Earnshaw's | Infants', Girls', Boys' Wear Review | 2010 • August

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INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

AUGUST 2010 $5.00

Bathing Beauty

Timeless Swimwear Evokes an Americana Vibe Coming Attractions Designers Preview Spring ’11 Study Guide Tips for Promoting School Uniforms Door to Door Robar Builds Upon Its Retail Base

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6+2:,1* $7 ENK Children’s Club August 1st-3rd Booth 3327

KIDS Show Las Vegas August 16th-18th Booth 535

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Little Me

112 w. 34th Street Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen

www.littleme.com Northeast – Robert Ducker 781-320-9477 Southeast – Paul Daubney 404-577-6840 Caribbean/Latin America – Ana Hidalgo 305-266-8745 Texas/Southwest – Lonnie Muse 800-437-5136 West Coast – Teresa Stephen 866-723-KIDS Midwest – Richard Finkelstein 800-935-0236

See us at: The Children’s Club NYC, Aug. 1st– 3rd Booth No. 3311 The Kids Show Las Vegas Aug. 16th-18th Booth No. 316 ABC Kids Expo Las Vegas Oct. 10th-13th Booth No. 7134 Little Me is a Division of Mamiye Brothers Inc.

OCTOBER 3.4.5 2010

JACOB JAVITS CENTER NYC

RETAILER/BUYER REGISTRATION : WWW.ENKREGISTRATIONS.COM CHILDRENSCLUB@ENKSHOWS.COM WWW.ENKSHOWS.COM/CHILDRENSCLUB AN ENK INTERNATIONAL EVENT T.212.759.8055 F.212.758.3403

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Rita Polidori O’Brien Publisher Caletha Crawford Editor in Chief Nancy Campbell Creative Director EDITORIAL Leslie Shiers Managing Editor Melissa Knific Features Editor Angela Velasquez Associate Editor Jacqueline Micucci Contributing Editor Christine Bove Kionna Lipscomb Editorial Interns CREATIVE Trevett McCandliss Art Director 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

FASHION 42 Shore Thing All American hues intertwine on silhouettes that evoke the feel of a bygone era.

AUGUST 2010

60 The Look: New Wave Fashion pops with a little ’80s inspiration. FEATURES 26 Baby Steps With Babyworks saturating the mid-tier market, Robar makes a move into better stores with Mini Muffin. 32 Bright Futures Designers reveal their directions and inspirations for Spring ’11. 38 School Rules Vendors and retailers provide an essential guide for increasing school uniform sales.

42 12 14

NEWS

Apparel Licensing

COLUMNS

16 18 22 24

What’s Selling Pampered Unwrapped Coast 2 Coast

10 15 59 59

Editor’s Letter Calendar Where to Buy Ad Index

This page, clockwise from top left: Tom & Drew striped trunks. Ruffle twopiece by 405 South Anita G; Teeny Tiny Optics sunglasses. Speedo board shorts; Paris Blues and Pink Platinum by iApparel asymmetric suit.

IN EVERY ISSUE

On the cover: Floatimini suit; Headcovers Unlimited swim cap. Photography by Augustus Butera.

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.

E A R N S H AW S . C O M • A U G U S T 2 0 1 0 9

Judgment Call

Growth means taking in the good information and filtering out the rest.

EDITOR’S LETTER

In life, everyone has an opinion about what you should be doing. Though some advice can come in handy, a lot of it is just a bunch of hot air. Unfortunately, it’s not always easy to tell one type from the other. What to do? The only answer, as the saying goes, is to do you. Take the advice that works for you and let the rest fade to white noise. It’s the same in business. Everyone—retailers, reps, customers—will have a different view of your company and its offerings. For instance, if you’re blowing out in infants and toddlers, retailers will definitely demand a 4 to 6X expansion. And before you know it, there will be a petition for tween sizes. But ultimately, it’s up to you to figure out if larger sizes will translate into bigger bucks or simply more headaches. Our Q&A, “Baby Steps” (page 26), details how Robar heeded buyers’ demands for baby and toddler sizes with its Babyworks newborn line, a move that owner Peter Dunbar associates with his company’s growth. The key was determining whether he could successfully deliver the qualities that consumers associated with the brand in those new offerings. While a brief foray into the gift market proved to be too much of a departure, Dunbar didn’t stop looking for ways to goose sales. A year ago, the

company launched Mini Muffin, a label that opened new doors by capitalizing on Robar’s baby wear expertise. In “Bright Futures” (page 32), designers and brand managers explain their labels’ positioning in the market and describe how they’ve used merchants’ advice to catapult sales. For some, it meant paring back to the key looks that received the biggest response from consumers; others expanded their selections to give eager devotees more product to enjoy. Either way, each had to decide how to remain true to their personal aesthetic and initial concept while evolving the lines. With school districts to please, uniform manufacturers have even more input to sift through when developing their collections, but in “School Rules” (page 38), they’re the ones dispensing the advice. Along with retailers who’ve learned their lessons on the front lines, these executives provide tips for making school uniforms a profit center. It’s a must-read, but as always, it’ll be up to you to decide which suggestions to apply to your business. CALETHA CRAWFORD Editor in Chief

confident

smart

CHARM IT! Girls Are...

inspired

super-silly Live it, love it, charm it!

®

ENK Children’s Club, Pier 94, 8/1-8/3, Booth #3504 NY Int’l Gift Fair, 8/15-8/19, Booth #1308, 1310

16-00 Pollitt Dr. • Fair Lawn, NJ 07410 • tel: 201.703.5010 • fax: 201.703.5018 • info@highintencity.com • www.highintencity.com

apparel news Berlingot Returns to North America Canadian distributor Creations ROBO, home of Coccoli and Minihaha, will relaunch the Berlingot collection in North America at a lower price point for Spring ’11. The line will include classic blue and pink groupings as well less traditional colorations. In addition, the brand will debut Berlingot Gold, an upscale newborn gift line comprised of white, light pink and baby blue garments with gold and silver images and graphic designs packaged in thoughtful gift boxes. “The 50-year-old French brand is known for its exceptional quality,” said Creations ROBO owner François Vachon. “And now it will be offered here at a really great price.” The sharper price points are due to direct shopping from Asia to North America, eliminating excess handling and duties on the goods. Wholesale prices run $17 to $20 for footies, $22.50 to $30 for two-piece sets and $24.50 for footies in the Gold grouping. Visit www.creationsrobo.com.

Gossip Girl Takes Cues from Junior Beachwear Gossip Girl is looking to the juniors market for Spring ‘11, translating its flirty, fashion-savvy swimwear into styles for girls sizes 4T to 16. Due to the economy, “People are looking for something unique but still at a great value,” said designer Amy Yun. “You can go to any store to find a basic suit. We wanted to make our 2011 collection special and design suits that give our customers something extra.” Bright prints feature in the spring collection, with highlights including a colorful ’80s group; pixilated and optical-illusion graphics; rock ‘n’ roll styles with mesh details; and an urban, poprock grouping with vibrant splash motifs. Gossip Girl has also added reversible styles with one-ofa-kind details such as zipper-teeth trim and coordinating ponytail holders. The swimwear wholesales for $14 to $17. Visit www.gossipgirlswim.com.

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NEW LINES Marco & Lizzy

SwitchittZ

Hula Mula

Hula Mula, sister label to the Knuckleheads boys’ brand, is launching a tween line for girls sizes 10 to 14 for Spring ’11. The designer’s two daughters helped develop the new collection, which offers vintage-inspired pieces and comfy knits. Standout pieces include the tight-fit “girlie greaser jeans,” and cherry themes and stripes play a large part in the line. Hula Mula, which debuted in 2008, now caters to newborns through tweens. Wholesale prices run from $14 to $24. Visit www. knuckleheadsclothing.com. • Little Threads expands with two new divisions to gain a wider reach nationwide. Layette line Baby Threads features 100percent Peruvian Pima cotton pieces for boys and girls 0 to 24 months. The initial collection features gift sets comprising either three or five pieces as well

as a number of individual items, such as jumpers, bubbles and smocked dresses. Wholesale prices range from $17 to $36; accessories (bibs, burb cloths, hats, blankets, etc.) run $6 to $10. The company also bows Marco & Lizzy, a clean, Europeaninspired line for boys and girls 3 months to 12 years. Apparel ranges from A-line smocked dresses and capri sets for girls to polos and tailored cargo pants for boys. Fabrics are 100-percent cotton and feature a mix of bright and neutral prints. The line wholesales from $12.50 to $48. Call (561) 3937005 or visit www.littlethreadsinc.com. • Thread Adventures launches SwitchittZ, an interactive line of tees that challenges kids’ creativity. Targeting boys and girls sizes 2T to 8, the patent-pending design features long- and short-sleeve themed T-

shirts with a variety of removable “SwitchittZ” patches. Themes range from Enchanted Garden with fairy, ladybug, butterfly and bee SwitchittZ for girls to Deep Space with a flying saucer, rocket, alien and astronaut SwitchittZ for boys. Depending on the style, shirts either have one or three places to adhere the patches, and each tee comes with an extra patch. The Tshirts wholesale from $16 to $19.50; a four-pack of additional patches is $9. Visit www.switchittz. com. • Reinventing the look of overalls, children’s wear designer Jenny Kim debuts Overall Baby. Available for girls and boys sizes 0 to 4T, the line uses brightly colored cotton, cotton/linen blends and organic cotton twill in whimsical prints that include fruits, florals, racecars and sushi. Overall Baby wholesales from

Overall Baby

Sama Baby

Nano

$18.50 to $29.50. Call (646) 331-1303. • Nano beefs up its line with swimwear for boys sizes 6 months to 7 years. The trunks feature coordinating tees and rash guards in nine boy-friendly custom prints featuring fish, waves and pirate ship motifs. Bold colors like lime green, orange and turquoise are mixed with brown, navy, black and white. Trunks for sizes 2T to 7 include a liner. Wholesale

prices for the swimwear are $14 to $17. Call (973) 616-9666 or visit www.nano-baby.com. • Sama Baby adds organic cotton jeans to its offerings for boys and girls 12 months to 6T. The new group features super-soft denim, an adjustable waistband, laser-etched tags, an elephant-pattern lining and pockets (square for boys, diamond for girls). The dark blue hue is made with eco-friendly dyes. In addi-

tion, Sama Baby’s clothing is produced at a family-run, fair-trade factory in India. Each pair is $20 wholesale. Call (888) 847-SAMA or visit www.samababy.com.

