Earnshaw's | October 2017

G E A R T O W A R D T O P T R E N D S • D E N I M R E I N V E N T E D • G E R B E R ’ S G A R Y S I M M O N S TA L K S S H O P • M O N E T I Z I N G M I N I - M E

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THE BABY ISSUE Big Style in Little Sizes

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OC TOBER 2017 CONTENTS

FEATURES Noelle Heffernan Publisher

10 Trickle Up With takedowns already an established success, children’s brands are introducing adult sizes to capitalize on the crossover appeal.

Emily Beckman Editor Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL

14 Leading a Legacy Gary Simmons, president and CEO of Gerber Childrenswear, shares his approach to upholding and expanding the reputation of one of the most iconic names in the infant industry.

Aleda Johnson Assistant Editor Mariah Walker Contributing Fashion Editor ADVERTISING Caroline Diaco Group Publisher

32 Get in Gear The baby gear market is booming as parents increasingly demand user-friendly, multi-functional, high-quality products that offer style, safety and sustainability.

Jennifer Craig Special Accounts Manager PRODUCTION Laurie Guptill Production Manager Mike Hoff Webmaster

FA S H I O N

Bruce Sprague Circulation Director

22 Think Small Spring ‘18 offers a mini makeover by combining happy hues with prints that pop.

CONTACT INFO Sales/Editorial Offices 135 West 20th Street Suite 402 New York, NY 10011 Tel: (646) 278-1550 Fax: (646) 278-1553 advertising@9threads.com editorialrequests@ 9threads.com

D E PA R T M E N T S 6 Editor’s Note

Circulation Office 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 circulation@9threads.com

8 Scene & Heard 18 Trend Watch 38 Haute Topics

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39 Behind the Seams

This page: Boboli jacket, Kissy Kissy top, Kate Mack skirt, Mayoral pants, Pediped shoes.

On cover: Huggalugs beanie, Feltman Brothers cardigan, Kissy Kissy one-piece, Mam pacifier. Photography by Mark Andrew/ Kate Ryan; styling by Mariah Walker/Art Department NY; styling assisted by Enid Hunt.

PAGE 22

40 What’s Selling

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear industry is published 10x a year by Symphony Publishing NY, LLC, 135 West 20th Street, Suite 402 New York, NY 10011. 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 2011 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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EDITOR’S NOTE

Scary Good Opportunities W

HEN AUTUMN LEAVES begin to fall, sales often rise. Back to school, back to reality and Halloween combine for the usual lift. With regards to the latter, the National Retail Federation (NRF) forecasts a record $9.1 billion in spooky-related spending this year, which now ranks as America’s second biggest consumer-spending holiday behind Christmas. What that means for our industry is opportunity—a big one.

Halloween has become an extended catchall of characterthemed garments, mini-me collections, special accessories and traditional costuming. It’s no longer just a day of dressing up for a night of trick-or-treating; we’re talking at least a full month of Halloween-related activities, be it parties, town parades, haunted hayrides, fall festivals and, of course, trickor-treating. It doesn’t hurt that adults are just as into donning costumes as kids these days. Indeed, the interest in costume play (a.k.a. cosplay) has grown from a Japanese anime niche to a year-round business that generates nearly $5 billion for local economies that host Comic Con events.

The opportunity for childrenswear retailers to grab a share of this growing (pumpkin) pie is there for the taking.

First of all, many Halloween pop-up shops focus on adultthemed costumes. Therefore, being an age-appropriate kids costume destination should be a welcome relief for parents who prefer that their kids not dress up as a sexy something or glorified serial killer. Secondly, with dressing up becoming a year-round activity, retailers can dedicate an allotted space for costumes and develop a following. Pop-ups, on the other hand, are just that: here today, gone tomorrow. And, in the case of many Halloween versions, the pop-ups are often beyond bare bones (i.e. scary conditions) and offer no location consistency from one year to the next. Third, childrenswear retailers have established relationships to maximize costume sales. What time-pressed parent isn’t recep-

tive to a one-stop shopping convenience?

So why not throw an in-store costume party or partner with area retailers for a Halloween parade? And be sure to encourage kids to send photos of them in your costumes so you can post them on your social media feeds. There could even be “best costume� contests, where prizes include store gift certificates. Yes, opportunities abound.

Costume sales are not the only industry opportunity, to be sure. The global market for childrenswear is forecasted to increase about 10 percent to $321.6 billion by 2024, according to a study by Global Industry Analysts. Baby products and gear are also on healthy growth tracks, proving that safety and innovation never go out of style. (Be sure to check out our review of the latest baby gear trends on p. 32). Another industry standby, denim, is also presenting renewed opportunity. Bullied by athleisure the past few seasons, America’s first fabric is on the rebound, thanks to innovative textiles and fresh styling. Our Trend Watch story (p. 18) showcases a plethora of soft, easy-to-wear denim styles.

Our entire issue, in fact, is filled with opportunities.

Innovative new products, the latest fashions, market insights from leading industry figures and, of course, our own expert analysis can be found throughout our pages. That’s our mission with every issue: to showcase the latest and greatest opportunities for succeeding in the childrenswear and juvenile products industries. We take great pride in being a trusted resource for this platform, which is one we have been delivering on for more than a century. When it comes to covering our beloved industry, the Earnshaw’s brand is like Gerber: trusted, reliable and respected. On that note, be sure to read this month’s Q&A (p. 14) with Gary Simmons, president and CEO of Gerber Childrenswear, for his insights on how the iconic brand is being positioned for major growth.

I hope you enjoy the issue, and Happy Halloween!

E M I LY B E C K M A N Editor

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Project 6 NY Debuts ‘Modest’ Label for Teen Girls FRUSTRATED WITH THE adolescent market consisting of tight shirts and ripped jeans, Shaindy Backer, owner and designer of Project 6 NY and mother to a 13-year-old, has set out to fill a void in the market with a new line of modest clothing for teen girls called Project 6 Teen. The Spring/Summer 2018 debut emulates Project 6 NY’s soft, sweet aesthetic from the women’s collection with knee-length skirts, pussy-bow blouses and puffy Victorian sleeves while still maintaining the youthful personality of a children’s

collection with satin bows, gingham and striped prints. “A lot of teenage clothing just shows too much, and that doesn’t always send the most appropriate messages,� Backer says, adding the new label is still versatile enough for teens to express their individual style. She believes that having it be a completely separate brand was also an important aspect to success, noting that older girls will instantly be deterred if styles are available to a kindergartener and a freshman. “I have a couple dresses like that,

and my daughter won’t wear them because she saw a little kid wearing them,� Backer says.

The line wholesales from $40 to $60 and is available in sizes 12 to 18. Backer adds that while modesty is a guiding design principle, the styles flatter teen girls during those tricky “awkward� stages. “A teen can get away with wearing about 30 percent of women’s clothing,� she says. “But I felt the need for teen clothing that caters to this specific body type, where shoulders are still small and the waist and hips aren’t defined yet.�

Mayoral to Launch Shoes in the U.S. MAYORAL’S FOOTWEAR LINE, originally launched in 2012 for the European market, is making the leap across the pond. The high demand from American customers wanting “the full look� was what ultimately convinced the brand to take the plunge for Spring ’18.

