earnshaw's | april/may 2012

APRIL/MAY 2012 $5.00INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

Celebrate

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Designed in Sweden

TO ORDER, PLEASE CONTACT:[email protected] or 212-391-4134

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 4. 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 o!ces. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2012 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.

Noelle Heffernan Publisher

Jennifer Cattaui

Nancy Campbell

Angela Velasquez

Mary AvantLyndsay McGregor

Maria Bouselli

Trevett McCandliss

Tim Jones

Michel Onofrio

Caroline Diaco

Sarah Sutphin Broglie

Alex Marinacci

Jennifer Craig

Maureen Johan

Laurie Guptill

Melanie Prescott

Mike Hoff

Sales/Editorial Offices

Circulation Office

Xen ZapisLee ZapisRich Bongorno

APRIL MAY 2012

FEATURES 22 Magnificent Milly

26 G.F. Earnshaw: Making History

30 From Here to Eternity

Earnshaw's

42

4 6 8 10 12 14 16 20 56 57 58 64

This page, from left: Anaïs & I floral jumper, Poème & Poésie shirt, socks by Etiquette, Kina booties. Gray dress by Ferd, Babylady cape, TicTacToe knee socks, Siaomimi Mary Janes.

38 Words of Wisdom

FASHION 42 Toys in the Attic

Cover: Bonnie Young one-piece worn over striped Nui Organics one-piece and Baby Soy gray pants, Etiquette socks. Photography by Cleo Sullivan.

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I HAVE BEEN working at fashion trade magazines for the last 13 years, and while some would consider me a baby in the industry, the fast pace and constant changes in the B2B world have allowed me to develop the skills necessary to navigate the ever-changing needs of our business readers.

It’s particularly special to be working at a magazine that has so much longevity in the marketplace. For nearly 100 years, Earnshaw’s has helped manufacturers and retailers grow their companies, and I embrace being a part of that.

Whether it’s consulting companies on advertising in print, digital or social media, or introducing our new custom publication division (in which we develop catalogs, lookbooks and more for brands), I’m able to lend a hand and be a part of that success.

The last few months have been quite gratifying for both me and the Earnshaw’s staff. We compiled 95 years of industry history, and the experience made us all even more proud to carry on the Earnshaw’s name.

These days, Earnshaw’s isn’t just producing a magazine; it’s also informing and inspiring others through Facebook, Twitter and our app, which was released in 2011 and features bonus content, behind-the-scenes footage of our award-winning photo shoots and more. On April 30, we also begin our nomination process for the Earnies, so don’t forget to cast your votes online for your favorite brands.

While 95 years is a milestone and we’ve enjoyed looking back, we are even more excited to look ahead to our next 95 years!

Thank you for your support through the years, and enjoy this retrospective edition.

PUBLISHER’S LETTER

Embracing change and loving the industry we’re in is Earnshaw’s secret to remaining vital.

Forever Young

NOELLE [email protected]

CHILDREN’S FOOTWEAR

An!ive"a#yHa$%KHUH·V�WR�DQRWKHU�95!

9 5

800.572.5353 [email protected]

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SO THIS IS the big month—our 95th anniversary. Anyone who’s talked to me in the past six months knows I’ve been on a quest far and wide to sort through our history here at Earnshaw’s, from uncovering our beginnings and get-ting to know George Frederick Earnshaw and what made him start this publication, to how it’s evolved over the years. Our pages have seen both World Wars, the Great Depression, the teen revolution of the ’60s, cotton short-ages and oil crises, regulation changes and fashion trends. Having sifted through nearly 100 years of world, retail and fashion history, one thing has really struck me—how familiar the pages of Earnshaw’s are. How contemporary and true. How recognizable the techniques, sales drivers and industry challenges through the years read, and how tried-and-true tools of creativity, adaptation and ironclad resilience still apply.

We spent this time in the Earnshaw’s office considering staying power in our industry—fashion Darwinism, if you will. We debated what separates brands that are successful from those that are not and the decisions a leader makes to give a company the ability to forge on, grow and blossom beyond his or her years at the helm.

George Earnshaw tapped into something in the early 1900s—a concept of commodifying motherhood and, later, childhood. These trends were discussed at length in the sociological works of Dr. Daniel Thomas Cook, associate professor of childhood studies at Rutgers University. A

mother isn’t just a mother, but also a customer, and there’s a softer opportunity to reach her through her matriarchal role. Likewise, a child is not just a child, but, again, a con-sumer who drives sales, the market acknowledging the unique and special, albeit small, person he or she is. These new slices of the market and key decision makers that Earnshaw identified paved the way for the diverse chil-dren’s market we have today, which continues to divide and gel around not only size differentials, but also style psycho-graphics, parental values and the notion of self-identity.

And this is a good thing. In March, the Huffington Post hosted opposing views on the necessity of children’s “fash-ion” and many responded. For me, and I trust for you, the answer is obvious. I celebrate the creative ideas and unique new businesses and fashions that are being generated every day by our industry.

I am proud to deliver this issue to you, the retail commu-nity, who continues to inspire our pages. This publication started as nothing more than an “experiment” by George F. Earnshaw, but 95 years later, I think it’s safe to say it’s one that has worked. Enjoy,

EDITOR’S LETTER

Get nostalgic with our 95th anniversary celebration.Wiser With Age

JENNIFER CATTAUIEditor in Chief, Earnshaw’s

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CPSIA Update

talking points

THE CONSUMER PRODUCT

www.cpsc.govwww.saferproducts.gov.

Smiling Faces at March Trade ShowsMARCH WAS THE

THE UPCOMING PRESIDENTIAL election isn’t the only race for the ballot going on these days. Starting April 30, retailers can nominate their favorite children’s manufacturers for Earnshaw’s 35th annual Earnie Awards. Retailers have until June 30 to log onto www.earnieawards.com to place their nominations in catego-ries spanning “Best Footwear” to “Best Customer Service.” On August 5, the final ballot will be revealed and votes can be cast. Voting will close on August 31 at 11:59 p.m. EST. Happy campaigning!

THEY’RE BACK! GET READY FOR THE EARNIE AWARDS

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ON APRIL 2, K.I.D.S. (Kids in Distressed Situations) reached out to more than 250 deserving families in Florida to give out 4,000 Gerber Childrenswear items. The charity distributed the children’s essentials in Miami at Neat Stuff, an organization founded in 1995 that provides basic everyday products to children in distress.

Franklin Monjarrez, executive director of Neat Stuff, says he enjoyed collaborating with the charity and children’s brand. “Making a difference in the quality of lives of at-risk children is our primary goal, and friends like Gerber and K.I.D.S. help us make that possible,” he notes.

As K.I.D.S. implements its “Clothes 4 K.I.D.S.” nationwide campaign, Florida residents continue to remain a priority due to the state’s high levels of poverty, unemployment and need. “We are so pleased to be providing these basic Gerber Childrenswear essen-tials to the population that Neat Stuff serves,” says Dr. Janice Weinman, president of K.I.D.S. Last year, the global charity supplied homeless families in the state with nearly $1 million worth of shoes, clothing and other children’s products.

