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It’s all in the details for Tangerine Sky.
This story first appeared in the August 10, 2009 issue of WWD. Subscribe Today.
The new collection of sportswear and dresses for girls ages two to 10 launched earlier this month at the ENK Children’s Club show in New York.
“We’ve always been involved in the children’s market,” said Jeff Dodge, director of sales and business development for Taunton, Mass.-based GlobalTex, which also designs CR Kids and CR Sports lines. “But after conducting a series of consumer and retailer surveys, we found a gap in the marketplace for girls: Even at a younger age, girls are so conscious about what they’re wearing…they are becoming more involved in the shopping process. And we found that there was a demand for a fashionable, middle-priced brand, something that was accessible to the masses.”
With a focus on softer fabrics — such as rayon and poplin — colorful prints and carefully considered details, the collection features looks that also allow girls to be comfortable. Pieces in the line include woven and knit tops, dresses, skirts, tunics, leggings, shorts, jackets, sweaters and capri pants embellished with embroidery, appliqués, screen prints and trims.
The six print-themed lines include: Marguerite (pieces in crinkled cotton with a shimmery overprint); Fiesta (smocked and ruffled separates and dresses in vibrant prints and solids); Shore Thing (smart nautical styles in navy, white and coral); Lil’ Butterfly (dip-dyed, pleated and hand-smocked woven and knit foil-printed pieces); Watercolors (screen-printed pieces in pastel shades with beading), and Bright Ideas (floral items mixing denim, printed cotton/spandex and geometric prints, featuring bright, high-energy colors).
The collection will be sold in upscale children’s specialty stores and boutiques such as Bergstroms Children’s Stores, and Bubble and Renee’s Kids Corner, both in Suffolk County, N.Y., beginning in the spring, in sizes 2T to 10 (with limited availability in infant sizes). Wholesale prices range from $10 to $30.
“It’s intelligently priced,” said Dodge.
He added, “Parents are obviously under a crunch, considering all that’s going on. And they’re still spending, they’re just a little more cautious and are considering every single purchase. They’re definitely still spending on their kids. We felt that the timing of this launch is working in our favor: The recession has created an opportunity for people to try and figure out ways to shop and feel good — and still not break the bank.”