CWB MAGAZINE AUGUST/SEPTEMBER ISSUE 89

CWB89 Main Document_Layout 1 25/07/2014 11:12

August/September 2014 - 03

REGULARS FEATURES SCHOOLWEAR

05: Comment

06: News

08:NCWA

12:Open for businessLegal and business advice plusindustry opinion

16:Retail therapyStore profiles and retail news

18:Brands to watchEditor’s pick of brands

42:Style guideKids’ bedroom decor

62:Talking point:Samantha Sotos

14: Return to sender Why shops of all sizes should factor returned goods into theirbusiness plan

20:Down to businessA summary of Bubble London’sbusiness seminars

24:The look of s/s 15CWB’s favourite s/s 15 themes

26:Cool kicksHighlights of the kids’ footwearavailable at this season’s Bubble London

28: Hello flowerS/s 15 fashion shoot

38:Mini ModaPreview of Moda Footwear’s newkids’ area

47:News

54:SA campaign 2014: Your child isworth itIn the run-up to Back To School,the Schoolwear Association isstepping up to the fore with itslatest campaign to support theschool-specific sector

56:Parents’ poll: School uniformbuying habits CWB quizzes parents on theirexperiences of school uniformshopping

CONTENTS | WWW.CWB-ONLINE.CO.UK

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1 & 2 February 2015Business Design Centre, London

Apply onlinebubblelondon.com

A great mix of children’s products

A unique buying experience


COMMENT | WWW.CWB-ONLINE.CO.UK


According to figures from the British RetailConsortium, clothing has been boosting retailsales since June. While overall retail saleswere down by 0.8 per cent during the monthof June compared with the same time lastyear, non-food sales saw growth of 3.7 percent over the past three months, with clothingone of the strongest performing sectors.These figures suggest consumers are feeling alittle more confident than last year; purchasingmore full-price items than previously, thusallowing retailers to delay going into sale anddiscounting as deeply, and as early, as theymay have done in past years.

Equally, our visits to the s/s 15 tradeshows echoed this growing confidence, withnew retailers and brand debuts aplenty. UKtrade exhibition Bubble London, for instance,experienced a four-per-cent rise in visitornumbers compared to the June 2013 edition.Furthermore, eight per cent of the attendeeswere new retailers, and in excess of nine percent were planning to open a shop in the next12 months. Similarly, on the brand front, justunder a third of the show’s 280 exhibitorswere new brand debuts. We can only hopethat this surge of new blood being injectedinto the sector will continue to build a sense ofpositivity and optimism for the future.

As we round-up and review the s/s 15fashion season this issue, we turn ourattention to footwear. We have captured someof the key footwear collections that wereavailable at Bubble London in our review, Cool Kicks, on page 26, and have an exclusiveinsight of what will be on offer at this month’sedition of the UK’s leading footwear tradeshow, Moda. For specialist kids’ footwearretailers, or those looking to extend theirfootwear offer, Moda Footwear is a must thisseason, as it launches a new stand-out area

dedicated to children’s footwear. Entitled MiniModa, the new area offers a key buyingopportunity for the kids’ footwear sector,providing a destination for buyers and brandsfrom the UK and beyond. For further footwearinspiration, visitors can also view kids’footwear trends and collections showcased atModa’s specialist footwear and accessoriescatwalk in Hall 20.

As we sign off this issue, and draw a lineunder s/s 15, we look ahead to the next issuefor October, which will, among other topics,cover Back To School 2015. In the meantime,feel free to call, email, Tweet or FacebookCWB – we’re always happy to hear from you.And, don’t forget, for the latest industry’snews visit www.cwb-online.co.uk.

Laura TurnerEditor

CWB is published 6 times per year by RAS Publishing Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 www.cwb-online.co.uk

Copyright© 2014 CWB Magazine Limited. All rights reserved.Reproduction of any written material or illustration in any form for anypurpose, other than short extracts for review purposes, is strictly forbidden. Neither RAS Publishing Ltd nor its agents accept liabilityfor loss or damage to transparencies and any other material submitted for publication.

CWB is a joint venture between RAS Publishing and the National ChildrenswearAssociation.

A Buyer Series Fashion BusinessPublication CWB is a fashionbusiness publication produced byRAS Publishing Ltd.Other titles include WWB and MWB.RAS Publishing is an ITE Groupcompany.

Editor Laura Turner [email protected] Contributors Isabella Griffiths [email protected] Christina Williams [email protected] Victoria Jackson [email protected] Editorial assistant Rebecca Jackson [email protected] editor Amanda Batley [email protected] Michael Podger [email protected] Clive Holloway [email protected] James Lindley [email protected] Richard Boyle [email protected] Sales manager Helen Hodson [email protected] Subscriptions Laura Martindale [email protected] of childrenswear Lindsay Hoyes [email protected] Production director Gill Brabham [email protected] Marketing director Stephanie Parker [email protected] Managing director Colette Tebbutt [email protected] Reprographics/printing Image Data Group Ltd 01482 652323

NEWS | WWW.CWB-ONLINE.CO.UK


New luxury footwear label Young Soles, whichlaunched at Bubble London for a/w 14, hassecured distribution across 10 outlets in the UK.The London brand has acquired stores rangingfrom Glasgow to the Vale of Glamorgan,including five London childrenswear stockists. Ithas also secured three international stockists inthe US, Spain and Belgium.

“The level of response from internationalstockists and retailers has been phenomenal,”says brand founder Louise Shill. “It proves thatthe popularity of British design and classicvintage style is holding strong.”

Young Soles takes inspiration from British heritage, reinventing classic and timelessstyles such as the T-bar, Mary Jane, brogue and creeper.—

Taking place on the new, later summer dateline of13-14 July, kids’ trade show Bubble Londonexperienced a four per cent rise in visitornumbers compared to the June 2013 edition.Alongside the established independents anddepartment stores such as Harrods, Fenwick,Selfridges and Liberty, eight per cent of visitorswere from new stores, and over nine per centwere planning to open a store in the next year.

Equally, a host of new labels chose the showto make their debuts this season, including new-to-market brand Plumeti Rain, whichscooped the Rising Star Award. Despite facingstiff competition from the 11 other finalists, the Spanish label impressed judges with its all-natural, hand-embroidered clothing.

When it wasn’t celebrating fresh designtalent, Bubble London showcased the season’skey looks in its second-ever fashion catwalk show.

“We’re thrilled with the outcome of theevent,” says event director Lindsay Hoyes. “Whilenew brands exhibit to pick up their first accounts,established labels show with us in order to attractnew stores and we have made every effort toensure we not only attract new talent to the show,but also new shops.”

Bubble London a/w 15 takes place on 1-2 February 2015 at the Business DesignCentre, Islington.—

Diesel has filed legal action in a US federal courtagainst 83 websites selling counterfeit productsappearing to carry the Diesel label. The sitescreated the false impression they were authorisedto sell genuine Diesel goods by using thecompany’s trademark in their domain name,going on to sell thousands of replicas of thebrand’s products.

As part of a global programme to combatthe business of counterfeit products, Diesellaunched an online brand protection programmeearlier this year, resulting in more than 120infringing sites being taken down, over 1,000 sellers blocked, and around 400,000items removed.—

London childrenswear agency Little Icons hasadded a further three labels to its portfolio for s/s 15.

New is Raspberry Plum (pictured), whichlaunched for a/w 14, and has expanded its rangefor s/s 15 with the introduction of boyswear,babywear and hats. Also joining the agency areSwedish brand Shampoodle, whose tag line is“childishly comfortable clothes”, and Amsterdamlabel Donsje, which specialises in baby andtoddler shoes.

In addition to the new signings, Little Iconsalso represents Finger in the Nose, AmericanOutfitters, Gro, Boys&Girls, Miss Hall, AntikBatik, Etiquette Clothiers and Kidscase.—

This month sees Selfridges debut Jungera, anew and emerging childrenswear label for boysand girls.

Launched in Paris last year and designed byAsha Mines, who was creative assistant toAmerican fashion designer Rick Owens for over10 years, the brand offers smartly constructedpieces with a focus on comfort, durable wear androomy fits across pieces such as jackets, dresses,leggings and jumpers.

The label’s core collection is produced in100 per cent organic fibre material, while theHeirloom collection is produced from 100 percent organic cottons with specially sourced woolsand leathers. Pieces are hand-dyed in smallbatches, pre-washed and pre-shrunk.—

US children’s footwear brand Plae is making itsUK launch this season. All Plae shoes are madeusing environmentally friendly materials,including recycled and non-toxic, and featureinterchangeable Velcro “tabs”.

The “tabs” are available in a wide choice ofcolours, prints and materials and can be mixedand matched for a customised look. They alsocome in a choice of three different lengths toaccommodate different foot arches and widths,and are available in sizes 24-35.

Plae is distributed, designed, produced andmarketed by the Nordic Footwear Company and represented in the UK by agent MichaelSchlaeppi of Skyline Agencies.—

NEWS | WWW.CWB-ONLINE.CO.UK


Outerwear brand Penfield Inc has extended itsmainline collection to include kidswear. PenfieldKids, launching for a/w 14, draws inspirationfrom the brand’s most iconic styles, all adaptedin construction and detailing for children, withdesign focused on utility, strength and durability.

Penfield Kids incorporates the sametechnical elements as the Penfield mainlinecollections, including 60/40 cotton/nylon outers,80/20 premium down, and Teflon coatings forwater and stain resistance. The Penfield Kidscollection features a variety of classic and brightcolours and seasonal prints. —

Next month will mark the debut collection launchof new British childrenswear label Angel &Rocket. The aim of the brand is to create ahandpicked edit of comfortable, affordabledesigns with a commitment to detail and high-quality fabrics.

Available for ages 3-10 years, the firstcollection comprises 50 different styles for girlsand boys, with limited numbers produced eachseason. A chalked colour palette, soft yarns andhand-drawn animal graphics are key. TheChristmas collection will launch at the start ofNovember, along with a limited-editionChristmas jumper.

Angel & Rocket is headed up by fashionexpert Philippa Cloete, formally of Next, M&S andTopShop, where she worked as a buyer throughto head of buying for over 15 years.—

British baby and children’s clothing label Bonnie Baby has launched a wholesale websitefor trade customers. Designed to be efficient and user-friendly, the website is currentlycarrying the brand’s s/s 15 collection as well ascontinuity ranges.

To register for a wholesale account, tradecustomers can visit www.bonniebaby.co.uk,where a tab for the Wholesale Shop can be found on the top bar. Once registered for anaccount, users will be sent an email with ausername and password to access the website.—

Following the opening of a London showroomearlier this year, action sports brand Animal hasopened a new showroom in Manchester, wherewholesale customers can view its collectionsacross men’s, women’s, childrenswear andaccessories.

After relocating from its smaller premises inWarrington, Cheshire, the new 2,000 sq ftshowroom will act as a hub for the brand in theNorth of England. Located in the FairburnBuilding, 70-72 Sackville Street, Manchester, thelabel hopes the move will attract new accounts aspart of its continued sales growth for 2014.

“Relocating the showroom to centralManchester has been a great step for the brand,making it much more accessible to our Northernaccounts,” says Joel Pickering, Animal’s head ofbrand and marketing.—

Oueen’s Award winner Frugi, which designs andmanufactures organic clothing for children andmothers, is the first Cornish business toparticipate in the Stepping Up programmedelivered by Oxford Innovation.

Stepping Up is part of the Coaching forHigh Growth programme, a £7.7m investmentmade by the European Regional DevelopmentFund (ERDF) to support Cornish businesses. TheStepping Up element places particular focus onbusinesses experiencing exponential growth,such as Frugi, which has extended its premisesby over 8,000 sq ft, more than three times thesize of the existing site.

“Since our launch in 2004 we’ve had annual growth of almost 40 per cent,” says Frugi co-founder and MD Lucy Jewson. “The SteppingUp programme has been an invaluable source ofsupport for our business as rapid growth requirescareful planning and management.”—

Next month, Travis Designs will release newdress-up apparel styles in conjunction with its licensing partners Disney Baby and Sophie la Girafe.

The Disney Baby styling for 0-2 years coversmany of the popular baby focused characters,with the stock range hitting stores in Septemberincluding the characters Winnie the Pooh andFriends and Mickey and Minnie Mouse. Stylingincludes plush all-in-ones, cuddly tabards andtutu dresses, with further development in thepipeline for different characters and a soft jerseycotton range for up to 12 months.

For the classic product licence Sophie laGirafe, there are four launch styles for 0-3 yearolds. Highlights include a plush all-in-one with acharacter moulded head and hood, a soft tabardstyle with a hat, a jersey tutu with a net skirt anda puppet.

As a licensee for these two brands, TravisDesigns can offer retailers exclusive development,providing a design and manufacturing packageto create exclusive styles for stores. —

NCWA NEWS | WWW.CWB-ONLINE.CO.UK


• Membership is open to everyone involved in theBritish childrenswear industry.

• Associate membership, open to non-Britishorganisations, is now available.

• Membership costs from £85.

LITTLE BLOOMERSKIDSWEAR

Stocking shoes, accessories and clothing for 0-13 years, Little Bloomers remains focused onoffering a trendy and affordable range.Established in April 2013 by owner NicoleWebster, the online store is now an officialstockist of Gripper Soles, an innovative newfootwear brand for pre-walkers and toddlers.Other top brands stocked include Minx, DominoGirls, Freaky Boys and Baby C.