CHILDREN’S LEGWEAR BRAND TicTacToe signed a deal with BabyUnited—owner of BabyLegs, a division of United Legwear—that will allow TicTacToe to leverage BabyUnited’s far-reaching sales and distribution capabilities. TicTacToe is known for its collection of basic and fashion socks, booties, knee-highs, leg-gings and tights for infants, children and teens and is sold in more than 2,000 specialty and department stores.

“The operational strength of United [Legwear] will be a significant contribution to our mutual market strength,” noted TicTacToe Founder and CEO Vic Mullaire in a press release. “It is very exciting to see the brand continue to grow to the next level and continue to be the innovative leader in children’s legwear.”

Isaac Ash, president and CEO of United Legwear, said: “TicTacToe has been a significant supplier to so many childrenswear departments for almost three decades. It’s a consistent go-to resource for buyers. Their strength, particularly in kids’ basic styles, rounds out the BabyUnited portfolio.”

ON MAY 9, non-profit organization Solving Kids’ Cancer will host its third annual Spring Celebration, the charity’s yearly fundraiser, with proceeds directed toward cancer research. Solving Kids’ Cancer was the brainchild of founders John London and Scott Kennedy, two fathers who met in a hospital when their children were undergoing cancer treatments. In three short years, their vision—that every kid deserves to grow up—has drawn atten-tion from fashion community heavyweights like Donna Karan, Bonnie Young and Helena Christensen. It’s a worthy cause for any retailer or manufacturer looking for a meaningful charity to direct funds or efforts toward. www.solvingkidscancer.org.

Neat Stuff

Fashion Community Supports Kids’ Cancer Organization TicTacToe and

United Legwear Unite

xoxo

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fresh finds

Westport, CT-based sportswear manufacturer One Kid introduces Jordon, a series of packable down vests and jackets, to the U.S. market for Fall ’12. Designed for warmth without weight, styles can be compressed and stored in a matching pouch, making them ideal for travel or sudden changes in the weather. Available in seven colors in sizes 2 to 12. Wholesale prices range from $37 to $51. Call 212-947-3443.

Miniature Milk presents an eco-friendly range of baby clothes made from a blend of organically grown cotton and milk fiber that’s both nourishing for sen-sitive skin and anti-bacterial. Sizes range from new-

-

Visit www.miniaturemilk.com.

Footwear accessory brand Lacezz allows kids ages 3 and up to customize shoes with ease. Non-toxic PVC charms like smiley faces, rhinestone-encrusted but-terflies and light-up skulls clip on to laces to add color and personality without the hassle of untying shoes. Designed to fit all laces, the accessories can be swapped and shared among friends. Retail prices start at $3.50. Visit www.lacezz.com.

Designed with the same simple elegance of her namesake women’s wear line, Heidi Weisel sizes down her upscale offering to bow an array of cashmere pieces for babies. The result is a sophis-ticated collection of jewel-tone sweaters, coats, dresses, leggings and caps in sizes newborn to 3 years, crafted from two and four-ply 100 percent cashmere. And for that perfect first baby gift, look no further than the super-soft double-faced blankets in contrasting colorways. Wholesale pric-es range from $40 to $175. Call 212-594-7714.

Australian brand Mischka Aoki takes kids’ couture to a whole new level

with a stunning collection of ethereal dresses, layered fabrics and feminine

frills for girls aged 12 months to 6 years. The line’s high-fashion designs

are adorned with beautiful hand-made ornaments like Chanel-inspired

chains and pearls, tulle rosettes and Swarovski crystals. Perfect for any

occasion, the line retails from $49 to $289. Visit www.mischkaaoki.com.

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For tots in need of earth-friendly travel gear: Think Outside. The sustainable children’s brand offers a range of GOTS-certified, fair-trade products, including backpacks and mini- backpacks made from recycled polyester and nylon, stainless steel water bottles and water bottle kits with interchangeable tops (nipple, sippy and sport), as well as 100 percent organic cotton terry and velour beach towels. Look for recycled poly-ester sunguards and organic shorts and rompers for Spring ’13. Wholesale prices for the gear range from $9 to $16. Visit www.think-outside.com.

Drawing inspiration from the enchantment of child-hood, Donna Allison cre-ated Collection D-Alli, casual and special occasion wear with an international flair for girls’ sizes infant to 10. Mini-fashion mavens will score serious style points in pieces made from dupioni silks, organdies, organzas and more, accented with delicate laces and trims. Wholesale prices range from $31.50 to $80. Visit www.d-alli.com.

A modern mix of laidback California style and feel-good fabrics was the idea behind the socially conscious Skylar Luna, an eco-friendly line of sleepwear sets for boys’ and girls’ sizes 12 months to 8 years. Made from yarn-dyed 100 percent organic cotton, the two-piece pajamas combine comfort with contemporary design, while flat interior seams keep kids cozy. Available in eight color combos, each set is sold in a reusable bag and retails for $42. Check out www.skylarluna.com.

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hot properties

PROJECT RUNWAY ALL-STARS fans and Target shoppers from years past aren’t the only ones getting a piece of the Isaac Mizrahi action. Now babies and infants can get in on the prim and proper fun, too, with a line of newborn and infant apparel and accessories from the Isaac Mizrahi New York brand. The line—which includes a range of sophisticated silhouettes like tweed pleated coats for little ladies, knit pullovers for mini-gentlemen, and bright and cozy layettes for both baby boys and girls—will be available for Fall ’12 at high-end depart-ment stores and retailers throughout the country.

The brand has also signed an exclusive agreement with designer and wholesaler Bon Bébé, giving the baby brand license to manufacture and distribute Isaac Miz-rahi newborn and infant products. René Rofé, president and CEO of Bon Bébé’s parent company, International Intimates, notes: “We are confident that Isaac’s impecca-ble taste—blending elegance and whimsy—coupled with Bon Bébé’s uncompromising attention to quality and de-tail will result in baby collections that mothers will love.” For info, contact Erika Stair at [email protected].

Bon Bébé and Beyond

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THANKS TO THEIR return to the big screen last year, Muppets are having a heyday. But they’re not the only Jim Henson creations on a roll: The Jim Henson Company recently signed a slew of licensing deals for its increasingly popular Pajanimals preschool brand. Among the new licenses

are sleepwear by SaraMax Apparel Group, toddler Halloween costumes by California Costumes and illuminated graphic children’s headboards by LightHeaded Beds. For fur-ther information, retailers can contact Melissa Segal at (323) 802-1576 or [email protected].

NATIONAL GEOGRAPHIC MAY have been to the Arctic, the bottom of the ocean and even to the moon, but now the brand is charting new terri-tory: kids’ apparel and accessories. Teaming up with performance textile and apparel company Trailtex and its subsidiary Earthtec, Nat Geo is set to launch a children’s outerwear and accessories collection this fall that will be available at retail stores across the U.S.

Continuing its journey into the children’s mar-ket, the brand will also introduce a line of kids’ area rugs based on National Geographic’s photography archive. The collection—which is in partnership with New York-based Concord Global Trading and whose net proceeds will be dedicated to supporting exploration, conservation, research and educa-tion programs—will hit North American retailers this fall. For more info about the respective lines, contact Sam Bastioni at [email protected] or Gulben Aksu-Bulat at [email protected].

