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                 


August/September 2012



    REGULARS 05: Comment 06: News 08: NCWA news 12: Open for business Legal and business advice plus industry opinion 16: Retail therapy Store profiles, news and events

FEATURES 20: Industry measure Bestselling footwear brands

22: Doing it their own way The debut of CWF’s first own label, Billieblush 24: The looks of s/s 13 The new season’s trends 28: The best of Bubble London s/s 13 Highlights from the event

18: Brands to watch Editor’s pick

30: Diesel power The Italian denim label’s plans for its childrenswear offer

44: Style guide T-shirts

32: London calling S/s 13 photo shoot

47: Laura loves The coolest products for kids

38: Moda Footwear Preview highlights of the show’s children’s footwear offer

62: Talking point With Myleene Klass

43: Top Drawer Kids’ product at September’s show

SCHOOLWEAR 49: Schoolwear 51: News 52: Opinion Back-to-school sales 54: A uniform approach The Schoolwear Association gets a fresh perspective on parents’ and teachers’ views of school uniform 56: Stock Back-to-school footwear

   

  August/September 2012

       

Talking to brands at this season’s trade shows, the general consensus seemed to be that while buyers are still cautious, where they did invest in collections, they did so with confidence. In short, buyers are, more than ever before, having to smell what sells and stick to it. And, for independent retailers, this means teasing out the brands that still offer that niche edge through design innovation, but are also “safe” in terms of commercial viability. As you will see from our round-up of s/s 13 trends on page 24, and the s/s 13 fashion shoot, London Calling, on page 32, there is certainly no shortage of design innovation in childrenswear this season. Also this issue, we speak to CWF’s UK and Northern European managing director, Kevin Thompson, to learn more about the exciting addition to CWF’s luxury childrenswear licensing business with its first own-label, Billieblush. Additionally, denim label Diesel reveals plans for its children’s offer on page 30. While the fashion season is winding down, the footwear season is stepping up in the run-up to Moda Footwear at Birmingham’s NEC this month, which offers the largest selection of children’s footwear in the UK. Next issue, we will bring the key styles from the show in our exclusive footwear photo shoot but, in the meantime, take a look at our

Editor Laura Turner Writers Isabella Griffiths Christina Williams Victoria Jackson Fashion writer Natalie Dawson Sub editor Amanda Batley Online editor Suzanna Bain Editorial assistant Carey Whitwam Designers Michael Podger Clive Holloway James Lindley Richard Boyle Sales manager Sharon Dennis Subscriptions Louise Adu Production director Gill Brabham Group sales director Lindsay Hoyes Marketing director Stephanie Parker Managing director Colette Tebbutt Reprographics/printing Image Data Group Ltd 01482 652323

CWB is published 6 times per year by RAS Publishing Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 Copyright© 2012 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 RAS Publishing Ltd nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.


round-up of the children’s footwear showcasing this season in our Moda Footwear preview on page 38. And referring back to my earlier point of buyers having to smell what sells, we have the latest Industry Measure results on page 20, revealing the bestselling children’s footwear brands in-store now. On the schoolwear front, we reveal an interesting insight into parents’ and teachers’ current opinions of school uniform. Based on in-depth research carried out by The Schoolwear Association, the report highlights views on everything from cost, quality and supply through to the role school uniform plays in society. The next issue of CWB, out in October, will, among other things, provide a first look at the a/w 13 season, as well as a strong focus on schoolwear in anticipation of the industry’s annual trade fair, The Schoolwear Show, taking place at Cranmore Park, Solihull on 14–16 October. Laura Turner Editor

CWB is a joint venture between RAS Publishing and the National Childrenswear Association.

A Buyer Series Fashion Business Publication CWB is a fashion business publication produced by RAS Publishing Ltd. Other titles include WWB, MWB, and Footwear & Fashion Extras. RAS Publishing is an ITE Group company.




August/September 2012

ď€?ď€&#x;ď€€ď€œď€˜ď€?ď€&#x;ď€?ď€?ď€?ď€œ ď€œď€›ď€œď€„ ď€œď€€ď€žď€”ď€›ď€œď€€ď€?ď€&#x;ď€?ď€?ď€&#x; With more than 11 per cent of town centre shops currently empty across the UK, the government has announced plans to cut red tape to make it easier for businesses to occupy empty premises and open pop-up stores.

ď€?ď€?ď€?ď€?ď€&#x;ď€? ď€–ď€›ď€•ď€šď€žď€€ď€’ď€˜ď€Łď€‘ď€?ď€? ď€œ French Connection Kids has been added to the Flyers Group branded apparel and accessories portfolio of licensed and house-owned labels, with immediate effect. Flyers Group has been established in the children’s fashion industry for over 20 years, with a team of professionals experienced in design, manufacturing and sale of quality branded clothing. It plans to utilise its experience to create collections that will maintain the nature of the French Connection brand while adhering to its own quality, ethical, and safety standards.

Communities secretary Eric Pickles intends to stop restrictions that could potentially deter start-up businesses from occupying empty units. Pickles also plans to relax planning rules controlling the types of businesses for which a shop can be used. Ministers hope the deregulation will help reinvigorate the high street by attracting more start-up businesses, which would be free to temporarily change the use of an empty unit for two years. Currently, the “change of purposeâ€? planning permission costs shop owners ÂŁ1,200.

ď€œď€‘ď€?ď€•ď€œď€‘ď€?  ď€&#x;ď€&#x;

ď€? ď€&#x;ď€Łď€€ď€˜ď€? ď€? ď€?ď€?ď€?

US children’s footwear brand Pediped has appointed Matt Wright as its new sales director for the UK and Ireland. With over 12 years of commercial experience in the footwear and fashion industry, Wright will work to develop UK-specific styling and new business opportunities for Pediped in the UK market.

Trade fashion exhibition Moda, which takes place on 12-14 August at Birmingham’s NEC and includes Moda Footwear, the UK’s largest gathering of kids’ footwear brands, has introduced a new interactive service with the launch of an online community.

“Matt has earned an excellent reputation as a children’s footwear specialist and will help us drive the brand in the UK and Ireland,� says Rudy Glocker, Pediped managing partner. Founded in 2004, Pediped is currently sold in over 3,000 stores in 40 countries worldwide.

Launched last month, Michiko and Me is a UK girlswear label catering for nought to five years. The debut collection features the brand’s signature Michiko style, which is a kimono-based garment made in England using Liberty Art Fabrics. The USP of the Michiko is that it grows with the child, providing years of wear as a dress and then as a top. “Combining the luxurious look and feel of Liberty Art Fabrics with our innovative design and insistence on quality craftsmanship means Michiko can be worn as long as childhood lasts,� says brand founder Nicky Lumb.

Other labels in the Flyers Group portfolio are Ben Sherman, Converse Kids Apparel, Nike Action, Hadleigh London, Feu Follet, Jordan Kids Apparel, Firetrap, Sugar Pink, Baby Brands and Blush.

Prior to his appointment, Wright was a senior sales manager at Geox, one of the world’s largest shoe manufacturers, where he played a pivotal role in the development of the company’s UK presence.

 ��� ���

Coupled with the announcement of the exhibition’s seminar programme for its August edition, the development aims to bring the industry together beyond the exhibition aisles. Moda Community, which can be found at, enables exhibitors, visitors, press, speakers and organisers to interact with each other directly, as well as creating a personal profile for themselves. The website also features exclusive content supplied by seminar speakers and a diary and appointment booking system that can be used ahead of the event.  This season’s seminar speakers include retail expert Clare Rayner; Warren Knight, founder of integrated social sharing ecommerce platform Gloople; and Ray Buckler and Nick Pratt of Sitemakers, specialists in ecommerce solutions for retail. 

ď€?ď€Žď€Łď€€ď€›ď€œď€‘ď€šď€žď€€ ď€&#x;ď€?ď€?ď€?ď€˜ď€›ď€šď€‘ď€€ď€žď€&#x;ď€? Hong Kong’s Peninsula Arcade at The Peninsula Hotel is the location of British childrenswear label Bonnie Baby’s first standalone store, opening at the end of this month. Bonnie Baby is the first childrenswear and babywear shop for the Arcade, which is home to 80 other luxury retailers such as Chanel, Michael Kors and Prada. “I have been travelling to Hong Kong for nearly 20 years in my different design positions, and have come to think of it as a home from home,â€? says Tracey Samuel, brand founder and designer. “I love the vibrancy of the city and people.â€? The Bonnie Baby Hong Kong store will be followed by the roll-out of further stores across Taiwan and China in 2012 and 2014.

August/September 2012


  Clarion, organiser of former consumer-only exhibition The Baby Show at Earls Court is introducing a new format that will see the show also cater for trade visitors.

Parenting website has announced its annual award winners for the best brands and products as voted by parents. The competition, which received 44,000 votes, included a category for the best children’s clothing and outdoorwear.

The National Skills Academy for Retail has launched a new business mentoring scheme for independent retailers and town centres across the UK. Created in partnership with professional business skills matching service Grey4Gold, the scheme is designed to be a cost-effective means of supporting start-ups and helping independents grow their businesses. Much like a consultancy service, it allows retailers and town-centre managers to gain access to a handpicked team of experts, with all mentors being ex-retailers able to provide guidance on core retail areas.

 , the UK arm of the online sales outlet for independent fashion retailers to expand their business through the web via an international platform, has seen numbers of participating UK boutiques double since its launch in April. With figures increasing on a daily basis, the site now plays host to over 100 UK boutiques and more than 700 brands.

I Love Gorgeous

The results included Poco Nido as the winner of the Best Baby Footwear category and Start-rite winner of Best Toddler Footwear. Bonnie Baby received gold, and Angel’s Face (pictured) silver for the Best Baby Fashion Brand. For Best Toddler Fashion Brand, Bonnie Baby again received gold, Frugi silver, and Silversense bronze. Frugi was awarded gold for the Best Junior Fashion Brand, Bonnie Baby silver, and Kozi Kidz bronze.

 

  

Inch Blue

  

Running on 26-28 October 2012, the event will have dedicated trade features including a guide – available digitally in advance and in print at the show – detailing all businesses with a trade interest. Other highlights include a private trade and buyers’ lounge as well as the trade competition, Rattles to Riches, in which companies present their latest ideas to key buyers and industry representatives.

