January 2012

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW JANUARY 2012 $5.00

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www.unitedlegwear.com

UNITED WE STAND.

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 1. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing o!ces. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2012 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

Noelle Heffernan Publisher

Jennifer Cattaui

Nancy Campbell

Angela Velasquez

Audrey GoodsonMary AvantLyndsay McGregor

Trevett McCandliss

Tim Jones

Michel Onofrio

Caroline Diaco

Sarah Sutphin Broglie

Alex Marinacci

Patrick Thomas

Jennifer Craig

Maureen Johan

Laurie Guptill

Melanie Prescott

Julie Gibson

Sales/Editorial Offices

Circulation Office

Xen ZapisLee ZapisRich Bongorno

Left: Jacket by Timberland by Parigi.On the cover: Levi’s by Haddad jean jacket, Bit’z Kids jumper dress, mandarin collar shirt by Blu Pony Vintage. Photography by Christophe Kutner.

Correction: In November/December’s “To Market We Go,” we indicated that ENK

was being held from Jan. 11-24. The correct dates are Jan. 22-24.

JANUARY2012 FEATURES 26 With Love, Little Giraffe

30 Cool Kids

34 Coats of Glory

36 Mixmasters

FASHION 40 Wild West

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THIS YEAR WILL be a very special year for us at Earnshaw’s. In April, we celebrate our 95th anniversary, and to prepare, we are spending weeks rifling through our archives, learning what it was like to be a retailer and own a part of the “American Dream” in 1917 and the decades that followed.

Those big dreams are captured in our fashion story, “Wild West” in which photographer Christophe Kutner shows children at play in the wide-open American land-scape. On a misty day in Long Island, the kids set up camp and spent an afternoon climbing trees, running through the thick and taking no prisoners, while keeping warm in Fall ’12 outerwear.

We continue the coat conversation in “Coats of Glory” and get a glimpse of this year’s boys’ outerwear, a study in utilitarian styling, while we show off some girlier looks in our kids’ choice section, Remix. Speaking of mixes, a great retail mix can lead to success, and in our feature “Mixmasters,” retailers who have taken a new look at the merchandise they stock tell us how they have updated their shops to reconnect with today’s customer. This may mean adding new labels, focusing on new size ranges or amping up the giftables for tourist clientele.

Nowadays, not only are customers changing, but back-

to-school season is changing, too, with a greater number of schools requiring uniforms for their students. In “Making the Grade,” we find that uniforms are more stylish than ever, with bolder colors and flat-front pants, chunky knits and more feminine polos.

Change was the topic at hand when we chatted with Little Giraffe CEO Trish Moreno for our feature “With Love, Little Giraffe.” She gave us insight into her brand-building techniques for growing the infant company—which has attracted a decidedly A-list following, thanks to its super-soft blankets, robes and plush toys. Only two and a half years in at the helm of the 12-year-old brand, Moreno dishes about the revamped website, redesigned trade show display and updated product line. We also spoke with style setters Jennifer Connaughton of apparel brand, Ferd, and Erin Sander of boot behemoth, Sorel, about their new designs and plans for Fall ’12.

All signs point to yes for a very stylish year ahead!

EDITOR’S LETTER

Exciting new fashions and a big anniversary are reasons to celebrate in 2012.Auld Lang Style

JENNIFER [email protected]

NortheastBill & Sandie

Ellsworth

781-326-3999

SoutheastPaul Daubney

404-577-6840

Caribbean/Latin America/South Florida

Rolando & Ana

Hidalgo

305-266-8745

West CoastTeresa Stephen &

Krystal Crooymans

866-723-KIDS

Midwest Richard Finkelstein

& Al Zaiff

800-935-0236

Texas/SouthwestAnnette Cardona-

Stein

214-637-4446

International Nathan A. Mamiye

212-216-6008

Offspring

112 W. 34th St., Suite 1000

NY, NY 10120

212-279-4150

Mark Zelen

See us at Kids Show Las Vegas, Bally's, Feb. 13th-15th

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MARKET WEEK NYCFEBRUARY 13-17

discounts available complimentary

KIDS MARKETNEW YORK

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Young models work the runway at Pitti Bimbo.

Buyers take a break at Bubble London.

talking points

Pitti Bimbo; Florence, Italy;

What’s New: With an overwhelming number of entries, the second edition of the show’s design contest, “Who Is On Next? Bimbo” promises to be even big-ger. Don’t miss the runway show featuring fashion from the winning designers representing the freshest global talent in kids’ fashion.

Playtime Paris; Paris, France;

What’s New: Don’t leave home without checking out the show’s “Preparatory List,” an online tool kit with photo-graphs, booth numbers and exhibitor information, enabling buyers to make selections pre-show. Also, bring along the little ones to frolic in an imaginative play space at the entrance of the show, held at the Musée en Herbe.

What’s New: Stay ahead of the trend curve with the show’s “Look Who’s Talking” free seminar program, hosted by Nicole Yee, associate children’s edi-tor for global trend forecasting firm Stylesight. Yee will give attendees a glimpse of the hottest items, colors, materials and accessories for Fall ’12.

What’s New: Thanks to a partnership with Cover Kids magazine, look for even more trend shows and daily work-shops at this children’s offshoot of the Copenhagen International Fashion Fair.

Playtime in No Time

THE FOLKS AT Playtime New York have made buying easier this year by adding new features to their website, www.playtimenewyork.com. Exhibitors can upload their own text and pic-tures to Playtime’s site, as well as a link to their Facebook page and brand URL. Buyers can eas-ily preview show exhibitors and aggregate a “hit list” of designers they plan to visit. If they email that list to Playtime at least one month before the show, they’ll get back a document with the brands’ booth numbers to make shopping the market a snap.

Hop the Pond

Looking to snag

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http://www.playtimenewyork.com/

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MORE THAN $1.1 million was raised at the 26th annual gala for global children’s charity Kids in Distressed Situations (K.I.D.S.) on Dec. 8 in New York. Actor and comedian Richard Kind hosted the event, which drew more than 700 executives from the retail, fashion and children’s arena to celebrate another year of charitable service, while honoring JCPenney, Levi’s and Delta Children’s Products for their leadership in helping children and families in need. “As a result of their unwavering support, we are able to continuously enhance the qual-ity of life of those that need it most,” said Kevin Burke, chair-man of K.I.D.S. and president & CEO of American Apparel & Footwear Association. Since its inception in 1985, K.I.D.S. has provided 65 million under-privileged and disaster-stricken children with more than one billion dollars of new clothing, toys and basic necessities. www.kidsdonations.org.

Sweet Charity

STUDENTS IN THE Fashion Institute of Technology’s childrenswear program showed off their practicum projects on Dec. 7. Paired with Haddad, LT Apparel, Rothschild, Pink Chicken, Positively Organic, Egg by Susan Lazar and Pastourelle, the students designed prospective Spring/Summer and Fall/Winter collections for the brands, replete with mood boards, color palettes, fabric swatches, tech packs and line sheets. Industry insid-ers attended, scoping out the next generation of talent. With outerwear on our minds this issue, we were smitten by Sky Kim’s Winter Wonder collection for Rothschild, shown above. www.fitnyc.edu.

