Earnshaw's | Infants', Girls', Boys' Wear Review | 2011 • August by Wainscot Media

PARIGI’S MARCO SROUR • WEATHERING ONLINE REVIEWS • EARNIES’ FINALISTS REVEALED • OUR NEW APP

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

Swim

AUGUST 2011 $5.00

SEE HOW BABYLEGS LEGWARMERS, SOCKS K AND TIGHTS MAKE THE PERFECT PLAYMATES AT BabyLegs.com/Videos/. 6333 1st Avenue South, #8, Seattle, WA 98108 • TEL: 206.734.4000 • Info@BabyLegs.com • www.BabyLegs.com

ADAMS & COMPANY PRESENTS THE NEW AND IMPROVED CHILDREN’S MARKET CENTER

MARKET WEEK NYC AUGUST 8-12

SEPTEMBER 12-16 • OCTOBER 24-28

A BIT OF HONEY ALI’S MARKET BAMBOLA BISCOTTI CHARLIE ROCKET CURLY GIRLS ENEKO NY

Shop the industry’s leading brands from top showrooms! 34 West 33rd Street • Floors 3, 9 and 12 Spring 2012 • At Once/Fall 2011

FLORENCE EISEMAN FLOWERS BY ZOE KISSY KISSY LE TOP

• “Welcome to the Market” cocktail party on August 10th from 4 to 6 pm • Complimentary breakfast and lunch offered • Parking incentive discounts available • Enjoy one-on-one buying

LOLA JO SALES LOLLIGO LYNN MEYER MAYRA’S COLLECTIONS MONSTER REPUBLIC

Please contact each showroom for more information and individual incentives.

KIDS MARKET NEW YORK WWW.NYKIDSMARKET.ORG ADAMS & COMPANY / 34 W. 33RD STREET NEW YORK, NY 10001 212-736-0312 •WWW.ADAMSRE.COM

NANCY MARKERT/ AMY HOFFMAN SAMMY B./SUBMARINE SARA’S PRINTS/WIDGEON THE ROSE GARDEN THE SHOWROOM THREAD SHOWROOM TINY GINGER WES & WILLY YOKA SHOWROOM

and are now available at the Groupe Zannier Los Angeles showroom.

Audacious, playful, surprising, Catimini to live one’s life !

Easy going fashion, always with a chic twist which makes the diﬀerence.

GROUPE ZANNIER SHOWROOM - LOS ANGELES

110 E. Ninth Street - Suite A649 - Los Angeles, CA 90079 Tel: 213-627-2779 www.groupezannier.com

OCTOBER 2.3.4 2011

JAVITS CENTER.NEW YORK CITY

J AV I T S C E N T E R . 1 1 T H AV E N U E @ 3 7 T H S T R E E T . R E TA I L E R R E G I S T R AT I O N : E N K R E G I S T R AT I O N S . C O M T. 2 1 2 . 7 5 9 . 8 0 5 5 F. 2 1 2 . 7 5 8 . 3 4 0 3 C H I L D R E N S C L U B @ E N K S H O W S . C O M E N K S H O W S . C O M / C H I L D R E N S C L U B

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Booth #3708 Children’s Club July 31st – Aug. 2nd www.bluponyvintage.com Made in the U.S.A. 323-594-6268

Noelle Heffernan Publisher Jennifer Cattaui Editor in Chief Nancy Campbell Creative Director EDITORIAL Angela Velasquez Fashion Editor Audrey Goodson Meagan Walker Associate Editors Melissa D’Agnese Editorial Intern

AUGUST 2011 46

CREATIVE Trevett McCandliss Art Director Tim Jones Senior Designer

FEATURES

CONTRIBUTORS Michel Onofrio Style Director

38 Full Speed Ahead Parigi President Marco Srour steers the company's licenses and newly acquired retail chain Hartsrings to success.

ADVERTISING Sarah Sutphin Broglie 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

40 Printastic Swimwear brands bring a spectrum of prints to suit kids' eclectic tastes. 42 They Like Me Retailers and marketing experts share the secrets to weathering the ups and downs of online reviews.

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

FASHION

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

46 Admit One Circus-themed accessories complement swimwear's wild side.

Circulation Office 21 Highland Circle Needham, MA 02494 Tel: (800) 964-5150 Fax: (781) 453-9389 circulation@9threads.com CORPORATE 9Threads 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 Xen Zapis, Chairman Lee Zapis, President Rich Bongorno, CFO

Above: Polka-dot bathing suit by 405 South by Anita G. On the cover: Malibu Dream Girl mixed print swimsuit. Custom-made accessories by Mary Catherine Muir. Vegan ballet flats by Cynthia King and customized by Mary Catherine Muir. Photography by Christophe Kutner.

NEWS

COLUMNS

12 Talking Points 14 Fresh Finds 16 Hot Properties

10 Contributors 18 Nine Things 20 On Trend 26 Spotlight 36 On the Block 66 In Focus

IN EVERY ISSUE 8 Editor’s Letter 60 Calendar 68 Remix

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 95 Issue 7. 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.

AUGUST 2011 • EARNSHAWS.COM 7

Tiny Dancers

Pint-sized models get in the groove with funky Spring ’12 swimwear.

EDITOR’S LETTER

WITH SUMMER IN full swing, it seemed like the perfect time to head to the beach and preview Spring/Summer 2012 swimwear. We recruited a troupe of girls from 4 to 11 years old and asked them to bring their dancing shoes to Fire Island, a quaint summer retreat outside of New York City. The girls suited up with the latest swimwear and accessorized with fanciful wares from vintage scarves to customized vegan ballet slippers courtesy of prop stylist Mary Catherine Muir. Photographer Christophe Kutner inspired the girls to pirouette, plié and relevé the spectacular summer day away. Speaking of swimwear, in our feature “Printastic,” we dove deeper into the coming season’s trends, learning that prints are charmingly ubiquitous. Moving from summer to back to school, in our special focus on school uniforms, we got the low-down on how a retailer can get into the bustling business and supply neighborhood schools with the requisite embroidered polos and khakis. Uniforms also served as the base of our Remix shoot this month, with traditional pleated skirts, jumpers and button-downs coupled with a host of brightly colored accessories. We asked a preschooler with plenty of style—inherited from her mom, fashion designer Lauren Moffatt—to try her hand at styling her own look for the first day of school. Though she was

clearly a classicist at heart, Stella always added a pop of fun to make the look her own. This month we also had a chance to sit down with the team behind licensing powerhouse Parigi, which recently added another facet to their business—that of retailer— with the acquisition of traditional children’s brand Hartstrings. As a new retailer, they—like you—will wrangle with managing online reviews. In our feature “They Like Me” we spoke with an array of store owners about how to track, manage and maximize a store’s reviews on local review sites like Yelp and Citysearch. Of course, this month also marks the big reveal for the Earnies’ final ballot. Congrats to all of the companies that were nominated—it is a true honor to be held in such high regard by your retail partners. Voting will take place throughout August and the winners will be announced at our October awards event at ENK. See you there!

JENNIFER CATTAUI jennifer.cattaui@9threads.com

c o n t r i b u t o r s inside the creative mind

m “I was really amazed by the professionalism and commitment of the young model [on the cover],” recalls photographer Christophe Kutner. Born in Narbonne, France, Christophe was a medical student before he met legendary photographer Horst P. Horst, and worked as his assistant. Since going solo with his career in 1993, Christophe splits his time between Paris and New York. His work has been featured in a spectrum of fashion magazines, art installations and independent film venues. Christophe is currently developing a personal art project, ‘”Defragmentation,” an experiment on Polaroid compositions. He has been part of several group exhibitions and books on fashion and photography.

Eleven-year-old cover model Callie enchanted everyone with her poise, grace and professional ballet moves in our fashion story, “Admit One.” The young talent, represented by Generation Model Management and a member of the School of American Ballet, has for several years played Marie, the heroine in the New York City Ballet’s performance of The Nutcracker. Outside of the spotlight, her talents extend to her impressive drum cover of Lady Gaga’s “Edge of Glory” and a heartfelt, drummed tribute to Rihanna for her dedication to DKMS, the bone marrow donor center that helped Callie’s friend search for a match.

New York-based stylist Mary Catherine Muir is the crafting wunderkind behind the panoply of props in “Admit One.” She’s lent her talent to a wide cross section of magazines and corporate clients from Target to Neiman Marcus—but, ever against the grain, she doesn’t like to talk about her professional accolades. Instead, she insists, a behind-the-scenes moment from the shoot must be shared: “When waiting for glitter to dry on a silver moon I made, I heard a scuffle outside my door and went out to see what was going on. There was a baby possum covered in glitter from the moon with a small black male cat looking at her. She looked so pretty. I knew that this was going to be a magical shoot!”

Owner of one of New York’s rare still-life studios, photographer Dean Powell is Earnshaw’s go-to partner for striking product shots, including this month’s On Trend pages. He studied imaging arts at the Rochester Institute of Technology, and aims to give viewers a fresh visual experience. Dean’s magazine credits include such diverse titles as Vogue and Outdoor Life, while his corporate clients include MAC Cosmetics, Estée Lauder and Grey Advertising.

a e P o n S ®

Extraordinary garments for young sprouts!

www.snopeawear.com

For babies only

talking points

NORDIC TREK As soon as ENK and Playtime wrap up, it’s time to hop on a plane bound for Copenhagen for CPH Kids, the Danish children’s trade show taking place Aug. 4-7. Begun in 2009 by Lone Holm, the show features children’s brands in Scandinavia and those seeking to do business in the region. Some fun and funky brands confirmed include H.J.O.R.T.H. Copenhagen, Smaafolk, How to Kiss a Frog and Moonkids. This year, the show moves to a new venue, TAP1 in Carlsberg, in a former beer brewery. The industrial space, located in an environmentally friendly neighborhood, features 5000-square meters of floor space as well as several outdoor courtyards. The show also has a charitable aspect—exhibitors will donate clothing to the on-site store, where proceeds go to the Children’s Aid Foundation. Visit www.cphkids.dk.