 

  

IndiaCoco is a new multichannel childrenswear retailer catering for nought to eight years. Set to operate both online and in-store, it has launched at, with the first shop due to open in 2013, followed by a roll-out across the UK.

The Association of Suppliers to the British Clothing Industry (ASBCI) is addressing the feasibility of moving garment manufacture back to the UK in its first major industry conference in over four years.

Championing the best of British childrenswear, the brand portfolio includes No Added Sugar, I Love Gorgeous and Frugi. For launch, the product offer is targeted, but will be developed in time through customer feedback and via the retailer’s strategy of supporting new, up-and-coming talent.

Taking place on Tuesday 25 September at The Marriott Worsley Park Hotel in Manchester, the one-day conference will platform speakers from retail organisations, brands and garment industry professionals actively involved in sourcing and reviving the UK manufacturing sector.

IndiaCoco is the brainchild of marketing director Claire Harper, whose retail expertise includes a role at Mamas & Papas, where she successfully rolled out the brand internationally, and finance director Lee Williams, who has worked with UK retailers in senior commercial and financial roles.

The conference, which is sponsored by fashion technology solution specialist Lectra is open to ASBCI members at £95 and £145 to non-members.

                              

                                     

                      



August/September 2012

" (  '(&!'#!('#($% (!' "&! %&( $'#'&$(##% &! % EXECUTIVE DIRECTOR’S COMMENT: BUBBLE LONDON The news that inflation has fallen to 2.4 per cent has been warmly welcomed by commentators and particularly by those in government. Most households, too, under pressure from stagnant or falling incomes, will have breathed a sigh of relief as the rise in basic living costs eases. The largest downward pressure on the Consumer Prices Index was, however, the 4.2 per cent fall in the prices of clothing and footwear. Summer sales have started early, with more merchandise being discounted than usual. I was not surprised at this news, for more than one retailer at Bubble London had told me that, while they had held out for as long as possible, they would soon be starting their sales. But, the message was followed by a more upbeat note – stock needed to be cleared so that they could take delivery of their a/w ranges. Much of the difficulty with the clothing market, both child and adult, has been due to an unusual pattern of summer weather. There is nothing like a period of hot weather for encouraging consumers to refresh their summer wardrobe, but there has not even been a sunny Saturday to persuade the adults to buy a new T-shirt. Let us at least be grateful that children grow year-on-year and that babies keep being born, thus refreshing the list of grandparents, uncles, aunts and godparents eager to buy a clothing gift. Incidentally, the one area of clothing where apparently there was no fall in prices was football shirts. Whatever the reason, I know that many companies had a fantastic two days at Bubble London. Yet again, event director Lindsay Hoyes and her team at ITE Moda put on a superb show, and the exhibitors responded with displays of stylish, cutting edge, beautiful merchandise. With a programme of seminars to complement the merchandise on display, Bubble London has so much to offer exhibitor and visitor alike. As thoughts turn towards the autumn selling season, NCWA is organising another full-day seminar on the Safety of Childrenswear in September. It will cover the European Cords and Drawstrings Standard and the British Code of Practice on Mechanical Safety. After a break of a couple of years, we are also holding a half-day seminar in September on Flammability, covering both the UK Regulations and the European Standard. While much of this concerns nightwear, do not forget that, for babies, there is no distinction between daywear and nightwear. There seems to have been a flurry of activity by Trading Standards Officers over the last few months, with at least one successful prosecution being brought for a breach of the UK Regulations. Attendance at the seminars is restricted to NCWA members. For more information visit, contact Michelle Payne on 020 7843 9488 or email Elizabeth Fox, NCWA executive director NCWA is based at 3 Queen Square, Bloomsbury, London WC1N 3AR Tel: 020 7843 9488 Fax: 020 7843 9478 Email: Visit:

NCWA Council: Chairman SHARON BEARDSWORTH Emile et Rose Manufacturer Vice Chairman DAVID HULL Agent Imm Past Chairman DAVID BURGESS David Luke Ltd Manufacturer Treasurer COLIN WILSON

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Council Members: TONY RIDEWOOD APR Agencies Agent NUALA MCKENNA Nuala McKenna Agencies Agent DIANE SHAW Agent SARAH TAYLOR Agent RAY WILLIAMS Agent HANNAH MCHALICK Oh Baby London Manufacturer MALCOLM TRAVIS Travis Designs Manufacturer TATIANA LEETA John Lewis Partnership Retailer JO PERSECHINO Antz In Yer Pantz Retailer JANETTE REED Cotswold Kids Retailer VIRGINIA ROSS Pollyanna Retailer President: KEN SCATES Marketing and sourcing consultant Vice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultant Executive Director: ELIZABETH FOX

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THE MERRYGOROUND Gullane, East Lothian Established on 1 April 2005, The Merrygoround retails clothes for girls and boys from birth to 10 years as well as a selection of accessories, soft toys, games and puzzles. The store’s brand portfolio includes Kissy Kissy, Lilly + Sid and Toffee Moon and, according to owner Elaine Ramanaunkas, Mayoral, Little Joules, Hatley and Frugi are selling particularly well for s/s 12.

 ď€?ď€&#x;ď€? In October 2007, RagTag Tiger launched an online offering of childrenswear and a small selection of outerwear. As the company grew, however, owner Nicki Hyde saw the main demand was for the outdoor clothing. As a result, in 2010, she refocused the business to specialise in this sector. Today, the website offers a range of waterproofs including raincoats, jackets, all-in-ones and rain suits for six months to eight years as well as a selection of wellington boots. Brands stocked include Target Dry, Toby Tiger, Kozi Kidz, Didriksons and Hatley.

&'(% $( % '('&$ • Membership is open to everyone involved in the British childrenswear industry. • Associate membership, open to non-British organisations, is now available. • Membership costs from £85.

August/September 2012


   Petit Bateau has embarked on a summer roadshow tour, which will see the label travel around France aboard a vintage caravan. The roadshow is a tried-and-tested marketing ploy for the brand which, in the 70s, would travel to the beaches of France to meet and entertain customers with games and competitions.

   

The brand’s first stop saw its caravan transformed into a pop-up store at music festival Francofolies de la Rochelle, where children were invited to take part in an origami workshop. The tour has since stopped at The Big Festival in Biarritz and will culminate in its appearance at the Rock en Seine in Paris on 24 August.

Organic childrenswear label Frugi has appointed three new employees at its HQ in Cornwall in a bid to further bolster its marketing and online presence. Matt Machin, Emma Lydon and Stephen Bedster join the team as e-commerce, marketing and sales and e-marketing specialists respectively, and are tasked with building on the label’s growth.

   Childrenswear label Rachel Riley continues to build on its international expansion this season with the introduction of New York department stores Bergdorf Goodman and Saks Fifth Avenue into its stockist portfolio. The brand’s network of independent stockists operates alongside its standalone retail business model, which comprises two London stores and a retail outlet in New York. Plans for the brand include building on the strong international links it has established in Europe and overseas and, in particular, in the Japanese market.

Frugi, which currently employs 25 staff and sells its range of organic clothing into over 500 retailers across 46 countries, is also planning to appoint a full-time overseas trade account administrator, a part-time trade account administrator and a junior clothing designer.

Key styles this season include fine tailoring for boys and hand-smocked styles for girls in a colour palette of soft pastels and seasonal brights.

   Surf label O’Neill presents a collection for s/s 13 targeting all-grown-up kids with a youthful take on its adult collection. Maintaining a strong sense of childhood innocence, the latest offer for boys and girls is closely aligned to its adult counterparts with washed-out colours, sun-bleaching effects, digital prints and graphic overlays. Echoing the retro theme of its mainline range, O’Neill’s Retro Escape childrenswear collection revisits the past with its vintage summer styling, while the Idyllic Lab range takes on a quasi-psychedelic style focusing on colour, vibrancy and energy. Boys’ and girls’ footwear, accessories – including bags and hats – and swimwear are also available.

 

  

  

This season saw the launch of new UK girlswear label Frocks London, which offers girls’ dresses for ages three to 10 years. The aim of the brand is to offer designs produced in premium natural materials and provide creativity, comfort and fit with close attention to detail on both the inside and outside of every garment.

Australian children’s footwear manufacturer Skeanie has teamed up with Tumble Tots, the UK’s largest physical play programme for children aged six months to seven years. The partnership with Tumble Tots, which accommodates more than 45,000 children a week, will see Skeanie undertake joint research and development into children’s feet and their growth as well as carry out a number of joint promotional initiatives to increase UK brand awareness.

The debut s/s 13 collection takes inspiration from the prevalent role played by colour in Eastern cultures. Highlights include the Chinoiserie, Age of Innocence, and Watercolour Florals lines, each of which is characterised by blue flowers, pastels and pops of coral and purple respectively. Silhouettes focus on full skirts and basque waists, while embellishment is provided by ribbons, braided detailing and tulle.

              

“Tumble Tots is delighted to be working with Skeanie,” says Tumble Tots’ UK marketing manager Nicola Parsons. “We are particularly impressed with the health benefits that Skeanie shoes provide to babies and toddlers, which help improve balance and coordination.”

            

           

27 & 28 January 2013 Business Design Centre, London A great mix of children’s products A unique buying experience

Photography: steven visneau,

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August/September 2012

 

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HOW WILL PENSIONS AUTO-ENROLMENT AFFECT MY BUSINESS? Pensions auto-enrolment is being introduced by the government to require all employers to enrol eligible members of staff into a qualifying pension scheme. Consequently, over the next five years, eligible workers and employers will be obliged to begin contributing to a pension scheme. Implementing this initiative will have a significant impact on businesses. The scheme will be phased in from 1 October 2012. The date on which a company joins (its “staging dateâ€?) will depend on the number of individuals in its PAYE scheme at 1 April 2012, with large employers joining straight away and small employers (of less than 50 individuals) joining between June 2015 and April 2017. We advise employers to visit to ensure you are aware of your correct staging date and can prepare for the deadline. Contributions for defined contribution pension schemes, personal pension schemes and some hybrid pension schemes are being phased in from the date of the employer’s staging date until October 2018. Contributions from the staging date to 30 September 2017 will be 1% of an employee’s qualifying earnings (namely, earnings of between ÂŁ5,035 and ÂŁ33,540). From 1 October 2017 to 30 September 2018 it will increase to 2% and, from 1 October 2018 onwards, employer minimum contributions will be 3%. The duty to auto-enrol will apply to employees aged between 22 and state pension age (currently 65), those who are working in Great Britain, and those earning in excess of the income tax threshold (currently ÂŁ8,105).

