Earnshaw's | August 2018 by Wainscot Media

VOLUME 102 NUMBER 7

AUGUST 201 8 $10.00

THE SWIM ISSUE Sweet Styles for Sunny Days SPRING SHOE PREVIEW EUROPEAN TREND REPORT A RETAIL SURVIVORâ&#x20AC;&#x2122;S TALE

Photo by: Eric Espino

Classics Reimagined

4 Bryant Park, Suite 804 New York, NY 10018 sales@andyandevan.com (212) 967-7908

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See us at:

UBM Children’s Club Booth# 2615 New York City August 5th- 7th

Children’s Club MAGIC Booth# 32024 Las Vegas August 13th-15th

NG I R P S 19 20 is ! E HER

SS19 COLLECTION

VIEW THE NEW SPRING SUMMER 2019 COLLECTION AT CHILDREN’S CLUB NEW YORK, BOOTH 3049 CHILDREN’S CLUB MAGIC, BOOTH 33014 To book an appointment please contact: E: usa.showroom@∆oules.com Joulesusa.com

T: 917-675-7254

CHILDREN’S SLEEPWEAR

Jurassic World is a trademark and copyright of Universal Studios and Amblin Entertainment, Inc. Licensed by Universal Studios. All Rights Reserved. LEGO, the LEGO logo and the Minifigure are trademarks of the LEGO Group. © 2018 The LEGO Group. Produced by SGI Apparel under license from the LEGO Group.

AUGUST 2018 CONTENTS

This page: Sophia wears Juicy Couture two-piece halter suit, straw hat by Snapper Rock and sunglasses by Frankie Ray; Yannis wears surfboard print swimsuit by Andy & Evan; flip-flops by Reef. On cover: Eugenia wears Shade Critters striped one-piece with shell appliqué.

FEATURES 12 The Right Stuff Denise Coloma, owner of Boy Meets Girl in Coral Gables, FL, celebrates a quarter-century of success. By Emily Beckman 16 Good & Plenty A recap of trends straight from the runways of Pitti Immagine Bimbo. By Emily Beckman

PAGE 22

32 Eclectic Essentials Designers cater to kids’ wide-ranging tastes in the form of whimsical animal motifs, glitter galore, empowering messages and mini-me sophistication. By Emily Beckman

FASHION 22 In the Swim Modest silhouettes in soft pastels and playful prints suit this classic Greek island backdrop swimmingly. By Mariah Walker

DEPARTMENTS 8 Editor’s Note 10 Scene & Heard 20 Trend Watch

Noelle Heffernan Publisher Emily Beckman Editor Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Aleda Johnson Assistant Editor Mariah Walker Contributing Fashion Editor ADVERTISING Jennifer Craig Special Accounts Manager PRODUCTION Laurie Guptill Production Manager Mike Hoff Webmaster Bruce Sprague Circulation Director CORPORATE Xen Zapis Founder 1926-2018 Lee Zapis, CEO Rich Bongorno, CFO Debbie Grim, Controller Caroline Diaco President/Group Publisher Greg Dutter Editorial Director 9Threads 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300

36 Haute Topics 38 What’s Selling 40 Final Cut

This page and cover: Photography by Igor Borisov/Utopia the Agency; styling by Mariah Walker/Art Department NY; styling assistant: Gina Maher. Shot on location in the Cyclades islands, Greece.

CONTACT INFO Sales/Editorial Offices 214 W. 39th St., Suite 205 New York, NY 10018 Tel: (646) 278-1550 Fax: (646) 278-1553 advertising@9threads.com editorialrequests@ 9threads.com Circulation Office 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 circulation@9threads.com

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, 214 West 39th Street, Suite 205 New York, NY 10018. 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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Children´s clothing

0-16 years

ATLANTA • CHICAGO • DALLAS • LOS ANGELES • NEW YORK • MONTREAL • TORONTO • VANCOUVER

MAYORAL USA INC. Miami FL T 305.779.4305 mayoral.usa@mayoral.com VISIT US

Children’s Club – NYC – Javits CTR – August 5-7 Booth 3206

EDITOR’S NOTE

Tune In Why Instagram TV could be the next big thing for your business. ITH MORE THAN a billion active users and anticipated revenue of $10 billion-plus by 2019, Instagram shows no MySpace-like liabilities. It must be the envy of its sister (more like grandmother) social media platform, Facebook. But the “it” platform isn’t resting on its laurels, not with the buzz surrounding the launch of its latest feature, Instagram TV (IGTV). IGTV lets users upload videos that are up to an hour long for a more seamless yet equally interactive social experience. Prior video capabilities on the platform were limited to a mere 60 seconds, which only gave users the option of stringing short videos together, creating a disjointed, user-unfriendly experience for both creators and viewers. No more. Let the cameras roll! IGTV also gives viewers the ability to like, comment on and send videos to friends. Users can browse between “For You,” “Following,” “Popular” and “Continue Watching” tabs, along with the option to manage their own (YouTube–like) channel. The new video experience exists within the Instagram app, as well as through a standalone app, displaying videos in an easy-to-watch full-screen vertical format (say goodbye to the hassle of rotating your phone) and provides an efficient way to upload straight from a laptop. So how might all this IGTV stuff benefit our industry? To put it simply: growth and connectedness. Instagram CEO Kevin Systrom recently noted that teens are watching 40 percent less TV than they did five years ago while those on Instagram watched 60 percent more video in the past year. He cited two influencers who are already successful IGTV users: LaurDIY, who posts DIY how-to videos, and King Bach, who shares comedy skits. Systrom also shared how Instagram store operator Everlane uses IGTV to discuss “Canadian Tuxedos,” while National Geographic, currently the largest non-celebrity brand on Instagram, is using IGTV to share a 45-minute episode of One Strange Rock, its popular TV series about the wonder of our planet. Similarly, IGTV is a great way for childrenswear brands and retailers