AMERICAN MADE

Producing your goods domestically? Marcie Gabor, principal at Conrad Phillips Vutech, launches a Made in the USA registered certification mark to help distinguish your goods in the marketplace. “Consumers are becoming increasingly interested in buying local and purchasing goods made in America, because they associate them with higher quality and reliability than products made in other countries,” says Gabor. Visit www.MadeInUSAbrand.com.

CPSC ISSUES NEW DRAWSTRING SAFETY RULE FOR CHILDREN’S OUTERWEAR

PLUGGED IN

Hone your social media savvy at NYIGF on Sunday, Aug. 13 by joining Earnshaw’s publisher Noelle Heffernan and 9Threads’ Vice President of Digital Strategy, David Sutula, at their seminar, “Using Social Media to Build Your Business.” They’ll cover the magic of FourSquare, YouTube, Twitter and Facebook, and how these tools can help to drive sales. 8:30-9:30 a.m., Javits Center, 1A02-03. Visit www.nyigf.com.

NEXT STOP: LOUISVILLE

The ABC Kids Expo will make its debut in Louisville, KY, next month, after many years in Las Vegas. The new venue is centrally located and will feature “over the top hospitality,” says Larry Schur, president and show director. The show will run from Sept. 23-26. Visit www.abckidsexpo.com.

The Consumer Product Safety Commission (CPSC) set a new federal safety rule on July 1, stating that drawstrings in certain children’s upper outerwear are now considered substantial product hazards. By a 5-0 vote, the organization ruled that jackets and coats with certain neck or hood drawstrings and those with certain waist or bottom drawstrings, from sizes 2T through 12, would be specified as substantial product hazards. The CPSC noted that drawstrings can become a danger for children when they are entangled with objects, such as playground slides or school bus doors, leading to dragging and possible strangulation, and that it has received 26 reports of children dying as a result of such incidents.

This month Earnshaw’s lauches a new app with bonus video content. Check it out at EarnApp.epubxp.com. 12 EARNSHAWS.COM • AUGUST 2011

Earnies’ Finalists! Drumroll, please.

Our finalists have been revealed and it’s time to mark the final ballot. There were hundreds of companies selected by the retail community, but only four per category made the ballot. Voting is open until 11:59 p.m. EST on Sept. 1 and the winners will be announced at a cocktail reception and celebration on Oct. 3 at ENK in New York. Cast your vote at www.earnieawards.com.

Best Denim i Pinc Premium i Diesel Kids i Levi’s i True Religion

Best liCenseD apparel i Amerex i Fishman & Tobin i Parigi i United Legwear

Best Hosiery i BabyLegs i Jefferies Socks i Trumpette i Tic Tac Toe/Cricket Hosiery

Best footwear i Livie & Luca i Pediped i Native i See Kai Run

Best aCCessories i High IntenCity CHARM IT! i MOGO i Bows Arts i Peace of Cake

Best Dresswear i Cupcakes & Pastries i Joan Calabrese for Mon Cheri i Us Angels i Right Bank Babies

Best infants’ ColleCtion i Angel Dear i Kissy Kissy i Zutano i Biscotti

Best Boys’ ColleCtion i Appaman i Charlie Rocket i Knuckleheads i Wes and Willy

Best Girls’ ColleCtion i A. Bird i Tea Collection i Twirls and Twigs i Stella Industries

Best Gift item i Aden + Anais swaddles i Melissa & Doug toys i Trumpette boxed socks i Rockabye Baby CDs

Best european BranD i Imps & Elfs i Mayoral i Elaine et Lena i Petit Bateau

Best Company for GooD i Bébé Ravi i GroVia i Rockin’ Baby Sling i TOMS

Best sHowroom rep i Duo Kids (NY) i Thread (NY) i In Play (LA) i Allison (LA)

Best new Company 1-3 years i Fore!! Axel & Hudson i Wheat i Blind Mice i Millions of Colors

Best Customer serviCe i BabyLegs i Mud Pie i Room Seven i Le Top/Rabbitmoon

“it” item of tHe year i High IntenCity CHARM IT! i MadPax i Skip Hop Zoo Lunchies i Nirvanna Animal hats

Company of tHe year i United Legwear i Pediped i Zutano i Carter’s

fresh finds

Little Capers blasts off with a line of superhero-inspired T-shirts and tank dresses featuring detachable capes for children from 2 to 8 years. The company offers a multitude of colors and styles. Some standouts are emblazened with lightening bolts, comic expressions and purple crowns. All apparel is U.S.-made and wholesales between $14.50 and $20. Visit www.littlecapers.com.

Disney Baby launches the Disney Cuddly Bodysuit for babies from 0 to 9 months, the first in a new collection of products available at wholesale this fall. Designed with a second row of snaps, the bodysuit “grows” with the baby, and is made from 100-percent cotton. The full collection features classic Disney characters, prints and simple solids. Retail prices range from $7.99 to $24.99. Visit www.disneyconsumer products.com.

Parisian brand Happy Garden mixes tradition with chic modernity in its collection for boys and girls from 3 months to 12 years. Made from authentic Liberty fabric, organic bamboo jersey and Italian wool, Happy Garden garments feature fashionable cuts with unique color combinations and prints in hooded jackets, dresses, skirts, pants and one-pieces. Wholesale prices range from $40 to $120. Visit www.happygarden.fr.

Colorado-based brand 2 Red Hens Studio believes the best gifts and fashions have a story to tell. Designer Lori Holliday finds new life in vintage linens and dresses in a stylish collection she dubs ‘Castoff Couture,’ which includes an array of apparel for girls from 0 to 6 years. One-of-a-kind apron skirts, peasant tops and cashmere cardigans are adorned with floral appliques and made from repurposed materials like recycled cashmere sweaters. Wholesale prices run from $12 to $22. Visit www.2redhensstudio.com. 1 4 E A R N S H AW S . C O M • A U G U S T 2 0 1 1

Dutch label Hanssop specializes in elegant nightwear for children from 0 to 16 years. The handcrafted collection of floral printed camisoles, pajama sets, boxers, layettes and one-pieces is now available in the States. Intricate lace and ribbon details match the collection’s carefully chosen palette of pale blues and pinks. Wholesale prices for the collection start at $9. Visit www.lolligo.com.

Anaïs & I introduces a new collection, Anaïs & I BABY, for infants from 6 to 24 months. Designed with the same simple elegance as the children’s collection, Anaïs & I BABY is also made using Liberty of London fabrics, reinforcing the brand’s global image. The collection for both boys and girls offers takedowns of dresses, pants, shorts, two-piece outfits and jackets from the main line and wholesales from $16 to $42. Visit www.anaisandi.com.

Preppy-chic children’s apparel line Busy Bees expands into the tween market with Miss b, a collection for girls from 7 to 16 years. Like Busy Bees, the dresses, seperates and accessories draw inspiration from Audrey Hepburn’s iconic style and feature sophisticated fabrications well-suited for the tween audience. The collection wholesales from $8 to $65. Visit www.busybees-kids.com.

hot properties Skippyjon Jones Series Partners With Cozy Toes Judith Schachner, author of the best-selling book series Skippyjon Jones, recently partnered with Cozy Toes to create a brand new line of playwear to complement the books. Available immediately are Skippyjon Jones’ signature Chihuahua ears, T-shirts, mask and cape sets and baseball caps. As the latest Skippyjon Jones book, Class Action, hit shelves in July, the line arrives just in time for retailers. Those interested in ordering should contact Deborah Schoch at (215) 438-1108 or deb.ct@comcast.net.

Saban Stages Media Blitz for Paul Frank Saban Brands’ Paul Frank franchise prepares to expand into additional infant and toddler categories this year, recently licensing Kids Line LLC for infant bedding, home décor

1 6 E A R N S H AW S . C O M • A U G U S T 2 0 1 1

and diaper bags. To celebrate, Saban will stage a host of media appearances with hopes of increasing its reach. Julius, Paul Frank’s original cheeky monkey, embarks on a journey with a live tour dubbed the Academy of Awesome Mobile Tour 2011. Along the way, the lovable primate and his cronies will make more than 50 stops in a flashy Winnebago. Local bands and interactive contests will entertain at each stop. A Paul Frank museum will also be along for the ride, showcasing co-branded products that have debuted over the last decade. The latest collection will also be on display. Come November, Julius will fly high in the annual Macy’s Thanksgiving Day Parade on Nov. 24. Culminating the character’s holiday tour, Saban will release a Christmas special featuring Julius and his friends. The primetime movie will run in December. Elie Dekel, president of Saban, says consumer interest in Paul Frank is at an all-time high. “Julius, the iconic monkey, is now recognized throughout the world,” Dekel says. “Our progression toward content and entertainment is a reflection of Paul Frank’s appeal and popularity, driven largely by a far-reaching love for Julius and many other Paul Frank characters.”

Shake It Up Series Debuts Apparel Renewed for a second season, the Disney Channel’s tween dance comedy, Shake It Up, expands its reach with an apparel program. The lines, available at Target, Kohl’s, Macy’s, Payless and J.C. Penney, play up the characters’ love for dance. Disney Consumer Products will also partner with dance company Capezio to develop a line of fashionable dance and workout gear for tweens.

NINE THINGS

Vans slip-on shoes

Tokidoki Disney suitcase

Eeboo storytelling game

4 5

Scratch Tracks iPod-ready fanny pack

AWAY WE GO

Jetsetting tots travel in style this spring.

