Top-Sellers:
Making It Personal for Spring/Summer
2008
What
are customers asking for this summer? In a word:
personalization. Just ask David and Terri Johnson
of BABY
OLIVER BOUTIQUE and
Katherine Styne Type, the founder of the popular
BABY
BOX. When asked their
top selling pieces for summer, the Johnson's items
included apparel, bags and even art work that could be
customized with a child's name or initials. Type's list
of nine items included seven that could be personalized.
Shoppers on Deanna Stewart's two-year-old
EVERYTHING
BUT THE PRINCESS don't
mind a little personalization either, but her clientele
look for up-market labels first and worry about monograms
later.
BABY OLIVER: MAY I HAVE SOME
MORE?
When
David and Terri Johnson bought the BABY
OLIVER BOUTIQUE, a
popular web store that launched in 2003, they decided not
to mess with a good thing. "We acquired the business in
2007," says David, "since BabyOliver had a strong, solid
business history working with dozens of premier, top-tier
product names such as Fleurville, Oopsy Daisy, Minimink,
OiOi, Skip Hop, and Kushies to name a few." The Johnson's
maintained those relationships as well as adding new
apparel lines and implementing a popular Art Gallery
section of nursery and children's art. In late July 2008,
the Johnson's will unveil a new adult art division.
This summer, the Johnson's' clients
- "a broad spectrum of people, predominantly female, that
share a discriminating interest in and knowledge of
specific product brands" - are looking for "more
intricate design patterns in diaper bags that can be
personalized."
At the top of Baby Oliver's
clients' list is the well-known designer Fleurville's
Sling Tote diaper bag. "The Sling Tote ($149.95) is a
top-seller in the summer and one of the hottest colors
has been the Botanical Azure pattern. Since it also looks
like a nice handbag, some ladies use it for more than
diapering duties. It's also eco-friendly, PVC and Teflon
free which adds to its popularity," says David. Having
visited two recent gift trade shows, I can attest to the
appeal of plant life designs, and natural materials that
reflect consumers' desire to maintain a "green"
lifestyle.
Baby Oliver customers look to the
Oopsy Daisy collection for its vast selection of
artisans offering sophisticated, varied wall
décor. A fine example of Oopsy Daisy's collection
is Jill McDonald's Forest Fairies ($138 for 26 x 20"
inches and $245 for 40 x 30"). McDonald's woodland scene
depicts an enchanting panorama of fairies and their
animal friends. The item can be personalized.
For parents who want to boost the
intoxicating scent of a baby's skin the Johnson's stock
Love, Chic Baby fragrance by Chic Baby ($49 for
1.7 ounces). "This is a recently added product line that
has taken off. Customers are purchasing the scents for
newborn all the way up to adults. The scents are crisp
and fresh and have been clinically tested to be free of
allergens and irritants," says David. Visit
www.babyoliverboutique.com.
BEHIND BOX NUMBER
ONE
With
11 years of experience in online retailing, Katherine
Styne Type, the owner of BABY
BOX, is a relative
old-timer in the nascent world of Internet commerce.
Since 1997, Type has been catering to "customers who tend
to seek luxurious gifts for babies and children, quality
made baby linens and personalized items. We try to offer
a unique collection of pieces that are hard to find and
are very special," she says.
In the summer months, classic
pieces that can be personalized with initials and names
get the most attention from Type's shoppers. The Tees by
Luna ($21.99, fits 6 months to 16 years) are
sought after not just for their bold graphics, but for
the loose, comfortable fit of the 100 percent cotton body
and the choice of 22 different color combinations.
"MJK Knits' Hooded Letter
sweaters ($92, fits 6 months to 12 years) are a popular
choice to ward off cool ocean breezes at beach cookouts
or windy boat trips," says Type. The light weight, hand
knit, 100 percent cotton sweaters are top sellers on
Baby
Box thanks to their classic
good looks and 22 different color combinations.
Keeping with the personalized theme
is the lunch and snack bags from Jesse Walker. The
cheerfully patterned, lightweight, oil cloth totes are
ideal for summer camps, picnics, play dates and travel.
Each bag is plastic-lined so contents stay dry. ($40)
"We carry the entire Snapper
Rock collection of swimwear," says Type, "and it is
amazingly popular." I can see why. Each item is treated
to ensure a rating of SPF50, and the chic colors and
playful prints look crisp on the beach.
The Baby One-Piece Sun Suit
($37.50, fits NB to 24 months) offers broad-spectrum sun
protection blocking 99 percent of all harmful rays. Big
kid pieces are priced at $33 to $59.80 for a two-piece
set.
"For the mom who has everything,"
says Type, "hands down, our most popular selling baby
gift right now and year round is our quilted baby play
mat by Plain Mary. It's always a favorite gift for
new moms and moms-to-be." The luxurious piece looks
elegant with baby's initials embroidered in flowing
script ($180). Visit www.babybox.com.
PRINCESS NOT
INCLUDED
"It's
lovely," says Deanna Stewart of EVERYTHING
BUT THE PRINCESS, "to
work with fashion conscience mothers from countries as
far away as Australia." Stewart, who sells "classic,
elegant" collections, says that regardless of the
country's "economic woes" her national and international
customers still want "quality, well-branded clothing for
their children."
One piece that has "taken off like
wildfire" this season is Lemon Loves Lime's
Octopus Tank ($48, fits 2 to 10 years). "This amazing top
features ruffled sleeve edging and a fun octopus adorned
with sequins, beads and embroidered detailing. Little
girls fell in love with the fun sea creature theme of the
summer collection. Moms adored the intricate details as
well as the amazing quality," says Stewart. The tank's
fresh marine blue and the richly textured appliqué
are winners.
The Jottum collection has
always been a favorite of mine for its attention to
detail, arresting colors and feminine shapes. Stewart's
clients are equally smitten. For summer, they've made
Jottum's Polka Dot Salayna Dress ($256, fits 2 to 12
years) a top seller. "Sweet details such as ruffled
layers, suspender styling and 'twirlability' make this
one of the season's must-have dresses for summer 2008,"
she says.
Ask any retailer: 2008 is the year
of the tutu. Stewart's clients can't get enough of
Luna Luna Copenhagen's Tutu Dress ($114, 12 months
to 6X). "This dress with its layers of intricately
embroidered pink chiffon and darling sash with bow tie in
back is simply enchanting. It's one of those perfect
dresses that mothers will want to pack away and cherish
forever," says Stewart. With its classic shape and layers
of filmy tulle, the dress is enchanting indeed. Visit
everythingbuttheprincess.com.
Originally published July 6,
2008
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