Earnshaw's | July 2018 by Wainscot Media

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J U LY 2018 CONTENTS

This page: Jolie wears suit jacket by Leo & Zachary and striped dress by Bonnie Jean; Ivory wears silver bomber jacket by Bonpoint, Joules star dress and Zoë Ltd dress with silver fringe (worn underneath). On cover: Ivory wears dress by Andy & Evan.

FEATURES 8 Sizing Up As American children grow larger, so does the sales potential of the plus-size market. By Aleda Johnson

PAGE 20

10 Family Ties Matthew Gerson, CEO of Gerson & Gerson, proudly leads his family’s legacy of nearly 85 years manufacturing dresswear. By Emily Beckman 14 Sunsational Style What’s hot for Spring/ Summer ’19 swimwear. By Emily Beckman

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

FASHION

Laurie Guptill Production Manager

20 Earth Angels Whimsical dresswear exudes ethereal beauty in shimmery metallics to soft pastels. By Mariah Walker

Mike Hoff Webmaster

DEPARTMENTS 6 Editor’s Note 7 Scene & Heard 16 Trend Watch 32 Haute Topics 34 Behind the Seams 36 Sounding Off

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This page and cover: photography by Vika Pobeda; styling by Mariah Walker/ Art Department NY; hair and makeup by Martin Lane Christopher with Becca Cosmetics; production by Paul Philps at KPP; models: Ivory Woolley of Bensimon Models and Jolie Handler of Zuri Model and Talent; styling assistant: Gina Maher.

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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, 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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EDITOR’S NOTE

Breaking Point HE ZERO -TOLERANCE immigration policy that America should have enforced: never ever allow children to be ripped from the arms of migrant mothers and fathers and placed into separate detention camps! It’s cruel, inhumane and downright un-American. There’s a reason the Trump Administration blinked on its cold-hearted policy that saw the separation of more than 2,300 migrant families at southern borders over the past several months—because the appall was quick and nearly universal. People from red and blue states, all religious denominations, nationalities, income brackets and ages saw the policy for what it was: a line (border) that simply must never be crossed. Ironically, it unified much of the country in what feels like ages. The best of America showed its face when faced with one of the worst acts by America in recent memory. It was horrifying enough hearing the story of the mother from Guatemala who told reporters in El Paso, TX, about how her 4-yearold son was taken from her and ended up more than 2,000 miles away in a shelter in New York. But it gets worse: When the mother contacted a social worker to speak with her son, she was told that the child was angry and didn’t want to speak to her because he believed his mother abandoned him. That’s but one horror story. Over the past month, an average of 45 children were being taken from their parents each day. A report in the Boston Globe noted, in several cases, children were taken by Border Patrol agents who had told the parents they were going to give them a bath but, as the hours passed, they realized their kids were not coming back. Additional reports of agents terrorizing parents with statements like their families “no longer exist” or they would “never see their children again” (one Honduran father to commit suicide in his detention cell after his child was taken from him), causes me to feel like there are much darker forces at work here. In these Deep State days marked by trade wars, travel bans and Big Brother tracking our every movement on social media, the increasingly Orwellian slant to society should send shivers down our spines. As a magazine that celebrates the innocence and wonder of children, it’s upsetting to see our primary customer suffer as innocent victims. It was just in our March issue that we addressed the fallout

of the Stoneman Douglas High School shooting massacre. Namely, the spike in bulletproof backpack sales and parents looking to purchase clothing styles that may call less attention to shooters. The fact that these are two “trends” in childrenswear today is chilling, not to mention devastating. Enough, already! Earnshaw’s is a magazine largely about products and not politics, but our industry must support the needs and concerns of children when possible. Child safety is an issue that transcends national borders, party lines and, of course, retail tiers. Whether you’re a boutique owner that chats with regulars in the local community or a mass market executive with stores nationwide, you are in a position of power and influence to help improve the lives and welfare of children. Call your congressman, take part in demonstrations and support child-related relief organizations. Urge your customers to do the same. It takes way more than a village to move mountains. But our industry is a worldwide organization. We are powerful, and we are passionate about children. Together, we can make a meaningful difference. In the meantime, business must go on. Our latest issue is filled with wonderful items to stock racks and shelves. The latest dresswear styles featured in our Earth Angels fashion story (p. 20) are rich in elements of ethereal beauty that span glimmering metallics to soft pastels in tea to ballerina-length hems. Our swimwear preview (p. 14) reveals how the category continues to meld function and safety seamlessly with style. Fluorescent colors, conversational prints and hints of feminine embellishments like ruffles and eyelet lace fuse with sun-safe materials, in addition to silhouettes like sun shirts and sleeved one-pieces to offer optimal protection. Similarly, in this month’s Special Report (Sizing Up, p. 8) we look at the emerging plus-sizes market—specifically how brands and retailers are addressing the unique needs of the category with more offerings that make kids feel comfortable and confidant. (Quick tip: there’s plenty of opportunity for more players on both sides of the aisle to enter what is an underserved yet significant category.) In that regard, opportunities always abound in this business. It’s one of its many beauties. The wants and needs of children span safety concerns to style preferences for all shapes and nationalities. There are no borders in our industry—as it should be.

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

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SC E N E & H E A R D

S a p l i n g C h i l d Te a m s w i t h K r i s t i n C a v a l l a r i SAPLING CHILD IS releasing a capsule collection in collaboration with author, TV host, designer and mother Kristin Cavallari. The new offerings will be 100 percent organic cotton and printed with organic water-based dyes, free from toxic chemicals and heavy metals. “Kristin was a stand out choice for us,” says Peta Stinson, creative director for Sapling. “Some of our best prints have come out under Kristin’s tutelage.” Cavallari discovered Sapling after the birth of her son, Jaxon, and fell in love with its soft fabrics, sweet prints and commitment to organic cotton. “Our family does our best to make a positive impact for the environment, so joining the Sapling team was a perfect fit—both creatively and environmentally,” Cavallari says, adding that Millennials care about where products come from and what they stand for. “People are starting to become hyperaware of where their clothing, food, you name it, is coming from, and I think that’s a great thing—no more B.S.” Available in sizes newborn to 18 months

and retailing from $9.95 to $32.95, the Kristin Cavallari x Sapling range launches this month at SaplingChild.com and select retailers internationally. The organic baby apparel company is expanding rapidly, with offices now in Australia, Canada and the U.S.

Little Belle Nightlights’ Bright Idea LITTLE BELLE NIGHTLIGHTS of New Zealand is coming to the U.S. market for the first time. Debuting at the August edition of NY Now, the fairytale-inspired collection of porcelain nightlights are designed to comfort and reassure children as they drift off to sleep or wake in the night. Powered by a lifelong LED bulb, each nightlight is ethically crafted and tested to meet U.S. safety standards. “Many hands are used to create each light and no two are alike,” says Founder Laura Burbery. “Our nightlights are true keepsakes because they’re just as much

pleasure to give as they are to receive.” Burbery started Little Belle after discovering a gap in the market for quality children’s nightlights, adding that her four-year-old daughter was the inspiration behind the design. “She loved stories about fairies as she drifted off to sleep, and I wanted a quality light that I could leave on for her all night,” Burbery says. “I wanted our little fairy, toadstool and elfin houses to provide an opportunity for parents and children to snuggle up and bond with bedtime stories—those are the special moments you never want to forget.”

