Earnshaw's | Infants', Girls', Boys' Wear Review | 2010 • April/May

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

APRIL/MAY 2010 $5.00

Resource Center Our Comprehensive Fall Buyers’ Guide

Small Change

Eco Fashions Make a Natural Fit for the Baby Category

Gift Rap Inside Elegant Baby’s Hip Update Clothes Drive Soles4Souls Charity Bows Apparel Arm

AUGUST 1.2.3 2010

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For babies only www.snopeasprouts.com

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Extraordinary garments for young sprouts!

SnoPea logo and “tag line” are registered trademarks of SnoPea, Inc. © 2010 SnoPea, Inc.

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New York International Gift Fair A U G U S T 14 – 19 , 2 0 10 l PIERS 92 & 94, NYC

JAVITS CENTER

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Woodmobiel by OOTS!

Rita Polidori O'Brien Publisher Caletha Crawford Editor in Chief

04 05 • 2010

Nancy Campbell Creative Director EDITORIAL Leslie Shiers Managing Editor Melissa Knific Features Editor Angela Velasquez Assistant Editor Jacqueline Micucci Contributing Editor

FAS H I O N 38

Bad Babies Our Fall ’10 line-up of arresting, supersoft, eco-friendly infant and toddler wear.

56

The Look: Velvet Rope Lush fabrics make a dramatic statement for fall.

CREATIVE Trevett McCandliss Art Director

FEATURES

ADVERTISING Erwin Pearl Vice President of Sales Caroline Diaco Special Accounts Manager Jennifer Craig Special Accounts Manager Bryn Davies Sales Associate Alex Marinacci Account Executive Patrick Thomas Sales Representative, Canada Maureen Johan Classified Sales ADMINISTRATION Laurie Guptill Production Manager Melanie Prescott Circulation Manager Julie Gibson Webmaster CONTACT INFO Sales/Editorial Offices 8 West 38th Street, Suite 201 New York, NY 10018 Tel: (646) 278-1550 Fax: (646) 278-1553 nyeditorial@ symphonypublishing.com Circulation Office 21 Highland Circle Needham, MA 02494 Tel: (800) 964-5150 Fax: (781) 453-9389 circulation@ symphonypublishing.com CORPORATE Symphony Publishing NY Corporate Headquarters 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 Xen Zapis, Chairman Lee Zapis, President Rich Bongorno, CFO Sid Davis, Group Publisher

18

Small Wonders Though infant and toddler sizes remain retail dynamos, changing consumer tastes and habits are keeping the industry on its toes.

22

Variety Show Our guide to the new trends and collections spotted at the March ENK Children’s Club show. Plus, retailers discuss their must-see booths and 2010 business to date.

28

Sweet Charity Nonprofit Soles4Souls introduces Clothes4Souls, a new division created to deliver apparel to children and families in need.

31

Power Promotions Retailers share innovative, simple and inexpensive marketing efforts that have successfully brought shoppers in through their doors.

N E WS 7 10

Apparel Licensing CO LU M N S

11 12 14 15 16 49

What’s Selling Pampered Unwrapped Kicks 4 Kids Coast 2 Coast Retail Profile

Cover: Go Gently Baby dress.

This page: Tane Organics set; Stride Rite shoes. Photography

by Michael Brian

I N E V E RY I SS U E 6 48 55 55

Editor’s Letter Calendar Where to Buy Ad Index

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 (except for bi-monthly April/May and November/December editions)

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 2010 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.

Recognizing Opportunity

Stepping out ahead of the curve yields the biggest dividends.

EDITOR’S LETTER

see someone else’s product or business model πandEver think, “I could have done that”? Happens all the time, right? While there’s something to be said for the ability to recognize a good idea when it’s presented to you, having the vision and wherewithal to develop it out of the clear blue is a true gift, and it’s typically the difference between entrepreneurs and the rest of us. This issue is full of inspiring stories about folks who saw a need in the market and successfully filled the niche.

In “Small Wonders” (page 18), the industry lists the changes occurring in the infant and toddler market thanks to new demands from contemporary moms and giftgivers. This shift in consumer tastes and shopping trends has prompted many retailers and wholesalers to step out in new directions. For instance, a few brands have birthed diffusion collections in an effort to scoop up stores and consumers that their initial lines may not have suited, either aesthetically or financially.

Similarly, Yates Hooper, CEO of Elegant Baby, has brought a new vibe to the baby gift company he inherited from his father. “Redefining Elegance” (page 34) reveals how Hooper has added sizzle to a line once known for baby basics. Today, the company name is synonymous

with fashion-forward groupings designed to evoke wows.

It’s a transformation that buyers recognize and appreciate, he said. “We have some customers that have been buying from us for 20, 30 years,” Hooper reported. “It’s a joy to see those people at trade shows and to hear them say, ‘I can’t believe this is the same company.’”

Ingenuity occurs at the retail level as well. Just ask Phil and Peggy Olinghouse, who instead of lamenting the challenges at retail, continue to reinvent their stores.

“Bold Moves” (page 49) recounts the opportunities they have created for their business, through school uniforms, shoes and books. Other than the welcoming environment, the stores today look nothing like they did when the duo bought them in 1980.

Retailers are also getting crafty to increase traffic and sales. In “Power Promotions” (page 31), several share marketing tactics that have worked for their stores. We hope you’ll take cues from the people profiled in this issue and find inspiration and motivation for building your own business.

CALETHA CRAWFORD Editor in Chief

APPAREL NEWS Ali Landry Expands Belle Parish Collection Actress and model Ali Landry and friend Annie Kate Pons are expanding their girls’ line, Belle Parish, hoping to create a lifestyle brand that crosses multiple retail tiers. For Spring ’10, the company soft-launched a line of classic, high-end keepsake pieces for 0 to 24 months that will be sold year-round as the Heirloom Collection.

Highlights include a two-piece eyelet kimono set; a Swiss dot ruffled romper with a crisscross back; an A-line cap-sleeve dress with an embroidered cupcake; a cotton batiste dress and slip set; and a smocked pinafore and bloomer set. For Spring ’11, Belle Parish plans to debut the Couture Collection of ’40s-inspired special occasion pieces for sizes 1 to 5. Also in development is a Storybook Collection of globally inspired designs for sizes 0 to 4 that will be packaged with a doll and a book.

Wholesale prices are $20 to $50 for the Heirloom Collection and $60 to $100 for the Couture Collection. Prices have yet to be set for the Storybook Collection, as its release is pending per the book deal. Call (323) 953-1010 or visit www.belleparish.com.

Reintroducing April Cornell After a brief period away from the market, April Cornell is making a comeback. The label, which debuted in the late ’70s and closed shop in 2005, caters to girls size 0 to 10 with a collection that “celebrates girlhood,” according to owner/designer April Cornell.

The line mixes romanticism and fantasy spanning flowy, gossamer fabrics and rich embroidered detailing. Highlights for Fall ’10 include the Amadeus jacket, a baroqueinspired trapeze coat overprinted with a metallic gold and bronze scroll pattern; the Canterbury dress in a rose herringbone fabric with a drop waist and ruffled rhinestone pockets; and the bubble-shaped Fairy dress, complete with shimmering organza, gold metallic Zardozi embroidery and antique brass buttons. Beyond dresses, the line also offers blouses, tees, cardigans, skirts, jackets, jumpsuits and more in a vintage palette that includes plum, amethyst, ecru, bronze, cornflower blue, periwinkle, fern and forest green.

Cornell manufactures the entire collection in her own factory in India. Wholesale prices run $11 to $59.50. Visit www.aprilcornell.com.

Playtime Adds New York Show International trade show Playtime will hold its first New York event July 31-Aug. 2 at Soho’s 82 Mercer, according to event director Sebastien de Hutten. The U.S. version follows Playtime Paris, which launched in 2006, and Playtime Tokyo, which bowed last year. The show will house infant and children’s clothing, shoes and accessories, baby gear, toys, décor,

childcare and maternity. “Expanding to the New York market is natural for our brand,” de Hutten said. “Our goal is to bring the best product mix and the best buyers together and maintain the whimsical, innovative, energetic yet professional ambiance for which we are known.” De Hutten noted that Playtime has created a unique fair addressing the essential

elements that buyers demand, which ultimately benefits the show’s exhibitors.

The 25,000-square-foot space features a loft design, brick walls, hardwood flooring, cast-iron columns and arched passageways.

The show will provide an easy-to-navigate layout and an open booth design. Contact Playtime New York at (212) 925-6349.

E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 7

APPAREL NEWS

Left to right: Baby Bespoke

by Kathryn Beach; Poloppo; Dommi & Julie; Teres Kids, babyNoir, Dorissa.

NEW LINES

• Baby Bespoke by Kathryn Beach introduces an heirloom-quality layette line for boys and girls. Each piece in the 100-percent cashmere line comes in a variety of weights so the apparel can be worn year-round. Four size groups are available (0-3, 3-6, 6-9, 9-12 months) in three colors, including Brady blue, Lilly pink and Gentry white. Items include a pearl-button pocket cardigan, coverall, wrap sweater, leggings, one-piece and gown, as well as accessories, such as caps, booties and blankets. Some pieces come with two tabs that can be monogrammed and buttoned on the apparel. Wholesale prices range from $20 to $137.50. Non-cashmere pieces are also available, such as Moses baskets ($175) and a silver

comb, frame, cup and spoon ($50 to $175). Call (917) 806-8975 or visit www.babybespoke. com. • Encouraging the creativity of little ones, Poloppo debuts a design-your-own-tee line.

“T-me” kits, available for 3 months to 12 years, includes everything required to design a child’s one-of-a-kind wearable art. Kids (or parents) use the kits’ markers and blank paper and create their own artwork, or they can color in an already made pattern; final designs are mailed to Poloppo in a pre-paid return envelope, and they receive the short or long-sleeve one-piece ($15.25 wholesale) or T-shirt ($16.75) within two weeks. Call (877) 396-4863 or visit www. poloppo.com. • Dommi & Julie introduces a collection of handmade hair accessories for babies through tweens that focuses on design.

Each headband or clip combines materials such as felt, lace, chiffon, feathers, cotton, wood and more. Designs range from painted wood animal cutouts attached to polka dot ribbon-covered clips to oversize gingham bows with smaller crocheted bows on top to felt gift-inspired bows

on floral ribbon-covered clips. Prices are $3 to $11.50 wholesale. Call (201) 638-2796 or visit www.dommiandjulie.com. • Australian brand Elodie & Elvis arrives Stateside with a highend collection focused on girls’ outerwear for 6 months to 14 years. Wholesaling from $110 to $140, the coats are made from French-imported fabrics such as wool and cashmere, and classic silhouettes include ponchos, toggle and doublebreasted styles. Each design allows for two years of growth. Dresses and bloomers are also available, as is a small selection of boys’ apparel. Visit www.elodieandelvis.com.au. • Honest Baby introduces a line of tees to help kids express what they’re thinking. The playful collection, available for boys and girls 0 to 6T, feature a thought bubble appliqué in a contrasting color with a catchy phrase, such as “I only eat carbs,” “Working moms rock,” “Colicky but cute,” “I’m not a performing monkey,” and more. Some colors include pink/green, brown/pink, black/turquoise, light blue/yellow, red/orange, and black/ fuchsia. Long-sleeve versions are $17 wholesale

Sweet Pea Bows Girls’ Line Known for its women’s line of stretchy tops made from novelty fabrics in feminine patterns, Sweet Pea by Stacy Frati introduces a new division for girls, Sweet Pea

by Emma + Ava. The company said the extension came after repeated requests from majors like 8

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

Nordstrom, Bloomingdale’s and Neiman Marcus.

Debuting for Fall ’10, Sweet Pea

by Emma + Ava (named after the designer’s daughters) will feature pieces similar to the women’s line for sizes 6 to 16. Funky tops, dresses and pants in the brand’s signa-

ture nylon/spandex fabric as well as a newly developed lightweight interlock feature animal and floral prints with ruffles, florettes and ruching. Twenty-four pieces wholesaling between $24 and $39 are available in the capsule collection.

Call (212) 768-1855.

Let’s Play Market!

and short-sleeve are $16. E-mail jill@honestbaby.com. • Girls’ special occasion brand Dorissa, a division of Sugar Plum, recently hired a new designer whose debut collection appears for Holiday ’10. The dresses are chic and sophisticated yet have a fun, spirited appeal. Top styles include a navy dress with a three-quarter-length stretch velvet bodice and a full organza and iridescent Lurex skirt; a grape-colored silk dress with a ruched bodice and glittery overlay; a black velvet fitted bodice with a leopard taffeta skirt and flower at the waist; and more. In addition, Dorissa will reintroduce infant sizes; the new size range is 12 months to 16 years. Wholesale prices range from $18 to $28. Call (212) 8424122 or e-mail carolm@sugarplumfashions. com. • Stepping away from pastel pinks and blues, babyNoir launches an apparel line focusing on the color black. The line, for boys and girls 6 months to 4 years, features fashion-forward pieces that are sweet yet chic.

