Earnshaw's | Infants', Girls', Boys' Wear Review | 2010 • November/December by Wainscot Media

NOVEMBER/DECEMBER 2010 $5.00

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

First Class

Spring Sportswear Unpacks a Tourist-Chic Vibe

Show Business Trade Events Innovate to Boost Market Appeal Winter Wonders Uncovering Fall ’11 Outerwear Directions

New York International Gift Fair l PIERS 92 & 94, NYC

JANUARY 29 – FEBRUARY 3, 2011

JAVITS CENTER

nyigf.com

Liun Doll of “Aminals” by Dreaming Lion, LLC

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

NOV/DEC 2010

ADVERTISING Erwin Pearl Vice President of Sales Noelle Heffernan Sales Executive Alex Marinacci Account Executive Patrick Thomas Sales Representative, Canada Caroline Diaco Special Accounts Manager Jennifer Craig Special Accounts Manager Maureen Johan Classified Sales

FASHION 28 Vacationland Spring sportswear evokes island escapes with bold prints and easy styling. 48 The Look: Orange Crush Designers fall in love with the happy, punchy hue.

Apparel Licensing Retail

11 12 14 16 18

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

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 editorialrequests@ 9threads.com

COLUMNS

IN EVERY ISSUE 7 17 47 47

Editor’s Letter Calendar Where to Buy Ad Index

Nancy Campbell Creative Director

CREATIVE Trevett McCandliss Art Director Jessica Ziccardi Art Assistant

24 Room for Recovery Trade show organizers reﬂect on the changes and updates that have positioned their events for bigger and better successes next year.

8 10 46

Caletha Crawford Editor in Chief

EDITORIAL Leslie Shiers Managing Editor Angela Velasquez Audrey Goodson Associate Editors Jacqueline Micucci Contributing Editor Roxanne Fequiere Melissa D’Agnese Editorial Interns

FEATURES 20 Inside Outerwear Coat manufacturers discuss how changes overseas, the rising cost of goods and evolving consumer demands drive their category.

NEWS

Rita Polidori O’Brien Publisher

Circulation Office 21 Highland Circle Needham, MA 02494 Tel: (800) 964-5150 Fax: (781) 453-9389 circulation@9threads.com

On the cover: Peace of Cake dress and straw hat. Photography by Ingrid Skousgard.

Mimi & Maggie romper.

CORPORATE 9Threads 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 Xen Zapis, Chairman Lee Zapis, President Rich Bongorno, CFO

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 94 Issue 10. 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 9Threads, 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 9Threads. 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. 9Threads 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.

N O V E M B E R / D E C E M B E R 2 0 1 0 • E A R N S H AW S . C O M

Learning Curve

Survival means adapting to the inevitable twists and turns up ahead. It’s been said that the only constant is change, and that’s certainly been true over the last few years. Through it all—consumer spending slowing to a trickle, the unprecedented increases in the prices of raw goods and labor, and stringent consumer products laws—our industry has held on by adapting its practices, marketing and product. And while this year certainly couldn’t compare to the “good old days,” this hard work has yielded a bit of a recovery. Buoyed by these positive signs, vendors and retailers are already planning new strategies to make 2011 a success. This month, we highlight some of the ways the industry is working to bring about change in the coming year. Trade show organizers have been keeping their eyes open for ways to attract more attendees and foster environments that are conducive to business. This year, they developed new pre-, at- and post-show initiatives, which have gained traction and will serve as a model for their 2011 strategies. In “Room for Recovery” (page 24), they share the new product categories, retailer outreach and show dates that will make their shows can’t-miss events. By assessing the stumbling blocks that emerged this fall, coat companies are working harder to shore up factory and sourcing relationships and secure production for

the coming season. After taking a big-picture view of their category, this group has determined that novel, interesting design can help combat the current consumer spendthrift mentality. In “Inside Outerwear” (page 20), vendors describe the irresistible fabrications, whimsical bodies and interesting texture mixes in store for 2011. Moreover, they’re finding new avenues for revenue through lighter weight goods, which will extend their reach beyond the most frigid months. In this month’s special section “Lessons Learned” (page 38), leaders from every facet of this industry—retail, wholesale, publishing and technology—reflect on how the adversity of the past few years has brought them greater clarity and focus. For many, navigating through the tough times has meant securing relationships and taking the time to listen to all parts of the supply chain. Others seized the opportunity to launch new endeavors that speak to the way we live and work today. But no matter which avenue they’ve taken, two things are certain: things will always change and this industry will never give up.

EDITOR’S LETTER

CALETHA CRAWFORD Editor in Chief

Northeast Robert Drucker 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

Little Me Accessories Soft Sole Shoes Socks Bootie Sets Hats Sunglasses Cold Weather

Shalom International

3 West 35th St, 2nd floor New York, NY 10001 212.391.6970 For more information, contact Devra Miller dmiller@shalomint.com

apparel news Goat-Milk

Wobabybasics

Y-3 Launches Kids’ Offshoot The collaboration between avant-garde designer Yohji Yamamoto and Adidas, Y-3, has achieved commercial success and raves on the runway since it was created in 2003. Now the label has added a collection for boys and girls, with fun, functional and stylish items like a waterproof backpack with a reflective graphic and denim dungarees with ribbed hems. The line includes tees, track pants, leggings, polo shirts, dresses, parkas and capes for youth sizes 4 to 8 in eye-catching colors like fire red, vitamin yellow and emerald green. In keeping with the Adidas brand, the line also features trendy footwear (sizes 0 to 3 and 10 to 13) in black denim and premium leathers with reflective 3M coating. Bright hats, caps, belts and bags with the Y-3 logo are also available. Wholesale prices range from $18 to $106. Call (646) 662-5074 or visit www.enekony.com.

Morgan & Milo Grows Brand Originally known for footwear, Morgan & Milo launched a small apparel assortment for girls and boys sizes 2 to 10 this fall, and is following up with comfy, utilitarian pieces for Spring ’11. “It’s nothing too precious or fussy,” owner Mia Abbruzzese explained, noting the apparel is all mixand-match, with a focus on wearability. For spring, look for graphic tees with monster imagery, ruffle detail tees, tank tops, checked button-downs, patched shorts, dresses and more. Many of the fabrics were sourced in Japan, Abbruzzese said, adding that fall’s most popular item—a double-layer jacket for boys—will carry over in lighter-weight fabrics. The spring palette includes lilac, strawberry and khaki, and stripe and polka dot patterns join solid designs. Morgan & Milo is targeting specialty boutiques with wholesale prices from $12 to $75 (most items fall between $14 and $34). Call (617) 422-0121 or visit www.morganandmilo.com.

Trend Alert: Making a Splash Left: Love U Lots by Mulberribush. Below: Chocolate Kids

Buyers can welcome a raft of new swimwear options this spring, as designers dive headfirst into the category. Venezuelan swimwear brand Chocolate Kids introduces bright and vibrant one- and two-piece suits for girls in basics and fun prints, such as stripes, polka dots and paisley. The Lycra suits come in sizes 0 to 16 and wholesale for $14 to $15. Visit www.chocolatekids.com.ve. • Love U Lots by Mulberribush heads into the market with bright colors and the brand’s signature ruffle and flower details. The oneand two-piece suits are fully lined and made of a UPF 50+ nylon/spandex blend. Motifs include seahorses for younger girls and oversized flowers on halter tankinis for tweens. Sizes range from 12 months to 14 years and the suits wholesale for $13.50. Call (800) 454-3484 or visit www.mulberribush.com. • U.K.-based swimwear brand Jakabel introduces its line of UV 50+ rashguards, floatsuits and accessories to the U.S. market. Sizes range from 0 to 13; wholesale prices range from $5 to $25 per piece. Visit www.jakabel.com.

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NEW LINES Kids’ basics get an upscale update with the launch of Goat-Milk, a European-inspired line of tanks, one-pieces, underwear, and thermal tops and bottoms for boys and girls. Made of 100-percent organic, prewashed cotton, the collection’s neutral colorways include white, heather gray, rose, navy and olive. The onepieces come in sizes 3 to 24 months, while the tanks, underwear and thermals are available in sizes 2 to 10. Wholesale prices range from $9 to $10 for underwear and $20 to $22 for thermal bottoms. Call (212) 500-1437 or visit www.goatmilknyc.com. • Shanghai-based Wobabybasics brings its versatile collection of organic cotton basics, organic cotton reversibles and hand-knit essentials to the U.S. market. Designed to maximize comfort, the clothes feature details like flat-seam stitches, raglan sleeves, integrated mittens and printed care labels. The collection’s most popular items include the Hold Me Bodysuit, the Wrap Me Kimono Top and the Bloom Pocket Reversible Skirt, which can be worn as a long or short skirt and can transition into a sleeveless top as little girls grow. The collection fits newborns to 6-year-olds. Wholesale prices run $3.50 to $23.25 for the basics and reversibles and $15.75 to $110 for the handknit pieces. E-mail spoon@wobabybasics.com or visit www.wobabybasics.com. • Inspired by the imaginative tales her daughter spun while floating around in formal gowns, firsttime designer Janet Holmes launches I Am Dreamy Dresses, a special occasion dress line featuring clean silhouettes, European styling and careful workmanship for girls 2T to 16. The dresses come in an array of colors from deep burgundy to pale pastels and a variety of sumptuous fabrics including rayon crushed velvet, silk chiffon, embroidered silk organza, and silk dupioni with hand-sewn sequins or embroidered rosebuds. The dresses wholesale for $150 to $250. Call (914) 424-3309 or visit www.iamdreamydresses.com.

