INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW JANUARY 2011 $5.00

Mad For PlaidThe Enduring Pattern

Shakes Up Expectations

Piece of CakeEasy Ways to Tap into the Birthday Market

Over the RainbowUniform Vendors

Add a Splash of Color

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48 West 38th Street, 3rd Floor, NYC 10018 • TEL: 212.391.4143 • www.UnitedLegwear.com

R

ENK Children’s ClubJanuary 23 – 25United Legwear Booth 5700Zutano Booth 5600

NY International Gift FairJanuary 29 – February 2United Legwear Booth 5503Zutano Booth 5404

Bring this ad and receive 10% discount on Zutano Legwear*

*Minimum Order Quantity Required.

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RETAILER REGISTRATION: WWW.ENKREGISTRATIONS.COM

AN ENK INTERNATIONAL EVENT T.212.759.8055 F.212.758.3403CHILDRENSCLUB@ENKSHOWS.COM WWW.ENKSHOWS.COM/CHILDRENSCLUB

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 95 Issue 1. The business and fashion magazine of the children’s wear industry is published monthly (except for bi-monthly April/May and November/December editions) by 9Threads, 8 W. 38th Street, Suite 201, New York, NY 10018-0150. 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 offi ces. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2011 by 9Threads. 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. 9Threads 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.

Rita Polidori O’Brien Publisher

Caletha CrawfordEditor in Chief

Nancy CampbellCreative Director

EDITORIALAngela VelasquezAudrey GoodsonMeagan WalkerAssociate EditorsJacqueline Micucci Contributing EditorMelissa D’AgneseEditorial Intern

CREATIVETrevett McCandliss Art Director Jessica Ziccardi Art Assistant

ADVERTISINGErwin Pearl Vice President of SalesNoelle HeffernanSales ExecutiveAlex MarinacciAccount ExecutivePatrick ThomasSales Representative, Canada Caroline DiacoSpecial Accounts ManagerJennifer CraigSpecial Accounts ManagerMaureen JohanClassified Sales

ADMINISTRATIONLaurie GuptillProduction Manager Melanie PrescottCirculation ManagerJulie GibsonWebmaster

CONTACT INFOSales/Editorial Offices8 West 38th Street, Suite 201New York, NY 10018 Tel: (646) 278-1550Fax: (646) 278-1553editorialrequests@9threads.com

Circulation Office21 Highland Circle Needham, MA 02494Tel: (800) 964-5150Fax: (781) 453-9389circulation@9threads.com

CORPORATE 9Threads26202 Detroit Road, #300 Westlake, OH 44145Tel: (440) 871-1300Xen Zapis, ChairmanLee Zapis, PresidentRich Bongorno, CFO

JANUARY 2011 FEATURES 20 Life of the Party

Vendors and retailers reveal their tactics for making birthdays the gift that keep on giving.

24 Color CodedSchool uniforms get a splashy makeover thanks to a rainbow of new hues.

FASHION 28 Welcome to the Jungle

Designers take aim at Winter ’11 with military-inspired accents, colors and silhouettes.

34 PlaidtasticThe ubiquitous pattern continues its reign next fall with stylized updates.

44 The Look: Queen of HeartsLove is in the air—and on girls’ wear—this season.

NEWS10 Apparel 42 Rep

COLUMNS12 Pampered14 Coast 2 Coast16 What’s Selling17 Kicks 4 Kids 18 Unwrapped

IN EVERY ISSUE6 Publisher’s Letter8 Editor’s Letter 19 Calendar 43 Where to Buy43 Ad Index

On the cover: wool coat by London Fog; Young Colors scarf. Photography by Michael Brian. Hair and makeup by JSterling.

28

Timberland coat; Derhy Kids skirt; Funky Junque scarf; tights by

Tic Tac Toe.

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E A R N S H AW S . C O M • J A N U A R Y 2 0 1 1 5

π I’ll make a “bold” prediction: The digital revolution will continue marching down the runway as more fashion manufacturers and retailers realize that content—created and distributed over digital platforms and via traditional outlets like custom publications, lookbooks, and catalogs—is an effective way to broadcast brand messages directly to consumers. While the B2B channel is still a crucial link in the supply chain, and Earnshaw’s remains the best way to connect children’s wear manufacturers to retailers, reach-ing consumers and encouraging them to interact directly with your brand is essential.

Consumers demonstrate a great willingness to engage directly with and become advocates for their favorite brands and retailers. Need proof? Go to Facebook and listen in on the conversations. People proudly show support for their favorite designers, accessories, shops—you name it. You need to engage with your customers, get them to know you and then—here’s the best part—enlist them to find your next customers. This must be one of your goals for 2011.

Robust, relevant content will get your customers listen-ing and keep them interested in what you say. How best to achieve this? Follow me on Twitter @9ThreadsFashion, or go to Facebook and become a fan of Earnshaw’s and “friend” me on my personal page. You’ll see content cre-ation in action in several different forms, and begin to understand the power of conversation.

What will be your goal in 2011? Will you advance your brand or your store by creating content for a blog, micro-site or custom publication? Will you develop a strategic social media program to nurture brand loyalty, find new customers, or crowdsource questions to gain consumer insights? Need some help walking down the digital runway gracefully and with style? Contact me and the 9Threads team for the next best steps.

Social Gathering

PUBLISHER’S LETTER

RITA POLIDORI O’BRIEN Publisher

This year, use online content to rally your customers as brand ambassadors.

Come follow us-

New Showroom Address:213 West 35th Street Suite 5W

New York, NY 10001 Main. 212-967-9517

Fax. 212-760-1469

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Creations Robo Toll Free 866-262-2654 Exhibiting F/W 11-12 at NYC Children’s Club March 2011Please visit www.creationsrobo.com for the contact information of your local sales agent

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I have several friends who are expecting this year, and it’s fun to see them discovering the clothing, accessories and juvenile products I’ve come to view as commonplace. Through their eyes, it’s easy to see that the old saying “the more things change, the more they stay the same” is really true. While overseas production and big-box behe-moths have certainly transformed the market, the way in to kids’ hearts and the emotional tie that parents feel with all things connected to their little ones does indeed remain the same.

Growing up, birthdays were always a big deal for me. Not because of the over-the-top celebrations that are commonplace today, but because it was my special day and truly exciting to achieve that next age. While today’s kids may have more materially, the sentiment is the same—and with it comes all of the trappings. Savvy retailers and vendors have taken note and developed products designed specifically for the endless parade of birthday revelry. In “Life of the Party” (page 20), indus-try experts chime in on the best ways to entice shoppers with gifts and goodies to mark the occasion.

Though another year at school is rarely something that children like to celebrate, moms are usually pretty happy to see that yellow bus start rolling again each fall. They’re

also typically on board with the idea of dress codes in school—if for no other reason than it cuts out some of the drama in the morning routine. On the other hand, kids can be more leery of these policies, which is why school uniform companies constantly adapt their offerings to reflect mainstream sportswear. In “Color Coded” (page 24), these brands reveal the biggest change to hit this market: School districts now allow many more colors than in the past. So while the dress codes still achieve the goals of placing all children on a level playing field, they now also allow for some personal expression—a great example of keeping the old while embracing the new.

In “Plaidtastic” (page 34), we showcase designers’ updating of a classic pattern with a contemporary spin (think bright colors and interesting scale). And “Welcome to the Jungle” (page 28) features scales galore—thanks to the exotic animals that help us showcase the muted hues and burnished finishings of the season’s military outerwear. I wonder if my friends are ready for lizards and frogs stuffed into coat pockets? Animals and kids: Now there’s a pairing that will never change.

