CWB 119

A FRESH LOOK AT KIDS’ FASHION, FOOTWEAR AND LIFESTYLE PRODUCTS

cwb-online.co March/April 2020 Issue 119 £9.95

Incorporating

SCHOOLWEAR BUYER:

A FORCE TO BE RECKONED WITH HOW CHILDREN’S OUTERWEAR BRAND MUDDY PUDDLES IS TAKING THE MARKET

BY STORM MAKE YOUR MARK THE PLANET MARK’S LOW RESOURCE SUSTAINABILITY CERTIFICATION SUITABLE FOR BUSINESSES OF ANY SIZE WORKING TOWARDS A SUSTAINABLE FUTURE SCHOOLWEAR RETAILER IMPRESSIONS DISCUSSES ITS WORK TO CHAMPION SUSTAINABILITY

Sponsored by

LARGEST UK KIDSWEAR SHOW Over 200 UK and International brands across 4 showrooms Register now: www.indxshow.co.uk Cranmore Park Conference and Event Centre, Cranmore Avenue, Shirley, Solihull, B90 4LF

CONTENTS | CWB-ONLINE.CO

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CONTENTS 35

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22 REGULARS 05: COMMENT 06: NEWS 08: NCWA 10: LEGAL ADVICE 12: RETAIL THERAPY Store profiles and retail news 14: BRANDS TO WATCH Editor’s pick of brands 16: LAURA LOVES The coolest products for kids 46: TALKING POINT Q&A with Nikki Bardis, founder of Silky Tots, the innovative new baby brand that specialises in luxurious silk sleep and lifestyle accessories

FEATURES 17: INDX KIDSWEAR Review of the February 2020 show

18: PITTI PICKS CWB’s favourite looks from Pitti Bimbo’s a/w 20 fashion shows

SCHOOLWEAR

20: MAKE YOUR MARK The Planet Mark, a low resource sustainability certification suitable for businesses of any size

35: IMPRESSIONS: WORKING TOWARDS A SUSTAINABLE FUTURE Following a successful Eco Week run by school uniform retailer Impressions, CWB learns more about the retailer’s plans to champion sustainability further afield

22: A FORCE TO BE RECKONED WITH How children’s outerwear brand Muddy Puddles is taking the market by storm 24: ORGANIC TEXTILES REPORT Key findings from the 2020 UK Organic Textile Market Report 25: FAVOURITE FINDS CWB’s latest discoveries across children’s fashion, footwear, toys and accessories 28: PARENTS INSIGHTS How sustainability is driving parents’ shopping habits 29: LEASE RENEWALS London law firm Goodman Derrick LLP’s top tips for lease renewals

32: NEWS

38: DAVID LUKE: 10-YEAR ECO-VERSARY As David Luke celebrates 10 years since introducing the use of recycled polyester in its school uniforms, CWB takes a look back at the company’s pioneering Eco story 40: FACEBOOK FOR BUSINESS Social media and online marketing expert Alex McCann on using Facebook to build your schoolwear business 42: SCHOOLWEAR ASSOCIATION AWARDS 2020 Everything you need to know about this year’s SA Awards, including top tips on creating an award-winning entry

FRONT COVER: STEFANIA • Tel: +44 7710 594 445 • Email: janeenniall@aol.com www.stefaniapinyagina.com MARCH/APRIL 2020 - 03

THE

CHILDRENSWEAR A S S O C I AT I O N

+44(0)2078439488 | ENQUIRIES@NCWA.CO.UK | NCWA.CO.UK

NEW WEBSITE COMING SOON

COMMENT | CWB-ONLINE.CO

COMMENT I am writing this comment the day after the government-imposed UK lockdown. The situation surrounding the coronavirus pandemic is evolving on a daily, even hourly basis, so by the time you read this I am sure much else will have changed.

Firstly, let me start by saying I hope you, your family and your colleagues are staying safe and coping as well as possible during this challenging period. These unprecedented times and conditions are affecting us all, both in terms of business and our everyday lives. In light of the uncertainty surrounding the coronavirus and the constant changes to guidance and advice, we are reserving all of our coverage on the subject to our digital platforms. To ensure you receive our latest news updates you can sign up to our weekly newsletters via cwb-online.co. We will also be sharing all of our coverage on CWB’s social media channels. If you don’t already, you can follow @cwbmagazine on Facebook, Twitter and Instagram.

Whilst none of us know when this situation will end, what I can be certain of is that CWB Magazine will be here to support you. In the coming weeks and months, we will do our utmost to keep you informed. Equally, if there are any updates or announcements within your own business that we can help to share, please don’t hesitate to get in touch.

In terms of content this issue, we have the latest developments from award-winning children’s outerwear brand Muddy Puddles since its recent acquisition of outdoor children’s clothing brand Kozi Kidz. We also bring you our latest new finds with a selection of new brands offering children’s fashion, footwear, toys, and accessories. To help businesses on their sustainability journey, we offer everything you need to know about The Planet Mark, a low resource sustainability certification for businesses of any size, from large corporations to small independent retailers and brands – even those working from home.

Sticking with the topic of sustainability - a subject I feel will become even more prevalent as we witness dramatic drops in pollution since the coronavirus lockdowns - we celebrate David Luke Schoolwear’s 10-year Eco-Versary with a look back at the company’s pioneering Eco story. Following a successful Eco Week run by independent school uniform retailer Impressions, CWB learns about the retailer’s plans to champion sustainability further afield. Finally, for those entering this year’s SA Awards, don’t miss our article covering the awards criteria along with top tips on how to create an award-winning entry.

I’d like to sign off this issue by once again wishing you all the best. Together, we will get through this. Stay safe, stay connected, and we’ll see you on the other side.

Laura Turner, Editor

EDITOR LAURA TURNER laura@cwbmedia.co.uk SALES MANAGER MICHELE ALI michele@cwbmedia.co.uk DESIGNER MICHAEL PODGER podgerdesign@outlook.com MARKETING EMILY BEARDSWORTH emily@maycreativemerketing.com REPROGRAPHICS/PRINTING IMAGE DATA GROUP LTD 01482 652323 cwb-online.co CWB is published 4 times per year by NCWA, 3 Queen Square, Bloomsbury, London WC1N 3AR +44 (0) 20 7843 9488 | enquiries@ncwa.co.uk | www.ncwa.co.uk Copyright© 2020 CWB Magazine Limited. All rights reserved. Reproduction of any written material or illustration in any form for any purpose, other than short extracts for review purposes, is strictly forbidden. Neither NCWA nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.

CWB is a fashion business publication owned and produced by The Childrenswear Association.

MARCH/APRIL 2020 - 05

CWB-ONLINE.CO | NEWS

NEWS ROUND-UP UKFT LAUNCHES NEW PROJECTS TO SUPPORT FUTURE TALENT

FIRST CHIC SHENZHEN TO LAUNCH FOR JULY 2020 CHIC, China International Fashion Fair is expanding into southern China with the launch of CHIC Shenzhen. The event will debut at the Shenzhen World Exhibition and Convention Centre on 15-17 July 2020.

“The focus is on the national fashion manufacturers and the densely populated, flourishing southern Chinese retail landscape,” confirms Chen Dapeng, president of CHIC, China International Fashion Fair and China National Garment Association. “CHIC Shanghai will continue to have an international focus.”

Together with Intertextile Shenzhen Apparel Fabrics and the Shenzhen Yarn Expo, CHIC Shenzhen will offer the ‘Greater Bay Area International Textile and Apparel Expo’ platform for the national fashion industry and fashion trade in southern China. Set to attract a total of 2,000 exhibitors, the three trade fairs will cover 100,000 sq. m, with 30,000 sq. m reserved for CHIC Shenzhen.

NEW BRC GUIDELINES FOR VEGAN FASHION The British Retail Consortium (BRC) has issued new guidelines to help retailers and brands sell vegan products with confidence. The ‘Voluntary Guideline on Veganism in Fashion’ helps explain factors such as classing a product as vegan, which is a very complex process. For instance, it not only rules out using leather and wool but also many types of glue, dyes and traces of use in more hidden elements.

The guidelines also cover a sequence of steps and questions to ask - both internally and of suppliers - to ensure materials are vegan and include a comprehensive list of all animal-derived fibres and materials.

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UKFT is launching two new projects to help support future talent in the fashion and textile industry and endorse opportunities to young people of either working with or within a UK manufacturer.

The first project, Made It, is a campaign to promote a better understanding of sourcing, production and the benefits of UK manufacturing to the next generation of buyers, designers and entrepreneurs. Made It will see UKFT working with five universities a year for the next three years to help ensure students get a much better understanding of the manufacturing environment.

The second project is an initiative to help address one of the major barriers to growth faced

by UK manufacturers - attracting new talent into this vital part of the industry.

“There are currently thousands of job vacancies in the UK fashion and textile manufacturing sector,” says UKFT chief executive, Adam Mansell. “While there are

several reasons for this, the absolute key is that so many people don’t know that there is still a manufacturing industry here in the UK with a huge range of fantastic jobs available.”

A UKFT Pop-up Factory and Careers Showcase will run at 30 major careers events over the next three years, with more than 150,000 people set to visit the events.

ISBJÖRN HALVES ECOMMERCE LISTER & BRUCE LAUNCHES RETURNS MATCHING BABY SLEEPSUITS With the help of AI chatbot, Bernard, sustainable childrenswear brand Isbjörn of Sweden has reduced its web returns by 50 per cent since October 2019. Bernard, originally developed by Facebook and social media agency Salgado, chose Isbjörn as a pilot for the AI robot.

Bernard works by guiding customers through various sizes and garments to make the decision-making process more straightforward and accurate, hence minimizing unnecessary returns. Isbjörn’s AI chatbot will now play a crucial part in the company’s commitment to reducing returns, waste and energy. The next step is to develop Bernard to communicate in English for international markets.

Lister & Bruce has introduced matching sleepsuits to complement its existing MyJamas collection of children’s pyjamas. The sleepsuits are available in three sizes and two varying styles to meet the needs of different ages. For 0-3 and 3-6 months, suits have closed feet and fold over scratch mitts. For 6-12 months they feature open hands and feet to allow extra grip for crawlers and walkers.

Other features include wrist and ankle cuffs with additional length, enabling them to be folded back or extended to grow with the child.

The sleepsuits also have zip fronts and are made from 100 per cent organic cotton under a GOTS certification, with all dyes being Oeko-Tex 100 rated.

NEWS | CWB-ONLINE.CO

MUSLINZ LAUNCHES FIRST FULLY ORGANIC COTTON RANGE

PEPA & CO. IN WALPOLE BRANDS OF TOMORROW Pepa & Company has been selected as one of the prestigious Brands of Tomorrow for 2020 by Walpole, the industry body for the UK luxury sector. Walpole launched its flagship Brands of Tomorrow programme in 2007 to help secure the long-term growth of the UK’s luxury sector by building a pipeline of next-generation brands.

During the 12-month programme, brands attend a series of practical workshops on key business development topics.

Pepa & Company, the only childrenswear brand in Walpole Brands of Tomorrow 2020, was established in 2013 by Pepa Gonzalez. The London based luxury children’s clothing brand focuses on timeless and classic designs that bring back the heritage of traditional British childrenswear.

Baby accessories brand MuslinZ has launched a new range of muslin squares made of 100 per cent organic cotton. The brand’s other muslin square ranges use either 100 per cent cotton or a blend of bamboo and organic cotton.

The 100 per cent organic cotton muslins are available in both 30cm and 70cm squared sizes and will initially launch in three unisex colour choices; white, green and natural.

“We are delighted to be able to launch this much-sought-after product range to our stockists, many of whom are ethical enterprises or are looking at the sustainability of the products they offer,” says Caroline Taylor, MD of MuslinZ.

ELLESSE JOINS KIDS’ FOOTWEAR AGENCY SHEWITTS UK footwear agency Shewitts is now representing Ellesse children’s shoes. Built for kids yet inspired by the brand’s iconic styles, Ellesse offers trainers for both boys and girls.

The collection presents Italian flair and streetwear influences combined with flexibility and durability.

Shewitts is also now representing children’s brand Term Footwear for the South of England.

Term Footwear is a British brand evolved by New Brands, a children’s shoe company with 10 years’ experience in the children’s footwear market. As well as an extensive school shoe collection, Term offers a range of wellies featuring a rolltop sock.

NEARST SECURES £2M TO DRIVE FOOTFALL INTO STORES

AIDIE LONDON JOINS UN BUSINESS PROGRAMME

KIDS INSIGHTS LAUNCHES GLOBAL INSIGHT REPORTS

NearSt, a British retail technology start-up that Google is backing to drive more people into the high street, has raised £2m in seed funding to encourage footfall into bricks and mortar shops.

The powerful technology works by linking products on shop shelves in real-time to nearby customers searching in Google. Shops install a piece of software that automatically connects to any type of shop till or inventory management system. Shortly after they will start seeing their products appear in local search results, sending nearby shoppers in-store who might otherwise have ordered online. NearSt currently sends 5,000 extra customers per month into UK high street stores via its technology.

Infant footwear specialist Aidie London has enrolled in the United Nations’ Business Member Programme, which sees select international businesses joining forces to meet the UN’s sustainable development goals (SDGs).

Established in 2018, the award-winning brand is now working to change the landscape of the baby retail sector by promoting greater environmental sustainability.

The UN Business Programme provides members with a framework from which to work towards meeting the UN’s SDGs. This includes offering consumers access to greater transparency through the framework of the business programme and reducing the use of single-use plastics and non-sustainable materials in retail.

Kids Insights, part of the Insights People, has launched a new series of Global Insight Reports covering eight sectors including fashion. The reports will be based on Kids Insights surveying 125,000 children across eight countries and four continents each year.

The first report launched in March was the Toy & Games Report 2020. Following this will be the Video Games Report 2020 (launching April 2020); the Food and Drinks Report 2020 (June 2020); the Electronics Report 2020 (August 2020); the Health and Beauty Report 2020 (September 2020); the Clothing Report 2020 (October 2020); and the Marketing & Engaging Kids Executive Report 2020 (December 2020).

M&S Kids is adjusting the focus of its childrenswear range from “special occasion” to “everyday style” to grow market share and broaden its appeal to busy family customers. The change reflects market shifts across all clothing areas alongside customer insight, with children telling M&S that “being comfy” is their number one clothing requirement. As part of the change, M&S is removing its sub-brand Autograph from kidswear.

New research from Mintel reveals young Brits are buying, selling, mending, swapping and renting their clothes.

In the last year alone, over half of those aged 25-34 bought secondhand clothes and repaired damaged or worn-out clothes. Three-quarters of 16-24-year-olds say they have either swapped garments with others or have an interest in doing so in the future.