School Days

NEW YORK INTERNATIONAL Gift Fair (NYIGF) is welcoming a host of new companies to the Baby & Child section this year, including Art Addiction Kids, Inmate Tees, Slick Sugar and Jura Toys. Other companies, like BabyLegs, P’kolino, Grandcamp Adventures and Trumpette are expanding their offerings in the kid-centric section. For a full list of exhibitors, go to www.nyigf.com.

For a quick pick-me-up while shopping the market at NYIGF, stop by the Baby & Child section on Jan. 28 from 3 to 4 p.m. for a cup of cocoa courtesy of Earnshaw’s.

Gift Suite

Comedian Richard Kind and Chairman and CEO of JCPenney, Mike Ullman, at K.I.D.S. gala.

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http://www.fitnyc.edu

http://nyigf.com/

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fresh finds

Danish kids’ brand New Generals brings its edgy, fair-trade fashion basics to America, with a collection for boys and girls from newborn to size 10. The brand’s designs—featuring signature details like oversized pockets, narrow cuts and cuffed pant legs—come in a mod color scheme of black, white and shades of gray. Produced in a GOTS-certified factory in Turkey, the Fall ’12 collection includes rompers, leggings, hoodies, sweatshirts, dresses, trousers, underwear and cardigans. Wholesale prices range from $9 to $30. Visit www.newgenerals.com.

Brag About Baby bows a collection of eye-catching infant essentials in bright, playful prints. Decked out in everything from paisley and polka dots to psychedelic orange swirls, the collection includes bibs, changing mats, bloomers, burp cloths, diaper clutches, headbands and hats. Apparel

months and dresses from 6 months to 4T. Wholesale prices range from $6 to

www.bragaboutbaby.com.

For baby gifts that brighten store shelves, Petites Frites

offers a collection of burp cloths, bibs and blankets in

bold primary and classic pas-tel colors. Available in sets of two, three, four and six

and packaged in jam jars and crayon-inspired recyclable

boxes, the collection is made in the United States using a soft, washable, sustainable

cotton blend and low-impact dyes. Wholesale prices range

from $13 for one bib to $41 for a day-of-the-week bib set.

Visit www.petitesfrites.com.

Cheeky fun meets super-soft com-fort with the launch of Canadian pajama brand Boker & Laila. Offering bodysuits and sleepers for infants and toddlers from 3 to 24 months and two-piece pajama sets for children from 12 months to 7 years, the brand’s Fall ’12 collection includes playful patterns with coordinating tops, like dinosaur skeleton print pajama pants coupled with a “Dead Tired” tee. Made of 100 percent interlock cotton, the pajamas feature hand-stamped care instructions and are inside-brushed for added coziness. Wholesale prices range from $7.50 to $14. Visit www.bokerandlaila.com.

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For a kid-friendly spin on Seattle grunge, Holt and Lulu introduces a unisex collection of tees, tops, hoodies, jackets and pants for children’s sizes 2 to 6. For girls, the brand also offers a bubble-bottom blouse and a faux leather skirt. Made in the United States using machine-washable fabrics, the collection’s neutral palette is punched up with pops of denim and fuchsia. Wholesale prices range from $20.50 to $56. Visit www.holtandlulu.com.

Sustainable children’s brand Green Pomegranate enters the wholesale market with a one-of- a-kind collection for tots from 3/6 months to 4T. Made from 100 percent post-recycled materials like bed sheets and men’s shirts, the vintage fabrics are washed using phosphate-free, enzyme-activated, triple- concentrated, low-suds detergents and crafted into classic children’s silhouettes. The collection, which wholesales for $24 to $75, includes dresses, rompers, bloomers, pants, tunics, hats and a hand-embellished sweater for girls, as well as button-downs, shorts, rompers and hats for boys. Visit www. greenpomegranate.com.

French children’s brand Pearls & Popcorn launches stateside with a European-chic collec-tion for infants and toddlers from 3 to 36 months. Available beginning Spring ’12, the collec-tion—inspired by classic French silhouettes—includes an array of one-pieces, tops, tees, sweaters, jackets, pants and overalls for boys, as well as blouses, dresses, shorts, skirts, cardigans, bloom-ers, rompers, hats and kerchiefs for girls. Wholesale prices range from $20 to $60. Visit www.pearlsandpopcorn.com.

Children’s brand Little Traveler branches beyond rugged staples for boys, add-ing an infant collection and a girls’ line, Traveler Girl. The infant styles, which wholesale for $14 to $15, include cargo shorts, rompers and polo rompers, emblazoned with vintage-inspired ads featuring everything from make-believe baseball teams to zoos. The girls’ col-lection, with wholesale prices ranging from $2 for headbands to $36 for ruffled dresses, includes tanks, tees, dresses, shorts, capris and lounge pants. True to the brand’s name, many girls’ tops sport postcard prints of Italy, France and Japan. Visit www.littletravelerusa.com.

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hot properties

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Erin Dippold at [email protected].

infant and toddler nursery

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has created stunning nurs-

contemporary-yet-classic environment for their little jmrichmond@

me.com for retail opportunities.

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apparel and toys.

Movie Madness

Lucky No. 7

Crown Crafts Deal to Give Infants the Star

Treatment

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mailto:[email protected]


(*Patent pending)

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NINE THINGS

Peter Pauper Press book and paper doll playset

Beehive Kitchenware heart spoon and fork

Woolly Boo nap mat

Innobaby Packin’ SMART Keepaa drink sleeve

Uptown Artworks birth announcement

pillow

Money Scholar catcher’s mitt coin bank

2Elegant Baby

infant jeans

Fashion Angels “Tapefitti” crafting set

PEEKABOO!A first look at standout Baby

& Child giftables at the January NYIGF.

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Dolan Geiman wall art 5

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Originals®

Originals®

pediped’s stylish and comfortable footwear ranges from newborn to size 33 EU (2 youth US) and has been awarded the Seal of Acceptance by the APMA.

www.pediped.com*Survey of pediped customers conducted by pediped® footwear.

NEWfor

2012

for pediped Originals®

I vRe

New leather diamond treadreduces potential slipping!

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CHECK, PLEASE 1 Snapper Rock swim trunks 2 Kicky Pants one-piece 3 Smocked dress by Marco & Lizzy by Little Threads 4 CUT by

2 Blondes button-down shirt 5 Clog by Cape Clogs 6 Jacx hoodie 7 Bows Arts hair bow 8 Twofer by Mini Muffin 9 T-shirt by Grass & Clovers

10 Trio of socks by Blindmice 11 Diesel shorts 12 Baby CZ by Carolina Zapf blazer and shorts 13 Blu Pony Vintage vest 14 Bodysuit by Andy

& Evan 15 Kapital K flannel shirt 16 Shorts by Mish Mish 17 BabyLegs leg and arm warmer 18 Shorts by Tea Collection

ON TREND PLAID

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WWW.ENKSHOWS.COM/CHILDRENSCLUB

9AM-6PM SUN & MON . 9AM-5PM TUES

W W W . E N K R E G I S T R A T I O N S . C O MR E TA I L E R / B U Y E R R E G I S T R AT I O N :

T . 2 1 2 . 7 5 9 . 8 0 5 5 F. 2 1 2 . 7 5 8 . 3 4 0 3

11 AVENUE @ 37 STREETTHE JAVITS CENTER

2012

JANUARY 22-24MARCH 11-13

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ON TREND HORSES

MANE EVENT 1 Trends R Us horseshoe charm bracelet 2 Pajama set by Sara’s Prints 3 Messenger bag by Freerange Chic

