earnshaw's | july 2014

VOLUME 98 NUMBER 6 JULY 201 4 $10.00

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VOTE LITTLE GIRAFFEFOR “IT” ITEM OF THE YEAR!

™

Dolce™ Blanket

2014 Earnie Awards

Dolce™ Dot Blanket

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3rd Year in a Row!

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear industry is published 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 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.

JULY 2014FEATURES20 Home Grown Want to make the most of the growing

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22 Feet First

26 Treasures Untold

48 What the Cool Kids Love...

FASHION30 Shine

4 Editor’s Note 6 8 10 Fresh Finds

Left and cover: Blush by Us Angels dress, TicTacToe socks, Umi ballet flats.

Photography by Raphael Buchler. Styling by Maria-Stefania Vavylopoulou. Hair and makeup by Sylvia DiMaki.

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Noelle Heffernan

Audrey Goodson Kingo Editor in Chief

Nancy Campbell Trevett McCandliss

Lyndsay McGregor Senior Editor

Tara Anne Dalbow Fashion Editor

Samantha Sciarrotta Assistant Editor

Caroline Diaco

Jennifer Craig

Manager

Tim Jones

Mike Hoff

Sales/Editorial Offices

Circulation Office

Xen Zapis Lee Zapis Rich Bongorno Debbie Grim

12 14 16 On Trend 40

EARNIE NOMINEES!

PAGE 47

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We’re putting the blanket to bed.

mbabyclothing.com©2014 Munchkin, Inc. Munchkin, mbaby, onester, sleepster and built-in-blanket are trademarks of Munchkin, Inc.

Patent: http://www.munchkin.com/patents and other Int’l patents pending.

BUILT-IN BLANKET™

Double-layer front

Single-layer back

Onester™

Keep baby safe and warm.Pediatricians recommend that nothing – not even a blanket –be placed in a crib with a baby. Introducing Sleepster™ the new one-piece sleep suit from the mbaby™ Collection. Only mbaby™ Onester™ and Sleepster™ offer a patent-pending double-layer front for a built-in-blanket™ to keep baby’s front warm without overheating her back…helping baby sleep comfortably. So say goodnight to the blanket once and for all.

National Sales Manager:Elizabeth Kausek(617) [email protected]

West Coast Representation:Smallshop ShowroomCalifornia Market Center [email protected]

View the collection at:ENK Children’s Club * LA Kids Market

Sleepster™

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ATTENTION MALL SHOPPERS! If that phrase rings a bell—if it leaves you reaching for a fake plastic credit card dubbed Fast Cash or Easy Money—then you were probably a child of the

-lar Milton Bradley board game, Mall Madness, because the phrase was often followed by, “There is a clearance at the toy store.”

If I seem to know a little too much about Mall Madness, that’s because I have to confess: It was my favorite board game as a kid. In a definite sign of the more decadent times, the entire object of the game was to see who could blow through

alternative to the actual mall. Not to mention, it was a much cooler place to shop ‘til you drop than the one in my small Georgia town. The

Milton Bradley version boasted an arcade, movie theatre, record store and a pet shop. Eat your heart out, Georgia Square Mall.

Today, if you peek around the Internet on nostalgia websites, the game is often described as “vapid,”

“superficial,” “materialistic” and, my favorite, “a sadistic form of capitalist indoctrination.” It’s definitely hard to imagine many parents endors-ing Mall Madness as an edifying way for their young ones to play in these post-recession times.

loathe it, the shopping mall was a quintessential

every iconic teen movie of the last few decades: Fast Times at Ridgemont High. Clueless. Mean Girls. Where do the characters spend a signifi-cant portion of their free time, either shopping or

But those days are likely gone. No new -

Aéropostale are losing the foot traffic they need to maintain sales. The teenage apparel chain

online shopping for the decline of the American mall, the answer isn’t quite that cut and dry. Fast-fashion chains like Zara and H&M are thriving, as well as off-price merchants like Marshalls and Kohl’s. And shopping malls anchored by upscale department stores like Saks Fifth Avenue and

Neiman Marcus are doing just fine. It’s the mid-tier market catering to the

amorphous middle class that can’t find its foot-ing—much like the members of the group itself. There’s no denying that student debt, stagnant wages and an unstable labor market have all made it harder for the average American to get

it’s easy to see why two tops at Kohl’s make for a more tempting prospect than one at a depart-ment store.

But don’t write the obituary quite yet for the

has anything to say about it. The former ad exec -

ing malls to Hispanic cultural centers, boosting

boutiques like Marcia’s Attic for Kids (See our

is no longer solely about making a sale. It’s now about building a community and forging a con-nection with customers, and providing an experi-ence that can’t be replicated online or within the nondescript, volume-driven confines of most

--

tion, banking and even a DMV. While one family member is shopping, another can tackle chores. There’s even live music on Sundays—a nod,

couldn’t catch on in other communities. The pet store and record store I loved during my Mall Madness days may be gone, but why can’t they be replaced with, say, interactive discovery centers

of writing a requiem for the American mall and jumping on the next big shopping trend, inves-

and figure out a way to make retail centers sus-tainable for many generations.

editor’s note

Can a little creative thinking save the classic American shopping center?

AUDREY GOODSON [email protected]

for the MallRequiem

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TalkingPoints

Bonnie Young

Mischka Aoki

Sliding DoorsWith Aéropostale shuttering many of its mall-based kids’ stores, what does it mean for the future of retail?

IT’S NO SECRET that America’s shopping malls are struggling, as plunging foot traffic and a shift in consumer shopping habits force anchors like Sears, Macy’s and J.C. Penney to shut down stores, leaving mall owners scrambling to find retailers large enough to replace them. And it’s not just big boxes feeling the heat—even specialty retailers are under pressure. In the latest example to hit the news, Aéropostale Inc., which has lost money for five straight quarters, will close about 125 of its mall-based P.S. from Aéropostale children’s stores by the end of its fiscal year as part of a larger turn-around effort.

Where did these once-mighty behemoths go wrong? According to Poonam Goyal, senior retail analyst at Bloomberg Industries, ailing children’s chains like P.S. need to shed the most unprofitable stores first, and the mall-based ones that are losing the most traffic are the first on the chopping block. Couple that with increased competition from the likes of Gymboree, The Children’s Place and Zulily, not to mention that department stores are focusing more on kids these days, too, and it’s a no-brainer for Aéropostale. “The kids’ business has too many operators,” she continues, pointing out that while The Children’s Place retail sales also dipped by 3.6 percent in Q1, its infant business remains particu-larly strong. P.S., meanwhile, only carries sizes 4 to 14 years. “The childrenswear retailers that are doing well are either focusing on price and turning around merchandise very quickly, or are offering more luxury product,” she adds.

Goyal believes specialty stores can keep up with fast fashion if they compete, and Les Berglass, founder and CEO of Berglass + Associates, a New York-based executive search firm specializing in retail and consumer goods, agrees. “What you have in the childrenswear market is a consumer who demands newness. Today’s mother looks for fashion and contemporary product at Zara and H&M and she shops through that vision for her children,” he says, pointing out that P.S. floors, for instance, are still dominated by logos and hoodies. “The question that Aéropostale’s board needs to ask itself is, ‘Have we sold too many hoodies?’”