Generation Z (16-24-year-olds) is the demographic group most likely to use clothing rental services.

NEWS IN BRIEF Smalls Merino recently completed its annual Woolly Vest Week for the sixth consecutive year. The campaign saw every customer who ordered over £35 of Smalls Merino receive a free kid’s vest of their choice. With every free vest, Smalls then donated a matching vest or baby cami to London-based charity Little Village, which helps local families to support one another during times of need. The retail value of the Smalls garments donated to Little Village was £3,500.

MARCH/APRIL 2020 - 07

CWB-ONLINE.CO | NCWA

NCWA NEWS EXECUTIVE DIRECTOR’S COMMENT The spread of the Coronavirus is leading us all into uncharted territory and is dramatically affecting both our personal and our business lives.

As the situation evolves, NCWA will be doing what it can to keep members abreast of Government initiatives to help us all get through this very difficult period. Do keep in touch with us by e-mail and look at our website (see below). I can assure you that NCWA is here to help members and indeed the wider Childrenswear industry. Whilst we do not know when the pandemic will come to an end, it will do and we all need to be ready to open our doors, to make and sell our wares, when consumers will be eager to get out again, to return to normality and to buy Childrenswear.

The subject that we expected to dominate the news this year was the future relationship between the UK and the EU, post-Brexit. Negotiations and discussions are currently “on hold”.

What was already a very tight timetable is getting tighter by the day and some views and policies may well have to change because of Covid 19.

The UK is now in a new phase, the “Implementation Period”, during which the UK and the EU should be trying to agree on the relationship that will exist between us from 11pm on 31st December 2020, when this period of transition is due to come to an end.

Ordinarily, I would have anticipated that as with so many negotiations in which the EU is involved, discussions would continue right up to the wire. I would also have anticipated that they would not be easy with many diversions and sideshows, from fishing rights to the Elgin Marbles. The impact of the Coronavirus on the economies of all EU Member States as well as on that of the UK may, however, focus the minds of many on what really needs to be done and agreed, although it is too early to say whether there will be widespread calls for the Implementation Period to be extended.

The major issue for the Childrenswear industry, and indeed for the whole of the clothing and textile industry, is the access we shall have to EU markets and they shall have to ours. The UK’s relationships with its other trading partners worldwide also have to be agreed upon. The one most talked about is that with the United States, but there are many other countries where agreements will be necessary. The UK was not permitted to begin negotiating until Brexit happened, but many of the agreements

NCWA COUNCIL: Chairman: MARK BARNETT, Barnett Agencies Vice Chairman: IMRAN HASSAN, Lilly & Sid Imm. Past Chairman: SHARON BEARDSWORTH, RSB Associates Treasurer: DAVID BURGESS, David Luke Ltd — COUNCIL MEMBERS: NUALA MCKENNA Nuala McKenna Agencies Agent, DIANE SHAW Agent SARAH TAYLOR Agent, DANIELE SISMONDI Brand Stable Agent RACHEL RILEY Rachel Riley Manufacturer, EMMA-JANE ADAM Love My Smalls Ltd Manufacturer DAVID PARKER Baby Melanie Retailer, SHOSHANA KAZAB Kidswear Collective Retailer JENNY ERWIN Arnotts Retailer President: KEN SCATES Marketing consultant Executive Director: ELIZABETH FOX

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may be relatively simple. Indeed, some of them could “roll over” much of what is contained in the current agreements with the EU. With the impact of the Coronavirus so widespread and potentially so severe, there may well be a desire by some countries to agree a deal, even if it is an interim one, as soon as possible.

Other countries may not think an agreement with the UK is a priority and will merely require a straight “roll over”, at least for the time being.

I am sure that the discussions with the United States will not be easy, not least because of the different standards and practices relating to food and medicines. As far as Childrenswear is concerned, exporters to the USA know that they have to meet different safety standards, complicated by the fact that individual States often have different rules one from the other. The US still has a powerful textile lobby, so there will be pressure on US negotiators not to make concessions on tariffs on products that are still made in the US. All this will also take place against the backdrop of the current tariff disputes between the US and the EU and the US and China.

Do not forget that the Government made it clear last year that many ”EU” rules and regulations would continue to exist in the UK, even if they had a different name or were a British “version” of what we have currently. We know, for example, that there will be a UK version of GSP, under which some clothing imports from the world’s Least Developed Countries enjoy a lower rate of duty provided certain conditions are met. Similarly, the CE mark will be replaced in the UK by a UKCA (UK Conformity Assessed) mark, but which will have the same or similar requirements as the CE mark does. The only downside will be that if your product currently needs a CE mark, in the future it will have to have both a UKCA mark and an EU CE mark if you are selling it both in the UK and in the EU. NCWA will be ensuring that the Government is well aware of the industry’s concerns in the weeks and months ahead on both the impact of Covid 19 and on Brexit. Make sure you have your say by becoming part of the voice of the Childrenswear industry.

Join NCWA through our website, www.ncwa.co.uk, or speak to Michelle Payne on 020 7843 9488 or e-mail her at info@ncwa.co.uk. Membership starts at £100+VAT per annum.

Elizabeth P Fox Executive Director

Read our blog and follow us on Twitter

THE NATIONAL CHILDRENSWEAR ASSOCIATION OF GREAT BRITAIN AND IRELAND Membership is open to everyone involved in the British childrenswear industry.

Associate membership, open to non-British organisations, is now available.

Membership costs from £100.

NCWA | CWB-ONLINE.CO

KEY DEVELOPMENTS FOR FRUGI

KIDSWEAR COLLECTIVE X SELFRIDGES

In preparation for anticipated Brexit regulations and following significant growth, organic childrenswear and lifestyle brand Frugi has opened a DHL fulfilment centre in the Netherlands. The new warehouse will handle the brand’s increasing volume of European-based online and wholesale orders. All non-EU orders, including UK orders, will continue to be fulfilled from the company’s Helston based warehouse.

Additionally, Frugi has been expanding operations with the recent acquisition of TotsBots, which designs, manufactures and sells sustainably-sourced and environmentally-friendly nappies made from recycled plastic bottles.

Following the acquisition, the brands are working closely together with significant cross-selling opportunities.

The company has also seen some key executive hires including the appointment of Steve Lucas as global sales director and James Williams as the brand’s new director of ecommerce and marketing.

Pre-loved baby and kids’ luxury website Kidswear Collective has opened a three-month pop-up in Selfridges, Oxford Street. The 43 sq. m pop-up curated by Selfridges and located on the department store’s fourth floor offers items for babies, boys and girls, including clothing, footwear and accessories. Kidswear Collective sources stock from multiple channels including private sellers, samples and garments used in fashion shoots. It stocks pre-loved designer pieces from over 250 brands and discounts are up to 80 per cent off the original retail price.

“We are incredibly excited to partner with Selfridges – which are trailblazers in sustainable initiatives – to help us translate the online experience into a physical space,” says Shoshana Kazab, founder of Kidswear Collective.

Helen Attwood, Selfridges’ kidswear buying manager, adds: “We are so excited to launch this first-of-its-kind partnership with Kidswear Collective. It’s a unique concept that allows us to experiment with a new retail model while extending the lifespan of pre-owned children’s clothing and offering our customers a new way to buy – and sell.”

NEW TRIAL TO WIDEN PEP&CO’S CHILDRENSWEAR RANGES Poundland is piloting a wider range of kids’ clothing in 50 of its 300-plus Pep&Co ‘shop-inshops’. The trial will see more space devoted to children’s ranges at Poundland and Dealz stores in the UK and Ireland.

Over 300 Poundland stores in the UK and Dealz stores in Ireland offer Pep&Co family fashion, including babywear and kidswear. The trial scheme will see more kidswear ranges introduced in 50 stores stretching from Cardiff to Crawley and from Great Yarmouth to Glenrothes.

“We’re developing a real reputation for our kidswear – because of the price, but also because it washes and wears well,” says Sarah Morgan, commercial director at Pep&Co. “That’s why we’re devoting more space than ever to clothing for kids in these stores.”

CHILDRENSALON RECOGNISED AS ONE OF UK’S BEST EMPLOYERS Online retailer for children’s designer fashion, Childrensalon.com, ranked #61 in the 2020 Sunday Times 100 Best Companies to Work For list. Best Companies’ vision is to help make the world a better workplace. The organization believes fully engaging people at work makes them feel happier and more secure and therefore more productive.

Commenting is Denise Hamilton, Childrensalon’s People Team director. “We are honoured to be a part of the prestigious Sunday Times Best Companies list for the third year in a row. We are committed to continuing to work hard to make Childrensalon the best workplace it can be.”

Childrensalon’s main value, ‘People Before Profit’, ensures its team progresses. The company continually invests in its staff to create a motivated workforce, promoting from within whenever possible. It also ensures everyone feels valued.

JOHN LEWIS LAUNCHES HAND-ME-DOWN KIDSWEAR INITIATIVE John Lewis & Partners has introduced the new message ‘Wear it, love it, hand it down’ to the labels of its own brand babywear and childrenswear. The aim is to encourage the handing down of clothing that children have outgrown and to reduce the amount that goes to landfill.

The retailer is also introducing permanent organic cotton labelling to the inside of its children’s coats so that the new owner can cross out the name of the last owner in pen and write their name. Coats have been chosen to test this labelling due to their long life and because they are the garment parents often spend most on.

The ‘Wear it, love it, hand it down’ message is printed on labels made from FSC paper. Labels that give the size of the garment are made from organic cotton and the product care labels are

made from 100 per cent recycled polyester. Plus, over 75 per cent of John Lewis & Partner’s own brand babywear and childrenswear is now made from sustainable cotton.

MARCH/APRIL 2020 - 09

CWB-ONLINE.CO | LEGAL ADVICE

OPEN TO BUSINESS BRINGING YOU STRAIGHT–TALKING LEGAL ADVICE

Ben Nolan is an associate and Stephen Sidkin is a partner at Fox Williams LLP www.fashionlaw.co.uk www.foxwilliams.com www.idatalaw.com

COOKIES – WHAT DO ONLINE CHILDRENSWEAR RETAILERS HAVE TO DO TO COMPLY? When a consumer views some clothing on your website, will they see it on their newsfeed next time they log in to their Facebook or Instagram account? If so, do you know whether you are complying with the law when using the cookies and tools (such as the Facebook pixel) which result in this happening?

A quick check online in the last few weeks shows that some of the UK’s largest retailers, such as Sports Direct and Boohoo, are not complying with the rules.

For some time, the position as to the use of cookies and similar technologies (referred to generally as “cookies”) was unclear, particularly following the introduction of the General Data Protection Regulation (“GDPR”). However, recent guidance from the UK’s data protection regulator (“ICO Guidance”) has helped to shed some light on certain key issues.

ICO GUIDANCE The key points to note from the ICO Guidance are as follows: 1. Clarification of the “strictly necessary” exemption User consent is not required for cookies which are “strictly necessary”. This means that the use of the cookie must be “essential” for the provision of the service which has been requested by the user or to ensure compliance with applicable law.

An example of cookies that would benefit from this exemption include those which remember the goods in a user’s basket when a user is shopping online.

Unsurprisingly, the ICO Guidance clarifies that advertising cookies such as the Facebook pixel, which are commonly used by retailers and allow them to target users online, are not considered to be “strictly necessary”. Performance cookies such as Google Analytics are also deemed to fall outside the strictly necessary exemption.

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2. Clear and comprehensive information The ICO Guidance emphasises the need to provide users with clear information concerning the use of cookies in line with the GDPR’s transparency requirements. This means that online retailers need to review and update their cookies policies to ensure that these are drafted in a sufficiently clear and easily accessible manner to be understood by a normal user.

3. The standard of consent is high The ICO confirmed that the standard of consent for using cookies is the same as that set out under the GDPR, even for cookies that do not involve the processing of personal data.

This means that implied consent can no longer be relied on for cookies. Websites that use non-essential cookies without specifically requiring users to consent to these when accessing a site (e.g. by specifying that continued use entails consent) are therefore not compliant. Accordingly, non-essential cookies should be switched off by default.

TAKE-HOME POINTS • If past history is anything to go on, it would be reasonable to expect the ICO to seek to make examples of businesses that do not comply in the future. Meanwhile, the ICO is currently receiving a large number of complaints in relation to cookies and it can be expected that this could result in bad publicity for the retailers concerned on social media.

• Irrespective of the above potential ICO fines and bad publicity, retailers are being trolled by some individuals who are bringing court cases claiming infringement of data protection law and forcing retailers to settle out of court by paying them off. © 2019 Fox Williams LLP

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20/12/2017 20:04

CWB-ONLINE.CO | RETAIL

RETAIL THERAPY We reveal our favourite independent boutiques, as well as news from the world of childrenswear retail.

WHAT MOTHER MADE 166 Stoke Newington Church Street, London N16 0JL Handmade childrenswear brand What Mother Made began nine years ago founded on owner Charlotte Denn-Cirrone’s love affair with designing and producing clothes. Starting small, the label has gone on to build a loyal following over the years helped in part by its honest and transparent approach to business. On Valentine’s Day 2020, Denn-Cirrone extended the business with the opening of a second shop. Now, via two stores, the business provides well-curated spaces offering gifts for parents and children aged newborn up to 10 years.

Following the success of What Mother Made’s first shop and studio at 192 Well Street - where customers can visit to see the clothes being made, all with a zero-waste policy - the second store on Stoke Newington Church Street is certainly a welcome addition. It carries the What Mother Made collection alongside a wide selection of carefully sourced, sustainable and handmade brands covering gifts, adults, home fragrance, jewellery and books. UK handmade brands include Eleanor Bowmer, Blossom and Bear, Hobo, Viv and Joe, Rosie Dolls and Karin Andréasson. Some of the European brands in-store include OMY, Cink, Izipize and Londji.

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The shop also stocks luxury children’s footwear brand Young Soles To help integrate the new store into the local community, Denn-Cirrone has plans to convert the lower floor into a space to help other parents launch their businesses. As well as providing a platform for mumtrepreneurs, the shop’s multi-use community space will also host classes, with Denn-Cirrone currently exploring other community projects to get involved in. www.whatmothermade.co.uk

RETAIL | CWB-ONLINE.CO

NEWS

CHEEKY BAMBINI 17 Bridge Street, Belper, Derbyshire DE56 1AY Rebekah Wright opened the first Cheeky Bambini shop in May 2018 before relocating to a new store in January 2020. Located in Belper, Derbyshire, the new store offers ethical and organic childrenswear for 0 to 5 years together with sustainably sourced toys. Clothing brands include Piccalilly, Little Green Radicals, Toby Tiger, Kite, Frugi and Maxomorra, with toys from Plan Toys, Lanka Kade, LeToy Van, Janod and Bonnika dolls.