The retailer currently ships to Ireland, theUK and beyond, but plans to open a pop-upshop in Dunkineely, Co Donegal shortly.www.littlebloomerskidswear.com

TWO2EIGHT

Specialising in clothing for 2-8 years, co-ownersConnie Lawrence and David Glazebrookestablished Two2Eight Childrenswear in 2014.The retailer bases the majority of its trade online,though also runs a pop-up shop at various showsand shopping centres.

Specialising in Fairtrade products, mainlyfrom South Africa, the store aims to stock own branded and made in the UK in the future.The retailer remains focused on developing acustomer base and expanding its range ofproducts and brands. Two2Eight will be atHempstead Valley shopping centre from 4 August.www.two2eight.co.uk

EXECUTIVE DIRECTOR’S COMMENT:

NCWA Council: Chairman SHARON BEARDSWORTH Emile et Rose ManufacturerVice Chairman DAVID HULL AgentImm Past Chairman DAVID BURGESS David Luke Ltd ManufacturerTreasurer COLIN WILSON

Council Members: NUALA MCKENNA Nuala McKenna Agencies Agent. DIANE SHAW Agent. SARAH TAYLOR Agent.RAY WILLIAMS Agent. HANNAH MCHALICK Oh Baby London Manufacturer.MALCOLM TRAVIS Travis Designs Manufacturer. RACHEL RILEY Rachel Riley Manufacturer.JANETTE REED Cotswold Kids Retailer. VIRGINIA ROSS Pollyanna Retailer.JILLIAN PETRIE Young Trend Retailer.

President: KEN SCATES Marketing consultantVice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultantExecutive Director: ELIZABETH FOX

I have long had a secret admiration for those brave enough to launch their own businesses.Over the years that admiration has been tempered by all too frequent encounters withaspiring entrepreneurs whose research has been scant, if not non-existent, and whoseambition has been built on the sand of imagination rather than the rock of careful planning.

Recently, I have had to change my mind again as a new breed of business people hasappeared, as if from nowhere. Having studied the market, explored locations, designs andbrands and secured financial backing, these individuals of all ages, but many with someworking experience behind them, have decided to try their luck as manufacturers/suppliers,agents or retailers. I probably should not say “luck”, as they have left little to chance, so goodhas their preparation been, but we all know that a new competitor, a planning decision, anew trade war, an interest rate rise or even the vagaries of the weather can scupper the bestlaid plans.

One area where the planning may go awry is that of safety and, in particular, thestandards and legislation applicable only to childrenswear. The discovery that the rules onchildren’s nightwear are different from those on adults’ nightwear (and that one cannotdistinguish between daywear and nightwear for babies) can be a revelation. Equally, thebelief that their garments do not have any cords or drawstrings can be shattered when theyread the definition of a decorative cord (which includes an attached bow).

A spate of recent cases (and it only takes a few) where retailers have rejected garments,or worse, where trading standards officers and their equivalents abroad have called for theirwithdrawal from the market, has led to an increase in enquiries to NCWA. Some of thosecalling us have since joined the Association, so that they can obtain up to date informationand, more importantly, attend an NCWA seminar on the safety of childrenswear. Presentedby Mrs Sue Bolton, who chairs the European Standards Committee Working Group on thesafety of childrenswear, the seminar covers the European Cords and Drawstrings Standardand the BSI Code of Practice on mechanical safety, as well as bringing delegates up-to-datewith the Working Group’s future work programme and the differences in attitude across thethirty members of CEN, the European Standards Organisation.

The next seminar is to be held on 24 September, and only NCWA members can attend.Delegates, of whom there is a maximum of 12, are encouraged to bring samples of theirown garments and designs to check what is and is not permissible and Mrs Bolton herselfshows items of clothing which have, or would, fall foul of scrutiny by enforcement officers.

If you are not a member of NCWA and would be interested in joining, do e-mail us [email protected], or call Michelle Payne on 020 7843 9488. You can also look at ourwebsite, www.ncwa.co.uk, or write to us at 3 Queen Square, London WC1N 3AR. Finally, donot forget that all members have a free page on the NCWA website and have access to theMembers’ section, not least the retailer training videos presented by Jackie Cook.

Elizabeth P Fox

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NCWA NEWS | WWW.CWB-ONLINE.CO.UK


Spanish children’s fashion brand Tutto Piccolohas launched its first baby’s fragrance, TuttoPiccolo Baby, which is a cologne designed forbabies’ daily care.

Hypoallergenic and dermatologically tested,Tutto Piccolo Baby offers a fresh and sweetfragrance with floral notes. Containing glycerine,an ingredient that helps to moisturise andsmooth delicate skin, the fragrance is suitable fordaily use, including after bathing.

Developed by the Tutto Piccolo brand inSpain, the fragrance is available in a spray bottleof 100ml.

—

Loughborough children’s clothing, footwear, giftand accessories store, Baby Boutique UK, haslaunched an e-commerce website.

Marking the next stage in the retailer’sdevelopment, Babyboutiqueuk.com allows thebusiness to sell online, promote its social-mediaplatforms on Facebook, Instagram, Pinterest andTwitter, as well as reinforce its new companyname and logo. Formerly Baby Boutique, thebusiness recently rebranded to Baby Boutique UKfollowing permission from the Secretary of Stateto use UK within its logo.

The award-winning store is run by mother-and-daughter team Vicky Clarke andNatalie Hallam. Since opening its doors in July2012, the retailer has won The Pride ofLoughborough Town Centre Initiative of the YearAward for 2012 and 2013, as well as the Love ofLoughborough/Loughborough Echo BestDressed Christmas Window 2012 award.

—

Ethical children’s brand Pigeon has launchedorganic cotton knitwear to complement itsclothing ranges for babies and kids.

Showcased at Bubble London in July, thenew collection for age six months up to six yearsincludes tights, knitted hats, scarves and shawlsThe knitwear collection has been designed tocoordinate with some of the brand’s new girls’dresses as well as various continuity pieceswithin the main collection. Highlights includetights in bold colours decorated with a range offun motifs such as paw prints and anchors.

Pigeon’s knitwear offer will be available asof next month in independent retail outlets in theUK and beyond, and via Pigeon’s website.

—

British-made knitwear brand Picaloulou hasraised the necessary funds to manufacture its newboys’ merino shawl collar jumper style for a/w 14via fundraising platform Crowdfunder.co.uk.

Picaloulou, as with many small start-ups,faced the problem of a lack of cash flow and theprospect of cancelling its production run withBritish knitwear supplier Peregrine Clothing forits new boys’ jumper development. Crowdfundingoffered Picaloulou an alternative means offunding whereby it set a fundraising target for itsproject, which it then promoted to attract pledgesfrom the public.

“We’re so delighted to have raised thenecessary funds thanks to the support of family,friends and complete strangers,” says Picalouloufounder Shireen Cunliffe. “It has been a greatexercise in brand promotion using socialnetworks and we have met so many new fans,bloggers and other brilliant businesses.”

—

Taking a fresh approach to babywear is Hook &Loopy, which specialises in Velcro-fastening babyclothing as opposed to traditional popper-fastened garments.

Established in 2012, the brand was formedto offer a clothing range for babies that savedparents time when dressing and reduced stressat changing times.

The collection’s key pieces, which areavailable in a choice of designs including unisexoptions, are the Easy-fastening Sleepsuit, theSuper Absorbant Bodysuit with a soft, built-interry towelling layer to absorb leaks, andadjustable Velcro “stay-on” scratch mittens. Gift sets are also available such as the Deluxe gift set, which combines The Ultimate ScratchMitt, Easy-fastening Sleepsuits and the Super-absorbant Bodysuit.

—

For s/s 15, planet-friendly childrenswear brandKite has introduced new styles and an extendedaccessories range.

Marking its largest collection to date, s/s 15sees Kite present baby girls’ and boys’ fleecegilets in six sizes available up to three years. Forgirls of all ages, it has launched the “wrappit”, aversatile hair accessory that can be worn fourdifferent ways and co-ordinates with thecollection. Other design highlights from thebrand’s mix-and-match range, which caters fornewborn to 11 years, include a vibrant colourpalette, prints and appliqués.

All of Kite’s garment are manufacturedusing organic cotton or fleece made with at least50 per cent recycled materials. Natural materialsand production methods are used by the brandwherever possible, including coconut shells forbuttons and apple juice extracts to soften cottonjeans rather than using harsh chemicals.

—

BUSINESS | WWW.CWB-ONLINE.CO.UK


WHY MOBILE IS KEY FOR RETAILERS,BUT ONLY ONE PART OF THE PUZZLE

Today’s shopper is demanding. The constantinflux of new channels and technologies hasmeant that consumer expectations have neverbeen higher, with many craving the highestlevel of convenience when they head to aretailer. Mobile is a trend that has long beenserving this audience, and one that retailershave been relying on more and more to createa seamless online shopping experience. But,while the technology continues to dominatethe headlines, it’s becoming very easy forother channels to be somewhat pushed aside.

Although still present, the desktop hasbecome a far less common shopping channelrecently, with many consumers preferring tobrowse for products on the go. And, althoughit has never been more important that retailersembrace this change, it is also just asimportant that its less popular shoppingchannels do not get completely neglected.Understanding the differences between acustomer who is looking at your site on amobile, on a smart TV, or browsing your site tocollect in-store is critical to success.

The key is to remain consistent, allowingyour brand to remain just as strong acrosseach offering, as catching a consumer ontheir mobile can be the perfect way to drawthem to other channels at your business. So,in this sense, retail marketers need to put asignificant amount of effort into multi-screenand multi-device strategies to deliver arelevant, optimised and consistent experience,regardless of a particular device.

Retailers that understand what theircustomers are doing online, in-store and ontheir mobiles are the ones that will secure themost loyalty among their shoppers. Only thenwill retailers be equipped with the informationneeded to build on their customer experience,ensuring the needs of all of their customers,regardless of how they are shopping, are met.

www.maginus.com

www.fashionlaw.co.ukwww.agentlaw.co.uk

LIKE LONDON BUSES – CONSUMER LAWCHANGES COME IN THREES

Hopefully you caught the Consumer Contracts(Information, Cancellation and AdditionalCharges) Regulations 2013? A bit of amouthful for sure. But, in order to comply withthe Regulations, retailers – particularly thoseusing the online channel – should haveimplemented, by 13 June, the following changes:Information – providing the full pre-contractinformation in a clear and comprehensiblemanner and the correct form.Money – making it clear as to when clicking abutton online will amount to payment andwhen there is a charge for additional services. Delivery – within 30 days unless theconsumer agrees otherwise.Cancellation and returns – the cooling-offperiod is extended to 14 calendar days andthere are additional information requirements.Refunds – must be for the total price,including delivery, and processed within 14 days.

Whether or not you caught that “bus”, the nextone is on 1 October 2014, when theConsumer Protection (Amendment)Regulations 2014 (CPRs) come into force.

The purpose of the Regulations is toprotect consumers against businesses usingmisleading actions or aggressive practices.They improve the existing framework bybringing a right of redress that can bebrought by consumers themselves.

The CPRs provide three remedies for theaggrieved consumer:1. A right to end the contract and receive a

full refund of the price in certaincircumstances;

2. A right to a discount of 25-100% of thepayment made by the consumer to theinfringing business;

3. An entitlement to seek damages for:

a. Consequential financial loss; orb. Alarm or distress resulting from the infringing business’ action orpractice, or; c. Both.

Although intended to protect consumers, itcan be expected that in some situationsbusinesses may take advantage of the newCPRs if there is the possibility ofsignificantly damaging a competitor. Thiscould be by friends of employees ofCompany A morphing into aggrieved“consumers” of Company B. Whicheverway action is brought, the best way forbusinesses to avoid liability under theCPRs is not to engage in unfair practices inthe first place.

The final “bus” has not yet reached theStatute Book. But, barring an early generalelection, given that it has all-party support,the Consumer Rights Bill (CRB) is likely toreceive Royal Assent in the second quarterof 2015.

The CRB will consolidate andmodernise consumer law from over 100pieces of legislation into a framework thatshould be less of a compliance burden onbusinesses. It starts by introducingconsistent definitions including definingwho is a “trader” and a “consumer”, andgoes on to provide clearer and moreextensive rights and remedies forconsumers. And, if the objectives of theCRB are not fulfilled, the next governmentcan always introduce amending legislation.

All aboard!

© Fox Williams LLP 2014

BUSINESS | WWW.CWB-ONLINE.CO.UK


How has business been for you thissummer? We had many of our summer styles in early,but customers just couldn’t think aboutbuying into summer while we were stillhaving so much rain. The weather has animpact on sales and our deliveries seem tobe so out of sync with the UK weather, whichmeans by the time the weather adapts youare close to sale time and can’t make yourmargin. For the last eight weeks we have hadbeautiful summer weather, and sales havebeen really strong. We are up 15 per cent onthe previous year, which is a positive sign.

What’s sold well for your shop this summerin terms of products and brands?Our best-performing brand for girls isCatimini and our best-performing label forboys is Scotch Shrunk. However, customersare searching for affordable fashion as wellas designer, and we have amended our mixto incorporate both designer and affordableranges. New affordable brands include Frugi,Hatley and Joules, and we will beintroducing Mayoral next season. Frugi hasbeen our best-performing baby brand.Dresses are still key for girls. For boys, wehave seen a shift away from coloured chinosand back to skinny jeans and quirky T-shirts – which is why Scotch Shrunk does so well.

Did you change your buying strategy in anyway for s/s 15?Less forward order and more in-seasonordering, concentrating on the brands thatperform, and to be quite brutal with labelsthat deliver just on sales and not margin.