Employers should conduct an analysis of their workforce, as the auto-enrolment duty will cover a wide range of workers, not just employed staff. The logistical requirements of auto-enrolment should also be considered in respect of your HR systems. Eligible workers are able to opt out of auto-enrolment, however employers will have a duty to automatically enrol workers back into the scheme every three years. For smaller companies, it is unlikely you will have to auto-enrol employees until a few years’ time. However, forward planning is crucial to prepare for the future impact of the scheme. Assess your workforce to ascertain the numbers to be enrolled. Ascertain your future pensions contributions and ensure they are provided for in your company’s budget. Review your current pension arrangements, investigate eligible pension schemes and start the process of setting up access for your staff. Review your HR systems, particularly in relation to potential amendments to payroll systems, and information compliance duties. The Pensions Regulator will have responsibility for enforcing the provisions of auto-enrolment and has the power to order penalties against companies found in breach of their duties. Penalties for employers who do not comply with their duties may be fixed rate, or escalate over time from £50 to £10,000 a day. The rate of the penalty will depend on various factors including the size of the employer and the seriousness of the breach. Flat-rate penalties of up to £5,000 may also be presented to employers who use prohibited practices, such as promotion for opting out of auto-enrolment.

UNDERSTANDING RENTS AND RATES IN THE CURRENT CLIMATE The selection of retail premises is an important consideration for independent retailers. For start-ups and those re-locating premises, there are rent-free provisions or reduced rents on offer as landlords feel the pinch. This position has been further exacerbated by the removal of Vacant Rates Relief for Landlords. Retailers should be aware of current government schemes available to assist with business rates. At present, commercial premises with a rateable value of less than £6,000 receive 100 per cent exemption from business rates. Retailers whose premises have a rateable value of between £6,000 and £11,999 receive relief on a sliding scale from 50 to 0 per cent. Furthermore, an extension of the Small Business Rate Multiplier now means this lower rate is applied to properties with a rateable value of less than £18,000. Retailers looking for new premises should negotiate hard on the terms and recognise in the present market that tenants hold the upper hand. It is important to ensure your leasehold repair liabilities are reasonable. Most commercial leases are Full Repairing and Insuring, meaning any defects or disrepair during the term is the occupier’s responsibility. In order to limit your liability, insist on a schedule of condition, which documents the condition of the property at lease commencement and ensures you are required to yield-up the premises in no better state than you took it in. Appointing a solicitor to oversee the preparation of the lease documentation is advisable.

August/September 2012


 

   

   

How were you made aware of Winchester’s BID scheme? — The Winchester BID team approached us soon after we opened the store in March last year. They asked us to take part in the Winchester Bunny Hop, which turned out to be perfect for our newly-launched business. The Bunny Hop is an event aimed at local children in the area in our key age group, and it was a brilliant way of getting people through the door within six weeks of our opening. How has the BID helped your business? — The Winchester BID is very visible around the area and in the local press. The BID team organises regular street parties, which is a great thing for all local businesses concerned as it attracts more people to the city. Beyond all the parties and events, however, it has meant that I can make my views heard. As an independent retailer, that is important because it means I can get my views out there, alongside the larger multiples such as Marks & Spencer and Laura Ashley. What is the BID working on at the moment? — I was at a meeting last week where parking in the city centre was discussed, suggestions were made and now our parking strategy has changed. Through these committee meetings, I have also had the chance to meet other retailers, which brings us together as a community. I definitely hope to see the BID continue after the end of its initial contract.

  

How involved are you with your local BID scheme? — I am the chairman of Ipswich Central – the BID for Ipswich – and have been involved since the project was established in 2007. Our initial BID ran from 2007 to 2012, so we have just established our second BID this year. How has the BID affected trading in Ipswich? — To summarise, what’s good for the town is good for us. Our first five-year BID project led to £3m being spent on promoting and improving the town centre, so that’s good news for everyone who operates within the Ipswich area. As a community of retailers, we have a joint vision to make Ipswich East Anglia’s leading waterfront town centre and that has brought us closer together. We recently went live with our website – – and we are looking at launching an online and mobile discount scheme in the near future to encourage more footfall into the town centre. What improvements have you seen in your area since the BID came into force? — The BID focuses on raising standards of cleanliness, town centre access and marketing, and we have seen direct improvements such as our town ranger street patrol scheme, which is fully operational. The proof for us came when the voting for BID 2 saw a much bigger majority of local businesses voting in favour than we saw for BID 1. That’s direct proof that retailers had seen the difference the BID had made and wanted to see the project continue.


  

How has your local BID scheme affected your business? — I only became aware of Essential Edinburgh – the city’s business improvement district project – very recently and, although the scheme has been up-and-running since July 2008, I haven’t seen any positive impact on the city or its local businesses. What would you like to see from a BID? — Edinburgh is in desperate need of a regeneration project because of the impact the new tram scheme is having on the city. For several years, the city has been a complete mess due to the installation of a tram network. The original completion date for it was 2008, but we are now looking at 2014 because the project keeps running out of money. The consequence is that traffic cannot get around the city, and impact on local businesses has been devastating. Now would be the perfect time for a business improvement project, so it’s a shame Essential Edinburgh has not been more pro-active. How would projects designed to attract more visitors to the city help you as an independent retailer? — Anything that our BID could do to attract more people into the city would help to counteract the difficulties we are currently facing. I spoke to a Spanish tourist recently who had made the trip to Edinburgh because he had heard it was one of the most beautiful cities in the world. He described arriving here as being akin to arriving in a warzone. I have always been proud to live and trade here, but more help is needed from our BID team to restore Edinburgh to its former glory.



August/September 2012


     

ď€?ď€&#x;ď€? ď€?ď€?

MINI BUGS BOUTIQUE Buxton, Derbyshire Together with clothing from Frugi, Green Baby, Organics for Kids, Grubbies, Crew Clothing and I Love Gorgeous, Mini Bugs Boutique in Buxton offers a wide range of gifts and creative toys. The business, run by sisters Claire and Rachel Hoodith, was an idea the duo had in mind for years before taking the leap in April to turn their joint dream into reality. “There was a shop Rachel and I used to go to as kids that we were always so excited to visit and spend our pocket money in,� says Claire. “We wanted to try and re-create the wow-factor we used to get there.� In terms of developing the business, a website is launching this month, and the sisters are also planning loyalty cards, potentially introducing maternitywear, and are in talks over developing the Mini Bugs branding into own-label clothing, a series of books and children’s gifts.

August/September 2012



LE LOUP Eastbourne, East Sussex Established in 2011, Le Loup is a children’s and women’s clothing, lifestyle and gift store owned by Gemma Sayers, with childrenswear from brands such as Hatley, Tootsa MacGinty, Powell Craft, Lilly + Sid, Olive & Moss, Frugi, Aden + Anais and Emile et Rose. Sayers has recently introduced a loyalty card scheme and baby layette offer and is now planning secret sales and events for customers signed up to her mailing list.

HOME AND KIDS Maritza Masiello opened family lifestyle shop Home & Kids in Hither Green, London, in 2008, followed by a website in September 2011. As of August, the business will be online-only, complemented by a showroom at Masiello’s home. Masiello’s blog will play an integral role in promoting the website, featuring editorial linking back to the store’s stock, which for kids includes products from Helen Gordon, Djeco, Rice, Petra Boase and Brio.


  Dolly Rocker Kids, which has stores in Westfield Stratford City and Great Dunmow, Essex, has launched an ecommerce website at The retailer’s new online presence will help retain sales during the Olympics, providing customers unable to get to its Westfield store due to car-park closures with a way to shop.

THE LITTLE BLUE OWL The Little Blue Owl recently won accolades in two of the parenting website Loved By Parents 2012 Award categories; receiving Gold for Best Independent Retailer and Silver for Best Online Retailer. Owners Eleanor Gardner and Jennie Piggott are thrilled with the recognition of the hard work they’ve put into their nursery store, which went live in July 2011. Receiving 3,000 hits per month, it stocks nursery furniture, room accessories such as bedding and wall stickers and, more recently, toys and gifts.  


  Parents, children, celebrities and press gathered at Aubaine at Selfridges London last month to celebrate the launch of Step2wo’s Heart & Sole collection in collaboration with the British Heart Foundation. Guests at the traditional tea-party themed event included Rachel Stevens and Jasmine Guinness, who both designed ranges for the charitable cause.




         

        

          

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August/September 2012


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Belgian label Morley launched to market in 2010 with a range of clothing and accessories for children aged six months to 16 years. Soft materials and bright colours form the basis of the collection, together with understated separates in washed out cottons, aged denims mixed with luxury fabrics and prints, and a sprinkling of partywear pieces. Wholesale prices range from ¤14 to ¤42.

New for 2012 and launched in the UK for s/s 13, Rayil is a US childrenswear label manufactured in India. Catering for boys and girls aged two to eight years, the brand’s aim is to blend traditional Indian fabrics and silhouettes with Western styling. The initial collection has 32 pieces designed to be mixed and matched, including tops, tunics, skirts, dresses, woven leggings, maxi skirts, stoles and a cape. Wholesale prices range from $12.25 to $21.25.




Founded in 2007, New York label Atsuyo et Akiko offers handcrafted and locally made clothing and accessories for nought to six years. Mixing French and Japanese design influences, the collection includes organic T-shirts, tutus, sweaters, gold and silver fine jewellery, cushions, bags and hair accessories. There are also Mickey and Minnie Mouse and Winnie the Pooh product lines following the brand’s collaboration with Disney last year. Wholesale prices range from $5 to $300.

Established in Australia for 10 years, Purebaby is now targeting the UK and Europe with its organic range for boys and girls aged nought to five years. Offering three collections – Basic, Classic and Highlight – the s/s 13 themes for girls are vintage florals, nautical motifs and different cultures. For boys, themes comprise circus, travel and traditional nautical. The newborn collection has a neutral colour palette with highlights of pale pink and blue. Wholesale prices are around £8.85 to £20.