CHECK OUT THE FRESH CROP OF PRODUCTS FOUND AT OCTOBER’S ENK CHILDREN’S CLUB

Bridal brand Ann Frances introduces a new line of flower girl and special occasion dresses for girls ages 2 to 8 that complement its romantic wedding gowns. The line features French lace, Swiss batiste, hand embroidery and delicate smocking details in ivory, white, ecru, pale pink, soft blue and soft green. The girls’ line wholesales for $200 to $400. Call (615) 269-0899 or visit www.annfrances.com.

Ties get a hipster twist with the launch of Urban Sunday, a new brand offering bright cotton bowties and neckties that attach via a soft Velcro neck strap. Named for cities in the U.S. and U.K., the ties feature a fun corresponding design, like gingham for London and seersucker for Atlanta. The neckwear wholesales for $9 to $11 and fits infants through age 12. Call (949) 682-8437 or visit www.urbandsunday.com.

Mali Kids bows with trendy head-to-toe denim for girls. The assortment of jumpers, dresses, tanks, tops, skirts, shorts, cropped jackets, leggings, overalls and jeans comes in a rainbow of colors—from white to peach to indigo—and features fun, feminine details like bows and ruffles. The collection is available for sizes 2 to 12 and wholesales for $5 to $30. Call (646) 703-4469 or visit www.mali-kids.com.

JetSetters debuted its comfort wear for boys 2 to 14: graphic tees, washed piqué polo shirts, and lightweight, 100-percent cotton terry jackets, hoodies and cargo pants featuring faded washes and cracked prints. The line wholesales for $13 to $25. Call (201) 245-5101 or visit www.jetsetterskids.com.

Lifestyle apparel brand Topo Ranch expands with Topo Ranchito, a line of whimsical, organic cotton tees for tots. Featuring playful graphics of animals, music and nature and made of sustainable organic cotton jersey, the colorful collection of 39 T-shirt styles wholesales for $11 to $14 and is available for ages 6 months to 14 years. Call (310) 742-6139 or visit www.toporanch.com.

Lipstik Girls bows Jasmine, a line of contemporary dresses for sizes 7 to 14. Sophisticated silhouettes (like sheaths and racerback tank dresses) are spiced up with fun materials (i.e. tiger-print charmeuse). Exposed zippers and lace details maintain the brand’s girlish appeal. Wholesale prices run for $27 to $50. Call (323) 263-5953 or visit www. lipstikgirlsclothing.com.

licensing news Shalom Int’l Bows Little Me Accessories Mamiye Bros.’ Little Me baby apparel brand has branched into the accessory category with a new line produced under license by Shalom International Corp., a maker of infant and toddler accessories. The two companies have co-created an array of footwear, hats, cold-weather items, sunglasses, socks and booties for girls and boys, which have already hit retail through department stores and specialty chains. According to Shalom Int’l president Eddie Baranoff, the company has used its strengths in emphasizing value, design, safety, trends and functionality for this line. “Our focus was to take this already classic brand to a new level by adding a full line of accessories—a category that is on fire and continues to yield successful sales results even in this challenging economy,” he said. The accessories feature details such as bows, ruffles, texture, embroidery and more that work back to the Little Me apparel. Soft-sole shoes and three-packs of booties come in three sizes for babies 1 to 12 months. Wholesale prices run from $5 to $12. Call (212) 391-6970.

Trimfoot Debuts Eastland Kids’ Shoes Eastland Shoe Corp. is partnering with Trimfoot Co. to launch mini versions of its classic adult styles, plus fashion options and shoes to pair with school uniforms. According to Eastland president Jim Klein, the collaboration allows Eastland to draw on Trimfoot’s 90-plus years of experience in the kids’ footwear industry. “Our goal is to offer trendright classic children’s styles in the quality- and value-driven package that our customers have been asking for,” he noted. Hitting stores in June 2011, the collection offers core styles for girls and boys— such as classic leather oxfords, boat shoes, slip-ons and loafers—in sizes 10 to 6 youth. Mary Brown, Eastland’s director of marketing, called the collection “timeless” and noted that many adults who wore Eastlands in the past have been requesting legacy styles for their own kids and grandkids. The line is set to retail for $45 to $60; for wholesale pricing, call (800) 325-6116.

HOT PROPERTIES

Hush Puppies plush by Aurora World

The Gruffalo

Chorion Unveils ‘Little Miss Princess’ Celebrating 40 years, the Mr. Men and Little Miss property—part of Chorion’s brand portfolio—has developed a new character to join the ranks of Little Miss Sunshine and Little Miss Chatterbox. Pink in color and topped with a tiara, “Little Miss Princess is the perfect addition to the Mr. Men and Little Miss franchise,” said Steve Cipolla, Chorion’s executive vice president of global licensing and sales. “She’s an inspirational and fun character that girls of all ages will connect with. We’re excited to introduce her in multiple categories around the world for Spring ’11.” Her royal highness will be featured in a new book from Egmont Publishing next spring, and Chorion sees the character as a perfect fit for girls’ fashion, accessories, home wares and more. For licensing opportunities, call (212) 973-4700. Correction: The September issue included incorrect pricing of Pastourelle’s Laura Ashley dress line. The collection wholesales for $11.50 to $18.75. Call (212) 594-7400.

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Barney & Friends plush by Russ Berrie Co.

Wolverine World Wide has tapped Aurora World to produce Hush Puppies branded plush toys. The gift vendor has turned the footwear brand’s lovable basset hound icon into stuffed animals ranging from 5 to 18 inches. For pricing info, call (888) 287-6722 or visit www.auroragift.com. • The Sharpe Co. has been named the North American licensing agent for The Gruffalo, a children’s book first published in the U.K. in 1999. The story, targeted at kids ages 3 to 7, centers on a mouse who invents an imaginary monster to outwit predators on his walk through the woods. Sharpe is seeking licensing partners for apparel, nightwear, bedding, gifts and more. Call (310) 5456839. • Universal Partnerships & Licensing has signed on a slew of licensees for its diverse properties. For Curious George, Junkfood Tees will manufacture apparel; Ross Sportswear will produce a variety of kids’ headwear; Bradford Exchange will create toys, figurines and play sets; Zoobies will develop classic plush; and Dalmation Press will offer wall coverings, activity books and more. Bradford Exchange will also create plush items for The Land Before Time and toys, figurines and play sets based on The Little Engine That Could. Team Beans will create bracelets and accessories for Despicable Me as well as bags, bracelets and more for Universal Monsters. Saramax Apparel will develop Despicable Me pajamas. For other opportunities, call Universal at (818) 777-4382. • HIT Entertainment has teamed with the Russ Berrie Co. to create plush items based on Barney & Friends. The initial range includes Baby Bop and Riff designs as well as the big purple dinosaur, and is set to hit all retail categories in 2011. Russ Berrie plans to add more toys (including some with interactive features), plus plush puppets, beanies, backpack clips and more. For pricing and further information, call (800) 272-7877.

WHAT’S SELLING

INFANTS/TODDLERS

The North Face: pink microfleece water-repellent jacket and pants sets

Little Mountain Outfitters

Patagonia: high-pile fuzzy fleece Synchilla buntings Pink Chicken: colorful bohemian dresses with matching striped leggings Kit + Lili: cream organic cotton short-sleeve one-pieces with a red cartoon owl print and bright yellow piping New Skool: black one-pieces with a trompe l’oeil white headphone graphic

Keen

Since 2005, Dan Nichols has been at the helm of Little Mountain Outfitters, selling activewear and lifestyle apparel to Boulder residents. As a destination for outdoor activity gear, Nichols makes it easy for parents to prepare for the elements by carrying a number of takedown lines. Of making the transition from management to ownership, Nichols says he tries to view the business objectively and interact directly with customers to hear what they are saying, both with their words and their wallets.

Poppy

Rock-a-Bye Tees: white shortsleeve tees featuring album covers from The Ramones and Bruce Springsteen Mad Sky: ribbed cotton floral shortsleeve skirted one-pieces Appaman: boys’ black cotton corduroy biker jackets with silver piping, zipper details and fur collars Urban Smalls: orange short-sleeve cotton bodysuits with white piping and “It was the dog” message

GIRLS 4 TO 6X

Real Baby Hilary Horan and her husband, John, opened Real Baby to cater to the modern urban parent. In order to simplify the process of shopping for a new child, the store features a registry and alerts customers with product updates when stock is replenished. Over the past couple of years, Horan’s close contact with her customers has led her to cut back on fashion items in lieu of simpler clothing that sells steadily.

The North Face: pink fleece pullovers Life Is Good: ribbed cotton sleepwear sets in pink floral print

BOYS 4 TO 7

Billabong: kelly green glow-in-thedark Tyrannosaurus Rex short-sleeve tees Quiksilver: cotton blend navy blue zipper hoodies with white logo screenprint Spyder: black long-sleeve shirts with zip mock turtleneck and red logo screenprint

GIRLS 7 TO 14

Billabong: gray and black long-sleeve tees with multicolor owl screenprint The North Face: water-repellent microfleece pullovers in blue Patagonia: reversible pink floral insulated jackets

BOYS 8 TO 20

Volcom: cotton blend Highwear hoodies with detachable hoods and screenprinted sunglasses Quiksilver: blue short-sleeve tees with a multicolored paint-splatter screenprint

Goody Goody

New Skool Spoiled Little Mama

For the past five years, Karen Ott has worked the floor of her downtown Boulder boutique on a daily basis, getting to know her international tourist clientele. She believes that cash flow and inventory must be managed every single day, a lesson that she has taken to heart in the tough economy. Although many of her customers are transient, she wins them over with customer service by offering to wrap and mail any purchase and by maintaining a unique selection of gifts equally suitable for both boys and girls.