LÍLLÉbaby Introduces Minnie Mouse LÍLLÉBABY HAS EXPANDED its successful Disney Baby Collection with the launch of a new Minnie Mouse print. The collection includes a total of four styles and prints. The new “Minnie Classic” print is available in LÍLLÉbaby’s award-winning Complete All Seasons carrier, Complete Airflow carrier and doll carrier, featuring iconic Minnie Mouse in a handsketched silhouette pattern on pink fabric. The Complete All Seasons baby carrier offers six carrying positions, providing comfort with enhanced lumbar support from birth through toddlerhood, while the Complete Airflow features a lightweight, breathable 3-D

mesh carrier, providing maximum breathability. Lastly, the Minnie doll carrier is designed for older siblings to carry their favorite stuffed animals or dolls. LÍLLÉbaby ’s Disney collection also features styles and prints of Mickey Mouse and characters from Disney Pixar’s Incredibles 2. All products are available on LilleBaby.com, ShopDisney.com and select retailers. The Complete carriers retail from $150 to $190, while the doll carriers are $35. Additional Disney Baby Collection prints are expected to be released later this summer.

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S PECI A L R E P OR T

Sizing Up AS AMERICAN CHILDREN GROW LARGER, SO DOES THE SALES POTENTIAL OF THE PLUS - SIZE MARKET. BY ALEDA JOHNSON

LIPPING THROUGH TV channels, it doesn’t take long to find a reality show like “The Biggest Loser” or “My Diet Is Better Than Yours” or an ad hawking the latest weight loss program. America has a (big) weight problem, and our youngest are clearly not immune to it. Nearly one in five school-age children in the U.S. suffers from obesity, bringing the overall rate to 18.5 percent in 2017, according to the Centers for Disease Control and Prevention. And while the increase in childhood obesity rates has slowed in recent years, overall growth rates are higher than they were a generation ago and increasing each year. Likewise, the demand for plus-size clothing is swelling—something the childrenswear industry has been addressing, albeit with plenty of room for improvement. While big names like Gap, Old Navy and Justice offer plus-size versions of their clothing, sometimes up to size 24, and J.C. Penney has partnered with Olympic gold medalist Laurie Hernandez to create the Obsess capsule collection designed for all body types, going up to kids’ size 20 and including plus sizes, there’s still a large demand for plus-size clothing not being met by manufacturers and retailers. A study conducted by Mintel in 2016 showed that 34 percent of parents surveyed said there was a poor selection of clothing in their child’s size and 30 percent complain the merchandise lacks variety. In fact, Tammy Naples was so disappointed in the fit of husky options available to her sons that she and her husband started their own company, Husky Fashions. “All of us are searching for that perfect fit,” she says of why she founded the boys’ plus-size company in 2003. “Most of the time, a customer comes to us because they were sizing way up in the waist to fit, and the rest of the garment looks frumpy.”

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The uptick in requests for plus sizes comes from parents who want their child to be comfortable and confident in their clothes. But unlike in adult fashion, when it comes to fit for kids, the focus is less on what is flattering and slimming and more on what is fun and comfortable. Parents and kids also want plenty of options. Roomy dresses and sweatpants no longer cut it. Zulily, for example, offers a range of plussize brands that carry everything from skirts to leggings to tees so children can still feel on par with their friends, according to Carmela Jaime, director of kids’ apparel. “Dresses or skater style skirts, fun cold-shoulder tops and playful hemlines in tunics can allow girls to still feel on-trend, with flexibility in size,” she says. “Additionally, leggings with a little stretch are a go-to for comfort and style, and you can pair or layer with almost anything.” For boys, Jaime says unconstructed and less conforming bottoms are key, so they can be comfortable in the waist size offering. Materials also play a big part in keeping plussize clothing comfortable. Naples looks for fabrics with a soft hand feel. “Our boys are vocal about what they want to wear and how they wanted to dress like their peers,” she says. Gerson & Gerson, makers of Bonnie Jean dresses, is also working on meeting the increasing demand for plus-size versions. Over the last five years, the brand has gone from a handful of plus-size options of its dresses to the category replicating a quarter of its stock and seeing over a 400 percent increase since 2016. “We have definitely seen a higher market request for plus sizing, especially with the internet, as consumers are used to getting products just how they want,” says Jessica Gerson, the company’s director of innovation. One way the company does that, she adds, is by adding a bit of length to its plus-size

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styles for ease of bending and movement. H&M launched a “generous fit” size range online of jeans, shorts and jogging bottoms with elastic waists for children age 8 to 14. The larger styles feature waistlines that are three to seven inches larger than standard sizes. Gap and Old Navy responded with plus departments that add three inches to waist and hips, while Justice launched a plus section that goes up to size 24. Despite more plus-size options being made available, they are not easy to find. “There’s just not enough floor space to dedicate to extended sizes now because space is so competitive,” Gerson says. “But our e-commerce is strong, and we’ve been driving plus sizes that way.” In fact, many retailers, like Gap and Old Navy, only offer their largest sizes online. When it comes to merchandising, some retailers allow customers to choose plus sizes from the size dropdown menu on a garment instead of having a separate plus-size section. Zulily wants its customers to have an inclusive shopping experience, so it provides an expanded assortment, versus segmenting specific styles or size ranges. “This way all customers can have access to product providing freshness in trends and necessary basics, with comprehensive sizes,” Jaime says. “For those retailers that carry plus sizes in their stores, how they do often varies from online offerings. For example, Cookie’s department store, which offers up to size 20.5, showcases its selection in a separate section, according to account manager George Zilberman. “We keep them in different sections for obvious reasons,” Zilberman says. “Price, size and convenience.” When it comes to shopping, retailers should make it as easy as possible to navigate the variety of size options. If a child is a size 20 in a brand that doesn’t carry plus-specific sizing, switching to a label with a plus-size category can induce head scratching. Including detailed sizing charts for each brand or collection alleviates some confusion. For those between sizes, Jaime recommends customers purchasing up—so there’s room to grow—or focusing on less form-fitting styles. When in doubt, encourage potential customers to reach out. Naples regularly has parents sending photos to her staff asking about sizing and fit. “When they’re not sure how to measure, we will walk them through it,” she says, adding that usually they’re coming from another brand where their sizing is drastically different. Whether in store or online, plus-size offerings are sometimes more expensive than regular sizes. (More material equals more cost). Bonnie Jean sees an average $8 increase in its dresses, while Macy’s sees an increase around $4. Despite the scarcity of selection, the difficulty to find it in stores and the higher prices, experts say the plus-size market is an untapped goldmine. If manufacturers make it and retailers stock it, consumers will buy. Gerson is a firm believer in the category’s potential going forward. “A lot of parents are searching for plus-size options,” she says, adding that parents will always look for options that allow their children to feel confident and included. That alone should be the incentive to meet the demand. “Because of plus-size options, a child can wear a pink princess dress they couldn’t find somewhere else,” she says. “We’re giving the ability back to the child, who should not be impeded

