Earnshaw's | Infants', Girls', Boys' Wear Review | 2011 • February

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

FEBRUARY 2011 $5.00

DENIM REPORT : DESIGNERS TALK THE BLUES

HIGH SOCIETY Tweens Reign With Sophisticated Knits and Layers

LET’S GET VISUAL : MERCHANDISING EXPERTS DISH FRANCO APPAREL GROUP : A TEAM DYNASTY

R

48 West 38th Street, 3rd Floor, NYC 10018 • TEL: 212.391.4143 • www.UnitedLegwear.com

JULY 31- AUGUST 2

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

Rita Polidori O’Brien Publisher Jennifer Cattaui Editor in Chief Nancy Campbell Creative Director EDITORIAL Angela Velasquez Audrey Goodson Meagan Walker Associate Editors Jacqueline Micucci Contributing Editor Melissa D’Agnese Editorial Intern

FEBRUARY 2011 FEATURES 22 Denim Branches Out Designers go beyond basic blue jeans for fall with an array of fabrics and silhouettes.

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CREATIVE Trevett McCandliss Art Director Tim Jones Senior Designer Jessica Ziccardi Art Assistant

26 Perfect Vision Retailers and merchandising experts share their secrets to creating an aesthetically stunning shop.

ADVERTISING Noelle Heffernan Advertising Director Sarah Sutphin Advertising Manager Alex Marinacci Account Executive Patrick Thomas Sales Representative, Canada Caroline Diaco Special Accounts Manager Jennifer Craig Special Accounts Manager Maureen Johan Classified Sales

30 From Little Bitty to the Majors CEO Ike Franco of Franco Apparel Group reveals how he rose from rookie to pro by focusing on the lucrative team licensing arena.

FASHION 32 Silver Spoon Comfy knits and chic layers convey a cushy yet sophistcated Fall ’11 look for tweens.

ADMINISTRATION Laurie Guptill Production Manager Melanie Prescott Circulation Manager Julie Gibson Webmaster

48 Last Look: Fetching Style It’s a dog’s life in kids’ fashion and accessories these days.

CONTACT INFO Sales/Editorial Offices 36 Cooper Square, 4th floor New York, NY 10003 Tel: (646) 278-1550 Fax: (646) 278-1553 editorialrequests@ 9threads.com

NEWS 6 8

COLUMNS 10 Pampered 14 Unwrapped 16 Kicks 4 Kids 18 What’s Selling 20 Coast 2 Coast 48 Last Look

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Apparel Licensing

Plum sweater dress and tee; Tic Tac Toe tights; Ugg Australia boot.

On the cover: Truly Me by Sara Sara dress; Tic Tac Toe tights. Photography

by Michael Brian. Hair and makeup by JSterling.

IN EVERY ISSUE 4 46 47 47

Editor’s Letter Calendar Where to Buy Ad Index

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 95 issue 2. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th floor, New York, NY 10003. 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 2011 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 • F E B R U A R Y 2 0 1 1 3

A Matter of Perspective Considering Retail from the Inside and Out

EDITOR’S LETTER

Pricing pandemonium through Groupon models, the rising cost of cotton, social networks and location-based sales technologies, taxes, recessions and bedbugs: As retailers, you’re being hit every which way with new issues, risks and opportunities. All the while, you’re smiling, helping your customers and dazzling them with your personal service and knowledge.

Although I’ve been in the magazine industry for years (and before that I was a tax lawyer), I’ve also been in retail. I own a children’s shop called Babesta in New York and grapple with the same issues you do. When the CPSC made the changes in lead and phthalates laws, like you, I had to educate myself as to what that meant to my store and customers. At the time— it was the first such “shake up” I had experienced—I rented an XRF gun and tested every item in my store to give myself the peace of mind that my goods met these new standards.

Then the banking debacle happened, which affected us all, and I saw a lot of local stores around me pack it in when they couldn’t get credit. We’re only starting to see an easing in credit and lending. As of last August, store gift cards got greater regulation through the Credit Card Act, which limits expiration dates and requires more transparency. I am patently against gift cards that expire (I still have one at Tiffany & Co. from my wedding 10 years ago), but I understand the complexity in record keeping and the more sophis-

ticated systems such tracking requires.

Now, among other things, I’m thinking about how groupbuying platforms are affecting the local brick-and-mortar model. Flash opportunities with deep discounts are changing expectations and seeding perceptions of price variability long after that group sale is over.

I will bring my retail knowledge, experience and curiosity to the pages at Earnshaw’s, and help detangle some of these issues facing us all. I want to make sure each and every month we provide you with meaningful content, including news, regulations, trends and laws that affect children’s retail. I will introduce you to new products that you may have missed and inspire you with beautiful fashion pages— conceived, styled and photographed by our award-winning creative team.

Most importantly, I want to take my cues from you—what you want to learn and what content will help your business grow. I invite you to e-mail me, call me or tweet me. Let me know your latest news, ideas and feedback.

Yours sincerely,

JENNIFER CATTAUI jennifer.cattaui@9threads.com

© Us Angels 2011

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apparel news Topsville Targets Baby with Miniville Following the Fall ’10 introduction of its proprietary boys’ brand, Scarce, Topsville—a division of Jaclyn, Inc.—continues its extension beyond private-label manufacturing with a new children’s brand, Miniville. Vice President of New Business Jennifer Zivic says the brand will fill a void for trendy and modern baby apparel at the mass and mid-tier levels, with bold graphics and punchy colors that provide a fun alternative to baby blues and pinks. “Miniville is still really cute, but with an attitude and some pop,” she says. “However, it’s not so edgy that mom’s not going to like it.”

The line will offer sets for newborns and separates for boys and girls up to size 5T, with wholesale prices ranging from $5 to $8. Miniville will initially launch through Kmart stores for Spring ’11, then open up to other retailers. Zivic notes that Topsville sees developing its own labels as a route to growth in the current economy, and while Scarce saw great sell-in, the company is even more confident in the baby category.

“Our strength is infant-to-toddler,” she adds.

“We know we can nail that.” Call (800) 887-7570 or visit topsvilleonline.com.

New Girls’ Collection Combines Modern Style and Vintage Charm Comfortable and conceptual are the words designer Lauren Paup uses to describe Lunette, the girls’ line she launched with best friend and fellow first-time designer Alice Lee. It may not be the most conventional description for children’s apparel, but Lunette the collection’s combination of easy-to-wear pieces with whimsical details aims to prove that little girls can wear grown-up looks in fun young ways. For example, the brand’s tops and dresses feature feminine details like lace trim and cotton ruffles as well as big snaps and buttons for little fingers.

The inspiration for the name Lunette—“little moon” in French—came from the collection’s muted palette of rose, dusty blue, cream and teal.

The line includes leggings, shorts, dresses, skirts and jackets for girls 12 months to 5 years, and wholesales from $24 to $34. Call (203) 605-8920 or visit www.lunetteboutique.com.

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NEW LINES Masala Baby Next Level

Haute Saison

Eeni Meeni Miini Moh

Little girls can match their stylish moms on rainy days with Haute Saison’s introduction to the U.S. market. The French apparel brand bows a line of rain gear featuring a polka-dot print in six distinctive colorways: gray-green, pink, gray-brown, raspberry, blue and black. Girls’ raincoats range from size 2 to 12 years, while rainboots range from kids (6-13) to youth (1-4). The girls’ collection wholesales for $50 to $53.