COLORADO RETAILERS REFLECT ON WHAT IT’S TAKEN TO SURVIVE THE RECESSION. BY ROXANNE FEQUIERE ACCESSORIES/GIFTS

Keen: pink Mary Janes with gray soles and metal buckle closures

Margareta Horn Designs: cerulean and sky blue striped sweetpea knit hats with peapod tassel decoration

Robeez: beige organic canvas soft-sole infant shoes with green leather dump truck graphics

Merrell: brown hiking shoes with pink trim

Beba Bean: camouflage cotton flannel Pee-pee Teepee diaper accessories

Obermeyer: girls’ multicolor striped knit hats with fleece lining

Roberta Roller Rabbit: woodblock-print baby quilts

Baby Banz: sunset orange Adventure BanZ infant sunglasses with neoprene wraparound straps

JJ Cole: plush Bundle Me stroller cozies with soft shearling lining

Serena & Lily: multicolor embroidered Market slings

SmartWool: merino wool roll-bottom hat and mitten sets in green, gray and buttercup yellow stripes

Angel Dear: cashmere ring rattles and pastel animal-themed blankies

Goody Goody: red ladybug infant shoes with Velcro closures and appliqué details Match: handmade Italian lead-free pewter frames Blabla: handmade knit monkey rattles

Rachel Weissman: vintage fabric barrettes with rhinestone and cupcake embellishments Converse: chocolate canvas Chuck Taylor slip-ons Rileyroos: cherry leather Velcro Mary Janes with white contrast stitching

Vulli: natural rubber Sophie Giraffe teething toys 3 Green Moms: reusable cotton dishwasher-safe lunch bags Bébé au Lait: brown cotton nursing covers with terrycloth pocket detail and multicolored floral pattern Cloud B: Sleep Sheep plush featuring four soothing soundtracks LITTLE MOUNTAIN OUTFITTERS POPPY REAL BABY

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PAMPERED BABY PRODUCTS & NEWS Baby Mio Collection animal-print robe Organic baby hair care products by Curls

Juvenile Solutions hooded towels

Jurlique soothing chamomile and lavender massage oil

Construction-themed hooded towel by Baby Jar

Sweet Beauty cocoa butter, sweet orange and raspberry scented skincare set

Natural shampoo and body wash by My True Nature

Organic bunny-themed robe by Sage Creek Organics

Yikes Twins hooded towel with shark motif

WATER WORLD

New products to add splash to your bath time offerings. 12

N O V E M B E R / D E C E M B E R 2 0 1 0 â&#x20AC;˘ E A R N S H AW S . C O M

Diaper Dude Meets Beatlemania

selection of organic cotton casual wear for newborns and toddlers inspired by South Asia’s patterns and colors. Kimono one-pieces, long-sleeve jumpers, pants and sleeveless dresses are offered in sizes 0 to 24. Matching baby blankets are also available. The girls’ range (2T to 5T) includes Peter Pan collar dresses, longsleeve and sleeveless tunics, bootleg pants and sundresses; polo and bowling shirts, ringer tees and pants for boys. Monkeys, elephants, flowers and elements of henna art are featured throughout in saturated hues of orange, lime, yellow, plum, blue and magenta. The collection wholesales between $11 and $18.50. Call (877) 7256720 or visit www.mylittlepakora.com.

† Monster Republic introduces Mini Republic, a takedown of the brand’s big-kid styles reinterpreted in simpler constructions for 3- to 24-month-olds. T-shirts ($12 wholesale) and short- and long-sleeve rompers ($16) feature the brand’s popular robot shark and flying popsicle art in bright primary colors. Plaid, striped and solid elastic-waist shorts ($14) finish the look. Call (213) 489-3050 or visit www. monsterrepublic.com.

¢ AJO.Bebe transforms basic baby wipe cases into stylish accessories covered with beautiful fabrics. The company’s vast catalog of patterns offers a case for every taste. Animal print, polka dot and stripe combinations, as well as mosaic-inspired designs and regal motifs in bright pink or blue are bestsellers. Nursery cases ($20 wholesale) and travel packs ($14) are available. Call (561) 8704038 or visit www.ajobebe.net.

Diaper Dude and Live Nation Merchandise, the North American licensing agent for The Beatles, are teaming up for a collection of The Beatles’ Yellow Submarine-themed diaper bags and coordinating accessories. Diaper Dude founder Chris Pegula said the nostalgic products allow parents to share a piece of their own childhood with their kids. The line, which includes the brand’s best-selling messenger style bag ($40 wholesale) and insulated bottle holders ($9), is bedecked with psychedelic prints, vibrant colors and iconic artwork from the animated film. Call (877)334-2737 or visit www.diaperdude.com.

CoCaLo Expands Beyond The Crib

Casual-cool diaper bags from Danzo unzip down all sides exposing a patent pending system of clear pockets. Velcro labels—denoting snacks, wipes, bib, medicine, formula and more—attach to each pocket helping parents find items quickly and stay organized. Nylon hobo, tote, backpack, messenger and retro duffle bags from the company are available in classic mom- and dad-friendly colors and feature gold hardware and leather handles and trim. Wholesale prices are $95 to $140. Call (917) 287-8292 or visit www. danzobaby.

Nursery décor manufacturer CoCaLo launches three new product categories: diaper bags, bath textiles and travel accessories, all using the same prints and trimmings found in the brand’s most popular bedding collections. Three diaper bag styles—a hobo, messenger and satchel—come with a coordinating bottle holder, a 3-piece diaper changing set and an outdoor blanket. Retail prices are $99.99 to $199. The colorful bath collection ($19.99-$39.00) includes baby robes, soft hooded towels and washcloth sets, over-sized hooded bath wraps and bath aprons for parents. The travel line ($14.99-$39.99) is comprised of chest strap pads, plush neck rolls, shopping cart covers and nap mats. Call (714) 4347200 or visit www.cocalo.com.

† With comfort and function in

mind, Cocoon Baby launches two protective covers that fasten onto wearable baby carriers and car seats. The easy-to-use carrier cover fits most harnesses and blankets baby from neck to toe. Three fabrications are available: soft polyester for warmth, light cotton for breezy warm days and rain-resistant polyester. Each cover wholesales for $17.99. The company also offers flannel cotton car seat tents that secure with a simple hook and loop to block harsh light. Two packs, in a variety of colors and prints, wholesale for $12.99. Call (248) 891-7233 or visit www. cocoonbaby.com. E A R N S H AW S . C O M • N O V E M B E R / D E C E M B E R 2 0 1 0 1 3

UNWRAPPED NEW GIFTABLE ITEMS Fairy Dust DIY eye shadow and blush kit

Pink by Kiss nail stickers

Glory for Girls lip balm

Pixel Moda watches

Room It Up towel and bag set Sassafras paintable umbrella

High IntenCity Charm It bracelet Skechers Customizable Color My Belt

TREASURE TROVE

Gift-ready finds perfect for the tween birthday party circuit. By Caletha Crawford 14

N O V E M B E R / D E C E M B E R 2 0 1 0 â&#x20AC;˘ E A R N S H AW S . C O M

DON’T MISS A SINGLE EDITION OF E-SHAW’S. Thursdays Unwrapped, brought to you by Elegant Baby, presents the best selections for the gift market. Sign up at Earnshaws.com to begin receiving Daily E-shaw’s.

KICKS FOR KIDS Footwear Retail & Style

Little Extensions EVER SO STEADILY, Cole Haan is expanding its brand—now a full-ﬂedged lifestyle label that encompasses adults’ footwear, outerwear, sunglasses and more—to children. The company (a division of Nike Inc.) introduced a small collection of kid-sized classics for Fall ’10, and consumer interest is driving the children’s line forward for Spring ’11, reported Lisa Lavora, Cole Haan’s director of communications.

With 11 styles for pre-walkers, toddlers and youth, the spring collection— which is produced under license by Synclaire Brands—centers on key styles shoppers would find in the men’s and women’s offerings, such as oxfords and moccasins. Vincent Capritto, brand manager at Synclaire, noted that the line is especially strong for boys, with classic oxfords, tassel and penny loafers, boat shoes and saddle shoes. The girls’ product, he added, includes traditional styles (think Mary Janes) as well as fashion items like gladiator sandals, but even these trendier options are designed with the brand’s classic aesthetic and longevity in mind. As expected, traditional leathers are an important material for the line, but of-the-moment finishes and age-appropriate fabrications also appear, with styles done up in denim, patent, metallics and more. “You’ll see the same focus on craftsmanship and artisanship as in our adult collection,” Lavora said, noting the push into the kids’ market was a natural next step for the brand. And the hidden Nike Air technology that has come to differentiate Cole Haan’s adult footwear in terms of comfort will be applied to the smaller shoes, too. According to Capritto, approximately 90 percent of the silhouettes feature air-cushioned soles. “It’s going to be a great line,” Capritto asserted. “It has name recognition, they’re high-quality shoes and they fit great. We feel strongly about this collection’s success.” The Cole Haan’s kids’ shoes are available in sizes 1 to 7 for pre-walkers, 8 to 12 for toddlers and 13 to 6 for youth. The average retail price for the infant product is $40; the average toddler and youthstyle is priced at $78. The line is directed at department stores and select boutiques. For wholesale pricing, call Synclaire Brands at (516) 714-6116. —Leslie Shiers