EDITOR’S LETTER

CALETHA CRAWFORDEditor in Chief

The new year brings more of the same, and that’s a good thingCircle of Life

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1 0 J A N U A R Y 2 0 1 1 • E A R N S H AW S . C O M

• Mulberribush introduc-es Blue Pearl, a line of girls’ special-occasion gowns in fun hues like lime green and lavender. The flowing, fully lined dresses come in bright, crinkled taffeta and floral-print chiffon and are accented with girly details such as vel-vet bows, ribbons, ruffles and roses. Coordinating baskets, purses, hairbands and bolero jackets are also available. The line offers styles for infants to size 14, wholesaling for $30 to $42. Call (800) 454-3484 or visit www.mulberribush.com. • Affordable tween fashions made in the U.S.A. is the goal of Purple Pixies, a new line for girls sizes 7 to 16. The collection includes comfortable and colorful tops, leggings and casual dresses featuring a range of fun prints, such as contrasting stripes and hot pink hearts. Paint-splat-tered and tie-dyed tees in neon colors also make a bold style statement for spring. The collection

wholesales for $9 to $15. Call (212) 695-2300 or visit www.purplepixies.net. • The Buti-Bag Company introduces Kuff-its, adjustable iron-on pants cuffs in a variety of novelty prints—from aqua green guitars to multicolored peace signs. Made of machine-washable cot-ton, the cuffs come with a pre-applied double-sided iron-on adhesive tape. Each cuff wholesales for $7 and can be customized to fit sizes 0 to 5T. For Fall/Winter ’11, the com-pany will debut cuffs in corduroy and flannel. Call (704) 372-1009 or visit www.butibag.com. • After a five-year hiatus, children’s brand Pineapple Kiss debuts a Spring/Summer ’11 line for girls sizes 12 months to 12 years. The new collection includes blouses, tees, trousers, leg-gings, skirts and dresses in bright, playful patterns and stylish silhouettes. The line is divided into two collections: Fables, with a

palette primarily made of red, pink and orange, and Serenity, in greens, blues and yellows. Wholesale prices range from $9.50 to $34.50. Call (617) 461-5646 or visit www.pineapple-kiss.com. • New designer Georgia Gourdoukis-Patsis bows 2HauteHeads, an apparel and hair acces-sories line. The girls’ col-lection, for infants to age 10, includes headbands and crochet beanies with detachable, interchange-able flowers in an array of colors and materials. The line also includes tutus and tank tops with lead-free crystal designs for ages 1 to 8. The acces-sories wholesale for $9 to $14; the apparel for $14 to $20. Call (347) 213-1343 or visit www.2hauteheads.com. • Designer Andrea Corbett has launched A La Modish, which pairs vintage silhouettes from the ‘50s and ‘60s with bold, contemporary fabrics sporting oversized flow-ers, tea kettles and candy

apparel news

NEW LINES

New York-based chil-dren’s boutique brand Hippototamus will be available at wholesale as of Spring ’11. Founder/presi-dent Tiffani Talbot said moving into the wholesale

market was the next step for the label after so much success in her three Manhattan locations. “We envisioned a mom-friendly brand with European styling, quality fabrics and moderate prices,” Talbot noted. “A lot of children’s brands just mimic adult clothing, but we believe children should dress as children as long as they can.”

Talbot said attention to detail—i.e., zippers as opposed to snaps, adjustable hems and waistlines on pants—help set the line apart. Spring ’11 styles include tweed, seersucker and argyle fabrics in “funky colors” and “unusual trims,” Talbot said. Available in sizes newborn to 6, Hippototamus is targeting specialty boutiques for its wholesale line, which ranges from $5.25 to $43.25. Call (212) 239-4660 or visit www.hippotots.com.

Hippototamus Branches into Wholesale

Masala Baby

Dickies Expands Kidswear LineKnown for its durable workwear, Dickies continues to grow its children’s offerings with an expanded line for Spring ’11. Now available in 16 colors, girls’ polos feature shortened sleeves, smaller collars and plackets and a narrow fit, while the boys’ polos feature new sizing: pre-school and youth. All girls’ pants are now made of a softer fabric with greater stretch.

The brand also introduced a takedown of its classic Eisenhower jacket and iconic 874 work pant for both genders. Available in sizes 2T to 20 Husky, call (866) 411-1501 or visit www.dickies.com for wholesale pricing information.

A La Modish

2Haute Heads

LibraLeather

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stripes. The collection includes dresses, separates sets, bloom-ers, pantaloons and neckties in sizes 6 months to 6 years; wholesales range from $12 to $38. Call (866) 980-8222 or visit www.alamodish.com. • Art gallery owners Ashley and Mac Murphy take pride in creating one-of-a-kind designs for their playfully punk new children’s apparel line, aptly named Punkee Monkee. The collection includes one-pieces, T-shirts, tanks, hoodies and dresses in a variety of colors and washes, but the brand plans to include more dresses

and pre-packaged gift apparel this year. Sizes range from newborn to 12, and wholesale prices range from $12 to $24. Call (501) 944-7155 or visit www.punkeemonkee.com. • A high-end leather supplier to world-renowned designers, Libra Leather launches a haute collection for ages 1 to 10. Aimed at luxe specialty bou-tiques, the line includes leather moto jackets, Mongolian fur vests and custom leather and shearling accessories and apparel, for $150 to $200 wholesale. Call (212) 695-3114 or visit www.libraleather.com.

• Dallas-based designer Elaina Gully creates “extra special” clothing for girls to wear on a daily basis for her new line, Dessert First. The Spring/Summer ’11 collection includes dresses, capris, ruffled tops and puff-sleeve blouses in bold but sweet patterns and bright, eye-catching colors. Fall/Winter ’11 will feature knit tops, ruffled pants, leggings and dresses with ruffles, bows, floral, feath-er or sequined accents. In sizes from infant to 12, wholesale prices range from $30 to $50. Call (214) 267-8170 or visit www.dessertfirst.us.

World of Children, which seeks to improve chil-dren’s lives by identifying and supplying grants of up to $50,000 to extraordinary individuals who work on behalf of children in need, honored its 2010 award winners at a dinner at Bergdorf Goodman in November. The event was presided over by Stephanie March, the charity’s celebrity spokesperson, and hosted a who’s who of fashion and accessories executives.

The 2010 honorees—who were selected from a pool of more than 500 nominees—included: Dan and Claire Marino for their work with autistic chil-

dren; Leonor Portela, founder of Misioneros Del Camino, which cares for orphans in Guatemala; Adi Roche, whose foundation serves the for-gotten children of the 1986 Chernobyl disaster; Danielle Gram, who founded Kids for Peace at the age of 16; and Jourdan Urbach who, at age 9, formed an organization that brings concerts to sick children. For more information on the charity, visit www.worldofchildren.org.

World of Children Honors Children’s Advocates

J.A.CH.S.

Pineapple Kiss

Kuff-its Punkee Monkee

Dan and Claire Marino

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OWNING UPPersonalized gifts add a special touch. —Melissa D’Agnese

Pea Soup hair clips

Little Moonjumper stroller blankets

PAMPERED

Dish and Spoon Productions by Sherri Blum

nursery name plaque

Toothfairy Keepsakes memory boxes

Shoots & Ladders teddy bears

Magnolia Baby gown

Plain Mary blankets

Stacie Dale Designs jewelry boxes

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1 2 J A N U A R Y 2 0 1 1 • E A R N S H AW S . C O M

Livie & Luca Goes Tiny Inspired by big kid styles, the Just Born collection by Livie & Luca delivers

stylish shoes for the tiniest feet. For sizes 0-6 months through 18-24 months, the line offers baby shoes fabricated with soft leather uppers and soles that are a hybrid of recycled rubber and suede, suitable for indoor and outdoor wear. Popular styles include the London bootie, nature-inspired Woodland and colorful Holland; each wholesales for $17. Call (888) LIV-LUCA or visit www.livieandluca.com.

Following the Fall ’10 introduction of its proprietary boys’ brand, Scarce, Topsville—a division of Jaclyn Inc.—continues its extension beyond private-label manufacturing with a new infant/toddler brand, Miniville. Vice president of new business Jennifer Zivic said the brand will fill a void for trendy and modern baby apparel at the mass and mid-tier level, with bold graphics and punchy colors that provide a fun alternative to baby blues and pinks. “Miniville is still really cute but with an attitude and some pop,” she said. “But it’s not so edgy that mom’s not going to like it.” The line will offer sets for newborns and separates for boys and girls up to size 5T. Miniville will initially launch through Kmart stores for Spring ’11, then open up to other retailers. For more informa-tion, call (646) 695-5373.

Topsville Targets Baby

¢ Chic prints and vibrant colors de-liver a modern vibe to Berybaby’s col-lection of accessories. The company mixes textural fabrics like chenille, satin and minky with five coordinating prints throughout its range of burp cloths and bib sets ($14 wholesale), 21x16-inch comfort blankets ($18) and oversized blankets ($33). The Couture Collection, which wholesales between $17 and $48, offers two more luxe fabrications: the velvety pink High Society and scholarly Head of the Class plaid. Call (877) 232-8722 or visit www.berybaby.com.

† Recently introduced to the U.S. market, Black Sheep breaks tradition with witty and alternative apparel for newborns and babies up to 24 months. The line, founded in Tel Aviv, Israel, delivers a dash of attitude with skull prints and sayings ‘Control Freak’, ‘Do Not Touch’, and ‘No!’ printed on playsuits, tees and one-piece tank tops. Roomy pants, leggings, solid tees, caps and blankets round out the mostly gray and white line. Powder pink is offered for girls. Wholesale prices range from $10 to $22. Call (212) 643-0778 or visit www.black-sheepworld.com.

