Earnshaw's | Infants', Girls', Boys' Wear Review | 2009 • October by Wainscot Media

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

OCTOBER 2009 $5.00

Radical Rewind Tween Fashion Rocks an ’80s Vibe PRECIOUS CARGO Tips for Making Babywearing a Profit Center

CONSUMER REPORTS Revealing Insight Into Where Canadians Shop

LAW SCHOOL Proactive Steps for Conforming to the CPSIA

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Live it, love it, charm it!

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100 West 33rd Street, Suite 1115, New York, NY 10001 212-630-3100 support@haddad.com

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NEW LAUNCH!

100 West 33rd Street, Suite 1115, New York, NY 10001 212-630-3100 support@haddad.com

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Gain Visibility in 2010 YOUR AD HERE

Earnshaw’s e-books provide a vehicle for your company to gain exposure online. Each month the magazine is delivered digitally to more than 9,000 readers that span the U.S., Canada and abroad. 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

Space is limited. Reserve your issue today. Contact: Caletha Crawford, publisher (646) 278-1515 or ccrawford@symphonypublishing.com

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October

VOLUME 93, NUMBER 10

WHEN YOU NEED TO BE SURE

CONSUMER TESTING SERVICES TEXTILES SPORTING GOODS E C O T E S T I N G AC C E S S O R I E S CPSIA ACCREDIT ED L ABS COLO RF AST FL AMM AB IL IT Y TOXICOLOGICAL EVALUATIONS CH EM IC AL T E ST ING T R AI N ING AGE GRADING AND L ABELING JUVENILE PRODUCTS SAFETY TESTING COMPARISON TESTING MICROBIOLOGICAL EVALUATION REGULATORY ADVICE COMPONENTS TECHNIC AL CONSULT ANCY CH IL D R EN S F U RN IT U RE T O Y S H ARDLINES C ARE L AB ELING FOOTWEAR REACH ELECTRONICS PRIVATE LABEL SUPPORT CUPS RoHS SUPPLY CHAIN SECURITY FACTORY QUALITY ASSESSMENT GLOBAL LABORATORY NETWORK

ON THE COVER: Music-themed tank and motorcycle jacket by Rebelette; sublimated leggings by Lipstik. THIS PAGE: Flowers by Zoe studded tank, jacket and sequined shoes; Tru Luv bamboo-dye pants. Photography by Michael Brian; hair/makeup by JSterling for JSterlingbeauty. Fashion editor: Caletha Crawford

NEWS

FE ATURES

10 Apparel 13 Licensing 14 Retail

28 Wrap It Up Retailers and moms share how stores can cash in on the babywearing trend.

COLU MNS

15 Coast to Coast 16 What’s Selling 18 Unwrapped 20 Little Steps 22 Pampered 52 Viewpoint I N E V E RY IS SU E

9 Editor’s Letter 19 Calendar 55 Where to Buy 55 Ad Index

32 Navigating the CPSIA Advice on complying with the Consumer Product Safety Improvement Act with the least amount of eﬀort and expense. 38 Dollar Devotion Canadian consumers reveal the retail characteristics that cement store loyalty. FAS H I ON

26 Water Babies Nautical trends make a splash in the infant category. 42 Cover Girls Designers amp up tween fashion with new renditions of ’80s styles. 56 I Spy Fabric rosettes sprout up as the season’s go-to embellishment.

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 2009 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.

TRUST THE EXPERTS SGS is the world’s leading Inspection, Verification, Testing and Certification Company. For more information visit www.us.sgs.com or call 800-777-TEST

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Coming in November...

EDITORIAL Caletha Crawford Publisher & Editor in Chief Leslie Shiers Managing Editor Melissa Knific Features Editor Jacqueline Micucci Contributing Editor Angela Velasquez Editorial Assistant Emilia Benton Editorial Intern Nancy Campbell Creative Director Trevett Neal McCandliss Art Director

★ Inviting Surroundings The latest trends in nursery room décor

ADVERTISING Erwin Pearl Vice President of Sales ext. 17, epearl@symphonypublishing.com Rita Polidori O’Brien Advertising Manager ext. 31, robrien@symphonypublishing.com Caroline Diaco Special Accounts Manager ext. 18, cdiaco@symphonypublishing.com

★ Market List A preview of what’s in store for the 2010 shows

★ Industry Kudos Congratulating the 2009 Earnie Award Winners

★ Boutique Buys A fashion focus on what’s hot in the specialty category

★ Plus! Tips from veteran department store buyers

Jennifer Craig Special Accounts Manager ext. 19, jcraig@symphonypublishing.com Alex Marinacci Account Executive ext. 10, amarinacci@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

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

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editor’s letter ELBOW GREASE Success doesn’t just happen. Just like y ou, I’ ve been on the trade show cir cuit for the last fe w w eeks. And of course at ev ery stop , people want to know ho w I think the sho ws ar e going. Thankfully, I’ve had mostly good ne ws to r eport—but the positiv e vibe isn ’t just happening to us; w e’ve created it. Vendors have tightened up offerings, ser ving up only those garments sur e to please both retailers and consumers, while buy ers have done their home work befor e hitting the shows in an effor t to better dir ect their energies and dollars. Similarly, making a go of an emerging product categor y takes planning and effort. In “Wrap It Up” (page 28), we offer advice fr om r etailers and moms on ho w to get cash flo wing from the bab ywearing trend. The top takeaway? C ustomers need instr uction. With the wide v ariety

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of pr oducts on the mar ket, par ents r ely on kno wledgeable staff to inform them about the benefits and characteristics of each one. While it’s a more labor-intensive sale, the pay off is wor th it because, just as with diaper bags, car egivers who lo ve babywearing often end up with an array of styles and varieties for different occasions. As for vendors, many are opting to push into new geographical markets rather than expand their product categories. Those that are most pr osperous with sales in for eign countries will attest that it ’s essential to take the time to learn about the cultur es in the ar eas y ou’re targeting. I n “D ollar Devotion” (page 38), w e outline the top qualities that prompt Canadians to pledge loyalty to a stor e. While these consumers ’ tastes ar e not that differ ent fr om Americans’, ther e ar e subtle distinctions. For instance, it didn ’t take the economic fallout for Canadians to embrace the idea of value; looking for quality pr oducts at a fair price seems to be in their DNA.

Finally, fashion takes effor t, too . Turn the clock back two decades (as designers have done) and r ecall: You didn’t just r oll out of bed looking like M adonna at the VMAs. You had to wor k at it b y crimping your hair, piling on the jelly bracelets and searching for that other lace glo ve. In this month’s fashion pages, w e did the wor k for you and came up with some easy pieces you can mix into y our tween assortments to giv e them that ’80s r ock vibe that ’s permeating spring collections.

Caletha Crawford Publisher & Editor in Chief

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apparel news Little Pea

Moo Boos

Eco Bella Bello

NEW LINES • Little Pea of Portland, Ore., debuts with a collection of comfor table silhouettes that active girls siz es 2T to 6 can w ear throughout the day, from school to dinner out with mom and dad. The line centers around pink and green prints, all of which can be mix ed and matched with each other as w ell as items the girl alr eady owns. Tiny ruffles run through the line adding a sw eet, feminine, feel to cir cle skir ts, capri pants, and tank and A-line dr esses. Patterns include both delicate and bold florals as w ell as tangerine and pink chevr ons. Wholesale prices range from $16 to $29. Visit www.littlepeaonline. com. • Moo B oos of Katy, Texas, expands into special occasion with M eggo’s Dreams, a collection of dupioni silk tank dr esses in 2T to 10, featuring contrasting sashes and floral accents. Buyers can mix and match the colors and styles to cr eate the perfect assortments for their customers. Wholesale prices range from $62 to $92.The brand also offers dresses, capri sets and bloomer sets for girls 10

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6 months to siz e 10 that can be dr essed up or down, transforming fr om casual to par ty wear. For instance, skirts that gain a boost of fullness from tulle underlays are event-ready, but the tulle detaches to become a fun tutu for playtime. Wholesale prices av erage $25 to $56; coordinating blankets, burps and diaper bags start at $9. Call (832) 867-8636. • BabyUV of Brooklyn, N.Y., expands its line of sun-protective swim gear with the intr oduction of KidsUV for childr en ages 6 to 12. The two-piece sets, wholesaling for $15, are bo y and girl specific in both color and design. (The girls’ collection features a mostly pink palette with floral motifs and fringe bikini shor ts, while the bo ys’ collection has more of a sur fer look). All pieces offer UV 50 protection. The company also featur es a line of pink- and blue-tinted sunscr een and is considering adding sunglasses. Call (917) 301-9020 or visit www.babyuv.com. • Princess Teeza of N ew York giv es girls the royal treatment with spor ty coordinated separates and accessories in bright pinks and gr eens that wor k back to the denim items in the line and in their existing war drobes. The collection, ranging fr om 2T to 6X, offers lettuce-edge cr opped polos with

the brand ’s princess logo in sequins; full, layered skir ts; terr ycloth hooded jumpers; babydoll sw eater dr esses; cr ocheted tank dresses; r uffled denim dr esses; denim twill skirts with coor dinating cr opped jackets; ruffled boler o sw eaters; canv as cargo pants and tank dr esses. Wholesale prices range from $9.90 for embellished tees to $26 for dr esses. Visit www.princessteeza.com. • Patterson, N.J.-based M ax e.b . Clothing Company is r e-launching IXIX, a playful, vibrant collection of 100-per cent cotton knits made in the U nited States. Re-emerging after 24 y ears, the collection makes its Spring ’10 debut for girls ’ 3 months to 16 years; boys will be added for F all ’10. IXIX features tie-dy ed, dip-dy ed and solid garments in bold colors, such as hot pink, lavender, grass gr een, aqua, y ellow and sky blue. On-trend bodies r un the gamut fr om a triple-tier flutter dr ess with burnout jersey and puff sleev es to bubble shor ts to French terr y leggings. P rices ar e $10 to $20 wholesale. E-mail ixixclothing@optonline.net. • Israeli swimwear line Stella Cove makes its Stateside debut for S pring ’10 with beachwear for girls 6 months to 12 years and boys 6 months to 3 y ears. Bathing suit bodies > earnshaws.com

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HUB International Bows CPSIARelated Insurance In r esponse to the lead r egulations and testing associated with the Consumer Products Safety Improvement Act, insurance br oker HUB I nternational Northeast has dev eloped the Childr en’s A pparel R ecall E xpense (C.A.R.E.) pr ogram, which insures impor ters, distributors and wholesalers against catastr ophic financial loss caused by product recall expenses incurred as a result of lead content violations. The environmental insurance specialists at HUB N ortheast wor ked with leading children’s apparel professionals to develop the C.A.R.E. program to cover shipping costs, additional labor costs, war ehousing, communications, repair of recalled product and replacement of recalled product. For more information, call (212) 338-2800.