to complement an existing Instagram shop feed. A video can drive consumers to the main feed to purchase product. Can’t decide what to post? Start by honing in on what your followers enjoy watching most, from how-to guides and unboxing events to clothing and product safety reviews. Whatever it may be, content featured on IGTV has potential to transform and elevate a business from being simply a product-pusher to a trusted source of information as well as a relatable lifestyle experience provider. Let’s remember, many in our industry are parents themselves and have an intimate understanding of the wants and needs of their customers. They’ve been there, done that. They know what parents and kids are going through. Putting a face to the storefront or brand—perhaps with a dose of humor and candor—could turn a browser into a buyer. And if you’re camera shy, you could invite a third party to promote your offerings. Whether you choose to team with industry experts or regular folks, collaborating with others on your IGTV channel is a great way to cross-pollinate your following. There’s never been a better time to become a content creator, especially when IGTV has yet to experience an engagement boom. Many are still in the experimental stage. Based on the history of social media platforms, early adopters are more likely to get a jump on the competition and build a following. And while the average user’s first videos are limited to 10 minutes as an incentive to grow a following (verified platform users receive the longest time allotment), that’s still plenty of time to engage potential customers. It can’t hurt to experiment with IGTV—and with videos in general. Who knows? Maybe there’s a budding Scorsese in you or maybe the camera will love you. As a store owner, you already have a working set. You’ve put all that effort into staging an interactive experience, so why not let the world see it? It just might make shoppers want to experience your store in person. After all, what’s the harm in being a little more social?

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

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molo.com Contact bdl@molo.com

SC E N E & H E A R D

Dsquared2 Goes to Prom

Floafers Makes a Splash

TWIN DESIGNERS DEAN AND DAN CATEN of Dsquared2 are celebrating the fifth anniversary of their children’s takedown with a ’50s-inspired “5th grade prom” capsule collection. The lineup of lace dresses, with frothy tulle skirts and tutu-style bodices, as well as ice cream-hued tuxedos with ribbon trim and ruffle shirts, ooze vintage nostalgia. “From a creative point of view, the childrenswear collections drive us forward in new directions that we’ve never explored,” says a brand spokesperson, noting the leap from 0 to 12 million turnover since introducing kids’ apparel. “To celebrate five years, we wanted to create a collection that embodies one of the most special and iconic moments in the lives of children.” Debuted on the first night of the recent Pitti Immagine Bimbo show in Florence, Italy, Dsquared2 transformed a local sporting center into a throwback American prom venue, complete with corsages, photos, live band and dancing on the basketball court. The design duo even made an appearance in a vintage gelato truck, serving cones to the party’s guests. The capsule collection will be available online and in Dsquared2 stores and major retailers beginning in November.

FLOAFERS (SHORT FOR FLOATING LOAFERS) do just that. They’re also lightweight, versatile, waterproof, comfortable and affordable (SRP: $29.99 to $39.99). They make for an ideal beach/camp/casual shoe, according to Hayes Brumbeloe, founder and CEO. Available in 10 colors, the unisex driving mocs are in response to popular demand from Floafers’ adult customers. “Our consumers, who I call navigators, have been asking for a children’s takedown for months,” Brumbeloe says, adding that the affordability for parents will be a huge driver. “Usually when you think high fashion, you think high cost,” he says. “I took a step back and knew that if I could provide a high-fashion

Mayoral Introduces Abel & Lula MAYORAL IS LAUNCHING Abel & Lula, a premium special occasion collection. Starting with girls for Spring ’19 (boys’ offerings will soon follow), Abel & Lula will be known for its “chic, elegant and luxurious” appeal, according to Adam Herman, director of Mayoral’s U.S. division. “We are looking for those stores that have invested a lot of time and energy to create beautiful spaces that can best display premium products,” says Herman, adding the Spanish company’s goal is exclusive placement in the “best of the best” brick-and-mortar and online-only specialty stores in the U.S. “We have identified the premium segment as one that we believe is underserved and feel that now is a good time to try and leverage our market knowledge to roll out this new collection,” Herman says. Available in sizes 4 to 12 years, the Abel & Lula debut collection features about 60 to 70 garments and 30 to 40 accompanying accessories. Dresses make up the bulk of the spring collection, however jackets and cardigans are also available to complete each look. Complementary accessory options include hair bows, hairbands, hats and purses in muted pastels to bright floral patterns. Wholesale prices range from $40 to $80 for apparel and $5 to $30 for accessories.