© Mia Belle Baby blurs the line between old and new with functional vintage-inspired infant and tod-dler apparel, accessories and gifts. The line draws inspiration from traditional Southern style with a pastel palette, quilting details and lace trim. The girls’ range, for sizes 6 months to 6, is comprised of a bell sleeve top, ruffled tunics with velvet leggings and color block and ruffled A-line dresses. Baby accessories include: diaper bags, a sleep sack with matching cap, a hooded bath towel with fleur de lis embroidery, a patchwork blanket and stroller liner, pacifier clips and floral headbands. Wholesale prices range from $12-$125. Call (786) 228-8828 or visit www.miabellebaby.com.

† Cozy and secure cocoon-like sleep sacks from Baby Dee Dee are designed for easy dressing with a unique combination of shoulder snaps and a protect-ed zipper. The sleeping bags—tightly quilted from duvet-quality cotton—are recommended to be worn over regular sleepwear. Tonal pink and blue styles, as well as coral and khaki are offered in size small (0 to 6 months), medium (6 to 18 months) and large (18 to 36 months). A white sleep sack with glow-in-the-dark zipper is also available. Wholesale prices are $18 to $19.50. Call (347) 850-2313 or visit www.babydeedee.com.

† Portable, cushioned and made for a wide range of uses including changing, travel and interactive classes, mats by Oshi feature a unique curved shape to maximize comfort for babies and adults. The eco-friendly manufacturer fabricates mats using PVC- and latex-free mate-rials that are recyclable, biodegradable and water repellant. Each mat—available in blue helicopter, brown giraffe and pink flower prints—are packaged with a bag. Wholesale prices are $26. Call (954) 272-8194 or visit www.oshimat.com.

© Honeydumplings adds swaddle blankets to its range of eco-luxury sleep products. The blanket—designed with a unique fold down swaddle corner to make the folding technique easier—is fabricated with stretchy, lightweight open-weave organic cotton that helps to regulate body temperature and stay secure. Lace, ripple and sprinkle designs are offered in cream and come packaged as sets of two in a recycled gift box. Wholesale price is $15. Call (905) 484-6055 or visit www.honeydumplings.com.

å Japanese Monkey Pants offers comfortable multi-print play pants for 6- to 24-month-olds. Inspired by bell-bottoms and capri pants, the hybrid bottoms feature a round bum panel that creates a roomy fit for diaper-wearing tots. Pants wholesale for $17.50. Coordinating lap tees are also available for $16. The company plans to extend sizes to 4T in 2011. Call (323) 921-5845 or visit www.japanesemonkeypants.com.

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E A R N S H AW S . C O M • J A N U A R Y 2 0 1 1 1 3

C OA ST T O C OA ST S p o t l i g h t i n g Fa s h i o n s N a t i o nw i d e

Reina Batata, which means “Sweet Potato Queen,” is the whimsical title of a beloved Argentinean folk song, and the perfect moniker for the children’s collection crafted by Argentinean designer Valeria Garavaglia. The line for little girls is a reflection of Garavaglia’s eclectic influences, from her child-hood in South America to her worldwide wanderings as an adult and her experience designing jewelry, interiors and landscapes.

“I like to mix a little bit of ethnic styles across decades,” Garavaglia said of the line, which includes everything from an Indian-style blouse to an 80’s-era jumper. Currently living in Peru, Garavaglia was inspired by the country’s high-quality fabrics. “I found they produced [clothing] for the most famous designers and brands, but you could not find good design for kids in Lima,” Garavaglia explained. “They were thirsty for it.”

Despite her many influences, she noted that her collection is “cohesive,” united by its stylish yet playful take on girls’ wear, full of feminine details like ruffles, bowties and pom-poms. Available to U.S. buyers for the first time, Reina Batata is made out of 100-percent pima cotton and alpaca wool. The Spring/Summer ’11 line features sophisticated floral and paisley cotton prints in a subdued palette of pale pink, green, gray and blue, and one- and two-piece swimsuits in fun patterns like flowers and chili pep-pers. For Fall/Winter ’11, Garavaglia promises the “bigger and brighter” line will include dress and sweater/vest sets, winter Bermudas, pants and blouses. The collection fits girls’ sizes 2 to 12 and wholesales for $15 to $40. For more information, contact valeria@reinabatata.com or visit www.reinabatata.com. —Audrey Goodson

Hot Potato

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The words “soft” and “subtle” aren’t usually associated with little boys, but that might change if first-time designer Felicia Crouch has anything to say about it. Her new collection of classic basics for boys, VBee’s, comes in pale hues and simple cuts that prove little boys can look polished, too.

Crouch set out to tackle the tricky task of creating clothes to take boys from “the playground to the church function to the ballet in the evening,” with items like jackets that reverse from solid colors to plaid or seersucker, in soft shades that transition easily from day to night, including spearmint, pale blue and honeysuckle yellow. Crouch focuses on making timeless garments like trousers, jackets, tees and vests that moms can hand down to baby brothers.

Crouch was inspired by the challenge of finding age-appropriate clothing for her three-year-old son, Grayson. “I could find really trendy, graphic, hip-hop things for him,” Crouch explained. “But I couldn’t really find the things I wanted that were really classic and could be passed down from generation to generation. And if I could find it, it cost an arm and a leg.”

That’s why Crouch has aimed to make her line both valuable and versa-tile, with hats that wholesale for $2.50 up to reversible coats for $45. Based in Clemmons, N.C., the brand’s spring/summer collection exudes a subtle Southern charm, with pink polos and lavender vests paired with navy trousers. For Fall/Winter ’11, look for a leather bomber jacket with Sherpa fleece lining and a camel-colored leather peacoat that reverses to a medium wool.

The collection includes layette for infants beginning at 3 months and cloth-ing and accessories for boys up to 8 years. For more information, check out www.vernellsbabyandkids.com or call (888) 483-7635. —A.G.

Male Call

Fashion Accessories & Jewelry for girls of all ages.

www.funky-junque.com

Cele

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Inno

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SUPER SOFT CLOTHING FOR INFANTS AND TODDLERSWWW.KICKYPANTS.COM | (310) 492-5707

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BOSTON-AREA BOUTIQUES SHARE THEIR PLANS FOR GOOSING 2011 SALES. BY MELISSA D’AGNESE

INFANTS/TODDLERS

Tea Collection: deep purple dress-es, mix-and-match pieces like leg-gings and tops

Petit Bateau: velour footies with star designs in vibrant blues and purples

Mulberribush: casual long- and short-sleeve organic cotton T-shirts with galaxy and solar sys-tem screenprints

Babysoy: off-white one-pieces with eggplant trim

Smafolk: organic wrap dresses in orange with printed cat designs

Gumballs: handmade cotton and wool hooded sweaters (with mit-tens) with multicolor polka dots

7 A.M. Enfant: metallic blue and green fleece stroller blankets

Pink Chicken: cotton boho-style dresses and tops; long-sleeve floral dresses

Hatley: raincoats in butterfly and farm themes

Rabbit Moon: blue, footed coveralls with guitar motifs

GIRLS 4 TO 6X

Deux Par Deux: purple dresses and tops, neutral multi-colored sweater vests

Pink Chicken: simple striped cotton dresses

Glug: colorful cotton tees with gorilla screenprints

Smafolk: orange wrap dresses

Plastisock: pea green and mustard yellow tees with circus motifs

Ferd: floral cowl neck dresses

Toobydoo: button-down corduroy shirtdresses with striped belts

Isabel Garreton: whimsical, special occasion party dresses

Glug: screenprinted and striped dresses, long-sleeve tees with multi-colored elephant screenprints

Pink Chicken: long-sleeve cotton dresses with Indian prints

BOYS 4 TO 7

Wes and Willy: gray and black athletic pants with jersey knit lining

Tea Collection: cotton orange tees with lion or wolf graphics

Mulberribush: elastic-waist corduroy

pants in classic navy and khaki

City Threads: charcoal and army cor-duroys with faux zippers and elastic waists

Right Bank Babies: gray plaid blazers

Jane: purple A-line dresses with leaf patterns

Smafolk: funky yellow, blue and black T-shirts with ferry boat screenprints

Alpha Industries: versatile bubble jack-ets/vests in navy and black; military jackets; navy pea coats; two-fer tees under plaid button-ups

GIRLS 7 TO 14

Alpha Industries: fuzzy pink hooded jackets

Glug: screenprinted tees in hot air balloon themes

ACCESSORIES/GIFTS

Livie & Luca: London boots in navy and red

Country Kids: bright socks, patterned cotton tights, embellished fuzzy polka dot tights

Wee Ones: multi-color hair bows, pink feathered headbands

Bla Bla: multi-color knit dolls featur-ing mermaids and fairies

B.ella: argyle and gray wool and cash-mere blend socks and tights, fuchsia and orange tights for newborns

Stonz: nylon booties in brown with a

daisy print and yellow with a dinosaur print

Right Bank Babies: mustard yellow button-on scarves with lace overlay; gray Sherpa fleece boot liners

See Kai Run: pink ruffled Mary Janes, sunburst themed Mary Janes, boys strappy sneaker-shoes

Stonzwear: brown and blue pull-on booties

3 Sprouts: organic animal-themed hooded towels, organic toy bins, moose wall organizers

Skip Hop: Tree Top Friends collection activity gyms, owl character toys

WILD CHILDTWINKLE STARTADPOLE

WHAT’S SELLING

Originally opened in 2005, cur-rent owner Lauren Gogolak and her husband Steve have big plans for the new year, like adding pre-teen sizes to increase clientele. The 1,000-square-foot store boasts bright colors, windows and plenty of natural light. “It’s a fun and inviting space for fami-lies, and it allows the kids to play while parents shop,” Gogolak said. The store offers personal-ized shopping assistance and Wild Child information pam-phlets for stroller shoppers. “It’s always important for customers to walk away with information that will bring them back.”