Tractor Jeans Seeds the Boys’ Market Known for its girls ’ denim, Tractor Jeans, licensed by HDT Holdings Corp. of New York, edges its way into boys’ wear. Nordstrom, which requested the company expand beyond girls, will debut the line in November; other retailers can sign on for Spring ’10. HDT Holdings Corp. president Howard Mensch said the line will initially target boys’ sizes 8 to 20. The line will differentiate itself from the typical surf, skate, prep and urban/hip-hop categories with a r ugged, utilitarian, N ew York-inspired look. Tractor Jeans’ boys line (the official name is yet to be determined) will feature three fits—skinny, slim and boot cut—as well as several treatments, including acid-wash, over-dyed and garment-dy ed styles in v arious color palettes for S pring ’10; twill cargo shor ts will also be av ailable. Wholesale prices will r un $8 to $24. Call (212) 994-9596, ext. 104.

Bloomingdale’s Bows Levi’s for Tweens Haddad B rands held the first in a series of launch par ties for its Levi’s Kids tw een collection at Bloomingdale’s N ew York flagship . The event, held on A ug. 27, mar ked the launch of the brand ’s girls’ 7 to 16 size range at B loomingdale’s and was par t of the depar tment stor e’s Fashionable Fundraiser, which raised money for amfAR, a nonpr ofit dedicated to ending the global AIDS epidemic. To boost excitement, Haddad hosted the “N ext Face of Levi ’s” contest, inviting tw een girls to visit the stor e, try on an outfit and make their way do wn the r unway in the hopes of becoming the lead model in an upcoming photo shoot. D uring the event, a D.J. spun tunes while free Levi’s denim bags were provided for customers. The date for the next launch par ty, which will take place in B ergen County, N.J., has yet to be announced. Visit www.haddad.com or e-mail support@haddad.com.

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apparel news Stella Cove

Schatzi

Grace 4 Girlz

Sama Baby Organics

NEW LINES include a maillot and a halter bikini for girls and European-style shorts for bo ys; the collection also offers beach-r elated accessories such as sar ongs and flip-flops. M ost of the sophisticated y et playful prints ar e ex clusive to S tella Co ve; options include a gray and white bir d design, H awaiian motifs, an allover raindr op pattern and mor e. The line wholesales fr om $19 to $35; women’s designs ar e also av ailable. Visit www.stellacove.com. • F or S pring ’10, Sama B aby Organics of Houston expands beyond knits to organic cotton wovens and denim, and it has also increased its size range. The organic denim collection featur es girl- and bo yspecific styles (with a back pocket patch in either a hot pink and white I ndian bhandej print or multicolor ed stripes, r espectively) and a gender-neutral plain jean; each style wholesales for $20 and comes in siz e 12

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6 months to 6 y ears. Three wo ven dr esses ($15 wholesale) for girls up to 6 years include the sleev eless V-neck “R ockstar” dr ess with a hot pink and white bhandej print and contrasting teal neckline, a halter dr ess in either the hot pink/white and y ellow/white bhandej print options, and a tunic dr ess with a lotus blossom print in blush pink with lime gr een trim. Call (888) 847-7262 or e-mail info@samababy.com. • Established to inspire creativity and self-expr ession, Los Angeles-based Grace 4 G irlz launches a mix-and-match collection for girls 2 to 6. The line comprises sev en r eversible pieces in sand with bubblegum, soft mint, lemonade or lav ender, which can be combined to create mor e than 200 outfits. Each design includes D o-Goodz, a magnetic appliqué that features an inspiring message to r emind little ones “ to decorate their hear t on the inside and out;” 22 Do-Goodz are available, ranging fr om a peace sign to a butter fly. Silhouettes include a blouse with flar ed bell sleeves, a capri pant with a double waistband and r uffled knees, and a scooter with

built-in leggings. G race 4 G irlz uses lo wimpact dy es and organic cotton, and all garments ar e made in the U nited S tates. Wholesale prices r un $17 to $28. Call (310) 373-3548 or visit www.grace4girlz.com. • Schatzi of Calgar y, Alberta, grows from a T-shirt-only collection into a full eco-friendly fashion line that pairs sw eetness with edgy American style. M eaning “treasure” in German, Schatzi uses bamboo and organic cotton. Available for boys and girls 3 months to 12 years, the Canada-made line includes a ruffle-sleeve striped dress; a tunic dr ess with three-quarter-length sleev es and contrasting trim; a jumper and coor dinating shrug; tracksuits made with bamboo stretch French terry; and T-shirts with original screenprints. The palette mixes rich jewel tones like raspberry and teal with black, gray and oatmeal. Wholesale prices range from $10 to $44. Call (403) 305-8878 or visitwww.schatziwear.com. Correction: In the September issue, Bambini Carini’s bath sack was mislabeled as a sleep sack. Visit www.bambinicarinionline.com. earnshaws.com

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licensing news Jen’s Ideas Celebrates Nancy Drew’s 80th Year

Hot Properties

In 2010, publishing’s y outh sleuth N ancy Drew mar ks her 80th y ear of crime solving, and appar el manufacturer Jen’s Ideas of Crystal Lake, Ill., is celebrating the occasion with a new spring line for girls, tweens and moms through a deal with S imon and Shuster and the publisher ’s licensing agent, Moxie & Company . “ The r esponse w e are getting has been fantastic, ” said J en’s Ideas owner Jen Goerdt. “Moms are feeling nostalgic and daughters can ’t wait to see the line.” The collection will hav e three segments: a whimsical, animated gr oup for v ery young girls, modeled on the N ancy Drew “Clue C rew” series; a selection of designs geared toward tweens; and an offering with a vintage vibe for ladies of all ages. The offering will include tees, fleece, hoodies, hats, socks and other accessories featuring original drawings fr om the books plus some of N ancy’s words of wisdom. G oerdt said cr ossmerchandising with Nancy Drew books will come into play. “We want to encourage girls that it’s cool to read these books,” she said. “Nancy Drew is still stylish after 80 y ears, and is a great role model.” Wholesale prices will run approximately $10 to $30; some accessories may be priced for less. J en’s Ideas has seen inter est from both specialty and depar tment stores, and the company will also target book, gift and catalog r etailers. Call (815) 455-1339 or visit www.jensideas.com. Moxie is also looking for par tners in sleep wear, accessories, backto-school, bedding and mor e to suppor t the anniv ersary; call (203) 259-2729 or visit www.moxieco.com.

Big Tent Entertainment has made Fifth Sun, a Chico, Calif .-based apparel distributor, the master T-shirt licensee for Domo, for which it will produce screenprinted and embellished tees, tank tops, thermals and fleece for girls and bo ys. Styles for all retail channels will be avail-

Trunk Ltd. Adds Superhero Collection Culver City, Calif .-based Trunk Ltd., a division of Liv e N ation, has intr oduced a ne w collection of tees and raglans featuring classic DC Comics S uper H eroes including B atman, S uperman and the Green Lantern, under license fr om the Warner B ros. Consumer P roducts. The collection launched ex clusively thr ough Bloomingdale’s this fall, but for 2010 the company will add track jackets, hoodies and more, and open the line up to specialty and department stores nationwide. Rick Gould, director of cr eative ser vices for Trunk Ltd., noted the initial designs w ere inspired by actual comic book covers, with core design elements used to tell a story and create an iconic fashion piece. The collection also embodies the same quality and attention to detail as the brand ’s namesake collection, the company pr omised. The apparel wholesales for appr oximately $22 to $30. For information, e-mail sales@trunkltd.com.

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able in J anuary. For details, call (800) 658-0070. • Fort Worth, Texas-based workwear and uniform brand Dickies has tapped B ioworld Merchandising of Irving, Texas, as a licensee for headw ear and cold weather accessories. The spring launch will include kids ’ hats, scar ves and mor e. D ickies has also r enewed its contract with leather goods maker Randa of Chicago, which cr eates belts, wallets, suspenders and other items for boys. For other opportunities, call (866) 411-1501. Chorion • has named H.I.S. International/ Bentex Group as the lead Mr. Men & Little Miss

apparel licensee for Olivia; it will also offer a line of girls ’ sets and dr esses for the Mr. Men and Little M iss properties. Also for O livia, Berkshire Fashions is selling kids ’ rain gear , headwear and cold w eather accessories; A ccessory Innovations has bags and luggage; and Junk Food adds girls’ tees. For Mr. Men and Little M iss, Adjmi’s MAG Brands division will cr eate kids’ spor tswear; Silver G oose offers a line of accessories, bags, and a range of infant appar el and gift sets for mid-tier stores. Contact Chorion at (212) 973-4700.

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

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

Holiday Rush Shoppers at the August New York International Gift Fair readied for the holidays by scouting new products, stocking up on perennial favorites and planning seasonal promotions. —ANGELA VELASQUEZ Paula Hoelzel, owner The Purple Goose, Alexandria, Va. What are the top items on your holiday list? We will bring in large toy orders. We have a line of holiday hair bows a nd d resses. We’ve pu rchased items f rom Mud Pie i n novelty holiday de signs, such as Santa outfits, plus holiday diaper covers, socks, shoes and legwarmers. What i s y our g et-noticed pl an f or t he s eason? We h ave a l arge w indow, a nd we a lways pu t together a n a mazing a nd b old d isplay f or C hristmas w ith lot s of m adness, to ys a nd c olors t hat really draw your eye from the street. What are your go-to gifts? Zutano apparel and accessories and Trumpette socks are big sellers for babies. For older children, it would be the Melissa and Doug wooden toys. How will you create excitement? Last year we gave a $25 gift card for every $100 spent. We haven’t decided what type of promotion we will offer this year. Stacy Smith, owner Doodlebugz, Marietta, Ga. What are the top items on your holiday list? We do a large table filled with inexpensive goodies under $15 for stocking stuffers. We also add more toys to our offerings for kids. What is your get-noticed plan for the season? We are currently working on launching a blog. We use Facebook to inform customers about new arrivals, sales, etc. How w ill you cr eate e xcitement? I ’m wo rking o n a n i ncentive p rogram to enc ourage s ales i n November and December, giving customers gift certificates that can be redeemed in January only. We also have a C hristmas open house, a p rivate shopping event for our best customers and we’re working with a local charity to host a special night. What are your go-to gifts? Uglydolls, glitter balls and anything by Trumpette. What’s your fave new find? We’ve just added a candy selection to the store in an area that has traditionally been a “dead” spot. It’s been doing very well. Cindy Merrill and Dayna Klinger, co-owners Dimples, Cedarhurst, N.Y. How will you create excitement? Last year we m ade a push for customers to pre-order from our selection of personalized items; we plan to do t he same this year. There are also incentives for customers who order early. What are your go-to gifts? Personalized Boogie Baby blankets are a great one. These blankets do well all year and are so highly customized that they really show gift-givers care. What’s a re your fave ne w f inds? 3 Sprouts has some toy bins t hat a re easily collapsible a nd a re metal-free with matching animal hooded towels. I liked the keepsake boxes from Empress Arts in which moms can store first teeth and curls.