Highlights include a tuxedo-inspired jacket with ruffle shoulders and a gathered back, a bell-sleeve A-line pin-tucked jumper and a hooded cape. The line also offers handprinted hoodies and tees, legwarmers, rompers, a shrug, a vest and more. babyNoir uses a wide range of fabrics, such as silk organza, velvet, jersey and cotton voile. Prices range from $9 to $49 wholesale. Visit www.babynoir. com. • Promising to deliver a classic, welldesigned polo for boys but offering colors beyond the basics is Coast. The company launched its boys’ collection for sizes 2T to 7, and youth sizes small, medium and large

(8 to 16), hoping to take the juvenile out and put the quality back in polos with a Peruvian micro-piqué cotton/Lycra blend. Coast offers three colors: Cosmo pink, Clearwater and white. Each polo, wholesaling for $20.50, features a blue crab logo and is machinewashable. Coast plans to expand its color selection and will move into button-downs for Fall ’10. Visit www.coastapparel.com. • Using eco-friendly dyes and organic cotton, Imagine GreenWear debuts rompers, Tshirts and dresses for newborn to 6-year-old boys and girls. Each garment is pre-washed and features a front and back design; original graphics include animals, spaceships, flowers, airplanes and more. Vibrant colors span the rainbow, from pinks and purples to greens and blues. Imagine GreenWear plans on expanding its body styles and will soon be adding up to size 18. Prices are $14 to $19 wholesale. Visit www.imaginegreenwear.com. • Teres Kids establishes a line for kids with tactile sensitivity comprising high-quality organic fabrics and special design features, which make the apparel as comfortable as possible. The predominately organic cotton line, available for boys and girls 2 to 6, is tag-less and features outside seams. Pieces run the gamut from a long-sleeve ruffle-bottom dress to velour leggings to screen-printed short- and long-sleeve tees with World Fair-inspired graphics. Colors include thistle, Thulian pink, Prussian blue, mustard, warm olive, charcoal, cocoa, winter white and natural. Wholesale prices for the U.S.-made brand run $12.50 to $28. Call (917) 721-3127 or visit www.tereskids.com.

Dallas Apparel & Accessories Market June 3-6, 2010 Total Home & Gift Market™ June 23-29, 2010

dallasmarketcenter.com | 800.DAL.MKTS

LICENSING NEWS

Marvel, Airwalk Announce Partnership Collective Licensing International and Marvel Entertainment are collaborating, pairing Marvel’s character franchises with the Airwalk label. A full “Marvel x Airwalk” collection spanning apparel, footwear, accessories and more for kids and adults will debut for fall, featuring a co-branded logo, bold aesthetic, and graphics that draw from board sports and comic book art. “Airwalk is a mainstay in the board and action sports world,” noted Paul Gitter, Marvel Entertainment’s president of consumer products. “This collaboration will help expand Marvel’s presence in high-end retail stores, and the collection will undoubtedly appeal to the influential and trendsetting youth consumer.” The youth line will sell through mid-tier stores. Visit www. collectivebrands.com.

Gator Group to Rebuild ACA Joe Brand management agency Gator Group has signed to help relaunch ACA Joe, a lifestyle brand founded in the ’70s that became a popular retail destination for colorful, beachy adults’ and children’s sportswear. The label, which retreated to the Mexican market in the ’90s, has been known for freespirited designs that reflect the youth culture as well as classic apparel for a contemporary customer. Gator Group plans to maintain the brand’s heritage with the ACA Joe boys’ range for sizes 4 to 20 and ACA Girl for sizes 4 to 16. The agency is seeking partners to produce sportswear and accessories for boys 4 to 20 and girls 4 to 16 and plans to develop direct-to-retail programs. Call (949) 272-1361 or visit www.gatorgroup.com.

‘Goodnight Moon’ Seeks Partners United Media is developing the firstever licensing program for bedtime favorite “Goodnight Moon.” The initial focus will be on infant and toddler products, with key categories including apparel, accessories, room décor, gifts and toys. “‘Goodnight Moon’ is an iconic brand cherished by children and their mothers,” stated Joshua Kislevitz, United Media’s senior vice president of domestic licensing. “That the brand has never been licensed before offers retailers and licensees an incredible opportunity.” Call (212) 2938500 or visit www.unitedmedia.com.

Department Stores Land Exclusives

Supergirl

by Nastia

10

JC Penney will debut the Supergirl by Nastia lifestyle brand in July through a three-year exclusive partnership with Olympic gymnast Nastia Liukin and Warner Bros. Consumer Products. The collection targets girls 8 to 12 with knit dresses, tunics, burnout and foil T-shirts, tie-dye hoodies, pants and leggings plus dance and fleece activewear. Manufactured by Jerry Leigh, the line will retail between $20 and $38. • This July, Kmart will launch Dream Out Loud, a new apparel line from Selena Gomez, the tween star of the Disney Channel’s “The Wizards of Waverly Place” and upcoming movie “Ramona and Beezus.” Produced by Adjmi Cynosure Holdings, the collection includes juniors’ sportswear, handbags, belts, scarves, hats, hair accessories, socks and hosiery. All pieces will retail for $24 or less, and there are plans to add footwear in October. • In a first for the company, United Colors of Benetton is now offering its Benetton and Sisley youth lines outside its corporate stores. The initiative will start with Nordstrom, which is offering both brands in stores and online for fall. The company believes this will increase the brands’ exposure in the U.S. market as it eyes expansion of its children’s wear distribution.

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

HOT PROPERTIES SG Footwear has added Teenage Mutant Ninja Turtles to its character-driven product lines.

The company is producing a wide variety of shoes—including athletic styles, flip-flops, slippers SG Footwear and aqua socks—that feature the green foursome and plans to distribute the line to all channels starting in June. The footwear is set to retail for $9.99 to $19.99. For wholesale pricing, call SG Footwear at (201) 342-1200. • New licensees have signed on to support the July 30 release of CBS Films’ “Beastly,” a new edgy teen romance starring Vanessa Hudgens and Alex Pettyfer. Jerry Leigh is creating fashion T-shirts and hoodies; call (212) 382-3760. Accessory Innovations is selling totes, wallets, bags, key chains and more; call (212) 213-4200. Rubie’s is offering costumes, masks and accessories; call (516) 326-1500. • Chorion has signed two new accessory partners for Mr Men and Little Miss products. HYP Hats is creating hosiery, flipflops, socks and slippers.

The line is aimed at midtier and mass stores, and wholesale prices start at $1 for socks.

HYP Call (212) 684Hats 7717 or visit www.hyponline. com. Crocs is launching an assortment of Jibbitz shoe charms featuring the property’s characters. For wholesale pricing, call (866) 306-3179 or visit www.crocs.com.

WHAT’S SELLING PENNSYLVANIA RETAILERS DISCUSS THEIR AREA’S REACTION TO GREEN OFFERINGS. BY ANGELA VELASQUEZ

ONE STOP KID SHOP Malvern, PA

Sugar Plum

Owner Sandy Coonley hears “eco hype” from vendors but not from customers. While her boutique sees constant traffic—the storefront has been home to a kids’ clothing store since 1964—Coonley said there’s no demand for organics. “Customers don’t ask or talk about it,” she said. This spring Coonley tested her clientele’s green thumb by adding an organic cotton dress and layette set, but neither piece has moved.

Coonley said the town may just be slow to join the green movement, but she suspects cost plays a role. “The price of organic apparel needs to be comparable to regular products for consumers to pay attention.”

INFANTS/TODDLERS

j

Baby Lulu: light pink and green striped and floral dresses

jBaby Nay: pastel floral top and bell-bottom pant sets j

Le Top: duck-themed striped rompers

jClaesens: bright pink and white polka dot rompers with navy ruffle details

Eliane et Lena: baby blue and olive j striped one-pieces with a front pocket

j

Paper Wings: light mauve rompers with a doll screenprint

jAngel Dear: striped cotton onepieces in light pink/brown and light blue/brown colorways

THE TINY DOT

Pittsburgh

Claesens

and two-piece swing top and bloomers sets with duck designs.

GIRLS 4 TO 6X

jLe Top: navy daisy print dresses jSarah Louise: pink and coral floral dresses with bell sleeves

Lemoyne, PA

Mulberribush: green T-shirts with a blue and green iguana print

j

Gund: “My 1st Teddy” snuggle toys from the Comfy Cozy collection

Sweet Potatoes: light blue rescue j truck tees

Kidorable: butterfly-, ladybugj and fire chief-themed raincoats

j

Wee Ones: two- and three-packs of crochet headbands with interchangeable bows

Wes and Willy: old-school baseball glove screenprint tees in khaki

screenprinted T-shirts.

jBiscotti: pink, green and white

GIRLS 7 TO 14

j

gings

jLe Top: navy blue bubble rompers

Mulberribush: tops and skorts in tangerine and fuchsia with 3-D flower embellishments

Pediped

ACCESSORIES/GIFTS

Eliane et Lena: red cap-sleeve dressj Kids Ink: burnout T-shirts with a j es with ruffle embellishments stethoscope screenprint Kids Ink: aqua jersey dresses with j jMulberribush: organic cotton printed mesh leggings

jLucky Jade: navy A-line ruffle dresses

Top-notch design helps justify the high price tag often associated with organic apparel at Judy Novinger’s sevenyear-old boutique. “If it’s organic, it must have nice style. Eco stuff cannot be basic,” she stressed. Young moms with “green and natural lifestyles” are the most enthusiastic organic customers at Baby Bug & Me. Newborn pieces are also popular baby shower gifts, but Novinger said the green business wanes as kids get older. It’s even harder to get her large grandma clientele on board, she said.

BOYS 4 TO 7

red cargo pants

j

—

BABY BUG & ME

Eliane et Lena: yellow zip-front Sugar Plum: sage green dresses with j j jackets with red accents and cropped a solid bodice and floral print skirts

watermelon-themed tankinis and bikinis with matching cover-ups and flip-flops

Kissy Kissy: Pima cotton convertible sacks and rompers embellished with pink cupcake embroidery

This year-and-a-halfold shop is located in a part of town where many customers look for eco-friendly and USA-made products.

Owner Shelley Pieklik said cost isn’t an issue since some organic lines are comparably priced to her non-eco lines and sell swiftly.

Pieklik sees a different weak spot within this category. “The desire to buy environmentally responsible items is often trumped by something much cuter,” she said. “Eco wear is usually relaxed and basic. When customers shop in a boutique they want to leave with ‘wow’ pieces.”

Maggie Breen: two-piece lime j green sets with a tiered tunic and leg-

j

Pink Ginger: turquoise and brown floral dresses with bubble hems

j j

jDwell Studio: stroller blankets Loli Jewelry: woven leather j bracelets with charms Old Soles: fuchsia infant shoes j with bow detail Cloud B: Twilight Turtle and Sleep j Sheep bedtime aids

j

Melissa and Doug: vinyl dolls and accessories

j

Pediped: pink Phoebe sandals with white rhinestones and Brody sport sandals in chocolate brown

jOne Stop Kid Shop jThe Tiny Dot jBaby Bug & Me E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 1 1

*PAMPERED BABY PRODUCTS AND NEWS

NEST & REST

Feathered friends inspire the latest nursery décor. By Angela Velasquez

Golden Egg

J Schatz ceramic bank

Sweet Dreams

Blabla’s hand-knit mobile

Feather Soft

DwellStudio crib sheets

Woo Hoo wall decals

by WallCandy Arts

Cut & Paste

Petite Collage wall art

Feather Light Tweet Treat

Smile 4 The Birdie’s handpainted lamp

Seeing Double

reversible carpet

by Koko Company

musical mobile

by North American Bear

Soothing Tone Kaloo’s soft musical toy

Head Rest

decorative wool pillow

by My Perennial

12

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

Zutano’s Pure Approach With colorful and whimsical signature prints, Zutano’s first GOTScertified organic line features cardigans, mix-and-match tees, dresses, footed sleepers, pants, caps, booties and coordinating blankets. The garments come in Meadow Marsh, a mix of pink and orange floral and stripe patterns, and Forest Fun, which features woodland animals in blue and green tones. Sizes range from the company’s Itzy Bitzy newborn line for 0 to 3 months and the Baby line, which runs 0 to 24 months. Wholesale prices range from $5 for caps to $20.50 for blankets. Call (800) 287-5139 or visit www.zutano.com.

NEW LI N E S å KEE-KA ORGANICS is fighting eco wear’s ”beige” persona, packing heaps of color into its new Small Change line of certified organics. Bodysuits, kimono one-pieces, footed rompers and yoga pants feature bright, contrasting stripes made with low-impact dyes.

Sizes are 0 to 12 months and wholesale prices range from $4.50 to $10.50. Visit www. kee-ka.com.

¢ MOO KIDS’ debut line of GOTScertified apparel has tracking codes on the tag of each garment to let children trace the production via the company’s kid-friendly website. Sizes 6 months to 4T are available. Silhouettes include long-sleeve tees, pants, hoodies, skirts and winter jackets. Each separate is

accented with animal and nature appliqués. Standouts include a light blue swing skirt with purple snowflakes, a purple unicorn top, penguin-motif pants with a cargo pocket and a winter jacket with a polar bear patch. Wholesale prices are $13 to $28. Call (612) 234-7336 or visit www.mookidsclothing.com.

¢ RS BABY launches organic sweats, hoodies, thermals and one-pieces for children 6 months to 6 years that pair with striped tees and tanks. Coordinating baby beanies and blankets are also available. The company also offers a line of graphic Tshirts featuring actual children’s artwork called RS Baby Art. Wholesale prices range from $9 to $28. Visit www.rs-baby.com.

¢ Cozy up to HABA USA’s Pure-Nature Cotti eco-friendly line: a knotted cuddle blankee, clutch ring, soothing comfort doll filled with spelt seeds, pull toy and stuffed animal ($7.50 and $14 wholesale), which has Oeko-Tex certified polyester filling. Call (800) 4686873 or visit www.habausa.com.