Expanding during a recession is uncommon, but one of Boston’s only boutique toy stores took a chance. Tadpole—now located in the hip and historic South End—moved into a larger location that’s filled with apparel, gear, furniture and footwear. “We’re proud that we expanded during a tough economic time, but we owe it all to our customers,” owner David Hauck said. The store already boasts an admired gift regis-try and in-store event calendar, and this year, David and his wife Storey are focused on bringing in new lines of strollers, rocking chairs and apparel. “We always like to keep things fresh.”

Twinkle Star keeps on shining. The two-level children’s store opened in 2008 before moving to Porter Square just last year. This unique clothing store also offers an assortment of pre-birthing classes, music classes, story times and photog-raphy sessions. Owners and family enthusiasts Kerri and Lucas Friedlaender have planned a busy schedule for 2011, including increasing their web presence while adding more merchandise to the store. Inspired by her shoe shopping frustrations, Kerri ensures that her staff offers precise shoe fitting and customer service. With their popular “Frequent Shopper” program, devoted shoppers get $15 off a purchase every time they spend $200.

Under the Nile

Isabel Garreton

Mulberribush

Ferd Wild Child

Twinkle Star

Tadpole

16 EARNSHAW’S • JANUARY 2011

er_01_whats_selling_02.indd 16 12/16/10 11:55:14 AM

Groovy Alternative

K I C K S FO R K I D S Fo o t we a r R e t a i l & S t y l e

Brazilian Sole LAWYER BY DAY, shoe importer by night: That’s the life of Sal Hazday, owner of A&N Imports. Haz-day began bringing the Brazilian brand Toke (pro-nounced Toe-KAY) to South Florida boutiques about fi ve years ago.

Hazday happened upon the line of sandals and closed-toe shoes for girls, which he calls “classically elegant,” while on business in Latin America. Haz-day’s assigned territory was Brazil and, like a good dad, he never failed to bring his two daughters a gift from his travels. Oftentimes that gift would be Toke shoes. “My wife’s friends always loved them,” Hazday said. “From that came the idea that, maybe, one day there will be a business opportunity there.” Inspira-tion struck, and Hazday decided to start importing Brazilian footwear to Florida.

He scoped out a number of shoe factories in the small city of Birigui. There he found Toke, a family-run factory that produces no more than 1,000 pairs of shoes per day, due to intricate handwork.

What sets Toke apart from other traditional styles is the crepe sole used in toddler sizes. Unlike a rubber sole, the crepe version is more malleable, he said. “It gives the shoe a great level of fl exibility,” Hazday at-tested. “It makes the shoe safe because it doesn’t slip.”

Mary Jane and T-strap styles dominate the Toke line in dress-up-friendly metallics adorned with a variety of bows. “If the mom is shopping for a special occasion, it matches easily,” Hazday said. “Every-where I’ve put the shoe, it’s done well.” For everyday dress, summertime sandals in pink, green and blue pastels are treated with fl ower details, and the Baby line features a more casual sneaker. All styles have leather uppers and linings.

Toke is well known (and liked) in South Florida boutiques, and it is beginning to rise in popularity in other areas of the country, Hazday said. Baby, toddler and big girl pairs are priced at $16.50, $21 and $24.50, respectively. For more information, visit www.toke-shoes.com or call (305) 442-8922. —Meagan Walker

WITH HOLISTIC LIVING as hot as it’s ever been, it was only a mat-ter of moments before children’s footwear followed suit. Synclaire Brands surges forward with the natural movement trend with the introduction of its Barefoot Walking line for infants, which uses Action Flex Technology, which provides for unique grooves in the outsole to in-crease the amount of pliability. Fur-ther, the grooving is angled, rather than straight across, allowing the foot to move more freely.

“Action Flex adds stability to the shoe, so there’s that holistic feel,” Synclaire brand manager, Peter Roc-camo said. “We tried to design the

shoe with that feeling in mind.” Barefoot Walking strikes a balance

between allowing the child’s foot to develop naturally and providing it the support it needs. “It defi nitely breaks away from the hard leathers

of years past,” Roccamo said. Currently available at independent

retailers, the line boasts—which is packaged in gift-ready boxes—boasts more than 20 styles, including bold hot pink and black ballerina fl ats,

pink ankle strap silhouettes, denim fi sherman sandals, metallic sandals ac-cented with a bow and white kicks. The Barefoot Walking collection wholesales for $9 to $16. For more information, call (212) 695-5959. —M.W.

er_12_k4k_02_revise.indd 17 12/16/10 11:50:11 AM

E A R N S H AW S . C O M • J A N U A R Y 2 0 1 1 1 7

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CA LENDARMARKET DATES & EVENTS

JANUARY10-14

NY Kids Market Week34 W. 33rd Street, NY

www.nykidsmarket.org

12-19Atlanta International Gift & Home Furnishings MarketAmericasMartAtlanta, GA

(404) 220-3000www.americasmart.com

17-20LA Kids Market

California Market CenterLos Angeles, CA (213) 630-3600www.californiamarketcenter.com

19-25Dallas Total Home &

Gift MarketDallas Market Center

Dallas, TX, (214) 655-6100www.dallasmarketcenter.com

20-22Pitti Immagine Bimbo

Fortezza da BassoFlorence, Italy

+39 0 55 369 3407www.pittimmagine.com

23-24Pittsburgh

Fashion MartEmbassy Suites Hotel

Coraopolis, PA(740) 965-5555

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23-25ENK Children’s Club

Javits CenterNew York, NY (212) 759-8055

www.enkshows.com

24-28Vegas Kids

World Market Center Las Vegas, NV (888) 416-8600

www.lasvegasmarket.com

27-30Dallas Apparel

& Accessories MarketDallas Market Center

Dallas, TX (214) 655-6100www.dallasmarketcenter.com

28- Feb. 1North Branch Kids Show

1229 N. North Branch-3rd FloorChicago, IL

www.northbranchkids.com

29-31Kidz at Stylemax

The Merchandise Mart Chicago, IL

(800) 677-6278www.kidzatstylemax.com

29-Feb. 3New York International

Gift Fair Javits Center and Piers 92 & 94 New York, NY

(800) 272-7469www.nyigf.com

FEBRUARY3-7

Atlanta Apparel Market

AmericasMartAtlanta, GA (404) 220-3000

www.americasmart.com

7-11NY Kids Market Week34 W. 33rd Street, NY

www.nykidsmarket.org

14-16KIDShow

Bally’s Las Vegas, NV(908) 232-0867 www.kidshow.cc

14-17LA Kids Market

California Market Center, Los Angeles, CA

(213) 630-3600www.californiamarketcenter.com >27

er_01_calendar_06.indd 19 12/16/10 11:31:28 AM

RYRRaLife of the

Children’s retailers and vendors are claiming their slice of the cake.

By Cara Clinton

PRR

aatRRYYRRRRaa

20 EARNSHAW’S • JANUARY 2011

er_12_birthday_feature_02.indd 20 12/16/10 8:54:47 AM

YIf you watch “The Real Housewives of Beverly Hills” on Bravo TV, the above scenario may sound familiar. Housewife Taylor Armstrong recently threw her daughter, Kennedy, a $60,000 birthday party that included roses and scones, a photo shoot and a teenage band performing a birthday anthem. Meanwhile, at the home of house-wife Kyle Richards, a petting zoo and bounce house stole the show for her daughter Portia’s 2nd birthday (her total came in at $12,000). These may be over-the-top examples, but there’s no denying that big business is ripe for the picking in children’s birthday parties—and retailers that carry the right products can earn a piece of it.