Visit Earnshaw’s STYLE INCUBATOR on page 52 for the latest fashion and style from emerging labels.

Nowa Li Celebrates 60 Years Swedish company Nowa Li, best known for integrating socks and shoes, is celebrating its 60th anniversary this year. “Even though the brand has been making the same product for 60 years, we’ve been able to keep it up to date in terms of quality and design,” noted John Haug, president of Nowa Li USA. While the company has grown tremendously

since its inception, Haug said the product has remained true to its roots: moccasins that are practical and comfortable. Last year, Nowa Li won several awards, including the iParenting 2009 Outstanding Products Award, The National Parenting Center Seal of Approval and the Family Choice Award. For Spring ’11, new designs include cars, frogs, stripes, flowers and multicolored hearts. The original cable-knit moccasin is available year-round in 10 colors. Call (877) 466-9254 or visit www.nowali.com.

licensing news

Adjmi Apparel to Revitalize Gotcha Boys Brand PERRY ELLIS INTERNATIONAL has tapped Beluga Inc., a subsidiary of the Adjmi Apparel Group, as its children’s licensee for the Gotcha surf label. Launched out of a garage in Laguna Beach, Calif., in 1978, the brand has been known for an inventive design approach, connections with legendary athletes and a few controversial ad campaigns. “This is a great opportunity to increase penetration of the Gotcha brand to additional, complementary categories with a licensee that can clearly interpret the essence of the Gotcha lifestyle,” noted Oscar Feldenkreis, president

and COO of Perry Ellis International. The Gotcha line for sizes 0 to 20 will be exclusive to Kmart and Sears through Fall ’10, said Adjmi spokeswoman Lisa Cohen. The line spans board shorts, muscle tees, T-shirts, woven tops and cargo shorts with a surf/skate vibe, which according to Cohen is “the best boys’ trend out there right now. Brands like Billabong and Quiksilver are on fire. Gotcha is bringing that same look at better price points, and it’s where [the trend] began.” Adjmi plans to grow the collection for Spring ’11. Call (212) 629-9600.

Evy of Calif. Unveils Disney ‘Live the Story’ Collection FOR LOVERS OF classic Disney films who don’t want to wear character-driven fashions, the entertainment company has partnered with kids’ vendor Evy of California for the “Live the Story” fashion line, launching at this month’s ENK show. “Rather than just be known for character products, Disney wants to be known for its own brand of storytelling and high quality,” noted Andrea Staggs, Evy’s licensing manager. While some consumers still love character tees, “‘Live the Story’ is for the girl who wants to be the princess rather than wear the princess.” The Spring ’11 line for girls 4 to 6X subtly applies themes from ”101 Dalmations,” “Alice in Wonderland” and “Cinderella”

Success Apparel Picks Up Pinkalicious HARPERCOLLINS’ HOT BOOK series “Pinkalicious,” by Victoria and Elizabeth Kann, about a girl who loves all things pink, will color the world of girls’ clothing via Success Apparel, which was named its new master apparel partner in a deal brokered by Joester Loria. “Many retailers are thinking this could be the next big brand for little girls,” said Jackie Alfonso, senior account executive for Success Apparel’s Pinkalicious line. Launching this holiday at specialty, department stores and national retail chains, the line brims with the latest trends, encompassing glittery dresses, tutus, knits tops, sparkly leggings, coordinates, denim, T-shirts and more. Wholesale prices range from $6.50 to $15. Call (800) 775-0601.

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through iconic color palettes and prints. The Three Wishes skirts— five-layer satin skirts that can be flipped inside out to reveal a tulle underlayer or worn with an extra wraparound piece for different looks—are the highlight of each group. Other silhouettes include cotton slub leggings, tunics, wrap tops and cardigans with screenprints, flocking, glitter, ruffles and other fun embellishments. Evy is targeting high-end department stores but plans to introduce product aimed at other department stores in the future. The Spring ’11 collection wholesales for approximately $10 to $50 and will be exclusively sold by Catiedid Sales in Los Angeles. Call (213) 623-9500.

Hot Properties

At Licensing Expo, 4Kids Entertainment unveiled The Scribbles, the latest character group from Jim Henson Designs. Inspired by Henson’s original doodles, the characters represent different sides of a child’s personality and imagination like Wendell the dreamer, Gormand the glutton and Spork, a wild child. First introduced in 2009, these characters have proven a hit in Japan, where they are featured on apparel, accessories and more. 4Kids has also been named licensing agent for Suckers, a new animated property from BRB International. This dialogue-free series, which airs on Disney XD, centers on the day-to-day life of a group of toys that attach to the rear windows of cars. For licensing opportunities, call (212) 758-7666. • Continuing to expand its brand, Zutano is partnering with infant bedding and accessories company Kids Line LLC for a full line based on the brand’s popular designs. The colorful and whimsical collection of crib bedding, nursery accessories and wall décor will launch at the October ABC Kids Expo in Las Vegas. The vendor is targeting specialty stores and online shops. Contact Kids Line at (310) 660-0110; visit www.zutano. com. • Baby brand Aden + Anais is partnering with American Eagle to produce a collaborative collection for the retailer’s new children’s offshoot, Little77. The exclusive line has already launched online and will land in stores this fall. It includes the brand’s popular swaddling blankets, burpy bibs and washcloths in whimsical patterns created specifically for the retailer. “Aden + Anais Exclusively for Little77” products will continue to roll out in additional stores through 2011. Visit www.77kids.com.

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

6-9 Deerfield Children’s Show Embassy Suites North Shore Deerfield, IL www.midwestchildrensapparelgroup.com

6-10 North Branch Kids 1229 N. North Branch, 3rd Floor Chicago, IL www.northbranchkids.com

7-9 Kidz at Stylemax The Merchandise Mart, Chicago, IL

(800) 677-6278 www.kidzatstylemax.com

8-11 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 >21

WHAT’S SELLING

INFANTS/TODDLERS Bebemonde: blue tiered silk dresses with matching ruffled capris

Munchkin Land

Little Mass: Wild at Heart black and white striped drop-waist dresses with hot pink crinoline skirts Kaiya Eve: baby’s first tutus in pink and one-pieces in hot pink gift boxes Kicky Pants: bamboo fabric footsies and coveralls in solids hues of moss, chocolate and orchid Egg by Susan Lazar: cotton capsleeve swing tops in ivory with small pink, brown and gray polka dots and coordinating wide-leg khaki pants Kids Ink: short-sleeve cotton henley rompers with surfboard/beach motifs Bakker, Made With Love: brown and blue cotton voile botanical-print bubble rompers City Threads: green T-shirts with vending machine imagery Paper Wings: heather gray rufflesleeve dresses with fairy and elf prints GIRLS 4 TO 6X Halabaloo: navy sleeveless A-line dresses with chambray ruffle skirts Eliane and Lena: gray ruffle-hem pleated cotton A-line dresses Le Pink: pink silk halter-style sheath dresses with roses and a ruffled front Stella Industries: denim leggings Kit and Lili: cotton dresses with original patterns or bold solids Daily Tea: cotton printed dresses in seasonal colors Siaomini: blue and tan gingham bubble shorts

Imoga

Hinsdale, IL

Wild Mango

Founded in 1987 and located in its present location for over three years, Munchkin Land delivers unique children’s clothing in a shabby-chic environment decked out with chandeliers, white wooden floors and pink, blue and white furniture. While owner Graceann Martin still stocks her shelves with clothing from new designers and avoids the brands large department stores offer, she’s noticed that customers are shopping differently for the new school season. Rather than stockpiling new items in advance, “People are buying clothes as they need them,” she reported.

The Red Balloon Chicago

With the busy mom in mind, The Red Balloon— which has two locations in the Bucktown and Andersonville neighborhoods—makes sure to offer “unique brands that are parent-friendly,” said buyer and store manager Ciara McDonagh. The stores offer clothes that can withstand a playful child and don’t require dry cleaning. McDonagh works hard to provide her customers with new brands at low prices for back-to-school shopping, since moms have become more price-conscious. “They want to shop at a boutique but at an affordable price and be able to throw [the clothing] into the wash twice a week and have it look good,” she said.

Kit and Lili

LMNOP Chicago

When shopping with her two boys, Adriene Booth found the same typical apparel every time. Her answer? LMNOP, a boutique she opened 10 years ago to provide boys with more variety. Her shop provides “kid-appropriate and interesting” clothing for both sexes in its open 2,000-square-foot space, where parents can shop with strollers while their children amuse themselves in a play area. Booth swaps her broad selection of apparel from summer to fall in early August to accommodate backto-school shoppers. “My biggest fall month is now August instead of September,” she explained. “People start asking [about back-to-school] at the end of July.”

