Earnshaw's | October 2012

TWEEN SPIRIT • PRESIDENT OF STRIDE RITE CHILDREN’S GROUP SHARON JOHN • ABC KIDS EXPO MUST-SEES ÄšÄŒĆŤ ĚƍĒƍ Ěƍ ĆŤ ĆŤĆŤÄ‘ĆŤĆŤ 201 2 $5.00

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Fall/Winter 2012 Styles Available For Order!

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pediped’s stylish and comfortable footwear ranges from newborn to size EU 36 (US 4.5 youth) and has been awarded the Seal of Acceptance by the American Podiatric Medical Association.

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COM PANY OF THE YEAR From first steps to first days of school and beyond, we celebrate the milestones of childhood.

THANK YOU

for helping us achieve a new milestone of our own.

COM PANY OF THE YEAR

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OCT. 2012

Noelle Heffernan Publisher Jennifer Cattaui Editor in Chief Nancy Campbell Creative Director

FEATURES

;:?JEH?7B Angela Velasquez Fashion Editor Lyndsay McGregor 7iieY_Wj[ ;Z_jeh Maria Bouselli 7ii_ijWdj ;Z_jeh Megan Fernandez Editorial Intern

34 Dreaming of Sugar Plum C_Y^W[b <WbbWi" 9;E e\ if[Y_Wbjo Zh[ii cWdk\WYjkh[h Ik]Wh Fbkc" jWbai fheZkYj_ed" b_Y[di_d] WdZ Ze_d] Xki_d[ii _d jeZWo i [Yedeco$ 36 Rite Foot Forward Fh[i_Z[dj e\ Ijh_Z[ H_j[ 9^_bZh[d i =hekf I^Whed @e^d Z_i^[i WXekj j^[ ij[fi i^[ i jWa[d Wi b[WZ[h e\ j^[ ^[h_jW][ XhWdZ$

9H;7J?L; Trevett McCandliss 7hj :_h[Yjeh Tim Jones I[d_eh :[i_]d[h

40 Fresh 25 J^[ d[[Z#je#adem dWc[i _d Y^_bZh[d i ][Wh Wj j^[ 789 A_Zi ;nfe" \hec Z_Wf[h XW]i WdZ \[[Z_d] i[ji je YWhh_[hi WdZ X[ZZ_d]$

9EDJH?8KJEHI Michel Onofrio Ijob[ :_h[Yjeh 7:L;HJ?I?D= Caroline Diaco =hekf FkXb_i^[h Sarah Sutphin Broglie 7Zl[hj_i_d] CWdW][h Alex Marinacci 7YYekdj ;n[Ykj_l[ Jennifer Craig If[Y_Wb 7YYekdji CWdW][h Steven Hemingway 9bWii_\_[Z IWb[i 7:C?D?IJH7J?ED Laurie Guptill FheZkYj_ed CWdW][h Melanie Prescott 9_hYkbWj_ed CWdW][h Mike Hoff M[XcWij[h 9EDJ79J ?D<E Sales/Editorial Offices ), 9eef[h IgkWh[" 4th floor D[m Oeha" DO '&&&) Tel: (646) 278-1550 <Wn0 ,*, (-.#'++) [Z_jeh_Wbh[gk[iji6 /j^h[WZi$Yec Circulation Office (' >_]^bWdZ 9_hYb[ D[[Z^Wc" C7 &(*/* Tel: (800) 964-5150 <Wn0 -.' *+)#/)./ Y_hYkbWj_ed6/j^h[WZi$Yec 9EHFEH7J; 9Threads (,(&( :[jhe_j HeWZ" )&& M[ijbWa[" E> **'*+ Tel: (440) 871-1300 Xen Zapis" 9^W_hcWd Lee Zapis" Fh[i_Z[dj Rich Bongorno" 9<E

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Top, from left: Levi's plaid button-down hoodie, Tocoto grey shirt, Imps & Elfs distressed jeans, socks by Planet Sox; Lucky Brand denim jacket, Appaman shirt, Tocoto pants, Planet Sox socks. Stylist's own vintage hat and boots. Bottom: Royal Couture dress.

Cover, from left: Imps & Elfs henley worn over Blu Pony Vintage dress; Eddie Pen button-down shirt, American Apparel thermal, Catimini jeans, suspenders by Blu Pony Vintage; Le Petit Coco cream tee, American Apparel thermal, shorts by Imps & Elfs, vintage hat; Wes & Willy cream long-sleeve shirt, Diesel overalls; Levi's denim vest, plaid button-down hoodie by Diesel, Riley denim shorts; Blu Pony Vintage jumpsuit.

Photography by Cleo Sullivan.

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 9. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2012 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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Farmhouse Rock

Tweens re-write the fashion rules.

EDITOR’S LETTER

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PAGING THROUGH OLD issues of Earnshaw’s from the ’60s, I laughed out loud when I learned we called those 8 to 12 inbetweeners “sub-teens.” Now they’re simply dubbed “tweens.” But both these names betray the fact that we haven’t quite figured them out. They are more sophisticated than toddlers, but not as precocious as teenagers. We’ve crafted special fashions for them, “taking down” junior and women’s styles and tweaking them to be age appropriate. It’s a thankless middle where manufacturers are often criticized by moms for cutting garments that look too mature, and by kids who worry about appearing baby-ish. Designers at the top of their game strike the right note of measured maturity.

In the ’60s, tweens were just starting to get some individual attention for their power over household decision-making, and today their wealth of purchasing control in the market has only increased. Tweens are a highly desirable demographic for manufacturers, marketers and retailers to harness for their fearless fashion sense and wildfire peer-to-peer influence through traditional and online channels.

For our fashion story “Folk Tale,” shot by Cleo Sullivan, our tween models don one of their most preferred uniforms— denim jeans and tees exuding rebel cool—with a backdrop of a Long Island farm.

In our feature “Tween Spirit,” we learn that there are no rules to fashion for this market as they mix-and-match their favorite garments with no concern of what “should” go together. A Dolce and Gabbana skirt combines easily with

street vendor finds and Ralph Lauren wingtips.

We’re not only addressing the tween market; we’re also covering the baby and kids gear and goods extravaganza happening in Louisville, KY, this month at ABC Kids Expo. In our gear go-to “Fresh 25,” we highlight the must-sees at the show destined to become this year’s “must haves” on the store shelves.

This month, we were lucky enough to speak with several prominent manufacturers and get some great insight into their worlds. In our Q&A “Rite Foot Forward,” we sat down with Sharon John, president of Stride Rite Children’s Group, to learn more about her vision for the nearly 95-year-old brand as she looks to explore the international market.

We also chatted with Michael Fallas, CEO of Sugar Plum NY Inc., and got the scoop on the company’s recent licensing ventures.

This month’s issue is special for yet another reason: We’re announcing our Earnie Award winners, named best in their category from retailers across the country. We invite you to join us on October 22 to toast to them, to a new crop of Hall of Fame honorees, and to Earnshaw’s for leading the children’s retail charge for nearly a century.

Hope to see you there!

JENNIFER CATTAUI jennifer.cattaui@9threads.com

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talking points SWING INTO

KidsWorld

DALLAS

KidsWorld

MARKET APPAREL. GIFT. ACCESSORIES. TOY. January 24-27, 2012 Make your travel plans now to attend. dallasmarketcenter.com | 214.744.7444

KIDS WORLD

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CPSIA Update: XRF Testing LAST MONTH, THE American Apparel and Footwear Association (AAFA) hosted a webinar to discuss the new “CPSC Testing and Certification Rule,” under the Consumer Product Safety Improvement Act (CPSIA).

Related to this pending new rule, the Consumer Product Safety Commission proposed a new regulation in children’s products that would allow lead substrate testing using X-ray fluorescence (XRF), in addition to their approval last year of high-definition XRF (HDXRF) in testing for lead in paints and other surface coatings. Quin Dodd, product safety law attorney and former chief of staff at the CPSC, explained that the Testing and Certification Rule will require records of sufficient certification testing, periodic/production testing, undue influence policies and training, and material change tracking, with all testing being completed at CPSC-approved labs with permitted testing methods.

At this time, the CPSIA requires third-party testing and certification by both domestic manufacturers and importers for children’s products, including phthalates in “child care articles” and children’s toys, small parts, lead in substrates and paints, flammability in children’s sleepwear and regular clothing and nursery products. In addition, he described how the Component Part Testing Rule currently in effect permits reliance on testing and certification of physical components or raw materials as well as finished items if record keeping and “due care” obligations are met.

Dodd explained that the new Testing and Certification Rules allowing lead testing by legacy (XRF) HDXRF have several advantages: faster turn around; the ability to do on-site, non-destructive testing; cost effectiveness; screening, verification and QA testing; and portability. For lead testing in substrates, both machines can be used to test homogenous plastic substrates. For testing lead in paint and similar coatings, however, only HDXRF and ICP (“wet chemical” analysis) are CPSC-approved methods.

According to Dodd, HDXRF is more precise and reliable than traditional XRF not only when it comes to paints

and surface coatings but also in substrates, particularly metals, because it eliminates background noise. All major test labs now use HDXRF technology in its bench top format, and a new portable HDXRF device is now available. In addition, HDXRF has the capability “to quantify toxic element concentrations for both the coating and the base materials separately,” according to Satbir Nayar, product manager at XOS. HDXRF also can focus on a 1-mm area on a surface, which allows for testing of small product features.

A proposed rule, the so-called “1112 Rule,” would expand the use of XRF testing as well.

The rule states that both HDXRF and legacy XRF can be used to test most substrate materials, but would demand the following: that homogeneity is predetermined; no measurement can exceed 70 ppm; neither of the XRF devices can be used for glazed ceramics or plated metals; and legacy XRF requires daily and substrate-specific calibrations of instruments. Once this rule takes effect, Dodd says that both legacy XRF and HDXRF will be the favored option in regards to lead testing.

Dodd stated that HDXRF should make sense for the majority of lead paint testing, for both “wet” paint and finished product or component testing, and that legacy XRF can be used to determine if lead issues exist “and to conduct spot or verification testing and screening for gross violations.” He advises retailers to organize products into categories to determine what CPSC testing and standards need to be met, produce testing protocols for supplier requirements, depend on both supplier certification and component testing and ask for XRF or HDXRF testing when possible.

To view the presentation, visit the AAFA’s website at www.wewear.org—Maria Bouselli

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Why Hotslings?

• Guaranteed to outsell any competitors brand or we’ll buy your stock back!

• Safe for babies 8lbs – 35lbs • Super lightweight! Only 0.6 pounds!

• Compacts & stores easily • Quick & easy to slip on and off • Machine washable • Worn on either shoulder • Multiple carrying positions • Instructional booklet included & videos available online at www.hotslings.com • Comes with a matching diaper pod!

It’s all about the buckle!

Two dummy-proof buckles allow the Hotslings AP™ to be adjustable.

The Hotslings AP™ sling is a safe continuous loop – it cannot detach or break apart.

Just adjust and go! It’s that easy!

Visit us at booth #4033 at the ABC Show!

BARELY SQUARE

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LEMON MIST

MOONLIT SKY GRAHAM CRACKER

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talking points

Fashion

101 A New York City fashion school encourages tweens to find their personal style.

IN A METROPOLIS where tweens have instant access to fast fashion, up-and-coming designers and rows of vintage shops to explore, New York City’s youngest sartorialists can now get a hands-on fashion experience at The Fashion Class, a Midtown sewing and design school for children and teens. Former stylist Kerri Quigley started the program for 6- to 18-year-olds last September after her sold-out fashion summer camps doubled in size each season. Since then, after-school and weekend lessons in fashion illustration, design and sewing, accessory design and haute couture have taken off.

Quigley and her team of instructors with backgrounds spanning costume design to Project Runway, guide kids on how to measure, cut and work a sewing machine. “We

start small with projects like a tote bag or clutch and then move onto pajama pants and dresses.

We like to switch up the projects, but there always has to be a dress. Tweens are big on dresses,” Quigley explains. She keeps courses kid-friendly by choosing simple assignments that take less than three hours, and parents are pleased because kids leave class with an actual wearable garment.

“Parents want to see results, but kids are really into customization and making things of their own,” she says, noting that most students are around 11 years old—a ripe age for the classroom’s boxes of sequins, feathers and other fun flourishes.

“Girls tend to go wild with embellishments, but every now and then there is a student who likes the minimalist look and that’s always

nice to see,” she adds.

This fall, curriculum will extend to other pockets of the industry including menswear, which Quigley says she gets tons of requests for. “We have boys in our regular classes and they like to make things for their moms or sisters, but it will be good for boys to have a chance to make something for themselves,” she adds, with wrestling masks expected to be a hit. Other new classes include fashion styling, where tweens will learn how to dress for body type, lay out clothing for shoots and pull accessories from a classroom accessories closet. “We’ll style a model and have a shoot and runway with a photographer,” Quigley says. “We try to make things here as real as possible and students love that.”—Angela Velasquez

Offspring 112 W. 34th St., Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745 West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS Midwest Richard Finkelstein & Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008 See us at: The Children’s Club NYC, Oct. 21st-23rd

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sells new and used boutique children’s clothing brands.

Research shows that 95 percent of specialty stores do not have an online entity, and Bloomberg Industries retail analyst Chen Grazutis thinks it’s a great opportunity for boutiques that don’t have an e-commerce component to start an online revenue stream. “Another advantage for using a channel such as this to move excess merchandise would be the dissociation of the retail brand with discounted products. The consumer perception is that he is getting a product from a good brand, but one that was not as ‘popular’ as others in the main retail location, therefore a ‘deal.’ The retailer, on the other hand, managed to move inventory to make room for new inventory without associating his brand with deep discounts,” Grazutis says.

With Bitty Birdie, boutiques and vendors earn 60 percent on new-with-tags items, while moms earn 50 percent of the sale on

TURN SURPLUS STOCK INTO CASH. IT’S A DILEMMA most retailers are familiar with: It’s the end of the season and excess inventory still needs to be moved to make room for the next. Do you discount? Do you store it until it can be put on the shop floor again? Enter Bitty Birdie Boutique. “We wanted to create a marketplace where we could work with brick-and-mortar stores and help them get rid of any items they were pushing beyond 50 percent off,” says Tiffany Cornelius, founder of the online outlet that

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pre-owned products through the store’s buy back program. All items are sold at a fraction of retail cost and include brands like Zutano, Tea Collection, Mini Boden, Burberry and Patagonia. Cornelius does not accept clothing from stores like Gap, Old Navy, Crazy 8 and Gymboree. An important point to note is that Bitty Birdie does not advertise what retailers it works with. “We want to help them, not hurt them. [Boutiques] sell through us and we give them their check every month,” she notes, adding that it’s “an additional form of revenue” that doesn’t take away from the store’s loyal customers. And because Bitty Birdie ships worldwide, it accepts all seasons all year round.