“As a parent of four-year-old twins, I can tell you that nearly every Saturday we have a party to go to,” said Jeff McClellan of Atlanta-based Parker Reps, whose clients include Secret Wishes, a vendor of smocked and appliquéd children’s clothing. Those parties have moved beyond a few friends and a cake in the backyard, he added—a recent soiree included nearly 40 children and a bounce house.

Evidence of a down economy is scarce around the birthday party circuit, according to retailers and vendors—especially when it comes to the outfits worn by birthday boys and girls. Parents may be scaling down on everyday apparel, but special occasions—particularly birth-days—are another story. Sales of lower-priced items are on the rise, noted McClellan, but he hasn’t seen a decrease in the sales of more expensive products.

“Everybody wants their child to have that special, fabulous outfit or shirt,” confirmed Irene Klitzner, who co-owns Miami Beach, Fla.-based Attitude Pie with friend Peggy Adams. “Every child has a birthday. This is not a hit-or-miss market; it’s a guarantee.”

Attitude Pie caters to that ever-present demand by constantly refreshing its offerings, which include novelty tees and fashion items (many of which feature birthday sayings) for children from 3 months up to size 7. The newest addition will be a casual birthday dress, debuting in its Popsicle collection for Fall 2011. Klitzner and Adams report that 90 percent of their customers buy birthday-cen-tric items, and if they don’t, they advise them to.

Those items may be anything from accessories and gifts to favors and themed decorations. A recent NPD Group study polled roughly 20,000 consumers to find out which categories earned the biggest dollar share when it came to birthdays. The top three: party supplies (16 percent), toys and board games (15 percent) and apparel and accessories (12 percent). Footwear, room décor and sporting goods were also in the mix.

PARTY APPEAL “Birthday is a big, big segment of our business, especially when it comes to first birthdays,” said Ginger Stockton, owner of the retail

store Gingers in Corinth, Miss. “Parents always want that perfect first birthday picture.”

Among the products Stockton carries are special outfits by The Bailey Boys and smocked dresses by Rosalina, which feature cakes and candles for children’s first three birthdays. Stockton has carried birthday items for eight years, she noted, but the market has grown substantially in that time.

“When I started seeing more vendors offering birthday product, I knew it was something I needed to get into,” said Stockton. “As we began to carry those items, our customer base grew.”

The demand for birthday ensembles extends beyond age 3—be it whimsical apparel for a 5-year-old or a rhinestone tee for a ’tween—and one outfit isn’t always enough. “In my house, we have birthday week instead of day,” said McClellan. “The kids might wear special T-shirts one day and party hats the next, but there will be birthday out-fits for five or six days. Maybe it’s extreme, but that’s how we handle birthdays.” McClellan also notes that parents shop at boutiques for unique items, and are willing to spend on a “big deal” occasion that occurs once a year.

Which popular, must-have birthday items are parents and kids seeking? Themed apparel and accessories are always a safe bet, say retailers. That means fireman tees, raincoats, rain hats and boots for boys up to about age 5, and anything princess-themed when it comes to girls (think dresses, fairy wands and dress-up shoes). “In our area, parents don’t get quite as dramatic with boys as they do with girls,” noted Stockton, citing a recent fashion-themed birthday party complete with a runway show.

One current craze for girls: tutus. Attitude Pie introduced its interpretation, the Rumba dress, as part of the Fiesta collection last March. The dress comprises a T-shirt attached to a tutu, and has been a bestseller, said Adams. It can feature customized birthday sayings and is available in 12 color combinations. For girls age 8 and up, Attitude Pie offers its signature quote T-shirts with sayings such as “Let’s get this party started.”

Apparel can also be viable as a birthday gift—depending on the age of the birthday child, the particular item and the gift giver. “We find that many people still give clothing for birthday gifts, but it seems more prevalent for infants and toddlers,” shared Marianne Mullen, owner of online retail site Polkadot Patch Boutique (www.polkadotpatch.com), which specializes in baby and children’s cloth-ing, accessories and toys.

Practical clothes, such as cute, short-sleeved tees that function year-round also serve as ideal gifts for older kids, agreed retailers, and grandparents often give apparel as a gift. Typically, however, older children receive more personalized gifts and toys.

The venue: The Harry Houdini estate in Los Angeles. The party favor: A diamond necklace.

The Event: A birthday party for a 4-year-old.

E A R N S H AW S . C O M • J A N U A R Y 2 0 1 1 2 1

er_12_birthday_feature_02.indd 21 12/16/10 8:54:56 AM

For girls age 5 to ’tweens, it’s all about accessories—whether for the birthday outfit, as a gift or party favor. Sally and Marc Whitehouse, owners of Bestdressedkids.com and three brick-and-mortar chil-dren’s stores—two Bright Beginnings boutiques in Austin and Cotton Tots in Houston—have had success with items like candy-wrapper headbands and bottle-cap necklaces.

With accessories, however, it’s important to have your finger on the pulse of what’s hot in different geographic markets. Larry Lucas, whose namesake company reps lines including Party Hats/Ariana’s, Sweet Looks, Puppet Workshop (costumes) and Rebelle Friendship Bags, noted that diaries, make-believe cosmetics, and tie-dye silicone watches by Applecart Productions are huge right now, but trends can vary regionally.

Trinkets and clear lip glosses in cute packaging make for great party favors, said Stockton, while Whitehouse noted the infamous Silly Bandz, magnetic tins and Jelly Flyer mini Frisbees as popular favors. She also recalled humorous favors purchased by a mother for a party of infants, including Lots to Say pacifiers with sayings like “Pull to Sound Alarm,” and Wee Blocks, which prevent parents from getting squirted when changing baby boys.

TRUE VALUE Competition for a share of birthday-related sales can be stiff given the number of big-box stores that cater to this market. On the other hand, specialty boutiques and niche e-commerce sites have an advantage when it comes to customer service and originality.

“The big-box stores simply cannot provide the level of service or one-of-a-kind items that specialty stores can,” noted McClellan. And as retailers agree, those are two things parents put a premium on—especially today.

“In these economic times, it’s difficult for many people and I feel more committed to helping them get good value—I don’t like selling junk,” said Whitehouse. “I also want customers to have a meaningful experience in my store. Sometimes, the value lies in having a staff that really listens to customers.”

Polkadot Patch competes by meeting the needs of customers who want non-traditional gifts for babies and children, rather than reaching every customer with a broad range of products, explained Mullen. Among the birthday items the online retailer sells are monogrammed dresses, rompers and T-shirts, hand-painted plates, crowns and one-of-a-kind outfits.

Gingers has benefited from offering personalized services like customization. The store will adorn bibs with cupcakes or monogram plain dresses and rompers, for example, to make them birthday-appropriate. “Customers also come to us for our gift wrapping,” added Stockton. “We put a lot into this and when they leave the store, the package looks as special as the gift inside. It’s almost a status symbol: They can walk out with a $10 gift and feel like they spent $50.”

It’s important to have $10 or $20 items on hand for the mom who needs to keep her gift purchases under $25, according to the owners of Attitude Pie. To this end, they developed their Friend Me Forever Autograffiti Tees (incorporating Facebook’s “friending” terminol-

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ogy). The popular shirts wholesale for $12 and come with a marker so kids can sign them.

Pricing can also be a factor when it comes to party favors, since birthday parents often need to purchase 30 or more items. Gingers tries to keep these items under $3 each, so customers can get something cute without breaking the bank.

ONE-STOP SHOPPING“There are so many facets of the birthday mar-ket, and many stores I know offer a minimum of six variances so they can sell the total birthday

package—from invitations to favors to gift regis-tries,” said Lucas of Larry Lucas, Inc. “It’s lucra-tive and well worth the time and effort because it introduces mothers to a store they may not otherwise know about.”

Indeed, the right birthday product mix can make a statement, especially when present-ed for maximum impact. “The first thing we ask our retailer is if they have a birthday sec-tion,” said Klitzner. “If they say ‘no,’ we’ll say, ‘Picture this: Your little girl is at a birthday party for 4-year-olds. She walks in and there’s the

most adorable dress that says ‘Happy Birthday to Me’ on it, and she wants it. Her mother then asks the birth-day mother where she bought it. If the answer is not your store, your business just walked away.’”

Beyond just having a birthday sec-tion, Attitude Pie urges its retailers to become known as the birthday store in their area, so people come to them for the most exciting clothes and items. McClellan has seen small-town stores achieve this successful-ly. “A lot of them operate out of old houses, and they will set aside a large room downstairs and present every-thing from birthday outfits to hats,” he said. Gingers also features separate birthday sections for infants, toddlers and sizes 4-6x, and scatters gift items throughout the store.