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Kate Poole, co-owner Oranges & Lemons, Greenville, Del. What are the top items on your holiday list? Mostly toys, like Corolle dolls and Kettler ride-on toys plus plenty of books and more Melissa and Doug, Eebo and Piggy Story items. How will you create excitement? We’re going to work w ith all the other tenants in the shopping center to make group events with bigger advertising budgets and mailing lists. What is your get-noticed plan for the season? We’ll have a Christmas tree lighting event, a visit from Santa Claus, trunk shows and a Girls’ Night Out. What are your go-to gifts? Piggy Story art folios.

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C O A S T TO C O A S T Spotlighting Fashions Nationwide

C2C

Global Confections

Easy Does It When it c omes to su stainable f ashion, good t aste should join t he ranks of o rganic c otton a nd natural dye s. Judith Campbell Posey, designer of Little Esop, crafts her organic line w ith sp ecial at tention to t imeless de tails a nd si lhouettes that ensures each piece’s longevity. The N ew York-based lin e m arries t extures a nd c uts from the ’40s and ’50s with contemporary mix-and-match staples and simple closures. “Looking back at s ome of t he clothes my parents wore when they were babies, I re alized a lot of i t wou ld s till b e re levant to day,” C ampbell Posey said, noting she made an effort to bu ild extra functionality i nto t he c lothes. T he end re sult i s a re fined l ine f or specialty s tores du rable enou gh f or g rowing b abies. Bu t not too refined, as the designer said the garmets still work for playtime. “I went to g reat lengths to m ake sure all the colors looked great paired with mud,” she joked. Muted cream, seafoam, chocolate and slate blue woven and jersey fabrics lay the groundwork for most of the debut spring collection. Touches of red twill, yellow herringbone, nautical s tripes a nd g ingham i n p ale g reen, b rown a nd blue add visual interest by way of drawstrings, collars, button plackets a nd pocket detail. The girls’ line features si x dresses (including an asymmetrical button-up, a s leeveless shirtdress and a slip dress that can be paired with bloomers), plus a pleated tank and a t wo-pocket skirt. The boys’ range offers an asymmetrical snap paneled shirt, elasticwaist pants and drawstring shorts. Unisex basics include a jumpsuit, rompers, graphic tees, and a group of jersey snap tees and pants. Sizes range from 0 to 2T. Wholesale prices run from $9 to $34. Call (646) 434-5981 or visit www.littleesop.com. —ang el a v el asquez

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The d resses I nshi K hanna created f or her l ittle g irl Siy a were j ust to o s weet to k eep to t hemselves. K hanna, w ho previously worked in women’s wear, k new t hey n eeded t o be introduced t o t he ma rket, so sh e beg an sh owcasing h er dresses l ast s ummer. F rom there, C upcakes a nd Pastries cooked up styles reminiscent of f un, c ontemporary y oung women’s de signs m ade f or girls 12 months to 8 years. Along w ith her d aughter, Khanna is also inspired by her travels—especially to India. “I am always inspired by the rich cultural heritage, ha ndicrafts, age-old t echniques o f f abric development, e mbellishments a nd v ivid c olors,” s he s aid. “There’s just so much energy.” This free-spirited mood is reflected in the Spring ’10 collection. Peach, yellow, white, pink and lilac, in mostly cotton and silk, is used throughout. “ Color i s t he f irst t hing I de cide o n w hen I c reate a s ilhouette o r p rint,” K hanna e xplained. S ilhouettes include a sleeveless dress with a f lowing hemline, a ruffled wrap-dress and tie-dyed tunics that can be worn alone, over leggings or a s a b each cover-up. Hand-applied beadwork, embroidery, block printing and patterns like f lorals and polka dot s d ress up t he simple si lhouettes. “ The collection h as a lot of i ntricate, v aluable de tails t hat a re not common in children’s collections,” Khanna noted. “One thing we not iced... is how t he dresses stand out and bring a very girly look to any child,” she added. In the next few seasons, Khanna expects to grow the Los A ngeles-based brand i nternationally, as well as a dd more sizes and categories. In the meantime, Cupcakes and Pastries is aimed at retailers open to unconventional clothing a nd b old c olor c hoices. “S ome re tailers s tick to t he ‘safe’ brands, but many eventually come around as they see what the product has to offer,” the designer explained. The line’s wholesale prices range from $26 to $38. Call (818) 8257720 or visit www.cupcakesandpastries.com. —a.v.

October 2009

9/21/09 8:54:38 AM

W H AT ’ S S E L L I N G Philadelphia

Cach Cach

Gia Bella Children’s Boutique

Piccolini

Lolli Lolli

After years of traveling long distances in order to shop boutiques for her kids, Linda Kelly opened Gia Bella Children’s Boutique in October 2007 and named it after her daughters, Gianna and Isabella. Decorated in pink and blue with an elegant chandelier setting the tone, the 800-square-foot store stocks trendy and dressy clothing spanning newborn through girls’ size 10 and boys’ 7. Toys are also available—customers will find them in the back of the store, where a play area keeps children entertained while mom shops.

Jessica Troiano and Zoe Murray opened Piccolini’s Bryn Mawr, Pa., flagship in 2005 before adding a downtown branch last year. Both offer sizes 0 to 6 for boys and girls and a mix of simple separates and basics. On the first floor of an old house, the original 2,200-square-foot location has a green, pink and blue motif and boasts a playroom. Troiano noted the pareddown selection appeals to customers more into presentation than brand names. “The store is truly one-stop shopping with only the best of the best and no product overload,” she said.

Noticing that her neighborhood was full of traditional boutiques but none for kids, Jackie Promislo debuted her shop in August 2007, naming it after a song her children made up. The 1,600-square-foot shop’s turquoise, pink and lime interiors emit a cheerful, modern ambiance. Promislo cited her unique mix of kid-friendly clothing, toys and books plus the fact that Lolli Lolli doesn’t focus on mainstream brands as factors that set it apart. She stocks sizes 0 to girls’ 12 and boys’ 8, but will special-order larger sizes for customers.

Infants/Toddlers

Girls 4 to 6X

• Tru Luv: hot pink cotton shorts with

dresses adorned with a pink flower embellishment and matching bloomers Victoria Kids: ivory dresses with crocheted top and tulle bottom and matching crocheted bolero jackets Kate Mack: ruffled bikinis offered in pink floral and leopard prints Charlie Rocket: navy “Peace” theme T-shirts Kate Quinn Organics: kimono onepieces with contrasting trim for boys and girls Rowdy Sprout: rock ‘n’ roll tees featuring Bruce Springsteen’s “Born in the USA,” the Beatles “Yellow Submarine” and Bob Marley artwork Tuff Cookie: fleece jackets with embroidered appliqués of kittens, monsters, dinosaurs and flowers Ooh La La Couture: toile dresses in pink with attached tutu skirts and rhinestone heart embellishments Haven Girl: sparkly “Love” shirts with sparkly bubble skirts in colorful Pucci-inspired prints Appaman: boys’ tees in bright colors featuring the brand’s signature monkey City Threads: spider-motif twofers with spiderweb sleeves

zebra print tank dresses Cach Cach: hot pink bubble dresses with sequins and flowers; white bubble dresses with black dots and a large bow at the shoulder Joah Love: Kristi dresses in pink and gray rugby stripes Peri’s Ponchos: handmade fleece hooded ponchos with tassels Widgeon: super-soft leopard-print coats Flowers by Zoe: tie-dye A-line dresses with a silver peace sign

• Mimi and Maggie: sequined heart

• Cach Cach: black and white checked • • • • • • • • • •

Knuckleheads

Kate Quinn Organics

October 2009

ER_10_Whats_Selling_01.indd 16

• Ooh La La Couture: pink and brown • • • •

matching tops

camisoles and matching sequined skirts Flowers by Zoe: dresses with a black bodice, faux leather belts and bright skirts in Pucci-inspired prints

•

Accessories/Gifts

• Our World of Books: “Good Night Philadelphia” books

•

• Dolly & Dimples: Mary Jane boxed

Boys 4-7

• Melissa & Doug: puzzles • First Birthday: party hats • Skip Hop: bright dog-motif back-

• Charlie Rocket: “Peace Rocks” ther-

mal shirts At Home: camouflage pajamas Hurley: blue and black swim trunks Rowdy Sprout: rocker tees with The Police screenprint Monster Republic: shirts featuring a Yeti or Loch Ness monster Knuckleheads: distressed pigskin leather jackets

• • • • •

Girls 7-14

•

Le Pink: white dresses with large stones across the top; teal and white dresses with rhinestones

sock sets

packs Baby Rock Records: “Rockabye Baby! Lullaby Renditions of Bob Marley” CDs Aden and Anais: muslin wrap blankets with animal prints; hand-knit hats with silly animal or monster faces and matching mittens; handmade lovey blankets made of minky fabrics See Kai Run: gold shoes and boots Rileyroos: furry baby booties in beige and hot pink Trumpette: sock sets bearing Mary Jane or sneaker motifs — EMILIA BENTON

• •

• • •

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9/18/09 10:43:31 AM

FULL ADS_oct.indd 17

9/17/09 3:23:15 PM

U N W R A P P E D New Giftable Items

Molly ’ n Me plush pillows

Sequin leggings by Angela Frost

Solar-powered dancing flowers by Two’s Company

High IntenCity charm bracelet

SwitchFlops shoe with interchangeable straps

Bank by Streamline Inc.

Lilies & Roses hair clips

OMG!

The latest girly gifts designed to win tweens’ hearts.

