INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW • JUNE 2011 $5.00
BON BÉBÉ BRANCHES OUT • CONQUERING FACEBOOK COMMERCE • IN-STORE CLASSES EARN TOP MARKS
LICENSING RULES: SUPERHERO STYLE AND BOYS’ RETRO LOOKS STAGE A COMEBACK
JULY 31- AUGUST 2.2011
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P I E R 9 4 . 1 2 T H AV E N U E @ 5 5 T H S T R E E T . R E TA I L E R R E G I S T R AT I O N : E N K R E G I S T R AT I O N S . C O M T. 2 1 2 . 7 5 9 . 8 0 5 5 F. 2 1 2 . 7 5 8 . 3 4 0 3 C H I L D R E N S C L U B @ E N K S H O W S . C O M E N K S H O W S . C O M / C H I L D R E N S C L U B
“One of the best selling kids’ sport socks I have on my floor.” ~ Toni Cohn / Lester’s, NYC
TOP BRANDS IN MOTION. Learn the many reasons why these products are the perfect catch at UnitedLegwearInMotion.com
48 West 38th Street, 3rd Floor, NYC 10018 t TEL: 212.391.4143 t www.UnitedLegwear.com
Noelle Heffernan Publisher Jennifer Cattaui Editor in Chief Nancy Campbell Creative Director EDITORIAL Angela Velasquez Audrey Goodson Meagan Walker Associate Editors Melissa D’Agnese Editorial Intern CREATIVE Trevett McCandliss Art Director Tim Jones Senior Designer Jessica Ziccardi Art Assistant
JUNE 2011 32 FEATURES 24 Good Baby, Good Business Bon Bébé Creative Director Jim McPherson dishes on the company's savvy decision to partner with expert licensees.
CONTRIBUTORS Michel Onofrio Style Director ADVERTISING Sarah Sutphin Advertising Manager Alex Marinacci Account Executive Patrick Thomas Sales Representative, Canada Caroline Diaco Special Accounts Manager Jennifer Craig Special Accounts Manager Maureen Johan Classified Sales
26 Shopping Goes Social Facebook is the new frontier for children's brands looking to expand online.
ADMINISTRATION Laurie Guptill Production Manager Melanie Prescott Circulation Manager Julie Gibson Webmaster
30 Lived and Loved Boys' fall fashion nods to nostalgia with offbeat retro licenses and soft, vintage fabrics.
CONTACT INFO Sales/Editorial Offices 36 Cooper Square, 4th floor New York, NY 10003 Tel: (646) 278-1550 Fax: (646) 278-1553 editorialrequests@ 9threads.com
FASHION 32 We Can Be Heroes Crowns, capes and kids' licensed apparel combine for super style.
Circulation Office 21 Highland Circle Needham, MA 02494 Tel: (800) 964-5150 Fax: (781) 453-9389 firstname.lastname@example.org CORPORATE 9Threads 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 Xen Zapis, Chairman Lee Zapis, President Rich Bongorno, CFO
Above: (on him) Dx-Xtreme Superman T-shirt; DKNY button-down by Parigi; Tartine et Chocolat jacket; Appaman corduroy jeans; Aigle boots; (on her) Kenzo jacket by Groupe Zannier; Chaser Nirvana tee; Tutu Couture skirt; Tic Tac Toe tights. On the cover: Knitwits Bert hat; Rowdy Sprout AC/DC T-shirt; Trunk Ltd. T-shirt (underneath); Appaman green puffer coat. Photography by Thomas Skiffington for S Management.
6 Talking Points 8 Fresh Finds 11 Hot Properties
12 Nine Things 14 On Trend 18 Spotlight 22 On the Block 48 Remix
IN EVERY ISSUE 4 Editor’s Letter 44 Calendar
CORRECTION: AN ARTICLE IN THE APRIL/MAY ISSUE TITLED "BLOCK AMBITION" INCORRECTLY REFERRED TO INA INTERNATIONAL AS THE LICENSEE OF LEGO BRAND. THE LEGO BRAND IS LICENSED BY SG FOOTWEAR, A DIVISION OF SG COMPANIES. INA INTERNATIONAL, A DIVISION OF THE FORZANI GROUP, IS THE DISTRIBUTOR IN NORTH AMERICA FOR THE SPORTING GOODS CHANNEL. ON P.48 OF THE APRIL/MAY ISSUE OF EARNSHAW'S, THE CHILD'S MOTHER'S SHOWROOM WAS REFERRED TO AS THREAD SHOWROOM, WHEN IT SHOULD HAVE BEEN ENEKO NY SHOWROOM. EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 95 Issue 5. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. 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.
J U N E 2 0 1 1 • E A R N S H AW S . C O M 3
The maximum number of parts per million (ppm) total weight of the toxic metal cadmium that would be allowed in children’s Cadmium jewelry, according to a standard 112.41 proposed by the Subcommittee on Children’s Jewelry of the American Society for Testing and Materials (ASTM), which includes representatives from the Consumer Product Safety Commission (CPSC), consumer safety organizations and testing labs. If cadmium content tests above the 300 ppm screening level, jewelry samples will undergo a second round of testing to determine how much cadmium might leach out if the jewelry is swallowed, or a saline test, which simulates what would occur if a child mouths or sucks on the jewelry. The Manufacturing Jewelers and Suppliers of America endorsed the proposed limit.
ITALIAN STALLION 6 E A R N S H AW S . C O M • J U N E 2 0 1 1
PHOTOS BY LORENZO CINIGLIO
The Future of Fashion 2011 graduates’ collection fashion show took place at the Fashion Institute of Technology in May. The childrenswear Critic Award Winner, Jinsol Kim, showed a gold chiffon dress with beige wool jacket, and Cotton Incorporated Award Winner, Eun Mi Sohn, bowed a whimsical pink and frilly bubble gown (left). Womenswear and intimate apparel collections were also presented during the show, for a crowd that included Calvin Klein, Carolina Herrara and Norma Kamali.
E-Pitti, the digital platform that will host the Pitti Bimbo trade show, officially launches in June. Digitizing the men’s, women’s and children’s shows, E-Pitti will be invaluable to buyers around the world. The site will exhibit garments of participating vendors and extend the experience of the fair with video and photography. In order to populate the site with content, FieraDigitale, a new company controlled by Pitti Immagine, will gather information from more than 1,600 brands at the Pitti shows. Francesco Bottigliero, CEO of FieraDigitale, says he expects the team will take more than
75,000 photos and produce around 2,000 videos, over the course of the shows. Certified buyers will be able to use the E-Pitti showroom to negotiate and execute purchases. CEO of Pitti Immagine, Raffaello Napoleone, notes the complexity of this undertaking, which was embarked upon more than a year ago. Pitti Bimbo attracts nearly 11,000 people to their 47,000 square meters of floor space. The next show takes place June 23 to 25, after which comprehensive content on participating brands will be available on the E-Pitti platform. Visit www.pittiimmagine.com.