Working as part of a community and keeping the high street alive are central to Cheeky Bambini’s ethos. Subsequently, Wright is heavily involved with her local retail community, which works in union to host town events and promote community spirit. The hard work is paying off, too, with the town recently winning the title of Best High Street in England.

WEBWATCH MOLLY’S COTTON TAILS www.mollyscottontails.co.uk

SMALL STUFF PARTNERS WITH WORK FOR GOOD

Plans for the business’s development include opening the shop’s attic room in the spring to extend the range of toys and potentially expand into older children’s clothes. www.cheekybambini.com

Molly’s Cotton Tails was established in 2016

by Sara Palmer to bring fairtrade, organic cotton children’s clothing and high-quality wooden toys to the high street. Following a rebrand of the business in 2019, Palmer unveiled a newly revamped website in January, which takes on the business’s new theme and colours.

Childrenswear brands stocked by Molly’s Cotton Tails include Kite Clothing, Piccalilly and Toby Tiger. Alongside the clothing are fairtrade wooden toys from brands such as Lanka Kade and Plan Toys. The store also stocks a sustainable living range comprising zero waste and plastic-free items for all of the family from brands including Ecococonut, Abeego, Klean Kanteen, Cherry Tree Naturals, Lamazuna and BeeKind.

Palmer is now focusing on growing Molly’s Cotton Tails whilst continuing to support the store’s local and wider online community.

Sheffield’s eco-conscious children’s lifestyle store, Small Stuff, has partnered with Work for Good, an online fundraising platform that helps small businesses donate to charity through their sales. Via the partnership, Small Stuff can easily send profits from sales to different charities. It will do this on a quarterly basis, sending a percentage of its combined online and in-store profits to a different charity each time. For Q1 (JanuaryMarch 2020) Small Stuff donated five per cent of profits to WWF UK.

BROWN THOMAS TO OPEN NEW FLAGSHIP STORE Hammerson, on behalf of the Dundrum Partnership, has confirmed that Ireland’s leading luxury retail store Brown Thomas is opening a flagship store at Dundrum Town Centre, Dublin.

Following a complete refit of the existing retail space, the store will launch in the first half of 2021. Complementing the brand mix at Dundrum, Brown Thomas will trade over two levels comprising over 63,000 sq. ft with a net retail sales area of 45,000 sq. ft. Plans are to employ over 400 people when open.

NEWS IN BRIEF The Broadway, Bradford shopping centre has donated £10,045 to its charity partner Bradford Hospitals’ Charity.

Funds were raised through initiatives including a Giving Tree in the Centre during the Eid Celebration Weekend and Christmas, a gift-wrapping service and a toy donation. The Broadway, which was awarded in the Environmental Best Practice category at The International Green Apple Environment Awards 2019, has raised over £40,000 for Bradford Hospitals’ Charity since 2016.

Debenhams has introduced a new sustainability programme in a bid to set new benchmarks for UK department store retailing in the 2020s. The ambitious targets build on progress made by the retailer in 2019, including reducing the amount of packaging it uses by 22 per cent. It also sourced over 2m garments made from sustainable cotton and reduced the number of clothes hangers sent from its stores to landfill to zero.

Vend, the preferred retail point-ofsale software of the British Independent Retailers Association (Bira), has partnered with global payments provider Klarna. The collaboration will offer independent retailers’ customers more flexible payment options. The aim is to level the playing field for small businesses to compete with enterprise retail and offer Klarna’s smooth and easy payments in-store across the UK.

MARCH/APRIL 2020 - 13

CWB-ONLINE.CO | EDITOR’S PICK

02 01

BRANDS TO WATCH CWB EDITOR LAURA TURNER SELECTS THE MUST-HAVE COLLECTIONS TO GET IN STORE.

14 - MARCH/APRIL 2020

01: MIKA & MILO

02: FARMYARD THE LABEL

Aiko Stevenson launched cashmere kidswear label Mika & Milo in 2018 as part of her family’s fourth-generation Scottish woollen company.

With origins going back over a century, the company started with Stevenson’s great grandfather who ran his own woollen mill producing fine Scottish Tweeds. When her father joined, he added cashmere to the mix. Mika & Milo caters for boys and girls aged 0 to 12 years.

Classic pieces created to be passed down through generations include modern twists such as angel wings and lightning bolts. Both a 100 per cent cashmere range and a more affordable and durable 30/70 cashmere/merino range are available. Wholesale prices on request. www.mika-milo.com

After studying fashion and textiles at university with a focus on childrenswear, Emma Hales went on to enjoy a career in kidswear - most recently with Burberry and Jojo Maman Bébé - before launching her own brand, Farmyard The Label, in September 2018. Focusing on simplicity, sustainability and timeless fashion, the concept behind the collection is that every piece can be passed down. The brand offers a classic look with a timeless feel that maintains the innocence of childhood. Available for 0 to 5 years, key pieces include traditional shirts, bloomers, dresses, bonnets and accessories, all made with natural, long-lasting, quality fabrics. Wholesale prices £3 to £21. www.farmyardlabel.com

EDITOR’S PICK | CWB-ONLINE.CO

04

03

05 03: KAYLA KIDS

04: THE NATTY

05: DEAR SOPHIE

Established in October 2019, Kayla Kids is a new childrenswear brand built on the principles of being unique, high quality and affordable.

Founder Aylin Yagci takes inspiration from her own children when creating the collections, guided by their likes, special interests and colour preferences. S/s 20 sees the brand focus on bold and neon colours alongside prints and comfortable, fun designs for boys and girls aged 1 to 10 years. Pieces include tutu dresses, mini leggings, skirts, unisex tops, T-shirts, shorts and hoodies. A key aspect of the collection is that all of the pieces can be mixed and matched.

Wholesale prices £6 to £27. www.kaylakids.com

Soon after moving to the UK from Malaysia, Nadia Fauzi discovered she was pregnant with her second child but was unable to find the timeless, sustainable maternitywear she desired.

Despite a background in finance rather than fashion, in August 2019 Fauzi launched The Natty, her own brand of timeless, sustainable kids’ clothing and maternitywear. The capsule collection offers simple neutrals, stripes and everyday prints across gender-neutral pieces for baby (0 to 24 months) and child (2 to 8 years).

With conscious living at its core, the brand prioritises practical designs, GOTS certified organic materials and ethical production.

Wholesale prices £10 to £30. www.thenatty.co

Spotted at the February 2020 edition of INDX Kidswear, Dear Sophie is a sustainable organic childrenswear brand for boys and girls aged 3 to 6 months up to 8 to 9 years. Created for children filled with curiosity, the brand focuses heavily on fun, colourful prints and minimalist style. The a/w 20 collection titled Farmlife offers leggings, pants, flares, bodysuits, sweatshirts, bomber jackets, tunic dresses, tops, hoodies, rompers, beanies and snoods. Dear Sophie is made entirely in Poland using local sewing factories that follow fairtrade philosophy.

Wholesale prices £7.75 to £24. www.aroratrade.com

MARCH/APRIL 2020 - 15

CWB-ONLINE.CO | PRODUCT

LAURA LOVES

JANOD

ETTA LOVES

NEU OIL

Vintage metal balance bike sales@juratoys.co.uk

Terrazzo knitted blanket samia@ettaloves.com

Baby & You Bundle – essential oil blends for mum and baby mary@neuoil.com

CUDDLEDRY

TERM WELLIES

LITTLE B COMPANY

Handsfree baby bath towel trade@cuddledry.com

Rollup wellies with removable sock lincoln@termfootwear.com

Mobile hello@littlebcompany.com

16 - MARCH/APRIL 2020

REVIEW | CWB-ONLINE.CO

REVIEW: INDX KIDSWEAR FEBRUARY 2020 Despite Storm Ciara hitting the UK as INDX Kidswear opened its doors on Sunday 16 February, the bad weather failed to dampen the show, with hundreds of buyers still flocking to the a/w 20 event.

Pre-show registrations were another recorder breaker for INDX Kidswear this season, increasing +16 per cent on February 2019.

The bad weather did curtail final attendance figures, however, with the show finishing -17 per cent on estimates.

Attendance figures, though lower than expected, did not equate to a slow business event for exhibitors. In fact, many brands reported brisk order writing and a very busy couple of days.

Evidently, buyers who braved the weather had made the journey with the intent to place orders.

“It’s been a great show, despite the weather,” says Imran Hassan, who exhibited Lilly + Sid and Turtle Dove. “INDX is always a great place to meet new customers and keep up relationships with existing ones. I am really pleased for the organisers; they have put their passion into making sure INDX becomes the number one kids’ trade show in the UK.” “INDX is a fantastic show to meet new customers as well as existing ones,” adds Gareth Griffiths of The Bonnie Mob. “Although the weather has been horrible, it is great to see so many people here.”

“It’s brilliant to see so many brands showcased here – more than ever,” agrees Grass & Air MD, Kathryn Shuttleworth. “It’s a great place to meet customers, both old and new. Every time we exhibit, we get new ideas and have some excellent conversations with retailers and other brands.”

footwear signing Start-Rite exhibited in the Platinum Showroom.

“This was our first show with INDX Kidswear,” says commercial director, Katherine Brown. “Start-Rite are very impressed with how many of our existing customers are here and the opportunities with new potential independent retailers. The breadth and range of like-minded children’s brands make this show a great match for us.”

INDX Kidswear is also attracting new buyers each season.

Commenting is first-time visitor Holly Hamer, owner of Rockit Children’s Boutique. “I’m fairly new to the work of kids’ retail, but this was by far the best show I’ve been to. I’m completely won over

by INDX and will be coming to all future events.”

THE FEBRUARY 2020 EVENT COMPRISED ALL FOUR SHOWROOMS AND OVER 200 BRANDS Among this season’s line-up included new footwear and boys’ brands, which were equally pleased with their debut event. New

INDX Kidswear July 2020 takes place on 5-6 July at Cranmore Park Conference & Event Centre, Solihull B90 4LF.

INDX KIDSWEAR JULY 2020 Arrangements for INDX Kidswear’s July 2020 event are now well underway, with rebookings already high. The summer show will again include all four showrooms as well as a selection of new brands.

Exhibitors returning to the show in July following their February 2020 debut include Elle, Lyle & Scott, U.S. Polo Assn., Russell Athletic, Geox, Arora, Kayla Kids, Lily & Mortimer, and Muddy Puddles. New signings for July, meanwhile, include Lelli Kelly, Early Days Shoes, Juicy, Ben Sherman, Penguin, PEX, Ananás shoes, Iconic Kids, Little Dot Company and Lumii.

www.indxshow.co.uk/kidswear

17

CWB-ONLINE.CO | REVIEW

PITTI PICKS CWB’s favourite looks from Pitti Bimbo’s a/w 20 fashion shows.

PUMP UP THE VOLUME When it comes to outerwear, the quilted puffer structure remains strong for a/w 20 appearing on jackets, coats, hats and scarves for both boys and girls.

BOBOLI

65 BENETTON STREET

MAYORAL

VELVETEEN

COSY COATS Teddy coats were a popular choice this season, with the snuggly winter warmers offering boys and girls the perfect combination of comfort and style.

RASPBERRY PLUM

LEDUM

MAYORAL

PAADE

MONOCHROME MINIS The timeless monochromatic trend adorned the catwalks at this season’s Pitti Bimbo, offering a classic look for girls across a mixture of styles and textures.

65 BENETTON STREET

18 - MARCH/APRIL 2020

ABEL & LULA

TUC TUC

MAYORAL

REVIEW | CWB-ONLINE.CO

HEAVY METAL Metallics continue in popularity for girlswear, with this season’s dazzling array including silver, bronze and yellow and rose gold tones.

ALITSA

TUC TUC

MAYORAL

VELVETEEN

SPORT THE LOOK This season’s athleisure trend embraces the tracksuit, with statement sets for boys ranging from sharp, colourful designs through to more relaxed, retro styling.

65 BENETTON STREET

INFANTIUM VICTORIA

VELVETEEN

MONNALISA

IN TIERS Tiers add another dimension to girls’ skirts, dresses and tops, ranging from elaborate partywear to subtler, everyday looks.

65 BENETTON STREET

MONNALISA

PHI CLOTHING

RASPBERRY PLUM

DRAMATIC DETAILING Luxurious, over-sized corsages were in full bloom for a/w 20, featuring on necklines and waists as well as hair accessories.

AMELIE ET SOPHIE

PICCOLA LUDO

MONNALISA

PICCOLA LUDO

MARCH/APRIL 2020 - 19

CWB-ONLINE.CO | REPORT

MAKE YOUR MARK CWB speaks to Steve Malkin, CEO and founder of The Planet Mark, a sustainability certification for businesses of any size that recognises continuous improvements, encourages action and works to build an empowered community of like-minded individuals.

Improving sustainability is currently high on many companies’ agendas, but are you measuring your efforts? Do you have targets in place to support your progress? Are you communicating sustainability effectively as a business? If the answer to any of these questions is “no”, then The Planet Mark’s sustainability certification may be for you.

The Planet Mark story began back in 2012 when Steve Malkin, CEO of Planet First and founder of The Planet Mark, was introduced to Sir Tim Smit KBE, co-founder of the Eden Project.

This meeting of minds led to the discussion of creating a peopledriven sustainability programme suitable for any organisation; any size, any sector, anywhere in the world, and at any stage in its sustainability journey.

The issue of sustainability was on Malkin’s mind long before The Planet Mark’s formation, however, with the first real inklings of concern starting around 20 years ago whilst he was running his own small business.

20 - MARCH/APRIL 2020

“I had a marketing company and two young boys at the time and suddenly became very aware of the climate crisis – or global warming as it was more commonly referred to then - and once you have that epiphany, you can’t ignore it. You can’t ignore the facts.

“As a marketing company, we were good at communication. I wanted to use those skills to educate and we began learning everything we could about climate change and carbon emissions.

We linked up with Tim, co-founder of the Eden Project, and began discussing the issue of small businesses wanting to take action against the climate crisis, but also needing recognition for it. That’s when we came up with the idea to create a certification for SMEs.” One of the many impressive elements of The Planet Mark certification is that it is genuinely suitable for any size business, from large corporations to small independent retailers and brands - even those working from home. Having run a small business himself, Malkin is aware of the restrictions and costs and The Planet Mark’s low resource certification programme reflects this.