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Q&A

Family Ties

MATTHEW GERSON, CEO OF GERSON & GERSON, PROUDLY LEADS HIS FAMILY’S DRESSWEAR LEGACY OF NEARLY 85 YEARS, CONQUERING THE TWISTS AND TURNS OF RETAIL WITH OPTIMISTIC CHARM AS WELL AS A RECENT EXTENSION INTO BOYSWEAR. BY E M I LY B E C K M A N

IT WAS THE summer of ’69. College graduation was approaching, and Matthew Gerson already had a job lined up at Honeywell Electronics in Boston. “Well, at least that was the plan—until Dad called,” Gerson says, recounting his father’s request that he come help with the family business after a health scare. “In those days, there was much less debate between parent and child,” he says. “You simply did what you were told.” Bags already packed, Gerson rerouted to New York, away from his anticipated career in electronics and toward a life of girls’ dress manufacturing. To say it was a career 180 would be an understatement of epic proportions. “Sure, it wasn’t what I had planned,” he says. “But that was then, and I couldn’t be happier where I am now.” Perhaps it was fate that brought Gerson into the family fold, not to mention a little case of history repeating itself. Launched in 1935, Gerson & Gerson was the brainchild of Gerson’s father, Max Gerson, who at first

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struggled to find a job with his engineering degree. Manufacturing girls’ dresses was the farthest thing from his mind too as he embarked on a career. “The jobs he sought were often unavailable due to religious bias,” Gerson says, noting their Jewish heritage. His father ultimately took a job in New York’s Garment District as a cutter and patternmaker, which inspired him to start his own business with help from his brother. “My uncle worked on the finance side while my dad fine-tuned the operational needs,” Gerson says. “Both loved making dresses for their daughters, which is what really sparked the business.” It became apparent that girls’ dresses must run in the Gerson family’s veins. Once the younger Gerson joined the business in 1969, the company soon launched the Bonnie Jean label, and business has since expanded and grown steadily. With its 85th anniversary on the horizon, the company’s portfolio now includes six labels, and it produces about 6

million garments annually. Bonnie Jean remains Gerson & Gerson’s core label, known for its affordable dresses ranging from party to play, while Jessica Ann and Iris & Ivy were introduced in the 2000s to cater more to mid-tier department stores. Iris & Ivy’s collection features higher-end special occasion frocks while Jessica Ann flaunts cheerful play options like sundresses, flouncy skirts and printed rompers. In addition, Blue Gorgeous was introduced recently as an updated formal option for tweens. And for the company’s 80th birthday, it celebrated with the introduction of Raven & Pearl, a line dedicated to providing girls’ blackand-white concert attire. “We’re lovers of the arts here,” Gerson says, noting the staff is full of musicians, artists, actors and, of course, designers. He cites Gerson & Gerson President Barbara Zeins as an example. She got her start as a costume designer for her community theater. Gerson believes artists making garments for budding artists is a symbiotic process that generates not only beautiful dresses but encourages inner beauties of the wearer to come forth. “When a girl has confidence in what she’s wearing, that deep breath before the first note comes a little easier, and that final bow is taken with more certainty,” he says. Gerson & Gerson's first foray in boys’ apparel, in 2016, has followed a similar family-focused path. It starts with the name, Matt’s Scooter, which was inspired by Gerson’s father who was not only passionate about the family business, but also loved horses, specifically breeding and racing Standardbreds. Gerson says his father’s last foal was Matt’s Scooter (named after his son). “Matt’s Scooter went on to become the fastest horse of his time,” Gerson says, noting that he broke the world record for the mile at Keeneland Racecourse in Lexington, KY, in 1988 and, in 1989, was named Harness Horse of the Year. “We’re proud to call our boys’ line Matt’s Scooter as it represents the best from the Gerson family,” he says. The collection spans playwear like polos, cargo shorts, soft trousers and colorful button-downs. Reflecting on the company’s success and longevity, Gerson says he is most proud of the cherished family dynamic, which extends beyond himself and his daughter Jessica, the next generation owner, to include all employees. “We really count our folks as family,” he says. “Whether it’s a designer, salesperson or patternmaker, you have to give them the opportunity to feel success and be recognized for their accomplishments.” The effort goes well-beyond HR basics, he adds. It requires a willingness

to genuinely listen to each employee. “Get to know them, experience their ups and downs— not only on a professional level but personal, too,” Gerson says. Not surprisingly, Gerson & Gerson has largely sustained the same staff for decades. It totals about 150 employees with approximately 70 at its headquarters in New York, 60 at its warehouse in North Carolina and the rest at factory locations worldwide. “A family business is more than just the bottom line—it’s a legacy to earn and provide that extends beyond a business of profit and loss,” Gerson says. How’s business? I see some light at the end of the tunnel. Quite frankly, the last couple of years have been very challenging as a result of retail shifts in our industry. They have been fraught with a good deal of problems. We’ve suffered through some bankruptcies from our retailers which we had strong relationships. Bon-Ton is a prime example, and Sears Canada is another. It’s been an uphill battle, but we’re still fighting hard. You’ve been in the childrenswear business for nearly a half-century. Where does this recent stretch of retail upheaval rank compared to past eras of disruption? Is it as apocalyptic as many say it is? As disruptions go – this certainly makes my top ten list. Primarily because of platforms like Amazon that have impacted our culture and changed customer behavior. I don’t think it is apocalyptic for brick-and-mortar, but change is required to provide new and appealing shopping experiences. Some view radical change as catastrophic, while others view the same events as extraordinary opportunities. Assuming it’s not a train bearing down on you, what are the rays of improvement you are seeing? We’re seeing signs of growth just recently. Retail is coming off a pretty good quarter. Certainly, fourth quarter was very good, first quarter was okay, and we’re hearing second quarter is doing well so far. So this little upturn in terms of sales and comp values is making us feel a bit better about what’s ahead. Where is this upturn coming from? That’s a good question. It’s definitely a combination of factors. Overall, retailers are becoming more aware. They are bringing in better assortments. There’s also a greater sense of pricing strategy. As stores continue to develop, with most of them developing their own e-commerce sites,

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Q&A we’re seeing growth again. But retailers have to offer assortments that aren’t readily available by Amazon. They also have to make the experience of shopping in a brick-and-mortar environment more interesting and fulfilling. How would you recommend upgrading the in-store experience? It should be interactive. It should peak interest. It should provide some experience and a first-hand look—a touch and feel of the product—which I wouldn’t discount either. Once they do that, they can separate out an e-commerce experience from a brick-and-mortar one, which should provide something a little bit more. I’m not one of those folks who believe in the demise of brick-and-mortar institutions. What are you doing to assist your retail partners during this difficult period? It’s important to just do what we say we’re going to do. It’s delivering what is seen in the showroom and delivering it on time—integrity is the cornerstone of our business. And the ability to consistently deliver good quality is the other vital piece. That means establishing a very strong network of vendors throughout the world. We’ve managed to do that in places like China, Sri Lanka, El Salvador and the Philippines. It’s a great network of factories. That extends to mills as well, which

we mostly find in China and South Korea. Young mothers are looking for convenience and affordability. It’s our job to be able to deliver on that while maintaining our high quality standards. How do you ensure quality? Several ways. We’ve done focus groups. We did it on plus size dressing, and we’ve done it on traditional size dressing—it’s been terrific for providing helpful feedback. We also receive tons of feedback on our own site, BonnieJean.com, where customers leave reviews. It’s generally very complimentary. We have a remarkably low return rate on Bonnie Jean’s e-commerce business, somewhere around 10 percent. What’s the sweet spot for girls’ dresses? We start somewhere for social dressing between $60 and $80, but the actual out-the-door pricing tends to be somewhere between $40 and $50—usually closer to $40. What are some notable dresswear trends of late? We are seeing some casual influences. There’s been an upsurge in rompers, for example. However, what has been surprising is the strength of social dressing. We see that as a very vibrant part of any retailer’s product mix. Social dressing is happening on more of a year-round