18 EARNSHAWS.COM â&#x20AC;˘ AUGUST 2011

Little Honey travel pillow

Flapjack luggage tag

WorryWoos stuffed toy and book

Ape Entertainment Richie Rich comic book

Colorfast hoodie and jeggings

2012 COLLECTION FLOWER GIRL | COMMUNION | SPECIAL OCCASION

ATLANTA - THE CHILDREN’S CLOTHESHORSE – 404.524.8897 CHICAGO – CHICAGO GALLERY – 312.751.6800 DALLAS – THE CLOSET- 214.634.2402 LOS ANGELES – DON WELBORN & ASSOCIATES – 213.688.4953 NEW YORK – THE SHOWROOM – 212.947.3443 CORPORATE OFFICE – 213.624.4477 VISIT US AT: WWW.USANGELS.COM

ON TREND BLANKETS

SWEET DREAMS 1 Ambajam cuddly blanket 2 Little Giraffe satin and chenille blanket 3 Geometric print blanket by SwaddleDesigns 4 DwellStudio knit blanket 5 Olli & Lime retro-inspired fleece-lined

blanket 6 Zutano elephant print blanket 7 Aden + Anais muslin swaddle wrap 8 CoCaLo satin damask blanket

2 0 E A R N S H AW S . C O M â&#x20AC;˘ A U G U S T 2 0 1 1

PHOTOGRAPHER: DEAN POWELL. FASHION EDITOR: ANGELA VELASQUEZ

ON TREND WHITE 4 3 2

8 6 5

11 10 9

15 13

WHITE OUT 1 Wildfox sweater 2 Cargo shorts by Tractor 3 Embellished shorts by Hannah Banana 4 Studded dress by Pale Cloud 5 Jottum dress 6 Long-sleeve dress by T2Love 7 Primigi sandal 8 Huggalugs legwarmers 9 Hair clip by Wee Ones 10 Colorfast tracksuit 11 Bows Arts hair bow 12 Pink Pewter headband 13 Tank by A. Bird 14 Belted lace dress by Kiddo 15 Venettini loafer

2 2 E A R N S H AW S . C O M â&#x20AC;˘ A U G U S T 2 0 1 1

PHOTOGRAPHER: DEAN POWELL. FASHION EDITOR: ANGELA VELASQUEZ

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,IDRc 4HNE "RRNCIASINM +TKX )AVSHNQME $" 4NTSHEQM 4HNVDNVM $HIKDQEMcR 4HNE &UEMS "TGTRS %AKKAR 59 "SKAMSA 4HNE .AQJES "TGTRS "SKAMSA (" .0%" "TGTRS #IQLIMGHAL 6, "SKAMSA "OOAQEK .AQS "TGTRS "SKAMSA (" 5NQNMSN 4HNE 4HNV "TGTRS 5NQNMSN 0/

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ON TREND MUSIC

1 2

TUNE UP 1 Dancing tunes by The Dirty Sock Funtime Band 2 Global party music by Putumayo Kids 3 Catchy songs by Hope Harris 4 Folk songs by Music For Little People 5 Superhero-inspired music by Recess Monkey 6 Madonna covers by Baby

Blanket Music 7 Quirky tunes by Music for Aardvarks and Other Mammals 8 Pop rock by Rocknoceros 9 Sto-

rybook and classical music by

7 5

2 4 E A R N S H AW S . C O M â&#x20AC;˘ A U G U S T 2 0 1 1

PHOTOGRAPHER: DEAN POWELL. FASHION EDITOR: ANGELA VELASQUEZ

Maestro Classics

SPOTLIGHT APPAREL

Wholesale: $20-$27.50 Sizing: Boys 1-8 years; girls 1-16 years

Worldly Possessions Stella Cove’s classic children’s swimwear resonates with a global audience. WHAT DO YOU get when an American and an English designer—both living in Israel and whose backgrounds collectively encompass France, Sweden and Hong Kong—come together to create a swim collection for girls? Judging by Stella Cove’s refined swimwear designs that translate across continents, the answer is a truly global children’s brand. Although the collection is now available at 200 stores in 20 different countries, cofounders Amber Keinan and Pia Lofdahl note that they didn’t set out to conquer international markets when they created Stella Cove—the pair simply spotted a scarcity of high-quality bathing suits for kids. “You couldn’t find swimwear that would last through a season or two,” Keinan explains. “We saw a need in the market for luxury swimwear for girls, and we thought it would be really sweet to do matching swimwear for mothers and daughters.” That initial concept explains the brand’s sophisticated aesthetic. Rather than designing an array of trendy silhouettes, Keinan and Lofdahl wanted to create classic pieces that would withstand trends for both mom and daughter, and decided to focus on creating their own unique prints. “We don’t do solid color bathing suits, so we really wanted to do things that were timeless. You can keep them; they can be passed from kid to kid,” Keinan says. The pair works with graphic artists around the globe to develop their own prints, using unexpected color combinations

26 EARNSHAWS.COM • AUGUST 2011

and eye-catching patterns to put a modern touch on classic swimwear elements, like stars, palm trees and floral prints. In addition, Keinan and Lofdahl incorporate unexpected themes, like coffee beans, ducks and elephants, into the collection every year. “We really wanted prints and ideas that were appropriate for the different age groups,” Keinan explains. The success of the girls’ and women’s swim lines inspired Keinan and Lofdahl to branch into boys’ shorts, cotton accessories, rash guards and now a teen collection. “We found a need for a teen line that was not too adult, not too boyish and not too rock star,” says Keinan of the collection, which launches in Spring ’12. “The brands out there were either very trendy or too sporty or too provocative, and we didn’t want that.” Much like the rest of the Stella Cove collection, the pair plans to keep the teen silhouettes simple with no extra fabric, ruffles, flowers or padding. “The focus is really on the quality, the detail of the print and the fabric—and not everything else.” It’s an aesthetic they believe appeals to parents everywhere, and why the brand recently began tackling its stateside and overseas campaign concurrently. “We really just wanted to expand globally without focusing on one particular target market,” Keinan says. It’s a strategy that has worked for the well-traveled pair. “Between the two of us we’ve covered the entire world,” Keinan says. —Audrey Goodson

p ˅ G CHARM IT! k UUU Tuesday

Monday

Show off my charm!

a Wednesd

My turn to walk Fifi!

Fresh air, sunshine and bubbles!

Friday

Saturday

Rock out with friends!

Sweet start to the day!

Thursday

Off to soccer practice!

Sunday

Road trip with my big sister!

l H www.highintencity.com

Facebook.com/CharmItbyHighIntenCity

SPOTLIGHT APPAREL

Wholesale: $8-$41 Sizing: 0-6 years

Fair Fashion Petit Couture builds upon modern design and fair-trade practices. “JONATHAN ADLER WITH a Bohemian flair” is how Rebecca Kaykas-Wolff describes her design aesthetic, and it’s an apt assessment of the modern yet playful frocks she creates for her 2-yearold Portland-based brand, Petit Couture. Featuring everything from bold geometric prints to the brand’s signature wide-eyed owl graphic, her collection of clothes for babies, boys and girls is sophisticated and whimsical, with a dash of West Coast simplicity. Although the collection’s designs inspire, it’s the message behind the medium that truly connects with her customers, Kaykas-Wolff says. “The idea behind the brand is that it is fair-trade produced,” she explains. Most of the collection, including the layettes, dresses, leggings, tunics and screen-prints, are produced in Portland, OR.

28 EARNSHAWS.COM • AUGUST 2011

In addition to providing a boost to the local economy, KaykasWolff says she knew domestic manufacturing would be a better bet in terms of time, cost and quality. “When you’re small, it’s really challenging to manage oversight—and it’s cost prohibitive, especially when you’re managing artisan, boutique runs,” she explains. Yet while the quality and turnaround time of her local team was impressive, the designer knew it would be difficult to find a domestic manufacturer who could produce the brand’s delicate sweater knits with the “richer texture and sophistication” she was seeking. So in fitting with the brand’s fair-trade ethos, Kaykas-Wolff worked with a friend to employ a women’s co-op in Peru to expertly craft the line’s handmade sweaters. More than just the brand’s fair trade message resonates with parents, Kaykas-Wolff notes, pointing to the collection’s mix-andmatch versatility and washable fabrics. “You’ve got your everyday dress that’s wearable and got movement to it, and it can be thrown over leggings or worn on its own,” she says. “Even though the pieces are really fun and can be dressed up or down, it’s very much a wash and wear collection.” It is a message she knew would connect with busy moms everywhere, so the tech-savvy mother of two and former digital executive took to the web to tell her story. “I utilized Facebook and Twitter heavily to grow the brand and leveraged the mompreneur and mom blogger outlets to start building the pieces little by little and slowly got into some key showrooms,” she explains. Now carried in boutiques scattered across the U.S., Australia and Malaysia, Kaykas-Wolff is still somewhat dazed by the brand’s quick growth. “Lo and behold I was able to fashion something that other people liked and it picked up a nice little following.” —Audrey Goodson

EARNIE

inner

AWARDS 2011

Vote now.