S/s 13 marks the official relaunch of the Cacharel childrenswear range, following the unveiling of a capsule babywear collection for s/s 12. Structured around three lines, it comprises Baby for three months to three years; Children, for girls and boys aged four to 12; and Dressy, for girls aged four to 14. Butterflies, flowers, light pleats and delicate knitwear are key for girls, and casual styling, bold graphic prints and rock influences for boys. Wholesale prices are available on request.


August/September 2012




August/September 2012


    01 Clarks

03 Hush Puppies

02 Start-rite 03 Hush Puppies

01 Clarks

Bestselling infant footwear brands

02 Start-rite

Bestselling back-to-school footwear brands

01 Lelli Kelly Start-rite 02 Start-rite


Lelli Kelly

Bestselling children’s footwear brands overall for s/s 12

01 Clarks 02 Geox

03 Ricosta

03 Clarks

03 Lotus

Bestselling girls’ footwear brands

Bestselling boys’ footwear brands

 

02 Step 2wo

01 Lelli Kelly

Bestselling special-occasion footwear brands



August/September 2012

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Laura Turner: CWF recently underwent restructuring and embarked on a development programme. What did it entail? Kevin Thompson: We have fully realigned the design and sourcing capability of the organisation. The business model has moved from one creative department that managed all of the CWF brands, to a more dynamic model. Each brand has its own brand manager with a team that is responsible for designing, developing and bringing the product to market in line with consumer expectations regarding the price, quality and a timely delivery. The new structure has allowed us to move quicker both in terms of product development and delivery to market. This is underlined by our wholesale teams presenting product to our independents some six weeks ahead of prior seasons, which in turn will mean fewer cancellations and a more effective control on potential excess inventories. It benefits our wholesale clients and ensures we keep a control on product and protect the market positioning of the CWF brands. LT: CWF is launching its own label, Billieblush, for s/s 13. What opportunities does venturing into own label offer? And, equally, how will Billieblush benefit from CWF’s strength and expertise? KT: The new brand offers an opportunity for the CWF group to expand its presence into new types of medium/high end points of distribution or new geographical territories not covered by its current licence agreements. Billieblush will benefit from the global CWF

expertise from production to distribution as well as its strong trading relationships with many multi-brand stores in the UK, Europe, Asia and the Middle East. LT: What was the reasoning behind making Billieblush a girls’ collection and focusing it on the 0-12 age group? KT: We have one of the strongest boys’ labels from a European perspective in Timberland. However, within our current portfolio of brands, we felt that we did not have the perfect girl complement from a price positioning and everydaywear perspective to match up with Timberland. With the launch of Billieblush, we now have a great offer for both boys and girls. Billieblush as a girls-only brand matches perfectly with the boys-only offer from Timberland. We have always maintained that our licence brands are, and will remain, our core business, so any future review of new labels will only enhance our current portfolio. The style, quality and competitive pricing of Billieblush means it is the perfect complement to the group’s range of licensed brands. LT: How would you describe the look of Billieblush and its USP? KT: We wanted to develop a versatile range that would accommodate “the little girl’s big moments�, combining comfort for everydaywear with sophistication for special occasions. Billieblush is unique in that sense – a complete little girl’s wardrobe including footwear and accessories offered by a single

August/September 2012



   

brand. Due to its pricing, Billieblush will sit well with lower price labels as well as designer brands. It slots in the middle, complementing both premium and casual labels because of its designer “look” and high quality finish, without the expensive price tag. LT: What are the key themes for the debut s/s 13 collection? KT: The collection consists of four themes and a beachwear capsule for both infant and kid segments. Themes have been devised to create complete looks, combining outfits with coordinated accessories. Lady Jane – a theme created with current 50s-inspired trends in mind – is all about pretty tea dresses, cardigans, frilly leggings and cute handbags to match every outfit. Princess Petit Pois is a more casual theme that allows little modern day princesses to have fun mixing pieces such as dot-printed denim skirts and luscious colour striped tops. Jardin Anglais offers complete

outfits for those memorable special occasions, while the Lady Glam theme is all about sequins and sparkles that will be perfect for her first parties with friends. Key pieces are a flowery Peter Pan collar, vintage-inspired dress, spotted see-through mac with matching wellies and umbrella, and sparkly tulle ballerina-inspired dress. In terms of wholesale pricing, the range is very affordable, with individual pieces priced from £3 to £23 on average. LT: The collection is currently split into infant and kid segments, with a babywear line to follow. When will the babywear officially launch, and what will the line comprise? KT: Babywear will launch in s/s 14. It’s a little too early for me to be precise, but it will contain lots of gifting pieces and strong coordinated sets. LT: What is the target number of accounts, both for the UK and in total? KT: We will position the brand within our current distribution; we are in an enviable position of having active relationships with most of the quality childrenswear stores in the UK and Europe. CWF also has a good balance of multi-brand shops and department stores that sit alongside our consumer-direct approach via concessions and own stores. I do not have a specific target in regards to accounts other than giving Billieblush a good geographical coverage and multichannel approach. LT: What types of stores are you aiming for? KT: We will be targeting Billieblush within our existing distribution in the UK, which comprises quality independents and department stores. We also have concessions in House of Fraser and two standalone stores in Westfield London and Westfield Stratford.

LT: What is the long-term vision for Billieblush and CWF as a whole? KT: Any company or brand is in part dictated by the sector, and the kidswear sector is a great place to do business. In menswear or womenswear, we might make a begrudging purchase because we need a coat or a new pair of trousers for work. In kidswear, this is hardly ever the case; every purchase from £10 to £200 is a pleasure and a family event for the parent whether it be for a birth, christening, confirmation, birthday party or even back to school. The joy we get from dressing our kids is priceless, so when I see the news on the TV with the banking crisis and all of the things we as normal people can’t control, it’s great to work in a sector that brings joy to families. Our long-term vision for CWF is based around continuing to work with and partner international brands in producing great kidswear product, nurturing and developing our trading relationships in the sector and, last but not least, enjoy what we do – it’s a damn sight better than banking!

 

                   



August/September 2012

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ď€“ď€Śď€’ď€€ď€şď€­ď€łď€­ď€Ťď€ťď€şď€€ď€ąď€ťď€şď€€ď€Žď€Šď€˝ď€śď€źď€šď€ąď€ťď€­ď€€ď€łď€śď€śď€˛ď€şď€€ď€Žď€šď€śď€´ď€€ď€ťď€°ď€­ď€€ď€şď€†ď€şď€€ď€ˆď€Šď€€ď€Ťď€śď€łď€łď€­ď€Ťď€ťď€ąď€śď€ľď€şď€€ď€şď€°ď€śď€žď€Ťď€Šď€şď€­ď€Źď€€ 

GO RETRO: This retro look harks back to fashion trends from the 80s. Colours are bright and include flashes of neon; cuts are simple; prints are bold; and detailing is kept to a minimum, typically in the form of motif embroidery and zips.






SUNSHINE KID: Appearing throughout many a s/s collection this season was the colour yellow. From pale pastels to vivid brights and darker mustard tones with flashes of fluorescent and everything in between.






CALIFORNIA DREAMING: This wearable preppy look features soft cuts, pastel shades and dainty prints combined with pale denims or, for a more formal look, tailored pieces such as chinos and belted lightweight jackets.


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August/September 2012


BOLD PRINT: Statement prints create a focal point to an outfit, especially when used with a bright colour palette. This season, popular designs include florals and animals, with horse prints key for s/s 13.






PRAIRIE STYLE: Key pieces in this simple and wholesome look include dungarees, yolk and pinafore dresses, smock tops and waistcoats. Detailing is kept minimal, appearing as simple embroidery or patchwork.






GOOD SPORT: The sporty look this season includes cable-knit cricket vests, zipped sports jackets and polo shirts. Emulations of vintage American sportswear, such as baseball jackets and sweatshirts, also feature.






FRILLS AND RUFFLES: This season, skirts and dresses featuring tiers, layers and frills are key. The use of different fabric patterns and colours adds extra interest, as do slim-cut bodices on dresses to exaggerate volume in the skirt.







Tel: +44 0758 311 6811 Email:



August/September 2012

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ď€“ď€Śď€’ď ƒď€şď€€ď€°ď€ąď€Żď€°ď€łď€ąď€Żď€°ď€ťď€şď€€ď€Žď€šď€śď€´ď€€ď€ťď€°ď€­ď€€ď€šď€­ď€Ťď€­ď€ľď€ťď€€ď€şď€†ď€şď€€ď€ˆď€Šď€€ď€­ď€Źď€ąď€ťď€ąď€śď€ľď€€ď€śď€Žď€€ď€’ď€źď€Şď€Şď€łď€­ď€€ď€œď€śď€ľď€Źď€śď€ľď€ƒ ď€ťď€°ď€­ď€€ď€¤ď€›ď ƒď€şď€€ď€łď€­ď€Šď€Źď€ąď€ľď€Żď€€ď€Ťď€°ď€ąď€łď€Źď€šď€­ď€ľď ƒď€şď€€ď€ťď€šď€Šď€Źď€­ď€€ď€Žď€Šď€ąď€šď€…ď€€ First on the s/s 13 show circuit running on 17-18 June at the Business Design Centre, Islington, Bubble London kicked off the childrenswear season, playing host to over 250 collections and around 80 brand debuts. The 1.4 per cent increase in year-on-year visitor figures is testament to the show’s unique, handpicked product mix of fashion, footwear, accessories and lifestyle collections, which attracted key buyers from the UK, Ireland, Argentina, Hong Kong, the US, Australia, Japan and Russia.

! #"# ""  Judges Laura Turner, editor of CWB magazine; Bianca Wessel, editor of international blog Little Scandinavian; Suzanne Peters from Kids Style Junkie blog; and Jane Wiles, owner of retail store Not So Big, chose organic childrenswear label Indikidual as this year’s winner of the Stand Out Competition for the most creative use of stand space.

Newcomers to the event included Aston Martin, Tom & Drew, Cofucu Baby, Rayil, Derhy Kids, Little Creative Factory, Word by Swing, Moochic Baby, Poco Nido, and Purebaby. Meanwhile, among the key returns were Aravore, Silvian Heach Kids, Il Gufo, Name It, Molo, Paglie, Aden + Anais, Hucklebones, Mini A Ture, No Added Sugar, Poppy, Rachel Riley, Jessie and James London and Pippo. In addition to bringing visitors an exciting product mix, here is what else Bubble London had to offer this season.