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basis—not just the holiday season. And since we’re a traditional house for the most part, that’s been helpful to our business. Why the rise in social dressing? There’s nothing I can pinpoint exactly. You would think that as we continually move to a more casual culture it wouldn’t be the case, but this trend seems to be belying that. It may be that there’s a slightly more conservative strain in our culture now than there was a few years ago, and maybe that’s led to a more conservative view about dressing. Social media has also played a role in little girls wanting to mirror what they see in terms of celebrities and social events. It’s why our designers often look toward the ladies’ and juniors’ markets, and then they translate those trends into something meaningful and affordable for girls. In general, are girls seeking more sophisticated looks? Yes, we certainly see a trend toward more >39

What’s on your bookshelf? I read a lot of mystery novels and books on politics.

National Golf Club where the Masters are held. And of course, travel more.

What inspires you? Watching others triumph.

What sound do you love? That’s easy—laughter.

What was your first paying job? The stereos and records department of Jordan Marsh—long before digital music came around!

If you could be any animal… Golden Retriever. They’re such gorgeous, well-loved animals that have an extraordinary connection with people.

What talent would you most like to have? Singing. That would spare my family from the enormous discomfort they suffer now. What does a free afternoon mean to you? Golf, tennis or lots of yard work. What’s tops on your bucket list? Playing a round at the Augusta

What’s the best advice you’ve ever been given? My dad told me a long time ago it’s a lot harder to ask than to give. What’s your favorite hometown memory? The Memorial Day parade in Great Neck, NY. It always signaled the beginning of summer as a kid.

swimwear preview

SPRING/SUMMER 2019

Sunsational Style What’s hot for Spring/Summer ’19 swimwear. B Y E M I LY B E C K M A N

Snapper Rock

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HEN IT COMES to swimwear, children’s designers are presented with the same challenge season after season—adapting the scanty silhouettes seen on adult runways into styles with kid-friendly charm. It’s a balance between sweet and chic. “Children’s swimwear should be fun, but at the same time practical,” says Michelle Smith, creative director and co-founder of the women’s label Milly and its children’s takedown Milly Minis. “Kids are active and always on the move, so it’s important to keep the silhouettes simple and amp up style with the use of trendy details.” Working almost exclusively with fluorescent colors, conversational prints and hints of feminine embellishments like ruffles and eyelet lace, Smith strives for each collection to exude a bold, colorful and playful personality. “I bring the same energy that I design into my women’s cabana into my Minis collections,” she says, noting that this season her focus has shifted off of the two-piece silhouette with more emphasis on one-pieces in both women’s and children’s. “The one-piece used to be synonymous with sporty, but now we’ve designed it in different cuts, which makes it fun for every age and it aligns well the need for more conservative styles in children’s,” Smith says. Karel Wheen, director of Platypus Australia, agrees, affirming fashion can never sacrifice function when it comes to children’s swimsuits. “Children’s collections are always a reflection of adult

fashion but fine-tuned to make them ageappropriate,” she says. “Our challenge is to provide consumers with garments that combat sun-related issues by offering them appropriate amounts of protection.” The brand relies on sun-protective mixand-match stories ensuring a protective sun shirt or sun jacket matches back to its fashionable swimwear. “It begs you to think outside the box and create something intriguing,” Wheen says, noting the explosion of one-pieces (especially long-sleeved) and styles using soft neoprene fabric. She adds that the Spring ’19 collection will include lots of feminine accents like tulle, ruffles and off-the-shoulder silhouettes, as well as high-neck and flounce bikinis and more conservative tankini styles with fashion-forward frills and fringing. Liz Eglinton, founder of Snapper Rock, also looks toward the adult swim market for inspiration, noting that it’s been especially

Ruffle Butts

Platypus Australia

important as the “mini me” trend grows with parents and siblings. For next spring, Snapper Rock introduced new silhouettes for both girls and women, which include one-shoulder bikinis, flounce overlay tops and athleisureinspired looks such as swim leggings and crop rashguard tops and surf shirts. “The collection offers a diverse mix of solid colors for a fashion-forward mix-and-match look,” she says. Think a bouquet of floral prints with pops of neon to add some “beachy fun.” Milly Minis The collection also showcases hints of gold and silver metallic in two new prints, Zebra Crossing and Ocean Star. For older girls, Boho vibes are a focus in addition to sportier styles. As for where the boys are, Eglinton says a collection is not complete without animals, rattling off sharks, crabs, crocodiles, zebras and tigers as must-have motifs in addition to popular colorways of mint, blue and neon coral. Snapper Rock offers dad-and-son matching board shorts, as well. Also upping the ante on boys’ offerings is Amber Schaub, CEO of Ruffle Butts and Rugged Butts. After hearing a demand for more stylish options, the brand is introducing more colors and additional long-sleeve styles, all with UPF 50+ sun protection. “The designs were inspired by the continued trend toward sun-protection,” Schaub says. “By combining longer sleeves and built-in fabric sunprotection along with our playful prints and designs, we are able to achieve a unique combination that doesn’t sacrifice cute styling for protection.” Executives agree that one of the most fundamental rules to designing children’s swimwear is making the young—and often insecure—wearer feel comfortable and confident. “As children start to become more aware of their growing bodies, it can be easy to feel self-conscious,” Smith says. Her goal is to create Milly Minis designs that celebrate all body types and encourage confidence through the use of colors and prints. “It comes down to doing our part to make

TREND WATCH

Let It Sell LOOKING TO SLEIGH holiday sales? While you can’t go wrong with the classics, a unique assortment of seasonal gift items is sure to spice up your everyday selection. Monogrammed necklaces, quirky socks, momentous ornaments and pop-up bedtime stories deliver oh-what-fun for parents looking for stocking stuffers to childhood keepsakes. Plus, don’t forget to secure your spot on the nice list with free gift-wrapping. —Emily Beckman

Magnetic Me one-piece

Chasing Windmills merino wool pajamas

Easy Peasy reindeer purse

Pearhead cookie set

Maple Landmark eco-friendly wooden train

Milestone Baby ornament

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Delton Products tea set

Kickee Pants gingerbread sleepwear

Isabelle Grace personalized necklace

Carterâ&#x20AC;&#x2122;s elf outfits

Oak Street Wholesale DIY light-up canvas

Sock It To Me cat socks

Up With Paper pop-up storybook

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TREND WATCH Bellerose coat Blabla Kids sheep mobile Little Marc Jacobs sweatshirt