PHOTO COPYRIGHT DAN LECCA
A team of industry experts judged the final collections of graduating Parsons New School of Design students focused in childrenswear at their Senior Thesis Review. Designers with top marks were asked to show key looks at the school’s annual runway show. The winning designer, Serena Chang, presented a sporty boys’ collection featuring high-tech fabrics. Chang incorporated silver and fluorescent green into the color palette, ensuring that children will always be visible. Many of the garments were reversible, adding to practicality. Runners-up included Karen Han and Jessica Klinger.
Next Round’s On Us! Come join Earnshaw’s for snacks and spirits during the summer shows: Playtime NYC Cocktail Hour, 5:30 p.m., July 30; NYIGF Baby & Child Afternoon Snack Break, 2-4 p.m., August 13-17; KIDShow L as Vegas Cocktail Hour, 4 p.m., August 22.
The Consumer Product Safety Improvement Act (CPSIA), passed in 2008 to implement safety standards for children’s products, may face revisions to its children’s-product-testing and lead-limit requirements, as part of efforts in the House of Representatives to reduce the regulatory burdens on manufacturers. The House Subcommittee on Commerce, Manufacturing, and Trade marked up legislation in May that would postpone the mandatory step down in lead content (from 0.03 to 0.01 percent for children’s products) to August 2012. The legislation also would revise the 0.01-percent lead standard to apply to products for children six and under, rather than 12 and under as in the original legislation. However, the Consumer Product Safety Commission may apply the stricter lead limit if it determines that it’s necessary to protect the health of children 12 and under. The draft legislation also provides a lead content exception for products or component parts that serve a functional purpose (e.g., ATVs). In addition, the proposed legislation permits the sell-through of existing, legally-compliant inventory after the lowered lead limits take effect. If the revisions aren’t implemented, proponents warn, millions of children’s products will have to be pulled from retailers’ shelves. “While the CPSIA has many virtues, there are some unintended consequences of the law as well. Our common sense reforms will help to make a good law even better, saving thousands of American jobs in the process and providing our children with the important protections they need,” said Subcommittee Chairman Mary Bono Mack (R-CA). “This was a careful balancing act, but even the Consumer Product Safety Commission has recognized the problems with the CPSIA and requested greater flexibility in implementing the new law.”
J U N E 2 0 1 1 • E A R N S H AW S . C O M 7
Zen-inspired style meets laid-back California cool with the launch of Kai Bean, a boys’ collection of soft, garment dyed cottons, striped thermal waffle knits and combed ring spun jersey fabrics. Available in sizes 6 months to 12 years, the collection wholesales for $12 to $24. Visit www. kaibean.com.
Loads of playful layers, ruffles, pleating and puff sleeves distinguish Pixie Girl’s comfortable new collection for girls from 12 months to 10 years. Crafted in the U.S.A. using eco-friendly fabrics, including modal, the fall collection includes dresses, skirts, pants, leggings, tops and boleros and wholesales for $17 to $39. Gray and black lay the foundation for rich purples, poppy pink, lime green and teal. Visit www.pixie-girl.com.
Vancouver-based Little Bambino bows a line of children’s basics, including the brand’s signature back-zip sweater designed to make dressing and undressing an infant a cinch. Made of eco-friendly bamboo and organic cotton fabrics and featuring modern, Asian-inspired prints, the collection of pants, bodysuits and sweaters wholesale for $7 to $24.95, and is available in sizes 0 to 18 months. Visit www. littlebambino.ca.
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So La Vita introduces a line of special occasion dresses in a wide range of stylish silhouettes and fabrics, from classic seersucker and eyelet prints to corduroy and cotton knits featuring playful details like zebras, ladybugs and Scottie dogs. Available in sizes 0 months to 6x, the collection also includes jewel-toned holiday gowns with a touch of sparkle. Wholesale prices range from $7.50 to $16.50. E-mail email@example.com.
For a handcrafted look at an affordable price, Jelly the Pug now offers its line of whimsical dresses for girls’ sizes 12 months to 6X to the wholesale market. Created using 100-percent mercerized cotton and bold, contrasting patterns— from oversized florals and polkadots to playful woodland scenes—the brightly hued dresses wholesale for $17 to $25. Visit www.jellythepug.com.
Looking to expand stateside beyond its Big Apple flagship, Japanese brand Bit’z Kids introduces its bright, eye-catching designs to the U.S. wholesale market for Fall ’11. Focusing primarily on boys’ sizes 12 months to 8 years, the collection includes the brand’s signature elastic waist pants, as well as jackets, vests and tees sporting everything from hot rods to dinosaurs. Wholesale prices range from $13 to $25. Visit www.bitzkidsnyc.com.
Messy kids will love Uh-Oh Industries’ line of funky graphic tees and one-pieces, designed to look like stains from favorite foods—including ice cream drips, cereal spills, spaghetti splats and cheesy finger prints. Available in sizes 3 months to 5T, the 100-percent cotton collection comes in a range of bright and basic colors, from fuchsia to light blue, and wholesales for $10. Visit www.uhohindustries.com.
Children’s brand Maamam bows Aacua, an innovative 4-in-1 bath towel. Designed as an apron to keep mom splash-free while bathing baby, it easily converts into a towel and then a babywrap, for keeping tots toasty post-bath, or a bathwrap for toddlers. Made out of absorbent, 100-percent cotton terry, each towel wholesales for $21. Visit www.maamam.com.
Designed in Florence, Italy and manufactured in Los Angeles, Mor’baby merges high-end European design with the West Coast’s taste for simplicity in its collection for babies ages 3 to 24 months. Made of luxuriously soft fabrics, including cashmere, French terry, jersey, supima and baby fleece, the fall collection features everything from jersey-lined stretch jeggings to cashmere shawl-neck coveralls, in a muted color palette of sage, beige, gray, pink, ivory and navy. Wholesale prices range from $24 to $145. Visit www.morganmusina.com.
Inspired by the bold, bright colors of India, Mirasa— meaning “heritage” in Hindi—introduces a handmade, eco-friendly collection of soft toys, pillows, one-pieces, accessories and a play mat that converts to a wall hanging. Wholesale prices range from $7 to $65. Visit www. mirasadesign.com.
