Earnshaw's | July 2014 by Wainscot Media

D 8 B < K ? < D F JK F = D 8 ; < @ E 8 D < I @ : 8 D 8 I B D < O @ : F K K F E K I @ D = @ K Ë J E < O K JK < G J < O G CF I @ E > D 8 I : @ 8Ë J 8K K @ :

VOLUME 98 NUMBER 6

JULY 201 4 $10.00

C@>?K K?< N8P N@K? =8CCËJ CLO< G8IKP =IF:BJ

ER_07_14_cover_01.indd 38

6/25/14 2:40 PM

2014 Earnie Awards

VOTE LITTLE GIRAFFE ™ FOR “IT” ITEM OF THE YEAR! Dolce™ Blanket

Dolce™ Dot Blanket

EARN_July2014.indd 8

6/25/14 12:00 PM

AA1327

#FTU )PTJFSZ

ĤĝĪħ ĵīı ġİĝĥĨġĮįǹ Ű ./ *.$ -? 3rd Year in a Row!

ĂĀāāƫƫĂĀāĂ ĂĀāă

ĂĀćċĈăąċąĀĀĀ EARN_July2014.indd 15

TBMFT!CBCZMFHT DPN 333ċ 5 !#/ċ +) 6/25/14 11:57 AM

JULY 2014 EARNIE NOMINEES! PAGE 47

Audrey Goodson Kingo Editor in Chief Nancy Campbell Trevett McCandliss 9h[Wj_l[ :_h[Yjehi

FEATURES 20 Home Grown Want to make the most of the growing cWZ[#_d#j^[#K$I$7$ cel[c[dj5 ;nf[hji h[l[Wb j^[ 7"8"9i e\ ]e_d] h[Z" m^_j[ WdZ Xbk[$

22 Feet First Jh_cÓjÊi d[m 9;E CWha C[n_Yejj Z_lkb][i ^em j^[ Y[djkho#ebZ ^[h_jW][ XhWdZ m_bb cel[ \Wh X[oedZ _ji ^ei_[ho X[]_dd_d]i$

26 Treasures Untold

;:?JEH?7B Lyndsay McGregor Senior Editor IeY_Wb C[Z_W ;Z_jeh Tara Anne Dalbow Fashion Editor Samantha Sciarrotta Assistant Editor 7:L;HJ?I?D= Caroline Diaco =hekf FkXb_i^[h

7 m_Z[ WhhWo e\ ed[#e\#W#a_dZ _j[ci cWa[i CWhY_WÊi 7jj_Y \eh A_Zi W fh_ce Z[ij_dWj_ed \eh fWh[dji _d D[m @[hi[o WdZ X[oedZ$

Jennifer Craig If[Y_Wb 7YYekdji Manager

48 What the Cool Kids Love...

FHE:K9J?ED Tim Jones :[fkjo 7hj :_h[Yjeh FheZkYj_ed CWdW][h

AW_ Ied]" D[m Oeha 9_joÊi ^ejj[ij '&#o[Wh# ebZ :@" i^Wh[i W \[m e\ ^_i \Wleh_j[ j^_d]i _d ekh d[m Yebkcd" J^[ Fkbi[$

FASHION 30 Shine C[jWbb_Y \WXh_Yi WdZ beWZi e\ ifWhab[ b[dZ W bknkh_eki b_]^j je \Wbb Zh[iim[Wh$ 4 6 8 10

Noelle Heffernan FkXb_i^[h

Editor’s Note JWba_d] Fe_dji >ej Fhef[hj_[i Fresh Finds

12 14 16 40

?d j^[ 8W] Ed j^[ I^[b\ On Trend 8[^_dZ j^[ I[Wci

Left and cover: Blush by Us Angels dress, TicTacToe socks, Umi ballet flats. Photography by Raphael Buchler. Styling by Maria-Stefania Vavylopoulou. Hair and makeup by Sylvia DiMaki.

Mike Hoff M[XcWij[h 9EDJ79J ?D<E Sales/Editorial Offices ), 9eef[h IgkWh[" *j^ \beeh D[m Oeha" DO '&&&) J[b0 ,*, (-.#'++& <Wn0 ,*, (-.#'++) WZl[hj_i_d]6/j^h[WZi$Yec [Z_jeh_Wbh[gk[iji6 /j^h[WZi$Yec Circulation Office @e[b I^kff (,(&( :[jhe_j HeWZ" )&& M[ijbWa[" E> **'*+ J[b0 **& .-'#')&& 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 Debbie Grim" 9edjhebb[h

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear 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 2011 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.

2 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_TOC_.indd 2

6/25/14 2:04 PM

We’re putting the

blanket

BUILT-IN BLANKET

to bed.

™

Sleepster™

Double-layer front

Onester™

Keep baby safe and warm. Pediatricians recommend that nothing – not even a blanket –

Single-layer back

be placed in a crib with a baby. Introducing Sleepster™ the new one-piece sleep suit from the mbaby™ Collection. Only mbaby™ Onester™ and Sleepster™ offer a patent-pending double-layer front for a built-in-blanket™ to keep baby’s front warm without overheating her back…helping baby sleep comfortably. So say goodnight to the blanket once and for all.

National Sales Manager: Elizabeth Kausek (617) 257-2993 elizabeth.kausek@munchkin.com

mbabyclothing.com ©2014 Munchkin, Inc. Munchkin, mbaby, onester, sleepster and built-in-blanket are trademarks of Munchkin, Inc. Patent: http://www.munchkin.com/patents and other Int’l patents pending.

EARN_July2014.indd 25

West Coast Representation: Smallshop Showroom California Market Center A692 213-488-0090 jody@smallshopshowroom.com

View the collection at: ENK Children’s Club * LA Kids Market 6/25/14 3:00 PM

editor’s note ATTENTION MALL SHOPPERS! If that phrase rings a bell—if it leaves you reaching for a fake plastic credit card dubbed Fast Cash or Easy Money—then you were probably a child of the [Whbo Ê/&i$ Mô5 ?j mWi j^[ i_h[dÊi ied] e\ W fefklar Milton Bradley board game, Mall Madness, because the phrase was often followed by, “There is a clearance at the toy store.” If I seem to know a little too much about Mall Madness, that’s because I have to confess: It was my favorite board game as a kid. In a definite sign of the more decadent times, the entire object of the game was to see who could blow through '+& j^[ \Wij[ij$ <eh W oekd] ]_hb" _j mWi j^[ X[ij alternative to the actual mall. Not to mention, it was a much cooler place to shop ‘til you drop than the one in my small Georgia town. The Milton Bradley version boasted an arcade, movie theatre, record store and a pet shop. Eat your heart out, Georgia Square Mall. Today, if you peek around the Internet on nostalgia websites, the game is often described as “vapid,” “superficial,” “materialistic” and, my favorite, “a sadistic form of capitalist indoctrination.” It’s definitely hard to imagine many parents endorsing Mall Madness as an edifying way for their young ones to play in these post-recession times. 8kj mê YWd h[Wbbo XbWc[ C_bjed 8hWZb[o5 <eh cWdo" cWdo o[Whi" _j mWi W i_cfb[ \WYj0 Bel[ _j eh loathe it, the shopping mall was a quintessential fWhj e\ j^[ 7c[h_YWd _Z[dj_jo$ @kij jWa[ W beea Wj every iconic teen movie of the last few decades: Fast Times at Ridgemont High. Clueless. Mean Girls. Where do the characters spend a significant portion of their free time, either shopping or meha_d]5 7j j^[ cWbb" e\ Yekhi[$ But those days are likely gone. No new [dYbei[Z cWbb ^Wi X[[d Xk_bj i_dY[ (&&,$ J^[ jof_YWb WdYêh ijeh[i" I[Whi" CWYoÊi WdZ @$9$ F[dd[o" Wh[ Wbb ijhk]]b_d]$ I[Whi ^Wi Ybei[Z )&& ijeh[i i_dY[ (&'&$ 7dZ Wi W h[ikbj" if[Y_Wbjo ijeh[i b_a[ Aéropostale are losing the foot traffic they need to maintain sales. The teenage apparel chain h[Y[djbo WddekdY[Z j^Wj _jÊi i^kjj[h_d] '(+ e\ _ji cWbb#XWi[Z a_ZiÊ ijeh[i" F$I$ \hec 7 hefeijWb[$ <eh ceh[ ed j^[ jh[dZ" Y^[Ya ekj JWba_d] Fe_dji ed f$ ,$ M^_b[ _jÊi [Wio je XbWc[ j^[ WZl[dj e\ online shopping for the decline of the American mall, the answer isn’t quite that cut and dry. Fastfashion chains like Zara and H&M are thriving, as well as off-price merchants like Marshalls and Kohl’s. And shopping malls anchored by upscale department stores like Saks Fifth Avenue and

Requiem for the Mall Can a little creative thinking save the classic American shopping center?

Neiman Marcus are doing just fine. It’s the mid-tier market catering to the amorphous middle class that can’t find its footing—much like the members of the group itself. There’s no denying that student debt, stagnant wages and an unstable labor market have all made it harder for the average American to get Xo$ 7dZ m^[d oek edbo ^Wl[ *& _d oekh feYa[j" it’s easy to see why two tops at Kohl’s make for a more tempting prospect than one at a department store. But don’t write the obituary quite yet for the 7c[h_YWd cWbbÆdej _\ @ei Z[ @ iki B[]Wif_ has anything to say about it. The former ad exec `kcf[Z ed Wd effehjkd_jo je Yedl[hj '& \W_bing malls to Hispanic cultural centers, boosting _dYec[ WdZ \eej jhW\\_Y Xo WXekj )& f[hY[dj$ B[]Wif_ h[Wb_p[Z iec[j^_d] j^Wj _dZ[f[dZ[dj boutiques like Marcia’s Attic for Kids (See our \[Wjkh[ ed f$ (,$ \_]kh[Z ekj o[Whi W]e0 H[jW_b_d] is no longer solely about making a sale. It’s now about building a community and forging a connection with customers, and providing an experience that can’t be replicated online or within the nondescript, volume-driven confines of most e\\#fh_Y[ c[hY^Wdji$ B[]Wif_Êi Y[dj[hi e\\[h ]heY[ho ijeh[i" Z[djWb YWh[" c[Z_YWb YWh[" _cckd_pWtion, banking and even a DMV. While one family member is shopping, another can tackle chores. There’s even live music on Sundays—a nod, B[]Wif_ iWoi" je j^[ YbWii_Y 7c[h_YWd XWdZijWdZ$ J^[h[Êi de h[Wied m^o B[]Wif_Êi \ehcWj couldn’t catch on in other communities. The pet store and record store I loved during my Mall Madness days may be gone, but why can’t they be replaced with, say, interactive discovery centers \eh a_Zi WdZ ZWdY[ b[iiedi \eh WZkbji5 ?dij[WZ of writing a requiem for the American mall and jumping on the next big shopping trend, invesjehi mekbZ X[ m_i[ je beea je B[]Wif_Êi [nWcfb[Æ and figure out a way to make retail centers sustainable for many generations.

AUDREY GOODSON KINGO

audrey.kingo@9threads.com

4 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_14_edit_letter_01.indd 4

6/25/14 11:21 AM

naturally-derived skin care for every moment of life because bath time shouldnâ&#x20AC;&#x2122;t come with unnecessary ingredients

safe and effective skin care products that are free of sulfates, parabens, phthalates, petrochemicals, DEA, BPA and other harsh chemicals

baby + nursery + gifts + bath & body + home + + + + + + + + + + + + + + + + + + + + + + + adenandanais.com | 718.801.8432 + + + + + + + + + + + + + + + + + + + + + + +

AA13278_Earnshaw_JULY_FullPage_Ad_V3.indd 1 EARN_July2014.indd 9

6/11/14 11:59 5:07 PM 6/25/14 AM

Talking

Points Sliding Doors

With Aéropostale shuttering many of its mall-based kids’ stores, what does it mean for the future of retail?