CHI-TOWN RETAILERS DISCUSS HOW BACK-TOSCHOOL SHOPPING HAS CHANGED. by christine bove

Imoga: crinkle cotton sundresses in a red and white flower print Tumble & Dry: short-sleeve zip-up cardigans with a red-on-red sheep print BOYS 4 TO 7 Fore!! Axel & Hudson: long, golfinspired shorts in orange and white plaid with matching orange argyle polos Mish Mish: long knit pull-on shorts with unfinished hems and blue cotton tees with guitar graphics Wild Mango: ivory short-sleeve tees with rock guitarist graphic with the phrase “I Am The Future” Little Traveler: vintage-inspired cotton “Chicago” baseball tees City Threads: pull-on cotton twill pants and shorts with contrast stitching and cargo pockets Nano: green-on-green striped rawedge polos with robot prints

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Mish Mish: tan and blue plaid shorts GIRLS 7 TO 14 Kiddo: black and white striped sleeveless dresses with full, black chambray skirts with big black button details Truly Me: jersey knit maxi dresses in green, gold and hot pink watercolor patterns with wooden beads at the neckline Le Pink: white knit sheath sundresses with a full fringe of silver sequins LA Made: lavender ruffled rompers and tunics with a purple heart print Imoga: cotton/spandex-blend shadow dresses with a skirt featuring gray and citrus green panels that can be worn with either color in front

quoise striped racer-back tank tops Bakker, Made With Love: long-sleeve cotton voile peasant blouses in a multicolor floral print LA Made: knit Bermuda shorts in charcoal and dusty blue BOYS 8 TO 20 Volcom: turquoise T-shirts with brain scan imagery

Pediped: soft-sole Mary Janes in metallic pink or silver; brown fisherman sandals Livie & Luca: green sandals with pink flowers; lavender Mary Janes with bird embroidery Four Peas: personalized backpacks, lunch bags and rolling suitcases Pea Soup: ponytail holders and pinch clips

Monster Republic: bright yellow Bob Marley tees

Aden + Anais: muslin swaddling blankets in a variety of colors

Eliane & Lena: railroad-stripe cargo shorts

Booth Child: pompom flower necklaces

ACCESSORIES/GIFTS Playhouse: black stone sandals

Hexbugs: miniature robotic bugs

Sophie Catalou: cotton knit tiered skirts in aqua and purple with matching tees

Fore!! Axel & Hudson: black or cream hats

Splendid Littles: neon yellow and tur-

Sweet Looks: sparkly, resin-based jewelry

Solo Time: watches Fidoodle: organic animal plush toys MUNCHKIN LAND RED BALLOON LMNOP

PAMPERED BABY PRODUCTS & NEWS

Footie by Babidu

Baby Milano one-piece

Sling by Petunia Pickle Bottom

Diaper Bag by Kalencom

PaigeLauren footie

Allergy-friendly plush elephant by Kids Preferred

Burp cloth & blanket set by SwaddleDesigns

Tiny Whales hat

PLUM PICKINGS

Purple makes a royal entrance into unisex baby gifts. 18

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Twofer one-piece and cap by Babysoy

NEW FOR FALL 2010

Have weekender, will travel. Introducing the new Organic Cotton Diaper Bag Collection by Petunia. Lightweight and bubbling over with pockets, the new Organic Wistful Weekender is a day and night bag that is spacious but exible enough to ďŹ t into small spaces. A simple snap expands the interior space tenfold. Look for the Weekender and its stylish companion, the new Sashay Satchel the latest revelation in a diaper bag that moves effortlessly from handbag to backpack this Fall. For more information email sales@petunia.com PETUNIAPICKLEBOTTOM.COM

PAMPERED NEW LINES © Created from recycled sweaters, The Small Wonder Collection by Green Sleeve Designs offers four unique and 100-percent recycled styles for newborns to size 8. Materials are cut from reclaimed sweaters and are bathed, felted and dried before they are stitched. A swing jacket and a fivepanel sweater are available for girls, and a classic cardigan is offered for girls and boys. Pieces come in a mix of colors and are accented with vintage buttons. The brand also offers an infant and toddler cashmere collection. All items wholesale for $65 each. Call (413) 567-8019 or visit www.greensleevedesigns.com.

† Montreal-based MiniMe Baby rocks out with Sookie Baby, an edgier alternative to traditional baby wear and accessories. The mostly black and red collection includes a cap and one-piece for ages 3 to 18 months and booties for 0 to 12 months with a bold white star or winged heart motifs. A black bib with a skull and rattle screenprint and a guitar-themed blanket round out the collection. The wholesale price range is $3 to $9. Call (514) 510-9279 or visit www.sookiebaby.com.

© Petunia Pickle Bottom debuts eco-friendly diaper bags. The organic cotton Sashay Satchel ($44.50 wholesale) marks the brand’s first foray into green design. Lightweight and outfitted with pockets, a removable changing pad and a wipes case, the bag easily converts to a hands-free backpack. A roomy Weekender bag ($49.50) completes the organic line, which is offered in three familiar Petunia Pickle Bottom prints: Rambling Rose, Daisy Dewdrops and Tranquil Tulips. Call (877) 7-PETUNIA or visit www.petuniapicklebottom.com.

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© NAP Inc. adds a new print to the

Boba baby carrier range ($62.50 wholesale). The nature-inspired “Boba Tweet” print—a bold mix of colorful birds and leaves—is available in the Boba 2G baby carrier model. The company is also introducing the more affordable Boba Classic carrier, which maintains the same comfort and safety features as the original (a secure waist belt, sleeping hood and removable foot straps) but is not organic. The machine-washable Boba Classic is offered in six colors and wholesales between $50 and $54. Call (888) 567-9727 or visit www.bobababycarrier.com.

Think positive with Be Good To People’s line of apparel. The company specializes in black and white basics with its eponymous positive message printed across the front of most pieces. Unisex apparel for babies 3 to 24 months includes a one-piece, ribbed tank, tee, vintagedyed tee and thermal. Wholesale prices run $10 to $25. Big kid styles like a racerback dress for girls and adult apparel are also available. Call (970) 328-5908 or visit www.begoodtopeople.com.

¢ Soft and cozy blankets from Luv My Woobie are designed with a patented four-inch square pocket for pacifiers. The range—which includes trendy damask, floral, dot and skull print infant blankets—is backed with coordinating chenille.

Mini Maniacs captures gift-givers’ attention with funky and functional mealtime accessories. The line includes bibs and matching burp cloths in a range of retro and rock-inspired prints that include peace signs, owls, surf boards, gnomes, cassettes, punk-ish plaid, tattoos and more. Wholesale prices range from $10 to $14. Call (213) 489-7908.

Vibrant satin trim adds a luxurious finishing touch. The blankets wholesale for $32 to $37. Smaller travel blankets, burp cloths and full crib bedding sets are also available. Call (877) 796-6243 or visit www.luvmywoobie.com.

CALENDAR

MARKET DATES & EVENTS

AUGUST 15-17 United Boston Children’s Wear Show 75 McNeil Way, Dedham, MA (781) 407-0055

16-18 KIDShow Caesar’s Palace, Las Vegas, NV www.kidshow.cc

17-19 Magic Mandalay Bay & Las Vegas Convention Centers Las Vegas, NV (877) 554-4834 www.magiconline.com

18-19 Chicago/Michigan Childrenswear Farmington Hills Manor

Farmington Hills, MI (312) 644-1763 www.chicagocwc.com

26-30 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 11-13 Dallas Total Home & Gift Market Dallas Market Center, Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

11-13 Atlanta International Gift & Home Furnishings Market AmericasMart, Atlanta, GA (404) 220-3000 www.americasmart.com

11-13 Northwest Market Assn. Show Embassy Suites Washington Square Portland, OR (253) 759-9692 www.northwestmarket.org

12-13 Gulf Coast Children’s Caravan River Oaks Convention Center Lafayette, LA (800) 666-4543 >30

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“The Nutcracker” pop-up book by Peter Pauper Press

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DCI coin purse

Gund plush toy

Wes & Willy pajamas with removable masks

2 2 A U G U S T 2 0 1 0 • E A R N S H AW S . C O M

East Coast The Rose Garden 212-564-5100 Southeast Joyce Nilsson 704-541-5443 Southwest The Klein Group 214-637-5111 Midwest Tony Grimaldi 248-478-1732 West Kids du Monde 213-689-8779 Canada Harry Schwartz 514-213-2919 calabresegirl.com

COAST TO COAST Spotlighting Fashions Nationwide

Couture Concept

Knit Wit

“Tallulah is a name I’d consider if I had a third child,” Veronica Scott reflected when asked how she came up with the moniker Tallulah Moon for the children’s brand she launched last year. “But it kind of is my third child.” With her label, “I wanted to create a wardrobe for the little girl who dances, dreams, giggles or even sulks in her upscale clothes,” Scott continued. As a former stylist for Barney’s, Scott has been entrenched in the fashion world for years, and after envisioning a collection that would offer the styles she believed were missing in the market, she set out to make it a reality. Based in Los Angeles, her U.S.-made collection offers fashion-forward looks for girls ages 2 to 12 that Scott believes can work in a variety of stores and for lots of kids. “Children have different personalities, which is why I like to combine lots of separates. There’s not one way to wear this clothing. You can girl it up, make it rocker cool, or style it hip and modern.” Perhaps this is why her current accounts include the edgy Lisa Kline Kids boutique in L.A. as well as more conservative stores across the South. Scott describes her Spring ’11 line as having a “genie chic” aesthetic. “I wanted to make it fun, summery and beachy with a harem twist,” she noted. Some of the pieces she believes will be surefire hits are the Andie jumpsuit, a super-soft cotton knit style with a scoop back featuring three spaghetti-strap ties plus peekaboo cutouts on the sleeves; the Reggie cotton knit romper with a racer back and harem pant–inspired bottoms; and the Harper dress with an attached shrug. Other highlights from the large assortment include bubble shorts with a drop waist and ties at the cuffs; one-shoulder tanks made of fine European Lycra; and yoga pants with a foldover waistband. The apparel comes in cheerful, eclectic prints, and the spring palette spans vibrant pinks, vintage greens, turquoise and chic black. Scott’s goal is always to create something “hip, haute and unexpected—something that makes a shopper go, ‘Huh, that’s different!’” she said. Scott is thrilled that buyers seem to understand her unique approach to children’s fashion. Rather than be one of a slew of vendors following hot trends, she remains faithful to her own fashion instincts: “If I’m designing something special and people are getting it and want more, that to me is the most rewarding part of my job.” The main Tallulah Moon collection wholesales for approximately $14 to $60; couture pieces run up to $200. Call (877) 424-2241 or visit www.tallulahmoon.com. —Leslie Shiers