Ava Lane combines timeless silhouettes with Liberty of London floral prints for a classic, comfortable collection of dresses and blouses for girls sizes 2T to 6. Dedicated to using eco-friendly fabrics, the collection, which wholesales for $32 to $55, also includes a skirt and bellbottoms made of a hemp-organic cotton blend. Visit www.avalanebaby.com.
10 EARNSHAWS.COM • JUNE 2011
Spanish brand Paz Rodríguez brings its fashionable take on traditional children’s wear to the U.S., in sizes 0 to 36 months for boys and girls. High-quality fabrics, including superfine merino wool and 100-percent organic cotton, combined with lively patterns and sophisticated details, are used to create the collection’s classic one-pieces, layettes, sweaters, dresses, tops and bottoms. Wholesale prices range from $40 to $130. E-mail firstname.lastname@example.org.
hot properties HIP Brands Lands Psyclops The third party licensing banner held within the Jim Henson Company, HIP Brands, recently nabbed global licensing rights to Psyclops, the multi-media product for tweens and teens. Soon fans will be able to interact with Psyclops in new ways, through apparel, home furnishings, gifts, electronics and more. First introduced in 2009, Psyclops debuted as a mobile application that permits users to create animations and music videos that sync up to their iPods. Since then, product developer Joy Kovaleski and creative director Jeff Muncy leveraged the rabid popularity of the app to grow into an interactive web-based music and dance community. For wholesale information, contact email@example.com.
Red rover, red rover, come on over.
Marvel and FDNY Join Forces Real-life and fictional heroes collide as Marvel Entertainment and NYC & Company collaborate to create a co-branded apparel and accessories line. The collection, inspired by New York City firefighters and kids’ favorite Marvel superheroes, features an array of T-shirts for children, juniors, men and women that change color in sunlight. Characters like Spider-Man, Captain America, Iron Man, Hulk and Thor are front and center on the tees. T-shirts are made by JEM, hats and bags by Bioworld and accessories by Silver Buffalo. A significant amount of the proceeds will go to the New York City Police Foundation. The initial product line is available at Toys ‘R’ Us in Times Square, and Marvel hopes to expand the program nationwide. For wholesale information, contact firstname.lastname@example.org.
Make your travel plans now to attend. KidsWorld-Dallas Apparel & Accessories Market June 23-26, 2011
What to Expect at the Licensing International Expo
Dallas Apparel & Accessories Market August 11-14, 2011
The Licensing International Expo kicks off June 14 at the Mandalay Bay Convention Center in Las Vegas, featuring three jam-packed days of talks, networking and learning. For more than 30 years, the event has given brands, retailers and manufacturers a platform to talk about licensing—what’s now and what’s next. This year, 400 exhibitors representing more than 5,000 brands will cover the showroom floor. Mattel and JEM Sportswear will unveil new Monster High tween merchandise at the Expo.
dallasmarketcenter.com | 800.DAL.MKTS
A Virginia mom spins her fabric collection into a fresh take on licensed apparel. JULIE BARGER THRIVES on threads. She started her company, Morfs Brand, more than a decade ago with her extensive fabric collection. What began as a means to patch up her daughters’ jeans transformed into an idea to elevate the look of children’s licensed apparel. Rather than copying a basic licensed image straight onto a plain cotton tee, Barger styles her wares with silk dupioni, crushed velvet, tweed, plaid and even socks—resulting in a unique handmade look. The images, like Cookie Monster, the Count and the classic sock monkey, come together on 100-percent soft cotton tees. Barger will release her Hello Kitty line this coming season, starting with four designs mid-summer, followed by more styles for the holiday season. Paring down is the last thing Barger is interested in when it comes to her designs. A large appliqué on the front
Wholesale: $19-$26 Sizing: 3-6 months to size 6
18 EARNSHAWS.COM • JUNE 2011
of every T-shirt is complemented by additional detailing on the back. For example, the reverse of the Cookie Monster style reads “C is for Cookie” while the flipside of the sock monkey tee is accented with a bright yellow banana peel. The brand’s twofer sleeves are crafted using remnants of athletic socks, a detail Barger has protected by copyright. She says the idea came about when she started making sock monkey shirts and kept tossing away sock after sock. “What a waste,” she thought, before deciding to put the tubes to use. For nearly 10 years, Barger has been a one-woman show—designing, selling, manufacturing and shipping from the town of Lynchburg in central Virginia. But after inking a deal with Sesame Street, Barger realized she needed help and partnered with Trinity Products, a licensed apparel company out of San Marcos, CA, to manufacture and ship the tees. The designer met Margaret Pepe, the vice president of licensing for soft goods at Sesame Street, at ENK back when Morfs’ staple was the sock monkey tee. “Julie is so creative,” Pepe says, “I wanted to see how she would interpret Sesame Street.” Barger accepted the challenge. “She blew everyone away. Right out of the gate, we got the product in Barney’s Holiday Catalog,” Pepe says. Pepe doesn’t see Barger slowing down anytime soon. “She always comes back with something more amazing,” she attests. “If you walk any show that she’s at, there’s nothing else like what she’s doing.” –Meagan Walker
Wholesale pricing: $16-$47 Sizing: 2-14, even sizing only
Surfer Sweats Bold, soft loungewear from Aviator Nation makes a splash in children’s apparel. A SELF-PROCLAIMED “girl of hobbies,” Paige Mycoskie purchased a sewing machine on a whim five years ago, and began feverishly making tees and sweats for her new surfer-chic line, Aviator Nation. “I became super passionate about all the details and creating new pieces,” she says. “I remember staying up all night sewing for no other reason but that I loved it.” The entrepreneurial spirit must run in the Mycoskie blood—Paige’s brother, Blake, is the founder of TOMS Shoes. Mycoskie says she created Aviator Nation’s adult line to satisfy two of her own obsessions: vintage T-shirts and aviator sunglasses. A serious collector, her vintage aviator count is clocking in at about 50, and her favorite tee is from LIVE AID, the famous 1985 global music festival. Before launching the line, Mycoskie gave herself a crash course in vintage fabrics—learning what machines were used to weave the fibers and which fibers were being used. Insisting upon
authenticity, she even purchased sewing machines from the ’60s and ’70s for her manufacturing plant in Los Angeles. Aviator Nation garments are created using what’s known as a single-needle appliqué technique. “Single needle is about as done by hand as one can get with a machine,” Mycoskie explains. “Basically a person puts one piece of fabric on top of another and directs the needle by hand to sew the two together in a way that makes the stitching exposed. This gives each garment its own uniqueness.” She says requests for a kids’ line started coming in soon after landing her first account with Fred Segal Santa Monica, but she hesitated. “I felt that with the price point I was going to have to demand in order to make the stuff locally in California, I needed to first get some brand recognition with the adult line,” she explains. Now that Aviator Nation has received its fair share of attention, Mycoskie decided it was time to launch the kids’ collection. “Tons of celebrities are wearing my brand, which helps with the kids’ market too, and a lot of my loyal customers have been begging [for a kids’ collection] for too long,” she says. “It was time to give everyone what they’ve been asking for.” –M.W.