IT’S NO SECRET that America’s shopping malls are struggling, as plunging foot traffic and a shift in consumer shopping habits force anchors like Sears, Macy’s and J.C. Penney to shut down stores, leaving mall owners scrambling to find retailers large enough to replace them. And it’s not just big boxes feeling the heat—even specialty retailers are under pressure. In the latest example to hit the news, Aéropostale Inc., which has lost money for five straight quarters, will close about 125 of its mall-based P.S. from Aéropostale children’s stores by the end of its fiscal year as part of a larger turnaround effort. Where did these once-mighty behemoths go wrong? According to Poonam Goyal, senior retail analyst at Bloomberg Industries, ailing children’s chains like P.S. need to shed the most unprofitable stores first, and the mall-based ones that are losing the most traffic are the first on the chopping block. Couple that with increased competition from the likes of Gymboree, The Children’s Place and Zulily, not to mention that department stores are focusing more on kids these days, too, and it’s a no-brainer for Aéropostale. “The kids’ business has too many operators,” she continues, pointing out that while The Mischka Children’s Place retail sales also dipped by 3.6 Aoki percent in Q1, its infant business remains particularly strong. P.S., meanwhile, only carries sizes 4 to 14 years. “The childrenswear retailers that are doing well are either focusing on price and turning around merchandise very quickly, or are offering more luxury product,” she adds. Goyal believes specialty stores can keep up with fast fashion if they compete, and Les Berglass, founder and CEO of Berglass + Associates, a New York-based executive search firm specializing in retail and consumer goods, agrees. “What you have in the childrenswear market is a consumer who demands newness. Today’s mother looks for fashion and contemporary product at Zara and H&M and she shops through that vision for her children,” he says, pointing out that P.S. floors, for instance, are still dominated byBonnie logos and hoodies. “The question Young that Aéropostale’s board needs to ask itself is, ‘Have we sold too many hoodies?’” It’s clear that mall-based chains need an overhaul and they need to start by tweaking their merchandise delivery systems to serve today’s smartphone-enabled shoppers, who, as Berglass points out, switch easily between online and brick-and-mortar purchases. That means not just helping consumers shop by phone but also delivering new styles faster and at prices they’re willing to pay. As Berglass notes, “Shutting stores may be the right thing to do, but it is not a strategic solution; it’s a tactical one to cut loss. It won’t fix the problem. Specialty retailers need to reinvent the entire structure of their businesses.”—Lyndsay McGregor

6 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_14_talking_Points_01.indd 6

6/25/14 11:04 AM

SOUTH

NORTHEAST

WEST

Hollee Hannon 972.562.9306 holleehannon@aol.com

Brad Haslam 801-658-0400 sales@persnicketyclothing.com

Stephenie Becker 213-896-0024 stephenie@bowandarrowshowroom.com

SOUTHEAST

NEW ENGLAND

MIDWEST

Joyce Nillson 704.541.5443 jomarmarketing@aol.com

David Alterwitz 781-407-0001 dalterwitz@gmail.com

Lisa Tompkins 614-370-5472 lisa@treehouseoffashion.com

Brad Haslam 801-658-0400 sales@persnicketyclothing.com

EARN_July2014.indd 23

6/25/14 12:20 PM

Twinkle Twinkle

Skechers lights up JAKKS toys. A MODEL FOR brand versatility, Skechers offers a plethora of shoes and apparel for men, women and kids. Now they can add duds for dolls to that list, after partnering with JAKKS Pacific, Inc. to introduce a collection of Cabbage Patch Kids, as well as a miWorld playset, based on Skechers’ popular Twinkle Toes shoes. “By marrying an evergreen brand like Cabbage Patch Kids with a contemporary brand like Skechers, we’re keeping Cabbage Patch Kids relevant and appealing for today’s kids and moms,” notes Anne-Marie Grilli, JAKKS’s vice president of corporate communications. As for the miWorld line, she adds, “Skechers is an iconic brand for girls in malls, and our miWorld mini mall playsets encourage girls to build their favorite stores.” For the Cabbage Patch Twinkle Toes Kids, Skechers’ light-up shoes shrink down to doll size. Clad in fashions that coordinate with the shoes, the dolls come with their own kicks that illuminate when tapped. Meanwhile, the miWorld playsets, which add Skechers stores into the mix, come with one figure, two floors, four walls and over 55 pint-sized accessories. The Cabbage Patch Kids are currently available at Toys “R” Us, and both products can be found there as well as Walmart, Kmart, Target, Meijers and Amazon starting in August. The miWorld playsets retail for $29.99, while the Cabbage Patch Kids sell for $39.99. For more information, contact Anne-Marie Grilli at amgrilli@jakks.net. —Samantha Sciarrotta

HOT PROPERTIES

New Classics

Uglydoll adds two more time-honored icons to its lineup. UGLYDOLL LAUNCHED ITS first co-branded partnership last year with a line of Hello Kitty products, and after the collection’s success, the brand is back for more with two recent signings: CBS Consumer Products’ Star Trek and Warner Brothers’ Wizard of Oz. “For us to be a part of all these other intellectual properties is amazing,” says Pretty Ugly director of licensing Teresa Fazio. “We’re only 13 years young. Other IPs have been around for many, many more years.” So what’s the secret to success for the toymaker? “We feel the personalities of our characters are unique. They do match up well with other characters,” Fazio offers. Each line will feature Uglydoll’s signature characters dressed as classics like Captain Kirk and Dorothy. Ox will assume the roles of Spock and the Wicked Witch of the West, while Babo becomes Doctor McCoy and the Cowardly Lion, among other adorably ugly combinations. “The responses that we’ve seen for both are just over the top,” Fazio points out. Like all of Uglydoll’s products, the collections will be featured prominently in specialty stores and independent boutiques. “We’re not found in mass retailers, which was a unanimous decision made by the partners,” Fazio reveals. Available in Fall ’14 for the Wizard of Oz products and 2015 for the Star Trek dolls, clip-on plushes retail for $10, while the full-size toys go for $20. For more information, contact Teresa Fazio at teresa@uglydolls.com. —S.S.

Birthday Girl

Hello Kitty celebrates the big 4-0 in style with events, products and more. AFTER FOUR DECADES in the limelight, 2, featuring a tattoo artist, workshops and it’s time for Hello Kitty to sit back and more. Sephora, Loungefly, JapanLA and enjoy the acclaim. Everybody’s favorite others will supply limited edition products. feline turns 40 this year, and Sanrio plays “We anticipate making a lot of Hello Kitty host to a celebration of global proportions, fans happy, which we equate with success,” including a return to San Diego Comic-Con, says David Marchi, senior director of brand featuring appearances by Hello Kitty Head management and marketing at Sanrio, Inc. Designer Yuko Yamaguchi. Launching midSephora will offer a signature collection October, California’s Japanese American for Hello Kitty that will launch later this National Museum will give fans the chance year. Other existing partnerships include to delve deeper into the Hello Kitty pheMikimoto, Minnetonka, Chan Luu, Major nomenon with the “Hello! Exploring the League Baseball and the National Football Supercute World of Hello Kitty” exhibit, League, as well as new products from which will travel the country beginning Vans, New Era, Swarovski, McDonald’s, next spring. And for the first time ever, Tokidoki and more. Contact Sarah Danley buffs can attend the official Hello Kitty at sarah@orsipr.com for further informaConvention in Los Angeles, Oct. 30-Nov. tion regarding partnerships. —S.S.

8 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_14_hot_properties_01.indd 8

6/25/14 10:54 AM

Award winning shoes from newborn to size 4.5 Youth! Our stylish designs are the ultimate in comfort and each pair is specifically engineered to promote healthy foot development. pediped’s award winning shoes come in over 130 styles from newborn to EU 36 (US 4.5 Youth). View our Fall/Winter 2014 and new Spring/Summer 2015 collections at these shows: ENK CHILDREN’S CLUB

MODA

KSA

THE ATLANTA SHOE MARKET

August 3-5 Pier 94 New York, New York 10019

August 10-12 National Exhibition Centre Birmingham, United Kingdom

August 12-13 Doubletree Westside Los Angeles Culver City, California 90230

August 23-25 Cobb Galleria Centre & Renaissance Waverly Hotel Atlanta, Georgia 30339

www.pediped.com

EARN_July2014.indd 17

6/25/14 11:56 AM

RESH FINDS

Hey ‘Tude

Fed up with finding an overload of teddy bear prints in the baby gift marketplace, Aliya Jiwa decided to put her frustration to good use and in 2009 launched Spunky Stork, a line of tongue-in-cheek tops in sizes 3 months to 4T. Now entering its fifth year, the New York-based brand is ramping up its retail presence with rompers and tees featuring fun phrases and graphics, all silk screen-printed on 100 percent GOTS certified organic cotton. Wholesale prices range from $11 to $20. Go to www.spunky stork.com.

Ready-to-go gift sets and prints that pop are sure to spruce up shelves.

Small Peeps

Want to bulk up your gift selection? Look no further than Little Me. This fall the brand will update the 3-piece outfit sets it first launched in Spring ’14. Comprising a one-piece, bib and pants for boys and a tunic, headband and leggings for girls, the looks retail for $20 and come in sizes ranging from newborn to 9 months. Elsewhere in the fall line, a Beary Preppy collection features bears and argyles in gray, navy and red for dapper dudes, while little ladies get cupcakes, heirloom rosebuds and lace. Wholesaling from $7.50 to $25, sizes range from 0 to 24 months. Go to www.littleme.com.

Lunar Eclipse

Inspired by that precious time of day when parents put their children to sleep by singing lullabies or telling stories, Moonrabbit by JD3Stars wants to nurture kids’ creative and curious minds with colorful clothes. Launching in Fall ’14 in sizes 2 years to Youth XL, the American-made pieces feature environmentally friendly materials and original designs that span motivational messages to quirky characters. Retail prices range from $28 to $70. Go to www.moonrabbitkids.com.

Sweet Treat

Let your littlest customers’ big personalities shine through in Sara Sara’s new sister line, Sara Sara Neon. Launching in Fall ’14, the collection offers casual two-piece sets for girls featuring bright colors and fun graphics. Yummy treats like candy, cupcakes and donuts emblazon sweatshirts and leggings alike, while eye-catching prints make a sartorial statement that’s sure to please mini trendsetters. Sizes in the U.S.-made collection run from 2T to 6X and wholesale prices range from $19 to $27. Visit www.sarasara.com.

1 0 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_14_fresh_finds_01.indd 10

6/23/14 4:44 PM

That’s Amore

Laugh Factory

Argentina-based designer Jimena Belen Leyria pays homage to her Italian roots with Little Italy Kids, a clothing collection for boys and girls sizes 0 to 24 months that launched in Spring ’14. Made from Peruvian Pima cotton, the line’s sophomore offering blends basics like T-shirts, tunics and one-pieces with a classic palette of pinks and blues, as well as colorful illustrations and embroidery in red, white and green— creating a playful collection that’s chock full of Italian flair. Wholesale prices range from $5 to $28. Visit www.littleitaly kids.com.

Popular children’s retailer Giggle is expanding into wholesale for Fall ’14. Decked out in the brand’s signature sunny style and wholesaling for $12 to $18, the offering’s mix-and-match sensibility makes it an easy choice for gift-givers and new parents alike. Threepack one-pieces, 6-pack socks and coverall and hat sets come packaged in ready-to-go gift boxes in boy, girl and unisex options suitable for sizes 0 to 6 months. Plush characters and chenille blankets with satin trim are available, too. Check out www. giggle.com.

Get Schooled

Red Alert

Aden + Anais is teaming with Product Red on a line of swaddles, blankets and bibs to help provide awareness for the fight against AIDS in Africa. Ten percent of the retail price of every product in the collection will go to the Global Fund, which helps prevent the disease spreading from mother to child by providing medication that’s unattainable for many women. The collection launches this month and will continue through fall/winter with an extra push around World AIDS Day in December. The gender-neutral designs (stars, stripes and geometric shapes) will retail from $19.95 to $49.95. Visit www.adenandanais.com.

Luxury Portuguese brand D’alfaiate makes its stateside debut this fall with a line of classic clothes for boys and girls sizes 2 to 12 years. Uniform-appropriate wool skirts, oxford shirts, pleated pants and jumper dresses come in a versatile palette of navy, white and blue, with pops of red and blush peppered throughout. What really sets the line apart, however, is its collection of cork accessories, which features the eco-friendly material on everything from school bags to belts to shoes. Wholesale prices range from $15 to $300. Check out www.dalfaiate.com.

( & ' * @ K BO ; 7 H D I > 7M I $ 9 E C 1 1

er_07_14_fresh_finds_01.indd 11

6/23/14 4:45 PM

IN THE BAG

American Beauty

There’s nothing this patriotic mama loves more than a backyard barbecue with friends and family. But while her famous red, white and blue Rice Krispies treats sweetly salute Old Glory, she keeps her and her baby’s allAmerican ensembles a little more sedate. Decked out in nautical navy and white, she accessorizes her classically chic getup with an understated bag packed with essentials like a plush blanket by Angel Dear and a cozy cardigan by Little Giraffe, for a night spent watching fireworks light up the sky. To help your customers salute the stars and stripes this summer, look no further than the following brands, all appearing at the NY NOW gift show in New York City, Aug. 16-20. —Lyndsay McGregor

7 8 9

10 6

1 2 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_14_bag_01_2.indd 12

PHOTOGRAPHY BY TIM JONES

1. Little Giraffe blue and white striped wrap cardigan 2. Angel Dear striped plush blanket 3. JoJo Maman Bébé petal print diaper bag and changing pad 4. Winter Water Factory red one-piece 5. Magnificent Baby navy booties 6. Fluf reusable snack pouch 7. Baby Jar chevron burp cloth 8. Zutano red hat 9. Bunnies by the Bay rattle 10. Lifefactory baby bottle.