4 Lemon crystal-embellished T-shirt 5 Tic Tac Toe sock 6 Headband by Shelia Bee 7 Huggalugs leg and arm warmer 8 Olivia & Ollie

sequin-embellished T-shirt 9 Dress by Twirls & Twigs 10 Umbrella and rain boot by Hatley 11 Sock by Jefferies Socks

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SUPPLY CLOSET 1 Stockmar coloring blocks 2 Safety scissors by Fiskars 3 The Seven Year Pen by

Seltzer Goods 4 Eeboo box of crayons 5 Flower pens by DCI 6 SugarBooger by Oré backpack 7 Notebook

by Out of Print 8 Kipling lunch bag 9 Pencil case by Blue Q 10 Loungefly laptop case

ON TREND SCHOOL

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SPOTLIGHT APPAREL

otherhood changes every-thing, and for designer

After having her first son, -

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—Mary Avant

Sizing: 0-6 years Wholesale: $25-$65

A line of sophisticated silhouettes and designs is bringing out the grown-up in fashion-savvy boys and girls.

Four, Going on 30

m

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The international trade show dedicated to the universes of children and junior.

10 - 12 March, 2012

82 MERCER IN SOHO, NEW YORK, NY

PRE-REGISTER NOWon www.playtimenewyork.com

FREESHUTTLESBETWEEN 82 MERCERAND JAVITS CENTER

A UNIQUE SELECTIONOF TODAY’S BEST COLLECTIONS!

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WHETHER THEY’RE HITTING the ski slopes, making snow angels in the backyard or just heading to the local playground, children are free to cut capers in Sorel’s Fall ’12 collection. The brand, known for its traditional men’s and women’s snow boots, has been prominent in the kids’ market since the turn of the century. But this fall, Sorel will be add-ing another player to its kids’ lineup: lifestyle boots that are equipped for both a day at the neighborhood park and a weekend in the great outdoors. “Our 2012 youth line is all about protection for your toes, function and stylish looks for girls and boys,” says Erin Sander, product line manager for Sorel.

The big four for Fall ’12 include the Tofino, a girls’ boot with a water-resistant upper featuring a faux fur cuff; the Chipahko Felt, a relaxed, deconstructed girls’ look that’s “like a little blanket for your feet;” the Tivoli, an old favorite in the kids’ collection that offers a shearling liner and pops of colors like purple and orange; and the boys’ Cheyenne Lace, a waterproof “barn-boot look” that comes with loads of insulation for little feet.

These key styles—which retail from $50 to $110—are mini-versions of Sorel’s already-popular adult boots. “Little girls, and even boys, really want to dress like their mom or dad or big sister,” Sander explains, and Sorel’s youth line lets them do just that, all while being kid-friendly, fit-appropriate and on-trend for children. “We’ve heard feedback from retail-ers and consumers that these four styles are so cute,” Sander says. “The styling works really well to take down to kids.”

Also adopted from the adult line are Sorel’s premium materials, something Sander says is unique in the industry. The brand uses many of the same high-quality leathers, suedes and hardware in the kids’ line, but adapts the materials to a child’s foot and fashion-sense. As for continuing the mini-me trend, Sander sees no reason to stop at just four styles. “We’re going to continue to focus on this for future seasons,” she says. “It’s just fun to see what can be taken down to kids in a premium, lifestyle way, while still offering Sorel’s great protection.”—M.A.

SPOTLIGHT SHOES

Sizing: Toddler 4-Youth 7Retail: $50-$110

Mini-Me’sSorel’s Fall ’12 youth line has

kids looking just like mom

and dad.

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introducing a naturally-derived, pawpaw infused skin care collection for baby and you

For more information about mum + bub™ email [email protected] or call 718-801-8544adenandanais.com

+ dermatologist recommended + paraben free

+ naturally-derived + formulated for baby and you

collection includes: soothing ointment, hair + body wash and ultra-gentle lotion

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IN FOCUS BEAUTY

A plethora of personal care products—shampoos, facial cleansing wipes, diaper creams and sunscreens—are showering the children’s market with easy gift options and tempting parents with irresistible impulse buys. Not to mention, many of the products’ organic ingredients and all-natural formulations soothe and comfort baby, keeping infants and moms com-ing back for more.

+ Anais, a company best known for its swaddling blankets, recently made a move into beauty products with a line

she was inspired by a special ingredi-ent, pawpaw. Much like the brand’s muslin blankets, a takeaway from her Austrialian childhood, she saw the fruit’s beauty benefits as a regional secret worth sharing, noting that local baby boutiques, like those that sell the company’s swaddles and blankets, are perfect places to offer the balms. “Skin care is a big part of baby’s daily rou-tine. I think it’s important that a mum can find all her essential baby prod-ucts in her favorite baby boutique,” she says.

Eager to cash in on the upsurge in baby beauty? Designate a shelf or two to these high turnover little luxuries. — Jennifer Cattaui

ET TU, BEAUTÉ

Water World: Natural and organic products help baby freshen up in the bath or on a changing table.

Tellurian Baby 2-in-1 shampoo and body wash

Babo Botanicals 3-in-1 bubble bath, shampoo and wash

Aden + Anais soothing ointment

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The Great Outdoors: While outside or after a day of play, these products protect, comfort and cleanse.

Supergoop! SPF 30 lip balm

California Baby everyday lotion

MD Moms silky liquid powder

Episencial hair and body cleanser

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ADVERTOR I A L

NOR’EASTERRugged Bear, a children’s fashion company that started in New England, pushes south and west on an expedition to inspire kids to “live life rugged” in the heritage brand’s classic outerwear and sportswear.

Rugged Bear made its mark in New England more than 30 years ago, outfitting gen-erations of kids in its upscale clothing. With a boost from

Cutie Pie Baby’s president and founder, Eli Yedid, the brand continues on, expanding beyond its northeastern haunts and into specialty and department stores across the country.

In April 2011, it was Yedid who snapped up the brand from a Chapter 7 bankruptcy auction, energized to breathe new life into it. “What attracted me to Rugged Bear were all the possibilities. It was a beloved brand with a multigenerational following. They had already conquered the New England market, but seldom used their signature bear icon on their goods and never ventured outside of the region. There was so much that could be done,” he says.

Fall ’12 will be a whirlwind for Rugged Bear. They have secured at least six licensing part-nerships in areas from footwear, socks and hosiery to accessories. For its part, Cutie Pie Baby will take on the newborn and infant sizes 0 to 24 months, a category in which the well-known infant company is very at home. Yedid and his brother Jack built Cutie Pie Baby out of their father’s general import/export wholesal-ing business into a company specializing in the children’s arena. For 20 years they have been manufacturing layette, snap tees, bibs, blankets and separates that line store shelves every-where from Babies ‘R’ Us to Nordstrom and in Internet outlets such as Zulily and Macy’s.

“For Fall ’12, the infant and toddler collec-tion is collegiate, with appliqué crests and details such as embroidery, top stitching and decorative knee and elbow patches,” says Yedid, noting preppy plaids and yarn-dyed stripes also get top billing. Cutie Pie Baby’s Rugged Bear range includes puffer vests, track suits, body suits, drawstring cargo pants and

hoodies. Boys’ sizes newborn to 7 are the pri-mary focus for the brand, although a girls’ line will be included as well.