Shrinking a luxurious cashmere sweater is usually a bad thing, but not this time. In fact, Grace Sun, designer of the eponymous women’s wear collection, gets a thumbs up for minimizing her creations for her new offshoot kids’ label, O+Kay, which is introducing a slate of high-quality, basic knit pieces with a twist. The idea sprouted when Sun and her business partner dabbled in making cashmere sweaters for their 2year-old kids, Odin and Kayla, and decided a children’s offering would be a great complement to the women’s line. “We wanted to provide parents with cute, basic knits that kids can wear easily,” Sun explained. “Cashmere has always been such a luxury, but we wanted to make it a part of their everyday wardrobe.” Some of the girls’ pieces are shrunken down from the women’s styles, but others were specifically designed with the child in mind. “Some of the colorways are brighter for the kids, but the core design concept is the same,” Sun added. The pair is unleashing the 2T to 5T line at retail for Fall ’10. Sun believes O+Kay will be an instant hit with parents because the styles are soft, wearable and seasonless, while children will love the mature look. “We are definitely designing for fashionable minis who are looking for classics and comfort,” she said. “Every piece is designed to be comfortable and stylish and is the perfect addition to any wardrobe.” The solid-color pieces are meant to be mixed and matched, and can be worn for multiple occasions. The initial collection is made of washable luxury knits, such as cashmere and cashmere blends. Luxe silhouettes—like a pullover with a ruffle-edge hood, a button-up cardigan, short- and longsleeve crew-neck sweaters, vests and zip-front hoodies—come in colors such as lavender, hot pink, caramel, cream, cotton candy and navy. O+Kay also offers slouchy knit hats and coordinating striped scarves. For Spring ’11, Sun is planning to add more colors and silhouettes, aiming to make each piece “the perfect accent to any wardrobe.” O+Kay is set to retail between $40 and $125. For wholesale prices and further information, e-mail the company at info@gracesundesign.com. —L.S.

24 EARNSHAW’S • AUGUST 2010

Q &

a

Baby Steps New York-based Robar stays ahead of the crowd with a commitment

Kim Power and Peter Dunbar

KEEP YOUR CURRENT customers happy while cultivating new ones. Sounds simple enough. But as any business owner will tell you, it’s a constant tightrope act. Still, it’s one that Robar is making look deceptively easy as it approaches 20 years in the baby business. Thanks to the depth of product in its mainstay collection and a new line that bridges the company into new doors, the infant/toddler resource continues to cultivate growth opportunities. With its Babyworks brand, which marked the company’s first foray beyond its private label roots, Robar offers understandable, affordable fashion for Middle America moms and grandmothers. The line is a staple at mid-tier stores and regional chains like Boscov’s, Bon-Ton, Shopko and Fred Meyer due in large part to its multi-piece concept, which makes it the perfect go-to gift. The mix-and-match offerings provide shoppers with two complete outfits, a merchandising idea that has spawned many copycats. For Robar founder Peter Dunbar, the more other companies try to mimic Babyworks’ success in this area, the more it affirms the brand’s leadership. “Others have tried to imitate us but were not really successful,” he said. “We own the market on that.” Dunbar, who worked in the toddler market before striking out on his own (with a partner who has since exited the business), is a stickler for quality. He credits the company’s background in private label with making him a more conscientious vendor. Creating programs for the majors means understanding these retailers’ varied requirements (some demand very stringent product testing), Dunbar said, which in turn means Robar is more in touch with the quality and finishing of all of its products, ultimately making it a stronger supplier. Though the executive is a strong believer that a company should

stick to its strengths and not chase business outside of its expertise, he is in no way standing still. Just take a look at how he’s expanded the Babyworks collection to what is now almost 80 percent of the sales and production for the entire company. When it launched 15 years ago, the line was a newborn resource, but five years ago, retailer requests prompted the company to expand into infant apparel. According to Dunbar, that size range now represents 40 percent of the total volume for Babyworks. Eventually the company also moved into wovens and playwear. Following those successes, and more customer entreaties, the brand grew to include toddler sizes as well. Retailers are still clamoring for more, and it’s no wonder. Robar boasts 99-percent on-time delivery, which on its own would be music to any merchant’s ears. Its reputation has allowed Robar to branch out with the Mini Muffin label, a better newborn and infant collection that launched last year. Like Babyworks, Mini Muffin aims to give shoppers more for their money. With this line, that means European styling at prices that appeal to gift-givers and moms. The collection has also opened new doors for the company, which had previously been focused on mid-tier distribution. Thanks to the relationships and expertise of senior vice president Kim Power, whose career at vendors like S. Schwab gave her experience with these retailers, the line has garnered kudos for its more sophisticated yet age-appropriate styling. With both Babyworks and Mini Muffin, Power’s goal is the same: to add spice to the retailers’ floors. “I’m in the stores every week,” she said. “In the kids’ department, there’s not a lot of newness.” With an eye to the trends and an openness to fresh opportunities, Robar has inarguably positioned itself as a resource retailers can rely on to diversify their assortments.

to moving forward in every aspect of its baby business. By Caletha Crawford What makes Babyworks stand out? Peter Dunbar: One thing that makes us different from our competitors is our multi-piece, mix-and-match sets. We’ve been able to coordinate, design, and ship woven and knit combinations of various fabrics that mix and match and that offer very value-driven product. The wovens vary from baby corduroy to corduroy to denim to twill to sheetings, and they coordinate with various novelty knits. Kim Power: Our sets have four pieces whereas [competitors’] only have three pieces. We offer two complete outfits on a hanger at a great price. P.D.: I pride myself on our quality, which is the highest standard in the industry. Another stickler for me is [ensuring] that we ship 99 percent of the product that we commit to on time, which is a major plus for any retailer. Our existing accounts over the years have continued to grow because of that. That’s an impressive delivery track record. How do you do it? P.D.: I attribute it to being really organized and on top of our production line. We have an office in Shangai with 18 employees—five quality control people and four merchandisers who are in the factories all the time watching the product. It’s not an easy task. It is very difficult and you really have to watch it and keep on top of it. For most of the factories we deal with, we also support their production line pretty much 100 percent, which is how we’ve built relationships there. Has this value-driven model helped during the financial turmoil? P.D.: We’ve been affected by the slowdown in the economy, but that competitiveness has allowed us to remain a player in the industry. E A R N S H AW S . C O M • A U G U S T 2 0 1 0 2 7

Q &

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K.P.: And [our multi-piece sets] have opened a couple of new doors for us in the industry, whereas if we had not had that item, we might not have been able to break into some new retailers.

“Yes, we were in a recession and there is a slowdown, but there is still an American mindset to spend money.”

Has that been enough to insulate you from consumers’ low-price demands? P.D.: The main issue today is price point, which is becoming more and more difficult not just for us but for everyone. We’ve introduced more of a promotional grouping to our line as a way of answering to the economy. It offers that magic under-$10 price point for giftables. Our customers are continuing to be very promotional. They don’t want to put the onus on the customer. They want to maintain prices, and it becomes tougher and tougher. With the unsettling atmosphere with overseas suppliers, we have looked into other avenues like Bangladesh, Thailand and Vietnam [because] the prices in China aren’t that competitive anymore. We’re also sensitive to the type of product we need to have manufactured. Our type of goods is not easily produced in a place like Bangladesh; there are too many embroideries, laces, buttons and bows. We’re also moving further into the inner country of

China as opposed to cities on the Pacific Ocean for price competitiveness. But the quality of product is most important to us. What can consumers expect from Babyworks in the spring? K.P.: [The line] is a little bit of takedown. We try to put in the trends but make them a little younger feeling. The customer likes their babies to look young. We still think mesh is huge—not in a traditional tutu skirt way but rather in other decorative uses, like ruffles and trims. We offer a lot of brightness for spring through large prints like florals, citrus fruit, pirates and plaids. We do pink and blue but also yellow as well as orange and purple for boys. Aqua and turquoise are still very important for both boys and girls.

How does Mini Muffin fit into your offerings? K.P.: We were trying to diversify the company [with this brand addition]. We were already doing a lot of business with the mid-tier and private label. We wanted to expand our business by going into stores like Bloomingdale’s, Von Maur and Nordstrom, and a variety of mom-and-pop stores throughout the country.