6/23/14 4:02 PM

76702 GLM NYNOW Scooter AD - Earnshaws

— T: 9” x 10.875”

AUG 16-20 -

B: 9.125” x 11.125”

J AV I T S C E N T E R + P I E R 9 4 , N E W YO R K

Be in the moment when the newest design-driven products are revealed. Where emerging talent is discovered. And emerging trends are boldly defined. This is the collaborative marketplace where four exciting collections — HOME, LIFESTYLE, HANDMADE and NEW! — showcase all that is fashion-forward and current. If it’s fresh, new and in demand, it’s here. At NY NOW. Make plans now to attend, visit NYNOW.COM SPHEROVELO BY VICI ENTERPRISES, INC. ©GLM 2014

EARN_July2014.indd 13

76702_GLM_NYNs14_Scooter_Earn.indd 1

6/25/14 11:57 AM

6/3/14 4:43 PM

On the Shelf

1 2

Merry and Bright Christmas may be half a year away, but for fans of year-round yuletide cheer, there’s no quelling the holiday spirit, even in the midst of scorching summer heat. In fact, Christmas in July was first celebrated in 1933 at North Carolina’s Keystone Camp—and the phrase inspired a 1940 film of the same name, a World War II mailing campaign and, of course, sales, starting as early as the 1950s. Hearkening back to the faux-holiday’s heyday, kids’ brands are unveiling vintage-inspired decor, stockings and ornament kits, as well as minimalist wooden toys, pretty prints and cozy dolls clad in winter gear. So heat up some cocoa, fire up your favorite carols and snuggle up to this year’s homey holiday offerings, sure to tempt your customers throughout the season—and maybe even in July. —Samantha Sciarrotta

1. & 7. Kids Preferred The Snowman plush and storybook 2. Hazel Village plush owl 3. Mud Pie “Dear Santa” door hanger and key 4. The Oliver Gal Artist Co. Nutcracker print 5. Imagination Kids wooden reindeer push toy 6. Melissa & Doug snowman stacker 8. Tree by Kerri Lee music box 9. Eeboo paper chain 10. Rashti & Rashti Sock Monkey ornament 11. Child to Cherish stocking and letter from Santa kit.

PHOTOGRAPHY BY TIM JONES

er_07_14_shelf_01.indd 14

6/25/14 2:00 PM

WE ARE INTRODUCING OVER 20 NEW PRODUCTS. PLEASE VISIT US AT:

Atlanta Gift Show July 10-13 Building 3, 3rd floor, booth 1800 NY NOW Gift Show August 17-20 Jacob Javits Center, booth 7179 California Gift Show July 18-21, booth 2217 #1843 Santaâ&#x20AC;&#x2122;s Cookie Message Plate

child to cherish adrevise final.indd 15

ABC Kids Expo September 7-10 Las Vegas Convention Center, booth 6427

www.childtocherish.com order@childtocherish.com

1- 800 -776 -7002 Fax: 714-990-3657

6/25/14 3:39 PM

OnTrend

Dimity Bourke jacket

Lali sundress

I Persnickety dress

Pink Chicken dress and leggings Nandy & Molly tunic

er_07_14_trends_01.indd 16

6/23/14 2:09 PM

Peppercorn Kids purse Itzy Ritzy snack bag

Masala Baby blanket

When Swedish fast-fashion giant H&M announced plans earlier this year to open the company’s first store in India, the followup question from industry insiders became, “What took so long?” Spanish chain Zara opened its first store in India in 2010, in Delhi, and has opened 12 more since then. With a population of 1.2 billion and a rapidly rising GDP, it only makes sense for international brands to set up shop on the South Asian subcontinent. Yet for all the new looks flooding the country’s market, an equal wave of India-inspired styling—from block printing to hand embroidery—is making its way onto the global fashion scene, particularly in the children’s market. Chalk it up to the look’s lightweight fabrics, comfy silhouettes and bright, bold colors—all perfect for play, whatever continent kids call home. —Audrey Goodson Kingo

Aden + Anais bamboo swaddle blanket

Mischka Aoki

Kikli Design dress

SELECT STILL PHOTOGRAPHY BY TIM JONES. RUNWAY PHOTOGRAPHY FROM PITTI IMMAGINE BIMBO.

Indian Ocean

( & ' * @ K BO ; 7 H D I > 7M I $ 9 E C 1 7

er_07_14_trends_01.indd 17

6/25/14 3:42 PM

OnTrend

Wes and Willy long-sleeve T-shirt

Appaman jacket

Nohi Kids dress

Sapling Child blanket Bonnie Young

Livie & Luca Mary Jane

1 8 ; 7 H D I > 7M I $ 9 E C Â&#x161; @ K BO ( & ' *

er_07_14_trends_01.indd 18

6/23/14 2:10 PM

Tutu Du Monde feathered headband Jamie Rae Hats beanie

Nano skirt

Klever Kids dress

Mischka Aoki top

Bird Call

If birds of a feather flock together, then mini fashionistas will definitely be feathering their nests with a veritable aviary of winged wonders this fall. From peacock and marabou to regal renderings of the common duck, children’s designers are taking a cue from fall runways, where labels like Valentino, Alberta Ferretti and Marchesa dotted their Fall ’14 women’s collections with an array of feathered friends, particularly on tops and coats. The humble owl has long been a mainstay in the children’s market, but thanks to designers’ new flight of fancy, it may be time for other birds to soar. —A.G.K.

er_07_14_trends_01.indd 19

6/23/14 2:10 PM

SHOP

class

HOME GROWN

As more brands move their manufacturing back to U.S. soil, now may be the time to perk up your selection with patriotic products. By Samantha Sciarrotta

Belle & Beanzer is now made in the U.S.

WHEN LISA GODOWN founded girls’ clothing line Max & :ehW _d (&'&" i^[ ad[m i^[ mWdj[Z j^[ XhWdZ je i_]d_\o ceh[ j^Wd `kij \Wi^_ed$ DWc[Z W\j[h ^[h ]h[Wj#]hWdZfWh[dji mê [c_]hWj[Z je j^[ Kd_j[Z IjWj[i \hec Hkii_W _d j^[ [Whbo '/&&i" =eZemd mWdj[Z j^[ b_d[ je h[Ô[Yj j^[_h Z[i_h[ je \eh][ W ceh[ fhec_i_d] fWj^ \eh j^[_h Z[iY[dZWdji$ ÇM^[d ? mWi jho_d] je j^_da e\ W dWc[" _j mWi dej edbo _cfehjWdj je c[ X[YWki[ ? mekbZdÊj ^Wl[ j^[ effehjkd_jo je Ze m^Wj ?Êc Ze_d] m_jêkj j^[c" Xkj Wbie X[YWki[ j^[_h mêb[ c_ii_ed mWi WXekj Yec# _d] ^[h["È i^[ h[c[cX[hi$ ÇJ^[o YWc[ je 7c[h_YW je cWa[ W X[jj[h b_\[ \eh j^[ci[bl[i$È Ie" _dif_h[Z Xo j^[_h fkhik_j e\ j^[ 7c[h_YWd Zh[Wc" =eZemd Z[Y_Z[Z \hec j^[ ][j#]e je cWdk\WYjkh[ Zec[ij_YWbboÆWdZ i^[Êi dej Wbed[$ J^[ dkcX[h e\ a_ZiÊ XhWdZi efj_d] je a[[f fheZkYj_ed beYWb ^Wi X[[d ]hem_d] ij[WZ_bo el[h j^[ fWij Z[YWZ[" WdZ iec[ Wh[ [l[d cel_d] j^[_h cWdk\WYjkh_d] XWYa êc[ \hec el[hi[Wi$ ?d \WYj" ed[#j^_hZ e\ K$I$#XWi[Z YecfWd_[i j^Wj fheZkY[ el[h# i[Wi jêk]^j WXekj jhWdi\[hh_d] je Zec[ij_Y cWdk\WYjkh_d]" WYYehZ_d] je W è_dj ikhl[o YedZkYj[Z Xo j^[ C$?$J$ <ehkc \eh Ikffbo 9^W_d ?ddelWj_ed WdZ be]_ij_Yi fkXb_YWj_ed Supply Chain Digest _d (&'($ 7dZ WXekj '+ f[hY[dj e\ j^[ )*& h[ifedZ[hi m[h[ Wbh[WZo fbWdd_d] ed cel_d]$ 8[bb[ 8[Wdp[hÊi H[X[YYW BWpWhe\\ _i ed[ e\ jêi[ Xki_d[ii emd[hi$ 7\j[h h[Y[djbo h[# iêh_d] \hec F[hk" i^[ h[fehji j^[ X[d[Óji Wh[ [dZb[ii \eh ^[h b_d[ e\ XWXo Ybej^_d] WdZ WYY[iieh_[i$ ÇJ^[ f[efb[ ? meha m_j^ ^[h[ Wbh[WZo adem m^[h[ ?Êc Yec_d] \hec Yecckd_YWj_ed# m_i[$ ?jÊi h[Wb#j_c[ fheXb[c iebl_d]$ 7dZ Wi \Wh Wi jkhdWhekdZ j_c[i ]e" m[ m[dj \hec i_n cedjî je j^h[[$ ? YWd Wbie l_i_j co ikffb_[hi WdZ \WYjeh_[i WdZ Yh[Wj[ Z[[f[h h[bWj_edi^_fi WdZ fWhjd[hi^_fi m_j^ j^[c$ ?jÊi WcWp_d]$È 9edikc[hi Wh[ \[[b_d] j^[ beYWb bel[" jee0 I_njo#[_]^j f[hY[dj e\ jêi[ ikhl[o[Z dej[Z j^Wj K$I$#cWZ[ fheZkYji m[h[ fh[\[hWXb[Æh[]WhZb[ii e\ fh_Y[ÆWdZ ,) f[hY[dj \[bj j^[ gkWb_jo mWi X[jj[h$ Ie mô Wh[ iêff[hi _dYh[Wi_d]bo i[[a_d] 7c[h_YWd#cWZ[ fheZkYji5 Ç9edikc[hi mWdj je ikffehj j^[ beYWb [Yedeco"È ik]][iji HeXod IjobcWd" Ye#emd[h e\ >_ê 8Wj_a" j^[ 8heeabod#XWi[Z b_d[ e\ ^WdZcWZ[ ]Whc[dji WdZ WYY[iieh_[i \eh XWX_[i je WZkbji$ Ç?\ m[Êh[ cWa_d] j^_d]i ^[h[" j^[h[ Wh[ ceh[ èXi \eh f[efb[ je Ze$È IW\[jo YedY[hdi h[]WhZ_d] fheZkYji YhW\j[Z el[hi[Wi" m^[h[ gkWb_jo ijWdZWhZi Wh[ ckY^ b[ii ijh_d][dj" Wbie fbWo W heb[" Wi m[bb Wi mehh_[i WXekj meha_d] YedZ_j_edi _d \Wh#WmWo \WYjeh_[i" fWhj_YkbWhbo _d j^[ mWa[ e\ jhW][Z_[i b_a[ j^[ HWdW FbWpW YebbWfi[ _d >44

2 0 ; 7 H D I > 7M I $ 9 E C 7 F H ? B % C 7O ( & ' *

er_07_14_shop_class_01.indd 20

6/25/14 3:44 PM

children’s world

Every Style for Every Season Children’s World is not only open during all Atlanta Apparel Markets, but Gift & Home Furnishings Markets too! Make sure to mark your calendar so you’re always ready for every season and every style.

2014 DATES The Atlanta International Gift & Home Furnishings Market® July 8 – 15 August Atlanta Apparel August 7 – 11 October Atlanta Apparel October 16 – 20

MARK YOUR CALENDAR TODAY!

EARN_July2014.indd 19

6/25/14 11:55 AM

Q& A

TAKE A HERITAGE BRAND WITH NEARLY A CENTURY OF SUCCESS AND ADD A VISIONARY LEADER WITH BIG PLANS FOR HIS BELOVED COMPANY, AND IT’S EASY TO SEE WHY TRIMFIT’S NEXT ACT MAY BE ITS MOST IMPRESSIVE YET. HERE, CEO MARK MEXICOTT REVEALS HOW THE INDUSTRY MAINSTAY’S NEXT MOVES WILL CARRY IT FAR BEYOND LEGWEAR.