REPORT | CWB-ONLINE.CO

“Although we do work with big organisations now, we information throughout the year. On gaining certification, designed the certification programme for small businesses across all businesses receive a formal presentation of their printed certificate sectors. It about creating a good impact that’s also good for business by Malkin as well as digital assets including a suite of social media - and it has to be good for business. If a small company wants to graphics and suggested posts, an e-signature and a Planet Mark apply, we can help. We have a programme to suit all requirements.” holder graphic. Retailers also receive a window sticker to show they Organisations can apply for certification online or over the are actively cutting their carbon emissions, helping to engage phone, where they can talk through any concerns, understand the conversation with customers about what they’re doing. process and time-scale involved and gather details on how to get The Planet Mark also partners with The Social Value Portal, a started. The programme itself is a very simple three-step process of social enterprise which enables organisations to enhance their measurement with no need for consultations. Plus, all necessary sustainability story by adding social value to their certification. tools, resources and community networking opportunities are Organisations that opt into social value measurement can assess provided. their contribution to society and the social impact of their business “Essentially we take an organisation’s existing data and turn it - what they put in and how they’re giving back. Examples of social into a carbon footprint,” says Malkin. “So, for instance, electricity value include being a Living Wage Employer, supporting charities, and gas bills, water consumption, fuel usage for company cars and and providing work experience and apprenticeships. Some vans, business travel costs and waste. We translate these into the companies also sponsor schools to help gain certification. organisation’s CO2 equivalent, which is then converted into a “The Planet Mark is essentially good for business and that’s carbon footprint.” our starting point,” says Malkin. “Cost savings and good business A company’s carbon footprint takes the form of a pie chart, go hand in hand. By gaining The Planet Mark certification it shows which it uses to choose the elements it wants to tackle. It then sets a you are addressing the problem and taking action. SMEs can also target to reduce its overall carbon footprint by the following year win more business with consumers who want ‘green’ organisations. and provides the methods it will adopt to do so.

Plus, green credentials can help attract good people into your Techniques to reduce carbon footprint can be as company; people who appreciate you putting your values into straightforward as turning lights off when not needed or switching action.” to LEDs, which will provide a huge saving over 18 months. Simply fixing a dripping “ ESSENTIALLY WE TAKE AN ORGANISATION’S EXISTING DATA tap or making sure computers are turned off at night will make a difference. As well AND TURN IT INTO A CARBON FOOTPRINT,” SAYS MALKIN. “SO, as reducing carbon footprint, changes such FOR INSTANCE, ELECTRICITY AND GAS BILLS, WATER as these will also save money. On average, CONSUMPTION, FUEL USAGE FOR COMPANY CARS AND VANS, organisations certified to The Planet Mark BUSINESS TRAVEL COSTS AND WASTE. WE TRANSLATE THESE make a 14 per cent carbon saving each INTO THE ORGANISATION’S CO2 EQUIVALENT, WHICH IS THEN year per employee through energy use, CONVERTED INTO A CARBON FOOTPRINT.” waste, water, travel and procurement and can expect to make a cost savings of at least £100 per employee per annum.

Aside from reducing carbon footprint and saving costs within For micro-businesses seeking certification, the programme a business, there are lots of other benefits to holding The Planet offers Planet Mark Start, which doesn’t require a carbon footprint.

Mark certification. It can help win business in sales presentations, “We appreciate that it can be tricky for micro-businesses to bids and tenders. Certification also enhances brand reputation as collate the required information for a carbon footprint,” says well as helping to motivate and keep staff for longer. Not to Malkin. “With Planet Mark Start, we discuss what the business’s mention, with every certification issued by The Planet Mark, impacts might be and then work together to tackle them. For organisations receive 12 free tickets per year for the Eden Project example, if someone works from home, we could look at what can and a Cool Earth certificate for protecting an acre of rainforest, be done about heating and lighting, switching travel for meetings which The Planet Mark and Cool Earth protect on their behalf. to public transport or simply using video conferencing.”

“We’re here to certify and to help tackle issues of these times Organisations set their own targets to reduce their carbon by measuring and improving impact,” confirms Malkin. “This footprint, although The Planet Mark asks for a minimum 2.5 per vision brings together three elements: people, nature and tech. cent reduction year-on-year. (Most businesses opt for the target of We’re good at the ‘human’ bit, with our people-focused a 5 per cent reduction.) Equally, the target can be a total carbon programme. In terms of nature, we help protect rainforests with footprint reduction or if a company is growing – opening an Cool Earth together with our work with the Eden Project. The next additional shop for instance – then The Planet Mark can also phase is tech, which plays an integral role in collecting data and measure carbon per sq. m, product or employee, a measurement facilitating communication.” referred to as “carbon intensities”.

In terms of time-scale, the certification process can take as “This is the most important decade to make these changes little as two weeks. In a bid to make it as accessible as possible costs we have all of the tools in the box,” continues Malkin. “It’s about start at just £250 per annum going up to £1,500 per annum for the taking simple steps to turn activism into action. Children are full programme. Subsequently, The Planet Mark is seeing providing activism, which is our wake-up call to provide the significant uplift year-on-year, with new companies signing up by action.” the day and a retention rate of 90 per cent.

A key focus for The Planet Mark is embedding “Every business on the planet should be reducing carbon,” communication into its programme. There are many opportunities concludes Malkin. “To turn things around in time, we need to be for networking, with organisations able to attend, join in with, or doing it now.” co-host events as well as contribute to online forums and share www.theplanetmark.com MARCH/APRIL 2020 - 21

CWB-ONLINE.CO | PROFILE

A FORCE TO BE RECKONED WITH

How children’s outerwear brand Muddy Puddles is taking the market by storm.

In June 2019, award-winning children’s outerwear brand Muddy Puddles completed a deal to acquire UK outdoor children’s clothing company Kozi Kidz. By bringing the Kozi Kidz team under the Muddy Puddles umbrella, the brands are now combining their business know-how and practical expertise to secure leadership in the sector.

How the union came about is really a matter of compatibility.

The companies, which already knew each other before the acquisition and had the obvious alliance of being in the same market sector, most importantly shared very similar business values - getting children outdoors in the best quality waterproof gear.

“We realised there was a lot to be gained by bringing our skills and knowledge to the Muddy Puddles team,” says Linda Kennedy Torstensson, Muddy Puddles’ head of business development covering wholesale and international. “Whilst Kozi Kidz has been strongest in B2B business, the Muddy Puddles strength has been B2C. Uniting our skills, therefore, is the ideal platform on which to build an omnichannel business for the future. Combining the two businesses also offers economies of scale further up the supply chain.”

Muddy Puddles started life in Devon when a farmer lay her smallest child down on the kitchen table, drew around him, and made the first waterproof all-in-one suit. Fast forward almost 30 years and Muddy Puddles has become one of the leading children’s outerwear brands in the UK offering an ever-expanding, award22 - MARCH/APRIL 2020

winning outerwear collection. Catering for baby up to 12 years, the range includes fully waterproof protection for all weathers, from ski jackets and salopettes to lightweight pack away jackets, trousers and puddle suits.

Established in 2008, Kozi Kidz was inspired by the Swedish lifestyle. Its ethos was to offer all kids the chance to enjoy being outdoors whatever the weather; focusing on 100 per cent waterproof outerwear in bright colours and designs that is generously cut to facilitate full freedom of movement. Over the years, Kozi Kidz caught the imagination of many retailers and consumers around the globe, everywhere from Greenland to Kuwait.

In terms of design, each Muddy Puddles’ collection has a theme inspired by prints from British landscapes and nature as well as renowned artists. Colour direction is taken from a combination of trends for the season and the collection’s theme, although as a rule the brand tends to opt for bright, bold and stand out.

Whilst much work goes into the aesthetics of the garments, they must be practical. For this reason, Muddy Puddles works with a garment technologist to ensure fit and components are the best they can be.

“We guarantee that every item in the collection has taped seams and is waterproof to at least 5000mm,” explains buying director, Suky Arneaud. “Quality clothing that will last is a priority, so every item goes through rigorous testing with the hydrostatic

PROFILE | CWB-ONLINE.CO

head test as well as tests for colour fastness, washing, light, rubbing and water. Other technical features depend on the end-use of the particular garment. For example, waterproof zips on all of our EcoSplash and EcoLight collections.”

Muddy Puddles has always been committed to sustainable sourcing and production methods and has been developing eco-friendly collections made from recycled fabrics for over five years.

For s/s 20, all of the brand’s outer fabrics are recycled using post-consumer waste plastic bottles. Its polybags are also fully biodegradable and parcel packaging is made from FSC sustainable paper. Furthermore, half of the brand’s a/w outerwear range is recycled, with Muddy Puddles’ aim being to bring this as close to 100 per cent as possible in the next five years “Every piece we create is designed to last,” continues Arneaud. “Using unisex prints helps ensure garments can be passed from sisters to brothers, increasing the lifespan of each product.

We often get sent pictures of jackets that are more than eight years old and protecting a third or fourth little owner, which is always a delight to see.”

A major new development for Muddy Puddles in terms of product is the launch of its first swimwear collection for s/s 20.

Already experts in protecting children from the wet, windy and cold elements of weather, the move into swimwear is a natural progression. Furthermore, following the brand’s philosophy of enabling children to safely enjoy the great outdoors, the new swimwear is also sun protective.

“We felt it was equally important to protect children from any potentially harmful effects of the sun,” confirms Arneaud.

“The recycled fabric we use to make the swimwear is protective to UPF 50+, but we have also made sure that sleeves are full length and necks are high for increased levels of protection in the sun.”

The capsule swimwear collection takes the theme of Save the Oceans and focuses on using recycled materials. Pieces include rash vests, swim sets, swimsuits and swim shorts in bright, ocean-themed, unisex prints for ages six months up to 12 years.

Although the brand has only just begun its journey into the UV swimwear market, the debut collection has already been well received and will be an area of development focus for spring 2021.

As Muddy Puddles’ collection continues to expand, so too does its stockists. Currently, the brand has over 150 accounts in the UK. In the past six months, however, it has begun exporting to six new countries including Chile and New Zealand, with several more countries in the pipeline. Territory wise, the brand’s

international expansion plans are for managed growth, but it already has interest from several different markets in Europe, South America and Asia.

“In this rapidly changing market our wholesale strategy is integral to the overall company strategy of growth and enabling even more children to enjoy the freedom and benefits of outdoor play,” says Kennedy Torstensson. “Children’s outerwear touches many different sectors including retail and education, both domestically and internationally. Going forward these are sectors we look to grow whilst consolidating our position with our existing customers.”

Education is a sector in which Muddy Puddles already has links, being recommended by the Forest School Association (FSA) as its preferred children’s outdoor clothing brand. Another Scandinavian export, the concept of outdoor learning has been growing phenomenally over the past few years, with most educational institutions now offering at least some opportunity for outdoor play.

“The FSA brings together best practices as well as offering education and accreditation for outdoor learning practitioners,” says Kennedy Torstensson. “On the basis that warm and dry kids are happy kids and therefore more open to learning and engaging in activities, they recognised the need for fully functioning outerwear. In Muddy Puddles, they found a partner that shares their values and aspirations.”

Working on collaborations with like-minded brands such as Fat Face and the Little White Company have been key in strengthening the Muddy Puddles brand, helping to raise awareness and engage customers in new ways. Building on this, Muddy Puddles’ plans include more exciting collaborations in the pipeline.

Long term, however, the company’s main aim is to be known as the go-to brand within the children’s outerwear space for performance, quality and sustainable production.

“All of the Muddy Puddles team are working on new ways to keep our customers happy,” concludes Kennedy Torstensson.

“Whether it be through our product, delivery options or the shopping experience.

“We will continue to explore new and technical fabrics and hope to exceed customer expectations in every way. We’ve seen huge success in our jackets and outerwear ranges in the UK and hope to expand our reach internationally, kitting out many, many more children with our bright, fun and unisex protective clothing.” www.muddypuddles.com MARCH/APRIL 2020 - 23

CWB-ONLINE.CO | REPORT

ANOTHER SUCCESSFUL YEAR FOR ORGANIC TEXTILES Key findings from the 2020 UK Organic Textile Market Report.

The 2020 UK Organic Textile Market Report has revealed that UK sales of Soil Association certified textiles increased for another consecutive year, rising by 10 per cent to £45.4 million in 2019.

The report, based on data from businesses that certify to the Global Organic Textile Standard and the Organic Content Standard through Soil Association Certification, aims to give a broad view on the UK’s organic textile market.

The homeware market, which includes organic bedding and mattresses, was the fastest growing sector in 2019, with a 17 per cent increase in sales. Clothing makes up 44 per cent of total sales - an increase of 14 per cent - and is worth £16.5 million.

“Consumers are assured by the fact that our clothing is certified to GOTS standards by the Soil Association,” confirms Hannah Evans, founder of children’s clothing brand Piccalilly.

“They know and trust that purchasing Piccalilly is better for the environment and their pocket.

“We’ve found a massive surge in demand from parents concerned about climate change who have cottoned on to the true benefits of purchasing organic, and who recognise how economical our clothes really are when they factor in washability and wearability.”

Brands, retailers and suppliers are all anticipating demand to increase; 90 per cent of organisations sourcing organic cotton surveyed by Soil Association Certification in 2019 are expecting to increase the volume they source in 2020. Greater consumer demand and better availability of organic cotton were cited as the two key reasons why brands would source more organic cotton.

‘Organic cotton’ as an online search also rose 52 per cent in 2019 according to Lyst, while Soil Association Certification’s organic cotton awareness campaign in October 2019 saw traffic to its website increase by 130 per cent, with shoppers eager to find certified organic brands.

However, research conducted in 2019 by the Certification body found that while 39 per cent of 3,000 people surveyed care about the environment, less than a third (32 per cent) check what an item of clothing is made from before making a purchase. This suggests that there is still work to be done to join the dots between growing environmental concerns and the fashion industry.

Ahead of major fashion and sustainability conferences, Soil Association Certification is using the report to show the potential 24 - MARCH/APRIL 2020

for further growth in the market as an opportunity to highlight and reduce the impact of the fashion industry.

“There is huge potential for the organic textile market to grow even more in the coming years as more people try to reduce their impact on the environment in all areas of their lives,” says Sarah Jupp, organic textiles business development manager at Soil Association Certification.

“Future growth in the market is dependent on brands and retailers. With more facilities certified to the Global Organic Textile Standard and the Organic Content Standard, and growing consumer demand, it is incumbent on retailers to stock more organic and highlight the benefits that certified organic textiles can bring.

“The GOTS and OCS logos are vital signals that organic sourcing claims can be backed up through third party assurance.

Without a certification logo, there’s no proof of the organic claim from fibre to final product.”

Only 1 per cent of global cotton is organic, so plenty more progress can be made. ‘Preferred cotton’ is cotton that is made sustainably and more equitably for farmers. A total of 19 per cent of global cotton is now preferred, 3 per cent of which is organic (Textile Exchange’s Organic Cotton Market Report 2019).