The collection is aesthetically split, channeling both classy and urban looks for girls, according to Adam Herman, U.S. director. “We remember the past to reinvent the future through contrasts between the natural and the technical,� he says. “This gives the shoe a utilitarian look but sophisticated and personal at the same time.� Color—lots

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of it—is another key ingredient. “We’ve immersed ourselves in the urban and street movement of the 1990s with the fusion of prints and contrasting colors that characterizes the models with a functional and street touch,�

Herman says.

The Mayoral collection spans classic riding boots to millennial pink Mary Jane’s to shearling booties to gold hitop sneakers. While the collection is designed to stand alone, many colors and prints are drawn from the clothing for coordinated buys. Available in size 3.5 to 5.5, it will be distributed to both apparel and shoe retailers. Wholesale prices range from $15 to $30.

American Exchange Apparel Group Inks New License GEOFFREY BEENE, AN American fashion designer known for formal wear, will be downsizing in a good way. The legendary label has signed a multi-year licensing deal with American Exchange Apparel Group to produce a line of tailored clothing, dress shirts, neckwear and footwear for boys’, infant through size 20.

“With American Exchange’s strong footprint in childrenswear, design capabilities and expertise in boys’ apparel, we are confident that they will continue to enhance the Geoffrey Beene brand,” says Tom Hutton, president and CEO. Joey Allaham, vice president of American Exchange Apparel Group, says the line will be affordably priced (wholesale prices range from $45 to $89) and feature a contemporary twist.

“What’s going to differentiate the brand is a unique blend of fabrics and color palettes put together to create a bold and fun tailored collection, while maintaining the classic aesthetic of Geoffrey Beene,” Allaham says, adding that the company will be contributing to the Geoffrey Beene Gives Back (GBGB) Program. The program gives 100 percent of the brand’s net profits to fund the Geoffrey Beene Cancer Research Center at Memorial Sloan Kettering Cancer Center in New York. “It’s a first-of-its-kind partnership with a brand that gives back to the consumer through medical funding,” Allaham says.

Funding to date combined with the Geoffrey Beene Foundation (supports causes like Alzheimer’s, heart disease, women and children services, veteran support and educational scholarships) exceeds $160 million.

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The co-owners of Lennon & Wolfe and their sons.

Trickle Up Theory WITH TAKEDOWNS ALREADY AN ESTABLISHED SUCCESS, CHILDREN’S BRANDS ARE INTRODUCING ADULT SIZES TO CAPITALIZE ON THE CROSSOVER APPEAL .

BY ALEDA JOHNSON

T

HERE’S A LIGHT at the end of the tunnel, and experts say it’s not a locomotive screaming toward the childrenswear industry. While the industry weathers massive retail disruption, the global market for childrenswear is rumored to experience healthy growth in the coming decade driven by improving economies in Asia and the Middle East, the increased exposure of children to media (and the ensuing interest in material goods), the greater role of children in purchasing decisions and the widening range of luxury clothing brands available for purchase.

Speaking of which, couture labels such as Burberry, Dolce & Gabbana and Marc Jacobs are helping drive the takedown trend, considered by many industry experts to be one of the most promising children’s categories. Partly an attempt to create lifelong customers, designers are appealing to the inherent desire of parents and their children to want to dress (at least somewhat) alike. Just look at the Instagram hashtag #mommyandme, showcasing nearly 2 million posts of families wearing coordinating outfits.

Dolce & Gabbana sees the potential. The fashion house gained

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plenty of buzz this year with its coordinating adult and children’s apparel collection. Its Autumn/Winter 2017 runway show even kicked off with designer-model couple Jason and Amanda Harvey holding their twins Noah and Rose, all dressed in matching graphic feline prints. Two more recent buzz-worthy couture mini-me moments: Beyonce and 5-year-old daughter Blue Ivy sporting matching Gucci accessories at this year’s premiere of Beauty and the Beast and Kim Kardashian matching her daughter (North) in a miniature version of her Vetements sequin dress to see Kanye perform in 2016.

Unlike fads, experts say the takedown trend isn’t going anywhere, anytime soon. For starters, it emphasizes the relationship between parent and child, and there aren’t many boundaries, even as it evolves to include micro trends within the category. “It’s a thriving business because little girls will always want to be like their mommy,� says Jenah Rommel, owner of Mayah Kay Fashion Boutique in Corona, CA. Rommel opened her boutique nearly four years ago with the premise to stock coordinating adult and children’s lines yet markets them separately so her younger clientele doesn’t need a parent to feel

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comfortable shopping. “We have a lot of customers all over the world that will just purchase the adult clothing, or just the girls’,” she says.

Indeed, takedowns is now a big business. So why not “takeups”? In addition to tapping into the same matching outfits appeal, grownups are increasingly seeking more whimsy and color in their wardrobe.

Emojis, glitter and bright pop-art have become acceptable fashions.

The relaxation of dress codes coupled with the desire of consumers wanting to not feel or look old is only growing stronger. The potential for takeups exists, and several boutique children’s brands have recently done just that: upsized their children’s designs. Some call it a “trickle up” approach. And what started for most as a friendly compliment at trade shows has become a meaningful brand extension.

Cindy Virani, co-owner of gender-neutral brand Lennon & Wolfe, says the company made the leap into adult sizes this year following several seasons of buyers repeatedly asking if its comfortably chic styles came in their size. “It was time to make the move,” she says, noting that the brand’s adult styles have frequently sold out. (Lennon & Wolfe will be increasing production by 50 percent for 2018.) Virani adds that one of the best aspects of introducing an adult collection is that it practically markets itself. “So much of our business is generated through Instagram posts,” she says. “A lot of people get their new clothes and immediately put it up and tag us in it.”

Adding a mature line also encourages younger customers to stay with their favorite labels longer. Bonnie Matthews, designer of Blu

Pony Vintage, has not only heard rave reviews from her new women’s offerings, but specifically from young teens stuck between children’s and women’s sizes. “I had a demographic of girls who were around 13 but had grown out of girls’ sizing, so the new line fills that void,” she says, noting that she sizes the line from XS to XXL to fit a variety of bodies.

“When I started eight years ago, 4 to 6 were the best-selling sizes and now it’s 8 to 14 because there is such a need for clothing for girls that aren’t older but wear larger sizes,” she adds.

The trick to keeping adult size collections appealing understanding today’s kids are looking for sophistication. It’s not all unicorns and rainbows. When the takedown trend first became popular, offerings were mostly miniaturized replications of an adult style but featured prints more appropriate for child than parent. The result was a kitschy collection that didn’t seem to fit the aesthetic of either demographic.

“When some people think ‘mommy and me,’ they think cheesy,” Virani says. “But why can’t it be cool?” Co-owener Amanda Lennon designs Lennon & Wolfe’s coordinating children’s and adult lines to feature dresses, sweats and tees in muted colors and super-soft fabrics, capitalizing on the trends of minimalistic sophistication and athleisure. “So many people were attracted to our line because kids also like clothing that isn’t cutesy,” Lennon says. “We developed a collection around kids wearing what we’re wearing as adults, which allows for a smooth transition into our adult extension.”

