California Apparel News

Self Esteem is on a roll. The Montebello, Calif.–based junior-apparel manufacturer has signed exclusive agreements with girls’ apparel maker No Kidding! and sleepwear and intimates apparel maker Justin Allen Ltd. to produce and distribute girls’ sportswear and sleepwear apparel under the Self Esteem label.

With girlswear and sleepwear lines, Self Esteem is steadfastly becoming a lifestyle brand for young girls, said Vice President of Licensing Molly Robbins.

“We believe these alliances with No Kidding! and Justin Allen are consistent with our goal of partnering with category leaders to develop a fully integrated lifestyle program for our Self Esteem brand,” Robbins said.

No Kidding!, a division of New York–based HIS International, will design, manufacture and distribute a collection of girls’ bottoms, dresses and jumpers. The casual and dressy styles will range in size from 4x to 6x and 7 to 16. With retail price points between $19 and $35.99, the line will use novelty fabrics to create its trendy teen looks.

“The Self Esteem brand and mission statement were a perfect match for us,” said Scott Horowitz, vice president of No Kidding! licensing and sales. “We offer Self Esteem girlswear the marquis positioning they were looking for in a licensee. We look forward to introducing and building the Self Esteem brand in every girl’s home in America.”

Justin Allen Ltd., a New York–based private- label manufacturer, will produce sleepwear and loungewear made of French terry, stretch lace and velour, as well as camisoles, boxers and boy shorts. The company will show a sample line in its New York showroom.

“We have been very successful in the private-label sector of the sleepwear and intimates categories and have developed great relationships with our retailers,” said Justin Allen President Alan Shamah. “We are now ready to offer a tween- and junior- driven brand of Self Esteem’s caliber to the marketplace.”

Self Esteem’s move into sleepwear comes at a time when consumer purchases of girls’ sleepwear have increased about 11.5 percent over the last six months, according to NPD Fashion World Senior Industry Analyst Marshal Cohen.

Initial deliveries for both collections will begin in spring 2004. Both lines will target major department stores and junior specialty shops that carry the Self Esteem brand, said the company, which currently has about 3,000 retail accounts with department stores and junior specialty shops nationwide.

Self Esteem’s agreements are three-year contracts that allow its licensees to source and produce domestically and overseas. Currently, the company has licenses for three categories: footwear, bags and accessories.

Self Esteem recently signed an exclusive licensing agreement with New York–based accessories maker LaRue International, which will produce a line of leather handbags, backpacks, belts and small goods.

A few months ago, the company signed a three-year agreement with New York–based Dynasty Footwear.

In other related news, Self Esteem is conducting its first advertising campaign, which will launch during Back-to-School 2003. The company’s print campaign, themed “Inspire to Be,” will target teens with motivating visuals, such as a Self Esteem girl positioned as the body of a butterfly with colorful illustrated wings behind her. Beginning in August, the ads will launch in consumer fashion magazines including YM, Teen People, ELLEgirl, Twist and J-14. —Claudia Figueroa