Unlike Zulily, Plum District and others tapping the mommy blogosphere for retail customers, there’s no flash sales or pressure to buy something in four hours, and Bitty Birdie has all of its listed products on premises and offers same-day shipping five days a week. And if your items don’t sell, you can get them back or donate them. “We work with Baby Buggy, a non-profit started by Jessica Seinfeld, in New York. If stores don’t re-list, we—with their permission—ship them to New York and Baby Buggy sends us a donation receipt.”—Lyndsay McGregor

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Please join us to toast to the 2012 Earnie Award winners, and Earnshaw’s 95th Anniversary, on Monday, October 22 at 6:00 p.m. at the café at ENK The Children’s Club, where Earnshaw’s will serve up a fashion show, cocktails and light fare. We’ll also celebrate our second annual Hall of Fame inductees. For ticket information go to www.earnieawards.com.

FOR MORE NEWS THROUGHOUT THE MONTH GO TO EARNSHAWS.COM

www.balboababy.com

ON WEDNESDAY, SEPTEMBER 5, Ralph Lauren kicked off fashion week with the Ralph Lauren Girls Fashion Show.

The show featured fall and holiday fashion looks, including bright prep school-inspired classics, Fair Isle motifs, plaids, blazers and sophisticated outerwear. The holiday collection was all dressed up in silks and satins, including a standout look where a model, small dog in hand, donned a red jacket, plaid skirt and top hat.

Ralph Lauren invited future style icons (from toddler to tween) to sit in the front row and enjoy the show. Notable attendees included Kiernan Shipka, Ali Wentworth, Blair Husain, June Ambrose, Lisa Vreeland, Nathalie Kaplan, Susan Fales-Hill and Samantha Yanks.

PHOTO COURTESY OF RALPH LAUREN CHILDREN’S

Let’s Party

RALPH LAUREN HOSTS FALL GIRLS RUNWAY SHOW

SIGN UP FOR E-SHAW’S TODAY

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EARNIE

AWARDS 2012

And the winners are...

We are pleased to announce the winners of the 2012 Earnie Awards .

Best Denim Levi’s

Best Swimwear Isobella & Chloe

Best Licensed Apparel Hello Kitty

Best Infants’ Collection Kissy Kissy

Best Hosiery BabyLegs Best Footwear Robeez Best Accessories High IntenCity Best Dresswear Isobella & Chloe Best Outerwear Mack & Co.

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Best Boys’ Collection Charlie Rocket Best Girls’ Collection Tea Collection Best Tween Collection Flowers by Zoe Best Gifts Mud Pie Best European Brand Petit Bateau

Best Company for Good Pediped Best Showroom Nancy Market and Amy Hoffman Best New Company Babiators Best Customer Service Mud Pie “It” Item of the Year Little Giraffe Plush Company of the Year Stride Rite Children’s Group

9/20/12 9:39 AM

fresh finds Inspired by their son’s love for history and superheroes, the husband-wife team behind History to a Tee decided to combine the two.

The result is a range of U.S.-made graphic tees that celebrate historical superheroes that really changed the world, like Rosa Parks, Ben Franklin and Galileo. All T-shirts are available in youth sizes, with a selection available for toddlers and as one-pieces.

Wholesale prices range from $12 to $18. Go to www.historytoatee.com.

Designed and made in the Philippines, Googoo & Gaga debuts its line of artdriven children’s clothes in the U.S. Using bright colors and ombre and tie-dye techniques, the quirky clothes capture kooky kids’ imaginations. Each piece of wearable art is available in a super-soft one-piece, T-shirt or dress, and comes in sizes 0 to 12T with wholesale prices ranging from $18 to $20. Visit www.googooandgaga.com.

Pam Val is the designer behind Xolo, a line of children’s shoes that embraces the power of choice and individuality. Fun and colorful pairs from her collection coordinate but are never exactly the same. The canvas kicks are available as slipons or lace-ups, and are sized for toddlers, youth and moms. Choose from a variety of patterns like polka dots, chevron and stripes.

Wholesale prices start at $15.

Check out www.xoloshoes.com.

Australian label Paper Wings is adding boys’ clothing in sizes 2 to 14 to its mix for spring.

Designers Jason Gibaud and Michelle Fallon combine their background in costume design (Peter Pan and Star Wars, to name but a few) with their experience in architecture and interior design to bow a collection of cartooninspired graphic tees, hoodies, jeans and shorts. Wholesale prices range from $22.50 to $40. Go to www.paperwings.com.au.

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Ordinary People Change the World is a line of children’s T-shirts in sizes infant to 10 honoring a variety of icons from the worlds of sport, entertainment and history. Each tee is illustrated by comic-book artist Chris Eliopoulos and has an inspirational message on the back. Bestselling author Brad Meltzer came up with the idea when the only clothing he could find for his kids was covered in princesses or sports teams.

Wholesale prices range from $14 to $20. Check out www.ordinarypeoplechangetheworld.com.

French sneaker brand Feiyue (“flying forward”) has landed its kids’ kicks on U.S. soil in sizes 22 to 34. Takedowns of its bestselling adult styles abound, with child-friendly details like Velcro straps and multicolored eyelets, in materials spanning canvas, suede and leather to denim, nylon and wool.

Wholesale prices range from $12 to $26. Check out www.feiyue-shoes.com.

Little Snail Series is a new children’s book publishing house dedicated to unraveling the genius of modern nomads.

Written by Grace Lee (mother, lawyer and native New Yorker), each snail’s tale aims to enhance vocabulary, create compassion and introduce perspective that expands beyond neighborhood norms. Books are priced at $18 and printed in the U.S. using soy-based ink. Visit www.littlesnailseries.com.

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9/19/12 9:06 AM

hot properties

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Burt’s Bees Loves Babies BURT’S BEES HAS j[Wc[Z kf m_j^ 7oWXbk" ?dY$" je fheZkY[ _ji d[m b_d[ 8khjÊi 8[[i 8WXo" m^_Y^ cWZ[ _ji Z[Xkj _d 7k]kij$ FheZkYji _dYbkZ[ b_d[di" XWj^ fheZkYji"

Tinga Tales" Moshi Monsters WdZ The Hobbit Wi m[bb Wi W hWd][ e\ ej^[h ]h[Wj fheZkYji"È iWoi J^ecWi AW[ffb[h" 9;E e\ HWl[diXkh][h$ FheZkYji \eh j^[ 7\h_YWd#_dif_h[Z Tinga Tinga Tales j[b[l_i_ed i[h_[i _dYbkZ[ W )+#f_[Y[ WdZ ,&#f_[Y[ fkppb[ \eh W][i * WdZ kf WdZ W (*#f_[Y[ Ôeeh fkppb[ \eh a_Zi el[h )$ ;WY^ Z_ifbWoi j^[ i^emÊi Y^WhWYj[hi WdZ ijWdZ#ekj Whjmeha$ Moshi Monsters WdZ The Hobbit Xej^ ][j j^[ ): jh[Wjc[dj _d if^[h[# i^Wf[Z fkppb[i$ Moshi Monsters’ fheZkYji _dYbkZ[ W +*#f_[Y[ fkppb[" \eh Y^_bZh[d el[h . \[Wjkh# _d] Y^WhWYj[hi AWjpkcW" :_Wl_e" Feff[j WdZ Bklb_" WdZ W -(#f_[Y[ ): fkppb[ \eh W][i , WdZ kf$ The Hobbit (-&#f_[Y[ fkppb[ _i \eh a_Zi el[h '& o[Whi ebZ WdZ fbWoi e\\ e\ j^[ d[m Óbc" The Hobbit: An Unexpected Journey$ J^[ fkppb[i m_bb X[ iebZ Wj lWh_eki ekjb[ji _dYbkZ_d] 7cWped WdZ h[jW_b \eh /$// je (,$//$ <eh ceh[ _d\ehcWj_ed YWbb .&& ..,#'(),$

WffWh[b WdZ WYY[iieh_[iÆÇ[l[hoj^_d] j^Wj jekY^[i W XWXoÊi ia_d"È iWoi CWh_W 7ia[h" fh[i_Z[dj e\ 7oWXbk ?dY$ J^[ Yebb[Yj_ed _i ][Wh[Z jemWhZ XWX_[i kf je / cedj^i Wi m[bb Wi ceci$ M_j^ W Yecf[j_j_l[ h[jW_b fh_Y[ hWd][ \hec -$// je */$//" j^[ b_d[ Óbbi j^[ le_Z \eh ^_]^#gkWb_jo" jhkij[Z WdZ eh]Wd_Y fheZkYji WdZ _i i[j je [nfWdZ d[nj i[Wied$ Ç<eh ifh_d] j^[h[ Wh[ W bej ceh[ l_# XhWdj" h_Y^ Yebehi \hec Wbb Z_\\[h[dj ^k[i e\ f_da" Xbk[ WdZ o[bbem m_j^ X[Wkj_\kb ]hWf^# _Yi WdZ fh_dji Qj^Wj ij_bbS ^Wl[ j^Wj l[ho YbWii_Y" j_c[b[ii [ii[dY["È 7ia[h iWoi$ 7bie \eh Ifh_d] Ê')" j^[ i_p[ hWd][ m_bb [nfWdZ je jeZZb[h W][ * WdZ WZZ_j_edWb ]_\j _j[ci m_bb X[ WlW_bWXb[$ M^_b[ j^[ b_d[ bWkdY^[Z Wj JWh][j" XkoXko 8WXo WdZ 8WX_[i ÇHÈ Ki" j^[ YecfWdo Ze[idÊj hkb[ ekj if[Y_Wbjo ijeh[i WdZ Xekj_gk[i Wi \kjkh[ 8khjÊi 8[[i 8WXo h[jW_b[hi$ ÇH_]^j dem _j \[[bi h_]^j je fkj _j ekj _d j^[ cWha[j Q_d ijeh[iS m^[h[ cec YWd ÓdZ _j [Wi_bo WdZ h[WZ_bo"È 7ia[h iWoi$ FheZkYji YWd Wbie X[ \ekdZ ed j^[ h[Y[djbo bWkdY^[Z 8khjÊi 8[[i 8WXo m[Xi_j[$ <eh gk[ij_edi" YedjWYj 9Wh_ >od[i Wj chynes@burtsbeesbaby.com.

The Magic of Sneakers SPORTY URBAN FOOTWEAR XhWdZ ;jd_[i ^Wi fWhjd[h[Z m_j^ :_id[o je e\\[h W Yebb[Yj_ed XWi[Z ed j^[ YecfWdoÊi j[b[l_i_ed i[h_[i Phineas and Ferb$ =beXWb 8hWdZ :_h[Yjeh C_a[ H[]Wd iWoi ;jd_[i _i [nY_j[Z je meha m_j^ :_id[o je Yedd[Yj j^[ XhWdZÊi WYj_ed WdZ ifehji b_\[ijob[ m_j^ \Wdi e\ j^[ i^em$ ÇPhineas and Ferb _i W i^em WXekj j^[ WZl[djkh[i j^Wj _ji Wd_cWj[Z Y^WhWYj[hi [nf[h_[dY[ [l[ho ZWo"È ^[ iWoi$ ÇJ^[ WZl[djkheki f[hiedWb_j_[i WdZ _dj[h[iji e\ j^[ Y^WhWYj[hi b_a[ <[hX" F^_d[Wi eh 7][dj F$" m^_Y^ _dYbkZ[ iaWj[XeWhZ_d]" ikhÓd] WdZ idemXeWhZ_d]" Wb_]d f[h\[Yjbo m_j^ ;jd_[i$È J^[ Yebb[Yj_ed \[Wjkh[i i_n Z_\\[h[dj YebehmWoi \eh Xeoi WdZ ]_hbi" ki_d] \ekh e\ j^[ XhWdZÊi YbWii_Y a_ZiÊ i^e[ ijob[i$ M^_b[ jme e\ j^[ Z[i_]di bWkdY^[Z _d 7k]kij" j^[ [dj_h[ Yebb[Yj_ed" m_j^ W m^eb[iWb[ fh_Y[ hWd][ \hec (-$+& je )&" m_bb X[ h[b[Wi[Z _d EYjeX[h \eh j^[ ^eb_ZWo i[Wied$ ;jd_[i fbWdi ed Yedj_dk_d] _ji YebbWXehWj_ed m_j^ :_id[o \eh W Ifh_d] Ê') b_d[" WlW_bWXb[ je h[jW_b[hi _d @WdkWho j^Wj m_bb \[Wjkh[ d[m Yebehi WdZ Y^WhWYj[h Z[i_]di$ ÇM[ ^Wl[ ^WZ W fei_j_l[ [nf[h_[dY[ m_j^ j^[ ^eb_ZWo Yebb[Yj_ed WdZ Wh[ l[ho [dj^ki_Wij_Y je Yedj_dk[ ekh YebbWXehWj_ed m_j^ :_id[o"È H[]Wd iWoi$ Je b[Whd ceh[" YedjWYj :ec[ij_Y IWb[i CWdW][h BWkh[d <_d_ Wj lauren.fini@soletechnology.com.

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10/17/12 2:04:22 PM

NINE THINGS

1

3 Sprouts wall organizer

2

Sanrio Hello Kitty wall clock

4

Mimi’lou storage basket

3

Wolfum bookend

5 Wu & Wu pillow

6

Petit Collage wall art

8

7

Wall Candy Arts decals

Areaware pillow

9 Invotis Flex Man figurine

P R E TE E N PAD Add some character to tween bedrooms with knick-knacks and wall art.