BY AUDREY GOODSON KINGO

SOCKS AND HOSIERY may not be the most thrilling segment of the fashion market, but don’t tell that to Trimfit CEO Mark Mexicott. 7\j[h W )&#o[Wh YWh[[h _d j^[ Y^_bZh[dÊi b[]m[Wh _dZkijho" j^[ i[b\#Z[iYh_X[Z ÇieYa

guy” still waxes nostalgic when discussing the category—and especially when talking WXekj Jh_c\_jÊi /)#o[Wh#ebZ ^[h_jW][ m_j^_d that category. Then again, it’s a pretty compelling heritage. How many brands can say they once part# nered with Shirley Temple? Or that they’ve sold enough socks to make it to the moon and back? And yes, that’s a figure Mexicott Z[j[hc_d[Z W\j[h Ze_d] j^[ cWj^$ Ç? WYjkWbbo worked that out one day,” he confesses, with W bWk]^$ Ç? m[dj XWYa WXekj (+ o[Whi" WdZ _\ oek m[h[ je fkj Wbb j^[ ieYai [dZ#je#[dZ j^Wj m[ iebZ el[h j^[ bWij (+ o[Whi" oek YekbZ ]e je the moon and back a few dozen times. We’re literally talking hundreds of thousands of fW_hiÆWYjkWbbo j[di e\ c_bb_edi e\ fW_hi$ ?jÊi a figure that’s mindboggling if you put pen to paper.” What’s even more mindboggling is that the number doesn’t include the millions of socks Jh_c\_j iebZ X[\eh[ _ji f[Wa _d j^[ c_Z#Ê.&i" going all the way back to the brand’s begin# d_d]i _d '/('$ ?j Wbb ijWhj[Z m^[d j^[ AhWc[h

PORTRAIT PHOTOGRAPHY BY TREVETT MCCANDLISS

Feet First

2 2 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_14_Q&A_03.indd 22

6/25/14 12:50 PM

Xhej^[hi" 7hdebZ" >Whho WdZ HeX[hj" h[Wb_p[Z j^[o YekbZ mêb[iWb[ êi_[ho je c[hY^Wdji _d CWd^WjjWd$ J[d iêhj o[Whi bWj[h" j^[ YecfWdo ^WZ W ')#c[cX[h iWb[i \ehY[ WdZ WddkWb h[l[dk[ e\ ceh[ j^Wd +&&"&&& hek]^bo -$- c_bb_ed _d jeZWoÊi ZebbWhi $ Jh_c\_jÊi X_]][ij Xh[Wa YWc[ bWj[h _d j^[ '/)&i" m^[d j^[ W\eh[c[d# j_ed[Z I^_hb[o J[cfb[ Wbbem[Z j^[ YecfWdo je Yh[Wj[ W b_d[ e\ b[]m[Wh X[Wh_d] j^[ X[bel[Z" X[#Z_cfb[Z ijWhÊi dWc[$ ÇJ^Wj h[Wbbo YWjWfkbj[Z Jh_c\_j _dje ikijW_dWXb[ lebkc[" WdZ ^[bf[Z ki ]hem Wi W YecfWdo"È C[n_Yejj dej[i$ J^[ ]hemj^ Yedj_dk[Z Zkh_d] j^[ Xeec o[Whi e\ j^[ Ê*&i WdZ Ê+&i" m^[d j^[ XhWdZ cWdk\WYjkh[Z _ji ieYai WdZ ijeYa_d]i _d j^[ K$I$" Wj W ijWj[#e\#j^[ Whj \WY_b_jo _d Dehj^ 9Wheb_dW$ 8o j^[ j_c[ j^[ Ê.&i hebb[Z WhekdZ" êm[l[h" Jh_c\_j ^WZ \ebbem[Z j^[ mWl[ e\ cWdk\WYjkh[hi \ehY[Z je cel[ el[hi[Wi je a[[f Yeiji bem$ 8kj j^[ XhWdZ cWZ[ ikh[ je cW_djW_d j^[ iWc[ cWdk\WYjkh_d] j[Y^d_gk[i WdZ Yecc_jc[dj je gkWb_jo _ji Ykijec[hi bel[Z$ B_a[ cWdo W Y^_bZh[dÊi cWdk\WY# jkh[h" j^[ efkb[dj Ê.&i m[h[ ]eeZ je Jh_c\_j$ ÇM[ m[h[ m_jêkj W ZekXj j^[ ceij h[Ye]d_pWXb[ Y^_b# Zh[dÊi êi_[ho dWc[ _d 7c[h_YW"È C[n_Yejj Wjj[ijiÆWdZ j^[ XhWdZ [l[d ^Wi Wd Earnshaw’s ;Whd_[ 7mWhZ je fhel[ _j" \eh j^[ Ceij EkjijWdZ_d] WdZ H[Ye]d_pWXb[ DWc[ _d 9^_bZh[dÊi >ei_[ho$ Ç8WYa _d j^[ c_Z#Ê.&i" m[ m[h[ _d Wbceij [l[ho Z[fWhjc[dj ijeh[ _d 7c[h_YW$ 7j ed[ j_c[ ? X[b_[l[ m[ ^WZ W iWb[i j[Wc e\ ,&#eZZ f[efb[ _d 7c[h_YW WdZ _d 9WdWZW$ M[ m[h[ Y[hjW_dbo _d ekh ^[oZWo$È ?j mWi W ]eeZ j_c[ \eh C[n_Yejj" jee" mê X[]Wd ^_i YWh[[h m_j^ Jh_c\_j Wi W iWb[i h[fh[i[djWj_l[$ Ç? mWi WYjkWbbo meha_d] \eh W èX# X[h _d j^[ [Whbo Ê.&i" i[bb_d] W bej e\ b_jjb[ XWX_[iÊ WYY[iieh_[i" b_a[ Z_Wf[h f_di" Xemi WdZ Xeej_[i" WdZ ed[ e\ j^[ WYYekdji j^Wj ? YWbb[Z ed mWi W if[Y_Wbjo ijeh[ _d =heii[ Fe_dj[" C?" Xo j^[ dWc[ e\ 9edd_[Êi 9^_bZh[dÊi Iêf"È ^[ h[YWbbi$ Ç? Z[l[bef[Z W \h_[dZi^_f m_j^ j^[ emd[hi" I_Z WdZ CWn_d[ Aehj" WdZ _j mWi I_Z mê iW_Z je c[" ÉCWha" j^[h[Êi W ieYa YecfWdo Xo j^[ dWc[ e\ Jh_c\_j j^Wj ? j^_da oek ek]^j je ][j _d jekY^ m_j^$Ê 7dZ ? Z_Z$È J^[ h[ij" Wi j^[o iWo" _i ^_ijeho0 C[n_YejjÊi iWb[i j[hh_jeho X[]Wd ]hWZk# Wbbo _dYh[Wi_d]" \hec Wbb j^[ WYYekdji _d C_Y^_]Wd je Wbb j^[ WYYekdji _d C_Y^_]Wd" ?dZ_WdW" E^_e" J[dd[ii[[ WdZ A[djkYao$ >[ b[\j Jh_c\_j \eh W j_c[ _d j^[ Ê/&i" Xkj ^[ c_ii[Z j^[ YecfWdo j^Wj ^[bf[Z fhef[b ^_i YWh[[h" ie ^[ h[jkhd[Z i[l[d o[Whi W]e WdZ ^WidÊj beea[Z XWYa i_dY[$ E\ Yekhi[" j^[ h[jW_b iY[d[ ^Wi Y^Wd][Z gk_j[ W X_j el[h j^[ o[Whi" WdZ m_j^ _j" j^[ Jh_c\_j XhWdZ$ Ç7i j^[ h[jW_b Yedieb_ZWj_ed ijWhj[Z ^Wff[d_d] WdZ fh_lWj[ bWX[bi YWc[ ed j^[ iY[d[" _j Z_bkj[Z ekh [dZ[Wlehi Wj j^Wj fe_dj _d j_c["È C[n_Yejj WYademb[Z][i$ 8kj j^_d]i Wh[ Z[\_d_j[bo ed j^[ kfim_d] W]W_d" ^[Êi ^Wffo je h[fehjÆW Z[l[befc[dj Yh[Z_j[Z _d bWh][ fWhj je j^[ YecfWdoÊi fkhY^Wi[ Xo J^[ B_[X[hcWd =hekf _d @kd[ e\ bWij o[Wh$ Ç?j ^Wi X[[d ed[ e\ j^[ ]h[Wj[ij

j^_d]i _d j^[ ^_ijeho e\ Jh_c\_j"È ^[ Wii[hjiÆWdZ m_j^ j^[ YecfWdoÊi h_Y^ /&#o[Wh ^_ijeho _d j^[ _dZkijho" j^WjÊi Y[hjW_dbo iWo_d] iec[j^_d]$ 8kj C[n_Yejj \[[bi Yed\_Z[dj j^Wj J^[ B_[X[hcWd =hekf fhel_Z[i `kij m^Wj j^[ XhWdZ d[[Zi ]e_d] \ehmWhZ$ ÇJ^[o Xh_d] cWha[j_d] iWllo" WZZ_j_edWb iekhY_d] YWfWX_b_j_[i WdZ Wd W]]h[ii_l[ if_h_j j^WjÊi ]e_d] je fhef[b ki \eh j^[ d[nj /& o[Whi"È ^[ fh[Z_Yji$ Ie \Wh" _j beeai b_a[ C[n_YejjÊi \W_j^ _d j^[ YecfWdo cWo X[ h_]^j ed j^[ ced[o$ H_]^j WmWo" J^[ B_[X[hcWd =hekf ^[bf[Z _cfb[c[dj i[l[hWb X_] Y^Wd][i j^Wj ^Wl[ Wbh[WZo cWZ[ Jh_c\_j ceh[ fhe\_jWXb[" \hec h[XhWdZ_d] _ji be]e je [nfWdZ_d] _dje j^[ kdZ[hm[Wh YWj[]eho$ 8o I[fj[cX[h" Jh_c\_j m_bb X[ XWYa ed j^[ i^[bl[i Wj CWYoÊi" WdZ Xo <Wbb Ê'+" j^[ Jh_c\_j dWc[ m_bb WZehd W hWd][ e\ a_ZiÊ fbWom[Wh" WYj_l[m[Wh WdZ ib[[fm[Wh" j^Wdai je W b_Y[di_d] W]h[[c[dj m_j^ j^[ IW\Z_[^ \Wc_bo$ ?jÊi Y[hjW_dbo W bej je jWYab[ _d `kij W \[m iêhj o[Whi" Xkj C[n_Yejj" mê mWi dWc[Z 9;E iêhjbo W\j[h J^[ B_[X[hcWd =hekf jeea el[h" cWo X[ `kij j^[ cWd \eh j^[ èX$ 7i ÇW \Whc a_Z \hec C_Y^_]Wd"È C[n_Yejj _i de ijhWd][h je ^WhZ meha$ Ç8ej^ e\ co ]hWdZfWh[dji m[h[ \Whc[hi" WdZ ? if[dj W \W_h Wcekdj e\ j_c[ ê[_d] hemi e\ Yehd"È ^[ h[c[cX[hi$ Ç?\ ?Êc dej c_ijWa[d j^Wj mWi êm ? [Whd[Z co ced[o je ]e je j^[ Yekdjo \W_h$ M[ ^WZ W hem e\ Yehd j^Wj mWi fheX# WXbo '& eh '( D[m Oeha 9_jo#XbeYai bed]" WdZ ? ]ej '& Y[dji \eh [l[ho hem ? ê[Z$ 8kj ? Z_Z ][j je ]e je j^[ Yekdjo \W_h" ie _j mWi Wbb ]eeZ$È ?d \WYj" Ç?jÊi Wbb ]eeZ"È YekbZ X[ Z[iYh_X[Z Wi W f[hiedWb cejje \eh j^[ f[hf[jkWbbo kfX[Wj 9;E" mê ^Wi X[[d ZkXX[Z ÇJh_c\_jÊi Y^[[hb[WZ[hÈ Xo ^_i [cfbeo[[i$ >_i \Wleh_j[ Ye\# \[[ Ykf" ^[ WZc_ji" ifehji W f[WY[ i_]d WdZ j^[ f^hWi[ Çb_\[ _i ]eeZ$È E\ Yekhi[ j^[h[Êi fb[djo je ic_b[ WXekj \eh C[n_Yejj0 ;l[d _\ j^[ Jh_c\_j XhWdZ _idÊj Wi kX_gk_jeki Wi Zkh_d] _ji ^[oZWo" _j ij_bb YeccWdZi W i_p[WXb[ fehj_ed e\ j^[ Y^_bZh[dÊi êi_[ho cWha[j" m_j^ W fh[i[dY[ _d ceh[ j^Wd '"&&& if[Y_Wbjo WdZ Z[fWhjc[dj ijeh[i _d Dehj^ WdZ Iekj^ 7c[h_YW" Wi m[bb Wi W Xeec# _d] fh_lWj[ bWX[b Xki_d[ii WdZ ]hem_d] _dj[hdWj_edWb iWb[i _d j^[ K$A$" JW_mWd" Iekj^ Aeh[W WdZ @WfWd$ ;l[d j^[ Y^Wbb[d][i j^Wj b_[ W^[WZÆfWhj_YkbWhbo m^[d _j Yec[i je XhWdY^_d] _dje ie cWdo d[m XhWdZ YbWii_\_YWj_ediÆ^[ l_[mi Wi effehjkd_j_[i$ ÇM[Êh[ dej ]e_d] je X[ `kij W ieYa YecfWdo eh W êi_[ho YecfWdo eh Wd kdZ[hm[Wh YecfWdo$ M[Êh[ ]e_d] je X[ ie ckY^ ceh[ _d j^[ \kjkh["È ^[ Wii[hji$ ÇJ^WjÊi ekh Y^Wbb[d][$ Ekh Y^Wbb[d][i Wh[ j^[ effehjkd_j_[i j^Wj fh[i[dj j^[ci[bl[i$È

We're not going to be just a sock company or a hosiery company or an underwear company. We're going to be so much more in the future... Our challenges are the opportunities that present themselves.

Do you think your sales experience helped in your new role as CEO? ? j^_da [l[hoj^_d] _d co f[hiedWb ^_ijeho ^Wi ^[bf[Z$ 7bie" ? l_[m Jh_c\_j Wi W YecfWdo j^Wj hkdi Xo Yecc_jj[[" ie je if[Wa$ ? h[bo ed [l[hoed[Æ \hec co iWb[i Z[fWhjc[dj je co cWha[j_d] j[Wc$ >ef[\kbbo j^[o ]_l[ c[ j^[ _d\ehcWj_ed j^WjÊi d[Y[iiWho je kbj_cWj[bo cWa[ W Z[Y_i_ed Wi je ( & ' * @ K BO ; 7 H D I > 7M I $ 9 E C 2 3

er_07_14_Q&A_03.indd 23

6/25/14 12:50 PM

the direction we need to go. We really have a strong, dedicated workforce that assists me 24 hours a day. I’m not afraid to ask their opinions, and most of the time if their decisions make sense, that’s the direction we’ll go. It’s not a directive coming down for me. I’m not that person. Everyone has a skillset in our office, and that’s what we have to rely on to move ahead and go forward. And The Lieberman Group brought another skillset and view, because they look at Trimfit from an outsiders’ perspective. I use all those considerations in the decision making process.