Cast your ballot to help select the top childrenswear companies. Voting closes Sept. 1 at 11:59 p.m. www.earnieawards.com

SPOTLIGHT SHOES

The Italian Job

With an array of versatile new styles, Primigi’s spring collection is simply bellissimo. FOR FAITHFUL PRIMIGI stockists, Gina LaRossa’s matter-offact statement about the Spring ’12 line will inspire some excitement: “It’s the most versatile and varied spring collection we’ve had in a long time,” the director of marketing says. Considering LaRossa has been at it for 13 years now, that’s saying something. Prior to having her daughter, she and her husband traveled throughout Italy extensively, and on one trip stumbled upon Primigi. LaRossa says that, at the time, even the strongest brands in the States were losing traction. She knew that the Italian pedigree could give Primigi an edge. “Any brand made in Italy is well received in the U.S.,” she says. Importing the shoes was only the beginning, and soon the LaRossas became involved in the entire process—from design to sales. “We work with it all— design, pricing, placement. We have a strong attachment to the brand. This is purely a labor of love,” LaRossa says. As for the coming spring collection, she says the boys’ styles are truly the best she’s previewed in years. In brown and navy, the boat shoes and leather sandals feature distressed materials for a little character. “The boys’ line isn’t as basic as what boys’ tends to be,” she says. On the girls’ side, high-cut ankle straps and cuffs follow the trends in women’s, steering away from the tough gladiator look of last spring. Sweet metallics, rhinestones and sequins keep the line from looking too mature. “We like to do some takedowns from the women’s market, but we strive to do it age-

appropriately,” LaRossa says. “We’re careful that it’s not over the top, uncomfortable or fussy.” Little girls will also get their first shot at Primigi heels this spring, in an espadrille platform style. “I think it’s really fresh—something new for the kids to try out,” she says. What amazes LaRossa again and again is how loyal Primigi customers are. “I’ll be out talking to people and see kids with our shoes on in the States and abroad,” she says. “As soon as you say Primigi, the mothers perk up. They remember and ask about styles by name. It makes me and my husband very proud to see that.” –Meagan Walker

WE’RE CAREFUL THAT IT’S NOT OVER THE TOP, UNCOMFORTABLE OR FUSSY.

Wholesale: $27-$35 Sizing: 20-39 (European)

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Boys to Men Venettini combines boyish charm and refined style. AFTER TEACHING HERSELF the art of shoe design on the job in Italy’s factories 20 years ago, Patricia Farago launched her own footwear company, Venettini, in 1989. Now, decades later, Venettini is a member of parent company Kinderland, which also houses Armani Baby and Junior and Pliner Juniors under its umbrella. Patricia’s son and operations manager, Paul Farago notes, however, that the Farago family holds on tightly to the reins. “My mom helps develop the line, my dad is in production and my brother is in sales,” he explains. Originally manufactured in Italy, Spain and Portugal, Venettini has since shifted production to China and Brazil. Still, Farago says the shoes are made with the highest quality leather, a little bit of suede and rubber outsoles. Asked how to describe the brand, Farago stumbles: “Any words you come up with feel overused,” he says. Eventually, he gives in and goes with “fun, funky, edgy.”

Wholesale: $22.75 to $44 Sizing: 19 to 41 (European)

Farago says it’s the collection’s classic silhouettes mixed with unexpected materials, colors and embellishments that add pop to the shoes, which have been seen on the kids of celebrities, like Gwen Stefani and Kourtney Kardashian. “I think mothers get tired of having their kids look sloppy in sneakers and play clothes all the time,” he says. “Venettini gives moms the chance to see their boys dressed as cute little men, and that’s satisfying for them.” –M.W.

A D V E R TO R I A L

Firsts A sophisticated choice for special days.

Joan Calabrese first communion dresses make memories.

A petite princess debuts her first Joan Calabrese.

“The new collection reminds me of fairy dust,” says Joan Calabrese, the reigning queen of girls’ special occasion wear. The light glitter gently sprinkled throughout the congregation of tulle, satin, organza and lace confections make little girls look angelic. “I used beautiful beading and crystal as well to give a sparkle,” Calabrese says, noting that the spring dresses are more couture than ever. Industry insiders are taking note: The designer collection, Joan Calabrese for Mon Cheri, has been nominated for best children’s designer by the National Bridal Market Chicago after just four years on the market. Although always influenced by what’s hot in fashion, Calabrese says a good designer maintains her individuality and incorporates trends without being a slave to the latest fads. “I am very trend-driven, but in a classic manner—one that I like to think is timeless,” she says. Calabrese designs the dresses, and then works with the team crafting the garments, to ensure the concept is understood and the final product is exactly what she envisioned. Calabrese knows the lasting impression a special dress or shoe can make. She laughs, remembering her first fashion moment. “It happened when I was about four years old and my mother presented me with a pair of rainbow colored summer sandals,” she says. Now, she’s making fashion memories for a new generation, with her beaded and embellished Sunday best.

A DV E R TO R I A L

“BEING A SMALL business, we understand the challenges our retailers face,” says Katie Coleman, president of abcReps.com, an online service connecting boutique owners with a host of popular children’s brands. Since 2008, abcReps.com has been assisting the children’s retail community, consolidating the buying process of popular children’s products in every category. The free service allows boutique owners to purchase across multiple lines in one place with one point of contact, saving time, energy and money. They also provide customer service support to all of the brands on the site. “We pride ourselves on the quality of vendors and products we represent,” says Coleman, whose roster includes more than 6,000 items from 130 brands—some category leaders and some brands exclusive to independent specialty stores. Perennial boutique favorites include Kushies, Wallcandy Arts, Trumpette and Elegant Baby. “We are always looking for new and inventive brands and find many lines through recommendations from our retailers,” Coleman says. The service has been growing rapidly, with new retailers signing up daily and three to four new vendors added to the mix each month. Although they are ready to answer the phone and guide clients through the process, the beauty of the service is the ease of using the robust website for ordering and reordering. Recently relaunched, the website features new functionality, like allowing vendors to integrate their order files directly into their order processing systems, thereby shortening lead times and eliminating the potential for error. The site navigation has been enhanced with a handy range of new search criteria, including products that are eco-friendly, on sale, American- The abcReps team is ready to help buyers made or able to be navigate the new site and answer customer service queries. drop shipped. “We added these features because we were seeing trends in the market. For example, we are constantly asked where products are manufactured and what products are made of, so we added the eco-friendly and American-made features to satisfy retailers’ needs.” Plus, lists of products can be pre-populated and saved in favorites, making replenishment quick and easy. The site also has a Twitter feed on the homepage and a message board for retailers to communicate with one another about product lines and trade shows. “They can even exchange products amongst themselves for specific customer needs,” adds Coleman. If Coleman reaches her goal, the site will be transformative to the buying process of independent retailers. “Ultimately, we envision abcReps.com to be the conduit between a retailer’s POS system and a supplier’s order processing system, where re-orders are automatically processed without ever requiring manual input of data,” she says. Coleman envisions the site taking the efficiency of a large chain store operation to the boutique level. Despite the technological prowess, it’s the people on the other side of the computers and phone lines that make all the difference. Just like on the selling floor, Coleman says it’s all about personalized service. “Our employees truly enjoy helping retailers on a daily basis.” •

As Easy as ABC With a click of the mouse, retailers can order a host of hot items, including Zoobie Blanket Pets like Hada the Hippo, MiYim organic ballerina dolls and Trumpette baby socks.

abcReps.com simplifies the buying process, making ordering child’s play.

DON’T MISS A SINGLE EDITION OF E-SHAW’S. Catch Accent! on Wednesdays, brought to you by NYIGF, for new accessory introductions. E-shaw’s offers retailers a daily dose of essential information on products that can maximize proﬁts.

ON THE BLOCK RETAIL SPOTLIGHT

The Inn Crowd

Hotel boutiques entice vacationers with beautiful apparel and local treasures. By Meagan Walker

Roma e Toska on display at the Grand Del Mar.

The playful mural at Sunny G boutique at the Gaylord in Nashville, TN.

The beautiful Mohonk Mountain House located in the Hudson Valley. Right: Inside the Mohonk Mountain House’s gift shop.

3 6 E A R N S H AW S . C O M • A U G U S T 2 0 1 1

WHEREAS MANY SPECIALTY shops rely on repeat business from their local customers, hotel managers know their clients are fly-by-night (or week) visitors. As another way to stand out, hoteliers are creating unique gift shops designed to make a lasting impression and appeal to the customers as shoppers, rather than travelers. What once was a place to buy sunscreen and sunglasses is now a destination for the latest kids’ duds, local goods and, in some cases, audacious character apparel. Tucked away in New York’s Hudson Valley, the Mohonk Mountain House, a Victorian-inspired resort, caters to families and groups ready to enjoy the great outdoors. While the gift shop features an old-fashioned soda fountain, the goods have an athletic appeal. Candy Martin, the gift shop manager, says the store looked at which adult brands were working—Champion and Sansegal—and brought in those brand’s kids’ styles. “Now our best-selling children’s clothing items come from those two brands,” Martin says, in addition to the resort’s Mohonk logoed children’s merchandise. Beloved brands are also a big draw at the Stowe Mountain Lodge in Vermont, where a Ralph Lauren shop exists in sharp contrast to local wares like dollhouse furniture and clothes, wooden trains and rockers. The Ralph Lauren apparel speaks to the sporty après ski vacationer, while the hand-carved pieces are keepsakes reminiscent of rustic New England. Increasingly, hotel shops don’t feel like hotel shops at all, with not a corporate logo in sight. “I treat the store as if it was an individual boutique on the street,” says Mary Beth Voss, buyer at the Grand Del Mar in San Diego. The price tags on the merchandise at Voss’ boutique reflect the upscale hotel’s nightly cost, and the goods speak to the property, but that’s where the connection ends. It’s as if a quirky neighborhood shop just happened to be dropped inside of the hotel. In terms of the hottest brands for children, Voss says J Brand jeans, Roma e Toska and Kate Mack swimwear are tops, complementing the women’s stable of Michelle Jonas, VIX swimwear and Twenty8Twelve by Sienna Miller. Voss says the biggest struggle is getting customers inside. “If they haven’t been there, a lot of them have the attitude that they’ll see Lacoste with logos or tennis wear. They’re shocked to find things they’ll wear again and again.” Getting people in the door is a specialty of Sunny G children’s boutique, which is located inside the Gaylord Hotel in Nashville, TN. On any given day, the store’s mascot, aptly named Sunny G, can be found walking the hotel’s own quaint Main Street, building up a group of followers, posing for photos and eventually leading them to the shop. If you miss the giant bear, follow your nose—the scent of bubble gum wafts from the shop. Top sellers at Sunny G include Bunnies By The Bay, Mud Pie, Mis-TeeV-Us and Rock n Roll Cowgirl, as well as books about Tennessee, children’s cowboy boots and cowboy hats. Sunny G—both the bear and the store— is not just another hotel shop, it’s an experience, says Chris Lane, operations manager at the Gaylord. “You walk into the hotel and it’s an amazing property,” he says. “Our focus as retailers is to keep those expectations satisfied in our store—to create that experience. We want to ‘wow’ every guest that comes through those doors,” he says.•