High Five VIBRAM FIVEFINGERS HAVE finally hit critical mass. As more and more adults are convinced that “barefoot” footwear poses real benefits for the body, it was only a matter of time before Vibram extended its unique glovelike footwear to kids. In fact, according to marketing manager Georgia Shaw, “FiveFingers has the potential to transform the children’s market, just as it did the running and fitness markets.” While “fingered” socks have been a big hit over the years as a kids’ novelty item, FiveFingers brings more scientific clout to the concept. According to Vibram, the five-toed shoes allow the foot to move naturally and stimulate muscles in the feet and lower legs, which is said to improve strength and balance. At the same time, a tough outsole—Vibram’s specialty—provides protection, promoting playfulness and exploration. It’s a great fit for the children’s market, given the number of physicians, pedorthists and parents who believe that putting kids in unstructured shoes will help their feet develop more naturally. And, Shaw noted, kids instinctively understand the FiveFingers design. “The concept doesn’t need to be explained to children because it is simply felt,” she said, adding that youngsters often prefer going shoeless. “We hope to bridge [the] gap between being barefoot and wearing shoes, which will allow kids to develop foot strength safely.” Vibram has received numerous testimonials from adult consumers about how FiveFingers have positively affected them physically, and Shaw said that their comments, plus research that details how the small muscles of the feet, 16

N O V E M B E R / D E C E M B E R 2 0 1 0 • E A R N S H AW S . C O M

ankles and legs can weaken due to wearing overly constructed shoes, demonstrate the demand for children’s versions. For Spring ’11, Vibram is introducing its popular KSO style for kids’ European sizes 24 to 34 (which typically fit ages 3 to 8). The style features an upper made of stretchy nylon and mesh that will keep debris out, a Velcro closure, a thin EVA insole for comfort and a non-marking, razor-siped outsole that will take kids through mud, muck, water and more. The KSO will retail for $60 and come in four colorways for boys and girls: pink/white, pink/lavender, red/gray and blue/gray. For wholesale prices, call Vibram at (978) 318-0000 or visit www.vibramfivefingers.com. —L.S.

CALENDAR

MARKET DATES & EVENTS

DECEMBER 1-3

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

3-5

TransWorld’s Jewelry, Fashion & Accessories Show Renaissance Schaumburg Hotel & Convention Center Schaumburg, IL (800) 323-5462 www.transworldexhibits.com

2011 JANUARY 12-19

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

17-20

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

19-25

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

20-22

Pitti Immagine Bimbo Fortezza da Basso Florence, Italy +39 0 55 369 3407 www.pittimmagine.com

23-24

Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (740) 965-5555 pfmwoschild@yahoo.com

23-25

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

24-28

Vegas Kids World Market Center Las Vegas, NV, (888) 416-8600 www.lasvegasmarket.com

27-30

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

28-Feb. 1

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

29-31

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

29-Feb. 3

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

FEBRUARY 3-7

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

14-16

KIDShow Bally’s, Las Vegas, NV (908) 232-0867 www.kidshow.cc

>27

COAST TO COAST Spotlighting Fashions Nationwide

Worldly Pursuits Jumping from the financial world to crafting children’s fashions might sound like a big leap, but designer Shamini Dhana is used to big leaps. As a child living in Singapore, she frequently flew across the globe to visit family on five different continents. So it’s no surprise that her new children’s apparel brand, Dhana, is a reflection of her worldly upbringing. After working more than 20 years in banking, Dhana retired in 2006 when she had her daughter. That’s when it became clear to her that something was missing from the apparel market: stylish children’s clothing that honored the environment and helped connect people from far-flung locales. “I realized there wasn’t a brand out there for parents and kids to truly show themselves,” the designer explained. “It’s one step further than ‘you are what you eat.’ There are people now saying ‘you are what you wear.’” When Dhana began planning her line two years ago, she decided the clothes would be made of 100-percent certified organic cotton jersey and carcinogen-free, eco-friendly dyes, and would feature work by a new eco artist every season. Her Spring ’11 collection—fittingly named “Wearin’ the World”—sports watercolors of wind turbines and poppies by Irish artist Elaine Murphy, digitalized and printed onto the collection’s dresses and tops for girls as well as tees and polos for boys. But just because the company has an eco emphasis doesn’t mean it’s short on style. In fact, the brand was recently selected as the only children’s label to be featured in LA Fashion Week’s Designer Launchpad show for new and upcoming designers. Now, the collection for kids ages 5 to 12 is posed for global distribution, with wholesale price points between $14 and $21.50. Call (415) 513-3142 or visit www.dhana.com. —Audrey Goodson

Northern Exposure For some California designers, capturing the state’s cool aesthetic is all about focusing on the bright, bold style of Los Angeles—but not for Tala Banatao. The San Francisco native is inspired by the casual elegance of California’s northern neighborhoods, and it shows in the sophisticated clothes she creates for little girls ages 2 to 12. From soft jersey dresses to white cotton polka dot tops paired with denim bubble shorts, her new line, Tala Bee, combines stylish silhouettes with a barefootat-the-beach sense of comfort. “I love this trend of loose and frilly,” Banatao said. “Those are the kinds of things I look for when I’m designing—clothes that can work as a top or a dress, because kids love to layer.” The philosophy helps maximize style options, as her striped lounge dresses and floral tunics can be paired with her cotton leggings or worn solo. The laidback designer wasn’t always so set on children’s fashion. “When I was in college, everyone was encouraging me to go on the creative track, but I [thought], ‘I need to do something serious. I need to be a lawyer,’” Banatao recalled. After a brief stint in law school, she finally followed her friends’ advice and enrolled at the Fashion Institute of Design and Merchandising in San Francisco. Afterward, she worked as a fashion merchandiser at Gymboree, but she decided to launch her own label instead of staying at the company because “I didn’t want to get pigeonholed into just one part of the process,” Banatao explained. For Spring ’11, Banatao plans to incorporate knit dresses and tops into her line while maintaining the collection’s timeless appeal. “It will still have the same aesthetic as far as elegance, but I wanted to have more casual pieces that kids will wear every day,” she said. The collection’s wholesale prices range from $10 to $40. Call (650) 269-9294 or visit www.talabeekids.com. —A.G.

INSIDE OUTERWEAR VENDORS SHARE THE CREATIVITY AND CONCERNS SHAPING THE FALL ’11 OUTERWEAR SEASON.

With sportswear eating into jacket and coat purchases, unpredictable weather patterns sending mixed buying signals to consumers, and the cost of goods and labor skyrocketing, outerwear vendors are continuously looking for ways to insulate their category and protect profits. For Fall ’11, this means pumping up the style quotient and looking to other categories to pique buyer interest, all the while navigating the changing landscape in China and struggling to deliver goods at a price consumers will accept.

This page: Widgeon Opposite page: KC Collections vest and Hawke & Co. jackets.

20 EARNSHAW’S • NOVEMBER/DECEMBER 2010

M Money Matters

“I remember years ago when people didn’t even ask about the price,” said Kim Macomber, owner and vice president of product development of Corky & Co. “Now, even before they look at the line, customers will ask about the price points. Buyers are still scared.” While Macomber knows she must design around price point, the reality is that supply and labor costs are spiking, making it unrealistic to think that prices will continue to hold. Since most manufacturers produce their outerwear offshore, it has become increasingly difficult for them to keep prices steady, she said. However, “No [company] wants to be the first to raise their prices, so [we] just absorb the increases,” Macomber noted. Like all vendors, Michael Carbone, vice president of KC Collections, is all too aware of the skyrocketing costs of doing business. “Labor in China is up 10 to 20 percent, plus duties and shipping [rates] are all going up,” he said. In response, his company is looking at moving production elsewhere in an attempt to rescue margins. This fall, KC Collections tried Vietnam with good results, but he said testing out factories is a slow process because he can’t afford to sacrifice quality. For David Roth, president of sales at Daron Fashions, the question of price increases isn’t if it will happen but by how much. “There’s no way

By Caletha Crawford around it,” he said. Roth, whose company makes the Hawke & Co. brand, is working with retailers earlier than ever in an attempt to avoid yet another issue. “Everyone wants to get ahead of the biggest challenge that we’ve had in 2010: labor shortages that kept us from [shipping] deliveries as early as we would have liked. The question is, how do we get our goods in earlier? We have to work hard, and we have to work ahead.” In addition to these new pressures, vendors say the category still suffers from retailers’ seasonal schedules, which have coats, jackets and fleece hitting stores during the dog days of summer, tying up space and dollars until the mercury finally dips months later. At that point, the race is on to get the margin out of the goods before the inevitable blowout sales start. It’s a frenzied cycle that takes place every year despite the increasingly buy-now, wear-now shopping mentality. “Retailers have not addressed the consumer purchasing habits,” stated Rob Korn, president of outerwear and swimwear at New York-based M. Hidary, makers of the Amy Byer, Pacific Trail and Bon Bébé collections. “Twenty years ago, everyone bought for back to school in August and you filled in along the way. Now consumers buy within 48 hours of need—unless it’s a novelty item or a baby gift.” Which means if it’s Thanksgiving before the thermometer drops, a brand’s whole stock will be given away during Black Friday clearance sales—and chargebacks will be on the horizon.