Pajanimals Gets Busy

WHETHER THEY’RE LITTLE children or kid-at-heart adults, everyone loves Puff the Magic Dragon. And this year, the fantastical car-toon creature is heading over the hill. To celebrate Puff’s 50th birthday, brand licens-ing agency Art and Science is partnering with eco-friendly children’s apparel brand Imagine GreenWear for Puff-adorned rompers, lay-ettes, receiving blankets and T-shirts—all made with the brand’s signature 100 percent organic cotton and seaweed-based dye—for children up to four years old.

“Friendly dragons are very popular with children, and the illustrations in the Puff the Magic Dragon book are simply adorable and likeable,” notes Mark Fishbein, CEO of Imagine GreenWear. “Con-sumers respond to licensed products; the license adds value to apparel, and the response so far has been ex-traordinary.” The line, which will be available this fall and retails for $25 to $30, will ap-pear in better kids’ boutiques, department stores, and gift and book shops. Retailers can contact Mark Fishbein at [email protected] with questions.

Puff Hits the Big 5-0

Nat Geo Explores Kids’ Wear

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mailto:[email protected]



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NINE THINGS

Jack Rabbit Creations striped tee

Mud Pie bloomers

Jannuzzi football T-shirt

Wilton monster birthday cake

CafePress pillow

Liliputians interstate sign T-shirt

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One Posh Kid rosette tank

MJK Knits striped beanie

Celebrate the big day with birthday number clothing,

accessories and more.

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Peaceable Kingdom

birthday card

5

BY MARY AVANT

HAPPY BIRTHDAY!

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ON TREND DINOSAURS

FOSSIL FUEL 1 onesie by Gerber Childrenswear 2 Imagine GreenWear one-piece 3 North American Bear Co. plush

dolls 4 sock set by Me-In-Mind 5 Bon Bébé three-piece outfit 6 long-sleeve T-shirt by Prefresh 7 Zubels knit hat 8 umbrella

by Western Chief 9 BabyLegs leg warmers 10 Petit Lem pajama set 11 Robeez pre-walker 12 Funtasia plaid jumper and

shirt 13 Kidorable rain boot 14 pajama set by Boker & Laila 15 Lucky Jade twofer and pants PHOT

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ON TREND 3-D FLOWERS

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PETAL PUSHERS 1 Andrea’s Beau headband 2 Kate Mack dress 3 crochet hat by Couture Clips 4 ZozoBugBaby dress 5 sweater dress by

Marili Jean 6 dress by Turó Parc 7 Twirls & Twigs ditzy print dress 8 poncho by Collection D-Alli 9 hair clip by Jamie Rae Hats 10 Penelope Mack

dress 11 Pediped Mary Jane 12 Laundry by Shelli Segal dress 13 Lilo tiered dress 14 metallic dress by Donita 15 Kashka by KidCuteTure tunic

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ON TREND ECO-FRIENDLY TOYS

THE PLAYING GREEN 1 Boikido wooden clock 2 soft book by Wee Gallery 3 Haba rattle 4 Anamalz wooden pig 5 truck by Sprig Toys

6 Fournier knit clown doll 7 Wonderworld tea set 8 Imagiplay wooden worm 9 Ecopiggy teether 10 Camden Rose stacking blocks 11 Green Toys

jump rope 12 plush bird by Käthe Kruse 13 knit toadstool rattles by Yellow Label Kids 14 tool set by Under the Nile 15 Finn + Emma knit dog

16 Tegu magnetic block car

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nyigf.com

designdriven by

new rules.

Magnetic wooden wheels and cars by Tegu, NYIGF Baby & Child exhibitor. © GLM 2012

NY

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N E WD A T EP A T T E R N

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Boys’ ClubCool-kids’ brand Kapital K spreads its style-loving boys’ clothes and accessories into a new market.FOR MANY FASHION brands—even those that include boys’ and men’s apparel—it’s a girls’ world, in which lots of lovely lace, cute bows and sweet ruffles abound. But little gents’ brand Kapital K, which launched in 2009, sought to steer clear of that path. “We started out because we saw a void in the market. It was so saturated with girls’ lines,” explains Spencer Sujjaporamest, head designer for Kapital K. “We wanted to offer boys’ clothing in a cool way.”

Or, more appropriately, in a kool way. “Everything we do is ‘kool’ with a capital K. And everything we do, we do with pas-sion,” Sujjaporamest says. For the kool Kapital K kid, “every day is a different outfit,” he points out, “and the style factor is there every day when he gets up.” This little consumer is high-spirited, outgoing, energetic and “he picks out his own clothes,” all while searching for apparel that’s fashion-forward and versatile, the designer notes.

Popular not just here in the U.S., but also in specialty bou-tiques as far-reaching as Japan and Dubai, Kapital K quenches this thirst for versatility with a full-range collection featuring everything from flannel shirts and outerwear to scarves and trapper hats. For fall, the brand will introduce its biggest col-lection to date—with more than 50 SKUs—made up of graphic tees with a British punk vibe and dinosaur prints, plaid shorts and shirts, reversible vests, pullovers and its popular faux fur-trimmed Mohawk hoodies. “Graphics and textures were on our minds,” Sujjaporamest maintains. “From diamond-quilted jerseys to faux-leather and shiny oil nylon to double-knit, double-stripe jersey, we have just about everything every cool boy could want.”

Perhaps most exciting for the brand is the birth of a new-born line for Fall ’12. With almost 20 styles, the collection for babies 0 to 9 months will feature fabrics like corduroy fleece, velour and knit herringbone. “It’s the cool and fun styling that Kapital K is known for shrunk into graphic bodysuits, pull-on pants and coveralls, with a playful yet sophisticated color pal-ette of blues and grays accented with fun florescent greens,” Sujjaporamest says of the new collection.

For upcoming seasons, the brand wants to add more shorts, coveralls and accessories like bibs and receiving blankets to the line, he states, adding, “There’s a lot of room to expand in the baby collection.” So with new lines on its mind, does Kapital K see a girls’ collection in the future? “It’s crossed our minds,” Sujjaporamest declares, “but right now we want to stay focused on what we do best without having to add a ruffle or a sequin.” —Mary Avant

Wholesale: $7-$30 Sizing: Newborn-8 years

SPOTLIGHT APPAREL

baby and childbest new productsawards

soft. simple. magnetic.

[email protected]

www.magnificentbaby.com

P.917.338.7475

twitter.com/Magnificentbaby

facebook.com/Magnificentbaby

F.917.338.6775

Happy

95th

Birthday,

Earnshaw’s!

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IT’S AN AGE-OLD conundrum: to be a big fish in a little pond, or a little fish in a big pond. For Miki House—a Japanese mega-brand that, according to company research, 93 percent of Japanese mothers and 88 percent of the coun-try’s total population recognizes—these aren’t the only options. Instead, Miki House wants to be big everywhere, President of Miki House Americas Yoshi Takeda declares.

And the brand is well on its way. With more than 300 boutiques in Japan and 50 locations spanning across major cities like Paris, Milan, Istanbul and Kiev—along with five stores in the U.S.—Miki House is quickly spreading the word about its richly detailed shoes and apparel.

Although the brand has been around for more than 40 years, it wasn’t until 2006 that Miki House began dipping its toes into the U.S. market by wholesaling to high-end boutiques in hot spots like Boston, New York and L.A. In 2010, the brand got its big break by bowing a boutique at Bloomingdale’s New York flag-ship. Miki House now has four Bloomingdale’s shop-in-shops, the most recent of which opened in San Francisco in April.

