Earnshaw's | Infants', Girls', Boys' Wear Review | 2009 • January

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

JANUARY 2009 $5.00

Top Coat

Polishing Off the Season with Shimmery Outerwear

The New Math

School Uniform Sales Add Up

Unreasonable Act The Industry Responds to the CPSIA

Quick Picks Stocking the Cash Wrap

For babies only

®

a e P o n S

Extraordinary garments e for young sprouts sprouts! www.snopeasprouts.com SnoPea logo and “tag line” are registered trademarks of SnoPea, Inc. © 2008 SnoPea, Inc.

January 5,6,7 2009 Monday - Tuesday 9am-6pm Wednesday 9am-5pm

Jacob Javits Center Running concurrently with ENK’s Circuit & Intermezzo Collections

Photo & Business ID for Admission | ENK International | t. 212.759.8055 f. 212.758.3403 c h i l d re n s c l u b @ e n k s h o w s . c o m | w w w. e n k s h o w s . c o m / c h i l d re n s c l u b | w w w. e n k t r a v e l . c o m

January Inventive Playthings

NEWS 10 Licensing 12 Apparel 14 Retail

COLUMNS 16 18 22 24 26 28 54

What’s Selling Pampered The Goods Coast 2 Coast Little Steps Unwrapped Viewpoint

Showrooms

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Dallas – Eureka 8220 Atrium, 8th Floor Los Angeles – Bozeman Assoc. 355B Seattle – Arlene Oom & Co. Suite 291 Minneapolis – Gift Mart – Square 1, Red 233

IN EVERY ISSUE 7 15 59 59

Atlanta – AmericasMart

Editor’s Letter Calendar Where 2 Buy Ad Index

44

Toys South. Bldg 2 West Wing, Ste. 768B/794A

VOLUME 93, NUMBER 1

Ducky Duck Pull Toy

FEATURES 30 Cashing In Retailers keep registers ringing with accessories and extras that add up.

34 School Daze Examining the opportunities that uniforms offer to shelter the industry from financial hardships.

38 Testing the Limits Manufacturers

feel the weight of the Consumer Product Safety Improvement Act.

FASHION 44 Freeze Frame Classic cuts and tra-

ditional styling infuse outerwear with a dress aesthetic.

ON THE COVER: London Fog by Amerex metallic star coat. Photography by Diane Vasil. Hair and makeup by Chuck Jensen for Mark Edward Inc. Fashion editor: Nicole Yee. THIS PAGE: Pacific Trail by M. Hidary wool coat with built-in hoodie; Phat Farm

by Parigi two-fer.

50 Pop Life Shiny, happy hues heat up cold-

weather coats.

60 I Spy Gray emerges as a go-to hue, making the perfect complement to shades of yellow.

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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 children’s wear industry is published monthly by Symphony Publishing NY, LLC, 8 W. 38th Street, Suite 201, New York, NY 10018-0150. 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 2008 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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Request your free HABA catalog!

Call 1-800-468-6873 or visit www.HABAusa.com HABA® is a registered trademark of the Habermaass Corp., Inc.

EDITOR'S LETTER

Digging In

Insulate against, rather than hide from, a bleak forecast.

Our fashion focus for this issue is cold weather goods: coats and jackets and hats and scarves—anything to help little ones stave off the cold. Our photo spreads this month (starting on page ) offer a look at two disparate trends: cozy, classic outerwear, featuring the hallmarks of neutral colors, fur trims and bold plaids; and bright and shiny options, which epitomize the fun of playing in the season’s first snowfall. And while we cover this category every January, it’s especially appropriate this year as the industry as a whole tries to find ways to insulate itself from the current economic squall.

This protective mode is prompting retailers to make deeper commitments to the brands that represent true partnerships and reliable sales. They’re also reevaluating product categories to determine which ones might offer a new or larger source of income. To that end, we investigated two possible profit centers. In “School Daze” (page ), retailers and manufacturers

discuss the revenue that school uniforms represent and offer tips to help buyers decide if this category might be the boon they’re looking for. Then, in “Cashing In” (page ), we underscore the value of impulse purchases. Though they’re typically lowmargin items, with the right positioning and upsell strategy, extras like bows, jewelry and hosiery add up. To help you stock up, we’ve provided a showcase of quick pick-me-ups you’ll find at the upcoming AmericasMart and New York International Gift Fair shows.

While retailers dig in deeper to survive these tough times, manufacturers are busy peeling back the layers of the Consumer Product Safety Commission’s (CPSC) Consumer Product Safety Improvement Act. In “Testing the Limits” (page ), vendors discuss how they’re keeping abreast of the many facets of the law and their plans for becoming compliant. Though the first instinct for some was to ignore the impending storm, most quickly recognized that being

proactive was the best option. Through coordinated lobbying, the industry has secured clarifications on the law and opened a dialogue with the CPSC to help educate the agency on our processes and commitment to supplying safe goods. However, with the effective date approaching for the retroactive ban on lead, the industry waits to see if there will be a reprieve on a rule that many fear will leave them out in the cold.

Caletha Crawford Publisher & Editor in Chief

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EDITORIAL Caletha Crawford Publisher & Editor in Chief Leslie Shiers Managing Editor Nicole Yee Fashion Editor Ellen Keohane Senior Associate Editor Melissa Knific Associate Editor Jacqueline Micucci Contributing Editor Jamie Wetherbe West Coast Editor Angela Velasquez Editorial Intern Nancy Campbell Creative Director Trevett Neal McCandliss Art Director Shakeema Haynes Associate Art Director ADVERTISING Erwin Pearl Vice President of Sales ext. 17, epearl@symphonypublishing.com David G. Gaunt Marketing Director (661) 251-2448, dgaunt@symphonypublishing.com Rita Polidori O’Brien Advertising Manager ext. 31, robrien@symphonypublishing.com Caroline Diaco Special Accounts Manager ext. 18, cdiaco@symphonypublishing.com Jennifer Craig Special Accounts Manager ext. 19, jcraig@symphonypublishing.com Patrick Thomas Sales Representative, Canada (514) 383-0916, pthomas@symphonypublishing.com Maureen Johan Classified Sales (781) 453-9310, mjohan@symphonypublishing.com Laurie Guptill Production

A D M I N I S T R AT I O N Melanie Prescott Circulation Manager Sanford Kearns Webmaster EDITORIAL AND EXECUTIVE OFFICE

8 West 38th Street, Suite 201, New York, NY 10018-0150 Tel. (646) 278-1550, Fax (646) 278-1553 nyeditorial@symphonypublishing.com CIRCULATION OFFICE 21 Highland Circle, Needham, MA 02494 Tel. (781) 453-9310 ext. 24, Fax (781) 453-9389 circulation@symphonypublishing.com WEST COAST OFFICE 15674 Poppyseed Lane, Canyon Country, CA 91387 Tel. (661) 251-2448, Fax (661) 250-9912 dgaunt@symphonypublishing.com

SYMPHONY PUBLISHING NY, LLC CORPORATE HEADQUARTERS 26202 Detroit Road, Suite 300, Westlake, OH 44145 Tel. (440) 871-1300 Xen Zapis Chairman Lee Zapis President Rich Bongorno Chief Financial Officer Sid Davis Group Publisher

LEARN

& GROW WITH C.A.R.A. Attend C.A.R.A.’s retail math seminar series and learn how to run your stores more efficiently.

Get your questions answered regarding: • Calculating open to buy • Determining pricing beyond keystone • Figuring out net profit • Budgeting for marketing/advertising and determining ROI • Determining turns per square foot • Timing and pricing sales • Disposing of leftover inventory • Getting the most out of vendor partners, including discounts, co-op ads, etc.

West Coast Location: KidShow, Las Vegas Date: Tuesday, Feb. 17 Time: 8 a.m.

East Coast Location: ENK Children’s Club, New York Date: Monday, March 9 Time: 8 a.m.

CHILDREN’S APPAREL RETAIL ASSOCIATION

RSVP to rsvp@caratoday.com and specify which event you will attend.

Tickets cost $20. Attendance for C.A.R.A. members is free.

Charter Sponsors:

licensing news BT Kids Takes on Nicole Miller License Bringing another high-end designer to the children’s market, BT Kids Design Group of New York has secured a license for the Nicole Miller brand, covering girls’ and boys’ wear for newborns through size . The company plans to unveil its first Nicole Miller girls’ collection for sizes  to  for Holiday ’ at market this month.

Miller, acclaimed for her easy pieces and dynamic prints, is working closely with BT Kids design director Amy Pang on the overall look of the line. “It will be a takedown of what she’s done with her collection,” Pang said, describing breezy, draped silhouettes made for free-spirited, carefree kids. For holiday, Pang is concentrating on dresses made of taffeta and charmeuse fabrics with a lot of shine, plus pleating details and trims for extra pop. Pang noted that interpreting Miller’s style for younger ages has been easy, in part because many of the designer’s go-to prints—such as geometrics and oversize florals—are well received in the children’s market.

Carol Meyerson, Nicole Miller brand manager at BT Kids, said the holiday offering will be small, but it leaves much room for expansion. Nicole Miller will have control over the line’s distribution, she noted. Call () -.

Brooks

Brooks Fitch Apparel Group, a New York-based priFitch Adds vate label and branded children’s apparel manufacPrecious turer, is producing a new line of infant and toddler Moments apparel based on the classic collectible characters of Apparel Precious Moments under a deal brokered by United Media. “Licensing expansion is a key element of our growth plan,” said Eli Safdieh, principal of Brooks Fitch Apparel Group. “This is a big and exciting launch for us.”

The initial collection comprises layette, playwear, sleepwear, dresses and sportswear plus gift sets featuring advanced embellishment techniques that allow for -D artwork. The Spring ’ apparel program has been a hit with the company’s existing partners and key retailers, Safdieh said, noting plans to expand the fall line with sweater, velour and microfleece sets as well as corduroys, jeans, pajamas, blanket sleepers and sleeping bags. The licensed product has been competitively priced (at  to  wholesale) to reflect the economic climate, he added, and is available to mid-tier and mass retailers. Call () -.

Fisher-Price Baby Line Relaunching at Kmart Having originally introduced a baby and toddler apparel line for its Fisher-Price brand through Sears stores in Fall ’, Mattel Inc. has created a new collection to launch through Kmart for Spring ’.