By Lyndsay McGregor

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driven by

DATE

PATTERN

NY INTERNATIONAL GIFT FAIR ®

JANUARY 26 - 30, 2013

JAVITS CENTER - PIERS 92 + 94

design

NEW

new rules. nyigf.com

Magnetic wooden wheels and cars by Tegu, NYIGF Baby & Child exhibitor. © GLM 2012

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9/19/12 10:05:21 AM

ON TREND SEQUINS Hannah Banana tie-dye dress Zoe Ltd. shift dress

2

SBNY Petite collar

Razzle Dazzle

If diamonds are a girl’s best friend, then sequins could be considered a close cousin. A hallmark of Vegas show girls, Miss America contestants and New Year’s Eve revelers the world over, the tiny glimmer of shimmer has made a big impact in womenswear for the past couple of years and is brightening up girls’ lines this spring. Paired with pretty pinks and on dainty accessories, sequins look like the decadent icing on a scrumptious cupcake. —Angela Velasquez

BabySara tiered dress

5

Carolyn Forsman bracelets

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9/18/12 4:11 PM

ON TREND CONSTRUCTION Bon Bébé outfit and embroidered bib

Zutano quilt

Dig It!

Dej ckY^ ^Wi Y^Wd][Z i_dY[ '/'*" j^[ o[Wh j^[ J_da[hjeo 9edijhkYj_ed I[j mWi _dl[dj[Z$ IeWh_d] ijhkYjkh[i" ]_Wdj XkbbZep[hi WdZ j^[ Xkpp e\ YedijhkYj_ed i_j[i ij_bb \WiY_dWj[ a_Zi" WdZ j^_i ifh_d] XhWdZi Wh[ Xk_bZ_d] kfed jejiÊ _dj[h[ij m_j^ W \kbb hWd][ e\ jeeb# WdZ YedijhkYj_ed#_dif_h[Z WffWh[b" X[ZZ_d] WdZ jeoi$ J^[ j^[c[ e\\[hi W Yebeh\kb Wbj[hdWj_l[ je XeoiÊ XWi_Y Xbk[ WdZ cWo [l[d _dif_h[ W ][d[hWj_ed e\ ]h[Wj Xk_bZ[hi$ —AV

PHOTOGRAPHER: TIM JONES. FASHION EDITOR: ANGELA VELASQUEZ.

Vitamins Baby one-piece and pant set

Gund plush tool set

Sara Kety one-piece

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9/18/12 4:11 PM

SPOTLIGHT APPAREL/ACCESSORIES

Tweenage Dream Hair accessory giant Wee Ones takes on the tween and teen markets with new line Après Les Petites.

WITH ALMOST 40 years experience outfitting newborns to 10-yearolds with hair accessories, Wee Ones saw a need, and opportunity, to expand their offerings to include the tween and teen segments. “It was really a combination of a gap in the market as well as feedback from our customers saying that they really wanted us to fill this gap,” says Miles Faust, CEO of Wee Ones.

Faust and his team, who acquired the company two years ago, sought out a designer to produce quality headwear fit for tween and teen girls that could be worn after they outgrew Wee Ones giving rise to the more sophisticated collection Après Les Petites, which translates to “After Wee Ones.” The brand, targeted to girls ages 10 to 18, focuses more on fashion and style than Wee Ones. “I would describe the line as ‘buy now, wear now.’ It’s very on trend,” says brand designer Sana Shucart.

Designs feature elements from rhinestones and metallics to floral and animal prints, and lots of color.

To stay on trend, the Après Les Petites team focuses on the current season, which features bright colors including yellow and hot pink as well as more traditional tones for back-to-school such as navy and brown. The line’s chiffon flower clips have also proved to be popular.

Shucart’s ideas for Spring ’13 include carrying on the flower trend and experimenting with lighter fabrics. “We love the idea of chiffon, mesh and tulle, and how we’ll incorporate that into our line,” Shucart says.

“And at the same time there is a sort of ‘edge’ idea too.”

Wholesale: $2-15

Wholesale: $6-$15

While Après Les Petites may be trendier than its younger sibling, the line does carry on Wee One’s tradition of quality. “Après Les Petites is much better quality than a lot of the other products that you’re seeing in other stores,” adds Faust’s wife and partner, Gina. “Our products are high-quality, made with the finest materials. They’re pieces that will last.” And although prices may seem higher, Faust assures that the quality is worth the expense, evidenced by their bustling booths at recent trade shows. He also hopes to use the new line to expand their relationship with retailers. “Our targeted customer is still children’s specialty retail stores and I think they gain an opportunity to extend their relationship in accessories with their customers… and capitalize on other traffic in their store, [such as] mothers and big sisters.”

In the future, he hopes Après Les Petites gets the same recognition in the market as their well-known children’s brand. “We hope it develops into a brand that is as recognizable in its space as Wee Ones is for younger girls, and is a trusted resource for quality, design and a quick [turn around].”—Maria Bouselli

In the Bag Family-owned A.D. Sutton transformed a diaper bag business into a full suite of baby products serving retailers from Wal-Mart to Nordstrom.

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PAM SINISHTAJ, PRESIDENT of the Baby Division at A.D. Sutton, a fourth-generation company owned by Steven Sutton and Ronnie Shalom, was nervous when they made the decision to expand into bibs and layette. “The big guys at the time, like Danara and Hamco, really dominated at mass. Most of the department stores were not that invested in the bib category at the time, or they carried styles that matched their layette program,” she says. A.D. Sutton got its foot in, hunkered down and won placement of bibs at Wal-Mart. The company then started knocking on mid-tier and department store doors, upgrading the bibs’ look and materials. Now the bib program has really taken off and Sinishtaj says her division is producing goods for nearly all of the department stores, across all categories, from bibs and clothing to bags and gifts.

Retailers are benefitting greatly from A.D.

9/19/12 1:03 PM

SPOTLIGHT APPAREL/ACCESSORIES

Good Vibrations

Desigual translates its mission to spread upbeat style across the globe into its Spring ’13 children’s collection.

Wholesale: $7 to $38 Sizes: Kids: 3-4 to 13-14; Baby: 3-6 months, 9-12 months, and 18-24 months

IkjjedÊi WX_b_jo je Ykijec_p[ ]eeZi _d W fh_lWj[ bWX[b_d] fhe]hWc$ J^hek]^ j^[ \ekh XWXo Z_l_sions—layette, bibs, gifts and bags—and a dedicated design team for each division, the team can create a full story for each retailer, match_d] f_[Y[i WYheii YWj[]eh_[i$ ÇM[ kdZ[hijWdZ what they want, design it and comply with all e\ j^[ h[jW_b[hiÊ h[gk_h[c[dji"È I_d_i^jW` iWoi$ M_j^ W m^eb[ iWcfb[ heec _d 9^_dW WdZ j^[ talent and machinery to do its own embroidery and printing, the nimble company is able to turn around samples in as quickly as a week if necessary, giving it a tremendous competij_l[ [Z][$ 9b_[dji _dYbkZ[ CWYoÊi WdZ 8[ba$ “It’s a lot of work but it’s really building up to iec[j^_d]$ J^[ h[jW_b[hi Wffh[Y_Wj[ _jÆm[ Wh[ W h[Wbbo ]eeZ fWhjd[h j^Wj mWo$È 7i \eh Ybej^_d]" j^[ YecfWdo _i \eYki[Z on fashion infant/toddler wear, an evolution

THE DESIGN TEAM at Desigual describes the children’s line as “very trendy,” with positive, uplift_d] YecX_dWj_edi \kbb e\ Yebeh$ <kd and love were the inspirations for j^[ Ifh_d] Ê') Yebb[Yj_ed" XWi[Z on the phrase “La Vida es Chula,” c[Wd_d] ÇB_\[ _i 9eeb$È <eh ]_hbi" bright, tropical prints highlighted with fluorescents, clean white combined with various rich colors, and attention to metallics and satin set j^[ jed[ \eh ifh_d]$ FefkbWh ijob[i include fresh cotton dresses and playful two-in-one designs with a jkbb[ WYY[dj$ 8eoiÊ WffWh[b iWm W turn to animal prints and ethnic elements, including tribal icons such as masks and animals, and automotive graphics, with polo shirts, waterproof and reversible nylon T-shirts and Bermuda shorts jh[dZ_d] \eh j^[ kfYec_d] i[Wied$ The brand’s fitted denim offerings

from the cheeky basics with which it started [nfbeh_d] bWo[jj[$ ÇM[Êh[ ]e_d] _dje W bej e\ different types of fabrications and going after W X_]][h#]_hb beea$ M[ mWdj _j je X[ Ykj[ WdZ ijob_i^ Xkj dej jee el[h j^[ jef"È I_d_i^jW` iWoi" adding that she works closely with color and jh[dZ \eh[YWij_d] \_hc" J^[ :ed[][h =hekf$ I^[ fe_dji ekj W XkXXb[ Yh[[f[h j^Wj _i W X[ij# selling silhouette that she anticipates will be ^ej \eh Ifh_d] (&')$ 8W]i Wh[ ij_bb W X_] Xki_d[ii$ ?d \WYj" m_j^ W d[m b_Y[di_d] Z[Wb m_j^ 78I Xo 7bb[d IY^mWhjpÆj^[ Z_l_i_edÊi ceij i_]d_\_YWdj ij[f into fashion—the company will be producing diaper bag interpretations of high-end bags WdZ jej[i kdZ[h j^[ 78I dWc[ j^Wj Wh[ Zk[ je Zhef Wj j^[ 789 I^em c_Z#cedj^$ 7$:$ Ikjjed Wbh[WZo fheZkY[i XW]i kdZ[h j^[ <_i^[h#Fh_Y[" =[hX[h" I[iWc[ Ijh[[j" :_id[o 8WXo WdZ

proved to be a favorite for all kids, and the Desigual baby line showcased leggings, T-shirts with ruffles, knitted dresses and polo shirts for ifh_d]$ I_dY[ J^ecWi C[o[h \ekdZ[Z the company in 1984 with the motto “It’s not the same,” Desigual looks to keep its children’s line fresh, unique and affordable for lWh_eki fh_Y[ fe_dji$ J^[ XhWdZ is currently sold in 72 countries, _dYbkZ_d] j^[ K$I$" IfW_d" <hWdY[" =[hcWdo" @WfWd WdZ Fehjk]Wb$ J^[ company plans on putting even more focus on its kids’ line and offering new, exciting and original colors and patterns to stand out from the competition, and to [nfWdZ \khj^[h _dje j^[ 7c[h_YWd WdZ 7i_Wd cWha[ji _d j^[ \kjkh[$ ÇM[ mWdj [l[ho mWhZheX[ je ^Wl[ at least one Desigual garment,” the Z[i_]d j[Wc dej[i$—MB

M[dZo 8[bb_ii_ce b_d[i$ I_d_i^jW` dej[i" Ç?jÊi a great portfolio of brands—there’s something \eh [l[hoXeZo" \hec \kdYj_ed je \Wi^_ed$È <_i^[h#Fh_Y[ XW]i ^Wl[ X[[d fWhj_YkbWhbo ikYcessful, she says, due in part to the access her j[Wc _i ]_l[d je \[[ZXWYa \hec <_i^[h#Fh_Y[Êi cec fWd[b$ Being able to leverage the breadth of the market has been a large advantage for the YecfWdo$ 9^Wd]_d] cWj[h_Wbi" i_cfb_\o_d] eh enhancing designs and adapting its products to other market segments opens up revenue ijh[Wci ed W m[bb#f[h\ehc_d] fheZkYj jof[$ ÇM[ h[Wbbo Z_\\[h[dj_Wj[ j^[ ]eeZiÆm[Êh[ dej i[bb_d] j^[ iWc[ fheZkYj je Wdo e\ j^[ h[jW_b[hi$ M[Êh[ meha_d] m_j^ m^Wj ekh Ykijec[hi d[[Z whether it’s a price point, high volume item or W if[Y_Wb_p[Z Yebb[Yj_ed"È I_d_i^jW` iWoi$ ÇM[ `kij jW_beh _j je j^[c$È—Jennifer Cattaui ( & ' ( E 9 J E 8 ; H ; 7 H D I > 7 M I $ 9 E C 2 7

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SPOTLIGHT FOOTWEAR

Feel the Luv The brand’s shoe design and style keep fashionable and active girls happy.

Wholesale Price: Toddler- $14 per pair; Youth- $16 per pair Sizes: Toddler—22-28; Youth—29-34