“Rugged Bear’s sportswear and sets will be pieces that parents can count on for quality and fit,” Yedid says, but he adds, “Expect the line to have trendier details, with a modern edge.” Licensing partner iApparel LLC has cre-ated the upcoming fall Rugged Bear outerwear collection including puffers, hooded fleece jackets, puffer prams, soft shell jackets and ski jackets and pants. The outerwear comes in a variety of blues, pinks, greens and other clas-sic colors, along with brights and neutrals in solids and patterns. Backpacks, manufactured by FAB Starpoint, will feature embroidered logos, bear zipper pulls, compasses, bungees, mesh and pockets, underscoring the adventur-ous spirit of the line. “The licensees’ product lines are durable and high quality,” Yedid notes. “They will stick to basic color palettes while offering versatility with a preppy feel.”

For footwear, that preppy feel will be articu-lated in rainboots, sandals, snow and hiking boots by Eastman Group and socks, snow socks and crib shoes in styles ranging from loafers to Mary Janes by Gina Group. To round out the collection, licensee CNY Apparel is producing the line of underwear and pajamas. “We picked companies with great reputations for quality and top-notch design that have extensive experience in the industry and in their particular expertise,” Yedid says.

Northeasterners are happy to see the beloved brand continue and grow. Buyers are also delighted to see a fresh boys’ brand that stands apart from the existing offerings in this category. The future for Rugged Bear looks decidedly bright. “Rugged Bear’s volume in their heyday was 40 million a year. We will do more than 50 million in 2012, and by 2013 I project this will be a 100 million-plus brand,” says Yedid. “Also, I plan on re-opening the stores in 2014. The fun is just beginning.”

Three preppy looks from Rugged Bear’s Spring ‘12 line. Additional infant/toddler boys’ and girls’ styles can be expected for the fall.

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EXPERIENCE EARNSHAW’S

WE OFFER:PRINT ADVERTISINGE-NEWSLETTER SPONSORSHIPS DEDICATED E-BLASTS WEB, APP AND DIGITAL MAGAZINE SPONSORSHIPSVIDEO LINKS CUSTOM PUBLICATIONSCATALOGSADVERTISING AND CAMPAIGN DESIGN SERVICES MAILINGS

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Our award-winning publication has served the industry for almost 95 years. Advertising in Earnshaw’s delivers proven results.

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IT WAS A Sunday morning in Los Angeles, and Trish Moreno was catch-ing up on emails when a Google alert for her company Little Giraffe popped up on her computer screen. It was not a glossy magazine mention or a blogger’s best-of list, but rather a mother’s plea. The Craigslist posting read: “Lost: Little Giraffe Lovey Blanket. Mint green & brown with a satin polka dot trim. If you have seen it or happened to pick it up, we would be so grateful. It’s a very sad loss . . . as you can imagine.” The Lovey—the square chenille, luxe or basecloth baby blanket that has gained a cult following, carried by celebrity kids like Suri Cruise—was assumed to have jumped

the chenille companion was frantic.Since over-and-above service is de rigueur for the luxury baby company,

Moreno answered the plea swiftly and overnighted a replacement Lovey for the child. The crisis inspired an idea: She would package a trio of soft

be available in a monochromatic set (all three units an identical color), so replacement of a lost or over-loved Lovey would be seamless to the child.

Moreno is soft-spoken, precise and calmly confident when describing

to grow the brand. That’s because Moreno has a reputation for turn-around and brand-building, having notably been the executive vice presi-dent of fashion brand Bebe and part of the core team that grew the brand from three stores to a vertically-integrated 85-store chain, bringing in

was sought after as a branding expert and began consulting with some of the most innovative companies in the fashion and home industries. I am a creative director, fine artist and an interior designer.” The confluence of skills, experience and opportunity is a winning formula for the company. She laughs, “Little Giraffe optimizes every cell in my brain.”

Only at the helm of Little Giraffe for two and a half years, she’s done work that can only be described as Herculean, between narrowing the scope of the brand to its core competencies and re-building the brand

Former fashion industry titan, Trish Moreno, reveals how she transformed the beloved

blanket brand into a household name.

Little Giraffe

With

BY JENNIFER CATTAUI

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presentation and developing a deftly articulated website that “feels” as soft as the brand’s products. She perfected the baby giraffe icon in plush, a quest that took, from start to finish, a full year and a half, which under-scores the clarity of her vision and her insistence to articulate the brand just right. “We got many iterations of the giraffe—some had long necks and pointy faces, others had crazy eyes and were scary looking,” she says. No matter what her spec said, it was hard to break manufacturers’ pre-conceived notions of what a giraffe should look like, she notes. Moreno says she ended up determining every attribute of the animal from how he was seated and the length of his eyelashes to how floppy he should be. “Little G is my second baby,” she admits.

The attention she bestowed upon Little G has paid off in spades. “Little G is the No. 1 plush toy voted by Perez Hilton,” Moreno adds. Translation: The giraffe’s gone Hollywood. Boasting 20-percent increases year on year for the past two years, Little Giraffe might just have found the magic methodology: a full court press with the singular vision of selling the simplest and most compelling thing for a child—love.

How have you enhanced or further developed the brand identity of Little Giraffe? It has always been our strategy to preserve the core of the brand while developing new categories and enhancing the existing categories. We raised the aesthetic of the brand immediately. There is brand cohesion in every aspect of the line now. The logos were tweaked, the merchandising was re-formed and the products have been refined and expanded upon. We also developed packaging to help our retailers control the shelf appeal of the brand. Our goal from the start has been to develop Little Giraffe into a lifestyle brand. It’s a luxe attitude and way of life, and our followers really understand that. Our branded photography really communicates that message and develops the brand vision further.

What were the first things you did when you came on board and why? The first thing I did was edit the collection, weeding out the non-

performers and focusing attention on what was working to make the brand tick. The bestsellers were preserved, and we created lots of variations based on those. I have a theory that as a new mom, you are essentially wearing your baby, and all of our products coordinate and interrelate, so you can look good doing it. Cozy luxe blankets coordinate in color and print with muslin blankets and lay-ette. Everything works together. I also developed the tagline, “Little Giraffe is love.” This was based on something my friend, Pam, said when I was considering the LG opportunity. She said, “Trish, you are selling love. What could be bet-ter?” And it really impacted me. What we are doing every day is creating the softest, most luxuri-ous and comforting products to welcome babies into the world. We approach every product with that idea. If it isn’t the softest thing in the universe, it doesn’t make it on the line. It has to have an “awww” factor. In addition to that, we have been putting a lot of energy into

building a community around Little Giraffe. We are developing our social media strategy and our community outreach. We support some really amazing causes by “sharing the love” with those in need.

What was your goal when building the website? The website is critical for building brand awareness, delivering our mes-sage in our own words and showing the full scope of the product, which can only be viewed there. The goal is for the customer to make an emo-tional connection with the brand and for us to communicate the totality of our brand vision through that connection. I am behind the scenes, approving the placement of every photo and every phrase.

A child clutches a cuddly

Little Giraffe blanket.