Kmart stores will be carrying children’s playwear for sizes  months to T created by Mayfair, a Tawil Associates company in New York, and infant and toddler footwear from Buster Brown, the kids’ division of St. Louis-based Brown Shoe.

“For each category we’ve partnered with best-in-class partners,” said Andrew Chi, director of marketing for FisherPrice consumer products. Chi said the latest line, which features artwork of popular Fisher-Price toys like the Chatter Phone and Busy Bee, was developed in partnership with Kmart. “To launch a successful program, it’s critical that we closely collaborate with our retail partners,” he said. Contact Mattel at () -.

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January 2009

HOT PROPERTIES

• United Media is now the exclusive licensing agent for Rainbow Brite, a property introduced by Hallmark in . United Media also acts as agent for Hallmark’s hoops&yoyo and Maxine brands. Call () -. • Out of the Blue Enterprises’ animated series “Super Why!” will feature in new lines from the following licensees: Kids Headquarters (caped sleepSuper Why!

wear and graphic tees), Berkshire (cold weather accessories and rainwear), Global Design Concepts (backpacks and bags), Handcraft Manufacturing (underwear and socks) and H.E.R. Accessories (hair accessories and jewelry). For other opportunities, call () -. • Atari Inc. has named Brandgenuity North American licensing agent for its interactive gaming properties, which include Asteroids, Missile Command and Pong. The firm will target all non-gaming product sectors, including apparel, domestics, social expressions and accessories. Call () -. • McCubbin Hosiery of Oklahoma City extends its partnership with Keds for its Spring ’ children’s hosiery collection. The line includes casual and athletic socks, tights, leggings and sock liners made to be worn with slip-ons and is geared toward mid-tier retailers. Call () -. • CopCorp has signed several new licensees for the Ringling Bros. and Barnum & Bailey family entertainment brand, including Giant for girls’ and boys’ T-shirts, fashion tops and fleece; Freeze/Central Mills for infant and toddler knit tops and bodysuits; SaraMax for infant sleepwear; and Nuova Idea for bedding, slumber bags and other décor items. For other opportunities, call CopCorp at () -.

earnshaws.com

The Malia and Sasha Effect Both Biscotti and Gerson & Gerson are enjoying escalated sales with the recent plug given to them by Barack Obama’s daughters on election night, when -year-old Malia wore a bright red Biscotti bubble dress and -year-old Sasha donned a black Malia Gerson & Gerson babydoll frock.

Obama’s “Almost immediately, we started Biscotti dress receiving calls from stores and customers about the dress,” said Judy Beall, sales and marketing manager for Biscotti. “The dress was a bestseller from the minute it hit the selling floor. Once it was worn

by Malia, however, the sales escalated even more.” Both Biscotti and Gerson & Gerson plan to continue the dress styles in  in new fabrications. Gerson & Gerson has even named the dress style “Sasha.”

As for the inauguration, tween retailers weighed in on who should wardrobe the first daughters for Jan. . Angela Janetakis, owner of Beverly Frills Boutique in Port Jefferson, N.Y., voted for simple elegance, suggesting Sister Sam’s Queen of Diamonds dress (a long-sleeve knit dress with an ivory top, black skirt, and pearl and rhinestone encrusted waistband) for Malia and Biscotti’s Portraits in Pearls dress (an ivory lace dress with a pearl-adorned black velvet bolero jacket) for Sasha. Suzy O’Brien, owner of Boston’s Pixie Stix, would style the girls in Little Marc Jacobs—for Malia, a gray silk pleated dress with pink heart print and exposed back zipper; for Sasha, a navy short-sleeve babydoll dress with orange and blue polka dots.

Jamari Adds Elle Kids’ Wear Elle branded childrenswear from the CWF Group of France will return to the United States beginning with the Fa ll/ Winter ’ collection. The sportswear line, which left the U.S. market in , offers clean and sophisticated coordinating pieces for girls’ sizes  to . Buyers can view the Elle collection beginning Jan.  at Jamari International’s new corporate showroom in New York, as well as the Twig showroom in Los Angeles.

Wholesale prices range from the high teens to  and up for outerwear; dresses range from  to . Call Jamari at () - or visit www.jamariltd.com.

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January 2009

• Pocket Peelies of St. Louis believes it’s all about the pockets when it comes to denim. Made from premium denim, the patent-pending Pocket Peelies allows kids to personalize and diversify their jeans by simply replacing the back pockets. Available in sizes  to , Pocket Peelies offers a traditional bootcut style for girls; a standard denim cut for boys; and about  different pockets that easily snap on and off (the pockets fit on any size jean). Pocket styles include skulls, motorcycles, rocket ships and sailboats for boys; girls can choose from butterflies, cherries, ballet shoes, cowboy boots, ice cream and hearts. The denim ( wholesale) features adjustable waistbands. Each pair comes with two sets of pockets; additional pockets wholesale for  each. Going forward, the company will expand its silhouettes and add rhinestone details. Call () - or visit www.pocketpeelies.com. • Pocket New York-based Pamela Peelies Jo has unveiled the boys’ line Handsome Jack for Spring ’. Consisting of cotton and cotton/polyester-blend tees, lap tees and one-pieces, the collection for  months to size  combines humor with a funky retro style.

The heat transfer images and sayings include a license plate that reads “Dad’s Boy;” a monkey wearing a tie; and “The prince has arrived.” Colors include white, black, heather gray, and various shades of blue and orange. Wholesale prices are  and .

Call () - or visit www.pamelajodesign.com. • Tween and junior brand Vanilla Star teamed up with five-time Olympic medalist Nastia Liukin to introduce Nastia Gold for Fall ’, a collection of inspiring lifestyle pieces for tweens and teens in sizes extra small to large. Aimed at mid-tier retailers, Nastia Gold’s Spring ’ line features skinny jeans, screenprinted tees and long-sleeve tees, hoodies, yoga pants, metallic leggings, lightweight jackets, denim skirts, capri sweatpants and denim vests. Wholesaling for  to , the collection comes in black, white, pink and gray colorways with metallic accents in gold and silver used throughout. Screenprinted graphics include flowers and peace signs, stars with wings and butterflies. Many of the tops incorporate a metalearnshaws.com

Las Vegas KidShow to Offer Recession Busters lic cheetah print.

Hoodies and tees feature the sayings “Go for Gold,” “Nastia Gold” or “Live the Dream.”

Call () - or visit www.vanillastarjeans.com.

• Vintage April of Chandler, Ariz., offers playwear and holiday dresses for girly girls whose moms seek comVintage fortable, functional April clothes. The vintage-inspired Spring ’ cotton collection for sizes  to  features a three-tier peasant skirt, a matador capri pants set, and embroidered skirts and pants with peek-a-boo lace. Colors feature black and white with pops of orange. The line wholesales for  to  for the dresses. For Fall ’, the company is looking into silhouettes with brushed cotton and silk shantung dresses. Call () - or visit www.vintageapril.com. • Spreading positive messages, Be a Buddy of Crystal Lake, Ill., offers a collection of -percent cotton one-pieces, Be A tees, hoodies, thermals, tanks, Buddy dresses, sweatpants, leggings and yoga pants for newborn to size . Originally an adult line, the collection features animal graphics, including a lion with the saying “fine furry friend,” penguin (“be a friend”), giraffe (“stand tall”) and a cowgirl on a horse (“BFF”).

Wholesaling for  to , Be a Buddy is customizable by color and graphics. Organic tees are also available. Call () - or visit www.jensideas. com. earnshaws.com

To help retailers in the new year, KidShow Las Vegas is launching the Recession Busters Special at the February show, being held at Bally’s Feb. -. Available to all buyers attending the show, the promotion will provide retailers with special prices on specific items, discounts on shipping, extended terms and more.

“All stores and buyers will be careful with their spending in the next few months but they need new products in their stores to generate sales,” said Denise Raeside, show manager of KidShow. At press time, the following vendors were participating in the promotion: Cherished Moments, Cricket & Monkey, Flap Happy, Flutterbye, Hopscotch Designs, Hula Baby, Itsy Bitsy Hearts, Josmo Shoes, Little Things Mean a Lot, Posies Accessories, One Ruby Lane, Rubimoon, St. Lawrence Textiles (Baby’s Own & Crème de la Crème), Sage Creek, See Kai Run and Vitamins (Skidders).

The February show will also bring new faces, including Bibbitec, Chica’s, Eclecticikid, Ittikid, Jannuzzi, Monkey People, Pecoware, Pink Iced Tee and Wyo-Horse, among others. For a complete exhibitor listing, visit www.kidshow.cc.

Patricia Ann Designs Opens The PAD Showroom Patricia Ann Designs expands the concept for the Lake Forest, Calif., boutique it opened last year, reimagining the ,square-foot space as a West Coast wholesale showroom. The PAD Showroom, which will launch for market on Jan.  with a VIP reception, represents  “mom-preneur” companies including MOD Rocks, Georgie Tees, Punky Bunks, OC Aloha Baby, Cade Christian, Belle Pearl, Kurly Girlz and B Baby Bling. Call () - or visit www.thepadshowroom.com.

Paramount Bows Triple Star Following a soft launch of Fall/Winter ’, outerwear manufacturer Paramount Apparel of New York is introducing Triple Star, a higher-end line for boys and girls. Joining the company’s sporty Big Chill brand, Triple Star targets better department stores and boutiques with wholesale prices of  to . “Triple Star is going after different retailers,” explained Michael Adler, Paramount Apparel’s president of sales.

Available in sizes  to girls’ /boys’ , Triple Star offers higher-quality fabrics and dressier, edgier designs, such as a ruffled satin coat with a fur-lined hood and a long shearling coat with floral embroidery. For boys, trends include buffalo plaids, neon pops, fur-lined hoods and color blocking. Call () -.

January 2009

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retailnews

The Credit Freeze The economy has retailers feeling pressure from both ends: consumers aren’t shopping and banks aren’t lending. Here are some tips for retailers wondering how to finance their business.

1. Shop around Don’t stick with a bank based solely on proximity. Financial advisers like Patricia M. Johnson and Richard F. Outcalt, co-founders of the Retail Owners Institute, a Web-based retail finance resource, advised retailers to ask their peers and others in the industry for recommendations.

Andrej Suskavcevic, CEO of the Commercial Finance Association (CFA), a trade group representing the asset-based financial services industry, said there are lenders out there that can provide the capital to help keep business running. The CFA, for example, offers a service on its Web site that allows businesses to search for financing by area, type and amount desired. “That service is taking off slightly because a lot of companies are struggling to find financing,” Suskavcevic added.