 !##"! On the opening day of the show, visitors were given an exclusive behind-the-scenes insight into a live, childrenswear photo shoot. Organised in association with CWB magazine and photographed by Jay Hunting, the shoot took place in the gallery bay area where stylist Fran Lee created outfits from key pieces handpicked from exhibitors. See the end results of the shoot on page 32, and for more information on stylist Fran Lee – how she selected the outfits for the shoot, her favourite s/s 13 collections from the show and her views on the childrenswear sector as a whole – read her exclusive interview on

01 Bubble London event director Lindsay Hoyes presenting winner Syreeta Johnson, Indikidual brand founder and designer, with her prize for the best stand 02 Rock n Regal stand 03 Little Troll stand

The judges commended the brand’s dedication to its branding, with every aspect of the stand’s design reflecting the image of the label and its latest s/s collection. Runners up in the competition were new exhibitor Little Troll, whose stand featured a wall of ice-cream cones filled with the fabric colour options for its capsule range of dresses, and Rock n Regal who, in keeping with its brand image and collaboration with Abbey Road Recording Studios, had incorporated musical instruments as props, including a microphone stand as a clothes rack.

ď€&#x;ď€?ď€?ď€&#x;ď€?ď€?ď€&#x;ď€? ď€?ď€?ď€?ď€?ď€&#x;ď€Œď€–ď€?ď€žď€€ď€›ď€—ď€Œď€Žď€?ď€€ď€šď€™ď€€ď€ˆď€Šď€ƒď€ˆď€‹ď€€ď€•ď€Œď€™ ď€Œď€?ď€¤ď€€ď€ˆď€†ď€‡ď€‰ď€€ď€Œď€&#x;ď€&#x;ď€?ď€? ď€?ď€?ď€?ď€?ď€&#x;ď€?ď€?ď€&#x;ď€?ď€?ď€?ď€&#x;ď€&#x;ď€?ď€?ď€˘ď€€ď€Œď€…ď€˘ď€€ď€‡ď€‰ď€€ď€€ď€€ď€€

August/September 2012




                 

This season saw the launch of the Bubble Homegrown campaign to endorse labels that are designed and manufactured in the UK. Marked by an installation in the venue’s entrance, featuring products from British brands exhibiting at the show, the campaign helped enlighten visitors and buyers to the key advantages of British design and production, including creative control, product longevity and low carbon emissions.

          

Commenting on the campaign, Amanda Rabor, owner and designer of Isossy Children, says, “Bubble London is the event that embraces differences and encourages brands to show their quirks and be proud of what makes them different to the mainstream. British brands have so much to offer, and Bubble is at the forefront of representing like-minded labels.” Melanie Salisbury, owner and designer of Rock n Regal adds, “We are working with British mills and specialist dressmakers to finish our garments as it’s important to maintain premium quality. The nature of our garments is rooted in British heritage, and there is such a high respect globally for British products.” Brands whose products were featured in the installation included Isossy Children, Beau Loves, Immink, Inch Blue, Tulip & Nettle, Little Mashers and Organics for Kids.                                


            


              

#! " #" ! !!

Bubble London’s business seminar programme, Look Who’s Talking, returned this season with an extended offering for the s/s 13 edition. The seminars, which are free for all visitors to attend, addressed vital industry issues such as cash handling, customer service, social media, trend forecasting and PR and marketing.

"!!"# !## #" !#! " 

01 (L-R) Rosa Wiland, Little Duckling; Emma Parkes–McQueen, Rockabye-Baby; Ashlyn Gibson, Olive Loves Alfie; Sara Levy, PureBaby 02 Cofucu Baby team 03 (L-R) Rikke Nielsen Lamego, Molo; Rhiannon Bradford, Molo; Mogens Jepsen, Molo; Lars Pedersen, Molo; Gareth Griffiths, Bonnie Baby 04 Fun & Fun team 05 (L-R) Sophie Blecha, Aden + Anais; Jennie Rose, Aden + Anais; Keely Deininger, Little Linens; Samia Khan, Aden + Anais; Roz Bridges, Amazon 06 Joanna Vickers, The Friendly Party Bag Co; Catherine Lobley, Poco Nido.

 


August/September 2012

 

! "           

Jonny Hewlett is not the easiest of people to pin down for a chat. The UK country manager of Diesel is one busy man; in charge of implementing the Italian premium brand’s global strategy across the UK and Ireland, with key elements including the turnaround and development of womenswear and kidswear, as well as the advancement of the brand into a fully fledged lifestyle offer. And it doesn’t look like his schedule is going to ease up any time soon, having been freshly promoted to the additional position of country manager Diesel Nordic, which will come into effect this month and covers the extra territories of Scandinavia and Finland.

But when we finally do get to speak, he’s jovial and relaxed while also focused and knowledgeable about the business, with an evident passion for his role, which he took on three and a half years ago. The job at hand is vast – Diesel, one of Italy’s most famous exports and leading denim brands – is 18 months into a five-year business plan and global restructure. It is reviewing pretty much every element of the business and centres around a big push on its womenswear side, as well as the development of its kidswear offer in the UK market. “We have some exciting plans in the pipeline for the next two to three years,” says Hewlett. “We sat down last year and did a full

August/September 2012


 

review of the brand, where we are in the market, our competition, benchmarks and future opportunities, and we are now working on implementing these plans.” Hewlett came to Diesel from Procter & Gamble (P&G), and has since been successfully driving the fortunes of the company in the UK and Ireland. “I was responsible for the Fine Fragrance division, which is probably as close to fashion as P&G gets,” he quips. Working closely with Diesel’s CEO, Daniela Riccardi, who also joined the company from P&G in 2010, Hewlett has been analysing each segment of Diesel’s product offer and putting in place structures that are aimed at maximising the growth potential of each. Those who know and work with him praise Hewlett for his down-to-earth attitude and sharp business mind, which is clearly coming in handy for Diesel’s ambitious plans. The brand’s ambitions for its kidswear offer are clear and straightforward, namely “to mirror the adult business” which, according to Hewlett, “offers huge opportunities for the Italian brand due to the scale of the business and mini-me consumer attitude.” Diesel’s kidswear offer is comprehensive and divided into Diesel Baby, covering three to 24 months; Diesel Kid, ranging from two to 10 years; Diesel Junior, aimed at the six to 16 age group; and Kids footwear, from “crib” to Euro size 39. Price points are anchored between £45 and £140 retail for five pockets, £20 and £40 for tees and £30 to £110 for footwear. Not only does kidswear in general offer big expansion potential, but the UK market specifically is yet to be fully maximised. Currently, the brand has 50 accounts across its kidswear offer, with key stockists including the likes of Harrods, Fenwick, Alex and Alexa and Childrensalon, while indies such as Accent Junior in Leeds, Diffusion in Wolverhampton,

Jellyrolls in Leicester, Progeny in Aberdeen and Ten Little Monkeys in Manchester complement the network of stores. “We are primarily focusing on premium childrenswear and lifestyle stores as well as fashion-led e-commerce sites,” says Hewlett, who places Diesel Kids adjacent to the childrenswear offers of the likes of Scotch & Soda, Tommy Hilfiger and Ralph Lauren. One of Diesel’s strengths is clearly its huge appetite for novelty and innovation, with the brand constantly developing new facets of the label on both its adult and kidswear offer. For Diesel Kids, the brand recently launched seasonal flash collections that pick up on key trends and offer selected top-ups in-season. For a/w 12, Diesel Kids collaborated with Hello Kitty on a unique project that saw the popular kids’ character being given a wilder, more rocky look, aimed at girls from two to 10 years. Last month, the brand worked exclusively with Harrods on the launch of Diesel x Swarovski, consisting of three exclusive pieces featuring Swarovski crystals, including a denim jacket treated with light manual abrasions and embellished with different sized crystals, a five-pocket skinny jean featuring a double line of Swarovski crystals on each leg, as well as a long-sleeved tee sporting the sentence, “I see

you crystal clear” with a sprinkling of crystals, aimed at girls aged six to 16. At this season’s Pitti Bimbo, the brand’s only trade show presence – though Hewlett reveals he is considering a UK trade show in the future – Diesel Kids presented its s/s 13 collection, which is focused on a theme of rock, optimism, creative colours and a relaxed attitude. Furthermore, Diesel is expanding its “spare parts” range, adding more bags, accessories and premium apparel styles following the synergy of the adult collection. It seems, both commercially and in terms of product, Diesel is not leaving anything to chance, and is taking account of every aspect of the business. “We’re looking at the whole package – the product, the quality, communication, where we distribute, brand adjacencies, VM, store design and so on – to ensure we are consistent on every level,” Hewlett asserts. It’s all aiding the brand’s pursuit to become one of the leading global lifestyle labels. “When you look at the transition of the brand, the more we can do with the Diesel twist, the more it will reaffirm our lifestyle ambitions,” says Hewlett. And kidswear is certainly one important part of the overall mosaic that is the Diesel brand. Asked about his long-term vision for Diesel Kids, Hewlett doesn’t hesitate. “We want to create a journey for our customer so they stay with us from childhood to adulthood, from kids to 55 DSL through Diesel to Diesel Black Gold,” he says. Ambitious this may be but, somehow, you don’t doubt he will achieve just that.

London CaLLing

our favourite looks of spring/summer 2013, taken from Bubble London.

