e a r n i e awa r d w i n n e r s
12
2017
Girls’ Apparel: Joules
Footwear: Freshly Picked
More than 25 years ago, Tom Joule began selling apparel at outdoor events in Great Britain. Realizing his customers were a “bright and colorful bunch,â€? Joule quickly adapted his then-mundane aesthetic to reflect the upbeat personalities of British country lifestyles. Since then, the brand has expanded internationally, penetrating the U.S. market with spunky fashion for adults and children. The company’s momentum in the children’s category has been particularly significant of late, marking 2017 as a banner year for growth. “Our customer has a growing family that loves the outdoors and has a zest for life,â€? says Dave Wood, head of international at Joules. “They want garments for their children that not only look fantastic but are great conversational pieces that can be worn comfortably again and again.â€? This year, Joules expanded into two children’s age categories, Younger and Older. The Younger collection, for kids ages 1 to 6, offers apparel that has been tried and tested by Joules’ customers since its childrenswear launch in 2008. The Older range, available in ages 3 to 12, is a new development consisting of fresh silhouettes, innovative appliquĂŠs, sequin techniques and more “interestâ€? fabrics. “Our aim was to keep the fun element we always aspire to have throughout our children’s range but also give it some attitude,â€? Wood says, adding how excited the company is to reach a new customer base with its expanded line. The brand’s lively personality made from unique in-house prints and witty graphics is what ultimately sets it apart on the racks. Wood says consumers readily associate Joules’ playful aesthetic with “time off,â€? resulting in strong sales of outerwear, jersey tops and rain products in the U.S. market. Raincoats have particularly been a bestseller this year. “Matching prints to the rain boots and being really fit for a purpose appeals to all customers,â€? Wood says. He adds the positive sell-through is also a product of “great prints at a great value.â€? Customers’ attraction to Joules’ adventure-inspired offerings were what drove the company to focus this year’s designs on the “weekend break.â€? The new styles use a classic nautical color palette to create the “autumnal coastal package,â€? featuring embellishments like roping for appliquĂŠ details that set a relaxed mood. “Once Upon a Timeâ€? was another key theme for kids in 2017. Joules’ printed dresses pulled the full story together by tying in all the mischievous characters from its T-shirt line: unicorns, witches and wolves featured in an array of detailing, including sequins, 3-D interactive appliquĂŠs and glitter. “We focus on making each piece of the range unique and recognizable to the brand by concentrating on quality, intricate designs and attention to detail,â€? Wood says. “Every garment has a story, every story has a reason, and that makes it different.â€? —Judy Leand
Another year meant another step in the right direction for Freshly Picked. “With the launch of six new soft sole footwear styles and dozens of new seasonal prints, plus our new diaper bag, we found ourselves thinking about the relationship between Mom and baby more than ever,� says CEO Susan Petersen, adding, “Our 2017 designs are unique to the marketplace in that they are very responsive to trends while maintaining a classic sensibility that will extend beyond one season.� While traditional moccasins continue to be Freshly Picked’s mainstay, the collection expanded with several new styles this year, including a Mary Jane, sandal, penny loafer, Oxford and Chelsea boot. Licensing deals also made a splash in 2017 with a Care Bears collaboration, launched during the summer, followed by Hello Kitty and Disney partnerships in November. Most styles are made of soft yet durable wear-tested leathers and feature elastic at the ankle for easy on/off wear, while the new sandal is made of water-resistant leather and features a durable rubber outsole and a prong-free buckle for easy wear and adjustable fit. “For years, the buckle hasn’t changed on kids’ sandals, so we came out with something that would be easy for both parents and children to put on,� Petersen says, assuring that even a 2-year-old can master the revamped buckle without assistance. “It’s all about ease of use for both child and parent,� she adds. Petersen credits the sandal design breakthrough and the decision to enter the diaper bag market to customer feedback. The new diaper bag design relied on a focus group of hundreds of moms whose insights were the building blocks to a stylish vegan leather tote that is easy to clean and organize. Billed as a bag “designed for moms by moms,� it is 100-percent spill-resistant inside and out and features 10 pockets with a spacious central area for big items, magnetic front flap for easy close and is wearable as a backpack, crossbody or purse. Freshly Picked’s design innovations have generated strong customer feedback as well as sales. In fact, the diaper bag launch raised more than $500,000 on Kickstarter and Indiegogo in pre-orders alone. “We were so thrilled to see the support launching via a non-traditional platform,� Petersen says, adding that the company is hoping to double its team next year. “We plan to keep up this great momentum by continuing to introduce new styles and product categories.� —J. L.
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