Contact the EnekoNY showroom at (646) 662-5074 or visit www.haute-saison.com. • Beary Basics launches a new line of tutu dresses comprised of 100-percent cotton tank tops and nylon tulle skirts. The dresses feature playful embellishments, including ice cream cones, cupcakes and flowers and come in four colorways. Sizes range from 12 months to 8 years and the dresses wholesale for $24. Call (909) 920-6620 or visit www.bearybasics.us. • Montreal-based Creations Robo introduces two global children’s brands now available for North American distribution: Next Level, a trendy children’s denim and apparel brand based in Denmark, offers tees, hoodies, jackets, tops, jeans and leggings for styleconscious boys and girls sizes 8 to 16. For girls, striped tank dresses and neon-hued butterfly print tees add edge to feminine themes, while eye-catching graphics liven up the line’s basics for boys. Next Level wholesales for $8-$50; visit www.nextleveldenim.com. The second collection, Flo, offers ballerina-inspired designs for girls

from 1 to 12 years. Available for Fall 2011, the collection includes ballet basics like leotards, leggings, tulle skirts and dresses as well as stylish sweaters, quilted hoodies, faux fur boleros and shimmer cardigans.

Flo wholesales for $15 to $35; visit www. flochildrenswear.com. For more information on Next Level and Flo, call Creations Robo at (866) 262-2654. • Australian children’s apparel company Eeni Meeni Miini Moh is looking to expand into the U.S. market, and is currently seeking retail partnerships. The company’s collections include its signature Eeni Meeni Miini Moh brand, for boys and girls ages 0 to 5 years, and its older sibling e3-M, for children ages 2 to 12 years. Both brands’ seasonal lines incorporate the company’s contemporary, art-inspired aesthetic into items like playful graphic tees for boys and ruffled skirts and striped leggings for girls. Visit www. eenimeeni.com or e-mail info@eenimeeni. com for wholesale pricing. • Humor-driven clothing and licensing brand Goodie Two Sleeves introduces a children’s and infant line of 100-percent cotton tees and one-pieces for boys and girls. With playful graphics and clever catchphrases, the line includes one-pieces with the slogan, “Give peas a chance” and toddler tees declaring “Eat your vegetables.” One-pieces are available in sizes 0 to 24 months; tees come in sizes 2T to XL. All items wholesale for $9. Call (888) 723-8337 or visit www. goodietwosleeves.com.

a e P o n S ®

SnoPea logo and “tag line” are registered trademarks of SnoPea, Inc. © 2011 SnoPea, Inc.

For babies only

Extraordinary garments for young sprouts!

www.snopeawear.com

licensing news Trevco Taps 4Kids to Produce Dos y Dos Tees Trevco Sportswear and 4Kids Entertainment have teamed up to produce T-shirts emblazoned with characters from the bilingual Spanish-English preschool television show, Dos y Dos. 4Kids has worked with such iconic children’s brands as Cabbage Patch Kids and Teenage Mutant Ninja Turtles.

A live-action show, Dos y Dos centers around four bubbly characters—Sophia, Fernando, Adriana and Andres—who set out to solve the riddle of the day.

They locate giant puzzle pieces along the way and ultimately fit them together, teaching a lesson about topics such as sharing, helping or teamwork.

Initially, the clothing line will be available through the Dos y Dos website (www.dosydos.com), says Roz Nowicki, executive vice president of global marketing and licensing at 4Kids. Primary colors form the line’s base, and each shirt is also teaching tool, featuring both the English and Spanish languages.

“Our real angle here is to allow kids to develop language skills and learn together,” Nowicki says. “We have something that’s potentially a very popular series going forward.”

Looking toward future goals, Nowicki says 4Kids would like to ideally nab a deal with a retailer like Sears or Kmart.

The Chief Executive Officer for Trevco, Jim George, points out the strength of the growing Hispanic market. “There are 44.3 million Hispanics in the United States today with a staggering $870 billion-plus in purchasing power,” he says. “The combination of a hit show and a huge untapped Hispanic market holds an amazing opportunity for success, and we are excited to be involved in it.” For ordering information, call Trevco at (248) 526-1400.

HOT PROPERTIES

Manchester United

Juventus

F. C. Barcelona

A multi-year deal grants One Entertainment the rights to license and market branded merchandise for European Soccer clubs Manchester United, F.C. Barcelona and Juventus.

Apparel, novelty items, toys and games splashed with the teams’ logos are on tap. “All three of these teams truly represent the most exciting attribute of the game—a fusion of excellence, history and a phenomenal roster of players,” says David Gebel, managing partner of One Entertainment.

• Universal Partnerships & Licensing has collected a wealth of entertainment properties of late.

One of many, Harbor Designs for Jaws, will produce boys’ and girls’ apparel in the U.S. For more information, contact David Gebel at (310) 409-7791.

Toddler Deal Between RC2 and Disney Extended Disney Consumer Products and RC2 have renewed their partnership. Together, the two companies will continue to produce infant and toddler merchandise under the First Years brand.

For more than 10 years, Disney and RC2 have developed feeding and care items together. In the past, popular characters have included Winnie the Pooh, Cars, Mickey Mouse and Toy Story. Tangled, one of Disney’s newest movies, is a recent addition. For more information, call RC2 at (630) 573-7200.

Hello Kitty Beauty Joins Sephora Thanks to an exclusive partnership with specialty retailer Sephora, Sanrio’s all-star character Hello Kitty gets a beauty makeover. The new line, Hello Kitty Beauty, consists of lip and eye color, as well as nail polish, fragrance and beauty tools.

“Developed collaboratively with Sephora and available exclusively at Sephora stores, Hello Kitty Beauty combines iconic designs, collectible accessories and original formulas inspired

by Hello Kitty,” Janet Hsu, president of Sanrio Inc., says.

Although the products are now available, celebratory launch events are planned for late March. The collection retails from $5 for nail stickers to $35 for the eight-shade Say Hello beauty palette.

Limited-edition Swarovski hand mirrors and brush cases are also available.

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F E B R U A R Y 2 0 1 1 • E A R N S H AW S . C O M

New Monkey Business Monkey Toes, the whimsical, animal-adorned children’s footwear company founded by Jenny Ford in 2002, has a fresh face for Fall ’11, including a new logo, packaging and pointof-purchase displays, thanks to a licensing deal with Scene Weaver. Ford reports the new look has been well received: The line’s first round of production sold out at the recent AmericasMart show in Atlanta.

Branding details such as a sandbox graphic embossed on the shoes’ soles, keepsake packaging and an attention-grabbing 6-foot display are part of Monkey Toes’ deal with Scene Weaver. “It is truly amazing how Scene Weaver is taking just this initial launch to whole new heights,” Ford says. The display, dubbed the Monkey Bunch, features adjustable shelving and can stand on its own or against the wall. It displays the shoes neatly and comes stocked with 128 pairs.

Prior to the licensing deal with Scene Weaver, Monkey Toes was manufactured out of Ford’s home. She had been purchasing plain shoes from a U.S. distributor and customizing the shoes with the help of a local artist. There, they were hand-painted and returned to Ford to be laced, labeled and packaged before being shipped off. New product will be available for shipment by the end of February. To place an order, contact Scene Weaver at (888) 452-0662 or (803) 252-0662.

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Dwell Studio owl frame

Dear Johnnies hospital gown

Belly Buds bellyphones

Pippalily infant sling

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Jonathan Adler mod love pillow

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MOM’S THE WORD

Unexpected gifts provide well-deserved TLC for the expecting. By Melissa D’Agnese 10

F E B R U A R Y 2 0 1 1 • E A R N S H AW S . C O M

PAMPERED

Oh Baby! Check out these new products and lines on the infant and toddler market.

Rock Me

This little piggy went to market.

The Baby Bunch

That’s one smart piggy.