Louis Louise jacket Tiny Cottons sneaker

Milk & Biscuits vest

Shoo Pom crib shoe

Counting Sheep WINTER COLLECTIONS ARE coming in all sheeps and sizes. While we may be going out on a lamb here, if a garment is shearling, Sherpa, fleece or pile, it’s probably a good buy. Even sheep motifs offer cozy personality to the season’s outfits and décor. Of course, when it comes to the performance at retail, only time wool tell. —Emily Beckman

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Zadig & Voltaire jacket

Vote Now! Want to congratulate your outstanding brands and resources for a job well done in 2018? Nominate them for an Earnie Award! This is an opportunity to openly nominate your top three brands in each of our categories from June 20 to July 20. Our team will tally them up, and the final nominees will be announced on Aug. 5. You will then have another opportunity to vote from Aug. 5 to Oct. 1 to determine this year’s finalists. Earnie Award winners will be announced on Oct. 5. Hosted by Earnshaw’s magazine, the Earnie Awards honor outstanding brands in the children’s category, as voted upon by retailers. Winning an Earnie Award signifies a valuable mark of recognition from the retail community.

For additional information or sponsorship opportunities please contact Noelle Heffernan, publisher, at noelle.heffernan@9threads.com.

V I S I T E A R N I E AWA R D S .CO M A N D N O M I N AT E YO U R FAVO R I T E S N OW !

Earnie Aw ards

Ivory wears jacket by Iglo+Indi, pleated dress by Jusbe Kid and Kenzo skirt (worn under dress).

Jolie wears Chantilly Place dress, winged backpack by 7 A.M. Enfant and OshKosh B’Gosh sneakers. Opposite page: Ivory wears Andy & Evan sleeveless dress; Jolie wears cap-sleeve dress by Zoë Ltd.

Ivory wears floral dress by Laura Ashley and Body Wrappers pink tutu skirt (worn around neck); Jolie wears Rare Editions sequined striped dress and Body Wrappers blue tutu skirt (worn around neck). 24

Jolie wears Appaman jacket, Pippa & Julie dress, Bruce Field scarf. Opposite page: Ivory wears Kidâ&#x20AC;&#x2122;s Dream dress, Bruce Field scarf.

Jolie wears Ava & Yelly gold sequined dress. Opposite page: Ivory wears Joan Calabrese for Mon Cheri dress and OshKosh Bâ&#x20AC;&#x2122;Gosh high-top sneakers; Jolie wears Karl Lagerfeld Kids jacket, Stella Mâ&#x20AC;&#x2122;Lia dress, pink tutu by Body Wrappers (worn under dress), footless tights by We Love Colors and Florsheim shoes.

Left and right page: Ivory wears Little Marc Jacobs navy and gold dress, ZoĂŤ Ltd feather dress (worn underneath), sneakers by OshKosh Bâ&#x20AC;&#x2122;Gosh. Hair and makeup by Martin Lane Christopher with Becca Cosmetics; production by Paul Philps at KPP; models: Ivory Woolley of Bensimon Models and Jolie Handler of Zuri Model and Talent; styling assistant: Gina Maher. 31

H AU T E TOPICS

DESIGNER CHAT

WHEN ICONIC DESIGNERS Mark Badgley and James Mischka launched their brand 30 years ago, kiddie couture was not on their radar. Fast forward three decades and the dynamic design duo has made successful forays into bridal, eyewear, home décor and, two years ago, girls’ footwear with Synclaire Brands and, coming for Spring ’19, its first-ever dress collection with Pastourelle. The designers, who first met as students at Parsons School of Design and bonded over their shared interest for sartorial elegance, believe the time is now for a similar level of sophistication for little ones. “As the brand expanded and evolved to become more pervasive, children’s fashion

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began making a lot of sense,” Mischka says. “We love how Synclaire captures the DNA of Badgley Mischka with kid-friendly versions of our adult shoes,” Badgley adds, noting tasteful embellishments such as pearls and gems. “Having the opportunity to experiment with more casual silhouettes for little girls has been a lot of fun,” he says, alluding to its chic sneakers in addition to the label’s signature wedges and heels. Mischka is equally optimistic about its license with Pastourelle. “We were just so fond of Pastourelle upon meeting its mother-daughter team, Fran and Julia,” he says. “Fran is so talented at design, and Julia is just amazing at marketing the collection.

Our journey into childrenswear has been nothing but a joy.” —Emily Beckman What’s special about the new dress line? Badgley: Lots of the dresses were influenced by our couture collection—very similar fabrics and colors. In addition, a lot of embellishments—tassels and pompoms—that are still popular in women’s ready-to-wear have been adapted into our girls’ dresses along with a lot of amusing mix-and-match prints. However, the silhouettes are quite classic and timeless, because that’s what our customer admires. The first collection is very signature, special and feminine. The following season we’ll diversify with more day-into-occasion dressing. Overall,

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sophistication is always important—you really can’t underestimate the taste of these little girls. Little ladies who lunch. Badgley: Yes, and I think social media plays a large role. While girls want comfort, they also want to look pretty like their mom and older role models. I also think these moms can get very competitive with each other! Do the dresses complement the footwear? Badgley: The collections are very compatible. From our day shoes working back to our flower girl styles, the palette stays pretty neutral. There’s a lot of metallic—gold, silver, rose gold—that blends back to the dresses easily without being too overwhelming. What’s been your No. 1 inspiration? Mischka: Many of the women in our office have little girls, who often come in and help us with this project. Beyond that, fabrics are the inspiration and often dictate the outcome of the individual dresses.

Any unique challenges to designing sophisticated fashion for girls? Mischka: Well, the fact that we come from a couture background where we are used to making $10,000 gowns—that’s been an adjustment. We can’t forget that there’s a disposability factor with childrenswear. Women invest in special pieces that may remain in their closet for years, but little girls grow out of everything so fast. Our partners have also taught us a lot about children’s fashion compliance—seeing embellishments as choking hazards doesn’t always come to mind when you’re used to designing for women. Any advice for your retail partners trying to survive these challenging times? Mischka: We’ve been in business for 30 years and seen our share of cycles. Remember, this business is cyclical. Whatever is down now will be up again later, pretty much without fail. The other aspect we stress is to never try to be everything to everybody because then

you’re nothing to anybody. Badgley: That goes for designers and retailers. You’ve got to pick your niche and just excel in that area. Any other projects in the pipeline—like children’s furniture perhaps? Mischka: We haven’t really thought about children’s furniture until you just mentioned it. Interesting idea. Badgley: It is! Right now we have dresses and shoes, however we’ve been in talks with our eyewear company about perhaps doing children’s optical. What do you love most about design? Badgley: It’s very gratifying that you constantly get to start over. It’s always amazes me how some product companies come out with a new product every five or 10 years. They work on this one product day-in and day-out, whereas James and I had about 160 different products last year alone with our various collections and licenses. It’s nice when you never have a chance to get bored.