Ottilie & Lulu skincare products 18

October 2009

ER_10_Unwrapped_02.indd 18

Piggy Paint nail polish

Layering necklaces by GenerationNecks earnshaws.com

9/17/09 3:29:08 PM

Market dates and events

OCTOBER 2-4

Charlotte Children’s Market Charlotte Merchandise Mart Charlotte, NC (704) 376-8243

(800) 677-6278 www.chicagochildrenswearcollective.com

15-19

Atlanta Women’s & Children’s

Apparel/Accessories Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

3 25

3-6

NW Kid’s Show Seattle Embassy Suites Southcenter Seattle, WA www.nwkidsshow.com

4-6

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

8-9

Midwest Children’s Apparel Group Embassy Suites North Indianapolis, IN (248) 478-1732 www.midwestchildrensapparelgroup.com

10-13

San Francisco Kids Wear Show 888 Brannan San Francisco, CA (415) 436-6060 www.888brannan.com

11-13

MACASO Philadelphia Show Doubletree Suites Plymouth Meeting, PA (215) 782-9853 themacasoshow@aol.com

11-13

Midwest Children’s Apparel Group Embassy Suites, Livonia, MI (248) 478-1732 www.midwestchildrensapparelgroup.com

11-13

Chicago Childrenswear Collective Michigan Market Farmington Hills Manor Farmington Hills, MI

ER_10_Calendar_01.indd 19

9/21/09 9:14:39 AM

L I T T L E S T E P S Footwear Retail and Style

Hybrid Hype In the course of a year, Skidders of New York has carved a unique niche into the infant footwear market with its sock-shoe hybrid, according to Skidders president Michael Matalon. “Our customers are now referring to the category as Skidders, which is great for our brand,” he said. As a division of Celebrity International, maker of Vitamins Baby and other children’s lines, the brand has positioned itself as the best alternative to constricting leather and PU booties. “Celebrity always looks to create new product categories that offer tremendous value. Our customers know this and expect this from us each season. Skidders is no exception,” Matalon explained. Designed for babies learning to stand and walk, Skidders’ knit upper prevents little feet from overheating as thick but soft rubber outsoles provide traction and protection. For added comfort, each shoe is outfitted with an EVA insole. In addition to the line’s lightweight and machine-washable qualities, Matalon noted Skidders’ indoor and outdoor duality as one of the brand’s major benefits. To add visual value to t he patent-pending footwear, Spring ’10

Skidders will be delivered in re-worked, clear zippered packaging. The ne w bag a llows shoppers to see t he shoes a nd t ry t hem on. “The original p ackaging p erformed g reat at re tail, but t he f ootwear was restricted because it was secured in t he package,” Matalon e xplained. T he ne w p ackaging “will brighten up t he s ales floor” and create great displays, he added. Twenty-four ne w s tyles jo in f ive p opular c arryovers f or sp ring. Girls’ options include pink zebra print, cherries and cowgirl patterns, polka dot s a nd a t rompe l ’oeil T-strap. T he b oys’ l ineup f eatures animal, peace sign, rocket and sport prints, plus rock star and skulland-crossbones v ersions. N ickelodeon cha racters li ke S pongeBob SquarePants, Go, Diego, Go! and Dora the Explorer are also available. Si zes r ange f rom 12 to 2 4 mo nths; e ach p air w holesales f or $8.50. “We don’t believe in overcharging to profit,” Matalon said. “We v alue t he c ustomer lo oking to pu rchase a n i nfant f ootwear product, and they shouldn’t pay more than $19.99.” Call (800) 8725030 or visit www.myskidders.com. —ang el a v el asquez

The Next Step When P olliwalks l aunched t wo ye ars a go, t he A uburn, M aine, company’s animal-shaped, molded foam slip-ons spread like wildfire—they are now in roughly 700 doors in the U.S. market, not to mention 20 other countries, according to company co-founder and chairman Dave Levy. Marketed as “toys for feet,” it’s easy to see why the playful footwear would be a favorite of children and, thanks to an accessible price point, an easy two-in-one purchase for parents. For Spring ’10, Polliwalks takes business a step further, making t he le ap b eyond s andals to f ull-fledged f ootwear mor e suited to everyday, everywhere wear. The spring l ine i ncludes about 40 ne w at hletic styles for g irls and boys, which span lace-up and Velcro sneakers as well as sporty Mary Janes. The new styles still feature Polliwalks’ signature ani-

October 2009

ER_10_Little_Steps_01.indd 20

mal- a nd c haracter-inspired mold ed f eatures—including “ footprints” on the soles—and come in an array of b right color combinations. “We don’t do a bl ack shoe; t hat wou ldn’t f it t he ‘ fun’ theme,” Levy said. “They’re conversational,” he added, noting he’s witnessed kids talking to these shoes as if they were friends. The collection is also anatomically correct for children’s growing f eet. L evy, a c ertified p edorthist, works w ith de signer Joel Rusnak to ensure the line’s quality, and he points to the shoes’ flexibility a nd removable footbeds a s f acets t hat i mprove c omfort. Wholesaling for $10 to $20 and retailing for less than $40, Polliwalks’ latest styles are still a steal, and they are now available from a to ddler size 4 to a you th 4. (In prior seasons, the brand only offered up to a you th 1.) Levy also noted the company has developed innovative packaging that k ids can play with rather than throw away. Polliwalks seems to be right on the money with its functionable yet fun approach, and the company foresees big things for its brand of “entertainment retail,” starting with the sneaker additions. “We think this new group is going to get us into the kids’ business in a very quick and big way,” Levy asserted. “It gives customers something so fresh and so new. It’s not a ‘me too’ product, it’s extremely unique. Yet at t he same time, it’s sellable and market right.” Call (203) 712-1315 or visit www.polliwalks.com. —l esl ie s h ier s

earnshaws.com

9/18/09 2:53:01 PM

Become an Insider Subscribe to Earnshaw’s free weekly e-newsblast. Get the industry’s top stories delivered directly to your inbox each week. Be the first to find out about the latest: • Partnerships • Events • Mergers • Licensing Deals • Showroom News • Executive Changes

ER_01_Newsletter_promo_01.indd 21

9/21/09 9:18:33 AM

PA M P E R E D Baby Products & News

Jazzy Toes gift set

Trumpette socks

Elegant Baby socks set

Stride Rite by McCubbin Hosiery socks TicTacToe gift set

Country Kids leggings

BabyLegs socks

Sock and Awe Splashes of color and gift-ready

MeInMind sock set

presentations kick hosiery essentials up a notch. —ANGELA VELASQUEZ

Kee-Ka organic set

Gogo Giggle gift set

Carter’s by Goldbug socks

October 2009

ER_10_Pampered_News_03.indd 22

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9/18/09 10:41:45 AM

New Lines Sweet Dreams

• Boujie Baby Couture unleashes a sophisticated collection of distressed Italian leather diaper bags. The Chicago vendor offers three styles accented with polished nickel hardware and chain

Cloud B of Torrance, Calif., continues to gr ow its S leep Sheep & Friends Pillow Collection with a new line of aromatherapy pillows to soothe and aid sleep. The pillows are made from the same quality fabric as their plush counterparts and featur e a deep pocket that secur es a pouch of Cloud B’s ex clusive ar omatherapy lav ender blend. A r emovable bamboo pillo wcase is included for comfor t and easy cleaning. The line will launch with the S leep Sheep and Lab P illows; other styles will r oll out in time for the holidays. Wholesale prices range fr om $12 to $14. Call (888) 425-6832 or visit www.cloudb.com.

details in gray, electric blue and a shimmery champagne. Shapes include an oversized hobo with a detachable leather messenger strap ($419 wholesale), a midsize cross-body ($384) and a slim-lined shoulder bag/clutch ($214) that easily clips onto stroller bars. Each features convenient zippers

Boujie Baby

and water-resistant lining. Call (312) 265-5998 or visit www.boujie-

baby.com. • Color Me Mom, a line of diaper bags from Amy Michelle, is refreshed with two new color options. The Golden, Colo.-based brand now offers the Sweat Pea, a slouchy bag with handy compartments and the Gladiola, a fashionforward shoulder bag with credit card slots and zippered pockets in green or eggplant faux patent. Each wholesales for $67.50 and comes with baby essentials like a washable changing pad, inner and outer bottle compartments, and stroller attachments. Call (303) 279-0690 or visit www.amymi-

Bobux Bows Gift Sets Bobux USA, which distributes the N ew Zealand brand’s premium soft-sole baby shoes, has added gift sets for pSring ’10 that include a pair of crib shoes and an organic T-shirt with a coordinating theme. Robin Nash, vice president of RT Nash, the brand’s U.S. distributor, said Bobux selected four top-performing shoe styles to serve as the base for the gift sets. The initial styles are available in three sizes—0 to 6, 6 to 12 and 12 to 18 months—in Katy Kitty (brown/baby pink), Fay the F airy Princess (bab y pink/fuchsia), G erry Giraﬀe (br own/brown) and Transport (bab y blue/navy) motifs. Wholesaling for $25, each set comes in a ready-togive, high quality gift box made of recycled materials. Call (800) 315-3039 or visit www.bobuxusa.com.

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ER_10_Pampered_News_03.indd 23

Color Me Mom

chelle.com. • Chicago-based m Bretts bows totes that go beyond the call of diaper duty. Available in small and large, each is outﬁtted with removable compartments that keep loot organized and neat. Made with jacquard fabric in black/gray and brown/tan, the tote can double as a stylish workbag. Wholesale prices range from $45 to $55. Call (312) 523-6742 or visit

www.mbretts.com. • Maelee Baby of Dallas caters to mom’s needs with its Maelee Mommy Bags. The shoulder bags unzip ﬂat,

m Bretts

revealing 13 pockets and a unique

October 2009

9/18/09 10:42:09 AM

PA M P E R E D Baby Products & News

New Lines

Maelee Baby

Tivoli Couture

LillyBit

October 2009

ER_10_Pampered_News_03.indd 24

labeling system that acts as a checklist

introduces the Uptown Diaper Clutch

for bottles, diapers and more. Standout

($26 wholesale), which has an attach-

styles include the Grace bag in green or

able strap allowing moms to wear it as

pink houndstooth fabric and the ﬂoral

a shoulder bag or hands-free wristlet.

Lindsay bag, available in blue/brown,

Interior mesh pockets and an elastic

black/white and coral/brown colorways.

non-slip grip loop hold baby items

Wholesale prices range from $92 to

in place. An outer zippered pocket is

$127. The company also offers a range

perfect for mom’s essentials. A unique

of burp cloths that double as stylish

trifold design serves up easy access

scarves to tie around bag handles. Pink,

and the bags are covered in durable,

green and blue burp cloths are sold in

washable fabrics. Prints include aqua

two-packs ($14.50 wholesale). Call (888)

camouﬂage, retro dots, pink and cream

482-7948 or visit www.maeleebaby.com.

coriander blooms, and tropical ﬂowers.

