SPRING ’18 ACCESSORIES PREVIEW • UNDERSTANDING INFLUENCERS • THE MAN BEHIND THE APPAMAN MONKEY
VOLUME 101 NUMBER 8
SPRING ADVENTURE Preppy Silhouettes and Bright Hues Enliven the Season
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SE P T E M B E R 2017 CONTENTS
Noelle Heffernan Publisher Emily Beckman Editor Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Aleda Johnson Assistant Editor Jashvina Shah Assistant Editor Mariah Walker Contributing Fashion Editor ADVERTISING Caroline Diaco Group Publisher Jennifer Craig Special Accounts Manager PRODUCTION Katie Belloff Associate Art Director Production Manager
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Mike Hoff Webmaster Ana Novikova Office Administration Bruce Sprague Circulation Director CONTACT INFO
FEATURES
DEPARTMENTS
10 Under the Influence Learn the ins and outs of today’s biggest marketing phenomenon: influencers. By Aleda Johnson
7 Editor’s Note
14 Monkey Business Harald Husum, president and founder of Appaman, shares strategies behind the celebrity-approved global fashion label. By Emily Beckman
22 Trend Watch
FASHION
40 Behind the Seams
18 The Little Things Matter The accessories market provides big sales opportunities, and here’s why. By Emily Beckman 26 Wish You Were Here Upon the streets of San Francisco, preppy details and pastel hues help create picture-perfect memories that will transcend time. By Mariah Walker
8 Scene & Heard
38 Haute Topics
42 Sounding Off 44 What’s Selling
This page: Izipizi sunglasses, Egg by Susan Lazar dress, Lazy Pants joggers, Namoo espadrilles, lanyard by Pomchies. On cover: Izipizi sunglasses, Egg by Susan Lazar dress. Photography by Priscilla Gragg/Apostrophe Reps; styling by Mariah Walker/ Art Department NY; styling assistant: Enid Hunt; hair and makeup by Tricia Turner; model: Sophia @ JE Model Mgmt.; retouching by Catarina Jordan.
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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 10x a year by Symphony Publishing NY, LLC, 135 West 20th Street, Suite 402 New York, NY 10011. 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.
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EDITOR’S NOTE
Social Norms S
OCIAL MEDIA ISN’T a fad. It’s the new media and must be a vital part of any retailer and wholesaler’s marketing strategy. The fact is fewer and fewer people head home after work and flip on the evening news for a trusted journalist to tell them what’s going on in the world. Nor are they likely to pick up a copy of the morning newspaper to read about what happened yesterday—not when their Facebook, Instagram, Snapchat, etc. feeds are all abuzz about whatever might have been newsworthy in real time. People are increasingly likely to rely on their “friends” to be their sources of news information, just as they are more receptive of an influencer telling them what to buy, see or do than some commercial on TV. (Does anyone even “watch” commercials anymore?) Welcome to the new social media world order. We live in a digital-savvy age, and business owners must embrace the new communication platforms to reach out to consumers and develop meaningful relationships. Refusal to do so comes with risks—starting with giving competitors who are embracing social media a big head start. Having a website, a Facebook page, an Instagram account, a Twitter feed or all of the above is not nearly enough. It’s how you use these platforms that makes all the difference. Are you posting regularly? Are you enticing responses? Are you answering back? Are you, for example, using Instagram Live? Because video looks to be the new black when it comes to communicating with consumers. People today want their information raw, uncut and unedited. They want it “real” and in real time. Consumers, especially Millennials, want to get to know the people behind the brands and storefronts. They want to buy more than just a product. They want to buy into a story, and social media makes telling it more affordable, continuous and in-depth than ads in a Sunday circular or pricey 30-second spots on TV ever could. If going a little TMZ-ish in your social media efforts seems daunting or time-consuming, pick one medium to focus on. I recommend Instagram, which has been a sweet spot for igniting sales. According to a recent study by Dana Rebecca Designs that measured the impact of social media on consumer shopping behaviors, 85 percent of 2,000 Instagram users surveyed follow accounts that are style, fashion or lifestyle-focused. More importantly, 72 percent
said they have made fashion, beauty or style-related purchases after seeing something on Instagram, with the most-purchased categories being clothing, makeup, shoes and jewelry. If this concept seems foreign to you, you may be missing an easy promotional opportunity. Millions of consumers are already regularly on Instagram, and you should be too—reaching out, enticing and assisting them. Beyond social media protocols like well-composed photos, witty captions and frequent posting, this month’s issue highlights the growing importance of influencers as well. Our Special Report (p. 10) reveals how influencers can be an effective and relatively affordable marketing tool. We went straight to the source, asking influencers what they are looking for in a partnership, including where to connect, how to make a deal that’s good for both parties and what to avoid. Whether you’re looking to launch a new item, promote a store or just boost brand awareness, influencers can help get the word out. Just ask Harald Husum, president and founder of Appaman and the subject of this month’s Q&A (p. 14). He knows the power of influencers firsthand. The company owes much of its early success to being adopted by A-list celebrity parents (Angelina Jolie, Gwen Stefani, Gwyneth Paltrow, to name drop a few) who outfitted their offspring in the company’s trendy apparel and accessories. Talk about influential; it put Appaman on the map. The company’s rise from a lark item startup run by a husband-and-wife duo with zero industry experience to what is now a children’s fashion powerhouse is inspiring. It’s a refreshing reminder that it can still be done. The willingness to pursue a dream along with talent, hard work, persistence and passion are the pillars to a successful business. Running a business is like running a collection of races all at once. Whether it’s being first to market, beating the weekly draw, besting comp-stores sales, garnering more shelf space, topping last year’s quarter, crushing the competition…it’s always a race to see who wins, and winning is everything. Retail is the antithesis of a zero-sum game. It’s why highly competitive people are drawn to this industry, and the data analytics now available at our fingertips—thanks largely to social media—has only heightened the competition. So I say use it or lose it.
E M I LY B E C K M A N Editor
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Apple Park Debuts City Pals Plush
Pink Chicken Hatches Layette Line PINK CHICKEN’S LAYETTE line is hatching just in time for Spring ’18 delivery. In an expansion of the brand’s growing baby offerings, the new collection features six silhouettes in sizes newborn to 3 months including a reversible bib, bodysuit, gown, two romper styles and a two-piece set. Inspired by a classic aesthetic, soft pastel colorways are prevalent throughout the collection in shades of white, lavender and baby pink with contrasting binding. For a pop of personality, prints include triangles, flowers, llamas, raindrops or rabbits. Christina Field, senior designer, says the idea for a layette collection has been in the works for a while, as the brand sees the new addition as a great sales opportunity with new mothers as well as friends and family for gifts. The layette wholesales from $9 to $30. “Slowly we’ve been growing baby, and it just seemed we were ready,” she says, noting that Pink Chicken plans on including layette in future collections. Going forward, Field hopes to add more fashion pieces–like the smocked romper style for spring—to enhance the collection’s foundation of basic silhouettes.