Do you have any plans for the business this year?We are investing in an upgrade to our Epossystem. Online sales now account for 35 percent of our total business, and this will bekey in helping us to stay ahead.

How has business been this season? Summer got off to a late start last year(mainly due to the weather) but, once itarrived, sales increased dramatically.This year the weather has been better, sosales have been more evenly spread, but wedo expect an increase in revenue. We alsoget more visitors to the area now and thishelps everyone.

What has sold well?New baby gifts and clothing have alwayssold well for us. Customers like the fact thatwe stock well-priced individual items thatare not seen everywhere. Sun hats sell assoon as the sun comes out! We have stockedThe Mountain animal T-shirt range for olderchildren for some time; these have beenpopular, along with Hooligans Kids, SeeSawand Pitter Patter. Anisnap children’swatches, Childs Farm toiletries and BoBoBuddies have also done well.

Did you change your buying strategy this season?No, not really. We like to find a few newitems – often accessories – each year byattending a couple of trade shows. Wereplace items and sizes as and when they sell.

Do you have any plans for the business?We plan to run a competition/prize drawsoon. Customers who spend a certainamount will be included in a draw to win asitting with a local children's photographer.We will also continue to participate in townevents such as street fairs and Christmasmarkets etc. We have increased ouradvertising to include discount vouchers andaim to update the website to keep customersinformed of sales, offers and new stock.

How has business been for you thissummer? I only opened my shop in November 2013,so the increase in sales as time has gone onis more than likely due to my businessbecoming known in the area. But, overall,the summer has been great for us.

What’s been popular this summer in termsof products and brands? A lot of my customers are Frugi fans andchoose Frugi and Pigeon Organic for safegift choices. I have introduced some lovelyitems from Cute Graffiti, Indikidual andSlugs & Snails, which customers havewelcomed. Customers appear to beembracing the Scandi all-over prints andrelaxed clothing, so this is certainly a look Iwill be sticking with. For summer weintroduced sunglasses from Molo and a trialrange from Sticky Fudge. Both brands haveflown off the shelves and will be expandingfor a/w.

What’s your buying strategy?To order little and often so I can change myrange as the season goes on.

What’s the plan for the business? To start doing more events as the year goeson. We run workshops for pregnant ladiesand would like to start a monthlybabywearing workshop with Sling Library.

Which shows do you attend? Bubble London, and we will go to theHarrogate Nursery Fair – and possibly thetoy fair as well.—For more industry opinion visitwww.cwb-online.co.uk

E-COMMERCE REPORT | WWW.CWB-ONLINE.CO.UK


An average of 25-40 per cent of goodsbought online are returned, with fashionamong the product categories with thehighest returns in the e-commerce sector,bringing with it a whole host of logistical and financial issues.

Returns can be costly and time-consuming and have a serious impact on a business’ profitability, so it’s essentialthat retailers calculate this into their financialforecasts.

“Returns can be a big headache for e-commerce players,” says Nick McLean,director of products at data analytics andorder management platform eCommera.“Factors such as cost of stock, inventorymovement and the overheads of managingthem are all creating additional issues, andyou should factor this into your overall costs,particularly if you are in a high returnscategory such as fashion.

“Ultimately, you have the doublechallenge of firstly making an outboundrepayment to the customer, in addition topayment on delivery and perhaps returnspostage,” he continues. “Secondly, you have to

work out how to re-sell the item as quickly aspossible, requiring receipt of goods, appraisal,putting away, update inventory and so on. Itcan easily take five weeks in the UK betweenreceipt of payment and return item availabilityfor re-sell – three to five days for customers toreceive the item, and often 30 days’ noticeperiod. That 30 days of unknown stock statusrepresents significant working capital.”

This is backed up by Sean Hallows,operations director at logistics providerClipper, which recently launched a dedicatedreturns management service calledBoomerang, working with customers such asAsos and John Lewis, as well as an increasingnumber of smaller stores and brands.

“On average, 25 per cent of everythingfashion retailers send out comes back,” hesays. “That means 25 per cent of a retailers’inventory is not available for sale. For anyretailer, this is the last thing they want.”

Reducing returns and handling theprocess effectively is therefore essential inminimising the effect on a store’s workingcapital and ultimately profitability.

“How returns are handled can have a

significant impact,” says McLean. “If goodsreturned to the store are re-sold in-store, thisis low impact, but moving product aroundconstitutes one of the highest costs in retail.So, if returns need to go back to a warehouse,a significant incremental cost of shipping isincurred. Also, in fashion, goods are oftenworn and then returned, making it difficultand sometimes impossible to re-sell, bearingthe additional risk of increased mark-down.Plus, fast fashion makes the time window forre-sale quite small.”

Returns may pose a significant challengeto retailers, but both Hallows and McLeanagree that they are not automatically a badthing, but just a reality of the multi-channelset-up that retailers have to deal with.

“Returns are not necessarily negative,”says McLean. “If you encourage returns tostore, you drive incremental footfall, provideopportunity for personal interaction and cangenerate better opportunity for selling asubstitute or up-selling a product. If all of thatis dealt with well, it can generate greaterrevenue and repeat business. Look at thegenerous policies of Zalando and Asos – if the


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frequency of purchase is high, returns shouldbe modelled as part of doing business.”

This is mirrored by Hallows. “Returns arejust part of the business model,” he says.“When shopping online, customers will makereturns, and this is particularly true in fashionbecause customers cannot try items on. Thatdoesn’t reflect on the retailer or the website –it’s just the DNA of online shopping. Also,returns are easier online because they areanonymous; it’s a far cry from queuing up atthe customer service desk of a store andexplaining why you have changed your mind.It’s fast and convenient – or it should be – andthat is why people are shopping online in thefirst place. With the volume [of product] that isgoing online, if you are going to besuccessful, returns and the customer serviceelement associated with that is just somethingthat you have to deal with.”

Indeed, the way a store handles itsreturns is directly linked to the overallshopping experience of a customer and thesatisfaction with the service received. A clearand jargon-free returns policy that iscommunicated prominently on the website,outlining exactly the cost of return – if any – tothe customer is as paramount as defining aspecific time frame in which returns areaccepted. Different stores offer differentreturns policies, and ultimately it is up to the individual retailer to decide whether theywant to offer a free delivery and returns policy,or offer full refunds versus in-store credits or exchanges.

But where a refund is granted, it’simportant that it is processed as quickly aspossible. Often, an easy and “no quibble”policy – where reasonable – is a better way ofhandling a return and ensuring a satisfiedcustomer who is willing to shop on the siteagain. Above all, it’s essential to ensure

all staff who are involved in the returnsprocess are just as clear on the policy andprocedures to ensure a smooth and slickoperation and customer service that reflectswell on the store.

“There is no one-size-fits-all policy,” saysMcLean. “It needs to be seen as part of anoverall proposition and customer experience.Retailers need to think about it at a granularlevel. For example, offer free returns forcustomers who regularly spend high valuewith you with few returns, but charge forcustomers who spend little and return all the time.”

Hallows adds, “People generally perceive[a good] customer experience as ordering anitem and getting it delivered the next day. Butreturns are so integrated into the online modelof trading that the last point of contact withthe retailer is likely to be the returns processand experience. That is true in 25 per cent ofcases and is relevant to smaller retailers aswell as the big companies. Also, the speed atwhich a return is processed is one of the keydeciders in whether a customer will comeback to shop at a particular retailer. Customersexpect to receive a full refund quickly, and acustomer who is refunded quickly can startshopping again more quickly.”

While returns will remain par for thecourse of e-commerce, there are ways ofminimising them to a degree. And clearproduct imagery along with detaileddescriptions and measurements can be acrucial element in providing an accuratedepiction of a fashion style, particularly in a multi-branded environment whereinternational sizing can vary significantlybetween the countries of origin of different labels.

Technology, however, is playing a big part in all of this, with increased usage of

high-quality photography, videos and catwalkfilms key. Furthermore, new inventions suchas virtual fitting rooms are being increasinglyimplemented, aiming to overcome the issue ofcustomers purchasing multiple sizes.

“Around 50 per cent of items boughtonline are returned for reasons of fit,” saysTim Donnelly Smith, marketing director atvirtual fitting room provider Fits.me. “This isunsurprising, as it’s difficult for retailers tocommunicate this to a vast array of differentlyshaped individuals.

“Since price, colour, texture and qualityare the same, uncertainty regarding fit is theonly real reason to buy more than one size ofthe same garment,” he continues. “And it’sunderstandable – only around 10 per cent ofpeople fall unambiguously into one size whenusing a size chart. For most, at least one oftheir measurements will be borderline and/orsuggest a different size from their othermeasurements. A fit tool can remove thisuncertainty by letting the shopper see whatthe different sizes will look like on them.”

According to Donnelly Smith, however,increasing conversion rates has a far greaterpositive impact on profits than reducingreturns.

“Reducing returns is a naturalconsequence of improving the accuracy of thebuying process,” he says. “Take care of the[customer’s] buying process, and the returnsrate will take care of itself.”

There’s a general consensus among e-commerce experts that return rates willremain stable or rise in line with underlyinggrowth in e-commerce revenues. So retailerswill have to accept returns as a day-to-dayreality of multi-channel retailing – andremember that a sale is not final unless, anduntil, the customer decides to keep thepurchase for good.

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YOUR CHILDREN’SWARDROBE

3 France Hill, Honley, Holmfirth, and Denby Dale, HuddersfieldHuddersfield multi-channel retailer YourChildren’s Wardrobe has added to its DenbyDale store with the opening of a seconddesigner boutique in Honley, Holmfirth.Opened in March, catering for boys and girlsfrom baby through to teenage, the new storehas enabled owner Amanda Evans to increaseranges as well as introduce new labels such asJessie and James and Agatha Ruiz de laPrada. Other brands stocked include Oilily,Maison Jean Bourget, Scotch Shrunk, R’Belle,I Love Gorgeous, Bob & Blossom, Levi’s,Tommy Hilfiger and Mayoral, which areindividually merchandised to enablecustomers to best explore the options ofmixing and matching within ranges.

Customer services provided at the newboutique include personal shoppingappointments, out-of-hour opening times – particularly popular with working parents –loyalty rewards, bespoke ordering as well as abrand new customer service that Evans hasintroduced to the mix.

“The new Honley store has allowed us tolaunch an agency service, which offerscustomers the opportunity to recycle theirused Your Children’s Wardrobe clothing inexchange for cash against new stock,” she says.www.yourchildrenswardrobe.com

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BOUTIQUE FUSIONS

Kindi and Thomas Tembo re-opened The OldHovells Building on Bedford Street, Norwich, inMarch to create Boutique Fusions, a newdepartment store of UK retailers.

The vision of Boutique Fusions is to create ashopping destination and customer experienceunlike any other; giving established independentboutiques and up-and-coming retailers anddesigners the chance to have a presence in oneof Norwich’s most beautiful locations.

The split-level building is divided intodedicated areas including childrenswear, whichhouses stores such as Cocolino, Jelly Baybays,Pompom Baby and Ollie & Millie’s. www.boutiquefusions.com

FIVEBOYSCLOTHING.COM

Last month saw the launch ofFiveBoysClothing.com, a new online shopexclusively for boys aged 5-15 years. Foundedby two mothers, who have five boys betweenthem, the site provides parents with an easy-to-use platform to source colourful, well-designed, hard-wearing and comfortableboyswear. The summer capsule range includesthe brands Love Brand & Co, Hammamas andZoobug, with new lines to be introducedthroughout the summer and autumn fromlabels such as I Dig Denim and Tulip & Nettle. www.fiveboysclothing.com

ROWDY RODDY VINTAGE

21, Dowanhill St, GlasgowSan Francisco graphic designer and vintagelover Jolyne Colburn moved to Glasgow in 2011to be with her Scottish husband. At the time,she was seven months pregnant and, duringher pregnancy, collected vintage babywear. Asher collection grew, she decided to start sellingpieces at vintage and craft fairs. Her hobbyinadvertently became a successful businessand, by 2012, Colburn had opened bricks-and-mortar boutique Rowdy RoddyVintage. Alongside the vintage offering and thestore’s own label RRV, Rowdy Roddy Vintagestocks curated lines from brands such as Mini Rodini, Soft Gallery and Lapin and Me.www.rowdyroddyvintage.com

BIRA’S BESPOKE PENSION SCHEME

BRIT KIDS POP-UP

TROTTERS ONLINE STRATEGY

Claire Harper, Yorkshire business woman andfounder of kids’ retail brand IndiaCoco, has

been signed by London’s Speakers Corner, abureau that sources motivational, keynote and

conference speakers for corporate eventsaround the world. Key topics Harper is set to

cover in her new role include being anentrepreneur, innovation in a crowded market,

branding and marketing, retail, and how to be an inspirational and motivational

business woman.—

This month sees childrenswear label Marie-Chantal launch its own concession in

Harrods. Featuring the brand’s new storeconcept, it will offer complete ranges foraccessories, baby girls, baby boys, girls,

boys and baby gifting. Also on offer will beseveral limited-edition products exclusive to Harrods, including a baby knitwear set,

gold children’s diary and Marie-Chantal dollby Les Toiles Blanches.