• Tivoli Couture of New York launches

Call (816) 536-9449 or visit www.lillybit.

a series of multipurpose bunting bags

com. • Pillows by Baby Moon deliver

and carrier covers. The Mommy’s Hug

comfort and support for babies. The

cover ($27 to $39 wholesale) is a wear-

Issaquah, Wash.-based brand offers

able blanket and hugs the baby as it

an original pillow with arms that links

traps body heat. The blanket is available

together with Velcro to create a circular

in reversible water- and wind-resis-

opening for optimal head placement.

tant ﬂeece, a stylish nylon and ﬂeece

The pillows also prevent ﬂat-head syn-

combination and a lightweight version

drome. Detached, the pillow becomes

to protect from harmful rays of sun.

a soft neck support perfect for trips in

The new 4-in-1 Miracle Wrap ($60)

a car seat or stroller. Available in ivory,

bunting system opens into a play mat,

sage, baby blue and pink solids plus

folds into a pillow and transitions into a

dot and stripe prints, the pillows also

blanket as the child gets older. A plush

feature a peak-a-boo ﬂap that covers

foot muff, coined the Cuddle Tot ($65),

the Velcro when it’s not being used.

is made from minky fabric and doubles

Pillows wholesale between $12 and

as a buggy liner. Call (646) 591-4883

$14. Call (206) 853-3155 or visit www.

or visit www.tivolicouture.com. • Baby

shopbabymoon.com. • Roundhouse

by Margery Ellen offers an affordable

Design Collaborative of Deep River,

alternative to the West Hempstead,

Conn., expands its line of Oh Plah! ﬂex-

N.Y.-based brand’s original luxury line.

ible teething bracelets. The U.S.-made,

Made from cozy Pima cotton, the col-

environmentally safe bracelets can be

lection of gowns, one-pieces, tee and

kept on moms’ wrists as a chic acces-

pant sets, hats and receiving blankets

sory between teething sessions and

for newborns to 12-month-olds is split

are a healthier alternative to teethers

into two categories—prints and em-

that easily fall to the ﬂoor. New styles

broidery. Print designs include boats,

include vibrant blue with birds, kiwi

hydrangeas, roses, ducks, pastries

with a windmill design, ochre and plum

and a circus theme. Airplanes, stars,

tortoiseshell, sienna with daisies, and a

hearts and daisies are available as

soothing white and pewter swirl. Each

embroidered details. Wholesale prices

bracelet wholesales for $10; a Clover

range from $4.25 for hats to $13.50 for

Green Energy bracelet is $12.50 with

sets. Call (516) 505-1818 or visit www.

a portion of proceeds aiding Healthy

margeryellen.com. • Marrying fashion

Child, Healthy World. Call (860) 581-

with function, LillyBit of Lenexa, Kan.,

4594 or visit www.ohplah.com.

earnshaws.com

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Market dates and events

OCTOBER 16-20

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarketcenter.com

18-20

MACASO Baltimore Show Embassy Suites BWI Linthicum, MD (215) 782-9853 themacasoshow@aol.com

18-20

Minneapolis Apparel Market Hyatt Merchandise Mart Minneapolis, MN (612) 333-5219 www.northstarfashion.com

ER_10_Calendar_01.indd 25

18-20

Chicago Childrenswear Collective Minnesota Market Millennium Hotel Minneapolis, MN (800) 677-6278 www.chicagochildrenswearcollective.com

18-21

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

22-25

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

22-25

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

23-27

Chicago Childrenswear Collective Chicago Apparel Center Chicago, IL (800) 677-6278 www.chicagochildrenswearcollective.com

24-27

Midwest Children’s Apparel Group Embassy Suites Deerfield, IL (248) 478-1732 www.midwestchildrensapparelgroup.com 3 35

9/21/09 9:14:50 AM

e Coccoli one-piece; Kissy Kissy dress

Clockwise from top: Day Dream Heirlooms bubble; Ce Ce Co shortall; Little Me romper q

Water Babies Designersâ&#x20AC;&#x2122; latest wave of nautical wear offers fresh approaches to the perennial theme.

ER10_Fashion_06infant.indd 26

9/21/09 3:30:51 PM

PHOTOGRAPHY BY LINDA FARWELL

ER10_Fashion_06infant.indd 27

9/18/09 2:59:26 PM

t Sakura Bloom

Wrap It Up As babywearing grows in popularity, retailers add options and classes for savvy parents. BY MELISSA KNIFIC

October 2009

ER_10_baby_wearing.indd 28

ou know something has s taying p ower w hen i t e arns i ts ow n we ek o n the c alendar. I nternational B abywearing Week, founded by B abywearing I nternational, a no nprofit p romoting t he p ractice, c elebrated i ts s econd a nniversary S ept. 21–28. B earing t he t agline “Close Enough to Kiss,” the weeklong event was an opportunity to c elebrate—and bring attention to—the benefits of babywearing. With an increasing number of c elebrities do nning b abies o n t heir hips, backs and stomachs, the act of toting a tot has filtered into the general population. This represents a g reat opp ortunity f or re tailers, si nce de votees to the practice of ten ow n multiple products designed to k eep t heir l ittle o nes c lose b ased o n t he ne eds and tastes of both moms and dads. Making those sales, howe ver, of ten me ans of fering a w ide s election a nd p roviding s upport f or ne w p arents w ho are interested but uninitiated. “It’s ver y i mportant to c arry mo re t han o ne brand—each product has its own features and benefits,” note d K ristina L in, ow ner of B el B ambini in West Hollywood, Calif. “Babywearing is a very personal c hoice, a nd h aving m any d ifferent p roducts a llows ou r p arents to f igure ou t w hich i s t he perfect o ne.” B e B y B aby!, a C hicago c hildren’s boutique, h as opt ions i n t his c ategory c overed: I n the c enter of t he store i s a “ sling wall,” which features e very t ype of re lated product on t he market. Ranging from wraps to mei t ais, the items are displayed on ma nnequins so cu stomers c an see what they look and feel like; shoppers are encouraged to try them on for fit. Speaking of f it, retailers noted that is one of t he biggest c oncerns of t hose lo oking f or a b abywearing product. Some brands offer various sizes (small,

earnshaws.com

9/21/09 3:00:39 PM

bECO

速

BABY CARRIER

The one baby carrier, which will take you from newborn to toddlerhood and beyond in one stylish and comfortable bundle. Organic fabrics available.

*shown in print Lenka Fall 2009 Collection

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1888.943.8232 FULL ADS_oct.indd 29

9/17/09 3:23:30 PM

Balboa Baby t

medium, l arge, e tc.), s o it’s c rucial to g et the r ight o ne. O thers of fer a djustable versions, w hich m any s hoppers pr efer s ince they can be worn by both parents as well as ot her u sers. “H aving a v ariety i s re ally important b ecause t here’s not o ne t hing for e verybody,” e xplained B e By B aby! c oexecutive director Courtney Baros. “People need a c hoice in terms of w hat meets their lifestyles.” She a dded t hat s ome p arents want a b abywearing p roduct t hat w ill l ast throughout a c hild’s c arrying life a nd ot hers w ant s eparate o nes f or t he d ifferent growth stages. “Some find that a c ombination of devices is better for t hem t han one single style,” Lin of Bel Bambini said. Other i mportant f actors i nclude e ase of use, price, d urability, ec o-friendliness a nd look. “ The f abrics a re s o p retty, I t hink

they’re b ecoming a n a ccessory,” note d Kathie Papera, owner of M anhattan Beach, Calif.-based e -store L ilypad B aby. She s aid price p oint d ictates w hich items s ell at her store (the le ast e xpensive top t he l ist), bu t Baros said all babywearing styles sell equally well at Be By Baby! Eloise Leffingwell, owner of Pic kles & I ce Cre am i n L ittle Rock, A rk., opt s f or sp ecialty b rands to boost s ell-through. “ There a re s o m any [options] out there, we t ry to h ave what the mass merchants don’t,” she explained. Given t he a rray of s tyles a nd si zes o n the ma rket, ma ny shops t hat s pecialize in slings, w raps a nd c arriers of fer i nstruction on how to u se t hese products properly. It’s a g reat s ales a pproach a nd a n i mportant safety measure, given that if done incorrectly, caregivers could harm their precious cargo. With these safety measures in mind, ConsumerReports.com s tirred u p interest and c ontroversy over t he s ubject i n A pril with a blo g p ost l isting slings a s one of i ts “five products not to buy f or baby.” Citing recalls a nd f atalities, t he p iece u rged p arents to select other types of carriers. Parents were quick to respond, some giving kudos to t he au thor f or re cognizing w hat t hey also believe is an unsafe practice and others r eferring t o it a s “ irresponsible r eporting” because it insinuated a ll babywearing products are hazardous. In a l ater post, the publication note d t hat “clear i nstructions and p erhaps v ideo de monstrations m ight help prevent [user] mistakes.” Babywearing c lasses a re a s taple at B e By B aby!, w hich h as 50 0 f eet of c lassroom space. In fact, babywearing was how the e xecutive d irectors, B aros a nd K athy Poehlmann, met during a baby and mother

yoga c lass. “I s aw [ Poehlmann] pu tting a sling on, and it was the way we f irst bonded,” Baros explained. The duo offers several classes a month, including separate sessions for b eginners a nd a dvanced u sers. C lasses cost $15, but attendees can put that amount toward a ny s ling i n t he s tore. I n a ddition, a lo cal g roup of b abywearers c alled C ity Slingers me ets at B e B y B aby! (as we ll a s other lo cations a round C hicago) to s ocialize and share their babywearing tips. Erin L aver, ow ner of M om a nd B aby Boutique in Brantford, Ontario, decided it w as t ime to g et i n g ear a fter re peated requests f or si milar c lasses. “ Moms h ave been bu gging me to s tart t hem,” s he s aid. “There’s been a de mand to g et more c ommunity around it.” This month, Laver’s store w ill l aunch e vening c lasses f or t hose hoping to learn about the practice. Retailers note d e ducation i s t he k ey to ensuring b abywearing s afety, a nd e ven those that don’t offer classes said they have staff o n ha nd t o d emonstrate t he p roduct and an swer any questions. Papera of Lilypad Baby said it’s crucial for retailers to buy brands they know have a good reputation—and it’s especially important for her, since s he c an’t p rovide t he h ands-on he lp brick-and-mortars c an. P apera s earches for b rands t hat i nclude t utorials w ith t he product, such a s Rock in’ Baby, wh ich features l inks on its Web site to i nstructional YouTube videos for their slings and pouches. “There are a lot of c ompanies out there selling pretty p ouches b ecause t hey’re e asy to make,” Papera asserted. “The companies that are spending the time and energy making sure the consumer is aware of the safety issues are going to succeed.”