APPLE PARK, THE eco-friendly juvenile products brand, is celebrating the seventh anniversary of its original plush line, Picnic Pals, with a continuation of its story-driven plush collection for older siblings. The collection is aptly named City Pals. “There was market space for a sibling gift,” says Nancy Carlson, director of marketing, noting that City Pals targets older siblings ages 3 to 5. “Something to give a new brother or sister that would be really exciting—and a little different,” she adds. The team at Apple Park envisioned what its classic Picnic Pals would be like grown up and created five sophisticated characters: Dandy Lion, Bettina Bunny, Allistor Alligator, Sheila Sheep and Byron
Bear. Each plush lives in a hip city (e.g. San Francisco, Montreal or Portland, Ore.), while pursuing a passion like art, teaching or computer programming. Debuted at the Atlanta Gift Show in July, each new plush wholesales for $15 and will be carried at boutique and specialty retailers. “[City Pals] make great talking points for little kids,” Carlson says. “It shows that there’s more than just your own neighborhood to think about, opening a door to different occupations and cities.” Unlike their Picnic Pal counterparts, City Pals don’t have books yet; however, Apple Park’s designers are in the process of developing them for each new character, as well as expanding the collection to include more cities worldwide.
AG Jeans Teams Up with Five Star Apparel for Kids’ Collection GLOB AL LIFESTYLE BRAND Adriano Goldschmied (AG) Jeans has come together with Five Star Apparel to launch a full range of comfortable on-trend jackets, tops and denim for kids. The AG Kids Spring ’18 collection, available in sizes newborn to 14 years, debuted last month at Children’s Club New York at a launch breakfast hosted by Earnshaw’s. The breakfast was followed by a runway showcase of the new line. “A long time ago, a retailer at Bloomingdale’s told me that Justin Bieber could walk in and hand denim to a teenage girl, but if it’s not comfortable, they’re not buying it,” says Debbie Baker of Five
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Star Apparel’s marketing team. That’s why the new children’s offerings closely mirror the signature soft denim treatment of AG’s adult line—“a must for young customers who focus more on playtime than current trends,” she adds. From the dark-wash T-shirts to patchwork jeans with distressed hems, little models and their moms alike expressed approval of the quality denim after the runway debut. “I heard kids saying, ‘Mom I would wear this,” Baker says, noting that in an age when most children wear joggers to school and denim is considered “dressed up,” that’s a glowing recommendation.
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Under The Influence LEARN THE INS AND OUTS OF TODAY’S BIGGEST MARKETING PHENOMENON : INFLUENCERS. BY ALEDA JOHNSON
T
HIS PAST JULY, influencers from all over the country—250 “mommy bloggers” to be exact—gathered at Chelsea Piers in New York for an event showcasing the latest and greatest products from more than 20 children’s brands. The exclusive event, “Babypalooza” at Blogger Bash, gave manufacturers a space to hawk their product to the influencers in attendance, offering unique giveaways and photo ops, all while pushing brand-specific hashtags in hopes of wrangling consumer attention through the bloggers’ massive social followings. Popular e-commerce company Zulily set up a booth for attendees to take back-to-school photos, facilitating hundreds of promotional shares and tags throughout the day. And when Real Housewives of Atlanta star Kandi Burruss (there to promote her new baby line Raising Ace) stopped by for a photo, Zulily exhibitors were quick to document her experience at its booth on Facebook Live. Across the room, children’s apparel company JoJo Maman Bébé offered attendees personalized nameplates, splashing the U.K. brand name across American social media accounts. Not to mention, the official
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event hashtags #Babypalooza and #BBNYC were used generously as the Internet-famous moms excitedly shuffled from booth to booth. Glancing around the well-decorated venue, it was certainly a challenge to spot a blogger without their smartphone positioned in front of a rep giving a product tutorial or a booth’s aesthetically pleasing display. All in all, Babypalooza was one successful influencer event. “This was not only an opportunity for brands and influencers to meet so they can potentially work together down the road, but to use this event for real-time marketing,” says Karyn Ravin, president and founder of Maletzky Media, the organization that planned the day’s festivities from the morning’s kickoff panel discussion to the product show that followed. Marketing experts say the growing prevalence of social media channels has turned traditional sales tactics upside down, causing brands to abandon old outreach methods and scramble to adapt new-age strategies. Welcome to the new gatekeepers to consumer awareness: influencers. Over the last decade, bloggers have re-focused on their holistic digital approach, prioritizing engagement with readers through
social media platforms as much as their blog. In the children’s industry, influencer heavyweights, like Gotham Love with 50,000 followers or Lipgloss and Crayons with 80,000, continue to promote their personal advice on a daily basis; however, it’s no longer the hobby it once started as—it’s become a business that an increasing number of brands are using to get their name out there. By simply sharing a post, tagging a brand or offering an endorsement, influencers can boost traffic and sales for brands significantly, sometimes in just a matter of hours. A study by NewsWhip found paid posts by influencers dwarfed engagement levels of posts by the brands themselves—in — Karyn Ravin some instances, by more than president and founder, 100-fold. No wonder brands Maletzky Media are taking notice of the sway leading influencers possess. But before you dive in with an influencer marketing campaign, there are some aspects to keep in mind.
IN MANY CASES, THE CONTENT THESE INFLUENCERS CREATE CAN COME ACROSS AS MORE AUTHENTIC.”
Guess who’s been nominated for
Earnshaw’s Earnie Awards in their
Rule No. 1: Authenticity sells. “Like publications, influencers have their own audiences, and in many cases, the content these influencers create can come across as more authentic,” Ravin says. Authenticity stems from followers getting personal with mommy bloggers and their children thanks to today’s in-themoment social media features, notes Carly Anderson of Lipgloss and Crayons. The idea is to kick that corporate wall down and let the customer feel like the advice and information being presented is coming from the heart, not some sort of PR-infused elevator pitch. “Followers get a chance to really get to know their favorite influencers,” Anderson says, adding “In return, consumers trust influencers and love to see what products they recommend, almost like the new neighborhood play group where you would ask for advice.” That’s why Anderson shows the brands in day-to-day life situations as well as in professionally shot blog posts or Instagram pictures. “It’s important to demonstrate to our audience that we really do love the brands we partner with,” she says.