Organic at scale requires time and commitment. This is why multi-stakeholder organisations like the Organic Cotton Accelerator are capacity building by training farmers and increasing the availability of organic cotton seed (80 per cent of cotton seed is genetically modified).

Beyond sourcing, there is a marketing opportunity and an urgent need for brands and retailers to empower their customers to be citizens of the planet. This includes being curious and informed about what is on labels; making fewer, but better purchases, such as organic; and taking citizenship action beyond just purchasing a product.

Soil Association Certification will help organic businesses to deliver on this through marketing platforms like Organic September, while GOTS and OCS logos will remain vital signals that organic sourcing claims can be backed up.

For further information on organic textile certification visit soilassociation.org/textilescertification.

PRODUCT | CWB-ONLINE.CO

FAVOURITE FINDS A selection of our latest discoveries across children’s fashion, footwear, toys and accessories.

MOONIE u Part of a family company that produces toys in Poland, Moonie is a new plush bunny that helps lull babies to sleep with a gentle nightlight and sounds recorded from nature.

The bunnies, which are USB rechargeable, are available in five colour variations and feature five natural sounds - womb, rain, wind, deep ocean and sea waves – which have been selected based on paediatric research. The LED nightlight, meanwhile, offers seven colours of light and five different settings. As well as being suitable for newborns, the product also makes a great companion for older children. www.aroratrade.com t

POP MY WAY Before launching innovative babywear brand Pop My Way in November 2019, Sashe Christopher worked in fashion buying and merchandising, bringing Burberry and other luxury brands to life. Pop My Way is the culmination of her knowledge and experience in the fashion industry coupled with the ambition to create a transparent childrenswear brand that parents can trust.

The collection for 0 to 18 months is both practical and fun, with each item featuring resilient poppers that enable accessories to be quickly and securely layered onto the garments. In the event of a baby spill, you can simply take off the collar and replace it with another.

Lost socks will also become a thing of the past thanks to Pop My Way’s ankle poppers on trousers.

Garments include two-way zippered sleepsuits with fold-over scratch mitts, cardigans, long-sleeved bodysuits, trousers and short-sleeved bodysuits. In terms of accessories, there are socks, hats, teether/ dummy straps, bibs and peter pan or bow tie collars.

The Pop My Way collection comes in seven mix and match pastel colours and is made using organic Pima cotton that is soft, durable, highly resistant to pilling and hypoallergenic. Additionally, Pop My Way’s textiles are all produced in fully registered GOTS certified factories. www.popmyway.co.uk

>>> MARCH/APRIL 2020 - 25

CWB-ONLINE.CO | PRODUCT

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TURTL Inspired by a love of ocean wildlife and the desperate need to clean up our oceans, Turtl endeavours to create innovative and useful products that align with its ethics and goals. The brand’s debut product ‘socks in a shell’ offers footwear for children that is easy to put on, stays on, and has enough grip to aid early walking. The product also addresses the need to reduce waste, being both recyclable and created from recycled materials.

The socks themselves are made from Repreve; a yarn woven from recycled plastic bottles. The breathable insoles are constructed from BLOOM, a company that makes footwear products from algae by harvesting algae biomass from water sources to create the foam and then recirculating clean water back into the environment. The non-slip outsoles are made from a non-toxic, recyclable, Phthalate-free TPR material, which is both lightweight and flexible. As well as using fully eco-friendly materials, Turtl will donate a percentage of its profits to help organisations clear oceans of post-consumer waste as well as arranging its own cleanup days on the shores of the UK. Socks in a shell come in four sizes per colour and in two ranges to suit different age groups. Tots covers 12 months up to 36 months and Kids starts from a UK 7-8 through to UK 11-12. All colour choices are also unisex. The next product in the works is a turtle shell children’s backpack made from eco-friendly materials.

Buyers will find Turtl at Harrogate’s Home & Gift Buyers Festival in July, with further trade shows to be confirmed. To help grow the brand’s wholesale customer base in 2020, Turtl’s website now has the capability for customers to open trade accounts. www.weareturtl.com

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STYCH STYCH (Smile ‘Til Your Cheeks Hurt) is a new accessories brand set up by a small team of experienced fashion designers from Brighton who collectively have over 70 years’ experience working in the fashion industry.

The STYCH team, which designs accessories for girls, women and pets, seeks to provide an ultra-easy solution to gift purchasing by allowing customers to choose a curated and themed gift box, which is also sent in a keepsake box.

The kids’ collection features hair accessories such as scrunchies and clips as well as jewellery, bags, purse belts, dress-up and jewellery boxes. All of the items are designed into four main themes – Once upon a time, Glow girl, Party animal and She-rex.

The brand, which launched online in November and currently stocks John Lewis online with its kids’ accessories, is now seeking wholesale accounts with independents boutiques. As well as growing in the UK, it is also looking to expand into Europe and the USA. www.stychaccessories.com 26 - MARCH/APRIL 2020

SLIPFREE® Slipfree®, the brand of children’s non-slip shoes, was established in 2014 in Turkey by a husband and wife team with the slogan, “An end to hot sand and slippery surfaces”. Since then, it has become a successful global safety brand sold in over 30 countries. Plus, it now offers kids’ swimwear.

Officially launched at the start of March, the new UPF50+ protective swimwear coordinates with the brand’s non-slip Slipfree® shoes. The collection features swimsuits in various styles such as racerback, top frills and leg frills, alongside shorts and rash vests available from 2-3 years up to 8-9 years. For girls, designs are Stripe, Magical, Juliet and Unicorn in swimsuits and rash vests. There is also a Watermelon and Pinky design available in swimsuits. For boys, Dino, Jack, Gator and Shiver prints are available on shorts and rash vests, with the Ray print available in shorts. As with Slipfree® shoes, all of the swimwear offers sun safe UPF50+ protection.

Plans for the brand include expanding its network of stockists across the UK and Ireland. More new products in development will also see the range expand each year. www.iloveslipfree.co.uk

PRODUCT | CWB-ONLINE.CO

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REINS CLOTHING The brains behind new childrenswear brand Reins Clothing is Rhiain Jones, whose past career includes fashion retail and buying as well as events and marketing. The dream of always having her own children’s brand coupled with a passion for nature resulted in the launch of Reins Clothing, which offers sustainable, conscious childrenswear.

The seasonless collection includes coats and leggings made from GRS certified recycled plastic bottles available for 2-3 years up to 8-9 years. The showerproof coats, which are digitally printed with hand-drawn illustrations, include oversized hoods, a reflective stripe for safety, high necks with a wind guard flap and a breathable lining. Crew neck jumpers and long-sleeve T-shirts for 3-4 years up to 9-11 years are also available.

For its prints, the brand will be working with different female illustrators and designers each collection, not only ensuring the creation of truly unique items but also providing a platform for artists to showcase their work. For the current collection, Reins Clothing has worked with local illustrator, Amber Badger.

In addition to the collection’s recycled and sustainable materials, the brand uses sustainable or recycled printed merchandise, reuses offcuts within the business and hosts sustainability talks in schools.

Upcoming plans include a showcase at Pitti Bimbo in June. Longer-term, the brand hopes to create a re-sale platform on its website. Also, to donate a proportion of made stock to disadvantaged children close to home along with a percentage of profit to companies helping to eradicate the ocean waste epidemic. www.reinsclothing.co.uk

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MARTHA LOVES ˆ Peninsula, Martha Loves was Based in North Wales on the Llyn founded by Alex Holland and Rachael Jones in February 2019. A current finalist for the FSB Start-Up Business of the Year award, the handmade brand offers high-quality, hard-wearing and secure fitting underwear for children in soft, comfortable and ethical fabrics.

Over the last year, the collection has expanded from five designs of pants and boxers for 2 to 6 years, to 18 designs including prints exclusive to Martha Loves – for ages 2 to 12 years.

The brand has also launched multi-packs, mini-me sets and adult designs as well as adding harems and headbands to the range.

Prints are designed to be fun and to appeal to a wide range of children and parents, with unisex designs being key; whether it’s pink bunnies or blue dinosaurs, all prints are available in both pants and boxers. Plus, all products are made from Oeko-Tex and/or GOTS certified jersey fabric.

The brand is now working to increase its stockists across the country and, due to the success of the Martha Loves exclusive fabrics, it is keen to produce more of its own designs and explore the option of offering exclusive prints to stockists. www.martha-loves.co.uk MARCH/APRIL 2020 - 27

CWB-ONLINE.CO | REPORT

HOW SUSTAINABILITY IS DRIVING PARENTS’ SHOPPING HABITS Market Intelligence company Parents Insights discusses how environmental concerns are impacting parents’ shopping habits.

Whilst there were a number of key themes and topics that emerged from the last decade, increased awareness levels on the impacts of climate change have seen environmental concerns become a top issue.

Thanks to the actions of environmental crusaders like Greta Thunberg and Extinction Rebellion, people are sitting up, listening and changing their behavior. In particular, 2019 was a big year for sustainability, demonstrating how these real concerns have and will continue to impact the way parents shop.

Our data shows that not only do parents wish to shop differently and change habits, but they also pass on their thoughts to influence their children on such matters. A third of parents (34 per cent) say teaching their children the importance of taking care of the environment is a top priority.

Furthermore, of the parents who actively encourage sustainability, a little under three-quarters (71 per cent) are using eBay to buy and sell products, indicating a preference to reuse items over unnecessary consumption. Similar sites and platforms are also on the increase.

Both Gen Z and Millennial parents are utilising Facebook Marketplace to buy and sell items. This is particularly popular amongst parents who earn up to £25K – they are 17 per cent more likely than those on an income of over £50K to use the site.

Households of this higher demographic are the most likely to utilise NCT sales, again indicating that despite having the disposable income to do so, these parents are actively willing to reuse and recycle over buying new. Similarly, this group of parents is 30 per cent more likely to be concerned about the environment compared to parents earning under £25K. As parents are becoming increasingly concerned with waste and the ethics of corporations they are buying from and contributing to, it is essential that brands are being transparent with their efforts to promote sustainability in order to maintain the custom of their target audience. Now, more than ever, brands need to implement proactive strategies to reduce their environmental harm and communicate this effectively to customers.

This issue of sustainability does not only affect how parents

28 - MARCH/APRIL 2020

shop for children’s and nursery products but also consumables too.

Within our data we can see that 45 per cent of parents are now considering eco-friendly food products and over half (53 per cent) are choosing to purchase local produce.

Not only this, but a good number of parents (39 per cent) are actively choosing to buy organic products, indicative of their enthusiasm for considering the environment. To this end, reducing meat consumption was also a huge trend last year for both health and environmental factors, as parents become more aware than ever of how eating less meat can reduce their carbon footprint.

Such environmental trends present brands with an opportunity to engage with their audience in a way they may not have before - through a growing interest in the ethics of what they are consuming and helping to create a greater level of trust and therefore affinity with the brand. However, communication needs to be simple and effective for consumers to understand so as not to lose interest or over-complicate matters.

Parents Insights surveys over 10,000 parents every 12 months to give an unrivalled viewpoint into the world of parenting. This report is primarily based on the results of surveying 2,500 parents between 1 August and 31 October 2019, though it also utilises data collected since February 2018.

To learn more and access a complimentary Parents Insights report, please visit http://parentsinsights.com/CWB

REPORT | CWB-ONLINE.CO

LEASE RENEWAL TIPS Tristan Wark and Rosie Davies, senior associates in the property team at London law firm Goodman Derrick LLP, provide their top tips for lease renewals.

WH Smith recently hit the headlines for seeking to pay rent in arrears rather in advance in order to help with cashflow. While the high street continues to witness tough trading conditions, other retail businesses may be keen to follow the leading stationer’s example by seeking to negotiate similar deals with their own landlords when their leases come up for renewal.

Tenants could be forgiven for thinking that a lease renewal is a simple procedure. In fact, it can be much more complex than you think, and the consequences of getting it wrong can be serious.

Being forced to relocate, perhaps on short notice, is rarely desirable.

Fitout costs may have been substantial – particularly for those who offer extra services on site, such as cafes and play areas. Repeat footfall can be impacted by a change of location and staffing could also be affected by moving to new premises. For these and other reasons, relocating is rarely a preferred option.

Retailers also run the risk of suffering interruption if a lease renewal doesn’t go to plan. For example, earlier this year Waterstones in Camden was forced to shut for a day when its landlord locked out staff whilst renewal negotiations were ongoing - a far from ideal situation that could send loyal customers online or to a competitor.

When your lease comes up for renewal, the first course of action is to check whether the lease is protected by the Landlord and Tenant Act 1954 (1954 Act). The 1954 Act means that (subject to satisfying certain criteria) commercial tenants have an automatic right to request a new lease when the current term ends.

The landlord may be able to oppose the request, but only in limited circumstances. If terms of the renewal lease can’t be agreed with the landlord, either the landlord or the tenant can apply to court to settle the terms.

If the lease isn’t protected by the 1954 Act it is a matter for the landlord’s discretion as to whether it will renew the lease and on what terms. In the current market, the landlord may find it difficult to re-let the unit and will probably be keen to avoid taking on the business rates liability. However, it is a matter of negotiating strength.

Before embarking on a renewal, professional advisers should be appointed because they will be able to determine whether your lease is protected by the 1954 Act and advise on formal procedures that will need to be followed - some of which have strict time limits which must be adhered to. By not following the correct procedures, you could lose your right to renew the tenancy if your lease is protected by the 1954 Act. If the lease isn’t protected, you could be treated as a trespasser if you remain in situ after the lease has expired, leaving you in a precarious position.

You should also engage a surveyor to negotiate the best commercial terms for the renewal lease. He or she will know the market and should have an understanding of your landlord’s position.

Does the renewal lease have to contain the same terms as the previous lease? This depends on the negotiations that take place. If the lease is protected by the 1954 Act then the default position is

that it should follow the form of the previous lease as far as possible, although reasonable updating is permitted. In practice, landlords will often use this as an opportunity to include their “standard” provisions – which may not be as tenant-friendly - and it is for the parties to negotiate an acceptable compromise.

Tenants can also use a renewal as an opportunity to negotiate revised terms and if the lease isn’t protected by the 1954 Act then they will have more scope to change the terms. For example, although paying rent in arrears rather than advance is uncommon, tenants can now point to WH Smith taking this position to show that things are changing.

TO DO CHECKLIST • Take an honest and objective view of your business and your site before you commit to another lease.

• Start tackling the issue of renewal and engaging with the landlord early on – you could potentially complete the new lease before the existing one expires.

• Appoint a solicitor and surveyor to support and advise you on the process.

• Determine whether your lease is protected by the 1954 Act. • Ask your solicitor to advise if there are any terms that are unduly onerous or could be improved in current market conditions.

