e a r n i e awa r d w i n n e r s
2017
Denim: Levi’s With American roots stretching back to 1853, Levi’s Strauss & Co. has a storied history that begins with creating and patenting the world’s first blue jeans. While the patent has long since expired, the 10-time Earnie award winner continues to satisfy the denim-driven style sensibilities of children through adults. Haddad Brands, the children’s licensee for Levi’s, helps fulfill the company’s family approach with several coordinating and even matching designs that cater to today’s minime demand. In fact, when Haddad Brands launched Levi’s first kids’ line in 2004, the company went through great lengths to ensure the down-sized styles stayed true to the label’s pedigree from buttons to rivets. “It’s our consistency and authenticity that continues to prevail,� a Haddad spokesman says. “It’s resonating greatly with Millennials as they recognize Levi’s as the go-to denim brand for the whole family.� The denim giant’s unwavering attention to detail, comfort and durability reflect the
needs of the modern child beyond classic blue jeans, offering popular trends for babies to tweens. This year’s collections showcased everything from jackets and overalls to corduroys, joggers and leggings. In addition, 2017 marks the 50th anniversary of Levi’s signature Trucker jacket, promoted through the company’s global “Live in Levi’s� campaign that features testimonials from loyal customers, including celebrities to everyday Americans. In addition to the Trucker jacket and other classic silhouettes being strong sellers this year, the performance jeans with stretch features were the best-selling items for kids. “There’s been an uptick in denim overall recently,� says a Levi’s spokesperson, noting its attention to fabrics and finishes sets it apart when it comes to kids’ nonnegotiable stance on comfort. “We had a great year and expect Levi’s business to grow substantially over the next few years,� he adds. —E.B.
Layette: Angel Dear Artistic sensibility fused with a competitive price point is what helped Angel Dear toddle to success in 2017. “Play, love and laughter are at the heart of Angel Dear’s product,� says Kim Perrin, director of sales and marketing. “It shows in every aspect of the company: print direction, design, social media, customer service and sales.� This year, Angel Dear amplified its efforts with new branding that encompassed packaging, catalogs, a website redesign and a more robust social media presence. A new logo, along with the “It takes a village� artwork and tagline, were also part of the robust initiative. On the product front, Angel Dear’s playful prints featuring charming characters and quirky motifs grabbed the attention of consumers. “We thoughtfully interpret how trends work specifically for the Angel Dear audience,� Perrin says, noting that the team will often look at sales from the previous season and reinvent its bestsellers. “The customer’s emotional connection to our product is something we work hard to sustain and keep fresh each season,� she adds. Woodland and Farmyard were Angel Dear’s central themes this year, with a rooster print and rooster nap blankie included to prepare for Chinese New Year (Year of the Rooster). In addition, ecothemed artwork and whimsical creatures such as
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mermaids, jellyfish, dragons and unicorns were popular selling points throughout the collections. Perrin also reported an expansion of the muslin apparel line for spring as a popular selling point, offering lightweight, breathable fabric in an assortment of playful prints. Bamboo layette, knit collections and Angel Dear blankies were other strong categories, with attention to detail throughout the entire line continuing to be an important differentiator. “We focus a lot of attention on ‘Retail Detail’—DTM [dyed to match] buttons, picot trims, ruffle backs and hidden zippers add an extra special touch,� Perrin says. In fact, all the brand’s illustrations are hand-drawn by illustrators in Brooklyn, upstate New York, Los Angeles, the San Francisco Bay area and the United Kingdom, making for a true design collective. After such a progressive year, Perrin proudly reports a steady increase in the boutique channel— a backbone of Angel Dear’s business—as well as increasing its sales numbers across high-end department stores, online and international markets. The company expects significant growth in 2018 as it ramps up international expansion plans. To that end, Angel Dear will add several international trade shows to its calendar in an effort to reach a global audience. —J.L.