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product for a cost that Middle America could afford, it would be a hit.” First launched via a Kickstarter campaign in February 2017, Floafers are made from environmentally friendly, closed-cell antimicrobial foam that is odor- and stainresistant. Sectional traction outsole pods made from TPR-bonded scuff-proof material help prevent slipping while 360-degree ventilation keeps feet cool and allows water and debris to drain away. In fact, Floafers are rooted in functional footwear that dates back 100 years when brogue patterns were actual holes that allowed mud and water to drain out of men’s oxfords. “Over time, broguing became more ornamental than functional, but we are bringing that unique design idea full circle with modern driving loafers and smoking slippers,” Brumbeloe says.

RE TA I L PROFI L E

The Right Stuff DENISE COLOMA, OWNER OF BOY MEETS GIRL IN CORAL GABLES, FL, CELEBRATES A QUARTER-CENTURY OF SUCCESS. BY EMILY BECKMAN

ARKING 25 YEARS as a children’s retailer, Denise Coloma is delighted to be welcoming many of her original customers back to shop for their own kids. She believes such generation-to-generation loyalty is the ultimate sign of respect. “While it sure makes me feel old, I’m so appreciative for what that says about my business,” Coloma says, attributing the store’s longevity to a classic selection and exceptional customer service. “Seeing my store valued generation to generation makes any challenge worth it,” she adds. Coloma first opened the doors to Boy Meets Girl while pregnant with her daughter. “Instead of napping more, I opened my own business,” she says with a laugh. “Probably a little unusual, but I

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always knew I loved fashion and wanted to take advantage of an opportunity.” The opportunity was a void Coloma saw in the marketplace. Having settled in Coral Gables, a city just south of Miami, she had struggled as an expecting mother to find a well-curated selection of children’s apparel brands. Fusing her finance degree with her classic sense of style, she decided to solve the problem herself. She rented an elegant space in a local shopping center and went about stocking a selection of infant, boys’ and girls’ apparel. You might say it’s been Boy Meets Girl business as usual ever since. But that’d be the abridged and cleansed version of Coloma’s retail story. She admits there have been several trying periods. “I would

RE T A I L P R O F I L E

never call it easy,” she says, noting that early on the selection consisted of nearly all imported labels. But then the value of the Euro skyrocketed. “Customers cut back on their spending, and it was up to me to adjust my product mix,” she says. Coloma scrambled to introduce more domestic lines and vary the pricing of her high-end assortment. She chalks up the experience to what is a key lesson in the world of retail: change is constant and one must be able to adapt in order to survive. “My whole plan had to change,” she says. “But honestly, that’s all part of being a good retailer.”

be smart about your next move,” she says. “That means a lot of analysis. It’s not the fun part, but it’s important if you want to survive.” After the Financial Crisis hit in 2008, Coloma once again had to find ways to adapt to try and survive during the Great Recession that followed. The strategic modifications to her business included updating her product mix to feature more accessible lines as well as working harder than ever to maintain a great rapport with customers. “I’ll be honest—that was a really Denise Coloma, owner of Boy Meets Girl. tough stretch,” she says. “It was a lot more sweat, but we made it.” BASIC TRAINING Some might think that this current Coloma says that many retailers make the mistake of “blowing state of industry upheaval—what many in the press have called money on frivolous things.” To avoid that, she always comes to the the Retail Apocalypse—might be even tougher for Boy Meets Girl table with a well-organized plan. The gist being to lead with your to weather. A one-door, primarily brick-and-mortar business in head before your heart whenever possible. “You have to always the age of Amazon is deemed by many analysts to be a (rapidly)

SPRING 2019

TUSCANY

WWW.KICKEEPANTS.COM #kickeepants @kickeepants

dying breed. But, in the case of Boy Meets Girl, they’d be wrong. In fact, Coloma reports little, if any, effects from the epic downsizing many other brick-and-mortar retailers are undertaking. She attributes that mostly to having established her niche and knowing her customers like the back of her hand. “It’s been a great year,” she says, noting that her high-end selection has been selling well. “The industry is not ‘doomed,’ it’s just adapting to a more informed customer,” Coloma adds. “It’s your job as a retailer to find your strength and curate a selection that the customer feels is fun and beneficial to come explore.” Coloma uses frequent e-blasts, direct calls to customers and in-store events to help spread the word and connect with her clientele. “It’s that one-on-one communication when you’re a small business that sets you apart from the big box and e-commerce sites,” she says. “We’ll often call the person who places an online order, confirming the

Mid-Atlantic Judy Cohen 856-728-0841 NHC304@comcast.net customerservice@kissykisy.com South/Mid West The Closet 214-634-2402 theclosetdallas@sbcglobal.net

“SOMETIMES YOU JUST HAVE TO MAKE THE LEAP AND SAY ‘ALRIGHT, LET’S TRY THIS.’”

purchase and presenting an upsell that fits their needs.” And while Boy Meets Girl benefits from e-commerce purchases within the U.S. and South America, Coloma says the majority of revenue still comes from in-store shoppers. KNOW THYSELF Merchandized to resemble “a little department store,” each vendor’s collection is grouped together a la a shop-in-shop approach. It’s a tight and curated mix. Brands include Sunuva, Mayoral, Florence Eiseman, Tartine et Chocolat, Isabel Garretón, Petit Bateau, Stella McCartney and Kissy Kissy. “They’re all so different it works well,” Coloma says, noting offerings range from newborn to size 8 with a few 10s. “I did try preteen at one point, but it was a nightmare,” she adds, advising fellow childrenswear retailers to think twice before taking that plunge. “The girls always wanted one thing while moms wanted something else,” Coloma says. “It ultimately >37