Opposite page Herbie wears: Shirt, Phister + Philina, £19, 01935 826071 Trousers, Rock n Regal, £31, 07985 392705 T-shirt, Little Mashers, £7.50, 020 8925 3683 Braces, Rock n Regal, £17.50, 07985 392705 Bracelets, stylist’s own Nora wears: Yellow playsuit, Little Duckling, £13.95, 020 7348 7316 Bow on hat, Verity Jones, £2.20, 020 7486 1310 Hat and bracelets, stylist’s own This page Nora wears: Shirt, Emma Levine, £14.50, 07720 677639 Jumpsuit, Green Kids, £12, 020 7226 4345 Neck scarf, Grubbies, £7, 07909 017664 Necklace, stylist’s own

Left Nora wears: Top, Marmalade & Mash, £14.50, 07850 897304 Leggings, Emma Levine, £9, 07720 677639 Shoes, I Love Gorgeous, £15, 0844 371 3301 Necklace, stylist’s own Right Herbie wears: Cardigan, Phister + Philina, £14.25, 01935 826 071 Jeans, Molo, £22.70, 020 7250 0569 T-shirt, Dandy Star, £11, 020 7923 7208 Hat and sunglasses, stylist’s own

Left Herbie wears: Top, Bob & Blossom, £8, 01273 679497 Trousers, Rock n Regal, £31, 07985 392705 Braces, Rock n Regal, £17.50, 07985 392705 Shoes, stylist’s own Nora wears: Cardigan, No Added Sugar, £27, 020 7226 323 Dress, No Added Sugar, £34, 020 7226 323 Shoes, stylist’s own Right Nora wears: Jacket, Marmalade & Mash, £37.50, 07850 897304 Dress, I Love Gorgeous, £26, 0844 371 3301 Leggings, shoes and necklace, stylist’s own

Herbie wears: T-shirt, Molo, £9.95, 020 7250 0569 Trousers, Molo, £12.70, 020 7250 0569 Shoes, hat and necktie, stylist’s own

Left Nora wears: Stripe dress, Rockabye-Baby, £12.50-£13.50, 01442 382571 Purple wig, stylist’s own Right Herbie wears: Tie-dye shirt, Emma Levine, £15, 07720 677639 Shorts, Little Linens, £13-£15, 01474 813660 Rolling Stones T-shirt, Fabric Flavours, £9, 020 7443 7973 Sandals, Angulus, £40.80, 07855 509069

Left Herbie wears: Hoody, Tootsa Macginty, £13.50, 07977 239817 Shorts, Me Too, ¤9.41, 0045 76412900 Trainers, Pippo, £20, 0191 246 1474 Sunglasses and wristband, stylist’s own Right Nora wears: Sweatshirt, Lilly + Sid, £14, 01788 332278 Gingham shorts, Loud Apparel, ¤12, 020 7241 2456 Shoes, socks and flower in hair, stylist’s own

Herbie wears: Jacket, Marmalade & Mash, £37.50, 07850 897304 Shorts, Marmalade & Mash, £20.50, 07850 897304 T-shirt, Dandy Star, £11, 020 7923 7208 Shoes, Pippo, £20, 0191 246 1474 Nora wears: T-shirt, Loud Apparel, ¤22, 020 7241 2456 Tutu skirt, Angel’s Face, £16, 01474 813660 Silver shoes, I Love Gorgeous, £15, 0844 371 3301 Glasses, stylist’s own

Models: Herbie Templeman and Nora Shields, both from Urban Angels, Stylist: Fran Lee, Photographer: Jay Hunting, Hair & make-up: Liv Lundelius,



August/September 2012

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ANGULUS Danish brand Angulus returns this season with its children’s collection of simple, Nordic footwear designs featuring clean shapes, quality chrome-free leathers and an extensive choice of colours. Styles include sandals, short boots and both formal and casual shoes. Stand T20

August/September 2012





Colour is key for the new s/s 13 collection from Superfit. New styles have been added to provide stockists with an even wider choice and a shoe for every occasion, with all styles available in sizes 18 through to 43. Stand S26

This season, Ricosta presents a colourful collection featuring a variety of materials including canvas and leather. New developments can be found in girls’ pumps, sporty styles for boys, and in sporty sandals in the brand’s Pepino range. A new, casual-style school shoe for boys also features. Stand S21

 

FLY LONDON Fly London’s footwear range for children consists of 40 style options for girls and 12 for boys. Emphasis is placed on casual styling and comfort, with key colours for s/s 13 including pistachio, turquoise and yellow. Stand U11

      

SPERRY TOP-SIDER Sperry, the nautical performance and lifestyle brand for men, women and children, takes inspiration from life on and around the sea for s/s 13. The children’s footwear range features modern lifestyle designs together with original styles inspired by the brand’s adult footwear. Stand U38




This season’s collection from Primigi comprises four themes; Spring Flowers, Colour’s Sound, Fish & Chips, and New Explorer. Colours span from pastels through to deep and bright shades, with fluorescent tones found in detailing such as prints, laces, soles and seams. Stand S29

Bright shades of yellow and turquoise together with various shades of blue and green feature in the new s/s 13 collection from Italian-designed and Croatian-made Froddo. Key to the offer is a range of brightly coloured summer shoes and ankle boots designed to cater for the changeable UK weather. Stand U20

Established for over 45 years, Italian brand Melania has a wide selection of children’s footwear styles for s/s 13, created from carefully selected leathers and featuring intricate attention to detail. Additionally, for UK buyers, all invoicing is carried out in GBP. Stand T39


August/September 2012

 

BOBUX Bobux has two new ranges available for children’s developing feet. Step Up, with rounded shoe styles and flexible soles, offers barefoot comfort for infants learning to walk. The new I-Walk range combines different types of leather for hard-wearing, breathable styles for active children. Stand S31

            




The latest collection from Pediped includes Memory Foam Technology insoles, machine washable uppers and a Flexible Fit system, where shoes come with an additional 2mm insole to customise fit. A new Ultra Light Athletic range is also available. Stand U28

This season, Lelli Kelly is launching Lelli Kelly Zoo, a collection inspired by the animal world and featuring a zebra, elephant, giraffe and pelican. Shoes can be sold with the same animal on the front of both shoes, or can be mixed and matched. Stand T21

The latest s/s children’s collection from Keds features classic trainer styles and sandals in a choice of traditional or bright and fashionable colours. The collection offers designs catering for every occasion, ranging from back-to-school footwear through to party shoes. Stand U38




After launching children’s footwear in early 2010, Pineapple Footwear is now available in infant sizes 4-9. Like the older girls’ range, the infant styles feature all the fun, colour and sparkle of the Pineapple Dance Studios brand. Stand V26

Three new lines are available from Podlers this season. They are a flashing lights collection for boys and girls; the true toddlers’ range with generous fit soles, bright colours, flex soles and breathable linings; and a new slim-line fit line for older girls. Stand X9

The brightly coloured s/s 13 collection from baby and toddler soft-sole footwear brand Robeez includes animal, vehicle and flower designs. Other highlights include mini-me styles and a new wrap-around design with an embroidered outsole. Stand U38

         

     

     

    

    

      

August/September 2012


FROY & DIND: Printed tin box, from ¤1.90, 07855 360384

EBULOBO: Wooden stacking bear, £12.28, 0845 519 0516

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BELLE & BOO: Melamine picnic set, £7.50, 0117 924 6382

  

Main image: KITTY KAY – MAKE & SEW: Felt hanging butterfly kit, £37.50 for a pack of 10, 01788 567858

P’KOLINO: Clothes tree, £40, 020 8853 8355

SEBRA: Race track printed cushion, £30, 0045 75541803



August/September 2012



TAPETE ¤11.45, 01380 859900 —

SGT SMITH £7, 01457 854422 —

    MILK & CEREAL £8.50, 07429 408683 —

FABRIC FLAVOURS £8, 020 7195 2234 —

 

LITTLE MASHERS £8.50 020 8925 3683 —

ANGELIKA LONDON £40, 01638 730746 —

Kids clothing, exclusive designs on fair tr ade trade & organic cotton T el:07429408683 sales@milkandcer Tel:07429408683

 

 


August/September 2012

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01: MAKE YOUR OWN BATH BOMB KIT The Homemade Company ÂŁ6.90 07976 910993

04: BABY TIGHTS FOR BOYS Little Titans ÂŁ6.50 including gift box 07786 071667



KG Design ÂŁ4.75 01270 879900

Candy Queen Store ÂŁ3 each 07827 746075



Blafre ÂŁ5.30 01270 879900

Baba + Boo ÂŁ1 07814 315385


*)) (&% August/September 2012



51: School news 52: School opinion Back-to-school sales 54: A uniform approach The Schoolwear Association’s latest finding on attitudes to school uniform


56: School stock: Back-to-school footwear

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August/September 2012


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Schoolwear supplier Trutex has selected the winners of its recent modelling competition, designed to find new faces for its 2013 campaign.

ď€˘ď€Łď€Ľď€˘ď€€ď€˜ď€Ťď€Łď€”ď€Ąď€—ď€Śď€€ď€Łď€Ľď€˘ď€§ď€˜ď€–ď€§ď€œď€Šď€˜ ď€˜ď€¤ď€¨ď€œď€Ł ď€˜ď€Ąď€§ď€€ď€˘ď€™ď€™ď€˜ď€Ľ

Receiving near to 500 entrants, the winners were decided by a judging panel made up of Trutex employees, photography studio Fab Studios and modelling agency Eurokids.

Opro, known for its range of custom-fit and OproShield self-fit mouth guards, has expanded its offer of protective equipment to include head guards and shoulder pads. Available through its sports equipment division – Opro 360 – both items are fully IRB approved by the International Rugby Board and come in child and adult sizes. Grip mitts, which comply with the IRB alternative dress code, are also supplied by Opro 360, offered in both child and adult sizes. Wholesale prices are available on request.

 ď€Łď€˜ď€§ď€œď€§ď€œď€Šď€˜ď€€ď€•ď€”ď€–ď€žď€†ď€§ď€˘ď€†ď€Śď€–ď€›ď€˘ď€˘ď€&#x; ď€Ľď€”ď€Ąď€šď€˜ď€€ď€™ď€Ľď€˘  Footwear brand Pod has launched its most competitive back-to-school (BTS) range to date in a bid to support retailers and stimulate sales for the coming season. The brand has divided the 2012 BTS range into two main price brackets, offering retailers more variations in terms of price and style options.

Trutex developed a unique Facebook app for children to enter the competition, which required the applicant to “like� the supplier first, before uploading pictures and details.

ď€Ąď€˜ď€Şď€€ď€Şď€˜ď€•ď€Śď€œď€§ď€˜ď€€ ď€™ď€˘ď€Ľď€€ď€—ď€”ď€Šď€œď€—ď€€ď€&#x;ď€¨ď€žď€˜ Schoolwear supplier David Luke will relaunch its website this month with a brand new look in line with its Eco and Fun campaign, designed for its eco-friendly range of schoolwear. A new feature of the site will allow the schoolwear supplier to direct customers to retail stores selling David Luke products. The retailer’s website will be added to each specific product page, offering consumers an easy click-through service to purchase the garment. The option for shoppers to locate their nearest stockist with a postcode search service will continue, giving consumers a number of ways to purchase David Luke products.