2. Be open The good news is companies that have strong balance sheets and are managing their businesses well should be good candidates to get lending, Suskavcevic said, noting inventory can also make good collateral.

In today’s economic environment, the key to success is the amount of debt on a company’s books, said Earl G. Wooten, vice president underwriting manager of Wells Fargo Capital. “If they are not over-extended, then they have the capacity to borrow more.”

Über-licous

January 2009

3. Be proactive Even if your business is doing well, it helps to be proactive, according to advisers. Don’t wait until you’re on the brink of disaster before reaching out to a bank. Setting up a line of credit is a good idea for those unexpected times when money may run short, Johnson and Outcalt noted.

4. Curtail plans Now may not be the best time for businesses to expand. The profitability is not there to drive that kind of growth, Wooten cautioned.

Anyone expanding would have to rely heavily on the banks, which have had to increase pricing in light of the losses they’ve recently experienced, he added. —ELLEN KEOHANE

Retail concepts that go above and beyond.

Following the success of their Edina, Minn.-based boutiques Über Baby and Expecting Über Baby, Lynne Gonsior and her husband Dan Gonsior wanted to expand their brand. But facing a tough economy, they knew opening another exclusive shop would not be a good idea. Instead, the couple thought outside the box and subsequently launched an outlet and an Über Baby shop-inshop concept in . Both have proven to be a success, according to Lynne.

About eight months ago, the couple opened the ,-square-foot Über Outlet in Minneapolis after they noticed other boutiques selling discounted, out-of-season clothing. “Why waste valuable retail square footage with clearance that’s sitting next to full price?” asked Lynne, who is president/CEO of the business. She approached 14

In light of the tight credit market, lenders are implementing more stringent due diligence processes. So Jeff Green, president and CEO of Mill Valley, Calif.-based retail real estate consulting firm Jeff Green Partners, suggested retailers share as much business and credit information as possible.

Johnson and Outcalt agreed that retailers should keep their bankers updated on projections and real results. That way, bankers can continue to provide financial counseling on an ongoing basis and as a result may be more willing to loan funds on short notice, they added.

these stores with a plan: Their outlet could handle sales of discounted merchandise for kids and adults as long as it has been reduced by at least  percent and the Über Outlet received half of the sale price. Right now, Lynne said the outlet is doing “far better” than the couple’s two retail stores and they are looking to expand the concept.

In addition, the company launched a x-foot shop-in-shop concept in October that includes Über Baby signage and product—an idea that came from other retailers. “People were saying, ‘I want Über Baby in our stores,’” Lynne said. Über Baby pays for the fixtures and does the buying in return for a percentage of sales, she explained. So far, six have opened in the Minnesota area. “Our goal in  is to roll this out nationally,” Lynne said. Visit www.myuberbaby.com. earnshaws.com

Market dates and events.

JANUARY 5-7 Children’s Club Javits Center, New York, NY (212) 759-8055 www.enkshows.com

6-14 Atlanta International Gift & Home Furnishings Market AmericasMart, Atlanta, GA (404) 220-3000 www.americasmart.com

14-17 Surf Expo Orange County Convention Center Orlando, FL (800) 947-SURF www.surfexpo.com

14-20 Dallas Total Home & Gift Market

CALENDAR

Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

London, England +44 (0) 1484 846069 www.bubblelondon.com

15-18

United Boston Children’s Wear Show 75 McNeil Way Dedham, MA (781) 407-0055

19-21

TransWorld’s Jewelry, Fashion & Accessories Show Donald E. Stephens Convention Center Rosemont, IL (800) 323-5462 www.transworldexhibits.com

22-25 Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

17-20 Stylemax The Merchandise Mart Chicago, IL (800) 677-6278 www.stylemaxonline.com

22-24 ASR San Diego Convention Center San Diego, CA (949) 226-5744 www.asrbiz.com 3 25

18-19 Bubble London Olympia 2 Hammersmith Road

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Kiddie Land

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Kathleen’s Kids

An Ardmore institution, Kiddie Land has outfitted the town’s children for more than 21 years. Though the store’s newest owners—Karen Wallis, along with her sister and mother—each had a background in education, with some quickly gained, practical knowledge the family not only continued the store’s tradition of excellent service but added more. “Our most popular service is our complimentary gift wrapping,” Wallis said. “A gift from Kiddie Land announces the arrival of something special.”

This shop originated four years ago as a small storefront in downtown Yukon by three mothers with a passion for kids’ fashion. It has since grown into an award-winning 4,000-square-foot children’s boutique offering shoppers an opportunity to scoop up rare brands.

Customers have a chance to save on the store’s ever-changing stock by signing up for a rewards program.

“We also have a huge e-mail list and regularly notify customers of sales and events,” owner Cindi Horton explained.

Kathleen’s Kids’ personal shopping service and custom bows are just two of the attributes that have contributed to its growth. The 15-year-old Tulsa store recently moved into a 9,000-square-foot space and offers a special experience that excites parents and kids. “Parents come here for one-stop shopping, but kids are entertained with our fabulous runway and chandelier,” said store manager Nancy Koch. “Parents don’t have to go anywhere else.”

Infants/Toddlers

Boys 4 to 7

• Mud Pie: ruffled hot pink and lime

dresses with a matching jacket, blanket and headband • Jordan Lee Originals: boys’ camouflage coveralls with coordinating blanket, hat and booties • Vitamins: pink and brown toile gift sets with a one-piece, jacket, hat and socks • Baby Lulu: infant sacks in vibrant prints • Tea Collection: Daily Tea mix-andmatch tunics and leggings • Baby Club: gowns with bear appliqués • Kissy Kissy: convertible gowns in bright prints • Rabbit Moon: striped coveralls

and pants with a matching bomber jacket

• Petit Lem: 100-percent bamboo tops

and matching warm-up suits

• Roxy: zip-front logo hoodies and tees • Julius Berger: soft ivory cardigan with pearl buttons

and bottoms in aqua blue • Good Lad: three-piece sets with a plaid shirt, jeans and corduroy jacket • Gold Rush Outfitters: red, long-sleeve “Quarterback Master” tees • Knuckleheads: logo hoodies with matching knit hats • Boys ’n Berries: dressy vest and pants sets • Catimini: striped, screenprinted tees • E-Land Kids: striped rugby shirts • Kitestrings: coordinating knit sweaters and twill pants with zipper pockets

• Haven Girl: party dresses with leg-

• Elébini: multicolor floral print tops with

Girls 7 to 14

• Lil’ Fans: two-piece sets with college

• Mack & Co.: printed drop-waist tops

mix-and-match sets with a black tee, floral skirt and striped leggings • Kokonut Kids: hand-dyed, drop-waist dresses with pink and gray stripes and gray leggings • Peaches ’n Cream: black two-piece crushed velvet sets with ruffles and leopard accents • It Jeans: slim-fit jeans in vintage washes • Baby Lulu: printed dresses with leggings • Fayella Blu: funky apron-style tunics and skirts • Juicy Couture: printed message tees

• My Little Sweet Pea: silver jewelry • Kiddopotamus: solid-colored Swaddle

Girls 4 to 6X

a tiered skirt and tulle petticoat

and ruffled leggings

• Flowers by Zoe: black tattoo-print

dresses with slate gray leggings • Hannah Banana: blinged-out jogging suits in an oversized bird print • Zaza Couture: textured dresses in funky fabrics with bright tights • Room Seven: mixed print dress with ruffle embellishments • Catimini: dress top and pant sets with plaid trim • At Home: two-piece pajama sets in a handbag and shoe print

16

• Le Top: Wedgwood blue airplane shirts

January 2009

• Girlfriends by Anita G: three-piece,

gings and bling

Boys 8 to 20 • Wes & Willy: vintage denim jeans and gray, long-sleeve argyle tees

• Calvin Clothing: light blue, long-sleeve dress shirts and pants

• Junk Food: Star Wars tees • Kingsley: abstract print T-shirts Accessories/Gifts

• Bunnies by the Bay: storybooks with character dolls sport logos

Me cotton blankets

• Wee Squeak: girls’ Mary Janes; boys’ tennis shoes and loafers

• Zid Zid: ballet flats and metallic bookends • Manhattan Toy: Baby Stella dolls and

accessories • Morgan and Milo: navy shoes with yellow flame accents • Arthur Court: silver baby bowl and spoon sets with bunny and bear patterns • Taggies: plush toys with colorful tags —ANGELA VELASQUEZ

earnshaws.com

HotTotTee long-sleeve one-piece

Text Message Baby organic cotton bodysuit Vintage cotton tee by Joah Love

Wry Baby blanket and cap set

Elegant Baby shirt and hat set Burps, Bibs and Beyond bib

Instant Message

MissWit one-piece

Conversational baby wear and accessories do all the talking. –Angela Velasquez

Southern Brand distressed T-shirt Funzees bodysuit

Little Celebrity tee

Burgundy Blue burp cloths

Twinkle complementary shirts 18

JO ac nt uo ab re yr 2 0 0 98

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Tee-Knees

Bibi & Mimi Caters to Moms New York-based Bibi & Mimi is adding diaper bags to its product mix of baby shoes, socks and one-pieces.

“When the market is competitive in one segment, the more merchandise you have, the more oppor-

Baby Einstein

tunities you have,” founder CG Gurkan noted. “You have more growth potential.”

The ergonomic, nine-pocket bags will launch in four prints, including stripes, dots and florals. Each laminated bag comes with a wipes case, changing pad and bottle holder. The wholesale price is $42.

Call (212) 842-9034 or visit www.bibiandmimi.com.

Cricket & Monkey Expands

Robbie Adrian

Building on its diaper bag collection, Cricket & Monkey of Studio City, Calif., has developed a line of fashion-friendly canvas bags. The company will initially showcase four washable, lightweight styles—an oversize tote, messenger bag, weekender and the “Dream Delivery Tote,” which is large enough to hold all of mom’s hospital necessities. The tote, wholesaling for $42, comes with a witty conversation tee. All canvas bags, wholesaling between $42 and $65, are available in six modern prints. Call (323) 369-0136 or visit

www.cricketandmonkey.com.

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3 Sprouts

• Vancouver-based TeeKnees debuts kneepads that protect babies when they crawl. The initial design comes in two sizes and 10 colors, including pink, navy, black, red and orange.