—

03: TALE OF BOY

Launched in April 2014, Tale of Boy offersshort-order stock in limited quantities andexclusive prints, released periodically in small,bi-monthly drops with no minimums.Designed and produced in South London, itdraws inspiration from the city and the manycultures that coincide within its boundaries,creating relaxed shapes and bold printsincluding skulls and flowers, superheroes andpolka dots. Wholesale prices £6 to £12. www.taleofboy.com

01: BEANIE & BEAR

New for 2014, Beanie & Bear is a swim andbeach label available for boys and girls aged3-10 years. The 24-piece collection featureshigh-quality mix-and-match bikinis andcotton kaftans for girls and tailored swimmingshorts and long-sleeve shirts for boys. Style-wise, garment cuts channel the 70s,with a touch of 80s neon alongside boldcolours, playful prints and the brand’ssignature use of a gold lightning bolt metaltag. Wholesale prices on request. www.beanieandbear.com

02: EAST END HIGHLANDER

Launched for a/w 14, Japanese label East EndHighlander caters for boys aged 2-12 yearsand is represented in the UK by Little Icons.Shirts are the brand’s signature, sewn bycraftsmen accustomed to manufacturinghigh-end men’s shirts for luxury labels.Shorts and chinos in woven cotton,lightweight knitwear, braces, bow-ties and tiesalso feature. S/s 15 sees the addition ofJapanese denims and canvas shoes.Wholesale prices on request.www.littleicons.co.uk

04: BLUE POPPIES

Based in Montauban, France, Blue Poppies isa new start-up company that allows retailers tocreate bespoke children’s garments – orcollections – for newborn to 14 years. Via itswebsite, retailers wishing to create a “made inFrance” collection in partnership with BluePoppies can choose from over 3,000 fabrics –or create their own – while those wishing toleave the choice up to their customers canhave a customisation terminal installed in theshop. Wholesale prices on request. www.bluepoppies.fr

05: SPUD KIDS

Christina Hudson graduated and set upbusiness last year, launching Spud Kids, ahandmade UK label for newborn to six years.For s/s 15, the offer includes new baby, boys’and unisex pieces, with each garmentinteractive in some way, from the pocketsdown to the cuffs. Blankets and cushions alsofeature, incorporating bright, hand-illustratedpatterns digitally printed onto GOTS-certifiedorganic jersey using eco-friendly inks.Wholesale prices £12 to £45.www.spudkids.co.uk

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MADE IN BRITAIN

We cannot talk about the manufacturingindustry without talking about Rana Plaza inBangladesh. To eradicate problems like this,we need to know our supply chain and lookmore closely to home. We once led the worldwith clothing, and should be supporting greatBritish traditions.

Why is it important for retailers to supporthome-grown brands? • Due to the ageing population and

generation gap.• To ensure that we don’t lose our skills, which

would take decades to regain.• To support our economy and keep people

in jobs.• UK products are still considered high quality,

and there is a great demand for export.• If we do not support UK production, what

happens when labour and import costs rise astronomically?

What are the benefits of stocking UK brandsfor retailers?• UK manufacturing offers brands and

retailers the opportunity to take control oftheir designs and manufacturing.

• It establishes a transparent supply chain.• It helps to lower carbon emissions, and cut

wastage and freight and import charges.• Ensuring that standards are met is simpler

and less expensive.• It increases speed to market, makes it easier

to restock, and improves response times inother areas.

• It is rewarding to contribute to our economy,and there is a story behind the garments.

How should retailers go about sourcing UK brands?• Via blogs such as Meet the Bradshaws,

which documents one family’s quest tosupport the UK manufacturing and farmingindustries by buying British.

• Kate Hills and makeitbritish.co.uk, a websitededicated to British products. From 2012 to2014, it has seen an 850 per cent increasein enquiries from clothing retailers andfashion brands looking to source locally inthe UK.

• Stillmadeinbritain.co.uk, which is devoted topromoting British products.

• Let’s Make it Here database.• UKFT.• Made in Britain LinkedIn pages.

How can retailers get involved in the drive tosupport UK manufacturing?• Support the Made in Britain Label

Campaign.• Contact organisations such as Bridge &

Stitch, which can offer sourcing support.• Be more aware of where garments are

produced, and aim to stock a percentage ofMade in the UK products.

• Think about the supply chain, and buysensibly; British products denote quality and craftsmanship.

Is the demand for British-made clothingincreasing?• Large high-street chains are getting

involved; Sir Philip Green uses 20 per centBritish suppliers due to increasing pricesabroad, while Fat Face and River Island havelaunched British-made ranges.

• The post-Jubilee and Olympics’ resurgenceof all things Britannia means that exclusive

British-manufactured goods are in demand.• Customers are increasingly appreciating the

provenance of their garments, and see theMade in Britain label as a status symbol.

RACHAEL HOBBS is founder of Bridge &Stitch, which provides support in all areas ofthe manufacturing industry – from designdevelopment and pattern cutting, to sourcingfabrics and factories and overseeingproduction. Visit www.bridgeandstitch.com or email [email protected].

GROWING YOUR BUSINESS

Only three per cent of business owners have aclear plan for success in the next three years.They review this plan constantly to drive theirperformance, and dominate the market as aresult. In order to grow your business, youneed to be very clear about the outcomes youare aiming for.

You also need to focus on growing profitrather than turnover, which can only beachieved by reducing costs and increasingprofitable sales. The following three keyquestions of business growth could increaseyour profitability by over 236 per cent:• How do we increase the number of clients

that we work with?• How do we increase the average order

transaction value?• How do we increase the average frequency our

customers use our services and or products?

Finally, you could grow your business with thehelp of the Growth Accelerator Programme – agovernment-supported programme, whichhelps small and medium-sized business

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accelerate their business performance. Arecent survey of over 12,000 businesses that had used the programme showed that 95 per cent had seen a positive impact ontheir performance.

JIM JORDAN is a business coach, andmanaging director of The CoachingSolutions Toolbox. Visitwww.thecoachingsolutionstoolbox.com oremail [email protected].

BLAGGING BLOGGING

Blogging is not the Holy Grail that’s purely forjournalists and editors; it’s for every single oneof us. It is an essential tool for communicatingwith your customers if you are a retailer. And ifyou’re not – but have a passion project – it’s agreat way to talk about whatever you want, towhomever you want. Who knows where itcould lead?

How to blag blogging• Work in your own time.• Find something you are passionate about –

the smaller the niche you aim for, the better.• Choose a name, make it relevant, and make

sure the domain is available.• Think about how you want your blog to look.

You may need to spend a bit of money to geta designer to create a brand identity for you– but this is a one-off cost, and the look canbe implemented across all platforms whereyour brand appears.

• Blag a professional look by using Blogger,Wordpress or Tumblr. You can buy entireblog designs from sites such asThemeforest, and customise them – or get aweb designer to help.

• Keep your site simple, and make it easy to navigate.

• Stick to your guns, and don’t feel obliged towrite about things that aren’t relevant. Writeabout exactly what you want, and set yourown agenda.

• Make contact with the press office of brandsand products you want to write about; theywill email you regularly with informationabout events, collaborations and newproduct launches.

• Be relevant, and try to tap into the key thingsthat are going on.

• Keep the content varied, mixing productreviews with interviews, round-ups, tutorialsand newsworthy stories.

• Write as you speak, and be authentic. Besure to use a tone of voice that is relevant toyour audience.

• Always add plenty of quality images to yourblog posts.

• Post regularly – between three and five timesa week.

• If you are a retailer, communicate withcustomers – even if you have nothing to sayabout new clothes. Promote an in-store event,publicise a sale, or arrange a guest post.

• Get subscribers – customers who havesigned up to receive your posts. Use a freetool such as Mailchimp to email blogs tothem. A freebie giveaway is a great way torecruit subscribers.

• Offer to guest blog for complementary sites.• Set your posts to go live at midnight, which

gives search engines several hours to pick

them up and move them up the rankings.• Set up a Facebook Fan Page, a Google+

Page, a Twitter account, an Instagramaccount, Pinterest and, if relevant, a YouTubechannel. You can use them to engage withfollowers and publicise your blog posts.

• Just do it!

SUZANNE PETERS is founder of Kid StyleJunkie, a blog dedicated to children’s fashion,food, spaces and fun. Visitwww.kidstylejunkie.com.

WINNING WINDOWS

In today’s retail environment, it is moreimportant than ever to ensure that you aremaking a big impact. You need to take yourwindow-dressing and design skills to the nextlevel, mastering techniques and knowledgethat will grab the customer’s attention andcompel them to buy.

How to create winning windows:1. Show that you’re a specialist.2. Create a strong composition.3. Use simple colour techniques.4. Display your products with pride.5. Connect with your customers6. Inspire a lifestyle.7. Use your imagination.8. Choose great props.9. Style to perfection.10. Keep it consistent.

ELLIE KIDSON is a visual retail specialist for the Metamorphosis Group. Visitmetamorphosisgroup.co.uk or [email protected].

ONLINE MARKETING AND YOU

The world of online marketing is changing at arapid pace, making it difficult for big brandsand SMEs alike to keep up. The convergenceof SEO and content marketing – as well as thepitfalls of Google’s updates – make for aminefield when it comes to effectively tellingyour brand story online.

To make the most of your contentmarketing, you need to understand the ZeroMoment of Truth and get to grips with currentbest practices.

1. Brand first, channels laterBefore turning your attention to onlinemarketing, focus on developing your brand. • Define your points of difference.• Define your brand story.• Define your target personas.• Stay true to your brand (convey what you are).• Adapt your message as your brand grows.• Stay consistent, across all channels.

2. What’s “digital”?The promotion of products or brands via oneor more forms of electronic media. What to choose first: • Brand.• Responsive (accessible) website.• Technical SEO (search engine optimisation).• Content strategy.• Online PR.• Paid media.

3. Google’s Zero Moment of TruthIn traditional marketing, the First Moment ofTruth is defined as the point when a consumercomes across a product on the shelf for thefirst time. Google’s Zero Moment of Truth(ZMOT) is the point when a customer startsresearching a product and service online.Business owners need to ensure they’re in the ZMOT.• 84 per cent of shoppers use ZMOT sources

in the path to purchase.• An average of 10.4 sources are used.• 49 per cent talk with friends and family

about products.

4. Content and inbound marketing• Attract strangers with keywords, blogs and

social media; convert them into leads withforms, calls to action and landing pages;make them into customers using email,signals and workflows; and, finally, convertcustomers into promoters with events, socialinboxes and smart content.

MARTIN O’TOOLE is founder of branding and digital creative agency Fist of Fury. Visit www.wearefury.com or [email protected].

TREND FORECAST

Focusing on footwear, wovens, accessories andknitwear, Stylesight has pinpointed s/s 15’smost important trends. The prints, graphics,colour palettes, materials, key items andsilhouettes have been edited into these fouradorable and actionable themes; expect to seea lot more of them in the coming season:CoreHarmonyMemoryImpulse

INGRID ANDIC is a trend specialist forStylesight and WGSN. Visit www.wgsn.com.

TREND SPOTTING

The team behind renowned Italian magazinesCollezioni Bambini and Collezioni 0/3 Baby,have pinpointed five key trends for a/w 14 ands/s 15. The following overviews are based onseasonal collections from a range of top Italianchildrenswear brands, including Fendi,Moschino, Young Versace, Missoni, CPCompany, Simonetta, Monnalisa and Quiquis.

A/W 14• BLACK – Black is the new black• COLOUR – Colourama• BRITISH STYLE – Rule Britannia• AMERICANA – American graffiti• PRINTS – Prints and patterns

S/S 15• POP – Let’s have tons of fun• COLOUR – Don't be afraid of colour • DENIM – Denim forever and ever• SEASIDE – A day at the seaside • ROMANCE – A new romance

PEPPE ORRU is a contributing editor forCollezioni Bambini and Collezioni 0/3 Baby.Visit www.bambini.logos.info.

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CALIFORNIA DREAMING: Channelling the California beach vibe, this girlswear trend offers laid-back style, focusing onloose and floaty cuts, light fabrics and a sunshine colour palette that includes bleached and faded hues.

SKATER BOY: A casual look for boys, taking inspiration from skateboarding. Expect pop culture and graphic T-shirts,oversized shorts, badge detailing, printed shirts and lightweight outerwear. Colours are clean and fresh.

CANDY SHOP: The colour pink is nothing new for girlswear, but this season’s collections adopt shades across the spectrum.Choose from the palest pastel shades through warm coral hues to shocking neon and deep magenta.

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MAKE A STATEMENT: Statement logos provide a fun focus to garments this season, with a wide choice of designs available.Opt for either subtle graphics or bolder alternatives, featuring unusual fonts accentuated with metallics and sequins.

CALL OF THE WILD: A host of wild and wonderful animals adorn childrenswear for s/s 15. All tastes are catered for, whether it be jungle giantsor household pets, with more adventurous designs including a snake wrapped around the neck of a T-shirt and surreal animal illustrations.

IN THE HOOD: An essential kids’ staple for casual summer layering, the hoody returns in a variety of options. Highlights include plain blockcolours, prints and graphics. For an additional twist, look out for styles with interesting detailing, such as a mask incorporated into the hood.

FESTIVAL FEVER: Following the fun and carefree fashion trends seen at Glastonbury this summer are s/s 15 pieces featuring musicreferences in prints and icons. For a childish twist, this look can be mixed with naïve prints such as balloons and ice creams.