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Rule No. 2: Stick to a budget. What’s the cost of working with an influencer? That depends. The price influencers charge can vary greatly, but figures are more subdued in the niche market of childrenswear compared to more widespread industry
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fashion bloggers and Instagram models, costing up to five times as much, according to an article from Adweek. The same report found influencers on average make about $300 for a single Instagram post, but that’s peanuts compared to the average thousands of dollars spent on national advertising campaigns. Influencers—especially those just starting out—will also often balance paid content with free product, but it depends on the partnership, says Angela Roy, creator of Mommy PR. “Some days it’s great to get a box of shampoo that lasts a year with four girls in the house,” she admits. That said many influencers enjoy the brand partnerships for more than just a paycheck or free swag. Brianne Manz of Stroller in the City enjoys taking her children to exciting promotional events and being in the know about products before they hit shelves. “I get to know about inventions and initiatives first, whether it be a new movie or Dove launching their baby line,” she says. Similarly, Lyss Stern of Divalysscious Moms, loves the opportunity to bring other moms together, like she did at a Mother’s Day spring fashion event this year from Ralph Lauren in conjunction with her new book, Motherhood is a B#tch. “It’s fun to get creative and provide unique, out-of-the-box experiences for moms,” she says. Rule No. 3: Find a good match. Passionate influencers like Manz and Stern are what brands should look for when seeking an influencer partnership. To truly reap the benefits, it’s important to look beyond just the follower count, Ravin says. While reach is important, so is real engagement. “We want to see posts on Instagram with hundreds of
likes and tons of comments,” she says. “That tells us people are paying attention and not just scrolling through.” Brands should specifically look for influencers that match with their demographic and aesthetic. Every influencer has a slightly different perspective, so it’s up to brands to identify those influential moms and dads that support their specific brand identity to effectively communicate key messages to a wider target audience. Even in looking at two influencers who live in the same household, the target audience can be very different. For instance, while Suzanne Cohen of Gotham Love partners with brands focusing on her children’s unique style, her husband Adam of DaDa Rocks receives tech and sports requests along with toy reviews. Rule No. 4: Get connected. The initial connection between brands and influencers can happen in many ways. Some brands reach out to influencers they want to work with, which is usually the case with Stern of Divalysscious Moms. With a background in public relations, Stern is often interviewed as an expert by reporters, which garners her lots of credibility. “Brands often find me through reading about me in a magazine or seeing me on TV,” she says. On the flip side, influencers can contact brands through specially designed networks like Sofluential Media or through events like Babypalooza. If an influencer is passionate about a product, there’s a chance they’ll contact the brand. Stern specifically likes targeting startups before they gain a large following—like when New York restaurant Black Tap opened.
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“Way before everyone was going crazy for it, my two boys and I were having dinner and taking pictures of the shakes and just freaking out as we wanted to share this amazing spot with people,” she says.
“Brands should allow the influencer the reins to create something, not give them strict guidelines, because that’s where creativity comes from.” The influence of influencers shows little sign of waning any time soon. The Rule No. 5: With risk comes reward. Kardashians have spawned a new industry, Pulling off a unique influencer marketing and reality TV has nothing to do with campaign doesn’t come without risks. One it. Influencer marketing done right is of the largest is a brand losing oversight relatively affordable, fast, adaptable and of its message due to lack of control loaded with meaningful and verifiable over the influencer. Influencers strive data. With the media and retail industries to be as organic as possible with their going through massive upheaval, brands audience, but it’s important for them are searching for new ways to connect to understand the brand message still with consumers. Ironically, many leading needs to be adhered to and delivered. influencers are now featured in magazines, “Sometimes it’s hard for brands to see TV commercials and billboards. They’ve the return on investment because they’re become part of the overall marketing paying money to us and don’t always — Brianne Manz mix. Up next? Cohen thinks brands will know when the money will be coming blogger, Stroller in the City incorporate livestreaming deals with back in,” Manz says. Each brand she their influencers. Real time posts from works with involves a detailed plan, (e.g. Instagram photos, blog posts, real people that up the immediacy of response even further. “We’re giveaways, appearances, etc.). The deal is usually flexible, but she finds already seeing a huge push on live modes, and I wouldn’t be surprised it important that brands allow her to use her own voice. “I think brands to see more live capture videos and putting ourselves ‘out there’ even go to an influencer because they like their voice and style,” she says. more,” Cohen says. “You’ve got to be in it to win it.” •
BRANDS SHOULD ALLOW THE INFLUENCER THE REINS TO CREATE SOMETHING, NOT GIVE THEM STRICT GUIDELINES, BECAUSE THAT’S WHERE CREATIVITY COMES FROM.
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Q&A Mo n ke y Business Harald Husum, president and founderof Appaman, shares strategies behind the celebrityapproved global fashion label and its focus to provide kids with well-deserved “street cred.” BY EMILY BECKMAN
WHAT STARTED AS a joke in 2002 turned out to be the kindling for a young Brooklynite couple’s next chapter in life. Harald Husum and his wife, Lynn, were waiting for seats outside Veselka, a restaurant in Manhattan’s East Village, when they spotted a young boy and his father walking down the street. The boy was wearing a teddy bear T-shirt while the father sported an AC/DC concert tee. The couple remarked how funny it would be if the fatherson duo’s attire was reversed. They laughed, and seemingly moved on. But little did they know, a seed had been planted. “A few months went by, and I couldn’t get the idea out of my head,” Husum recalls. At the time, Husum had recently been laid off from his graphic design job. He needed a new gig and enlisted his wife, a nurse practitioner, to help launch a fashion line. Husum felt that the risk of experimenting with the concept was minimal. “When you get laid off, everyone says things like, ‘Well, you weren’t happy there anyway and maybe this is a sign or some sort of blessing in disguise,’” Husum says. “In this case, they were right.”
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The couple got to work on a line of funky, retro-inspired T-shirts for youngsters in the summer of 2003, mind you without any business or fashion experience and, at that point, without kids. Husum, born and raised in Norway, designed the first collection by blending his Scandinavian roots with Ameripop iconic imagery. The brand name, Appaman, came from a corduroy monkey plush Husum had as a child and has since become a permanent resident of the company’s New York headquarters. “He’s too old to handle the commute now, so he spends his time sitting on a shelf in the office,” Husum says, noting that his wife came up with the idea of using the monkey as the brand’s logo. Husum, who always had a dream of running his own company, never thought it would involve children’s fashion. “It was just not on my radar,” he says. Turns out he and his wife had the right touch. In just the first year, the company grew “leaps and bounds,” distributed in more than 100 stores within the first nine months. And, about a year-and-a-half after launching, Appaman entered the limelight when Angelina Jolie’s son Maddox was photographed in its bulldog T-shirt. Since then, stars like Gwyneth Paltrow, Gwen Stefani and Sarah Jessica Parker, to name a few, have outfitted their offspring in Appaman apparel. Husum’s keen eye for graphic design is what has set the brand apart. Another smart move that helped the company get off the ground: his wife taking a night class at the Fashion Institute of Technology on marketing to the childrenswear industry. Early on, Lynn gathered contacts and learned inexpensive public relations techniques. The company was growing so rapidly that she left nursing and joined the family business full-time in 2008. Appaman has since blossomed from a trendy T-shirt line to a fullscale collection that caters to children from newborn to 16 years, stocking everything from playwear to dresswear. On the cusp of celebrating its 15th anniversary next year, the Appaman team continues to hone its cutting-edge designs while also planning something special for the milestone. “We are spit balling some ideas, but those will be a surprise,” Husum says. In the meantime, he wants to continue to fine-tune the brand’s message and service, ensuring customers a sense of connection and loyalty. “Our customers are something we never take for granted and are very conscious of,” Husum says, adding, “Building a brand with a true identity is our way of securing a position in the marketplace that is ever-challenging and changing.” How’s business this year? The company is doing very well. We are expanding our senior staff and seeing great growth in new categories. Swim, for example, is a new category. We’ve just added girls’ swim, and we’ve seen a great reaction so far. Our dresswear is doing really well, too. Not just suits, but also girls’ holiday dresses. To help our customers with inventory