Tee-Knees wholesale between $7 and $8.

Call (604) 957-3444 or visit www.tee-knees.

com. • Baby Einstein of Glendale, Calif., launches a new line of baby products inspired by worldwide music, from Africa to Australia.

The Baby Einstein World Music collection will feature DVDs, CDs, books, toys and gear.

Visit www.babyeinstein. com. • Robbie Adrian of El Dorado Hills, Calif., adds to its line of luxury organic baby blankets with an adult-sized fleece throw (45x60 inches; $65 wholesale). Made of 100-percent organic, U.S.-grown cotton and natural silk, each natural-colored blanket has petal pink or ocean blue trim. Stroller- or crib-size baby blankets wholesale for $42 to $44.

Call (916) 570-3775 or visit www.robbieadrian. com. • Ocean, N.J.based Acting Out debuts a musical baby blanket intended to soothe baby to sleep. Brahms’ Waltz No. 15, a classic lullaby, plays from a music box hidden inside a PVC-

lined pocket that can be removed for washing. The blankets come in pink or blue minky fleece with satin trim in 30x36-inch ($19 wholesale) and 18x18-inch ($12) sizes. Call (877) 727-0222 or visit www.

actingoutdressup.com.

• The Betesh Group of New York has launched a licensed series of Graco brand diaper bags, some of which coordinate with Graco strollers. The collection is geared toward mass and specialty stores. Call (212) 686-4666 or visit www.beteshgroup.com.

• 3 Sprouts of Toronto adds to its series of animal-themed hooded towels with a Toby the frog design and Milo the monkey organic option.

Toby and other poly/cotton designs wholesale for $16 each; the organic cotton/Lycra styles are $18. Call (416) 754-1641 or visit www.3sprouts. com. • LolliDoo Diapers of Newman Lake, Wash., bows U.S.-made ecofriendly, reusable diapers. Made with recycled fleece and organic cotton, the diapers wick away moisture from baby’s skin and can be recycled. Inserts wholesale for $6.50, covers are $9 and fully contained diapers are $12. Call (866) 574-5804 or visit www.lollidoo.com.

January 2009

19

‘DRAGON’ - BOYS’ 4IN1 SYSTEM JACKET AVAILABLE AT SELECT STORES

‘SNOWEY’ - GIRLS’ 4IN1 SYSTEM JACKET AVAILABLE AT SELECT STORES

DISTRIBUTED BY DARON FASHIONS GROUP (DFG), NYC 800 822 3340

g

THE GOODS Melontree leg warmers Short Hat Co. fur-lined hat

Appaman reversible puffy vest Kidorable scarf and hat set Baby Deer by Trimfoot patent and fauxfur boots

Icy Hot

Spicy colors heat up winter accessories.

By Angela Velasquez

22

January 2009

Shearling booties by Little E.D.A.

Ugg Australia waterproof boots

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Kushies Kids rain set

Go Baby ďŹ ngerless mittens

Capelli New York mittens

Besitos hooded poncho

Zooni character mittens

Cejon Kids scarf

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Country Kids heavy cotton tights

January 2009

23

> > S P OT L I G H T I N G FA S H I O N S N AT I O N W I D E

Dutch Touch

Classic Collection After leaving children’s line Mary James last year, Mary Frank King struck out on her own with Very Mary. “I started my own business where I could do it the way I wanted to,” King said. “I love just being in charge of it—knowing all the costs on everything and just being involved.”

King described Nashville, Tenn.-based Very Mary as a “pink and blue” company, meaning its style is traditional. “There’s a place in a child’s life for funky, but they’re not going to find it with Very Mary,” she said. King’s designs are whimsical, fun and bright, but at the same time, uncomplicated. Her overall goal was to create “top-drawer dressing for children, at competitive prices,” she said.

The collection features a number of cotton woven and knit A-line dresses in flower and polka dot prints as well as solid colors like mint green and, of course, pink. Throughout the line, King has added details such as appliqués, pleats, Peter Pan collars and smocking. Most of the pieces in the line feature hand detailing and custom fabrics.

Though initially focused on girls, King intends to slowly add boys’. The collection runs in sizes  months to X with girls’ and boys’ layette debuting for Fall ’. “I have some beautiful, old fashioned baby gowns and some sweet little knits,” said King, noting that Very Mary has a “European look without the price.”

The line wholesales for  to . Call () - or e-mail verymarynashville@gmail.com. —  24

January 2009

As a stylist, Renate van Valen was on a constant search for interesting women’s clothing and accessories. After the birth of her daughter, Summersky, van Valen teamed with her best friend, Christian Breure, plus a group of talented local tailors to create a brand inspired by—and named after—her child.

Recently introduced to the U.S., the handmade Dutch line stays true to its European roots.

Boys’ styles mix traditional plaids with contrast stitching and unexpected slivers of color on pockets. Denim vests and trousers pair with men’s-style shirts and ties to create an “Amsterdam boy meets London dandy” look. Meanwhile, floral-printed denim, checks with polka dots and Brigitte Bardot–inspired ruffles add flair to classic girls’ silhouettes. “We add a ‘Dutch touch’ to every item, like little tulip buttons or windmill labels, to give it our own special mark,” van Valen said.

The line, for sizes  months to  years, wholesales for  to . Call +    or visit www.summersky.nl. — 

Letter Perfect Kids should be able to look hip and cool, according to Spencer Sujjaporamest, the designer for Cedar Grove, N.J.-based Kapital K. “It’s pretty much a blend of contemporary styles with a little touch of hip, urban downtown vibe to it, [but] nothing too crazy,” Sujjaporamest noted. A graduate of the Parsons School of Design, Sujjaporamest grew up in the apparel business; his family has run the Capital Rayon factory in Thailand for more than  years. After working on a high-end women’s line, Sujjaporamest teamed up with his sister to start a children’s brand, which was sold primarily in Asia and Europe, before entering the U.S. market with Kapital K. For Spring ’, Kapital K girls’ styles include a belted poplin shirt dress with an embroidered appliqué, a short-sleeve French terry hoodie with heart-shaped pockets and cuffed shorts with crocheted lace trim. For boys, the line offers a plaid enzyme-washed bomber jacket with frayed edges, jersey graphic tees and acid-washed cargo pants.

The line, for sizes  months to , wholesales for  to . Call () - or visit www.kapitalk.com. —E.K. earnshaws.com

Market dates and events.

25-29 New York International Gift Fair Javits Center and Piers 90, 92 & 94, New York, NY (800) 272-7469 www.nyigf.com

FEBRUARY 4-6 FFANY Millennium Broadway Hotel & FFANY Member Showrooms New York, NY www.ffany.org

6-8 Charlotte Children’s Market Charlotte Merchandise Mart 2500 E. Independence Blvd.

Charlotte, NC (704) 376-8243

6-9 Denver Apparel & Accessory Market

Denver Merchandise Mart Denver, CO (800) 289-6278 www.denvermart.com

7-10 Midwest Children’s Apparel Group Embassy Suites, Deerfield, IL (248) 478-1732 www.midwestchildrensapp-arelgroup.com

CALENDAR

15-18 Toy Fair Javits Center, New York, NY (212) 675-1141 www.toy-tia.org

16-18 KidShow Bally’s, Las Vegas, NV (973) 340-0256 www.kidshow.cc

8-11

17-19

United Boston Children’s Wear Show 75 McNeil Way Dedham, MA (781) 407-0055

Magic Marketplace Las Vegas Convention Center and Hilton Las Vegas, NV (877) 554-4834 www.magiconline.com

12-14 WSA Show Mandalay Bay Convention Center & Sands Expo Las Vegas, NV (818) 379-9400 www.wsashow.com

Editor’s Note: Show dates for all listings are subject to change. Please call the phone numbers or check the Web sites for a schedule of events. Show sponsors may e-mail updates to nyeditorial@symphonypublishing.com.

LS

LITTLESTEPS > > F O O T W E A R R E TA I L A N D S T Y L E

Petit Ballerinas Drawing on its -year history in the technical dance market, Bloch of Australia has teamed with designer Jozette Hazzouri for its new baby and girls’ collections debuting for Spring ’.

The small sizes come after Bloch’s Spring ’ entry into the women’s street-ready category, and Hazzouri plans to expand the children’s program with a toddler line for Fall ’.

“The essence of a ballet shoe is what we try to capture at all times, so our silhouettes afford maximum comfort and the materials we choose are very soft and breathable,” Hazzouri reported. The Baby Bloch line features  styles, including ballerina-inspired canvas and leather flats, baby tap shoes and satin booties. Bloch Girls offers  styles constructed with a range of materials including leather, pearlized sheepskin and glitter fabric. Colors include plum, mint, black, silver and—of course—pink. Baby Bloch shoes are available in sizes  to  months and wholesale for approximately  to , while Bloch Girls comes in European sizes  to  and runs for about . to . Visit www.blochworld.com. —   

Naturally Hip After populating European countries like France, Italy and the United Kingdom with its whimsical line of children’s shoes, Toledo, Spain-based Billowy breezed into the United States market in late summer with the launch of its Spring ’ collection.

Founded by parent company Calzados D’Simons in , Billowy includes a number of nature-inspired and fashion-forward designs for boys and girls. One loafer in the Spring ’ collection features a pink crocodile print and a Velcro strap. Other designs



Making Tracks When kids slip on a pair of Dinosoles, a transformation takes place, according to company president and CEO Chris Morris. “They think they’re making dinosaurs walk around,” he said. “They really are quite animated once they have them on.”

Morris, the founder and former president of Soap Shoes, launched the Chatsworth, Calif.based Dinosoles about four years ago. While the shoes’ concept is an obvious fit for boys, Morris estimates  percent of his customers are girls.

The company has a number of dinosaur-inspired styles, including the X  and DinoR ama.

Both styles feature “eyes” that light up as well as footprints on their soles so kids can make their own tracks. The X also has -D molded rubber elements designed to look like a T-Rex, Stegosaurus or Triceratops.

The company also offers a sandal line called Flipflopasaurs as well as dino-themed tees, hats, backpacks and lunchboxes. For Fall ’, Morris said Dinosoles plans to introduce some slip-on and lace-up hi-top styles called DinoSkulls. As the name suggests, the new styles feature a bonier look.

Dinosoles sizes range from  to , and the shoes wholesale for . to ..

Call () - or visit www.dinosoles.com. —E.K.