The concept was to come up with a gift under $50, something that offered a great price for specialty stores. The timing was perfect, what with the recession, because a lot of the gifts out there were $50 to $100. We also gave the retailers a nice markup. The line is mostly sets with a few single pieces because it’s easy for specialty stores to sell an outfit that comes all together. What’s in store for Mini Muffin’s spring assortment? K.P.: We offer six deliveries a year. We shop the European and California markets for color and silhouette direction. We’re taking a less-is-more approach with not so many embroideries or details, opting for more sumptuous fabrics that offer a better hand than you [typically] find with moderate goods. On our girls’ line, we’ve gotten a lot of comments about the small details, like the ruched flowers that we do on some of our tunic and legging sets, plus the value. Buyers can’t believe [how little we charge] for two pieces. For boys, we use different colors beyond just light blue and navy. You’ll find fashion colors like charcoals and camels along with a surprise of color mixed in. It still looks very boyish but not typical, and we’ve gotten [a good response to] that. For Spring ’11, girls’ styles will include tunic and capri sets, oneshoulder items, shorts sets and bubbles all offered in very soft, modal-like fabrics. We’re carrying forward a sparkle fabric that did really well and we’re continuing with our bubbles that look like a two-piece with a shark-bite tunic and a capri legging. You’ll see corals, grays and yellows for girls and lots of aqua and turquoise for boys. We intentionally avoid art and themes for boys because that tends to look more moderate. Ours is more of an upstairs look with color stories like plaid. Since we’re only doing newborn and infant, we have mix-and-match layette and playwear. Some economic forecasters claim the recession is over. Do you see signs of a recovery in the industry? P.D.: I have a feeling that this is going to continue at least though 2011. We’re maintaining right now. It’s a struggle to maintain. We planned our production down 15 percent for the year and we’re in line with what we planned. The retailers reacted the same way. We are getting more calls from our active retailers needing more product because they’ve under-planned, which is a good sign. In some cases we’re able to fill the need, but we’re not sitting with inventory the way we normally would be. I don’t see a turnaround yet. What changes have been necessary in order for Robar to ‘maintain’? P.D.: We needed to cut overhead. We’re trying to be smarter and sharper with our manufacturing costs and selling prices. The basic thing you need to do is watch your company’s overhead and keep it in line with sales. And be aware of what’s going on around you. What about this concept of ‘the new normal,’ in terms of consumer spending? Do you think it will return to its pre-recession state? P.D.: I have a feeling that people will be a lot more cautious going forward. But the American way is that if there is a balloon to blow up, they will. Yes, we were in a recession and there is a slowdown, but there is still an American mindset to spend money. In situations like this, the luxury stores are doing very well and the offprice retailers are doing very well. It’s the guys in the middle that are struggling. •

CALENDAR

MARKET DATES & EVENTS

SEPTEMBER 12-13 Livonia Children’s Show Embassy Suites Livonia, MI www.midwestchildrensapparelgroup.com

12-15

26-28

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

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

15-16 Gulf Coast Children’s Caravan Crown Plaza New Orleans Airport Kenner, LA (800) 666-4543

12-14 Children’s Great Event Shoe Show Renaissance Hotel Newark Airport Elizabeth, NJ (718) 769-4251 www.tcgess.com

19-21 Mid-Atlantic Children’s Apparel Sales Organization Show Embassy Suites BWI, Linthicum, MD (215) 782-9853

12-14

22-23

Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (740) 965-5555

Gulf Coast Children’s Caravan Verizon Arena, Rooms 1A & 1B North Little Rock, AR (800) 666-4543

29-30 Chicago/Michigan Childrenswear Farmington Hills Manor Farmington Hills, MI (312) 644-1763 www.chicagocwc.com

29-30 Indy Children’s Show Embassy Suites North Indianapolis, IN www.midwestchildrensapparelgroup.com >41

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BRIGHTFUTURES

SIX BRAND INSIDERS DETAIL WHAT’S SPROUTING UP IN THEIR SPRING ’11 COLLECTIONS AS WELL AS THEIR PERENNIALLY SUCCESSFUL STYLES AND TRAITS. BY LESLIE SHIERS

BRIANA HERSH, DESIGNER, HAVEN GIRL What is your brand best known for? Bling, comfort and amazing prints! Who is your target consumer? The mom whose daughter wants to be fashionforward but still look like a kid. We offer trend-driven items with comfort and ageappropriate styles. What served as your inspiration for Spring ’11? I watch the women’s market because my daughter always wants what I have on. That is what drives the line. Most recently, I saw a ton of animal and tribal prints, tie-dye, asymmetrical bodies, embellished leggings, zippers and neon. Eighties trends continue to be big this season. Are you carrying over any successes from past collections? Skorts are always something we offer. They will be updated in new prints with new embellishments. Valentine’s Day tees are always a great gift item our stores love. We have a dozen new and improved versions. What’s your favorite item from this collection? There is a white and black polka dot dress in the “Show Off” group with ruching on the sides and an off-theshoulder neckline with a neon tank on one side. It is so ’80s. I would wear it right now if I had it in my size! Did you adapt your designs or merchandising strategy given the economy? We try to offer more for the same price, so the customer really feels the value of the garment. Also, we have offered more basic items for less as an option for those who have really had to become more price-conscious. In addition, we have tried our best not to raise prices, even though the cost of doing business continues to change. How is designing for spring different from designing for fall? Spring is so much more fun! I love all the color. There are no boundaries for spring. Living in California, our weather is spring-friendly all year. Fall is always more challenging for me because we don’t have a traditional fall season in California. I work twice as hard on concepts and bodies. But it pays off, because year after year it appears to be our best season. At what point did you know you wanted to be a designer? My daughter Haven Blu was 3 years old. I had just graduated with a degree in psychology and was visiting my family in Bali when I realized I wanted to do something more creative. My family has had a women’s line for 30 years, so the natural step was for me to develop the children’s division. 32

A U G U S T 2 0 1 0 • E A R N S H AW S . C O M

AIRIANNE FINK, DESIGNER, PINC PREMIUM What is your brand best known for? Pinc Premium is known for an adult-styled jean fitted for a little girl ages 4 to 14. I am always hearing from customers how much they like our fit. How has the brand’s line evolved over time? We started with the focus of denim, but over the past few years the line has grown to include tops, dresses and jackets. Are you carrying over any successes from past collections? Our jeggings were an enormous success for us the last two seasons—they’re so comfy. We found an amazing soft, stretchy denim knit for spring that we’re really excited about. We are offering the jegging in new washes and in several different lengths with updated styling and embellishments. We’re also bringing back the knit motorcycle jacket in a light wash with added raw edges and distressing. What else will we see in your spring line? Chambray rompers in three different styles and colors. We’re primarily staying skinny with the bottoms but adding extra zippers, pockets, seams and distressing. The denims will be stretchy and the washes will be contrasting—either beachy light or classic dark. The spring palette is inspired by the summertime: a bright pink popsicle, the ocean, sand, sailor blue, lilac, navy, cement and white chalk. I experimented with mixing fabrics and prints on the tops and dresses—tiny stripes, big stripes, ditsy florals, slubs, chiffons and crochet. In terms of trends, how is Spring ’11 different from last spring? I feel the trends are a little more natural or organic-inspired, as opposed to bright and flashy. Our collection this season is nature-inspired with a twist of craftiness. I can picture this season’s Pinc Premium girl picking flowers in a field or flying a kite on the beach. Did you adapt your designs or merchandising strategy given the economy? We didn’t really have to change much. Our jeans have always been on the affordable end of the spectrum, and since our tops and dresses are made in Brooklyn, N.Y., we are able to offer them at really competitive prices with very fast turnaround. How is designing for spring different from fall? I am much more inspired by spring. I grew up in Florida, so I just make all of the things that I would’ve loved to have worn as a little girl running around on the beach. At what point did you know you wanted to be a designer? I would read magazines as a teenager and draw the outfits that I wanted to own. There were several sad attempts to handsew my creations! Then, in college, I was a studio art major until one of the career counselors saw my sketchbook and suggested I try fashion design. I knew I had made the right decision after a month. I find making clothing to be truly gratifying. I get to dream up a design, draw it out and then have the finished three-dimensional creation in front of me. I love it. Why did you choose children’s wear? Children’s wear sort of chose me, but it’s a good fit. I remember being an 11-year-old full of dreams and insecurities. I feel like I can relate to the Pinc Premium girl and design for her. What’s the best tip you’ve ever received from a buyer? Take your best-selling style and update it. Sometimes it’s just that simple.

“TAKE YOUR BEST-SELLING STYLE AND UPDATE IT. SOMETIMES IT’S JUST THAT SIMPLE.” E A R N S H AW S . C O M • A U G U S T 2 0 1 0 3 3

EMILY FONG, MARKETING DIRECTOR, ISOBELLA & CHLOE What is your brand best known for? Our coordinating sister dresses. We use the same themes and fabrics to design garments for both infants’ and bigger girls’ bodies. How has the line evolved over time? We started off with a small line of semidressy to very special occasion wear, but due to customer response we strove to create more casual, knit styles that are wearable for more occasions. We’ve continued to incorporate the small details and stylish cuts that make feminine wear so fun. What served as your design team’s inspiration for Spring ’11? The candy store is where the color scheme developed. The designers used a bright, summery palette reminiscent of cotton candy, gumdrops and tropical fruits. It was very easy to get excited over the potential of such scrumptious colors and fabrics. Are you carrying over any successes from past collections? Our knit program has been a hit because of its versatility and price point, so we have added new colors and bodies for this season. We’re also incorporating a lot of layered ruffles—now with even lighter tulle fabrics to accommodate little girls’ light, carefree summer attitude. What’s brand-new this season? We’ve always carried an eclectic range of styles to accommodate all occasions. For Spring ’11, we made an adorable tutu collection for little princesses and ballerinas alike. It’s light, colorful and wonderfully constructed.

LISA KANOUSE, CREATIVE DIRECTOR, SAURETTE What is your brand best known for? We’re known for offering a more contemporary alternative in children’s wear. I’ve collaborated each season with unknown graphic artists to design some of the prints for our collection that have a bit of sophistication without being too grown up. It’s something the mom is proud of and the little girl feels lets her dress like her mom.