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PIXIE TOESAvailable for girls and women, Pixie Toes’shoes are handmade in Greece from realleather with soles made from light and supplerubber. A wide selection of colours areavailable including neons, natural hues,metallics, brights and snakeskin. www.pixietoeshoes.com

HAPPI JOEYCreated to give the same freedom as goingbarefoot, Happi Joey footwear is designed toprevent constriction of growing feet while also providing firm support and comfort.Happi Joey caters for first steps through towalking toddlers.www.happijoey.co.uk

MOOI EN LIEFDutch Wellington boot brandMooi en Lief’s motto is “dare to be different”.Recently launched to the UK,the brand has brought togetherquirky design features in acollection for 6-12 years.Created by international artists,bold designs include the HolyMary and Football Graffiti styles, with 3D detailing in the form of buckles, studs and laces also key. www.mooienlief.com

ELVETIKSwiss-designed Wellington boot brand ElvetikSwiss-designed Wellington boot brand ElvetikSwiss-designed Wellington boot brand Elvetikdescribes its footwear as a “hybrid wellie”.Made from 100 per cent chemical-free naturalrubber, the boots include UV protection toprevent fading in sunlight. Available in fourbasic colours and six seasonally adjustedfashion hues and prints, the kids’ range is sized from 24 to 34. www.elvetik.ch

JOYFOLIEJoyfolie offers luxurious girls’shoes adorned with sparkles,bows, textured details, frills,flowers and fringing. Each pair of shoesincludes a co-ordinating hair clip and comespackaged in a decorative, reusable drawer-boxcomplete with an oversized image of the shoes to create an eye-catching “display”.www.joyfolie.com

BOBUXPart of the brand’s new X Range, the

Xplorer shoe (pictured) meets the needsof a child in the developmental

“learning to walk” phase. Soft andflexible enough for crawling andcruising inside, but also robustenough for the outside, it bridgesthe needs of both an indoor soft

sole shoe and cruiser. Available innine colours and three styles. www.bobux.com

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BOGS Available in six colours, the new BOGS Yukon sandal (pictured) is crafted with a soft suede upper, microfibre footbed,adjustable straps, anti-odour technology and responsive cushioning. www.bogsfootwear.com

CASTELLSpain’s famous avarca sandals by Castell are arustic shoe design that dates back to the 50s.Finished in handmade leather, featuring lightrubber soles and a solid, secure back strap,they are available in a variety of bright colours. www.avarcacastell.co.uk

REEFSurf-inspired brand Reef offers a wide rangeof boys’ and girls’ sandals and flip-flops. TheReef Kids Ahi style (pictured) provides casualcomfort in a variety of bright and fun coloursand patterns while the synthetic, soft polyesterback-strap ensures a secure fit.www.reef.com

SEW HEART FELTAmid Sew Heart Felt’s offer is the British Petcollection of children’s handmade feltslippers. Available in budgie, guinea pig,corgi, pony, cat and goldfish designs, the eco-friendly and Fairtrade slippers are createdby shaping organic wool with soap, water andhand pressure. www.sewheartfelt.co.uk

Boy left: Boy left: Cardigan, shirt, shorts,

BILLY BANDIT, 020 8964 8605Shoes, CHIPMUNKS, Shoes, CHIPMUNKS,

01925 710110

Boy right: Boy right: Jacket, trousers, shirt with dickie

bow, BILLY BANDIT, bow, BILLY BANDIT, 020 8964 8605

Shoes, stylist’s own

Dress, MALVI & CO, 00 39 0437 927411Shoes, CASTELL, 020 3632 8735

Cardigan, shirt, knickerbockers, STICKY FUDGE, 00 27 8715 14883Shoes, stylist’s own

Dress, POPPY ENGLAND, 01642 790000 Shoes, CASTELL, 020 3632 8735

Girl: Dress, D’ALFAIATE, 00 35 1234 646965Shoes, FRODDO, 01707 888388

Boy: Blazer, shirt, shorts, SILVIAN HEACH, 020 343 26387Shoes, stylist’s own

Cardigan, dress, BONNIE BABY, 01273 227779Shoes, stylist’s own

Girl: Top, skirt, VELVETEEN, 00 85 2285 88583

Shoes, CASTELL, 020 3632 8735Boy:

Shirt, shorts, VELVETEEN, 00 85 2285 88583Shoes, stylist’s own

T-shirt, shorts, overshirt, FRUGI, 01326 558462Shoes, CHIPMUNKS, 01925 710110

Dress, FABRIKOKO, 07545 618082Bracelet, BELIEVER JEWELLERY, 00 33 0642 797126

Boy:Polo shirt, trousers, RASPBERRY PLUM, 07516 920347


Girl:Dress, RASPBERRY PLUM, 07516 920347

Shoes and socks, stylist’s own

Left to right:Top, jeans, sunglasses, MOLO, 020 7250 0569 Shoes, stylist’s own

T-shirt, leggings, hairband, MOLO,020 7250 0569 Shoes, stylist’s own

Overshirt, T-shirt, shorts, trainers,MOLO, 020 7250 0569

T-shirt, shorts, MOLO, 020 7250 0569 Shoes and socks, stylist’s own

Overshirt, shorts, T-shirt, MOLO,020 7250 0569 Shoes, stylist’s own

Guitar cushions, stylist’s own

Girl:Dress, SILVIAN HEACH, 020 3432 6387Shoes, CASTELL, 020 3632 8735

Boy:Shirt, shorts, BILLY BANDIT, 020 8964 8605Hat and shoes, stylist’s own

Left to right:Jacket, T-shirt, leggings, SILVIAN HEACH, 020 3432 6387. Shoes, stylist’s ownJacket, T-shirt, sweat pants, SILVIAN HEACH, 020 3432 6387. Shoes, stylist’s ownTop, sweat pants, KAREN BROST LONDON, 07739 580932. Shoes, stylist’s ownDress, matching socks, KAREN BROST LONDON, 07739 580932. Shoes, stylist’s own

Dress, TAILS AND TALES,[email protected] [email protected] Sunglasses, LOLLIPOP, Sunglasses, LOLLIPOP,

01494 447000Shoes, stylist’s own

Cardigan, top, shorts, BONNIE BABY, 01273 227779Shoes, stylist’s own

Dress, BLUE POPPIES, 00 33 5632 18279

Shoes, RACHEL RILEY, 020 7935 7007

Hoody, matching jeans, BLUE POPPIES, 00 33 5632 18279

Wellington boots, ELVETIK, 07885 606073

Shirt, jeans, BILLY BANDIT, 020 8964 8605Shoes, stylist’s own

Dress, hat, MILLIEMANU, 020 8878 7863Shoes, CASTELL, 020 3632 8735

Girl left:Jacket, trousers, BILLIE BLUSH, 020 8964 8605Sunglasses, LOLLIPOP, 01494 447000Shoes, CASTELL, 020 3632 8735

Girl right: Cardigan, skirt, BILLIE BLUSH, 020 8964 8605Sunglasses, LOLLIPOP, 01494 447000Shoes, CASTELL, 020 3632 8735

T-shirt, shorts, BILLY BANDIT, 020 8964 8605 Shoes, stylist’s own

Jeans, jacket, T-shirt, REPLAY & SONS, 020 7713 9404


Boy:Shirt, shorts, RACHEL RILEY, 020 7935 7007Shoes, stylist’s own

Girl:Dress, PLUMETI RAIN, 00 34 658 113646Shoes, CASTELL, 020 3632 8735

Boy:Shirt, shorts, DOT DELICATE BABY CLOTHES 00 35 1912 345251Shoes, CASTELL, 020 3632 8735

Girl: Dress, DOT DELICATE BABY CLOTHES, 00 35 1912 345251Shoes, stylist’s own

Photographs: Sonya Hurtado, www.sonyahurtado.co.ukStylist: Fran Lee, www.franleestylist.co.ukDeckchairs supplied by The Loving Chair Company,www.thelovingchaircompany.com

Hand made in the UK since 1952

For a copy of our latest catalogue please contact:

Early Days, 15 b Mandervell Rd, Oadby, Leicester, LE2 5LQ Tel: 01162 716944 Email: [email protected] www.earlydays.ltd.uk

Early Days, Baby Shoes for all Occasions

MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK


PHOTOGRAPHY: SONYA HURTADO, SONYAHURTADO.CO.UK



MISS SIXTYShowing its kids’ footwear collection at Mini Moda this season is Italian fashion brandMiss Sixty. Recognised for its unique approach to casualwear incorporating both classic andcontemporary design, the label’s children’s shoesare influenced by the urban-chic style and widerange of denim in its adult fashion. Stand U41

GIOSEPPONow in its fifth season in the UK, Spanishfootwear brand Gioseppo dazzles and delightsfor s/s 15 with an array of colours andfashionably combined patterns and materials. Its range for both boys and girls includes canvas,leather, jewelled and plain jellies and flip-flops in sizes 20-39.Stand T26

BAMBIFlowers, fruit and animal designs feature inBambi’s s/s 15 collection, seen on styles such as flexible leather shoes, sandals and balletpumps. Colour is key, including contrastingcombinations and detailing such as three-dimensional flowers. Bambi uses onlynatural materials without Chrome VI and otherharmful substances for its footwear. Stand U22

CHIPMUNKSChipmunks’ collection of fun, fashionable shoesincludes new girls’ and boys’ Wellington bootsfor s/s 15. Designed in the UK, the collection isprimarily made from premium soft leather andsuede. Key features include side zips, easy-cleanmaterials, extra-grip soles and wider fittings toaccommodate young toes and feet, allowing themto grow naturally without restrictions or pressures.Stand U38

RICOSTASandals remain dominant for Ricosta this season,with subtle colours and hidden adjustable Velcrofasteners key. New sneakers offer material-mixdesigns, colourful appliquéd ribbons and whitesoles with coloured grooves. Skater styles haveincreased, with the Velcro-tabbed and lace-upshoes updated with graphics, denim and glitterlaces and new materials. Stand T28

BOBUXBobux, creator of baby,toddler and pre-school shoesdesigned to mimic the freedom of goingbarefoot, is launching The X Range. Developed byfootwear designer Sean Maisano, who has also worked with Adidas andPrada, The X Range has aesthetics at its core, presenting a new lookfor the brand while still adhering to its ethos of natural development of children’s feet. Stand U30

>>>



SUPERFITAustrian brand Superfit offers children’s shoesfor all seasons and occasions. Highlights includefirst walkers, sporty trainers, fashion hi-tops,heeled boots, après ski boots, holiday sandalsand slippers, all available in seasonal fashioncolours. A Back To School range is provided forthe UK and Ireland. Superfit is available in sizes18-43, with shoes and boots featuring aremovable insole.Stand R29

PEDIPEDUS children’sbrand Pediped continuesto develop its UK collection for s/s 15. Due to increased demand for amulti-purpose closed sandal, the label’s“adventure” collection is key this summer, and is bothmachine-washable and sea-friendly. More colour and material options,as well as contrast lacing, have been introduced for the bestselling boys’ shoe style Jake,with these new versions also machine washable.Stand T30



BÊJAKS Showing at Moda for the first time this season is UK brand Bêjaks, which offers toddler shoes with patent-pending easy-fit and width-adjustment technology. Each shoe ishand-crafted using supple leather and includesarch support, resilient pull tags to aid with easyfitting, and non-scratch durable outsoles. Newshoe designs are also in the pipeline. Stand S33

DAISY ROOTSReturning to Moda this season is Daisy Roots,purveyor of the soft leather shoe for babies andchildren. Designed and handmade in the UK, thebrand uses high-quality leathers to create itsbaby booties, which not only protect feet, but alsohelp avoid slipping and promote toe-gripping.New s/s 15 designs include embroidered bees, aswell as a taxi, racing car and pirate. Stand U20

LELLI KELLYA key style this season from girls’ footwear brandLelli Kelly is the Freya Mid (pictured). Technicalfeatures include a cotton upper and lining,leather insole, and an outsole produced fromnatural rubber with a non-slip outsole. Focusingon a floral theme, the style features roseembellishments created from hand-stitchedbeads. Targeted at both younger and older girls,this style is available in sizes 20-40. Stand U21

PIPPOEstablished three years ago, Pippo is a UKfootwear brand that is ethically and sustainablymanufactured in Europe. For s/s 15, the labelfocuses on primary colours to complement itsclassic design ethos across infant and juniorstyles for both boys and girls. Stand U20

HUG AND HATCHNew British footwear brand Hug and Hatchmakes its Moda debut this season with acolourful collection for boys and girls consistingof sandal and pre-walker styles in leather and suede. Key for s/s 15 are the soft sole pre-walkers, crepe sole textured first walkers andjunior sandal styles. Design highlights include zebra-print suede and pop-colour stitching,eyelets and back tabs. Stand S27

FRODDOCatering for babies through to teens, Froddo hasover 350 footwear styles on offer for s/s 15including shoes, trainers, ballet pumps,moccasins and sandals. Three ranges areavailable: Minis for babies’ first steps in sizes 17-27; Kids in sizes 25-40, which includes avariety of athletic and ballet shoes; and Teens forsizes 31-40, offering modern designs in naturaland durable materials. Stand U22

RICHTERKey s/s 15 themes for Richter are Absurd Pop,which includes single-coloured Mary Janes andglitter accents for girls and colour accent solesand laces for boys. Girls’ theme Athletic-Femmefocuses on sporty patterns and glamorous detailssuch as rhinestones and silver motifs, while theUrban Travellers theme for boys features robustmaterials and patterns across trainers andsandals. Stand U31


SEVENTY TREEA3 Moonlight Bear print £10, [email protected]

—

BEAU LOVESSingle bedding set

Price on request, [email protected]—

TOBY TIGERFox cushion with 100 per cent

feather-filled inner£12.50, 01903 766777

—

PRODUCT | WWW.CWB-ONLINE.CO.UK

SEW HEART FELTBert the Budgie felt rug

From £26.50, [email protected]—

AMAExtra-fine merino wool blanketFrom £62, 07989 594891

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LAPIN & MEWoodland doll money box£12.50, 07852 328 492

—

SCHOOLWEAR | WWW.CWB-ONLINE.CO.UK


47:News

54:SA campaign 2014: Your child is worth it

In the run-up to Back To School,the Schoolwear Association is

stepping up its latest campaign tosupport the school-specific sector.