INSPIRED BY HIS '&#o[Wh#ebZ ZWk]^j[h" \eejm[Wh Z[i_]d[h C_Y^W[b JeiY^_" m^e b_iji XhWdZi \hec ;ifh_j WdZ K]] je H[[Xea WdZ D_a[ ed ^_i h[ikc " Z[Y_Z[Z _j mWi j_c[ je jho ^_i ^WdZ Wj mec[dÊi WdZ ]_hbiÊ \eejm[Wh$ M^Wj \ebbem[Z mWi W i^e[ Z[i_]d[Z m_j^ Xej^ \Wi^_ed WdZ Yec\ehj _d c_dZÆiec[j^_d] cej^[h WdZ ZWk]^j[h YekbZ [gkWbbo bel[$ 9Wheb_d[ 9[Y_b" Z_h[Yjeh e\ Z[i_]d Wj Bkl <eejm[Wh" Z[iYh_X[i j^[ XhWdZÊi a[oijed[ i^e[" j^[ :h[Wc <bWj" Wi W kd_gk[ f_[Y[ e\ \eejm[Wh$ ÇJeiY^_ ki[i ^_i ademb[Z][ e\ j^[ WdWjeco e\ j^[ \eej WdZ Wj^b[j_Y \eejm[Wh je i^Wf[ j^[ bWij \eh j^[ :h[Wc <bWj"È i^[ iWoi$ ÇJ^[ bWij _i i^Wf[Z Xo ^WdZ WdZ ^Wi X[YWc[ Wd _Yed_Y Wif[Yj e\ j^[ i^e[$È J^[ ekjieb[ _i cWZ[ e\ ;L7 WdZ W icWbb Wcekdj e\ hkXX[h" WdZ j^[ kff[h _i W BoYhW cWj[h_Wb" m^_Y^ cWa[i j^[ i^e[ b_]^jm[_]^j" Yec\ehjWXb[ WdZ l[hiWj_b[ m_j^ lWh_# eki fh_dji WdZ Yebehi$ J^[ XhWdZ Wbie e\\[hi i[l[hWb fWj[dj ijob[i m_j^ W FK kff[h$ ÇM[Êh[ ^_]^bo Yh[Wj_l[ WdZ _dZ_l_ZkWb Xkj m[ Wbie fWo Wjj[d# j_ed je ]beXWb jh[dZi"È 9[Y_b iWoi e\ j^[ XhWdZÊi ijob[$ ÇM[ meha h[Wbbo ^WhZ je Yh[Wj[ j_]^j Wiiehjc[dji ie Xko[hi YWd beea Wj j^[ b_d[ WdZ [Wi_bo Yh[Wj[ j^[_h emd c_d_ Yebb[Yj_ed ekj e\ ekh lWij Yebb[Yj_ed$È Bkl \eYki[i ed j^h[[ Z_\\[h[dj Ykijec[h i[]c[dji \eh mec[dÆjeZZb[h" WZkbj WdZ oekj^" m^_Y^ _dYbkZ[ j^[ jm[[d WdZ j[[d cWha[ji$ ÇM[ Ze beji e\ ieb_Zi Xkj _dj[]hWj[ Wffhefh_Wj[ kff[h fWjj[hdi je ][j j^Wj ]hekf e\ ]_hbi [nY_j[Z WXekj j^[ fheZ# kYj"È i^[ iWoi$ J^[ Ifh_d] Ê') Yebb[Yj_ed _dYbkZ[i 7pj[Y WdZ [j^d_Y fh_dji" Xh_]^j fefi e\ d[ed Yebeh" l_XhWdj fWij[bi WdZ l_l_Z ijh_f[i$ ÇM[Êh[ YedijWdjbo \_]kh_d] ekj mWoi je kfZWj[ j^[ beea WdZ \[[b e\ j^[ i^e["È 9[Y_b WZZi$ ÇJ^_i i[Wied m[ WZZ[Z W ]beiio WdZ i^_do ekjieb[ j^Wj mWi [n[Ykj[Z h[Wbbo m[bbÆf[efb[ bel[Z _j$È J^[ fWjj[hdi" Yebehi WdZ cWj[h_Wbi cWa[ j^[ :h[Wc <bWj W f[h# \[Yj \_j \eh Xej^ j^[ jeZZb[h YedijWdjbo ed#j^[#]e WdZ j^[ WYj_l[" \Wi^_ed_ijW jm[[d$ Ç?jÊi W jhk[ b_\[ijob[ i^e["È i^[ iWoi$ M^_b[ edbo ^Wl_d] h[Y[djbo bWkdY^[Z Ifh_d]%Ikcc[h Ê') _i _ji j^_hZ Yebb[Yj_ed Bkl ^Wi X[[d m[bb h[Y[_l[Z Xo h[jW_b[hi WdZ Ykijec[hi Wb_a[$ ÇM[Êh[ _d icWbb Xekj_gk[i dWj_edm_Z[ WdZ j^[h[Êi fej[dj_Wb j^Wj d[nj i[Wied m[ m_bb X[ _d bWh][h h[jW_b# [hi"È 9[Y_b i^Wh[i$ J^[ XhWdZ _i Ykhh[djbo Wj h[jW_b _d 9WdWZW" 7kijhWb_W" D[m P[WbWdZ" JW_mWd" WdZ Iekj^ WdZ 9[djhWb 7c[h_YW" WdZ h[Y[djbo bWkdY^[Z _ji m[Xi_j[" luvfootwear.com$ ÇJ^[ m^eb[ fe_dj e\ j^[ XhWdZ _i je _dif_h[ f[efb[ _d j^[_h b_l[i$ Ed ekh d[m m[Xi_j[ m[ \[Wjkh[ Bkl WcXWiiWZehi" m^e Wh[ mec[d" oekd] j[[di eh \Wc_b_[i j^Wj m_bb ^Wl[ W h[bWj_edi^_f m_j^ j^[ Bkl XhWdZ Xk_bZ_d] j[Wc"È i^[ iWoi$ ÇJ^[oÊh[ ekj _d j^[ mehbZ" WdZ YWd i^Wh[ _d j^[ ]hemj^ WdZ j^[ [lebkj_ed e\ Bkl <eejm[Wh$È L_i_j j^[_h m[Xi_j[ \eh ceh[ _d\ehcWj_ed WdZ kfYec_d] fhe# cej_edi" _dYbkZ_d] W :h[Wc <bWj Z[i_]d Yedj[ij$—Maria Bouselli

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Spring Showers

A DV E R TO R I A L

PERENNIAL CHILDREN’S GIFTING FAVE, ROBEEZ, PUTS ITS BEST FOOTWEAR FORWARD FOR SPRING ’13 WITH LICENSEE MCCUBBIN, LLC.

Robeez soft-soled shoes are a staple of any contemporary childhood, and have been an ever-popular shower, birthday and “just because I loved them” gift given by friends and relatives for years. Moms like them for their high-quality materials and construction, while kids love their fun designs. The 18-year-old brand, part of the Stride Rite family since 2007, recently entered into a licensing deal with 60-year-old hosiery and accessories manufacturer, McCubbin, to make the children’s shoes beginning with the Spring ’13 collection. Janet Schoenborn, creative director at McCubbin, has her own fond memories of the Robeez brand— her children wore them—and will apply her practical knowledge and design acumen to the favored footwear. She says, “When the opportunity to design the Robeez collection was presented to me, I was very excited. My passion in life has always been children’s design, so to envision a collection that I personally loved and used was a perfect fit.” Schoenborn, a 20-year fashion veteran who has designed for numerous specialty baby brands, says she’s retained the Robeez functionality that moms know and love while infusing the brand with a more modern aesthetic.

Robeez’s spring collection combines the brand’s trademark whimsy with colors and design details that take their cue from fashion. “To find trends, I look to all markets—men’s, women’s, interior, hard and soft goods,” she says. Not only is she sure to enchant customers with cute animal designs, trendy moustaches and bright hues, but she also taps into the mini-me trend with canvas espadrilles and two-tone oxfords. And the colorful designs are perfect for retailers looking to add some snazz to their shelves. Robeez hosiery complements the footwear, ensuring the whole look is truly kick-proof. “We are thrilled to partner with McCubbin to build on the historical success of the Robeez brand in the U.S. market and to bring this unique and special brand back to its giftable roots,” says Sharon John, president of Stride Rite Children’s Group.

Gift and apparel retailers are taking notice and writing orders— including The Paper Store, Tiny Soles, Olly Shoes and Scheels.

The new Robeez collection has already been shown at New York International Gift Fair and Platform, and will be shown at ENK Children’s Club later this month. McCubbin is also the licensee for Stride Rite hosiery and slippers and Keds hosiery.

A selection from Robeez Spring ’13 collection.

For more information about Robeez, or to learn about wholesale opportunities, please contact McCubbin Customer Service at (800) 654-3201 or customerservice@mccubbin.com.

Spring merchandise will begin shipping January 2013.

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9/18/12 4:10 PM

IN FOCUS SWIM

PHOTO OF GIRL AND PRODUCTS BY MCCANDLISS AND CAMPBELL

Tread Safely

Snapper Rock floral and striped swim set

Heeding requests from concerned parents demanding more options for sun safe swimwear, U.S. vendors are catching on to what retailers and parents in Australia and New Zealand have been preaching for years: Swim safely in UV50+ protective swimwear. By Angela Velasquez IN 2005 WHEN Platypus Australia first dipped its toes into the American market, Karel Wheen says retailers liked the range of rash guards for its prints and colors, but they weren’t quite sure what they were looking at. “A lightweight, fashionable wetsuit, maybe,” the company director recalls. Similarly, Liz Eglinton founder of New Zealand-based Snapper Rock was met with questions about her line of UV50+ protective swimwear such as “Can you wear it in the water?” and “Does the sun protection wash off?” Fast-forward to the August 2012 ENK Children’s Club and Eglinton describes retailers as aware

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Swim Lessons Thinking about adding sun protective swimwear to your summer mix? Here are some tips to remember before diving in.

Seek out garments with UPF 50+ swing tags. “The most important thing for parents and retailers to do is to ensure that the fabric used in the garment is tested by an accredited agency,” explains Wheen of Platypus Australia.

Pass the awareness on. Sparks says every order that leaves the UV Skinz warehouse has an element of “sun awareness” ranging from sun facts coloring pages and activity sheets for kids to educational pamphlets for adults.

Invest and explore. “This segment of swimwear is vital to the health and safety of children for now and in the long term. It’s not a passing fad… and it will exist at every price point, quality and look in time,” Wheen notes.

of the benefits of UV protective swimwear and eager to learn more. In fact, Snapper Rock’s sales have tripled each year. “The days of buying a bikini for your child are quickly moving away.

No one wants to see a sunburnt child. There’s a real social stigma attached to this,” she explains.

Case in point: This summer the media had a field day with news about the New Jersey “tanorexic” mom who was accused of bringing her 6-year-old daughter to

Ququa Kids long-sleeve rash guard and skirted bikini bottom

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a tanning salon. Shortly after, Swedish behemoth H&M got scorched for featuring an overly tan model in their summer ad campaign. “Gone are the days when we thought it was great to get a sunburn because it would turn into a tan,” adds Rhonda Sparks, spokesperson for UV Skinz. “Parents are realizing and paying the price for the damage they have done to their skin from past overexposure to the sun and they want to help their children

UV Skinz tie-dye rash guard and swim trunks

9/19/12 12:07 PM

Girly Couture Collection From left: Elizabeth Hurley Beach tunic; To the 9’s tank dress.

Under Cover

A new wave of chic cover-ups from the likes of Elizabeth Hurley Beach and To the 9’s make going from sand to the boardwalk a breeze. These accoutrements can also make your store a one-stop-shop for kids’ vacation wear.

Look for styles in colors and prints that coordinate with your store’s selection of swimwear to make an impactful and tempting presentation.

www.9s-swimwear.com

Available in sizes 2T-16

Contact your regional representative Northeast

A Bit of Honey Honey Smith New York, NY 10001 212.947.5644 honey@abitofhoney.com

Southeast

Richard Rubin Apparel AmericasMart Atlanta Atlanta, GA 30303 404-577-4383 rrubinapparel@aol.com

Southwest

Lesley Lewis Showroom The Posh Pit Dallas, TX 75207 214.630.4649 Lesley.Lewis@verizon.net

West

Nicky Rose Kids Showroom California Market Center Los Angeles, CA 90079 213.593.1322 nicky@nickyrosekids.com

Don’t miss the debut of our new “Sport Chic Collection”

PREVIEW AT ENK AT JAVITIS CENTER, NYC OCTOBER 21-23, BOOTH #2506 FOR MARCH 2013 DELIVERY!

er_10_12_in_focus_swim_04.indd 32

make better choices for themselves.”

Thanks to more schools implementing sun smart initiatives, including guidelines on the safest time to hold outside gym classes, and a new generation of young parents becoming increasingly aware of the effects of overexposure, Youngin Em designer of Ququa Kids says more American retailers are taking note of the trend and are positioning their products to meet the increasing demand for protective swimwear. The niche is particularly strong Platypus Australia rash guard and board shorts. for babies and toddlers, she adds. Eglinton agrees: “With pediatricians recommending babies under 6 months should not wear sunblock, a sun protection suit is the only way to go. We are seeing that new babies start off in one-piece swimsuits, and then continue to wear sun protection gear throughout their childhoods.”

Wheen points out that pro surfers have helped UV rash guards become more fashionable and in terms of style, they are matching their fashion-driven counterparts by incorporating snazzy details like bold colors, wild prints and offering coordinating hats, cover-ups and other beach accessories. For example, Snapper Rock adds cap sleeves to girls’ tops; UV Skinz mixes in ruffles and ruching; Ququa designs with the aim to make “adorable swimwear that will produce photos that will last a lifetime.”

At the moment, protective swimwear brands’ bread and butter tend to be suits for 12 months to 8 years, but Sparks says it is important for brands to start putting out fun styles for the tween and teen market as it is the age range that is most susceptible to too much sun exposure. Eglinton agrees, and for 2013 Snapper Rock launched a range specially designed with this age group in mind, including bikinis with coordinating rash tops. “Moms are happy and their daughters are happy. If we can just encourage our kids to keep their rash guards on between the hottest hours, we are saving their skin from skin cancer. ?j _i j^Wj i_cfb["È i^[ [nfbW_di$

9/19/12 12:07 PM

TAILOR-MADE

Made-to-measure custom publishing one stitch at a time.

style

BEARPAW

What’s In, What’s

Out

THE COOL INDEX

WHAT TYPE OF GIRL ARE YOU? TAKE OUR QUIZ.

HOT LOOKS FOR FALL!

What Kind of

BEARPAW Girl

TUNE IN

AreYou?

TO BEARPAWtv

PLUS T TO FOOTWEAR A SUPPLEMEN

3. My favorite gift would be:

6. My favorite pet would be:

4. In my closet, you’re most likely to find

7. My dream man would:

5. On Halloween, I’m most likely to dress up as:

8. When waiting in the dentist’s office, the magazine I would most likely browse through would be:

A) an unlimited iTunes gift certificate B) a gift certificate for highlights and a facial C) an Adirondack jacket D) a karaoke machine

Take our quiz to find out!

Check one answer for each question.

Count up how many of each you checked then turn the page to find out what type of BEARPAW girl you are.

You might be a combination of several!

A) leather jackets and silver sparkly pants B) designer dresses and lacy camis C) old favorite jeans and T-shirts D) the trendiest tops and mini skirts

A) the Bride of Frankenstein B) a fairy princess C) a hippie chick D) a movie star

A) a snake B) a kitten C) a llama D) a chinchilla

A) play bass in a garage band B) buy roses and write poems for me C) devote his life to saving the rainforest D) know how to get tickets to the Oscars

A) Rolling Stone B) Glamour C) Outside D) People

1. When it comes to colors, I go for: A) the dark and sultry look: black, silver, gray and indigo B) cotton candy shades: baby blues, powder pinks and pastels C) Mother Nature’s color palette: earthy hues like olive green, rust and brown D) the brighter the better: scarlet, fuchsia, sunburst orange and anything eye catching

ROCKER

2. My ideal weekend would include: A) front row seats at the hottest concert in town B) a shopping spree followed by a spa pedicure C) hiking, biking, kayaking and sleeping under the stars D) hosting a party for 100 of my closest friends

GIRL

Bison

Edgy, street -smart, ind cool hitma isputably kers bound steal the spo to tlig matter wh ht no ere you sta nd.