PARIGI GROUP PRESIDENT MARCO SROUR DRIVES THE COMPANY TO SUCCESS BY JENNIFER CATTAUI

PARIGI GROUP PRESIDENT Marco Srour has a penchant for speed: His office betrays his boyish obsession with fast red cars, with an aerial photo of his red Ferraris, an exclusive parking lot of potential. “Red, like Hartstings,” he laughs, as he takes a seat next to Orly Goldstein, Parigi’s EVP of sales; brother-in-law Sion Betesh, EVP of licensing and marketing; Anthony Finamore, president of Hartstrings; and Bill Finkelstein, Parigi’s chief operating officer. The mention of Hartstrings, which Parigi recently acquired, stirs the group up. It’s evident this company is a shared passion. “When we looked at our portfolio,” Srour says of Parigi, “we had brands that were urban, suburban and contemporary. What we needed was something traditional, classic.” After getting a tip from some friends in the industry that the heritage childrenswear company was looking for a buyer, they made their move, eager to “control their own destiny” with a brand for which they would not simply make licensed apparel, but would direct, execute and evolve. This acquisition not only included Kitestrings, Hartstrings’ boy’s line, which will be relaunched in Spring 2012, and trendy tween line kc parker, but nearly two dozen retail stores, something particularly attractive to everyone at the table. Both Srour and Betesh came from retail backgrounds, and the day-to-day uncertainty— and opportunity—was invigorating. Like with their longtime licensed properties Puma, DKNY and Baby Phat, they knew they had to create eye candy for this classic brand that would capture the now apathetic retail customer, who was bored by an over saturation of logos and sales pitches at every turn. Aware that there is no dearth of competition in the market, the Parigi team believed a retail presence would give the former wholesale company an edge, providing an opportunity to interact directly with the end customers and see what (above) Parigi Group President Marco Srour; (left to right) Sion Betesh; Anthony Finamore; Orly Goldstein.

38 EARNSHAWS.COM • AUGUST 2011

they wanted and needed. Other brands in their stable benefited from the acquisition as well, as Parigi used certain labels that are complementary to Hartstrings to “fill the white space” and expand the customer base in the retail outlets. With a hand in this additional link in the supply chain, they could immediately evaluate the cause and effect of their decisions. “It’s a real-time business,” Betesh says. “We determine the mark downs, promotions—we are in control daily and can reevaluate strategies weekly.” At first, Srour says many longtime employees and customers were skeptical of the change of ownership, but the Parigi team quickly proved their commitment to the brand. First, of course, they kept on the majority of Hartstrings’ employees, many of whom had worked at the company their whole careers. Srour himself responded to Facebook and phone queries, assuring loyal customers that they were going to keep the beloved brand’s identity intact and would cultivate and grow it into the future. Srour’s hard work paid off: The store-by-store sales numbers reveal an uptick of 47 percent, thanks to two very successful five-day promotions over Memorial Day and Fourth of July, he reports. And the chain is growing in several categories, including accessories, outerwear, footwear and even furniture. They also recently signed a Canadian distributor. Srour says he sees licensing retail stores as the next frontier. With so much momentum behind the Hartstrings acquisition and development, one would think that the team’s energy would have been tapped, but it appears boundless. “How fast can you run?” asks Srour in response to a question posed about Parigi’s future. Goldstein interjects, “Don’t you mean drive?,” referring to Srour’s pedal-to-the-metal approach to life and business. The company is just launching Timberland’s boy’s and girl’s collections—this marks the first foray into girls’ clothing for the Timberland brand—and sales have been swift, Betesh says. “The response to our fresh interpretation of their New England aesthetic has been astonishing,” he notes. Whereas Hartstrings fills the classic slot for Parigi, Timberland is the authentic outdoor clothing company, with a rugged sensibility and a wide appeal at the marketplace. “Like with DKNY,” Betesh notes, “we came out with a whole story—from newborn and infant to girls and boys.” In Spring 2012, Parigi will debut the Nicole Miller line, a collection of dresses and sportswear for girls, infant to tween. “It has the DNA of the parent brand,” says Goldstein, who points toward the wall of fashion sketches, “and will appeal to the customer looking for casual dresses and sportswear as well as special occasion dresses.” Both Nicole Miller and Hartstrings have moved Parigi from better distribution like Macy’s to premium distribution like Neiman Marcus. Even with premium distributors, Srour acknowledges that customers still gravitate to value. “Whereas price is important, if the product is right, price is not dominant,” he says, adding that the days are numbered for kids’ jeans that wholesale for $50. Now more than ever, Parigi is poised to be on the mark with what customers want, whether it be through Hartstrings or one of the licenses that they built in the children’s market from the ground up. Their reach is great and vantage point unobstructed, with a huddle of top performers in market segments and a direct immediate dialogue with the end-user. “We are so proud to carry the brands we have. This is a passion for all of us. Each one of the brands is a child,” says Srour. And seatbelts on—he plans to drive each of these “children” as far as they can go, and no doubt, at a speed that would make Enzo Ferrari proud. •

PORTRAIT PHOTOGRAPHY BY MCCANDLISS & CAMPBELL

FULL SPEED AHEAD

(above) Timberland girls’ collection stylishly embraces the outdoors; (left to right) sophisticated Hartstrings dresses; Nicole Miller girls’ collection; paisley and pink ruffled frocks by Hartstrings.

AUGUST 2011 • EARNSHAWS.COM 39

PRINT ASTIC Grab your towel.

Swimwear gets drenched in a wave of colorful prints.

By Angela Velasquez

SWIMWEAR IS THE single category where gingham, cheetah, floral, polka dots, stripes and geometric prints stylishly coexist. And for Spring 2012, there seems to be a print for every kid, with countless colorways and updated variations. “It’s vacation time. Bright colors and prints are part of the beach landscape,” says Charlie Rocket designer Anna Lindstrom. “If you look back at Hawaii’s history, you’ll see lots of color-rich artwork,” Lindstrom adds. “It’s a tradition that puts everyone in a good mood.”

Bathing Beauties According to Submarine designer Deborah Soriano, sorting out what buyers will want at the start of the season is close to impossible, so she likes to start with animal prints. A brand signature and a strong theme found in many of the women’s collections that inspire Submarine designs, Soriano says she can count on retailers to ask for a new version. “What retailers normally look for in our collection is something trendy and a bit daring,” she says, adding these prints are especially popular for older girls. Adriana Dranoff, designer for Planet Sea, is giving the print new legs with unexpected colors. “Instead of basic brown and tan, we’re doing leopard in pink,” she describes. Animal prints should merchandise well with the blend of African motifs forecasted for Spring ’12. “Look for more graphic interpretations of indigenous techniques,” says Amy Yun, designer for Malibu Dream Girl’s Hula Star range. “Bright colors mixed with African prints and patterns create a really cute and fresh look in kids’ swimwear,” she adds. These subtle kid-friendly twists on sophisticated prints get noticed, says Holly Watman, Peace of Cake designer. The fashion and accessory brand is introducing two-piece swimsuits for 8 to 10 year olds, including one in a Batik print that reflects the washed colors and Caribbean feel found on recent runways. Watman says Peace of Cake’s bathing suits toe the line between fun, eye-catching styles that girls covet and sophisticated details mothers eye for themselves. 40 EARNSHAWS.COM • AUGUST 2011

Fashion-savvy moms may recognize some other designer looks in their kids’ swimwear. This spring Anita G. is offering a bright purple Pucci-inspired print, which designer Anita Goodall says is already proving to be very popular. Monique Palladino, swimwear design director for Amerex Group, drew inspiration from famed Marimekko prints while composing Carter’s girls’ range. The bold graphics are set to make a big impact on infant and toddler suits. “Girls always want to look like their moms and big sisters,” confirms Rujira Lawonvisut, designer for Millions of Colors. “They want to play dress up in their moms’ closets.” Girls’ grown-up tastes provided the blueprint for Millions of Colors when the sportswear brand decided to enter the swim category this spring. Watercolor prints, in shades of soft pink, coral, yellow and ocean blue, create a playful and feminine story that Lawonvisut says “has a very romantic feeling, but is fun when we mix this fabric with metallic and mesh.” Dranoff sees a movement toward more feminine and tranquil all-over patterns, too. Instead of re-tooling oversized tropical flowers from previous collections, the brand is using ditzy Liberty prints and pastels. “The prints are scaled down and calm,” Dranoff adds. Submarine and Hula Star are incorporating tiny florals in to their ranges, as well. No doubt, perennial summertime favorites— especially those with an Americana vibe—are set to reappear. “We can never seem to go wrong with polka dots,” says Goodall. She includes a variation of the best seller each season, adding, “It’s popular because a fun dot print is able to span a large variety of ages, instead of looking too mature or too sweet.” Soriano agrees, noting dots are an essential print for young children in particular. A key print in the Hula Star range is gingham. Designer Yun played with scale by placing different size black and white checks side by side. She says the suit has a “boutique feeling” with a smattering of pink rhinestones as an accent. A cherry print on a bright yellow base adds another choice for retailers seeking a retro aesthetic.