It’s clear that mall-based chains need an overhaul and they need to start by tweaking their merchandise delivery systems to serve today’s smartphone-enabled shoppers, who, as Berglass points out, switch easily between online and brick-and-mortar purchases. That means not just helping consumers shop by phone but also delivering new styles faster and at prices they’re willing to pay. As Berglass notes, “Shutting stores may be the right thing to do, but it is not a strategic solution; it’s a tactical one to cut loss. It won’t fix the problem. Specialty retailers need to reinvent the entire structure of their busi-nesses.”—Lyndsay McGregor

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Brad [email protected]

UKSOUTHEASTJoyce [email protected]

Hollee [email protected]

SOUTHStephenie [email protected]

WEST

David [email protected]

NEW ENGLAND

Brad [email protected]

NORTHEAST

Lisa Tompkins614-370-5472lisa@treehouseo!ashion.com

MIDWEST

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Twinkle TwinkleSkechers lights up JAKKS toys.A MODEL FOR brand versatility, Skechers offers a plethora of shoes and apparel for men, women and kids. Now they can add duds for dolls to that list, after partnering with JAKKS Pacific, Inc. to introduce a col-lection of Cabbage Patch Kids, as well as a miWorld playset, based on Skechers’ popular Twinkle Toes shoes. “By marrying an ever-green brand like Cabbage Patch Kids with a contemporary brand like Skechers, we’re keeping Cabbage Patch Kids relevant and appealing for today’s kids and moms,” notes Anne-Marie Grilli, JAKKS’s vice president of corporate communications. As for the miWorld line, she adds, “Skechers is an iconic brand for girls in malls, and our miWorld mini mall playsets encourage girls to build their favorite stores.”

For the Cabbage Patch Twinkle Toes Kids, Skechers’ light-up shoes shrink down to doll size. Clad in fashions that coordinate with the shoes, the dolls come with their own kicks that illuminate when tapped. Meanwhile, the miWorld playsets, which add Skechers stores into the mix, come with one figure, two floors, four walls and over 55 pint-sized accessories. The Cabbage Patch Kids are currently avail-able at Toys “R” Us, and both products can be found there as well as Walmart, Kmart, Target, Meijers and Amazon starting in August. The miWorld playsets retail for $29.99, while the Cabbage Patch Kids sell for $39.99. For more information, contact Anne-Marie Grilli at [email protected]. —Samantha Sciarrotta

HOT

Birthday GirlHello Kitty celebrates the big 4-0 in style with events, products and more.

AFTER FOUR DECADES in the limelight, it’s time for Hello Kitty to sit back and enjoy the acclaim. Everybody’s favorite feline turns 40 this year, and Sanrio plays host to a celebration of global proportions, including a return to San Diego Comic-Con, featuring appearances by Hello Kitty Head Designer Yuko Yamaguchi. Launching mid-October, California’s Japanese American National Museum will give fans the chance to delve deeper into the Hello Kitty phe-nomenon with the “Hello! Exploring the Supercute World of Hello Kitty” exhibit, which will travel the country beginning next spring. And for the first time ever, buffs can attend the official Hello Kitty Convention in Los Angeles, Oct. 30-Nov.

2, featuring a tattoo artist, workshops and more. Sephora, Loungefly, JapanLA and others will supply limited edition products.

“We anticipate making a lot of Hello Kitty fans happy, which we equate with success,” says David Marchi, senior director of brand management and marketing at Sanrio, Inc.

Sephora will offer a signature collection for Hello Kitty that will launch later this year. Other existing partnerships include Mikimoto, Minnetonka, Chan Luu, Major League Baseball and the National Football League, as well as new products from Vans, New Era, Swarovski, McDonald’s, Tokidoki and more. Contact Sarah Danley at [email protected] for further informa-tion regarding partnerships. —S.S.

P R O P E R T I E S

New ClassicsUglydoll adds two more time-honored icons to its lineup.

UGLYDOLL LAUNCHED ITS first co-branded partner-ship last year with a line of Hello Kitty products, and after the collection’s success, the brand is back for more with two recent signings: CBS Consumer Products’ Star Trek and Warner Brothers’ Wizard of Oz. “For us to be a part of all these other intellectual properties is amaz-ing,” says Pretty Ugly director of licensing Teresa Fazio. “We’re only 13 years young. Other IPs have been around for many, many more years.” So what’s the secret to success for the toymaker? “We feel the personalities of our characters are unique. They do match up well with other characters,” Fazio offers.

Each line will feature Uglydoll’s signature characters dressed as classics like Captain Kirk and Dorothy. Ox will assume the roles of Spock and the Wicked Witch of the West, while Babo becomes Doctor McCoy and

the Cowardly Lion, among other adorably ugly combinations. “The responses that we’ve seen for both are just over the top,” Fazio points out. Like all of Uglydoll’s products, the collections will be featured prominently in specialty stores and independent boutiques. “We’re not found in mass retailers, which was a unanimous decision made by the part-ners,” Fazio reveals. Available in Fall ’14 for the Wizard of Oz products and 2015 for the Star Trek dolls, clip-on plushes retail for $10, while the full-size toys go for $20. For more information, contact Teresa Fazio at [email protected]. —S.S.

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View our Fall/Winter 2014 and new Spring/Summer 2015 collections at these shows:

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R E S H F I N D S

Lunar EclipseInspired by that precious time of day when parents put their children to sleep by singing lullabies or tell-ing stories, Moonrabbit by JD3Stars wants to nurture kids’ creative and curious minds with colorful clothes. Launching in Fall ’14 in sizes 2 years to Youth XL, the American-made pieces feature environmentally friendly materials and original designs that span motivational messages to quirky characters. Retail prices range from $28 to $70. Go to www.moonrabbitkids.com.

Sweet TreatLet your littlest customers’ big person-alities shine through in Sara Sara’s new sister line, Sara Sara Neon. Launching in Fall ’14, the collection offers casual two-piece sets for girls featuring bright colors and fun graphics. Yummy treats like candy, cupcakes and donuts embla-zon sweatshirts and leggings alike, while eye-catching prints make a sarto-rial statement that’s sure to please mini trendsetters. Sizes in the U.S.-made collection run from 2T to 6X and whole-sale prices range from $19 to $27. Visit www.sarasara.com.

Hey ‘Tude Fed up with finding an overload of teddy bear prints in the baby gift mar-ketplace, Aliya Jiwa decid-ed to put her frustration to good use and in 2009 launched Spunky Stork, a line of tongue-in-cheek tops in sizes 3 months to 4T. Now entering its fifth year, the New York-based brand is ramping up its retail presence with romp-ers and tees featuring fun phrases and graphics, all silk screen-printed on 100 percent GOTS certified organic cotton. Wholesale prices range from $11 to $20. Go to www.spunky stork.com.