While the brand is most well-known in Japan for its line of bright, playful and happy-go-lucky apparel that features tradi-tional Japanese bunny (“Cabit-Chan”) and bear (“Beans-Kun”) characters and intricate embroidery and graphic detailing, Miki House is making a big splash in the States with a robust line of shoes that kids love just as much as—if not more than—its cloth-ing. When the shoe collection—made up of styles like solid and multicolor embroidered sneakers and jelly rain boots—debuted at the Bloomingdale’s New York location in Fall ’11, Takeda reports that 20 percent of the

shop’s total sales came strictly from footwear. Although the shoes retail for $49 to $119 and may seem pricey at first glance, Director of Communications Sachie Hirayama points out that a price of around $60 for the brand’s line of basic shoes is “not a bad price for an import brand” and falls within the market average for high-quality footwear.

But whether they think the price is steep or reasonable, Takeda says parents have no choice when it comes to buying Miki House shoes: Their kids are absolutely demanding the comfortable, fun-loving footwear. “Once they have our shoes, then the children don’t want to wear others,” he maintains.

What makes Miki House shoes such a hit? Takeda cites five ingredients that go into the recipe for a perfect pair. First, each shoe comes with a roomy, rounded toe box that gives little toes room to spread out and allows children to walk correctly. Next, turned-up toes prevent kids—especially those just learning to walk—from stumbling and tumbling. The brand’s signature “Flex Joint” provides flexibility and a natural, barefoot feel, while a snug heel counter offers full support and prevents disorders like pronated (inward-leaning) feet. Finally, the brand makes shoes in half-centimeter increments to ensure the “best fit function” for every Miki House kid.

This fall, Miki House is introducing a line of sports styles for the older, active kid. The shoes, which Takeda says are more sophisti-cated than the playful styles typically offered, will feature a new nylon mesh material and fresh color ways like black and metallic multi-color. But no matter the style or color, Takeda says fun is always top priority: “The design should always entertain the kids.” —M.A.

Japanese footwear and lifestyle brand Miki House aims to capture the world’s attention with cute designs, rich details and perfectly fitting shoes.

Big Fish, Big Pond

Wholesale: $21-$69Sizing: 5-13

SPOTLIGHT SHOES

dallasmarketcenter.com | 214.744.7444

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22

Chic styles spanning the

first year of Milly Minis.

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STUDENTS ARE SNIPPING, sewing, button-ing and embellishing up a storm when Michelle Smith, known by the fashion world as Milly, stops in to check on their progress. The 39-year-old critic for the Fashion Institute of Technology’s (FIT) final show says she’s invigorated every time she watches a new crop of designers show their creativity through cloth at her alma mater. Smith was a critic last year for the ready-to-wear pro-gram, but—apropos to her recent foray into kids’ clothing through her spin-off label, Milly Minis, that launched last year—she’s been guiding the school’s childrenswear program stu-dents through the process of designing a collection this season.

The childrenswear crew was pretty nervous to meet such a huge fashion star, reports Barbara Seggio, childrenswear professor at FIT. But fears were quickly allayed: Student Alyssa Arcieri notes, “She was so cool, down to earth and relat-able. She could be at a fabric mill in Italy or France, and it’s amazing that she’s here, making time to be with us.”

From the initial sketches and the muslin prototypes to actual fabric selec-tion and construction, Smith gives advice and, in some cases, tips for sourcing resources. The designs selected by a panel of judges will be dis-played on the catwalk on May 2 during the annual “The Future of Fashion” show at FIT. Of her expe-rience as a critic, Smith says, “It’s such an honor. I love being able to give back to the institution that helped cultivate my skills as a designer.”

Milly (a childhood nickname for Smith) earned her chops working in luxury fashion as a sales associate at Hermès and was, notably, the first American intern at Hermès in Paris. Later, she

continued her studies in Paris at ESMOD, a prestigious design school, and interned at several other luxury houses. “Each experience was spe-cial and assured me that I was making the right choice,” Smith says. “I’d highlight my time intern-ing at Christian Dior Haute Couture in Paris as the moment I knew I’d be a designer,” she recalls. Her European stint involved combing through the archives of European textile mills, something she notes made her appreciate working with

some of the finest fabrics in the world. Her retail expe-rience, she adds, gave her better insight into the mind of the luxury customer, and she took time to study what factors influenced their pur-chase decisions.

Her women’s line has a Park-Avenue-meets-Palm-Beach feel, but it’s her children’s line that’s turn-ing heads at private school interviews and parties these days. We chatted with Smith to hear a bit more about how she approached Milly Minis and her perspective on the future of fashion.

What is the trick to designing childrenswear?

Childrenswear designers have to channel the child within. They have to keep an open mind and youthful spirit to create clothes for kids. And most of all, they have to have fun.

What inspired you to create a childrenswear collection? My daughter Sophia was my true inspiration for the collection. She was even a fit model. Overall, it was a natural progression to translate Milly’s sig-nature bold prints and feminine-chic aesthetic to playful dresses for young Milly aspirants.

Sophia loves fashion: When I get ready to go

2 3

“Oohs” and “aahs” abound dur-ing the FIT “The Future of Fashion” show, but it’s the childrenswear designers who get the most “awws.” Graduating seniors in design at the school are required to create three looks as part of their senior project. Fashion designer critics help them through the process and members of the fashion media judge two of their creations, determining which looks are ultimately shown in the grand end-of-year fashion show.

Leading up to the big day, the class of childrenswear students painstak-ingly constructs their garments and meets with their critic, Michelle Smith, on no less than four separate occa-sions. Smith guides them through the process, providing input and con-structive criticism on their prospective looks and reviewing their sketch-books, possible fabrics, silhouettes, color ways and details.

Prior to the show, Smith can pre-select the garments that will be evaluated by the panel of judges. The judges then review all of the entrants to the fashion show and select the looks that will ultimately make it to the runway. Although no student is guaranteed a spot, most get one gar-ment in the show, and a lucky few get two.

Earnshaw’s got a preview of the latest crop of childrenswear students that are making their way through the process and can say with certainty—between the Suri Cruise-inspired formal wear, fanciful tulle-and-ribbon ensembles, demure polka dot play-suits, printed floral dresses coupled with bright jackets, and sophisticated leather and floral dress wear—that the judges’ task will be a doozy.

LIGHTS, CAMERA, KITTENWALKAn inside look at FIT’s final fashion show.

Michelle Smith with daughter Sophia.

Earnshaw’s caught up with Michelle Smith and got the skinny on the first year of her childrenswear offshoot, Milly Minis,

and her role as a critic for FIT’s end-of-year fashion show.By Jennifer Cattaui

Mad About Milly

Milly designer Michelle Smith (right) coaches a student with professor Barbara Seggio at FIT.

er_04-5_Q&A_04.indd 23 4/19/12 4:26 PM

out at night, she is always play-ing dress-up in my closet. She’ll often visit our showroom and draw in my office while I’m sketching. Sophia is now 5. I also have a son, Will, who is 2.

Do you have a favorite gar-ment in your fall collection?It’s hard to pick a favorite because I love them all, of course. However, there is a bold lace print from the runway that I adapted into Milly Minis styles—my daughter wore the dress at my fall show.