Woodbury

PHOTOGRA

PHY BY DEAN

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Miriam

Audrina

THE OUTDOORSY GIRL

THE GIRLY GIRL

THE PARTY GIRL

9. The dessert I’m most likely to order is: A) death by chocolate cake B) strawberry shortcake with whipped cream and a cherry C) blackberry granola crunch D) caviar and champagne sherbet

10. When it comes to makeup, I would most likely wear:

A) black eyeliner with nail polish and lipstick to match B) pink lip gloss and a French manicure C) none unless it’s cruelty-free and organic D) Crimson lipstick and silver sparkly eyeshadow

ANSWER KEY: If you answered mostly A, you are a rocker girl. If it’s B, then you’re a girly girl. Those of you who answered C the most are an outdoorsy girl.

And if D was your most common answer, then you are a party girl.

THE ROCKER GIRL

Kelci

IN D U STRY K N OWL E D G E SU P E RIOR D E SIG N AWA R D -W I N N I N G C R E AT I V E T E A M

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9/19/12 1:05 PM

DREAMING OF SUGAR PLUM MICHAEL FALLAS, CEO OF SPECIALTY DRESS COMPANY SUGAR PLUM NY INC., DISHES ABOUT GROWING THE BUSINESS, NEW LICENSING DEALS AND NAVIGATING A CHANGING MARKETPLACE.

BY JENNIFER CATTAUI

SUGAR PLUM WAS ZWdY_d] _d ^_i ^[WZ _d '/.+$ He had just acquired a factory that made girls’ wear, and almost immediately after taking over the business, changed direction of what it had been producing. “I wanted to be unique and niche. I didn’t want f[efb[ iWo_d]" ÉJ^WjÊi ]h[Wj" Xkj ? YWd ][j j^Wj [bi[where for a better price,’” says Michael Fallas, CEO e\ Ik]Wh Fbkc DO ?dY$ J^[ YecfWdo jeea W Xekj_gk[ and better department store course and pioneered alternative colors for girls’ dress wear, introducing hues like sugar peach, lilac and sea foam, when everyone else in the market was doing pink, red, blue and green. “We wanted to give girls’ dresses a breath of fresh air, offering both value and desirability,” he says.

Sugar Plum’s world is in “controlled growth mode”—Fallas says they’re expanding by taking on only that which they can do well. Along with the namesake brand and Dorissa (a label he WYgk_h[Z Wbb h_]^ji je '+ o[Whi W]e " <WbbWi h[Y[djbo acquired licensing rights to produce girls’ dress lines for Laundry by Shelli Segal as well as Jessica

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9/19/12 3:42 PM

McClintock. The licensing business is a new twist and he is selective about the brands he works with. “We bring on licensing business that really fits what we do. We can’t cannibalize our market and can’t bring on brands that compete with our house brands,” he says. Holiday 2012 was the first delivery of Laundry and orders have been swift. Sugar Plum starts delivery of Jessica McClintock for Spring 2013.

Despite the company’s success, Fallas acknowledges that market conditions are far from ideal, so he has to always be on top of his game. “If I could change one thing in the market, I would give people more time,” Fallas says.

“There is a lot of pressure on everyone. I would give people more time to make their decisions.”

His decision-making, although fast-paced, seems to have worked in his favor. “We really know the market and how to take down the finer points of a junior dress and make it for children. We know how to give girls a grown up feeling without the grown up look,” he says, attributing that skill with their deals to produce the licensed collections.

With production in China and the Philippines and a tight and effective hands-on team, the company is a far cry from the self-proclaimed “one man show” it was during the first decade.

Fallas, who has worked nearly every job there, started his fashion career behind a cash register at age 10 in his father’s store. Today, he’s splitting his time between meeting with his sales force, design team and production staff, fine tuning the business and planning for the next opportunity.

He has built a nice niche in the market for the company and has expanded through strategic relationships while keeping customer-focused.

“We are not too big to help the littler stores and not too small to address the needs of the bigger players,” he says.

In fact, he takes great care to be mindful of the needs of the retailer, with an eye to make each of his customers successful with the fashionfocused lines. “Many customers want unique colors and finishes,” he says. “We try to give them that edge so to maximize their success in the marketplace. We want them to be profitable.”

With more discerning customers, Fallas has, in turn, been more critical about the designs that the company produces. Whereas before, he might have kept on styles, now he is homing in on best sellers and dropping anything that doesn’t fit that high-performer bill. “We have to continue to be creative while staying true to our customers’ needs and expectations,” he adds.

Fallas says he’s hesitant to guess about where the company will be in five years (although he’s ramping up by expanding his showroom). One possibility he sees is that they’ll be producing a broader array of products under the Dorissa brand. He says, “This can be a huge next growth spurt for Sugar Plum.” •

er_10_12_behind_the_seams_01.indd 35

A sampling of Sugar Plum’s brands and styles.

Clockwise from top: Laundry by Shelli Segal Spring ‘13 dress; Dorissa polka dot dress; Jessica McClintock dress.

9/19/12 3:43 PM

Q & A

Sharon John, president of Stride Rite Children’s Group, talks about the high-engagement category of children’s footwear and the opportunities the company is seizing to keep the heritage brand perfectly positioned in the modern marketplace.

By Jennifer Cattaui

THE RITE FOOT FORWARD

ON A SHELF in her office sits a pair of white lace-up Stride Rite shoes. Her father dug them out of the attic of her childhood ^ec[ _d <Wo[jj[l_bb[" JD" jme WdZ W ^Wb\ years ago when she was appointed the new president of the almost 95-year-old brand.

“My father appreciated quality shoes,” says Sharon John, president of Stride Rite Children’s Group, remembering family excursions when he would take her shopping at the shoe store in the square. “He always insisted that we had the best of the best when it came to shoes,” she says. “It is a very dear memory.” In her office her childhood shoes serve as a reminder of the company’s role in children’s healthy development, as well as the extraordinary memories the stylish footwear is making every day. She says everywhere she goes; everyone she meets

seems to have a Stride Rite story.

John started her career in advertising in New York, working on kid-favorite brands like Hershey’s and Snickers. After receiving her C87 Wj 9ebkcX_W" i^[ mWi h[Yhk_j[Z je meha Wj CWjj[b ed j^[ 8WhX_[ XhWdZ" WdZ j^[d bWj[h at Hasbro where she worked with licensed properties like Playskool, NERF and My Little Pony. She focused on turning the dynamic between a parent’s and child’s needs into sucY[ii\kb cWha[j_d] YWcfW_]di$ ÇJ^Wj mWi ]h[Wj preparation to move into the kids’ shoe business,” says John, who is married and a mother e\ j^h[[ Y^_bZh[d W][i ')" '& WdZ -$ ÇI^e[i" b_a[ confections and toys, are what I call ‘highengagement categories’ for kids—children are very involved in the decision making process.”

J^[ cW]_YWb XWbWdY[ X[jm[[d m^Wj ceci want and kids want is something Stride Rite

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[nY[bi _d$ ÇM[Êh[ W XhWdZ ceci jhkij WdZ a_Zi bel["È @e^d iWoi$ J^_i" i^[ WZZi" ^Wi X[[d Wd _dj[hdWb X[WYed \eh j^[_h j[Wc" WbmWoi beea[Z je Wi j^[ j[Wc YhW\ji WdZ [lWbkWj[i [l[ho Yecckd_YWj_ed WdZ ijhWj[]o$ Ijh_Z[ H_j[Êi H : [\\ehji WdZ ijhed] j_[i je j^[ feZ_Wjh_Y Yecckd_jo ^ed[ j^[_h fheZkYj \eh Y^_bZh[dÊi ^[Wbj^o \eej Z[l[befc[dj" WdZ j^[_h Z[i_]d Z[fWhjc[dj [dikh[i j^[o Wh[ ed#jh[dZ WdZ \kd \eh a_Zi$ ÇM[ b_a[ je j^_da e\ ekhi[bl[i Wi W ^[bf[h je ceciÆcec ademi _\ i^[ mehai m_j^ Ijh_Z[ H_j[" j^[ Y^e_Y[i m_bb kbj_cWj[bo X[ ]eeZ \eh ^[h Y^_bZ" WdZ m_j^ W m_Z[ WhhWo e\ Z[i_]di" i^[ medÊj ^Wl[ W XWjjb[ ed ^[h ^WdZi$ M^[d W a_Z _i [nY_j[Z WXekj m[Wh_d] j^[ i^e[i" _jÊi dej W Yecfhec_i[$È Ed[ e\ j^[ ceij _dl_]ehWj_d] fWhji e\ ^[h `eX" @e^d iWoi" _i ][jj_d] ekj _d j^[ cWha[j WdZ [d]W]_d] Z_h[Yjbo m_j^ Yedikc[hi$ ;WY^ ifh_d] i^[ cWa[i ikh[ j^Wj j^[ WiieY_Wj[i j^Wj meha Wj j^[ ^[WZgkWhj[hi ][j _dje j^[ \_[bZ" m^[j^[h _jÊi je hkd Xen[i" eh _\ j^[oÊh[ Y[hj_\_[Z" je \_j i^e[i$ ÇM[ ][j ie cWdo _di_]^ji Xo Ze_d] j^_i"È @e^d dej[i$ Ed ed[ ikY^ ekj_d]" _d \WYj" @e^d iebZ \ekh fW_hi e\ i^e[i je W b_jjb[ ]_hb" i^eff_d] m_j^ ^[h ]hWdZcej^[hi$ I^[ iWoi _j Wbb mWi ]e_d] m[bb kdj_b j^[o Wia[Z ^[h m^[h[ j^[ XWj^heec mWi$ Dej \Wc_b_Wh m_j^ j^[ cWbb" @e^d Z[\[hh[Z je Ç^[h cWdW][h"È Yed\_Z_d] j^Wj i^[ mWi WYjkWbbo j^[ fh[i_Z[dj e\ j^[ YecfWdo$ ÇEd[ e\ j^[ ]hWdZcej^[hi fe_dj[Z Wj c[ WdZ o[bb[Z ÉUndercover Boss Ê WdZ j^[ m^eb[ fbWY[ m[dj W b_jjb[ YhWpo \eh W i[YedZ"È i^[ bWk]^i$ ?d h[j# heif[Yj i^[ YekbZ i[[ ^em j^Wj Wiikcfj_ed YekbZ X[ cWZ[" WdZ Y[hjW_dbo j^Wj ZWo _d j^[ \_[bZ" Wi WbmWoi" cWZ[ Wd _cfWYj$ I^[ [nf[h_[dY[Z m^WjÊi X[_d] Zed[" _d el[h )&& h[jW_b Zeehi" [l[ho ZWoÆ]h[[j_d] WdZ ad[[b_d] Zemd d[nj je W Y^_bZ" c[Wikh_d] [WY^ \eej m_j^ fh[Y_i_ed WdZ cWa_d] W Z_h[Yj Ykijec[h Yedd[Yj_edÆj^ei[ j^_d]i j^Wj kdZ[hf_d Ijh_Z[ H_j[Êi i[hl_Y[ ceZ[b$ ÇM[Êh[ dej `kij cWa_d] i^e[i"È i^[ iWoi" ÇM[ Wh[ i[bb_d] ic_b[i WdZ cWa_d] c[ceh_[i$È M[ jWba[Z je I^Whed @e^d WXekj b[WZ_d] W ^[h_jW][ XhWdZ _d W ceZ[hd cWha[jfbWY[" j^[ iY_[dY[ X[^_dZ a[[f_d] ceci WdZ a_Zi ^Wffo WdZ _dj[hdWj_edWb [nfWdi_ed$ How is the children’s marketplace changing?

Ed[ e\ j^[ j^_d]i j^Wj ^Wi X[[d h[Wbbo _dj[h[ij_d] _d j^[ Y^_bZh[dÊi cWh# a[jfbWY[ el[h j^[ bWij \[m o[WhiÆcWoX[ [l[d Z[YWZ[Æ_i ^em ckY^ ceh[ bWj_jkZ[ ceci fhel_Z[ j^[_h Y^_bZh[d je ][j _dlebl[Z _d j^[ Z[Y_i_ed# cWa_d] fheY[ii m_j^ XhWdZi" ijob[i WdZ fheZkYji$ 7i ieed Wi j^[ Y^_bZ YWd if[Wa ^[ eh i^[ ^Wi Wd ef_d_ed1 _\ _jÊi :_id[o Fh_dY[ii" _jÊi Wbie m^_Y^ Fh_dY[ii$ Ijh_Z[ H_j[Êi fh_cWho fei_j_ed_d] WdZ eX`[Yj_l[ _i c[[j_d] j^[ f^oi_# YWb" ^[Wbj^ WdZ iW\[jo d[[Zi e\ j^[ Y^_bZ m_j^ cec _d c_dZ" Xkj m[Êh[ Xh_d]_d] XWYa \kd WdZ m^_cio WdZ j^[ h[Ye]d_j_ed j^Wj j^ei[ j^_d]i ^[Wbj^" iW\[jo WdZ ijob[ ZedÊj ^Wl[ je X[ iWYh_\_Y[Z$ Why are moms giving this greater latitude? Do you notice any trends that account for this? ? j^_da j^[h[ Wh[ cWYhe jh[dZi ^Wff[d_d]$ F[efb[ Wh[ ceh[ WYY[fj_d] e\ m^Wj c_]^j X[ W cWi^ kf e\ m^Wj m[h[ edY[ Yedi_Z[h[Z febWh effei_j[i$ J^WjÊi jhk[ _d j^[ jeo _dZkijho Wi m[bb" [if[Y_Wbbo _d j^[ YWi[ e\ b[Whd_d]# Zh_l[d jeoi$ Jeoi j^Wj j[WY^ oek iec[j^_d] YWd ij_bb X[ \kd$ Kdb_a[ co Y^_bZ^eeZ" _\ oek jWa[ c[Z_Y_d[ jeZWo Wi W Y^_bZ" _j WYjkWbbo Ze[i jWij[ ]eeZ$ M[ Wh[ ibembo kdZ[hijWdZ_d] j^Wj m[ YWd ^Wl[ _j WbbÆm[ YWd ^Wl[ ^[Wbj^o fheZkYji j^Wj beea ]eeZ WdZ \[[b ]eeZ WdZ m[Êh[ ^Wffo je ^Wl[ j^[c$ De ed[ mWdji je Yecfhec_i[ Wdo ceh[$ M_j^ W XhWdZ b_a[ Ijh_Z[ H_j[" ekh Yedikc[h [nf[Yji ki je iebl[ j^_i fheXb[c \eh ^[h WdZ Xh_Z][ j^_i ]Wf$ Today’s technology has a lot to do with reaching one’s consumer base. How does the brand reach moms?