West Coast/Mid West Sylvia Gill Childrenswear - LA 213-622-8271 lashowroom@sylviagill.com

South East Glen Warnick 440-951-9739 gwarsales@aol.com

North East Sonia Schneider 781-407-0050 sonia@finelinesshowroom.com

New York Yoka Showroom 212-594-7714 caroline@yokashowroom.com

North/Mid West Chicago Gallery 312-751-6800 Christy@Chicagogallery showroom.com Europe Finest For Baby Linda Gill 44(0)1442-248099

EUROPEAN TREND REPORT : PITTI IMMAGINE BIMBO

BUILT FOR SPEED

GOOD & PLENTY CHANNELING THE VIBRANT imaginations of children, a kaleidoscopic theme of striking art installations, colorful signage and a Techicolor lounge welcomed childrenswear professionals to the recent Pitti Bimbo show in Florence, Italy. The 87th edition hosted nearly 600 brands debuting their Spring/Summer ’19 collections to more than 5,000 buyers from around the world. Raffaello Napoleone, CEO of Pitti Immagine, reported a positive show vibe among exhibitors and attendees, reflecting “energy, creativity and dynamism” across the kids’ market. “Childrenswear is experiencing a moment of great evolution with a strong focus on more accentuated research and lifestyle dimension,” Napoleone says, noting that buyers are widening their range of products with accessories, books, room décor and other kids’ lifestyle items. “We also had great feedback for our runway events, as well as all the other events that happened at the Fortezza da Basso and around Florence.” A diverse range of trends were on display. They spanned ’50s influences to eco-warrior to chic innovations in athleisure. Say what you will about industry consolidation at the wholesale and retail levels, the offerings have never been more diverse and plentiful. —Emily Beckman

Checkered flag prints, acid shades and bold logos were front-of-the-pack trends at Pitti Bimbo. Other brands went full speed on motocross looks like Carlijnq’s black-and-white check dress, shorts and hoodies and Stefania Pinyagina’s assortment of car-inspired graphic tees. Stefania Pinyagina

Barn of Monkeys

Teresita Royal

ACTIVE PLAY Athleisure shows little sign of slowing down. Designers are experimenting with fresh takes on sporty comfort. Think suitable for play but chic for street. Sneaker soles are clunkier a la Dad’s shoes, neon accents are bolder, logos are bigger and silhouettes are more versatile than ever.

Loud Apparel

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Carlijnq

EUROPEAN TREND REPORT : PITTI IMMAGINE BIMBO

LITTLE ONES ON THE PRAIRIE

GO GREEN As vegan and eco-friendly fashion continue to grow in demand among consumers, designers are getting increasingly creative with available natural materials. Kelp, cork and hemp were just some of leather substitutes on display. Silk alternatives have also been found in bamboo or mercerized cotton. Pitti’s “Eco Ethic” section was brimming with brands dedicated to organic materials and respect for the environment throughout the production chain. Exhibitors included J Bimbi, Kidiwi Handmade, Mori, Maxomorra, Naturapura and Pure Cotton.

Home-on-the-range is all the rage. Not to be confused with Boho, the “prairie chic” craze is all about frilly feminine tops, ditzy floral prints, midilength skirts, washed denim and saddlebags straight from Laura Ingalls Wilder’s series. Pitti was flooded with prairie-perfect styles from Péro’s whimsy wildflowers climbing linen dresses to Vineet Rahul’s tiered skirts paired with delicate pastel tops. Péro Bebe Organic

Piccola Ludo

NIFTY FIFTIES

POSITIVELY POWERFUL

The ’50s are swinging into style. While halter necklines, circle skirts, bolero jackets and scalloped edges blossom in girls’ collections, corduroy playsuits, preppy denim, mix-andmatch plaids and novelty checks are on the rise for boys. In fact, Spanish label Monnalisa hosted a garden party dubbed “The Fabulous Fifties,” presenting its selection of retro floral looks to more than 400 guests.

Words of empowerment, encouragement and good ol’ girl power have stormed runways of late. The messaging can be found smack in the middle of T-shirts, on the backs of hoodies and down the side of pant legs. Slogan style is also being heard loud and clear across childrenswear. Whether it’s Gardner and the Gang’s “Strong is the New Pretty” pink crewneck or Oji’s Namaste definition tee, wearing feelings on your sleeve has never been more literal—and fashionable.