Special Incentive

Though Alan Steber of San Leandro, Calif.-based Widgeon faces all of the same issues with materials costs and overseas production, he’s encouraged by 2010 sales—particularly of his higher-end goods. “Interestingly, the more involved and complicated [the garment], the better the sell-through. People were looking for special items. More is more,” he said. “We’re fortunate that we are a specialty, high-end company. We let product and fashion dictate what we do more than price.” Steber said it comes down to delivering value, and Penny Crivelli, owner of Oakland, Calif.-based Mack & Co., agreed. “Buyers can always go to someone for a commodity for $10, but we provide the design and a higher taste level. We create our own trends, and that sets us apart.” For the boutique prices, Crivelli said consumers get a carefully considered product that offers room for their children to grow thanks to cuffed sleeves or styling that lasts the whole winter rather than being heavily pegged to the holidays, for instance. Mack & Co. also produces about 60 percent of its line in the United States, which means it can cut immediates—a big bonus during an unexpected cold snap. To shake consumers out of their frugal ways, Korn said designers have to create an emotional connection. “People want fresh and new. Novelty fashion is selling,” he reported. “You want customers to think, ‘I have to buy it today or it might be gone.’” Korn noted these fun pieces are also an opportunity to up-sell. Although he said multiple outerwear purchases are more limited than ever before, and customers aren’t likely to buy two basic coats, Korn believes options featuring of-the-moment materials like fur can incite them to pick up a second, more fashion-driven option.

Lightening Up

Hoodies, fleece and jean jackets have almost become bad words to outerwear designers who see these products as direct competitors to their businesses—especially since kids today are content to layer up on these sportswear items until temps plummet to bonechilling depths. Rather than cede the category, coat companies are introducing products that blend sportswear appeal and outerwear characteristics. Moving into transitional-weight territory does present a few issues, however. First, it becomes confusing for retailers to determine which department the product belongs in, especially at department stores where buys are divvied up by category. Will the company’s usual outerwear buyer place the order, or should the sportswear buyer be involved? Second, items like vests and fleece are typically cheaper at the sportswear level. As a result, coat companies struggle to justify the higher prices that come along with their technical features when the end product may look the same. Undeterred, Mack & Co. has translated one of its best sellers into a denim version in the hopes of tempting shoppers in the spring. Similarly, KC Collections relies on faux leather jackets as early shippers, and the company will offer some fleece, although it will have more of an outerwear twist. Even performance brand Spyder is looking for opportunities in school-weight product next season. Widgeon has introduced fully lined rainwear to boost fall and spring sales, and the company is adding car seat covers to its product mix in an attempt to fulfill all of moms’ cold-weather needs. Galina Podolsky, vice president of Weatherproof, is skeptical about whether the transitional category works for kids, but she noted that doesn’t leave outerwear companies out in the cold. “Parents don’t buy transitional pieces for kids because they’ll wear a sweatshirt, but a vest is convenient because it goes over the sweatshirt,” she said, adding that Weatherproof keeps these items interesting by tweaking the stitching and using prints inside. Gerri Mack, owner of Mack & Co., which uses polar fleece in many of its fashion coats, sees the move to lighter-weight outerwear as an expression of the times. “People are layering and becoming more modern in how they’re approaching dressing. We’re going from buildings to our warm cars, so heavy coats aren’t as important any more,” she said. The role of outerwear has changed, she added, and that has opened up new opportunities for the category. “I think people are seeing coats as fashion. It’s not a basic piece. It’s a defining style characteristic to have a great-looking coat.” •

E A R N S H AW S . C O M • NOVEMBER/DECEMBER 2010 2 1

TOP

COAT Fall ’11 outerwear will share many similarities with past seasons, but vendors are reinterpreting their best looks and trends for the days ahead, sprinkling in a few new ideas to help keep assortments fresh.

22 EARNSHAW’S • NOVEMBER/DECEMBER 2010

CHECK YOURSELF. Plaid remains the pattern of the season as vendors mix it up via creative color combinations and varied scale.

MASCULINE APPROACH. As is the case in most categories, boys present a special challenge in outerwear. While active styles remain key, the industry is divided over dress coats: Some say that category is dead, while others believe they can still squeeze a little life out of it with wool blends. At Widgeon, the focus for boys is tough, tumbled, garmentwashed coats. KC Collections caters to boys with faux leather coats and bomber jackets.

ANIMAL INSTINCTS. Lions, tigers and bears… and giraffes and leopards. Get set to encounter a menagerie of patterns when you roam the show aisles. “Animal prints won’t seem to die,” Macomber said. Corky & Co. will reinterpret these patterns for fall—especially zebra, which dovetails with the blackand-white trend that proved a hot combo for 2010.

LET THE FUR FLY. Vendors targeting all tiers and a wide variety of consumers all agree that fur will continue to be a strong seller next fall. For Mack & Co., that means ’70s-inspired pieces that have a matted, vintage feel.

GOING GIRLY. The trend toward “pretty girl” styling will continue, according to Korn. M. Hidary will pass on the active look in favor of feminine silhouettes with cinched waists, bubble bodies, bell sleeves and shirring. Corky & Co. plans belted styles with lots of ruffles and pleats, while Mack & Co. will offer ’40s figure skater–inspired waist jackets with full circle hems as well as a slate of looks that showcase details from every angle—front, back and sides.

SPRINKLE THE SPARKLE. Shimmer and shine are a little girl’s best friend. To feed the demand, vendors are invested in iridescence, shimmer and sparkle. Widgeon is going after the wet nylon look with fabrications that are soft and read boutique quality.

RAINBOW EFFECT. Pink and purple remain no-brainer hues next fall, but vendors are also injecting lines with lime and turquoise, which Korn dubs “the new royal blue” in terms of its sales performance. Earth tones are also in the mix for the season, though some vendors are replacing them with gray and silver.

MARCHING ON. KC Collections and Widgeon continue to have military styling in their sights. While Widgeon offered a few references to the trend in its Fall ’10 collection, Steber promised the look will surge forward with army green colorways and burnished findings.

MIXING IT UP. Fabric mixing will be a prime area of interest next season. At Corky & Co., the company’s signature nubby, wooly fabrics will mix with its plush offerings. Spyder is offering coats with “texture blocking”—think color blocking but with fabrics. M. Hidary plays up the trend through doby and ottoman fabrics that provide diamond and striated textures, respectively.

E A R N S H AW S . C O M • N O V E M B E R / D E C E M B E R 2 0 1 0 2 3

ROOM FOR RECOVERY

AFTER RIDING OUT A ROCKY RECESSION, THE TRADE SHOW INDUSTRY IS EDGING OUT OF SURVIVAL MODE AS IT PREPARES TO WOO BUYERS WITH BIGGER AND BETTER SHOWS IN 2011. BY AUDREY GOODSON 24 EARNSHAW’S • NOVEMBER/DECEMBER 2010

Desperate times call for desperate measures, and when the economy sputtered in 2009, even the usually upbeat children’s show industry adopted the belt-tightening and soul-searching measures necessary to survive. As a result, managers and showroom reps are proud to point out that the creative enticements added to their lineups in the last few years led to more convenient, comfortable and exciting shows in 2010. And it seems like buyers and exhibitors are taking note. “Early on, we quickly realized that times were changing and it may not be business as usual,” explained Sandra Martinez, owner of Los Angeles-based In Play Showroom and co-head of the Kids on 6 children’s rep group at the California Market Center. “So we sat down and strategized different ways to increase business, help our accounts and do what we could to remain steady in 2010. I am happy to announce we have done just that and a little more.” Kids on 6 isn’t the only trade group reporting a notable increase in traffic this year. “In August we had an increase of 20 percent over 2009,” said Denise Raeside, show manager for KIDShow in Las Vegas. “In fact, 2010 was our best year ever,” she added. Buyers also welcomed new shows like Playtime New York—the U.S. edition of the Paris- and Tokyo-based children’s, juniors and maternity show—as well as Kidz at Stylemax, a new children’s section added to the Chicago Stylemax women’s apparel show. The reason behind the sudden growth in the children’s trade show world? The slowly recovering economy undoubtedly played a part, as buyers who decreased buying in 2009 were finally ready to beef up their streamlined inventories. “People are working with more manageable, realistic inventory levels, but at some point people will start taking chances and building those inventory levels back because they will see an opportunity to make more money,” noted Robbin Wells, executive vice president of leasing for the Dallas Market Center. Martinez agreed, noting that buyers at recent shows seemed more confident. “I don’t know that business has turned around to pre2009 levels, but retailers seem to have a better grip on what they need to do to survive.” Retailers aren’t the only group with a handle on weathering tough times. Trade show managers and staff have upped the ante in recent

years with loads of perks—such as free lunches, parking and giveaways—meant to entice budget-minded buyers and exhibitors to attend. “When there’s a crisis, you have to find a solution,” explained Sébastien de Hutten, director of Playtime. “What’s a solution? Offer things other people aren’t offering. We’re all going one level up.” For many trade shows, that meant expanding websites, changing dates or adding an even greater product mix—doing whatever is necessary to maximize convenience for cautious buyers. With their efforts paying off in 2010, trade show managers promise to continue to create compelling shows that will please retailers, reps and exhibitors in 2011. Here are a few key changes for the upcoming year.