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Wholesale: $38.50 and up Sizing: toddler and kids
Real Characters WHILE CHILDREN’S CHARACTER obsessions change from milestone to milestone, birthday to birthday and hour to hour, few personalities have the charisma and staying power of Walter Disney and Ub Iwerks’ Mickey Mouse and Jim Henson’s Muppets, characters that sprung to life in 1928 and 1954, respectively. Encouraged by the likeability and longevity of the characters, Birki’s jumped on the licenses in 2008 and has continued to work with Disney ever since. Robert Mangione, vice president of sales and marketing for Birki’s, says the licenses were originally acquired for the European market, and later evolved into worldwide licenses. Mangione notes that one of the company’s strengths is digital printing, something that is key when producing kids’ licensed character shoes. “We take graphics and make the left and right shoes’ designs meet together,” he explains. “Thematic story-telling is important. We’re not athletically inclined, so we’re tying in Disney to make the products compelling to children.” While the brand has experienced enormous success with Disney in both the sandal and clog categories, Mangione recognizes that there are fresh options popping up everyday. “There are new personalities all the time,” he says. “It’s up to us to determine their life expectancies. Based on historical data, there are characters that have stood the test of time, and then there are ones that are only in the market for a short time.” That’s one of the challenges in footwear—incorporating any sort of licensed property into the product in a compelling way. Shoes are more of an investment than a T-shirt, and for that reason Mangione says, “The value to the consumer has to be more than just the personality on the product itself.” For kids in particular, that means adding attentiongrabbing styles that are comfortable and practical. As a licensed brand of Birkenstock, Birki’s has always made comfort a priority. The shoes’ soft footbeds are more flexible to adapt to and support a child’s maturing walking motion. The cast of characters printed on the kids’ sandals and clogs are a who’s who of children’s favorites: Kermit, Animal, Fozie Bear, Mickey and Minnie Mouse, among others. Mangione notes that sandals typically sell better than clogs in the licensing department, and that Minnie Mouse is the company’s hottest property. –M.W.
THE VALUE TO THE CONSUMER HAS TO BE MORE THAN JUST THE PERSONALITY ON THE PRODUCT ITSELF.
JUNE 2011 • EARNSHAWS.COM 21
ON THE BLOCK RETAIL SPOTLIGHT
Educational classes help retailers connect with customers. By Melissa D’Agnese
Drum circle time at Dragonfly DuLou
Dr. Robert Biter hosting a class at Babies by the Sea
Shari Criso of The Birth Boutique, helping new parents 2 2 E A R N S H AW S . C O M • J U N E 2 0 1 1
CHILDREN’S BOUTIQUES ACROSS the country are incorporating a range of educational classes into their retail strategies. These classes, from mommyand-me yoga to breastfeeding to parenting basics, give insight into the products the shops sell and their owners’ values, while helping to build a community around the store. “It’s really important for small retailers to acknowledge their customers’ needs in order to differentiate themselves from department stores,” says Shari Criso, owner of The Birth Boutique in New Jersey. Criso, a registered nurse and board-certified lactation consultant, owns the boutique with her husband, Joe. Criso also uses her medical knowledge beyond the boutique setting, branching into the online world. She hosts chats and discussions with parents across the country. “It’s really turned into a nationwide online community where parents hungry for information will learn and meet others who are like-minded.” While historically new parents had their families to turn to for advice and assistance in child rearing, many now are far flung from their traditional support systems. Instead, retail stores are building their own local support methods, with the knowledge that many of their shoppers share a life milestone and are looking for a place to learn and connect. Also, by turning a basic retail space into a multi-platform resource, owners are helping customers in a new way. “Being a lifestyle boutique with educational classes helps to make the lives of busy moms a little more simple,” says Lana Chirco-Baltz, owner of L.A.’s Dragonfly DuLou. Laura Fairchild, a co-owner of shop Babies by the Sea in San Diego County says, “It was important for us to bring our own mindsets to the store. We wanted to develop a sense of community within the space where new moms and expecting moms could have all of their questions answered. We offer information and daily support to our customers in a fun venue.” Fairchild’s retail background and yearning for prenatal advice led her to her obstetrician and future business partner, Dr. Robert Biter. After agreeing that there was a shortage of information and products available for new and expecting parents in their locality, the two combined their specialties and opened the boutique in September of 2009. “We felt this was something that was missing in the community. The day we opened we released the list of classes,” Fairchild says, which included Turn the Terrible Twos into Terrific Twos, Hypnobirthing, Basic Training for New Daddies and Prenatal Yoga. By delivering information in a welcoming environment, Babies by the Sea also aims to break down misconceptions and stereotypes. “I think that for too long the medical world has made birth seem like a scary thing. When expecting mothers find a boutique with a real medical base that wants to help, it reassures them,” Biter says. With stores offering the latest in apparel and gear along with reputable preand post-natal advice, retailers are able to foster a personal relationship with their customers. “I think this is something new for retailers to consider. Today’s generation of parents wants and needs information in addition to their doctors’ opinions. Parents are looking for a place to learn, be part of a community and meet other parents,” Criso says. “If I sell someone a breast pump and they don’t know how to use it, what good is that?” •
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GOOD BABY, GOOD BUSINESS Bon Bébé Creative Director Jim McPherson talks shop about the infant company that’s grown up with key licensing partnerships. By Jennifer Cattaui
“I CAN’T GET anything done without a soundtrack,” says Bon Bébé Creative Director, Jim McPherson, design guru behind the infant clothing company. He swears the perfect playlist can drive his creativity. But the added energy is just a bonus—McPherson has been gearing up for the design world since he was a kid, drawing pictures alongside his Crayola Carousel. These days his own kids inspire him. “They work hard at keeping me energized, inspired and on the edge of my sanity—in a good way,” he says. When developing products at Bon Bébé, his formula is simple: “Listen to our customers, offer something new and surprising and make moms smile.” Bon Bébé was founded by Elan Rofé in 1999 as a division of International Intimates Inc. on the basis of high value and low price point. McPherson’s small creative team creates more than 100 designs yearly. In house, they manufacture layette, packaged basics and gift sets. For other categories, they look to their expert crop of licensees. Currently, they have licensing partnerships to create socks and hosiery with United Legwear, hair accessories with I.S.C. Shalom International, outerwear with M. Hidary & Company, shoes and slippers with Ashko Group and dressy sets with Brooks Fitch. “We had a back and forth internal debate for a while about whether to branch out in all the directions and products our customers were asking us about. The debate was whether to take on the challenge ourselves or reach out to companies with experience. Thankfully, we went with the experts,” says McPherson. Utilizing relationships with seasoned manufacturers in a variety of categories, from footwear to hosiery to toddlers’ apparel, Bon Bébé has extended the reach of their brand significantly. “What we set out to achieve is to really turn our brand into a one-stop shop for baby,” he says. While working with a licensee, McPherson says the Bon Bébé team provides a style guide, does a line overview to show licensees what’s new and reviews the resulting CADs and samples that they submit. In general though, the team remains hands off. “We give them tons of leeway to make what 24 EARNSHAWS.COM • JUNE 2011
they feel is right. These are great companies that are very good at what they do,” he adds. During the 10 years he’s been with Bon Bébé, McPherson says while many things have changed, the fundamentals have been constant. “We’ve grown in size and hopefully stature. But our core belief in quality products and exceptional value has remained the same since the very beginning.” In addition to Bon Bébé, you also design house brands Rene Rofé Baby and Wildchild. How are they different? Rene Rofé features very soft colors with gentle character art and
sweet sayings—traditional and timeless. Wildchild is the exact opposite—bold colors and tongue-in-cheek expressions. It follows the trends and the fashions of the day. Changing hats when designing these brands is made easy by the fact that these brands are so distinct. They tell their own stories. What have been some of the major challenges you’ve faced? From a creative point of view, the biggest and most exciting challenge is constantly coming up with something new. We make it a point to have new things to show every time a customer walks in our door.