Taking the one-stop-shop idea a step further, several retail stores have begun offering parties at their stores. These can take the form of tea parties or cooking and art classes, for example. Lucas recommends that stores employ a teenager—a responsible 16-year-old—who can relate better to young girls and teach them how to do their nails, hair or makeup.

“At one point, we offered a big room across the hall from our store for peo-ple to have parties,” said Stockton. “We didn’t promote it as well as we could have, but we have a great big facility to create a package deal, and there’s defi-nitely a market for it.”

On the flip side, traditional party places and card stores have started car-rying children’s birthday apparel, gifts and accessories, meaning more outlets than ever for vendors. “I think you could make this as big as you want, and your product mix can be some-thing that’s contagious among your customers,” said Stockton. “The sky’s the limit.” •

Attitude Pie tu-tu dress

Party Hats tiaras

Lemon tee

Elegant Baby bib

Pamela Jo tee

Secret Wishes

dress

Appamantee

OH, HAPPY DAY! Birthday-themed gear makes

growing up fun.

er_12_birthday_feature_02.indd 23 12/16/10 8:55:18 AM

CODEDCOLOR

Classroom School

Uniforms

24 EARNSHAW’S • JANUARY 2011

IN THE WORLD of standardized school wear, words like “bold,” “bright,” and “fitted” aren’t usually the norm. After all, there’s a reason the basic parochial school look is considered classic: plaid skirts, navy blazers, and white button-downs have been mandatory at many schools for decades. But as more and more districts across the country shift to standardized dress requirements, school administrators are finding ways to make uniforms more palatable to an increasingly fashion-conscious student body by adding bright colors, fitted silhouettes and practical, personalized accessories—small changes that are making a big splash in the industry.

“We continue to find schools increasing their color choices in polo shirts,” confirmed Andy Beattie, general manager of Classroom School Uniforms, a nationwide manufacturer based in Chatsworth, Calif. “In some public school programs, non-logoed polos in any color are appropriate. And in stricter dress code programs, it is increasingly common for schools to allow white, an approved ‘basic’ color, and one or two more based on the grade that the student is in. The leading colors continue to be burgundy, navy, hunter green, light blue, red, royal blue and white. But we see growth nationally in brighter shades such as purple, orange, kelly green and teal.”

Why the shift to hotter hues? Colorful uniforms can be “a selling point” for a lot of schools when instituting a uniform dress policy, said Matt Buesing, school marketing coordinator for New York-based uniform manufacturer French Toast. In a world where kid stars like Willow Smith and Justin Bieber show off their unique, personalized sense of style, it’s no wonder children and teens want to emulate their idols and create their own individualistic looks—even when it comes to choosing uniform colors. By allowing diverse options, schools can convince students that “this is just a more professional look that can be trendy,” Buesing noted, adding that his local school district in Middle Township, N.J., decided to institute a dress code to coincide with the opening of new school buildings. To boost school spirit, the new code allows polos in the school colors (black and orange.). In fact, the increase in the number of districts allowing students to wear their school colors is precisely why French Toast started carrying the color orange and other neon shades in recent years.

Allowing a diverse range of colors helped Alachua County, Fla., institute a county-wide uniform dress code this year, said Jackie Johnson, public infor-mation officer of Alachua County Schools. The initial uniform proposal called for basic colors—navy, khaki and white—but a compromise allowed students

As more schools require uniforms, some administrators are winning over students by offering an increasingly bold array of colors and styles. By Audrey Goodson

er_01_school_uniforms_REVISE.ind24 24 12/15/10 5:03:45 PM

to wear any solid color, which “helped tremendously” in gaining support from parents and students. “The response has been amazingly positive,” Johnson added. “The teachers and staff certainly like this policy, and the students have been following it really well.”

The reasons for mandating dress code requirements are as diverse as each individual district. For Buesing’s local schools, the goal was to cut down on “label com-petition” among students. In Alachua County, Johnson noted that the policy aimed to promote safety, security and school spirit. But the main goal, she reported, was to “foster a stronger sense of seriousness about academics” and “to create an environment with fewer distractions, focused on learning instead of clothing.” She was pleasantly sur-prised to find that the transition to the policy was very smooth, even at the high school level, where only a handful of violations occurred on the first day of school.

“If you’re going to get a high level of compliance in public schools for a dress code, you have to offer a variety of polo colors,” agreed Ron Johnson, president of Wyndham Brands, a Monrovia, Calif.-based company that manufactures school uniforms under The Old School Brand. Keeping students’ options open can also help take the rancor out of the debate to adopt a uniform policy, noted Barbara Cohen, director of sales and marketing for Buckhead School Uniforms, a retailer with five locations in Georgia and one in Alabama. “There’s pressure for a lot of schools to go with uniforms. It’s an emotional decision, and many believe that by giving parents more choices, it defers that emotion and makes [uniforms] more acceptable.”

In addition to granting students a wider color palette, some

schools are also catering to budding fashionistas by allowing more feminine silhouettes and fitted cuts.

“We now offer a fitted polo shirt for girls,” said Phil Olinghouse, co-owner of The Toggery, a children’s boutique and uniform store in Little

Rock, Ark. “The body of the shirt is tailored for a girl, with shorter sleeves and more feminine plackets. The

girls got tired of wearing a boys’ shirt.” Glenda Sieglinde, an employee at Texas School Uniforms, a retailer in Fort Worth, Texas, noted that many private schools in the area have begun to allow girls to wear trendier new skirts—which don’t have a waistband and sit on the hip, instead of the waist.

Expanding dress code requirements for girls can also have practical applications. “What’s trending [for us] would be girls’ pants,” said Joe Byda, a buyer at Cookie’s, a New York City-based children’s chain that offers school uniforms. The reason is simple, Byda explained: “In the Northeast, it gets cold!” Also popular at Cookie’s are the scooter and skort, which allow girls freedom of movement while maintaining modesty.

As an increasing number of schools shift to more relaxed uniform policies, manufacturers are taking note. “For Spring 2011, we focused on creating a better-fitting kids’ garment by changing from unisex to gender-specific clothing with different fits and details,” said Misty Otto, public relations director for Dickies. The brand’s expanded children’s line will include takedowns from key men’s products and a more distinct girls’ line, featuring a new polo dress. “The kidswear line aligns with the many requirements of standardized school uni-form policies. At the same time, it incorporates school spirit colors and clothing kids can wear after school. We also expanded the color

Dickies

er_01_school_uniforms_REVISE.ind25 25 12/16/10 8:46:38 AM

UP TO STANDARD A survey of 115 National School Board Association (NSBA) members from across the country found that 54 percent of school districts have a uniform, standardized dress or dress code program this year—up from 41 percent in 2007. Why does the number continue to climb? Here are some of the most popular reasons behind the policies:

86% of NSBA members felt that standardized dress reduced peer pressure

76% felt it increased student focus

74% felt it reduced disciplinary issues

74% thought they helped in the classroom

60% felt it prevented gang affiliation

56% felt uniforms enhanced a school’s image

54% felt school uniforms save parents money

options this season,” Otto noted.But a shift to more expansive

codes also makes it easier for parents to pick up their kids’ uni-forms at any mass retailer. What can smaller boutiques do to com-pete? Emphasize the convenience of uniform stores, Johnson sug-gested. “With us, it’s kind of a one-stop shop. We offer polos, screen-printed hoodies, bottoms, tops and outerwear. Parents can come in and buy it all in one place.” Not to mention, Johnson added, the quality of product is usually supe-rior at a uniform store. “We’ve had customers who bought [an item] at the big-box store at the start of school in August, and they’re already coming to us for replace-ments, because it either didn’t last or didn’t launder well.”

Oilinghouse noted that The Toggery maintains a brisk busi-ness in school uniforms by establishing a close relation-ship with local schools. Some of the store’s bestselling items include polar-fleece jackets and nylon-fleece windbreakers that are sold as accessories to school uniforms. Oilinghouse made sure the items satisfied the district’s dress code before ordering them. “The school uniform business is fairly mature, so the only way you can grow your business is to find new and exciting ways of working with the schools. We’ve been doing more specialty work, as embroi-dered shirts are becoming the norm for schools. We also create a lot of specialty T-shirts for the schools, and in some cases, we even work with schools directly so that the T-shirts can become a money-maker for them as well.” •

French Toast

we’ve enlarged our booth!

See us at KidShowLas Vegas!