Keep It Easy

In the era of online buying, making shows convenient and simple to navigate is essential to attracting busy retailers. And nowadays that means developing and maintaining websites that allow buyers to prepare pre-show. “Young professionals create a list of those exhibitors they want to visit prior to the event, making pre-show marketing a major factor in gaining awareness of the company’s products,” confirmed Cathy Breden, executive director of the Center for Exhibition Industry Research (see the “Bridging the Gap ” sidebar for more tips on appealing to young trade show attendees). Playtime’s website, for example, allows users to search its database of exhibitors by category, and includes four product images for each brand, which companies can change at any time of the year. “Those lists are extremely consulted by buyers, because it’s easy to scout collections you’re interested in,” de Hutten noted. Also diving into the digital age is Kids on 6, which will soon be launching a new website, updated Facebook page, and expanded blogging and social media efforts. “The new website is geared toward buyers that need quick access to our Kids on 6 showrooms and the brands we carry,” explained Martinez. “The showrooms will be listed with full contact information and will have direct links to their websites, and buyers will be able to look up information and photos by showroom or by brand.” The site will also include shopping, travel and entertainment tips for downtown Los Angeles, giving attendees all of the necessary information at the click of a mouse. While helping retailers prep for a show is increasingly important, ensuring attendees feel comfortable while browsing the stalls is still key to driving attendance—whether that means selecting an easyto-reach location, forking out freebies or directing visitors through well-designed halls. “We now have greeters on our floor to guide buyers in the right direction and to get them set up with lunch vouchers, free parking, directories, raffle info and so forth,” Martinez noted. “Buyers want to get as much work done in as little time as possible and they want to stay within their budgeted expenses.” Keeping convenience in mind, de Hutten reports that Playtime has found success with its open, airy format that links booths, allowing visitors to wander from one exhibitor to another and making it less intimidating for retailers to check out new and unfamiliar brands. Next year, the show plans to expand the width of the booths, so buyers can get a better glimpse of collections as they browse.

E A R N S H AW S . C O M • NOVEMBER/DECEMBER 2010 2 5

BRIDGING IN TODAY’S MARKET, there’s no denying the importance of appealing to a younger, web-savvy generation of retailers, who might be more likely to order online rather than attend a trade show. “For the first time in history, there are four age groups in the workplace,” said Cathy Breden, executive director of the Center for Exhibition Industry Research. “Exhibitors need to consider the generational differences of these age groups and be able to communicate effectively with each.” Here, Breden provides a few tips for exhibiting companies looking to hook younger buyers, based on the Center’s study of 1,200 trade show attendees under the age of 39: Go Digital: “Young professionals are a mobile generation, and are comfortable with technology and communicating with each other through smart phones and social media. Exhibitors should create a presence to showcase the company or product on social media sites such as LinkedIn and Facebook.”

THE

GAP

Design Wisely: “Large, elaborate exhibit booths do not necessarily mean that those in small booths will not be successful. It is all about engagement. Create an engaging experience for not just young people, but for anyone who stops by the booth. Draw attendees in and make them feel welcome.” Target Your Audience: “Request demographic information from the show organizer, including age, areas of experience and interest, decision-making authority, etc. Target messages based on your goals for the exhibition, and consider creating a contest or an incentive for those key targets to visit your booth.” (Breden noted that 43 percent of young trade show attendees said product demonstrations significantly impacted the memorability of a booth.) Keep an Open Mind: “At the end of the day, the formula is in many ways just to use common sense: Treating people as equals and having a positive outlook and disposition will go a long way toward creating a positive perception.”

Keep It Interesting

One of the biggest developments in the children’s market in recent years is the diversity of products offered at specialty retailers and boutiques—and as a result, at shows. “When you look at stores nowadays, they offer clothes, shoes, accessories, toys and gifts,” de Hutten said, noting that his show is hoping to hook buyers seeking one-stop shopping by offering items for moms, kids and teens. Fittingly, retailers looking to add new categories will have many options in 2011. The Children’s World section of Atlanta’s AmericasMart debuted a new children’s shoe co-op in October, reported Tara King, senior manager of media relations, and it will showcase children’s Christmas products during the January 2011 Atlanta International Gift & Home Furnishings Market. In Chicago, buyers who previously visited the Merchandise Mart’s permanent apparel showrooms now have the option of attending the Kidz at Stylemax section within the women’s wear market. “It was hard before when buyers were in the showroom because we didn’t have the means to attract new companies, but now there’s a lot of new blood,” explained Susan McCullough, senior vice president of apparel at Merchandise Mart Properties Inc. “Women’s lines may have a children, infant or gift corner. There’s more crossover than there has been.” Exploring the gift arena seemed to be the most popular choice for many buyers, who were looking to bolster sales with small,

26 EARNSHAW’S • NOVEMBER/DECEMBER 2010

inexpensive items that might prove more tempting to cash-strapped shoppers. The emergence of the kids’ gift market was perfectly illustrated by the new Baby & Child section at the New York International Gift Fair in August, but many trade show managers reported a boost in brands selling gift items at their shows as well. In fact, the popularity of the gift market has prompted the Dallas Market Center to move the dates for KidsWorld to June 23-26, 2011, so that the children’s apparel dates would coincide with the Total Home & Gift Market rather than their traditional alignment with the Apparel Market. In addition to a breadth of products, retailers are also looking for a breadth of services, according to de Hutton. “They come here to buy new collections, but they also come to discover new trends and be a little intellectually stimulated,” he explained, pointing to the popularity of the artist installations spread throughout Playtime. Robbins reported that the Dallas retail advisory board was hearing the same thing from its buyers, but on a more philanthropic note. “What we felt on the apparel side is that all the talk is about giving back,” Robbins said, adding that in response the group has launched a program called the Next Big Give. Beginning in March, the showroom will honor two retailers who have created unique ways to help their communities—hopefully inspiring attendees to launch efforts in their own shops. “Stores have long come to market looking for display and marketing ideas,” Robbins added, “and I think we’re all looking for ways to give back right now.”

Keep It Convenient

Listening to attendees and selecting convenient show dates and spaces is also key to keeping buyers coming back year after year, said Stanley Kaye, ENK Children’s Club director. “Years ago, we might have just picked dates based on available dates in the facility. Now we’re trying to get into more focus groups and individual conversations with stores to get a better idea of what their needs are, to see how that affects the timing of and the merchandising of the show.” That’s why Children’s Club is moving its January edition to later in the month, to Jan. 23-25, 2011. “Our January show is the last show for retailers to buy spring/summer collections,” he noted. “Coming on the heels of the holiday period, stores felt they needed a little breather. They wanted to come, but with a better handle on what they needed.” Pleasing attendees also means working within the constraints of a crowded trade show calendar, said Larry Schur, president of the ABC Kids Expo, which is moving to Louisville, Ky., in September, after eight years in Las Vegas. Unable to book a block of convenient dates in Las Vegas, the show’s execs began searching for a new expo space, and were impressed by Louisville’s capacity. “This convention center is a million and a half square feet,” Schur noted. “It’s got quite a bit of room for growth.” And allowing for room to grow may be a smart bet, as the cautious consensus is that the children’s market may finally regain its footing next year, Schur reported. “The feeling from trade show managers is that things are really going to start to turn around in the third quarter of 2011.” •

CALENDAR

MARKET DATES & EVENTS

FEBRUARY 14-17

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

14-17

Magic Marketplace Mandalay Bay & Las Vegas Convention Centers Las Vegas, NV (818) 593-5000 www.magiconline.com

19-22

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

20-22

MACASO Mid-Atlantic Children’s Show Doubletree Suites Hotel Plymouth Meeting, PA (215) 782-9853 TheMACASOShow@aol.com

27- March 1

12-14

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

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

27-29

Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (740) 965-5555 pfmwoschild@yahoo.com

31-April 4

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

APRIL 1-5

MARCH

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

6-8

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

13-16

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

24-27

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

5-7

JULY

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

MACASO Mid-Atlantic Children’s Show Embassy Suites BWI Linthicum, MD (215) 782-9853 TheMACASOShow@aol.com

Playtime New York 82 Mercer New York, NY (212) 925-6349 www.playtimenewyork.com

9-12

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

2-5

JUNE 2-5

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

22-28

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

23-25

Pitti Immagine Bimbo Fortezza da Basso Florence, Italy +39 0 55 369 3407 www.pittimmagine.com

13-20

AUGUST 8-11

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 Earnshaws.com for up-to-date schedules. Show sponsors may send updates to editorialrequests @9threads.com.

Busy scenics, bright hues and seaside motifs give a resort twist to spring sportswear. Photographs by Ingrid Skousgard

7 7 3 4 5 9 Boy on left: DXtreme T-shirt, windbreaker by Add, Appaman sweat shorts, Camper jelly shoes. Boy on right: Appaman tee, Olive Juice pants, Y-3 Yohji Yamamoto cap, modelâ&#x20AC;&#x2122;s shoes.

On girl onVintage left: dress by Erge, Lofff Blu Pony beaded stylistâ&#x20AC;&#x2122;s hat and bag. Girl on denimbelt, dress. right: Pink Ginger maxi dress, stylistâ&#x20AC;&#x2122;s sunglasses. Vintage accessories provided by Perennial Clothing.

1 9 2 8 3 7

//////////////

Hair and makeup by Bryan Lynde, Fashion editor: Angela Velasquez

Stella Industries dress, two-tone leggings by Jefferies Socks, Peace of Cake sunglasses, Urban Sunday bowtie worn in hair, modelâ&#x20AC;&#x2122;s own shoes.

NFS

NATIONAL FERRY SERVICE

Romper by Vintage Havana, Cotton Caboodle layering tank.

R O U N D

T R I P FIRE ISLAND

ZONE SEVEN AND EIGHT

SaraSara twofer tank, TruLuv shorts.

773

6 4 5 7 8

////////////// On boy: Custo Barcelona double collar button-up shirt, Diesel tee, cargo shorts by Eddie Pen, modelâ&#x20AC;&#x2122;s own shoes.