JPMA Responds to Sling Warning Following the warning by the Consumer Product Safety Commission (CPSC) in March, the Juvenile Products Manufacturers Association (JPMA) provided its own safety tips to caregivers using slings. The CPSC advisory urged parents to be cautious when using infant slings for babies younger than 4 months old, saying that the baby could end up in a position that blocks his or her air. Among the association’s recommendations: be aware that the baby is not hunched over with his chin touching his chest and make sure the baby’s face is visible at all times and not pressed tight against wearer.

Though the JPMA certifies soft infant carriers, it does not certify slings nor is there an ASTM International standard covering them. After the CPSC warning, the ASTM subcommittee on infant slings met on March 16 to review a draft standard for sling carriers.

Work to develop a voluntary standard is ongoing.

¢ POPSIE ORGANICS’ line of infant gowns and short-sleeve bodysuits are accented with nontoxic animal and nature designs. Motifs include a dragonfly, jackrabbit, tree and flower. Certified organic cotton jersey delivers a supple hand to the pale blue, pink, yellow, green and dark brown styles. Wholesale prices are $5 to $19. Call (229) 886-5410 or visit www.popsieorganics.com.

© SWEET SPUD’s U.S.-made apparel for babies 0 to 18 months features enlightening quotes from Gandhi, Buddha and Lao-Tzu. The vendor offers organic cotton bodysuits with tree, footprint, heart and earth screenprints and messages including “Where there is love, there is life” and “Music in the soul can be heard by the universe.” Yoga-style pants and knot caps in blue, rose, green, natural and cocoa are also available. Wholesale prices are $7 to $12. Call (508) 566-3279 or visit www. sweetspud.com.

E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 1 3

*UNWRAPPED NEW GIFTABLE ITEMS

Junior Achievement

Special gifts to mark kids’ cherished milestones.

By Angela Velasquez When I Was Your Age framed birth announcement

Mud Pie silverplated first tooth and curl box

Stephan Baby first shoes and keepsake box

Gund plush doll

Oopsy Daisy growth chart

B Amici christening outfit and keepsake box

Aimee J suede and embossed frame

Stackable keepsake boxes and photo holders by Pearhead

Sew Cute By Me Designs personalized tooth fairy pillow 14

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

KICKS FOR KIDS Footwear Retail & Style

Little Originals

THIS FALL, CLARKS is taking down its Originals collection—starting with its popular Desert Boot and Wallabee styles—for first-walkers and youth. Geoff Pedder, U.S. director of Clarks Originals said the current fashion direction toward classic, authentic styling begs for this entry. To address the children’s market, Clarks widened the lasts and tweaked the components to benefit growing feet. For example, Pedder said the Wallabee’s signature crepe outsoles were changed to a molded rubber that has a similar look. “Crepe is pretty grippy,” he explained. “We don’t want kids to be running around and falling over [due to the outsole].”

Beyond the traditional colorways (sand, suede and beeswax leather for the Wallabee; natural, brown and black for the Desert Boot), the debut collection also includes a plum Desert Boot. The kids’ Originals will come in three categories: First, for first-walkers sizes 5.5 to 8 ($50 suggested retail); Toddler, for sizes 8.5 to 13 ($60); and Junior, for youth sizes 13.5 to 3 ($65). The line will sell through the 40 Clarks retail stores that offer children’s product as well as major department stores, specialty chains and independents.

While Pedder noted parents frequently head to Target and Walmart for low-priced shoes for their kids, he believes there is a consumer willing to pay a little more for more premium footwear. Baiting them with go-to styles is one strategy, but Pedder said word-of-mouth accolades are key to growing the children’s business: “In the U.K., Clarks has a very established reputation as being a reliable source for kids’ shoes, in terms of fitting and what we offer. It takes time to establish that in a new market. There’s a big trust factor that goes along with kids’ shoes, and we have to build that up.” —LESLIE SHIERS

“THERE’S A BIG TRUST FACTOR THAT GOES ALONG WITH KIDS’ SHOES, AND WE HAVE TO BUILD THAT UP.” —GEOFF PEDDER, CLARKS

Clog Comeback

AFTER A TEMPORARY exit from the children’s business, Dansko is gearing up to reintroduce kids’ styles this summer. “We have long wanted to take another look at the children’s market, but we didn’t want to come back until we had a shoe we could stand by proudly,” said Mandy Cabot, Dansko’s CEO and president.

Back in the ’90s, shortly after the company started, Dansko debuted kids’ styles that were primarily direct takedowns. “[The line] didn’t take into consideration the unique traits of the growing foot or the activity level of kids versus adults,” she explained. For the relaunch, Cabot said Dansko’s design team dove into research. “In short, we engineered a true children’s clog from the bottom up. We kept the features that add up to Dansko comfort, like the rocker bottom, the contoured footbed and arch support, but we also made some changes,” she noted. The revamped styles have a lowered outsole and a wider base for greater stability and balance. “We also made the shoes lighter so they are easier to run and jump in,” Cabot added.

At the core of the new collection, which retails for $70, is a children’s version of Dansko’s classic closed-back Gitte clog. The style is available in patent and full-grain leathers in a rainbow of colors including bubblegum, purple, red, mocha, indigo and basic black. Other styles include the Jemma, a convertible slingback clog with stud details and an instep strap that can be customized for fit, and an asymmetrical Mary Jane called Jada, which is embellished with a flower buckle and decorative stitching. Cabot said the styles are classic Dansko constructions but with colors and details that are playful and inviting to the children’s eye. And like its adult counterparts, Cabot said the collection’s hues allow for a variety of wearing occasions. —ANGELA VELASQUEZ E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 1 5

COAST TO COAST Spotlighting Fashions Nationwide

Taking Liberties While pregnant with her daughter, Jane D’Haene was forced to quit her job as design director for an architecture firm, but when it was time to head back to work, she decided to pursue another career.

“It’s every mom’s dream to dress her daughter,” she explained, noting that she “blew the budget” buying clothes. D’Haene decided to take sewing classes in New York’s garment district and began making her own apparel, which turned into a full-fledged business opportunity. For Fall ’10, she launched Anais & I, a line for girls 6 months to 8 years.

Anais & I is big on comfort—in fact, D’Haene takes the advice of her daughter (for whom the line is named) seriously. “She would wear clothes only one time and say, ‘I don’t want to wear it again,’” she said. “I didn’t want that to happen with my clothes.” Not only does her daughter wear-test each item, she also adds her own design input: For example, several of the pieces have oversize pockets so her daughter can fill them up with toys. For the New Yorkbased line’s modern aesthetic, D’Haene looks to women’s wear instead of children’s designers for inspiration. Pieces include a long-sleeve, kneelength Liberty print tunic with a ribbon at the neck; a laminated black cotton double-breasted jacket with snaps; and a sweatshirt-style dress with a kangaroo pocket and a voluminous turtleneck. Also offered are a vest, elastic-waist shorts, pants, blouses, skirts, a hat and a neck warmer.

Liberty prints are used throughout the collection—either separately or mixed with a sophisticated palette of solid black, grayish lavender, beige and berry shades. “For me, simple clothes look so much better on kids,” D’Haene added.

D’Haene is working on a boys’ collection she plans to debut for 2011.

Wholesale prices for the current collection run $19 to $71. Call (646) 2625423 or visit www.anaisandi.com. —Melissa Knific

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Organic Chemistry Hoping to bring together two passions—a holistic lifestyle and fashion—Kristin Coia launched the eco-friendly line Go Gently Baby after she became a mother. “The more I studied [the apparel industry], I was astonished at its chemical process,” noted the designer, who once worked for women’s swimwear brand Ashley Paige. Coia saw there were plenty of environmentally conscious brands available for kids, but they weren’t fashion-forward enough for her tastes. “They were all very granola and boring in their style,” she added. Instead, her label provides a modern aesthetic with garments that are simple and sweet with a hint of edge.

Go Gently Baby offers organic cotton garments for boys and girls sizes 0 to 4T. Whenever possible, Coia sources fabrics Stateside and all manufacturing is done in Los Angeles. In addition, the reactive dying process is earth-friendlier than most, and she uses natural materials like corozo nuts for buttons. The ’60s serve as the design inspiration, and one of the most sought-after styles for Fall ’10 has been the drawstring pant with a peace sign embroidered on the bum, available in cyan, storm gray, denim blue, watermelon and sweetheart pink. Go Gently Baby features a wide range of dresses for girls, including the Love jersey sundress with a large heart-shaped pocket and the Ruffle Roo with raw-edged ruffles on the arms and large kangaroo pockets.

Top styles for boys include the baggy-fit Henry pant with oversize pockets and tiny front buttons and the Prep Jacket with raw edging. Zip-up jackets, cardigans, tees and sweatshirts are also available.

Coia recognizes that producing an organic line domestically takes extra effort, but she’s insistent on making a difference. “We wish to go gently with all that we do and in the manner we do business,” she said. Prices run $17 to $32 wholesale. Call (310) 980-1104 or visit www. gogentlybaby.com. —M.K.

Sister to Sister It all began when Liz Buenrosto made a dress as a gift for her 1-year-old niece.

Formerly a designer for women’s ready-to-wear, she had the background needed to launch her own line and decided that children’s was her calling. Recruiting the help of her two sisters, Monica and Dora Buenrosto, the trio recently debuted Applesauce Designs.

The Modesto, Calif. company pumps life into vintage fabrics, buttons and trims, making for one-of-a-kind pieces. The collection for sizes 0 to 5 mostly focuses on girls’ items, but it also includes a number of boys’ pieces. Each garment is handmade by the sisters: Liz designs, chooses the fabrics and sews; Monica assists in the sewing and fabric selection; and Dora adds the finishing details. “I love that I have my family to help me,” Liz noted. “It’s easy to trust them.” Between the use of vintage fabrics and refusing to outsource their work, she hopes Applesauce Designs’ value of environmental sensitivity is recognized. “We’re eco-friendly because we use what’s already there,” Liz added.

Pieces are inspired by a range of decades, from the ’50s to the ’70s.

The whimsical collection incorporates a mix of fabrics such as cotton, wool and linen and textures like corduroy, denim, velvet, tweed, chiffon, taffeta and more. Highlights include a ’50s-inspired sleeveless party dress that poufs at the waist and features back buttons and a ribbon tie; a shift dress with a sailor collar and a complementary reversible cape; a cross-back romper with an embroidered seahorse and ruffles; and a two-piece set pairing high-waisted shorts with a Peter Pan-collar shirt with back buttons. The apparel wholesales for $15 to $45. Handmade dolls, also made with the vintage fabrics, are available for $23. Call (209) 402-0418 or visit www.applesaucedesigns.com. —M.K.

SMALL WONDERS EXAMINING HOW CHANGING CONSUMER TASTES AND HABITS ARE KEEPING THE INFANT AND TODDLER MARKET ON ITS TOES.

BY CALETHA CRAWFORD

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gone, but relevant to fewer parents. “For my children, Carter’s had a list AVVY RETAILERS KNOW that the smallest sizes often that was like a little bible, and you bought according to what it said,” reend up paying the biggest returns at retail. Given the excalled Chris Lun, vice president of CK Enterprises, makers of the Le Top, citement surrounding a new arrival, the infant and todLe Top Baby and Rabbit Moon collections. “I don’t think today’s mom dler market has historically been a bright spot no matter lives by those rules.” the economic climate. And although shoppers’ willingIf a master list exists nowadays, it would likely be found on the Interness to shower babies with gifts hasn’t dimmed, money net. Young moms spend a lot of time interacting with one another online, concerns have altered their buying habits. Today’s conmaking product recommendations and shopping while their tots sleep. sumer is more demanding when it comes to quality, deIncreasingly, wholesalers and retailers are seeking to connect with this sign, convenience and, of course, price, which has led cyber-savvy shopper. Having a product-oriented website is step one, but wholesalers and retailers to take a closer look at their to truly tap into potential customers, they’re hosting contests and adverselections for baby’s first wardrobe and accessories. tising on sites like TheBump.com or BabyCenter.com, developing con“People are moving away from the traditional layette sumer-focused blogs, Twittering product info and communicating with approach,” said Melissa LaSalle, co-owner of Chicago’s would-be shoppers on Facebook.

The Red Balloon boutiques. “They realized they don’t “The Internet has made a really big need that much when difference,” said Carol Yenne, owner of the babies are so little.”