• Consider whether there is anything extra you would like to add to your lease. For example, you may want to diversify by offering in-store experiences or add-on services, so consider whether these uses are permitted under your current lease.

Tristan Wark and Rosie Davies are senior associates in the property team at London law firm Goodman Derrick LLP. www.gdlaw.co.uk *Housing, Communities & Local Government’s guide to renewing and ending business leases is available online (https://www.gov.uk/ government/publications/renewing-and-ending-business-leases-a-guidefor-tenants-and-landlords)

MARCH/APRIL 2020 - 29

CRANMORE PARK

for Schoolwear Specialists

Conference & Event Centre, Solihull

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#Scho olwearShow2020

11 - 13

OCTOBER

2020

Let’s work together Join us in October and discover over 50 new and existing exhibitors offering the latest product innovations alongside networking opportunities and seminars covering the industry’s hottest topics.

Are you ready for the biggest event in the schoolwear industry calendar?

■ Register to attend at www.theschoolwearshow.co.uk/register ■ Book accommodation to extend your visit and make the most of our three-day event ■ Follow The Schoolwear Show on social media for the latest updates

www.theschoolwearshow.co.uk

SCHOOLWEAR BUYER THE LATEST NEWS AND OPINION FROM THE SCHOOLWEAR INDUSTRY

32: NEWS 35: IMPRESSIONS: WORKING TOWARDS A SUSTAINABLE FUTURE Following a successful Eco Week run by school uniform retailer Impressions, CWB learns more about the retailer’s plans to champion sustainability further afield

38: DAVID LUKE: 10-YEAR ECO-VERSARY As David Luke celebrates 10 years since introducing the use of recycled polyester in its school uniforms, CWB takes a look back at the company’s pioneering Eco story

42: SCHOOLWEAR ASSOCIATION AWARDS 2020 Everything you need to know about this year’s SA Awards, including top tips on creating an award-winning entry

40: FACEBOOK FOR BUSINESS Social media and online marketing expert Alex McCann on using Facebook to build your schoolwear business MARCH/APRIL 2020 - 31

CWB-ONLINE.CO | SCHOOLWEAR NEWS

SCHOOLWEAR NEWS THE LARGEST SURVEY OF SCHOOL UNIFORM

IN MEMORY OF RICHARD MOODY It is with great sadness that we report that Richard Moody, sales director at David Luke since 2004, has passed away. Richard died peacefully on Wednesday 26 February with his much-loved family by his side following a courageous battle with Motor Neurone Disease.

In a statement, David Luke’s MD Kathryn Shuttleworth, says: “Richard was a really well-known figure within the schoolwear market.

Prior to becoming sales director at David Luke, he had been an agent for us and a number of other schoolwear brands since 1991.

“During his time with David Luke, Richard was a hugely popular person within the market, liked by all who met him. His positivity, energy and enthusiasm were infectious, and customers, colleagues and competitors-alike could not fail to enjoy his company.

“Richard continued to work right up until his death, determined to achieve normality and not focus on his condition. His dedication and purpose were evident every single day and his passion for his work and the industry will be sorely missed.”

SCHOOLBLAZER BECOMES BCI MEMBER Schoolblazer, a leading supplier of uniforms to independent schools in the UK, has become a member of the Better Cotton Initiative (BCI).

Notably, Schoolblazer is the first specialist schoolwear retailer to become a member.

A global not-for-profit organisation, BCI is the largest cotton sustainability programme in the world. It exists to make global cotton production better for the people who produce it, better for the environment it grows in, and better for the sector’s future. BCI aims to transform cotton production worldwide by developing Better Cotton as a sustainable mainstream commodity. As a BCI member, Schoolblazer will now source BCI cotton for its garments.

32 - MARCH/APRIL 2020

Following the largest survey of school uniform costs in the UK, The Schoolwear Association (SA) has found the average cost of compulsory school uniform and sportswear items is £101.19 per pupil. The SA surveyed a range of retailers from across the country that supply 11.9 per cent of all state secondary schools in England, representing 409 schools and approximately 395,000 students.

As part of the survey, the purchase history of what was actually sold each year for the schools was also analysed. This revealed that, on average, the spend per pupil of compulsory items was only £36.24, therefore demonstrating the benefits of buying better quality, longer-lasting garments that don’t need to be replaced every year.

“This is the largest survey of secondary school uniform we have ever undertaken,” says co-chair of The Schoolwear Association, Matthew Easter. “It’s been very worthwhile to be able to prove through actual data what we already believed to be the case; that uniform costs are both reasonable and fair. School uniform items are worn for around 195 days of the year and often remain worn into the evenings following

the school day. On this basis, we believe that just over £100 represents excellent value for money.

“School specific uniform is often manufactured to higher standards than cheaper generic items and therefore is more durable and lasts longer. Again, we have clearly been able to demonstrate this benefit by the fact that our figures show that less than half of the pupil’s basket needs to be replaced each year, with an average annual spend per pupil of just £36.24.”

The basket cost is derived from the average cost for boys’ and girls’ compulsory schoolspecific uniform and sportswear, with an average of 6.1 garments being required for an averagesized pupil starting secondary school.

Easter continues: “We often see muchinflated figures being quoted and banded around. However, the methodology behind those other surveys, their limited sample size and the number of items in the basket, create what we believe is an incredibly inaccurate figure. We wanted to take this opportunity to undertake the survey and provide parents and schools with a clear and transparent view of what it costs to clothe a child for school.”

ROWLINSON TRANSFORMS THE LIVES OF ITS OVERSEAS WORKERS An independent survey by social impact company 60 Decibels has confirmed that Rowlinson Knitwear (Rowlinson) is transforming the lives of its overseas workers in Bangladesh.

Commissioned by the UK Department for International Development and the Ethical Trading Initiative (ETI), 60 Decibels conducted 214 telephone interviews with workers at New Horizon Bangladesh, the largest supplier to employee-owned Rowlinson. The results confirm the positive impact of the schoolwear manufacturer’s ethical practices on workers’ health and wellbeing, economic status, workplace safety, worker satisfaction and quality of life.

An ETI Foundation Member since 2017, Rowlinson works closely in partnership with ETI to adopt best practice throughout its global supply chain. Its initiatives include the gifting of large domestic water filters to workers; upholding

UK standards in health and safety throughout the factory; good rates of pay; female healthcare education; the provision of sanitary products to female workers; and funding access to Amader Kotha, an anonymous helpline for workers.

SCHOOLWEAR NEWS | CWB-ONLINE.CO

DAVID LUKE JOINS THE ETI

TOTAL CLOTHING’S UNIFORM SWAPPING EVENT Schoolwear specialist Total Clothing recently hosted a school uniform swapping event from its Botolph Bridge store in Peterborough as part of its ‘Share, Reuse and Recycle’ commitment. The cash-free swapping service allowed parents to reuse and recycle school uniform, helping customers with both affordability and sustainability.

“The event went really well,” says Jan Richardson, MD at Total Clothing. “More than 100 items were swapped in a couple of hours.

Parents were generous with their donations and we had plenty of items left, which will now go to charity. We got in touch with charities such as Foodbank, so it can send its clients in our direction and we can donate to those who really need it. We will also send items over to Sierra Leone where we work with the David School.”

NEW DATES FOR P&P LIVE! Next year’s Printwear & Promotion LIVE! will take place on 21-23 February 2021. The annual exhibition for the garment decoration industry was originally set to run from 24-26 January 2021. However, due to unprecedented circumstances, the event has now been rescheduled. “Owing to the postponement and rescheduling of a large number of shows at the NEC because of the recent escalation of the coronavirus pandemic, P&P LIVE! 2021 has been put back by four weeks,” says event organiser, Tony Gardner. “We fully expect at this time to return to our January dates for 2022.”

The 2020 edition of Printwear & Promotion LIVE! offered around 140 stands and attracted over 6,000 visitors.

Eco-uniform supplier David Luke has become a member of the Ethical Trading Initiative (ETI).

ETI membership will help David Luke to trade ethically as well as make a positive difference to workers’ lives. The ETI Base Code is an internationally recognised set of labour standards based on ILO conventions. ETI members and others use the Base Code to drive improvements in working conditions around the world.

“By working with the Ethical Trading Initiative, we hope to gain more insights into workers within our supply chain and also develop a better ethical trade strategy, fully map our supply chain and commit further to responsible practices,” says David Luke’s MD, Kathryn Shuttleworth.

SA 2020 FUNDRAISING EVENING Tickets are now available for the Schoolwear Association’s (SA) 2020 fundraising evening, which is titled Black & White Ball & Diamonds Bright.

Taking place after the first day of The Schoolwear Show on Sunday 11 October, the fundraiser will be hosted at Hogarths Hotel in Solihull. As well as a three-course dinner it will include a night of entertainment and will also play host to the fourth annual SA Awards, with a presentation on the night to reveal 2020’s winners.

The event starts at 7.30pm and tickets cost £65 per person plus VAT. The dress code is black tie. For ticket sales and further information contact Marie Bradburn at mariebradburn@ talktalk.net.

CHADWICK SUPPORTS RALEIGH INTERNATIONAL Chadwick Teamwear is donating 5p from the sale of every garment in 2020 as part of its continued support of Raleigh International’s youth-led reforestation project. The funds will help improve the lives of those living in the Mufindi district of southern central Tanzania.

Tanzania is one of the world’s poorest countries, with approximately 75 per cent of Tanzanians living without adequate access to safe water and sanitation. With a growing population of young people, there is also a considerable need for employment opportunities.

With Chadwick Teamwear’s help, Raleigh International is empowering youths to learn about Natural Resource Management. The project engages around 900 community members across two village areas. Chadwick Teamwear’s support ensures international volunteers can continue to train and educate the youth workers from these communities.

APPOINTMENT AT WINTERBOTTOM’S Winterbottom’s Schoolwear has appointed Jay Nicholson as its new regional sales manager for London and the Home Counties. Nicholson, who joins the Winterbottom’s team from outside the schoolwear industry, has previous experience in several sales roles as well as running his own business.

Nicholson will report to and work closely alongside the schoolwear company’s national sales manager, Mike Williams. “Jay brings a real enthusiasm and willingness to learn about the industry,” says Williams. “He will play a key role in supporting independent schoolwear retailers in the area.”

NEWS IN BRIEF Schoolwear retailer Grays Schoolwear recently ran a campaign titled Project SOS: Support Our Suppliers to help highlight the positive work being done within the industry. Every day, the retailer celebrated one of its suppliers and the meaningful work it does for the industry. The campaign covered points including the industry’s sustainability efforts, ethical workplace standards and how the sector helps boost local economies.

Schoolwear retailer and supplier Tru Schoolwear Group has opened a new store in Wythenshawe, Manchester. Trading under Tru Uniforms, the new shop is located at 120 Sale Road, M23 0BX. Formerly known as SMFA, Tru Uniforms now forms part of the Tru Schoolwear Group under the management of Ankur Vij. The Wythenshawe store marks Tru Schoolwear Group’s second branch, the first being Abbey Street Shopping Centre in Accrington, Lancashire.

Tie & Scarf Company is now producing The Eco School Tie. Launched as part of the company’s commitment to helping the environment, it is offering a complete school tie using 100 per cent recycled polyester. This includes the tie fabric, inner lining and also tipping at the end of the tie.

MARCH/APRIL 2020 - 33

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SCHOOLWEAR | CWB-ONLINE.CO

IMPRESSIONS: WORKING TOWARDS A SUSTAINABLE FUTURE Following a successful Eco Week run by independent school uniform retailer Impressions, CWB takes a closer look at what the retailer is doing to reduce its impact on the environment and the plans it has in place to champion sustainability further afield.

In late January, schoolwear retailer Impressions (formerly Standish Sports & Uniforms) hosted an Eco Week to provide a platform to discuss sustainable developments within the schoolwear industry.

The event, which ran from 20-25 January and was hosted from the retailer’s Standish store, covered multiple dimensions of sustainability, from the latest eco-friendly uniforms and products through to teacher workshops, eco-inspired competitions for schools and the official launch of a new uniform recycling project, Smart Futures CIC. Impressions’ managing director, Caeryn Collins, explains the inspiration behind the event. “We are passionate about raising the profile of what’s actually available in terms of sustainable school uniform and accessories and promoting this to schools and partners.

“I’ve always had an interest in sustainability. We’ve had an environmental policy in place at Impressions for the last four to five years. It looks at ways we can cut down on waste, actively recycle in the most environmentally friendly way, reduce our carbon footprint, reduce our energy use, and eliminate single-use plastic.”

Specific examples of Impressions’ environmental policy include a ban on plastic bags – it offers reusable bags for life instead – it also has no single-use plastic on the premises and provides staff with reusable water bottles when they join. Plus, it recycles all cardboard and paper along with the packaging that uniforms come in.

Collins continues: “The Eco Week was also inspired by last year’s Schoolwear Show where we saw an evident shift towards sustainable products. David Luke has offered Eco Blazers for a while now and is a pioneer in that field, but there was so much more available at the recent show.”

As Collins mentions, the move toward sustainable school uniform and accessories at last year’s Schoolwear Show was clear to see. Garments made from recycled materials, a focus on less packaging and waste, advancements to make uniform more durable and an overall drive to reduce the carbon footprint of the industry were all apparent. To reflect these advancements, Impressions’ Eco Week included a showcase of sustainable school products from some of its suppliers.

“David Luke, William Turner, Falcon Sportswear, Winterbottom’s Schoolwear and Rowlinson Knitwear all provided samples of the eco-friendly garments they’re producing,” says Collins. “William Turner also donated some recycled bottles for a competition we’ve launched with local schools. The challenge is for pupils to collect as many used crisp packets as possible, which we will then send off to be recycled. The school that collects the most will receive a package of prizes including William Turner’s recycled bottles, a sapling tree for the school to plant and some eco-friendly stationery.”

Products highlights from the showcase included David Luke’s Eco-uniform, which has been made using 100 per cent recycled plastic bottles for the last 10 years. There was also William Turner’s Eco Ties made from recycled plastic - which are packaged in a cardboard sleeve as an alternative to plastic - plus its bags made from recycled plastic and water bottles made from biodegradable plastic. Flying the flag for sportswear was Falcon with a new range made from recycled plastic bottles, which also comes in plastic-free packaging.

Another highlight of the Eco Week was a day of workshops, >>> MARCH/APRIL 2020 - 35

CWB-ONLINE.CO | SCHOOLWEAR

which included lesson plans and resources for KS2 and KS3 teachers to help feed the sustainability message back to schools.