Do you have a favorite product or style at Bon Bébé? Something that you’re particularly proud of? I’m proud of it all. We have a lot of styles every season spread out across multiple brands, but our company is very focused on that first year of a baby’s life. And what we are able to do, year after year, to find inspiration, to make product that parents like and want for their children, is remarkable. •
Has the regulation of children’s apparel affected you? We’ve always held to very high safety standards. We never cut corners there. We met CPSIA standards long before they were law. How are you dealing with the escalating raw material costs? How will it change your business? Pricing will change. We are making every effort not to change fabrication. We can’t predict what the impact will be, but we know there will be an impact. What has it meant for the company to license its name? We built a brand, not just a company—one is hard, the other harder. It’s been great for our brand. We’re able to offer our customers more of what they’ve come to love about our brand. And we’re able to keep our customers with us for more than just a baby’s first year since most of our licensed products extend to infant and toddler. Has the move into licensing changed your job? It hasn’t changed much of what I do here, but it has certainly added to the quality of what I do here. We make our artwork and other creative assets available to our partners every season. And getting to meet and brainstorm ideas with other creative and sales teams is wonderful. What’s your outlook on the year ahead? For 2011/2012, I would characterize our position as cautiously optimistic. The pricing challenges of the past few months are undeniable, but my hope is that we’re through the worst of it. The fact is our lines are designed—from concept to production—with the word value in the very front of our minds. That has always served us well—not just during the current economic downturn. There are a lot of people attracted to the balance of quality and fashion that we strive for. What are you excited about at Bon Bébé right now? We’re about to begin our next round of national advertising. Opening up a dialogue directly with the consumer is always fun and exciting for us. What other product categories are you looking to take Bon Bébé into? Hard goods, plush toys and nursery accessories. JUNE 2011 • EARNSHAWS.COM 25
FACEBOOK IS POISED TO BECOME A BOOMING ONLINE MARKETPLACE. FOLLOW THESE TOP
SHOPPING FACEBOOK ISN’T JUST for finding high school flames and playing Farmville anymore—for a growing number of users, the ubiquitous social network is the latest place to find toys and apparel for their tots. According to a recent survey by NPD Group, a consumer market research firm that tracks the apparel industry, 80 percent of moms in America use social media of some kind, and of those, 25 percent have made purchases as a direct result of reading about an item on a social media site. For children’s apparel retailers, the growing popularity of the new social commerce mar-
Fellow facebook moms: Check out this stroller SALE! If you click ‘like,’ I get 10 percent off!!! Thx!
These tees are so soft!
ketplace can be a golden opportunity to boost sales and find new customers. But setting up a successful Facebook storefront can be as complicated as building a brick-and-mortar. So what’s the appeal? For many merchants, it’s the chance to go viral when one person shares a favorite product with friends and the recommendation is passed along within a social network. And since the average Facebook user has 130 friends, the opportunity to recruit new customers is exponential. Interested in setting up shop on Facebook? Here’s how.
I bought these
yellow track shoes for my son!
merchandise in stock!
26 EARNSHAWS.COM • JUNE 2011
TIPS FROM SOCIAL-MARKETING PROS TO SET UP SHOP AND START CASHING IN. BY AUDREY GOODSON
GOES SOCIAL PICK YOUR PLATFORM Just as social shopping has increased, so have the number of platforms that support Facebook commerce. Currently, retailers must use an application to upload a storefront on Facebook, but the options are becoming surprisingly sophisticated. “I opened up a shop through Payvment, and it’s worked out really well,” says Denise Erickson, owner of children’s accessories brand Sweet Bitty Bows, based in Albuquerque, NM. Erickson moved her online storefront to Facebook last year, when the fees from craft marketplace Etsy became too steep and she realized Payvment was priced just right: free. Platforms like Payvment, 8thBridge and Highwire Commerce allow shoppers to complete a purchase without leaving
I love Suri Cruise in these boots. Where can I get them for my daughter?
Facebook, as opposed to storefronts that direct shoppers to another e-commerce service to complete the transaction (usually on a company website). “It’s just easier because people don’t want to be directed off Facebook,” says Joelle Musante, senior vice president at Payvment. “They’re there for 2 ½ hours a day, so if you try to direct them off Facebook, they’re going to go right back,” Musante says, comparing the notion to selling a car. “If you have them on the lot and they’re ready to buy, are you going to send them down the street to close the deal, or are you going to close the deal while they have their wallets open?” But for some children’s brands, like 1-year-old company Bay & Trey Children’s Apparel, it’s more convenient to use a site like BigCommerce that allows merchants to
Any tips for washing wool?
fuse their Facebook store with their e-commerce site. “Once we got our website [with e-commerce] running, we were able to link the website to the Facebook page,” explains owner Samantha Hirsh. “That was really great for us, because a lot of people hear about me and know about me, but they don’t actually sit down and go to my website. But when they’re on Facebook and constantly see the links and updates from my page, they go to the website.” STAY SOCIALLY SAVVY While social commerce may be catching on with buyers, the vast majority of Facebook users log on to the site to keep up with friends—and experts say blatant product pitches are often the fastest way to turn off potential shoppers. “My first recommenda-
Fans-only sale starts tomorrow!