26

January

2009

include a metallic Mary Jane with a buckle and a shoe with a patchwork of colored leathers and Velcro strap.

“Our design is innovative and very different from the rest of the market, always paying attention to the latest trends,” said Sergio Ramírez, director of communications for Billowy. It’s also a high-fashion shoe that everyone can afford to buy—as opposed to brands like Dolce & Gabbana, he added.

The shoes are constructed from cowhide with rubber soles manufactured with a high proportion of natural latex for durability, according to Ramírez. To ensure a comfortable and supportive fit, the company works closely with a team of podiatrists during the design process, he said, noting, “Our target is to adjust soles to the latest podiatrist research.”

The spring line features more than  different styles for boys and girls in European sizes  through . Colors include gold, silver, white, bone, blue, lilac, orange, pistachio and mocha. Billowy wholesales for  to  in the United States. Call +   or visit www.billowy.es. —E.K.

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Imagine What You Wear 310.316.0494 www.twoflowersonebear.com

Under the Belly Button Flap, openings for 3 and 5 point harnesses. A true “Security Blanket” (patent pending).

Wrapped Gift Sets come in various animal silhouettes, colors and cozy, comfortable fabrics.

Blanket, Hat & Bootie Set

Unwrapped! Our stroller/car seat blanket is also uniquely tapered at the bottom and, with the Belly Button Harness System, prevents it from being caught in or rolled under stroller wheels.

U

UNWRAPPED > > N E W G I F TA B L E I T E M S Sweet Dreams Designs snap tee and bloomer set

Maisey Mae embroidered bib

Baby Knits and More cardigan and hat

M3 Girl Designs changeable bottle cap necklace

Uncommonly Cute baby booties

Fairy Tale Jewels crystal charm bracelet

A. Tierney embroidered umbrella

Plain Mary quilted play mat

Personal Best

A custom touch turns gifts into keepsakes.

Child to Cherish ceramic bank

–Angela Velasquez 28

November 2008

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Cashing In

Retailers share what works for wooing customers into spontaneous purchases at the register.

BY LESLIE SHIERS

T’S NOT JUST EYE CANDY. When strategically placed near the cash wrap where waiting customers’ eyes and fingers impetuously land on nearby distractions, smaller items such as jewelry, hosiery, DVDs, toys, stationery and more can quickly land on a shopper’s receipt. And with consumers cutting back on spending of late and therefore forgoing bigger ticket items, today these add-on purchases can account for more “cake” than “icing” from a retailer’s perspective.

“Little sales add up,” said Erika Radich, marketing manager for the Douglas Company, a Keene, N.H.-based toy manufacturer.

In these difficult economic times, she added, “Better value and low costs are very important... [small items] might offer an affordable alternative.”

This has proved true for Chris Ziober, owner of Ella Bella in Southlake, Texas. “Hair accessories pay the rent,” she asserted.

Once her customers are stocked up on clothing at the beginning of each season, interest turns to accessories and impulse buys that alleviate a customer’s shopping itch but won’t do much damage to her pocketbook. Near the store’s 10-foot-long checkout counter, “We sell shoes, bows, tights, socks—if we didn’t have those items, I don’t know what we’d do,” Ziober said.

Susan Stevens, who owns Abigail’s Children’s Boutique in Boston, joked that if she could display everything near her front and back cash wraps, she would. “Anything there just sells,” she reported, pinpointing Trumpette socks, Cloud B’s Twilight Turtle, children’s pearl necklaces and Organized from the Start’s Baby Briefcase filing system for new moms.

Peg Scholtes, owner of Capitol Kids in Madison, Wis., noted smaller goods positively impact her bottom line, despite the fact that they’re unlikely to be found on her clientele’s shopping lists.

“I just think about [the cash wrap] as another sale space,” she said.

30

January 2009

“We do sell a lot of things around the counter, and those are the things people certainly don’t come in looking for. No one’s coming in and asking for an Ugly Wuggly or a Finger Fright [puppet].”

So what grabs an impulse buyer’s attention? Though it might seem like cheap works best, retailers say customers will shell out for a perfect add-on. Price is secondary to the “cute” factor and the item’s ability to grab attention, Stevens said. Other retailers noted unique, humorous and engaging items are ideal, and if the item is relatively inexpensive compared to other products in the store, it will be readily tacked on to a larger gift.

At Belly, a maternity and baby boutique in Denver, owner Katy Close dedicates 90 percent of her cash-wrap area to a wide range of extras that appeal to new mothers and gift-givers, stocking skincare products, books (i.e. “The Pregnancy Manual” and “Porn for New Moms,” the latter of which shows images of dad pitching in on extra household chores) and accessories for babies (Rachel Weissman barrettes) and women (Melissa Joy Manning jewelry), which she displays in a glass case. In this section, price points start at $3.50 for Belly Bar skincare items and run up to $65 for ladies’ earrings.

Close said it’s easy to turn customers on to these items, especially since her staff has personally used the body products and is familiar with the books, and can assure that they are useful to new moms.

“We simply talk about our experience with these products and that is usually all it takes,” she noted.

On the other hand, Jaclin McGraw, manager of tween store Lucky Girl in Ardmore, Pa., said the add-ons near her register are pieces young shoppers are immediately drawn to—especially choker necklaces and friendship bracelets from Top Trenz and Funky Junque. “They can’t keep their hands off of them,” she said.

Lucky Girl focuses on accessories that will top off its clothing selection, which in addition to jewelry includes hats, gloves, scarves and belts. McGraw noted items priced between $5 and $20 sell best.

“Once it’s over $20, they don’t buy it,” she reported.

Dimples Baby in Brooklyn, N.Y., recently acquired by wholesale veteran Louis Franco, does best with toys and videos that will intellectually stimulate the youngest children. People will see a DVD from a series such as Wee Sing, Franco said, and immediately snatch it up to give as a gift. As long as the selection near the checkout table is kept neat and clean, he noted, customers don’t

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blink at the additional cost. But in relation to some of the store’s main merchandise, the small items are no-brainers: “If they’re spending $600 on a stroller, another $15 isn’t going to hurt them too much,” he said.

Several retailers noted these add-ons also provide great merchandising opportunities, and imaginative displays near the counter can keep the consumer engaged. Scholtes of Capitol Kids likes to bring in seasonal items that provide whimsy and encourage musthave-it-now small splurges. Leading up to the holidays, she kept her counter and slat walls filled with Christmas-themed books, locally made wooden dolls and glitter-filled bouncy balls that look like snow globes. Other times of the year she stocks novelty items such as Slinkys, juggling toys, yo-yos, pens, children’s lip balm and books, as well as accessories like wallets, purses and suspenders.

“Almost anything you put there is a good seller,” Scholtes said.

However, keeping these frequently handled items orderly can be a challenge. Ella Bella’s Ziober said anything placed on her counter is relentlessly handled, knocked over and beat up. “It’s a constant effort to make it look right,” she noted, especially since many parents sit their child on the ledge while they pay, putting the kids within reach of all the toys. “In a boutique, we often like things to be delicate and pretty, but that doesn’t always work [at the cash wrap].”

Ziober admitted she places some of her smaller items near the counter strictly to prevent them from walking out the door in sticky

little fingers, but she also uses the space to call out items like hair clips and bottle-cap necklaces that might not be spotted elsewhere in the store. Ziober scouts display ideas while browsing booths at market. “Some lines have neat displays and we’ll use those, but for the most part you have to come up with your own,” she said, noting a plain acrylic stand isn’t creative enough for her shop.

That uniqueness drives her buying, too. A run-of-the-mill grosgrain bow won’t cut it. Ziober prefers items with pizzazz that will attract shoppers regardless of price. Her customers are currently eating up Bon Bon Cupcakes’ ruffled leggings—even at $20-plus.

“These are the things people are looking for today, so they can take a plain outfit and dress it up with a great accessory,” Ziober said.

Contrary to Close’s suggestive selling tactic at Belly, Ziober tries to source products that sell themselves since her staff doesn’t always have time to give explanations. However, “with some things, you do have to tell the story,” she said, as with the flower hair clips she carries that are custom-made for her store.

Ultimately, a little effort at the counter goes a long way. While some boutique buyers see the little extras as afterthoughts, Ziober saves 10 to 15 percent of the dollars usually put toward clothing for add-ons and recommends other retailers do the same. “It’s a better strategy,” she said. “Not everybody is in the market for a great outfit, but if people stumble into your store and see a great accessory, they say, ‘Well, I’ll buy this.’”

•

Bait for the Wait

Instigate impulse buys at the cash wrap with grab-and-go items impossible to pass up.

FOR BABY:

Patricia Ann Designs burp cloths

I Play rattle

Rag & Bone Bindery personalizable growth chart Bob's Your Uncle ashcards

Vans baby shoes and bib set

32

January 2009

Small Plum one-piece by Urban Smalls

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Bon Bon Cupcakes hosiery

FOR ACCESSORIZING:

Décor Craft Inc. light-up rings

Seedling Kids hair clips

Creative Clips by Colleen barrettes

Streamline Inc. popsicle lip gloss

LittleMissMatched sock top hair bands

FOR FUN: Moe & Madi cupcake tee decorating kit

Vive for Babies knit plush

Douglas Cuddle Toys plush Jack Rabbit Creations wands

Pearhead photo bookmark

Rich Frog wind-up toy Lucuma Designs finger puppets earnshaws.com

January 2009

33

School Daze Bringing in uniforms may help retailers escape cloudy economic times.