Keeping the pieces from looking too “matchy-matchy” is another

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factor to consider when making collections sized for children and adults.

Themes and fabrics typically complement each other while silhouettes change. Rommel began leaning away from selling matching outfits at her boutique in favor of coordinating looks instead. “Sometimes Mom just wants to coordinate with her daughter and not look exactly the same, especially if the girl is a bit older,” she says.

“A lot of moms like to dress in matching outfits with their daughters, but this can look off if it’s not done correctly,” says Aleksandra Matthews, brand director of Raspberry Plum, adding, “I pick styles that suit both generations.” When the director had women buying the largest size of a quirky dress or pop-art shirt for themselves, she knew it was time to launch a women’s line. Raspberry Plum’s Spring ’18 adult line takes inspiration from jazz art in the mid-20th century. The brand’s trademark graphic style is added to abstract prints and musical illustrations in soft colors and black and white, giving the collection of frocks and skirts a modern edge. The women’s line has already been picked up by 10 boutiques.

Keep in mind that different markets present potential challenges with selling coordinating children’s and adult collections. For instance, buyers in New York tend to be edgier than those in Los Angeles, who are more laid back than traditional buyers in the South. So offering a tight and versatile collection is best. Blu Pony Vintage, for example, introduced a women’s line for spring with just two dresses complimenting the brand’s Japanese-inspired girls’ collection. “A look can go hipster or super country, depending on the accessories you use like black boots or

cowboy boots,” Bonnie Matthews says. “It will be interesting to see how mommy-and-me plays out within these three markets.”

Similarly, Virani reports Lennon & Wolfe’s relaxed, coastal vibe took time to filter into the Southern market—the brand just picked up its first account in Texas this year. It’s been a hard sell convincing those retailers of the potential of monochromatic coordinating adult and kids’ collections. “They would tell us they loved it personally, but that their consumer wouldn’t get it because ‘boys wear blue and girls wear pink,’” she says. Like with anything new, it takes time. While some trends circumvent the globe in what seems like seconds, others ooze into the collective conscience of consumers. Virani and Lennon remain confidant their coordinated children’s and adult styles will catch on nationwide.

Along those lines, Matthews of Blu Pony Vintage advises fellow childrenswear makers to think long term when it comes to introducing coordinating adult styles. It’s also a relatively low risk venture, she adds.

By adding a vertical to an existing line, she says brands are spared the risk of launching a line with no customer base. “You already have that connection, so you don’t have to start from ground zero,” she says, noting that it‘s best to start out small to test the waters. Matthews adds that the takeup market potential shouldn’t be overlooked. The convenience to be a one-stop shopping resource is too good to pass up, especially when retailers demand ease, she says. It’s a natural upsell: come in for one, leave with two. “I have a list of moms reguarly posting on Instagram who can’t wait to buy the new line,” Matthews says. •

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Q&A Leading a L e ga cy Gary Simmons, president and CEO of Gerber Childrenswear, shares his approach to upholding and expanding the reputation of one of the most iconic names in the infant industry.

BY EMILY BECKMAN

FEW BRANDS IN the baby market are as iconic as Gerber.

It’s the Kleenex of tissues. The Coca-Cola of sodas. And it all started 90 years ago with baby food. Founded in Fremont, MI,

by Daniel Frank Gerber, the company (originally named Fremont Canning Company) started out producing canned fruits and vegetables after Gerber’s wife, Dorothy, began serving handstrained food to their sevenmonth-old daughter. So began the brand’s legacy of offering quality products for infants and garnering the trust of moms worldwide.

Embracing the opportunity of market recognition, the Gerber Products Company bought four companies in the early ’80s that manufactured children’s sleepwear and underwear. In 1989, the company opened the Gerber Childrenswear division with offices in Boston and New York. That’s when Gerber’s legendary one-piece was created and ultimately trademarked. “There was no such thing as a ‘Onesie’ before Gerber Childrenswear created it,� says Gary Simmons, president and

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CEO of Gerber Childrenswear, now a division of Intradeco Apparel. “That’s a very monumental part of our history,� he adds, citing that more than 55 million Onesies are sold annually—a heavy item driver in the baby department.

Since taking the helm in 2005, Simmons has continued to meet the needs of moms and dads around the world by upholding the respected reputation that comes with the Gerber label. “The brand’s diverse appeal is partly because the name is so trusted by the consumer,� he says, noting that Gerber Childrenswear is a leading marketer of infant and toddler apparel. The portfolio spans everyday core layette items (led by Onesies), sleepwear and accessories and licensed brands like Jockey, New Balance and NFL. The company’s recent additions have received lots of positive feedback, including 2015’s Gerber Graduates toddler apparel launch, to the following year’s All-In-One Diaper System debut, as well as several other bedding and safe sleep releases following its acquisition of the Triboro Quilt Manufacturing Company. Of late, Simmons says Gerber has been expanding its organic offerings and introducing fabric updates. “Organic fabrics have come back strong,� he says. “We’re getting much better placements, equally important if not more important, when it comes to organic-certified cotton.� As for fabric updates, Simmons cites the blending of polyester with cotton, as well as polyester with stretch or stretch with cotton, as key examples. “The silhouettes haven’t changed much, but we updated them as far as fabric and the size of embroidery and embellishments,� he says. “These changes have been very positive at the point of sale.�

Another key change for Gerber Childrenswear of late was the decision to implement a key opening price point of $9.99 or below on Onesies and a several other key products. “Back in the ’90s, Onesies would have been $11.99 for three,� Simmons says. “Today, they’re anywhere from $9.99 to $10.99 for five because of sourcing changes. Those lower price points among our major items has really been a game-changer as far as driving volume and being an important keystone to a lot of childrenswear areas.�

Last but not least, Simmons cites the recent move of Gerber Childrenswear’s offices in New York to be closer to Intradeco (the acquisition was made about a year ago) as another notable change for the better. Simmons couldn’t be more pleased with how the two entities are gelling. “We give them input on what’s happening in the children’s fashion area, and they give us input on where they’re doing business in men’s and women’s,� he says. “That close collaboration is and will continue to be a real win for us.� Similarly, Simmons is proud of the company’s recent renegotiating and extending of its license well into this century with Gerber Products. “We’ve had a very good relationship with Gerber, and we strengthened it even further,� he says. “The consumer is buying our bedding, apparel and bath products well before the child is even born, let alone before the child starts eating food. This relationship is the foundation of our business and it’s really a win-win for both sides.�

Simmons knows what he’s talking about because he’s pretty much seen and experienced it all over the course of his extensive child-

renswear industry career. While the University of Cincinnati business graduate didn’t set out with dreams of selling baby booties and layette, he admits it all began—like many great career tracks do—by happenstance. “I just fell into it,� he says, explaining how in 1976 he became a menswear buyer at Shillito’s, a Cincinnati department store, but soon was asked to assist in the infants’ department. “I was 23 years old and knew nothing about infants—not married and no children,� he says. “I thought, ‘Why would you ever want me in infants?� Nonetheless, Simmons took on the challenge. Two years later, Simmons moved back to his hometown of Pittsburgh, PA, landing a job with Gimbels department store. The only available buying position at the time: girls’ 4-6X and 7-14. Simmons continued to excel and accrue childrenswear knowledge. Eventually it led him to joining Healthtex in 1980 as a field sales representative, where he then rose the corporate ladder to vice president and general manager of sales and marketing over the course of nearly 24 years. Simmons successfully executed the merger of Healthtex and H.H. Cutler into a new company, VF Playwear, where he served as president from 1997 to 2004, before taking the helm

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What’s your favorite family activity? Having dinner with my wife and two kids.