Tutortogs Milk & Cookies

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Dallas Apparel & Accessories Market March 24-27, 2011

Along with new fruit-themed bibs packaged as cupcakes ($4 each, wholesale), The Baby Bunch bows a choice of pajama sets enclosed in a brightly colored birdhouse gift box bearing a gift tag. Each set from the Pottstown, PA-based company includes a pink or blue long-sleeve top with a bird appliqué, matching striped pajama pants and a yellow plush bird. Sizes 0-6 and 12-18 months wholesale for $12.50. The pink set is also available in 3T and 4T ($13). Call (877) 456-2229 or visit www. babybunch.com. • Milk & Cookies Clothing debuts an organic cotton layette collection and a fashion line for toddlers up to 3T. The layette group (a sleeper, hat and bib set and plush chenille and sherpa robes) features a yellow and gray lamb print. Focused on comfort and ease, the girls’ toddler pink and brown designs

include ruffled tops, leggings and dresses with floral embroidery and matching knickers.

The boys’ range—comprised of fleece hoodies, sweatpants, plaid shirts and tees—is inspired by casual menswear and offers plenty of mix and match prints. Wholesale prices are $11.70 to $23.10. Call (416) 601-1598 or visit www.mncdesigns.com. • Tutortogs—a women’s line of stylish apparel with prints and colors designed to stimulate an infant’s vision—launches Tutortogs for Babies. The collection of longsleeve bodysuits, gowns and matching baby caps is accented with black and white polka dots, stripes, racing checks and bumblebee prints that the company suggests captivate baby’s attention. Sizes are 3-6, 6-9 and 9-12 months. Wholesale prices are $6 to $15. Call (781) 237-1417 or visit www.tutortogshop.com.

Well-Suited Rock Me

dallasmarketcenter.com | 800.DAL.MKTS

Reinventing the one-piece, American-made Rock Me introduces bodysuits without traditional closures. The garments for sizes 0 to 2T are designed to look like separates and feature an opening in the back similar to one

found on a pillow sham. Key boys’ items pair tanks or tees with pants or shorts, and girls’ styles combine tops with skirts and leggings.

Wholesale prices are $24 to $28.

Call (757) 636-7694 or visit www. rockmeusa.com.

More Goodies BabiLayers

BabiLayers launches a line of everyday, multi-layer tops for moms and caregivers designed to protect infants from germs, allergens and perfumes. The one size fits all, 100-percent organic cotton garments are offered in pink floral, green diamond and cream alphabet motifs. Wholesale prices start at $45. Call (415) 506-8459 or visit www.babilayers.com. • The Palm

Trend Lab

Mitt, Trend Lab’s newest product, makes baby’s bath time easier. The pediatrician-invented, fingerless gloves are made with slip resistant terry fabric that acts as a washcloth while securely gripping a slippery baby. The one size fits most mitts are pink, blue, brown and white, and wholesale at $3. Call (952) 890-6700 or visit www.trend-lab.com. • The latest collection by Happy Blankie pays homage to the animal kingdom with endangered species-themed blankets.

Elephant, chimp, tiger, hippo and panda designs are accented with embroidered and embossed smiles, made from soft fabric and trimmed and backed with silky satin. Three sizes are available: small (18” by 18”), medium (32” by 36”) and large (46” by 54”).

Wholesale prices range from $16 to $64. Call (440) 545-2355 or visit www.happyblankie.com. • Luxury eco-brand Apple Park adds Picnic Pals, a line of organic plush dolls inspired by nature and classic toys. Packaged in an apple-shaped box with an invitation to a picnic, the hypoallergenic bunny, bear, duck, monkey and lamb toys each hold a heart-shaped apple seed rattle. The line also includes snuggly blankies with coordinating animal motifs. Both products wholesale for $24. Call (415) 928-4401 or visit www.applepark.com.

Happy Blankie

Apple Park

UNWRAPPED NEW GIFTABLE ITEMS Hatley sleep set

Baby Steps matching separates

Petit Lem one-piece

Sara’s Prints gown

Under The Nile matching separates

New Jammies matching separates

SGI Apparel button-down pajama set

PAJAMA PARTY

Sleepwear’s bold prints and bright colors guarantee sweet dreams. By Melissa D’Agnese 14

F E B R U A R Y 2 0 1 1 • E A R N S H AW S . C O M

UNITRENDS TRADE SHOWS 2011 Dallas Shoe Market February 7-8, 2011 KSA Shoe Show (LA) February 8-9, 2011 Room #250 Atlanta Shoe Market Kids Shoe Box Booth C63 February 19-21, 2011 The Children’s Great Event Shoe Show (NJ) February 22-24, 2011 Main Ballroom- Booths #1-4 SMOTA (Ft. Lauderdale) March 13-15, 2011 Booth #833

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KICKS FOR KIDS Footwear Retail & Style

American Boy THIS SPRING, CLASSIC American brand Nautica adds children’s footwear to its evergrowing offerings. The company—which began in 1983 with a men’s line—enlisted privately held footwear importer E.S. Originals to manufacture and distribute the sized-down shoe collection.

Undaunted by the new market segment, Nautica’s creative director and head designer Chris Cox says the customer base remains the same: “They have a love for the coast and the water,” he says, “and they like twists on tradition.”

A staple brand in men’s apparel for nearly three decades now, the company is translating that look into boys. “There’s a very strong tie from men’s to boys,” Cox says. The heart and soul of the initial release is Nautica’s traditional deck shoe, shrunk down for kids. The style comes in both leather and canvas, with

Velcro closures for infants and toddlers and laces for older boys.

In addition to the tried-and-true deck shoe, Nautica is adding everyday styles such as moccasins, oxfords and high-top sneakers with zipper and lace closures to the mix. It also plans to roll out water shoes for the summer, and snow boots with rubber-toe bumpers for the winter. Cox notes that a girls’ collection is also currently in the works.

So far, retailers are on board, he reports. “Right out of the gate, we had a tremendous response— especially for the first shipping.” He cites Footaction and Foot Locker as already enthusiastic about the line.

Sizing for the line runs from infant (0-4) and toddler (5-10) to kids (11-4). Retail prices are set from $30 to $45. For more information, visit www.nautica.com or call (866) 376-4184.

—Meagan Walker

for flats and boots this fall.

The Report team says they were surprised by the strong market demand for fashion-forward, “big sister”-style shoes. “Booking has exceeded our expectations—we didn’t anticipate how big of a demand there was,” Snowden says. “We saw an opportunity to inject our fun fashion ideas into the

kids’ market. People were asking for it, and we’ve had great support from our retail partners.”

The kids’ styles come in sizes 11 to 5. Wholesale prices range from $15 to $17 for sandals and flats, and $17 to $25 for boots. For more information, visit www.reportshoes.com or call (425) 586-4940.

—M.W.

Report Redux LOOKS LIKE A case of closet envy: Little girls are demanding the funky footwear their big sisters enjoy. “Children are exposed to fashion at a younger age,” explains Bill Snowden, senior vice president of sales at Report. Although the women’s shoe company discontinued its children’s collection years ago, it recognized a shift in sentiment and will now relaunch a line for younger girls. “Consumers asked for a kids’ version, so we figured, ‘Now’s a good time to get back in it,’” he adds.

But Snowden says the line isn’t too youthful: Many shoes have wedge heels, for example. “Report took their junior line and transferred that look into a smaller version with the same earmarks and details, but with a kid swagger.”

Spring ’11 includes cork and wooden platform wedges in vibrant blues and pinks, as well as classic neutrals such as black, white and brown. “We included things that are important to little girls: color, sparkle and prettiness,” Snowden says. Look

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Hawthorne, CA February 8th - 9th Suite 265

Elizabeth, NJ February 22nd - 24th Foyer Booth 82

KidsShow

ENK New York

Las Vegas, NV February 14th - 16th Booth 608

New York, NY March 6th - 8th

WHAT’S SELLING

Portland Three children’s boutiques sound off about their retail evolutions, what’s hot and what it’s like to do business in Portland.