BY MELISSA KNIFIC

draw. “A child should be able to go to school for a whole year for et’s face it: It’s hard to find any retail $150, and in some cases, less,” Beattie noted. “It becomes a good category that remains unaffected by the economic choice for a school to make.” Susan Falb, co-owner down economy. And looking forward, it of Little Colony Kids, a children’s boutique in Homewood, Ill., appears as if this storm is far from echoed that sentiment: “People think it’s so expensive,” she said, over. What will help shop owners referring to parents’ initial reactions to school uniform mandates. keep their heads above water? For “But really, they’re getting a lot more out of them.” some, school uniforms might serve Retailers at all tiers are aware of the trend toward clothing as a vital business preserver. policies and many are already making space in their stores for “I don’t know that any apparel uniforms. Depending on which retailers you ask, this could segment is recession-proof,” noted be good or bad for business. Sheilla Sutherland, owner of The Ron Johnson, president of Monrovia, Calif.-based Wyndam Children’s Shoppe in Menlo Park, Calif., recently stopped carBrands, a company that manufactures school uniforms under The rying uniforms after 20 years. “School uniform stores started Old School Brand. “But this segment is more recession-proof than opening around us,” she said, noting it was hard for her bouthe fashion brands because it is a mandatory purchase.” tique to compete. “They were even Adding school uniforms to the giving rebates back to the schools [for mix only makes sense, however, if ordering though them].” Ultimately, schools in the area require students to Sutherland decided it would be best wear them. That looks promising for to discontinue selling them. Today, more and more retailers: According The Children’s Shoppe sells only a few to the most recent study published by uniform-type pieces, including navy Classroom Uniforms, a uniform brand blazers and button-downs—items that manufactured by Strategic Partners of work well with her high-end American Chatsworth, Calif., schools nationwide and European lines. are increasingly adopting standardized In addition to specialty stores, dress codes. “School uniforms have big boxes have taken note. David had a steady rise in popularity over the Eichelbaum, co-owner of Savannah country in the last couple years,” said Kidswear boutique in Savannah, Ga., Andy Beattie, senior vice president of has also observed increased competiStrategic Partners. The study, in which tion. “Last year, there were four main 290 members of the National School stores [to buy uniforms] plus Walmart, Boards Association participated, found Target and Kmart,” he said. “This 34 percent had a uniform or dress code year, there are 12… It’s a good busipolicy in 2006 versus 23 percent the ness and people are realizing it.” Falb, previous year; an additional 36 percent —Ron Johnson, Wyndam Brands whose store has offered uniforms for said the district was discussing the idea.

30 years, has noticed shoppers headJohnson of Wyndam Brands coning to mass merchants to get the least expensive product they firmed that the number of public schools adding uniforms is on can find. “People are going to Kohl’s, Target or Walmart to get the rise, and he expects business to continue on the upswing. uniforms,” she said.

“We’ve seen tremendous growth,” he noted. “It’s odd—everybody Not all retailers see the competition as a turnoff. “Don’t be [outside the uniform business] is saying the opposite.” Anecdotally afraid if someone opens up a few miles down the road,” said Heidi speaking, Johnson recalled the influx of business when nearby Granatelli, operations manager of Glendale, Ariz.-based Collette’s Rialto Unified School District in Southern California impleUniform Co. “If you re-evaluate your business plan, you can find mented a uniform policy in early 2008. Wyndam experienced something in the market that someone else doesn’t have.” increased business as approximately 20,000 students in kindergarThe potential for dollars is there; retailers just need to find a ten through sixth grade began wearing uniforms. way to stand apart from those who already have a known presence.

Administrators are attracted to dress codes for a number of For Falb, that means offering better quality product (Elderwear reasons, Beattie noted, explaining that research indicates stanand Royal Park are her top sellers). She also has the upper hand on dardized apparel can minimize bullying and alleviate peer presher area’s private schools, as Little Colony Kids is one of the only sure. With the current economic situation, there’s even more of a

This segment is more recessionproof than the fashion brands because it is a mandatory purchase.

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January 2009

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Classroom School Uniforms

Kids are tough on clothes.

Apparently it’s part of the job description....

local stores that carries plaid uniforms. Johnson of Wyndam noted the importance of selling a brand not offered by a competitor: “By bringing in a new brand, you can actually increase your margins because you’re not competing with the same brand at a competitive store.� It eliminates a fight for the same dollar, he added.

In addition to the necessary apparel, Granatelli sells everything from socks to plaid headbands to embroidered polos—“something that [consumers] have to have, so you’re not just selling off the racks,�

Granatelli explained. Little Colony Kids also stocks a wide range of accessories, including hard-to-find burgundy tights.

Which leads to another key point: Don’t put all your eggs in one basket. “Don’t open a business thinking you’re just going to sell school uniforms a ll year long,� Granatelli warned. For school uniform retailers, July, August and

September are the top-selling months, so experts said it’s best if the business has multiple components. School uniforms account for approximately 20 to 30 percent of back-toschool sales at Little Colony Kids. The store sells head-totoe product for boys and girls, including shoes (a small section is dedicated to footwear) and toys.

Although school uniforms rack up the most sales at Savannah Kidswear, Eichelbaum is careful not to make it the only source of revenue: The store sells other uniforms as well, including scrubs and restaurant apparel. Tom Carollo, v ic e pre sident of School Colorz, a division of Delmar Sportswear in Sarasota, Fla., supplements his business with collegiate licensed product and custom-embroidered and

Getting Schooled

For more information: Bill Bosch National Sales Manager, X 2142 (888) 671-8754 ClassroomUniforms.com

Classroom Uniforms, a uniform brand manufactured by Strategic Partners of Chatsworth, Calif., conducted a survey that showed school uniforms mandates are on the rise nationwide. Here’s what else the company learned from the 290 members of the National School Boards Association who participated (retailers, take note): • Midwesterners seem to be most interested in school uniforms, followed by the Southeast, Northeast and Southwest. • Forty-seven percent of respondents said they implemented standardized dress codes within the last five years. • Nearly 72 percent said they believe uniforms are a cost saver compared to general apparel. • In terms of what was very important when considering a uniform purchase, 59 percent noted availability in local stores; only 2 percent said Internet availability was a top priority.

Classroom School Uniforms

screenprinted apparel for businesses.

If retailers do make the leap to uniforms, experts said it’s wise to offer them year-round, even though most of the sales are concentrated in a three-month period. Chances are kids are going to need to replace items throughout the year, and if parents can count on the store to have what they need, they’re likely to return for other merchandise. Some stores count on that return business: Eichelbaum noted shoppers come back in October for children’s cold-weather items and again in March for warm-weather goods.

But as stable as the uniform category is, it would be unfair to say it isn’t feeling the pinch. “We’re finding that, overall, we’re not down as much as other [non-uniform-selling] retailers are,” Eichelbaum said. “I’m not going to say that we’re doing last year’s numbers, but we’re not taking as hard of a hit.” Meryl Davidoff, who conducts uniform market research for New York-based Longstreet, which manufactures uniforms under the Genuine School Uniform, U.S. Polo Association and FUBU labels, said buyers are taking a wait-and-see attitude; they’re holding off until after the holiday to see how sales fare. Granatelli said her customers are still buying, but they might initially purchase just

The Old School Brand

one or two uniform sets versus four or five. She also noticed some parents are passing up shorts for pants because if they had to choose between the two due to cost, they’d rather see their children overly warm instead of cold.

Like any retail segment facing tough times, creativity is key. This year, Collette’s Uniform Co. tested a new approach Granatelli hoped would boost year-end sales.

The store placed its school uniform winter wear on sale early and notified customers through mass mailings, hoping to garner shoppers in November and December—months when they normally wouldn’t buy uniforms. Falb noted customer service is king.

“When you go to Target or Walmart, there isn’t a salesperson on the floor to help you,” she said, adding it’s also important to make sizes available to shoppers at all times. “We’ll reorder every day if we have to.”

School uniforms can be another avenue toward much-needed dollars, noted retailers and manufacturers alike. “Given that you have an audience, it’s a no-brainer,” Beattie of Strategic Partners concluded. “Otherwise, you’re leaving money on the table…

Retailers should embrace the whole range of children’s wear, and that includes school uniforms.”

•

TESTING THE LIMITS Worry and questions mount regarding the Consumer Product Safety Improvement Act.

BY CALETHA CRAWFORD

ONE YEAR AGO, A RASH OF NEWS REPORTS WARNED of unsafe products flooding the United States. At the time, China was labeled the main culprit and the toy market took the biggest hit. Those concerns along with the ongoing debate surrounding phthalates in juvenile products led Congress to respond. The result: the Consumer Product Safety Improvement Act (CPSIA), which was enacted in August, which sets guidelines for all consumer products made domestically or internationally, with the most stringent controls reserved for any item intended for children ages 12 and under.

At press time, which was one month after the law went into effect on Nov. 12, the industry had more questions than answers and a mounting number of concerns about how the new regulations would affect sourcing, production and pricing. Though the bill was initially introduced in Congress more than a year ago, many manufacturers didn’t pay attention to it until the effective date loomed; still more remained completely in the dark about the law, its contents and its possible effect on their businesses. This is due in part to limitations of the Consumer Product Safety Commission (CPSC). While the initial language of the bill included funding and staffing increases for the agency, Congress has yet to pass a budget resolution for the CPSC. In addition to these limitations, the agency is tasked with learning several different industries to determine how to best clarify and enforce the law.

The result is near-constant rulings, clarifications and advisories.

Under the law, all consumer products made after Nov. 12, 2008 must provide a general conformity certificate stating that they comply with the CPSC safety standards. For children’s goods, some standards were tightened—such as lead regulations and the new phthalate language—and manufacturers must employ thirdparty tests to verify that items comply. (See the sidebar for more details and the timeline of CPSIA compliance.)

NEWS BULLETIN This is all complicated by the fact that news of the CPSIA particulars has been slow to trickle out to all corners of the industry. Though the CPSC houses the specifics on the CPSIA on its Web site along with updates and summaries and has sent representatives to conferences and meetings, most vendors reported they did not become aware of the new laws through the CPSC. Instead, manufacturers are being educated by their law firms, customs brokers, colleagues and trade associations.

“Though the CPSC has outreached as much as possible, small businesses still don’t know [about the CPSIA],” said Rebecca Mond, the head of the American Apparel and Footwear Association’s (AAFA) product safety council. “One of our members walked a kids’ trade show recently and talked to exhibitors who had no idea about the general conformity certificate or the other regulations under the CPSIA.” Deborah Vahle, production manager for Nashville, Tenn.-based manufacturer Coco Bonbons, is convinced that without the AAFA her company would be among those still unaware of what’s transpired. “It was only because I was a member of the children’s wear committee [now the product safety committee] and a production committee that I started getting weekly updates. I didn’t receive anything from the CPSC,” she said, adding that it has fallen to

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her to educate her factory. “The factory was not aware of this, and they’re a big company working with other big companies.”

Many manufacturers have a similar story, but Jeremy Richardson, partner at law firm Phillips Nizer in New York, places some responsibility on each company within the industry. “While the implementation and timetable are a problem, in fairness, it wasn’t a secret that this legislation was coming,” he said. “People have known about this for a while.”