control, we now have permanent stock on some hot items, instead of doing everything by season. What’s new for Spring ’18? Our spring collection brings all-American vacation vibes to summerin-the-city style. Tropical patterns and street mural-inspired graphics showcase a palette of rich, whimsical rainbow tones and celebrate the spirit of a cross-country adventure. In addition, our Fine Tailoring selection carries this sun-drenched style into formalwear, with a range of seasonal color and fabric options perfectly suited to spring and summer events or tropical destination weddings. Anything else in the pipeline? We are concentrating on growing our relationships with our current customers. In addition, we have some international expansion plans in the works. Right now, we are particularly focusing on the marketing part of our business. We know that we cannot do everything at once, and we are trying to stay focused. In the coming years, we hope to still enjoy running our company, with happy employees and happy customers who want to dress their kids in clothes “with the little monkey on it.” Was there ever a moment when you just knew Appaman was going to be big? There have been a lot of great moments that made us think that we had a chance. The first one that stands out was at our first Children’s Club show. We received 30 orders and hired an L.A. rep. We felt hugely
successful. But there have been other key moments, like when the whole Jolie-Pitt clan was photographed in Appaman outerwear. That was amazing. Despite starting as a line of retro-inspired T-shirts, the Appaman suit has become one of your strongest categories. What’s your secret to fine tailoring? To me, what makes a great suit is the fit, first and foremost. Too often you see suits being worn too big, and this goes for adults. Of course, the perfect suit for kids also has to be machine washable, which most of our suits are. T-shirts and suits are really not that different. It’s about style and attitude. The rest is technical, and we have great people that help us execute our visions. What’s the biggest challenge facing the childrenswear industry right now? I believe the biggest challenge for small businesses is the fact that we are small businesses. We are often overlooked in policy making, and we have the biggest mountains to climb. Customers want everything faster and cheaper. Small business can accommodate higher quality demands, but the faster and the cheaper doesn’t come so easy, and this can be a huge challenge. Speaking of huge challenges, what’s your take on Amazon’s growing dominance as it pertains to your other retail partners? Any advice on how to stay relevant? It’s no surprise that being able to shop 24 hours a day is a benefit to
most consumers. That freight train is not slowing down, but if you’re willing and able to adapt, there are ways to work within this new landscape. But it requires more thinking than it did before. What we can do is to work every angle to widen and strengthen our brand awareness, which will benefit brick-and-mortar stores as well as e-commerce dealers. Well, the digital age certainly brings its share of opportunities. The digital age brings many exciting opportunities. We have been investing in digital marketing to work on brand building and messaging for Appaman, and so far, it’s working well. The exhilarating part is that we get instant, measurable analytics that tell us whether something is working. In the process, we are testing many different channels to find out the right strategy for us. Speaking of which, what’s your take on influencers? How important are they to the overall marketing plan? We have a team that handles this category, which is one of many marketing channels. When the clothes are displayed on kids in inspirational settings, it will always help a brand. We are living in an aspirational society and these channels help. We have had some amazing kids represent the brand lately, like Jacob Trembley. He’s >43
SMALL TALK What are you reading? Between The World and Me by Ta-Nehisi Coates. It’s incredibly eye-opening. What sound do you love? Liverpool fans cheering a goal and singing “You’ll Never Walk Alone.” What’s your favorite family activity? Going to the beach in the winter. What are three items you can’t live without? The only thing I can’t live without is my family, and maybe my Moccamaster. What talent would you most like to have? To play piano. If you could hire anybody, who would it be? Elon Musk. For the big ideas.
What was your first paying job? I used to work in my dad’s hardware store on the weekends. My friend and I were also grave diggers after school. Office dog: yay or nay? Yes! Our Cockapoo, Party Hat! He brings a sense of family and the perfect cuddle during the work day. However, he means something completely different to our mailman. What’s your favorite hometown memory? In my hometown in Norway, they opened the ice cream store on May 1 every year. It was like Christmas in May. My siblings and I got on our bikes to get the first ice cream of the summer. What is your motto? Do the right thing!
SPRING ’18 ACCESSORIES PREVIEW
The Little Things Matter THE ACCESSORIES MARKET PROVIDES BIG SALES OPPORTUNITIES, AND HERE’S WHY. BY EMILY BECKMAN
S
Moon Paris straw bag
LIttle Miss Zoe bracelet Melina's Bowtique headband
Molo keychain
Sweet Wink glitter crown headband American Jewel headphones
Wee Ones bow
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IZE MATTERS? THINK again. Turns out the smallest products can often be your largest revenue booster. Accessories—a category nestled between both planned and impulse purchases—is the secret weapon for many childrenswear retailers to meeting their sales goals. Primarily driven by price and convenience, accessories lend themselves to a variety of customer needs minus the hassle of waiting for a dressing room or knowing what size the recipient may be. A fun handbag or unique jewelry set has been proven, time and again, as an easy sell, especially when it comes to the picky tween customer. “Buy them an outfit and within six to nine months, it’s out of style, the weather changed, it doesn’t fit or they don’t even know where it’s at,” says Sherie Judah, owner at American Jewel. “I tell buyers it’s much easier to sell a cute little scented backpack for $34.99 than to try to figure out what shirt matches what pants and hope the customer likes it.” Over American Jewel’s four years in business, Judah has noticed a definite shift in buyers’ behavior when it comes to shopping at trade shows. “It used to be really slow for us the first two days,” Judah says, citing how buyers would often first shop for apparel and then match accessories. “Now, I find customers coming to me first to find out what colorway and cute trends I’ve come out with. It’s been a game-changer this year!” Judah’s husband counts Maggie Tucker, owner of Magpies boutique in Nashville, as one such example. When the shop owner stopped by the American Jewel booth at Children’s Club last month looking for eyecatching accessories, he asked her how the American Jewel accessories had been performing. Her reply, “What I sold in December with American Jewel paid my rent for the whole year!” Miles Faust, CEO and owner of Wee Ones, cites similar success for his business, reporting a solid 2017 so far. Faust says the brand’s flagship business, Wee Ones, is healthy, and its two newest ventures—Sublime Designs, the sublimation-printed sock line, and Wee Ones’ Game Day collection featuring officially licensed collegiate accessories—are growing well. When taking a closer look at what successful accessories brands offer, the basis is fundamentally the same: innovation. “The market is constantly evolving, and it is up to us to innovate and bring newness,” says Jennifer Mines, vice president of Iscream. She notes that her brand has honed in on new shapes and materials, like holographic fabric, metallic denim and patent-shaped unicorn bags for Spring ’18. While the accessories market is healthy and plenty of new companies are entering the mix, Judah warns buyers to be wary of knockoffs. “I see many designers copying other designers’ work,” she says, believing originality should have merit. “I just don’t understand why manufacturers can’t take the time to design an original line and be proud of their work; I think that’s the saddest part of the industry.” Another challenge facing accessories brands: landing coveted shelf
Le Big messenger bag