By Melissa D’Agnese

ROUND OF APPLAUSE: PORTLAND’S CROWDPLEASERS INFANTS/TODDLERS Plum Bunny infant gowns Petit Bateau coverall footies

Little Paul & Joe

Splendid soft dresses Hatley one-piece sleepers Mini Mioche hats and sleepsacks Lucky Wang kimonos Tea Collection

GIRLS 4X TO 6X

Reckon LITTLE URBANITES “We’re in the cultural Mecca of the Portland area,” Little Urbanites owner Kim Sibley says, referring to the store’s Pearl District location. The 3000-square-foot store is filled with furniture, gear, apparel and accessories. When buying for the shop, Sibley focuses on ethically and socially responsible companies. “I only carry the best quality and value. I really do believe in quality over quantity,” Sibley says.

Usually with quality, comes price. “I try to tell my customers to spend a little more so that they can wash clothing over and over and still pass the beloved item down [to a sibling].”

Little Urbanites prides itself on personal service. “I’m very close to all of my customers.

It’s important to be hands-on in your own store. It helps shoppers.” Sibley says baby clothes is her best category, noting with a laugh that “babies are always being born.” Standouts this past season included Plum Bunny layettes, hats and nightgowns and French brand Little Paul & Joe.

18 EARNSHAW’S • FEBRUARY 2011

BLACK WAGON In 2006, Black Wagon, originally an online-only boutique, opened its first Portland storefront. “We had a huge following in the Portland community and wanted to offer up a public showroom where our fans could shop in person,” says owner Sarah Shaoul.

She goes against the grain when buying for the store. “We don’t focus on trends, we focus on things that are fashionable in a classic manner.” The store also carries its own namesake products—Black Wagon branded clothing—as a way to offer exclusivity to customers. “We’ve been doing it since the beginning, and it’s been a great way to grow our brand,” Shaoul explains.

Even after opening the brick-andmortar boutique, online sales remain strong. The store actively interacts with its customer base through Twitter, Facebook and Wordpress.

“Social media is an important part of how we market our business. It’s a great way to stay connected with our customers.”

Shaoul says current best-sellers include winter accessories from Mini Mioche and tees by Reckon that feature hip music screen prints.

Tea Collection rompers

POSH BABY Posh Baby began in 2004 as a wholesale business selling baby scrub pants. After being featured in In Touch Weekly for using adult-like prints on durable bottoms for baby, owner Natalie Peters-Martin says her company was inundated with press and attention.

Two years later, Peters-Martin took the brick-and-mortar plunge and opened a 2000square-foot children’s store showcasing a range of kids’ clothing brands, including the Posh brand. It took her a couple years to expand inventory and fill out the store, adding strollers, gear, bedding and furniture. “I thought it was a good business move. We had a great clientele.

It just made sense to make it a one-stop shop.”

Posh Baby has also kept its customers hooked as one of 18 Tea Collection Destination Stores across the country. “Tea is a great quality brand—the customers love the cohesive prints because you can mix and match anything.

The brand has a huge following, and so we gained a bigger following as a result,” store manager, Andrea Herskowitz, says.

Little Paul & Joe cotton jersey tees Petit Bateau hooded T-shirts Appaman down coats Tea Collection dresses and leggings BOYS 4 TO 7 Kate Quinn Organics plaid button-up cowboy shirts Kate Quinn Organics snap waist corduroys Appaman down coats and screen printed T-shirts Mini Rotation tees Reckon tees GIRLS 7 TO 14 & BOYS 8 TO 20 Little Paul & Joe fleece faux layered hoodies Kit+ Lili dresses Tea Collection dresses and separates ACCESSORIES/FOOTWEAR Giddy Giddy hair clips Livie & Luca shoes BabyLegs leg warmers

Already known as one of the world’s most ecofriendly cities, Portland is also becoming a hub for artists with a cult following. The Simpsons creator Matt Groening, author Chuck Palahniuk and bands The Shins and Modest Mouse call the city home.

LOCAL INSIGHTS: Sarah Shaoul, owner, Black Wagon.

LOCAL INSIGHTS: Kehle Schmeller, assistant manager, Posh Baby.

ON THE PORTLAND CUSTOMER: It’s important to them to buy locallymade products. They really like that we sell a lot of independent designers.

ON THE PORTLAND CUSTOMER: Our customer tends to be more creative than average. They’re into DIY-anything to make it their own!

ON PORTLAND STYLE: Portland has a very, very unique style. You’re not going to see children wearing expensive jeans in Portland. Our high fashion in Portland has a very casual aesthetic.

ICONIC PORTLAND DUDS: An outline of Oregon with a green heart, to represent our eco-friendly attitude. You see these emblems everywhere.

LOCAL BUZZ: Portlandia is a new show that will be on the IFC channel.

They are filming here and it’s causing a buzz around town.

In a historic setting, Portland offers residents cutting-edge art, concerts and lectures.

ON CLIMATE-DRIVEN SALES: We sell a lot of raincoats. It will be rainy until April now. We also get swimsuits in early and they sell out really fast— Portland has a shorter summer.

COAST TO COAST Spotlighting Fashion Nationwide

Bright-Eyed As the saying goes, “Necessity is the mother of invention,” and Kat West, owner of New York-based children’s label Babylady, found just that. Having worked in the fashion world for nearly a decade, West wanted to bring her own flair and creativity to the workroom when she had her first child.

Initially, West made matching outfits for herself and daughter Vivian, and enjoyed people’s reactions when they saw the quirkily clad carbon copies. Her one-off designs got so much attention, she decided to create a small girls’ line. The Babylady collection launched in Fall 2010, featuring batwing cuts, African prints and rhinoceros horn sleeves.

“I like provoking people’s thoughts,” she says.

Simple yet unconventional silhouettes (starfish jumpsuits, harem pants) with black and cherry red gingham prints (think funky fresh picnic style) rule for her Spring ’11 girls’ collection. “I wanted to use a print that was classic, but at the same time, more sophisticated,” West explains. “No frills, no bows. I wanted to infuse the line with maturity and sophistication.” The line’s grown-up feel even manages to elicit a reaction from moms—who, she says, want the whole line in women’s sizes.

The brand also makes limited edition tees and sweatshirts with their signature print of a sweet blushing face. “The image really fits the company’s personality,” she says. She recently reinterpreted the signature design for boys with a toughened up version—the “monster me”— which comes in burnt orange, black and purple.

Girls’ sizes run from 2 to 6 and boys’ sizes run from 2 to 12. The two signature designs are also available in adult sizes. Wholesale prices for Spring ’11 range f r o m $ 1 0 t o $ 4 7. F o r more information, visit www.babyladyinc.com.

—Meagan Walker

20 EARNSHAW’S • FEBRUARY 2011

Norse Power Bente Nilssen, a native Norwegian turned Texan, delivers Scandinavian simplicity in her children’s line, Frosk Wear. Its creation came about when Nilssen gave birth to twins: “It makes you realize how important it is to have a good solution for dressing fast,” she says. “Clothes need to be practical, but still look and feel good.”

Nilssen achieved her objective by using European materials that are almost entirely natural. The collection is based on soft but durable clothing that won’t fade and can be passed down from generation to generation. The look, she explains, reflects the relaxed Scandinavian lifestyle of her youth. “It’s a simple look with clean cuts—not frou-frou with tons of layers,” she says. “The styles have small details that surprise you—something peeking out unexpectedly, or a different colored lining.”

Currently in production, the Spring/Summer line is built around three main themes: beach town (a nautical look dominated by red, white and blue), secret garden (floral prints, linen pants) and rancho gaucho (rich turquoise and purple prints). As for the upcoming Fall/ Winter 2011 line, Nilssen draws color inspiration from birds and deep forests, with a richer palette than in seasons past.

Sized from 4 to 14, Frosk Wear’s wholesale prices range from $12 to $50. For more information, visit www.froskwear.com. — M.W.