Swim Sharks Unlike boys’ sportswear, where unfussy, simple and often solid color separates rule, swimwear designers report color-soaked prints as the driving force behind boys’ sales. “About 99 percent of our collection is prints,” says Lindstrom of Charlie Rocket. The key, the designer says, is to offer prints that older boys won’t deem too childish. For example, plaids appear to be a go-to for all ages. From neutrals to bright, “Our plaids are often worn as daytime playwear,” says Lindstrom adding, “I think once kids put them on in the morning, they stay on all day.” That 24-hour vacation mentality is reflected in the Hawaiian-themed prints Charlie Rocket and Hatley are delivering for 2012. Hibiscus flowers and surfboard motifs dot the Charlie Rocket line (What else could be expected from a West Coast company?) and Hatley is introducing board shorts with a vintage-inspired print modeled on a 1950s

surf movie poster. Creative Director Nicholas Oldland says the orange, cream and blue print is one of Hatley’s most colorful to date. As a father to sons, Oldland says he knows what graphics and color combinations resonate with young boys. In fact, the company is planning to double its swimwear offerings for Spring ’12, paying special attention to boys —a segment of the market Oldland describes as overlooked. The Hatley line also includes skull, whale and dinosaur prints in modern tonal shades or graphic color contrasts—character motifs that appeal to the younger crowd. Character prints are Platypus Australia’s best-selling styles for baby boys. For spring, the company, which specializes in UV-protective swimwear, is introducing a cheery blue seahorse print for boys. Palladino of Amerex says retailers eat up swimsuits with animal graphics, like monkeys. “We have prided ourselves on doing ‘cute’ in the right way,” she explains. •

Cover Girls

Swimwear brands extend the category with cover-ups and accessories that can be worn long after summer ends. Peace of Cake Sales Manager Emily Smalls says the company encourages retailers to merchandise the line with sportswear. “We offer generous cuts,” she says, noting some dresses can be worn as poolside tunics later on, offering more bang for the buck. For example, Peace of Cake is re-working a fall poncho for spring by making the knit more open and by using lightweight yarns and mohair, Designer Holly Watman explains. Another favorite, a batwing dress/tunic with a smocked waist (seen on Earnshaw’s December cover) returns, refreshed in new prints. Monique Palladino, swimwear design director for Amerex Group, says many of Carter’s swimwear motifs are translated into flip-flops, hats and towels. “We tend to do more terry cover-ups than anything else. They’re basics, almost corelooking, as moms like to buy one or two cover-ups that complement all swimsuits in their child’s repertoire, as opposed to matching sets,” she adds. Anita G. retailers will have another chance at a burnout cover-up that designer Anita Goodall reports, “sold like crazy.” A solid purple is being added to the range that already includes hot pink, aqua and solid white. The line also includes a terry romper in bright solids and key prints. “It’s great as playwear or as a swim cover-up,” Goodall notes. Swimwear brands spice up the selection with add-ons like hats, bags and sunglasses. Hatley and Platypus Australia offer matching sun hats. Millions of Colors is adding a headband and a multilayer ruffle tote in the same watercolor print as its swimsuits. Accessories add to Peace of Cake’s glam factor. Along with straw fedoras and floppy brim hats with tiny floral prints, Watman expects another strong season for sunglasses. “You’ll see richness in them, too,” she says of the Jackie O-inspired frames, aviators and cat-eye shapes. Each pair comes with a case, making it a fun collectable for girls. “Like with everything in our line, we like to keep our sunglasses special,” Watman says. “These are items that can be held on to for a while.”

AUGUST 2011 • EARNSHAWS.COM 41

THEY LIKE ME. MASTERING THE UPS AND DOWNS OF ONLINE REVIEWS. BY AUDREY GOODSON

42 EARNSHAWS.COM • AUGUST 2011

WHEN KIM SLEDGISTER took over Little Green Baby a year ago, she made a lot of changes to the Chicago-based children’s store, including nixing the shop’s merchandise that wasn’t focused solely on eco-friendly baby gear. But her most important move was emphasizing customer service as the boutique’s cornerstone and reaching out to former customers who had been less than happy with their shopping experiences and had vented their frustrations in a very public forum—Yelp. “The day that I went there, I had every intention of purchasing a gift, but ended up leaving because I honestly felt like I wasn’t welcome there,” wrote a Yelp user back in 2008 going by the name of Kelly G., who gave the store a 2-star review on the now-ubiquitous review website. “I was one of only two people in there aside from the store owner, and I felt completely ignored. The other person in the store seemed to be a friend of the owner’s. When I walked in, I was not acknowledged, and even when I cheerfully greeted her, I got no response. I’m throwing down an extra star for the environmentally friendly factor, but I don’t think I’ll be returning.” Sledgister knew this kind of negative publicity was hurting her chances of snagging potential shoppers. “Online reviews are so important because customers make a decision to come and visit you after they look online to see if other people like you. No one wants to go anywhere that has bad reviews,” Sledgister explains. So the new owner began sending private messages to the disgruntled reviewers. “If you’re ever in the neighborhood, come in and introduce yourself and I’ll do whatever I can to make your experience much more pleasant,” she offered. A full two years later, Kelly G. updated her review: “Kim, the new owner, sent me the kindest message apologizing for my bad experience, despite the fact that she had nothing to do with it. She really seems to care a lot about customer service, and I can’t tell you how much I appreciate that. I don’t have any children of my own, but the next time I need to buy a baby gift, I will definitely consider shopping here.” Sledgister is just one of many retailers and marketing experts now realizing the power of the Internet when it comes to protecting—or damaging—a shop’s reputation. “It’s kind of like the comment card is now public and available for millions to see,” says Ryan Fritzky, director of product management for Marchex Small Business Solutions, a company that helps small businesses build their local advertising presence and protect their online reputations. With more than 50 million monthly visitors on Yelp, and millions of others using Citysearch, Google and mom-centric review sites like Lilaguide, the power of the public microphone has never been stronger. In fact, 72 percent of consumers say customer ratings and reviews on retail sites are very or extremely important when it comes to selecting and purchasing a product, according to a 1,000-person study conducted by PowerReviews, a customer ratings and reviews technology provider. Anecdotal evidence also suggests the number of parents relying on reviews may be bigger

than expected—and growing. “Moms heavily rely on other moms’ opinions because all of the purchases they are making are uncharted territory,” notes Karen Levine, vice president of marketing and sales for TheKnot.com, which owns Lilaguide, a local review site for new parents. “Research studies have shown that consumers are more likely to make a purchase from a store that features reviews versus one that doesn’t,” she adds. Sledgister agrees: “I think they put a lot of stock in online reviews,” she says of her customers. “Moms don’t want to spend time in a place that makes them unhappy.” Although most of her customers find her shop thanks to its ideal location—across from a prenatal yoga studio and next to a pediatric office—Sledgister thinks good reviews “just cement their decision to show up or go somewhere else.” But in the rapidly shifting world of the web, keeping up with your shop’s online identity is becoming increasingly complicated. While there will never be a failproof strategy for maintaining a squeaky clean web presence—as Levine notes, “There’s always one bad strawberry in the bunch”—marketing and Internet experts agree there are several steps you can take to protect yourself and cultivate an image that entices new customers to come by.

THE NEXT TIME I NEED TO BUY

A BABY GIFT, I

STAKE YOUR CLAIM

“My number one tip is own your identity on all of the third party local and social platforms,” Fritzky says. “Make sure that you have a complete and accurate profile, with photos, on review sites like Yelp. Make sure you have a Facebook page with activity. Make sure everybody can find you no matter how they try online,” he suggests. Fionn Downhill, CEO of Elixir Interactive, a firm that specializes in search engine optimization and reputation management, adds setting up a profile on Twitter, LinkedIn and YouTube to the list. The reason for this, experts say, is because these sites are most likely to pop up on the first page of Google search results when someone looks for your brand. “The most important thing nowadays is to understand that everyone uses Google,” says Duran Inci, chief operating officer for Optimum7, a New Jersey-based Internet marketing firm that specializes in online reputation management. “It’s really, really important to control the first three pages of Google for anything that is a brand name search for your brand,” he adds. The reasons for establishing a presence on as many online venues as possible is twofold: First, “The more you control it today, when a crisis happens the faster it’s going to go away because you’ve been dominating searches for a while,” Inci says. One bad review will drown amongst a sea of interesting content, positive customer conversations and upbeat news. Second, Downhill says, “There is a risk, if you don’t claim your profile in some of these sites, that a disgruntled customer could create it. You open the door from a reputation management standpoint for an ex-employee or competitor to create the first listing for you in a negative way.”

WILL DEFINITELY CONSIDER

SHOPPING HERE.