What specific challenges have you faced going into the children’s market? Perfecting the fit was a chal-lenge. Besides that, it was a pretty seamless venture.

What do you think children need in fashion? How do your women and children’s lines relate?Colors and prints! They should be able to express themselves through style, just like adults. Our children’s collection is cre-ated by adapting my ready-to-wear pieces into girls’ styles. The collection is created from the same couture fabrics and uses a lot of the same techniques [as the women’s line], and it’s also pro-duced in the same factories as my women’s collections.

You’ve been in the market for more than 10 years—what have you learned during that time? What does it mean to be a premium global brand?I take each collection at a time and learn with every new expe-rience. It’s very important to maintain a consistent brand identity around the globe. I want my customers in Japan, Europe and beyond to receive the same Milly experience as they do in the U.S.

You design and produce the Milly kids’ line. Of course, a lot of brands turn to licens-ing firms to create their chil-dren’s lines—would you ever think of licensing it out? I don’t think I would ever license out the collection. I’ve

worked hard to create some-thing I really believe in and want to see in every little girl’s closet.

What’s the key to a success-ful fashion brand? I think it’s important to stay true to your brand while evolv-ing with the times. I am dedicat-ed to making clothes for smart, sexy, feminine women and have built a loyal following. Now I am offering my clients more

options with swimwear, hand-bags, accessories and clothing for their daughters. I look for-ward to continuing the success-ful momentum.

What’s the most exciting part of your business these days for you personally?I am approaching the one-year anniversary of my flagship boutique on Madison Avenue. I love seeing my collections mer-chandised in the shop—it’s an extension of my personal style and interests. It’s really a special place, and I want my Milly cus-tomers to feel as if I’m welcoming them into my living room when they shop here. •

Favorite movie: Love Story. Ali MacGraw was such an iconic character, as well as a style inspiration for me.

Songs that get you in work mode: Stevie Wonder, Marvin Gaye and Mary J Blige are some of my favor-ite artists.

Favorite vacation spot: I love Italy, especially along the Mediterranean coast. I love the people, the food, the beautiful landscapes and the rich history.

Luxury indulgence: My Hermès Kelly bag. It goes with everything!

Tech gadget you can’t live without: My iPhone, loaded up with my favorite songs.

OFF TH E CU FF

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2 7

By Jennifer Cattaui

FOR A RAREFIED few, a lifetime’s

Earnshaw’s The Infants’ Department

—

This page: The Earnshaw Knitting Company factory in Newton, MA; opposite page: G.F. Earnshaw.PH

OTOG

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2 8

which were afforded patent protection, like a child’s sleeping garment (patented

With a commitment to helping grow

-zine called The Infants’ Department, a

-

intended as a free exchange of ideas

retailers. He said it was an experiment

mothers’ trade.He tapped veteran retailer Flora

--

zine’s voice was peer-to-peer. Earnshaw was so committed to improving the

-

infant wear sections. He also offered

advantage of their growth plan, which

The Infants’ Department was osten-

-

advertisements. Within the pages of the -

rate infants’ and children’s goods from

--

ing that compiling all child-related goods in one place

--

ness to the store. The

Infants’ Department took its first adver-tising pages, and

-

departments of the leading department -

salespeople who find its pages practical

Chicago to Newton, MA, not far from -

of workers in Chicago had grown to

-

On the editorial side, Earnshaw

affected his readers. For instance,

The Infants’ Department

the Great Depression, Earnshaw advised

Earnshaw, mothers were practical and

marked down. Earnshaw’s opinions were

grown.-

this week of marketing, promotions, fes-

He declared that National Children’s

serve the childhood of America, rather

was a win-win, according to Earnshaw,

-

-

longer on the shelves and his Newton, MA, home changed hands several

-

ownership, Earnshaw’s magazine is still -

PHOT

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OF

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FREE

PUB

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Inside Earnshaw Knitting Mills

Earnshaw Knitting Mills color lab.


! For 35 years, Earnshaw’s has recognized outstanding companies with the prestigious Earnie Award. Nominated and voted upon by industry leaders, Earnie Awards denote the retail community’s seal of approval in areas like design, quality and overall excellence. Until June 30, we will be taking nominations for top companies in 20 different categories on www.earnieawards.com. Let the nominations begin.

Best Denim

Best Licensed Apparel

Best Swimwear

Best Hosiery

Best Footwear

Best Accessories & Jewelry

Best Special Occasion Wear

Best Infants’ Collection

Best Girls’ Collection

Best Boys’ Collection

Best Tween Collection

Best Gift Item

Best New Company (1-3 years)

Best Company for Good

Best International Collection

Best Swim Collection

Best Outerwear Collection

Best Brand Rep

“It” Item of the Year

Company of the Year

VOTING CATEGORIES

EarnieAwards

EARNSHAW ’S MAGAZINE

Nominations begin April 30, 2012, at 11:59 p.m. EST and end on June 30, 2012, at 11:59 p.m. EST.

Go to www.earnieawards.com to cast your vote.

er_04-5_Earnies.ad_02.indd 25 4/20/12 2:50 PM

3 0

1917The Beginning

Earnshaw’s begins as a publication called The Infants’ Department. George Frederick Earnshaw launches his magazine “experi-ment” to assist retailers in growing their childrenswear businesses and urges a free exchange of ideas. As president of Earnshaw Knitting Company in Chicago, G.F. Earnshaw crafts the magazine as a custom publication, while also marketing its

retailers struggle as sales are lean and fabric shortages are plenty. À la mode are knee-length dresses for girls and winter shorts for boys, which cut fabric expenses. Vanta is the name in childrenswear, even earning a showcase spot in the National Museum in Washington, DC, for exemplary design.

The Infants’ Department reports that boys of the time are wearing pink—a healthy, strong color—while girls are donning shades of blue.

Mickey Mouse hits popularculture, and bubble gum and sliced bread are all the rage.

1928

1929

1921Strength in Numbers

The Infants’ Department hits its mark and, according to

monthly magazine. By demand, it begins taking outside advertising. G.F. Earnshaw declares that the staff is choosy about advertisers, ensuring that each touts products that are on-point and add value to an infants’ department.

Difficult Times, New Fashions

Follow Earnshaw’s footsteps through 95 years in the

childrenswear business.

FROM HERE

TO ETERNITY

The stock market crashes on Black Tuesday and the Great Depression begins. As more Americans can’t afford French fashion, domestic designers become popular and many children wear family hand-me-downs. There is a rise in casual clothing, sportswear and tennis shoes, and comfort is in the forefront for kids. Retailers stock more rugged goods in quality fabrics that stand up to weather and wear. During this time, children’s wardrobes expand to sport, play, sun and snow clothes.

timeline_final_01_credit_revise.indd 30 4/23/12 11:10 AM

3 1

The children’s fashion plate

star include collared and saque -

and, of course, sweaters (due to

-

1930s

1931

are patented in 1932, due to doc-

Mother Knows Best

Shirley’s Style

1937 Snow White is released

The Good and the Bad

to audit Earnshaw’s

1938New Ideas

1939feature a caped crusader called

To the Rescue


3 2

1940s Emergency Issues

Earnshaw’s

Earnshaw’s

1940Hudson Takes the Helm

-

-

1945

Earnshaw’s

1948Sold!