Peppercorn Kids necklace Fore Axel & Hudson fedora
Nailmatic lip gloss and nail polish set
space in an increasingly competitive market. The competition for a place in boutiques, in particular (fewer stores overall and many buyers going narrower and deeper on their mix) has taken the fight for distribution to a whole new level. “The biggest challenge we face is that outside the Southern markets, we’re seeing fewer and fewer new stores, and that means we’re competing for a smaller piece of the pie,” Faust says. His advice to retailers: Remember the brands that brought you to the dance and be consistent in your product offering. “Don’t get caught up in chasing the latest and greatest trends all the time,” he says, noting that the most successful retailers are diligent about keeping a well-stocked supply of basic grosgrain hair bows in at least three sizes, each available in the same consistent range of colors. “Don’t get me wrong, we love our seasonal fashions and retailers sell them well, but the best retailers make the most money on the basics that sell month-in and month-out,” Faust says. “The fun seasonal stuff
is icing on the cake, but too many retailers seem to overlook the cake.” Another fundamental retailing tip for accessories: cross-selling. “Don’t let a customer pick up a dress or outfit without suggesting an accessory,” Faust says. “If you can create the total look for them in your store, it’s a more compelling presentation—the accessory you suggest will absolutely help sell the outfit.” Evangelia Pantazis, owner of Melina’s Bowtique, affirms that accessories are key to pulling a look together for customers. This can happen through in-store customer interaction, and it’s also important to transfer this selling tactic to social media. “We love following our retail partners on social media and seeing how they assemble outfits from head to toe,” she says. “Not only do they offer a visualization, but they let their customer know they are a one-stop-shop—an incredible service for today’s busy parents.” Retailers are wise to post complete ensembles (including acces-
ABC KIDS EXPO Las Vegas October 17-19
Corporate Mark Zelen, 212-216-6125 1385 Broadway, Suite 1800 New York, NY 10018
Caribbean/Latin America/South Florida
International
Mid Atlantic
Nathan A. Mamiye 212-216-6008
Mark Wolbransky 215-364-7906
Rolando & Ana Hidalgo 305-599-8717
Midwest Al Zaiff 847-607-8543
North East Bill and Sandie Ellsworth 781-326-3999
South East
West Coast
Richard Rubin 404-577-4383
Teresa Stephen 213-623-8155
Texas/South West
Western Canada
Annette Cardona-Stein 214-403-7464
Jeff Swartz 604-681-1719
SPRING ’18 ACCESSORIES PREVIEW Ooahooah shoulder bag
Izipizi sunglasses OMG Accessories backpack
sories) regularly, while engaging with their audience as often as possible. They should ask for feedback and suggestions on certain looks, not to mention include any sales incentives. “We are a culture of instant gratification,” Pantazis says. “So turn that scroll into a double tap and ultimately a sale by posting awesome content and completing outfits with accessories.” Retailers should also make sure their accessories inventory reflects a range of price points, according to market experts. This provides the customer with options, therefore increasing the chance of a sale. “We believe in carrying different themes in multiple product categories, so if the customer doesn’t need one item they can find something else they may want,” Iscream’s Mines says. Along those lines, Ellen Fruchtman, director of public relations for Mud Pie, advises buyers to stock up on accessories, buying enough to make a statement. “Merchandize small items, like package toppers and add-on gifts like socks and headbands, near point-of-sale for lastminute impulse purchases,” she says, adding, “Position your store as a point of destination for great gifts by offering plenty of grab-and-go
items and, of course, offer to gift wrap.” “Overall, people don’t mind spending a little more to get somebody they really like a nice gift,” Judah says. She claims that $25 to $50 retail is the current sweet spot for accessory gifts. But she doesn’t believe tiny gifts “like keychains and earrings” will be as popular next year. “I’m designing new items that will enable retailers to generate more meaningful sales,” Judah says. Last but not least, experts say not to overlook the special occasion sales opportunity in accessories. Pantazis agrees the demand is strong. Melina's Bowtique started with a small line of crystal headbands and has since added matching sashes for many of its boutique clients. The brand is also now making some of its bestsellers in ivory and white to match special occasion dresses. Likewise, Laurie Schmanski, owner of Cherished Moments, says the brand's sterling silver freshwater pearl bracelets with dainty cross charms are popular baptism gifts. The brand has also noticed an increase in sales of baby rosaries for girls and boys. Overall, delicate, single-charm necklaces and bracelets in silver and gold have proven popular for formal and non-formal occasions of late, she says.
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Trend Gossip Unicorns, flamingos, mermaids, oh my! The latest accessory trends on tap for Spring ’18. KEY ACCESSORY TRENDS for next spring include bright tropical colors mixed with playful patterns. For girls’, cat and unicorn motifs look to be popular themes, while mermaids and flamingoes are also flooding the scene. For boys’, dinosaurs and sharks rank across all retail tiers, with woodland creatures trailing behind as a milder alternative. Besides the perennial straw sun hat or printed bucket hat, baseball caps are trending in sporty to glam designs. Other headwear accessories include classic bows and novelty clips, with abstract bows and knot headbands expected to be especially popular next season. Tech-infused goodies are center of the tween accessories scene. At-the-register items such as portable chargers, attachable smartphone camera lenses, animal-eared headphones or even earbuds built into a comfy headband make ideal impulse buys. Customization is also a growing category—behold lots of pins and patchwork that allow children to add a personal touch to their favorite accessories. Other notable trends for Spring ’18 include pompoms and tassels, bedecking everything from ankle bracelets to sandals, necklaces, hats and purses. This Boho-chic trend continues to take womenswear by storm and shows little signs of cooling off next year. Mud Pie's Fruchtman says you can never go wrong with Mommy & Me styles. "Little girls like anything that mimics Mom,” she explains, citing cute mini bags and sophisticated hats as examples. —E.B.
Malibu Sugar backpack with pins
Cozy Phones headphones
Little Titlee pin Lola and the Boys purse
Stoney Clover Lane sports cap
Gabba Goods earbuds
Ty plush backpack
TREND WATCH
Wear Happy Thoughts THESE DAYS, PEOPLE really could use a reminder that humanity still exists, and fashion is answering the call. Social and political activism have been major themes in adult couture of late, with the trend hitting a high point during this year’s fall/winter New York Fashion Week when designers like Prabal Gurung, Jeremy Scott and Alice + Olivia used their fall collections as billboards to promote social change. Activism-inspired prints, graphics and themes—some more subtle than others—marched their way down the catwalk, garnering plenty of media attention. And while childrenswear is no place for politics or controversial messaging, the social activism theme has trickled down in the form of confidence and positivity. For Spring ’18, expect plenty of messaging promoting self-esteem, peace and happiness. American adults may be sharply divided, but little citizens of the world can unite around a common theme of happy thoughts. —Emily Beckman
Boboli graphic tee
Someday Soon slides
Anthem of the Ants yellow t-shirt
Prefresh cotton longsleeved shirt
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Iscream faux leather purse Happinz pin
OMG Accessories mini bag
Andorine black denim jacket
Omamimini racerback tank dress
Wander & Wonder navy top
Joah Love metallic-lettered t-shirt
TREND WATCH
Molo wrap shirt
Tour de Japan DESIGNERS ARE HARVESTING inspiration from the Far East, specifically taking cues from Japanese culture for Spring ’18. It comes on the heels of tastemaker Rihanna’s Japanese-inspired streetwear collection released last year and The Metropolitan Museum of Art hosting its first-ever retrospective of Japanese fashion designer Rei Kawakubo this summer. Expect to see touches of embroidery, metallic and cherry blossom themes on a variety of loose-fitting and kimono-inspired wrap silhouettes. The minimalistic nature of Japanese design is exactly what designer Dinie van den Heuvel of Infantium Victoria found so striking and influential in the creation of her spring collection. “Minimalism is an exceedingly popular aesthetic these days,” she says, noting iconic Japanese designers Yohji Yamamoto and Rei Kawakubo are leading the way. “It’s very contemporary and beautiful yet utterly practical,” she adds. —Jashvina Shah Art & Eden drawstring shorts
Skylar Luna pajama set
Infantium Victoria
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Babe & Tess embroidered top
Moque wide-leg pants
We’re proud to be a 2017 Earnie Award Nominee!