Small PeepsWant to bulk up your gift selec-tion? Look no further than Little Me. This fall the brand will update the 3-piece outfit sets it first launched in Spring ’14. Comprising a one-piece, bib and pants for boys and a tunic, headband and leggings for girls, the looks retail for $20 and come in sizes rang-ing from newborn to 9 months. Elsewhere in the fall line, a Beary Preppy collection features bears and argyles in gray, navy and red for dapper dudes, while little ladies get cupcakes, heirloom rosebuds and lace. Wholesaling from $7.50 to $25, sizes range from 0 to 24 months. Go to www.littleme.com.

Ready-to-go gift sets and prints that pop are sure to spruce up shelves.

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Red AlertAden + Anais is teaming with Product Red on a line of swaddles, blankets and bibs to help provide awareness for the fight against AIDS in Africa. Ten percent of the retail price of every product in the collection will go to the Global Fund, which helps prevent the disease spreading from mother to child by provid-ing medication that’s unattainable for many women. The collec-tion launches this month and will continue through fall/winter with an extra push around World AIDS Day in December. The gender-neutral designs (stars, stripes and geometric shapes) will retail from $19.95 to $49.95. Visit www.adenandanais.com.

Laugh FactoryPopular children’s retailer Giggle is expanding into wholesale for Fall ’14. Decked out in the brand’s signa-ture sunny style and wholesaling for $12 to $18, the offer-ing’s mix-and-match sensibility makes it an easy choice for gift-givers and new parents alike. Three-pack one-pieces, 6-pack socks and coverall and hat sets come packaged in ready-to-go gift boxes in boy, girl and unisex options suit-able for sizes 0 to 6 months. Plush char-acters and chenille blankets with satin trim are available, too. Check out www.giggle.com.

That’s AmoreArgentina-based designer Jimena Belen Leyria pays homage to her Italian roots with Little Italy Kids, a clothing collection for boys and girls sizes 0 to 24 months that launched in Spring ’14. Made from Peruvian Pima cotton, the line’s sophomore offering blends basics like T-shirts, tunics and one-pieces with a classic palette of pinks and blues, as well as colorful illustrations and embroidery in red, white and green—creating a playful collection that’s chock full of Italian flair. Wholesale prices range from $5 to $28. Visit www.littleitaly kids.com.

Get SchooledLuxury Portuguese brand D’alfaiate makes its stateside debut this fall with a line of clas-sic clothes for boys and girls sizes 2 to 12 years. Uniform-appropriate wool skirts, oxford shirts, pleated pants and jump-er dresses come in a versatile palette of navy, white and blue, with pops of red and blush peppered throughout. What really sets the line apart, however, is its col-lection of cork accesso-ries, which features the eco-friendly material on everything from school bags to belts to shoes. Wholesale prices range from $15 to $300. Check out www.dalfaiate.com.

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There’s nothing this patriotic mama loves more than a backyard barbe-cue with friends and family. But while her famous red, white and blue Rice Krispies treats sweetly salute Old Glory, she keeps her and her baby’s all- American ensembles a little more sedate. Decked out in nautical navy and white, she accessorizes her clas-sically chic getup with an understated bag packed with essentials like a plush blanket by Angel Dear and a cozy car-digan by Little Giraffe, for a night spent watching fireworks light up the sky. To help your customers salute the stars and stripes this summer, look no further than the following brands, all appearing at the NY NOW gift show in New York City, Aug. 16-20. —Lyndsay McGregor

1. Little Giraffe blue and white striped wrap cardigan 2. Angel Dear striped plush blanket 3. JoJo Maman Bébé petal print diaper bag and changing pad 4. Winter Water Factory red one-piece 5. Magnificent Baby navy booties 6. Fluf reusable snack pouch 7. Baby Jar chevron burp cloth 8. Zutano red hat 9. Bunnies by the Bay rattle 10. Lifefactory baby bottle.

Beauty American

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SPHEROVELO BY VICI ENTERPRISES, INC. ©GLM 2014

Be in the moment when the newest design-driven products are revealed. Where emerging talent is discovered. And emerging trends are boldly defi ned. This is the collaborative marketplace where four exciting collections —HOME, LIFESTYLE, HANDMADE and NEW! — showcase all that is fashion-forward and current. If it’s fresh,new and in demand, it’s here. At NY NOW. Make plans now to attend, visit NYNOW.COM

AUG 16-20 - JAV ITS CENTER + P IER 94 , N EW YORK

76702 GLM NYNOW Scooter AD - Earnshaws — T: 9” x 10.875” B: 9.125” x 11.125”

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Christmas may be half a year away, but for fans of year-round yuletide cheer, there’s no quelling the holiday spirit, even in the midst of scorching summer heat. In fact, Christmas in July was first celebrated in 1933 at North Carolina’s Keystone Camp—and the phrase inspired a 1940 film of the same name, a World War II mailing campaign and, of course, sales, start-ing as early as the 1950s. Hearkening back to the faux-holiday’s heyday, kids’ brands are unveiling vin-tage-inspired decor, stock-ings and ornament kits, as well as minimalist wooden toys, pretty prints and cozy dolls clad in winter gear. So heat up some cocoa, fire up your favorite carols and snuggle up to this year’s homey holiday offer-ings, sure to tempt your customers throughout the season—and maybe even in July. —Samantha Sciarrotta

andBright

1. & 7. Kids Preferred The Snowman plush and storybook 2. Hazel Village plush owl 3. Mud Pie “Dear Santa” door hanger and key 4. The Oliver Gal Artist Co. Nutcracker print 5. Imagination Kids wooden reindeer push toy 6. Melissa & Doug snowman stacker 8. Tree by Kerri Lee music box 9. Eeboo paper chain 10. Rashti & Rashti Sock Monkey ornament 11. Child to Cherish stocking and letter from Santa kit.

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WE ARE INTRODUCING OVER 20 NEW PRODUCTS. PLEASE VISIT US AT:

Atlanta Gift Show July 10-13 Building 3, 3rd floor, booth 1800

NY NOW Gift Show August 17-20Jacob Javits Center, booth 7179

California Gift Show July 18-21, booth 2217

ABC Kids Expo September 7-10 Las Vegas Convention Center, booth 6427

[email protected]

1-800-776-7002 Fax: 714-990-3657

#1843 Santa’s Cookie Message Plate TM

child to cherish adrevise final.indd 15 6/25/14 3:39 PM

On TrendLali

sundress

Nandy & Molly tunic

Persnickety dress

Pink Chicken dress and leggings

Dimity Bourke jacket

Indian Ocean

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When Swedish fast-fashion giant H&M announced plans earlier this year to open the company’s first store in India, the follow-

up question from industry insiders became, “What took so long?” Spanish chain Zara opened its first store in India in 2010, in Delhi, and has opened 12 more since then. With a population of 1.2 billion and a rapidly rising GDP, it only makes sense for international brands to set up shop on the South Asian subcontinent. Yet for all the new looks flooding the country’s market, an equal wave of India-inspired styling—from block printing to hand embroidery—is making its way onto the global fashion scene, particularly in the children’s market. Chalk it up to the look’s lightweight fabrics, comfy silhouettes and bright, bold colors—all perfect for play, whatever continent kids call home. —Audrey Goodson Kingo

Kikli Design dress

Itzy Ritzy snack bag

Aden + Anais bamboo swaddle

blanket

Mischka Aoki

Peppercorn Kids purse

Indian Ocean

Masala Baby blanket

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On Trend

Bonnie Young

Sapling Child blanket

Wes and Willy long-sleeve

T-shirt

Livie & Luca Mary Jane

Nohi Kids dress

Appaman jacket

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Bird If birds of a feather flock together, then mini fashionistas will definitely be feathering their nests with a veritable aviary of winged wonders this fall. From peacock and marabou to regal renderings of the common duck,

children’s designers are taking a cue from fall runways, where labels like Valentino, Alberta Ferretti and Marchesa dotted their Fall ’14 women’s collections with an array of feathered friends, particularly on tops and coats. The humble owl has long been a mainstay in the

children’s market, but thanks to designers’ new flight of fancy, it may be time for other birds to soar. —A.G.K.