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What have you done to enhance the trade show experience for retailers looking at Little Giraffe? We have completely re-worked the trade show-merchandising concept. Our colors all work together, the fixturing enhances the brand story and the vision is complete at every trade show now. We are incorporating new technological enhancements to the trade show experience in January that will make it easier for us to serve the customer and increase the speed with which we can process the orders.

Why is creating the proper presence at trade shows so crucial for Little Giraffe? It is similar to the website in that we can tell our complete brand story our way. I love being at the shows because they provide an opportunity for me to interact directly with our customers and communicate that vision. And I love to listen to their feedback. Our customers are generous and loyal and fiercely protective of the brand. I love to hear what works for them, and I am always inspired when I come back from the shows. At the shows retailers can also interact directly with the brand. Little Giraffe is a very tactile experience, and they are able to touch all of the fabrics and experience firsthand why we are

known for being the softest baby products in the market. We can also show the customers how to merchandise the line, help them make the best purchase and make sure they cover the bestsell-ers and the new key items so they can maximize their sell-throughs.

Has the hard work paid off ?The average sale from trade shows has doubled since we took over. The average account has doubled in business or better. We are seeing growth from our top accounts to our smaller accounts. We are attracting new accounts as well, growing our active account base over the past couple years—that’s due to brand traction and good product.

Is there a new product category or area that you are developing right now? We have further developed our home concept, which contributes to making LG a lifestyle brand. We answered the cries of parents every-where who wanted a Little Giraffe blanket for themselves. Now we have grown-up addicts of the brand, not just pint-sized ones.

You’ve gotten some celebrity followers—that’s pretty cool.

We have been incredibly lucky to have some high-profile followers of the brand—from Tom Cruise and Katie Holmes to Angelina Jolie and Brad Pitt. It is very special to us that Suri Cruise just loves Little Giraffe. She has famously car-ried her blankets and throws everywhere with her and has recently been spotted on several occasions with Little G, our new plush toy. She uses Little Giraffe as her paparazzi shield! She is a shining, public example of the many babies and kids that are so enamored with our super-soft products. Babies find the blankets and other products to be so comforting and soothing—they fall asleep more easily, they handle travel better. They are calmed by their blankies. Little Giraffe impacts their lives in a really positive way. It’s really wonderful to be part of that.

Tell me about the catalog—what made you do that? How did you approach it? Has it been a big driver in sales? The catalog, like the website, is truly a labor of love for me. When we first took over the com-pany, the reps and retailers were really begging for the tools they needed to present the scope of the brand and to show it well. Branded pho-tography is a very convenient way to tell your story. I am a believer in the value of the printed


message—developing the concept, selecting the right “cast,” developing a story and then shoot-ing it in an engaging and consistent way. This is brand building. I can show you the catalog and you get an immediate understanding of the vision of the brand, right there in your hands. It is so much more effective than me just telling you about Little Giraffe. And I can’t go around and tell everybody myself. My goal was for the photography to allow you to “feel it with your eyes.” I hired the photographers for both branding and product that were immediately inspired by that statement. The catalog is the single greatest tool for selling the brand and presenting it exactly how we envision it. It is a fantastic merchandising tool as well; it’s a window to my personal vision for the brand. It is distributed only to our reps and retailers, and our retailers use it to present the scope of the brand to their customers, allowing them to spe-cial order products that may not be on the floor.

How have all of these changes affected sales? Sales are great. I have a history of significant increases in turnaround situations. In spite of the economy, we have been holding double-digit increases since we took over, and we will continue to do that. The customer has been very responsive to the new products, and we will do everything we can to keep the cus-tomer engaged in the product and connect-ed to the Little Giraffe community. We have strengthened our rep force and expanded it to meet the needs of all our customers. We know there are still customers out there who are underserved, and we want to do everything we can to make a connection with them and make them lifelong followers of Little Giraffe.

How do you change so many things and keep the core value of the brand intact? I am the biggest brand evangelist in the com-pany. I personally make sure that everything we do walks the tightrope that defines Little Giraffe. Every fabric, label, hangtag, word of copy and photograph has to make the cut. With the team, it’s the same: They have to understand the brand’s core values and uphold them in every circumstance. We are a luxury brand, so our quality and customer service have to be exemplary.

What challenges do you face now with the brand? We have been very fortunate that the response to the new branding initiatives and product assortment have been so powerful. Our busi-ness is expanding in a tough economy. Our customers know that Little Giraffe is a desti-nation brand. Customers come back over and

over for the brand, and they know if they keep us in stock, it will continue to sell and help them sustain their businesses. Our internal challenges involve how to add speed to getting our new ideas to market. We are a small crew of overachievers, and we are never satisfied.

Where are you producing the Little Giraffe line? Most of the Little Giraffe line is produced within a few miles of my desk [in Los Angeles]. In the past year we have developed new cate-gories that are better produced overseas, so we have small capsules of production there now. I operate on U.S. and Asia time, tirelessly polic-ing the brand and insisting on our high level of quality-control measures. We reject product that does not meet our discerning standards.

What other irons do you have in the fire? What do the next five years look like for Little Giraffe? The sky is the limit! We are on a trajectory that involves fully expressing Little Giraffe as a lifestyle brand. We will venture into many different categories through product develop-ment. We will become an apparel brand. We will develop the home category further. We are open to strategic partnerships and pos-sible acquisitions.

You’ve been in the children’s industry only a short time, and during one of the most challenging economic times we’ve all faced. What do you see for the future of the industry?I think there are a lot of innovators—trans-plants from other industries—in this segment. There are endless possibilities with all these creative minds who are also new parents tackling the function and design of children’s products. I know that my own background feeds into this segment well. I’d like to think that we are past the worst of the economic downturn and that nothing but a prospering business and happy customers lie ahead.

If you were given a million dollars to invest today in your company—what would you do? I would have to really sharpen my pitch to get a million dollars to invest. But I would continue to innovate and explore new prod-uct development. We would create ways to enhance and further support our retailers’ business with us. Also, I have to say, it takes a village. Little Giraffe could not exist without our amazing team. I would love to expand that village, create more jobs, and give all of us the support we need to continue with our


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COOL KIDSMAKING THE GRADEAs more schools call for uniform programs, school uniform manufacturers are learning what it feels like to be part of the in-crowd and are delivering the goods this fall with fresh updates on classroom favorites. By Angela Velasquez

RUFFLE THERE, a pocket here—with meticulous

guidelines mandated by school officials, school uniform manufac-turers admit they must move at a snail’s pace when it comes to fashion trends. As Andy Beattie, senior vice president for Strategic Partners and general manager of Classroom

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U.S. Polo Assn. hooded cardigan, Genuine pleated

skort, Classroom polo, knee socks by Tic Tac Toe,

A for Apple school bag, Bass penny loafers

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Yet it’s a business that’s pick-

vice president of marketing for LT Apparel, makers of French Toast

part to more parents support-ing uniform initiatives and anti-bullying programs, like French

campaign (“The benefits of school uniforms are widely known and more pub-lic school districts are adopting

she adds, pieces like boys’ polos are worn on weekends and dur-

polos and since ours are built to withstand a lot of wear, parents

are able to get more mileage out

Uniforms has seen their private, charter and provincial school busi-

growth in these particular catego-

still the go-to resource for parents

with children in public school, but he says price is still a major consideration for parents across

uniforms are part of the overall

supplies … There’s a lot of concern about that total cost, but we have great capabilities to pass along value to our consumers at a good

French Toast blazer, polo shirt by Genuine, Classroom pants, Puma by United Legwear socks, Bows Arts plaid headband, Bass saddle shoes

Ralph Lauren yellow oxford, Universal v-neck sweater, gray French Toast pants and plaid tie, model’s own school uniform shoes

French Toast cardigan, oxford shirt and pants, Bass suede oxfords, Mogo backpack


price point, and that is why we’ve picked up business in the last two years,” he explains. To accommodate these schools’ unique requests, Classroom retooled some of its styles. For example, Fall ’12 will see more anti-pill sweaters, vests and cardigans with a tighter knit that can withstand embroidery.