Small Frys in San Francisco, who noted Where moms used to buy quite a few 0it has driven the popularity of certain to-3 month items, LaSalle reported that PARTY CENTRAL items in her shop. “[Moms] may see now they’re more likely to pick up just something online and buy it here or two or three pieces. “They have their recognize a brand that was mentioned Carter’s one-pieces and their gifts from Baby showers are a windfall for new parents, helping them prep online.” the shower, and then they move on to for the needs of their new arrivals. Here, we provide a snapshot Sloven is anxious to get her store onthe next phase of growth.” of the modern-day celebration through statistics from mom community TheBump.com, which polled 6,000 women in 2009 line because she recognizes some conJennifer Kunski, a buyer for Lifeto gauge parent’s attitudes toward pregnancy and baby. sumers prefer to point and click. “It’s size at Ron Robinson in Los Angeles, Site director Kate Ward said lots of the chatter on the site important because there are two types has also witnessed shoppers opting for centers on word-of-mouth reviews and referrals as moms share of mothers: the ones who are driven by larger sizes instead of newborn apparel. their favorite must-haves. Overall, she added, the economy has the Internet, and those who want to go And she’s noticed that the high/low encouraged expectant moms to do more comparison shopto the store with their children,” she shopping habits adults have adopted for ping and to be more reasonable about the items they request said. “Who wants to ignore half of the their own wardrobes is impacting baby from friends and family. consumers?” sales as well. “People are mixing and LaSalle said The Red Balloon’s online matching basics from Carter’s and Old • 82 percent of new moms and moms-to-be had baby showers customers have evolved. “Our web busiNavy with Fred Segal,” she said. Though or expected to have one. Of those moms, 43 percent had two showers while 23 percent had three or more. ness is very loyalty based,” she said, nother shops specialize in hard-to-find coling regular e-blasts entice repeat visits. lections like John Galliano Kids, Scotch • 43 percent of respondents said they had a shower for their Internet users merely Googling a brand Shrunk by Scotch and Soda, and Miki second baby. “For second children, we’ve heard moms talking may not find the store, as it doesn’t top House for infants, Lifesize also offers about the ‘sprinkle’—a mini baby shower that isn’t about gifts,” the keyword search list—plus, LaSalle private-label basics that shoppers can Ward reported. “It’s a celebratory gathering where people added, her price points may be higher. scoop up in multiples. might bring little things with the assumption that she’ll already But no matter, she said, as lately her In Lester’s stores in the New York have what she needs.” web customers have grown more simiarea, owner Marian Sloven noted even lar to her in-store shoppers. “They apher layette customers want structured • 93 percent said they were/had registered for essentials like preciate the boutique experience and pieces. “Layettes are no longer full of diapers and formula, but only 60 percent received these types of gifts. don’t mind paying more for the special gowns and stretchies,” she explained, touches,” she explained. noting the classification has exploded.

• 89 percent of infant clothing that the mom respondents own “The younger mother wants the child were given as gifts. According to Ward, “People like to give STOCKING UP to be dressed in clothes that mimic the clothing because it’s cute and fun to pick out, which is why we Before consumers can shop, however, parent.” tell people not to register for it—you’ll get it anyway.” buyers must make tough decisions about what to stock. And with the vast ASSESSING THE EVOLUTION • 45 percent of the moms said they plan to use or already use majority of brands trying to get a piece While Lester’s offers full-service layette eco-friendly products for baby, 24 percent said no and the rest of the lucrative baby market, there’s a shopping, others in the industry have were unsure. “I don’t think it’s an all-or-nothing thing,” Ward dizzying array of options. For Yenne, questioned whether the practice has said. “Some of them think even if they only do certain things green, it’s better than nothing.” getting inside the mind of her clientele gone the way of the cloth diaper—not E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 1 9

guides her buying decisions. “Lines need to be interesting and unique and make the busy, overwhelmed mom stop and look,” she said. “Quality isn’t the first thing that catches their eye. It needs to be different from the mass stores.” Yenne said intricate designs and sophisticated colors like those found in European lines are sure hits with her shoppers.

However, LaSalle’s concerns—like those of her customers—are practical. While in the past she would seek out unique patterns and fabrics, nowadays price is her top priority. Unlike Yenne’s consumers, The Red Balloon shoppers now shy away from the bells and whistles that were once selling points, LaSalle said. “People used to like novelty. Now they like slightly simpler silhouettes with cleaner prints.” She noted the looks still have to be vibrant and colorful, but she’s had to drop lines that go overboard with embellishments.

No matter what shoppers are looking for aesthetically, everyone is looking for a deal—or at least great value. “Clients are very price-conscious now, which was definitely not the case five years ago,” said Roxana Castillo, owner of Tatiana & Co., makers of Kissy Kissy and Qt-Qt. “They’re spending less on higher-end products like hand-embroidered [items], and we see more of an interest in perceived value. They’re going for impact at a good price.”

Manufacturers hear the price refrain on a daily basis. “Customers are looking for good quality and uniqueness at a reasonable price,” stressed Carolyn Hsu, owner of the Snopea brand, noting Clockwise from top left: Snopea’s consumers want fun, eye-catchvalue-driven apparel ing pieces—especially for boys, an sets; gift-friendly obviously tougher category. Hsu items from Le Top’s said she provides value through a line; Kissy Kissy’s new set-driven collection that mixes contemporary and matches. “It’s tough, because collection, Qt-Qt. boutiques want to be able to put things out at a price point that will be attainable for their customer base, but shoppers are expecting something special,” Lun said. “We try to put in as much as we can in terms of quality and appeal so consumers feel they’ve gotten their money’s worth.”

Some of Lun’s customers report that retail prices of $50 or less are ideal; others say $35 is the sweet spot. Ultimately, there doesn’t seem to be one magic number across retail stores, but buyers agree that the price shoppers are willing to pay has dropped. Sloven reported that years ago shoppers at Lester’s had “no ceiling as far as dollars for layette.” That’s not the case anymore. Today, average layette gifts range from $50 in the Manhattan store to $100 in Brooklyn. At Lifesize, Kunski said her midrange shopper has been hit hardest. “The people who came in for a special outfit for a holiday or birthday still come in, but they’ll only buy one piece or an accessory instead of the outfit.” But on the high end, it’s still not uncommon for her to ring up multiple $700 orders in a day.

Though LaSalle can still sell a $75 to $100 special occasion dress, she said gift shoppers typically want to spend $25 to $35. “People used to buy 20

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whatever was cutest, especially for girls,” she said. “Now it’s more practical and a lot of thoughtfulness is going into every decision.”

MEETING THE NEED To answer the demand for sharp prices, many brands are creating diffusion collections to help retailers hook cash-strapped shoppers. It’s a trend seen throughout children’s wear (think Lipstik’s Me Me Me, Sara Sara’s Truly Me and Baby by Margery Ellen) and now baby brands are following suit. Recently, Coccoli introduced Zzzz by Coccoli, a collection of interlock pieces retailing for roughly 30 percent less than the brand’s usual ribbed offerings. Owner/designer Marian Vachon said the goal for the new label was to tap into new retailers. So far, the concept has worked, garnering interest from stores happy to add the Coccoli name at a price their customers can afford.

Vachon is pleased with the response and convinced the two lines can co-exist. “The fact that we see Karl Lagerfeld at H&M and Stella McCartney at Gap means people are realizing you can work on two levels and that there are different qualities within one brand,” she said.

LaSalle applauds Tea Collection for developing the Daily Tea line, which provides her customers with a boutique look for just $26. “It’s been huge for us. Most infant dresses retail at more than $30,” she said. “When a line is able to take what was special about the parent brand and carry it down, it’s hugely successful.”

Price isn’t the only discriminating factor at retail. Whether the dividing lines are drawn by age, geography or taste, there are definitely two types of shoppers out there: those who enjoy the minime look and those who want their kids to look like kids. Even within a single store or retail mini-chain, buyers note they’re often trying to cater to both. For example, Lester’s has a trendy shopper in Manhattan but Brooklyn consumers are drawn to Euro brands; The Red Balloon sprinkles in contemporary pieces to mix with its classic items; and even super-trendy Lifesize now has a larger selection of conservative pieces thanks to fashion’s current penchant for “country club chic.”

For brands parked on one side of the divide, missing the other group boils down to lost revenue. As such, several have launched new collections with a whole new look. Through the contemporary Rabbit Moon line, Le Top was able to break out of its sweet, grandma-bait mold without abandoning its loyal following. Similarly, Kissy Kissy’s new Qt-Qt spinoff offers punchier colors, prints and bodies than the demure flagship collection. “It’s always good to be able to tap into different areas without jeopardizing the bread and butter,” Castillo said. “It’s very important to keep true to yourself, and that’s why we chose another label.”

Yenne applauds companies that are able to play to their strengths in

Fall/Winter Collection 2010 new ways. Her store stocked See Kai Run and has since added Smaller and Eleven, the brand’s smaller and larger sibling collections, and as I Play branches deeper into feeding products from its initial apparel base, Small Frys continues to buy more. “These brands have stayed true to their niches and expanded their businesses,” Yenne said. “If they had stayed with what they were doing, I wouldn’t have bought as much from them.”

CRACKING THE GIFT CODE Even as wholesalers develop new products to appeal to a variety of bank accounts and tastes, they continue to grapple with the best way to fully capitalize on the gift market. Part of their confusion likely stems from mixed messages from stores, some of which say packaged, grab-and-go items hold appeal while others say consumers prefer the freedom to combine pieces on their own.

Lun and her team continue to debate whether the Le Top family of brands fits into the gift market. One possible solution, she mused, would be to offer a drastically pared-back selection from Le Top Baby as well as a few pieces from the main line that already garner attention from gift-oriented stores. “Some of the things in Le Top lend themselves to being item-y, like our aviator jacket or our faux-fur jacket,” she said.

Coccoli is also striving to make the gift sale easier. Vachon believes her best bet is to develop inviting packaging that will read as “giftable” and will separate the mommy buyers from the gift seekers. “The gift buyer wants the gift to look good and not have to work at it,” she explained.

Kissy Kissy is a bit ahead of the curve, Castillo said, attributing the demands she gets from foreign markets. “We’re trying to have more gift sets in the collection. We started doing them at the request of the European market, but the U.S. never liked that—until now,” she said. “Shoppers here used to like to put things together themselves. Now, [they’ll buy] that gift-y, pre-packaged set.”

Proving that one size does not fit all in the gift world, LaSalle and Kunski said packaged gifts “don’t fly” in their stores. Each prefers to create custom packages based on shoppers’ desires. “I rarely pick up a line that is packaged,” LaSalle asserted. “Often, shoppers want to create a theme. If an item is already packaged, and they want to add on, it doesn’t work.”

Retailers also report that packaging frequently gets destroyed because consumers are desperate to touch the items inside. Chalk it up to the new insatiable demand for the buttery soft hand shoppers have grown accustomed to, thanks to fabrics like Supima, Modal and bamboo. Forget wooing Sloven into buying a line if the hand isn’t soft. “The first thing I do is touch the goods,” she said, noting consumers want comfy fabrics. “At market, I’m drawn to the quality of the fabrics. Even jeans [need to be] quadruple washed.”

LaSalle said lines like Splendid are the standard-bearers for comfort today, while eco-friendly collections have also pushed the envelope. Though she believes the green movement “has peaked” in apparel, she said green collections have had a lasting impact at retail. “They made people more aware of fabric quality and increased the demand for soft, breathable fabrics,” she noted.

High-quality fabrics have been a mainstay for Coccoli, where Vachon said consumer demand keeps the company striving to improve. “We’re offering better and better quality over time because people are fussier,” she said, noting Coccoli continues to work on developing ultra-soft finishes. “You have to be fresh and new a lot more so than in the past—not just in fashion but in all areas.” •

Pre-order now!

Urban Footwear for First Steps 1-888-KAI-SHOE | www.seekairun.com

T

Variety Show

he upbeat note that started at the January ENK Children’s Club happily lived on at the March edition. Bolstered in part by the absence of the Bubble trade show, Children’s Club welcomed 123 new lines for a total of 750 collections. “The Fall/ Winter ’10 show was a strong statement about the satatus of the children’s wear business,” said show director Stanley Kaye. “It was exciting to see the market come together and to see a surge in retailers’ attendance and buying patterns.”

Buyers who shopped the show had plenty to see, including new lines from established companies, fresh takedowns from the junior and adult worlds, more budget-friendly collections and a flood of additional T-shirt resources. Here, Earnshaw’s recaps the highlights.

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EXTRA CREDIT

Several lines aim to become more important resources to their retail customers with brand extensions targeting new categories.

Angel Dear is known for its gift-worthy sweater knits for babies, but with the introduction of Angel Dear Everyday, the company seeks to outfit wee ones between special occasions. A new cotton jersey collection launches for fall with two easy-to-wear groupings that are also easy on mom’s pocketbook. The Sabine assortment for girls pops with vibrant floral swing tops, dresses and coveralls that pair with earth-tone cardigans, hats and striped leggings. The boyish Small Fry group takes off with an aviation-themed collection of tonal blue striped coveralls, henleys and hats plus coordinating navy pants and a light blue cardigan.

Sizes range from 0 to 24 months; wholesale prices run $14 to $22.

Nui Organics rounds out its selection of merino wool offerings with Nui Body, a collection of superfine daywear pieces ($11.50 to $40 wholesale) that mix with the standard line’s knits. Bubble dresses, lap-sleeve tees, bodysuits, flared pants, hoodies and accessories come in a subdued palette of blush, sky, silver and natural tones. For customers who aren’t familiar with the benefits of wool—which helps regulate a child’s body temperature and is naturally odor resistant, durable and machine washable—Nui has added hangtags that list the fabric’s properties. To complete the look, the brand also bows Nui Trinkets: hand-felted floral and beaded necklaces for kids and brooches for moms plus select toys ($10 to $21). Colors include red, yellow, green and blue.

VALUE DRIVEN

In response to retailer requests, brands continue to find ways to entice price-conscious consumers.

Baby apparel resource Coccoli has introduced Zzzz by Coccoli, a valuedriven collection that offers the brand’s aesthetic through less expensive fabrications. The interlock collection also introduces more commercial prints, including a kitten pattern for girls and teddy bears for boys, and fits differently from the company’s original ribbed line. The sub-label encompasses coveralls, footies, one-pieces and accessories, and is priced 30- to 35-percent less than the regular Coccoli

Hoping to reach a higher-end demographic, Kate Quinn Organics adds the layette collection Plum Bunny. Available for 0 to 24 months, the European-inspired line centers on simple, sophisticated designs and a muted palette, including tarragon, plum and curry.