UP CLO SE WITH MAR K M E XI COT T What are you reading? I travel extensively so if I don’t have two or three books on the plane it’s a bad day. Right now I’m reading something by Steve Berry and another novel by Dan Brown. Don’t ask me their titles—I buy books based on how thick they are. [Laughs.] What’s your favorite way to spend a free afternoon? I would be remiss if I didn’t say that my absolute favorite way to spend the afternoon, morning and evening would have to be with my wife, Yvonne. Whatever I’ve done today, I couldn’t have done without her at my side.

Tell me more about the changes The Lieberman Group made after purchasing the company. They wanted to rebrand Trimfit, to make it more relevant and to freshen it up, and we’re right in the process of doing that now, with marketing, product and new sourcing abilities. We’ve also done some tweaks to the logistical end of our business, and we’ve become much more efficient. We’ve become much more profitable with

What superpower would you love to have? You have to remember I’m a sock guy, and socks come in pairs, so you have to give me two superpowers. I want invisibility, and I want the Zach Morris time out [from Saved by the Bell].

some of the things we’ve done in the past 12 months. The marketing savvy that the Liebermans bring to the table is nothing short of greatness. We’re also going to start advertising again. At one time, we spent a tremendous amount of energy in the advertising marketplace. We were in the front of numerous magazines during the ’80s—from Teen to Vogue—and we’re going to reinvent the brand once again. I can’t wait.

How are you freshening up the product? The change isn’t really apparent in the product itself. We certainly aren’t changing the integrity or the quality of the brand, but what The Lieberman Group brought to the table is additional sourcing capabilities and additional product classifications. Within the first six months of The Lieberman Group ownership, we expanded into the underwear business for children. That was a new classification we added almost immediately. We do have something coming up in the immediate future that will be huge news.

What three things could you never live without? There’s nothing you really can’t live without, but thanks to the ease of communication provided by technology today, I would have to say my computer or an iPad. Besides that there’s not so much I couldn’t live without—unless you want to toss my coffee cup in there.

>DC A:8I % 8DA

I]Z ^ciZgcVi^dcVa X]^aYgZcÉh igVYZ h]dl

6j\jhi ' ( ) CZl Ndg`! JH6

EG:"G:<>HI:G CDL DC LLL#EA6NI>B:C:LNDG@#8DB Dg\Vc^oVi^dc E^XVÓdg >cX# :"bV^a XdciVXi5eaVni^bZcZlndg`#Xdb IZa & '&' *+( ,(% ;DG IG69: DCAN

er_07_14_Q&A_03.indd 24

6/24/14 11:12 AM

Can you share the big news? In fall of 2015, Trimfit will expand into children’s clothing, thanks to a licensing agreement with the Safdieh family. We will offer cuttingedge fashion at competitive pricing, and we’re going to target the upstairs market and better specialty stores. We will offer sleepwear, playwear and activewear. It’s a vision I’ve had for almost 30 years. I’ve always believed that Trimfit has an opportunity, if not an obligation, to be much more than we are today. And my vision is finally turning into reality, thanks to The Lieberman Group and the Safdieh family. As we continue down that path, I’m certain we’ll talk about brand extensions to play into the mid-tier market and wherever else that we have to do tweaks to extend the brand into a greater marketplace. Congrats! Can you describe the new clothing line? We’re not close to that point yet, but there will be a synergy between the Trimfit brand as you know it today and the Trimfit brand going forward. We have a 90-year-heritage that’s tried and tested and a very loyal customer base who understands that Trimfit is about quality, value, design and consistency. All of those attributes are definitely going to be integral to any classification we go forward with, whether we do it internally or whether we do it through a licensed agreement. None of that is going to change. Do you plan on making any changes to your retail strategy? This is not so much a change, but we do plan to encourage our retailers, from the national chains to the mom-and-pops, to expand their product classifications with us. If we’re selling the girls’ line to a certain account but we’re not selling the boys’, we certainly want to sell them the boys’ collection, too. We want the Trimfit customer to start at infancy and grow up with us. What’s the secret to staying ahead of the competition? Business today isn’t easy. You have to have the right quality, the right design and the right price. All of those components are necessary to make an attractive product for the consumer. There are a lot of socks on the marketplace, and we have a lot of competition. But I like to say that we actually compete with our competition as opposed to against, because I think competing against the competition fosters secrecy and control and all those negative aspects of business. When you compete with your competition, you learn something every day. I’ve been in this business for 35 years, and I’m still learning things every single day. If we can learn from our competition and it makes us better, that’s great news. We love it. That being said, how does Trimfit stand out in a crowded marketplace? I have to fall back on the design, quality and value—and without a doubt the heritage—that Trimfit represents. For today’s customer, her mother bought Trimfit socks for her. And her grandmother bought Trimfit socks for her mother. We may even be able to go back another generation and say her great-grandmother bought Trimfit socks for her grandmother. That’s the heritage and the loyalty that we hope separates us from other brands. But of course, you still have to have the right design and the right colors. You still have to have quality that’s not questionable. And in today’s marketplace, you have to offer value. It doesn’t do any good to have everything under the sun and be priced out of reality. Value is a huge component. And we certainly believe that we bring all of those attributes to the table. >46

er_07_14_Q&A_03.indd 25

ŅĵåƉŸååƉŅƚųƉĹåƵ :ĜüƋƉ¼Ɖ ŞŞ±ųåĬƉÏŅĬĬåÏƋĜŅĹ

{ĘŅĹåƉŠĂŎǈšƉƐƖĉěííŎŎƉÎƉ8±ƻƉŠĂŎǈšƉƐƖĉěííƖí ÏŅĹƋ±ÏƋÄ±ĹčåĬÚå±ųţĹåƋƉÎƉƵƵƵţ±ĹčåĬÚå±ųţÆĜǄ

6/24/14 11:13 AM

[ON THE BLOCK]

Treasures Untold How many wonders can one shop hold? A lot! Packed to the rafters with one-of-a-kind merchandise, New Jersey-area boutique Marcia’s Attic for Kids is proof that brick-and-mortar retail can still thrive, with a smart staff and round-the-clock customer service. BY AUDREY GOODSON KINGO IT’S AN UNUSUALLY bright and sunny Saturday in March in New York City, and Trang Lio is perched on the first row at Petite Parade, a bi-annual runway show that unites an array of kids’ industry insiders, from retailers to stylists. In addition to keeping an eye out for the latest trends, the savvy store owner is there to support her friend and loyal customer Amber Sabathia, as mini models march down the runway decked out in Sabathia’s new children’s line, CCandy. Sabathia is the wife of Yankees’ starting pitcher CC Sabathia, and the front row is accord-

ingly dotted with an array of local celebrities, but Lio isn’t looking to mingle. After a long, bleak winter, the sunny weather means customers will finally be flocking to her shop in Englewood, NJ, Marcia’s Attic for Kids—and Lio is itching to get back to the store floor. That commitment to customers, a lesson Lio learned from the store’s namesake and co-owner Marcia Hecker, is a large part of why the boutique has been bustling for 41 years. When she was 17, Lio began working the register after school at Marcia’s Attic, and eventually became a

2 6 E A R N S H AW S . C O M J U LY 2 0 1 4

er_07_on_the_block_01.indd 26

6/23/14 4:30 PM

Xko[h" cWdW][h WdZ dem Ye#emd[h e\ j^[ )"+&&#igkWh[#\eej ifWY[$ 7\j[h 25 years in the kids’ retail business, the self-described “people person” intuitively understands what lies at the heart of any successful retail l[djkh[0 ÇM[ Z[Ód_j[bo adem Wbb e\ ekh Ykijec[hi Xo dWc[" _dYbkZ_d] j^[_h Y^_bZh[d"È i^[ fe_dji ekj$ Ç? j^_da j^WjÊi _cfehjWdj je Xk_bZ h[bWj_edi^_fi" ie j^[o jhkij ki$ ?jÊi W bed]#j[hc h[bWj_edi^_f$È 7 bed]#j[hc h[bWj_edi^_f" _dZ[[Z0 CWdo e\ j^[ ijeh[Êi Óhij Ykijec[hi dem Yec[ XWYa m_j^ j^[_h ]hWdZY^_bZh[d _d jem" B_e dej[i$ ÇM[ ^Wl[ Ykitomers come in with their kids wearing the same sweaters their parents Xek]^j Wj CWhY_WÊi 7jj_Y WdZ j^[o meh[ Wi a_Zi$ F[efb[ \[[b b_a[ \Wc_bo ^[h["È i^[ Z[iYh_X[i$ 7dZ _d h[Y[dj o[Whi" j^Wj bed][l_jo ^Wi ]_l[d j^[ ijeh[ W Yecf[j_j_l[ [Z][$ M_j^ Wd _dYh[Wi_d] dkcX[h e\ jeZWoÊi fWh[dji jkhd_d] je j^[ ?dj[hd[j je iêf" cWdo cec#WdZ#fef ijeh[i ckij h[bo ed j^[_h m[Xi_j[i je YWfjkh[ iWb[i ekji_Z[ j^[_h beYWb Yecckd_jo$ Dej ie \eh CWhY_WÊi 7jj_Y$ B_e [ij_cWj[i j^Wj WXekj W gkWhj[h e\ j^[ ijeh[Êi sales come from out-of-state shoppers—sales made over the phone, kikWbbo Xo B_e ^[hi[b\" eh Xo Ijeh[ CWdW][h B_iW B_jjcWd$ Ç7 bej e\ ekh Ykijec[hi Wh[ i[YedZ ][d[hWj_ed$ J^[_h fWh[dji iêff[Z j^[ ijeh[" ie j^[o adem ki"È B_e WYademb[Z][i$ ÇM[Êl[ X[[d Zh[ii_d] j^[ Wh[WÊi a_Zi \eh ie cWdo o[Whi j^Wj the people who grew up here but moved elsewhere know j^_i _i j^[ fbWY[ je Yec[$È 7 bej e\ j^Wj beoWbjo ^Wi je Ze m_j^ B_e WdZ B_jjcWd" dej[i IkiWd I_bl[hij[_d" W Xko[h \eh j^[ ijeh[$ ÇJhWd] WdZ B_iW h[Wbbo adem j^[_h Ykijec[hi Xo dWc["È I_bl[hij[_d fe_dji ekj$ ÇJ^[o ^Wl[ j^[_h Y[bb fêd[ dkcX[hi$ J^[o ][j j[nji Wj c_Zd_]^j j^Wj iWo" É? iWm iec[j^_d] ed ?dijW]hWc$ 9Wd oek êbZ _j \eh c[5ÊÈ Ed Wd Wl[hW][ IWjkhZWo" Xej^ B_e WdZ Littman can be found rushing between the telephone and the store floor, hugging familiar friends and promising to put the latest styles—most recently palazzo pants for girls and l_djW][ j[[i \eh XeoiÆed êbZ \eh j^[_h \Wleh_j[ iêff[hi$ ÇJ^WjÊi fWhjbo mô f[efb[ Yec[ ^[h["È I_bl[hij[_d fe_dji ekj$ ÇOek YWdÊj Ze j^Wj Wj 8beec_d]ZWb[Êi$ F[efb[ Wh[ l[ho beoWb je JhWd] WdZ B_iW$È Store events are a big draw at Marcia’s Attic, like the one that allowed young customers to strike a 9Wi[ _d fe_dj0 M^[d 7cX[h IWXWj^_W Óhij bWkdY^[Z 99WdZo" pose with the Frozen princesses (top) and the one celebrating the launch of CCandy (below). the collection’s debut didn’t take place on a runway—it hapf[d[Z _di_Z[ j^[ \ekh mWbbi e\ CWhY_WÊi 7jj_Y" Wj W if[Y_Wb _j Wbie ^[bf[Z h[c_dZ iêff[hi j^Wj CWhY_WÊi 7jj_Y ademi m^Wj b_jjb[ [l[dj ^[bZ _d @kd[ e\ bWij o[Wh$ M_j^ \WY[ fW_dj_d] WdZ ]b_jj[h jWjjeei ed[i bel[$ ÇM[ jho je a[[f _j \h[i^ ^[h[" WdZ jho je Ze j^_d]i je ifWha available for the shop’s littlest customers, as well as a star-studded arkf [nY_j[c[dj"È B_e dej[i$ ray of local celebrities for mom and dad to meet and greet—including 99Æj^[ ijeh[ mWi fWYa[Z je j^[ Xh_c m_j^ Ykh_eki beYWbi WdZ beoWb OUT OF THE ORDINARY Ykijec[hi Wb_a[$ ÇJ^[h[ mWi ]b_jj[h Wbb el[h j^[ Ôeeh \eh W m[[a"È B_e ?\ j^[ iêfÊi d[Wh#cedj^bo W][dZW e\ [l[dji WdZ jhkda iêmi _idÊj [dek]^ h[fehji m_j^ W bWk]^$ je ][d[hWj[ [dj^ki_Wic" j^[d _ji i[b[Yj_ed Y[hjW_dbo m_bb$ M^Wj X[]Wd 7dZ j^WjÊi dej j^[ edbo [l[dj j^Wj ^Wi [dj_Y[Z iêff[hi je ijef Xo _d _d Wd Wjj_Y WXel[ W h[ijWkhWdj ^[dY[ j^[ dWc[ _d d[WhXo <ehj B[[" D@" h[Y[dj cedjî$ ?d CWo" CWhY_WÊi 7jj_Y fbWo[Z êij je Wd W_hXhki^_d] the boutique is now packed with a wide array of apparel, toys, hosiery event—perfect for young campers looking for personalized gear and WdZ ]_\ji \eh _d\Wdji kf je `kd_eh _d ]_hbiÊ WdZ i_p[ (& _d XeoiÊ$ ;l[d j^[ j[[i$ J^WjÊi _d WZZ_j_ed je W YWcf#j^[c[Z [l[dj _d [Whbo 7fh_b j^Wj WbY[_b_d] _i ijeYa[Z m_j^ ]eeZ_[i0 >[Ya[hÊi i_]dWjkh[ Ybej^_d] b_d[i hkd bem[Z a_Zi je Yh[Wj[ Ykijec_p[Z J#i^_hji" `[m[bho" X[WY^ XW]i" XWYafWYai WYheii ckY^ e\ j^[ ifWY[" ZWd]b_d] j[cfj_d] jh[Wji b_a[ jkjki$ WdZ f_bbemi \hec Wd WhhWo e\ l[dZehi$ 8kj j^[ X_]][ij ZhWm" Wi_Z[ \hec J^[h[Êi [l[d W ]hemd#kf ekjfeij WYheii j^[ ijh[[j" CWhY_WÊi 7jj_Y \eh j^[ 99WdZo bWkdY^" mWi W Frozen-themed party the boutique hosted in 7Zkbji" ijeYa_d] fefkbWh mec[dÊi bWX[bi b_a[ HW] 8ed[" Ifb[dZ_Z WdZ <[XhkWho" m_j^ W ]k[ij Wff[WhWdY[ \hec j^[ ÓbcÊi X[bel[Z Y^WhWYj[hi$ ;bbW Ceii$ ?d \WYj" j^[ a_ZiÊ ijeh[ _i Z[i_]d[Z Xo _dj[dj je Yecfb[c[dj B_e \ekdZ ;biW WdZ 7ddW beeaWb_a[i j^hek]^ W beYWb Yeijkc[ YecfWdo" the women’s boutique, with infant goods in the back, and teen apparel and she reports that several nearby stores and schools have followed in in the front—with the idea that girls will graduate from one section to ^[h \eejij[fi Xo ^_h_d] j^[ fefkbWh fh_dY[ii[i$ Dej edbo mWi j^[ fWhjo j^[ d[nj" WdZ [l[djkWbbo je j^[ WZkbj ijeh[$ Dej je c[dj_ed" Xkio ceci Wd [nY[bb[dj Yecfb[c[dj je j^[ ijeh[Êi WhhWo e\ Frozen merchandise, need clothes, too, and there’s no better time to capitalize on a sale than ( & ' * @ K BO ; 7 H D I > 7M I $ 9 E C 2 7