Earnshaw’s

1947

1941Buyers Who Brunch

Earnshaw’s

ILLU

STRA

TION

S BY

McC

ANDL

ISS

AND

CAM

PBEL

L


3 3

1960Earnshaw’s

Earnshaw’s

1950s

LATE ’60S

1969

1957American

Bandstand

Rock ‘n’ Roll

Fashion Flurry

Retail Revolution

Pre-teen Power

1950Earnshaw’s

Small World

Charge It


3 4

1970sScreen Stars

Miniskirts, floral dresses, flared jeans and peasant-style shirts enter the mar-ket. Friendship bracelets and running shoes from brands like Adidas are also big hits during the disco era. Crowds line up to see blockbuster movies like Star Wars and Jaws. Happy Days and The Brady Bunch are popular televi-sion shows.

1970Captain Planet

The first Earth Day is held in April. Also, flammability standards come into effect for children’s sleepwear. Earnshaw’s devotes several supplements to this issue throughout the decade that discuss flame-retardant fabrics and “how to answer your customers’ questions about flammability.”

1976Award-Winning

1975The Vietnam War ends.

The first “Earnie Awards” honor children’s retailers in various catego-ries from shoes to dress wear. The publication also

surveys to moth-ers in order to better understand consumer habits.


3 5

1983

-

Earnshaw’s-

-

1986

What a Doll

1981-

Sixteen Candles and The Breakfast Club

1980sThe ’80s Club

1989

Coming to America


3 6

1991Mind the Gap

More designers and stores chase after the “Gap look.” Children’s hats are a new craze.

More trade shows are developing, such as the Children’s Trade Show

Kids Fashion Show and The Super Show

becoming an important element in sportswear. The North American Free Trade Agreement (NAFTA) is passed.

1993Label Maker

Hip-hop fashion filters into boys’ apparel.

1992

American brands like OshKosh B’Gosh open their own stores in Europe. Children’s retailers incorporate other services, such as haircuts, into their businesses.

1994Retail and Beyond

1990s“Whatever”

The disheveled grunge look is in, as well as colorful baggy jeans, oversized T-shirts, flare pants and flannel shirts. The schoolgirl look, inspired by the movie Clueless, is also popular, and platforms and chunky shoes like Dr. Martens are in vogue.

Tom Hudson Jr. further expands the company’s portfolio with Footwear Plus magazine, a trade publication covering the footwear industry. West Coast stores and brands feel aftershocks from the ’89 earthquake, which causes transportation to

1990Movers and Shakers

timeline_final_01_credit_revise.indd 36 4/23/12 2:01 PM

3 7

2012 Earnshaw’s celebrates its 95th anniversary!

2000sUrban styles from brands like Mecca, Fubu and Timberland

hoodies and plaid shirts with

ly materials are on the rise, as

Mixing it Up

2009of certain substance levels, such as lead and phthalates,

allotted to test products and the retroactive nature of

Law and Order

2008Earnshaw’s launches the

tunities and educational

A New Dawn

Earnshaw’s Earnshaw’s and Footwear Plusthat includes Musical Merchandise Review and School Band and Orchestra

2005A Helping Hand

timeline_final_01_credit_revise.indd 37 4/23/12 2:02 PM

3 8

WHILE MANY BRANDS are here today and gone tomorrow, a select few have stood the test of time, through new leadership, initiatives and strategies, trends, and economic ups and downs. “Heritage brands tend to evoke a simpler time,” says Allison Cenna, senior strategist at Omnicom Group’s global advertising agency, DDB Chicago. These “heritage brands” separate themselves not only through their goods,

but also through their longevity in the market, having laid roots in a dif-ferent era. But what is the secret to their staying power? How did they flourish when others failed?

about updating styles but keeping that classic look and staying true to the brand’s roots and origins,” she says. Of course, for retailers and manufacturers, staying power also requires making good brand-first choices along the way, staying lean and pruning in order to focus on what matters most. We spoke to three power players who have learned to survive and thrive, maintaining their identities and growing their sales volumes, despite the shifting sands of time.

Think ThriftyNot many companies can say they got their business off the ground without relying on financial backers to help fund operations, but that’s

Back in those days, the small family-owned company manufactured

to its name, from hair accessories and cosmetics to princess costumes, and its customers range from specialty boutiques to international mass merchants.

“My grandfather was a very big believer in not borrowing,” says

a program that was beyond our capabilities, we would have to turn it down.” While that thrifty attitude might seem stubborn to some, it’s

own on your own.”

brink of collapse, but Ash had a vision: Return to the basics. Rather than chase new brands and add new licenses, the wholesaler decided to focus everything on reinvigorating Expressions hair accessories, its longest-standing brand. “When things get tough and the economy

says, arguing that regardless of how much pocket money little girls get, “they’re spending it no matter what.” And thanks to technology, these ever-fickle and trend-savvy shoppers hold more power than ever,

A new generation of childrenswear leaders profits from the past. By Lyndsay McGregor

Stride Rite ads through

the years

WORDSOF

WISDOM

er_04-5_12_heritage_brands_03REVISE.indd 38 4/20/12 2:44 PM

3 9

knowing what’s in and what’s out at the click of a mouse and making buy-

were carrying inventory in a business like ours, you could not be trendy and you were a dinosaur,” he says, noting that inventory takes a long time

In an effort to appease its clientele, the wholesaler decided to take a uniquely flexible approach to product and introduce close-to-need buy-

and saying ‘I’m not willing to put my money into a trend that could be

counting what you don’t have; you’re making sure that you continue with

Grow With the Perfect Partner

from his mule cart in 1830, he couldn’t have imagined he was paving the

-

to appreciate American history as it’s evolved has given us the ability

outdoor wear and blankets, the company has been led by generations of

has allowed it to maintain unity among its employees and shareholders

Left to right: Jack Ash,

founder of Almar

Sales Group; Expressions hair

accessories.

Above: Vintage ads and women working at Woolrich woolen mills


years that produces the Woolrich John Rich and Bros. and Woolrich Woolen Mills apparel collections. “Not compromising the brand in any way has helped give us a lot of staying power.”

This holds true for Woolrich’s most recent foray into boys’ appar-el. Woolrich execs tapped Weeplay Kids to bring the heritage brand into the children’s arena when Isaac Maleh, Weeplay Kids’ vice pres-ident, reached out after noticing nostalgia-driven looks for adults on the streets and Woolrich jackets and parkas in cool downtown stores like Earnest Sewn.

“We had a lot of appreciation for [Weeplay’s] knowledge of tak-ing brands to market and the success rate they’ve had for doing so,” reveals Brayton, adding that the childrenswear company under-stands how to sell a brand’s story with the right product and taste level, evidenced by its work with century-and-a-half old brand Carters Watch the Wear and Sanrio’s Hello Kitty apparel. Woolrich Kids hit the trade show circuit this past January, with boys’ sports-wear, outerwear and sleepwear in sizes newborn to 20. Come this August, the Fall ’12 collection will be carried everywhere from upscale department stores like Bloomingdale’s and Saks to outdoor stores like Cabela’s.

As Maleh puts it, “You can decide to choose the quick-money machine that says ‘Let’s make the brand and we’ll sell $100 million in two years’—but maybe 80 percent of that is off-price. Or you can decide to partner up with good companies that are going to treat the brand as if it’s their own and build it through the right customer channels and keep the quality right.”

