Think Inside the Box

Earnshaw’s has spent the last 103 years serving as the sounding board for our beloved childrenswear industry. We’ve kept pace with the latest industry news …

Earnshaw’s has spent the last 103 years serving as the sounding board for our beloved childrenswear industry. We’ve kept pace with the latest industry news and fashion trends, detailing new retail concepts and strategies. We’ve profiled movers and shakers as well as up-and-comers, marking milestones and seeking solutions in good times and bad. Our pages have offered a steady stream of insights, ideas and inspiration from brand executives, sourcing experts, sales reps, designers, department store buyers, specialty chain owners and mom-and-pop boutiques. We pride ourselves on connecting brands, retailers, reps and manufacturers for more efficient and effective business both in print and digitally. What’s more, we’re always looking to improve!

This month, we’re excited to announce a next level communication breakthrough with the debut of the Earnshaw’s Buyer Box, a curated parcel of samples shipped directly to the doorstep of 250 select retailers nationwide. Filled with innovative infant and toddler products (in concert with our baby-themed issue), our box allows recipients to touch and feel the merchandise in the comfort of their store with their team nearby. That’s the added value of Earnshaw’s coveted circulation—we can deliver relevant industry messages in many ways. Stay tuned for more curated boxes, ones timed and assorted selectively and delivered precisely to the target audience. We already have a waiting list of brands for future themed boxes.

Thanks to our vibrant social media channels, Earnshaw’s reach extends to a growing consumer audience.  Many “entrepremoms” like to read up on the latest industry news. Our industry is rife with such success stories. In this issue alone, there are the mommy startups like Julia Min of Twelve Little diaper bags (p. 34) and Jenny Luckett of January Moon teething jewelry and Marianella Monsalve of Nella Pima layette (p. 38). All are timely and relevant concepts born on the frontlines of parenting. We welcome them—and any others—into the Earnshaw’s fold.

By extension, the children of entrepremoms are welcome into our growing family. Hence, our first-ever baby model contest run through our Instagram, @EarnshawsMagazine. Families nationwide submitted photos of their beautiful babies in the hopes of making it into this issue’s cozy knits fashion story, Nest Generation (p. 22). Picking just 10 models from such a cute field wasn’t easy—all babies are adorable. The decision was tough, but the competition even more so.  Being one of the chosen few could very well be the gateway to a successful modeling career. We have a track record of doing just that—Lindsay Lohan, Hayden Panetierre and Mischa Barton are all former Earnshaw’s models. Might there be a future Hollywood star in this latest crop? You never know. So stay tuned for more social media–driven consumer engagement projects, be they surveys, case studies or more modeling contests.

In the meantime, we want to hear from you! Got an idea, a suggestion or some feedback? Let us know. Call, email, tweet, direct message or even snail mail. Everyone involved in the children’s fashion industry is welcome to join our ongoing conversation. Or, as Mary Lauer, CEO and founder of Oh Baby and the subject of this issue’s Q&A (p. 8), says: “There’s room for everyone in the sandbox.” Lauer, another entrepremom, is building a growing empire spanning childrenswear retail and wholesale operations as well as the home décor boutique and interior design studio Que Sera. Her story is inspiring. We’re all ears when it comes to telling startup-to-success stories. Our operators are standing by…

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