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BEHIND THE SEAMS

Dapper Dudes Leo & Zachary replaces stiff and pricey with playful and affordable across boys’ special occasion wear.

Spring Ahead Vida Brands releases first full collection of B CB Girls . AFTER A SUCCESSFUL pre-launch for fall, Vida Brands is unveiling its first complete collection BCBGirls for Spring ’19. “We always look for brands that resonate with the consumer, and BCBGirls is a beloved label that has a great emotional connection with girls and moms not only in the U.S. but internationally,” says Luis Gonzalez, director of design for the Vida Kids license. “It’s great when you see retailers struggle to put assortments together because there’s just so many shoes they’d love to carry.” Based on four design stories, the spring collection totals more than 30 silhouettes. In the American Kitsch assortment, denim and gingham take center stage, while the Modern Picnic story is all about elegant fabrics and sweet details such as satin, grosgrain and fur accents. For the Historic Bohemiam group, styles feature soft colors and embellishments like daisies and studs, whereas the Summer Paradise designs showcase bright colors and prints mixed with transparencies that include some functional play shoes on neoprene. The designs are meant to appeal to two style archetypes: the sweetheart and the adventurer, according to Gonzalez. “The sweetheart is our princess that needs no crown,” he says, noting that this girl emulates her mom’s ultra-feminine style in classic pieces with playful details and sweet embellishments. “Our adventurer is our fearless girl who sports on-trend dynamic looks that allow freedom of movement while she discovers her world and expresses her passions,” he adds. In maintaining the brand’s DNA at all tiers, Gonzalez says Vida’s efforts must be strategic when it comes to distribution strategy. “We designed and developed two separate lines for distribution levels with the idea to deliver product that makes sense for each,” he says. “We understand their differences and cater to each tier separately in order to please each most effectively.” For the mid-tier line, suggested retail prices will range from $29 to $39 while the premium distribution line will range from $39 to $59. “Every girl will be able to enjoy our BCBGirls collection,” Gonzalez adds. “And our expertise in building kids’ shoes across all our brands ensures the delivery of fashionable styles that never sacrifice kids’ comfort.” —Emily Beckman

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UNLIKE THE GLITZ and glam galore offerings in girls’ fashion, parents seeking dressier options for boys are often faced with a sparse selection in stores. Noticing the frustration with lackluster—and overpriced—dress shirts, former children’s retailer Abe Hamui believed the market was in need of a solution. With the help of his friend, Leo Jacobs, and English designer, Zachary Edwards, the team launched the English-themed boys dresswear label Leo & Zachary in the spring of 2016. Dress shirts were the first order of business, which received positive feedback right out of the gate. The shirts were commended for their diverse selection of materials and textures. That quickly dovetailed into dress pants, blazers, suits and sweaters in sizes 2 to 18. “We aim to mimic classic English styling—nothing too flamboyant like what you see from Italians,” Hamui says, noting an affordable price point has been another key aspect of the company’s success. Most styles retail for under $40. “Some parents have three or four kids and not everybody wants to spend $60 on a dress shirt,” he says. In fact, Hamui reports that some retail partners have teased that Leo & Zachary are practically giving merchandise away. “We want to finally provide top quality for a great price,” he adds. Cultivating a fresh and diversified selection is another key aspect of Leo & Zachary’s success. “In today’s fast-paced market, if you don’t offer something new regularly, you’ll bore your customer,” Hamui says. Part of that involves diversifying the portfolio with the addition of the labels Marcelo D’Liola Barcelona and L&Z Royal. “We didn’t want to saturate the market with just one name,” he says. “There’s not too much of a difference between the collections, but this way stores can carry different labels than a local competitor.” Along those lines, Hamui says selling direct-to-consumer is not in the cards for Leo & Zachary. “Our retailers have enough to compete with,” he says, adding, “If a retailer emails us with a special request, we try to get it out to them ‘Amazon style’ by the next day.” For Holiday, Hamui expects pre-washed cotton cardigans, textured dress pants and blue and black colorways to be strong sellers. “Our materials tend to be light and comfortable—like wool-feel pants that are soft without lining,” he says. Between the three labels, there are approximately 50 styles in shirts alone in a variety of colors, prints and designs. Hamui adds, “When seeing our selection for the first time, buyers often say, ‘I don’t know where to start!’” —E. B.

What’s in ’Stock? Birkenstock updates its spring kids’ line with trendy colorways and mini me adaptations. A NEW GENERATION of Birkenstock customers has been coming into the fold the past several years, fueled by runway models, A-list celebrities and Millennials’ and Gen Z’s desire to seek authentic brands rich in heritage. And at 244 years old, well, you can’t get much more storied than Birkenstock. Of course, the macro shift to casual dressing has also worked in the brand’s favor, as its sandals are one of the few non-sneaker styles that goes well with athleisure wear. “You’ll find us worn by young kids to tweens to adults,” says Jaqueline Van Dine, vice president of merchandising, adding that Birkenstock’s DNA naturally lends itself to the children’s market. Synonymous with comfort and versatility, Birkenstock’s classic contoured cork footbed sandals, clogs and sneakers all provide ample flexibility and support for

developing feet. “But that’s not to say style is sacrificed,” Van Dine adds. For Spring ’19, Birkenstock is releasing new playful prints, including a silver and pink hologram treatment and a cool camouflage made up of a dinosaur motif. The brand is also eager to introduce a takedown of its bestselling copper-metallic Arizona sandal, which Van Dine says is in step with the “mommy and me” fashion movement. “We’ve seen a desire from kids to look like older siblings and even their parents who wear Birkenstock,” she says, noting she expects kids’ adaptations of adult styles to be a growing category again next year. “Our retail partners are excited to add new items to their growing Birkenstock kids’ business, especially with the takedowns of our most popular adult products,” she adds. The suggested retail price range for the line is $29.95 to $79.95. —E. B.

Crinkle, Crinkle, Little One Baby Paper offers a colorful tactile experience for on-the-go parenting. MENTIONED BY CNN as a top choice for traveling with an infant, Baby Paper has become a go-to accessory for colorful gift basket add-ons to Mom’s diaper bag essentials. It all started when momtrepreneur Sari Wiaz decided to replicate the satisfying crinkle of restaurant napkins she used to occupy her children—but without the mess. “After one particularly long lunch and many shredded napkins, I came up with the idea for Baby Paper,” Wiaz says, explaining how she began sewing washable fabric squares with a friend that offered a similar tactile experience. But it was soon obvious this wasn’t a sustainable business model. “We needed product liability insurance and testing, not to mention the sewing was labor-intensive,” she says, adding that she first explored manufacturing overseas but the minimums were too high for a startup. So Baby Paper was put on the back burner for a few months until Wiaz, who owned an ad specialty business, struck up a conversation with a plush manufacturer at a trade show. The exec offered a reasonable $500 minimum for her first order. “I took his card and never told anyone,” she says,

until her husband gave her $500 to buy herself something for the holidays. “That’s when I pulled out the card and bought myself the first Baby Paper shipment.” Business on a creative budget has progressed since. Wiaz hired her first sales rep in Chicago

by bartering for imprinted goods the showroom needed for an event. “Buyers would come in and be instantly drawn to playing with our product,” she says. The product was displayed enticingly in a basket in the middle of the showroom’s table. Now available in 18 playful prints with three organic styles, new crinkle books and large paper styles for special needs, Baby Paper is launching seven new patterns this month along with two Crinkle Cuddlers (a lamb and a dog with Baby Paper bodies). The company is also in talks with the NFL on licensed designs (with other possible MLB and NCAA partnerships). In the meantime, Baby Paper can be found in approximately 800 retailers nationwide, as well as several international accounts. With her retail partners as top priority, Wiaz says she’ll never sell direct-to-consumer to avoid competing with her accounts. “We don’t ship to any Amazon fulfillment centers to level the playing field,” she says, adding, “Stores are our neighbors, helping our communities in ways that benefit all of us. We need to support them in the best ways we can.” —E.B.