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DENIM BRANCHES OUT While it’s still a staple in every kid’s closet, an increasingly wide array of cuts, colors and fabrics prove the industry is looking beyond its blue-jean roots for fall.

22 EARNSHAW’S • JANUARY 2011

By Audrey Goodson The American classic is being redefined this season as designers broaden what it means to be jeans.

By daring to flare, bulking up with cargo pockets and ditching denim completely, the industry is moving beyond basic blue.

Here, denim experts dish on the trendy knits and silhouettes coming for fall.

FLARE UP

Skinny is still the go-to silhouette for kids, but a favorite fit from the Millennium is working its way back into rotation: the flare. “The buzz in the denim market is about the new flare jean,” Jennifer Aramburu, executive vice president at Haddad and the brand manager for Levi’s Kids, says. “This jean is fitted on the top, through the thigh and flares just below the knee.” Claire Ruskey, director of design and production at Pinc Premium, notes that her brand will be launching a similar silhouette: “Pinc is keeping the fit skinny for the most part, with the exception of a skinny flare fit, which is skinny through thigh and knee then flares starting at the calf.”

Z Cavaricci Sales Executive Jeffrey Gindi says his brand is also trying out some new flare and boot cut silhouettes, reducing the number of skinny styles to 70 percent of the collection, down from 90 percent last year. Albert Dahan, CEO of Kids Jeans LLC, the licensee for the kids’ division of Joe’s Jeans, is also on board with the trend. He adds that his colleagues at Joe’s Jeans think the new “skinny micro-flare” look for fall is “the next new body.” However, super-slim jeans

are still the most popular pick for both boys and girls.

CARRY ON

Another late-’90s trend gets a streamlined look for fall as classic cargo pants slim down. “We think the skinny cargo twill body is going to be a strong category going forward,” Gindi says. Dahan anticipates that the style, which he describes as “basically a jegging with cargo pockets,” will be next season’s big hit for Joe’s Jeans. The brand will be launching the cut in three different variations: super-stretch denim, twill and camel. “We’re really seeing the importance of skinny cargo jeans, both in indigo and olive,” agrees Sandra Finkelstein, vice president of Parigi Group, licensee for a stable of fashion brands including kids’ labels for DKNY, Timberland, Akademiks, Phat Farm and Baby Phat. It’s all part of a “progression from core skinny to fashion skinny,” she explains, as last year’s simple skinny silhouette is dressed up with new fabrics, washes and pocket features. Similar to the new cargo trend, DKNY Kids will be launching a sophisticated silhouette in lightweight denim for girls sizes 7 to 16, which Finkelstein describes as “reminiscent of a slouchy trouser,” with double pleats and flush pockets, but a skinny leg from the knee-down.

Diesel Kid (right) and Pinc Premium (below)

REPAIR MEN

Boys’ jeans retain rugged workman grit this season. “Workwear details like enlarged pockets are still really important,” Finkelstein says, noting that the pockets are more heavily constructed and the stitching details are heavier than seasons past, but the overall garment and wash is cleaner, with less “rip and repair.” Gindi says the same is true for girls at Z. Cavaricci, as embellishment is giving way to clean styles.

Simple, sophisticated looks feature barelythere details, like pleating, whiskering and

E A R N S H AW S . C O M • FEBRUARY 2011 2 3

subtle distressing, rather than heavy bling or embroidery.

However, some brands are carrying forward last year’s rockerchic styles, like Pinc Premium, whose fall jeans feature metal studding with silver and copper embroidery. Aramburu notes that Levi’s is also continuing with zipper and stud details, since it’s still a big trend on the market.

Diesel Kid

VINTAGE LOOK

In lieu of excessive hardware embellishment, some designers are spicing up this season’s sophisticated denim by relying on fun, vintage rinses for fall. “What’s coming right now is a vintage looking wash for denim,” says Vee Lapnarongchai, creative director for Mali Kids. “It’s an old Levi’s sort of washing.” The brand is also rocking a retro look by using subtle patchwork techniques and a wide-leg ’70s silhouette, he says.

Fittingly, classic washes are coming back this season at Levi’s, too. “We also have many washes reading very blue and have a vintage feel to them, like in our washes Serene Blue and Blue Daisy,” Aramburu says.

Mali Kids

KNIT PICKS

DKNY Kids

As more manufacturers hustle to jump on the leggings, treggings and jeggings bandwagon, it’s no surprise that one of the biggest denim stories for fall doesn’t involve denim. “We’re really trying to get behind non-denim fabrics, like twill and canvas for boys and ponte knit for girls,” says Finkelstein. For girls, DKNY Kids will be offering knit jeggings in several hues, including black, limestone, olive and an indigo that resembles denim. Dahan says Joe’s Jeans is also getting behind jeggings, as he notes that demand for the super-stretch style has shown no signs of slowing down. Likewise, Gindi believes treggings— what he describes as knit denim pants with a fully constructed waistband and zipper—will be strong sellers for his company this fall. The popularity of these styles is partly about practicality, as pure denim in super-skinny silhouettes is simply not as comfortable.

IN THE DARK Diesel Kid

Pinc Premium

When it comes to color, “the darker, the better,” says Gindi, noting that “blue-black” is currently the most popular denim hue. Manufacturers agree that dark denim is a top pick for fall, followed by military-inspired colors like olive and limestone, which have been popping up in non-denim fabrics. Fitting the trend, Diesel Kids will be launching a camouflage denim, says Maddie Lazo, director of sales. With dark-hued jeans all the rage, bright colors are taking a backseat for some brands this season. Levi’s is cutting back on its saturated colored denim, according to Aramburu. On the other hand, Pinc Premium is introducing some poppy pieces for fall, including jeans in turquoise and purple, reports Ruskey. But, she agrees, “the dark wash is definitely most popular” with buyers.

THE VERDICT: Retailers need only to take a look at the

Joe’s Jeans

24 EARNSHAW’S • FEBRUARY 2011

backs of their own closets to see what’s hot in denim for fall, as trends cycle back to the ’70s and late-’90s. Skinny jeans still rule but the fall season is poised to reel in a new generation’s interest in flares, cargo pockets and vintage washes. Denim designers predict that super-dark, super-slim denim and knits with a late-90’s twist—be it flare bottoms or cargo pockets—are fall’s best bet for girls. For boys, jeans are lean, clean and rugged, with bold pockets and heavy stitching. •

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Bonpoint 20 EARNSHAW’S • JANUARY 2011

Perfect Vision Retailers and visual merchandising experts agree: Sometimes a good in-store presentation is a business’ top salesperson. By Angela Velasquez

FLASH SALES TEMPT impulse shoppers. Here today, gone tomorrow pop-up shops create a sense of urgency. Manufacturers are cutting out the middleman and exploring digital click-and-buy endeavors. Local brick-and-mortar businesses have to be louder, brighter and bolder than ever before, in order to make a lasting impression on buyers.

W.H. Bailey, a visual merchandising professor at Parsons The New School of Design in New York City, says, “Don’t underestimate the customer’s ability to enjoy something other than what the marketplace prescribes.” Creativity wins the heart of the consumer, and Bailey says originality will be rewarded: “As a retailer wanting to make a mark, you have to cut through that copycat way of thinking.”

The most direct channel by which a retailer can communicate to potential customers is creative visual merchandising.

THE WALKTHROUGH Effective visual merchandising starts with the basics. Experts agree that registers should be located on the left side of the store, sale merchandise should be located in the store’s dead area and focal points that are immediately visible to the customer are necessary. Gene Saratovsaya, owner of YoyaMart in New York City, says her store has a natural flow that helps direct the customer. “Customers see everything when they walk in. The sales rack is often the last place they notice,” she says.

Bailey says a small retailer should base its store’s floor plan on a pinball machine. “Display merchandise on a diagonal and force the customer to bounce from one area to the next, to a table top to a rack to a shelf,” he describes.