Gerald Horn, managing partner of the New York office of Sandler, Travis & Rosenberg, an international trade and customs law firm, agreed and said there was apathy within the apparel industry until the law was enacted. “We tried a year ago to get people interested in pursuing this issue before Congress,” he stated.

“No one really seemed interested, instead saying, ‘It won’t affect me.’”

But even for those that have been abreast of the situation for months, the pace at which changes and clarifications are issued presents a constant stumbling block. “Frustrating is the word I would use,” stated Chris Lun, vice president of Richmond, Calif.based Le Top and Rabbit Moon, who has been following the CPSIA developments for months. “There was not a lot of warning in my estimation. But what was worse was the CPSC themselves can’t answer the questions. This is way bigger than what they can handle right now. I would like to see something streamlined in terms of certifications and something that wouldn’t break manufacturers like me with the costs.”

TIME CRUNCH The timeline—from the enactment of the CPSIA to the deadline when all products must be tested and have accompanying certifications deeming them safe—has many in our industry crying foul. This is especially true regarding the legislation on lead, which states that by Feb. 10, 2009, any products that exceed the 600 parts per million limit must come off the shelves— no matter when they were manufactured. Then, by 2011, no product can be sold that has more than 90 parts per million of lead.

“In the apparel world, we’re looking to place, price and source product up to a year in advance,” said Nathan Fleisig, compliance manager for a major manufacturer. “Some of these policies and laws are not giving us the time to really react. Prior to August, we had product placed already.” Fleisig’s concern is twofold: 1) His current suppliers may not be able to meet the new standards, forcing the company to find new resources, and 2) the costs associated

January 2009

39

Tracking Labels: On Aug. 14, 2009, children’s products and packaging must carry labels indicating where it was made, date and batch/ run number.

with testing, which were not already accounted for in the pricing of these goods.

“In my opinion, the retroactive application is moving the goalpost after the ball’s already in play,” Richardson of Phillips Nizer noted. “It’s a real serious issue for folks that have a lot of inventory.”

Steve Lamar, executive vice president of the AAFA, said that even if the lead ban weren’t retroactive, vendors would be hard pressed to be compliant. “We still have huge questions about are we or should we be testing for products that are inherently lead-free or present no risk of lead.” While the initial answer from the CPSC was yes, according to Lamar, an agency representative later seemed to acknowledge that certain fabrics are known to be lead-free, but the rule is still in place. “Even if it were effective proactively, it would still be difficult because we have all these questions that are unanswerable before that deadline.”

Steve Russo, president and CEO of New York’s F.A.B./ Starpoint, is incredulous at how a product that was made legally may become illegal in February. “Everybody in the children’s business is committed to shipping quality product that’s not putting a child’s health in harm’s way, but I think this [legislation] is a knee-jerk,” he said. “[The CPSC] did it unilaterally without discussing with the other side to see how best to implement it.”

Individuals and groups such as the A AFA and the Canadian Apparel Federation have been working to educate themselves and lobby Congress for changes and clarifications. Thus far, the government has been responsive. The first hot button for manufacturers was that they were going to be required to list the names and addresses for all factories on the certification. After an outpouring from the industry, the CPSC has since ruled that only the city, province and country need to be provided. (Although that was a victory, it also highlighted the timeliness issues associated with the changes and clarifications to the law. This particular ruling was announced at 6 p.m. on Nov. 10—or 6 a.m. Nov. 11 in China—when certifications with this information were due to be filed for goods made on or after Nov 12.)

Similarly, the AAFA and others lobbied to have children’s apparel and shoes exempt from the ban on phthalates. It was later ruled that kids’ footwear is exempt from the ban unless it has play value. The ban covering children’s toys and child care items used to facilitate sleep, feeding, sucking or teething of children ages 3 and younger stands. Most apparel seems to be exempt, though sleepwear and bibs for this age range would have to comply and questions remain about some playwear.

Penalties: As of Aug. 14, 2009, each violation is subject to a $100,000 penalty (up from $5,000) with a maximum cumulative total of $15,000,000 (up from $1,250,000) as well as imprisonment for up to five years.

COSTLY MEASURES Kevin Mahoney, president and CEO of Philadelphia-headquartered Hartstrings LLC, said the costs associated with the CPSIA continue to mount— the increased testing, replacing any supplies that were previously purchased but are now deemed unsafe, and the legal council necessary to ensure the company is compliant.

Though manufacturers are certainly feeling the pinch as more and more time and manpower goes toward 358

Rules & Regs The following is a brief overview of the Consumer Products Safety Improvement Act as of press time.

This is provided as a reference to acquaint you with the new regulations. Earnshaw’s recommends you review the law and work with your trade associations, lawyers and factories to understand the nuances and to ensure your compliance. To read the law and any rulings and updates, visit www.cpsc. gov/about/cpsia/cpsia.html.

General Conformity Testing: As of Nov. 12, 2008, manufacturers must issue a certificate for their products stating they adhere to applicable CPSC regulations. Vendors must be able to produce an electronic version of the certificate within 24 hours if requested by the CPSC. Applies to: All consumer products.

Lead Restrictions: The CPSIA has taken a tiered approach to phasing in the new lead standards: • On Feb. 10, 2009, it is no more than 600 ppm • On Aug. 14, 2009, it changes to no more than 300 ppm • On Aug. 14, 2011, the requirement will be no more than 90 ppm.

Applies to: All parts of all children’s products on shelves as of the effective date, no matter when they were manufactured.

Therefore it is not only unlawful to make products that don’t meet the standards but also to sell them after those dates.

Phthalate Restrictions: On Feb. 10, 2009, products containing concentrations of more than 0.1 percent of DEHP, DBP or BBP are banned, while others are under a temporary ban.

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January 2009

Applies to: Any product that facilitates sleep, feeding, sucking or teething for children ages 3 and under, plus toys for kids 12 and younger.

(The new phthalate standard only applies to products made after the effective date.)

Third-Party Certification: The CPSC requires thirdparty tests by one of its accredited labs to guarantee the products comply. To find a list of accredited labs, visit www.cpsc.gov/cgi-bin/labapplist.aspx.

Applies to: All children’s products. The third-party compliance takes effect on a rolling basis based on product category. The first deadline for lead paint went into effect on Dec. 22, 2008.

All products made on or after this date must be tested.

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ECO-NOMICS EARNSHAW’S PROVES THAT EARTH-FRIENDLY COLLECTIONS MAKE DOLLARS AND SENSE Promote your eco-friendly practices and collections with an ad in the April issue.

Green coverage will include: • A photo shoot proving that ‘green’ and ‘fashion’ are not mutually exclusive • A look beyond organics—alternative ways to be eco-responsible Advertise in the April Earnshaw’s.

ADDED VALUE: Earnshaw’s will sponsor a table during New York’s EarthFair 2009 in April to showcase advertisers’ eco-friendly products and distribute the marketing collateral on behalf of each brand.

Green. It’s what all the cool kids are wearing.

Ad Close: March 9, 2009 Contact: Caletha Crawford ccrawford@symphonypublishing.com 800.731.5852 ext. 15

Read us online in 2009 YOUR AD HERE

Earnshaw’s is going digital with e-books of each issue.

Flip through the pages of current and back issues, perform keyword searches, and print articles.

The e-book means added value for print advertisers: • Gain visibility in the searchable archived issues • Reach readers outside of the U.S. and Canada Increase exposure with an e-book sponsorship. Sponsor an issue and receive: • Banner ad placement in the e-blast that announces when each issue goes live • A full-page ad opposite the cover in the opening spread • A running banner on each spread that links to your Web site

Only 12 spots available for 2009. Reserve your issue today.

Contact: Caletha Crawford, publisher (646) 278-1515 or ccrawford@symphonypublishing.com

FIRST

LOOK

Hatley bear-print coat with fur-trimmed hood; Portolano cashmere hat.

As the temperature dips and the new year begins, Fall/Winter ‘09’s

OUTERWEAR story spins two diverse tales—one classic and one modern. With its roots in

TRADITIONAL STYLING, “Freeze Frame”

takes us back to simpler times with homespun shearling

HOUNDSTOOTH PRINTS and fur-lined hoods in WINTRY WHITES and earthy neutrals. For the boys, this story unfolds

coats,

a rugged, workwear spirit with a resurgence of buffalo plaid and checks in heavy boiled wools. On the MODERN front, “Pop Life” reveals a hybrid of techno-sport silhouettes with an

’80S VIBE—look for BRIGHT-COLORED CIRE coats packing few embellishments but a lot of function.

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January 2009

43

Widgeon coat; scarf

by Toby NYC; vintage hat.

44

September 2007

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Outerwear designers paint a traditional picture for fall.

Photography by Diane Vasil

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July 2008

45

Quilted coat by Triple Star by Paramount Apparel. Belted jacket by KC Collection; ear muffs by Funky Junque.

Opposite: Heir shearling coat; Andrea’s Beau headband; tights by Trimfit.

46

47

Hair and makeup by Stacy Beneke for Mark Edward Inc. Fashion Editor: Nicole Yee

48

September 2007

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Above: Nordic Country buffalo plaid coat; hat by San Diego Hat Co. Gray plaid coat by Free Country; Short Hat Co. hat.

Opposite: Pacific Trail by M. Hidary wool coat with built-in hoodie; Phat Farm by Parigi two-fer.

49

For spring, designers serve up generous helpings of produce prints that are anything but garden variety.

Photography by Dorothy Hong

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September 2007

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L IFE SHINE ADDS PIZZAZZ TO SATURATED HUES.

Metallic jacket with fur-trimmed hood

by S. Rothschild; Plaid Moose by Globaltex striped dress; mittens by Cejon Accessories; tights by United Legwear; Tretorn boots.

Opposite: Motorcycle jacket

by Weatherproof; sequined beret by Peace of Cake; Capelli New York gloves.

51

French Toast by LT Apparel belted jacket; Varci sweater; Alphabet leggings; stylist’s gloves and model’s boots.

Opposite: Coat with corduroy shoulder detail by Hawke & Co.; Plum turtleneck.

52

September 2007

Photography by Diane Vasil; hair and makeup by Chuck Jensen for Mark Edward Inc. Fashion Editor: Nicole Yee

Vest and pants by Ike Behar; shirt

by Jottum.

Opposite page: Satin tiered dress

by Kitty Kat.

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July 2008

53

Adaptation The shift in the consumer mindset prompts changes in marketing strategies for the new year.