Ed[ e\ j^[ j^_d]i j^Wj m[ Ze ed W l[ho h[]kbWh XWi_i" Wbceij ZW_bo" _i je jho je kdZ[hijWdZ ^em ekh ÇceciÈ Wh[ h[Y[_l_d] _d\ehcWj_edÆm^Wj Wh[ j^[ X[ij mWoi" jeebi WdZ c[Z_W je Yedl[hi[ m_j^ ^[h WdZ ][j _d\ehcWj_ed je ^[h$ M[ ^Wl[ je X[ YWh[\kb Wi XhWdZ cWha[j[hi jeZWo je dej X[ Y^[Ya# _d] Xen[i ed ieY_Wb c[Z_W eh m^Wj[l[h j^[ bWj[ij j^_i eh j^Wj _i$ M[ ^Wl[

je X[ ikh[ m[Êh[ h[Wbbo h[ifedZ_d] je j^[ Yedl[hiWj_ed j^Wj i^[ mWdji je ^Wl[$ J^WjÊi m^WjÊi Zh_l_d] ekh c[Z_W Z[Y_i_edi$ Where are you finding your consumers? What’s your message?

M[ ^Wl[ W dkcX[h e\ jeebi ikY^ Wi ekh _dj[]hWj[Z cWha[j_d] fhe]hWci" ekh h[jW_b Zeehi" ekh m[Xi_j[ WdZ ekh _dlWbkWXb[ fWhjd[hi^_fi m_j^ a[o h[jW_b[hi$ M[ h[Wb_p[" Wi \Wh Wi i^e[i ]e \eh Y^_bZh[d" j^[oÊh[ Wbceij W Yed# ikcWXb[$ ;l[ho j^h[[ je \ekh cedj^i oek d[[Z je ^Wl[ oekh Y^_bZ i_p[Z$ ?jÊi dej Wd efj_ed j^Wj j^[o ZedÊj m[Wh i^e[i" `kij m^Wj i^e[i j^[o m[Wh$ I^e[i Wh[ W X_] fWhj e\ if[Y_Wb eYYWi_ediÆj^[ \_hij ZWo e\ iY^eeb" <_hij 9ecckd_ed WdZ ^eb_ZWoi$ ?jÊi fWhj e\ j^[ h[]kbWh YWZ[dY[ e\ b_\[$ =_l[d j^Wj" m[ h[Y[djbo bWkdY^[Z W beoWbjo fhe]hWc ie j^Wj m[ YWd Yecckd_# YWj[ ceh[ Z_h[Yjbo m_j^ ekh cec Yedikc[hi$ I[fWhWj[bo" m[ ^Wl[ W `eX je Ze je h[WY^ ekj je Wbb ceci m^e ^Wl[ Y^_bZh[d m_j^_d j^[ W][ ]hWZ[ j^Wj m[ i[hl[$ Iec[ e\ j^[ _ddWj[ ademb# [Z][ j^Wj mWi ^WdZ[Z Zemd \hec cec je cec ^Wi X[[d beij W b_jjb[

Sharon got her first Stride Rite shoes as a little girl in Fayetteville, TN. Now that pair sits in her office as a reminder of Stride Rite’s mission and its impact bringing healthy, stylish footwear to children the world over.

X_jÆj^_d]i b_a[ j^[ \WYj j^Wj Y^_bZh[dÊi Xed[i Wh[ ij_bb YWhj_bW][ kdj_b j^[oÊh[ + WdZ j^Wj m^Wj oek fkj ed W Y^_bZÊi \[[j jeZWo h[bWj[i Z_h[Yjbo je W Y^_bZÊi el[hWbb ]hemj^ WdZ feeh \_jj_d] i^e[i YekbZ b[WZ je XWYa WdZ b[] fheXb[ci bWj[h _d b_\[$ M[ Wbie jho je i[[a ekj j^ei[ ceci m^e Wh[dÊj dWjkhWbbo c_]hWj_d] je ki \eh ej^[h h[Wiedi ceijbo je b[j j^[c adem j^[o ^Wl[ W Y^e_Y[$ ?\ j^[oÊh[ dej j^[h[ X[YWki[ j^[o j^_da j^Wj Ijh_Z[ H_j[ _idÊj Wi ijob_i^ eh [nY_j_d] Wi _j YekbZ X[" m[ ^Wl[ je h[#Yecckd_YWj[ j^Wj je j^[c$ Licensing is a great way to reach out into kids’ worlds and speak to what they love. How does licensing figure into the business?

M[Êh[ l[ho [nY_j[Z WXekj Wbb e\ ekh fWhjd[hi^_fi$ M[ Ze ie ckY^ m_j^ :_id[o" CWhl[b" IjWh MWhi WdZ I[iWc[ Ijh[[jÆj^[i[ Wh[ X[ij _d YbWii$ ;WY^ ed[ Yecckd_YWj[i je j^[ ceci Wi m[bb Wi j^[ a_ZiÆj^[o Wh[ Wbceij Wbb WXekj deijWb]_W Wj j^_i fe_dj$ M[Êl[ X[[d WhekdZ \eh Wbceij /+ o[Whi WdZ" \eh [nWcfb[" m[Êh[ ed j^[ i[YedZ ][d[hWj_ed e\ ZWZi f_Ya_d] ekj j^[ IjWh MWhi eh ikf[h^[he i^e[$ J^[h[ _i W m^eb[ d[m ZodWc_Y ^Wf# f[d_d] dem m_j^ j^[ fem[h\kb fWhjd[hi m[Êl[ Y^ei[d" WdZ _j Ze[i [b[lWj[ ekh XhWdZ$ M[ beea Wj _j Wi W Ye#XhWdZ[Z effehjkd_joÆoekÊbb dej_Y[ j^Wj [l[hoj^_d] m[ Ze _d j^[ ifWY[ _i ÇCWhl[b Xo Ijh_Z[ H_j[È eh ÇIjWh MWhi Xo Ijh_Z[ H_j[È X[YWki[ m[Êh[ Xh_d]_d] iec[j^_d] je j^[ fWhjo Wi m[bb$ M_j^ (&'( E9JE8;H ;7HDI>7MI$9EC 37

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Stride Rite shoes inside and elevated designs, we make sure the kid feels like a Jedi or a superhero.

And, we get requests to make these shoes in big sizes as well—like making our Lightsaber shoes in adult male sizes. I wish we could do it!

Do you specially market to dads?

In relation to dad as caregiver, certainly, but we recognize that a lot of j^[ Z[Y_i_edi cWZ[ WXekj \eejm[Wh Wh[ cWZ[ _d j^[ cec#YWcf$ 8kj ? am a personal exception to that. My father made the decisions about footwear in our family. So we try to have inclusive and relevant messaging for everyone—moms, dads and grandparents—even pediatricians.

How do you reach out to the medical community?

We have a long-standing relationship with the American Podiatry Medical Association (APMA) as we have the first babies’ shoes to h[Y[_l[ j^[ 7FC7 I[Wb e\ 7YY[fjWdY[$ JeZWo we have the only APMA Seal of Acceptance on our fit training materials in the industry plus ekh b[WZ_d] I[dieho H[ifedi[ J[Y^debe]o products also have the APMA Seal of 7YY[fjWdY[$ M[ Wbie ^Wl[ ekh IJ;F fhe]hWc" m^_Y^ _i Wd WYhedoc \eh IY_[dj_\_YWbbo J[ij[Z Everyday Proven. It guides moms as to what shoe is appropriate for her child’s stage of development and mobility from pre-walk to off and running styles and sizes. With the APMA we work together to provide information about healthy, quality footwear for a child’s natural foot development, which includes talking WXekj ekh IJ;F fhe]hWc WdZ H_j[ <_j [l[dji with the podiatrist and pediatric communities so they have the information they need when talking to families. A few examples are sponsoring pediatric lectures at the APMA national conferences, distributing joint releases about the importance of proper fit and footwear during key shoe shopping seasons plus partnering on broadcast segments about shoe shopping.

8kj ej^[h j^_d]i m[Êh[ [nY_j[Z WXekj Wh[ ekh _dj[hdWj_edWb effehtunities. Over the past two years we launched our retail model into a number of new countries with some great partners: China (including >ed] Aed] " I_d]Wfeh[" CWbWoi_W" D[m P[WbWdZ WdZ 7kijhWb_W$ M^Wj we found (and we knew this from research beforehand but it’s certainly proving to be the truth) is that the core promise that Stride Rite has always had, which is quality healthy footwear for kids that the moms Wbie bel[" _i fhel_d] je X[ Wi h[b[lWdj j^[h[ Wi _j _i ^[h[$ J^Wj i[hl_Y[ model is working outside of the United States. Parents want to invest in their children’s long-term health and wellness. One of the things that I j^_da m[ m[h[ mehh_[Z WXekj _i dej ^Wl_d] j^Wj /&#fbki o[Whi e\ ^[h_jW][ outside of the United States, but with the right service model, the right products and the ability to communicate effectively to those consumers, that proved to not be a hurdle.

We are continuing to explore ways to build the business outside of the United States and opening doors through partnerships. We fWhjd[h m_j^ YecfWd_[i b_a[ B_ WdZ <kd] \eh [nWcfb[ _d >ed] Aed]" 9^_dW WdZ Iekj^[Wij Asia efforts and they build and use our store and service models and products as well as our core marketing plans and insights to launch those brands in those markets. We intend to continue that with best in class partners.

The core promise that Stride Rite has always had is quality, healthy footwear for kids that moms also love.

I understand you have a prototype store in Burlington, MA. How is it different? What features does it have? Why did you do this?

J^[h[ m[h[ W bej e\ YWjWboiji \eh ki [nfbeh_d] W d[m ijeh[$ M[ ^WZdÊj had a major remodel in a long time and had completed research about the types of things that moms and kids would enjoy. We worked with a design firm to ensure we were elevating the brand visually and functionally, while making it easier for mom to shop for her family and improving the service model, while adding things that would be fun and engag_d] \eh j^[ a_Zi$ <eh [nWcfb[" m[ _dijWbb[Z W ÇhW_dXem hk]È j^Wj hkdi j^[ length of the store in all of the Stride Rite brand colors, and as a natural extension of the service model, it’s a fun way to get a child to run or walk in the shoes so that we can examine fit. We also put in a rainbow measuring pole so kids can see how tall they are, and when children are sized j^[o ][j W ij_Ya[h j^Wj iWoi Çm^e ad[m oek ]h[mÈ m_j^ j^[_h \Wleh_j[ Y^WhWYj[h ed _j WdZ j^[_h d[m i^e[ i_p[$ J^_i mWo cec ][ji W \[m l_ikWb and verbal imprints as to the size of the shoe and our associates can better serve multiple customers at once with tremendous specificity.

What direction or growth opportunity are you currently focused on?

It’s such a strong brand and Stride Rite Children’s Group manages the a_ZiÊ Xki_d[ii e\ If[hho Jef#I_Z[h" IWkYedo WdZ A[Zi a_Zi" Wi m[bb Wi the top licenses within the kids industry today. And we’ve had a lot of growth in those brands and partnerships, which is exciting.

What’s a typical day?

My day is never typical, which is what I like. It’s a dynamic business; we’re dealing with multiple brands, multiple sources of revenue and multiple geographies. I love to empower the team and watch them grow this business within the strategic framework that we came up with just a couple years ago now that’s starting to take hold in a really powerful way. Although I came with a lot of experience, the real estate side and the retail management side are aspects that were fairly new to me when I got here. I find that to be one of the most exciting and empowering aspects—I love to be able to speak directly to the consumer. I’ve definitely been bitten by the retail bug.

What characteristics do you think that it takes to be an effective leader at Stride Rite?

We are consumer-centric, brand driven and I try to ensure my team gets j^Wj WdZ kdZ[hijWdZi j^Wj$ ? e\j[d Wia j^[ gk[ij_ed" ÇM^Wj mekbZ j^[ Yedikc[h Ze5 >em mekbZ j^[ Yedikc[h h[ifedZ je j^_i5È WdZ _j m_bb lead us to the right path most of the time. I focus on ensuring that we are creating service, products and experiences that the consumer really appreciates.

Secondly, we are brand driven because ultimately all of those consumer experiences have to be in the context of something that she would mWdj WdZ [nf[Yj \hec Ijh_Z[ H_j[ ie m[ meha l[ho ^WhZ Wj j^Wj$ J^[ edbo way that’s executed with excellence however is to ensure we have the best team. I work very hard in both finding the best people and keeping them excited, ensuring that they are as passionate about the brand as I am. I couldn’t be happier with the team we’ve put together.

What does it mean to you personally to be heading up a brand that is almost 95 years old?

I love it, particularly because I enjoyed and wore these brands, including If[hho Jef#I_Z[h WdZ A[Zi" Wi W Y^_bZ$ Ijh_Z[ H_j[" fWhj_YkbWhbo" _i W fWhj of my life. At the same time I respect the fact that this brand pre-exists me and has a life of its own and a certain number of expectations. I feel I am a steward of the brand. I have to make sure that the brand stays strong and is elevated for the next generation of kids and moms. •

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For more information or to purchase tickets call 845 758 6403, email kids_gala@frontier.com or go to www.kidsdonations.org EARN_39 39

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Fresh

A NEW CLASS OF PRODUCTS MAKE THE GRADE AT ABC KIDS EXPO.

BY ANGELA VELASQUEZ

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EXPECT A SENSORY overload at the ABC Kids Expo. With more than 900 first-time and longstanding exhibitors on board, children’s retailers have plenty to see, touch and feel at the exhibition held in Louisville, KY, from October 14-17.

Earnshaw’s did the prep work, previewing the latest products, prints and designs set to spice up stores in the upcoming year and broke them down into five leading and burgeoning categories: diaper bags, carriers, feeding accessories, sleep aids and bath and body products. So take stock of what you have, and what you need, and get your shopping list ready—you’ll likely find it at ABC.