Gardner and the Gang

TREND WATCH

Vitamin Sea TROPICAL PRINTS, CROCHETED cover-ups and bead-adorned denim make for easy, breezy fun, while spunky accessories add summertime sass to even the most laid-back looks. Flamingos flourish, sharks grin and palm trees sway across Spring ’19 collections, and mermaid dreams come true with colorful slip-on tails. Don’t forget to add some specs appeal with statement shades. —Emily Beckman

No Biggie dress Bling2o goggles

Bubu hat

Hampton Mermaid mermaid tail

Malibu Sugar phone card caddy

Wetsuit Club swimsuit Boboli

Coral & Reef swim trunks

Eight Plus Nine waterproof backpack

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Losan denim shorts

Goose & Dust sunglasses

Bari Lynn beach bag

Mother Trucker & Co. coin purse

Harianna wears striped onepiece by Milly. 23

From left to right: Martina wears cloud print suit by Stella Cove; Sofia wears tankini by Shade Critters; Harianna wears long-sleeve popsicle two-piece by Limeapple; Michaelis wears shorts by Platypus Australia and goggles by Babiators; Danae wears striped crochet one-piece by Raisins and her own shoes.

Yannis wears banana print shorts by Blueport by Le Club. Opposite page: Martina wears Joules polkadot swimsuit with Watchitude watch. 27

Left to right: Sophia wears visor by Hurley, striped one-piece by Sunuva and shoes by Reef; Harianna wears flower print suit by Shade Critters and sunglasses by Izipizi; Martina wears two-piece by Rufflebutts, waterproof espadrilles by Sea Star Beachwear and glasses by Izipizi; Yannis wears swim shorts by Le Club Original and Reef flip-flops. 29

Danae wears Hula Star polkadot and ruffle suit. Opposite page (clockwise from top right): Martina wears Rufflebutts floppy hat; Zoe wears ruffle strap suit by Coral & Reef; Sophia wears long-sleeve butterfly one-piece by Platypus Australia; Yannis wears Hurley striped swim shorts; Harianna wears flamingo suit by Rufflebutts. Styling assistant: Gina Meher; shoot location: Cyclades islands, Greece; special thanks to Katherina and Mellie. 30

footwear preview

SPRING 2019

Eclectic Essentials Designers cater to kids’ wide-ranging tastes in the form of whimsical animal motifs, glitter galore, empowering messages and mini-me sophistication. B Y E M I LY B E C K M A N

The New Nineties

With most parents today having grown up in the ’90s, the children’s market is meeting a growing demand for nostalgic buys like jelly sandals, pool slides and chunky sneakers. The sporty silhouettes feature plenty of neon color pops in tune with the ’90s revival theme. “We’re taking recognizable silhouettes and giving them a contemporary facelift,” says Heather Dady, designer for Western Chief Kids, citing new glitter-infused jelly sandals as an anticipated bestseller. Bil Waring, senior footwear buyer for Joules, agrees the ’90s are back. “Pool slides have grown massively and are overtaking the classic flipflop silhouette,” he says, noting that slides have been added to Joules’ collection for children. Classic label Laura Ashley is even experimenting with retroinspired clear materials like PVC for a revamped look to its classic designs. “While it may be as simple as the color of a flower petal, we always find a way to integrate Laura Ashley’s iconic prints with current trends,” says Penne Cairoli, president of Laura Ashley’s U.S. division. Looking ahead, Dady anticipates girls’ clogs to become more popular, particularly the traditional wood bottom. “That’s the next step up from the retro platform shoes a lot of brands are doing,” she says. “We’re not quite there yet with traditional-looking clogs, but I can see us taking those steps in the future.”

Little Voices

Kids today are dialed in 24-7. Many are fixated on their phones— sending and receiving Snapchats, checking their Instagram feeds and watching their favorite YouTubers. Their ability to communicate with each other instantly and constantly means trends can spread at a viral speed. Collectively, kids are becoming as influential as the influencers so many of them follow. Never before have they held so much power in determining which trends live and die. “Kids are the ones making the rules,” Dady says. “They’re listening to other kids and inspiring them to do more of whatever they love.” With that, brands are listening and following closely. “We look at what kids are doing everywhere we can,” says Luis Gonzalez Palacio, director of design for Vida Kids. “It’s important to draw inspiration from less obvious sources,” he adds, noting kids’ reactions to music, art, food and travel are key ways to determine what trends will sell. Bornie Del Priore, vice president and general manager of Wolverine Worldwide’s kids’ division, agrees, stressing the importance of looking at more than adult trends to find out what’s going to be hot. “We go straight to the source, asking kids what they like and don’t like in addition to keeping an eye on what’s happening in pop culture,” she says. For Spring ’19, Del Priore affirms self-expression as one of Wolverine’s primary focuses. “Whether that’s shoes with words on them or fully customized designs, kids want to feel like they are wearing a part of their personality on their feet,” she says. Keds, for instance, is launching a collection that features empowering messages for young girls that swap conventional “I am a Princess” themes for contemporary “Girl Power” messaging. Keds

Nina

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Joules

Gender Bender

Similar to making the rules, kids are also breaking them—like gender-specific styles. In response, a growing number of brands are eliminating gender labels all together, letting kids decide what colors they want to wear. “I have a 4-year-old, and his favorite color is magenta,” says Denise LeMons, senior designer for Bearpaw. She notes that her son has always been more attracted to the brighter hues. “It’s no longer assumed that if you’re a girl you want to wear pink,” she says. “Purple, gray, orange, blue—it should be available to whoever wants to wear it.” Dady has also kept a gender-neutral presentation more in mind when designing Western Chief’s latest collection. “Sometimes we mix up what is considered a boys’ boot and put it on a girl model,” she says, noting that the brand’s current catalog features a girl wearing a dinosaur boot. For next spring, Dady expects motocross to have a big moment with raceWestern cars, checked flags and roadway Chief graphics in abundance. “We took a chance throwing it in there, and it’s really taken off,” she says, noting most orders are probably geared toward boys, but the company expects plenty of girls will be customers as well.