What served as your inspiration for Spring ’11? The bright flowers and fruit you look forward to after a long winter. The color palette is named after fruit: grape, blueberry, raspberry, tangerine, lime and lemon balanced out by white and heather gray. I love the way the brights play off the crisp white in our prints or against a solid white cardigan, while the styles that are grounded back to heather gray keep the look very modern. Are you carrying over any successes from past collections? We had a big hit with our ruffle skirt from Fall ’10, so we’re bringing that back in lots of exciting prints and new solid colors in eco-friendly Pima cotton. Also, our Spring ’10 Butterfly dress was a huge success, so we’ve updated it and expanded the concept this year. What’s brand-new this season? We’re expanding into the 0 to 24 months range for spring, and we’ll be introducing several eco-friendly Pima cotton options. We wanted to do our part for the environment, address the growing eco boutiques’ needs and add ultra softness with this new fabrication. There’s a large assortment of cut-and-sew knits that offer a choice to our buyers. What will we see in your spring line? We’re known for our embroideries and embellishments. You’ll see butterflies, dragonflies, flower and leaf appliqués, heart prints, mesh accents, raw edges, lots of ruffles, bright color mixing, ribbon trims, etc. 34

A U G U S T 2 0 1 0 • E A R N S H AW S . C O M

Saurette photo by Patrice Gaspard Nelson. Others courtesy of the respective companies.

How has the brand evolved over time? Since our launch in Spring ’09, we’ve continued to adapt to our clientele’s needs. Having started with XS to XL, we added numerical sizes for wovens for a more precise fit. We also revamped our grading after our first two seasons and adjusted our sizing to a European fit, which was more appropriate for our boutique clients.

How do the trends for Spring ’11 differ from last spring? The bold, bright colors in Spring ’11 are a marked difference from 2010’s pastel and nautical-inspired colors. This season is still sweet, but it’s got that kick of fun as well. What’s your favorite item from this collection? A dress from the Adore Group that is a delicious, more mature take on conventional tutus. It’s an amalgamation of many different design elements used this season: a ruched bodice with a vibrantly colored, ruffled tulle skirt. Little girls will have so much fun twirling around in this dress. How is designing for spring different from designing for fall? Spring or fall, our brand has always walked the balance between feminine sophistication and fun. The difference is that for fall we infuse our line with more sophistication, while for spring we pump up the fun factor. What’s the best tip you’ve ever received from a retailer? Keep the quality. Give us less dressy and more casual. Ship on time. And maintain low price points.

Celebrate Innocence

What else will we see in your spring line? This season has lots of colors: hot pink, lime green, turquoise and honeydew, just to name a few. In terms of construction, we have layered ruching, wavy ruffles, interwoven pleats and floral-inspired embellishments.

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In terms of trends, how is Spring ’11 different from last spring? Last spring was split into two distinct color palettes—pales for early delivery and brights for summer. We got the best reaction from the bright palette, so for Spring ’11 we focused on brights that can mix and match back to one another but still have our signature modern edge. What’s your favorite item from this collection? I’d have to pick two: the lace-back tank—I want one in my size!—and our mesh ruffle dress. Did you adapt your designs or merchandising strategy at all given the economy? We’ve continued to introduce more knits to our collection each season in order to offer a lower price point in all classifications (i.e. dresses, skirts). The key is to design silhouettes that lend nicely to the knit fabrics while maintaining the aesthetic of Saurette, which offers great value. How is designing for spring different from designing for fall? In many ways, it’s a breath of fresh air. You get to focus on bright, happy colors. Fall can sometimes be a challenge in finding the right color and silhouette mix to address the regional needs of our stores. At what point did you know you wanted to be a designer? For as long as I can remember, I’ve always liked creating things, but I have an analytical side as well. I kind of fell into product development about 15 years ago because it offered a nice balance of the two. As time went on, I had a greater desire to focus on design. The reward in creating something that others enjoyed became very addictive. I was always thinking of new ideas; weekends, nights, I’d wake up at 4 a.m. and couldn’t sleep because I was too excited to get to work.

BÉRYL LANDES, DESIGNER, BERLINGOT

What is your brand best known for? Berlingot offers a world of gifts, clothing and nursery items for little ones from 0 to 4 years— baby clothes, bedroom decorations, bed linens, toys. Since the beginning we made quality the central focus of our expertise. Pediatricians and infant care specialists are associated with each project for greater security and practicality. We place the safety of babies at the heart of all of our design and innovation. Who is your target consumer? We cater to the birth/gift market, so [we target] mothers but also grandmothers and friends of mothers who are looking for a present for a new baby. We consider our clientele to be a fashion-oriented urban lady who also greatly cares for quality, softness and safety for her baby and/or grandchild. What served as your inspiration for Spring ’11? We work with a variety of color groups and get inspired from the men’s and women’s collections. For the season’s [military] group, which features stripes mixed with golden stitches, we were inspired by the recent Jean Paul Gaultier line that had a marine/navy look. What’s brand-new this season? Our “Mix and Match” collection, a new concept for 3 months to 4 years. This is an outstanding col-

lection offering countless looks, where every piece can be mixed and matched to answer to today’s consumer’s new [price] expectations. You’ll see a wide choice of fabrics and prints plus modern and graphic images. What else will we see in your Spring ’11 collection? The revamped navy look—a touch of officer glamour with badges and blazons, plus angel wings made of gold stitches, mixed with soft raw denim; structured, black and white graphic looks; a colorful group featuring embroideries and vibrant prints; and lots of stripes. In terms of trends, how is Spring ’11 different from last spring? The upcoming summer is very colorful. You’ll see lots of bright colors—nearly fluorescent! What’s your favorite group from this collection? The light pastel layette newborn collection. It offers highly classical colors but they’ve been revamped this season with a superb leopard/panther print, names and words of a story written [in script], and mirrored buttons for little girls. What’s the best tip you’ve ever received from a retailer? Never ever forget how fragile a baby is, and never forget the comfort of the clothing when designing a baby garment.

HEIDI SCHWARCK, DESIGNER, LUNALUNA COPENHAGEN What is your brand best known for? Its high detail and special touches in super-comfy fabrics and functional styles. A girl can be a girl, have fun at the playground and go to a nice dinner in the same outfit. Who is your target consumer? Everyone from the grandmother to the mom to the actual little girl wearing it. It’s definitely a consumer who appreciates quality, style, comfort and individuality. How has the line evolved over time? We started off as baby-driven, and as my inspiration—a.k.a. my daughter, Luna—grew up, the collection grew up with it. The pieces have gradually become more sophisticated and a little funkier, yet we maintain our commitment to detail, style and comfy fabrics. This season we are focusing on two major deliveries instead of three smaller groupings. We feel the retailers need more time to sell and the collections really flow together. What served as your inspiration for Spring ’11? I was intrigued by Tim Burton’s vision of “Alice in Wonderland.” The nautical trend is also still a favorite. In our first delivery, “Nautical & Nice,” we are putting a sweet LunaLuna spin

on marine classics with variegated stripes and nautical trims. What will we see in your spring line? The colors we developed for spring are the most amazingly beautiful hues we have ever done. Standout colors, mixed with muted LunaLuna classics is what our customers love. The new stripes and watercolor florals are strong in the new lounge sets, which are accented with ruffles and beading. What’s your favorite item from this collection? The butter-soft “Venetian lace” lounge sets mixed with watercolor prints are definitely standouts. Did you adapt your designs or merchandising strategy at all given the economy? Though we have been lucky to continue with our higher-end clientele, our sales reps kept a close eye and ear to retailer feedback to make sure we stayed on point with the economic climate. We kept hearing that the loyal Luna customers were still on board but that there was definitely a portion taking a second look at the price tag. We quickly realized that there was a need for a more accessible price point for these customers, so we created the Starlet collection,

34 West 33rd St. Ste.1213 NY, NY 10001 (212) 244-2323 www.kissykissyonline.com

which starts shipping in July. These are classic lounge sets with the same twists in bold colors at a sharper price point, which we feel will only increase our business, exposure and customer base. How is designing for spring different from designing for fall? Designing for spring/ summer is definitely my favorite, because I can be more playful and flowy. It is such a happy season. At what point did you know you wanted to be a designer? When I was 19 and happened to be in Paris with friends, I sneaked into a Chanel show. That’s when I knew. Why did you choose children’s wear? I had been designing women’s wear for many years, but the birth of my youngest daughter Luna changed my focus. We are currently playing with the idea of starting a mother/daughter loungewear division, launching for Holiday ’11. •

School Rules

Retailers and vendors offer ways to boost uniform sales. By Melissa Knific

Classroom School Uniforms

UNIFORMS SALES ARE in full s wing for 20 10, as J uly, A ugust and Sep tember mark the top-performing months for the category. “We look forward to this time of year,” said Maxine Geiser, owner of Mobile, Ala.-based Weber’s Department Store. “This is our Chris tmas.” But that doesn’t mean retailers should assume the merchandise will fly off the shelves. With some extra effort, stores that sell uniforms can boost their sales and earn some extra cash. First off, retailers carrying school uniforms need to recognize it is a true des tination purchase, noted Michael Arking, vice president of the school uniform division of New York Citybased French Toast. Because the customers are searching for something specific—as dictated by their child’s school—they can’ t be as flexible about what they ’re buying. Plus , the need is immediate. “If [shoppers] walk in a store and the size isn’t there, they have to go to a competitor,” Arking s aid. “You’ve got to ha ve it—and you can’ t even have it in the back of the s tore.” Here, Arking and others share additional tips for school uniform success .