Call

Klever Kids dress

Mischka Aoki top

Nano skirt

Tutu Du Monde feathered headband

Jamie Rae Hats beanie

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WHEN LISA GODOWN founded girls’ clothing line Max &

Supply Chain Digest

SHOP class

HOME

Belle & Beanzer is now made in the U.S. >44

GROWNAs more brands move their manufacturing

back to U.S. soil, now may be the time to perk up your selection with patriotic products.

By Samantha Sciarrotta

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

Every Style for Every SeasonChildren’s World is not only open during all Atlanta Apparel Markets, but Gift & Home Furnishings Markets too! Make sure to mark your calendar so you’re always ready for every season and every style.

2014 DATESThe Atlanta International Gift & Home Furnishings Market® July 8 – 15

August Atlanta Apparel August 7 – 11

October Atlanta Apparel October 16 – 20

AmericasMart.com/ChildrensWorld | 800.ATL.MART | ©2014 AMC, Inc.

children’s world

MARK YOUR CALENDAR TODAY!

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SOCKS AND HOSIERY may not be the most thrilling segment of the fashion market, but don’t tell that to Trimfit CEO Mark Mexicott.

guy” still waxes nostalgic when discussing the category—and especially when talking

that category. Then again, it’s a pretty compelling heritage.

How many brands can say they once partnered with Shirley Temple? Or that they’ve sold enough socks to make it to the moon and back? And yes, that’s a figure Mexicott

worked that out one day,” he confesses, with

the moon and back a few dozen times. We’re literally talking hundreds of thousands of

a figure that’s mindboggling if you put pen to paper.”

What’s even more mindboggling is that the number doesn’t include the millions of socks

going all the way back to the brand’s begin

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TAKE A HERITAGE BRAND WITH NEARLY A CENTURY OF SUCCESS AND ADD A VISIONARY LEADER WITH BIG PLANS FOR HIS BELOVED COMPANY, AND IT’S EASY TO SEE WHY TRIMFIT’S NEXT ACT MAY BE ITS MOST IMPRESSIVE YET. HERE, CEO MARK MEXICOTT REVEALS HOW THE INDUSTRY MAINSTAY’S NEXT MOVES WILL CARRY IT FAR BEYOND LEGWEAR.

BY AU D R E Y G O O D S O N K I N G O

FirstFeet

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2 3

Earnshaw’s

Do you think your sales experience helped in your new role as CEO?

We're not going to be just a sock

company or a hosiery company or an

underwear company. We're going

to be so much more in the future... Our challenges are the opportunities that

present themselves.

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the direction we need to go. We really have a strong, dedicated workforce that assists me 24 hours a day. I’m not afraid to ask their opinions, and most of the time if their decisions make sense, that’s the direction we’ll go. It’s not a directive coming down for me. I’m not that person. Everyone has a skillset in our office, and that’s what we have to rely on to move ahead and go forward. And The Lieberman Group brought another skillset and view, because they look at Trimfit from an outsiders’ perspective. I use all those considerations in the deci-sion making process.

Tell me more about the changes The Lieberman Group made after purchasing the company.They wanted to rebrand Trimfit, to make it more relevant and to freshen it up, and we’re right in the process of doing that now, with marketing, prod-uct and new sourcing abilities. We’ve also done some tweaks to the logistical end of our business, and we’ve become much more efficient. We’ve become much more profitable with

some of the things we’ve done in the past 12 months. The marketing savvy that the Liebermans bring to the table is nothing short of greatness. We’re also going to start advertising again. At one time, we spent a tremendous amount of energy in the advertising marketplace. We were in the front of numerous magazines during the

’80s—from Teen to Vogue—and we’re going to reinvent the brand once again. I can’t wait.

How are you freshening up the product?The change isn’t really apparent in the product itself. We certainly aren’t changing the integrity or the quality of the brand, but what The Lieberman Group brought to the table is additional sourcing capabilities and additional product classifications. Within the first six months of The Lieberman Group ownership, we expanded into the underwear business for children.

That was a new classification we added almost immediately. We do have something coming up in the immediate future that will be huge news.

What are you reading? I travel extensively so if I don’t have two or three books on the plane it’s a bad day. Right now I’m reading something by Steve Berry and another novel by Dan Brown. Don’t ask me their titles—I buy books based on how thick they are. [Laughs.]

What’s your favorite way to spend a free afternoon?I would be remiss if I didn’t say that my absolute favorite way to spend the afternoon, morn-ing and evening would have to be with my wife, Yvonne. Whatever I’ve done today, I couldn’t have done without her at my side.

What superpower would you love to have?You have to remember I’m a sock guy, and socks come in pairs, so you have to give me two superpowers. I want invis-ibility, and I want the Zach Morris time out [from Saved by the Bell].

What three things could you never live without?There’s nothing you really can’t live without, but thanks to the ease of communication provided by technology today, I would have to say my com-puter or an iPad. Besides that there’s not so much I couldn’t live without—unless you want to toss my coffee cup in there.

U P C L O S E W I T H M A R K M E X I C O T T

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Can you share the big news?In fall of 2015, Trimfit will expand into children’s clothing, thanks to a licensing agreement with the Safdieh family. We will offer cutting-edge fashion at competitive pricing, and we’re going to target the upstairs market and better specialty stores. We will offer sleepwear, playwear and activewear. It’s a vision I’ve had for almost 30 years. I’ve always believed that Trimfit has an opportunity, if not an obligation, to be much more than we are today. And my vision is finally turning into reality, thanks to The Lieberman Group and the Safdieh family. As we continue down that path, I’m certain we’ll talk about brand extensions to play into the mid-tier market and wherever else that we have to do tweaks to extend the brand into a greater marketplace.

Congrats! Can you describe the new clothing line?We’re not close to that point yet, but there will be a synergy between the Trimfit brand as you know it today and the Trimfit brand going forward. We have a 90-year-heritage that’s tried and tested and a very loyal customer base who understands that Trimfit is about quality, value, design and consistency. All of those attributes are definitely going to be integral to any classification we go forward with, whether we do it internally or whether we do it through a licensed agreement. None of that is going to change.