Like Kate Quinn, Plum Bunny uses organic cotton; the new line features sweater knits and circle and dot pointelle fabrics. Apparel options ($12 to $34 wholesale) include a gathered long-sleeve dress with two buttons on each shoulder, a bear jumpsuit featuring a hood with ears, a double-layer hooded cape, button leggings, sweatpants, and various bodysuit silhouettes and infant sacks.

Accessories such as hats, receiving blankets, towels, bibs and wash mitts ($6 to $24) are also available.

After seven years of focusing on girls’ 0 to 10, Sofi bows a tween division, Retro Rags.

The line ($16 to $30 wholesale) spans a wide range of contemporary dresses, including a gray and pink twofer tank dress as well as an off-the-shoulder style with a strap covering the bra line. Other pieces include an asymmetrical double-layer skirt; ultrasuede leggings; flowy, open cardigans; and tees with heavy metal transfers, such as peace signs. The palette is mostly neutral charcoal, black and brown, with pops of fuchsia and eggplant. All apparel is manufactured in Los Angeles.

collection. For example, Zzzz by Coccoli coveralls are $12.50 wholesale, compared to $17 or $18 in the main collection.

“Our goal was to increase our client base, and we’ve done that because it is appealing to a different retailer,” noted owner/designer Marian Vachon. Zzzz by Coccoli also includes sleepwear for children sizes 2 to 16.

The cotton screenprinted tops, tight-fitting cotton bottoms, and looser polyester striped and plaid bottoms comply with all flame-retardant laws.

To meet the demand for sharper price points, Jaxxwear has lowered the wholesale prices throughout its Pima cotton line, but owner Heather Jaffe stressed that no quality was sacrificed. “Our Pima cotton is the same plush, mid-weight fabric we’ve been using since inception and we continue to use the same water-based, eco-friendly printing and dyeing methods,” she added, attributing the lower price points to a more streamlined production process. Mix-and-match prints for fall include vibrant multicolor bubbles, clovers and stripes for girls and monsters, trains and wildlife for boys. Wholesale prices for Jaxxwear footies are now $15 compared to $17, while twill cargo pants are now $16 instead of $19.

* For company

contact information, turn to our Where to Buy guide on page 59.

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GUY STYLE

From the backwoods to the urban jungle to the ballpark, new boys’ designers know just what makes little XYs tick.

While Toica Stefan isn’t strictly a boys’ label, it excels in this category with its urban sportswear pieces.

Made for sizes 2T to 10, the fall collection from this Los Angeles-based brand offers a range of tees with unique artwork and text (“Innocence,” “Cry Me a River,” etc.) plus short- and long-sleeve work shirts with patches, a red and gray grandpa cardigan, striped trousers with cutaway “holes,” pants with cargo pockets, plaid pants with racer stripes, a doublebreasted coat and coldweather accessories. (For girls, there are also capes, wrap sweaters, jackets and a tulle-layer skirt.) The line wholesales for $10 to $36.

FASHION FLASH

Busy buyers paused at the March Children’s Club show to tell us what’s new in their stores, what caught their eye at the show and which brands they look forward to writing each season.

Marlow Sipes, owner, and Amanda Graddy, manager/buyer Lolly Garden of Tulsa, Okla.

How is 2010 going so far? This year’s been great. [Business is] up.

How are you building traffic? Word of mouth. We held an event this past weekend with five [neighboring] shops but didn’t advertise; instead, we gave out cookies, balloons and flyers in the store. Print advertising hasn’t given us much bang for our buck. Facebook has also brought in new traffic—and things like that are free.

What new initiatives have you started? We’re thinking about cross-promoting with a charity and are in early talks with a woman who makes children’s music to hold a concert in our store.

What’s selling best right now? Bottle-cap necklaces are still all the rage.

What’s the best thing you’ve seen at the show? We liked the Custo Barcelona kids’ line and LoveULots by Mulberribush. Also, the Mogo magnetic charm bracelets. We just got our first Mogo shipment in, and one customer immediately bought half of it.

What’s the one brand you won’t leave the show without seeing? Tea Collection.

It can be mixed and matched, people know the brand well, it (continued on page 50) 24

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

Tom & Drew launches for Fall ’10 with the tagline “For the sake of boys and bulldogs.” The brand takes cues from nature, animals, the outdoors and all things “boy,” weaving fresh trends with a classic aesthetic.

Denim and khaki pants and overalls pair with schoolboy sweaters with stag appliqués, chambray shirts, pullover sweatshirts, puffer vests, and graphic tees and twofers starring forest animals. Basic plaid and striped button-downs earn the stamp of boy approval with subtle yet fun details, like novelty bulldog cufflinks, animal and numeral prints, zigzag stitching and—on one shirt—a fabric bowtie. Surefire hits include a plaid-lined zip-up hoodie with fuzzy bear ears, a multipocket cargo coat and a varsity jacket just like dad’s.

Tees start at $15 wholesale; sweaters and jackets are priced at $40; and the letterman jacket is $220.

For teeball teammates and aspiring junior varsity players, Red Jacket offers a licensed collection of tops for sizes 4 to 20 featuring all Major League Baseball teams. The brand pulls from a vast archive of MLB artwork, applying vintage graphics (from Mr. Met to the Cubby Bear) drawn from old jerseys, the Hall of Fame, ticket stubs, etc., and applying them to heavily washed bodies that have a broken-in effect. This season marks the company’s second in the children’s market, and it has brought down T-shirts, ringer tees, twofers and hoodies from its men’s line. Wholesale prices for the kids’ sizes run $12 to $35.

TRICKLE-DOWN EFFECT Several adult brands dip into the children’s segment this season.

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Unveiled in 2009, the upscale men’s label Thomas Dean & Co. is bringing its meticulously crafted dress wear to the boys’ 8 to 20 category. Known for superior fit and fine details, the brand keys in on dress shirts— sophisticated button-downs in solid colors as well as an array of both understated and bold stripes. The brand’s specialty prints are the standouts, with contrasting trims peeking out at the shirt cuffs. Complementary pieces perfect for special events are also offered, including cotton dress pants, half-zip sweaters and long-sleeve tees for layering. The boys’ apparel wholesales for $15 to $32.50 and is targeted at better-grade department stores and boutiques.

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S-Twelve, which has sold tattoo-print, embellishment-laden apparel in the women’s and juniors market for six years, introduces girls’ versions in sizes 4 to 14 for Fall ’10 in response to customer demand.

“Seventy-five percent [of the line is] takedowns. The rest comes from what I wanted to have when I was a little girl,” said codesigner Jiny Kim. The brand offers tees, tanks, dresses, cardigans and more—all made in the United States—featuring soft fabrics, colorful sublimation prints, stones and “trims that look like they’ve come right out of a runway show,” Kim said. The line wholesales for $6 to $24.

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Junior brand Spoon Jeans brings its trendy denim pieces to girls with new spinoffs for sizes 7 to 14 with an eye on of-the-moment treatments and silhouettes. While account executive Kleo Makridakis noted skinny jeans are still the style du jour, she reported that wider-leg trousers have also caught buyers’ interest. Spoon Jeans also offers a variety of fits—from boot-cut to relaxed—addressing a variety of body shapes.

The label offers both clean looks and versions embellished via distressing, vintage washes, embroidery, splatter paint, braided waistband details, studs and tattoo prints. Khaki and camo-print cargo pants, colored denim and jean skirts round out the collection. The line wholesales for $13.50 to $15.50.

E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 2 5

DECADE DECADENCE

Are designers pining for the optimistic and creative energy of the ’20s? Apparently. Silhouettes reflecting the bygone era’s playful yet elegant aesthetic roared into ENK.

Party wear from Faith by Ilda C, a division of Wee3 Apparel, captures the decade’s flair for shine and sparkle.

The brand’s line of dresses and separates for girls 2T to 6X are divided into five distinct design groups for fall and holiday. Standouts styles include a red satin blouse with a jeweled neckline, a red velour dress with rosette

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A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

details, a drop-waist velvet dress with sheer sleeves, iridescent taffeta skirts, rouched velour leggings, a winter-white faux fur jacket, and brown and gold jacquard brocade shorts.

Accessories like satin bow headbands, velour legwarmers and fingerless gloves are also available. Wholesale prices range from $29.50 to $160.

Blu Pony Vintage produces garments for sizes 2 to 6 with the same simplicity, shapes and sewing techniques perfected in the ’20s. Each piece in the line is pre-washed for a soft hand and made with natural fabrics in muted shades of gray, blue, rust, indigo and green. For boys, the brand offers a linen bib-front shirt, solid and striped cotton button-up shirts and pants, an engineer-style jumpsuit and chunky sweaters. The girls’ range includes plaid dresses with ruffle necklines, a checkered smock dress with mother-of-pearl buttons, a dropwaist cotton dress, a knit cardigan with hood, a cotton swing jacket and a corduroy coat. Wholesale prices start at $15.50 for accessories and go up to $97 for outerwear.

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SWEET CHARITY

B

Having mastered its system of distributing footwear to people in need, nonprofit Soles4Souls applies the model to apparel with a new offshoot, Clothes4Souls. By Melissa Knific

anking on the success of his brainwide, including the United States. “We’re ready to take on child, Soles4Souls—a charity that as much as anyone can give us.” distributes shoes to those in need— The initial response has been overwhelming, Elsey founder and CEO Wayne Elsey decidsaid. In its first two and a half weeks, the nonprofit reed it was time to expand. Since 2005, ceived more than $10 million in pledges for clothing. “The the Nashville, Tenn.-based nonHaiti [response] solidified for us that people were profit has given away more than searching and reaching for a reliable [apparel do8 million pairs of new and gently nation] source,” Woodley said. worn shoes worldwide, or about Soles4Souls’ credibility in the footwear indusone pair every nine seconds. try is one of the reasons Larry Crabb decided to Wayne Elsey “All these people who don’t pair up with the charity’s apparel division. Crabb have shoes could use clothing co-owns Brea, Calif.-based Smartthreads, a colas well,” Elsey reasoned, noting legiate apparel company committed to social rethat the Soles4Souls executive team and board had sponsibility, which donates a garment through been discussing adding another division for years.

Clothes4Souls for each one purchased. “Wayne’s Soles4Souls tested apparel distribution last energy and enthusiasm for this mission is inKeith Woodley year with plans to launch a clothing arm around fectious,” Crabb said. “The people involved [in 2011. However, when the earthquake hit Haiti in JanuClothes4Souls] are committed, as they’ve demonstrated ary, the charity pushed up the schedule, wanting to react with Soles4Souls, and they’ll be very successful.” as quickly as possible to the devastating event. In March, Clothes4Souls launched with a two-part strategy: to Soles4Souls officially debuted Clothes4Souls, which facollect brand-new clothing from manufacturers, retailcilitates the donations of apparel from manufacturers, ers, wholesalers and individuals, and to gather gently designers and retailers through nonprofit organizations. worn coats and denim. In regards to the latter, Clothes“The need is infinite,” said Soles4Souls’ chief develop4Souls estimates the average child in America has seven ment officer Keith Woodley, who explained that items are pairs of jeans in his or her closet, four of which they don’t being distributed in approximately 125 countries worldwear. In June, July and August, the nonprofit is hosting

ACTION PLAN

Retailers, here’s how you can contribute to the Clothes4Souls effort:

Participate in check-out donations. Make it easy for your customers to donate to Clothes4Souls and tap into the benefits of causerelated marketing by participating in a check-out donation program.

Customers can indicate a specific dollar amount they would like to

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donate and it can be tacked onto their bill.

Donate inventory. Whether it is new socks or new shirts, Clothes4Souls can take your excess inventory and use it to make a difference in the world.

The organization accepts any new clothing. Retailers are eligible for tax advantages for donating the non-saleable items.

Host a trade-in event.

Clothes4Souls is partnering with

thousands of retail locations around the country to offer a jeans or coat trade-in promotion. Customers who donate a gently used coat or denim item may receive an incentive at the discretion of the store, such as a discount toward new clothing.

For more information, contact Keith Woodley at keithw@giveshoes.org or visit www.clothes4soles.org or www.giveclothes.org.

a nationwide campaign with retailers, asking kids to trade in their jeans; similarly, a coat drive will be held in September, October and November. (Of course, retailers can collect these items all year long if they’d like.) Similar to Soles4Souls’ shoe donation bins, Clothes4Souls will provide stores with drop-off boxes for both categories.

Rene Morrell, store manager for Annie Sez in East Northport, N.Y., recently completed a month-long drive collecting both coats and denim items for the nonprofit. “My store is not about the almighty buck,” she said, explaining that she’d wanted to participate in a charity project for some time. “It’s about giving back, and it’s a community-minded store.” Morrell learned about Soles4Souls when the charity was featured on “Extreme Makeover: Home Edition.” She called the nonprofit, discovered it was launching Clothes4Souls and organized a drive from March 4 through April 4. To spread the word, Morrell posted flyers around town, including the local high school, where she found several students who were willing to post the details on their Facebook pages. Those who donated received a 10-percent discount on their purchases. “You get a wonderful feeling about doing something right,” Morrell noted.

Instead of holding onto merchandise that isn’t turning, Elsey said retailers might find Clothes4Souls to be the perfect solution—plus, they can earn tax writeoffs for the donated items. Manufacturers can do the same, as Los Angeles-based apparel line Miss Me recently proved. “Every single [clothing] company has thousands of boxes of overstock just sitting at their warehouse,” brand manager Agnes Hyo-Sun Jung said.