Alive and Wool

Chalk this trend up to the Allbirds effect. The New Zealand start-up wool sneaker company has taken Silicon Valley techies by storm and been a darling of The New York Times coverage. In response, a flock of wool wannabes have landed on the market, be it sneakers, slides, clogs, slip-on or booties. Apparently, wool has never “felt” so good. “The wool sneaker is the hottest trend of late,” confirms Keith Barnett, North American sales manager at EMU Australia, noting lightweight washable wool sneakers is a key item of its Spring ’19 collection. Beyond being trend-right, Barnett says the all-natural material is able to regulate internal temperatures as well as remain insulated even when wet. In addition, wool has natural moisturewicking properties and antimicrobial tendencies. Bearpaw’s LeMons agrees wool is one of the season’s trendiest materials, mentioning wool oxfords as a popular style for boys. She expects fur in general to become more common outside its standard winter season. “As temperatures vary a lot in the spring, fur provides that warm-but-still-breathable benefit,” she says. “Fur, particularly faux fur, is something we’re going to see a lot more of as a style statement,” she adds.

Bearpaw

EMU Australia

footwear preview

SPRING 2019

Birkenstock

Ahead of the Pack

Small World Kids today seem to grow up faster than ever. Perhaps it’s partly because many of them are wearing adult-style takedowns and look the part? Whatever the reason, the trend of sophisticated children’s fashion shows little sign of slowing down as many brands are expanding their mini-me offerings. Bearpaw reports nearly 40 percent of its kids’ line is now takedowns, and LeMons says the plan next year is to showcase Mommy & Me as a major theme in its marketing campaigns. “We started featuring a lot of mommyand-me in our fall campaign

through social media and the response was terrific,” she says. “It has a relatable feel that engages customers of all ages.” Jacqueline Van Dine, vice president of merchandising for Birkenstock USA, says the company will take down a few bestselling sandal styles, including the Arizona and Gizeh in metallic copper and Mayari in mocha and silver. “We’re noticing an increasing number of our littlest customers wanting to look like older siblings and even parents,” she says. It’s a win-win scenario, she says. “Parents know firsthand

T 410.280.2364

the quality, flexibility and all-day comfort Birkenstock provides and feel confident in purchasing mini-me styles for their kids,” Van Dine says. Stephanie Keyser, senior line builder for Dr. Scholl’s, a division of Caleres, anticipates its Original Collection to be a good fit with the takedown trend as well. She expects comfort-driven, slip-on sneakers in neutral to bright hues to be popular. Joules has also expanded its mini-me selection with coordinating slides for women and kids with signature colorways and floral details.

E sales@snapperrock.com

Three-dimensional animals are popping up across boys’ and girls’ silhouettes. The Keds for Kate Spade New York collection, for example, will launch a slip-on style this spring featuring an adorable cat face on the toe cap, while Saucony is introducing new critters to its Baby Jazz Lite collection, including mythical creatures like mermaids and dragons. Dinosaurs also roam the landscape. Laura Ashley’s Cairoli says fresh faces for its spring collection span kittens, puppies and bunnies. For Vida Kids, animal motifs have always been a consistent bestseller, and next season expects to be no different. Brands predict dinosaurs, dragons and safari wildlife to be popular in boys’, while llamas, cats and unicorns take preference in girls’.

www.snapperrock.com

Laura Ashley

Saucony

Livie & Luca

Rugged Bear

Glitz Blitz

First came the unicorn craze—images of the mystical creature galloping across clothes and accessories. Simple fashion logic dictates that sparkle and shine embellishments would follow. Look for lots of iridescent materials, glossy metallics and gobs of glitter for that “wow” factor. “Light or chunky, glitter is going to be big for Spring ’19,” says Keyser of Dr. Scholl’s. The line incorporates “bright and cheery” colorways, pops of neon, glittery accents, polka dot laces, sporty neoprene and 3-D flower embellishments. “We take what is trending and mix it with what we know kids like, what parents love and what’s sold well in previous seasons,” she says. The glitz blitz can also be traced to the major couture houses embracing the trend during Spring ’18 runway shows. Led by Tom Ford’s sparkling knickers and Marc Jacobs’ sequin-heavy outfits, Fendi, Halpern, Molly Goddard and, of course, Gucci went big on ’70s-era glitz. “As Gucci mania continues to take the industry by storm high ornamentation seems to be the name of the game,” says Beatriz Camacho, retail director for Mini Melissa. Camacho says the jelly-based brand’s spring collection will feature gleaming feminine appeal with whimsical elements like butterflies, flowers, rainbows and, of course, plenty of glitter.