1. MAKE UNIFORMS VISIBLE

Linda Albright, manag er of Serendipity Uniforms in M ontgomery, Ala., makes sure school uniforms are as visible as possible during the peak uniform buying season, put ting the merchandise near the front counter . Da vid Eichelbaum, co-o wner of Sa vannah Kids wear,

French Toast

based in Savannah, Ga., has a different approach: He keeps the uniforms in the same place all the time. “It’s about consistency,” he explained, noting that customers know exactly where to find them. Eichelbaum does, however, place a few key items—products that locals are unlikely to find at competitive stores—toward the front to entice them to the back of the store for more. Also in terms of visibility, retailers note outside signage is important to draw in customers. Unless the store is specifically a uniform operation, potential customers might pass it unless they see some kind of indication that standardized school wear can be found inside. “For three months, our entire front window features uniforms for every school in the area,” said Bobby Mirchandani, owner of Soul Train Fashions, which has two shops in the New Orleans area. Serendipity Uniforms takes it one step further by alerting area schools that they have the appropriate uniforms available and sending notices to residences.

2. REASSESS YOUR ASSORTMENT

While visibility is key, actually having the product in stock is the determiner. “You have to have depth of inventory so there’s a selection on hand when the parents arrive in the store,” declared Andy Beattie, senior vice president of Chatsworth, Calif.-based Strategic Partners, which manufacturers Classroom School Uniforms. He also noted that maintaining a The Old School Brand focused collection is key: It’s a rule the manufacturer itself adopted this year when reexamining how it could do better business. “We’re narrowing to key bodies,” he explained. “Depth of inventory is more important than a wide assortment of items.” Eichelbaum also noted that some retailers fall short when it

comes to their size range. Many stop their run at girls’ 16 and boys’ 20, when a number of the students require adult sizes.

Uniform Hot List

A look at the fashion updates vendors are offering for next year.

3. MAKE A YEAR-ROUND COMMITMENT

• Low-rise pants and shorts • Built-in extras like belts on skirts and ribbons on sleeves • Purple • Fitted blouses for girls • Brighter colors, as opposed to traditional white, gray and navy • Cell phone pockets • Longer shorts length for boys • Accessories, especially knee-high socks

Retailers and manufacturers alike said it’s advantageous to carry school uniforms throughout the year. For one, it gives mom-and-pops an upper hand over the big-boxes. “A lot of big retailers, like Walmart, don’t do it,” Albright said. Keeping uniforms in stock after September is wise because kids’ grow and no matter how durable the apparel, there’s always the chance an item will need to be replaced. In addition, Albright stressed that kids will need coolerweather items, such as cardigans and jackets, come winter. Mirchandani raised another point: “Many parents cannot afford to buy all the uniforms [they need] at the start of the year,” he said, noting that they may decide to slowly add pieces to their child’s closet as the year goes on.

4. HELP CUSTOMERS MAXIMIZE THEIR BUDGETS

On a similar note, parents are looking for ways to stretch their budget, so the word “value” is ever present in the uniform world. “It’s extremely important that the customers get good value,” Mirchandani noted. “Especially in school uniforms—they’re always looking for a bargain.” At Soul Train Fashion, he offers a package deal of five embroidered

Si zed

shirts and five bottoms (pants, skirts or jumpers) for $119.99. But value isn’t only about price; it’s also about quality and growth features like adjustable waistbands and generous inseams. “A well-made garment is expected to last the entire school year and grow with the child,” noted Ron Johnson, president of Monrovia, Calif.-based Wyndam Brands Apparel, maker of The Old School Brand.

5. DON’T FORGET THE EXTRAS

While there may be a limit to the number of uniforms parents will purchase, kids’ entreaties for accessories often help pry their wallets open a bit further. Arking suggests retailers stock up on items like socks, belts, hair bows, backpacks—even jewelry. “There’s a lot more accessorizing [among uniform wearers],” he observed. And the extras add up. “Every dollar counts,” said Mirchandani, who has worked to make Soul Train Fashion a one-stop shop. The store has a separate shoe section that’s proven successful for the school uniform crowd. Fortunately, the outlook on school uniforms sales is good. French Toast’s estimates show the number of uniforms worn nationwide is increasing by 3 to 5 percent per year—or an additional 12 million children annually. According to Beattie, Target and Walmart are already showing comp gains on day-to-day sales from last year. “[The school uniform category] was not as affected by some of the economic drivers that we’ve seen,” he noted. “We’re confident our season is going to be good.” •

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CALENDAR

MARKET DATES & EVENTS

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

10-12 Mid-Atlantic Children’s Apparel Sales Organization Show Doubletree Suites Hotel Plymouth Meeting, PA (215) 782-9853

10-13

21-24

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

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

14-18

21-24

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

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

15-19 LA Kids 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.

Over 300 Lines of Children’s Footwear

THE CHILDREN’S GREAT EVENT SHOE SHOW Spring & Summer 2011 Market 3 DAY SHOW HOURS

Sun, Sep 12: 9am-6pm / Mon, Sep 13: 9am-7pm Tues, Sep 14: 9am-4pm THE RENAISSANCE HOTEL

Special $99 Group Rate for Retailers to Stay 866.234.2535, ask for Children’s Great Event Rate

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VINTAGE STYLING AND CLASSIC COLORS REFLECT THE SEA’S EVERLASTING BEAUTY. PHOTOGRAPHY BY AUGUSTUS BUTERA

Paris Blues and Pink Platinum by iApparel asymmetrical one-piece.

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44

Hair and makeup by Tara ChuckCampbell. Jensen for Fashion Mark Edward, editor: Angela Inc. Fashion Velasquez. editor: Caletha Crawford

One-piece and skirt by Static by Amerex Group; vintage bathing cap courtesy of Perennial Clothing NY.

OndadeMar one-piece halter. 4455

Stella Cove one-piece; Teeny Tiny Optics sunglasses.

Vilebrequin swim trunks. 4477

High-waisted two-piece by Frankie & Daisy.

48

MN Bird one-piece; cable knit cardigan by Lilly Pulitzer; Teeny Tiny Optics sunglasses.

49

Sequin-embellished bikini by Submarine.

Kate Mack skirted onepiece; Charm It! by High IntenCity bracelet.

Rosalina dress; Ewers tights; Bows Arts bow; Eleven Collection shoes. Livi G tunic and leggings; model’s own shoes. 5511

s STYLE INCUBATOR

LUCKY JADE

Earnshaw’s introduces this brand new advertising section, designed to nurture new and emerging brands in children’s fashion.

Lucky Jade introduces baby chai by Lucky Jade, a new contemporary lifestyle collection fusing the brand’s well-known, nature-inspired graphics with lush ecofriendly materials. Layette clothing, bath wraps and towels, bunting bags, blankets and beautifully packaged gift sets complete this new line of stylish baby essentials. The collection also debuts a new cloth diapering system, designed to bring this environmentally friendly solution to the modern luxury market. Wholesale prices start at $12. (310) 929-0285CK • www.luckyjadeproducts.com

FLOATMINI

Floatimini offers quality swimwear and resort clothing with a vintage sensibility. The label is run by two veterans of New York textile/design. Each style is meticulously designed with the love and attention only a beach-loving mom can bring! (201) 618-4406 • www.floatimini.com

HULA MULA

Vancouver, Wash.-based Hula Mula is the sister collection to the boys’ line Knuckleheads. The Hula Mula line was introduced in ’08 after Knuckleheads fans continued to request a girls’ line using some of the same vintage styles and trademark urban edge. With the help of her three daughters, owner and designer Melissa Nash got to work and created the first season of Hula Mula in Fall ’08. As a new brand, Hula Mula strives to keep prices affordable while maintaining quality and keeping the look consistent each season.

The Preppy Peanut is a boutique hair accessory line for infants to tweens. The product line includes ostrich clips, silk flower clips, headbands, custom fabric flowers, cotton beanies, knitted hats and sun hats. To view the line, visit our reps’ showrooms: Midwest I - Cutie Pyes Overland Park, KS www.cutiepyes.com Midwest II - Hey Baby Designs, LLC www.heybabydesigns.com Southwest - Summer Place II www.summerplace2.com

Southeast - Larry Lucas Showroom AmericasMart Atlanta, GA www.larrylucasinc.com West Coast - Rock Candy Kids California Market Center Los Angeles, CA www.rockcandykidsshowroom.com

Photo by Erik Sear

(360) 696-9744 www.hulamula.com

PREPPY PEANUT, LLC

LAMANBLU

Mustard Pie Baby and Girls’ clothing was created in the interest of every daydreamer, every twirling princess and every butterfly catcher wandering around the world. Dreamed up and made in the U.S.A., our collection’s soft cottons and kaleidoscope of colors are sure to delight. Serving up sizes 6-24 months and 2T to 6. Visit us at ENK Booth #3237!

LamanBlu is an eco-friendly designer line for girls ages 6 months to 6 years. LamanBlu offers classically beautiful styling and complex detailing all with a modern edge. The Spring/Summer 2011 collection features floral still-life prints and crayon stripes on a vibrant palette of pink flambé and violetto based in bright white and chartreuse, all in environmentally friendly bamboo or cotton knit basics. Holli Gibson, designer for LamanBlu, was recently awarded the Rising Star Award by Fashion Group International. Wholesale prices range from $17 to $40 for separates and $24 to $49 for dresses.

(630) 405-9997• www.mustardpieclothing.com

(720) 837-1452 • www.lamanblu.com

MUSTARD PIE

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

ONE OF A KIND KATHLEEN’S KIDS OF OKLAHOMA LURES SHOPPERS WITH PERSONALIZED CREATIONS. BY MELISSA KNIFIC

This kids’ department store offers everything from custom accessories to brand-name clothes and shoes.