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Playing an instrument. I’ve tried a few times and failed miserably.

What is your motto?

Less is more. It’s not always about creating more styles to drive more business; it’s about driving business with less styles.

at Gerber Childrenswear in 2005. Since then, Simmons has helped the company adapt to a rapidly evolving retail landscape, including engaging with customers through social media and working efficiently with e-commerce clients.

Beyond his success as a businessman, Simmons is a family man at heart, which shows in how he manages the business. He believes that one of the most important parts of being able to run a company successfully is by maintaining balance between work and home. “It’s important to get our work done, and we

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must be successful or we won’t have a job tomorrow,� he says. “At the same time, go to your kids’ soccer tournaments and plays because, before you know it, they’ll be grown and you’ll wonder what happened.�

How has business been this year for the company?

A mix, to be fair. Some is very positive, some not so much.

Although our Babies “R� Us business has been good, we were worried even before they filed for bankruptcy. That put a damper on some orders since they were watching their credit situation.

And it’s not only them. Out of our top-10 clients, two now have credit issues. That isn’t good. However, a number of our other clients are doing quite well and taking market share.

Who is Gerber Childrenswear’s retail customer?

Our customer is much more diverse than people perceive it to be. We do business with everyone from Walmart to Buy Buy Baby to Babies “R� Us. We also sell to more than 1,000 specialty stores, plus we do a wide dot-com business, including Amazon, Walmart, Target, Buy Buy Baby and J.C. Penney, to name a few.

We cater to everyone from the moderate to upper-moderate customers that shop Buy Buy Baby and Babies “R� Us to the mass customer that prefers Walmart and Target.

What’s the biggest challenge facing the childrenswear industry right now?

Trying to figure out the future. Amazon obviously factors heavily into that, no question. However, there are several retailers that we do business with that are performing quite well. Our Walmart business, for example, has been very sharp for us this year. They’re still working on improvements on the dot-com side, and I’m not going to disclose the percentage, but I can say in-store sales have been quite successful for us this year.

Buy Buy Baby and Burlington are two more examples of customers who are doing well. There’s a number of very positive things happening among our account base. However, there’s no question that Amazon and other online retailers continue to have a major impact on many other retailers. That’s why we updated our website last July. We reenergized it, and it’s gotten very good reviews. We also built up our e-commerce team over the last two-and-a-half years. It has five people that only focus on our top clients. Many people don’t realize all the blocking and tackling that must be done with e-commerce—making sure the site is correct, keywords are accurate and checking product descriptions. Basically, walking the site wall to wall.

It’s important to walk the site on a regular basis to make sure it is up-to-date and relevant.

Can those struggling find a way to adapt and survive in this new Amazon-led landscape?

Retailers are trying to adapt by shrinking their store count, shrinking inventory, shrinking SKU count and driving more business per SKU. It’s not all doom and gloom, in my view. I’ve been traveling to meet with many different customers of ours, and while we all realize Amazon continues to take market share, especially from millennial consumers, there are plenty of opportunities still to be had. Don’t forget the childrenswear business is also about the millennials’ parents and grandparents.

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TREND WATCH

Denim 2.0

Social Butterfly dress

It’s an athleisure world and denim’s popularity is hanging by a thread. The convenience of five-pocket yoga pants and drawstring joggers that are comfortable and stylish has forced denim makers to reinvent and reimagine how a pair of jeans look and feel. New textiles like stretch blends of Lycra and Spandex and super-soft Tencel improve upon denim’s comfort aspects. Spring ’18 is awash in trendy, soft jeans and denim tops that are even compatible with that pair of leggings. —Emily Beckman

Nikola bow-collar top

U Go Girl distressed joggers

Silver Jeans cold-shoulder top

Plaid and Paisley Littles at Vancouver Kids Fashion Week Tocoto Vintage vest

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Moon studded skirt

Mish-Mish acid-wash joggers Tuli Bert faded shirt Vintage Havana laced-up pullover

AG Kids crew neck

Oaks of Acorn jacket

Little Rails embroidered button-down

Hudson Kids patchwork shorts

Fore Axel & Hudson short-sleeve button-down

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TREND WATCH True Religion denim jacket

Street Chic

Word on the street is blending high and low fashion elements will be a popular look next spring. “It’s all about pretty dressing mixed with something very street,� says Lindsey Engler, owner of Picnic and Disco in Brooklyn, New York. Children’s designers are responding with ’80s- and ’90s-era throwbacks like denim jackets, edgy graphics and lots of metallic in updated pops of color. “Courtney Love has never been more in style,�

Engler adds, advising buyers to stock up on lace, glitter and other femme-punk details for next spring. —Emily Beckman

Soft Gallery jacket Flow Society athletic shorts

Mini Melissa glitter slide

Sofi pearl-embellished leggings

Limeapple tank top

Love & Sunflowers lace shorts

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Maison CoupĂŠ corset-back top

Submarine bikini Spiritual Gangster anorak

Feather 4 Arrow sports cap

Frenchie Mini Couture pleated skirt

YporquĂŠ metallic romper

Jia Liu at New York Fashion Week

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Raindrops bib, Miles Baby shirt.

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Baby Biscotti bloomers, Robeez shoes; Opposite page: Baby Banz sunglasses, Ro·sham·bo hat, Elegant Baby cardigan.

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The Bonnie Mob one-piece, LouLou Lollipop hamburger teether, Pediped shoes, Carter’s sunglasses; Opposite page: Goldbug hat, Puma one-piece.

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Diesel jacket, Soft Gallery shirt, Puma pants; Opposite page: Huggalugs knit hat, Finn & Emma one-piece.

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Kapital K top, Baby Starters

by Rashti & Rashti shorts; Opposite page: KicKee Pants shirt, Huggalugs ruffled bottom, Baby Starters by Rashti & Rashti plush, Trimfoot sandals.