Do you plan on making any changes to your retail strategy? This is not so much a change, but we do plan to encourage our retail-ers, from the national chains to the mom-and-pops, to expand their product classifications with us. If we’re selling the girls’ line to a certain account but we’re not selling the boys’, we certainly want to sell them the boys’ collection, too. We want the Trimfit customer to start at infancy and grow up with us.

What’s the secret to staying ahead of the competition? Business today isn’t easy. You have to have the right quality, the right design and the right price. All of those components are necessary to make an attractive product for the consumer. There are a lot of socks on the marketplace, and we have a lot of competition. But I like to say that we actually compete with our competition as opposed to against, because I think competing against the competition fosters secrecy and control and all those negative aspects of business. When you compete with your competition, you learn something every day. I’ve been in this business for 35 years, and I’m still learning things every single day. If we can learn from our competition and it makes us better, that’s great news. We love it.

That being said, how does Trimfit stand out in a crowded marketplace? I have to fall back on the design, quality and value—and without a doubt the heritage—that Trimfit represents. For today’s customer, her mother bought Trimfit socks for her. And her grandmother bought Trimfit socks for her mother. We may even be able to go back another generation and say her great-grandmother bought Trimfit socks for her grandmother. That’s the heritage and the loyalty that we hope separates us from other brands. But of course, you still have to have the right design and the right colors. You still have to have quality that’s not questionable. And in today’s marketplace, you have to offer value. It doesn’t do any good to have everything under the sun and be priced out of reality. Value is a huge component. And we certainly believe that we bring all of those attributes to the table. >46

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2 6 E A R N S H AW S . C O M J U LY 2 0 1 4

[ON THE BLOCK]

Treasures Untold

IT’S AN UNUSUALLY bright and sunny Saturday in March in New York City, and Trang Lio is perched on the first row at Petite Parade, a bi-annual runway show that unites an array of kids’ industry insiders, from retailers to stylists. In addition to keeping an eye out for the lat-est trends, the savvy store owner is there to support her friend and loyal customer Amber Sabathia, as mini models march down the runway decked out in Sabathia’s new children’s line, CCandy. Sabathia is the wife of Yankees’ starting pitcher CC Sabathia, and the front row is accord-

ingly dotted with an array of local celebrities, but Lio isn’t looking to mingle. After a long, bleak winter, the sunny weather means customers will finally be flocking to her shop in Englewood, NJ, Marcia’s Attic for Kids—and Lio is itching to get back to the store floor.

That commitment to customers, a lesson Lio learned from the store’s namesake and co-owner Marcia Hecker, is a large part of why the boutique has been bustling for 41 years. When she was 17, Lio began working the register after school at Marcia’s Attic, and eventually became a

How many wonders can one shop hold? A lot! Packed to the rafters with one-of-a-kind merchandise, New Jersey-area boutique Marcia’s Attic for Kids is proof that brick-and-mortar retail can still thrive, with a smart staff and round-the-clock customer service. BY AUDREY GOODS ON KINGO

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27

25 years in the kids’ retail business, the self-described “people person” intuitively understands what lies at the heart of any successful retail

-

-tomers come in with their kids wearing the same sweaters their parents

sales come from out-of-state shoppers—sales made over the phone,

-

the people who grew up here but moved elsewhere know

Littman can be found rushing between the telephone and the store floor, hugging familiar friends and promising to put the latest styles—most recently palazzo pants for girls and

the collection’s debut didn’t take place on a runway—it hap-

available for the shop’s littlest customers, as well as a star-studded ar-ray of local celebrities for mom and dad to meet and greet—including

event—perfect for young campers looking for personalized gear and -

Frozen-themed party the boutique hosted in

and she reports that several nearby stores and schools have followed in

Frozen merchandise,

OUT OF THE ORDINARY

the boutique is now packed with a wide array of apparel, toys, hosiery

the women’s boutique, with infant goods in the back, and teen apparel in the front—with the idea that girls will graduate from one section to

need clothes, too, and there’s no better time to capitalize on a sale than

Store events are a big draw at Marcia’s Attic, like the one that allowed young customers to strike a pose with the Frozen princesses (top) and the one celebrating the launch of CCandy (below).

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28 E A R N S H AW S . C O M J U LY 2 0 1 4

when they are already prepared to spend. When Lio outfits a little customer in cropped harem pants and her mom expresses an interest, for example, Lio simply calls across the street to put a pair on hold.

And just last year Marcia’s Attic for Kids added a shoe department, after a nearby footwear store closed down and she knew there would be a de-mand. Now, customers can pick up anything from flip flops to boots by brands like Ugg, Bloch and Naturino. “We match the clothes to the shoes and it’s a one stop shop,” Lio notes, adding that it’s been a big success so far. Sparkly special occasion numbers by Stuart Weitzman are the store’s best-sellers, but Lio recently started stocking a secret weapon that’s already a hit: Clear, see-through boots in the style of Dr. Martens. The boots are a private label find Lio wisely won’t reveal, but they pair perfectly with eye-popping, digitally-printed socks by Living Royal and Confetti and Friends.

As for the shop’s apparel, brands run the gamut from affordable basics by Malibu Sugar to luxuri-ous outerwear by Moncler. In fact, some of the store’s most successful brands are pricier labels like Scotch Shrunk, Moncler and Rosé Pistol. “It’s double or triple the price of our other merchandise, but people want it because it’s not everywhere,”

Lio notes. And being unique is the shop’s trade-mark—ever since its humble beginnings in an attic, when Hecker built a reputation for stocking hard-to-find clothes and gifts. “People described it as a treasure chest. Marcia always had one-of-a-kind things,” describes Lio, who stays true to that heritage by keeping an eye out for the latest trends, browsing everything from Instagram to trade show floors.

It’s also why both Lio and Silverstein have a “never say never” rule: “I never say ‘I’m closed’ with respect to open-to-buy,” Silverstein attests. “It’s really important to see everything from pretty much everyone out there because you never know what you’re going to miss. And you can’t miss it because if you do, someone else will have it.” Lio agrees: “I will look at any line with an open mind, and if there’s a chance it will do well, I will give it a shot. My motto is never say no, because you never know if it will be a hit or not.” And as Lio notes, they’re willing to give almost anything a spot on the shelves for at least a season or two: “I think it’s important to build relationships, and I just feel that everyone should get a chance,” she explains. “I wouldn’t buy something that’s not right for the store, but if I’m on the fence, I’ll give it a chance.”

What’s Selling at Marcia’s Attic?Bestselling girls’ apparel: Denim shortalls by Hudson, pala-zzo pants by Les Tout Petits

Bestselling girls’ accessory: Socks by Living Royal and Confetti and Friends

Bestselling boys’ apparel: Vintage T-shirts by Little DiLascia and Prefresh

Bestselling boys’ accessory: Teeny Mates sports figurines

Bestselling infants’ apparel: Moncler outerwear

Bestselling infants’ accessory: Custom Boogie Baby blankets and hooded towels

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Love these brands?

Look for more products and gifts in our September

Gear Guide, distributed at the ABC Kids Expo

in Las Vegas.