One of the workshops hosted by David Luke’s managing director Kathryn Shuttleworth and her team covered the process of turning plastic bottles into garments alongside insight into the Eco-Schools programme. Other topics up for discussion included sustainable methods of production, packaging and shipping, and assessing the attitudes of the wider public across different age groups in terms of issues surrounding sustainability and climate change.

“The feedback from the workshops has been really positive,” confirms Collins. “We also made some great connections, including the Eco-Schools co-ordinator, who we plan to work with to support schools working towards Eco-School status.”

One of the workshop sessions also saw Colins introduce Impressions’ new uniform recycling project, Smart Futures CIC, which was born to address a number of issues as Collins explains.

“The initial idea of processing preloved school uniform ourselves came when I saw Bag 2 School - a collection scheme for preloved clothing that raises funds for schools – didn’t accept uniform. In the past, we have sent donated school uniforms to an orphanage in Africa, but it made me start thinking about reusing uniform ourselves.

“I visit a lot of schools in my line of work and see children without proper uniforms. We’re also seeing more and more teachers coming in-store to purchase uniform for children going without, parents spreading the cost of uniform further and further, customers buying spare items for other children; it’s not right and I wanted to do something to help.”

Smart Futures is a Community Interest Company (CIC) that aims to increase the social inclusion of children who are living in poverty across Impressions’ borough. It does this by providing school uniform packages.

Currently, many schools use pupil premium money to help fund emergency uniform packages. The aim of Smart Futures is to work with as many schools in the borough as possible to help as many children as possible; allowing vital pupil premium funds to be used elsewhere.

The scheme will work by partnering with local schools to collect surplus school uniform twice a year. Smart Futures will then wash, mend and sort items as necessary to ensure they are saleable.

They will then be sold in Impressions’ shops, via its website and at pop-up shops in the borough. The money raised from the sale of the uniforms will be used to provide full packages for children whose families can’t afford uniform. These families will be identified via schools and agencies working within the borough.

36 - MARCH/APRIL 2020

As well as ensuring children feel included by having access to appropriate uniform and preventing countless uniforms ending up in landfill, establishing the recycling project as a CIC also offers the opportunity to train people in a variety of employment-related skills.

“There’s a lot of work involved in processing secondhand clothing, which we plan to undertake through supportive employment,” says Collins. “The vision for Smart Futures is to unlock the potential of local citizens by supporting and training volunteers, adults with learning difficulties, care leavers and 14 to 16-year olds requiring more vocational training.

“Another factor CIC will address is repurposing used eco uniform to help close the loop,” adds Collins. “Elements such as buttons and the polyester lining of eco uniform need to be removed manually to be recycled. We can do this through the CIC and recycle all of the individual parts ourselves.”

Smart Futures is taking on a training manager to instruct in the processing of preloved uniforms. Once individuals have completed their certified training they can move on to NVQs and will eventually leave with recognised skills and qualifications in areas such as warehouse management, IT and retail.

“Our ambitious and exciting project is promoting inclusivity whilst helping the most vulnerable in our communities which, in the current economic climate, is needed more than ever,” says Collins.

With the added benefits of promoting sustainability and strengthening local enterprise the project has the potential to create real and lasting change for children and families within both Wigan and further afield.

“The long-term plan is to license or franchise what we’re doing so that other businesses can adopt our recycling model,” concludes Collins. “We have set everything up with rigorous procedures and guidelines with the aim of rolling the model out to other retailers with all of the relevant training and support.”

AS FAR AS THEY’RE CONCERNED, WE’VE BEEN MAKING ECO-UNIFORMS FOR A LIFETIME.

Laura and James.

Year 6.

David Luke celebrating 10 years of making eco-uniforms.

C RECYCLED ONTENT

ECO-VERSARY

DURABILITY IN MIND. ETHICS AT HEART.

To find out how David Luke can help your business in 2020 call us on 0161 272 7474. DAVIDLUKE.COM

CWB-ONLINE.CO | SCHOOLWEAR

DAVID LUKE: 10-YEAR ECO-VERSARY As David Luke celebrates 10 years since introducing the use of recycled polyester in its school uniforms, CWB takes a look back at the company’s pioneering Eco story as well as discovering what the next chapter holds.

The concept of sustainable schoolwear has only recently started to gain some momentum. David Luke’s Eco story, however, started back in 2010, when it established the first-ever Eco-uniform using fabric made from 100 per cent recycled plastic bottles. Since then the company has gone on to develop the Eco-uniform range to incorporate all trousers, shorts, skirts, sweatshirts and polo shirts, saving over 34 million two-litre plastic bottles from going to landfill.

A decade on from the Eco-blazer’s creation, the business is now commemorating its Eco-versary. Aside from celebrating the milestone, David Luke will be marking the anniversary with the launch of new sustainability commitments for the future.

“The whole year will be a celebration of the 10-year Eco-versary,” confirms David Luke’s managing director, Kathryn Shuttleworth. “We’re planning some very ambitious campaigns to take our sustainability messages to the next level.

“It’s still hard to believe that we’ve been on our Eco journey for this long,” she continues. “We’ve seen a lot of change both in terms of attitude from our retailers and a wider consumer desire to change buying habits. The Eco-versary marks a very special milestone and a platform from which to explore innovation across the next decade.”

Amid future developments will be innovations to the company’s schoolwear offering, with the Eco-uniform obviously being a crucial focus. The Eco-versary year will, for instance, include a key development within David Luke’s junior Ecouniform range in the form of a new, undisclosed item designed to help resolve some of the issues schools currently face. The senior range will also see a significant movement in a key uniform staple.

Plus, we can expect sustainable developments to Juco, David Luke’s new sportswear offering. When the Juco brand launched late last year, 50 per cent of the range was manufactured from recycled plastic bottles. For 2020, the aim is to expand this to the full range.

When it comes to championing sustainability in schoolwear, 38 - MARCH/APRIL 2020

David Luke frequently extends its efforts to promote the message further afield. Examples of this include its 16 Under 16 campaign, which saw the company carry out a nationwide search to find the UK’s most influential young environmentalists to champion eco issues on its behalf. Equally, Shuttleworth regularly speaks and informs on the topic of sustainability, most recently as part of The Schoolwear Show’s seminar programme and at school uniform retailer Impressions’ teacher workshops during its Eco Week event in January.

Despite a rise in sustainable consumerism, the movement within schoolwear is up against pockets of resistance as

SCHOOLWEAR | CWB-ONLINE.CO

DAVID LUKE’S ECO STORY HIGHLIGHTS 2010: Started working on the Eco-uniform concept, which launched with the Eco Jacket.

2012: David Luke commits that all of its polyester blazers and jackets will be made from recycled polyester.

2013: The company becomes an official Eco-Schools England partner.

2015: The Eco-uniform is extended to include trousers, skirts, sweatshirts and polo shirts, each item consisting of all or part polyester content made from recycled plastic bottles.

2016: The one-millionth Eco-blazer is produced.

2018: David Luke launches 16 Under 16, a nationwide search to find the UK’s most inspiring young environmentalists.

2019: SCS Global Services certifies that the polyester fabrics David Luke uses in its Eco-uniform products contain post-consumer waste.

2019: David Luke becomes a member of the Ethical Trading Initiative (ETI).

Shuttleworth explains. “Public awareness regarding the need to live more sustainably is at an all-time high, yet we still face an unprecedented challenge from organisations that would prefer ‘fast uniform’ to be the choice of the many.

“We’re working with Keep Britain Tidy’s Centre for Social Innovation on a vital piece of research that will give us a deeper understanding of uniform-buying habits. There has never been a more relevant moment to explore attitudes towards sustainable schoolwear and leverage the insight to promote our messages to a wider audience.”

Another key piece of David Luke’s Eco story is its affiliation with Eco-Schools. The company has been an official Eco-Schools England partner since 2013 and is now building on this seven-year working relationship by continuing the partnership into 2020 with a new project.

“Following the success of our 16 Under 16 campaign, we plan to evolve this powerful youth communications platform together with Eco-Schools and will be collaborating on a special High School Edition,” says Shuttleworth. “We support the Eco-Schools ambition to engage all schools in its programme across a range of activities that we carry out both together and independently.”

As the schoolwear industry increasingly embraces sustainability, another aim of David Luke’s is to ensure its ‘voice’ remains unique.

“The market will become increasingly saturated with sustainability messages, so finding a way to innovate in a way that’s manageable for business is a key challenge,” comments Shuttleworth.

“We’ll be looking at how the trend for conscious consumerism is impacting our industry and, as always, our support of independent retail will be paramount. Looking at this trend from a retail perspective is a big focus for us in the coming months.

We have a number of action-led opportunities in the calendar that our network can tap into and benefit from the experiences we’ve learnt from over the last 10 years.”

So, what will the next chapter of David Luke’s Eco story entail? One priority for the business is future-proofing its sustainability policies, which is reflected in the recent appointment of Samantha Leigh as the company’s dedicated sustainability lead. Part of Leigh’s role is researching sustainability innovation beyond the schoolwear market and communicating this back to relevant areas of the business.

She is also responsible for developing the company’s sustainability pledges.

Commenting on Leigh’s appointment and the practical applications of this newly-created role Shuttleworth says: “Samantha’s responsibilities incorporate the development of three core pledges.

These include reviewing our packaging across the supply chain and looking at ways to reduce, re-purpose or make it recyclable. We also want to reach the target of preventing 40 million two-litre plastic bottles from going to landfill.

“Finally, there is a considered drive to champion an end of life campaign for garments. We see that second-hand clothing is becoming more accepted in general and we plan to work with retailers to find solutions and best practices to bring it into trading in a positive way.”

It would be fair to say that David Luke has played an integral role in leading a wider change within the schoolwear industry. Its commitment to sustainability has and continues to drive the company’s culture and form the basis of its values as Shuttleworth concludes: “David Luke Schoolwear is our passion and our legacy for the generations of school children that wear our products.” www.davidluke.com MARCH/APRIL 2020 - 39

CWB-ONLINE.CO | REPORT

FACEBOOK FOR BUSINESS Alex McCann, a long-standing social media and online marketing expert and founder of the social media marketing firm Altrincham HQ, shares his top tips on using Facebook for business.

WHY FACEBOOK? I know for many of you, Facebook will have been the first social media platform you used regularly. Sure, there was Myspace before it, but that was an extension of being a teenager and was more about listening to music and chatting with friends than it was about business.

Despite some people suffering from Facebook fatigue, it is still the biggest social network out there with over 2.3 billion users and growing. Importantly for you as a business owner and marketer, around 60 per cent of the UK are on Facebook. In terms of the size of the user base, there is no bigger platform than Facebook.

WHAT CAN YOU DO TO MAKE THE MOST OF FACEBOOK FOR YOUR SCHOOLWEAR BUSINESS? As we’ve said, Facebook is the biggest social media platform and that means its biggest benefit is also the biggest problem for businesses. You’ve probably heard the dreaded phrase, ‘the Facebook algorithm’, and not really understood what it means for you as a user or business. In short, if the average user saw every update from friends, family, pages and groups, they would see 1,500 updates a day. That’s too much, so Facebook only shows you 20 per cent of that - around 300 updates a day. It’s your job as a Facebook page admin to produce quality, relatable content that your audience engages with and hence be seen in that 20 per cent.

Business owners often complain about the algorithm without realising the algorithm is there to keep standards high; so that people keep using Facebook. If the average user gets bored with Facebook because it doesn’t serve them, then Facebook will no longer serve a purpose for small businesses. And that’s where these tips will help: • Posts with big emotional impact Most businesses make the mistake of selling on every post, whereas what works on Facebook are posts with a big emotional impact; joy, laughter, inspiration and empathy are the order of the day.

You’ll probably also see anger and frustration used as a common emotional pull by news outlets but you want to focus on the positives as a business.

• Tell stories and make people feel something If you can make people feel, you can make people buy.

• Video At the moment, every social network weights the algorithm to video, and Facebook is no different. Video touches the senses sight and sound - and truly brings the fans into your world.

Any video that is to be used for longer than a year should be professionally recorded, but there are plenty of times where short-form videos can be recorded from your smartphone. Also, try apps like Clips to add easy subtitles to speaking head style videos as 40 - MARCH/APRIL 2020

people often watch videos on social media with the sound off due to being in the office or on the commute.

• Hero your customers Include your customers as part of your social media marketing.

Hero them, shout about their good news and bring them into your world. Everyone loves to be talked about in a good way so why not use your platform for good?

Part of your Facebook marketing should be to curate good news from clients and customers and spread that good news to the world. Your customers will appreciate it and it will make your Facebook newsfeed more interesting.

• Run competitions Everyone loves a competition. It’s fun, it gives your followers a chance to get involved and engaged, and the algorithm loves it.

Think of a prize that relates to your business and a prize that is valuable enough for people to enter (without killing your marketing budget each time).

Also, try and think of something you can repeat regularly, say once a month, and then use your existing email database to drive people to that competition on Facebook.

• Facebook groups Can you set up a Facebook group that serves your target market?

I’m part of vegan groups, running groups and networking groups.

I’ve joined them because they serve the purpose of shared interests, help and advice.

Think about any issues and passions you could set up a group around, check someone isn’t doing it already, and then start building your community - 95 per cent of the group should be about the community rather than selling.

ABOUT ALTRINCHAM HQ Alex McCann is the owner of social media marketing company, Altrincham HQ. With over 14 years’ experience of social media and 20 years’ experience of online marketing in other companies, clients come to McCann when they want a veteran rather than a rookie.

At Altrincham HQ, McCann works with businesses to make more of their social media marketing, delivering results via social media training or management packages.

Voted the Best Social Media Company in Manchester at the Talk Of Manchester Awards, Altrincham HQ has helped thousands of businesses and individuals across the North West including BBC, Manchester City, Manchester Arndale, Selfridges, NHS, University Of Manchester and many more.

For further information on Altrincham HQ’s services and training visit www.altrinchamhq.co.uk or call Alex on 07806 774279.

Follow Altrincham HQ on Facebook at @altrinchamhq.

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CWB-ONLINE.CO | SCHOOLWEAR AWARDS

SCHOOLWEAR ASSOCIATION AWARDS 2020 Everything you need to know about this year’s Schoolwear Association (SA) Awards, including our top tips on creating an award-winning entry.

WHAT ARE THE SA AWARDS? Now in their fourth year, the SA Awards recognise the work and commitment that those within the schoolwear sector carry out year in, year out. They highlight the achievements of businesses and the people that make them a success, celebrating dedication, hard work and commitment to the industry.

OUTSTANDING SERVICE TO SCHOOLWEAR 2020 This individual will really encompass the trade; they will be passionate and believe in the industry and what it works towards.

This can be anyone within the Association that has demonstrated great commitment to schoolwear – the winner will have shown dedication in their role, helping to push the industry forwards.