Linda Cahan, a retail and visual merchandising consultant and author of “100 Displays under $100,” agrees. She says without defined aisles, customers have to twist and turn their ways through the space and end up seeing 100 percent more than if they were walking straight aisles. “But make sure there is a focal point at each turn,” she asserts. Retailers should make it a habit to walk though their store like it’s the first time. “Punch up the first thing that a customer would see at each angle they turn,” Cahan says.

The focal point can be a wall of kids’ artwork, a staged assortment

of toys or a simple grouping of merchandise. Or, bring the customer’s eye to something completely unexpected. “We currently have a giant glittery elephant in our store that’s just here for decoration,” YoyaMart’s Saratovsaya says. “But it’s also available for purchase.”

OFF THE RACK For apparel retailers, organization of merchandise is key. Clothing should be broken down by age, gender and finally, function. Within these categories, Cahan suggests dividing merchandise by color, or, if a particular brand has a proven track record, create a vendor shop.

John van Dorst, a brand retail marketer working with Paris-based Children Worldwide Fashion, says grouping products by brand is a strategy often used by premium retailers, particularly at the start of a season, when collections are designed to color-coordinate.

“Customers are attracted by color and will always be drawn to interesting combinations,” he explains. Cahan adds, “Shoppers are especially drawn to warm hues like orange and yellow, despite the fact that they tend to buy black, navy and tan. Place the bright clothing at the front of the rack and trust me, they will find the safer colors.”

Too many retailers rely on clothing racks to display apparel, Cahan says, because they cram a lot of merchandise into one area. Racks are limiting, though: “If all of the merchandise is hanging on racks, the customer is only going to see the tops of shoulders,” she notes.

Instead, she suggests using a combination of fixtures to create multiple ‘hot spots’ for customers to peruse. Retailer Saratovskaya says she hangs at least one sample of each size and color on a clothing rack (that way moms don’t have to fold and unfold) but she also uses a little bit of everything else, including mannequins to display products.

Adding mannequins on the selling floor can increase the bottom line. Bette Esposito and Christine Gardner, co-owners of Denim and Daisies in Boonton, NJ, say mannequins paint a picture for shoppers that would have otherwise gone unnoticed. Gardner notes if a customer is purchasing a shirt or jacket on a mannequin, “more often than not, they end up asking for 50 percent of the entire outfit.”

Mannequins are a great way to get customers thinking about hosiery, hair accessories and scarves, Esposito explains.

P H O T O G R A P H Y B Y C O O P E R R AY

E A R N S H AW S . C O M • F E B R U A R Y 2 0 1 1 2 7

Take Aways • Switch merchandise up every two weeks to keep interest • Stir up your window display every 1-2 weeks • Create a pinball machine flow, with focal points at every turn • Display clothes headto-toe in different ways • Accessorize mannequin for the up-sale • Make seasonal displays or add unexpected elements of eccentricity • Get creative and make an impact • Control your signage— use your own font and style to match your floor rather than displays provided by vendors • Engage all the senses with music and fragrance

Baby CZ

KEEP IT FRESH Midway through the season, nothing reinvigorates a shop like brand-new merchandise. “People are excited about new merchandise and things they can use immediately,” author Cahan explains. For example, she recommends gathering boys’ velvet blazers and girls’ party dresses for a holiday party display or creating a mini room with a crib and mannequins dressed in sleepwear to promote new pajama prints.

“Props and staged areas add ambience to a store,” Cahan adds. For example Gardner’s in-store displays are focused around a chest of drawers located in the center of her shop. The prop is a constant fixture that gets a monthly facelift to coordinate with new merchandise.

Distinct signage can help draw attention to what’s new and notable. Signs should be consistent and graphic, in line with the shop’s vibe. “You have to control it,” Bailey warns. “Use a particular font and size that suits your store.” Cahan sees two options: professional signage or signs that embrace the kid element. “If you have good handwriting, you could write on a chalkboard and carry the theme out to the kids’ play area,” she says. But be prepared for mishaps. A T-shirt shop in Hawaii comes to her mind: “A customer’s child wrote his name across the store’s carpet. Instead of putting down a new carpet, the store now allows anyone who buys a shirt to write his name on the floor.”

CURB APPEAL In retail, change is good. Bailey encourages retailers to shift merchandise at least every two weeks.

Moves reenergize old products and provide an opportunity to rediscover products that had been tucked away. It’s also a good time to give the store a deep cleaning.

The same tactic applies to window displays, except the experts recommend changing the windows more frequently. Bailey says, “You have to give repeat customers a reason to see what is new in the store. Show that there is vitality to the store and how the products are mixed.” Some of the chains, he notes, use formatted windows too often. “Most chains switch out clothing on the same set of mannequins. The outfits are different but the use of space is the same. Windows need to be more adventuresome,” he asserts.

Cahan says the biggest mistake a retailer can make is cramming too many items into one window display. “Just like the store, windows need a focal point because if products are competing for attention, they wind up becoming invisible,” she explains.

Instead she suggests using a strong monochromatic color story. “Varying shades of red and pink attract attention,” she reports. Or select two colors and group them with a neutral like white, black or khaki.

“Restrain yourself,” she adds.

Retailers should play up uniqueness to separate their shops from their neighbors. Bailey says

Anthropologie’s imaginative and layered themes captivate him each time he passes by the store. The chain doesn’t advertise, but still has a strong following and an attitude about merchandising that is entirely original. “Their windows say a huge amount about the store’s design sensibility and lifestyle. Yes, it’s a big chain, but if you didn’t already know that, you would never get the sense that it’s not one-of-akind,” he says.

Bailey agrees that curb appeal is key: “A good aesthetic beckons someone to check it out even if it’s not their normal response.” He says a great children’s boutique will also generate visits from adults without kids. In fact, Saratovskaya reports that many of YoyaMart’s customers are not even parents, but come in because they’re compelled by the window displays. In the past, the store has used oversized plush dolls and customized window decals to reel in passers-by.

However, visual merchandising is not only about appealing to the eye. “People retain information through experiences,” Cahan explains. No matter what time of year it is, retailers can engage customers’ senses—a tactic she says that good retailers have known for ages. “Allow shoppers to touch products.

Play upbeat music, entice with scents and serve apple cider around the holidays and lemonade in the summer,” Cahan suggests. “These ambient details help customers stay in a good mood.” That includes the youngest customers. Cahan says kids remember details, especially fun elements like train sets, funhouse mirrors and areas designed for play.

GET INSPIRED “Every time you see an interesting store, go in it,” Bailey suggests, even if the store targets an entirely different consumer. “Grab a business card, talk to the person behind the counter and make a mental note of what you like and don’t like about it,” he says.

Or watch Mr. Magnorium’s Wonder Emporium, Cahan suggests. “That film is a case of Hollywood set designer gone mad with an unlimited budget,” she says. But good ideas, like the film’s fantastical approach to merchandising, can be re-worked to fit any store’s needs—and budget.

Bailey teaches his visual marketing students to bring cameras around with them and capture all things promotional—from striking windows and street signs with interesting fonts to Jumbotrons.

He urges retailers to do the same and get inspired by what’s around them. Then, they can rearticulate ideas they like with their own unique set of products and point of view.

“Make lots of changes, test, review and learn,” retail marketer van Dorst says. Simple every day items and experiences like a trip to a museum inspire him, but he stresses that it’s important to put these ideas into action. “Don’t look for the easy way, and always look out for the next idea. Above all, just do it.” •

Baby CZ

YoyaMart

E A R N S H AW S . C O M • F E B R U A R Y 2 0 1 1 2 9

MAJOR

LEAGUE FASHION PRESIDENT AND CEO IKE FRANCO REVEALS HOW HIS COMPANY, FRANCO APPAREL GROUP, TURNED PRO BY BETTING ON TEAM SPORTS LICENSING.