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SOUNDING OFF and new customers who come in for these events, but the best part is they often come back again. That’s the key! I don’t always care how many people buy during an event— it’s about the ability to create loyal customers.” —DEBORAH DAMIAN, OWNER

ABOVE AND BEYOND How some boutique owners are enticing customers with add-on experiences and special sales to boost traffic and bottom lines.

GOODNIGHT MOON Minneapolis, MN

“We’ve held communion and bridal trunk shows, which are very popular. I believe that’s because it’s a category people have a hard time finding. We’ve also done events including Sip & See, Girls’ Night Out, book events and our Crazy Days sale. We always see an increase in sales

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Nurture Baby & Child Indianapolis, IN

“We used to do more events like infant massage classes and children’s gallery exhibits, but it was always tough to get customers to stick around and shop. Despite the large

Halloween event on our street each year that draws a huge crowd, the event that gets the best turnout is when we bring in a portrait artist . Parents tend to

shop while waiting for the artist to finish.” —ASHLEY MARTZ, OWNER

CITY SPROUTS St. Louis, MO

“Once or twice a year, we have a silhouette artist come into the store. We have appointments booked months in advance, and it usually pulls in a lot of new and current customers. We’ve also hosted shopping fundraisers where we’ll donate a percentage of sales to different charities. However, our birthday celebration is our biggest event wherever we have a major sale, treats and raffles.” —MOLLY CURLEE, OWNER

Bowinkles Sylvania, OH

“We’ve hosted a million events over the years, but customer appreciation night always gets the best results. We always give something big away, as well as offer discounts, food and drinks. We also hold meet-andgreets with popular characters, with Elsa from Frozen being our most popular of late. Each event always draws a crowd, and our sales increased about 20 percent because of them.” —STEPHANIE PILGRIM, OWNER

LITTLE MONSTERS Milwaukee, WI

“There is a public school across the street from the store, and every year I host a day dedicated for giving back to them. I donate

15 percent of the sales from that day to the school. Many parents from the school who can’t afford us the rest of the year will come for that event. I make sure it happens during the holidays, so customers can buy for their kids’ stockings. If I had a bigger staff, I would hold more events.” —ANDIE ZACHER, OWNER

Sydney B. Children’s Boutique Mequon, WI

“Events bring in a lot of business—about 50 percent more! We do a holiday shop that starts in October and ends on Christmas. The local

schools bring in traffic. We send out coupons for customers so whether they buy anything or not, it gets them into the store.” —FAY T., SALES ASSOCIATE

TERRA Jackson, WY

“Because we are a resort town, our foot traffic is pretty solid so we don’t hold too many events. We’ll do cocktail events in the evening, and we run consistent sales three to four times a year. The trick is getting the locals to stop in

because it’s a such small town.” —DANA SANDERS, OWNER

Whippersnappers Brattleboro, VT

“We’ve done cloth diaper workshops and babywearing classes in the past. The portrait photographer we hire has been the best. We tend to bring her in on Sundays when our foot traffic is typically slower. She is always fully booked, and parents will buy matching outfits for their kids specifically for the portrait. Parents also tool around the store while they wait, which bumps sales.” —AMY NELSON, OWNER

T 410.280.2364

E sales@snapperrock.com

WWW.SNAPPERROCK.COM

HERE WE GROW Barboursville, WV

“Recently, we hosted an outdoor carnival with bouncy houses, cake, cupcakes and a magician. Everything was free, and every family got a coupon to encourage them to come in and purchase items. We also send employees to daycares and preschools to give out brochures and coupons.” ryday organ eve ic

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—DARLA MAYNARD, MANAGER

zoocchini.com | sales@zoocchini.com | 1.855.792.6466

W H A T ’S S E L L I N G

on Amazon. Along those lines, we’ve just updated our website and added a shoppable Instagram page. We want to serve all possible customers. My daughter, for example, is in fashion public relations in Los Angeles and her friends often contact me for baby gifts. While I’m all about the sale happening in my store, it’s important to reach people who like to shop online. People come here from other parts of the country and are smitten with us, but once they leave we lose potential future sales. How do you entice customers to shop on Instagram? We’ve invested in a photographer who gets our aesthetic. When you shop in a department store, everything is shoved on a rack with messy tags hanging off. We take a lot of time in presentation by fluffing and steaming items, and that spills into our presentation on Instagram. Who is your core customer? Predominantly parents who have just found out they’re pregnant. Many even come straight from the doctor. We also see lots of first-time moms who come with aunts, mother-inlaws and grandmothers. They don’t want to go to big box stores or shop online. They come here for the experience because we’re a lifestyle. What are your best-selling apparel brands? Kickee Pants and Magnetic Me sells best, but we also do well with Plum NYC and Catimini. Tocoto Vintage is a popular label, and more recently I’ve added Livie & Luca, Freshly Picked, Pink Chicken and Lil’ Lemons. We also just picked up Ciao Bella Littles and Little Bohemian.

Lauren Alexandra Kansas City, MO

USING HER CURIOSITY for retail with a passion for parenthood, Pamela DiCapo opened the doors of Lauren Alexandra in 1994, naming the children’s boutique after her daughters. Nestled in Kansas City’s historic Brookside Shops, Lauren Alexandra started as a boutique for nursery and kids’ room décor. But as DiCapo’s experience as a mother grew, so did the store’s selection of childrenswear. Nearly 25 years later, DiCapo, now a grandmother, has added jewelry designer and online retailer to her resumé. She remains driven to service her customers however they prefer to shop and wherever they reside. “Our customers are as loyal as the day is long,” DiCapo says, noting that the boutique is the city’s go-to for baby shower gifts. Like any retailer worth their salt, she takes pride in knowing exactly what her customers need—often before they know it. DiCapo has fostered an intimate family-run experience that reflects the relaxed and social atmosphere of the shopping complex. The 840-square-foot space stocks everything from Catimini and Luna Luna dresses to Kickee Pants swaddles and Freshly Picked diaper bags. “From our inventory to our service, Lauren Alexandra is very ‘ooh-ahh’ driven,” she says. Think themed gifts, pre-made baskets and wrapping services for items ranging from a $5 shirt up to a $500 teepee. “Sure, there are other avenues to sell, but nothing beats opening our door and walking over that threshold,” DiCapo says. —Aleda Johnson How’s business? Good. We have such a loyal clientele from being here so long. But there are challenges, especially of late. You have to be driven to have a physical store in today’s world because you can buy everything