APRIL/MAY 2011 • EARNSHAWS.COM 27
THE LONGER YOU WAIT, THE SMALLER YOUR PIECE OF THE PIE WILL BE.
tion is to build a relationship [with the customer],” suggests Lora Cecere, an analyst at Altimeter Group, a technology consulting firm. “The social [aspect] has to precede the transaction. There has to be a reason for them to come and visit your page.” Using your Facebook wall to post information and foster discussion is key to building trust and maintaining a good rapport with your existing customers and finding new ones, says Musante at Payvment. “You have to own your category,” she explains. “If you sell organic handmade children’s sweaters, you could talk about how to care for organic wool, and be the go-to person on organic wool. Then, when they’re ready to make a purchase, they’re going to go to you because they trust you.” Nikki Graves, owner of Ladybugs and Lizards children’s boutique in Edmond, OK, says original, engaging posts are the best way to bring new visitors to her Facebook store. “Right now we’re doing a photo contest with our photographer, and you need to ‘like’ our page to vote on the photo of the child,” she says, noting that a lot of local children are featured in the photos—enticing family and friends to join in the voting. “That’s been the best thing that we’ve done to bring people to the page,” she says. She also awarded a gift certificate to her 1,000th fan and offers a once-amonth sale just for Facebook fans. Yet while promotions and special offers can be a great way to drive new visitors to your Facebook store, marketing pros agree they should be used sparingly. “One out of 10 wall posts can be an offer, but the other nine should be community-related discussions,” recommends Justin Kistner, senior manager of social media marketing at web analytics firm Webtrends. Self-promotional updates and links to blog posts and Twitter will simply drive visitors away and alienate your fans, Kistner explains. “That’s not the type of interaction people go to Facebook for,” he adds. “People want to talk more about their personal lives, opinions and feelings, and they want interactive discussions— not one-way information.” Even product posts should spark conversation, says Mitchell Harper, co-founder and chief technology officer at BigCommerce. “Popular items should be posted on Facebook, but don’t just link to your product pages. Create useful videos and blog posts—content that your fans will find interesting,” he suggests. Frequent updates will also keep fans and visitors coming to your page for more. “You want to update it daily, so people see it every day,” Graves suggests—but don’t go overboard, she cautions. “Post several times a day, but don’t bombard [your customers] or bug them.” SET UP SHOP “Definitely try to create a unique shopping experience within Facebook,” says John Underwood, chief operating officer of Adgregate, a technology company that offers Facebook commerce services to retailers. “Don’t just replicate your website,” he adds. “List Facebook-only merchandise, first looks, or special offers. Make it unique so the sales channel can stand on its own and complement the existing website.” Cecere points out that the products “that are getting the most traction are the things that are emotional buys, like flowers, books, baby items and cosmetics.” Kistner at Webtrends suggests beginning with top
28 EARNSHAWS.COM • JUNE 2011
sellers and items that have “high sociability”—products that people are excited to share with friends. “Facebook is like the Jersey Shore of the social media world,” he explains. “The things that we’re interested in are less about heady, in-depth topics and more about light, fun things. A lot of the things we buy are statements about our identity and those are the things we like to talk about. They translate really well into the social commerce space.” Knowing your customers—and how they shop—is another crucial component to setting up your storefront. Erickson at Sweet Bitty Bows decided to list just her basic items on the site, since Payvment only allows six photos per page. “As I’m shopping on Facebook, and I want something really specific, I don’t want to go through pages and pages of items,” she explains. As for Graves at Ladybugs and Lizards, her Facebook store contains a wide array of price points, while her website e-commerce shop focuses mainly on high-end products—a perfect strategy since high price point items are often harder to sell on Facebook, Underwood notes. In addition to making your store unique, don’t forget to keep it spruced up, Erickson suggests. “Make sure that your pictures are good and your item descriptions are pretty clear,” she says. Graves retouches her own pictures in Photoshop, but Harper suggests that, “if you don’t have the time or budget to take photos, then ask your suppliers for their photos. Most times they will have high resolution photos you can use.” GET A HEAD START While the buzz for social shopping may be building, the marketplace definitely won’t be unseating traditional e-commerce or brick-and-mortar locations anytime soon. According to a two-year study by Forrester Research and Shop.org, “social networks fail to drive meaningful revenue for eBusiness professionals in retail, have a questionable return on investment, and are generally ineffective as customer acquisition tools,” says Sucharita Mulpuru, the study’s author. Yet Cecere notes that Facebook commerce may be reaching its tipping point: In a recent Altimeter Group survey, 86 percent of 123 top retailers and manufacturers plan to have a social commerce strategy in place by the end of 2011. In fact, more and more brands are jumping on the Facebook bandwagon. Online retail behemoth Amazon partnered with Procter & Gamble in October for its first Facebook e-commerce site—a Pampers store geared toward moms, selling an array of products for home and baby. Clearly, big brands are convinced that parents are the perfect Facebook audience. But is Facebook a good fit for smaller children’s merchants as well? Mulpuru found in her study that social commerce is ideal for small brands looking to establish an online presence as well as local businesses—an apt description of many children’s manufacturers and retailers. Not to mention, sales may not be brisk on Facebook at the moment, but setting up a Facebook shop now is one way to edge out the competition in a relatively untapped area. “Selling online is cheaper, faster and easier than setting up a brick-and-mortar store, and billions of dollars are spent online every week, so the longer you wait, the smaller your piece of the pie will be,” Harper notes. •
LIVED AND LOVED NEW REASONS TO LOVE OLD-SCHOOL LICENSES SPELL WIN-WIN FOR RETAILERS SELLING BOYS’ LICENSED APPAREL. BY ANGELA VELASQUEZ
Rowdy Sprout’s catalog of bands.
30 EARNSHAWS.COM • JUNE 2011
“Every parent wants to pass down good childhood memories.”
