The Biz: Feature Articles

Having met Mike Berens several years ago while he was selling children’s apparel at trade shows, I contacted him with interest in 2011 when I heard he was the Sales and Marketing Director for Donita Fashions, a new brand of girls’ dresses from Indonesia soon to be launched under his leadership in North America. I made an appointment for Mike to preview the brand to me in Los Angeles, and was excited to hear about all the plans for selling the collection to specialty stores. But what really took me by surprise was when I saw the buyers’ reaction to this new brand over three seasons exhibiting at KIDShow Las Vegas. The buyer audience was SRO and Mike and his national sales reps were selling furiously fast throughout the show, staying busy until the lights were turned off!

Shoppers are always on the lookout for special gifts for new parents or shower presents that are not ho-hum. Some items are so filled with fun they scream “buy me!” while others attract because they are ecologically in tune. The more variety you offer, the greater your rewards as customers like having a selection of items at different price points. Great shower and baby gifts help build your business as others ask the happy recipients, “Where did you get that?” Gifts from Nui Organics, Wry Baby, Wupzey and Nova Nature are all well designed, with the right combinations of whimsy, practicality and sensible pricing.

It is always inspiring to see the birth of new companies, but especially when our economy is struggling. In a time when it seems we are seeing more companies closing their doors, the birth of a new enterprise brings with it the anticipation of better things to come. Like a crocus that pushes up and blossoms through the cold snow after a harsh winter, Be{tween} Collection, The Tangerine Tree, coveRumps and Foamnasium are new companies that did indeed bloom, despite challenging times. It is the tenacity and spirit of these companies, three of which were started by women entrepreneurs, that lets us see something special… the promise of tomorrow.

Why was it that when Apple introduced the first iPod in October 2001 they would go on to experience game changing success and revolutionize the way we prefer to listen to music? We would all love to have an Apple-like story, wouldn’t we? Whether intentional or not the most successful companies are those that tap into one or more consumer insights. If you want to intentionally uncover game-changing insights all you need to do is look around you –– they are everywhere just waiting to be seen. The secret is to think globally, and then filter the insights down to your category.