Uâ&#x20AC;&#x201C;

On girl: T2Love tank, velour shorts by Les Tout Petite, Peace of Cake sunglasses, shoes by Keen.

00563890

uTRANS

Haven Girl sequin-embellished dress, Stuart Weitzman thong sandals, stylistâ&#x20AC;&#x2122;s headband.

3 6 4 5 7 8

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NO.

TIME

DATE

Boy on left: T-shirt by Kids Ink, Havacoa linen pants, model’s shoes, stylist’s hat. Boy on right: DXtreme tee, pants by Anais & I, hat by San Diego Hat Co., Keen sandals.

ADVERTORIAL

LESSONS LEARNED

INDUSTRY LEADERS SHARE THE PERSPECTIVE THEY’VE GAINED IN THE FACE OF ADVERSITY.

ELYSE KROLL Chairman & COO, ENK International

Photograph supplied by ENK

The past few years have made me remember and celebrate what a trade show is all about. I see Children’s Club as an opportunity to create a community among companies producing children’s brands. Our economy has been tumultuous at best during the last few years, which necessitates everyone looking differently at their businesses. ENK paid close attention to the ways in which we saw the children’s industry change, and we have found renewed focus through this adversity, allowing us to hone our show and our approach to business. One very important step has been to institute one-on-one outreach to retailers in which we dialogue with them about what’s essential in a trade show experience and find out how we can better service them. We’re also making it easier for exhibitors to select booth packages that fit within their budgets by offering different booth options. We’re expanding our product categories beyond the boundaries of clothing into adjunct markets like body products, toys and juvenile products that children’s stores need because moms need them. We’re focused on bringing in quality goods at all price points so that Children’s Club appeals to all buyers. Retailers will also find an expanded slate of international brands at the show, which will give them additional opportunities to differentiate their store’s product assortment. Overall, our goal continues to be to provide an atmosphere where buyers are comfortable, feel they can shop at ease and can find a comprehensive roster of talent.

ADVERTORIAL

WAYNE ELSEY

Photograph by Tony Czech

Founder/CEO, Clothes4Souls A lesson learned this year from the ongoing horror of the Haitian earthquake victims’ situation is that we at Soles4Souls have much more to offer than footwear. Even though we feel honored to have given away 11.5 million pairs of shoes over the last five years, we feel challenged to do even more. That’s why we launched Clothes4Souls—a new division of Soles4Souls that seeks new clothing from manufacturers, designers and retailers. Clothes4Souls is an efficient donation operation designed to provide dignity and hope for people recovering from natural disasters or trying to escape abject poverty. We’ve seen kids enter our shoe distributions barefoot and in tattered rags, and while they would walk out with new shoes, we had no clothes to give them. Imagine: a small boy in new shoes but without any pants, or a little girl in a soiled, torn shirt. We can do more. We need to do more. And with the help of caring partners in the children’s apparel industry, Clothes4Souls can make a tangible difference.

ADVERTORIAL

ROB MOEHRING CEO, Washington Shoe Company

Photograph by Kevin Casey

Though we’ve nearly doubled our sales as a company thus far in 2010, the year hasn’t been without its challenges. The tough economy has underscored the importance of our relationships within the industry. In particular, keeping in close contact with our retailers and getting their input has led to a continuous creation of new product. That has been key to our success and a means for staying ahead of the me-too bandwagon that has resulted in a flood of rain boots in the market. These competitors—coupled with China labor and currency issues, which have wreaked havoc on production, deliveries and pricing—led me to double my trips to China this year in an effort to maintain existing factory relationships and find new sourcing partners. Being there in person was essential since rubber is so hot, and everyone is knocking on doors trying to secure production. Of course, the fact that we’ve been sourcing rubber boots in China since 1992 helps. A lot of factories have been giving us orders because they know we are not just some fly-by-night company and that we’ll still be doing business with them after the craze dies down. Meanwhile, I’ve also learned to stay focused on what we do well and not chase other categories. We are trying to take care of the business that we have and continue to improve on what we do well rather than take on new business or a new category.

ADVERTORIAL

DOMINIQUE MACPHERSON AND MELINDA MARINACK

Photograph by Dorothy Hong; hair and makeup by Tonya Noland for Mark Edward Inc., NYC

Founders, The Mini Social The lesson we’ve learned this year is that despite the downturn, moms still seek out high-quality goods for their children and savvy manufacturers have the opportunity to gain market share. Through our timed online sales—which offer a carefully curated selection of children’s goods to our subscriber base on a daily basis—we’ve made shopping fun again and provided vendors with a new way to manage their bottom lines. Through The Mini Social, we’ve leveraged our extensive experience in branding and production in the cosmetics and fashion industries to forge relationships in this market, offering vendors a safe, reliable and easy way to dispense with excess merchandise while boosting their brand awareness. Working with us, brands receive unparalleled PR on our site and through our sale e-mails, which provide information on the product and the season’s inspirations. In this way, shoppers identify the product they already covet and discover new collections they would never have noticed otherwise. As moms, we understand what our consumers are looking for in terms of quality, aesthetics and service. Through our handpicked offerings, we’ve struck a chord with shoppers who share our modern contemporary tastes. They trust that whether they recognize the designer’s name or not, our products represent the best of the market and a good value for their families.

ADVERTORIAL

DAV I D S U T U L A

R I TA P O LIDORI O’BRIEN Earnshaw’s Publisher & Vice President of Business Development, 9threads

The lesson for me this year was that Earnshaw’s needed to keep evolving and adapting in order to continue its 94-year tradition of excellence. To remain an essential resource for connecting manufacturers and buyers and helping retailers improve their businesses, traditional publishers like me need to extend their offerings beyond print ad space and banner ads. Throughout the course of 2010, my clients were asking for customized programs and digital marketing services, especially since the media landscape has shifted so dramatically in the last two years. Social media, e-mail programs and websites that are optimized for efficiency, analytics and custom content are just as important as brand awareness and visibility in Earnshaw’s pages. The best ideas are those that are born out of necessity. 9Threads is an idea that fills a pressing need in the marketplace. 42

Common wisdom holds that companies that increase marketing budgets during a recession emerge from the downturn ahead of the competition. This particular recession is different, though, because it is happening during a time where the social landscape is changing dramatically in terms of communication and technology. If I’ve learned anything over the last few years, it’s that simply increasing your budget to engage in more of the same tactics that worked two years ago is not enough. Today, marketing for even the smallest brands is more about strategy than it is about tactics. Brand identity, social media, pay-per-click, print advertising, SEO, e-mail, brochures and even packaging are only tools to be used in concert with each other—not solutions in and of themselves. Now and in the future, the most successful brands will be the ones that invest in sensible tactics to support thoughtfully planned, targeted strategies that are repeatable, malleable and ultimately measurable against goals.

Photograph by Dorothy Hong; hair and makeup by Tonya Noland for Mark Edward Inc., NYC

Vice President of Technology 9threads

ADVERTORIAL

K AT H E R I NE GOLD

Photograph by Dorothy Hong; hair and makeup by Tonya Noland for Mark Edward Inc., NYC

Co-President, Goldbug

Nearly 20 years ago I sat down to outline my perspective on our industry for an upcoming edition of Earnshaw’s as my niece and nephew played in one of the nearby offices. In that forecast, I said the industry was doing extremely well and that the future offered considerable opportunity for growth and innovation. I think that’s been the case. And while my niece and nephew have changed over the past 20 years, the opportunities for growth and innovation have not. Admittedly, the landscape has changed. As co-president (with my brother, Will) of one of the industries’ few remaining family-owned and -operated manufacturers, we have watched the family business profile give way to increasing consolidation. While not inherently problematic, this does create new challenges—and more importantly, new opportunities. Competing in today’s environment requires longterm stability and brand relationships, as well as flexibility and agility. As such, Goldbug’s family ownership structure is a tremendous asset. We can make thoughtful yet timely decisions on critical issues. Our shareholders hold both our shares and our values, making it easier for us to invest in product innovation, sustainable business practices, safety compliance and employee retention measures—all critical to long-term success. A lot has changed in our industry since we opened in 1969, but the foundation laid by my father and built on by myself and my siblings remains solid. We are excited by the opportunities ahead for our company, our industry and—most importantly—our customers.

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retail news

Overheard

Retailers explain how social media is boosting their businesses and attendees at the October Children’s Club show sound off on their plans for spring.