Booth #615

School uniforms are so popular

er_01_school_uniforms_REVISE.ind26 26 12/16/10 1:12:08 PM

CA LENDARMARKET DATES & EVENTS

14-17Magic Marketplace

Mandalay Bay & Las Vegas

Convention CentersLas Vegas, NV (818) 593-5000

www.magiconline.com

19-22Deerfield Children’s Show

Embassy Suites North ShoreDeerfield, IL

www.midwestchildrensapparelgroup.com

20-22MACASO Mid-Atlantic

Children’s ShowDoubletree Suites HotelPlymouth Meeting, PA

(215) 782-9853TheMACASOShow@aol.com

20- March 1MACASO Mid-Atlantic

Children’s ShowEmbassy Suites BWI

Linthicum, MD(215) 782-9853

TheMACASOShow@aol.com

22- 24The Children’s Great

Event Shoe ShowThe Renaissance Hotel

Newark Airport Elizabeth, NJ(516) 225-7463

MARCH5-7

Playtime New York82Mercer

New York, NY(212) 925-6349

www.playtimenewyork.com

6-8ENK Children’s Club

Javits Center New York, NY

(212) 759-8055www.enkshows.com

12-14Atlanta International Gift & Home Furnishings Market

AmericasMart, Atlanta, GA

(404) 220-3000www.americasmart.com

21-25NY Kids Market Week34 W. 33rd Street, NY

www.nykidsmarket.org

24-27Dallas Apparel &

Accessories MarketDallas Market Center

Dallas, TX(214) 655-6100

www.dallasmarketcenter.com

27-29Pittsburgh Fashion Mart

Embassy Suites HotelCoraopolis, PA(740) 965-5555

pfmwoschild@yahoo.com

31-April 4Atlanta Apparel Market

AmericasMartAtlanta, GA, (404) 220-3000

www.americasmart.com

APRIL1-5

North Branch Kids Show1229 N. North Branch-3rd Floor

Chicago, ILwww.northbranchkids.com

2-5Kidz at Stylemax

The Merchandise Mart Chicago, IL (800) 677-6278

www.kidzatstylemax.com

Editor’s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date sched-ules. Show sponsors may send updates to editorialrequests@9threads.com.

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28

Hawke & Co. coat; cap by Short Hat Company.

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WITH AN EARTHY COLOR PALETTE AND STRONG SILHOUETTES, DESIGNERS GO WILD FOR MILITARY-INSPIRED OUTERWEAR.

PHOTOGRAPHY BY MICHAEL BRIAN

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30

This page: Rothschild wool coat; tulle dress by Bonnie Young;

Betsey & Milly beret.

Opposite page: Mack & Co. fleece

jacket; 3 Pearls pants; Betsey &

Milly hat; scarf by 2H Hand Knits.

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Eddie Pen belted coat; Lancini blouse;

Eddie Pen pants.

Opposite page: coat by Reset;

Appaman blazer; Blemish V-neck

sweater; stylist’s hat.

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Nike 6.0 jacket, shirt and

hat; jeans by Diesel; stylist’s

gloves.

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p l ai dt ast icTHANKS TO NEW INTERPRETATIONS DESIGNED TO STOKE THE PATTERN’S POPULARITY, CLASSIC PLAID GETS A JOLT OF LIFE.

P H O T O G R A P H Y B Y M I C H A E L B R I A N

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On her: Free Country coat; Tractor pants; hat by Capelli; Appaman scarf.

On him: Columbia coat and hat; tee by Nike 6.0.

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STYLE INCUBATORs

TARAVAT KIDS’ collection features boldly colored machine-washable dresses, skirts and coordinates of superior quality Peruvian, organic and fair trade cottons for girls ages 2-8. Each piece bears a “Made Just for You” label and is dyed, printed and sewn by hand in the USA in a manner that is kind to the environment and workers. Taravat, a Persian word meaning freshness, captures the collection’s playfully contemporary style that is sure to make it a favorite in any girl’s wardrobe. To view the collection, visit the Taravat booth at the ENK Children’s Club in New York (January 23-25) or go to our website: www.taravatkids.com.

Contact Taravat at:info@taravatkids.comwww.taravatkids.com646-543-7351

Earnshaw’s presents a new

advertising section, designed to nurture emerging brands in

the children’s fashion industry.

DHANA ECO COLLECTION(415) 513-3142www.dhana.com

Dhana is a kids’ lifestyle brand—created by artists; inspired by nature. Each season, Dhana partners with a new artist from a different part of the world and infuses the culture and environment into wearable art. The Summer 2011 collection features an Irish artist who was inspired by the beautiful wildflow-ers of California as well as the technology supporting clean energy. Dhana’s limited eco collection for kids 5-12 years is fair trade, 100% certified organic, uses eco-friendly dyes and supports sustainable practices. Dhana gets kids to embrace a green lifestyle, connect with nature through fashionable styles and give back to the community and earth all at the same time. We invite you to take the plunge, embrace this mindset and travel the globe with Dhana! Visit our website at www.dhana.com, or email info@dhana.com

West CoastMetropolitan Kids (213) 489-0830michael@metrokidsla.com

MILLIONS OF COLORS

“Who can take a sunrise, sprinkle it with dewCover it in chocolate and a miracle or twoThe candy man, the candy man canThe candy man can ‘cause he mixes it with loveAnd makes the world taste good” —Willy Wonka and the Chocolate Factory

www.millionsofcolorsny.comFor girls ages 2 to 14 years

Visit us at Duo Showroom booth #5916 at ENK!

To view the line, visit our reps:

East CoastDuo Showroom (212) 354-2371robin@duokids.com

MidwestRobert Centen & Associates (312) 464-0999heidicenten@sbcglobal.net

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ANDREW & AUDREY presents high-quality clothing that is comfortable for boys and girls, ages 4-14 years. Sporty and swell, haute and hip, these looks are stylish for kids and easy for parents to maintain.

“Modern Preppy” are the key words for this brand. It’s a distinctly American style, based on elite northeastern preparatory schools such as Exeter, Hotchkiss and Phillips.

It’s a nifty look that’s certain to be the cat’s meow!

Visit us at the Thread Showroom booth #5907at ENK!

To view the line, visit our reps:

East CoastThread Showroom(212) 801-2387; terra@threadshowroom.com

West CoastMetropolitan Kids(213) 489-0830; michael@metrokidsla.com

Contact us at www.andrew-audrey.com.

MALI KIDS

Mali Kids is a denim-inspired clothing brand for girls ages 2-12. Our vision is to create an updated and redefined contemporary urban denim style that radiates comfort, ease and fun without com-promising durability. As a result, each piece is made with high-quality materi-als, such as denim and twill cottons that are designed for superior comfort, and styles that are modestly expressed through clever details, color and textures.

Visit Mali Kids at ENK, Booth #5907.

Thread KIDS NY(212) 801-2387 X397www.threadshowroom.com

Metropolitan Kids LA(877) 878-3740www.metrokidsla.com

QUAGMIRE KIDS Quagmire Kids is here to rock your world! Our exclusive ColorFusion polos and T-shirts transform colors with body heat. It’s totally nutz!Remember Hypercolor? Our stylin’ threads are even better, and set to blow the minds of a whole new toddler-to-tween generation!

Other can’t-miss pieces include skate-inspired shorts, hand tie-dyed tops and technical polos, all offered in sizes 4 to 14.

Come see for yourself at ENK Children’s Club, Booth #5232, and get in early on 2011’s next craze. The line wholesales from $12.50 to $19.50.

Contact:Bobby Pasternak, co-founder800.652.9839bobby@quagmirekids.com www.quagmirekids.com

RUBIMOON

Based in Wailuku, Hawaii, RubiMoon Girls offers beautiful, unique designs handmade from all-natural cotton and rayon. We offer girls’ dresses and separates from sizes 2 to 12. Colorful, playful and easy to wear, our designs echo the beauty and ease of the island of Maui that we call home.

Owner and designer Anke Cannon created RubiMoon to bring to life the designs that she imagined for herself and her four daughters. We focus on quality, beauty and affordable pricing. Our prices range from $8 to $25. RubiMoon is also a certified Women’s-Owned Business.

Come see us in:• Booth #5530 at the ENK Children’s Club • Booth #B1316 at the WWinShow in Las Vegas• Booth #344 at the Trendz Show in Florida.

Contact: Anke Cannon808.298.9013anke4@hawaii.rr.comwww.rubimoon.com

Contact Mali Kids at:(646) 703-4469/New York(6681) 890-7003/Thailandwww.mali-kids.cominfo@mali-kids.comcontact@theparerg.com

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M AR K ETPL ACE

BOYS’ AND GIRLS’ NOVELTY JACKETS

• Sizes 12M to Youth 14• Year-Round

Immediate Delivery

(888)377-8989www.upandawayjackets.com

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When Heather Rubino’s family relocated to the Atlanta area, she decided it was a good time to make another move as well. Leaving behind her corporate career, Rubino opted to open the Teacup Tots showroom in the Americasmart but only after spending time learning the children’s wear ropes from her sister Hollee Shannon,

who runs the Hope’s Chest showroom at the Dallas Market Center. And it seems the crash course with her sibling has paid off as Teacup Tots is already expanding beyond its initial lines, which included Mayoral, Floatimini and Empress Arts, with Tom & Drew boys’ wear, Ninachka Couture hand-painted dressy apparel and Eternal Creations sportswear. “We hand select our lines,” Rubino noted. “They have to be unique, special and well established, meaning they’re well thought out and have production in place.”