Listen to Your Target Market“As a brand, you don’t necessarily own every aspect of yourself. The people that love and regard you as a special part of their lives expect certain things from you,” says Sharon John, president of Stride Rite Children’s Group. For the past 92 years, moms have protected kids’ feet with Stride Rite, thanks to its well-fitting, quality shoes. And the footwear favorite has come a long way since starting life in a converted stable in Boston. Back then, it was known as Green Shoe Manufacturing Company and specialized in making stitch-down shoes. Today, its portfolio of brands, available in more than 30 coun-tries worldwide, has expanded beyond its own bread-and-butter line to include leather slip-on shoes and booties by Robeez; licensing deals with Disney Princess, Marvel, Sesame Street and Star Wars; and takedowns of Saucony, Sperry Top-Sider and Jessica Simpson. But while today’s shoes look a little different, the company hasn’t strayed too far from expectations.

Woolrich woolen mills sales inventory ledger

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4 1

“Moms today still want the same things for their kids that they

her parents’ attic when she was granted the helm in 2009) take pride

parents select shoes for every key development stage of their child’s

says, adding that parents associate shoes with landmark occasions

the right shoes to the right places at the right time, to the concept

tos of their little ones and to connect with other moms, while also

Woolrich hosiery factory


Ralph Lauren cardigan, Knot blouse.

42

er_04-5_fashion_02_print.indd 42 4/20/12 9:39 AM

A classic fall palette and whimsical accents underscore the old-world charm of childrenswear.


44

Dress by Le Vestiaire de Jeanne, Bit z Kids polka dot blouse, Esp No. 1 cardigan, tights by Little Paul & Joe, Frye boots.


Blazer and sweater vest by Andy & Evan, Anaïs & I pants worn over Siaomimi check leggings, Kina booties.

45

er_04-5_fashion_03_print_revise.indd 45 4/23/12 11:01 AM

46

On him: Neve+Hawk cardigan, Fore!! Axel & Hudson flannel shirt, Ralph Lauren jodhpurs, Frye boots.

On her: Ralph Lauren tweed blazer, Bit´z Kids dress, Mayoral leggings, Siaomimi boots.


47


Vest by Bit'z Kids, Angel Dear sweater and leggings, Etiquette socks, booties by Kina.

48


49

Denim dress by Anthem of the Ants, Le Vestiaire de Jeanne jacket, leggings and boots by Siaomimi.


50

Fore!! Axel & Hudson blazer and plaid pants, cardigan by Ferd, Esp No.1 denim shirt.


Left: Babylady check blouse, bloomers by Wheat, tights by Little Warrior, Siaomimi Mary Janes.

Right: Ferd cardigan, Ralph Lauren button-down shirt, Sweven shorts, Little Warrior leggings, boots by Siaomimi.

51


Dress with lace collar by Knot, Siaomimi plaid leggings and shoes.

Opposite: Babylady cape. 53


54


Bonnie Young henley and leggings, scarf by Le Vestiaire de Jeanne, boots by Siaomimi.

Opposite: Appaman flannel, Esp No.1 cardigan, Bit’z Kids henley and pants, Frye boots.

Style Director: Michel OnofrioFashion Editor: Angela VelasquezHair and Makeup: Stephen Ramsey


5 6

1. A cancellation of markup has the same effect as a markdown on the cumulative ini-tial markup of a depart-ment.

a. The statement is true.b. The statement is false.

2. invoice amounting to

you must pay an express charge of $5.

a markup of 38%, you

approximately:

a. $806b. $814c. $852d. $690

3. gross cost of sales

net operating profit is:

a. $625b. $725c. $820d. $575

4. consignment” while they are in the stock of the retailer, legally are the property of:

a. the vendorb. the retailer

5.

period, markdowns and shortages on these purchases amounted

maintained markup on the purchases was:

a. 38.5%b. 42.3%c. 37.5%d. 39%

6. made in stock-taking,

-

and the physical inven-

a. The statement is true.b. The statement is false.

7. -lative initial markup in your department is

stock plus purchases and additional markups

purchases for May are

markup must you -

-tive initial markup for the period up to 37.5%?

a. 43.5%b. 39%c. 42%d. 38.6%

8. -

markup for the period is 36.5%. Markdown for

cost value of the closing inventory is:

a. $6,000b. $6,350c. $6,699d. $6,500

9.

the department are

these figures, is:

a. 38.5%b. 40.2%c. 36.7%

IQ? WHAT IS YOUR RETAILING REPRINTED

FROM EARNSHAW’S

1941

PD-1

923

To find out how you scored log on to www.facebook.com/earnshawsmagazine

THIS QUIZ, ORIGINALLY printed in a 1941 issue of Earnshaw’s, was devel-oped by NYU professor Irving Goldenthal. At the time, the country was experiencing a major post-war baby boom, and the children’s market had a lot of potential. This quiz sought to keep retailers sharp, encouraging them to keep an eye on the numbers. The rules of the quiz were simple: Start with 100 points and take 10 away for every question you miss to reach a final score. We’ve removed the question on gross margin for an average infants’ depart-ment, as we thought it was dated by now (the answer was 38.5%), but have reproduced the other questions for you to try your hand. Answers will be post-ed on our Facebook page: www.facebook.com/earnshawsmagazine. Good luck!

EARN_56.indd 56 4/23/12 10:43 AM

http://www.facebook.com/earnshawsmagazine

5 7

RETAIL-TO-GO spring cleaning

SPONSORED BY

How to Create a Summer-Ready Space

https://wholesale.mud-pie.com

Pat Fitzpatrick, president of Atlanta Retail Consulting, shares his top tips for getting your store, merchandise and associates in tip-top shape for the summer season.

Separate the Old from the New. Make a dis-tinction between last season’s apparel and accessories and new items you’re putting out for summer by placing them on separate

helps de-clutter the floor and creates an eas-

Slash Prices on Old Items. “Mark them down aggressively to get rid of them and free up cash for new seasonal items,” Fitzpatrick suggests, noting that the old idea of packing away goods and using them next year no lon-

now, which provides you with a greater mar-

Calculate Your Open-to-Buy.these numbers helps you determine how much money to invest going forward during the summer season and ensures that you

Incorporate an Inventory Control System.

inventory returns, as well as keep track of

Fitzpatrick advises to aggressively mark -

Make Clear Sales Goals.executing well-defined sales goals will allow

Fitzpatrick suggests sharing goals and daily performance with each employee so there’s a clear understanding of where the business

Store areas to clean (stock room, register, sales floor, etc.):_________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Past seasonal items to mark down for summer:__________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Brands and items to promote for summer:_____________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Ideas for in-store seasonal promotions:________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Best-selling brands and items to re-order for summer:____________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Ideas for summer season window displays:_____________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Season sales goals for store and associates:____________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

er_04-5_retail_to_go_04.indd 57 4/23/12 10:44 AM

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20-26Dallas Total Home & Gift Market