Stylist Assistant: Enid Hunt

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GET IN GEAR The baby gear market is booming as parents increasingly demand user-friendly, multi-functional, high-quality products that offer style, safety and sustainability. By Emily Beckman

A

CCORDING TO A 2017 report by Grand View Research, the global baby product market will reach nearly $121 billion by 2025, and analysts suggest increased awareness by parents about baby nutrition, hygiene and safety are key factors helping drive that growth. In response, baby gear suppliers are leading the way with designs that are user-friendly for parents as well as offer the utmost in safety features. Multi-functional design aspects and eco-conscious manufacturing methods are additional important product attributes as millennial parents want what’s best and safest for their children and the planet. This rapidly growing shopping demographic is also investing in upscale, eco-friendly baby gear, in part, because families are having fewer children. “As little as two years ago, people were very price-conscious,� says Molly Ryan, owner of Baby Phases in Bend, OR. “Even in the higher-end stores, it was how much bang they could get for their buck, but of late, price hasn’t been as much of an issue.� Ryan adds that luxury baby gear products are making a comeback. From quality fabrics to leather accents, she has noticed more customers “scouting out style before looking at the price tag.�

The willingness of consumers to seek out quality and unique style is opening the market to niche brands and newcomers. Crystal Chase, owner of Lovebug Baby in Las Vegas, thinks social media

is helping the smaller players gain a footing, as well. “A lot of my customers find brands on Instagram,� she says, noting that her customers have been expanding their interest to more than just mainstream labels, especially when it comes to accessories like swaddles and diaper bags. “I hope this means people are getting back to shopping small,� she adds.

Similarly, today’s parent Googles—everything. Every purchase often begins with a ton of research about features and benefits, health and safety concerns, and product reviews. This ability to “presearch� online is helping makers of organic and eco-friendly goods, in particular. It’s a story that can best be explained online as opposed to a small hangtag. Parents want what’s best for their children, and part of that involves buying into an authentic brand story. Rob Magarino, vice president and general manager for Babies “R� Us, says there’s been a lot of growth in all-natural body care products and organic baby foods. (More than 85 percent of the chain’s food segment is now organic.) “Organic is incredibly important to younger millennial customers, but we are also seeing it across the board,� he says, noting that the recent addition of The Honest Company and Baby Dove brands have received a terrific response.

Here is a roundup of the latest baby gear trends that can kick sales into overdrive.

ON THE MOVE When choosing diaper bags to stock, the backpack design is a must. Lucily, the sustainable U.S.-based Lassig brand has you covered with its latest launch. At $131.95 (SRP), the Goldie Backpack contains a range of accessories that appeal to active mothers who want to look stylish and be well-prepared on the go. The bag sports a convenient clasp and a well-organized interior with large compartments and accessories, including a water-repellent changing mat, an insulated removable bottle holder, a removable compartment for baby food jars, a cell phone compartment and a key ring.

The Goldie diaper bag can also transform into a shoulder bag, in addition to hooks that can attach the bag to a stroller or bike.

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Mima Zigi baby stroller is stylish, lightweight, compact and modern looking. The compact stroller can be used from birth by attaching an infant car seat and transforming it into a sleek, compact travel system. The seat reclines to three positions and includes an automatic canopy that opens and closes with ease. A viewing window at the top also lets Mom keep an eye on Baby during jaunts around town. Launched last month, the stroller is available in midnight blue and olive green and suggested retail is $699.99.

Complete with hand-sewn leather accents and elegant stitching details, Nuna’s Pipa Lite car seat is one of the most talked about gear innovations since debuting in August. An extension of the Dutch brand’s “Suited Collection,” the more portable Pipa model is the lightest infant car seat currently on the U.S. market, weighing only 5.3 pounds. “With the goal of making parenthood simpler— without sacrificing safety and comfort—we created a car seat that is both easy to tote around and better for baby,” says Joy Nissan, president of Nuna Baby Essentials.

Retailing for $349.95, the car seat is a fit for babies’ 4 to 32 pounds and up to 32 inches tall. The Nuna Pipa Lite is currently available exclusively online and at affiliated Brixy retailers in the U.S. and will expand distribution next month. “We can’t wait to get our hands on it,” says Jorge Polanco, sales manager at Bel-Bambini in West Hollywood, CA, saying how the original Pipa car seat has had such amazing sellthrough already. “Nuna is definitely a brand to watch,” he adds.

4moms, a consumer technology company that makes high-tech baby gear, launched its fourth generation MamaRoo infant seat this year.

The latest version of the popular infant seat, includes an updated user interface, four new modern fabric designs and interactive reversible toy balls complete with a crinkle ball, rattle and reflective mirror. Parents can select from five different motions, speeds and sounds and can control the infant seat using their Bluetoothcompatible smart device. Also, through the end of the year, 4moms will donate 4 percent of sales from MamaRoo4 purchases (up to $100,000) to Project Sweet Peas, a non-profit organization that supports families with children in neonatal intensive care units (NICU). “We’ve always been a big supporter of NICU families and staff,“ says Gary Waters, 4moms president, adding that the MamaRoo has already been used in more than 350 hospitals nationwide. Waters says that doctors and nurses have found it transformational in caring for preemies and babies with severe conditions.

Retailing at $219.99 for the classic version and $249.99 for the plush version, the MamaRoo4 is carried by mass retailers and specialty stores.

children’s world

SWEET DREAMS

Apparel | Accessories | Shoes | Gifts DĂŠcor | Maternity | Juvenile Products

Eco-friendly, non-toxic mattresses are all the rage— like Moonlight Slumber. Designed to grow with the child, the mattress features a firm side for infants and a softer side for toddlers. Made in the U.S., the mattress is free of PVC, vinyl, phthalates and chlorine, and is both CertiPUR-US and Greenguard Gold-certified for low volatile organic compounds (VOC) emission.

Retail prices vary.

Designed to mimic a womb-like enclosure, Pillowsheets feature pillow positioners embedded and securely stitched within the sheets to enwrap the baby in a secure embrace without the need for any loose objects in the crib. The product also includes extra lift by the head to help babies with reflux. “Babies go nine months in the snug security of their mother’s womb, and after birth, we’re told to lay them down in the flat, empty spaces of their crib,� says Founder Nadia Galloway. Pillowsheets are made with 100-percent natural cotton while the pillow filling is polyester and are available in various sizes to fit cribs, daycare mats and twin beds. Retail prices not yet available.

Mark Your Calendars Children’s World at October Atlanta Apparel 2017 SHOWROOMS:

Tues., Oct. 10 – Sat., Oct. 14 TEMPORARIES:

Wed., Oct. 11 – Sat., Oct. 14

Future 2018 Dates February Atlanta Apparel

For parents who want to peek to see how well the baby is sleeping, the Smart Luce Bassinet by Micuna has created a bassinet specifically designed for the first months.

It allows a total view of the baby through its breathable mesh fabric, which at the same time provides fresh air flow. A warm light is incorporated into the cradle to enable parents to conveniently check on the baby throughout the night without having to approach the bassinet. Included is a suffocation proof mattress designed specifically to fit the oval shaped bassinet and a set of sheets. The Smart Luce Bassinet structure is available in metallic gray, white and natural beech wood. The fabric bassinet is available in white, gray, beige and denim blue. Suggested retail price ranges from $479.98 to $529.98.