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How about accessories? We have hair accessories out the wazoo. Baby Bling is the best-selling line in the whole store. The bows are stretchy, and the brand is always doing new designs and prints moms love. Maileg’s plush toys are a personal favorite. They have the most beautiful dainty bunnies and mice decked out in princess dresses. We’re also working with a local baker who launched a jewelry line that we sold out on the first order. Anything special for moms? I just designed a funky jewelry line, The Penelope Grey Collection, named after my first grandchild. We didn’t have anything for moms with pizazz, so I incorporated diamonds and charms in our jewelry that make great gifts. It’s for moms who don’t want what other moms have. So far it’s been very well-received. What’s on your radar? I wish there were more tiny newborn sizes. People are looking for amazing bring-me-home outfits, and they’re hard to find because nothing really fits a newborn. We’re also the go-to store for photo op outfits like bloomers and dresses, so I’m always on the hunt for beautiful baby outfits. But it’s harder to find fresh, unique lines. I actually found a few new designers on Instagram, like Five/Eleven. Any buying taboos? Babies and children are fussy and have sensitive skin, so we don’t sell anything stiff like tulle tutus. Luna Luna is my favorite line for that reason. She sells the most exquisite dresses and bloomers, and her fabrics are so soft. Where do you envision Lauren Alexandra in five years? I hope we’ve established a thriving website and social media presence and we’re selling nationwide. I admire ladies who start businesses in their homes and only sell online. You can wrap packages in your pajamas. A store takes a lot of physical effort to run every day. However, the satisfaction of greeting a customer in person will always win over an email exchange.

Q&A continued from page 13

sophistication in social dressing. For example, we’re seeing more interest in full-length garments that are well-adorned, well-trimmed—what we would call ball gowns. That’s definitely been a trend. Any other must-have trends for Holiday? Traditional is still at the core of holiday dressing, which is something we’ve always done well. Walk-through dresses are also still relevant for girls, and there’s an awful lot of trim in terms of jewelry—pearls, stones, you name it. What about looking ahead to Spring ’19? Rompers will still be big, as well as walk-throughs. You’ll also see a lot of linen in our mix. What’s next for Gerson & Gerson? Nothing in terms of new lines, however we’ve been very intrigued by the rise of fast fashion. To accomplish that, we’d need some sort of facility here, either our own or partnering with someone. It must be located in this hemisphere and, hopefully, in this country. We have plans to expand possibly in that area, but to do that you need technology to overcome the high price of labor here in the United States. We’re still in the research phase, contacting vendors who are somewhat engaged in the process, both from the point of view of fabric as well as technology in terms of sewing and automation.

“ANYTHING THAT

CONTRIBUTES TO THE WELL-BEING OF

OUR EMPLOYEES IS

What are the potential advantages for Gerson & Gerson to add a fast fashion component? How would it complement the existing portfolio as well as benefit your retailers? Making decisions on fashion as close to market as possible should provide a much greater chance for success and reduce risk. So along with our traditional offerings, we can swiftly add updated looks to our mix. Retailers benefit from a more current fashion assortment and the opportunity to replenish bestsellers in season.

THE MOST

REWARDING ASPECT OF MY JOB.”

What do you love most about your job? The interactions with our staff. Folks have been with us for 10, 15, 20 and even 30 years. They’re not just employees—there’s a sense of an extended family here. Anything that contributes to the well-being of our employees is the most rewarding aspect

INTRODUCING

EARNSHAW’S CREATIVE From seasonal catalogs to impactful ads, our team provides quality design, photography and branding.

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www.earnshawscreative.com Contact Noelle Heffernan for details and rates. Noelle.Heffernan@9threads.com | 646-216-0056

FINAL CUT

Who’s That Girl? Meet this Manhattan 10-year-old whose mix of moxie, maturity and simple style makes her a trendsetter. By Emily Beckman RESIDING IN LOWER Manhattan with her mother Zoe Adlersberg, contributing photographer for Earnshaw’s, 10-year-old Uma is beyond her years when it comes to adventure and style. Often jetting between her mother’s residence in New York and her father’s in Paris, Uma is an expert on traveling light yet ready for anything. “I go on camping trips with my dad each year, and every summer my mom and I go on an adventure,” she says, citing past destinations like Spanish beaches, Bali and their upcoming trip to Ibiza. Her secret to fashion on the go? “Dress comfortably and be confident,” Uma says.

mom lets me wear one. I love espadrille wedges. I also like printed slip-ons because they’re just so easy to, you know, slip on.

How would you describe your personal style? Simple. I’m not the type of girl to wear a big, glitzy emoji backpack. You’re more likely to find me in a simple striped shirt and comfortable jeans. I’m such a jeans person.

Do the ethics of brands and stores matter? Absolutely. We have a store nearby our home in New York called Otherwild. They are LGBT-friendly and not afraid to be different. I find that very inspiring. I also admire brands that are fair-trade, donate to charities and make empowering their customers a priority.

What’s your favorite color to wear? Gold, but it has to be used modestly. I love a black leather jacket with a lightening bolt or gold cuffs. When it’s all-over gold, it’s not tasteful. I also like pairing gold with army green. Would you rather shop online or in-store? I never shop online. There are so many videos of online shopping fails—I just don’t trust it.

Is being able to customize your clothes and accessories important? Definitely! I love finding ways to be original—especially because I have to wear a uniform to school, so it’s harder to express myself. Do you add personal touches to your school uniform? I love trying unique hairstyles and sometimes will even dye my hair. When not at school, what’s your favorite clothing brand? I usually care more about the look than the label. I like when things aren’t too expensive. However, when it comes to designer, I do like the tailored simplicity of Zadig & Voltaire. How about shoes? I love running sneakers, but my favorite shoe is a wedge when my

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FA S T FAV O R I T E S Movie? The Pink Panther with Steve Martin and Life of the Party with Melissa McCarthy. Celebrities? Jack Black, Melissa McCarthy and Kristen Wigg. TV Show? The Great British Baking Show School Subjects? Math and science. Sports? Volleyball and track. Music? Creating my own pieces on violin and guitar. Social media? None, I’m not allowed on it. Book? Anything to do with Greek mythology. Holiday? Christmas and Hanukkah

Have you noticed more brands empowering young girls? Yes! It’s great because with everything going on in the world, it’s important that girls feel confident. Some of my friends at school think it’s cool to say they’re not good at things or that they can’t like certain things, but they should just feel comfortable being themselves. I find that if you have self-confidence (without bragging), it automatically makes you a stronger person. What’s your biggest fear? If there was no more hope. If anyone said, I just want to give up. That’s my biggest fear. What’s your No. 1 goal? To help make the world a better place. When I grow up I want to do something to help the environment. I love traveling, exploring new areas and discovering new things. Another option could be mental health by becoming a psychologist. So we’ll see!

P H OTO G R A P H Y BY ZO E A D L E R S B E R G

What style of jeans? Oh, jean shorts, pants—I love them all. I especially love customizing them like cuffing the bottoms or buying iron-on patches and really making them special.

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