Dallas Market CenterDallas, TX

(214) 655-6100www.dallasmarketcenter.com

21-24KidsWorld

Dallas Children’s Apparel & Accessories Market

Dallas Market CenterDallas, TX

(214) 655-6100www.dallasmarketcenter.com

28-30Pitti Bimbo

Forteza da BassoFlorence, Italy

www.pittimmagine.com

JULY7-9

Playtime ParisParc Floral de Paris, L’Espace

EvenementsParis, France

+33(0) 14372 7537www.playtimeparis.com

11-18Atlanta International Gift & Home

Furnishings MarketAmericasMart

Atlanta, GA (404) 220-3000

www.americasmart.com

15-17KidzBiz Insights

The Hotel at Mandalay BayLas Vegas, NV

(603) 785-5510www.kidzbizinsights.com

AUGUST4-6

Playtime New York82 Mercer St.New York, NY(213) 563-7301

www.playtimenewyork.com

CA LENDARMARKET DATES & EVENTS

Pitti BimboJune 28-30Florence, Italy

Here’s to growing up.At pediped® footwear we believe it is essential that kids’ shoes be both comfortable and adorable. That is why pediped® o! ers more than 100 adorable styles of fl exible footwear up to size EU 33 (US 2 youth).

www.pediped.com

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er_04-5_calendar_05.indd 58 4/23/12 10:47 AM

5-7ENK Children’s Club

Pier 94, 55th St. @ 12th Ave.New York, NY

(212) 759-8055www.enkshows.com

6-9LA Kids Market

California Market CenterLos Angeles, CA(213) 630-3683


9-12Copenhagen Fashion Week

(CIFFKIDS)Bella Center

Copenhagen, Denmarkwww.ciffkids.dk

9-13Atlanta Apparel Market

AmericasMartAtlanta, GA

(404) 220-3000www.americasmart.com

12-13St. Louis Gift Show

St. Charles Convention CenterSt. Charles, MI(513) 861-1139

www.stlouisgiftshow.com

12-14The Children’s Great Event

Shoe ShowThe Marriott Teaneck at Glenpointe

Teaneck, NJ(718) 769-4251

www.tcgess.com

13-15United Boston Children’s

Wear Show75 McNeil WayDedham, MA

(781) 407-0055www.unitedbostonchildrenswear.com

10-14North Branch Children’s Show

1229 N. North Branch, 3rd FloorChicago, IL

www.northbranchkids.com

11-13Kidz at Stylemax

222 Merchandise Mart Plaza7th Floor Market Suites

Chicago, IL(312) 527-7570

www.kidzatstylemax.com

12-13NW Kids Show

DoubleTree by HiltonSeattle, WA

www.nwkidsshow.com


St. Louis Gift Show August 12-13

St. Charles, MI


http://www.nwkidsshow.com

16-19Dallas Apparel &

Accessories MarketDallas Market Center

Dallas, TX(214) 655-6100

www.dallasmarketcenter.com

17-21 Columbus MarketPlace Gift Show

Columbus MarketPlaceDublin, OH

(614) 339-5100www.thecolumbusmarketplace.com

18-21The Children’s Show

at DeerfieldEmbassy Suites

Deerfield, IL(248) 478-1732

www.midwestchildrensapparelgroup.com

19-22New York International

Gift FairPiers 92 & 94, Javits Center

New York, NY(800) 272-7469www.nyigf.com

20-22KIDShow

Bally’s HotelLas Vegas, NV

(908) 232-0867www.kidshow.cc

21-22Playground

The Cosmopolitan of Las VegasLas Vegas, NV (213) 622-7039

www.playgroundtradeshow.com

28-30Playtime Tokyo

Belle Salle Shibuya FirstTokyo, Japan

+81 3 3793 0057www.playtimetokyo.com

SEPTEMBER8-10

Dallas Total Gift & Home MarketDallas Market Center

Dallas, TX (214) 655-6100

www.dallasmarketcenter.com

9-11Michigan Children’s Show

Glen Oaks Country Club30124 W. 13 Mile Rd.Farmington Hills, MI

(847) 415-2156

9-12United Boston

Children’s Wear Show75 McNeil WayDedham, MA

(781) 407-0055www.unitedbostonchildrenswear.com


KIDShowAugust 20-22Las Vegas, NV


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 up-dates to [email protected].

Net TULLE Tricotwww.tutufabric.comFashion Fabrics


13-16Kind + Jugend

Koelnmesse GmbHCologne, Germany+49 (0) 1805 117017

www.kindundjugend.com

OCTOBER10

Atlanta Apparel MarketAmericasMart

Atlanta, GA (404) 220-3000

www.americasmart.com

14-17ABC Kids Expo

Kentucky Exposition CenterLouisville, KY(210) 691-4848

www.theabcshow.com

15-18LA Kids Market

California Market CenterLos Angeles, CA(213) 630-3683


19-23North Branch Children’s Show

1229 N. North Branch, 3rd FloorChicago, IL

www.northbranchkids.com

20-22NW Kids Show

DoubleTree by HiltonSeattle, WA

www.nwkidsshow.com

20-23 Kidz at Stylemax

222 Merchandise Mart Plaza7th Floor Market Suites

Chicago, IL(312) 527-7570

www.kidzatstylemax.com

20-23 The Children’s Show at

DeerfieldEmbassy Suites

Deerfield, IL(248) 478-1732

www.midwestchildrensapparelgroup.com

21-24United Boston

Children’s Wear Show75 McNeil Way

Dedham, MA 02026(781) 407-0055

www.unitedbostonchildrenswear.com

NW Kids ShowOctober 20-22Seattle, WA


M AR K ETPLACE

er_04-5_marketplace_01.indd 62 4/20/12 9:54 AM

Join Earnshaw’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 [email protected]

er_04-5_marketplace_01.indd 63 4/20/12 9:54 AM

6 4

REMIX

Nineties supermodel Linda Evangelista once infamously said she wouldn’t get out of bed for a modeling gig that paid less than $10,000. Luckily for us, our stylist/model this month, Saoirse, was lured in with the simple promise of cold chocolate milk. Stocked with an eclectic assortment of vibrant dresses, print leggings and a treasure trove of hair accessories and baubles, there was no shortage of ultra-girly looks that Saoirse said “made her even pret-tier.” She liked everything about a pink Twirls & Twigs dress, naming the ruffles, bows, buttons and flower embellish-ments as favorite parts. Saoirse even tapped into an array of funny alter egos inspired by her ensembles during the shoot—a “munchkin from The Wizard of Oz” in a green star print dress and a “mom” in a chambray romper. However, she wished there were more clothes in yellow, her favor-ite color. Afterwards, with her entou-rage (a.k.a. her mom and cousin) in tow, Saoirse claimed her sweet reward at a downtown diner, where she retold her exciting day as a supermodel. —Angela Velasquez

STYLIST: SAOIRSEAGE: 3HOMETOWN: MAHOPAC, NY

Printed dress by Winter Water Factory, TwirlyGirl leggings, Bows Arts headband, stylist’s own shoes.

Boy + Girl romper, Charm It! by High IntenCity necklace and bracelet.

City Threads hoodie, Intakt polo and pants.

Twirls & Twigs dress, leggings by TwirlyGirl.

Twirls & Twigs dress, Pink Pewter headband.

PHO

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er_04-5_Remix_02.indd 64 4/17/12 2:07 PM

www.snopeawear.com

For babies onlyExtraordinary garments for young sprouts!

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earnshaw's | april/may 2012

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