In fact, sweaters are a hot topic with many uniform manufactur-ers. Stephe Tanidjaja, owner of Universal School Uniform, a divi-sion of Stani Corporation, says there’s a growing interest in layer-ing pieces and outerwear. The company is introducing a striped cardigan for girls and updating its popular kangaroo hoodie with longer ribs. Preppy sweater vests and unisex three-button v-neck cardigans continue to be bestsellers for Genuine School Uniform, says Tavin Portman, the manufacturer’s managing director of sales.

Once only made in traditional navy and black, Classroom’s uni-sex sweaters are now offered in burgundy, hunter and lipstick red. “Overall, school uniforms are becoming more tailored and clean-er—similar to what we’ve seen in fashion—so there’s a little room to

OXFORDSAfter a dip in sales the last few seasons, classic light blue, yellow and white oxfords are making a comeback. The tailored look is particularly popular in Southeast middle and high schools, reports Beattie.

PLAIDSEven though plaid is still consid-ered a private school look, the print is taking o! in accessories and girls’ apparel as mainstream fashion adopts a more clean-cut and preppy vibe.

ACCESSORIESBeattie says some schools are loos-ening up their guidelines, allowing for more stylish legwear, hair bows, backpacks and other accessories. “They’re a fun option for kids and a great value for retailers,” he explains.

PANTSManufacturers agree: There’s virtu-ally no demand for pleated pants. Portman says Genuine School Uniform is 100-percent focused on flat front pants for boys and girls. French Toast is introducing an

ankle length pant for girls with chic button details on the hem and Classroom is hearing a strong re-sponse to its latest narrow leg pant called the Matchstick. NEW NEUTRAL“Black and gray are gaining popu-larity for pants and shorts,” notes Tanidjaja of Universal. French Toast is experimenting with moodier shades, too. Alpay says dark, sophisticated shades of gray and burgundy are gaining traction.

SKIRTSWhile jumpers remain a cute go-to style for the 4 to 6x set, older girls are requesting more skirts and fewer skorts. Classroom is rework-ing a traditional four-pleat kick skirt and an A-line skirt in lighter mate-rial that Beattie says drapes better and feels less sti!.

BLOUSES“We’re definitely thinking about our end user and we know that girls want to look feminine,” says Alpay, adding that French Toast is focused on blouses with picot collars, ruching details and fabrica-tions with Lycra.

Color and knits are just a few of the updates retailers can expect to see from school uniform

companies. Here’s a peek at some of the other more fashionable (yet, subtle) elements

making the grade for Fall ’12.


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IN FOCUS COATS

Woolrich flannel jacket

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H.W. Carter & Sons jacket with patches

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Alpha Industries toggle coat

Living up to its utilitarian nature, boys’ outerwear conquers the great outdoors with rugged patches, handy pockets and an abundance of warmth.

By Angela Velasquez

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Locally-made Hip Violet bibs

entice the tourist clientele

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MixmastersIn tough economic times, savvy retailers are succeeding by listening to their customers

and switching up their shops’ core offerings. By Audrey Goodson

IN RETAIL’S ROSIER past, picking the perfect mix of merchan-dise was as simple as choosing a niche and sticking with tried-and-true children’s brands. But in today’s unpredictable economic cli-mate, with fierce competition from online and big box merchants, independent kids’ retailers are staying competitive by reassessing their approach to business and branching out into new categories—from tween to gift to organic. Some boutiques are cornering the high-end market with designer labels, while others are switching to affordable everyday basics. But the best children’s retailers all have one thing in common: They listen carefully to their custom-ers’ requests to offer items that keep parents coming back for more. Looking to expand your shop’s horizons? Learn from these retail mixmasters.

GOING GIFT: NEST, DENVERWhen Caroline Evascu decided to open a second location of her popular Denver-based children’s boutique, Nest, she knew that Larimer Square, one of the city’s top tourist destinations, would be the perfect spot. “In our other location, we’d hear from our customers, ‘I never buy clothes for my kids unless I’m on vacation,’” Evascu says, explaining her cus-tomers’ rationale: “I think it’s hard to stomach spending $50 on some-thing when it’s your regular budget, but it’s a little easier when it’s your vacation budget and you want to bring back something special.”

Capitalizing on customers looking to splurge, Nest’s Larimer Square location offers more gifts than the apparel-focused original location in a residential neighborhood. But for the shop’s largely tourist clientele, something special means something unique—a one-of-a-kind memento of their time in the Mile-High City. “Through our research and our interac-tion with our customers, we’ve found that buying local is still really big here. We’re putting an emphasis on stuff that’s designed or manufactured in Colorado,” Evascu explains. The shop carries everything from boys’ button-down shirts by Black Kite, bibs by Hip Violet, sleepwear by Snug Organics and an array of apparel by Ambajam. Outside of Evascu’s native state, the store stocks an array of travel-ready toys, including block sets by Citiblocs, games by Eeboo and art kits by NPW Products.

But a brand needs more than a tourist-friendly appeal to make it onto Nest’s shelves. In addition to exacting design and quality standards, Evascu only picks up new lines that are exclusive in the locality. “My mandate is to offer things you can’t find in five other stores in the area,” she explains. “I feel like in this retail environment where you have Gilt and Mini Social [flash sale sites], you have to offer people things they can’t find anywhere else.”

It’s a combination of requirements—local, high quality and unique—that might seem dif-ficult to fulfill at first blush, but Evascu says

her hard work and research has paid off. “I’m excited that we’ve been able to find a couple of companies that really match.”

GOING CASUAL: FIVE SEAS KIDS, NEWPORT BEACH, CASuzanne Kaiser had always been a fan of the children’s boutique, SS Red Sail, located just across the street from her women’s clothing store, Five Seas, in Newport Beach, CA. So when the owner of the bou-tique put the business up for sale this year after more than 20 years in business, Kaiser jumped on the chance to branch into a new market, renaming the store Five Seas Kids and expanding its mix beyond the high-end European brands and special occasion wear for which it was known.

“We’re definitely keeping the special occasion, baptism and commu-nion clothing, but we want to bring in more foot traffic, and the way to do that is to bring in more affordable clothing,” Kaiser says. She polled all of her friends and fellow moms and found that many only stopped by the shop to pick up their child’s formal wear—meaning the boutique was missing out on the casual market. “Gone are the days when you get your kid all fluffed and puffed for an outing,” Kaiser says. “Twenty years ago, there was no fast fashion. We didn’t have Target. Now people have gotten used to it, and they aren’t embarrassed to put their kids in casual, less expensive clothing.”