LITTLE TOADERAppeTEETHERS by Little Toader are patented, sili-cone, food-shaped teething toys free of BPA, phthalate, PVC and lead. They provide the perfect amount of resis-tance to soothe baby’s sore gums, and their cute one-of-a-kind designs will make you chuckle! Children can nosh on Baby-Q Ribs, a Chompin’ Chicken Wing, Broccoli Bites and more. Reference “Earnshaws” on orders placed before July 31 for free shipping. For further infor-mation, find us on the web at www.littletoader.com/about/appeteethers, call (877) 434-8623 or e-mail [email protected] 2014

RAGTALESAt Ragtales, we are proud to offer a range of toys designed to accompany children on the journey through their early years. Our aim is to create toys that are full of charm and originality, inspired by the heritage of English life. Each toy features original designs, gorgeous hand-picked fabrics, the highest quality velour and hand-knit clothing. Childhood toys often become trea-sured companions, and at Ragtales, we make toys that just want to be loved. Check them out at Dallas Market Center, Atlanta Gift & Home Market, NY NOW, Seattle Gift Show, Playtime New York or ABC Kids Expo. Visit www.roundabout.us or e-mail [email protected].

BUNNIES BY THE BAY Our mission has always been to create the softest, sweetest and most cher-ished security blankets, apparel and gifts for little ones embarking on their first years of life. With engaging art and play-ful wit, Bunnies By The Bay promises parents a cherished “hareloom” for the years to come. Check us out at Atlanta Gift & Home Market, NY NOW and ABC Kids Expo. Call (877) 467-7248, visit

A D V E R T O R I A L

G I F T G U I D E

G I F T G U I D E

To participate, contact [email protected] or

call (646) 278-1531.

www.bunniesbythebay.com or e-mail patt@bunniesby thebay.com for more infor-mation.

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mailto:[email protected]

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30

Biscotti silver dress and shrug.

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WITH RICH FABRICS AND LUXE METALLICS, FALL’S

OPULENT DRESSWEAR NEEDS NO OCCASION TO SPARKLE.

shineP H O TOG R A P H Y BY

R A P H A E L BUC H L E R


32

Reina Mora dress.

Opposite: Junior Gaultier metallic shift dress, TicTacToe

tights, Pediped boots; Junior Gaultier leopard-print

dress, TicTacToe knee-high socks, Pediped flats.


34


Bonnie Young dress with fur skirt; Stella M’lia dress.

Opposite: Princess Faith dress, TicTacToe knee-high socks, Umi ballet flats.


3737

Marie Chantal dress, TicTacToe knee-high socks, Umi ballet flats; Marie Chantal blouse under Paul Smith jacket and shorts, Pediped boots.

Opposite: Laundry by Shelli Segal dress.


38

Reina Mora collared dress.

Opposite: Us Angels purple dress, TicTacToe socks, Livie & Luca shoes.

Styling by Maria-Stefania Vavylopoulou. Hair and makeup by Sylvia DiMaki.


39


4 0

BEHIND THE SEAMS APPAREL

EINA MORA DESIGNER Marta Negron recently got a

-

-

—Lyndsay McGregor

R

Pretty in PrintsPuerto Rican brand Reina Mora woos retailers with graphic—and girly—takes on womenswear trends.

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4 1

A FTER HER DAUGH-TER

-

-

-

-

—L.M.

Dress to ImpressStella M’lia offers on-trend and age-appropriate ensembles for the tween set. C

M

Y

CM

MY

CY

CMY

K

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BEHIND THE SEAMS GIFT

OST FASHION BRANDS like to brag about adding new products and catego-ries to their collec-tions. But for Nicole

Fiorina and her husband, Edrees Siddiqi, who purchased the Tickle Toes brand in 2007, subtracting fabrics and designs from the line is equally important. “We have eliminated products that didn’t suit the line as time progressed,” Fiorina notes. “We had to find what our customers were looking for and cater to them.”

After all, staying attentive to customer requests is precisely how the pair creates bestselling designs for their line of cozy blankets, soft, sturdy bibs and plush hooded towels for infants up to age 6, now carried in more than 200 stores. And it’s why Fiorina is confident in the brand’s biggest venture yet—the opportunity to finally add several highly-requested items to the Tickle Toes lineup. Starting in August, the brand will offer tank tops with diaper covers, a changing mat, T-shirts, pants and long-sleeved shirts.

It’s the company’s first foray into the apparel arena, and the move was spurred in part by key improvements to its manufacturing method. “We have spent the last few years implementing effective and efficient production processes,” Fiorina reports. “We made some technological advances to our manufacturing equipment, preparing a solid foundation to handle additional business and still provide excellent turnaround and top-notch customer service.”

Fiorina is particularly proud of the brand’s new changing mat, which debuted at ENK in March. When folded, the waterproof mat looks like a stylish clutch for mom, but once unrolled reveals space for wipes and diapers, as well as for ointment and powder. “We put the essentials at the bottom of the mat so the baby cannot pull at them while you are changing them,” she adds.

The brand will incorporate its current lineup of fabrics—ranging from cupcakes to cars—into the new product designs, and all items will wholesale for $5.95 to $27. But new patterns and prints are sure to pop on Tickle Toes products, Fiorina adds. “We always try to keep it fresh. Every two months we’re bringing in a new fabric,” she notes. Replacing animal print, chevron has emerged as a bestseller, though polka dots and grays are always popular. “We would like to be a staple in every children’s boutique, with Tickle Toes as a must-have product for every new mom,” Fiorina offers. “In this business, the ultimate satisfaction is being out in public and seeing your product being used and enjoyed.” —Samantha Sciarrotta

Thanks to manufacturing upgrades and customer requests, baby gift brand Tickle Toes ventures into the apparel category.

MNew Horizons

Want to talk: (561) 282-6578Write: [email protected]

www.maxanddora.com

AMERICAN MADE

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er_07_1 4_BTS_03.indd 42 6/25/14 10:48 AM

BEHIND THE SEAMS GIFT

New HorizonsBaby BasicsNew gender neutral colors and a touch of Europe add elegant flair to Angel Dear’s line of super-soft clothing and accessories.

WHEN IT COMES to baby fashion, the words “gender neutral” are usually code for lemon sorbet and pea green. San Francisco-based Angel Dear is making the case for heather gray in Fall ’14 instead. “It’s becoming a trend to not find out the gender of the baby before the birth so

we’re offering some beautiful unisex pieces that aren’t yellow,” says President Jeffery Cheng, noting that the calming hue pairs perfectly with the collection’s palette of navy, powder blue and ivory. “And the birth rate is going up, so business can only get better,” he quips, confident that consumers will also love the flurry of new prints with European flair that are featured throughout the collection, thanks to the line’s new English designer. Not to mention the brand’s core selec-tion of super-soft baby basics that lives up to its reputation.

