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AmericasMart’s Apparel Market Introduces New Lines And Trends

Children’s apparel retailers gathered for four days during the Atlanta Apparel Market, August 16-19, at AmericasMart to explore the growing Children’s World floor and temporary section. Children’s World, on the 13^th Floor of Building Three, grows with every market and this August was no different. Among the showrooms making their official debuts was the multi-line Kids Co-Op, a shared space among several rep groups carrying designer lines found in high-end boutiques. The successful launch of the Kids Co-Op sees the addition of lines such as Match, KRMA and Altru. Additional showroom debuts included Brown & Co., carrying girls apparel, and Annabella Baby, offering monogrammed crib and bassinet bedding, window treatments and rugs.

High-end designs, reflecting sophisticated, adult tastes, were not regulated to the Kids Co-Op. On the 3^rd Floor, in the Children’s World temporaries, Ciao Marco offered refined casual looks for young boys. After editing its product line to boys apparel only, Ciao Marco introduced Italian-inspired boys dress shirts, sweaters and pants. Details such as lined cuffs and collars, and soft materials allowed the collection to transition from formal wear to casual pieces appropriate to wear with denim. Bubble skirts, leggings, rain jackets and driving shoes also demonstrated the sophisticated shift children’s apparel has made.

Scattered among the apparel collections were a vast selection of bedding lines, decorative accessories, maternity products and wall art. In a shared showroom, Green Frog Art and Kelly B. Rightsell Design offered cribs, classic and contemporary bedding, lamps and wall decor for a child’s room. Rosalina introduced plush toys, wall calendar activity sets and apparel in its showroom, while 3 Marthas showcased its diverse product line with bath time, apparel and blanket collections. Apparel retailers have mirrored this diverse product mix by adding gift, decor and toys to complement their apparel lines; this is an important product shift, exhibitors said, because children’s apparel, especially layette, is often a gift purchase.

While classic silhouettes and materials were found throughout the show, innovative uses and adult styles and colorways revealed that children’s apparel is no longer limited to cute ensembles in pink and blue. Red and white were found throughout the Market used beyond the typical Americana theme. Greggy Girl, for example, offered several dresses for young girls using a red, white and blue palette while summoning spring and sailor images. Likewise, Bailey Boys offered apparel for girls and boys with sailor themes in the patriotic color scheme. Steve Kanter, owner of Zackali-4-Kids, showcased his innovative knitwear layette for Spring 2009. Using a lightweight knit, the pieces are handmade with intricate character and animal designs hand-applied by skilled craftsmen. Current children’s trends are also reflecting the popularity of yellow and purple shades, which adult designers are using in their collections.

As parents reduce spending in the sluggish economy, manufacturers are creating pieces that add value and diversity to an item. Amy Milyo, of Sweet Potatoes, Inc., noted the popularity of Flip’s one-piece “mono-kini” swimwear explaining that parents are looking for a single swimsuit that can be worn throughout a child’s summer activities including the one-piece required for camps and the fashion children desire in their own backyard. Mary James featured its smock dress design in a two-sided reversible style. Both sides of the dress are unattached at the hemline allowing one side to be monogrammed without ruining the reverse. Mary James also offered dresses with seasonal pins, such as an Easter rabbit, which are removable so a holiday dress can be worn well after the occasion.

As the demand for children’s lines grows, AmericasMart is making room for new exhibitors. The market is expanding Children’s World to encompass space on the 14^th Floor of Building Three. The next Apparel Market will be held October 11-14. To register, visit www.americasmart.com.