e a r n i e awa r d w i n n e r s
14
2017
Boys’ Apparel: Appaman
Accessories: Wee Ones
It was a year of fabrications that can be worn in multiple ways, details that don’t pigeonhole a piece and silhouettes that truly reflect the lifestyle of a kid. In a word, versatility was the key to Appaman’s success in 2017, says Co-Founder Lynn Husum. Securing its fourth Earnie award (past wins have included Boys’ and Outerwear categories), the company’s expansion into more adaptable fashions has been met with resounding success. “Multi-purpose pieces are selling really well,� Husum says, citing several new coat styles in particular. The new Turnstile convertible jacket has been a homerun. It features a fully insulated puffer vest with zip-off sleeves that resemble a comfy sweatshirt. The hybrid sweatshirt craze also resonated with Appaman’s blend-hooded shirts—essentially a thick flannel button-down with a sweatshirt hood. “It makes for a great layering piece under a jacket,� Husum says. Appaman’s new versatile parka has also received positive feedback, which is offered in three lengths to accommodate different lifestyle needs. “The shorter version is perfect for the suburban family that’s in and out of car seats, while the longer one caters to walking communities like New York,� Husum says, adding, “The mid-length style fits everything between.� For locations with milder winters, Husum points to Appaman’s new ultralight version of its down jacket, the Featherweight, as performing above expectations. The down puffer is packable and features pockets and a hood for a sporty and versatile design. “It’s a great option for the little boy that gets sweaty on the playground and doesn’t want to wear a jacket,� Husum says. Appaman’s fine-tailoring segment also experienced strong growth this year. “We’re doing a ton of red carpet and get calls from stylists every week,� Husum says, citing stars from popular shows like This Is Us and Stranger Things as a few of the brand’s clientele. Husum credits its exquisite attention to detail as a key factor to the tailored collection’s success. Specifically, rich velvets, warm wool coats and coordinating bibs inside blazers experienced great sell-through this year. “A well-finished product can be hard to find in childrenswear,� Husum says, adding that Appaman’s more casual—yet still refined—offerings like its new velvet tracksuits, shawl-collar cardigans and its signature retro-inspired graphic tees have caught the eye of consumers for their quality and uniqueness. “We aim to stock key items that there’s either a niche for or a need, and we’re grateful that there’s still a lot of boys out there that want to wear clothes—not just sweatpants,� Husum says. —E.B.
There’s nothing like a striking accessory to make an outfit, and after nearly 40 years Wee Ones has become an undisputed leader in the hair accessories category. While some companies often rely on a specific item or collection to distinguish itself from the crowd, Wee Ones President and CEO Miles Faust notes that 2017 was an unusual year in that success was across the board. “We offer the largest selection of hair accessories in the industry, so there’s something for every store and consumer,� he says. Creative Director Gina Faust adds that Wee Ones’ ability to offer many exclusive designs—featuring its own ribbon prints— also played a key role in the company’s success this year. “Retailers love that we offer something that their consumers won’t find from other brands or in other channels,� she says. Wee Ones’ popular items this year included Spring’s beach-inspired prints featuring flamingos, whales and nautical motifs. For fall, shoppers snapped up iridescent overlay bows that added a fun shine to one of its most popular styles. However, Miles Faust says 2017 will go down as the “year of the emoji,� with exclusive emoji prints sweeping sales. Two other popular items were exclusive printed grosgrain bows that paired well with casual lines, and hair bows featuring mixed materials such as organza over grosgrain. “The introduction of an unexpected texture into a traditional silhouette always seems to capture consumers’ interest,� Gina Faust says. Indeed, unique designs and the introduction of new materials is how Wee Ones differentiates itself in the marketplace. The company’s designers invest a lot of time studying the latest fashion and color trends, as well as working closely with suppliers worldwide to seek compelling materials that keep its accessories relevant. Additionally, Wee Ones has increased its custom print ribbon designs to further stand out from the crowd. “We’ve gotten great feedback that our designs and motifs are the perfect complement to many popular apparel lines,� Gina Faust says. The positive feedback has translated to Wee Ones’ bottom line this year. The company is on track to finish the year with a double-digit sales increase. “The business has increased steadily since we acquired the company in 2010, and we anticipate another year of solid growth in 2018 as we continue to expand our distribution and product lines,� Miles Faust says, adding that next year marks Wee Ones’ 40th anniversary. “The fact that after so many years we remain relevant and a leader in the industry is a testament to the hard work and dedication of every member of our team.� —J.L.
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