In addition to bringing on new brand Daily Threads’ casual basics, Kaiser also plans to add local Newport Beach-based brand Ever/After, which donates 25 percent of its net profits to charity—an angle that Kaiser believes will appeal to customers looking for simple ways to give back. She also plans to expand the shop’s selection to include tween clothing. “I would like to go up to size 14, because I definitely think there’s a huge market for that.”

In addition to diversifying the shop’s selection, Kaiser has plans to reach out to the community by hosting story times (to go along with a new book nook) and parties featuring local designers. “We’re definitely trying to spice it up a bit and make it more modern than it was,” she says.

Five Seas Kids stocks a mix of casual and dressy apparel.


GOING HIGH-END: BEL BAMBINI, LOS ANGELES With its prime West Hollywood locale—on the corner of Robertson and Melrose—and a celebrity clientele among the likes of Jessica Alba, Halle Berry and Kourtney Kardashian, upscale baby boutique Bel Bambini clearly has some advantages when it comes to courting new customers. But the shop didn’t earn its cache without cause, says Loann Tran, who manages the boutique along with her sister and owner Kristina Lin. What began as a high-end nursery furniture store with a smattering of layettes now offers everything from toys to strollers to designer kids’ apparel per-fectly suited to the boutique’s A-list shoppers.

It’s all due to the store’s commitment to service, Tran says. “We have a close relationship with our customers,” she explains, noting the boutique trains its salespeople to be proactive in uncovering customers’ wants and needs. Two years ago, the shop branched beyond furniture, introducing an array of designer brands, including Baby Dior, Baby Marc Jacobs, Chloe Baby and more recently, Stella McCartney Kids. At first, Tran notes, she and Lin were nervous about going high-end during a stalled economy. But after blowing out of a $1,000 dress, the duo realized that beautiful designer items were exactly what the shop’s clients were seek-ing. “Our customers appreciate the high quality and style that designer

Bel Bambini’s A-list customers love the store’s high-end items.


labels offer,” Tran says. “Many of them wear these brands themselves so naturally they enjoy splurging and dressing their kids in the same labels.”

However, a designer name alone isn’t enough to convince the pair to pick up a product, Tran says, noting exclusivity and quality are also key. “We want to be trendsetters, but we’re also very selective about the brands we carry,” she says, adding that the shop will be one of the first to carry Origami’s new power folding stroller. The shop is also adding more organic clothing and toys, prompted by customers’ requests. It all adds up to a shopping selection that’s kept the shop’s loyal custom-ers—from celebrities to locals—coming back again and again and has allowed the sisters to open a second location this year in nearby Orange County.

GOING AFFORDABLE: GREENSTONES, MANHATTANStacey Kim has seen a lot of changes in the children’s market during her 16 years as manager and buyer for Greenstones, three upscale chil-dren’s boutiques dotted across upper Manhattan. But while the Upper East Side locations have remained resistant to the economic doldrums facing the rest of the country, the Upper West Side location at 82nd and Columbus has been a challenge.

“The customer is now price-conscious,” Kim explains. “We used to have customers who would come in and spend thousands and thou-sands of dollars in one stop. They wouldn’t look at the price; they would just buy the items they want. But nowadays everything is about price. They only buy what’s a necessity, and they don’t buy more than what they need.”

Looking to stay competitive with budget-minded shoppers, Kim decided to cut back on the boutique’s European labels—which weren’t selling like they used to due to higher prices—and add an array of more affordable domestic brands, including Kiddo, Vintage Havana and Butter. And when Kim does buy from overseas, she shies away from expensive French and Italian labels and looks to companies from other countries, like Spanish brand Mayoral.

Kim also noticed that the store was losing many of its shoppers once they outgrew the shop’s sizes and looks. In addition to expanding the selection to size 14 for girls, she sought out brands that would appeal to trend-savvy tweens. “They don’t want to look too cute,” she says. “They want to look like their older sisters.” She also added an array of high-quality underwear for her older girls, including camis, long shorts, bras, stockings, pajamas, tights and loungewear—necessities,

Greenstones’ Upper West Side location carries an array of affordable products.

WHERE

MEETS TRADITION

Booth 6468

Booth 4247&

MEET US AT


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Levi’s by Haddad jean jacket, Bit’z Kids jumper dress, mandarin

collar shirt by Blu Pony Vintage, Minnetonka boots.


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Top left and center: Scotch R'belle jacket and striped leggings, sweater by Appaman, Minnetonka fringe boots; Scotch Shrunk jacket and cargo shorts,

BabyLegs striped legwarmers scrunched as socks, Minnetonka booties. Bottom left: Appaman blazer and flannel shirt, Scotch Shrunk cream T-shirt,

denim skirt by Jottum, Blu Pony Vintage suspenders.

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A.Bird ruffled sweater and shorts, Timberland by Parigi vest, U.S. Polo Assn. socks, boots by Minnetonka.


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This page: Blu Pony Vintage dress, flannel shirt by Appaman, Scotch R'belle leggings, Minnetonka boots. Opposite page: Scotch R'belle coat, Appaman sweater.


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From left: Hawke & Co. faux shearling coat, Scotch R'belle dress, Minnetonka boots. Below: Bit’z Kids gray hoodie, camouflage pants by Alpha Industries.

Style Director: Michel OnofrioFashion Editor:

Angela VelasquezHair and Makeup: Wendy Karcher @

Amy KirkmanProp Stylist: Mary

Catherine Muir


CALENDARMARKET DATES & EVENTS

JANUARY

15-17NW Kids Show

DoubleTree by HiltonSeattle, WA

[email protected] www.nwkidsshow.com

16-19LA Kids Market

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

www.californiamarketcenter.com

18-24Dallas Total Home & Gift Market

Dallas Market CenterDallas, TX

(214) 655-6100www.dallasmarketcenter.com

18-24California Gift Show

Los Angeles Convention Centerand L.A. Mart

Los Angeles, CA (800) 677-6278

www.californiagiftshow.com

22-24ENK Children’s Club

Javits Center New York, NY

(212) 759-8055www.enkshows.com

26-29Dallas Apparel & Accessories Market



Dallas Total Home & Gift Market Jan. 18-24Dallas, TX

School Uniforms for every student body!

See us at WWDMAGIC Las Vegas!Contact Bill Bosch - National Sales Manager

888-671-8754 ext. 2142www.Classroomuniforms.com

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STYLE INCUBATORs

WHEATWheat, an adorable Scandinavian-style clothing line, ranges in size from infant up to 14 years. Tailored for comfort and dura-bility and designed in Denmark, garments are made with natural fabrics to withstand the wear and tear of an active child, while allowing room to move and grow. Wheat’s Fall/Winter 2012 line combines holiday wear with lay-ering basics so your child can stay warm and fashionable all season long.

Wheat-USA303 Second St., Suite DAnnapolis, MD 21403(410) 626-1508

[email protected]

BOKER & LAILABoker & Laila introduces its line of ultra-soft, 100 percent inside-brushed interlock cotton baby, toddler and kids’ sleepwear. Every super-cozy piece features hand-stamped care instructions and fun, cheeky designs that appeal to moms and kids alike. From the “I’m a Hoot” owl-themed pajamas to the “Dead Tired” one-piec-es, kids will love the designs just as much as the softness. For boys’ and girls’ sizes 3 months to 7 years.