MAKE LEMONADE

Bad reviews aren’t necessarily the business death knell they seem to be, says Susan Mudambi, an associate professor of marketing at

AUGUST 2011 • EARNSHAWS.COM 43

Temple University who has studied the influence of online reviews on sites like Amazon. “I don’t think those stray negative reviews are taken to heart by the typical consumer,” she says, noting that negative reviews can actually be helpful for establishing a shop’s credibility. “Consumers are cynical by nature and if they go to a website that has nothing but glowing reviews, they’re not going to find that very reassuring. They’re going to smell a rat,” she says, adding, “There’s no reason for a retailer to censor them out because it could be counterproductive.” Experts agree the best method for responding to dissatisfied reviewers is following Sledgister’s example at Little Green Baby and getting in touch with customers personally. “I didn’t ask any of them to change their post. I just apologized for their experience and invited them back,” Sledgister says. Eli Gurock, co-owner of Magic Beans, a Boston-area children’s store with four locations, often uses the same strategy. Noting that “even the best companies aren’t going to get it right 100 percent of the time with the customer,” he says the onus is on owners to reach out to unhappy customers. “Many times the customer will say, ‘I understand where you’re coming from, thanks for taking the time to get back to me,’ and they will change their review.” Inci agrees that reaching out to the consumer—sometimes with an incentive to come back—is the best method for handling bad press: “I can’t express this enough: a $20 gift card goes a long way.” Inci puts the cost of a negative review, in terms of lost sales, at “a minimum of $1,000.” In the case of an inappropriate or inaccurate review, it’s best to get in touch with the moderator of the site where the review was posted, since most sites ban these types of reviews. “The retailer can go on our site and flag the review, which basically means they feel it’s inappropriate or inaccurate, or they can send us an e-mail,” says Levine at TheKnot.com. “We’ll review the

claim, and [if we find it’s inaccurate] we’ll immediately remove the review. I will tell you that most of the claims that retailers flag are, in fact, inaccurate. But the inaccurate reviews are very few and far between.”

GATHER A CROWD

Surprisingly, many experts agree that having no reviews is worse than an occasional negative review. “Consumers are pretty smart, and they understand that even the greatest business in town will from time to time get a negative review,” Fritzky says. “But if consumers can sift through and see no one has said anything about the business, they will gloss over the business and go to the next one.” To create a compelling profile on review sites, don’t be afraid to solicit your fans for a favor. “Your loyal customers are your best evangelists, so encourage those customers to write reviews,” Levine says. The best pitch, many say, is in an e-mail following an in-store or online purchase, where retailers can check in to make sure the customer is satisfied while politely requesting they post a review. “It’s less likely to be perceived as spam,” Mudambi says. “It’s a way of keeping in the mind of the consumer without it being seen as annoying clutter in the inbox. It’s a win-win for the retailer, because if they do actually respond, it can make your site seem more populated [with reviews], and if they don’t respond, it makes it seem as though at least you’re a legit retailer.” Experts warn that offering incentives, like discounts or coupons, is an ineffective strategy for encouraging shoppers to share their thoughts. “I don’t feel like any sort of giveaway before or after is in keeping with what Yelp is supposed to be,” Sledgister says. “If you suddenly have all these reviews on the same day, that’s a little questionable—and people know it. They’re smart. I feel like honest reviews are really what people see—that it sounds like a mom wrote it or like a gift buyer wrote it. If they sniff that it might not be genuine, then the whole rest of the website is suspect.” Gurock says Magic Beans sends an e-mail within a few weeks of purchase, offering a coupon to customers who post on the shop’s own website but not for outside review sites. “With Yelp, there’s a really fine line between over incentivizing people,” he explains. “The reviews need to be genuine. You want to grease the wheels a little, but you don’t want to go too far.” Fritzky at Marchex notes that incentives often backfire, since many review sites will actually filter out a series of seemingly skewed reviews.

CHECK UP

Periodically browsing review sites is the best way to stay on top of your shop’s online identity, but for the busy business owner, keeping up with online critics can be an overwhelming task. To save time and effort, Inci suggests setting up a Google alert, so you will be notified anytime your company name comes up in Google. “If at anytime anyone writes a negative review, you’ll be the first person to know,” he says. Mudambi suggests limiting your attention to the review sites most pertinent to your business, noting that review sites differ in popularity from region to region. Many retailers, however, remain skeptical that online reviews have a significant impact on their business’ bottom lines. “All of these sites prove that a word of mouth referral is still better than any other referral,” says Jennifer Pope, owner of The Red Balloon, a children’s store with two locations in Chicago. “For new customer acquisition, I think online reviews will be good eventually, but I don’t think they’re there yet.” But as the Internet continues to play an increasing role in retail, many experts say it’s best to hedge your bets. As Downhill puts it, “You will never know how many people saw a bad result and didn’t contact you.” •

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PHOTOGRAPHY BY CHRISTOPHE KUTNER STYLING BY MICHEL ONOFRIO Triangle bikini by Maaji. 46

From left: 405 South by Anita G. ruffle bikini; floral bathing suit by Little Honeys. Opposite: skirted one-piece suit by Seafolly.

Custom-made accessories by Mary Catherine Muir here and throughout story. Vegan ballet flats worn throughout story by Cynthia King and customized by Mary Catherine Muir.

Love U Lots two-piece; vintage cowboy boots. Opposite: rose print one-piece by Seafolly.

Malibu Dream Girl animal print cover-up. Opposite: Love U Lots one-piece with tulle accents; vintage cowboy boots.

Wetsuit Club by Candlesticks cherry print tankini. Opposite, from left: A Wish Come True custom-made dance costume; mixed print bikini by Maaji; Love U Lots floral and striped green bikini. 54

Opposite, from left: Seafolly bikini; Maaji one-piece suit; Cynthia King tutu. Style Director: Michel Onofrio Fashion Editor: Angela Velasquez Prop Stylist: Mary Catherine Muir Hair and Makeup: Selene @ Ford Artist

FOXFIRE

s STYLE INCUBATOR

They’ve got style. Earnshaw’s is pleased to introduce you to these new brands in the children’s fashion industry.

MARILI JEAN ACCESSORIES Marili Jean Accessories is a growing company that has created a fresh product in the children’s industry. A business that started as small sketches from a mom’s kitchen has grown into a hat and accessory line represented in boutiques throughout the country. Many of their hats are accompanied by one of their classic Marili Jean flower barrettes in your choice of color. Marili Jean Accessories focuses on comfort, quality, and a little diva pizzazz. The Fall 2011 Collection is now available for order.

www.marilijean.com For girls and boys; newborn – tween 1 (888) 6MARILI, marili_jean@yahoo.com

Visit us at NYIGF Booth 5038 Aug. 13-18.

Foxfire For Kids raingear means fun colorful designs of tractors, fire trucks, monster trucks, dinosaurs, ponies, ladybugs, kittens, monkeys, hearts, cupcakes and friendly alligators—all things loved by little boys and girls. PVC-free raincoats are made of soft 100-percent polyurethane with a soft poly-cotton lining. Rubber rainboots have no-slip soles and easy pull-on handles. Child-size umbrellas are easy for small hands to operate. Foxfire For Kids also means great customer service and order what you need—no minimums. Foxfire Inc. PO Box 2080 Yelm, WA 98597 Phone: (800) 344-8225 Fax: (360) 458-2943 www.foxfireonline.com Email: sales@foxfireonline.com Visit us at Booth 425 at KIDShow at the Paris Hotel, Las Vegas, Aug. 22-24, 2011.

POSH PINC Posh Pinc is not your cookie cutter bow company. We offer classic and trendy accessories in every shape, size and color. Our bows are hand sewn by our highly trained staff of bow makers for ultimate durability. We are accessories artisans who are passionate about our products. Products include bows, flowers, headbands, rhinestone-embellished products and coming soon, the Sassy Stash, the ultimate accessories holder. Posh Pinc now has a sister company, The Preppy Peanut! Posh Pinc—where SASS meets CLASS. Items available for immediate delivery.

Check out our newly updated website and order with ease at www.getposhpinc.com Find us on facebook www.facebook.com/poshpinc

MILLIONS OF COLORS

TINY OPERA TEES Tiny Opera Tees introduces a distinctive line of childrenâ&#x20AC;&#x2122;s apparel.Â Splendid colors, playful designs and undeniable sophistication are the hallmarks of these 100-percent cotton theatrically-inspired tee shirts. Whether your child is wearing Toscaâ&#x20AC;&#x2122;s painter, Rigolettoâ&#x20AC;&#x2122;s bouncing court jester,Â Pagliacciâ&#x20AC;&#x2122;s crying clown, or any of the other six T-shirts, heads are bound to turn at the sight of these delightful characters. Already receiving rave reviews from the New York critics, they are being called smart but childlike and a long awaited welcome to the stage!Â Â For boysâ&#x20AC;&#x2122; and girlsâ&#x20AC;&#x2122; sizes 2T-7 years. Wholesale: $14.

Love is in the air this spring, and Millions of Colors is here to dress you for a season of friend-filled walks in the park, carefree cartwheels in the sun and family picnics at the beach. Bringing you a swirl of bedazzled blues, winsome whites and passionate pinks, you are free to mix and match cotton modal blouses, ruffled and ribboned skirts and sassy silk-screened tops. Millions of Colors presents you

!! with an assorted bouquet of styles bound together by love.

For girls ages 2 to 14 years. www.millionsofcolorsny.com

To view the line, visit our reps: East Coast: Duo Showroom, (212) 354-2371, robin@duokids.com West Coast: Metropolitan Kids, (213) 489-0830, michael@metrokidsla.com Midwest: Robert Centen & Associates, (312) 464-0999, heidicenten@sbcglobal.net Dallas: The Klein Group, (214) 637-5111, mk8280@aol.com Atlanta: The Klein Group, (404) 221-0520,Â mk8280@aol.com

www.tinyoperatees.com ebasquill@nyc.rr.com

Visit us at the Duo Showroom booth #2624 at ENK!

THE PREPPY PEANUT The Preppy Peanut offers classic and traditional accessories including hats, flowers and headbands. Our Spring 2012 line of sun hats is here! Our latest design is a reversible soft cotton sun hat with one side in a fabulous fun print and the other in a complementing solid. Available in prints for girls and boys! The Preppy Peanut line is now part of Elan Faire, LLC which includes the sister company of Posh Pinc.