BY JENNIFER CATTAUI

30 EARNSHAW’S • FEBRUARY 2011

“DON’T BE TOO cocky,” quips Ike Franco recalling a Giants-Eagles game he watched with his son.

Feeling like they had a win in the bag, he says, “The Giants were dancing on the sidelines.” But the celebration was premature: “They lost focus and they lost the game.”

Franco’s focus is razor sharp. In the 22 years he’s been building Franco Apparel Group into a multimillion dollar empire, he hasn’t taken his eye off the ball. “When my team is celebrating a success, I always ask, ‘What’s the next obstacle to hurdle, or the next challenge to meet?’ Come January, the books reset at zero and we start the process all over again.”

The last few years have been a filtering period in the apparel industry. “Have you ever heard of Darwin’s theory?” he asks. With the difficult economy and greater price sensitivity of retailers and consumers, Franco Apparel Group stepped back and re-evaluated their business with an eye to keep product relevant and retail partners successful.

While examining their large portfolio of brands, they learned that people would rather purchase a $20 sports jersey than another $10 everyday casual shirt.

“The market voted on our business,” he admits. “It was eye opening.”

That’s why the apparel group decided to focus on Team sports licensing, Franco explains. “During bad times, people escape with their favorite team and favorite player. The game changes their outlook on everything.” Moving away from the heritage brands in the company’s portfolio (Laura Ashley, Edie Bauer), Franco Apparel Group is well positioned to flourish with this singular vision, as it holds coveted licenses for the NBA, NCAA and MLB. Franco says one of his mantras in life is discipline.

He meticulously studies every aspect of the apparel game he plays and strives not to get ahead of himself.

He earned his chops in his brother’s Philadelphiabased factory with a clothing line called Little Bitty, where he spent summers working and made it his business to learn every aspect of the manufacturing process—from pattern making and sewing to packaging and shipping.

Franco observed the in-house production process at Little Bitty and was struck by the level of risk involved. “There were countless opportunities [in

domestic production] to make mistakes . . . You couldn’t have a good handle on the result until so many of the moving pieces along the way came together. You were never able to predict with 100 percent accuracy until the end.” Instead, Franco believed if he knew the production process inside and out and had strict standards of quality control, but was able to hand the production (and in turn, the risk), to an operation abroad, he would have a golden model.

Like most entrepreneurs, he’s found hard work is essential, but a little bit of luck—catching a few sun-in-the-eyes fly balls and hitting the occasional outta-the-park grand slam— made all the difference. For Franco, one such opportunity came as he tells it, “by mistake.” In the ’80s he began importing 100-percent cotton baby clothes from Japan. At that time, polyester was popular, and soft, breathable, high-quality cotton was an anomaly on the market. He started selling and distributing the brand to specialty boutiques and department stores, but by the early ’90s Japanese high-end products were getting very pricey and consumers had developed the taste, but not the wallet for them.

“We took some of the technicians who knew the art of production, level of quality and expectations of standards (they were known to inspect a garment down to its thread count) to other countries where we could import more reasonably,” Franco explains. Recruiting these technicians for his team was a watershed moment for his business.

Franco got another big break when he was able to purchase an abandoned “big-box” shipment of apparel and turned a large profit. The product came at the right price and the right time. The profit fueled his next move to develop

his overseas operations, factories and infrastructure.

Armed with what opportunity and experience taught him, he developed specs that represented a high-quality product, and then focused on cultivating strong relationships and studying the market. He made sure that his company worked with the best factories and implemented high standards, oversight and quality control, complying with and exceeding the laundry list of production standards required by the U.S. This discipline has kept him in the game, but regulation, a dipping economy, stiff competition and consolidation of the market has narrowed the playing field. Franco remembers a time when there were more varied retail outlets, saying there’s been a notable decrease in regional chains, and therefore less local product assortment.

That aside, there seems to be plenty of diversified distribution channels for sports apparel.

The company’s major partners are a veritable who’s who, including Macy’s, Dillard’s, Nordstrom, Kohl’s, Sears, J.C. Penney, WalMart, Target, Kmart, Dick’s Sporting Goods and Modell’s.

While his goods vary in fabrication and detail from store to store, Franco notes, they consistently employ high-quality materials and workmanship.

Franco is ever-optimistic about the future. “There may be some headaches in the market for the first six months of 2011,” he predicts, but they will be overcome. He lets slip that he has exciting opportunities in the pipeline at Franco Apparel this coming year—what he calls “game changers.”

The affable 6-foot-3-inch former athlete chuckles when asked if he’s on Facebook or partakes in all of the online social outlets. “I have all the devices in the world, but I’d rather pick up the phone than write an e-mail. I like the personal connection. People know when they talk to me, and I look them in the eye, I won’t let them down. I’ll make it happen.”•

LATEST STATS: Height: 6’3” Last movie: The Sting Technology of Choice: Blackberry Songs on his iPod: My wife stole it!

Alma Mater: Flatbush High School, NYU Favorite Teams: Yankees, Giants, Rangers, Knicks Coveted Position: Shortstop for NY Yankees Growing retail chain that’s impressing him right now: Buy Buy Baby

E A R N S H AW S . C O M • FEBRUARY 2011 3 1

silverspoon SOPHISTICATED KNITS,

COZY LAYERS AND HINTS OF SHIMMER LEND A DECADENT TOUCH TO FALL ’11 TWEEN FASHION. PHOTOGRAPHY

BY MICHAEL BRIAN

32

Hailey Morgan lace tunic; vest by Tru Luv.

34

Hair and makeup by JSterling for jsterlingbeauty.com, Fashion editor: Angela Velasquez

Tom and Drew coat; 10 Again tee; knit hat

by Knuckleheads.

Opposite: Zoe LTD dress; Tic Tac Toe tights; Nina Kids Mary Janes.

36

Blush by US Angels dress and faux fur collar.

Opposite: Fiveloaves Twofish cardigan and ruffle top; tulle skirt by Ouch; Tic Tac Toe tights; Nina Kids boots.

37

Corduroy blazer, sweater and jeans by Appaman.

Opposite, on him: Tom and Drew cardigan; Wonderboy henley; corduroy pants by Little Traveler; Naturino boots; Knuckleheads hat. On her: long sweater vest by Plum; Hudson Threads top and skirt; Laura Ashley boots.

39

Sweater dress by KidCuteTure.

40

Stella Industies tunic; leggings by Zoe LTD.

ADVERTORIAL

CONNECTED

The Power of 9

Want to amp up your business online?

9Threads’ VP for Digital Strategy Dave Sutula shares 9 things you can do right now. f you’re not there already, get online: It’s as essential as opening your door every morning.

Digital space is more important than ever for marketing, fashion and retail businesses. New technology, innovation and creativity mean new media, resulting in new marketing opportunities for you. There’s been a lot of change and a lot of new players, sites and lingo, and it can feel hard to keep up. David Sutula, vice president of digital strategies for 9Threads, suggests you make a plan now—not connected to one particular software or technology, but a strategy to use the online space to listen to your customers, get to know them and engage them.

1. GO MOBILE: Mobile technology is hot right now. Customers are comparing prices, reading reviews and rushing to sales because the information is ever-present in their purse or pocket. Convergence theory says that in the future, we’ll only have one digital device that does everything. Even if you can’t yet optimize your own website, you can at least reap benefits from other popular sites and technologies. Leverage mobile services like location-based networks (Yelp, Foursquare) and Quick Response codes—barcodes that, when scanned by a camera phone, provide information about a specific product or shop.

2. GET SOCIAL: Pay as much attention to the social space as you’re already paying (or should be paying) to customer service. Everyone uses social media, and they’re getting good at it. They’re accessing expert information more easily, crowdsourcing from friends and paying closer attention to reviews. You should claim your local listings on websites like Yelp and make listings dynamic by adding sales and special events. Also, build a Facebook page and update it regularly.