Mini Melissa

Dr. Scholl’s

Pediped

Nanette Lepore

Children’s Club August 5-7 Booth #3226 adriana@planet-sea.com www.planet-sea.com (305) 345-6559

H AU T E TOPICS EDITOR’S PICKS

DESIGNER CHAT

BORN AND RAISED in Milan, Italy, one of the world’s epicenters of fashion design, perhaps it was inevitable Lidia Colombo would enter that world. The home of many couture house and host of fashion weeks, the business of fashion was all around her—even at home. “I always loved the way my mother looked,” she says, recalling her mother’s chic, eccentric sense of style. Colombo’s fashion-conscious childhood eventually led her to working in showrooms across France, but it wasn’t until she became a mother that an interest in designing childrenswear was born. Inspired by family memories and travel experiences through the Caribbean with her husband (a yacht captain), Colombo launched Piccoli Principi, a children’s swimwear line in May 2017. The brand fuses bright colors of tropical islands with the whimsy of her favorite book “The Little Prince,” which inspired the brand’s name “little princes” in Italian. For Spring ’19, the collection reflects the isles near Sicily with dancing bears, sea stripes, pandas and dot motifs along with plenty of glitter, metallic and ruffle embellishments. An assortment of glittery goggles are also available. As a mother, Colombo feels confident she knows what parents want in their kids’ swimwear. “I want to create pieces that are eye-catching and make their little ones feel like princes and princesses,” she says, noting the toddlers’ apparel often ties back to the designs for older kids. “Moms love seeing their kids’ match.” The designer says that while children are drawn to colorful and whimsical styles, parents more often search for practicality. “Moms, particularly in America, are very worried about everything to do with their children and are always asking for advice,” Colombo says, noting she takes pride in fulfilling their needs each season. Manufactured at a small, family-run factory in Italy, Colombo uses eco-friendly fabric made from recycled fishnet and plastic salvaged from the sea for more than 80 percent of Piccoli’s swimwear. With UPF 50+, the Italian Lycra offers sun protection and meets hypoallergenic standards. “My goal is to run a business where parents and kids don’t have to think twice about sun safety or hurting the environment,” she says. “There should only be happy kids and relaxed parents enjoying the beach.” —Aleda Johnson How’s business this year? It’s been a real success since working with Gilt.com, which was huge for marketing and generating lots of orders. A lot of famous resorts came to see me at the swim show. It was a great way to meet new buyers. The most important step when starting a business is building trust and long-term relationships with retailers during the first year.

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L. Erickson

Teeny Tiny Optics

Jottum

Beachy Keen Modern silhouettes and easy-breezy accessories make for smooth sailing. Who is the quintessential Piccoli Principi customer? They’re modern-day princes and princesses! My customer goes crazy for hot pink and ruffles and loves to match with her friends. And while the boys are little princes, they’re also little superheroes, having the desire to feel strong and confident in our swimsuits. What’s your most effective way to build brand awareness? Social media is crucial to any type of business these days. The majority of our sales come from Instagram. In Italy, everyone loves influencer Chiara Ferragni (The Blonde Salad). She’s a big inspiration to many as she transitioned from blogging to becoming a niche designer. Channeling that idea, we use pictures from our mom clients to share their experiences from all over the world and inspire future customers. What’s unique about designing for children? While safety rules are especially critical for kids, it’s still important to respect their taste in style. We always try the suits on children before they go into production, weeding out any defects in the textiles or fit. Ultimately, we want the overwhelming care and responsibility put into our designs to translate to how the children wearing them are brought up in society. Is your son a wear-tester? Absolutely! He tests all the boys’ samples. Like me, it’s all about the first impression. He’s very honest from the start, and if he doesn’t like it, we won’t make it. What do you love most about being a designer? I love to transmit an idea through clothing and create a lifestyle for parents to introduce to their children. Our kids are the future, and we need to teach them lessons just like in The Little Prince: “What is essential is invisible to the eye.”

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led to lots of crying in the dressing room—not good for the store environment.” Another one of Coloma’s tween no-nos: carrying baby clothes in the same store. It sent many preteens racing toward the exits. “They were already unhappy just walking in,” she says. One category, however, that Coloma keeps in big sizes is shoes—up to size 38 (7.5). In addition to many kids having bigger feet these days, shoe shopping can be a logistical challenge (think nightmare) for moms. It’s better to try and shod as many children as possible while they’re all in one place. “It’s an all-inclusive and painless try-on process,” Coloma says. Of late, she reports slip-on styles as selling particularly well in metallic, especially rose gold. Naturino is one of Boy Meets Girl’s leading footwear brands. Others making it onto the shelf include Pediped, Superga and Eli. As for apparel, timeless looks with modern flair are always the foundation to Coloma’s buy. “Nothing is blinged out—just nice quality and simple,” she says, citing chambray dresses, cute prints, neon details and navy as favorites this season. “I also sell a lot of jewelry—a lot of pearls and real gold. I never sell costume jewelry,” she says, citing Mindy Harris as her best-selling accessory line. Of late, Coloma is putting a significant amount of effort into growing Petit Atelier, her private label brand. It first debuted four years ago when Coloma sought a new challenge. “I can practically run Boy Meets Girl with my eyes closed, so I wanted to try something new,” she says. So far so good as Coloma reports Petit Atelier continues to expand beyond Boy Meets Girl with reps for the Dallas and Atlanta markets as well as exhibiting at Children’s Club in New York. “It’s a very preppy European look—quality materials that are well-tailored in soft pastels,” she says. Over the next five years, Coloma hopes to build Petit Atelier into a full-on lifestyle brand. “Right now I only offer traditional clothing and layette, but I’d love to branch out into shoes, swimwear—an all-inclusive assortment,” she says. As for Boy Meets Girl the store, Coloma says it remains business as usual. In essence that means pleasing her clientele. Going forward that will include more in-store events to keep customers engaged as well as to attract new ones. For the holidays, she’s already arranged another in-store photo shoot with a local photographer. Getting holiday cards done while shopping is a no-brainer for multitasking moms. Boy Meets Girl will also be adding more opportunities for in-store customization, like monogramming clothes and engraving jewelry. It’s just another reason to pay a visit. It’s also just what a good retailer does—to always be willing to change to meet the wants and needs of customers. “Sometimes you just have to make the leap and say, ‘All right, let’s try this,’” Coloma says. “At the end of the day, it’s about connecting with my customers and most of all making the kids happy—that’s