er_07_on_the_block_01.indd 27

6/23/14 4:31 PM

What’s Selling at Marcia’s Attic? Bestselling girls’ apparel: Denim shortalls by Hudson, palazzo pants by Les Tout Petits Bestselling girls’ accessory: Socks by Living Royal and Confetti and Friends Bestselling boys’ apparel: Vintage T-shirts by Little DiLascia and Prefresh Bestselling boys’ accessory: Teeny Mates sports figurines Bestselling infants’ apparel: Moncler outerwear Bestselling infants’ accessory: Custom Boogie Baby blankets and hooded towels

when they are already prepared to spend. When Lio outfits a little customer in cropped harem pants and her mom expresses an interest, for example, Lio simply calls across the street to put a pair on hold. And just last year Marcia’s Attic for Kids added a shoe department, after a nearby footwear store closed down and she knew there would be a demand. Now, customers can pick up anything from flip flops to boots by brands like Ugg, Bloch and Naturino. “We match the clothes to the shoes and it’s a one stop shop,” Lio notes, adding that it’s been a big success so far. Sparkly special occasion numbers by Stuart Weitzman are the store’s bestsellers, but Lio recently started stocking a secret weapon that’s already a hit: Clear, see-through boots in the style of Dr. Martens. The boots are a private label find Lio wisely won’t reveal, but they pair perfectly with eye-popping, digitally-printed socks by Living Royal and Confetti and Friends. As for the shop’s apparel, brands run the gamut from affordable basics by Malibu Sugar to luxurious outerwear by Moncler. In fact, some of the store’s most successful brands are pricier labels like Scotch Shrunk, Moncler and Rosé Pistol. “It’s double or triple the price of our other merchandise, but people want it because it’s not everywhere,”

Lio notes. And being unique is the shop’s trademark—ever since its humble beginnings in an attic, when Hecker built a reputation for stocking hard-to-find clothes and gifts. “People described it as a treasure chest. Marcia always had one-ofa-kind things,” describes Lio, who stays true to that heritage by keeping an eye out for the latest trends, browsing everything from Instagram to trade show floors. It’s also why both Lio and Silverstein have a “never say never” rule: “I never say ‘I’m closed’ with respect to open-to-buy,” Silverstein attests. “It’s really important to see everything from pretty much everyone out there because you never know what you’re going to miss. And you can’t miss it because if you do, someone else will have it.” Lio agrees: “I will look at any line with an open mind, and if there’s a chance it will do well, I will give it a shot. My motto is never say no, because you never know if it will be a hit or not.” And as Lio notes, they’re willing to give almost anything a spot on the shelves for at least a season or two: “I think it’s important to build relationships, and I just feel that everyone should get a chance,” she explains. “I wouldn’t buy something that’s not right for the store, but if I’m on the fence, I’ll give it a chance.”

2 8 E A R N S H AW S . C O M J U LY 2 0 1 4

er_07_on_the_block_01.indd 28

6/25/14 11:49 AM

GIFTGUIDE

ADVERTORIAL

LITTLE TOADER

BUNNIES BY THE BAY

Fall 2014

AppeTEETHERS by Little Toader are patented, silicone, food-shaped teething toys free of BPA, phthalate, PVC and lead. They provide the perfect amount of resistance to soothe baby’s sore gums, and their cute one-ofa-kind designs will make you chuckle! Children can nosh on Baby-Q Ribs, a Chompin’ Chicken Wing, Broccoli Bites and more. Reference “Earnshaws” on orders placed before July 31 for free shipping. For further information, find us on the web at www.littletoader.com/ about/appeteethers, call (877) 434-8623 or e-mail wholesale@littletoader.com.

Our mission has always been to create the softest, sweetest and most cherished security blankets, apparel and gifts for little ones embarking on their first years of life. With engaging art and playful wit, Bunnies By The Bay promises parents a cherished “hareloom” for the years to come. Check us out at Atlanta Gift & Home Market, NY NOW and ABC Kids Expo. Call (877) 467-7248, visit www.bunniesbythebay.com or e-mail patt@bunniesby thebay.com for more information.

Love these brands? Look for more products and gifts in our September Gear Guide, distributed at the ABC Kids Expo in Las Vegas.

RAGTALES

GIFTGUIDE To participate, contact noelle.heffernan@9threads.com or call (646) 278-1531.

er_07_14_giftguide_advtrl_02.indd 29

At Ragtales, we are proud to offer a range of toys designed to accompany children on the journey through their early years. Our aim is to create toys that are full of charm and originality, inspired by the heritage of English life. Each toy features original designs, gorgeous hand-picked fabrics, the highest quality velour and hand-knit clothing. Childhood toys often become treasured companions, and at Ragtales, we make toys that just want to be loved. Check them out at Dallas Market Center, Atlanta Gift & Home Market, NY NOW, Seattle Gift Show, Playtime New York or ABC Kids Expo. Visit www.roundabout.us or e-mail ragtalesUSA@roundabout.us.

6/25/14 2:02 PM

Biscotti silver dress and shrug.

er_fashion_july2.indd 30

6/25/14 3:27 PM

shine WITH RICH FABRICS AND LUXE METALLICS, FALL’S OPULENT DRESSWEAR NEEDS NO OCCASION TO SPARKLE. P H O T OG R A P H Y BY R A P H A E L B UC H L E R

er_fashion_july2.indd 31

6/25/14 3:27 PM

Reina Mora dress. Opposite: Junior Gaultier metallic shift dress, TicTacToe tights, Pediped boots; Junior Gaultier leopard-print dress, TicTacToe knee-high socks, Pediped flats. 32

er_fashion_july2.indd 32

6/25/14 3:28 PM

er_fashion_july2.indd 33

6/25/14 3:28 PM

er_fashion_july2.indd 34

6/25/14 3:28 PM

Bonnie Young dress with fur skirt; Stella Mâ&#x20AC;&#x2122;lia dress. Opposite: Princess Faith dress, TicTacToe knee-high socks, Umi ballet flats.

er_fashion_july2.indd 35

6/25/14 3:29 PM

er_fashion_july2.indd 36

6/25/14 3:29 PM

Marie Chantal dress, TicTacToe knee-high socks, Umi ballet flats; Marie Chantal blouse under Paul Smith jacket and shorts, Pediped boots. Opposite: Laundry by Shelli Segal dress.

er_fashion_july2.indd 37

6/25/14 3:55 PM

Reina Mora collared dress. Opposite: Us Angels purple dress, TicTacToe socks, Livie & Luca shoes. Styling by Maria-Stefania Vavylopoulou. Hair and makeup by Sylvia DiMaki.

er_fashion_july2.indd 38

6/25/14 3:30 PM

er_fashion_july2.indd 39

6/25/14 4:01 PM

BEHIND THE SEAMS APPAREL

Pretty in Prints Puerto Rican brand Reina Mora woos retailers with graphic—and girly—takes on womenswear trends.

