Children's Place leveraging its value chic expertise in Disney Stores
By JULIE MORAN ALTERIO
THE JOURNAL NEWS
(Original Publication: December 4, 2005) <TABLE width=250 align=right><TBODY><TR><TD>
The basics
The Children's Place Retail Stores Inc. operates 786 The Children's Place stores and 321 Disney Stores.
The Children's Place
Local stores are in West Nyack, Nanuet, Valley Stream, White Plains, Yonkers, Yorktown Heights and Scarsdale.
Disney Stores
Local stores are in West Nyack, White Plains and Yorktown Heights.
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Lisa Mancini isn't ready to stop being a hip young woman just because she's a new mom. She wears hoop earrings to the mall and hasn't given in to the practicality of a diaper bag in place of a cute purse.
So when this 25-year-old mother from Carmel takes her 4-month-old daughter shopping, she's looking for the same attitude.
"I don't like to stick with the typical baby clothes. I like her to have a little edge when I dress her so she looks like a little girl, like a grown-up almost," Mancini said.
On a recent Saturday afternoon at The Westchester in White Plains, little Milan Elise is chomping on a bottle and looking stylish in embroidered jeans from H&M, a retailer with a reputation for chic on the cheap.
It's no coincidence that Mancini is browsing the racks at The Children's Place, a chain that's succeeding in the challenging children's clothing business because of its reputation for trendy, well-priced goods with style and durability.
"We have a really sweet spot. We offer a formula of value, quality fashion and fun," said Neal Goldberg, president of the Secaucus, N.J., retailer.
It's a formula the retailer hopes will work like magic on the Disney Stores, which it purchased a year ago last month.
The Children's Place is lowering prices by 20 percent to 30 percent at Disney Stores and rolling out a $100 million renovation project to give new life to a retail chain that was ailing thanks to sluggish sales of pricey goods.
If any retailer has the smarts to reverse the Disney Store's slide, it's Children's Place, said retail consultant Howard Davidowitz, chairman of Davidowitz & Associates Inc. in New York.
That's because the company's top executive, Ezra Dabah, did it once before with The Children's Place itself, which he purchased from Federated Department Stores in 1989.
"They were a failed company and they were resuscitated, and now Children's Place is the gold standard in children's merchandising in the United States," Davidowitz said.
Wall Street analysts expect sales to rise from last year's $1.16 billion to $1.7 billion this year.
Where once the chain was only about price, its defining characteristic today is fashion.
As Wall Street analyst Margaret Whitfield of Ryan Beck & Co. put it: "If you're somewhat understated and conservative, this is not the store for you."
The retailer's sequined cardigans, faux-fur jackets and rhinestone corduroy pants for girls and lively plaid shirts and camouflage pants for boys go beyond the basics, Davidowitz said.
That's what gives The Children's Place an edge against J.C. Penney, Sears, Target and Wal-Mart, which sell the majority of children's clothes.
"What do they specialize in? Basic goods. Children's Place is not basic. Children's Place is fashion at a great price. That makes them unique," Davidowitz said.
The Children's Place is one of just a handful of children's specialty retailers, which include Gymboree, Hanna Andersson and Gap Inc.'s GapKids, babyGap and Old Navy.
Specialty retailers account for just 26 percent of the $28.9 billion market in children's apparel, according to NPD's Fashionworld.
Among specialty retailers, The Children's Place is second only to Gap Inc. — with prices 20 percent to 30 percent lower.
"If you look at Gap and Gymboree, we offer more value and the same quality. If you look at Target and Wal-Mart, we have better quality," Goldberg said.
Though the stores offer value-priced clothes, the niche appeals to more than low-income buyers.
The Children's Place said its average customer is a mom between the ages of 26 and 49 with two children under age 10. Sixty-five percent have household incomes over $50,000.
"It works in Harlem and it also works on the Upper East Side, which is unique," said Ryan Beck's Whitfield.