3. GIVE OFFLINE EXPERIENCES ONLINE: If you have a presence online, be sure you’re giving customers as much of the offline experience as your budget and technology allow. This means doing things online that enable customers to experience products in a more complete way, like making sure product photos can be enlarged, and that descriptions include fit, materials and country of origin. Customers

will gravitate toward smart retailers who consider natural consumer intent in their e-commerce platforms.

4. DIVE INTO VIDEO: It’s the sleeping giant of the online arena.

While brands drive video marketing with humor, innovation and interactivity, retailers will thrive by providing educational, expository content. One thing you can do right now is build a YouTube channel (you can even use your smartphone). Authenticity is key.

5. LISTEN AND REACT: Log on to Twitter, listen to the online chatter about your business, and be sure to set up a Google Alert for your company. Opportunity abounds if you listen to your customer.

6. OPTIMIZE YOUR DIGITAL PROPERTIES: As more people access the Web through alternative devices such as phones and tablets, make sure your website is flexible enough to account for different technologies and contexts. What consumers want from websites when they’re at home differs from what they need while at the mall or on the road.

7. STOP THINKING ABOUT DIGITAL MARKETING—JUST THINK ABOUT MARKETING: Marketing online and offline is all the same, and so are the rules. You should be authentic and transparent, and you should engage your customer. Integrate and crossreference your platforms to create a bigger bang. Incorporate optimized landing websites into your print advertising, and drive traffic to your YouTube channel with radio spots. Think of your marketing channels as spokes of a bicycle—separate yet connected.

8. UNDERSTAND YOUR WEB TRAFFIC: Use Google Analytics to get a handle on traffic trends. You don’t have to delve too deeply to get useful information. Just get a grip on where your traffic comes from, and where and when it leaves your site. The metrics that it gives you can help evaluate a marketing campaign’s effectiveness.

9. CREATE CONTENT: The Internet is fueled on content; the more quality content you create, the more relevant you become online. Create a strategy and select appropriate channels for distribution. Become an expert or a trendspotter. Share your knowledge and experience.

For more information on how 9Threads can help connect you to your customers, whether you are retailer or manufacturer, contact rita.obrien@9threads.com.

MARKETPLACE

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www.bowsarts.net

800-828-BOWS

BOYS’ AND GIRLS’ NOVELTY JACKETS

• Sizes 12M to Youth 14 • Year-Round Immediate Delivery

(888)377-8989

www.upandawayjackets.com

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 Alexandra.Marinacci@9threads.com

CALENDAR

MARKET DATES & EVENTS

FEBRUARY 3-7

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

7-11

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

14-16

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

14-17

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

14-16

20-March 1

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

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

21 & 22

19-22

Deerfield Children’s Show Embassy Suites North Shore Deerfield, IL (847)945-4500 www.midwestchildrens apparelgroup.com

20-22

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

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

22-24

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

Editor’s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date schedules.

Show sponsors may send updates to editorialrequests@9threads.com.

THE LARGEST CHILDREN’S SHOE SHOW IN THE USA UNDER ONE ROOF

WHERE TO BUY

FIND TOMOR ROW’S TR ENDS NOW

Net TULLE Tricot PAMPERED

Appaman (212) 460-5480

Belly Buds (866) 500-2627 Dear Johnnies (617) 320-9884 Dwell Studio (877) 993-9355 Jonathan Adler (800) 963-0891 Maclaren (203) 644-8100 Pippalily (416) 944-9751 Skip-Hop (212) 868-9850

Blush by US Angels (213) 624-4477

www.tutufabric.com Fashion Fabrics

Fiveloaves Twofish (619) 523-1024 Hailey Morgan (646) 745-9200 Hudson Treads (914) 481-1113 KidCuteTure (609) 216-7490 Knuckleheads (360) 696-9744 Little Traveler (617) 395-7455

Thymes (800) 366-4071

Naturino (866) 325-2872 Nina Kids (646) 884-6199

UNWRAPPED Baby Steps (201) 641-6991 Hatley (877) 742-8539

Ouch (201) 287-0199

THE LOOK

Plum (213) 765-5370

10 Again (818) 501-8000

Stella Industries (213)627-2676

Fuzzy Nation (866) 255-5779

Tic Tac Toe (203) 336-4901

Hatley (877) 742-8539

Truly Me by Sara Sara (213) 624-7311

IDtees (732) 685-9052

Tru Luv (323) 234-9086

Mini Fine (213) 627-2498

Tom and Drew (212) 600-1278

Ouch (201) 287-0199

Ugg Australia (888) 432-8530

Zoobies (801) 802-0507

FASHION

Wonderboy (215) 462-1177

Zoocchini (877) 744-3434

10 Again (818) 501-8000

Zoe LTD (212) 967-2279

Zutano (802) 563-2961

New Jammies (970) 300-4914 Petit Lem (877) 748-6698 Sara’s Prints (888) 477-4687 SGI Apparel (201) 336 1700 Under the Nile (800) 710-1264

AD INDEX 9 Threads ............................................

Ambajam................................................

Bows Arts...............................................

Children’s Great Event Shoe Show ..

Clothes 4 Souls ....................................

Corrine ....................................................

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

Earnshaw’s .............................................

ENK..........................................................

FN Platform ...........................................

Genuine Rose ........................................

Hawke & Co. ..........................................

Huggalugs..............................................

Jaime Rae Hats.....................................

Luna Lullaby ..........................................

Little Me .................................................

Mrs. Smith ..............................................

43 44 44 46 11 44, 45 12 25 2 9 CIII CII 45 45 46 CIV 44

My Nap Pak ...........................................

Noo ..........................................................

Pediped ..................................................

Pink Axle ................................................

Pink Pewter ...........................................

Playtime New York ..............................

Rubi Moon .............................................

SnoPea....................................................

KIDShow Las Vegas.............................

Twirly Girl ..............................................

United Legwear ....................................

Unitrends ...............................................

Up and Away.........................................

Us Angels ...............................................

Western Chief .......................................

Zootie Patootie ....................................

45 44 17 45 44 21 19 7 4 19 1 15 45 5 13 44

COMING IN THE MARCH ISSUE EUROPEAN COLLECTIONS FASHION TRENDS FROM ACROSS THE POND

TURNING HEADS BOUTIQUE CULTURE MEETS GROUP BUYING PLATFORMS AUTUMN BREEZE FALL FASHIONS FOR BACK TO SCHOOL

E A R N S H AW S . C O M • F E B R U A R Y 2 0 1 1 4 7

LAST LOOK

FETCHING STYLE Designers pay homage to man’s best friend. by angela velasquez

Ouch tee

Zoocchini hooded towel

Fuzzy Nation purse

IDtees tee

Zutano tee

Hatley coat

10 Again tee

Mini Fine tee

Zoobies blanket

4 8 F E B R U A R Y 2 0 1 1 • E A R N S H AW S . C O M

New York Buzz Dannenfelser (212)695-5151

Seattle Carrie Martin (253)851-1418

Los Angeles Teresa Stephen (213)623-8155

Atlanta Paul Daubney (404)577-6840

Dallas Greg Morgan (214)643-0100

Chicago J B Vogue Valerie Schanes (312)266-0309

Boston Mike Neckes (781)407-0070 Philadelphia Martin Arnold (609)471-6189

Miami Miriam Devesa (305)261-5374 Canada Ravi Dhaliwal (403)252-2200

Little Me

®

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

www.littleme.com Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America Ana Hidalgo 305-266-8745 West Coast Teresa Stephen 866-723-KIDS Midwest Richard Finkelstein/Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008 See us at: Kids Show at Bally’s Las Vegas, Feb.14th-16th Booth No. 316 The Children’s Club NYC, March 6th-8th