“We put a very high priority on making sure all of our products are safe and durable,” says Cheng, adding that the 15-year-old company, which he bought in 2003, is committed to using organic fibers when possible, sourcing yarn from all over the world and delivering it to its factory in China. “This gives us more control over the quality of the materials rather than letting the factory do it themselves—because when you do that, you really don’t know if the product you get is organic or not,” he explains. After that, buttons are sewn tight and plush characters get stitched eyes instead of plastic ones that could potentially pose a threat to children. It’s that painstaking attention to detail that’s encouraged retailers—and consumers—to return time and time again. In fact, the brand’s biggest bestseller is its cashmere-like blankie, which has been part of the line for 13-plus years and comes in more than 40 characters. “When we started doing blankies there weren’t a lot of brands making them. Now almost every chil-dren’s vendor has a blankie, but we still have our loyal customers who re-order from us season after season,” he says.

Quality isn’t the only way the company continues to serve its loyal retailers. Angel Dear politely declines each time it’s approached by a mass-market chain, Cheng says. “We are loyal to our specialty store customers. We don’t want to sell to a chain for the sake of a big buck,” he stresses. Supporting small business is a common thread throughout the company’s DNA—and it’s paid off. A lot of Angel Dear’s 3,200-plus U.S. customers have been carrying the brand for over 10 years, he points out. “It’s rewarding to see a store continue to buy our products season after season.”—L.M.

Specialty Apparel Group1400 Broadway, Suite 700

New York, NY 10018646 606 2032

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Bangladesh last March. With items made in the U.S.A., Winter Water Factory’s Stefanie Lynen notes, “Consumers can rest assured that their products are made to a high quality standard under safe and regulated conditions,” she states. “Workers are paid fairly, and there is no child labor involved.”

Retailers all over the country are noticing a spike in made-in-the-U.S.A. sales, too. Cynthia Herndon, owner of Cozy Cottage Boutique in Dallas, notes that customers specifically request American-made items several times a month, and some even lose interest in an item if they learn it’s manufactured overseas. “I think they’re really into supporting the workers and making sure jobs stay here,” she points out. Carol Yenne of San Francisco’s Small Frys agrees: “I think there’s more consciousness about trying to sup-port local businesses. The economy brought on that awareness,” she adds.

START SMALLLooking to grow the American-made presence in your store? Start with homegrown businesses or local vendors. Kimberly Pierce, the buyer at Born Yesterday in Philadelphia, utilizes both.

For Pierce, e-commerce site Etsy has become a go-to resource for finding unique made-in-the-U.S.A. items. Her latest find, accessories inspired by Disney’s Frozen, are top sellers in her store. “I order from Etsy every day,” she reveals. “It’s how I find independent manufacturers and brands. I had no way of finding them before because a lot of them don’t have the means to do big trade shows. It’s a good outlet for them.”

Local Philadelphia designers are also a major resource. “When we say something is made or designed in Philly, it creates a buzz,” she points out. Some customer favorites include Philadelphia sports-themed apparel by Philly Phaithful, graphic tees and one-pieces by Duke and Winston and layettes and accessories by Sippy’s Babes, made in nearby New Jersey. Yenne also recommends looking local, making sure to stock San Francisco-made (and themed) tees for her Bay Area shoppers.

And while domestically-made and Philly-specific products are popular with the bulk of Born Yesterday’s regular customers, Pierce adds that they’re a top draw for tourists, too. “They’re coming from out of the country, and they specifi-cally want made-in-the-U.S.A. merchandise,” she

says. “They want organic, U.S.-made products.” And that goes for citizens of countries like China, too. “When the fastest growing market in China is American-made products because of safety issues, that’s when you know there’s a problem,” Godown suggests. “They’re not even buying their own products.”

MAKE IT KNOWN As many made-in-the-U.S.A. purists are wont to declare, domestically-produced clothing, while pricier, is generally more durable than products produced overseas. Customers can’t deny the superior quality, so some brands recommend separating U.S.-made merchandise from the rest of the store’s inventory. Knowing they have a choice between the two might make all the difference when it comes time for shoppers to make a purchase. “So much of today’s marketing is about telling a story and showing the people behind the product, its history and its origins,” says Lynen, whose Brooklyn-based line of organic clothing for baby, kids and women is known for its bright, whimsical prints. “Clearly marking anything that is made in the U.S.A. or creating a separate section in the store or on your site

continued from page 20

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is also key so it’s easy to find.” If a year-round section dedicated to American-made brands isn’t a good fit for your store, Lazaroff suggests setting aside space during beloved American holidays like Memorial Day and Fourth of July for extra oomph. “Whenever a retailer can educate consumers in a really supportive way, it’s helpful in any aspect,” she notes. And while Ellie Cassidy, owner of Seattle’s Bootyland Kids, utilizes in-store signage to promote locally-made products, she takes it a step further and gets the word out through press releases, advertisements and social media posts. “We talk about it,” she explains. “We want to get it out there. When people are shopping, we always let them know what’s local. We’re always trying to do more.”

If a separate display isn’t possible, simply educating customers about a brand’s origins will work, too. Winter Water Factory has been American-made since its inception 12 years ago, so Lynen has watched the fervor for domestic products grow into the movement it is today. And, she suggests, it’s all about education. Staying up to date on where your inventory comes from, knowing which parts of a product are made where and periodically checking in with brands can make all the difference. “A few years ago, it was just a nice bonus: ‘Oh, how great! That makes me feel even better about buying it,’” she states. “Now, more and more people shop specifically for made-in-the-U.S.A.; it influences their buying decisions from the start.”

THINK BABYAs safety concerns regarding products manufac-tured overseas continue to manifest, it’s no wonder that many customers prefer domestically-made clothing, especially for newborns, babies and toddlers. Parents and gift-givers want safe items for their little ones, and that’s all but guaranteed with a tag that reads “Made in the U.S.A.”

“The U.S. has one of the stricter sets of laws for quality control,” notes Monica Lam of Sara Sara Neon, the latest venture by made-in-the U.S.A. girls’ brand, Sara Sara. “Customers want to know what they’re buying for their child is safe to wear.” Pierce agrees, noting that her customers most often request American-made items for the smaller set. “They want all-natural dyed things for babies,” she attests. “They don’t want clothes that are made in China.”

And with more and more American-made toys for infants and toddlers available, the success is not just limited to apparel. Retailers report that playthings are among their top-selling items in the American-made category. Brands like Green Toys and Imagination Kids are top sellers at

Pierce’s Philly store. Trinkets by Green Toys are also a big draw at Yenne’s boutique—she has an entire section in her store dedicated to the items. “I think for so long, you could only find toys made outside of the country except for a few wooden toy companies, so now people are excited to find toys.”

PINPOINT YOUR MARKETWhen searching for a special item or gift, many customers often gravitate to domestic items. But who is that customer? Herndon suggests keeping an eye out for shoppers in their 20s and 30s, as well as grandparents, whose children, Herndon says, are advising them to go U.S.-made. “They like natural-fiber products,” she reveals. “The people who are looking for organic materials are similar. They’re more conscious about what they’re putting on a child.” Yenne notes that she sees an increase in made-in-the-U.S.A. sales around the holidays. “Sometimes it’s more of a special purchase from the people who aren’t buying routine, everyday items.”