ON SOCIAL MEDIA: “We post on Facebook every day. Moms may not check their email every day, but they’re on Facebook. Unless it’s a big event, we’ll post updates on Facebook instead of sending emails. It’s been very, very good for us. There’s no financial investment, just time. Just last week someone from Alabama order from us after seeing our Facebook page. And it’s great for an immediate response. We’ve made multiple immediate sales on items we’ve promoted there. For instance, when it’s raining, we’ll offer a 20 percent off deal on rainwear to our fans. We’ll also do special giveaways, which keeps people checking the page. It’s been an excellent, excellent avenue for us to advertise and to be constantly communicating with our customers.” —Shannon Dunn, owner, Lizards and Lace, Goodlettsville, Tenn. “Facebook has proven to be a useful business tool. It’s a good way to announce sales and new products. It also lets your customers know you’re more actively involved in what’s going on. It’s good because you’re not bombarding customers with email and spam. They come to you so it’s on their terms, which helps build legitimacy and popularity. We’re also planning to join Twitter and start a blog before the end of the year.” —Calvin Gorriaran, co-owner of Atlanta-based ModernMoppet.com “I update our Facebook page about once a week, sometimes more, and those posts get sent to Twitter as well. I think the personal interaction is great. Facebook allows us to provide sneak peaks, and heads up about sales. When certain brands come in, I’ll highlight an item or show a link to my new favorite piece. Those that come to our Facebook page are pretty frequent customers; they just like to be P U B L I S H E R ’ S STAT E M E N T 1. Publication Title: Earnshaws’s Infants, Girls and Boys Wear Review. 2. Publication No.: 0320-090. 3. Filing Date 9/30/10. 4. Issue Frequency: monthly, except for bi-monthly April/May and Nov/Dec issues. No. of Issues Published Annually: 10. 6. Annual Subscription Price: $48. 7. Complete Mailing Address of Known Office of Publication: Earnshaws, 8 West 38th St., Ste. 201, New York, NY 10018. 8. Complete Mailing Address of the Headquarters or General Business Office of the Publisher: (Same as #7). 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Rita Polidori O’Brien, 8 West 38th St., Ste. 201, New York, NY 10018; Editor: Caletha Crawford, 8 West 38th St., Ste. 201, New York, NY 10018; Managing Editor: Leslie Shiers, 8 West 38th St., Ste. 201, New York, NY 10018. 10. Owner (If owned by a corporation, its name and address must be stated and also immediately thereafter the names and addresses of stockholders owning or holding 1 percent or more of total amount of stock): Zapis Capital Group, LLC; Leon Zapis, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Xenophon Zapis, 26202 Detroit Rd. Ste.

unique. I can see how that would appeal to moms. Papermoon also had a funky and different look that stood out.” — Kim Etheridge, buyer, Baby Bliss, Dallas

kept updated. When people comment on our page, hopefully it’s bringing in their friends, but it’s hard to track.” —Anna Louchheim, owner, Little Luna Blue, Shelburne, Vt. “It’s wonderful to have a forum where people can connect with the brand. Facebook was made for the baby market. I can’t think of a category that it works better for than baby. We often have giveaways and post pictures from our retailers’ stores. We really want to build a brand that people care about, so Facebook adds true value.” —Michael Belenky, president, Zutano, Cabot, Vt. ON SPRING SALES: “Floral dresses with bright colors that are easy to wear will always be in style for little girls for spring. Easter helps sales, but it’s not a major business. We just try to always keep cute dresses in stock. [Looking around] there seems to be enough new and exciting merchandise to encourage shopping. So far, I’ve found Magnificent Baby’s magnetic bodysuits to be 300, Westlake, OH 44145; Richard Bongorno, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Maria Wymer, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Donna Thomas, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Renee Seybert, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145. 11. Known Bondholders, Mortgages, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. 12. (For Nonproﬁt Organizations - Does Not Apply) 13. Publication Name: Earnshaws’s Infants, Girls and Boys Wear Review. 14. Issue Date for Circulation Data Below: October 2010 15. Extent and Nature of Circulation. Average No. Copies Each Issue During Preceding 12 Months/Actual No. Copies of Single Issue Published Nearest to Filing Date: a. Total No. Copies : 15,712/16,941 b. Legitimate paid and/or requested distribution: (1) Paid/ Requested Outside-County Mail Subscriptions:. 9,321/8,992 (2) Paid/Requested In-County Subscriptions:.0/0 (3) Sales through dealers and carriers, street vendors, and counter sales:.0/0

SwitchittZ “As far as sales triggers, the Northeast is not as big on Easter as the South, but it still generates sales. The style is just less dressy and more casual. We sell a lot of dresses to girls going to a communion and to their siblings. People also shop for dresses for 5th grade graduations. The Flowers by Zoe line is the perfect example of wearable, but girly frocks. And Kate Mack has some great dresses with frothy tulle. To boost these sales, we send customers e-mails and postcards as reminders. We also advertise in local glossy magazines and on Facebook. Sometimes we offer a gift with purchase, like a free bow with a dress.” — Bette Esposito, co-owner, Denim and Daisies, Boonton, N.J.

“Communion is our biggest spring occasion. We find that word of mouth is our best marketing tool but we also advertise in the Penny Saver during this season. We know that the older the girl, the more sophisticated the communion dress needs to be. They want A-line, less pouf and spaghetti straps with a little capelet. That applies to party dresses too. Also, moms want a matching look for portraits. Biscotti offers amazing dresses for all ages, which is great for picture-taking. The 12-year-old can match the 5-year-old. And we try to match boys’ dress shirts and ties with the girls’ apparel. And Easter is late this year, and that will make people go out and buy new dresses instead of re-using the ones bought for Christmas. That will help business.” — Roxanne Rich, owner, Huggable Fashions, Hopewell Junction, N.Y. • (4) Requested copies distributed by other USPS mail classes:.0/0 c. Total Paid and/or Requested Circulation: 9,321/8,992 d. Nonrequested distribution: (1). Outside county nonrequested copies:.4,099/3,649 (2) In County nonrequested copies:. 0/0 (3) Nonrequested copies distributed through other USPS mail classes:0/0 (4). Nonrequested copies distributed outside the mail: 1,791/3,850 e. Total nonrequested distribution:. 5,890/7,499 f. Total Distribution:15,211/16,491 g. Copies not distributed:501/450 h. Total:15,712/16,941 i: Percent Paid and/or Requested Circulation: 61%/55% 16. This Statement of Ownership will be printed in the November/December 2010 issue of this publication.17. I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions and/or civil sanctions. Rita Polidori O’Brien, Publisher

WHERE TO BUY

FIND TOMOR ROW’S TR ENDS NOW

Net TULLE Tricot www.tutufabric.com PAMPERED Baby Jar (310) 246-1916 Baby Mio Collection (650) 823-3496 Curls (212) 868.8183 Juvenile Solutions (818) 778-0858 Jurlique (800) 854-1110 My True Nature (415) 250-0343 Sage Creek (877) 513-2183 Sweet Beauty (206)434-1424 Yikes Twins (540) 659-9695 UNWRAPPED Fairy Dust (888) 532-1400 Glory for Girls (855) 259-0053 High IntenCity (201) 703-5010 Pink by Kiss (516) 625-9292 Pixelmoda (516) 472-7111 Room It Up (772) 219-7584 Sassafras (800) 537=4941 Skechers (800) 541-0088 VACATIONLAND Add (212) 564-3031 Anais & I (212) 575-2215 Appaman (212) 460-5480

Camper (212) 334-0340 Cotton Caboodle (206) 282-0075 Custo Barcelona (212) 564-3031 Diesel (212) 755-9200 DX-Xtreme (323) 235-0444 Eddie Pen (212) 564-3031 Erge (212) 563-5020 Haven Girl (760) 804-8500 Havacoa (212) 564-3031 Jefferies Socks (800) 334-6831 Keen (866) 676-5336 Kids Ink (949) 233-0352 Les Tout Petite (201) 941-8675 Lofff (212) 564-3031 Mimi & Maggie (212) 967-6457 Olive Juice (800) 595-8870 Peace of Cake (212) 967-4663 Pink Ginger (212) 947-3443 San Diego Hat Co. (888) 868-0588 Sara Sara (213) 624-7311 Stella Industries (213) 627-2676 Stuart Weitzman (516) 714-6116 T2Love (212) 563-5020 TruLuv (323) 234-9086 Urban Sunday (714) 728-3874

AD INDEX 9Threads....................................................2, 42 Americasmart ..........................................3 Babe Ease .................................................44 BabyLegs...................................................CIII Bella Bling .................................................45 Bows Arts ..................................................45 Clothes4Souls ..........................................39 Dallas Market Center .............................9 Daron Fashions ........................................5 ENK .............................................................4, 38 GLM .............................................................CII Goldbug .....................................................43 Huggalugs .................................................45 Jamie Rae Hats .......................................45 Little Me .....................................................CIV LunaLullaby ..............................................23

The Mini Social ........................................41 Mooncakes ................................................45 Mrs. Smith’s Bags ...................................44 Mustard Pie ...............................................19 My NapPak................................................44 No Slippy Hair Clippy ............................44 Nowali ........................................................44 Pinc Premium ...........................................17 Pink Axle ...................................................44 RubiMoon ..................................................19 Shalom Int. ................................................7 Specialty Trade ........................................18 United Legwear .......................................1 Up and Away............................................44 Washington Shoe Company................40 Zootie Patootie........................................44

Fashion Fabrics

Vintage Havana (212) 947-5644 Y-3 Yohji Yamamoto (646) 662-5076 THE LOOK Lucky Fish (917) 853-2849 Peace of Cake (212) 967-4663 Pink Chicken (212) 255-9090 Polo Ralph Lauren (212) 938-8400 Rubimoon (808) 298-9013 Tra La La (212) 967-6457 Wati (650) 224-7478

COMING IN JANUARY BIRTHDAY GIFTS THAT COUNT SCHOOL UNIFORMS TURN THE PAGE COOL COATS E A R N S H AW S . C O M • N O V E M B E R / D E C E M B E R 2 0 1 0 4 7

THE LOOK

ORANGE CRUSH The citrus hue reveals designers’ zest for life. by Angela Velasquez

Lucky Fish T-shirt Wati cargo pants

Rubimoon halter dress

Peace of Cake dress

Tralala bubble

Pink Chicken tie-dye dress

Polo Ralph Lauren hoodie

4 8 N O V E M B E R / D E C E M B E R 2 0 1 0 • E A R N S H AW S . C O M

Little Me

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

www.littleme.com Northeast – Robert & Ingrid Drucker 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 International – Nathan A, Mamiye 212-216-6008