Trends may come and go but the influence a trade publication can have on a multi-billion dollar kids world is far from being just a fad. The editors at Earnshaw's Magazine have served as the voice of the children's fashion and product industry for nearly a century. Aiming to educate retailers, brands, and consumers in need-to-know topics we sat with publisher and editor— Noelle Heffernan & Audrey Kingo.
Continuing to uphold its legacy as one of the children industry’s leading media resource we asked the questions & took notes on the answers...
Tons of Notes:
pP: As a leading voice in the children's industry, how do you stay at the forefront?
AK: Our mission has always been to help children’s retailers boost their business. From service features on need-to-know topics like social media to our award-winning fashion pages, we’re continually looking for ways to help retailers spot the best new brands, trends and business tools. To that end, our editors are constantly scouring children’s trade shows, runway shows and industry news.
NH: I agree with Audrey 100 percent. As publisher, I am always looking to help build brands and ultimately open retailer doors for our clients. Cultivating strong partnerships with all of the industry shows and organizations is what makes us stand out above the rest.
pP: What made you go into children's publishing?
AK: Funny enough, I actually started my career on the opposite end of the age spectrum, at AARP The Magazine. I’ve been working in the children’s industry for five years now, and I love it. Everyone is so passionate about what they do, because at the end of the day we get to help a pretty great group of people: babies and kids.
NH: Audrey and I actually started at Earnshaw's on the same day! It's been an amazing and inspiring five years. Prior to that, I was working in advertising at publications such as WWD and Accessories Magazine. I've always had a strong knowledge of fashion trade magazines. This was a perfect fit!
pP: Audrey, in the March 2015 editor's note you express concern for brands that go direct-to-consumer. How have resources such as the Internet and social media helped further develop the children's industry and its global consumer interest?
AK: There’s no doubt that social media has helped companies communicate with their customers like never before. As we all know, moms love Facebook and Instagram. Thanks to the rise of social media, mini style stars and mom blogs, people are able to find new brands from across the world, without leaving the comfort of their living room. I would just caution brands to keep in mind that the Internet is a very big place, and finding millions of customers at once can get quite pricey if you don’t have the right brand advocates by your side. And I still believe that retailers are the best advocates for new brands.
pP: What are three brands 8-year-old Audrey & Noelle would dress in?
AK: ILoveGorgeous, Anthem of the Ants, and Oil & Water.
NH: Hudson Kids' denim, Andy & Evan and Mack & Co. outerwear. And United Legwear socks. I'm a big fan of layering—especially this winter!
pP: Where do you see the future of children's apparel and products in the next five years?
AK: I think we’re seeing a resurgence in the specialty sphere, both online and at brick-and-mortar, as millennial moms begin to exercise their buying power. Millennial parents like to dress their kids the same way they dress themselves—by mixing high and low fashion, but with an emphasis on unique, hard-to-find brands. I see kids’ apparel continuing to get more sophisticated, with savvy retailers stepping up to keep a new generation of shoppers coming back for more with exclusive lines and original design collaborations.
pP: Share a quote to motivate the next generation of aspiring editors and writers.