“Instead of trying to make profits off of it, [why not] give it to the people who really need it?” Miss Me donated thousands of pairs of jeans as well as jackets, tops and dresses to Clothes4Souls immediately after the Haitian disaster.

The nonprofit is seeking donations for newborns through 12th graders. Between the denim and coat drives, Clothes4Souls expects to place bins in more than 10,000 retailers’ doors. In addition, the organization is partnering with United Van Lines for a back-to-school effort: Trucks will be at various college campuses to collect gently used jeans and outerwear from students as they move into the dorms. Elsey has high hopes for Clothes4Souls, considering the number of apparel retailers in the country outnumber footwear stores. “This could be 10 times the size of Soles4Souls,” he concluded. •

Through its new Clothes4Souls division, Soles4Souls will supply children with the clothing and footwear they need.

E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 2 9

POWER PROMOTIONS Deep discounts can only do so much to get people in the door, so retailers have dreamed up fun and crafty marketing ideas to lure customers inside. Some hook them with giveaways and exclusive previews, others with refreshments and photo sessions. No matter the bait, stores see boatloads of dividends from these relatively simple efforts—none of which have the detrimental bottom-line effect of a promotional sale. By Del-Ann Henry

YULE FUEL “At Christmastime we co-host a ‘Holiday Magic’ event with the stores around us. We have a face painter come in and there are sleigh rides outside. We also participate in fashion shows in the area by providing clothing for the models.

Oftentimes, the models end up buying the clothes they wear in the show, and we give them a 20-percent discount.

The fashion shows have been really helpful for us.” —Mary Slidell, owner, The Giant Peach, Annapolis, Md.

SPREADING CHEER “We do a lot of holiday-themed events. For Christmas, we held ornament-decorating parties and coloring contests in which our customers were the judges and each child got a little toy. For Valentine’s Day we did ‘Mommy and Me’ photo shoots, and we’ve done cookie-decorating around other holidays and theme parties, where kids come in and make a craft they can take home.” —Aimee Falgout, store manager, The Red Wagon, Boston

GOOD NEIGHBORS “We build strong relationships with families in our area by offering not only classes but fun events and community get-togethers. For example, we have a Cinderella story time coming up; in May, we are raffling off a new Cybex stroller at an open house for our new location; and we frequently hold music and dance parties for families.” —Susan Izatt, co-founder, Moonsoup, New York

LADIES’ NIGHT “We had a Girl’s Night Out event where we invited our best customers and told them to bring a friend.

Experts like chiropractors, breastfeeding consultants and an infant CPR instructor came in to answer questions. It was held after hours, so our customers felt special and were able to shop the exclusive sale while eating and drinking.” —Anne Marie Burroughs, owner, Now Showing, Virginia Beach, Va.

CATWALK CUES “We’ve participated in fashion shows at local country clubs.

They get a lot of press, and many customers who haven’t shopped here before come in to buy what they saw in the show.”

—Michelle Patterson, owner, Ava Grace Children’s Boutique, Sugar Land, Texas

HAPPY HOUR “We’ve held an after-hours cocktail party for those on our e-mail list. Customers can make purchases during the party.” —Nina Kon, owner, Play, Santa Fe, N.M.

FASHION FEATURE “We’ll choose a particular garment and promote it for the week.”

—Hentchy Jacobowitz, owner, Kinder Corner, Monroe, N.Y.

OUT OF THE BOX “We do a lot of trunk shows to give customers great deals.

And one of our most popular events is storytime for the kids.”

—Allison Holmes, owner, Oranges & Lemons, Greenville, Del.

KNOCKOUT SAVINGS “Through our rewards program, shoppers receive a punch card and get a punch every time they spend $20 or more. After 10 purchases of $20 or more, you receive $10 toward any other purchase.”

—Jeremy Merrill, co-owner, Dimples, Cedarhurst, N.Y.

SUNDAY BEST “We have a lot of christening apparel that we advertise in local church bulletins. We have tried almost everything, and the church bulletins have proven time and time again to be the most effective.” —Charlotte Reppy, owner, Grammie’s Attic, Gaithersburg, Md. E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 3 1

DIGITAL HYPE “Launching our e-commerce store in June 2009 changed the way we market our brickand-mortar stores. It used to be that direct mail, newspaper and radio ads were best.

Now we use Facebook, our weekly blog and e-mail. Within two hours after an e-newsletter goes out, we see a response in the store.

In my 40 years of being in retail, I’ve never seen a way to communicate with customers on such a personal level like this.” —Phil Olinghouse, co-owner of The Toggery, Little Rock, Ark.

WINED & DINED “We are still relatively new, so we do a lot of advertising on Facebook. We also donate small items to local school events whenever we can, to try and hit targeted audiences. Quarterly we stay open late and have wine and cheese and offer discounts on certain items. There are lots of restaurants in the area, so staying open later brings in a lot of foot traffic from diners.” —Heather Muenstermann, owner, Green Genes, Chicago

PHOTO FLASH “Facebook has been very successful for us. I take pictures when new merchandise comes in and make an album on Facebook. Customers comment and it creates a great conversation between me and the customers. Also, twice a year we have what we call ‘The Big Sale.’ We offer 60-percent off whatever’s left from the season. We open early at 8 a.m., and by 5 p.m. we’ll have sold everything.” —Nancy Jackson, owner, Sugar Plum Tree, Perry, Ga.

T.G.I.F. “My store is located in a historic district with a lot of other small businesses. During the warmer months we have ‘Fourth Fridays’ when we all host late-night shopping. It’s great because we are open from 6 p.m. to 9 p.m., when most of the other stores are closed. There is also free food and music, so many people end up walking in and shopping. I like to carry items from local vendors, so we hold different events like ‘Meet the Author’ or ‘Artist’ or ‘Inventor.’ I found that more people will buy the book after meeting the author. Customers enjoy the novelty of it and seeing the face behind the product.” —Stacy Roberts, owner, Hey Diddle Diddle, Westerville, Ohio

CAUGHT IN THE WEB “I have been utilizing Facebook, Twitter and our blog quite a bit. People seem to enjoy reading our blog, and utilizing the social networking sites helps to keep our store fresh in people’s minds. We also have play days for kids where we’ll feature a certain product.

For example, if it’s an art product, they can come in and make something free of charge. And we have someone come in monthly to do ceramic handprints and footprints. That usually brings in a lot of people.” —Amy Rowland, owner, Wee Little Sprouts, Fallbrook, Calif.

FLASH MOB “We hold an annual cutest baby contest.

People bring in pictures of their babies and we post them up on a board. We have judges pick two winners—a boy and a girl. We also have a popular vote where people pay $1 per vote, and all of the proceeds go to a local charity. This works well to bring people into the store because they love looking at the baby pictures and it gets people talking about us. We do it around February, when traffic is slow.” —Teresa Ford, owner, Kids’ Ketch, Lewes, Del.

VIDEO GAMES “We are an online resale and overstock site for children’s clothing.

We mainly use social media like Twitter and Facebook to get into people’s awareness. Plus, we have a blog feature on our site where we provide content for moms explaining where to find the current sales or when the best time is to list items for resale. We promote that content on Facebook. I also made a video for SpendlessTV. com about buying quality goods, which supports the environment and small businesses in the U.S. You can find that on YouTube.” —Suzanne Rielle, owner, Loobalee.com, Midland, Mich.

MOM’S THE WORD “Since we’re a baby and maternity store, we try to get a lot of customers from birthing clinics and midwifery. We have booths at different events in town to hand out information about ourselves. Around Mother’s Day, we offer free massages for moms and advice from physicians. I also do portrait events where I shoot discounted portraits for a whole weekend. I have a photography background, so that has done really well. Over the holidays, we were featured in a lot of gift guides, which was also effective. We’re also planning to have a moms’ night out, where moms can come in after hours and get a special discount.” —Tara Chatterton, owner, MamaBaby Boutique, Portland, Ore.

FIRST PLACE “We won an award last year from our city because we do a lot of inexpensive marketing. We participate in our local MS Walk and sponsor a biannual baby crawl organized by our local radio station. For that, we provide 32

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

$1,000 for the winner and we are included on all marketing collateral, plus we’re able to sell merchandise at the event. We don’t often hold sales in our store because our product is higher-end.

We do a weekly “Cravings Deal” that we

send out via Facebook. We also have two big shopping parties where we invite the 5,000 people on our mailing list and provide food and discounts.” —Rebecca Simpson, co-owner, Cravings Maternity and Baby, Saskatoon, Canada

SHARING THE WEALTH “We do a lot of things with local charities.

For the past six or seven years, we have run a promotion where customers can buy a shopping pass at a discount, usually from the charity’s website. It is valid for a certain amount of time— usually the beginning of the season—and customers can come in and shop, with all of the proceeds from the card going to the local charity. It’s a great way to get new customers.” —Dennis Brito, store manager, Jacadi, Atlanta, Ga.

HEART FELT “We have charity events where we open after hours and have a sale with cookies and drinks. A percentage of the proceeds made during this time will go to a chosen charity. We also give out scratch-off tickets to certain customers. They have to scratch them off to see their percentage of savings.” —Tammy Labarbera, owner, Madison’s Avenue, Rhinebeck, N.Y.

COMMUNITY SERVICE “I’m very involved in the community, and I find that really works. I donate a lot to charities and I use Giggles as the sponsor at charity events. It increases the visibility of my store.

The more we participate, the more people see our logo. These types of things give my store free publicity. Also, for Mother’s Day we are putting on a mother/daughter fashion show with a local country club.” —Marcia Kimball, owner, Giggles, Captiva, Fla.

CAPTURING THE MOMENT “This season we have partnered with local photographers. We give away a free photo with each communion purchase. Customers love it, because they usually go get communion photos taken anyway.” —Carol Harvey, owner, Hansel & Gretel, Wilmington, Del.

PICTURE PERFECT “If you spend $100 or more in our store, you get 45 minutes with a portrait photographer.

That has worked really well. We also have a silhouette artist come in every few months.” —Karen Kaiser-Sharp, owner, Madison Avenue, Cornwall, N.Y.

BIRTHDAY GIFTS “For our third anniversary, we’re giving a $25 gift certificate to anyone who sends in a picture of their child in clothes from the store. We post the pictures in our online gallery. It’s really sweet. People love that they can see their kids on the website. It also helps me avoid having a sale. I also offer free shipping on certain items. I send out newsletters three times a month and find that people are putting [the featured] items in their carts.”

—Michelle Marx, owner, WestVillageKids.com, New York

SUPER SOFT CLOTHING FOR INFANTS AND TODDLERS WWW.KICKYPANTS.COM | (310) 492-5707

Q &

a

Redefining Elegance

From classics and keepsakes to whimsical novelties, Elegant Baby has the gift category cornered. By Leslie Shiers

AN ELEGANT BABY gift doesn’t have to be boring.

At least, that’s the underlying message from Elegant Baby, a Burlington, N.C.-based vendor that can be traced back to the ’60s but has recently rebranded itself as more sexy than stodgy. Thanks in part to president and CEO Yates Hooper—the son of the founder, who came on board in 2002—Elegant Baby now boasts a more alluring brand statement along with a craftier growth strategy and a rejuvenated product assortment. “We have some customers that have been buying from us for 20, 30 years,” the exec reported. “It’s a joy to see those people at trade shows and to hear them say, ‘I can’t believe this is the same company.’”

While Hooper has brought new blood to the business, he is proud to be carrying on the legacy of his father, Fred V. Hooper. The elder Hooper launched his first baby business in 1967: Baby Needs Inc., a distributor of newborn basics such as Evenflo bottles and nursing items. In the ’70s, he and several other distributors partnered to start their own mass-retail brand, Grow Time, which offered utilitarian and safety items such as door latches and outlet covers. Hooper eventually bought out his cohorts in a move his son noted nearly put him out of business.

The company survived and grew, but when the tidal wave of Walmart washed over the retail world, Elegant Baby faced another turning point. According to legend, the chain’s founder Sam Walton placed a large order of diaper bags from Baby Needs, then abruptly cancelled it. After going to Arkansas to give the retail exec a piece of his mind, Hooper Sr. decided he would launch a brand for upstairs retailers and trademarked the name Elegant Baby in 1984. “I thought the name was cheesy,” laughed Hooper, who was a teenager at the time. “It was the era of ‘Dallas’ and ‘Dynasty.’ Everything was elegant.”

The new brand made headway in the better tier over the next few years, and Hooper links that to his father’s progressive thinking—a trait that always set him apart. In his earlier distribution career, Hooper

Elegant Baby CEO Yates Hooper, with office pet Fidel

Sr. had been one of the first businessmen in Burlington to import goods, and early on he invested in EDI technology for Elegant Baby. “He was always forward thinking,” his son recalled.

In the late ’90s, Hooper’s father’s health took a turn, and subsequent family leadership squabbles caused trouble for the company at a time when competitors began horning in on Elegant Baby’s shelf space.

Learning of this, Yates, who had been working for a textile company in Mexico and later started an athletic apparel manufacturing business with a friend, returned home to help get the company back on track.

Initially, Hooper admitted, “I didn’t really want to get involved, but I’ve since learned to love it.” The fact that the company was the legacy of his father, who passed away in 1999, gave him further motivation to see it succeed for a third generation to inherit.