SA AWARD CATEGORIES 2020 All members of the Schoolwear Association are invited to nominate their business, an employee or another member of the Association for any of the six awards. Applications must also include reasons why the nominee should be handed the industry-standard accolade later this year.

SUSTAINABILITY IN SCHOOLWEAR 2020 This award recognises those specialist schoolwear businesses whether manufacturer, supplier, retailer, agent or decorator - that have shown in their actions as well as words a real tangible commitment to reducing their impact on the environment. This could take the form of waste reduction, using eco-friendly fabrics, switching energy supply away from fossil fuels or reducing transportation costs.

BEST SCHOOLWEAR SPECIALIST 2020 - (Less than 10 full-time staff ) - (More than 10 full-time staff ) These awards will be looking to recognise a schoolwear specialist with strong financials, great relationships with schools, quality customer service and staff tenure as well as examples that show the business goes the extra mile.

BEST SCHOOLWEAR SUPPLIER 2020 The winner of this award will be a medium to large schoolwear supplier. They should be able to show examples of strong business operations and financials as well as great customer service and staff tenure. If the supplier can show examples of going the extra mile as a business, this will also be noted.

BEST COMMUNITY PARTNER 2020 This award will recognise members that are selfless and work hard for the benefit of others. Judges will be looking for qualities that show a real commitment to the community and those that are a part of it - whether it be in their local area or on a more national or international basis - including initiatives that show support to disadvantaged children and their families. Commitment shown to the SA’s “Every Child Is Worth It” values will also be noted.

42 - MARCH/APRIL 2020

BENEFITS OF ENTERING THE SA AWARDS 2020 All award winners and runners-up will be announced at the Schoolwear Association’s fundraising evening on Sunday 11 October 2020 at the Hogarths Hotel, Solihull, following the first day of The Schoolwear Show. The evening fundraiser will include a three-course dinner and live entertainment.

As well as the award, all winners and runners-up will get the opportunity for free promotion by the SA on social media and in the press to celebrate their success and achievements. Those shortlisted will be revealed via CWB online and also featured in CWB’s print issue.

HOW TO APPLY The SA Awards open on 30 March 2020. Entry is free and can only be made by SA members, although you can nominate others in the industry as well as your own business. For ease, the application process is all online. Please visit the SA Awards page at www.schoolwearassociation.co.uk where you will find downloadable entry forms. Completed forms should then be emailed to info@schoolwearassociation.co.uk. The closing date for all entries is 18 September 2020.

SCHOOLWEAR AWARDS | CWB-ONLINE.CO

TOP TIPS FOR CREATING A WINNING AWARD ENTRY

1. START EARLY Award entries are a bit like tax returns; better to start them early and give yourself plenty of time. Plus, this year’s SA Awards are launching much earlier. Entries open at the end of March and will also close later in September. Why not make use of the extra time by getting the bulk of your entry done before the busy Back to School period?

2. SELECT THE RIGHT AWARD CATEGORY When selecting which award(s) to apply for, consider the key objectives and the message that your business – or one that you are nominating – is currently focusing on. What makes the business stand out from the crowd and which award would best promote this? Think about any current projects - how could they be applied to the chosen award category? Can you tailor any upcoming projects to better meet the judging criteria? Is there a particular award that would add value to your business if you won?

If you opt to enter your business into more than one category, just remember to tailor each of the entry forms to the specific judging criteria; don’t be tempted to cut and paste the same information into different award entries as the criteria vary for each award.

3. PUT A PLAN IN PLACE It can help to have a simple timeline to work to for a project like this. For instance, set deadlines for selecting your award category, collating any relevant information and images, writing the entry, proofreading and checking and finally, submitting the entry.

Setting mini-deadlines will make the process less overwhelming. Try to get as many people in the business involved at this stage. Ask everyone to put forward ideas and get feedback on any content that could be included in the application.

So, you know the award you are applying for and you have a timeline to work to. The next step is what to put in your application and how best to present the content.

4. KEEP IT SIMPLE Remember to stay on topic. Remain focused on the questions being asked and keep referring back

to the judging criteria when providing your answers. It is very tempting to list every success your business has achieved, but if you don’t relate that information to the questions being asked it will only dilute your entry. Think quality, not quantity.

Ensure you complete all of the questions. An entry with missing or very minimal information cannot be adequately judged. Also, make sure you supply all entrant details – especially on nominated entries - including full names, contact details, and so on. If the judges need to do any extra research, these details are essential.

Make sure your entry is concise, clear and easy to understand and avoid any acronyms or jargon. Consider where you may need to give background detail to make a point clearer.

Using bullet points can help to keep your information short and snappy and it will also make it easier for the judges to digest the points you’re making.

5. SUPPORTING MATERIAL Try and submit supporting material to help validate and highlight your key points. For instance, testimonials, independent accreditations, company policies, quantitative figures or graphs. Equally, include any relevant imagery that may help illustrate a point and help engage the judges.

6. FINISHING TOUCHES Make sure you check your award entry thoroughly before submitting it. Have you completed every question? Filled in all of your contact details?

It’s also worth cross-referencing your answers with the judging criteria to ensure you have given examples and demonstrated everything the award is looking for in a winning application.

7. FINAL THOUGHT Whilst an award win is undoubtedly great for a business, it is also the perfect opportunity to thank individuals for their contributions and to celebrate your own and others’ achievements. The SA Awards were launched to recognise the hard work of the industry, so our last tip would be to enjoy the process and be proud of your achievements - good luck!

MARCH/APRIL 2020 - 43

CWB-ONLINE.CO | INFORMATION

CONTACTS A Aidie London 07761 483536 www.aidielondon.com • Altrincham HQ 07806 774279 www.altrinchamhq.co.uk C Chadwick Teamwear 0161 927 2565 www.chadwicktextiles.co.uk • CHIC 0049 211 302 64337 enmar.chicfair.com • Cuddledry trade@cuddledry.com www.cuddledry.com D David Luke 0161 272 7474 www.davidluke.com • Dear Sophie 01386 861666 www.aroratrade.com E Etta Loves samia@ettaloves.com www.ettaloves.com F Farmyard The Label 07759 891615 www.farmyardlabel.com • Fox Williams 020 7628 2000 www.foxwilliams.com • Frugi 01326 558462 www.frugiwholesale.com G Goodman Derrick LLP 020 7404 0606 www.gdlaw.co.uk I INDX Kidswear Show 0121 683 1415 www.indxshow.co.uk • Isbjörn of Sweden 0046 8 5703 1918 www.isbjornofsweden.com K Kayla Kids aylin@kaylakids.com www.kaylakids.com • Kidswear Collective 020 7586 9494 www.kidswearcollective.com L Lister & Bruce 0113 436 0828 www.listerandbruce.com • Little B Company 07540 440459 www.littlebcompany.com M Martha Loves 01758 770015 www.martha-loves.co.uk • Mika & Milo aiko@mika-milo.com www.mika-milo.com • Moonie 01386 861666 www.aroratrade.com • Muddy Puddles 01299 407150 www.muddypuddles.com • MuslinZ 01295 810008 www.muslinz.com

N Neu Oil 07779 307110 www.neuoil.com P Pepa & Company 0208 016 7401 www.pepaandcompany.com • Pitti Bimbo 0033 055 3696222 www.pittimmagine.com • Pop My Way hello@popmyway.co.uk www.popmyway.co.uk • Printwear and Promotion Live! 01622 699114 www.printwearandpromotionlive.co.uk R Reins Clothing 07960 021752 www.reinsclothing.co.uk • Rowlinson Knitwear 0161 477 7791 www.rowlinson-knitwear.com S Schoolwear Association info@schoolwearassociation.co.uk www.schoolwearassociation.co.uk • Shewitts 07770 737589 www.shewitts.co.uk • Silky Tots nikki@silkytots.com www.silkytots.com • Slipfree® 07879 431465 www.slipfree.co.uk • STYCH hello@stychaccessories.com www.stychaccessories.com T Term Footwear lincoln@termfootwear.com www.termfootwear.com • The British Retail Consortium 020 7854 8900 www.brc.org.uk • The Insights People 0330 159 6631 www.theinsightspeople.com • The Natty 07533 449595 www.thenatty.co • The Planet Mark 0203 751 8108 www.theplanetmark.com • Turtl 0161 947 8850 www.weareturtl.com U UKFT 020 7843 9460 www.ukft.org W Winterbottom’s Schoolwear 01228 210222 www.winterbottoms-schoolwear.co.uk

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MAKE CWB YOUR SOURCE OF ESSENTIAL INDUSTRY INFORMATION - IT’S THE TOOL OF THE CHILDRENSWEAR TRADE. CWB is the only UK trade magazine dedicated exclusively to the childrenswear industry. Read by independent retailers, department stores, manufacturers, agents and suppliers, it is an essential business tool for anyone involved in the childrenswear trade.

Through its links with The Childrenswear Association (NCWA) and the Schoolwear Association (SA), CWB offers a forum for UK retailers, manufacturers and agents to exchange information, making CWB the number-one place to get your voice heard.

Complemented by its website cwb-online.co, CWB magazine will keep you abreast of key business issues and essential industry updates as well as offering fashion and trade show coverage, brand profiles, stock ideas and the latest news and views from the world of children’s fashion and independent retail.

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DIRECTORY | CWB-ONLINE.CO

ACCESSORIES

SCHOOLWEAR

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Established for over 25 year, two generations covering all areas of the UK. Representing leading brands from Europe and Northern America. Catering for boys and girls 0-16 years.

Styling from contemporary to traditional.

FUN & FUN, LE CHIC, SARDON, LARANJINHA, JEYCAT, DEUX PAR DEUX, EBITA, CONDOR, HASHTAG.

BamBam – innovative, high quality but also surprisingly affordable.

www.weldonagencies.co.uk Tel: 01704 576033 Email andrewweldon@btconnect.com barrieweldon@btconnect.com

Tel: 01442 248099 Email: sales@finestforbaby.co.uk

We provide a selection of beautiful hair accessories for girls.

We design a wide range of unique and stylish Hair Bows, Alice Band and Hair Ties in various colours using quality ribbon and embellishments.

SCHOOL TIES

We also provide a bespoke range, so if you are looking for new colours for the new season or looking to extend your product range – please do get in touch and we’d be happy to help.

www.rainbowandgingerlondon.com email: info@rainbowandgingerlondon.com

Tel. 0333 987 4506

TO ADVERTISE IN THE CWB DIRECTORY PLEASE EMAIL MICHELE michele@cwbmedia.co.uk

For advertising opportunities contact michele@cwbmedia.co.uk

MARCH/APRIL 2020 - 45

CWB-ONLINE.CO | TALKING POINT

TALKING POINT NIKKI BARDIS Founder of Silky Tots

Silky Tots is an innovative new baby brand from Australia that specialises in luxurious silk sleep and lifestyle accessories. CWB meets founder and native Scot, Nikki Bardis, to learn more about the products and the brand’s plans to target the UK market.

Laura Turner: What’s the story behind Silky Tots?

Nikki Bardis: When I had my first daughter, Ollie, I thought I was doing the best for her by putting premium organic cotton sheets on her bassinet. However, I would always find clumps of her hair where her head had been rubbing on the sheet.

I had a silk pillowcase myself and knew that silk would eliminate the friction that was causing the hair loss. I searched online but couldn’t find any silk baby bedding and so I made my own.

When I had my second daughter, Mia, we went through the same process. I knew I had to share the solution and I decided to take my idea to market. Silky Tots was founded in 2018 in Melbourne, Australia - I’m originally from Scotland, but have been in Australia since 2005.

LT: What does the Silky Tots collection comprise?

NB: Our core product is the silk cot slip, which can be used on both cots and bassinets. We also offer bassinet slips, full cot sheets, pillow slips and eye masks for mums.

LT: What type of silk do you use and what are the key benefits?

NB: We only use the highest quality 6A grade 22 momme mulberry silk and all of our products are Oeko Tex standard 100 certified.

Silk really is a wonder fabric. Not only does it reduce friction by up to 43 per cent, but it’s also non-absorbent, so it doesn’t strip skin and hair of their natural oils. In addition, silk is hypoallergenic, breathable, naturally temperature regulating and uninhabitable by dust mites, making it perfect for those with allergies too.

LT: How would you describe the brand’s style?

NB: Silky Tots has a minimal and modern aesthetic. The collection comprises both block colours and prints, allowing our products to fit perfectly into every nursery.

LT: Are the products easy to care for?

NB: As we only use the highest quality silk, our products are easily machine-washed - who has time for hand washing these days? We highly recommend using a silk or wool detergent to wash our items as even some ‘delicate’ detergents contain enzymes that break down the natural proteins in silk. If you don’t have any silk or wool wash to hand, you can actually use a dash of baby shampoo.

46 - MARCH/APRIL 2020

LT: Does Silky Tots meet SIDS safety guidelines?

NB: Yes, our products are all designed in line with the SIDS (Red Nose) safety guidelines. Our products are made with natural, breathable fibres and are independently certified non-toxic. Our cot slips also come in two sizes to ensure a snug fit with no loose fabric at all.

LT: As a business, is Silky Tots doing anything to help reduce its environmental impact?

NB: I’m very conscious of having as little negative impact as possible. Our office is completely paperless, we use compostable shipping bags and labels (coming to the UK soon), and all of our products are completely plastic-free and packaged entirely in recyclable boxes.

LT: Does Silky Tots currently have any UK stockists?

NB: We have only recently launched into the UK and are in discussion with some of the country’s largest department stores – watch this space.

LT: Where else is the brand stocked?

NB: We have stockists in Australia, New Zealand, the USA and believe it or not, Kuwait. We are currently growing at a rapid rate in the Middle East too, which is exciting.

LT: Where are you looking to next for growth?

NB: Being from Scotland, my focus right now is in the UK and I’m really passionate about entering the UK market. We’ve got some really exciting products in the pipeline - innovative, practical and beautiful products that really are the best gift for any new mum.

Being passionate about silk and the benefits to families, my main focus in the UK for 2020 is education and I aim to build my community through social media. It’s a really great way to spread the word, showcase the benefits, and to team up with key retailers to allow the customers to shop in-store. When someone is able to touch the silk, the products really do sell themselves.

LT: Does the brand have any other developments in the pipeline?

NB: I’m all about collaboration. We launched a collaborative gift bundle with Marcia from NOTSOMUMSY - she’s hugely popular in Australia - so I’d love to do another collab, either with a personality or possibly another brand in the UK. www.silkytots.com

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Š2019. All rights reserved Young Soles, Photography by Gemma Booth.

AUTUMN / WINTER 2020 Available for wholesale orders.

Contact sales@youngsoles.co.uk for more information.