5 Reasons Why Earnie Winners Were Successful in 2017

Earnshaw’s is proud to showcase the winners of our 40^th annual Earnie Awards in recognition of design excellence for 2017. This Who’s Who of established players and rising stars from across the industry ranges from 152-year-old Carter’s, Inc. (Company of the Year) to 1-year-old Art & Eden that took home top honors in the New Brand category. And while the winners span newcomers to venerable brands, certain common traits propelled them all to the top in a challenging retail climate. We’ve compiled five key strategies our winners had in common to meeting and exceeding their sales goals.

1. Explore new channels of outreach. 

Nobody likes a one-trick pony. With so many ways to reach customers today, the most successful brands are those taking a 360-degree approach. “The retail landscape looks very different today than it has in the past,” says Julie D’Emilio, executive vice president of sales at Carter’s, Inc. “We have to think globally and always with an omnichannel perspective.”

WubbaNub Founder Carla Schneider is another one breaking into new-age marketing by bringing her brand to life. The company of baby soothers launched a campaign of digital shorts in October to follow the latest trend of video marketing. “The goal of each video is to give the viewer a quick introduction to the WubbaNub family through the characters’ quirky and fun personalities,” she says. “The shorts are our next phase of growth for the brand as moms, dads and retailers kept asking for more. These were appetizer portions and there’s more to come.”

“Our overall goal is to expand to a lifestyle brand by adding more home goods such as sheets, as well as more adult collections,” says CEO Aerin Nicole. She adds, “Our mission from the start has been to reach out and give back…We want to promote positivity and love by demonstrating these beliefs through our work in local communities and throughout the world.” KicKee Pants, Sleepwear

2. Interpret trends based on your brand story. (It’s okay to be different.)

“We thoughtfully interpret how trends work specifically for the Angel Dear audience,” says Kim Perrin, director of sales and marketing. “The customer’s emotional connection to our product is something we work hard to sustain and keep fresh each season.” Angel Dear, Layette

“It’s our consistency and authenticity that continues to prevail,” a Haddad spokesman says. “It’s resonating greatly with Millennials as they recognize Levi’s as the go-to denim brand for the whole family.” Levi’s, Denim

“Multi-purpose pieces are selling really well…A well-finished product can be hard to find in childrenswear,” Co-Founder Lynn Husum says. “We aim to stock key items that there’s either a niche for or a need, and we’re grateful that there’s still a lot of boys out there that want to wear clothes—not just sweatpants.” Appaman, Boys’ Apparel

“Retailers love that we offer something that their consumers won’t find from other brands or in other channels,” says Miles Faust, president and CEO. “The introduction of an unexpected texture into a traditional silhouette always seems to capture consumers’ interest.” Wee Ones, Accessories

3. Take time to listen.

“I see the showroom as an extension of my home,” says Heather Rubino. “The customers’ comfort is always our priority…If we see a brand not performing well—no matter how much we love it—it’s not a fit.” Teacup Tots, Showroom

“It’s important to keep the dialogue open in order to succeed,” says Shelly Ziv, chief business and brand officer. “We always have an ear to our retailers, so we can learn more and invent new ways to please the customer.” Nununu, Genderless

“Our customer is looking for something a bit different which gives us the confidence to march to the beat of our own drummer,” says Julia Arazi, creative director. Founder Fran Arazi adds, “There’s a tendency in the market to go to what’s worked in the past which can make things stale. We refuse to do that.” Pippa & Julie, Dresswear

“Our nylon knee-high was in high demand after Prince George of Cambridge wore a similar [version], and school uniform knee-highs saw a dramatic increase this fall due to many schools moving to dress codes,” says Ken Hamby, general manager. “This new phenomenon of small business collectively producing sales numbers equal to the chain store business will fuel our growth in 2018.” Jefferies Socks, Hosiery

“We strive to create partnerships with our retailers by providing the tools and resources they need to sell our products successfully,” says Ellen Fruchtman, company spokesperson. Mud Pie, Gifts

“[Melissa & Doug] encourage [their retailers] to find new products and stand behind them,” says Rosemary Schneider, co-owner of The Pied Piper in Baltimore, MD, adding that if a new product isn’t selling well, Melissa & Doug’s sales team will allow the retailer to exchange the merchandise. Melissa & Doug, Toys

“Our customer has a growing family that loves the outdoors and has a zest for life,” says Dave Wood, head of international. “They want garments for their children that not only look fantastic but are great conversational pieces that can be worn comfortably again and again…Every garment has a story, every story has a reason, and that makes it different.” Joules, Girls’ Apparel

4. Kids deserve quality. 

“The team does not change or water down any adult technologies or constructions when creating youth-specific products,” says Michael Digirolamo, global product senior director of youth. “Not all outerwear brands can make that same claim…The North Face strives to continue to create product to help kids be outside and protected from the elements—as well as be cool for them to wear.” The North Face, Outerwear

“Drafting off adult styles in every aspect—from color palette to silhouettes to trim—ensures continuity of the brand’s essence and appeal,” says Isaac Ash, president and CEO of United Legear and Apparel Co. “Collaborations with designers, retailers, creative talent and influencers push Puma’s boundaries of cool to new places…All that momentum trickles down to the children’s sector.” Puma by United Legear & Apparel Co., Licensed

“Our goal is to make Art & Eden the best for the world while striving to be the best in the world—one step, one product and one community at a time,” says Susan Correa, founder and CEO. “We believe parents have a right to know how their children’s clothes are produced and where their money goes after their purchase.” Art & Eden, New Brand

5. Function comes first. 

“We recognize that girls are all shapes and sizes, so we work hard on the fit of the swimsuits,” says Debbie Naren, founder and design director. “Our ongoing mission is to promote a healthy lifestyle for girls, creating swimwear that allows them to be active and have fun while looking and feeling their best.” Limeapple, Swimwear

“For years, the buckle hasn’t changed on kids’ sandals, so we came out with something that would be easy for both parents and children to put on,” CEO Susan Petersen says. “It’s all about ease of use for both child and parent.” Freshly Picked, Footwear

“Our materials are all organic so you know what you’re getting,” says Anna Schwengle, founder and creative director. “We’re not pretending to come up with materials the world hasn’t seen yet, rather we’re old school and stick to what we know is eco-friendly.” Finn + Emma, Eco-Friendly