New York/USA

J Rosen Showroom faith@jrosen.net

Dallas

Hope’s Chest holleehannon@aol.com

Atlanta

Chelsea & Co. chelsea@chelseaandcompany.com

info@platypusaustralia.com www.platypusaustralia.com

Janet Hunter Hawkins

Martha Foster Group

Kids du Monde

Marilyn & Kaye

W H A T ’S S E L L I N G

Hibiscus Beach Kids Palm Beach Gardens, FL

IVING YEAR ROUND in the beach community of Palm Beach Gardens, Stephanie Barimo and Amy Abbott were frustrated by the lack of affordable, UV-protective swimwear for children. As a result, the single mothers teamed up in 2013 to open Hibiscus Beach Kids—a one-stop shop for young beachgoers and adventurers. “We are specifically focused on children because there are so many active kids in our area,” Barimo says. “They’re outside 365 days a year, barring thunderstorms and hurricanes.” The 2,025-square-foot store stocks everything a sun-loving little one would need, from sun-safe brands like Snapper Rock, Iplay and Seafolly swimwear to Ipanema, Rider and Sanuk footwear in baby to tween sizes. Delighted by the shop’s success, Barimo and Abbott plan to expand in the next year with franchise opportunities in coastal towns from Florida to North Carolina. “We’ve had a lot of requests to open in other locations, but we don’t want to incur the expense of starting up again somewhere new,” Barimo says. “If we could open (franchises) in five more coastal towns, that would be awesome.” —Aleda Johnson How’s business? Very good. Some of the nationwide retailers have been closing locally, and that only help us. Our swim season is always fantastic, but we’re also growing our back-to-school vertical with a particular focus on boys to fill the market void. We stock great hybrid shorts, collared shirts and button-downs. Who’s your core customer? Stay-at-home active moms, usually with multiple children. But in season, we get a ton of grandmas who come down from the Northeast with their families. We’re also growing our tween business—we’re getting 13 to 15 year olds coming in to buy skate and surf merchandise. What are your best-selling brands? Snapper Rock, Seafolly Swimwear, O’Neill and Roxy are our four bestsellers. Seafolly and Snapper Rock have been with us since the beginning before we brought in O’Neill and Quicksilver. Iplay is also popular for infants and toddlers because of the reusable swim diapers and swim trunks with built-in swim diapers. Any notable trends of late? The colors for summer have been more

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muted for the older kids, but still neon and bright for younger children. As a resort store, we always continue with the theme of sea life and coastal-related animals in our prints. Mermaids, flamingoes and sharks have been huge. And since our area has the largest population of nesting loggerhead sea turtles in the world, turtle prints are always a hit. How are kids’ accessorizing? Sunglasses and Charm It charm bracelets for little girls perform very well. They can’t get enough of those. Other good beach finds like waterproof speakers, Pura Vida bracelets and pool floats sell fast, too. Ukuleles are also huge—we just restocked two days ago, and we sell out like crazy! What’s your sweet spot for price? I wouldn’t call us highend, but we’re not middle of the road either. We offer product to meet the varying needs of our customers. People are typically looking for $30 or under. Then we’ll have a rich grandma drop $1,000 without batting an eye, but that’s not typical. What is biggest challenge facing your store right now? Our plaza is undergoing a huge renovation next year, so there will be all kinds of challenges once that starts. Our local residents are here year-round, so they know about us and come specifically for what they need. There’s nothing else like us, which helps drive business. Once the construction starts though, the steady foot traffic will probably be interrupted. Any advice for fellow resort retailers? Like any retailer, understand the needs of your customers. Our area is full of active people who play all kinds of sports, so swimwear has to be comfortable and appropriate for beach volleyball to surfing. Nothing too skimpy. Sun protection is also important, so having a wide variety of sun shirts or rash guards is crucial. And since we get a lot of snowbirds, we carry “Grandma Bait”—styles with bows and frills they just can’t stand not to buy. Where do you envision Hibiscus Beach Kids in five years? I see us having multiple locations with a fully developed website. The ability to fill orders through our website is so important with so much shopping now online. With keeping up the hard work, we hope to become a household name.