Early on, the new CEO observed outlets like Pottery Barn Kids steering consumers in a premium direction, and this set Elegant Baby on, well, a more elegant path. One glance at the company’s wholesale catalog demonstrates Hooper’s aptitude for sophisticated branding and marketing, and his focus on new technology and social media is poised to further elevate the business.

Today the company caters to a wide range of retailers and consumers with giftable products that run the gamut from traditional to fun.

While Hooper admitted the recession has hurt even the seemingly invincible baby-gift category, he believes the secret is to stay the current course: concentrating on customers’ needs and developing remarkable products. “We want to do everything we do, better,” Hooper asserted.

coordinating theme. We’re also updating our color palette, taking colors that are trending in home décor and fashion down to the baby level.

How have you seen the company evolve over the years?

Before I came on board, the specialty store business and rep network had sagged, as the company had been focused on the big boys. Now, while we’re still targeting upstairs customers, we are able to sell lots of different types of retailers: hospital gift shops, stationery stores, kids’ boutiques, gift stores, major department stores, people that personalize, etc.

When I signed on, we got out, hit the road, and started doing trade shows and relearning the market. We put a lot of thought into how we wanted Elegant Baby to look and set about updating and freshening our line. Ours has always been a very traditional brand, but now we’re straddling the fence between traditional and contemporary. In the past, for example, Elegant Baby did a group called “Thank Heaven for Little Boys and Girls.”

We don’t do that today; the demand has died out for that type of product. And where we used to sell our sterling silver program to department stores like Belk, the majors don’t carry that type of thing anymore. But we do still intentionally source, design and stock products that will be good for department stores as well as specialty retailers.

We’ve updated a lot of classic items that we’ve sold for years, and one thing I’ve done is broadened our collection with themed groupings that carry across our categories. Now, we’ll offer a piggy bank, burp cloth set, picture frame and other items in a

So what makes for an “elegant” gift?

I’ve actually never been to a baby shower in my life, but I gather feedback from customers, shop the market and pay attention to the trade publications. When you’re talking about gifts, it’s all in the details. From your branding to your logo to the colors, hangtags, woven labels, packaging and presentation—it’s an experience from start to finish.

Anything we sell can be used as a gift. If you have a blanket that’s well crafted and has a great design, it doesn’t matter if it’s geared toward a younger or older consumer. It doesn’t matter if it’s a bright orange or pastel blue piggy bank. The experience and end message is still the same.

There’s an intrinsic value that’s connotated with our name. An Elegant Baby gift should have class, style, whimsy and that “wow” factor.

What do you think the Elegant Baby brand represents to retailers?

I think customers that have been buying from us for a long time truly see us as a friendly, wonderful, reliable partner in business. We have low minimums; they can call and get great service; and we ship within a day or two. Just now, Saks Fifth Avenue is having success with one of our blankets, and the buyer called us wanting to put it into another door. Within eight hours, our operating manager had the order packed and ready to go.

We’re very customer-oriented. If there’s a problem, we always stand by [our promises].

How is the company able to deliver those elements to such a wide range of retail stores?

We don’t discriminate. We’re a brand that can be bought in Barnes & Noble, Barneys or Saks, Giggle, Kitson, a hospital gift shop or a lollipop shop in Greensboro, N.C.—which happens to be the crème de la crème baby store in North Carolina. I think we have segments that appeal more to the L.A. crowd than to the Alabama crowd, but we try to strike a nice balance. You can’t have all bright colors. We definitely guard our pastel business with our life, because that’s the lifeline of this business.

From top: Company founder Fred V. Hooper; Elegant Baby’s tradeshow booth circa 2002; the new and improved 2010 booth.

E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 3 5

Q &

a

We offer some very basic, traditionally “baby” styles as well as christening shawls and bibles. But we also sell a lightup rubber duck.

As there are many companies that are real professionals within a category, our strategy is to draw inspiration from the best products in these categories and do them our way. So at Elegant Baby, you will find a very focused offering of sure bestsellers. There’s something in our line for anybody. It’s a strange dichotomy because you catch yourself saying, “We can’t be all things to all people.” But at the end of the day, we kind of are.

Does the brand stick to an overall design philosophy?

It’s modern and contemporary yet cute and traditional. It’s hard to define, but we want to make sure we’re striking an emotional chord with consumers. We need to be expressing ourselves and concentrating on that “ooh and ahh” factor. Baby is very different from toddler, and going forward we want to show a softer side because we have been very modern and a little bit rigid.

We’re trying to soften that image by making our products a bit sweeter. We also want to be designing stuff that will get trade show attendees to stop in the aisle and say, “Wow, look at that.”

You have to have things that make a statement—probably those fashionforward products—yet you still have to have that baby pink and blue stuff that sells day in and day out.

This year I’m raising the bar for the design team by emphasizing international appeal. We have a couple of distributors outside the country and are very focused on exporting for next year.

We see growth opportunity in Mexico, Latin America, South America, Japan, Europe and Australia. One thing that is so genius about Elegant Baby is that there’s no country where the brand name would not be impactful. To me, Elegant Baby has the potential to become a major global brand. Our long-term plans include setting up a warehouse in China to start distributing at a worldwide level. The only way to be a worldwide brand is to ship directly from China.

ceramics and christening, then blankets and baby care.

The baby care category is very good for us. We offer a medical kit that we’ve sold for forever. In fact, we’ve been selling a lot of items, like baby socks, for 45 years.

But now we happen to be designing very hip, organic baby socks. Our bottle banks are another staple a lot of retailers sell daily—and we’ve sold that item for forever and a day.

As for updates, we’re working on giving our polka dot piggy banks a lift as well as updating our christening selection. Some of these items are timeless on a certain level, so the update can come from the packaging or colors. At the end of the day, keepsakes are keepsakes.

But it’s more important now than ever to have new product. So we’re constantly reinventing.

Why is it so vital to always have something new on offer?

I always use this analogy: It’s easy to show up at a party for one night and be the hottest one there. But try doing that every night. Night after night, day after day, it’s not so easy to always be the hot person at the party.

Shopkeepers get tired of looking at the same stuff the same way I do. The fact is stores now need more compelling product at reasonable prices.

The changes in the market are just that strong. Everybody wants something different, and nowadays moms want to show their style. They want their babies to be decked out, accessorized; they want their nurseries to have the best of the best. They want to show that they are different from their own moms and dads. But often, they also want to go back to what they loved as kids. Vintage is in vogue at the moment.

“THERE’S AN INTRINSIC VALUE THAT’S CONNOTATED WITH OUR NAME. AN ELEGANT BABY GIFT SHOULD HAVE CLASS, STYLE, WHIMSY AND THAT ‘WOW FACTOR.”

What are your top categories, and what updates have you given the line?

No. 1 is our collections category—gifts that are color-coordinated or arranged in themed groups. That’s closely followed by bath products,

What other changes have you noticed in the baby gift business of late?

The baby category might be hot, but because of that there’s a lot more competition, and more big companies have gotten into it.

That means the pie is divided up between more people. But I do see that fading. Due to the recession, a lot of people have fallen by the wayside.

While the economy is looking brighter, I don’t think we’ll go back to the goldrush days of a few years ago. I think retail is still in a con-

solidation mode; I think the United States is over-retailed and, in some cases, overassorted. In today’s market, people aren’t buying just to buy, and baby and gift companies have not been exempt from this recession.

Retailers with a baby gift corner are still struggling— even hospital gift shops.

“WE’VE MADE HAVING BABIES FUN AND COOL. THAT’S A RADICAL DEPARTURE FROM WHAT WE’VE DONE IN THE PAST.”

Has Elegant Baby made any business adjustments as a result?

We’ve offered specials to our retailers and extended show specials, and have kept prices as low as possible. We are definitely concerned about passing opportunities on to the retailers.

Recently we launched a new real-time account management tool, which retailers can access via our website. A lot of buyers like to place orders in the middle of the night, and they want to know what they ordered last time and what’s in stock. This system has a lot of little handy tools that will help small, independent stores.

How are you remaining competitive as more companies enter this market?

It’s a matter of knowing who you are, working to your strengths and differentiating yourself. I’m told all the time that we have the best catalog not only in the baby industry but the whole gift industry. We use top models and go above and beyond what’s necessary for a wholesale catalog. Part of our image is showing that young, hip people have babies, too. We’ve made having babies kind of sexy, fun and cool. That’s a radical departure from what we’ve done in the past.

We’re looking to spread that message by increasing our brand presence in stores like FAO Schwarz via point-of-purchase materials and Elegant Baby fixtures. We also unveiled a new trade show booth at the recent NYIGF and ENK Children’s Club shows. It’s We’re heavily invested in technology and are looking at global disnot a huge, over-the-top Taj Mahal; it’s sleek, modern and tasteful. tribution. We’re streamlining our organizations, but we still want to It’s cutting-edge, and that’s what I want this brand to be. That goes be the best baby company out there. We’re not getting sidetracked for our social networking, too. We’re using Facebook and Twitter or concerned about going into kids’ apparel or materfor more interaction with nity clothes. Elegant Baby operates with a fairly lean our reps and customers. I’m THE SCOOP ON HOOPER staff, but our team is everything. I’m very fortunate; a firm believer in technolwe’ve had people working for us as long as 35 years, ogy and change. We’re dealBlackberry or iPhone? iPhone. and everybody here is rock solid. The general mission ing in a country and time What websites do you hit on a daily basis? is to always do what we do, but do it better. We may where the world is changing Facebook. not be the smartest people out there, but we certainly way faster than we are, and From where do you get your news? I’m a TV give it an honest effort. • we have to always be looknews junkie. ing for the next better way to What’s currently on your bedside stand? do things. At the same time, WWD, W magazine, Vanity Fair and the Harvard when you’re a company that’s Business Review. I’m too A.D.D. to read books. been in business for 45 years, What’s the last movie you saw? I don’t know. I you don’t want to lose the haven’t seen one in years! core of who you are and what What’s your favorite activity outside of work? you do. So we’re respectful of Traveling. I especially love Mexico and Brazil. our traditions and heritage, What’s your personal fashion trademark? but we want to take it to the Watches. I have a pretty serious watch collecnext level. tion. My favorite is from Audemars Piguet’s Royal What’s your next step in terms of growing the business?

Oak series.

Define success in five words or less. Paying the bills and being happy.

E A R N S H AW S . C O M • A P R I L / M AY 2 0 1 0 3 7

38

Clover New York jumpsuit.

39

40

HAIR & MAKEUP BY JSTERLING (JSTERLINGBEAUTY.COM). TEMPORARY TATTOOS BY HARLEMTATS.COM. FASHION EDITOR: CALETHA CRAWFORD

Chapter One Organics dress and bloomers; Bobux shoes.

Ideo dress and cardigan.

Mini Mioche cardigan and pants.

43

Nui Organics dress and BabyLegs legwarmers.

44

Babysoy romper and socks.

From left to right: Kate Quinn Organics jacket, Sama Baby jeans and No Slippy Hair Clippy hair accessory. Sage Creek Organics outfit and Robeez shoes. Adooka Organics dress and leggings.

47

RETAIL PROFILE S P OT L I G H T I N G S TO R E S N AT I O N W I D E

Bold Moves

Through dynamic changes, The Toggery of Little Rock, Ark., has redefined what it means to be a children’s clothing boutique. By Caletha Crawford

“IT’S NOT WHAT you buy, it’s how much you buy,” proclaimed Phil Olinghouse, co-owner of The Toggery children’s boutiques. Olinghouse should know. He spent 13 years at JC Penney, where over time he was responsible for eight different departments and held the titles of regional and divisional merchandise manager. Then, in 1980, he bought the Little Rock, Ark.-area kids’ stores with his wife Penny, bringing the best of department store practices with him. For instance, he set up the first buying and promotional plans that the store, which opened in 1948, ever had. Those initial changes paid off in the form of a 43-percent sales increase in the first year, but Olinghouse credits much of that success to Penny, who made it her business to know every children’s clothing brand on the market, what her competitors carried and why. “I can retail [anything], but Penny knew everything there was to know about kids’ fashions by the time we went to market,” he said, adding that she’s

still responsible for much of the buying. “Her taste level and ability to work with the vendors are unsurpassed.”

Together, the couple has transformed The Toggery, which has two locations in The Heights and West Little Rock, Ark., from typical children’s clothing shops into boutique department stores that sell footwear, toys, books and school uniforms. “We had to evolve. Department stores, Target, Gap and Gymboree continue to eat away at [the boutique] business because they’re so promotional,” Olinghouse explained. “Since we can’t buy at first cost, it’s hard to grow in clothing.”

Fashion brands like Le Top and Zuccini in baby and Baby Nay, MissTee-V-Us, Haven Girl and Flowers by Zoe for girls still perform well. The boys’ category, of course, is a touchier subject. In 4 to 7, Olinghouse noted E-Land Kids and Vineyard Vines retail well. He’s cut out sizes 18 and 20 and focused on big boys’ dress wear from the same labels. “It’s never been one of our big departments, but the community depends on us because they can’t find it elsewhere,” he said.

Today, apparel is a much smaller piece of the business than it used to be, though the Olinghouses created an opportunity through school uniforms. “In the early ’90s, we saw a decreasing business because a lot of schools were going to uniforms,” he said. “Before that, 7 to 14 and infant were our two biggest departments. Then 7 to 14 dropped to No. 5.” In response to that threat, the owners went big. In 1995, they purchased a school uniform company, which now services 40 stores across Arkansas.