Chocolette New York dress
Cultivated Kids Showroom 214-630-5455 email: info@cultivatedkids.com Suite 8056 Dallas Market Center Dallas, TX cultivatedkids.com Eva & Elvin tights
Like us on Facebook: Cultivatedkids
Eddie Pen paisley pants
Bunny & Hare sequin one-piece
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Ph oto gr ap h y b y Pris ci lla Grag g
S t y lin g by M ar ia h Wa l k e r
Upon the streets of San Francisco, preppy details and pastel hues help create picture-per fect memories that will transcend time.
Egg by Susan Lazar seersucker blazer, Izipizi sunglasses, yellow button-down shirt by Ruffle Butts, C&C California T-shirt, rainbow ribbon used as bow tie.
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It was another amazing trip — an unforgettable adventure.
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Izipizi sunglasses, Milou & Pilou blouse and skirt with Adriano Goldschmied Kids denim jacket and Namoo espadrilles.
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Twirlin’ and swirlin’...Life is good.
Puma sports cap, Egg by Susan Lazar blazer with dress by Lanoosh, Pop Cutie necklace, Mod Activewear crop leggings and Vans high tops.
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I was surrounded by cool buildings and nice people. Puma sports cap, pink dress by Aisabobo, long-sleeve striped shirt (tied around waist) by Goat Milk, socks from Jefferies Socks and Vans high tops. 33
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It was all so beautiful...Tasted pretty good, too!
Puma sports cap and bag, Ciao Bimba dress, Plush socks, Vans sneakers, wears candy bracelet on wrist. Bottom-left photo and opposite page: Iscream purse, Petit Atelier dress with Namoo espadrilles, carries Western Chief umbrella and wears candy bracelet on wrist.
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Puma sports cap, Inevitable jacket with top by Joules, Pop Cutie necklace, Lanoosh skirt, Jefferies Socks socks, Vans high tops. Hair and makeup by Tricia Turner; styling assisted by Enid Hunt; model: Sophia @JE Model Mgmt.; retouching by Catarina Jordan.
I even made some new f r i e n d s a l o n g t h e w a y. W i l l miss you, San Fran!
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H AU T E TOPICS
EDITOR’S PICKS Blu & Blue shorts Nikola dress
DESIGNER CHAT C Y N T H I A B E N N E T T • D E VO N ’ S D R AW E R
CYNTHIA BENNETT’S FIRST foray into fabric and stitching involved her four-year-old imagination and a book of sample curtain swatches from an encouraging neighbor. The initial patchwork dress that resulted may not have been the height of fashion (“It was a bit of a Frankenstein approach,” she says.), but it was the genesis of a lifetime of creative pursuits. With some encouragement from Mom, Bennett learned to read at an early age, mostly to follow sewing patterns and improve her dress-making skills. What followed were years of happy experimentation with fabric and textiles. But it wasn’t until her first grandson, Devon, was born six years ago that Bennett realized she could channel her passion into a clothing line. Enter Devon’s Drawer. A self-proclaimed “fabrics person,” Bennett focuses on upcycling, a process that uses recycled-yet-comfortable organic materials. In fact, many fabrics are mined from the closets of friends and relatives. Not surprisingly perhaps, Devon’s Drawer is a unique marriage of Bennett’s 1950s suburban California upbringing with the “hippie-ish” lifestyle she lived in her 20s. “Sometimes one design veers more toward one style than another, and we’re working on some ways to have it completely unified,” Bennett says. The line includes classic raincoats, overalls and bonnets. For Spring ’18, the Los Angeles-based company takes upcycling to the next level with the introduction of jackets and overalls made from eco-twill, a fabric comprised of 65 percent recycled water bottles and 35 percent organic cotton. Eco-twill is more durable than traditional polyester, but still lightweight, comfortable and practical, according to Bennet. A dress that gets muddy, for example, she says, will wash easily and be fine. Other styles are made from recycled hemp, polyester scraps and organic materials. Retail prices for the line range from $48 for shorts to $90 for the “Trenchie” jacket. Bennett notes that when materials are recycled, they often downgrade in quality (such as flattening bottles to be used as road surfaces). But textiles such as eco-twill become higher in quality. “It’s a whole avenue that’s been unexplored in the garment industry, and we’re keeping things out of the garbage cycle,” Bennet says. —Aleda Johnson
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Raspberry Plum jacket
True Blue The durability of denim met with the sophistication of an embellished dark wash will make buyers think they’ve dyed and gone to heaven.
How are sales going? Very well! We are really committed to working with like-minded customers. We see educating our customers as an important part of our sales strategy. What is your distribution strategy? Up until Fall ’17, we have been in the mode of supporting small shops and boutiques only. However, we realize there is a need for us to be proactive in online sales, too, so you can expect an expanded website and online store from us in the coming months. When it comes to your personal style, do you have a favorite clothing item? Jeans. I try to keep it simple for myself. Having a ‘uniform’ for work allows you to free your mind. I make so many decisions every day, so when it comes to myself I keep it really simple! What would you be if you weren’t a designer? I would hang out with my grandchildren more. My daughter has been begging me to move back to Vancouver, and I love being with my family, gardening and playing. What do you love most about your job? I really like talking to the customers—the people who are wearing our clothes and learning what they’re looking for. I like hearing about what worked and what didn’t. Where do you see the brand in five years? I see it having a significant following with our customers, knowing they can trust us to produce beautiful and thoughtful clothing for their family and friends.
SCENE & HEARD
Letter Baby Offers Velcro Varsity Patches WHILE DANIELLE POWELL reminisced with her husband about his athletic schooldays, particularly recalling his treasured letterman jacket, the duo was struck with the idea to start their own clothing line Letter Baby. Powell noticed how ridiculous it was sending varsity jackets away to add patches, pondering that there had to be an easier way. “We thought, ‘How cool would it be to affix the patches to the jacket instantly?’” Letter Baby was launched in March 2016 to capitalize on parents’ nostalgia while offering their children a taste of the “glory days.” Just in time for the back-to-school buy, the brand offers six unisex jacket styles in black and white with more than 23 (and counting) Velcro patch options. Patches, wholesaling for $2 each, come in a variety of sizes and designs, including gems, planets, letters, numbers and emojis. When Letter Baby debuted this year at Children’s Club in New York, Powell recalls that “every child who saw the jackets wanted to purchase one.” The jackets, which wholesale for $45, were originally created just for children; however, Powell decided to recently add adult sizes after receiving such positive feedback. “There are not a lot of custom children’s jackets out there, so we thought we’d bring that to the market,” she says. In the future, Powell is looking to offer more jacket colors and custom patches, as well as dabble in backpacks for kids and shoulder bags for women. Letter Baby currently sells online, with the brand’s Instagram presence on the rise. “We’ve been picking up on Instagram as of recently in terms of building the brand and getting more connections,” Powell says. In addition, she plans on growing her presence in specialty boutiques throughout the coming months.