The core BTS line features new innovative hologram branding and panelled upper designs, with selected styles available from an EU size 27 to 52. The second BTS collection, meanwhile, features a new lightweight sole and achieves an RRP ÂŁ5 below the core range through sourcing new material suppliers and specialised factories.

ď€Ąď€˜ď€Şď€Ś ď€œď€Ąď€€ď€•ď€Ľď€œď€˜ď€™

ď€§ď€Ľď€¨ď€§ď€˜ď€Ťď€€ ď€˘ď€—ď€˜ď€&#x;ď€€ď€Şď€œď€Ąď€Ąď€˜ď€Ľď€Ś ď€Ľď€˜ď€Šď€˜ď€”ď€&#x;ď€˜ď€—ď€€

         ď€Źď€ąď€Śď€Żď€ˇď€§ď€¨ď€€ď€¤ď€ąď€€ď€‘ď€Œď€…ď€Śď€˛ď€°ď€łď€¤ď€śď€Źď€Ľď€Żď€¨ď€€ď€Ľď€˛ď€˛ď€Žď€€ď€łď€¤ď€Śď€Ž 

The winners – Alicia Shepherd and Max Roberts (pictured) – are the recipients of a photo shoot with Fab Studios and 12 months’ modelling representation with agency Eurokids.

ď€§ď€›ď€˜ď€€ď€Śď€–ď€›ď€˘ď€˘ď€&#x;ď€Şď€˜ď€”ď€Ľď€€ď€Śď€›ď€˘ď€Ş ď€–ď€˘ď€Ąď€§ď€œď€Ąď€¨ď€˜ď€Śď€€ď€Śď€¨ď€Łď€Łď€˘ď€Ľď€§ď€€ď€™ď€˘ď€Ľď€€ď€™ď€§ď€–ď€§ The Fashion and Textile Children’s Trust (FTCT) is returning as the chosen charity for The Schoolwear Show for the second consecutive year. The FTCT provides grants to support the wellbeing of children whose parent or carer has a trade connection with the UK fashion and textile industry. This can include respite for a child who is a registered carer for a parent, or extra tutorial support for a young person with learning difficulties. “We are thrilled to be working with The Schoolwear Show again in October; its support is invaluable,â€? says Anna Pangbourne, director of the FTCT. “By allowing us a stand at the show, it is enabling us to meet parents and carers and raise awareness of the support our grants can give.â€?

              

    ď€?    ď€Śď€˛ď€°ď€łď€¤ď€ąď€ťď€„ď€€ď€šď€Ťď€Źď€Śď€Ťď€€ď€šď€¤ď€ľď€€ď€Šď€˛ď€ˇď€ąď€§ď€¨ď€§ď€€ď€Źď€ąď€€ď€Šď€ˆď€ˆď€?     


August/September 2012


  




  

  

  

What’s new for the back-to-school season this year? — We have introduced some new lines for a local school’s new sixth-form uniform comprising cotton-blend jumpers, cardigans and tank tops. We have also introduced a new line of girls’ trousers and some add-on sales items for the sports sector including shin guards, mouth-protectors, tracksuit bottoms and general sports socks. Overall, we have increased each school’s offer, but we have also introduced optional extras that are made to order.

What sort of threat has the high street posed to you as an independent retailer this year? — As with every year, the threat from the high street is there, and if parents are particularly price-conscious, that’s where they will go. However, we have noticed that some customers who have tried buying school uniforms from the high street have gravitated back to us because they have realised the quality of branded schoolwear is far superior. They might buy several plain white shirts from the high street at a lower price, but then they realise the fabric is see-through and not the same quality as from a brand such as Trutex.

How has consumer attitude towards spending changed this year? — The back-to-school period is definitely starting later. We are seeing a trend for parents investing in one or two key items at the start and then coming back in to buy other things over the next few weeks. Basically, parents know they need to spend the money on school uniform but they are trying to spread the cost wherever possible to ease the pressure on their finances.

How has the customer’s approach to spending changed since last year? — Parents are definitely spending less during the back-to-school period and topping up in the Easter or Christmas break. In particular, we have noticed that parents are cutting back on the number of made-to-measure sweatshirts and polo shirts they buy, and that sportswear is made to last that extra year if possible. We try to ease the pressure on customers by offering an initial 20 per cent discount on orders with full payment required on delivery. How are you promoting your back-to-school range this year? — We are running various promotions through social media platforms to tie in with the Olympics and raise awareness of our sports offer. We are also trying to maximise the potential of our own website through Google Adwords. Going forward, we would like to see more promotional material from schoolwear suppliers, in particular unbranded brochures that we could show to schools and Parent Teacher Associations.

How have you promoted your back-to-school range this year? — We have advertised our back-to-school offer in the local press as we do every year. However, we also like to sponsor local school football teams as a way of promoting our business. It’s raising awareness directly among our end-users, so it makes sense to us to complement our press advertising with something more directly related to the product we are selling. How supportive have your suppliers been? — We have absolutely no complaints on any level. The suppliers provide us with the quality we need to set us aside from the high street, and many go the extra mile in supporting us with point-of-sale material. This year, footwear label Gola has been providing us with bags and Trutex has supplied some point-of-sale material, so we’re very happy.

How do you work with your local schools during this period? — We tend to focus all of our marketing efforts on promoting our range within schools because that is the most relevant method for us. The schools are generally very helpful and co-operative, because we are providing a good service to the parents of their pupils. We sometimes receive feedback from parents asking us to stock particular school uniforms for other schools, because they want to buy from us. Do you feel there is a threat from the high street when it comes to schoolwear? — I think the supermarkets and high-street chains are putting more and more effort into selling schoolwear online, and I don’t think that’s a popular choice for many parents. Schoolwear is something that needs to be tried on, and parents want to touch the product and feel it in their hands before they invest in it. In that respect, we are certainly holding our own against the high street because parents can come into the store and receive not only high-quality goods, but also excellent customer service.



HASSLE WITH SCHOOL TEAMWEAR ORDERS? CALL AKOA. GET SUPER STRENGTH SUPPORT FROM THE EXPERT TEAM. We’re ripping off our shirts and flying into action to help retailers manage their school teamwear across the nation. Find out how:

VISIT CALL 01200 421213 Trutex Limited, Taylor Street, Clitheroe, Lancashire BB7 1NL

Or scan in the QR code on your mobile device



August/September 2012

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discipline, and one that needs to be fully utilised. The consensus being that uniform is a “classical conditioning� process; it places children in a frame of mind so when they put school uniform on, they understand from an early age that they will be going to school to learn and concentrate, rather than simply to play. Discipline has always been a hot topic in the education sector and one that parents are now placing higher up on their agenda as a priority for their offspring. This is reinforced by the fact that the SA has seen a trend increase in formal schoolwear, with its subsequent research supporting the fact that parents, teachers and even schoolchildren want school uniform back. It is reassuring for the SA to see the trend turning to favour the durability and added disciplinary benefits of uniform, as well as its longevity, quality and value. Notably, 87 per cent of parents thought school uniform represented good value. One parent, who deemed school uniform “excellent value for money�, put the price issue into perspective when she stated that she could buy the whole of her youngest daughter’s uniform from her local schoolwear store for less than a pair of branded shoes – and the uniform will last longer. Other benefits of school uniform that were highlighted in the research included creating an individuality for a school and the strong, positive message generated by branded school uniform being important and not something to be dismissed lightly.

It was also clear among the teachers surveyed that uniform is an important tool in the classroom in terms of helping the teaching process. Comments included that it helps to create strong school values, gives children a sense of belonging, generates discipline but also, on a more practical level, makes it easier for teachers to keep tabs on pupils outside of the school gates. The SA also found teachers believed wearing recognisable school uniform is also a helpful deterrent against bad conduct in public, as pupils are easily reportable. Teachers also believed, like parents, that uniform places children in the right mind set for studying, that their uniform helps prepare them for professional life, and provides a level playing field in terms of status and trend, allowing children to focus on the task in hand. The main consensus from the teachers’ point of view was that school is a place to learn and be

August/September 2012



  The Schoolwear Association’s (SA) 2012 research comprised two focus groups among parents and teachers and two YouGov surveys among parents with children attending a state school where uniform is required.

PRICE AND VALUE FOR MONEY: The SA has always understood that value for money is key when it comes to school uniform: but value is about more than just price. • Price is the most important factor for parents surveyed when it comes to buying school uniform – 97 per cent believe it is either “very” or “fairly important”. Parents surveyed in London are less concerned about price, with 13 per cent saying it is not “very important”. • That said, both quality and longevity – how long the uniform lasts – are extremely close behind price in terms of importance, with 96 per cent and 95 per cent of parents surveyed saying each is either “very” or “fairly important”, respectively. • Almost three-quarters (73 per cent) of parents surveyed agree that school uniform is definitely better value than allowing children to wear their own clothes to school (rising to 87 per cent among those that agreed or disagreed). • Eighty-three per cent of parents surveyed who expressed an opinion either way do not agree that school uniform is less convenient than children wearing own clothes.

educated, and anything that facilitates this process is encouraged. Commenting on the research, Schoolwear Association chairman Howard Wilder says, “We know that a quality, specialised uniform can create a strong identity for a school. We firmly believe that school uniform is part of our cultural heritage; it provides the wearer with many benefits including a ‘clothes discipline’ and the right mindset for school. “A distinctive uniform can promote an invaluable sense of community within schools, aiding security and a sense of belonging, as well as improving attendance and general behaviour,” he continues. “We are happy that our research has shown that teachers and parents also recognise its value for their children and want to use it to its best advantage.”

PRODUCT RANGE AND SERVICE: Children aren’t “one size fits all”, and the SA wanted to highlight the need for variety of product range and service. • Parents surveyed are less enthusiastic about the range of sizes available in supermarkets (39 per cent) than they are about the price (55 per cent) – this is most pronounced in the capital where just 16 per cent said they felt supermarkets had the best range. • More than half the parents surveyed (53 per cent) said that their independent retailer or school shop stocking school uniform all-year-round was something that it did well. • Almost as many (45 per cent) cited their ability to understand the uniform needs of the child and the school as something they do well. • Brand is generally not perceived to be an important factor for parents surveyed when buying school uniform – just 20 per cent say that it is. • Forty per cent of parents surveyed placed importance on a shop’s ability to provide a fitting or alterations service for uniforms. SAFETY AND SECURITY: The SA believes an easily identifiable school uniform is a valuable tool keeping children safe, a view that has been reinforced by groups such as police forces in the past. Parents in the focus groups said: • “I believe school uniform creates a discrete identity, delineates the transition between home and school, helps the children become part of a team or group, and instils discipline and a sense of belonging to somewhere special.” • “Wearing a recognisable uniform is a deterrent against bad conduct in public. They are easily reportable!”