A.BIRDA.BIRD offers an ever-evolving adventure with a bit of bespoke tailoring and a fleeting touch of whimsy. All garments are proudly made in the USA.

(904) [email protected]

Visit us at ENK Children’s Club at Javits Center, New York, Jan. 22-24.

www.bokerandlaila.com

For sales inquiries, please contact Cheryl Grossman, [email protected].

Visit us at KIDShow Las Vegas,Feb. 13-15.

ANDY & EVAN FOR LITTLE GENTLEMENAndy & Evan took its custom-made dress shirts down to size when it launched Little Gentlemen, a line of practical and fashionable boys’ clothing in sizes newborn through toddler. The Shirtzie, a tailored button-down one-piece, anchors the line, which also offers pants, blazers, knits, sweaters, coats, ties and hats for Fall/Winter 2012. It’s a must-have collection for the little gentleman in your life.

www.andyandevankids.com

To view the line, contact our showrooms:

New York: (212) 967-7908 x1, [email protected]

Atlanta: The Coffs, (800) 580-5437, [email protected]

Chicago: J B Vogue, (312) 266-0309, [email protected]

Dallas: VonTour’s, (940) 497-3310, [email protected]

Los Angeles: Rochelle Sasson Perlman, (213) 489-7164, [email protected]

New England: David & Co, (781) 407-0001, [email protected]

Philadelphia: Jack Harlan, (888) 533-2000, [email protected]

Canadian Sales: Dogree, (514) 381-8808 x106, [email protected] Please visit us at ENK Children’s Club, NYC, Jan. 22-24.

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FEBURARY

2-5Copenhagen Fashion Week (CIFFKids)

Bella Center Copenhagen, Denmark

www.ciffkids.dk

2-6Atlanta Apparel Market

AmericasMartAtlanta, GA

(404) 220-3000www.americasmart.com

13-15KIDShow

Bally’s HotelLas Vegas, NV

(908) 232-0867www.kidshow.cc

CA LENDARMARKET DATES & EVENTS

28-30Kidz at Stylemax

222 Merchandise Mart Plaza7th Floor Market Suites

Chicago, IL(800) 677-6278

www.kidzatstylemax.com

28-Feb. 2New York International Gift Fair

Piers 92 & 94, Javits CenterNew York, NY

(800) 272-7469www.nyigf.com

29-30Bubble London

Business Design CentreIslington, London

+ 44 (0)1484 846069www.bubblelondon.com

Bubble LondonJan. 29-30London, UK

SIGN UP FOR E-SHAW’S

TODAY(at earnshaws.com)

Catch Accent! on Wednesdays, brought to you by NYIGF, for new accessory introductions. E-shaw’s offers retailers a daily dose of essential information on products that can maximize profits.

Don’t miss a single edition of E-shaw’s.



12-15LA Kids Market

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


22-25Dallas Apparel & Accessories

MarketDallas Market Center

Dallas, TX(214) 655-6100

www.dallasmarketcenter.com

24-26NW Kids Show



13-17NY Kids Market34 West 33rd St.

New York, NY www.nykidsmarket.org

MARCH

10-12Playtime New York

82 MercerNew York, NY(212) 563-7301

www.playtimenewyork.com

11-13ENK Children’s Club

Javits CenterNew York, NY

(212) 759-8055www.enkshows.com

NW Kids ShowMar 24-26Seattle, WA


http://www.dallasmarketcenter.com



Chicago, IL(800) 677-6278


24-27Boston Gift Show

Boston Convention & Exhibition Center415 Summer Street

Boston, MA(678) 285-3976

www.bostongiftshow.com

APRIL




25-27Spring Educational Conference

& Trade ShowThe South Point Hotel, Casino & Spa

Las Vegas, NV(210) 691-4848 x111

www.allbabyandchildsec.com

CA LENDARMARKET DATES & EVENTS

Boston Gift ShowMar 24-27Boston, MA

JUNE

11-14LA Kids Market

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




AUGUST

6-9LA Kids Market



9-12Copenhagen Fashion Week (CIFFKids)

Bella CenterCopenhagen, Denmark

www.ciffkids.dk




12-13NW Kids Show



16-19Dallas Apparel & Accessories Market



18-23New York International

Gift FairPiers 92 & 94, Javits Center

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

17-18Bubble London

Business Design CentreIslington, London

+ 44 (0)1484 846069www.bubblelondon.com

20-26Dallas Total Home & Gift Market



21-24KidsWorld

Dallas Children’s Apparel & Accessories Market




http://www.nwkidsshow.com

MARKETPLACE

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Bibi & Mimi®

peace...love...baby

baby gifts...packaged with love

er_01_12_marketplace_01.indd 57 12/18/11 2:52 PM

20-22KIDShow

Bally’s HotelLas Vegas, NV

(908) 232-0867www.kidshow.cc

OCTOBER

14-17ABC Kids Expo

Kentucky Exposition CenterLouisville, KY(210) 691-4848

www.theabcshow.com

15-18LA Kids Market



ABC Kids ExpoOct. 14-17

Louisville, KY

Editor’s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date schedules. Show sponsors may send updates to [email protected].

Net TULLE Tricotwww.tutufabric.comFashion Fabrics

20-22NW Kids Show





Chicago, IL(800) 677-6278


MARKETPLACE


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Clockwise from top left: London Fog by Amerex pea coat, Appaman earmuffs, scarf by Peace of Cake; Puffer coat by Appaman, Peace of Cake knit hat and gloves; Rugged Bear by iApparel reversible jacket, Appaman hat, Peace of Cake gloves; Mack & Co. fleece coat, Spirit Hood hat

STYLIST: FIONA AGE: 7HOMETOWN: GLEN COVE, N.Y.

Our stylist Fiona visited the office just before school let out for winter break—a prime time to test out the brightest and wildest in Fall ’12 outerwear and cold weather accessories. “Winter is my favorite season because of the snow,” she explained, adding that she’s look-ing forward to months of snowmen and snow dog building and winning snowball fights against her older sister, Shelia.

Thanks to her fondness for metallic coats and neon accessories, Fiona will need to hun-ker down in more creative hiding spots during the next snowball match. While shopping Earnshaw’s outerwear rack, the second-grader gravitated to cuddly fleece jackets, a magenta pea coat with a sophisticated print, chunky knit gloves and lots of pink—her favorite color. Fiona was also eager to try on a furry Spirit Hood, a must-have accessory she and her sister are pining for. “They come in all different animals, like polar bears and leopards,” Fiona reported. “They are so cool and comfortable!” —Angela Velasquez

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®

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

NortheastBill & Sandie Ellsworth781-326-3999

SoutheastPaul Daubney 404-577-6840

Caribbean/Latin America/South Florida Rolando & Ana Hidalgo305-266-8745

West CoastTeresa Stephen & Krystal Crooymans 866-723-KIDS

Midwest Richard Finkelstein & Al Zaiff800-935-0236

Texas/SouthwestAnnette Cardona-Stein214-637-4446

International Nathan A. Mamiye 212-216-6008

See us at:The Children’s ClubNYC, Jan. 22nd-24th

Kids Show Las VegasBally's, Feb. 13th-15th

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January 2012

Documents

girls boys wear review

new york

symphony publishing

earnshaws infants

boys wear review issn

new labels

new look

wear industry