The average unit price at Children's Place is $6.03, compared with $6.32 at Old Navy, $8.15 at Gymboree and $9.17 at The Gap, according to Whitfield.
Among brands sold at department stores, Carter's average unit price is $6.73. Target's Just One Year brand has an average price of $5.04, while Wal-Mart's Child of Mine is $4.57.
"Children's Place has a very low average unit retail price, yet provides strong fashion, particularly for the girls," she said. "Parents from a wide income level prefer shopping at Children's Place because they know their children are going to outgrow the clothes anyway."
Ann Marie Manganiello of Scarsdale, shopping at The Children's Place with her 7-year-old daughter, Amanda, and friends, said she considers the clothes "good quality at a reasonable price."
"We shop here a lot," she said. "With kids' clothes, you want value because they outgrow them so quickly."
She particularly likes how The Children's Place rolls out mix-and-match coordinates each season.
"You can buy one outfit and interchange the tops and the skirts with different pants because the colors blend," Manganiello said.
The Children's Place sells only its own brand of clothing, which makes it easy to create outfits.
Retail experts consider the company tops at getting the best garments made at the best price.
Instead of hiring agents to find factories, The Children's Place has its own offices in India, Hong Kong and Shanghai, where employees directly deal with more than 200 independent clothing manufacturers.
Getting rid of the middleman has been a key part of the company's strategy to revamp the Disney Stores over the past year.
"We can apply our best practices to Disney," Goldberg said.
As a result, the company is seeing a 20 percent reduction in the cost of goods. The new, lower prices are leading to more sales.
After a miniature beanbag toy was reduced from $8.50 to $6.50, or two for $10, sales increased 72 percent.
When $8.50 mugs were promoted with a two for $12 special, unit sales tripled.
"One of our key programs is 'twofers,' getting people to buy multiple items," Goldberg said.
Another important strategy change at Disney is trying to convince customers to shop at the stores all year long instead of only during the winter holidays and for Halloween.
A back-to-school promotion this year with backpacks and denim pants was a hit, Goldberg said. More plans are afoot for holidays such as Easter and Valentine's Day, with classic romantic couples such as Mickey and Minnie showing up on merchandise.
In addition, baby clothes with Winnie the Pooh characters will bring in new parents.
The introduction of denim pants marks the first time the Disney Stores could package a whole outfit, a pleasant surprise to Laura Hay of Hartsdale, who bought a pair for her 3-year-old son. "I like them. They're trendy."
Hay, who considers herself a regular at Gymboree and The Gap, said she stops in the Disney Store four times a year to please her son's zest for merchandise featuring characters from "Toy Story."
"I buy something every time," she said.
Though Goldberg said the stores get a boost from hits such as the new "Chicken Little" movie, more than 70 percent of the business is in classic characters, such as Snow White.
Disney's princess characters are enduring favorites with young girls, including Margaret Yee's 6-year-old daughter, Erin Ikeda.
"She likes Ariel, the Little Mermaid," said Armonk resident Yee, who came in looking for warm sweatshirts for Erin.
Yee's older daughter, Karina Ikeda, 9, has outgrown the Disney Store, but that doesn't stop the family from stopping in every couple of months to browse.
Convincing shoppers to come more often will be a challenge, said Steven Keith Platt, head of the consulting and analytical firm Platt Retail Institute.
"It's like Disney World. Do you want to go there five or 10 times a year? Once is enough," he said.
Pointing to the failure of the Warner Bros. retail stores, Platt said Disney similarly erred assuming its merchandise was entertainment. "The problem with entertainment is if you don't change it, it gets old and stale. After 10 visits to the Disney Store, the kiddies were bored."
In a move to signal a new Disney to customers, The Children's Place is remodeling its stores with a more sleek, modern exterior.
Huge, red Mickey Mouse ears instead of a traditional sign mark the entrance in a look that recalls the Apple Store's iconic logo on its locations.
"You don't need a name, you just need those ears," Goldberg said. "What is more iconic than the ears? If people started saying, 'We want to go to the Mickey store,' that would be fine with us."