Grab Bag THE LATEST FASHIONABLE AND FUNCTIONAL DIAPER BAGS TO PUNCH UP MOM’S (AND DAD’S) PERSONAL STYLE. The Oliver, the latest twist on stylish diaper bags from Perry Mackin, makes a chic statement for moms with Wd [o[ \eh YbWii_Y Z[i_]d$ J^[ fh[ffo tote blends durable, water-resistant nylon—in blue, purple or black—with rich genuine leather handles and acY[dji _dif_h[Z Xo ^WdZXW]i$ 9edl[nient pockets, an adjustable shoulder strap and a coordinating changing pad WdZ Xejjb[ mWhc[h Z[b_l[h \kdYj_ed$ Wholesale price: $82 Traveling with baby in tow is made easier with A.D. Sutton’s Fisher-Price diaper bags featuring _ji d[m <Wij<_dZ[h FeYa[j Ioij[c$ The range of bags, including a messenger bag and backpack, feature specially designed pockets labeled for Xejjb[i" Z_Wf[hi" fWY_\_[hi WdZ m_f[i$ 8bWYa WdZ Xhemd ijob[i Wh[ WlW_bWXb[$ Wholesale price: $25 C[[j Ief^_W" j^[ d[m[ij ijWj[c[dj# making bag from Timi & Leslie$ J^[ glossy exterior, brass hardware and pretty colors strike a perfect springtime look, and the roomy carryall has three compartments making it easy

Clockwise from top left: Timi & Leslie sleek tote, chic prints from The Bumble Collection, Perry Mackin timeless shoulder bag, FisherPrice messenger bag

by A.D. Sutton, 7 A.M. Enfant trendy carry-all.

for moms—even of multiples—to stay eh]Wd_p[Z$ 7 cWjY^_d] fekY^[jj[ \eh mom’s must-haves negates the need \eh jej_d] WhekdZ W Xkbao fkhi[" jee$ Wholesale price: $75 Bigger is better, according to The Bumble Collection$ J^[ YecfWdo bows a larger version of its popular convertible bag complete with interchangeable straps that can transform the bag into a backpack, shoulder bag eh ZhWmijh_d] XW]$ J^[ XW]Æe\\[h[Z in pink and grey—comes with all the baby essentials including bottle pockets, zipper pockets, a changing fWZ WdZ ifWY[i \eh Z_Wf[hi WdZ m_f[i$ Wholesale price: $39.50 7 A.M. Enfant adds a rich chocolate colorway to its Voyage diaper bag collection—a hip companion for fashionable moms and dads with ceZ[hd ijob[$ 7 fefkbWh Y^e_Y[ \eh its spacious interior, see-through mesh pockets and exclusive zipper “door system,” the bag also features quick-grab handles and can fasten to Wdo ijhebb[hÊi ^WdZb[XWhi$ Wholesale price: $49

Sleep Tight DREAMS COME TRUE WITH NEW PLUSH BEDDING AND ACCESSORIES. Skip Hop is expanding its Xkcf[h#\h[[ 9ecfb[j[ I^[[j Collection with three new animalthemed prints perfect for kids’ ibkcX[h$ Fh[jjo X_hZi" f_da [bephants and quirky giraffes round out the line of 100-percent cotton, 200-thread count single “engid[[h[ZÈ i^[[ji$ J^[ i^[[ji Wh[ available as separates or as part of a 4-piece collection that also includes a blanket, crib skirt and mWbb Z[YWbi$ For wholesale prices, contact sales@skiphop.com Cozy textures add a dreamy feel to HaloÊi d[m[ij Ib[[fIWYa m[WhWXb[ XbWda[ji$ 9^kdao YWXb[ ad_j sweater styles in cream, light blue and pink feature sweet appliqués and are packaged with coordinat_d] ^Wd][hi$ J^[ b_d[ Wbie _dYbkZ[i W fbki^ kd_i[n I^[hfW iWYa WZehd[Z m_j^ i^[[f \eh Yekdj_d]$ Wholesale prices $16 to $18 Oliver B adds a dash of style to its patent-pending ventilated slat bumpers with new colored minky fabrications in dove grey, espresso WdZ XbWYa$ J^[ cWY^_d[ mWi^WXb[ bumpers, which offer the same protection but with more airflow than traditional bumpers, coordinate with the company’s lines of Yedj[cfehWho fh_dj[Z Yh_X i^[[ji$ 8kcf[hi Wh[ iebZ _d fWYai e\ (&$ Wholesale price: $39.99 Babies can sleep anywhere thanks to ParentLab’s new travel Yh_X" j^[ @ekhd[o 8[[$ ;Wio je ki[" lightweight and cushioned with a foldable mattress, the Journey Bee pops open in one fluid motion and can be packed up in a handy carry_d] YWi[$ J^[ YecfWdo Wbie e\\[hi a bassinet version for babies 0 to 6 cedj^i$ Wholesale price: $85 J^[ P[d ImWZZb[ Xo Nested Bean gets a fresh look with a hWd][ e\ \_hij#j_c[ fh_dji$ J^[ swaddle, designed to recreate a soothing maternal-like touch, comes in three prints—wheels, dots and sprouts and leaves— which share the same kumquat WdZ f[XXb[ Yebeh fWb[jj[$ J^[ 100 percent cotton swaddle is designed for babies 7 to 14 pounds WdZ \[Wjkh[i [Wio L[bYhe Ybeikh[i$ Wholesale price: $19.99

From top: ParentLab pop-up crib, Nested Bean swaddle, protective slat bumpers by Oliver B, cozy knit sleep sack by Halo, whimsical bumper-free sheets by Skip Hop.

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Value Meal KIDS AND PARENTS GET A SECOND HELPING WITH INNOVATIVE MEALTIME ACCESSORIES. OXO dishes out grown-up style on kid-friendly plates, bowls and cutlery with a new range of products for big kids. Designed for children ages 3 and up, generous edges make the perfectly portioned plates and bowls easy for tots to hold, while weighted grippy bottoms prevent slips.

Stainless cutlery is contoured and sized with handles for little hands. Each item is sold separately and is available in aqua, green and pink. For wholesale prices, contact mgerlach@oxo.com Little ones can keep cool with recyclable insulated sippy bottles from Eco Vessel. The 10 ounce stainless steel and BPA-free bottles for kids 12 months and up feature an easy sip spout and grippy handles. A leak free design and vacuum insulation ensures a cold and fresh drink for hours. Coordinating no spill snack cups are also available.

Wholesale price: $9 New to the market, Benbini helps moms keep track of their baby’s feeding schedule with the stylish Mommy Watch. Patented dual bezels enable moms to easily know how long it’s been since the last feeding (or nap, medicine, etc.) while the soft, flexible strap is gentle against baby’s skin. The watch also has a left/right slider to assist breastfeeding moms. A portion of the company’s proceeds supports Operation Shower—a non-profit that provides baby showers for military families. Wholesale price: $55 No batteries, microwave, or boiling water needed with On The Fly Bottle Socs from Warmze. Each biodegradable selfwarming bottle wrap, which can heat several different bottles a day, is air activated and brings bottles to a perfect 90 to 104 degree temperature in 30 seconds. A fun cow, surf, zoo or monkey print cover secures the warmer and fits nearly every bottle on the market. Wholesale price: $4.50-$10 Neatnik delivers less mess and less stress at the dining table with an all-in-one high chair cover and baby placemat called the Neatnik Saucer. The pop-up cover fits standard restaurant style high chairs and overlaps the dining table, eliminating the risk of babies dropping food, putting unsanitary objects in their mouths or losing pacifiers and toys. A mix of fun prints such as pink paisley, gingham and argyle add a dash of style to the table. Wholesale price: $16.50

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From top left: Warmze selfwarming bottle wraps, OXO kid-friendly utensils, high chair cover by Neatnik,insulated sippy bottles by Eco Vessel, feeding watch by Benbini.

9/20/12 9:33 AM

Bathing Beauties

Carried Away

A WAVE OF NATURAL AND CONVENIENT NEW BATH AND BODY PRODUCTS MAKE A SPLASH ON THE BABY SCENE.

BABY WEARING IS SECOND NATURE WITH NEW ADJUSTABLE AND LIGHTWEIGHT CONSTRUCTIONS.

Created by a mom with a science background, Hip Peas bows a line of safe, gentle hair and skincare fheZkYji \eh XWX_[i$ J^[ ded#jen_Y" natural range of products span from styling balm to cradle cap care and includes a detangler and curl tamer fe_i[Z je cWa[ ]heec_d] W Yho#\h[[ [l[dj$ J^[ b_d[ Wbie [iY^[mi _hh_# tating fragrances by using natural Xbk[X[hho [njhWYj WZZ_d] Wdj_# en_ZWdj fhef[hj_[i je j^[ fheZkYji$ Wholesale price: $3-$7.50 Blooming Bath offers a fresh Wbj[hdWj_l[ je jhWZ_j_edWb XWXo jkXi$ J^[ m^_ci_YWb f[jWb#i^Wf[Z _di[hj fits into any sink for a safe and cushioned bath for babies up to 6 months and can air dry or be tossed _d j^[ Zho[h \eh W gk_Ya if_d$ <ekh colors are available: hot pink, yel# bem" jkhgke_i[ WdZ _leho$ Wholesale price: $20 BabySpa Xemi W )#_d#' J[Whb[ii I^Wcfee" 8eZo MWi^ Ce_ijkh_p[h poised to pamper newborns to pre# schoolers while cutting down on the amount of products parents must Xko$ 8b[dZ[Z m_j^ eh]Wd_Y _d]h[# dients including aloe, chamomile, calendula, shea butter and more, j^[ Wbb#[dYecfWii_d] fheZkYj ][d# tly cleanses while also keeping hair WdZ ia_d i_bao iceej^$ Wholesale price: $6 <eh XWj^i ed j^[ ]e" Puj debuts j^[ <boj[" W c_d_ jhWl[b l[hi_ed e\ j^[ YecfWdoÊi fefkbWh \b[n_Xb[ XWj^jkX$ 9ecfWYj" \ebZWXb[ WdZ small enough to fit into a suitcase, the tub is just one of the many new products making traveling with _d\Wdji [Wi_[h$ @kij b_a[ j^[ eh_]_# dWb jkX" j^[ <boj[ Zh_[i _d i[YedZi and is mold and mildew resis# jWdj$ For wholesale prices, contact wholesale@puj.com Little Twig’s family of organ# ics is set to grow with tangerine iY[dj[Z XWXo bej_ed$ J^[ f[Z_Wjh_# Y_Wd#j[ij[Z ce_ijkh_p[h hekdZi ekj j^[ [n_ij_d] b_d[ e\ bWl[dZ[h WdZ kdiY[dj[Z bej_edi$ J^[ YecfWdo is also offering a diaper crème in a travel safe container—a must for jeji ed j^[ ]e$ For wholesale prices, contact wholesale@littletwig.com

From top: BabySpa 3-in-1 Tearless Shampoo, Body Wash & Moisturizer, Blooming Bath whimsical tub, grooming made easy

by Hip Peas, portable tub

by Puj, organic lotion by Little Twig.

Ademd \eh j^[_h ZWZ#\h_[dZbo XW]i and accessories, Diaper Dude has linked up with Boba for a collec# j_ed e\ XWYafWYa#ijob[ YWhh_[hi _d cWiYkb_d[ fh_dji$ J^[ b_]^jm[_]^j Boba 3G Carrier by Diaper Dude easily converts from a newborn to baby carrier and is outfitted with adjustable padded shoulder straps, ergonomic waist belt and pockets \eh ijehW][$ Fh_dj efj_edi _dYbkZ[ a dapper black and grey pinstripe WdZ Yeeb ]h[[d YWcek\bW][$ Wholesale price: $62 Ed[ mehZ0 i_cfb_Y_jo$ Moby is striving to make baby wearing [Wio f[Wio m_j^ j^[ d[m CeXo =E ie\j ijhkYjkh[Z YWhh_[h$ E\\[h[Z _d grey and black, the carrier’s wide crisscross shoulder straps and [Wio#je#ki[ i_Z[ XkYab[i cWa[ _j easy for parents to take on and e\\$ Wholesale price: $40 Baby wearing gets a per# sonal touch thanks to a bevy of fresh print options offered by Hotslings, including chic geo# c[jh_Yi WdZ \behWbi$ J^[ ib_d]i" m^_Y^ YWd X[ mehd _d W i[c_# reclined, front or hip position, feature adjustable straps for comfort and are offered in two i_p[i \eh W f[h\[Yj \_j$ Wholesale price: $21.84-$24 Designed to grow with baby WdZ Z[l[bef[Z Xo :h$ M_bb_Wc I[Whi WdZ \Wc_bo" j^[ 7Z`kijWXb[ Ib_d] Xo Balboa Baby offers par# ents hands free motion and can be worn in five different posi# j_edi$ 7 Z[[f feYa[j Z[i_]d WdZ covered elastic trim secures tots, while outside pockets are a con# l[d_[dj mWo je ijeh[ d[Y[ii_j_[i$ Wholesale price: $30 Beco’s latest entry to the mar# a[j" j^[ Ieb[_b" Xb[dZi j^[ X[ij features the carrier company has je e\\[h$ J^[ [Wio#je#ki[ YWhh_[h can be worn with babies start# ing at 7 pounds and features generous amounts of leg, head WdZ d[Ya fWZZ_d]$ J^[ YWhh_[h also features one of the tallest back panels to better support _d W fhef[h [h]edec_Y fei_j_ed$ Wholesale price: $70

From top left: Diaper Dude camouflage carrier by Boba, adjustable carrier by Balboa Baby, cool prints by Hotslings, a soft and simple design by Moby, Beco cushion carrier.

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Retailers increasingly focus on pintsize pundits and their phenomenal purchasing power.

tween spirit

Tank top from LA street vendor, $10

Party favor sunglasses, free

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Ralph Lauren socks, $6; wingtips, $150.