•

q Left to right: ERGObaby, Honeywear, and Baby K’tan.

October 2009

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Nursing Pillow

CARRY ON Babywearers tell all. Eva Ho, Chicago 5-month-old son Babywearing benefits: It allows me to be hands-free and yet allows my baby to be part of the “action.” Also, you can nurse discreetly in some slings. Selection: I own one pouch, three ring slings, a carrier and a mei tai. I tried a few different pouches first, but none seemed to fit right. Then I tried the ring sling, which is still easy to use and is adjustable. That’s what got me hooked on babywearing. As for our carrier, the best thing about ERGObaby is it’s more man-friendly. My husband didn’t object to it. Tips for retailers: Host babywearing meetings and classes. I learned about the different types of carriers in class and had the opportunity to try different options with my little one before I bought.

Bobbi Janay Gregory, Boyd, Texas 8-month-old son Babywearing benefits: It helps strengthen the bond between parents and babies and helps me get things done when he feels the need to be close. Selection: We had bad luck with finding a carrier that would fit both of us well and felt secure. We have two go-to carriers, each for different reasons: the Peanut Shell for ease of use and compatibility and the ERGObaby for comfort during long periods of wear. Tips for retailers: Have carrier and sling customers try on the products for fit and ease of use before they purchase.

Danielle Friedland, Maplewood, N.J. 4-year-old daughter; son due in November

Adjustable Sling

Babywearing benefits: When our daughter was a newborn, it was a surefire way to get her to sleep. Concerns: Finding a compatible diaper bag to use when wearing a sling. Also, sizing for pouches can be tricky. Most moms are baffled by how to put on a carrier and position the baby inside, especially when using a pouch or sling. Also sizing can be confusing: Most people think you need to buy the carrier based on the baby’s size and not the wearer’s. Selection: My favorite pouch is from Hotslings because it has less fabric than other brands. I didn’t start using my overall favorite, a mei tai, until my daughter was almost a year old because the tying seemed scary. But it’s the most comfortable since it balances the child’s weight evenly.

Dana Lynn Hurley, Brooklyn, N.Y. 8-month-old daughter Selection: We like using a variety, so Sydney is not always in the same position. My husband and I prefer different kinds. The Maya Wrap sling is lovely; you can use several different positions as your baby grows. Like the Maya, the Moby Wrap allows for several different positions, but it’s harder to figure out how to wrap it. The Baby Bjorn is our standard. It’s easy to get her in and out of it and simple enough for our parents and nanny to use. Tips for retailers: We went to one children’s store and they had a babywearing class, but you had to pay for it. That totally put us off—not only of buying a wrap, but of buying it at that particular store.

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simple and fashionable Adjustable Sling · Nursing Cover Nursing Pillow · Shopping Cart Cover

866.465.7075 · BalboaBaby.com

October 2009

9/21/09 3:01:15 PM

NAVIGATING THE CPSIA Tips for easing compliance with the Consumer Product Safety Improvement Act regulations. By Louann Spirito

October 2009

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t w as e arly f all 2008 wh en sh ock, pa nic, fe ar a nd c onfusion r eigned i n t he c hildren’s a pparel a nd products i ndustries a fter C ongress pa ssed a regulation that would change the rules of t he game f or e veryone. Pr ior to A ug. 14, 2 008, manufacturers a nd i mporters of c hildren’s products, i ncluding a pparel a nd a ccessories, experienced o nly l imited en forcement w hen it came to the safety and chemical makeup of th e c omponents u sed i n th eir l ines. T he signing of t he l andmark C onsumer Pro ducts Safety I mprovement A ct ( CPSIA) i nto l aw last Au gust ma ndated a n i ncreased l evel i n the aw areness t hat m anufacturers, i mporters and re tailers m ust h ave i n t he de sign, s ourcing, pr ocurement, pr oduction, l abeling, m arketing a nd s ale of t heir p roducts. F or s ome companies, th is meant a c omplete r eview of their operating and quality programs. One of t he s cariest m anifestations of t his new regulation came in the form of stringent—and retroactive—requirements for lead and phthalates. T he SG S Group’s te sting l ab experienced t he c onfusion a nd f ear f rom t he industry firsthand. While the ensuing stay on third-party te sting a nd c ertifications of c ompliance was a welcome stopgap, allowing companies extra time to switch gears and adjust to the new processes required, manufacturers are still facing compliance challenges. Testing over t he past year has revealed that decorative em bellishments, po pular i n t he children’s ma rket, a re so me o f t he l eading offenders f or h igh le ad c ontent. C omponents such a s be ads, seq uins, r hinestones, p lastic buttons, c olor c oatings on sn aps a nd z ippers, plastic a nd v inyl c ontinue to e xceed t he le ad limits, a nd t he Co nsumer P roduct S afety Commission (CPSC) recently voted to deny a re quest f or e xclusion of c rystal a nd g lass beads from lead requirements. Further, while the c ommission a lso publ ished a f inal r ul-

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ing o n l ead e xemptions s pecifying t hat dyed a nd u ndyed n atural a nd s ynthetic fibers, p rinted f abrics a nd le ather a re excluded, screenprints, heat transfers and other s urface p rints m ust s till b e te sted for le ad i n p aint a nd c oatings a nd must comply w ith th e n ew r equirements. ( A complete list of exemptions is available on t he CPSIA Web site at www.cpsc.gov/ about/cpsia/cpsia.html.) The b est de fense a gainst g etting snagged i n t he we b of c ompliance re gulations i s to u nderstand t he r ules a nd take steps now to p repare before the end of the stay. Be proactive.

1 Understand CPSIA regulations and requirements. The C PSI A l aw i s m ultifaceted, s o it’s i mportant to u nderstand a ll of t he requirements that relate to your product. Manufacturers must: • Remain under the 90 parts per million (pp m) m aximum le ad i n p aint/ coatings limit • R emain u nder t he 3 00 pp m m aximum lead in substrate materials limit • Remain under the 1,000 ppm maximum limit for presence of phthalates • A dhere to sm all p arts s afety re quirements f or c hildren’s p roducts i ntended for ages 3 years and under • P rovide t racking label s, i ncluding information about the location and date of p roduction, b atch a nd r un n umbers, and ot her iden tifying c haracteristics, permanently a ffixed to t he p roduct a nd packaging by whatever means suitable • M eet we aring a pparel f lammability requirements • Meet children’s sleepwear flammability requirements • Provide or obtain a certificate of compliance f or a ll p roducts s ubject to a ny CPSC regulation. For m ore i nformation o n t hese re gulations, v isit www.cpsc.gov/about/cpsia/ cpsia.html#bytopic.

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2 Devise a plan for ensuring compliance. These t ips c an he lp you avo id c ommon pitfalls: • A llow a dequate le ad t ime to bu ild a compliant product from design t hrough production. • R equire c omponent suppliers to p rovide only products that have been tested and certified to be compliant. • Be aware of all government regulations you are obligated to meet. • I nstitute ne cessary re cord-keeping procedures t o v alidate t est r esults o f components to finished products. • U nderstand yo ur b uyer’s sp ecific requirements beyond CPSIA, as some retailers us e o ther r elevant s tandards such as California Proposition 65, which covers r estricted s ubstances f or m any products, i ncluding c hildren’s. ( While failing C A Pr op 65 r equirements do es not mean you cannot sell your product i n C alifornia, i t m ust be label ed a s containing t oxic, ha rmful s ubstances. Read m ore at www.oehha.ca.gov/prop65/ prop65_list/newlist.html.)

3 Determine which timeand money-saving tips are right for your business. Know the benefits and possible drawbacks associated with each testing method:

Composite Testing Tip: Up to three colors of paint/coatings can be tested at once to reduce the number of individual tests required, thus reducing the overall cost. Caveat: When mor e t han one c olor i s mixed, t here i s a g reater c hance of er ror in calculating the precise amount of le ad in the paint. Therefore, a margin of error must be built into the requirement or you could have a f alse positive result. A lso, if

the product fails, the paint/coatings must be tested individually. XFR Screening Tip: Use this method to screen homogeneous s ubstrates to re duce te sting t ime and cost. Caveat: X RF h as s ome l imitations. For e xample, it’s not a ppropriate f or te sting painted zippers, as t he X-ray w ill read through the paint layer and give an inaccurate reading. Also, components that are too small or have curved surfaces may not p roduce accurate results. And lead results within an inconclusive specified range should be retested by chemical analysis. Component Testing Tip: Test i ndividual c omponents l ike buttons, sn aps a nd z ippers t hroughout the s upply c hain b efore p roduction i s completed. Caveat: The C PSC h as ye t to c learly define “ finished p roduct.” T here h asn’t been c lear d irection a s to w hether f inished p roduct me ans a c omplete g arment, or the “finished” components that make up the garment. The mo st e fficient a nd e ffective w ay to ensure regulatory compliance is to evaluate you r company’s needs t hroughout t he entire pr oduction pr ocess a nd w ork w ith a te sting p artner to de sign a c ustom program. Under t he p roper g uidance, sm all changes i n you r op eration c an m ake a huge difference to your company’s bottom line and your customer’s piece of mind.

•

—Louann Spirito is the director of t echnical s upport, s oftlines, f or S GS C onsumer Testing S ervices, a d ivision of S GS G roup in Fairfield, N.J. A leading testing, inspection, a ccreditation a nd ce rtification com pany w ith C PSIA-accredited l abs, SG S can guide you through the process of building a pr ogram t hat w ill s uit y our com pany’s specific needs. Technical resources and specialized inf ormational s eminars w ill help y ou e xplore t ime- a nd m oney-saving solutions w here p ossible. F or d etails, v isit www.us.sgs.com.