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BEHIND THE SEAMS
Members Only Lucky Jade Kids gives back to small retailers with boutique-exclusive line. LUXURY CHILDREN’S BRAND Lucky Jade Kids is giving back to the boutiques that helped it grow. Aptly labeled the “Boutiques Only Program,” the brand is launching a line of original designs created exclusively for boutique retailers. The limited offerings debuted at the August edition of Children’s Club. “We won’t show them to anyone else or sell them anywhere else; no company website, no big retailers—just boutiques,” explains Leslie Pitts, founder and creative director. “We want to bring back the small and local tailored shopping experience.” Pitts made the jump from designing women’s clothing to childrenswear when she was pregnant with her first child. Looking for something soft yet functional, Lucky Jade began as a line of cashmere blankets before growing into a full collection of layette, clothing and gift items. The new boutique-inspired line continues Lucky Jade’s focus on luxurious fabrications durable enough for little ones. “Babies and kids need to be comfortable in what they wear,” Pitts explains. “Our sweaters are a machine-washable cashmere blend, and we love soft fabrics for our other collections whether they be knitted or woven.” The boutique-exclusive launch sports eight styles in whimsy new prints (from llamas and geometric hearts to butterflies and soft animal prints). Silhouettes include a twirl dress, available in sizes 3 months to 6 years, as well as a baby romper from 3 months to 24 months. The first delivery ships early this
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month with each piece wholesaling for $24. Pitts says that a quick replenishment cycle will be used going forward to provide participating boutiques with new items every eight to 12 weeks, taking customer feedback into account before recommending new designs. So far, boutiques are excited to be part of the program, according to Pitts. Retailers enjoy offering Lucky Jade’s cohesive, detailoriented collection to their customers. “We are not aware of anybody with a focus quite like this, but this goes beyond just a trend for Lucky Jade,” she says. “We are very excited to be working closely with our beloved boutiques to create a new and exciting initiative.” And Pitts isn’t just offering exclusivity to boutiques; she’s offering promotional help. The brand plans to funnel business to the boutiques by providing engaging advertising materials for all the retailers’ digital channels. “We will supply all the social media assets as well to help them promote the partnership,” she affirms. While the unique opportunity may seem altruistic on Pitts’ part, she’s aware of the specially curated experience only boutiques can offer shoppers. Customers at boutiques want to touch and feel products before they buy them for loved ones, which creates long-term sales relationships. “Our boutique community consistently shares stories of 10-plusyear relationships with customers,” Pitts says. “That’s important to us. We started this company to create something special, and boutiques are an important piece for us to deliver that message.” — Aleda Johnson
SCENE & HEARD
Ellen Introduces Baby Lifestyle Line ELLEN DEGENERES HAS announced the launch of her ED Ellen DeGeneres baby lifestyle collection. The new line includes a wide variety of baby categories from furniture and bedding to apparel, accessories and gear. Brand collaborations for the new offerings incorporate several leaders in the children’s product industry like Aden by Aden + Anais, Bivona & Company, Camuto Group, Crown Crafts and Naturepedic. “Babies love to be swaddled and should always be surrounded by love and kindness,” DeGeneres says. “I created my baby collection with that thought in mind. Each piece has a message of love, and the line is filled with whimsical and fun pieces.” DeGeneres’ love and passion for animals is showcased throughout the collection with vibrant animal patterns, the ED doodle dog and dancing bunny graphics. Reflecting an overall classic yet playful aesthetic, designs incorporate other cheerful embellishments such as pop-up bunny ears and happy verbiage like “Love,” “Kind,” “Joy,” “Made with Love” and “I Can and I Will.” Debuted last month, all offerings will be exclusive to BuyBuy Baby stores nationwide and online at www.buybuybaby.com. However, in less than six months, the line is slated to open for wholesale at specialty and boutique retailers.
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SOUNDING OFF
COMING AT YOU
LIVE UNCUT, UNEDITED AND unavoidable—the future of social media is going live, and it’s up to today’s businesses to embrace the ever-evolving platform before getting classified as outdated or worse, uncool. Expert tech forecasters report “livestreaming” is growing rapidly across social platforms. By 2020, video is expected to account for nearly 82 percent of internet traffic (according to Cisco’s Visual Networking Index report), and live video is expected to be a key communication tool for businesses going forward due to its authenticity factor, i.e. seeing is believing. Technology upgrades are only making the process easier to create and share videos. For example, Instagram is adding a guest feature where users can directly share a livestream with a friend. Facebook is also working on an app to enhance videos with editing software, eliminating the need for third-party assistance. Here, industry experts weigh in on their experiences with live social media, sharing advice on how to harness its benefits.
“WHEN GOING LIVE, HAVE A ROUGH PLAN OF WHAT YOU’RE GOING TO SAY OR TALK ABOUT. ONE WAY TO ENTICE VIEWERS IS TO ASK THEM TO PREPARE QUESTIONS OR LET THEM KNOW THERE WILL BE A Q&A. AS WITH ALL CONTENT CREATION, WHEN YOU GO LIVE, ASK YOURSELF, ‘WHAT DO I WANT THE VIEWER TO TAKE AWAY FROM THIS?’” —LOUISA WELLS,
“GOING LIVE HELPS YOU GAIN MORE EXPOSURE IN YOUR SOCIAL CHANNELS. FOLLOWERS GET A NOTIFICATION WHEN YOU GO LIVE SO THEY CAN TUNE IN AND INTERACT DURING THE BROADCAST. INSTAGRAM FEATURES LIVE VIDEOS IN THE EXPLORE SECTION, WHICH CAN BOOST VISIBILITY BEYOND YOUR FOLLOWERS WITHOUT HAVING TO PAY FOR IT. I RECOMMEND USING RELEVANT HASHTAGS TO BOOST VISIBILITY AND MAKE IT EASIER FOR A SPECIFIC AUDIENCE TO FIND YOU. ”
CONSULTANT, THE LIFE
—SHIRLI LAPSCHER, CO-FOUNDER,
OBSERVED
BABY NOOMIE
MOMENTS ALLOW PEOPLE TO FEEL LIKE THEY’RE
“KEEP YOUR LIVE VIDEO CONCISE AND INTERESTING—NOT AWKWARD AND BORING. IF YOU’RE NERVOUS, JOT DOWN A FEW TALKING POINTS TO REFERENCE IF YOU GET FLUSTERED. FOR BEST RESULTS, SHOW VIEWERS WHY THEY SHOULD BUY A PRODUCT RATHER THAN AGGRESSIVELY PUSHING THEM TO BUY.”