Dolce & Gabbana skirt, $360

Prissy Pop Tops necklace worn as bracelet, $6.50

BY LYNDSAY MCGREGOR PHOTOGRAPHY BY MCCANDLISS AND CAMPBELL

A few years ago major players like Ralph Lauren, Burberry and Christian Dior dominated the high-end children’s apparel market; now more designers than ever are introducing takedowns of their expensive duds and cashing in on the lucrative tween demographic. Following in the footsteps of Gucci—which launched a children’s collection two years ago and opened its first children’s store on Manhattan’s Fifth Avenue late last year—Oscar de la Renta and Dolce & Gabbana launched mini-me collections this fall. Meanwhile luxury department stores Nordstrom and Bergdorf Goodman are expanding their children’s areas to make room for the high-end newbies. It’s the latest sign that the urge to splurge is back,

Living the high-end life

WHEN HAILEE STEINFELD teamed her pink tulle Marchesa gown with Converse sneakers at the 2011 Vanity Fair Oscars party, the internet erupted. In a move that sealed her reputation as a style icon (and smacked of that memorable moment when Sharon Stone wore her husband’s white Gap shirt with a Vera Wang skirt to the Oscars in 1998) the then-14-year-old actress swapped the Ferragamo heels she wore to the awards ceremony for casual red kicks. And it’s not just Steinfeld. Far from simply copying grown ups, the new generation of tween-age “It” girls, like Chloe Moretz, 15, and 14-year-old Elle Fanning, is setting a style bar that’s all its own: In a 2011 Teen Vogue interview, Moretz said she likes to mix high fashion with high street, like pairing an Alexander McQueen jacket with a Topshop tee, while Fanning is no stranger to thrift store rummaging. It’s a high-low mix that tweens (and their parents) can happily get on board with.

“Parents are more willing to listen to what tweens are saying they want,” says Kit Yarrow, a professor of consumer psychology at Golden Gate University and author of Gen BuY. “Tweens get an idea of what they want and then they find a way to get it, whether it’s getting their parents or grandparents to buy it, or finding a low-end version of it. They’re remarkably resourceful.” So much so that today’s persistent tweens are turning out to be a boon for the retail industry: As a group, the United States’ 21 million tweens account for about $43 billion in spending power annually, according to EPM Communications’ “Tween Spending & Influence” report. Stores catering to this age group are designed to grab these billions, something that several retailers started doing about a decade ago: Abercrombie & Fitch reaches out to tweens with Abercrombie Kids; Gap has Gap Kids; Aeropostale offers P.S. Aeropostale; and J. Crew has Crewcuts. Stores like Delia’s and Justice are tween specific, while department stores offer tween labels like Jessica and Ashlee Simpson’s Jessica Simpson Girls or Madonna’s Material Girl. Even Kmart and J.C. Penney have Selena Gomez’s Live Out Loud and Mary-Kate and Ashley Olsen’s Olsenboye collections respectively. For the past 12 months ending in May, childrenswear sales rose 4 percent, with the upscale component up 7 percent, according to NPD’s most recent data. That compares with a 3 percent rise for the clothing market overall.

and as the wealthy feel more comfortable about spending again, they increasingly want their kids to reflect themselves. “Parents seem to be enjoying the whole ‘mini-me’ phenomenon, along with putting the money back into the economy,” says Barbara Seggio, a childrenswear professor at FIT. “Tween fashion is one of the fastest growing targeted retail markets.

Manufacturers are creating clothing that the tween thinks is cool yet is acceptable to the parent.” Many of the new designer entries are more expensive than some of the more established brands like Ralph Lauren, whose cotton shirts for boys are priced at about $59, compared to Armani Junior’s dress shirts for boys that can run up to $160. “Today’s tweens definitely know about labels in a way that other generations of tweens didn’t, but I don’t think anybody laying down that kind of dough for designer outfits is doing so because they’re fueled by the kid,” Yarrow says.

“I think it’s a well-known fact that parents typically forego spending money on themselves to dress their kids well,” continues Alex Theophanus, co-founder and owner of luxury online retailer AlexandAlexa, whose business has been growing 150 percent annually since its 2007 beginnings. “It’s a reflection of the times. A lot of our customers still have money, and they’ve always had money. They’re pretty unaffected by the recession.” Dubbed “the Net-A-Porter for under 14 year olds” by UK newspaper The Independent, AlexandAlexa offers more than 100 international labels, from heavyweights like Chloe, Fendi and Dior to contemporary clothing from the likes of Imps & Elfs, Finger In The Nose and Muchacha. “If you look at the market three to four years ago, only around 1 or 2 percent of childrenswear was online. Today around 15 percent is online. That compares to around 25 percent of women’s wear,” he says, adding, “All the market dynamics suggest that kids’ should continue to grow.” But as much purchasing power as today’s tweens have, Theophanus believes that as long as parents are holding the purse strings and ultimately making the final decision, they’re still more important to retailers than their kids.

More bang for your buck

While researching for her latest book, Yarrow spoke to lots of tweens whose parents were teaching them how to budget. “They were learning they could buy three of those for the price of one,” she says, using the “throw-away-fashion” of Forever 21 as an example. “Investment fashion is dead. It’s not a concept people relate to anymore, especially the tweens.

They get attention from having freshness in their appearance. They want to rejuvenate and get new things all year long.” No surprise then that Five Below, a discount retailer for tweens and teens where every item is priced between a buck and $5, was named one of the fastest growing chains in the U.S. by Stores magazine, with TTM revenues of $322 million.

“Tweens like to change their fashion,” confirms Norma Hafif, owner of Style.licious, an accessories emporium on New York’s Upper East Side that caters to tweens, teens and their moms, and whose prices range from a dollar to $300. “They want to get the latest trends so I think it’s more economical to buy things that are less expensive because the trends really come and go.” Hafif is very careful in what she brings into her store, eschewing licensed product and name brands in favor of start-ups and one-of-a-kind jewelry. “A lot of the moms that come in aren’t looking for labels,” she says. “It’s more about ‘What am I getting for $24? How does it look? How useful will it be?’” And when it comes to how much influence tweens have on their parents’ spending habits, Hafif thinks the ball is still very much in the parents’ court. “Parents today are very careful. They don’t spoil their tweens. They’re not rushing to spend money today, because of the economy and because parents want kids to be a little more appreciative,” she says. Seggio, however, does not share this sentiment: “These young adults have grown up with social media and have a strong sense of fashion and style, but mostly they are concerned with fitting in. Girls especially, who are too old for toys but too young for boys, will do almost anything to persuade their fWh[dji je fkhY^Wi[ j^Wj ckij#^Wl[ _j[c$È

School Uniforms for every student body!

Our 2013 Line is now available.

See your local sales representative

or call Bill Bosch - National Sales Manager 888-671-8754 ext. 2142 www.Classroomuniforms.com

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EARN_47 47

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MOODY DENIM WITH A DASH OF SOUTHERN CHARM CRAFTS A ROUGH AND TUMBLE

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Riley studded vest, Trunk T-shirt worn over Blu Pony Vintage dress.

All socks throughout story by Planet Sox. All vintage boots stylist's own.

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Opposite: Riley denim vest, Wes & Willy shirt, Nukutavake denim jeans, hat by Catya.

From left: Wes & Willy cargo jacket worn over Diesel denim vest, Eddie Pen jeans; Munster hawk T-shirt worn over Le Petit Coco grey sweatshirt, Diesel jeans.

51

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From left: Imps & Elfs henley worn over Blu Pony Vintage dress; Eddie Pen button-down shirt, American Apparel thermal, Catimini jeans, suspenders

by Blu Pony Vintage; Le Petit Coco cream tee, American Apparel thermal, shorts

by Imps & Elfs, vintage hat; Wes & Willy cream long-sleeve shirt, Diesel overalls; Levi's denim vest, plaid button-down hoodie by Diesel, Riley denim shorts; Blu Pony Vintage jumpsuit.

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Wes & Willy plaid hoodie, Charlie Rocket T-shirt, Tractor jeans.

Opposite, from left: Munster dark grey cardigan, Levi's plaid shirt, Notify jeans, hat by Catya; Riley flannel shirt, Little Paul & Joe chunky cream sweater, Truly Me denim shorts.

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Le Petit Coco grey sweatshirt, Diesel overalls.

Opposite page, from left: Catimini jean jacket with plaid hood, Miss Me grey sweater worn over A. Bird white dress; Riley flannel shirt and jean shorts, Trunk Nirvana shirt.

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Levi's dark jean jacket, cream dress by Jumina, Fiveloaves Twofish pants.

Opposite: Lucky Brand denim shirt and jeans; Wes & Willy dark green tee.

Style director: Michel Onofrio Hair and make-up: Josh Perez @ the Glam Goes On Agency.

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Style Director: Michel Onofrio Hair and Makeup: Yuko Mizuno @Rona Represents Photographed on location at Hallock Orchard.

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STYLE INCUBATOR

COLLECTION D-ALLI

Ruffles, pink ice and all that’s nice—that’s what little girls are made of, and are traits that Collection D-Alli embodies.

The apparel line offers exquisite clothing for the fashionforward little princess made with luxury fabrics such as dupioni silk, organza, fine linen and knits. Collection D-Alli offers timeless pieces that will never go out of style. Sizes range from infant to 10 years old.

See you at October ENK Children’s Club in NYC Please call for an appointment.

Contact Donna Allison at: (518) 221-1083 dckroyale@gmail.com www.d-alli.com

s STYLE INCUBATOR

They’ve got style.

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

To view the line, contact our showrooms: New York: (212) 967-7908 x1, sales@andyandevankids.com Atlanta: The Coffs, (800) 580-5437, thecoffs@sbcglobal.net Chicago: J B Vogue, (312) 266-0309, vschanes@gmail.com Dallas: VonTour’s, (940) 497-3310, vontour@centurytel.net Los Angeles: Rochelle Sasson Perlman, (213) 489-7164, ro4kids@sbcglobal.net

ANDY & EVAN FOR LITTLE GENTLEMEN TRIBE

Award-winning and a celebrity favorite, Tribe is a luxury leather diaper bag brand that has redefined what a diaper bag should be—stylish and functional.

Its signature bag, the Singapore Sling, is a head-turning creation that was crowned “Best Changing Bag” in the prestigious Junior Design Awards in 2012. Tribe counts Hollywood stars Katherine Heigl, Jillian Michaels and Grey’s Anatomy creator Shonda Rhimes amongst its growing tribe of fans.

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Rosie Jansen Managing Director showroom@tribebags.com Tel: +65 6467 0097 www.tribebags.com

Andy & Evan took its custom-made dress shirts down to size when it launched Little Gentlemen, a line of practical and fashionable boys’ clothing in sizes newborn through toddler. The Shirtzie, a tailored button-down one-piece, anchors the line, which also offers pants, blazers, knits, sweaters, coats, ties and hats for Fall/Winter 2012. It’s a must-have collection for the little gentleman in your life.

New England: David & Co, (781) 407-0001, dalterwitz@gmail.com Philadelphia: Jack Harlan, (888) 533-2000, jacksrack@aol.com Canadian Sales: Dogree, (514) 381-8808 x106, stock@dogree.com

Please visit us at ENK Children’s Club, NYC, October 21-23.

www.andyandevankids.com

9/19/12 2:55 PM

#Ć´ČŹT "SUT M ARKETPLACE

XXX CPXTBSUT DPN #084

CALENDAR

MARKET DATES & EVENTS

OCTOBER 1-5

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

14-17

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

15-18

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

20-22

NW Kids Show DoubleTree by Hilton Seattle, WA info@nwkidsshow.com www.nwkidsshow.com

20-23

The Childrenâ&#x20AC;&#x2122;s Show at Deerfield Embassy Suites Deerfield, IL (248) 478-1732 www.midwestchildrens apparelgroup.com

21-23

JANUARY 17-19

Pitti Bimbo Forteza de Basso Florence, Italy www.pittimmagine.com

26-30

MARCH 17-18

KIDShow Miami The DoubleTree Hotel Miami Airport Convention Center info@spectrade.com www.kidshowmiami.com

New York International Gift Fair Javits Center 655 W 34th St New York, NY (914) 421-3200 www.nyigf.com

ENK Childrenâ&#x20AC;&#x2122;s Club Javits Center 11th Ave at 37th Street New York, NY (212) 759-8055 www.enkshows.com

Editorâ&#x20AC;&#x2122;s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date schedules.

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

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M ARKETPLACE We’ve got adorable new HALO® SleepSack® wearable blanket styles that are sure to make you coo!

See all our new styles at the ABC show, booth #1329.

888.999.HALO sales@haloinnovations.com

22576 Earnshaws Ad_6.indd 1

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M ARKETPLACE

Join Earnshawâ&#x20AC;&#x2122;s Marketplace Earnshaw's Marketplace maximizes small budgets for emerging infant and toddler companies.

Tout your up-and-coming apparel or juvenile product collections to retailers looking for new resources targeting newborns through pre-schoolers.

Call (646) 278-1510 Alexandra.Marinacci@9threads.com

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REMIX

NAME: VIVIAN (A.K.A. THE BOY REPELLER) AGE: 10 HOMETOWN: NEW YORK CITY

Since May, our guest stylist, Vivian, has been sharing her quirky fashion sensibility on her blog The Boy Repeller. Inspired

by Leandra Medine’s popular blog, The Man Repeller—a tongue-in-cheek look at fashion that may repel the opposite sex (i.e. overalls, shoulder pads, clogs)— Vivian chats about everything from her adoration of preppy collars to her collection of dolphin-themed accessories and her eye for fringe.

The tween counts the Crewcuts store in her Upper East Side neighborhood as one of her go-to sources to pick up

some must-haves like classic blue jeans and ultra soft tees. “I don’t like anything too fitted. I like pants and hi-low shirts,” she said as she scooped out her looks from the Earnshaw’s closet. Methodically, she paired the casual pieces with off-beat accessories including some of her own jewelry designs and baubles brought from home.

Her eclectic shoe collection made the ensembles pop. We chatted with the stylish ingénue about some of her fashion favorites and what makes her look all her own. —Angela Velasquez

How would you describe your style?

Casual cool. I don’t like anything too fancy or too relaxed, like I’ll wear a big necklace with a T-shirt.

What is your favorite item in your closet? The white button-down shirt I have on today. It’s light and breezy. And I have a pair of black and white pants with a crazy print that I love.

Who is your favorite designer? Isabel Marant. She has cool clothes.

What do you want to be when you grow up? A fashion designer, and I’ll call my line Boy Repeller!

Stylist’s own button-down shirt, Liv B. plaid pants, shoes by Crewcuts, Zuzii bow necklace and headband, stylist’s bracelets.

Liv B. hi-low tee, Kickle by AlexandAlexa pants, Superga polka dot sneakers, stylist’s own handmade jewelry.

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PHOTOGRAPHY BY McCANDLISS AND CAMPBELL

Liv B. T-shirt, Ralph Lauren yellow jeans, Crewcuts desert boots, stylist’s own handmade jewelry.

9/18/12 3:39 PM

Girl & Co.

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Little Me

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