56:Parents’ poll: School-uniform

buying habits CWB quizzes parents on theirexperiences of shopping for

school uniform.

YOU MAY ALSO LIKE…

14:Return to sender

Why stores of all sizes shouldfactor returned goods into their

business plans.

BALMORAL

New products and innovations 2015 brochures and pricesNew suppliers Existing suppliers face to faceThree great days of networking opportunities

www.theschoolwearshow.co.ukVisit us at...

SCHOOLWEAR NEWS | WWW.CWB-ONLINE.CO.UK


Cottingham High School in North Humbersideteamed with Lara Jensen, milliner and costumedesigner to stars such as Lady Gaga, JohnnyDepp and Kylie Minogue, to re-style its schooluniform for the new term.

Jensen accepted the East Riding academy'schallenge to smarten-up the uniform, whichpreviously included polo shirts, sweat shirts andtrainers, moving instead to a more conservativeimage encompassing shirts, jackets and blackpolished shoes.

Designed with students’ feedback in-mind,the new uniform includes individual designs forthe upper and lower school, the option of either aV-neck jumper or jacket, shirts and theintroduction of a tie.—

School shoe brand Toughees is extending itsproduct remit to include boys’ and girls’ schoolshirts, which it will be launching at this year’sedition of The Schoolwear Show on 12-14October in Solihull.

Available for delivery in 2015, the easy-careshirts are available in long or short sleeve andfeature a double yoke, raised collar andreinforced pockets for durability. Made from 65per cent polyester and 35 per cent cotton, theyare suitable for low temperature washes.Available for ages 7-8 years through to 13 years,followed by sizes small, medium, large and extra-large, Toughees’ shirts have an RRP from£11.99 for a two-pack.—

Blue Max Banner (BMB) has seen markedimprovements to customer service levels sincethe installation of a new PrimaNet ERP fullyintegrated warehouse management system.

The system, which required an investmentof over £200k, is now up-and-running and hasdelivered significant improvements across manyareas of the business.

“We can now manage stock levels muchmore accurately so that the right goods areavailable at the right time for our customers,”says Angela Brettell, business systems managerat BMB.

Nigel Plenderleith, MD at BMB adds, “TheBack To School Period is the real testing timewhen we can ship up to 35,000 garments perday and we are fulfilling orders successfully andwith much greater efficiency and accuracy.”—

As part of their mission to promote organic,Marina Petrova and Irina Price, founders oforganic school uniform brand Eco Outfitters, areproviding informative and interactivepresentations to schools that opt for its uniforms.

“Green and sustainable living has become abig part of the UK curriculum,” says Petrova.“Our uniforms are not only healthier, comfortableand ethical, but competitively priced, durableand practical, disproving the widely held beliefthat cotton uniform cannot withstand theplayground test. Organic cotton is stronger thanits non-organic counterpart, since the fibre is notweakened by the chemicals.”

Eco Outfitters’ schoolwear is made ofethically sourced, 100 per cent organic cotton certified by the Global Organic TextileStandards (GOTS). —

This year’s annual Schoolwear Association (SA)fundraising event will take the form of a Roaring20s themed evening, sponsored by WilliamTurner & Son and Charles Kirk.

Following the second day of The SchoolwearShow, the SA event will be held on Monday 13October at Hogarths Hotel in Solihull. Starting at7.30pm and running until late, the evening willconsist of a sit down meal, 20s-styleentertainment, dancing, a fundraising auctionand a few surprises to be revealed on the night.The dress code is 20s theme or black tie. Fortickets, which cost £50 per person, and furtherinformation, email Marie Bradburn [email protected].

In conjunction with the event, HogarthsHotel, which is in close proximity to TheSchoolwear Show’s venue at Cranmore Park, is offering a special Schoolwear Association rate of £105 B&B for any night of the exhibition’s duration. —

Suppliers of Melco/Amaya XTS Embroiderymachines, Texjet Plus Direct to GarmentPrinters, Graphtec Vinyl cutters and Vinyl.See how the these products can drasticallyimprove your production.Amaya Sales UK LtdTel: 02392 590281Email: [email protected] in Hampshire andNottinghamshire.

High quality school knitwear: stock andbespoke soft-handle TPA 100% Acrylic,Wool-Acrylic, Wool-Nylon and fine-knit, fully-fashioned Cotton-Acrylic.• Quick and reliable deliveries.• UK and off-shore manufacture.

Tel: 01900 829 229Email: [email protected]

As the largest supplier of Schoolwear to theindependent market, we offer a wide range ofBespoke and generic product of the higheststandard of quality, service and value.Tel: 0845 23 00 888Email: [email protected]

This season, 1880 CLUB is continuing tobuild on its reputation by creating andpresenting their most comprehensive rangeof Schoolwear yet. By ensuring every piece isbuilt for the classroom, yet durable enoughfor the playground, the 2014 SchoolwearCollection is made for the long-term.Tel: 028 9332 7777Email: [email protected] quality brand from Douglas andGrahame

Proud to be hosting the Schoolwear Show atCranmore Park for the 16th successive year,AIS is the largest non-food buying group inthe UK. Members include DepartmentStores, Garden Centres and Intersport UKsportswear stores; who sell [email protected] of The Schoolwear Association

Bo-Bell with over 25 years experiencedeveloping leather children’s shoes allproduced in our factory in Portugal.Specialising in leather School Shoes sizes24-39. Boy’s FGH fitting, Girls DEFG fitting.Email: [email protected]: 07809 426922Email: [email protected]: 07836 559688 www.bo-bell.pt

Diamond Textiles (KGA) Ltd has over 20 yearsof experience in manufacturing high quality,durable fabrics; specialising in fleece fabricsand school wear.Tel: 0116 2510121Email: [email protected]

Cartasport: UK made, skortz, skirts, ath.briefs, gym knickers, lycra shorts, specialdesign football socks. Cricket & rugbyclothing.Masita: Tracksuits, rain jackets, footballjerseys/shorts, polo & T-shirts, Bags.Tel: 01535 600342Fax: 01535 611489Email: [email protected]: www.cartasport.com

The UK’s No. 1 multi-brand distributor ofpromotional clothing, schoolwear, corporatewear and workwear. With over 45 marketleading brands, massive stocks, great valueand huge choice.www.btcactivewear.co.uk

Caribee offers a wide selection of backpacks,schoolbags and accessories. Caribee have areputation for great quality, stylish andpractical backpacks that offer excellent valuefor money.Tel: 0131 554 5555Email: [email protected]

“Brand quality” performance teamsportgarments, a fully coordinated stock range.Meeting the growing demand for high qualityfunctional sportswear in the education sector– “fit for purpose” – talk to the experts.Tel: 01619272565Email: [email protected]

Cybertill provides EPoS and ecommercesystems to schoolwear retailers. Cybertill isweb-based and allows retailers to managetheir stock and business more efficiently from any location.Tel: 0800 030 4432Email: [email protected]

Specialist manufacturer, supplier, printer &embroiderer of school knitwear, sweatshirtsand accessories.Tel: 01903 244863Fax: 01903 700577Email: [email protected]

The Chantry brand was established in 1951 tomanufacture and distribute specialisedknitwear and is now one of Britain’s leadingSchoolwear Suppliers. Stock comes in a wideselection of colours, trims and bespokeembroidery options enabling uniforms to becustom made for schools.Tel: 028 9332 7777Email: [email protected] quality brand from Douglas andGrahame

David Luke are a leading supplier of SchoolUniform and Sportswear to Retailersthroughout the UK. With a focus on productswith Eco credentials that make a differenceenvironmentally through the supply chain;we’re #totalecool !Tel: 0161 272 7474Email: [email protected]

Bespoke manufacturers of shirts, blouses,dresses, skirts, kilts, tunics and smocks.Made to the highest standards in the UK andoffshore.Tel: 01226 738390Fax: 01226 289140Email: [email protected]

Large stock range and specialistmanufacturers of school clothing. We candevelop your designs and supply the ready towear garments complete with logo’sembroidery / print. New ranges for 2014.Contact: Ian BeachTel: 0116 288 1105Email: [email protected]

Eskimo EPOS is the multi-channel till andstock control solution with integrated e-Commerce for the Schoolwear Industry.Retailers across the UK are benefiting fromthe many Schoolwear specific features thatcome as standard with the Eskimo EPOSSystem.Tel: 01202 477111Email: [email protected]

Tailored Bespoke Schoolwear, made to themost exacting standards. We create distinctiveschoolwear garments to a high specificationof design, style, colour, fabric andmanufacture.Our range includes... Skirts, Kilts, Pinafores,Summer Dresses & OuterwearContact: Mona HoustonTel: 028 7963 2188 Fax: 028 7963 4077Email: [email protected]

Kwik Tapes complete label printing solutionmeans that you can now produce a widevariety of labels, from iron-on and sew-inclothing labels to shoe labels, trophy labelsand even ribbon printing.Please contact John or JamesTel: 0121 689 2211 www.kwiktapeslabels.com

Textile manufacturers Marton Mills offer awide range of compositions and designswhen choosing school wear fabric.Tel: 0113 2843364Email: [email protected]

Lollipop’s extensive range of quality hairaccessories for school enable stockists to gainvaluable additional sales. Cotton mix, velvetand ginghams plus many styles of qualitybasics, all in 12 colours. Colour brochureavailable or order from our trade websitewhere products can be seen in fine detail.Primrose Marketing LtdTel: 01494 447000 Fax: 01494 447052Email: [email protected]

The Preferred choice for Knitwear and Socks.Magicfit offer the largest range of SchoolSocks, Tights and Sports Socks as well astheir unique and often imitated MagicfitSchool Knitwear in plain colours or withspecial trim.Magicfit, the preferred choice.Tel: 0116 2779789 / 2773857Fax: 0116 2784395Email: [email protected]

Halbro supply bespoke technical sportswearand stock items ideal for all team/schoolsports and associations. Always at the cuttingedge of garment design and using the latesttechnical fabrics to produce a wide range ofperformance clothing, all finished to thehighest specification and with short leadtimes.Tel: 01204 696476Email: [email protected]

Helix Trading offer a choice of 3 of the World’smost recognised educational brands. Oxfordis traditional academic school accessories,Helix is technical school equipment andMaped offer colourful and innovative productsfor school.Helix Trading Ltd, Building 92, The PensnettEstate, Kingswinford, West Midlands DY6 7FPTel: 01384 286860Email: [email protected]

Quality Woven Name Tapes,Iron-on Name Labels,Name Tape Printing Systems,Same-day Despatch,Proud to be a UK Manufacturer!Tel: 01834 861 446Email: [email protected] Mill, Redstone Road, Narberth,Pembs, SA67 7ESVISIT US ON STAND 18

As one of the most respected multisportmanufacturers Gymphlex will be boasting thelatest additions to our School SportswearSolution and GFORCE range. Also availablefor immediate orders will be our GFORCEstock brand.Tel: 0116 2556326Email: [email protected]

2015 will see a new concept within Falcon’sproduct offering.Visit our stand and enquire about “Type-R”…Tel: 01274 306440Email: [email protected]

Gardiners offer a complete footwear rangefrom wellingtons to school shoes includingplimsolls and trainers backed up with acomprehensive range of accessories andbags.Tel: 01452 727300Email: [email protected]

The Dunairn and Glengarnock brandBespoke school wear School Kilts, Skirts,Pinafores, summer dresses, ties. Junior andsenior trousers, shorts Bermuda shorts,Breeks and cord garments. Any garments canbe made in tartan. Bespoke school wearTel: 0141 774 5900Email: [email protected]: [email protected]

Supplying quality fabrics to the public andcommercial sectors since 1964. With theacquisition of Wittrex International, aspecialist in development and manufacture ofschool wear fabrics we have become one ofthe premier UK stockists.Tel: 0044 161 727 4470Email: [email protected]

Meet the SA team.Hear our plans for 2015.See what we are doing for the industry.Tell us how we can serve you better.www.schoolwearassociation.co.uk

School socks and tights in every colour anddesign and always in stock, for the bestquality and service.Tel: 0116 2861616Email: [email protected]

Orion specialise in team & leisure wear. Our high quality, short delivery times andvalue for money pricing alongsideoutstanding customer service all stand usapart from the competition. Our in-housedesign team can produce bespoke logos,themes and even design kit from scratch toyour exact requirements.Tel: 0191 266 7651www.orionteamwear.com

STABILO have developed a range ofergonomic products that have a differentversion for left and right handers. Fromstarter pencils to a ballpoint pen withintegrated touch-screen stylus, the rangefocuses on comfort and efficiency to helpchildren when they are both learning andimproving their handwriting.Tel: 01753 605656Email: [email protected]

Target Dry’s collection for 2015 includes thenew Carter boys’ and Charlotte girls’ coats.Perfect for casual and schoolwear, with theusual Target Dry high quality and excellentvalue.Stand contacts Ian Ambler and Colin Adams.Tel: 028 90 790588Fax: 028 90 792164Email: [email protected]

Three unique brands all available from theOPROGROUP: OPRO self-fit, the mostadvanced self-fit mouthguards in the worldwith great margins achievable, Maru, theperfect choice for stylish yet functionalswimwear and Mueller sports supports andaccessories.Tel: 01442 430690 ext.1042Email: [email protected]