EINA MORA DESIGNER Marta Negron recently got a iêYa m^[d i^[ ef[d[Z W Ifh_d] Ê'+ h[fehj \hec jef jh[dZ \eh[YWij[h M=ID WdZ Z_iYel[h[Z j^Wj j^[ \_hij Zh[ii \[Wjkh[Z mWi \hec ^[h Ykhh[dj Yebb[Yj_ed$ Ç? YekbZdÊj X[b_[l[ m[ m[h[ ed _j" WdZ j^Wj ? Z_ZdÊj [l[d adem WXekj _j È i^[ h[c[cX[hi" bWk]^_d]$ <eh jêi[ \Wc_b_Wh m_j^ j^[ IWd @kWd" Fk[hje H_Ye#XWi[Z XhWdZ" _jÊi dej j^Wj ikhfh_i_d]Æj^[ ^_]^#[dZ ]_hbiÊ b_d[ gk_Yabo X[YWc[ ademd \eh _ji ed#j^[#fkbi[ Z[i_]di WdZ del[bjo \[Wjkh[i m^[d _j bWkdY^[Z _d (&&&ÆXkj \eh D[]hed" mê mWi `kij XWYa _d j^[ ]Wc[ W\j[h W i_n#o[Wh ^_Wjki" _j mWi W im[[j ijWcf e\ WffhelWb$ ÇJe YWjY^ W Xko[hÊi Wjj[dj_ed jeZWo oek ^Wl[ je [_j^[h ikhfh_i[ j^[c eh iêYa j^[c$ M[ ZedÊj mWdj je iêYa j^[c" X[YWki[ j^WjÊi dej m^Wj ekh XhWdZ _i WXekj" ie ? ^Wl[ je ikhfh_i[ j^[c" WdZ ? Ze j^Wj m_j^ fh_dji"È i^[ e\\[hi$ J^WjÊi [nWYjbo m^Wj YWk]^j j^[ [o[ e\ 7Whed AWii_d" fh_dY_fWb Wj If[Y_Wbjo 7ffWh[b =hekf BB9" j^[ D[m Oeha 9_jo#XWi[Z iêmheec j^WjÊi Z[j[hc_d[Z je fkj H[_dW CehW XWYa ed j^[ cWf$ AWii_d jeea el[h Z_ijh_Xkj_ed \eh j^[ XhWdZ _d EYjeX[h e\ (&')$ Ç>[h b_d[ _i ie \h[i^ WdZ h_Y^$ I^[ ^Wi W kd_gk[ jWb[dj e\ Xb[dZ_d] ]h[Wj \WXh_Yi m_j^ fem[h\kb fh_dji WdZ Z[i_]di"È ^[ ijWj[i$ EdY[ YWhh_[Z _d ceh[ j^Wd (+& ijeh[i _d j^[ K$I$ WdZ Fk[hje H_Ye" D[]hed jeea W Xh[Wa _d (&&. je \eYki ed \Wc_bo$ Ç8[\eh[" ? mWi jhWl[b_d] je D[m Oeha" 7jbWdjW" :WbbWi WdZ" Wj ed[ j_c[" 9WdWZW$ ? mWi Wbb el[h j^[ fbWY[" WdZ ? \[bj ]k_bjo j^Wj ? mWidÊj if[dZ_d] [dek]^ j_c[ m_j^ co a_Zi"È i^[ i^Wh[i$ 8kj m^[d ^[h ZWk]^j[hi b[\j \eh Yebb[][" ^[h d[m\ekdZ \h[[ j_c[ ifWha[Z W \Wc_b_Wh Yh[Wj_l[ _jY^ WdZ" m_j^ ^[h ^kiXWdZÊi [dYekhW][c[dj" i^[ f_Ya[Z kf m^[h[ i^[ b[\j e\\" h[#bWkdY^_d] H[_dW CehW _d <Wbb Ê')$ Ç? ijkZ_[Z j^[ jef jh[dZi _d mec[dim[Wh WdZ jh_[Z je h[_dj[hfh[j j^[c \eh ]_hbi ie j^[o \[[b b_a[ j^[oÊh[ m[Wh_d] iec[j^_d] jh[dZo Xkj ij_bb beea j^[_h W]["È i^[ iWoi$ M^_b[ j^[ Ifh_d] Ê'* Yebb[Yj_ed \[Wjkh[Z fêje#h[Wb fh_dji b_a[ X[WY^ iY[d[i" bki^ \eh[iji WdZ hemi e\ Yebeh\kb êki[i ed YbWii_Y i_bêk[jj[i" <Wbb Ê'* cel[Z _dje W ceh[ fh[jjo#c[[ji#fkda fbWY[" m_j^ fbW_Z" bWY[" b[efWhZ WdZ F_[he <ehdWi[jj_#[igk[ fh_dji ed Zh[ii[i" jefi WdZ ia_hji _d W fWb[jj[ e\ cWkl[" _leho WdZ XbWYa$ ÇJ^[ f_[Y[i j[dZ je ][j Wjj[dj_ed ie j^[ ]_hbi mê mWdj je m[Wh j^[c Wh[ ijhed]1 j^[o adem \Wi^_ed WdZ j^[o YWd ^WdZb[ j^[ Wjj[dj_ed"È D[]hed iWoi$ D[nj ifh_d] i^[ fbWdi je WYY[dj ^[h Z[i_]di m_j^ b[jj[hi" b_f fh_dji WdZ XejWd_YWb \bem[hi$ 8[oedZ j^Wj" i^[ êf[i je hWcf kf ^[h h[jW_b fh[i[dY[ _d ;khef[$ Ç? j^_da m[ YekbZ Ze l[ho m[bb j^[h["È i^[ cki[i$ Ç8[YWki[ ekh Zh[ii[i Wh[ ceh[ ^[Wlo WdZ ijhkYjkh[Z" f[efb[ j[dZ je Wiikc[ m[ Wh[ W ;khef[Wd XhWdZ$ M[ Wh[ Ze_d] l[ho m[bb _d j^[ K$I$" Xkj X[YWki[ m[ ^Wl[ j^Wj a_dZ e\ beea" ? êf[ _d j^[ \kjkh[ m[ YekbZ cWa[ j^Wj Yheiiel[h l[ho [Wi_bo$È—Lyndsay McGregor

4 0 ; 7 H D I > 7M I $ 9 E C @ K BO ( & ' *

er_07_1 4_BTS_03.indd 40

6/25/14 10:48 AM

CMC_Earnshaws_0614_ThirdVerticalV3.pdf

6/13/2014

Dress to Impress

FTER HER DAUGHTER jkhd[Z '(" Ij[bbW CY9W\\h[o \h[gk[djbo \ekdZ ^[hi[b\ \WY[Z m_j^ j^[ Z_b[ccW e\ Zh[ii iêff_d] \eh c_ZZb[ iYêeb \ehcWbi WdZ 8Wh WdZ 8Wj C_jplWî$ ÇI^[ mekbZ d[l[h ]_l[ c[ [dek]^ mWhd_d]"È i^[ h[YWbbi" WZZ_d] j^Wj j^[ edbo efj_edi WlW_bWXb[ Wj j^[_h beYWb cWbb jkhd[Z ^[h '(#o[Wh#ebZ _dje ÇW *&#o[Wh#ebZ Yek]Wh eh W (&#o[Wh#ebZ YbkX êff[h$È I^[ ieed h[Wb_p[Z i^[ mWidÊj j^[ edbo cec cekhd_d] j^[ bWYa e\ W][#Wffhefh_Wj[ \ehcWb m[Wh \eh jm[[di$ Ie" Wi W lehWY_eki h[WZ[h e\ \Wi^_ed cW]Wp_d[i mê Z[i_]d[Z ^[h emd fhec Zh[ii[i Wi W j[[d" CY9W\\h[o Z[Y_Z[Z je fkj ^[h \hkijhWj_ed je ]eeZ ki[ WdZ b[\j Wd '.#o[Wh YWh[[h _d YehfehWj[ _dl[ijc[dj XWda_d] je ijWhj Ij[bbW CÊb_W$ J^[ jWij[\kb b_d[ Z[Xkj[Z \ekh o[Whi W]e WdZ _i YWhh_[Z jeZWo _d ceh[ j^Wd -& ijeh[i _d j^[ K$I$" 7kijhWb_W" D[m P[WbWdZ" 9WdWZW WdZ j^[ K$A$ Ç?Êl[ X[[d Ze_d] j^_i ibembo X[YWki[ ? h[Wbbo mWdj je cWa[ ikh[ co ^kdY^ _i Yehh[Yj WXekj m^[h[ m[ Wh[ W[ij^[j_YWbbo WdZ êm m[Êh[ fei_j_ed_d] j^_i fheZkYj"È i^[ dej[i" WZZ_d] j^Wj i^[ h[Y[djbo ^_h[Z ^[h \_hij iWb[i h[f$ ÇJ^[ fWij \[m o[Whi ^Wl[ X[[d ceh[ e\ W j[ij je i[[ m^Wj m[Êh[ YWfWXb[ e\ Ze_d] WdZ m^[j^[h

Stella M’lia offers on-trend and ageappropriate ensembles for the tween set.

j^[ Z[i_]di YWd h[iedWj[ m_j^ h[Wb f[efb[ mê ^Wl[ h[Wb d[[Zi$È Ie \Wh" ie ]eeZ0 I^[ h[]kbWhbo \_[bZi YWbbi \hec ceci j^Wda_d] ^[h \eh e\\[h_d] Zh[ii[i j^[o b_a[ WdZ j^[_h ZWk]^j[hi bel[$ ?d \WYj" Wbb e\ j^[ XhWdZÊi el[hi[Wi Xki_d[ii _i j^[ h[ikbj e\ mehZ#e\#cekj^ fhW_i[$ ÇJ^_i cej_lWj[i ki WdZ [dYekhW][i ki je ijWo jhk[ je ekh YeZ["È i^[ iWoi" m^_Y^ i^[ ikci kf Wi Ç\eYki_d] ed Wd kdZ[hi[hl[Z cWha[j m_j^ W Z[Y_Z[Zbo Z_\\[h[dj beea$È Jhk[ je \ehc" j^_i \WbbÊi Ç_dj[h]WbWYj_Y jh_X[#c[[ji#CWZ C[dÈ Yebb[Yj_ed \[Wjkh[i jm[[d#\h_[dZbo Z[jW_bi b_a[ c[jWbb_Y" fWij[b" XheYWZ[ WdZ W b_jjb[ Xb_d]$ Ç? ^Wl[ WYY[ii je W bej e\ c_ZZb[ iYêeb ]_hbi mê Wh[ co Ybei[ij Yh_j_YiÆ_\ j^[o ZedÊj mWdj je m[Wh W Zh[ii je j^[_h d[nj fWhjo j^[d ? X[jj[h dej cWa[ _j _d fheZkYj_ed gkWdj_j_[i È CY9W\\h[o bWk]î$ <eh dem i^[Êi \eYki[Z ed ifh_d] WdZ \[[b_d] _dif_h[Z Xo Bkf_jW Doed]ÊeÊi fWhWZ[ e\ Yebeh\kb WmWhZ i[Wied ]emdi$ I^[Êi Wbie jeo_d] m_j^ j^[ _Z[W e\ [nfWdZ_d] X[oedZ ^[h XhWdZÊi jWh][j W][ ]hekf e\ . je '*$ 8kj Ze[i i^[ [l[h c_ii ^[h ebZ èX5 J^Wj mekbZ X[ W de$ ÇJWba_d] je ceci je mêc co fheZkYj h[Wbbo cWjj[hi WdZ i[[_d] W ]_hbÊi \WY[ W\j[h i^[ fkji ed ed[ e\ co Zh[ii[iÆ j^Wj ^_ji c[ _d co ]kj ckY^ ceh[ j^Wd Wdoj^_d] _d XWda_d] [l[h YekbZ$È—L.M.

CMY

( & ' * 7 F H ? B % C 7O ; 7 H D I > 7M I $ 9 E C 4 1

er_07_1 4_BTS_03.indd 41

6/25/14 10:48 AM

BEHIND THE SEAMS GIFT

Recognizing the beauty of simple...

...classic style with a touch of whimsy.

AMERICAN MADE CORPORATE SHOWROOM:

Americasmart Bldg. #3/West 250 Spring Street Suite #13W354A Atlanta, GA 30303 Kaye Hosack (561)662-5594

DALLAS REP: Annette & Associates Fashion Center Dallas 2050 Stemmons Freeway #8294 Dallas, TX 75207 (214) 637-4446 annettesshowroom@att.net

er_07_1 4_BTS_03.indd 42

Want to talk: (561) 282-6578 Write: info@maxanddora.com www.maxanddora.com

New Horizons Thanks to manufacturing upgrades and customer requests, baby gift brand Tickle Toes ventures into the apparel category.

OST FASHION BRANDS like to brag about adding new products and categories to their collections. But for Nicole Fiorina and her husband, Edrees Siddiqi, who purchased the Tickle Toes brand in 2007, subtracting fabrics and designs from the line is equally important. “We have eliminated products that didn’t suit the line as time progressed,” Fiorina notes. “We had to find what our customers were looking for and cater to them.” After all, staying attentive to customer requests is precisely how the pair creates bestselling designs for their line of cozy blankets, soft, sturdy bibs and plush hooded towels for infants up to age 6, now carried in more than 200 stores. And it’s why Fiorina is confident in the brand’s biggest venture yet—the opportunity to finally add several highly-requested items to the Tickle Toes lineup. Starting in August, the brand will offer tank tops with diaper covers, a changing mat, T-shirts, pants and long-sleeved shirts. It’s the company’s first foray into the apparel arena, and the move was spurred in part by key improvements to its manufacturing method. “We have spent the last few years implementing effective and efficient production processes,” Fiorina reports. “We made some technological advances to our manufacturing equipment, preparing a solid foundation to handle additional business and still provide excellent turnaround and top-notch customer service.” Fiorina is particularly proud of the brand’s new changing mat, which debuted at ENK in March. When folded, the waterproof mat looks like a stylish clutch for mom, but once unrolled reveals space for wipes and diapers, as well as for ointment and powder. “We put the essentials at the bottom of the mat so the baby cannot pull at them while you are changing them,” she adds. The brand will incorporate its current lineup of fabrics—ranging from cupcakes to cars—into the new product designs, and all items will wholesale for $5.95 to $27. But new patterns and prints are sure to pop on Tickle Toes products, Fiorina adds. “We always try to keep it fresh. Every two months we’re bringing in a new fabric,” she notes. Replacing animal print, chevron has emerged as a bestseller, though polka dots and grays are always popular. “We would like to be a staple in every children’s boutique, with Tickle Toes as a musthave product for every new mom,” Fiorina offers. “In this business, the ultimate satisfaction is being out in public and seeing your product being used and enjoyed.” —Samantha Sciarrotta

6/25/14 10:48 AM

Baby Basics

New gender neutral colors and a touch of Europe add elegant flair to Angel Dear’s line of super-soft clothing and accessories.