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KK Model

DISCIPLINE AND BEHAVIOUR: The SA has always believed that putting on a school uniform in the morning puts school children in the right mindset for their day in terms of both discipline and learning. • Seventy-nine per cent of parents surveyed also believe that students wearing a uniform helps maintain discipline in schools. This view is fairly consistent across the country but most pronounced in the North, where this figure rises to 86 per cent. Just 9 per cent of all parents surveyed disagree. • Just one in five parents interviewed (21 per cent) doubt the ability of school uniform to positively influence pupil behaviour (rising to 27 per cent among those that expressed an opinion either way). • Teachers interviewed in the focus group suggested they don’t have non-uniform days because the last time they did, the behaviour deteriorated.

• A slightly higher proportion of parents surveyed with children at state primary school believe uniform is better value than “mufti” – 74 per cent of state primary school parents versus 68 per cent of state secondary school parents (88 per cent and 84 per cent when looking at those that expressed an opinion either way). • Seventy-seven per cent of parents surveyed believe that £30 – a sum quoted by The SA – is “average” or “good value” for a primary school uniform.

For more information on The Schoolwear Association, or to become a member, visit



August/September 2012

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August/September 2012

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August/September 2012

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&(*, ,(%* A: Aden & Anais 020 7801 6279 Angel’s Face 01474 813660 : Angelika London 01638 730746 : Angulus 07855 509069 : Aravore 0208 347 5752 : ASBCI 01422 354666 B: Baba + Boo 07814 315385 : Belle & Boo 0117 924 6382 : Billieblush 020 8964 8605 : Blafre 01270 879900 : Bob & Blossom 01273 679497 : Bobux 07769 177865 : Boolems 07624 206681 : Bonnie Baby 020 3137 3502 C: Candy Queen Store 07976 910993 : Caribee 0131 554 5555 : Clarks : Corby Tindersticks 07834 270320 : Cyd & Emma 07956 625292 D: Danco 020 7613 5076 : Dandy Star 020 7923 7208 : Darcy Brown 01672 838069 : David Luke 0161 272 7474 : Diesel Kid 020 7520 7737 E: Ebulobo 0845 519 0516 : Elfie London 07799 065852 : Emma Levine 01784 477885 F: Fabric Flavours 020 7443 7973 : Fendi 0039 07312301 : Fly London 07957 232790 : French Connection Kids 01992 538003 : Froddo 01727 760101 : Frugi 01326 572828 : Frocks London 07875 693864 : Froy & Dind 07855 360384 : Fun & Fun 0039 813151635 G: Geox 020 7833 8811 : Green Kids 020 7226 4345 : Grubbies 07887 631217 H: Hucklebones 020 3137 3503 : Hush Puppies 020 7860 0100 I: Il Gufo 0039 0423951300 : I Love Gorgeous 01748 822055 : IndiaCoco 0845 475 0911

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K: Keds 07584 102537 : KG Design 01270 879900 : Kite Kids 01202 733222 : Kitty Kay 01788 567858 L: Lelli Kelly 0039 0583431219 : Lilly + Sid 07789 397092 : Little Duckling 020 7348 7316 : Little Linens 01474 813660 : Little Mashers 020 8925 3683 : Little Titans 07786 071667 : Little Troll 01462 612407 : Lotus : Loud Apparel 020 72412 456 : Loved by Parents M: Marmalade & Mash 07850 897304 : Maxomorra 01334 659047 : Melania 07850 008834 : Me Too 0045 76412902 : Michiko and Me 07949 081068 : Miinto 08456 436555 : Milk & Cereal 07429 408683 : Mini A Ture 020 7348 7316 : Moda 01484 846069 : Molo 07718 987756 N: National Skills Academy for Retail 020 7462 5089 : No Added Sugar 020 7226 2323 O: O’Neill 01243 673666 : Opro 01442 430696

ď ď €ď€żď€śď€ąď€˛ď€€ď€˜ď€¨ď€€ď †ď€‘ď€Œď€€ď€‚ď€śď€şď€°ď€‡ď€€ď€źď€ ď€źď€ƒď€€ ď€Ąď€–ď€Şď€”ď€€ď€ ď€€ď€§ď€ľď€˛ď€€ď€Śď€°ď€ľď€ťď€ťď€¸ď ƒď€˛ď€Žď€žď€€ď€”ď€żď€żď€ťď€°ď€śď€Žď €ď€śď€ťď€şď€€ ď€šď€˛ď€šď€Żď€˛ď€žď€żď€€ď€śď€şď€€ď€˜ď€¨ď€€ď †ď€‹ď€?ď€€ď€‚ď€śď€şď€°ď€‡ď€€ď€źď€ ď€źď€ƒ ď€Ąď€–ď€Şď€”ď€€ď€ ď€€ď€§ď€ľď€˛ď€€ď€Śď€°ď€ľď€ťď€ťď€¸ď ƒď€˛ď€Žď€žď€€ď€”ď€żď€żď€ťď€°ď€śď€Žď €ď€śď€ťď€şď€€ ď ď €ď€żď€śď€ąď€˛ď€€ď€˜ď€¨ď€€ď †ď€?ď€‰ď€€ď€‚ď€śď€şď€°ď€‡ď€€ď€źď€ ď€źď€ƒ

ď ď€Żď€żď€°ď€žď€śď€Żď€˛ď€€ď€żď€śď€šď€źď€¸ď …ď€€ď€°ď€Žď€¸ď€¸ď€€ď  ď€„ď€Œď€Œď€€ď€‚ď€‰ď€ƒď€Šď€Œď€?ď€Œď€€ď€?ď€Œď€Žď€‰ď€Žď€‘ď€€ ď ď 

P: Pediped 07703 856072 : Petit Bateau 020 7462 5770 : Phister + Philina 01935 826071 : Pineapple Footwear 01992 769612 : Pippo 01912 461474 : P’Kolino 020 8853 8355 : Podlers 01234 240440 : Poppy 01642 790000 : Primigi 020 8567 2384 R: Rachel Riley 020 7935 7007 : Ricosta 0116 259 7427 : Robeez 07584 102537 : Rockabye-Baby 01442 382571 : Rock n Regal 07985 392705 S: Sebra 0045 75541803 www.sebra .dk : Sgt.Smith 01457 854422 : Silvian Heach Kids 07771 898977 : Skeanie 0161 374 0713 : Snugs & Snails 0035 3867338107 : Sperry Top-Sider 07584 102537 : Star Child 01509 817601 : Start-rite 01603 595200 : Step 2wo 020 8446 4795 : Sturdy Kids 01242 285999 : Superfit 07775 995547 T: Tapete 01380 859900 : The Baby Show Earls Court 0871 231 0844 : The Fashion and Textile Children’s Trust 020 7170 4117 Homemade Company 07976 910993 : Tootsa MacGinty 07977 239817 : Toughees 01202 701587 : Trutex 01200 421202 V: Verity Jones 020 7486 1310



August/September 2012







        

Soft leather shoes designed to give total comfort for little growing feet +44 (0)1495 311123


   

 


            


  

      

Hats • Gloves • Scarves Full catalogue available


Tel: 01923 210646 Fax: 01923 210647 Email:

CHILDRENSWEAR       

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August/September 2012







              

SSchool Sc cho ho o l T Ties ies & ie Accessories A ccesso ssorie ies

    

 



   

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TIE & SCARF COMPANY    SCHOOL TIES           



GIRLS CLOTHING 

                     

     


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 

  

   




August/September 2012

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LAURA TURNER: Why did you decide to become brand ambassador for Start-rite children’s shoes? MYLEENE KLASS: It’s a perfect fit; I was raised as a “Start-rite baby�, wearing nothing but Start-rite fitted footwear, so I have done the same with my own children. I admire the ethos of the company and its heritage. LT: What are you doing throughout 2012 in your role as brand ambassador? MK: Essentially, I want to spread the word to mums and dads that, when it comes to buying your children their shoes, it is important to get their feet measured and shoes correctly fitted. As parents, we worry constantly about our children eating the right food, whether they are wrapped up warmly and so on; feet can very easily get forgotten and yet they will carry them through their lives. LT: Which are your favourite styles from the current Start-rite collection? MK: The traditional Mary Jane style, Louisa, is my daughter Ava’s favourite. Now my youngest daughter Hero is walking, I also love the cute Bubble style, which is an ideal first walking leather shoe for girls in a T-bar design. LT: What was your favourite pair of shoes as a child? MK: A black patent pair that had a giant, sparkly jewel in the centre of each shoe.

LT: Has working with Start-rite made you want to do more on the children’s footwear front going forward? MK: Absolutely. Watch this space closely! LT: What other work have you done in the children’s fashion sector? MK: I have my own children’s fashion brand, BabyK, which is stocked and distributed internationally through Mothercare. It’s available in 29 countries and like my third baby! The dedication, time and effort that has gone into the range is something I'm very proud of, and I have huge admiration for the team that works tirelessly on it to make it the success it is. LT: What is your work ethic, and what qualities do you look for in those you work with? MK: I personally love my work and enjoy being part of a creative team. I love that the Start-rite team are dedicated, strong, artistic and enterprising, and they have the best sense of humour. They make the entire process of creating and delivering shoes to little ones exciting and rewarding. LT: Do you have a business mentor? MK: I am very instinct-led, and believe that nothing is impossible. I admire women like Karen Brady and Hilary Devey; mothers in business who essentially do it all. They learnt their craft rather than being handed their titles, and have climbed up the ranks.

ď€–ď€¨ď€Ľď€Ľď€œď€–ď€¨ď€&#x; ď€Šď€œď€§ď€”ď€˜

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CWB magazine  

CWB is a UK trade publication for the children's and schoolwear industry.

CWB magazine  

CWB is a UK trade publication for the children's and schoolwear industry.