Petasil BTS a British brand made in Portugalfrom fine leathers, developed for style anddurability, leather linings and insocks, archsupports for comfort and fit, sizes 24-42multiple widths.Tel: 01604 876 800Email: [email protected]

Suppliers of Schoolwear, and in particularknitwear, plain or bespoke with specialstripes. Speedy personalised embroidery,quick delivery, small minimums, and excellentcustomer care.Tel: 0161 477 7791Email: [email protected]

Quality footwear since 1976.With a reputation for quality leather schoolshoes at competitive prices, Pod footwear willbe previewing their Back to School 2015collection. (some styles up to UK size 17)Tel: 01234 240 440Email: [email protected]

We offer a full range of sports equipment,clothing and accessories. The PrecisionTraining range of textiles includes a widerange of football socks and our best sellingshadow stripe short.The range also includes tracksuits, rainwear,team wear and our exclusive range of ladiespolo shirts and skorts.Unit 17, Easter Park, Lenton Lane, Nottingham, NG7 2PX Tel: 0115 900 2342

TheMagicTouch Toner based image transferprocess enables the decoration andpersonalisation of a vast range of printableitems including garments, textiles and somuch more using professional heat pressingequipment, Colour Laser Printers and Copiersand coated Image Transfer Papers.David Pearce, National Sales ManagerTel: 01582 671444Email: [email protected]

Schoolwear suppliers. Range includes schoolskirts, pinafores, girls trousers and bootleg,boys trousers, shorts, t-shirts & polo’s,sweatshirts & knitwear, gingham dresses &accessories, hair accessories, leotards, rugbyjerseys & football shirts, socks & tights,plimsolls, swimwear, bags & belts, ties,blazers & jackets, aprons & outerwear.Stock all year round.Tel: 01708 739 390Email: [email protected]

Wren Schoolwear is an independentmanufacturer of school dresses, blouses,tunics and skirts using long establishedBritish fabrics made to customers ownindividual requirements.Contact: Keith FarrerTel: 01206 841222Fax: 01206 841118Email: [email protected]

Full “Stock Supported” ranges are availablefrom Winterbottom Schoolwear includingSchool Blazers, Shirts & Blouses, GirlsPinafores, Skirts and Trousers, Boys Shortsand Trousers, Knitwear, Sweatshirts, PoloShirts and Outerwear. Plus Specials Made toOrder. Cultural Uniform new for 2014.Tel: 01254 390700Email:[email protected] www.graham-winterbottom.co.uk

William Lamb is a privately owned businessthat has grown since 1887 to become aleading footwear distributor. We will beshowing: Buckle My Shoe, our premiumleather school shoe brand. Goody 2 Shoes,our budget range. Licenced school shoes,including Hello Kitty, Peppa Pig, MinnieMouse, Spiderman and many others.Tel: 01924 836954Email: [email protected]

Specifically designed for the school wearretailer, Top to Toe is a clear, well structured,stock management and Epos system. Thesystem provides full size and colour tracking,size/colour matrix throughout, instant lookups, EPOS tills, automated web linkage,customer records, analysis by school, supplierand much, much, more.Tel: 020 3376 5888Email: [email protected]

Trutex will be launching an innovative blazerat this year’s Schoolwear Show, which isunlike anything else currently on the market.We will also be presenting a new fleece andsenior boy’s trouser.Contact Trutex on 01200 421 200 or email [email protected]

William Turner & Son look forward towelcoming you on to Stand 3 where we will bedisplaying some exciting new additions to ourstock bag range.Tel: 0161 480 8582Email: [email protected]

New for 2015Caribee Bombora

Jacquie SandisonBrand Agility Ltd, 35 West Bowling Green Street, Edinburgh EH6 5NX

Tel: 0131 554 5555 Email: [email protected]

For 2015 catalogue and more information contact:

See us at The Schoolwear Show12th - 14th October 2014

REPORT | WWW.CWB-ONLINE.CO.UK


In the run-up to Back To School, theSchoolwear Association is stepping up itslatest campaign to support the school-specificsector.

This year, the Schoolwear Association haslaunched a national drive entitled Your Child IsWorth It, seeing it appeal to the government tomake quality school uniform, fromparticipating schoolwear stores, tax deductible,and thus more affordable for hardworkingfamilies. Taking a double-pronged approach,the Schoolwear Association campaign is alsoactively working to educate parents on whyquality school uniform is an investment. And by inviting a group of local mums to a behind-the-scenes day at personalisedschoolwear manufacturer RowlinsonsKnitwear in Stockport, it has also been able todemonstrate first-hand how quality schooluniform is produced.

School’s out for summer, meaning thestart of the annual battle between chain storesand independent school-uniform suppliers as parents race against the clock to get theirchildren geared up and ready for the new

term. Subsequently, the SchoolwearAssociation is stepping up its latest campaignto convince parents that good-quality schooluniform is what children need, spearheadedwith the strapline, “Your child is worth it”.

At the heart of the campaign, theSchoolwear Association has set up a petitionto persuade the government to bring in schooluniform vouchers – along the lines of thecurrent childcare voucher scheme – whichwould give parents a tax break on the cost ofschoolwear, and help with budgeting.

FIGHTING FOR PARENTS TO HELP THEMAFFORD THE BEST UNIFORM MONEYCAN BUYThe Schoolwear Association has set up agovernment e-petition –http://tinyurl.com/schoolwear – calling for avoucher scheme to be introduced, with theaim of making school uniform tax-free. Thescheme would involve parents receiving asmall amount of their salary in the form ofvouchers, which they can then spend inparticipating schoolwear retailers. The system

would be available to all employers andemployees who wish to opt in. The voucherswould be tax exempt, and would enableparents to spread the cost of school uniformthroughout the year.

The e-petition is attracting significantattention, with the number of signaturescurrently achieved over 1,000, positioning itfirmly in the tiny five per cent of governmentpetitions that make it past the 1,000 mark.Greater momentum and attention are nowneeded to reach 100,000 signatures, at whichpoint the petition will be brought to theattention of the Prime Minister.

PARENTS GET AN INSIGHT INTO HOWSCHOOL UNIFORM IS MADEChildren spend more time in their schooluniform than in their everyday clothing andget through on average four pieces of uniforma year. A poll for the Schoolwear Associationshowed the average child wears his or heruniform for 10 hours a day – that’s 1,500hours a year – and it has to stand up to therigours of everyday school life. The challenge

REPORT | WWW.CWB-ONLINE.CO.UK


for the Schoolwear Association, therefore, is educating parents – and teachers – aboutthe value of good quality, smart-looking, long-lasting uniform, rather than opting forthe cheapest garments on the shelf.

To help demonstrate this point, theSchoolwear Association arranged for a groupof mummy bloggers to have an in-depth lookbehind the scenes in a schoolwear factory tosee first-hand how much work goes intoproducing quality garments. The bloggers willbe sharing their experiences with theirfollowers, but the resounding verdict of themums who took part in the day was that“children deserve quality school uniform, evenif it does cost a little extra.”

Rowlinsons’ warehouse in Stockport wasfull of life when the mums from Manchesterarrived, busy with workers getting ready forthe hectic Back To School period. Boxes full of knitwear garments lined the high shelves,ready to be packed up and delivered toschoolwear retailers up and down the country.

The event at Rowlinsons Knitwear, whichis a member and active supporter of the

Schoolwear Association – gave the parents anunprecedented insight into the production of school uniforms; from fibre to finishedgarment, including the embroidering of school badges.

One of the bloggers, mum-of-two PippaAinsworth, from Bolton, was amazed at thelevel of work that went into the garments. “I never realised how much work and attentionto detail goes into creating even a small school badge, so it was great to see it formyself,” she says. “A badged logo is part of the identity of a school, and each schoolchild who goes there, so I think it is veryimportant.”

Fellow blogger and mother-of-threeHelen Costello, from Merseyside, adds, “Priceused to be my main consideration when itcame to buying school uniform, but I’verealised that you get what you pay for themajority of the time. In actual fact, you cansave so much money in the long-run byspending a bit more on better-quality schooluniforms that will actually last.”

HOW TO BECOME A SCHOOLWEARASSOCIATION MEMBER: The Schoolwear Association representsbusinesses nationwide involved in themanufacture and supply of school-specificuniform from manufacturers and wholesalersto independent retailers and school suppliers.

The Schoolwear Association is runentirely by volunteers. Set up in 2006, it hasmore than 250 members working towards a better future for children, parents andschools. If you are not a member, visitwww.schoolwearassociation.co.uk to find out more.

Member benefits include media support,invitation to events, help and advice, access tofact sheets, marketing collateral, a 10 per centdiscount at Travelodge hotels and a discounton subscriptions to CWB magazine. —

PARENTS’ POLL | WWW.CWB-ONLINE.CO.UK


—“I generally buy my daughter’s schooluniform in July and August, in time forSeptember. I have bought from a range ofshops – a schoolwear retailer, Marks &Spencer and supermarkets – and I havepurchased school cardigans, sweaters and PET-shirts online.

From my experience, supermarket schooluniform is generally cheaper, but I’ve found itcan come up smaller in size. School uniformshops on the other hand tend to be slightlymore expensive, and don’t always stockuniform for every school in our area.Unfortunately, our local school uniform shophas just closed down, so now I have no choicebut to buy from the supermarkets and otherhigh-street retailers. It would make theprocess much easier if I could buy the entireuniform in one shop and get everything I needat affordable prices.

Quality of garments is definitelyimportant; you don’t want uniform itemsfalling apart after a couple of weeks. However,most children need new uniform every schoolyear as they’ve grown, so that’s where pricethen comes into play. Uniform needs to beaffordable because we have to buy it yearly,

—“I shop for school uniform when one ofmy children starts at a new school, so this is usually in July. The rest of the time I buy throughout the year as andwhen needed.

I buy from a schoolwear retailer andthe supermarket. Although customerservice and product expertise is lacking insupermarkets, when I have made the effortto buy ‘grey wear’ at a specialist retailer,the quality has unfortunately beendisappointing. As far as online shopping, Ihave purchased school jumpers online,but only from a specialist retailer that I alsovisit in person.

What would make the process ofbuying school uniform easier is being ableto go to one shop for all my needs;unfortunately I have to visit two differentschoolwear shops to purchase primary andsecondary school uniforms. It would betterif they both stocked the two uniforms. Ican’t understand why this is, and it is veryfrustrating.

For me, the value of quality versusprice are equal – my children don’t growout of many items, but they definitely wear them out. Paying a little more for agood-quality jumper is preferable toseeing them wear it out and having toreplace the garment.

I would definitely take part if a tax-exempt salary sacrifice scheme wasintroduced to help budget for school-uniform purchases. Schooluniform is essential; it brings children to the same level, and their code ofconduct should reflect the smartness of the uniform.”—

—“I do my main school-uniform shop in late August. I go to a local retailer for the schoollogoed jumpers and sports T-shirts, with the rest of the uniform purchased at asupermarket.

I don’t currently buy any uniform items online, but if logoed items were availableonline, it would make the shopping process much easier, rather than travelling to a localsupplier that may not have the size I want in stock. In terms of quality versus price, price isparamount to me, but I do look for better-quality items where I can as they tend to lastlonger. The school trousers and shorts I buy are size-adjustable, which is great as itincreases the garment’s longevity. I would definitely be interested in a tax-exempt salarysacrifice scheme to budget for school uniform. I’m in full agreement with school uniform; it promotes a clear unity within the school, in turn making the children proud of the schoolthey belong to.” —

but it also needs to wear well and cope withbeing washed continuously without fading orlooking tired. I personally think that schooluniform needs, at the very minimum, to last aschool year. Size-adjustable waists would begood in trousers and skirts so that if a childgrows throughout the year the waist can beadjusted accordingly. For my daughter, who isvery tall and slim, I have to buy her age-appropriate uniform, but then it’sgenerally too big around the waist. If I boughtit to fit her waist, however, the skirt or trouserswould be too short.

I think the Schoolwear Association’sproposal of a tax-exempt salary sacrificescheme to help parents pay for schooluniform is a very good idea – especially whenchildren get to secondary school age and youcan’t buy uniform from supermarkets andhigh-street retailers. With regard to my viewson school uniform, I think all children shouldwear it, from pre-schoolers to the top-end ofsecondary school.”—

PARENTS’ POLL | WWW.CWB-ONLINE.CO.UK


—“I do the bulk of my school uniformshopping in July and August. High-streetstores and supermarkets have theirschoolwear buying promotions, includingsales and offers, before the summer termhas even ended, which is really annoying,as you don’t want the hassle of thinkingabout the next school year before thecurrent one is over. One of the great thingsabout schoolwear retailers is they havestock all year round, so you can top up anddon’t have to rush.

I buy from a combination of school-uniform retailers, supermarkets,high-street stores and also direct fromschool. I don’t make any school-uniformpurchases online – I need to be able to seethe sizes, lengths and fabrics properly –although I would repeat buy from awebsite. The overall process of buyingschool uniform is quite straightforward forme as I use a combination of suppliers, soI get the quality and service from theschoolwear stores with the convenience ofthe supermarkets and high-street storeswhen I’m shopping for other things. Whenit comes to customer service and quality ofproduct, the school uniform shops winhands down. There’s never anyone aroundto help in a supermarket or high-streetstore, so you have to wrestle products outof plastic bags to look at sizes, and there’snot much performance information.Quality-wise, supermarkets and high-street stores are getting better, butthey still have a way to go to meet thestandards of ‘proper’ school uniform.