HEN IT COMES to baby fashion, the words “gender neutral” are usually code for lemon sorbet and pea green. San Francisco-based Angel Dear is making the case for heather gray in Fall ’14 instead. “It’s becoming a trend to not find out the gender of the baby before the birth so we’re offering some beautiful unisex pieces that aren’t yellow,” says President Jeffery Cheng, noting that the calming hue pairs perfectly with the collection’s palette of navy, powder blue and ivory. “And the birth rate is going up, so business can only get better,” he quips, confident that consumers will also love the flurry of new prints with European flair that are featured throughout the collection, thanks to the line’s new English designer. Not to mention the brand’s core selection of super-soft baby basics that lives up to its reputation. “We put a very high priority on making sure all of our products are safe and durable,” says Cheng, adding that the 15-year-old company, which he bought in 2003, is committed to using organic fibers when possible, sourcing yarn from all over the world and delivering it to its factory in China. “This gives us more control over the quality of the materials rather than letting the factory do it themselves—because when you do that, you really don’t know if the product you get is organic or not,” he explains. After that, buttons are sewn tight and plush characters get stitched eyes instead of plastic ones that could potentially pose a threat to children. It’s that painstaking attention to detail that’s encouraged retailers—and consumers—to return time and time again. In fact, the brand’s biggest bestseller is its cashmerelike blankie, which has been part of the line for 13-plus years and comes in more than 40 characters. “When we started doing blankies there weren’t a lot of brands making them. Now almost every children’s vendor has a blankie, but we still have our loyal customers who re-order from us season after season,” he says. Quality isn’t the only way the company continues to serve its loyal retailers. Angel Dear politely declines each time it’s approached by a mass-market chain, Cheng says. “We are loyal to our specialty store customers. We don’t want to sell to a chain for the sake of a big buck,” he stresses. Supporting small business is a common thread throughout the company’s DNA—and it’s paid off. A lot of Angel Dear’s 3,200-plus U.S. customers have been carrying the brand for over 10 years, he points out. “It’s rewarding to see a store continue to buy our products season after season.”—L.M.

er_07_1 4_BTS_03.indd 43

CLUB

Specialty Apparel Group 1400 Broadway, Suite 700 New York, NY 10018 646 606 2032 www.sagnyc.com

6/25/14 11:19 AM

SHOP

class

continued from page 20

Bangladesh last March. With items made in the U.S.A., Winter Water Factory’s Stefanie Lynen notes, “Consumers can rest assured that their products are made to a high quality standard under safe and regulated conditions,” she states. “Workers are paid fairly, and there is no child labor involved.” Retailers all over the country are noticing a spike in made-in-the-U.S.A. sales, too. Cynthia Herndon, owner of Cozy Cottage Boutique in Dallas, notes that customers specifically request American-made items several times a month, and some even lose interest in an item if they learn it’s manufactured overseas. “I think they’re really into supporting the workers and making sure jobs stay here,” she points out. Carol Yenne of San Francisco’s Small Frys agrees: “I think there’s more consciousness about trying to support local businesses. The economy brought on that awareness,” she adds. START SMALL Looking to grow the American-made presence in your store? Start with homegrown businesses or local vendors. Kimberly Pierce, the buyer at Born Yesterday in Philadelphia, utilizes both.

For Pierce, e-commerce site Etsy has become a go-to resource for finding unique made-in-theU.S.A. items. Her latest find, accessories inspired by Disney’s Frozen, are top sellers in her store. “I order from Etsy every day,” she reveals. “It’s how I find independent manufacturers and brands. I had no way of finding them before because a lot of them don’t have the means to do big trade shows. It’s a good outlet for them.” Local Philadelphia designers are also a major resource. “When we say something is made or designed in Philly, it creates a buzz,” she points out. Some customer favorites include Philadelphia sports-themed apparel by Philly Phaithful, graphic tees and one-pieces by Duke and Winston and layettes and accessories by Sippy’s Babes, made in nearby New Jersey. Yenne also recommends looking local, making sure to stock San Francisco-made (and themed) tees for her Bay Area shoppers. And while domestically-made and Phillyspecific products are popular with the bulk of Born Yesterday’s regular customers, Pierce adds that they’re a top draw for tourists, too. “They’re coming from out of the country, and they specifically want made-in-the-U.S.A. merchandise,” she

says. “They want organic, U.S.-made products.” And that goes for citizens of countries like China, too. “When the fastest growing market in China is American-made products because of safety issues, that’s when you know there’s a problem,” Godown suggests. “They’re not even buying their own products.” MAKE IT KNOWN As many made-in-the-U.S.A. purists are wont to declare, domestically-produced clothing, while pricier, is generally more durable than products produced overseas. Customers can’t deny the superior quality, so some brands recommend separating U.S.-made merchandise from the rest of the store’s inventory. Knowing they have a choice between the two might make all the difference when it comes time for shoppers to make a purchase. “So much of today’s marketing is about telling a story and showing the people behind the product, its history and its origins,” says Lynen, whose Brooklyn-based line of organic clothing for baby, kids and women is known for its bright, whimsical prints. “Clearly marking anything that is made in the U.S.A. or creating a separate section in the store or on your site

earnshawsmagazine 67

earnshawsmagazine 44

#instalove

Want to peek behind-the-scenes at Earnshaw's? earnshawsmagazine 124

er_07_14_shop_class_01.indd 44

@earnshawsmagazine

6/25/14 12:48 PM

is also key so it’s easy to find.” If a year-round section dedicated to American-made brands isn’t a good fit for your store, Lazaroff suggests setting aside space during beloved American holidays like Memorial Day and Fourth of July for extra oomph. “Whenever a retailer can educate consumers in a really supportive way, it’s helpful in any aspect,” she notes. And while Ellie Cassidy, owner of Seattle’s Bootyland Kids, utilizes in-store signage to promote locally-made products, she takes it a step further and gets the word out through press releases, advertisements and social media posts. “We talk about it,” she explains. “We want to get it out there. When people are shopping, we always let them know what’s local. We’re always trying to do more.” If a separate display isn’t possible, simply educating customers about a brand’s origins will work, too. Winter Water Factory has been American-made since its inception 12 years ago, so Lynen has watched the fervor for domestic products grow into the movement it is today. And, she suggests, it’s all about education. Staying up to date on where your inventory comes from, knowing which parts of a product are made where and periodically checking in with brands can make all the difference. “A few years ago, it was just a nice bonus: ‘Oh, how great! That makes me feel even better about buying it,’” she states. “Now, more and more people shop specifically for made-in-the-U.S.A.; it influences their buying decisions from the start.” THINK BABY As safety concerns regarding products manufactured overseas continue to manifest, it’s no wonder that many customers prefer domestically-made clothing, especially for newborns, babies and toddlers. Parents and gift-givers want safe items for their little ones, and that’s all but guaranteed with a tag that reads “Made in the U.S.A.” “The U.S. has one of the stricter sets of laws for quality control,” notes Monica Lam of Sara Sara Neon, the latest venture by made-in-the U.S.A. girls’ brand, Sara Sara. “Customers want to know what they’re buying for their child is safe to wear.” Pierce agrees, noting that her customers most often request American-made items for the smaller set. “They want all-natural dyed things for babies,” she attests. “They don’t want clothes that are made in China.” And with more and more American-made toys for infants and toddlers available, the success is not just limited to apparel. Retailers report that playthings are among their top-selling items in the American-made category. Brands like Green Toys and Imagination Kids are top sellers at

er_07_14_shop_class_01.indd 45

Pierce’s Philly store. Trinkets by Green Toys are also a big draw at Yenne’s boutique—she has an entire section in her store dedicated to the items. “I think for so long, you could only find toys made outside of the country except for a few wooden toy companies, so now people are excited to find toys.” PINPOINT YOUR MARKET When searching for a special item or gift, many customers often gravitate to domestic items. But who is that customer? Herndon suggests keeping an eye out for shoppers in their 20s and 30s, as well as grandparents, whose children, Herndon says, are advising them to go U.S.-made. “They like natural-fiber products,” she reveals. “The people who are looking for organic materials are similar. They’re more conscious about what they’re putting on a child.” Yenne notes that she sees an increase in made-in-the-U.S.A. sales around the holidays. “Sometimes it’s more of a special purchase from the people who aren’t buying routine, everyday items.” Of course, U.S.-made merchandise simply may not be the right fit for your store. “I think that if you’re a cost-driven retailer, then you’re probably going to have less success,” Yenne offers. “But if you’re a locally-owned business, you’ll have better luck.” Urban, city-based shops are more viable locations, Yenne suggests, while Herndon feels that small-town stores see more success. What they both agreed on, though, was that smaller retailers are a better fit. “That’s where people expect to see more local items,” Herndon acknowledges. SELL THE VALUE Because of the higher price tag that often comes with domestically-made merchandise, customers are sometimes hesitant to cough up the cash. For consumers who may not know why they’re paying a little extra, Sara Oh, who launched her girls’ loungewear line Esme in 2001, says a little explanation goes a long way, so get ready to deliver a crash course if asked. “In the U.S., there are many regulations that need to be met,” she says. “That quality only comes from products that are made in the U.S.A. Better fabrication, better dyes, better wear and better care. Consumers who care about quality will likely choose something that’s made in the U.S.A.” Chances are, the promise of safe, durable clothing will lure the shopper to spend more. “People have gotten used to owning to throw out,” Godown points out. “Once people look at clothes like they’re not disposable, like they should last longer and that they can pass them down from child to child, the value increases.”

PRET-a- PARTY Calling confident girls 8-14 years

www.stellamlia.com WEST COAST: Smallshop Showroom jody@smallshopshowroom.com 213-488-0090

6/23/14 6:24 PM

continued from page 25 Would you say value is the most important consideration for parents today? I don’t know if it’s the most important consideration. There are different consumers inasmuch as there are different retailers in the retail industry today. Value may be the highest consideration for some. To others it may be design. And to others it may be quality. I don’t want to say value is number one, but I will say it’s a healthy component. How do you stay ahead of the curve in terms of design? We spend a lot of time on trend analysis and color development, and we try to be right for all of our segments, boys, girls and infants. And by all means, in every spring and fall season, there will be certain styles within those categories that everybody has to have because they’re so right on. Are you making any changes to Trimfit’s digital strategy? Absolutely. We are in the process of creating a new website, which will likely include an online store. It won’t offer everything we make, of course, but there will be a small e-commerce component. We are also linking up with all the social media avenues, and our marketing team is looking into partnering with some bloggers in America and around the world. How was business this year? We’re doing fine this year. Like every company, we have to watch our pennies, and the economy has made things a little difficult, but we’re definitely holding our own. I hope that the economy continues to progress upwards next year and the year after. Meanwhile, we’ll continue to

er_07_14_Q&A_03.indd 46

do what we do best and continue to promote the Trimfit brand. We’ll continue to bring additional classifications into the brand environment. We’re going to continue to grow, we’re going to continue to prosper and we’ll cross every bridge as it comes. Looking ahead, where do you see the company in five years? As a children’s lifestyle brand. And then at 10 years, as a lifestyle brand, period. I have incredible hopes and a big vision, and that’s the path I’m going down until someone knocks me off it. How about the children’s industry in general? I think there are great opportunities in the children’s business—it’s one of the friendliest parts of the apparel world. I think it’s going to do nothing but get better as the years progress. Just look at the technology, data and information that we now have, as well as the online venues that are opening up the retail marketplace. All of those components of the 21st century are making us smarter, and they’re making our decisions much more intelligent. They are assisting not only people on our side of the business, but people on the retail side of the business, as well. I think everything is going to be just fine. That’s a refreshingly optimistic outlook. Some folks here have said that I’m Trimfit’s cheerleader, but in reality I’m a farm kid from Michigan. What you see is what you get. I don’t pull too many punches. But I have definitely been a Trimfit supporter since the early 80s, and I have a vision that I know within the next few years _i ]e_d] je jkhd _dje h[Wb_jo" WdZ ?Êc `kij [d`eo_d] j^[ h_Z[$

6/24/14 11:13 AM

e E ARNIE AWARDS

And the nominees are... Congratulations to the following companies for being selected as official nominees for the 2014 Earnie Awards. Thousands of votes were cast and hundreds of brands were nominated, but only four companies per category made the ballot. Now it’s time to pick a winner.

Vote now at www.earnieawards.com! Voting: July 1-Sept. 1 Winners announced: Oct. 1 Earnie Awards Ceremony: Oct. 20

Best Infants’ Collection Kissy Kissy Magnificent Baby Bon Bébé Little Me

Best Dresswear Isobella & Chloe Biscotti Laundry by Shelli Segal Blush by Us Angels

Best Hosiery United Legwear Luna Leggings Jefferies Socks Country Kids

Best New Brand Frankie & Ava Lollipop Twirl Zara Terez Max & Dora

Best Boys’ Collection Andy & Evan Appaman Fore!! Axel & Hudson Kapital K

Best Denim Levi’s Joe’s Jeans Hudson True Religion

Best Gifts Little Giraffe Aden + Anais Mud Pie Apple Park

“It” Item of the Year Little Giraffe Dolce blanket Chewbeads Rainbow Loom Zara Terez leggings

Best Girls’ Collection Deux Par Deux Tea Collection Lemon Loves Lime Imoga

Best Footwear Stride Rite Pediped Livie & Luca Robeez

Best Toys Jellycat Apple Park Mudpuppy Kids Preferred

Best Tween Collection Splendid Vintage Havana Ragdoll & Rockets Stella Industries

Best Accessories Chewbeads Wee Ones CHARM IT! By High IntenCity Peace of Cake

Best Baby Gear Brand Petunia Pickle Bottom Bugaboo Ergobaby Skip Hop

Best Showroom Nancy Markert/Amy Hoffman (New York City) The Closet (Dallas) Carolina Baby Company (Atlanta) Thread Showroom (New York City)

Best Outerwear Appaman Rugged Bear by Cutie Pie Baby Widgeon Hatley

Best Sleepwear KicKee Pants Skylar Luna Petit Lem Sara’s Prints

Best Made in the U.S.A. Brand Tadpole and Lily City Threads Paigelauren Baby Go Gently Baby

Best Swimwear Isobella & Chloe Kate Mack Stella Cove Cruz Swimwear

Best Licensed Apparel & Accessories Junk Food Clothing Co. BBC Int’l United Legwear Books to Bed

Best International Brand JoJo Maman Bébé Mayoral Purebaby Eliane et Lena

Company of the Year Little Giraffe Aden + Anais Mayoral United Legwear