“We’re going to focus on telling our story in a different way to the trade. We will be communicating to retailers that SwaddleDesigns is a performer. Even in sluggish economic times, our sales continue to be strong because moms love to buy SwaddleDesigns as a gift and they buy multiples for themselves. So instead of product-driven ads, we will promote the fact that SwaddleDesigns sells at full margin with strong retail efficiency and our brand has a passionate consumer following. And we are expanding our product line, so we’ll emphasize that retailers can tell a bigger story with our brand and that our zzZipMe Sack and other new products are strong sellers given our focus on style, function, quality and affordable price points.” —Jeff Damir, president & COO, SwaddleDesigns “We’re focusing on the consumer to push them to request the Jellybean line in their favorite stores. In , we will unveil ‘You’ve Got the JB Look,’ an international online model search for girls from preschool to preteen. Three winners will represent the Spring ’ Jellybean clothing line in promotional materials. This search promotes the company tagline of ‘real size for real girls.’ This strategy will also allow us to gain valuable feedback on the line from the consumer, and it’s an opportunity to plan future lines.” —Renee Forbes, president, Jellybean of Miami “In , our marketing was really straightforward. This year, we’re trying to be more creative in order to watch costs but also because we recognize our customers are busy. You have to reach them in different ways. We realize we have a great resource in the customers we already have, so we want

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January 2009

to find ways to offer them services like email blasts that are not necessarily a direct sales approach but keep our brand in front of them. Similarly, we want to partner with our retailers and other manufacturers who are trying to reach the same audience on these initiatives.” —Wendy Barry, CEO/ designer, JP Lizzy Designs “We feel this isn’t the time to cut back on advertising. We’re going to start targeting the end user this year. We haven’t done that in the past. We’re also putting emphasis on our Web site, which has a retail component, but our focus is on the wholesale side. We’re finding that stores are traveling less to shows, so having our site up to date is important so they can place orders whether they attend the shows or not.” —Anita Goodall, president, Anita G “Marketing is a critical part of our business—staying on top of trends, ensuring visibility in key trade and consumer publications, expanding our branding though various mediums including print, Web, e-mail blasts, promotions, trade shows, etc. This year more than ever, it’s critical to get creative and think out of the box with marketing strategies. In tough economic times, it’s necessary to not only maintain these initiatives but also grow and enhance them to reassure our retail customers that we continue to be their key partner in delivering f un a nd Interested fashion-forward jewin sharing your elry and accessories viewpoint on for kids, tweens and the industry? teens.” —Valia Glytsis, Contact vice president of sales nyeditorial@ and marketing, High symphonypublishing.com IntenCity

Market Pulse Retailers work to lure customers however they can.

What are your Spring ’09 plans for the recession-resistant baby category?

7% I’m planning to spend more.

23% I’m planning to spend more on baby by moving dollars from other categories.

38% I’m planning to spend the same amount.

32% I’m planning to spend less.

“I see customers will spend on baby items but think twice on toddler sizes,” a respondent noted.

What makes your store kid-friendly?

12% Wide aisles.

76% A play area.

11% Lively décor.

0% Items placed out of reach.

Other suggestions include strategically placed toys; a changing table and child’s potty in the washroom; a healthy, happy environment; and a tolerant and patient staff.

How would you rate your Black Friday sales?

23% Great. The season is off to a promising start.

40% OK. 17% Poor.

20% Terrible.

Several respondents reported sales were down  to  percent from last year. But at least one noted traffic has been up, although shoppers are being more conservative with their dollars.

If you do not receive Earnshaw’s weekly newsblast, sign up today at www.earnshaws.com.

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Testing The Limits • continued from page 40

compliance, Horn of Sandler, Travis & Rosenberg stated that by requiring the same laws for imports as well as domestic goods, the CPSC has created “a level playing field. It’s not as if a retailer can go somewhere else for the product,” he said. “If there will be cost increases for everyone, then prices go up.”

Of course, now is not the time when the industry wants to see price increases. Shoppers are already skittish as a result of job losses and the near constant news of a flailing economy. “It’s going to impact the consumer at the end of the day, which is something we don’t need right now,” affirmed Vahle of Coco Bonbons.

Le Top’s Lun agreed the timing couldn’t be worse. “It has cost us too much in an economy that is very difficult,” she said. “For small companies, it’s just one more reason that some of them won’t make it through.”

While generally people are fretful, some see upsides to the new legislation. For Jeffrey Cheng, president of Union City, Calif.based Angel Dear, the CPSIA makes companies accountable for their goods, which is especially important for him since he manufactures in China. “It protects our industry and our consumer. You can’t have the consumer worried about the product,” he said. “It’s not fair when a company like ours puts so much emphasis on quality and other companies don’t meet the requirements, but we both have a ‘Made in China’ label. If another company that offers products that are made in China does a bad job, it impacts us.”

François Vachon, commercial director of Canadian brand Coccoli, thinks the labeling the CPSIA requires showing where a product was made will be beneficial to his business. “Many garments are mislabeled. They may say they are made in Europe when you know they are not,” he said. “So this law may be a good thing because it will force them to say where products [actually] come from.”

All of the manufacturers who were interviewed for this story— many of whom are parents and are therefore sensitive to the issue—said they are safety minded and have always produced quality goods that meet U.S. standards. It’s just everything else that’s been problematic: extra testing, certifications, labeling and an overall lack of guidance on all of the above. On the positive side, the CPSC has asserted that its efforts will be concentrated on safety and not paperwork, according to Mond of the AAFA. She said the agency has drawn an analogy to the way seatbelt laws were initially enforced: “If a police officer caught someone speeding and then saw that they weren’t wearing a seat belt, they would give them two tickets,” she said. “But a police officer wouldn’t stop them because they weren’t wearing a seatbelt.”

That’s good news given that many things are still up in the air.

“Our question is [about the] lack of clarity on how legislation is to be implemented, making sure that compliance fits with current business operating procedures,” Mond said. “We’ve been working with the CPSC to ensure we get clear guidelines on what they expect and that we get them in a timely manner.”

Earnshaw’s Marketplace

•

Find tomorrow’s trends now.

WHERE2BUY

Pampered Burgundy Blue () - Burps, Bibs and Beyond () - Funzees () - Elegant Baby () - HotTotTee () - Joah Love () - Little Celebrity () - MissWit () - Southern Brand () - Text Message Baby () - Wry Baby () -

The Goods Appaman () - Baby Deer by Trimfoot () - Besitos () - Capelli New York () - Cejon Kids () - Country Kids () - Go Baby () - Kidorable () - Kushies Kids () - Little E.D.A. () - Melontree () - Short Hat Co. () - Ugg Australia () - Zooni () -

Unwrapped A. Tierney () - Baby Knits and More () - Child to Cherish () - Fairy Tale Jewels () - M Girl Designs () - Maisey Mae () - Plain Mary () - Sweet Dreams Designs () - Uncommonly Cute () -

Freeze Frame Andrea’s Beau () - Funky Junque () - Free Country () - Hatley () - Heir () - KC Collection () - Miniman () - Nordic Country () - Pacific Trail by M. Hidary () - Phat Farm by Parigi () - Portolano () - San Diego Hat Co. () - Short Hat Co. () - Toby NYC () - Trimfit () - Triple Star by Paramount Apparel () - Ugg Australia () - Widgeon () -

Pop Life Alphabet () - Capelli New York () - Cejon Accessories/Peace of Cake () - French Toast by LT Apparel () - Hawke and Co. () - London Fog by Amerex () - Plaid Moose by Globaltex () - Plum () - S. Rothschild () - Tretorn tretornus@tretorn.com United Legwear () - Varci () - Weatherproof () -

CLASSIFIEDS Christine McCarthy, CMSM, LLC Wholesale Sales Management/ Consultant Currently representing Coco Bonbons,

Cotton Kids, Kidz B Kidz, Frogs Frills and Daffodils, UV Skinz

203-870-0980 or cmsmllc@gmail.com

SLASH WAREHOUSE EXPENSES My Boy Sam Ltd. has been shipping retailers for 17 years both correctly and cost effectively.

We do every aspect from order entry to shipping.

Located in Northwest Connecticut We can move your expenses to profits Contact us at: Cottonsafe@skivvydoodles.com

I Spy BabyLegs () - Bows Arts () - Erge Designs () - Knuckleheads () - Mademoiselle Charlotte () - Millions of Colors () - Nano () - Sally Miller () - Silikids () - Small Fry Apparel () - Wonderboy () -

ADINDEX AbcReps.com................................................... 3 Babe Ease ...................................................... 56 Baby Graziella ................................................. 1 Bows Art......................................................... 57 Brown Bag Brands ....................................... 15 Bubble............................................................... 6 Child to Cherish............................................. 31 Children’s Boutique ...................................... 55 Classroom Uniforms ................................... 36 Dallas Market Center ..................................... 2 Daron Fashions ....................................... 20-21 ENK ................................................................... 4 Frogs, Frills & Daffodils .............................. 57

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Gigi’s................................................................ 56 Girl & Co. .........................................................11 Haba .................................................................. 5 Happy Heiny’s ................................................ 55 High IntenCity ................................................ 29 Huggalugs ...................................................... 57 I Play................................................................ 57 Isoki ................................................................. 57 Jannuzzi............................................................ 7 KRMA .............................................................. 25 Lilies and Roses ............................................ 31 Mooncakes..................................................... 55 My NapPak ..................................................... 57

No Slippy Hair Clippy.................................... 55 Parigi............................................................. CIV Pinc Premium ............................................... 17 Pink Axle......................................................... 58 Pippi Tails ....................................................... 58 Skechers .......................................................CIII Snopea ............................................................CII Specialty Trade ................................................ 8 Teeny Tiny Optics........................................... 58 The PAD Showroom ..................................... 56 Two Flowers One Bear................................. 27 Universal School Uniforms......................... 37

January 2009

59

Bows Arts hair clips

Millions of Colors jumpsuit Rolled-dye T-shirt by Erge Designs

Sally Miller tunic with eyelet collar

Silikids silicone bib

Buttondown by Wonderboy

Knuckleheads jeans with contrast stitching

Mademoiselle Charlotte linen dress

Nano graphic cotton tee BabyLegs leg warmers

Sunny Delight

PHOTOGRAPHY BY DEAN POWELL

Small Fry Apparel zip-up hoodie

Yellow and gray forecast happy days for hip kids.

BY ANGELA VELASQUEZ 60

January 2009

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