HERE’S NO DOUBT that sports play an important role in most young boys’ lives, but it wasn’t part of mine and that makes me more aware of the non-sport licenses,” says Matt Levy, owner of 10 Again Clothing, a company that offers quirky, humor-driven licensed tees for men, women and kids. With four major sports leagues (MLB, NFL, NHL and NBA) in the U.S. and more than 300 colleges, sports licensing is in a league of its own, but its not for everyone. “It doesn’t make sense for a non-jock to wear jock fashion,” he adds. Levy zeroes in on obscure licenses from the ’60s and ’70s, including Topps Wacky Package trading cards that feature product spoofs (think “Cap’n Crud” and “Weakies” cereal). Whereas Wacky Packages were a cultural phenomenon, they’re certainly not in the memory of today’s generation of kids. Ivy Bunnak, co-owner of LittleDudesOnly.com believes it’s the parents who drive boys’ licensed apparel. She notices parents are eager to use these offbeat pop culture images to show a little of their own personalities in their children’s fashion. Parents’ musical tastes also inform their purchasing decisions. For example, bands like the Beatles, the Rolling Stones and Jimi Hendrix blanket every age category from newborn one-pieces to a men’s size extra large. “They have mass appeal,” Bunnak asserts. When it comes to more niche bands, Laura Angotti, designer of Rowdy Sprout, a children’s clothing line that licenses images from more than 30 bands, can break down her wholesale orders by state: John Lennon in New York; Bruce Springsteen in New Jersey; Grateful Dead in California; Lynyrd Skynyrd in the South. “People are very loyal to where they come from and to what they remember as kids,” she explains. “Licensed apparel calls for an emotional response,” says Mike Palermo, creative director of Junk Food. The company’s 80-plus licenses, ranging from Disney characters to rock bands to Coca-Cola bottles, resonate with parents and children alike, but evergreen character licenses SpiderMan, Batman, Superman and Star Wars are the brand’s bread and butter for boys’ sizes 6 to 12. “Toddlers want to be the character,” Palermo explains. “But older kids just like the character.“ Bunnak is already steadily selling licensed tees for Green Lantern, Thor and Justice League—long in advance of the summer flicks’ debuts. The pre-marketing that goes into these films helps, but she says the garments have to be unique in order to tempt parents to buy early and at boutique prices. “It has to be different and something that’s not
offered everywhere,” she explains, noting that Trunk’s $32 Green Lantern baseball T-shirt hit the mark. By updating the graphics, minimizing color and keeping lines simple, Lacey Prince, Gap Kids’ merchant who also directs Junk Food’s boys’ line, says licensed apparel brands are able to keep the conversation going with older kids. Levy says when kids start formulating opinions, they start to like very specific things. “Older kids want something edgy. They understand sarcasm and they don’t like anything too cutesy,” he notes. Authenticity is also key to keeping licensed apparel on trend, Palermo says. Brands like Junk Food are going as far as incorporating printed scribbles and Sharpie marks to make children’s shirts feel extra worn. “It’s about taking the notion of T-shirt and making it feel like he or she has had it forever,” Palermo adds. Slim fits are essential, too, Bunnak says. “Skinny and tapered—it’s not just jeans anymore,” she declares. Angotti says it’s tricky because every kid is a different size, but it’s a good way to keep licensed apparel fashionable. “And it adds to our rock ‘n’ roll, vintage vibe,” she adds. T-shirts are consistently the best-selling items for Small Paul, a line of 0 to 4T Paul Frank licensed apparel. Still, Tracey Bunkoczy, Small Paul vice president of design, predicts a push to make more interesting silhouettes. The boys’ fall line will include styles inspired by the men’s line. “We’re incorporating a nod to vintage with plaids and camping-inspired motifs,” she explains, noting young parents often want something that mirrors the dad’s clothes. Despite a move toward an uber-soft, vintage feel, licensed apparel is still primarily focused on covering the basics, Bunnak notes. “To be honest, it’s a lot of the same thing,” she says. “[Most brands] haven’t changed many of their styles and few steer away from the standard shortsleeve tee,” she explains. Last fall, Rowdy Sprout offered a sweatshirt blazer with a hood for boys. Angotti says it was adorable, but didn’t sell. “Licensed apparel can’t be too complicated or fussy,” she explains. It’s a category where a twofer stands out—a silhouette Junk Food is betting on for fall. “It’s a simplified way to create a layered look,” Prince says. “Offer something for everyone, keep it light and keep it fun,” Levy suggests. Along with composing makeshift focus groups of neighborhood children, when Levy develops the 10 Again line, he imagines the things he would have loved to wear as a kid. “Every parent wants to pass down good childhood memories.”•
Small Paul, distressed tee.
WE CAN BE HEROES WITH FAIRY WANDS AND CRIME-FIGHTING CAPES, KIDS’ LICENSED APPAREL COMES TO LIFE. PHOTOGRAPHY BY THOMAS SKIFFINGTON, STYLING BY MICHEL ONOFRIO
Appaman hoodie; Zoo York tee by Kids Headquarters; Leviâ€™s blue jeans by Haddad Brands; Western Chief raincoat and boots. Accessories custom made by Mary Catherine Muir here and throughout story.
From left: Signorelli X-Men shirt; Custo Growing vest; Kit + Lili skirt; Ferd sweater; Ewers tights; purple sequin Vans; (center) Kiwi Industries Cookie Monster sweater; Jean Bourget neon sweater; Cupcakes & Pastries dot dress; Tic Tac Toe tights; Sanita clogs; (right) Weeplay Hello Kitty shirt; Olive Juice gingham dress; Kiwi Industries tutu; Tic Tac Toe tights; Native shoes. 35
From left: Oeuf giraffe nose; Kiwi Industries knit hat; Devo tee by Rowdy Sprout; Peas & Queues army jacket and plaid jacket; Whip Cream bubble capris; See Kai Run socks; Keen dinosaur shoes; (right) Majestic Athletic T-shirt by Franco Apparel; Carterâ€™s camo jacket by Amerex; Tartine et Chocolat hoodie; Leviâ€™s skinny jeans by Haddad Brands; See Kai Run socks; Vans slip-on shoes; (opposite page) Tailgate Clothing Co. University of Florida T-shirt; Japan Rags plaid flannel shirt; ADD green puffer vest; Nike 6.0 jeans by Haddad Brands; Y-3 sneakers.
From left: Mini Fine by Mighty Fine Spider-Man tee; Kapital K vest; Tutu Couture skirt; (right) Rowdy Sprout Allman Brothers T-shirt; Catimini floral puffer; Tutu Couture skirt; Tic Tac Toe tights.
Opposite page from left: Timberland vest by Parigi; Misha Lulu Hello Kitty dress; Ryder & James black and white shirt; Ewers purple sparkle tights; (opposite page center and this page) Catimini fuchsia jacket; 10 Again Camp Beverly Hills T-shirt; Misha Lulu Hello Kitty leggings; Kiwi Industries tutu; See Kai Run socks; Hello Kitty Vans; (opposite page right) Y-3 coat; Puma T-shirt by Parigi; purple shorts by Whip Cream; leggings by Paper Wings; Y-3 sneaker boots.