Aggressive moves like that became a pattern for The Toggery. Next, the store added books—and not just a couple of titles. They have close to $10,000 worth. “The increase that [books] brought was just terrific. In our new location, we just opened a new book department that rivals all other stores,” he stated, adding that The Toggery will begin offering story times in the fall to tie in with its selection.

A few years ago, after sales had fallen flat, the husband-and-wife team was in search of a new way to bring in revenue. When Olinghouse threw a query out to his staff, one employee suggested they try selling shoes. His response: “We can do anything but shoes. I hate shoes.” Ultimately, he was vetoed by Penny, who brought them in three years ago. The footwear department is now the largest in the store. Ask him today and Olinghouse will good-naturedly proclaim: “I don’t hate shoes nearly as bad.”

Instead of getting bogged down with widths and fittings—things his shoppers aren’t concerned with, he said—The Toggery offers quality fashion shoes that tie back to the clothing. From infant to girls’ size 6, the store sells brands like Jumping Jacks, Jessica Simpson, Kenneth Cole and Keds. Olinghouse also brings in more exclusive lines like See Kai Run and Livie and Luca as well as collections that other stores tend to underestimate. “When squeak shoes came out, traditional shoe stores walked away from that business because they thought it was a toy,” he recalled.

“We carry 20 styles of squeak shoes. We kill with that area.” Similarly, he cleans up with Crocs, which he calls “a natural shoe for kids.”

In the end, Olinghouse links The Toggery’s success to implementing basic retail practices. “The biggest detriment to new store owners is they don’t buy correctly,” he said. “You can’t overbuy.” He also advises that buyers make realistic plans for each season based on what’s going on within their four walls now—not what they hear on the news or what might have been true years ago. Staying in the present while moving forward has served the Olinghouses well. “If you’re not having increases, you’re having decreases,” Olinghouse said. “You’re either going forwards or backwards.” • E A R N S H AW S . C O M • A P R I L / M AY 2 0 1 0 4 9

CALENDAR

MARKET DATES & EVENTS

AUGUST 1-3

ENK Children’s Club Pier 94, New York, NY (212) 759-8055 www.enkshows.com

2-6

Vegas Kids World Market Center Las Vegas, NV (702) 599-3064 www.vegaskidslv.com

2-6

Gift + Home World Market Center Las Vegas, NV (702) 599-3064 www.giftandhomelv.com

3-5

FFANY Hilton Hotel & FFANY

member showrooms New York, NY www.ffany.org

7-10

Deerfield Children’s Show Embassy Suites North Shore Deerfield, IL www.midwestchildrensapparelgroup.com

7-10

Kidz at Stylemax The Merchandise Mart Chicago, IL (800) 677-6278 www.kidzatstylemax.com

9-12

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

12-15

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

14-19

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

15-17

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

16-18

KIDShow Bally’s, Las Vegas, NV www.kidshow.cc >52

Fashion Flash (continued from page 24) washes and wears well—plus, now the Daily Tea collection works into the rest of the line. You get lots of bang for your buck, and the company is great to work with.

What would you be doing if you weren’t in retail? AG: Laying on a beach somewhere! Honestly, I don’t know. I’ve worked in retail since I was 16.

MS: I already have another full-time job as the mom of three boys. And I’m also a speech pathologist.

Ellen Long, buyer Grandma’s Angel, Point Pleasant Beach, N.J. What new initiatives have you started?

We’re focusing on communion wear, which is in season at the moment. And our on-site seamstress provides a valuable service.

What’s selling best right now? Our clientele seeks traditional items with a bit of flair. As much as we’d like to include a brand like Flowers

by Zoe, that’s not what our customers want.

What’s the best thing you’ve seen at the show? Giftable items from Trumpette. It’s always fun to see what new and fun items they’re introducing.

Which brands do you refuse to leave the show without seeing? Cach Cach, Hope Baby, Zutano and Sweet Potatoes.

Laurene Parlatore, owner Annie Wear, Annapolis, Md. How is 2010 going so far? Great. We have a

special niche, focusing on animal-themed items for infants and toddlers.

What new initiatives have you started?

We’re donating to animal rescue organizations.

There are so many people who love animals, so it’s a fulfilling purchase. We’re also marketing the store through a series of videos called “Annie Tales” on YouTube.

What’s selling best right now? Bibi & Mimi animal shoes and bodysuits and Empress Arts one-pieces.

What’s the best thing you’ve seen at the show? EZ Sox with loops, animal robes by Sage Creek Organics, Magnificent Baby magnetic snap one-pieces and Rich Frog slippers.

What would you be doing if you weren’t in retail? Animal rescue.

Lauren McFerrin, director of merchandising Zulily.com, Seattle How is 2010 going so far? Great—we launched our private retail sale site for moms, babies and kids, and the reception has been excellent. Since Gilt Groupe [took off], consumers are truly embracing the private-sale shopping experience.

What’s selling best right now? Really unique and stylish clothing—especially designs with different but coordinating fabrics or embellishments. And shoes. Moms need an easy place to go for shoes.

What’s the best thing you’ve seen at the show? We love Wonderboy and think Stun is go-

ing to be fabulous. The European influences in the Oeuf and Neige lines are beautiful and upscale.

Also, the continued emergence of organics and eco-friendly fabrics.

What would you be doing if you weren’t in retail? I can’t see myself doing anything else.

The quick pace and constant changes are fun and drive us to be highly competitive.

Rebecca Olesen, owner Milk and Honey Kids, Bethlehem, Penn.

How is 2010 going so far? We open in July, but have already built up a lot of excitement!

What initiatives do you have planned? We will set ourselves apart from the competition with gift registries, story times twice a week, fashion shows, tea parties and classes such as cloth diapering, to introduce new products to parents.

What’s the best thing you’ve seen at the show? Powell Craft pajamas—they are classic without being too fussy and have just the right hint of nostalgia. I especially love the embroidered nightdresses; we are going to make them a must-have gift during the holidays. Also, Tshirts from Blume, Baby Bonkie swaddles, and Dommi & Julie hair accessories.

What’s the one brand you see first or won’t leave the show without seeing? Le Top. It has a moderate price point, it is easy to wear and wash, and has fabulous details. What is fantastic is how they translate their themes from boys to girls to keep each collection consistent.

CALENDAR

MARKET DATES & EVENTS

AUGUST 17-19

Coming in June...

Magic Marketplace Mandalay Bay & Las Vegas Convention Centers Las Vegas, NV (877) 554-4834 www.magiconline.com

26-30

★ Extra Special The latest in bows, baubles and bags

★ Property Ladder Spotlight on the branded and character markets

★ Cutting It Close The impact of lastminute orders

★ Traditional’s Turn Our fashion pages highlight age-appropriate collections

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

29-31

NW Kids Show Location TBD Seattle, WA www.nwkidsshow.com

SEPTEMBER

OCTOBER 2-5

NW Kids Show Location TBD Seattle, WA www.nwkidsshow.com

3-5

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

10-13

ABC Kids Expo Las Vegas Convention Center Las Vegas, NV (210) 691-4848 www.theabcshow.com

14-18

11-13

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

11-13

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

11-13

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

Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com Atlanta International Gift & Home Furnishings Market AmericasMart, Atlanta, GA (404) 220-3000 www.americasmart.com Northwest Market Association Show Embassy Suites Washington Square Portland, OR (253) 759-9692 www.northwestmarket.org

12-15

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

15-19

21-24

21-24

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

26-28

CMC Gift & Home Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarketcenter.com

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

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WHERE TO BUY

FIND TOMOR ROW’S TR ENDS NOW

Pampered

Spoon Jeans (212) 302-5140

Blabla (404) 875-496

S-Twelve (213) 746-7722

DwellStudio (212) 219-9343

Thomas Dean & Co. (646) 395-3158

J Schatz (607) 656-5634

Toica Stefan (212) 354-2371

Kaloo (514) 457-3088

Tom & Drew (973) 592-5143

Koko Company (718) 392-7799

Zzzz by Coccoli (514) 382-6501

My Perennial (917) 623-9423 North American Bear (773) 247-9860

Bad Babies

Petite Collage (415) 839-8299

Adooka Organics (614) 657-7248

Smile 4 The Birdie (361) 275-6068

Babysoy (626) 289-7770

WallCandy Arts (888) 527-0521

BabyLegs (206) 734-4000 Bobux (800) 315-3039

Unwrapped

Chapter One (312) 860-1186

Aimee J (800) 283-9392

Clover New York (646) 688-4121

B Amici (847) 235-2677

Go Gently Baby (310) 980-1104

Gund (732) 248-1500

Ideo (831) 818-4232

Mud Pie (212) 271-2575

Kate Quinn Organics (888) 952-4206

Oopsy Daisy (619) 640-6649

Mini Mioche (416) 782-4169

Pearhead (718) 422-0592

No Slippy Hair Clippy (800) 466-7304

Sew Cute By Me Designs (636) 896-0674

Nui Organics (888) 823-6480

Stephan Baby (800) 359-2917

Robeez (800) 955-5510

When I Was Your Age (401) 289-2430

Sage Creek Organics (877) 513-2183 Sama Baby (888) 847-7262

Variety Show

Stride Rite (800) 650-7708

Angel Dear Everyday (510) 324-8811

Tane Organics (646) 573-8764

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Net TULLE Tricot www.tutufabric.com Fashion Fabrics

Blu Pony Vintage (323) 256-0133 Faith by Ilda C (732) 494-4583

The Look

Jaxxwear (203) 252-0238

Applesauce Designs (209) 402-0418

Nui Body/Nui Trinkets (888) 823-6480

Baby CZ (212) 580-5190

Plum Bunny (888) 952-4206

Baby Noir (206) 350-6480

Red Jacket (847) 215-0011

Ilovegorgeous (212) 594-7714

Retro Rags (213) 553-1134

Ismodern (212) 354-2371

Mack & Co. (510) 533-6585 Rachel Riley (212) 534-7477 Tiny Pants (646) 383-3683 Wati (650) 224-7478

AD INDEX ABC Kids Expo .......................CIII

Gerber ......................................17

Noo ...........................................54

Babe Ease ...............................54

Haba USA ................................25

Pediped ...................................CIV

Bazzle Baby ............................53

Halo Innovations ....................53

Petit Couture ..........................53

Babysoy ...................................25

Huggalugs ...............................53

Pinc Premium .........................48

Bows Arts ................................54

Josmo Shoes/Laura Ashley....4

Pink Axle .................................54

Dallas Market Center ............9

Kicky Pants .............................33

See Kai Run ............................21

Dolly & Dimples .....................33

Magnificent Baby...................53

Snopea .....................................2

ENK...........................................CII

Mighty Fine .............................30

Susu & John ............................53

Fierce Hugs .............................6

New Jammies .........................6

Western Chief.........................1

GLM ..........................................3

No Slippy Hair Clippy ...........54 E A R N S H AW S . C O M • A P R I L / M A Y 2 0 1 0 5 5

THE LOOK

VELVET ROPE The regal fabric makes a dramatic entrance.

BY A NGELA V ELASQUEZ

Cascading ruffles add swing to Wati’s sleeveless tunic.

Ruffles liven up this classic jewel-tone frock from Baby CZ.

Ilovegorgeous’ sequin-embellished dress is perfect for festive occasions.

Tiny Pants’ buttoned-up blazer lends a smart accent to any ensemble.

A cute cap tops off Mack & Co.’s dropwaist coat.

Soft knot: Rachel Riley’s belted dress offers a lush look.

Kids Ink designs a bib that babies will drool over.

Ismodern softens up straight-leg pants.

Applesauce Designs builds modern dresses out of vintage fabrics.

BabyNoir captures the cape trend with this luxurious piece.

56

A P R I L / M AY 2 0 1 0 • E A R N S H AW S . C O M

Annual.

Unique.

Exclusive.

Spring Educational Conference 2010 Kentucky International Convention Center Louisville, Kentucky • May 3 – 5, 2010

®

Plan now to attend the 2nd annual ABC Spring Educational Conference— the only event specifically targeting the Juvenile Specialty Store market!

PRIVATE INDUSTRY EVENT Buyers Retailers Manufacturers

INDUSTRY EXPOSITION

NETWORKING OPPORTUNITIES

Sales Representatives Trade Media

Meet with key suppliers Gain important product knowledge View new mid-year product introductions Learn new ways to improve & sustain profitability

Louisville, KY

May 3–5, 2010

Welcoming reception Meals & refreshment breaks “Bourbon Bus” event—back by popular demand!

KEYNOTES, SPEAKERS & EDUCATIONAL WORKSHOPS

Top industry speakers Latest topics & trends How-to’s on succeeding in an evolving marketplace Peer-to-peer discussions of best practices Retailers, manufacturers and representatives welcome

REGISTER TODAY! Contact: Jessica Jimenez • E-Mail: Jessica@theabcshow.com • Phone: (210) 691-4848, Ext. 102

www.allbabyandchildsec.com

pediped® footwear

Introduces new ballet flats & sandals featuring

Memory Foam Technology™

pediped® footwear’s new ballet ats and sandals feature Memory Foam TechnologyTM (MFTTM) that provides the ultimate in comfort. The specially designed insoles form to children’s feet and improves the t of the shoe. These styles are taking the comfort and healthy foot development of pediped footwear one step further. To learn more about MFTTM and see what else is new for spring, visit www.pediped.com. pediped® sandals with MFTTM

®

Originals® for pre-walkers ages 0-2+ Flex® for children ages 1-6+ To nd a pediped® retailer visit www.pediped.com