Of course, U.S.-made merchandise simply may not be the right fit for your store. “I think that if you’re a cost-driven retailer, then you’re prob-ably going to have less success,” Yenne offers. “But if you’re a locally-owned business, you’ll have better luck.” Urban, city-based shops are more viable locations, Yenne suggests, while Herndon feels that small-town stores see more success. What they both agreed on, though, was that smaller retailers are a better fit. “That’s where people expect to see more local items,” Herndon acknowledges.

SELL THE VALUEBecause of the higher price tag that often comes with domestically-made merchandise, custom-ers are sometimes hesitant to cough up the cash. For consumers who may not know why they’re paying a little extra, Sara Oh, who launched her girls’ loungewear line Esme in 2001, says a little explanation goes a long way, so get ready to deliver a crash course if asked. “In the U.S., there are many regulations that need to be met,” she says. “That quality only comes from products that are made in the U.S.A. Better fabrication, better dyes, better wear and better care. Consumers who care about quality will likely choose something that’s made in the U.S.A.” Chances are, the promise of safe, durable clothing will lure the shopper to spend more. “People have gotten used to owning to throw out,” Godown points out. “Once people look at clothes like they’re not disposable, like they should last longer and that they can pass them down from child to child, the value increases.”

www.stellamlia.com

WEST COAST:

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PRET-a-PARTY

Calling confident girls 8-14 years


Would you say value is the most important consideration for parents today?I don’t know if it’s the most important consideration. There are differ-ent consumers inasmuch as there are different retailers in the retail industry today. Value may be the highest consideration for some. To others it may be design. And to others it may be quality. I don’t want to say value is number one, but I will say it’s a healthy component.

How do you stay ahead of the curve in terms of design?We spend a lot of time on trend analysis and color development, and we try to be right for all of our segments, boys, girls and infants. And by all means, in every spring and fall season, there will be certain styles within those categories that everybody has to have because they’re so right on.

Are you making any changes to Trimfit’s digital strategy?Absolutely. We are in the process of creating a new website, which will likely include an online store. It won’t offer everything we make, of course, but there will be a small e-commerce component. We are also linking up with all the social media avenues, and our marketing team is looking into partnering with some bloggers in America and around the world.

How was business this year?We’re doing fine this year. Like every company, we have to watch our pennies, and the economy has made things a little difficult, but we’re definitely holding our own. I hope that the economy continues to prog-ress upwards next year and the year after. Meanwhile, we’ll continue to

do what we do best and continue to promote the Trimfit brand. We’ll continue to bring additional classifications into the brand environment. We’re going to continue to grow, we’re going to continue to prosper and we’ll cross every bridge as it comes.

Looking ahead, where do you see the company in five years?As a children’s lifestyle brand. And then at 10 years, as a lifestyle brand, period. I have incredible hopes and a big vision, and that’s the path I’m going down until someone knocks me off it.

How about the children’s industry in general?I think there are great opportunities in the children’s business—it’s one of the friendliest parts of the apparel world. I think it’s going to do nothing but get better as the years progress. Just look at the technology, data and information that we now have, as well as the online venues that are opening up the retail marketplace. All of those components of the 21st century are making us smarter, and they’re making our decisions much more intelligent. They are assisting not only people on our side of the business, but people on the retail side of the business, as well. I think everything is going to be just fine.

That’s a refreshingly optimistic outlook.Some folks here have said that I’m Trimfit’s cheerleader, but in reality I’m a farm kid from Michigan. What you see is what you get. I don’t pull too many punches. But I have definitely been a Trimfit supporter since the early 80s, and I have a vision that I know within the next few years

continued from page 25

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eEARNIE AWARDS

Best Infants’ CollectionKissy KissyMagnificent BabyBon BébéLittle Me

Best Boys’ CollectionAndy & EvanAppamanFore!! Axel & HudsonKapital K

Best Girls’ CollectionDeux Par DeuxTea CollectionLemon Loves LimeImoga

Best Tween CollectionSplendidVintage HavanaRagdoll & RocketsStella Industries

Best OuterwearAppamanRugged Bear by Cutie Pie BabyWidgeonHatley

Best SwimwearIsobella & ChloeKate MackStella CoveCruz Swimwear

Best DresswearIsobella & ChloeBiscottiLaundry by Shelli SegalBlush by Us Angels

Best DenimLevi’sJoe’s JeansHudsonTrue Religion

Best FootwearStride RitePedipedLivie & LucaRobeez

Best AccessoriesChewbeadsWee OnesCHARM IT! By High IntenCityPeace of Cake

Best SleepwearKicKee PantsSkylar LunaPetit LemSara’s Prints

Best Licensed Apparel & AccessoriesJunk Food Clothing Co.BBC Int’l United LegwearBooks to Bed

Best HosieryUnited LegwearLuna LeggingsJe!eries SocksCountry Kids

Best GiftsLittle Gira!eAden + AnaisMud PieApple Park

Best ToysJellycatApple ParkMudpuppyKids Preferred

Best Baby Gear BrandPetunia Pickle BottomBugabooErgobabySkip Hop

Best Made in the U.S.A. BrandTadpole and LilyCity ThreadsPaigelauren BabyGo Gently Baby

Best International BrandJoJo Maman BébéMayoralPurebabyEliane et Lena

Best New BrandFrankie & AvaLollipop TwirlZara TerezMax & Dora

“It” Item of the YearLittle Gira!e Dolce blanketChewbeadsRainbow LoomZara Terez leggings

Best ShowroomNancy Markert/Amy Ho!man (New York City)The Closet (Dallas)Carolina Baby Company (Atlanta)Thread Showroom (New York City)

Company of the YearLittle Gira!eAden + AnaisMayoralUnited Legwear

And the nominees are...Congratulations to the following companies for being selected as o"cial nominees for the 2014 Earnie Awards. Thousands of votes were cast and hundreds of brands were nominated, but only four companies per category made the ballot. Now it’s time to pick a winner.

Vote now at www.earnieawards.com!Voting: July 1-Sept. 1Winners announced: Oct. 1Earnie Awards Ceremony: Oct. 20

S P O N S O R E D B Y :

Earnies ballot.indd 47 6/24/14 11:47 AM

48

outed as #thefuture by Dutch disc jockey Tiesto on Twitter,

without. —Lyndsay McGregor

the pulse

T

Keeping up with New York City’s hottest 10-year-old DJ, Kai SongWhat the cool kids love…

Sons + Daughters

Diesel

Star Wars Lego

SoYoung

All Good Living

FIFA 14 app

Plae

POR

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IT P

HO

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RA

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BY

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er_07_14_cool.lids_01.indd 48 6/25/14 2:21 PM

VOTE FOR ME!

EARNIE AWARDS

2 0 1 4

OF F I C I A L

NOM I N E E

VOTE FOR ME!

EARNIE AWARDS

2 0 1 4

OF F I C I A L

NOM I N E E

EARN_July2014.indd 21 6/25/14 11:55 AM

TRIMFIT.COM | (212) 244 7744 | [email protected]

VISIT US AT BALLYS AUGUST KIDSHOW | BOOTH 410

there’s a new kid on the block

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earnshaw's | july 2014

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