Opposite page from left: Misha Lulu Hello Kitty dress; Imps & Elfs pink hoodie; Ryder & James peacoat; Kenzo by Groupe Zannier knee socks; Sanita clogs; (opposite page right) Knitwits Bert hat; Rowdy Sprout AC/DC T-shirt; Trunk Ltd. Green Goblin T-shirt (underneath); Appaman puffer coat; Nike 6.0 by Haddad Brands corduroy pants; Western Chief boots; (this page) Chaser National Geographic T-shirt; Nike 6.0 jeans by Haddad Brands; Y-3 maroon hoodie and sneakers; Reset grey puffer. Hair & Makeup: Stephen Ramsey Prop Stylist: Mary Catherine Muir Inc. Prop Assistant: Elana Kaufman 43
MARKET DATES & EVENTS
Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com
Kansas City Gift & Apparel Market Metcalf South Shopping Center Overland Park, KS (913) 687-8059 www.giftmartofkansascity.com
Minneapolis Apparel Market’s Gift, Home & Accessory Show Minnetonka, MN (952) 932-7200 www.mplsmart.com
KIDShow, Aug. 22-24, Las Vegas, NV
Licensing International Expo Mandalay Bay Convention Center Las Vegas, NV (888) 644-2022 www.licensingexpo.com
Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com
KidsWorld Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com
Pitti Immagine Bimbo Fortezza da Basso Florence, Italy (212) 228-8181 www.pittimmagine.com
Atlanta International Gift & Home Furnishings Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com
Atlanta Apparel Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com
LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarket center.com/kids
Playtime New York 82 Mercer St. New York, NY (212) 925-6349 www.playtimenewyork.com
ENK Children’s Club The Show Piers 12th Avenue at 55th Street New York, NY (212) 759-8055 www.enkshows.com
Vegas Kids World Market Center Las Vegas Las Vegas, NV (702) 599-3052 www.vegaskidslv.com
Kidz at StyleMax The Merchandise Mart Chicago, IL (800) 677-6278 www.kidzatstylemax.com
LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarket center.com/kids
Deerfield, IL (248) 478-1732 www.midwestchildrens apparelgroup.com
KIDShow Paris Hotel Las Vegas, NV (908) 232-0867 www.kidshow.cc
Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (248) 478 1732 email@example.com
Dallas Total Home & Gift Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com
Gulf Coast Children’s Caravan River Oaks Conference Center 520 E. Kaliste Salloom Rd. Lafayette, LA (800) 666-4543 firstname.lastname@example.org
Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com
New York International Gift Fair Javits Center and Piers 92 & 94 New York, NY (800) 272-7469 www.nyigf.com
Atlanta Apparel Market AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com
The Children’s Show at Deerfield Embassy Suites North Shore
Kidz at StyleMax, Aug. 6-8 Chicago, IL
MARKET DATES & EVENTS
MACASO Mid-Atlantic Children’s Show Doubletree Suites Hotel Plymouth Meeting, PA (215) 782-9853 TheMACASOShow@aol.com
Gulf Coast Children’s Caravan Crown Plaza New Orleans Airport 2829 Williams Blvd. Kenner, LA (800) 666-4543 email@example.com
Gulf Coast Children’s Caravan Altel Arena, Rooms 1A&1B One Altel Arena Way North Little Rock, AR (800) 666-4543 firstname.lastname@example.org
Atlanta Apparel Market, June 9-12, Atlanta, GA
ABC Kids Expo Kentucky Exposition Center Louisville, KY (210) 691-4848 www.theabcshow.com
ENK Children’s Club Javits Center 39th Street and 11th Avenue New York, NY (212) 759-8055 www.enkshows.com
Pittsburgh Fashion Mart Embassy Suites Hotel Coraopolis, PA (888) 271-5558 email@example.com
Editor’s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date schedules. Show sponsors may send updates to firstname.lastname@example.org.
Net TULLE Tricot
MACASO Mid-Atlantic Children’s Show Embassy Suites BWI Linthicum, MD (215) 782-9853 TheMACASOShow@aol.com
www.tutufabric.com Fashion Fabrics
© GLM 2011
GLM 64597 Playthings for Earnshaw’s 1/4 Page Trim: 3.75” x 4.75”
New York International Gift Fair
A U G U S T 1 3 – 1 8 , 2 0 11 l PIERS 92 & 94, NYC
Our newest collection is serious child’s play for today’s sophisticated, discerning families who want more—clothes, toys, games, accessories, and gear—that reflects their values and lifestyles. Purpose-driven, welldesigned, stylish, and fun. At NYIGF®, Baby & Child means serious business for buyers and exhibitors alike. nyigf.com
baby & child Opening Saturday, August 13, 2011
The Daisy Baby
972-891-2222 • email@example.com
Join Earnshawâ€™s Marketplace Earnshaw's Marketplace maximizes small budgets for emerging infant and toddler companies. Tout your up-and-coming apparel or juvenile product collections to retailers looking for new resources targeting newborns through pre-schoolers. Call (646) 278-1510 Alexandra.Marinacci@9threads.com
“I LIKE BEN 10, TOO.”
On Luke Timberland hoodie and jeans by Parigi; Ben 10 T-shirt by Cartoon Network.
Puma zipper pullover by Parigi; Superman twofer by Dx-Xtreme; Diesel skinny jeans; Western Chief rain boots.
“CAN WE BUY THIS?”
48 EARNSHAWS.COM • JUNE 2011
These kids’ colorful personalities suited licensed apparel’s fun and eclectic nature. The sibling stylists scoured our clothing racks, offering suggestions and friendly critiques of each other’s outfits. Alle, a New York Yankees fan, who favors Star Wars over princesses, shopped her brother’s wardrobe for tomboy-ish finds. Luke, a jack of all trades— skateboarder, swimmer, master of video games—zeroed in on a T-shirt with one of his favorite cartoon characters, the alien-morphing Ben 10. The casual outfits, which Luke and Alle said they’d wear to a friend’s house or to school, were put to the test with an intense jumping contest. “Now can we do a backwards, slow-motion, sideways race on one foot?” Luke challenged. —Angela Velasquez
PHOTOGRAPHY BY COOPER RAY
STYLISTS: ALESSANDRA A.K.A. “ALLE” & LUKE AGES: FOUR & SIX HOMETOWN: PELHAM, NY
I G8:G H=J::I C 'B: 7:IL :G >IH8:CI 6C9?6K
visit us online at carters.com
Amerex Group, LLC | 512 7th Avenue, 9th Floor | New York, NY 10018
We Can Be Heroes: Crowns, capes and kids' licensed apparel combine for super style; Shopping Goes Social: Facebook is the new frontier for c...