When it comes to quality versus price,both elements are important but, as withanything, you get what you pay for, and I’d rather spend a bit more for somethingthat isn’t going to lose its colour –particularly knitwear – and is adjustableand hardwearing. It’s actually cheaper tobuy better in the long run. I already buy size-adjustable garments, but reversibleblazers might be a good idea, though in my experience, they get treated so badly I’m not sure how much longer theywould survive.”—

—“I buy school uniform during the last week ofthe summer holidays from a mixture ofretailers. I get basics from Marks & Spencer,school-specific items from a local uniformshop, and summer dresses from Asda.

I find that the supermarket items don’twash as well and tend to shrink, yet someschool-specific pieces from the local uniformshop have lasted two school years whenpassed on from one child to another. I haven’tmade a school-uniform purchase online sofar, but Tesco has started doing school-branded items, so I may do this year.Something that would make the process ofbuying school uniform easier would be a pre-ordering service, where I could collectorders in bulk.

When it comes to price versus quality, I

—“I buy school uniform before the end of the summer – in July – so I have time to get it allready for September. I mainly buy uniform items from John Lewis and Marks & Spencer,along with navy sports trousers from Next as it offers styles without elastic ankles, which Iprefer. I make some uniform purchases online with John Lewis for my child’s school’slogoed polo shirts, coats and cardigans. If I could purchase all of the school uniform I needonline, from a good website, the experience would be a lot easier for me. When it comes toquality versus price, I would always rather pay a bit more for good quality. Design featuresthat increase the longevity of a school uniform, such as such as size-adjustable or reversiblegarments, appeal to me, too. Overall, I’m in total agreement with children wearing schooluniform; it’s best for the children and the parents.” —

find it depends on the item. The quality ofsummer dresses, for instance, isn’t such anissue because they are only worn for a fewweeks. Also, children tend to lose things, sosometimes I prefer to buy cheaper things incase they need to be replaced often.

I think a tax-exempt salary sacrificescheme to help budget for school uniform is agood idea. It can be an expensive shoppingtrip when it comes to school uniform, soknowing it would be taken care of through theyear – as well as if items need replacing –would be good. I thoroughly believe inchildren wearing school uniform, it is a greatleveller and it makes children feel part of theschool community.”—

—“I do the majority of my school-uniformshopping in August. I purchase my 11-year-old’s direct from school, and my 7-year-old’s from the supermarket. I don’tmake any purchases online.

Undoubtedly, the quality of product isbetter when purchased direct from the school,but it is a lot more expensive than thesupermarket. The service is better direct fromthe school as stock is guaranteed, with thesupermarkets often running out of certainitems and sizes. I feel quality is moreimportant than the price as uniforms arewashed repeatedly and really need to be hard-wearing for what they go through on aday-to-day basis.

What would make the process easierwould be a better range in stock all year roundin the supermarkets, as outside of July andAugust it can be difficult to get some items.Also, clearer sizing on products bought fromschool – as the sizing is in inches, it is difficultto know which is needed without trying on.

Sizing in ages for younger children, followedby British dress sizes for older girls, would bemuch simpler. Size-adjustable garments arealso of interest to me.

As far as opting into a tax-exempt salarysacrifice scheme to budget for school uniformpurchases, this isn’t something I would do. Wealready have money taken out for childcarevouchers and a pension, on top of tax and NI,so I would not want another deduction, even ifit saves money in the long run.

My general view on school uniform is thatit is fundamental. The pressure on children toconform and wear the latest trends woulddetract from the purpose of school if they hadto choose an outfit to wear each day. It wouldalso emphasise differences in economicstatus, which can remain largely unnoticedwhen all are wearing the same.”—

DIRECTORY | WWW.CWB-ONLINE.CO.UK


1: 1 Two Kids 01383 735134 www.1two.co.ukA: ABC123Me 020 7373 9792 www.abc123me.com • Aden + Anais 020 7801 6279www.adenandanais.co.uk • Ama 07989 594891 • Angel & Rocket 07841 410823www.angelandrocket.com • Animal 0845 026 7267 www.animal.co.uk • Annaliv 020 8144 2118 www.annaliv.co.ukB: Babine 0034 954828159 www.babinebebe.es • Bambi 07796 766669www.bambi.hr • Beanie & Bear 07977 211879 www.beanieandbear.com • Beau Loveswww.beauloves.co.uk • Bêjaks 07856 90999 www.bejaks.com • Believer Jewellery0033 0642797126 www.believerjewellery.com • Billy Bandit 020 8964 8605www.groupecwf.com • Billie Blush 020 8964 8605 www.groupecwf.com • Blue MaxBanner 01225 715070 www.bluemaxbanner.co.uk • Blue Poppies 0033 563218279www.bluepoppies.fr • Bobux 01280 700949 www.bobux.com • Bogs 0131 317 0200www.bogsfootwear.com • Bonnie Baby 01273 227779 www.bonniebaby.co.ukC: Castell 07887 750276 www.avarcacastell.co.uk • Chipmunks 01925 710110www.chipmunksfootwear.co.uk • Colourful Dove 07780 603446www.colourfuldove.com • Cuddledry 01823 323363 www.cuddledry.comD: Dainty Dizzy 07815 146313 www.daintydizzy.co.uk • Daisy Roots 01604 880066www.daisy-roots.com • D’Alfaiate 0035 1234646965 www.dalfaiate.com • DotDelicate Baby Clothes 0035 1912345251 www.dot-baby.co.ukE: East End Highlander www.littleicons.co.uk • Elvetik 07885 606073 www.elevtik.chF: Fabrikoko 07545 618082 www.fabrikoko.com • Froddo 01707 888388www.froddo.com • Frugi 01326 572828 www.welovefrugi.comG: Gioseppo 0116 259 7427 www.gioseppo.com • Gnu Brand (Lemon Loves Lime &Lemon Loves Layette) 0016 302607885 www.lemonloveslime.comH: Happi Joey 07928 106435 www.happijoey.co.uk • Hook & Loopy 0800 240 4560www.hookandloopy.co.uk • Hug and Hatch 01843 652031 www.hugandhatch.comI: I Love Gorgeous 01748 822055 www.ilovegorgeous.co.uk • Il Gufo 0039 0423951300 www.ilgufo.com J: Joyfolie 0018 677548461 www.joyfolie.comK: Karen Brost London 07739 580932 www.karenbrostlondon.com • Kite 01202733222 www.kite-clothing.co.uk • Konfidence 01566 777887 www.konfidence.co.uk L: La Queue du Chat 01832 776588 www.laqueueduchat.com • Lelli Kelly 003905834311 www.lellikelly.it • Lemon Loves Lime 0016 302607885www.lemonloveslime.com • Lilly + Sid 07789 397092 www.lillyandsid.com • LittleGreen Radicals 020 7733 6402 www.littlegreenradicals.co.uk • Little Joule 01858435261 www.joules.com • Lollipop 01494 447000 www.primrosemktg.co.uk •Lollipop Designs www.lollipopdesigns.co.uk 07919 536638 • Lucy Peach Slice 07798 771739 www.lucypeachslice.comM:Malvi & Co 0039 0437927411 www.malvi.net • Maggie G 020 8372 1868www.maggieengland.com • Milliemanu 020 8878 7863 www.milliemanu.com • Miss Grant 0039 0518908411 www.grantspa.com • Mooi en Lief 07961 273896www.mooienlief.com • Molo 07718 987756 www.molo-kids.comO: Olly M Jewellery 07879 816980 www.ollymjewellery.comP: Picaloulou 01208 814392 www.picaloulou.com • Pigeon 01865 379230www.pigeonorganics.com • Pippo 0191 246 1474 www.pippofootwear.com • Pixie Toeswww.pixietoeshoes.com • Plae 07971 190446 www.nordicfootwear.com • Plumeti Rain0034 658113646 www.plumetirain.com • Poppy England 01642 790000www.poppyengland.co.uk • Pretty Blue Fox 0046 723501381 www.prettybluefox.comQ: Question Everything 07815 145459 www.questioneverything.comR: Rachel Riley 020 7935 7007 www.rachelriley.co.uk • Raspberry Plum 07516920347 www.raspberryplum.com • Reef 07775 586295 www.reef.com • Replay & Son020 7713 9404 www.replay.it • Richter 07834 862770 www.richter.at • Ricosta 0116 259 7427 www.ricosta.co.uk • Rowlinson Knitwear 0161 477 7791 www.rowlinson-knitwear.comS: Sally Nencini 07866 802238 www.sallynencini.com • Samantha Sotos 07880638482 www.samanthasotos.com • Seventy Tree www.seventytree.com • Sew HeartFelt 01367 244277 www.sewheartfelt.co.uk • Silvian Heach 020 3432 6387www.silvianheachkids.it • Spud Kids 07850 291264 www.spudkids.co.uk • Star5107532 033253 • Sticky Fudge 0027 871514883 www.sticky-fudge.com • Sunuva020 7286 3939 www.sunuva.com • Superfit 07775 995547 www.superfit.atT: Tails and Tales www.tailsandtales.co.uk • Tale of Boy www.taleofboy.com • Toby Tiger01903 766777 www.tobytiger.com • Tootsa MacGinty www.tootsamacginty.com •Toughees 01202 707461 www.newbrandslimited.co.uk • Travis 01442 289898www.travis.co.uk • Tutto Piccolo 0034 965546899 www.tuttopiccolo.com • TuTuGorgeous 0115 921 5690 www.tutu-gorgeous.comV: Velveteen www.velveteenclothing.comW:When We Were Little 07949 296914 www.whenwewerelittle.co.ukY: Young Soles 020 7749 0903 www.youngsoles.co.uk

DIRECTORY | WWW.CWB-ONLINE.CO.UK


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TALKING POINT | WWW.CWB-ONLINE.CO.UK


Laura Turner: What are the origins ofSamantha Sotos?Samantha Sotos: The Samantha Sotoswomenswear brand launched in 2006 when Iopened my first studio in the vibrant, meatpacking district of Athens. The labelquickly gained acclaim in the city and theglamorous islands of Mykonos and Crete,before swiftly spreading to Australia and Asia.Living in Sydney, Athens and London atdifferent times in my life, there were certainstyles that I loved in each city, but there wasalways something missing for me. I wanted abit of Australia in Europe and a bit of Europein Australia. Hence the term I coined for thebrand – Euralian – the perfect combination!

LT: What led you to branch intochildrenswear?SS: I began receiving commissions to createbespoke christeningwear. As a result, Ilaunched a permanent christeningwearcollection in 2011 – which has since evolvedinto childrenswear. The decision was based ondemand from parents and godparentsseeking pieces for their little ones that offeredmodern shapes, colours and materials whilestill providing the freedom to play and look asgood as mummy and daddy. Clothes “For theLittle Ones” aims to create collections thatoffer style and comfort; perfect for children’s fast-changing tastes and desire to beacknowledged as they grow-up and want tofeel like little ladies and gents.

LT: What can we expect from the debutcollection? SS: S/s 14 comprises around 25 pieces forages 0-10 years. We want pieces that can beworn in different ways and with differentcolours, so you feel that you are constantlyplaying with the look and keeping thingsinteresting.

LT: What are the synergies between thewomen’s and children’s lines? SS: We want to harmoniously connect thewomenswear line with the childrenswear,creating a strong bond between the two.Hence the use of the same colours and high-quality, carefully resourced fabrics. Eachchildrenswear collection is an extension of thewomenswear collection, with the Euralianphilosophy consistent in both lines. Given thecohesion between the womenswear andchildrenswear, we aren’t at all surprised thatsome stockists have been tempted to presentboth lines simultaneously. But, at the sametime, the collections work independently, too.

LT: How does the creative process differdesigning childrenswear compared towomenswear? SS: The womenswear collection is designedfirst, so this has the initial feeling andproposal for the new season, inventing newlengths and cuts. The childrenswear line isbased on the womenswear line, but we have to be more practical for the little ones. Wehave to always think of comfort, yet make sure the clothes look pretty enough for kids to want to wear.

I love designing clothes for kids’everydaywear; combining colours for themthat you wouldn’t necessarily expect for achild. Again, because the children’s collectionis based on our womenswear line, itemphasises the diversity of ages that ourbrand appeals – and applies – to.

The design philosophy behind For theLittle Ones is to create comfortable, stylishclothing that allows these beautiful, carefreekids to explore and be free and act their agewhile still being sophisticated and well-dressed, which ultimately, makes mumand dad proud.

LT: Are there plans to develop the children’sline?SS: Definitely. We plan to expand the line; atthe moment I have to admit that we have moreproposals for the girls, but more boyswear ison the way. For future collections, we’re excited

to introduce some Australian vintage prints,which will be exclusive to the childrenswearline. These will be mixed with beautiful Greeklace trims, creating a fresh and modern folklook. I am careful, however, to focus on small,dedicated collections for the childrenswear, sothat stores can still play with the choice ofcolours on offer.

LT: What’s your favourite design from thechildrenswear collection so far? SS: The “not a child not yet a lady dress” is afavourite with customers and it just sohappens to be my favourite, too. The dress isquite indicative of the brand – there is atimeless, girly sophistication to it. My friends’little girls have put that dress on and thesmiles that burst onto their faces when theyget to run around in it are just glorious.

LT: Which other childrenswear brands do you admire?SS: I love Stella McCartney for kidswear and womenswear – I like the urban feel sheoffers to her kidswear line, while still creatingfun clothes.

CWB MAGAZINE AUGUST/SEPTEMBER ISSUE 89

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