathable, mold and mildew resistant, flame retardant and moisture-wicking.

The line of couture clothing with an international flair for the world’s little princesses features everything from casual to special occasion wear. D-Alli debuts its first collection of exquisite children’s clothing that captures the true enchantment of childhood, made from the finest dupioni silks, organzas and organdies and ranging from sizes infant to 10.

Donna Allison Hercules (518) 221-1082 dckroyale@gmail.com

http://woollyboo.com https://www.facebook.com/ WoollyBoo https://twitter.com/ WoollyBoo

To view the line, contact our showrooms: New York: (212) 967-7908 x1,

sales@andyandevankids.com Atlanta: The Coffs, (800) 580-5437,

thecoffs@sbcglobal.net Chicago: J B Vogue, (312) 266-0309,

vschanes@gmail.com Dallas: VonTour’s, (940) 497-3310,

vontour@centurytel.net Los Angeles: Rochelle Sasson Perlman, (213) 489-7164, ro4kids@sbcglobal.net New England: David & Co, (781) 407-0001,

ANDY & EVAN FOR LITTLE GENTLEMEN PERRY MACKIN

Words never seem sufficient to describe the beauty of motherhood. While we watch our precious offspring grow, it becomes very easy to lose track of ourselves. The specific needs of moms lay the foundation for the Perry Mackin brand, which combines design, practicality and affordability. Take a look at a diaper bag designed with individual style in mind. Moms will dress it up or down according to whim or occasion and will wonder what they ever did without it!

er_03_12_style_incubator_02.indd 52

Mina Kim Manager of Sales & Marketing mkim@perrymackin.com Tel: (213) 382-1537 Fax: (213) 382-2537 Cell: (646) 438-2998 www.perrymackin.com

Andy & Evan took its custom-made dress shirts down to size when it launched Little Gentlemen, a line of practical and fashionable boys’ clothing in sizes newborn through toddler. The Shirtzie, a tailored button-down one-piece, anchors the line, which also offers pants, blazers, knits, sweaters, coats, ties and hats for Fall/Winter 2012. It’s a must-have collection for the little gentleman in your life.

dalterwitz@gmail.com Philadelphia: Jack Harlan, (888) 533-2000,

jacksrack@aol.com Canadian Sales: Dogree, (514) 381-8808 x106, stock@dogree.com

Please visit us at ENK Children’s Club, NYC, March 11-13.

www.andyandevankids.com

2/21/12 12:23 PM

M ARKETPLACE

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2/17/12 1:39 PM

M ARKETPLACE

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2/17/12 1:39 PM

RETAIL-TO-GO TRADE SHOW SHOPPER How to Shop the Show Shows attending:____________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

Confirmed market appointments:_________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

Needed items:_______________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

Slow movers to scale back on:___________________________________________ __________________________________________________________________

Nancy Kaplan Ostroff, associate professor and assistant chairperson of Fashion Merchandising Management at FIT, shares her tips for making the most of every kids’ trade show.

Do Your Homework. Shop your competition before you leave and visit trend forecasting websites. See what’s forecasted to sell, what is currently selling well and what is evolving.

Don’t Forget the Adult World. Childrenswear trends trickle down from the adult market, so keep an eye on juniors’ and women’s trends.

Don’t Rush. Leave yourself some time to walk around in a relaxed manner to see what’s new and to get ideas. Network and talk to people as much as you can without giving away too much information.

Look for Added Value. Whether it’s extra detailing or embellishment, customers want to feel like their purchases have value no matter the price.

Buy More of Your Best Sellers. A good rule of thumb is that a 10 percent increase on a successful category or item is considered to be conservative.

__________________________________________________________________ __________________________________________________________________ Total Fall/Winter Budget:______________________ Fast movers to buy more of:____________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

TYPE OF ITEM PERCENT OF BUDGET PER CATEGORY

TOTAL COST OF CATEGORY

Tops New brands to check out:______________________________________________

Pants

__________________________________________________________________

Denim

__________________________________________________________________

Dresses

__________________________________________________________________

Skirts Coats

Trends to keep an eye on:______________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

Shoes Accessories Gifts Gear

S PO N SO R E D BY

er_03_12_retail_to_go_02.indd 58

2/16/12 4:41 PM

®

4th Annual Spring Educational Conference & Trade Show

APRIL 25-27, 2012 South Point Hotel, Casino & Spa Las Vegas, Nevada

Plan now to attend the only event exclusively for the Juvenile Specialty Store market!

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2/15/12 12:05:26 PM

REMIX

Warrior Poet argyle print T-shirt, corduroy pants by Intakt.

STYLIST: ALEK AGE: JUST TURNED 6 HOMETOWN: PROVIDENCE, NJ

Flannel shirt and corduroy pants by Intakt.

City Threads hoodie, Intakt polo and pants.

PHOTOGRAPHY BY NANCY CAMPBELL. FASHION EDITOR: ANGELA VELASQUEZ.

The old nursery rhyme would have you believe that boys are made of only “snips and snails and puppy dogs tails,” but when it comes to our stylist, Alek, add scales to the mix. A science buff and dinosaur aficionado, the kindergartener was more eager to chat about reptiles than fashion. “I want a snake,” he said as his mother winced nearby.

“Or maybe a dinosaur,” he added.

Instead, Alek settled for the next best thing: a bright and cozy Tyrannosaurusprinted hoodie—a perfect layering piece for casual cool tees and comfy cords. “I don’t want to take it off,” he said as he tugged the zipper up and down. In fact, the hoodie may have sparked a newfound interest in clothes.

On the way out of the Earnshaw’s office, he was overheard saying he wanted to be a model. —Angela Velasquez

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2/15/12 11:04 AM

FIND US AT ENK Kids Club NYC – March 11th – 13th Los Angeles Market – March 11th – 15th Northern California Show – March 18th – 20th Always at www.inplayshowroom.com

Save the Children... from common attire

PREFRESH

Designed and MADE IN THE USA Prefresh brings a fresh collection of comfy cut & sew t’s and retro outerwear pieces unlike any other brand outthere. This Portland based company is exactly what the cool parents are looking for. www.prefresh.com

NEON EATERS Kids approve the comfort; parents approve the style. This cool yet age appropriate collection continues to grow and is still a favorite of locals & celebrities alike. www.appaman.com

Kids are individuals. With that in mind, Neon Eaters is excited to offer unique footwear that allows a kid self expression and style from the start. www.neoneaters.com

TOPO RANCH World famous baby shoes & socks, designed by dad are THE GIFT item to keep in stock. Parents love the designs, the fact that the product stays on and stands out. Originators of the lost sock program, these guys know what’s up! www.meinmind.com

!iT Kids

Watch what !iT Kids is up to! Following the success of the adult line, comes the collection of superior “core” fits, and relevant, yet “distinctive” styles. Full Fashion. Fabulous Fit. Competitive Cost. www.itbrand.com

From Venice beach based Topo ranch, makers of ORGANIC deliciously soft apparel, bring you fashion forward bodies with SoCal styling. www.toporanch.com

AT THE COSMOPOLITAN LAS VEGAS

www.inplayshowroom.com | Call us: 213-489-7908 Email Us: info@inplayshowroom.com EARN_COV3 COV3

2/17/12 9:30:21 AM

®

Little Me

112 W. 34th Street Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen

www.littleme.com Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745 West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS Midwest Richard Finkelstein & Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008 See us at: The Children’s Club NYC, Mar. 11th - 13th

EARN_COV4 COV4

2/16/12 10:32:59 AM