SHOWROOMS & TEMPORARIES:

Feb. 6–9, 2018

April Atlanta Apparel SHOWROOMS : TEMPORARIES :

April 10 –14, 2018 April 11–14, 2018

Visit AmericasMart.com for the latest Market date information. Dates subject to change.

Register Today at AmericasMart.com/ChildrensWorld

800.ATL.MART

|

Š 2017 AMC, Inc.

LINES FE AT URED: Little English, Little Unicorn, Rachel Riley

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The Project Nursery Dream Weaver Smart Light and Sound Soother by Voxx Accessories Corp. (SRP $39.99) is for parents who love techie gadgets. Bluetooth enabled and controlled by the parent’s mobile phone or tablet, the sound soother plays lullabies and nature sounds while the accompanying night light offers four modes: sparkle, fade, dance and rhythm.

For custom listening, parents can stream music and stories through the wireless speaker. A sleep timer allows the user to set the programmed sounds and accompanying lights to run constantly or for sessions of 15, 30, 45 or 60 minutes. Preloaded sounds include waves, white noise and a heartbeat while preloaded lullabies include Brahms’ Lullaby, Twinkle Twinkle Little Star and Mozart’s Eine Kleine Nachtmusik.

T H E P R E M I E R I N F LU EN C ER M A R K E T I N G E V E N T O F T H E Y E AR

FEEDING FRENZY

A T

B L O G G E R

B A S H

CONNECT YOUR BRAND WITH

OV E R 2 5 0 TO P I N F LU E N C E R S & M E D I A JULY 11, 2018 | CURRENT AT CHELSEA PIERS | NYC

With parents demanding BPA-free products, manufacturers are transitioning to the “it� material of feeding gear: silicone.

The material doesn’t react with food or liquids and is non-toxic, hypo-allergenic and stops bacteria or fungus growth. Enter Silikids’ Silibowl (SRP $11.95). Ideal for first-time feeding and food storage, the lid of the bowl can be used as a plate and also inserts into the bowl creating an airtight seal for storage. The silicone bowl is 100-percent food grade silicone with an embedded stainless steel ring to hold its shape. It won’t collapse when gripped and is microwave- and dishwasher-safe.

LEARN MORE ABOUT SPONSORSHIP OPPORTUNITIES KARYN RAVIN 212.829.0150 x1 KARYN@MALETZKYMEDIA.COM

BABYPALOOZA-BBNYC.COM

The most popular feeding trend is bottles that mimic natural breastfeeding as more moms go back to work earlier and want to establish that connection with a bottle sooner. Bottles from Comotomo, Dr. Brown’s and Medela all offer such bottles, but NanobÊbÊ’s bottle is the most talked about innovation of late.

Released this year, the NanobÊbÊ Breastmilk Bottle (SRP $10.99) is specifically designed to protect breastmilk nutrients essential to a baby’s health. It uses a patented geometric shape and increased surface area, so the bottle cools quickly and reduces bacterial growth. The bottle also warms evenly to prevent overheating and its unique shape lets babies self-feed at a much younger age. In addition, the bottle comes with a breast pump adaptor so mothers can pump directly into it and then immediately store it in the freezer or fridge. It also warms up two to three times faster than standard bottles.

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SQUEAKY CLEAN Anything that improves the diaper-changing experience is welcomed by parents. For instance, the new Skip Hop Light Up Diaper Caddy, with a touch of a button, projects a soft glow for parents to see what they need and allows baby to go right back to sleep.

“When a baby wakes up at night, you want to quickly do the diaper change without startling them,” says Ellen Diamant, co-founder. The Light Up Diaper Caddy keeps diapers and related accessories clean and organized and is made of sturdy heather gray fabric. It has two exterior pockets and two spacious center compartments with two interior pockets. A modular center divider allows for customization of the interior space.

The caddy retails for $40.

cucliebaby.com

info@cucliebaby.com

The Angelcare Bath Support allows for a safer and cleaner infant bathing process. Designed for comfort as well as support, the tub is mildewresistant and hygienic. The Angelcare Bath Support is recommended for babies up to 6 months of age, with a maximum recommended weight capacity of 30 lbs. Available in a new gray hue, the bath retails for $29.99.

The Brushies are four silicone finger puppet characters that double as toothbrushes that can be sold separately or with a corresponding storybook in which The Brushies must get rid of the Sugar Bugs on kids’ teeth. Dr. Hilary Fritsch, a dentist and mother of two, says that by associating toothbrushing within a narrative featuring fun Brushies characters, good dental hygiene habits can be initiated early. She created the concept after seeing so many young children with dental problems. “It’s so hard to see parents feel like a failure when, really, it’s the way we’ve all been taught to brush that sets them up to not succeed,” she says.

Brushies characters Momo (orange monkey), Chomps (green dinosaur), Pinkey (pink pig) and Willa (blue whale) with the storybook retails for $16.95. Individual characters are $6.95 each.

Subscribe to Earnshaw’s @ www.earnshaws.com ( I T ’S F R E E ! ) 36

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us, it’s not the only driver to our sales success.

In addition to not all wanting to shop online, what other changes have you made to appeal to consumer preferences?

We used to be all packaged. Now it’s mostly hung merchandise, even if it’s on a planogram wall with hanging fixtures. While there’s still a few items that are packaged, we’ve moved substantially away from that to become more updated as far as appearance and what’s appropriate for today’s customer. Our research shows the consumer likes what we’ve done. We’ve evolved to still tie back to that open price point brand, but also stay relevant to today’s trends.

How important is social media to Gerber’s marketing efforts?

We’ve been very active on social media. Facebook is by far the largest. It’s important to tie back to our customers and talk to them on a regular basis. From our research, we’ve made major strides in that area, especially over the last couple of years.

Do you do any influencer marketing campaigns?

We do. However, I don’t have a firm point of view just yet. We did a few campaigns last year, but I’m not yet sold that is has the payback. We had some nice success in some areas and some areas didn’t really see any big lift. We’ve continued it and will evaluate our strategy.

424-6-CLUBGG (424-625-8244) clubggkids.com The Coffs Showroom Dallas World Trade Dallas, Texas tel: (214) 630-9787 fax: (214) 204-0746 info@thecoffs.com

Where are your main goals for Gerber Childrenswear going forward?

The No. 1 goal is to keep our core values, which is to have an open price point, which is a great product at a great price for our key customers. At the same time, we feel strongly that our recent acquisition of Triboro has some real legs to grow in the mid-to upper-market in-store and online. There’s also a lot of opportunity within the New Balance piece as they continue to gain share and get very good reviews in the shoes that tie back to apparel. Obviously, we also want to continue to grow our NFL piece. That said, the rock is the Gerber foundation, and there’s growth opportunities within that brand, too.

Because big fans come in small sizes Club GG Kids is the place for fan-based apparel for infants & toddlers.

As an active member on the Delivering Good board and treasurer of the American Apparel and Footwear Association, how has your involvement helped with managing Gerber Childrenswear?

I’m a big believer in boards because they widen your view of business. You meet people you would have never met before and develop friendships with people that can become extremely important. The other board members are often quite influential in their businesses and can inspire you on how to operate your own. Lastly, sometimes there’s business opportunities to be had.