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A U G U S T 2 0 1 0 • E A R N S H AW S . C O M

TULSA, OKLA., NATIVES know that if they want a bow, Kathleen’s Kids is the place to go. From leopard and zebra prints to narrow and extra-wide widths, the store’s bow makers can create just about any look a shopper requests. “Our walls are lined from the floor to the ceiling,” owner Kathleen Marshall confirmed about the materials in the section, noting the store carries an estimated 2,000 solid bows in every size and color, 120 styles of grosgrain ribbon, and 400 drawers of flowers and other trinkets that can be attached for a personalized touch. While a large section of Kathleen’s Kids is dedicated to bow making, the store comprises much more: The head-to-toe shop offers apparel, accessories and toys for boys and girls ages newborn to tween. “I try to just carry things that department stores do not have,” Marshall said, noting the importance of standing out amongst the competition. Her concept has proven successful, as the retailer has been in business for more than 20 years. It’s probably not a surprise that Marshall got her start making bows. In the ’80s—during a time she calls the “bow boom”—she established Kathleen’s Bows. She and about 25 other women made bows in the designer’s garage. The line was picked up by a Dallas sales rep who eventually landed her shelf space in Neiman Marcus and Nordstrom. The success enabled Marshall to move her business to a storefront and to add other items (including the Waco, Texas-based T-shirt brand I’m Yours, which she still sells today). It wasn’t until the early ’90s that Marshall got into clothes “big time,” when the birth of her daughter made her realize the need for a good children’s clothing store in Tulsa. Kathleen’s Kids has moved a few times since her early days, mostly expanding due to space needs before settling in south Tulsa about five years ago. The new location not only increased the store’s space to 9,000 square feet but also positioned it to reach the area’s younger clientele. In terms of apparel, best sellers for girls include Juicy Couture, Haven Girl, Baby Nay, Baby Lulu and Girl Friends by Anita G; for boys, Quiksilver, Wes & Willy and Florence Eiseman are tops. Marshall noted that one of the perks to being an established retailer is her longstanding relationship with reps and vendors, which has allowed her to be the exclusive seller of certain brands in her area (Juicy Couture, for one). “It’s helped me stay afloat while other [bou-

tiques] have closed,” she added. Kathleen’s Kids also supplies a significant European offering, with Deux Par Deux reigning as No. 1 in the category. In addition, the store features an entire department dedicated to footwear; top brands include Lelli Kelly, Naturino, Ugg Australia, Pediped and a variety of “squeaker” shoes. And, of course, there’s the bow section. Customers describe their preferences and one of the four bow makers will create a custom style. (Marshall said her favorite day of the week is the one when she gets to craft the accessories.) Ranging from $6 to $25, they’re a sizeable add-on. To further entice shoppers, Kathleen’s Kids offers 50-percent off any bow with the purchase of an outfit. Besides bows, the store also makes custom baby hats with ribbons, rhinestones and flowers as embellishments. Other key accessories include Trumpette socks and bottle cap necklaces from M3 Girl Designs. Most of Kathleen’s Kids’ buying takes place at the Dallas Market Center, but Marshall does head to New York for some showroom visits as well as Toy Fair. With her newest location, Marshall was able to start from scratch and create a store that met her and her customers’ needs. “I got to gut and design the store I wanted for the first time,” she said. “[Previously] I used other spaces and accommodated.” Her current store features a gated area where kids can play under adult supervision; a customer lounge with a television, snacks, a café table and two restrooms; and a runway, complete with mirrors and chandeliers. The store utilizes the latter for special events, such as fashion shows, to attract customers during slower times. Kids who volunteer to model for the shows receive an in-store discount. Gradual expansion, Marshall believes, is part of the reason her store has withstood the test of time. “I started small, built it up and put [the profit] right back in,” she said. “I’ve never had one debt or one loan on my store.” She also keeps an eye on quality, as she’s noticed that once vendors switch to a different manufacturer, product can go downhill. Her biggest piece of advice for other retailers, however, is that they realize that running a store isn’t a 40-hour-per-week job. “You’ve got to be the type of person that’s obsessive-compulsive about every detail,” she concluded. “You need to make sure all your bases are covered. It’s just so much more than ‘I’m going to buy clothes and sell them.’” •

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These diaper bags are the first in a collection of bags designed with the needs of the day in mind. Your day should be about the important events in your life, the precious and tender moments you share with your children in their earliest years. With my diaper bag, you will know with confidence that what you need throughout the day is all in the bag! VIEW THE ENTIRE COLLECTION AT WWW.MRSSMITHSBAGS.COM Larry Lucas, America’s Mart Apparel Bldg. 3 Floor 13 250 Spring St. Suite 13W126 Atlanta, GA 30303 Phone: 404-688-2847 larry@larrylucasinc.com Cass Bisbikis Northern CA and Northern NV Phone: 916-649-1888 cass@cassbsales.com

Stephen Rappaport NY and NJ Phone: 516-569-3149 sjr2348@msn.com Dave Knox, Knox and Associates IL, IN, OH, MI, WI, MN, ND, SD Phone: 815-254-1749 dave_k_79922@yahoo.com

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Coming in September... ★ Chain of Command

How vendors and retailers are readying the next generation to take over the family business

★ Masculine Marvels Gifts that will get the boys revved up

★ Crystal Ball

Your guide to predicting the must-have styles, colors and themes for Spring ’11

★ Tween Fashion

Join Earnshaw’s Marketplace Earnshaw's Marketplace maximizes the small budgets for emerging infant and toddler companies. Tout your up-and-coming apparel or juvenile product collections to retailers looking for new resources targeting newborns through pre-schoolers. Call (646) 278-1510 amarinacci@symphonypublishing.com

Spring looks that bridge the gap between junior and kiddie couture

WHERE TO BUY

FIND TOMOR ROW’S TR ENDS NOW

PAMPERED Babysoy (626) 289-7770 Babidu (212) 947-5522 Chic Papoose (503) 453-2110 Ideo Collection (831) 515-5646 Kalencom (800) 344-6699 Kids Preferred (732) 274-1144 PaigeLauren (800) 256-3038 Petunia Pickle Bottom (805) 643-6672 SwaddleDesigns (206) 525-0400 Tiny Whales (714) 625-5780 UNWRAPPED BabyLegs (212) 391-4143 DCI (401) 621-5324 Gund (800) 448-4863 Infantissma (866) 522-1415 Merry Makers (888) 989-0454 Monkey-Toes (720) 231-8726 Peter Pauper Press (914) 681-0144 Tree by Kerri Lee (845) 887-6165 Twinklebelle (888) 311-8264

Net TULLE Tricot SHORE THING Anita G (800) 717-0789 Floatimini (201) 618-4406 Frankie & Daisy (800) 784-5781 Headcovers Unlimited (281) 334-4287 High IntenCity (201) 703-5010 Kate Mack (212) 947-4040 Lilly Pulitzer (888) 725-4559 MN Bird (877) 782-0384 OndadeMar (212) 221-2349 Paris Blues and Pink Platinum by iApparel (212) 695-6343 Speedo (800) 547-8770 Static by Amerex Group (212) 609-3000 Stella Cove (212) 801-2387 Submarine (305) 931-4196 Teeny Tiny Optics (888) 833-6984 Tom & Drew (212) 600-1278 Vilebrequin (212) 546-9220

www.tutufabric.com Fashion Fabrics

THE LOOK Appaman (212) 460-5480 Blush by Us Angels (213) 624-4477 Flowers By Zoe (631) 249-0141 Hannah Banana (213) 624-7301 Haven Girl (760) 804-8500 High IntenCity (201) 703-5010 Kaos! Recycled (323) 533-5727 Little Mass (323) 234-9086 Signorelli (213) 741-0572 Trunk Ltd. (310) 845-7718

AD INDEX ABC Kids Expo ......................................31

Itzy Ritzy ................................................57

No Slippy Hair Clippy ..........................56

Angela Frost ..........................................21

Jamie Rae Hats .....................................55

Pediped ..................................................CII

Baby Ease ..............................................56

Jannuzzi..................................................55

Petunia Pickle Bottom.........................19

Baby Bella Maya ...................................30

Jefferies Socks ......................................15

Pinc Premium ........................................17

Babysoy ..................................................15

Joan Calabrese for Mon Cheri ...........23

Pink Axle ................................................56

Bari Lynn ................................................55

Kicky Pants ............................................35

Pink Pewter............................................55

Bella Bling ..............................................55

Kissy Kissy..............................................37

Popsie Organics ....................................55

California Market Center .....................2

Knuckleheads ........................................53

Robar ......................................................5

Children’s Great Event Shoe Show ...41

LamanBlu ...............................................53

Rock Me ..................................................41

Coccoli ....................................................7

Lemon .....................................................28

Sara Sara ................................................8

DMC .........................................................13

Little Me..................................................1

Specialty Trade .....................................36

ENK..........................................................4

Lucky Jade .............................................52

Stella Industries ....................................35

Enchanted Enfant .................................29

Malibu Dream Girl.................................25

Sweet Petunia .......................................56

Floatimini ...............................................52

Mooncakes .............................................55

The Preppy Peanut ..............................53

Haba USA ...............................................30

Mrs. Smith’s Bags .................................56

TwirlyGirl ................................................29

High IntenCity .......................................11

Mustard Pie Clothing ...........................53

United Legwear ....................................3

Hudson Threads ....................................37

My NapPak .............................................57

Western Chief........................................10

Huggalugs ..............................................57

Myself Belts ...........................................56

Zaza Couture .........................................6

Immature Products ..............................55

Noo ..........................................................56

Zoocchini ................................................21 E A R N S H AW S . C O M • A U G U S T 2 0 1 0 5 9

THE LOOK Appaman Baby Togstee hoodie and pants set

NEW WAVE The ’80s pop scene incites a fashion flashback. by christine bove

T-shirt by Trunk Ltd.

Charm bracelet by High IntenCity Hannah Banana embellished vest

Flowers By Zoe sweatshirt

Haven Girl leggings

Print dress by Kaos! Recycled

Little Mass jeans

Sweatshirt by Signorelli 60

A U G U S T 2 0 1 0 • E A R N S H AW S . C O M

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