Like Shannon, Rubino focuses on providing a warm, inviting space where buyers can feel comfortable. To that end, she’s kitted the place out with chandeliers, antiques and cozy seating much like retailers would find in their own stores. As concerned as she was about being hospitable to her clients, she found that same spirit extended to her from reps in both Atlanta and Dallas. “I’ve been blown away by the support from Americasmart and the reps who have reached out to me,” she said. “I find a lot of my business has come from other showrooms referring buyers to us.” Contact Teacup Tots at (800) 584-3907 or www.teacuptots.com.

Marilyn Klein, who is coming off the biggest spring season ever in her Dallas showroom, reflects on the path that lead her into children’s wear, her shopping addiction and the power of good advice. Klein—who also has a showroom in Atlanta—credits the team at The Klein Group for the success of her lines, which include Miss Me, Popocho, Rolf Bleu, Hanna Banana, Desigual, Mulberribush and Cach Cach.

How did you get started in children’s wear?By accident. A friend and I decided to sell samples that we got from the Dallas market out of my living room. But when a child got bubble gum in my carpet, I decided we needed a store. We opened the Monday after Easter, which shows we had no idea what we were doing. But one day the woman who wrote the Underground Shopper column for Houston promoted us on TV, and we had a line wrapped around the corner to get into the store. Eventually we opened 10 regular stores. Then in the 80’s when everyone went under, we went under too.

How has retail changed?Years ago anything would sell. The competition wasn’t as keen as it is today. There were no big-box stores, and people appreciated mom-and-pops. I used to just buy what I liked. Now you’ve got to

be smart. You’ve got to know retail math and inventory control. You have to have cash flow and look at it as a business and not a hobby.

How does your experience as a retailer make you a better sales rep?I understand a retailer’s point of view because I sat on that side of the table. And I think it’s invaluable for reps to understand that you’re not just in there for sales but for relationships to help people build their business. When we have new stores come in, I give them my cell number. Not a lot of them take advantage of that though. But I like to get to know what a store is trying to accomplish and give my advice. And everyone who works in my showroom knows the stores inside and out and can advise just as well as I can.

What is the best advice you’ve ever gotten?My dad told me you only have your name, and you have to be an honest person. He and his brothers were in produce sales. He said always tell the truth whether it’s hard or not.

If you weren’t in children’s wear, what would you be doing?I would be doing television; that’s where I started. I was a weather girl for a short time in the 60’s. Eventually I’d like to write a book on this industry and one on what to do with aging parents. I expe-rienced that in the last 10 years. I’d also like to open a plus-size store. There are not a lot of those around. If someone would do it, it would make so much money.

Describe your personal style. It’s flamboyant and a little out there with a little class. I want to continue to look younger and act younger. When I’m 80, I’m going to be youthful.

I don’t think there’s reason to ask but do you like to shop?I’m a shopaholic. Shopping is my therapy. And I shop to spot the styles and brands in the juniors market that I can bring down into tweens. I want to find the next, hottest and best.

showroom news

Rep Wrap

Southern Hospitality

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

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WHERE TO BUY

Andrew & Audrey ................................... 39Ambajam ................................................ 40Baby Banz .............................................. 22Babe Ease .............................................. 41Bows Arts ............................................... 40Chooka .................................................... 14Classroom School Uniforms ............... 26Coccoli .................................................... 7Corrine .................................................... 40Dallas Market Center ........................... 9Dhana ...................................................... 38 Elegant Baby ......................................... 19ENK .......................................................... 4Funky Junque ........................................ 13Hawke & Co ........................................... CIIHigh IntenCity ....................................... 2Huggalugs .............................................. 41Jamie Rae Hats ..................................... 41Kicky Pants ............................................ 13Little Giraffe ........................................... CIIILittle Me .................................................. CIVLuna Lullaby .......................................... 26Mack & Co .............................................. 27

Mali Kids ................................................. 39Millions of Colors .................................. 38 Mooncakes ............................................. 40Mrs. Smith’s Bags ................................. 41My NapPak ............................................. 41Pink Axle ................................................ 41Primigi ..................................................... 9Quagmire Golf ....................................... 39Robar ...................................................... 6Rubi Moon .............................................. 39 RuffleButts ............................................. 40See Kai Run .............................................. 27Specialty Trade ..................................... 6Stani ........................................................ 25Stella Industries .................................... 19Taravat Kids ........................................... 38 United Legwear .................................... 1Up And Away ........................................ 40Woolly Boo ............................................ 23Yikes Twins ............................................ 40Zoochini .................................................. 22Zootie Patootie ..................................... 41Zutano .................................................... 3

PAMPERED

Briati (917) 797-4787

Dish & Spoon Productions

(925) 846-1773

Little Moonjumper

sales@littlemoonjumper.com

Magnolia Baby (732) 747-2797

Plain Mary (866) 769-5175

Shoots & Ladders (973) 992-0801

Stacie Dale Designs (610) 666-6484

Toothfairy Keepsakes (760) 644-1119

UNWRAPPED

Alex Toys (800) 666-2539

Haba (800) 468-6873

I Can Do That! (877) 773-8333

Kid O (212) 366-5436

Lilliputiens (322) 467-7039

Manhattan Toy (800) 541-1345

Peacable Kingdom (800) 444-7778

Uncle Goose (888) 774-2046

Xonex (866) 489.5739

FASHION2H Hand Knits (877) 245-64873 Pearls (914) 263-0436Appaman (212) 460-5480Blemish (917) 498-5480Bonnie Young sales@bonnieyoung.comBetsey and Millie (304) 300-2432Capelli (212) 684-3344Columbia (503) 985-4000Derhy Kids (212) 629-7060Diesel (212) 755-9200Eddie Pen (212) 629-7060Free Country (888) 373-3692Funky Junque (847) 509-1234Hawke & Co. (212) 643-0414Lancini (212) 629-7060London Fog by Amerex Group (212) 609-3000Mack & Co. (510) 533-6585Nike 6.0 by Haddad (877) 442-3323Reset (917) 498-5480Rothshild (800) 223-2664Short Hat Co. (402) 884-5143Tic Tac Toe (203) 336-4901

Timberland by Parigi (212) 736-0688Tractor (212) 994-9596Young Colors (719) 539-3812

THE LOOKBambeeno Cashmere (617) 312-8026Kiki Minky (877) 665-5454Melissa Shoes (212) 741-0141New ICM (214) 637-5164Olive Juice (800) 595-8870Purple Pixies (212) 279-0190Saurette (646) 729-3528Tic Tac Toe (203) 336-4901Toni Tierney (415) 256-1272

FIND TOMOR ROW ’S TR ENDS NOW

AD INDEX

BLUE PERIOD

DESIGNERS FORECAST

DENIM’S DIRECTIONS

SECOND LOOK

VISUAL MERCHANDISING

TIPS FROM THE PROS

TWEEN DREAM

THE TOP TRENDS

FUELING THE

MARKET FOR FALL

COMING IN THE FEBRUARY

ISSUE

E A R N S H AW S . C O M • J A N U A R Y 2 0 1 1 4 3

Net TULLE Tricotwww.tutufabric.comFashion Fabrics

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QUEEN OF HEARTS

The symbol of love adorns girls’ apparel. by angela velasquezTHE LOOK

Kiki Minky blanket set New ICM

nightgownOlive Juice skirt

Saurette halter dress

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

Tic Tac Toe

sweater tights

Purple Pixies layered

tee

Bambeeno Cashmere

sweater

Melissa Shoes sandals

Toni Tierney

dress

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®

Little Me112 W. 34th StreetSuite 1000NY, NY 10120212-279-4150Mark Zelenwww.littleme.com

Southeast – Paul Daubney 404-577-6840

Caribbean/Latin America – Ana Hidalgo305-266-8745

Texas/Southwest – Lonnie Muse 800-437-5136

West Coast – Teresa Stephen 866-723-KIDS

Midwest – Richard Finkelstein 800-935-0236

International – Nathan A, Mamiye 212-216-6008

See us at:The Children’s ClubNYC, Jan. 23rd-25thBooth No. 5118

Kids Show at Bally’sLas Vegas, Feb.14th-16thBooth No. 316

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