October 2009

9/22/09 10:59:09 AM

New York Nadine Sernaglia 212-594-3364 Boston Sue Callahan 781-251-0265 Atlanta Debby Miller 615-804-1334 Vancouver Ron Mackay 604-682-5110 Toronto Judi Ogilvie 416-350-9690 Montreal Francis Ruel 418-563-1044 North America Corporate Office Creations Robo Inc. Franรงois Vachon Montreal Canada 866-262-2654

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Market dates and events

OCTOBER 25-27

San Francisco Kids Wear Open House 888 Brannan San Francisco, CA (415) 436-6060 www.888brannan.com

26-30

New York Kids Market Week 34 W. 33rd St. New York, NY www.nykidsmarket.org

30-Nov. 2

Denver Apparel & Accessory Market Denver Merchandise Mart

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

DECEMBER 2-4

FFANY Hilton Hotel & FFANY member showrooms New York, NY www.ffany.org

4-6

TransWorldâ&#x20AC;&#x2122;s Jewelry, Fashion & Accessories Show Renaissance Schaumburg Hotel & Convention Center Schaumburg, IL (800) 323-5462 www.transworldexhibits.com

JANUARY 2010 15-19

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarketcenter.com

21-23

Pitti Immagine Bimbo Fortezza da Basso Florence, Italy www.pittimmagine.com

21-24

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com 3 37

9/21/09 9:15:02 AM

ADVERTORIAL

PRECAUTIONARY MEASURES HUB International introduces affordable CPSIA-related lead recall insurance. hen the Consumer Product Safety Improvement Act (CPSIA) passed Congress last year, the industry was thrown by the host of new restrictions it placed on children’s goods. Among them, the lead limits and associated testing hav e been top concerns for many v endors. In the y ear since the CPSIA passed, most companies have come to terms with the ne w regulations and have instituted practices to ensur e compliance, but with thousands—or in some cases millions—of units with an untold number of components and coatings, it’s not unreasonable to imagine that even the most careful company could inadv ertently end up shipping goods that don’t comply. The consequences of such an err or would be costly and possibly catastrophic. That is where HUB International Northeast comes into play. As one of the nation’s largest insurance br okers specializing in risk management for the appar el industr y, HUB has dev eloped the Childr en’s A pparel Recall Expense (C.A.R.E.) pr ogram to co ver well-meaning wholesalers, importers and distributors of children’s apparel and footwear in the event their goods become subject to a recall due to their lead content. “After the CPSIA passed, the industr y r ealized that it had a ne w regulatory challenge, so they started to ascertain the risks associated with it,” said F rank D eLucia, senior vice pr esident of HUB I nternational Northeast. “The industry started to r each out to insurance br okers and ask for product recall coverage having to do with the violation of the lead content regulations. That form of insurance wasn ’t available because the insurance mar ketplace doesn’t typically co ver envir onmental or pollution issues. HUB is one of the fe w that has a specialty in envir onmental insurance, so this program is the only one of its kind.”

C.A.R.E. covers recall expenses such as: • Shipping costs • Additional labor costs • Warehousing • Communications • Repair of recalled product • Replacement of recall product C.A.R.E. insurance has been gr eeted with appr eciation fr om the children’s apparel industry. One of the first wholesalers to sign up for the program was New York’s Parigi Group. “We have many controls in place on the operational side, but one nev er knows what can go wr ong at the borders,” said B ill Finkelstein, a P arigi Group ex ecutive. “ We do not want to accept the risks of the thr eats we cannot control and were waiting for a pr oduct like C.A.R.E. I t is a wonder ful thing to hav e and lets us sleep easier at night. HUB came up with a winner.” For mor e information on the pr ogram, eligibility and quotes, visit www.riskfirewall.com or contact F rank D eLucia at (212) 338-2800 or frank.delucia@hubinternational.com.

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Market dates and events

JANUARY 2010 21-25

Atlanta Women’s & Children’s Apparel/Accessories Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

24-26

NW Kid’s Show Seattle Embassy Suites Southcenter Seattle, WA www.nwkidsshow.com

30-Feb. 4

New York International Gift Fair Javits Center & Pier 94 New York, NY (800) 272-7469 www.nyigf.com

Rosemont, IL (800) 323-5462 www.transworldexhibits.com

23-25

Fort Lauderdale Kids Expo War Memorial Auditorium 800 NE 8th St. Fort Lauderdale, FL www.pciexpos.com

MARCH 18-21

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

19-23

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarketcenter.com

27-30

NW Kid’s Show Seattle Embassy Suites Seattle/SeaTac Seattle, WA www.nwkidsshow.com

Editor’s Note: Show details are subject to change. Please call the phone numbers or check our Web site for up-to-date schedules. Show sponsors may e-mail updates to nyeditorial@symphonypublishing.com.

FEBRUARY 2-4

FFANY Hilton Hotel & FFANY member showrooms New York, NY www.ffany.org

15-17

KIDShow Bally’s Las Vegas, NV www.kidshow.cc

16-18

Magic Las Vegas Convention Center Las Vegas, NV www.magiconline.com

18-21

TransWorld’s Jewelry, Fashion & Accessories Show Donald E. Stephens Convention Center

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9/21/09 9:15:15 AM

WEAR CANADA

Dollar Devotion

Recent research reveals what factors into consumer loyalty—and the subtle nuances that may sway Canadian shoppers. BY LESLIE SHIERS

FOR SOME CONSUMERS, a s wift i n-and-out s hopping t rip e quates to the perfect retail experience and will keep them revisiting a particular store t ime a nd a gain. Others show loyalty to s tores where employees take the time to direct customers to items suited to their needs. Others may g o f or s tore at mosphere, t he p roduct s election o r a m anagerial team whose quick response to problems has left a good impression. All t hese f acets a nd mo re he lp c reate a mazing re tail enc ounters that shoppers appreciate, remember and will share with their friends. But a re cent study shows that not a ll factors hold e qual weight when it comes to scoring repeat business. In “Discovering ‘WOW,’ A Study of Great Retail Shopping Experiences in North America,” researchers have pinpointed the areas that best maximize consumer loyalty. And through re sponses f rom 1,006 A merican a nd C anadian c onsumers, the study also reveals subtle differences in retail perceptions on either side of the border, illuminating significant ways retailers in the States, Canada or on both sides of the line can capitalize in each market. “So m any o rganizations a re [trying to de termine] t he k ey t hings they need to do to create delight or surprise to wow customers,” said Paula Courtney, chief executive of The Verde Group, a Toronto-based consumer re search f irm t hat c o-produced t he s tudy w ith t he Jay H . Baker Retailing Initiative at the University of Pennsylvania’s Wharton business school and the Retail Council of Canada. “But there’s not just one thing,” she added. Andrew Siegwart, vice president of me mbership s ervices f or t he R etail C ouncil of C anada, a greed, not ing

October 2009

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that over all c onsumers w ant a s eamless e xperience. “ Generally speaking, c onsumers on b oth side s of t he b order a re lo oking f or excellent c ustomer s ervice, k nowledgeable s taff a nd c ompetitive pricing,” he noted. The study i nitially defined 26 f actors t hat g arner “wow” re actions, w hich f ell i nto f ive c ategories: en gagement, e xecutional excellence, b rand e xperience, e xpediting a nd p roblem re covery. But u ltimately, t hey found fewer t han half of t he 26 me asurably improved store loyalty. T hroughout Nor th A merica, engagement and brand experience were t he top t wo factors that leave customers truly blown away. Respondents from Canada, however, highlighted two elements that set them apart from American shoppers: No. 1, Canadians are more likely to be impressed by stores that have a n i nnovative o r e xciting at mosphere, a nd N o. 2 , t hey’re especially delighted when they get true value for their money.

Design Kudos Courtney bel ieves a st ore’s look a nd v ibe i s e specially i mportant to Canadians purely due to the country’s limited retail options in comparison to t he U.S. m arket. “I n C anada, i t’s e asier to s tand out if you’re unique,” she explained. “Having something exciting and ne w i s more re freshing, a nd C anadians a re t hus more l ikely to re call a nd remember s omething t hat’s d ifferent.” Yet Sie gwart noted there are increasingly more places in Canada where people can purchase children’s apparel—even Loblaw’s, a Canadian grocery chain, is in on the action—and that makes the atmospheric component e ven mo re of a f actor. Su re, c onsumers c an g o to a big-box s tore o r buy o nline, bu t a re tailer w ith a f resh a pproach will draw aesthetically curious individuals through its doors. Amanda Ol ivari to ok t his i nto c onsideration b efore o pening the A my L ou B outique i n E dmonton, A lberta, w ith c o-owner Laura Radbourne four years ago. “People definitely take an interest i n w hat a s tore lo oks l ike,” s he s aid. “I t’s i mportant to u s to keep things clean, well stocked and visibly looking good.” Olivari said t he pair shopped numerous U.S. stores before deciding on a Cape Cod design concept for their shop. “In the States I s aw lots of stores that visually just looked so different, and it enticed me to shop there. We designed our store with that in mind.” Since Amy Lou B outique s ells h igh-end merc handise, t heir i nterior de signer suggested k eeping t he dé cor up scale a s we ll. W hile Ol ivari s aid the luxurious, clean white cabinetry took up a large chunk of their budget, t hey u ltimately a greed t hat, “realistically, you c an’t sell a

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The 5 Pillars of Great Shopping Experiences 1. Engagement: Having a polite, genuinely caring staff; acknowledging a consumer’s needs, etc. 2. Executional Excellence: Explaining products, advising purchases, providing unexpected quality, etc. 3. Brand Experience: Providing an exciting store design and atmosphere, offering items of consistent quality, making consumers feel special and that their purchases hold true value, etc. 4. Expediting: Being sensitive to customers’ time, proactively speeding the checkout process, etc. 5. Problem Recovery: Resolving and compensating for problems, ensuring customer satisfaction, etc.

$150 pair of jeans off of an Ikea cabinet.” Visitors frequently marvel over t he f urnishings a nd u nique ho mey at mosphere, Ol ivari said, adding that bringing something new to the local retail scene was her main reason for opening the store. At the Ottawa boutique Chick Pea, proprietor Chantal Jasmin also wanted to create a warm and cozy vibe to invite customers to linger. Outfitted with shabby-chic décor and vintage fixtures, she said s he de signed her f loor to en hance t he b rowsing e xperience. Jasmin noted it’s a rare approach in her town. “People walk in and say, ‘Wow, this store is awesome,’” she said. The environment also helps drive home the fact that the products, too, aren’t items that will be found at a shop down the street or mass market outlet. “I t hink c onsumers a re a b it t ired of t he big-box lo ok,” note d Cristina L ewarne, ow ner of Cro codile B aby, a V ancouver s tore with a we ll-edited selection. Skylights help illuminate the uncluttered f loor, w here t he merc handise i s k ept e xtremely o rganized. While s ome f irst-time c ustomers a re c onfused by t he l ack of choices, L ewarne a nd her employees stress t hat t he shopping h as already been done for them, and the selection pared down to only the b est. It’s a n av ant-garde a pproach, but L ewarne i s c onvinced it works. “I’ve had people coming to my store for years,” she said. “They say they cannot stand to go to Target anymore.”