Being in the conversation keeps you informed about general business trends without breaking confidences.

What do you love most about your job?

The folks I work with every day. We also have great long-term relationships with a number of our clients and suppliers, which is rewarding. Creating something and seeing it move forward through the process and then out to stores with success is always the most fun. Everything was once an idea on a piece of paper that turned into a strategy that turned into product, and that doesn’t happen without a lot of people working in the same direction. •

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H AU T E TOPICS

EDITOR’S PICKS Hugland at Vancouver Kids Fashion Week

Ketiketa

Tambere

DESIGNER CHAT Tractr

ĆŤ ĆŤÄ‘ĆŤ ĆŤ ĆŤ

WHEN UNDER THE Nile launched in 1998, Janice Masoud remembers being one of the few organic brands in the market. “No one really knew about organic cotton back then,� she says, recalling days of canvassing boutiques on the streets of San Francisco to sell her new baby collection.

Initially, the eco-friendly angle was a hard sell so the designer emphasized the fabric’s gold-sealed Egyptian roots as well. It became the one-two punch that established Under the Nile’s brand identity. “We became the go-to company for organic,� Masoud says, noting a spike in sales about 10 years ago after actresses like Laura Dern and Kelly Preston began preaching about the benefits of organic to avoid toxins in clothing. Soon after, Whole Foods added Under the Nile to its “Whole Body� section, making it the first clothing brand stocked by the supermarket chain. Sales of the brand’s baby gowns, beanies and plush toys flourished. “We were taking two weeks to fill orders because we were that busy,� Masoud says. “Everything was going great.�

But then, about five years ago, the organic clothing category started to become oversaturated, particularly companies selling goods sourced out of India and China for less. While the quality and sustainability practices didn’t match Under the Nile (the first baby clothing to become Global Organic Textile Standard-certified), Masoud was “losing accounts left and right.� Changes needed to be made—fast. “We had to change the way we did business, or we were going out of business,� she says. The company embarked on a total revamp, spanning products to internal systems with the goal to reclaim its leadership position. It remains a work in progress, but so far so good, Masoud reports. “We are working our way back up to the premiere organic brand, back to what it was 15 years ago,� she says. —Emily Beckman What are some of the changes Under the Nile has made to reclaim its leadership position? We did lots of surveys with retailers, and the first thing they told us was the need for softness, so we transitioned to combed cotton. It’s better than Pima Cotton and costs less. We updated our color palette. Our basic colors from 20 years ago were earthy tan, peachy pink and grayish blue. That has changed to a clean

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Side Show From balloon to bishop to bell, statement sleeves are quite literally the largest trend for Spring ’18.

blue, pink, sage, white and gray. We tightened our basics line but built on new prints to coordinate better. We refitted our best-selling silhouettes and made improvements to various snaps and ties. We also introduced an in-stock program. Retailers can now buy 24/7 from us.

I repeatedly asked myself, ‘How can I make this more convenient?’ Convenience is key today.

Is it easier or harder to run a company today? If you asked me two years ago, I would have said harder. But now that we’ve streamlined our processes, it’s easier. For example, we opened a distribution center in Texas, which has helped things run much more smoothly. Retailers who place orders by 1 p.m go out that day. It’s fantastic.

Any new categories or designs in the pipeline? We just launched our endangered species organic toy collection, which has been doing well. We are really focused on layette and offering toys to match. We are going to be focusing on fruits and veggies next.

How important is social media to building brand awareness?

It’s very important. We are very transparent, and parents love that kind of communication. I also learn what they like and don’t like as well as what they’d like us to add. Social media has enabled us to get closer with our customers.

Any advice for fellow designers? Small businesses go through ups and downs. We became successful, and we were on an up for so long that I thought we were entitled to what we were getting, but we weren’t. Luckily, we never bit off more than we could chew. We never took loans out against our company. Many companies that did have since gone under.

ĹŹ s 7 B

BEHIND THE SEAMS

4"-&4!36''-&#6554 $0.

Pacifier Perfection The Pop by Doddle & Co. revolutionizes the classic pacifier.

WE ALL KNOW spit happens—like when having to repeatedly clean a pacifier after it pops out of Baby’s mouth and lands God knows where and in God knows what. Such a retrieve, rinse and repeat nuisance has been a bane of parenting for generations. That is until two moms, Nicki Radzely and Janna Badger, decided to revolutionize the pacifier, which has been basically untouched since its invention in the early 1900s.

It’s called The Pop, and the inventors claim it’s the modernday solution to pacifier hygiene. The single-construction design features a patent-pending bubble formation built around the nipple so when Baby lets go, the nipple automatically pops back into the bubble before it touches any surface. “If you’re running to the sink or wiping your baby’s pacifier off 50 times a day, with us it’ll be more like five,� Radzely says, noting The Pop wholesales for $5 and is made of 100-percent silicon.

So far, so good. Since debuting in February, The Pop is carried in major chains such as Nordstrom, Buy Buy Baby, Giggle and Sprout. Doddle & Co. will soon add Destination Maternity to the that list, as well. The Pop is also available at 250 specialty retailers across the country and approximatively 300 boutiques in Canada. Radzely says the company isn’t stopping until it attains complete market domination. “Our goal is to replace every other pacifier on the market,� she says, adding, “I want to walk down the street in any city and see a baby with The Pop in their mouth.�

Just like the design, The Pop’s packaging and branding is innovative and unique. The company’s playful personality is reflected in the names of its various pacifier colors, like “Pick Up Lime,� “Corally Yours,� “In Teal Life� and “Make Me Blush.�

The newest limited-edition hue is “Oh Happy Grey.� “The copy that goes with our images is incredibly important,� Radzely says. “I look at our brand as a living, breathing entity that constantly needs care.�

Along those lines, Doddle & Co. plans to introduce a new patented product each year. For 2018, Radzely says another innovative take on the classic teether will be in the offering. “It’s really different,� she says. “It’ll be fun for parents and babies.� —Emily Beckman

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PUBLISHER’S STATEMENT 1. Publication Title: Earnshaw’s. 2. Publication No.: 0320-0900. 3. Filing Date 9/21/17.