PART OF THE EXPERIENCE. FOR INSTANCE, IF
—ADRIENNE DORSEY, OWNER, MAGNOLIA PR
“LIVE ALLOWS PEOPLE TO LEARN ABOUT YOU ON A PERSONAL LEVEL—SEE THE WAY YOU SPEAK, LAUGH AND WORK. SO, JUST BE YOURSELF! THESE CANDID
I’M SHOPPING, I CAN ASK VIEWERS FOR THEIR OPINIONS ON THE OUTFIT: ZIPPERS, COLORS AND SO ON. MOST PEOPLE SHOP THROUGH
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“YOU CAN’T EXPECT YOUR FOLLOWERS TO JUST DROP IN ON
SOCIAL MEDIA NOW, CLICKING ON A
YOUR LIVESTREAM. IT’S ALWAYS BEST TO LET THEM KNOW
PAGE AND VIEWING THE PICTURES, SO IT’S
AHEAD OF SCHEDULE SO THEY CAN BE SURE TO CHECK IN ON
VERY IMPORTANT TO KNOW HOW TO BRAND
TIME. THAT WAY YOU’LL GET THE MOST ENGAGEMENT AND
THROUGH THESE CHANNELS.”
OPEN THE BEST LINES OF COMMUNICATION.”
—NICOLE STEVENS,
—LAUREN HINES,
DESIGNER AND OWNER, FIVE KARATS
OWNER AND DESIGNER, ELIZABETH CATE
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Q&A continued from page 17
worn our products on the red carpet multiple times, and he always looks amazing. What specifically is Appaman doing to adapt to this rapidly changing retail landscape? So far, our department store business remains strong, and we have been able to transition with the changes. Overall, we have transitioned nicely to combine brick-and-mortar with our online sales. While we are aware of the challenges and are fostering our relationships, we our doing our best to give our partners a great shot at success. From a brand perspective, we have to cater to both tiers. That said, I think there’s a place for the brick-and-mortar stores in the future. People will always search for a sense of community, and I know one of the reasons why I like living in Brooklyn is the local businesses. They all provide an experience that I appreciate. I think that’s the key word when it comes to brick-and-mortar. Traditional stores have to provide a great experience to compete with the convenience of e-commerce. What might this landscape look like in five years? I wish I knew! Right now, I’m just working within the landscape we have been given, and I don’t think anyone is thinking five years ahead with the current pace of change. We all have to roll with the punches and adapt quickly. In the meantime, we must provide great products and give back whenever we can. For instance, we work closely with GOOD+ Foundation (Jessica Seinfeld’s charity) and are proud to partner with them and their great cause. We have donated to this charity since its inception. We also encourage kids to have fun, explore their surroundings and, most importantly, be kids. We want them to stay their age and dress the part. ~TTTTTess nn PPPP ~ Sust TnnnTP CCCTecciins fif BnBB TnnP 1198
What’s it like working alongside your spouse? The advantages are that we get to spend time together, which is rare in this fast-paced world. I’d say 85 percent of the time we are on the same page; we find the same things funny and react similarly to situations. The other 15 percent brings challenges of disagreement, which we find healthy and manageable. You started Appaman before you had children, and now have two daughters. Do you think they’ll take the helm someday? We try to keep the business separate from the family. They occasionally come to the office when they are home from school and help with small projects. When they were little, we used them as models along with their friends, but now they’re engaged in their own worlds. We hope they’ll start their own business one day, and after watching hundreds of episodes of Shark Tank, I think they may just have that entrepreneurial spirit.
FAIR TRADE & MADE WITH LOVE
What do you love most about your job? I love working with such creative and motivated people. The expanded Appaman family is full of great people who I never would’ve gotten the chance to meet had this little monkey not come into our lives. •
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In the past year, The Red Balloon has flooded its inventories with World Champion Chicago Cubs gear, from hoodie dresses to infant one-pieces. With one location a baseball’s throw from Wrigley Field, it’s no surprise the sports paraphernalia is Pope’s fastest growing category this past year. “Cubs apparel has been a huge addition for us, and we love our Cubs fans of all ages,” Pope says. Another gap in the market Pope is planning to fill soon is the demand for Halloween costumes. It is now the second largest consumer holiday after Christmas, and Pope sees a niche amid the parade of adult-oriented pop-up shops that look to capitalize on the holiday. It leaves a great opportunity open for local boutiques, she says. Pope has procured unique ensembles from Rubie’s Costume Company, posh princess dresses from Little Adventures and handmade gems from Etsy. Being so in tune with her customers is important in a market competing with the largest concentration of Target stores in the country. “Even my high-end paying customers are at Target once a week,” Pope says. To compete, The Red Balloon gives its customers something most big box stores cannot: exceptional service. Both stores offer free gift-wrapping, personal shopping and a birthday club, giving parents 10 percent off during the entire month of their children’s birthdays. —Aleda Johnson How is business this year overall? The Red Balloon has had a fantastic year. We are all enjoying the upside of long-term experience—a sense of calm. What’s the biggest challenge facing your business of late? What I continue to encounter in clothing buying is themes or styles that are so current that they are represented in a majority of lines, so it becomes duplicative. A Monet-inspired, floral pattern dress is darling but after two or three, we’re good. And not everyone owns a boat, so I don’t know how much farther we can take this nautical sailboat theme.
The Red Balloon Chicago, IL
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F THERE’S ONE thing Jennifer Pope knows about the retail business, it’s how to serve her customers. What started out as a children’s furniture store in 1998 soon reached loftier heights with The Red Balloon—two 1,500-square-foot boutiques in Chicago chock-full of toys, books, gifts and clothing. The apparel options range from signature initial tees and threads from local designers to childrenswear mainstays like Appaman, Mayoral, Tiny Whales and Paper Wings. Pope, the owner and founder, aims to offer something for every customer who walks through her door, from the organically conscious mom to an aunt looking for a birthday gift to the dad overwhelmed by shopping—for anything. “We have a lot of longevity with our customers, and each thinks of us for a certain thing they’re looking for,” Pope says.
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What’s the smartest decision you’ve made recently? The smartest decision that I have made, and continue to make, is to invest in my incredible staff. I can’t tell you how lucky I am to work with the most enthusiastic, kind and hardworking people. I am so fortunate, and from what my customers tell me, they think so too. What is the most effective way you reach new customers? We want to be sure to predict the customers’ needs because we have all experienced the useless nature of marketing that is not targeted to you. So we keep detailed notes for our customer files; do they prefer an email? A note in the mail? Do they want to see photos before coming in? This is how we prefer to reach out to our customers—one individual at a time. Does social media play a role in your marketing strategy? We use several social media channels, and our Instagram is currently the most popular. We are living through a very visual age, and wellcurated children’s items make for great images. What might be different about your stores in the next five years? The Red Balloon will celebrate its 20th anniversary next year, a crazy notion to me. As for the future, I will listen to my staff, and to my customers. They will tell me what path to take.
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CLOTHING FOR THEIR LITTLE WORLD