Alpha Industries Enlists Military-Inspired Fashions for Boys
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Alpha Industries sets the standard as a leader in cutting-edge apparel design. From flight decks to civilian sidewalks, Alpha stands on the frontlines of quality and fashion. Alpha is tried, tested and proven, and will remain part of the American culture. A youthful twist on that fashion history and tradition has now been brought to the children’s market under the Alpha Kids tag. Danielle Nestor, Director of Design and Marketing for Alpha Industries’ Kids Division, shares with us a Behind The Brand look at both its 50-plus year worldwide legacy and the birth of its newest creation, Alpha Kids.
When was the brand born, and what was the initial inspiration?
“Alpha Industries was started in 1959 in Knoxville,Tennessee. The United States Department of Defense recruited Alpha Industries to revamp its military jackets. Alpha went into the commercial fashion market in the 1980’s as the demands were high for the military look that they had already perfected. The first kids’ proto jacket was made in the early 2000’s. Inspired by the popularity of the Alpha boys’ flight jackets, the company brought me on board in 2007 to develop the Alpha Industries Kids Division with the first limited assortment premiering in Fall 2008.
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What was your experience prior to the brand launch?
“I worked for three other recognized children’s clothing lines over the span of the past 7 years, working closely with the owners and designers of each of the companies. I was fortunate enough to oversee all aspects of the business from design concepts to sales, samples to production pieces, import of goods internationally and contracts domestically, shipping the final styles to our customers and finally seeing the product retail well on their floors.
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What was the biggest challenge you faced when starting?
“Each company is different and has different needs and expectations. Constantly fulfilling those expectations, and striving to surpass them, is my personal challenge and goal.
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What do you feel are the three biggest keys to your success?
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- Patience, perseverance and prayer…
- Always listening to the buyers, and taking their input into account for the next collection.
- Staying inspired daily, and being positive.
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Describe a typical new product development cycle for your business?
“Concept to sales samples takes from 90 to 120 days per season.
For initial inspiration we review Alpha’s adult men’s and see how we can take design elements and styling from the men’s best sellers and translate them to boys’ sizes. In a way, we “miniaturize” them for boys, while adding age-appropriate graphics and finishing touches popular with the role-playing imaginations of young men-to-be. In addition, we pay close attention to the rules, regulations and manufacturing demands for manufacturing children’s apparel. For Alpha Kids, we stay true to the core elements and traditions of the Alpha adult brand, but with and eye to a boy’s active lifestyle and emphasis on fun.”
Do “green” or eco-friendly concerns influence your business decisions, and if so, how?
“We are looking at this for the future for the line – not as much now, although we use mostly 100% cotton for all the kids sportswear. We do recycle in the office and promote recycling goods throughout the industry as so much goes to waste.
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What is one new trend you’re seeing in the marketplace?
“Multi-functional pieces. Pants that zip to shorts, jackets that can be worn as a vest – more versatility and function for the price point. We see the consumers looking for a little extra wearable “bank for the buck,” and we are addressing that desire in our F10 collection.
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How does your business make use of the Internet?
“We advertise online, sell online, work with great online retailers, and offer a drop-shipping program. We are also on Facebook, and select social media sites.
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What is the biggest challenge your business faces today?
“Alpha Industries celebrates an over 50-year tradition and has become an internationally-known brand. It has been both inspiring and challenging to keep the design hallmarks of the Alpha brand intact while “shrinking” the look to kids’ sizes. Internationally and domestically, Alpha Industries is a well-recognized and respected label. However, Alpha Kids is just that, a relative “baby” in the children’s fashion market. We are very fortunate to have the support and commitment of a well-established brand. But Alpha Kids also faces the challenges of introducing a brand that is perceived as new. In today’s marketplace, children’s retailers have more buying confidence with established brands. We let our buyers know that they have the experience and stability they need with Alpha Industries behind the Alpha Kids brand, along with a fresh new look for boy’s outerwear and everyday apparel.
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What is one change/addition that’s had a positive impact for your business in the last year?
“The boys sportswear and outerwear collection had amazing sell through this past fall (2009), and we were shipping re-orders like crazy. This retailer and consumer support is helping us expand the line and production in Alpha Kids.
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What is your one piece of advice for someone entering the children’s market?
“Be patient and listen to feedback, if you start your business out right—it will grow.
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More About Alpha Industries
By popular demand, a complete Alpha Kids Collection launched in Spring 2009 with sportswear and outerwear for boys and girls from toddler to tween (2t -18/20). The boys’ sportswear and outerwear took off, and Alpha has kept its primary focus on the boys’ market since Fall 2009.
Alpha Kids was encouraged by retailers and consumers to also design a limited special-edition girls’ brand, Alpha Girls, which includes novelty prints, nylon puffers and faux fur coats. A special collection under the Alpha Girls tag is available for Winter/Holiday 2010.
For Alpha Boys, the collection is being developed as a lifestyle brand which mirrors a similar expansion of Alpha Industries’ men’s division. Spring 2011 is an ideal time for Alpha Kids to go deeper, leaner and meaner, with cargo shorts, chino pants and twofer woven shirts that feature built-in comfort tees. Spring 2011 will further develop competitively-priced mini-me looks from the military-inspired men’s brand, with age-appropriate everyday wear that celebrates the adventurous spirit of boys, highlighted with new outdoor-adventure graphic tees, vintage autos and all-boy themes. Father-and-son coordinated apparel is also available.
For more information, march over to www.alphaindustries.com
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