Design fashion kid kit

Value spurs kids' accessories growth; coordinates and multi-packs helps chains bag sales

Coordinates and Multi-Packs Help Chains Bag Sales

A full complement of kids' products--including jewelry, bags and hair goods--is now a must-have in discounters' lucrative accessory areas.

As discounters have expanded children's departments, the mix of accessories has expanded along with it, both in the kid's area and in the separate accessory department.

"Accessories for kids is a growing concept from a fashion standpoint," said Abe Shehebar, president, Accessory Network, which produces bags, luggage, hats, belts and knit accessories for licensed character and brand labels. "Children's accessories used to be a side issue but now it's more important. The retailers are realizing the kids business has fast turnover, and is growing with decent margins," he said.

To keep the category fresh, the latest crop of accessories plays up the "value" equation that retailers adhere to. Color, multi-packs and outfits that come with coordinating accessories are more common, and the newest crop of children's accessories is being judged by "play value."

The play aspect certainly applies to licensed characters, which still drive the younger end of the market. Barney is the latest licensing winner to join Disney characters and others in the kid's accessory business. Other TV favorites--Thomas the Tank Engine and Lamb Chop--are also fueling a new accessory push to the under-7 age group.

One of the licensed "value-added" products currently on the market is Allison Mfg.'s two-piece tie-dye Disney outfits for girls, which comes with a matching hair accessory. The item, accessory included, was selling for $11.99 at Caldor.

At Caldor, Barney is featured on a pegboard display in the children's department, which houses about three or four movable displays targeted to accessories, including hair goods, small bags, hats and umbrellas. In addition, Caldor uses the tops of regular apparel rounders in the kids' department for various licensed and non-licensed accessories.

In terms of space, children's accessories are a difficult category to pinpoint. The overwhelming majority of kids' products are featured in the children's department. However, a lot depends on the actual product and the level of cross-merchandising developed at each discounter.

While Target features its share of children's accessories in the kids' area, the retailer also does lots of cross-merchandising of specific kids' products. A childrens luggage section has its place next to adult luggage and sportbags in the newest Greatland stores. Barbie, Beauty & the Beast and Aladdin were the favored licensed names featured there.

Kmart also uses both its accessory area and the children's department to showcase its goods. Jewelry displays of baby pins and pendants are in the jewelry counter at Kmart stores. However, an outpost of licensed bags, socks, hats and other goods is more prevalent in the kids' section.

Vendors that serve the discount market such as Sasson are also picking up on the "play" trend of accessories. Sasson has just introduced a watchmaker's kit in its Just of Kidz line that combines kids' love of accessories with an arts and crafts project. The kit, designed for children ages 4 and up, comes with a basic LCD digital watch body, elastic cord and colorful beads shaped like animals and toys. The kit retails for under $6 and was introduced to stores this month.

Another accessory category gaining ground as a multi-purpose item in the children's area is organizers. They can be used to hold children's cosmetics, as adult versions are. But companies like Cosmepak and Caboodles design specific products for children to hold crayons, beads, toys and supplies. This is one category that can span the store from the toy department to H&BC to the housewares/storage area.

No matter where they're featured, kid's accessories is growing. With manufacturers supplying new licensed goods and added-value product, the category is sure to continue its steady sales course.