4. Issue Frequency: 10 times per year. No. of Issues Published Annually: 10. 6. Annual Subscription Price: $48. 7. Complete Mailing Address of Known Office of Publication: Symphony Publishing NY, LLC, 135 West 20th Street-Ste 402, New York, NY 10011. 8. Complete Mailing Address of the Headquarters or General Business Office of the Publisher: Symphony Publishing NY, LLC, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145. Contact Person: Debbie Grim, (440) 871-1300 ext. 103. 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Noelle Heffernan, 135 West 20th Street-Ste 402, New York, NY 10011; Editor: Emily Beckman, 135 West 20th Street-Ste 402, New York, NY 10011; Managing Editor: none. 10. Owner (If owned by a corporation, its name and address must be stated and also immediately thereafter the names and addresses of stockholders owning or holding 1 percent or more of total amount of stock): Symphony Publishing NY, LLC; Leon Zapis, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Maria Wymer, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Donna Thomas, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Renee Seybert, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145, Richard Bongorno, 26202 Detroit Rd. Ste 300, Westlake OH 44145 11. Known Bondholders, Mortgages, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. 12. (For Nonprofit Organizations - Does Not Apply) 13. Publication Name: Earnshaw’s. 14. Issue Date for Circulation Data Below: September 2017 15. Extent and Nature of Circulation. Average No. Copies Each Issue During Preceding 12 Months/Actual No. Copies of Single Issue Published Nearest to Filing Date: a. Total No. Copies : 11,458/6,534 b. Legitimate paid and/or requested distribution: (1) Paid/ Requested Outside-County Mail Subscriptions: 7,961/5,706 (2) Paid/Requested In-County Subscriptions: 0/0 (3) Sales through dealers and carriers, street vendors, and counter sales:ƍ0/0 (4) Requested copies distributed by other USPS mail classes:ƍ0/0 c. Total Paid and/or Requested Circulation: 7,961/5,706 d. Nonrequested distribution: (1). Outside county nonrequested copies: 1,664/173 (2) In County nonrequested copies: 0/0 (3) Nonrequested copies distributed through other USPS mail classes: 15/0 (4). Nonrequested copies distributed outside the mail: 1,621/485 e. Total nonrequested distribution: 3,300/658 f. Total Distribution: 11,261/6,364 g. Copies not distributed: 197/170 h. Total: 11,458/6,534 i: Percent Paid and/or Requested Circulation: 70.69%/89.66% 16. This Statement of Ownership will be printed in the Oct 2017 issue of this publication. 17. I certify that all information furnished on this form is true and complete.

I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions and/or civil sanctions. Debra A. Grim, Controller, 9/21/2017

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W H A T ’S S E L L I N G

the “human element� is to Bringing Up Baby’s success. “You have to provide an experience,� she says. “That’s what has helped keep us alive.� —Emily Beckman What have been your best-selling brands of late? Belly Button and Play Up are huge lines for me. The new Miles Baby line from Petit Lem also offers an edgy yet lovely assortment. For the older boys, Joah Love.

I also like the Hoonana pull-up pant because it’s a happy medium for Mom during that training age. Mayoral is another big hit for boys and girls, and Andy & Evan does a great holiday collection. I also always carry Raspberry Plum for customers who are truly fashion-forward.

Boston, MA

C

HILDREN KNOW THEY can’t do anything wrong at my store,� says Sandy Sidoti, owner of Beantown’s awardwinning children’s boutique Bringing Up Baby. Coming from a background in multi-store management and visual merchandising for luxury brands, Sidoti hones her knowledge of upscale business strategies to elevate her business, all without losing sight of her key client: kids. “Nothing is that precious that it should impact the life of a child,� Sidoti says, adding how important it was to create a welcoming space for kids and parents alike from the minute she opened in 2013. “Our goal is to educate parents and make the shopping experience easier for them,� she adds.

While parents browse the cheery 1,500-square-foot space of apparel (spanning baby to tween sizes), accessories, toys and gear, kids can enjoy seasonal treats like fresh pumpkin bread and apple cider as they sit at a table of arts and crafts. Sidoti even added a nursing and changing room for utmost convenience. “It’s a real community—a Main Street kind of place where moms come in all the time,� she says. “We know everybody by name.�

The bond between the boutique’s staff and its customers is real.

Around back-to-school time, Sidoti is flooded with photos from families showing off their kids’ first-day outfits. “I got pictures from everywhere,� she says. “Even parents who had moved out to the suburbs continue to stay in touch.� Sidoti credits the lasting customer relationships to her staff, which includes a really friendly and furry employee. “We have a very important greeter named Abigail,� Sidoti says of the Golden Retriever that comes to work with her most days. “Many times customers drop by just to see her,� she adds. “She even receives her own Christmas cards!�

At the end of the day, Sidoti can’t stress enough how important

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E A R N S H AW S .C O M ĆŤ Ä‘ ĆŤ ĆŤ Ä‚ Ä€ Ä Äˆ

What’s your secret to pleasing the picky tween customer? I broke down and bought some athletic wear. I haven’t put it out onto my floor yet, but that’s what they’re looking for, and you have to give them what they want or they move on. I also tap into the jeans market with brands like 7 For All Mankind, DL1961 and Joe’s Jeans. But that’s more for the boys. Girls want nothing to do with jeans—only leggings. Maybe you can still get a toddler into a classic jean, but that 4 to 8 range? Forget it!

What’s the sweet spot when it comes to price? I consider us to have a gentle price point. My $80 to $100 dress has really gone by the wayside. Either they want it for daywear and it needs to be gently priced, or they’re going all out, and they want everybody to know it.

Do you have any buying rules of thumb? You have items and styles that may appeal to your personal tastes. Like, I love the color mustard—well, turns out nobody else does. You’ve got to learn from your mistakes. Also, stay nimble, be alert and don’t be afraid to let things go because it doesn’t do you any good if it just sits on the rack.

What’s the most effective way of reaching customers? We’re very active on Instagram and Facebook. We are also developing a website, where I want to feature our customers’ children in the clothes, not models. We also have an email list, but we don’t drive people crazy with it. When we have a sale, we’ll announce it to our email base first so they can get in the first week, and then we announce it on social media.

Where do you see Bringing Up Baby in five years? We’ll see how we weather the storm of online retailers and their free shipping and same-day delivery. I believe the generation behind millennials will go back to touching and feeling, not just shopping online. In the meantime, we will continue to be all about service and allowing kids to be kids.

They’re only little once.

P H O T O G R A P H Y B Y M O S S LY N C H

Bringing Up Baby

What are some leading trends right now? Oh God, that’s a constant shift. I typically break my buy into categories based on what works. I buy Preppy Boy, because after all, we’re New England. Then conservative or Classic Baby, which is the baby blues and baby pinks.

But also there’s this huge trend toward Urban Baby. I have an outfit from Belly Button that I call my ‘urban grunge’ outfit. When I tried to introduce black three years ago, customers weren’t having it, but now they’re interested. Customers are more likely to spend $100 on an outfit that’s a soft pant with a dropped crotch and a funky T-shirt with a bandana bib that looks like the baby is robbing banks instead of spending $250 on a party dress that they’ll wear twice.

ABC KIDS EXPO Las Vegas October 17-19 Corporate Mark Zelen 212-216-6125 1385 Broadway, Suite 1800 New York, NY 10018 Caribbean/ Latin America/ South Florida Rolando & Ana Hidalgo 305-599-8717 International Nathan A. Mamiye 212-216-6008 Mid Atlantic Mark Wolbransky 215-364-7906 Midwest Al Zaiff 847-607-8543 North East Bill and Sandie Ellsworth 781-326-3999 South East Richard Rubin 404-577-4383 Texas/South West Annette Cardona-Stein 214-403-7464 West Coast Teresa Stephen 213-623-8155 Western Canada Jeff Swartz 604-681-1719

CLOTHING FOR THEIR LITTLE WORLD