To view our Winter 2011 or Spring 2012 Lines contact: customerservice@thepreppypeanut.com Contact our agents at: www.thepreppypeanut.com/pages/ SalesRepresentatives Find us on Facebook at www.facebook. com/thepreppypeanut

INTAKT Atlanta: The Blumenthals (305) 261-5412 bob@bobblumenthal.com Chicago: Robert Centen & Associates (312) 464-0999 heidicenten@sbcglobal.net Dallas: Southwestern Kids/Hathaway (214) 634-9415 southwesternkids@aol.com Los Angeles: Don Welborn & Associates, Inc. (213) 688-4953 sales@donwelborn.com New York: Thread Showroom (212) 801-2387 info@threadshowroom.com Corporate: (415) 800-4545 www.intaktclothing.com

CALENDAR

MARKET DATES & EVENTS

8-11

Vegas Kids Aug. 1-5 Las Vegas, NV

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarket center.com/kids

8-12

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

AUGUST 1-5

Vegas Kids World Market Center Las Vegas Las Vegas, NV (702) 599-3052 www.vegaskidslv.com

6-8

Kidz at StyleMax The Merchandise Mart 222 Merchandise Mart Plaza 7th Floor Market Suites Chicago, IL (800) 677-6278 www.kidzatstylemax.com

11-14

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

13-18

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

18-22

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

20-23

The Children’s Show at Deerfield Embassy Suites North Shore Deerfield, IL (248) 478-1732 www.midwestchildrens apparelgroup.com

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CALENDAR

MARKET DATES & EVENTS

22-24

KIDShow Paris Hotel Las Vegas, NV (908) 232-0867 www.kidshow.cc

28-29

Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (248) 478 1732 pfmwoschild@yahoo.com

SEPTEMBER 10-12

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

Dallas Total Home & Gift Market Sept. 10-12 Dallas, TX

11-12

Gulf Coast Children’s Caravan River Oaks Conference Center 520 E. Kaliste Salloom Rd. Lafayette, LA (800) 666-4543 zrags@aol.com

11-13

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

12-16

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

CALENDAR

MARKET DATES & EVENTS

14-15

Gulf Coast Children’s Caravan Crown Plaza New Orleans Airport 2829 Williams Blvd. Kenner, LA (800) 666-4543 zrags@aol.com

18-20

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

21-22

Gulf Coast Children’s Caravan Alltel Arena, Rooms 1A&1B One Alltel Arena Way North Little Rock, AR (800) 666-4543 zrags@aol.com

ABC Kids Expo Sept. 23-26 Louisville, KY

23-26

ABC Kids Expo Kentucky Exposition Center Louisville, KY (210) 691-4848 www.theabcshow.com

OCTOBER 2-4

ENK Children’s Club Javits Center 11th Avenue and 39th Street New York, NY (212) 759-8055 www.enkshows.com

9-10

Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (888) 271-5558 pfmwoschild@yahoo.com

3.0 Earnshaw’s Didn’t get enough Earnshaw’s? Download the August issue on our new mobile app and check out the bonus video content. Visit EarnApp.epubxp.com.

CALENDAR

MARKET DATES & EVENTS

17-20

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

Kidz at StyleMax, Oct. 22-25 Chicago, IL

22-25

The Children’s Show at Deerfield Embassy Suites North Shore Deerfield, IL (248) 478-1732 www.midwestchildrens apparelgroup.com

31-Nov. 2

Pacific Northwest Apparel Association Hilton Bellevue 300 112th Ave. SE Bellevue, WA 98004 www.nwtrendshow.com

31-Nov. 4

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

22-25

Kidz at StyleMax The Merchandise Mart 222 Merchandise Mart Plaza 7th Floor Market Suites Chicago, IL (800) 677-6278 www.kidzatstylemax.com

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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.

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Custom made in the USA - Immediate Delivery Headbands, Flowers, & Clippies by the strip or by the piece.

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IN F

CUS SCHOOL UNIFORMS

School Rules at Retail WITH MORE PUBLIC schools adopting uniforms, local retailers have an opportunity to stock their shelves with prescribed basics and get into the uniform game. “In the public school system, the district normally determines key colors and gives parents the option to go to a big-box retailer or a local mom-and-pop,” says Tavin Portman, managing director of sales for Genuine School Uniform. “Many mom-and-pops can capitalize on the business by not only selling the goods, but offering custom embroidery,” he adds, citing some shops that cleverly expanded their businesses with school gym gear and monogrammed acces-

sories. He estimates about 60 percent of America purchases the gear at the big-box stores, leaving a sizeable 40 percent of the market share to local specialty shops. Andy Beattie, senior vice president for Strategic Partners and general manager of Classroom School Uniforms also sees school garb as a great opportunity for specialty retailers. “Understand your market and the unique color and style needs of each individual school,” he says. “The local retailer, actively involved in his community and schools, has a great opportunity for increased revenue with school uniforms.” Service will drive customers away from big-box stores to the local boutiques, as well as a selection specifically tailored to the school’s community. Also, adds Charlene Alpay, vice president of marketing and creative services at LT Apparel, parent company of uniform pioneer French Toast, retailers must take care to fulfill the “price-value equation.” Peter Morales, sales representative for Universal School Uniform, notes that each area is different in terms of how the school uniform business works. He’s seen many retailers go to schools and work out deals and discounts, but warns this is difficult for a new, unproven retailer. He also notes there can be a lot of legwork involved in setting up a successful school uniform business, including appearing in front of the school board to show the quality and variety of the wares. “But I’ve also seen a lot of little stores do well with uniforms. Retailers should educate themselves and see what sells in the area—and then get a smattering of goods and see how it goes.” —Jennifer Cattaui

Ready to help the school kids suit up? Here are some tips: 1. Take a good look at your local student population and the colors and styles they are wearing.

uniform retailers offer goods from multiple brands, at multiple prices and quality levels throughout the year.

2. Assess the local market—is there another player who has already captured this market?

4. Once it’s in the store, you have until about Sept. 30 to sell the bulk of the merchandise. Many stores offer parents packages of longand short-sleeve shirts, pants and sweaters as an incentive for them to buy everything for the year ahead, although retailers do tend to carry some stock of school uniforms year round.

3. If 2012 is the year you’re going to start, February is your entry point. Orders should be placed in Spring 2012 in order to ship May 15-Aug. 15. Note that most established school 66 EARNSHAWS.COM • AUGUST 2011

HISTORY LESSON From Heather’s to Gossip Girl, Hollywood has long associated school uniforms with the wealthy elite, but as history writes it, uniforms have far more practical and humble roots. —Angela Velasquez

Gossip Girl

1665: Dutch artist Jan Steen’s “The Village School” depicts a disorderly classroom of children wearing blue and red togs. Uniforms were introduced as a way to inexpensively clothe students attending charity school.

1800s: Tony British public schools adopt the

concept. Uniforms become a cultural obsession, distinguishing class and rank. One of the most iconic (and copied) uniforms is the “Eton dress,” which is still worn today by Eton College pupils. Eton College

1960s: Youth rebellion hits the U.K. and schools streamline uniforms. 1980s: American private schools adopt traditional English guidelines requiring students to wear blazers, sweaters, button-up shirts, trousers, pleated skirts and knee socks in particular colorways and plaids. 1994: The Long Beach Unified School District

in California requires all elementary and middle school students to wear uniforms, jumpstarting a trend in standardized dress codes at American public schools.

2010: Eighteen percent of U.S. public schools require uniforms.

BRIGHT IDEA Colorful polos rule as the latest trend in spring uniforms. Schools are embracing a wider palette giving kids a pop up top.

REMIX 2

1 1. Peter Pan collar blouse by Classroom; Ferd skirt 2. Ninachka Couture pleated skirt 3. Ewers socks 4. Classroom button-up shirt; Universal flat front pants; Toby headband worn as a necktie 5. Jumper dress by Classroom; own T-shirt; scarf on loan from model’s mom 6. Toby tote 7. Mad Pax book bag

STYLIST: STELLA AGE: 4 HOMETOWN: NEW YORK CITY Our pixie stylist instinctively put a daring twist on her first day of pre-school outfit by fastening a bright flower headband around the collar of her button-down shirt, which she noted, “is just like daddy’s.” There’s no doubt that Stella’s knack for using accessories to put her own stamp on traditional school uniform fare is a sign of her fashion lineage. Mom Lauren Moffatt designs an eponymous line of playful and feminine apparel for women. Still, Stella hasn’t heard the design “call” just yet. She wants to be a ballerina when she grows up, but the pre-schooler, who likes to start the morning with a cup of tea and pancakes she makes with her dad, is pursuing other creative endeavors, like painting and music. —Angela Velasquez 68 EARNSHAWS.COM • AUGUST 2011

PHOTOGRAPHER: NANCY CAMPBELL. ACCESSORIES STYLIST: MICHELLE KOENIG.

Jona Michelle New York Buzz Dannenfelser (212)695-5151 Los Angeles Teresa Stephen (213)623-8155 Dallas Greg Morgan (214)643-0100 Boston Mike Neckes (781)407-0070 Philadelphia Martin Arnold (609)471-6189 Seattle Carrie Martin (253)851-1418 Atlanta Paul Daubney (404)577-6840 Chicago J B Vogue Valerie Schanes (312)266-0309 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/ South Florida Rolando and Ana Hidalgo 305-266-8745 West Coast Teresa Stephen/ Krystal Crooymans 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: The Children’s Club NYC, July 31-Aug. 2nd Booth No. 3024 Kids Show at Paris Hotel Las Vegas, Aug. 22nd - 24th Booth No. 317 ABC Kids Show Louisville, KY Sept. 23rd - 26th Booth No. 2337