August 2009

9/21/09 9:04:02 AM

With a mo dern, colorful design, Dandelion Kids in Vancouver also a nnounces w hat’s i nside i s d ifferent a nd sp ecial. C o-owner Stefanie M issler note d t he we lcoming at mosphere—which s he described a s a c ool g eneral s tore f or c hildren—gives s hoppers a sense t hey a re making a d iscovery du ring e very t rip. But delivering a great experience each time goes beyond just that, she added. “You h ave to m ake i t sp ecial o n a p ersonal le vel.” She b elieves the s ales te am’s me llow ye t he lpful a pproach h as a n e ffect, to o. “There’s no pressure to finish a sale,” Missler said, noting her team will s end s hoppers t o ot her s tores i f t hey don’t h ave w hat t hey want or need. “I think people appreciate that honesty,” she added.

Value Seekers Most consumers today do h ave value top of m ind when planning purchases, bu t t he “D efining ‘ WOW’” s tudy s hows C anadians are even more loyal to stores selling products that offer maximum return on investment. Canadian retailers noted this behavior isn’t linked to the recession, as the weak global economy seems to have had less of an effect on Canadian than American cities. In fact, Siegwart said the desire for value has long been a trait reflected in the c ountry’s s hopping p atterns. “ This w as r evalidated t hrough

HOW TO WOW Canadian retailers outline ways they create memorable shopping and increase loyalty.

Make It Personal

Amanda Olivari, co-owner of Edmonton’s Amy Lou Boutique, takes pride in knowing her customers’ names, their kids’ names, birthdays and sizes. The store also closes on Sundays to host private baby showers. “It’s about getting customers in here from the beginning and building friendships early on,” she noted.

Listen & Learn

At Bugs ‘N Berries in Edmonton, Alberta, Tracy Bradley and her staff tune in to assess each shopper’s product needs and budget. Chantal Jasmin of Chick Pea in Ottawa noted that asking key questions—especially things that may not have even crossed the customer’s mind—and giving honest answers builds loyalty.

Provide Helping Hands Bradley looks to hire staffers who are mature, direct and knowledgeable about fashion who will reflect the nature of her store. Cristina Lewarne, owner of Vancouver’s Crocodile Baby, said she trains employees for six months so they know the features of every product on the floor. Go the Extra Mile

Jasmin will do extra product research for customers, especially when they call Chick Pea in advance with questions. Olivari said Amy Lou Boutique demonstrates customer appreciation by occasionally mailing out small tokens, like a Starbucks gift card, to encourage them to drop in.

October 2009

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our survey,” he said, noting that Canadian respondents rated “getting a de al” a s b eing of h igher i mportance t han t heir A merican counterparts. T his do esn’t me an t hey’re lo oking to s core c heap goods, however. “It goe s be yond price,” Siegwart e xplained, noting that to consumers, scoring a deal means they believe they’re getting true value for the amount of money spent. Tracy Bradley, owner of t he Bugs ’N Berries children’s store in Edmonton, A lberta, t akes pride i n her s hop’s top -notch product. “Customers s ay, ‘It’s worth it to p ay more money f or t he c lothes [here] a nd g et t he q uality,’” s he s aid, not ing t hat m any h appily report one purchase has lasted through the use of several siblings. Jasmin s aid t hat i n p revious s easons C hick P ea to ok a t urn toward b asics, bu t now s he h as re turned her f ocus to sp ecialty brands, having found that her customers seek quality gifts that will stand t he te st of t ime. J asmin h as le arned t hat e mphasizing t he quality of her merc handise helps cement sales. If she can convince a shopper she is buying smarter by c hoosing a mor e expensive but higher-quality item, she’ll be more willing to take the plunge. At Cro codile B aby, L ewarne’s c areful buy ing p rocess en sures her c ustomers a re g etting t he b est v alue, a nd t he s toreowner defines that largely as a p roduct that suits their needs. “You have to know your client,” she stressed, noting her c ustomers are sized up the moment they walk in the door so the staff can suggest the items t hat w ill wo rk b est f or t hem. F or e xample, L ewarne o nce encountered a petite Asian woman requesting a 35-pound stroller; she swiftly directed her to a mo re manageable option that would offer her mo re v alue i n t he long r un. L ewarne’s s trategy de livers on what Stephen J. Hoch, director of the Baker Retail Initiative at Wharton, found to b e t he main outcome of t he “WOW” study: “Retailers t hat w ant t o d eliver g reat s hopping e xperiences t hat build lo yalty m ust u nderstand t heir c ustomers de eply. Bu t t he payoff of that understanding can be quite large.”

The Perfect Storm Understanding w hat w ill wow you r c lientele i s c rucial, bu t s uccessfully delivering on it requires more than one or two factors. In fact, “D elivering ‘ WOW’” found at le ast 10 e lements f actor i nto the k ind of e xperience t hat w ill w in a re peat v isit. “I t’s not j ust about a f antastic salesperson or a p roduct that worked—a perfect storm ne eds to h appen,”Courtney s aid. “S o m any c omponents have to b e working in order for a c onsumer to e xperience the joy of an exceptional retail [interaction].” Retailers s hould e stablish pl atforms t hat w ill he lp de liver t he “wow” reaction every time. Since engagement resonates most with consumers, Courtney noted it’s essential for retailers to hire employees capable of delivering on that end. “It’s not a t rainable skill,” she said. From t here, c onsider yo ur b usiness v ision—Courtney su ggested retailers define staff training processes, find ways to enhance the s tore’s at mosphere, de cide how p roblems w ill b e a ddressed, source tools to enhance product knowledge, etc. While establishing such steps might sound awfully “corporate,” Courtney said specialty stores are far more likely to s uccessfully deliver awe-inspiring retail experiences than larger stores, since it’s easier for small businesses to implement m any of t hese tene ts. Gi ve s ome t hought to you r ow n personal wor st s hopping e xperience, C ourtney a dded. “I n t hese cases, you absolutely know what’s broken... Just like the problem experience is systemic, ‘wow’ is also a systemic issue.”

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V I E W P O I N T Topics Creating a Buzz

Changing Perspectives Vendors, reps and retailers discuss how the difficult retail environment has prompted them to change their measures of business success. Prior to t he e conomy, c ontinued s ales growth w as a me asure of s uccess. Onc e the economy had its downturn, our revised goal was to j ust stay on a le vel course. For the first half of 2009, we were ple ased that Myself B elts w as a ble to m aintain 2 008 sales. In the second half of 2009, we have been p leasantly s urprised t hat sa les ha ve grown over l ast year. Now that we s ee this rebound ( due e specially to s trong ba ckto-school s ales), ou r g oals a re now c hanging. We are thrilled that we have been able to grow Myself Belts in 2009 and that there is i ncreased b rand aw areness. —Danielle Eason, owner, Myself Belts Success now h as more to do w ith cash and inventory m anagement. It ’s a lways b een a goal of mine to provide innovative and modern design-driven baby items that you can’t find a nywhere e lse. T he de sign p rinciples have not c hanged a nd a re b ecoming e ven more important, so that as a brand, Lucky Jade continues to l ook different. In dealing with ou r s truggling e conomy, you h ave to go with your gut, look at your sales history, communicate constantly with your customers and sales reps, and put together the design and inventory plan that works for your brand. —Leslie Pitts, owner, Lucky Jade We measure success in two areas: customers and business. These a re not ne w measurements, bu t we h ave a dded a nother v ariable—focus. F ocus p rovides c larity i n a ll levels of our business. Traditionally, from a business standpoint, the revenue line is how success is measured. This is [still] true to some extent, but in today’s en vironment we f ind o urselves evaluating more on “what can we do better or more e fficiently? ” We sp end more t ime now on the evaluation stage to en sure that the results fit into the overall strategy. Every dollar spent must be tied back to measurable 52

October 2009

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results. In the past, if revenue wasn’t growing, the initial reaction was to do more. Today, our reaction is not to do more but to figure out what we can do better. We don’t measure our success with how many clients we ship to; rather, it’s “are we capturing t he f ull s ales p otential of t his client,” a nd “ do t hese c lients p ay f or t heir goods?” We try to balance delivering products and services that are accessible, responsive a nd e asy f or ou r c lients. —Anastasia Backstrand, owner, Tralala Our success is defined by the success of our specialty stores. We have adjusted our mix to accommodate the needs of ou r customers. In this economic climate, it is key to represent c ollections t hat w ill s et t he sp ecialty retailer apart from department stores and d iscounters. We at tribute ou r s uccess to customer service and our loyalty to sp ecialty stores. —Karen Jacoby and Lisa Sabin, owners, Katwalk Kids showroom In t hese d ifficult e conomic t imes, i t’s tempting to completely rethink our definition of p ersonal a nd pr ofessional s uccess, perhaps even going as far as “Hey, we’re still around!” However, a lthough the economy has certainly a ffected t he way we do bu siness, our definition of s uccess really hasn’t changed that much over the years. Day-today s uccess i s s till me asured by t he re tention of lo yal c ustomers; a re putation f or offering a g reat variety of q uality products and fa ir cu stomer s ervice policies; a nd t he re spect of Interested industry peers, whether they in sharing your be competitors, sales reps or viewpoint on suppliers. All the materialisthe industry? tic measures of success tend Contact to follow if you do n’t forget nyeditorial@ to ho nor t hose g uidelines. symphonypub—Kim Ciliberto, owner, onlishing.com line retailer Tutti Bella

Market Pulse Retailers share their current business forecasts, strategies, thoughts and wishes. How would you describe your feelings about the immediate future of your business? 55% Optimistic. 7% Pessimistic. 38% Depends on the day Are the Spring ’10 lines offering more value in a way your customers will appreciate? 25% Yes. 25% No. 50% Some are, but some are missing the mark. How much influence does the rep have over your choice to bring in a new line? 24% If a trusted rep handles the line, I’m more likely to add it. 21% I’m more willing to take a look if a rep presents the line. 3% I rely on reps to present new lines. 52% I’m equally willing to buy through a rep or directly from the manufacturer. Which do you wish you had more of in your store? 65% Floor space. 20% Parking space. 15% Storage space.

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where to buy

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Net TULLE Tricot Unwrapped

TicTacToe (203) 336-4901

Angela Frost (805) 648-2084

Trumpette (916) 851-0000

GenerationNecks (888) 242-4044 High IntenCity (201) 703-5010

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Lilies & Roses (347) 813-4967

Ce Ce Co (732) 888-9988

Molly ’n Me (800) 328-3548

Coccoli (514) 382-6501

Ottilie & Lulu (877) 372-5858

Day Dream Heirlooms (904) 269-1300

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T2Love (818) 477-1379 Tease (201) 391-2063

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