Sharon Beardsworth, an accomplished figure within the childrenswear sector and the new chairman of The Childrenswear Association (NCWA), discusses her vision for a more sustainable, engaged industry.

 

Laura Turner: What’s your background in childrenswear?

Sharon Beardsworth: My experience spans more years than I would care to admit to. But, after running my own brand for 10 years with my husband who was a childrenswear designer, I started to work as an independent consultant. Some roles would be focused on building sales, some on creating a production base. Others were on finding new export markets or launching a digital profile for a new brand.

I built a babywear brand from a concept to a successful market leader – both online and offline – with customers on every continent. I also created and managed the kidswear offer from an adult denim brand and helped to lay the foundation for part of the export markets now dominated by Brand Machine Group. The broad scope of my work has given me a great insight into many aspects of the childrenswear industry.

LT: What are the main challenges currently facing the sector?

SB: The recent pandemic, lockdowns and loss of footfall in the high streets have had a catastrophic effect on many brands and retailers. The industry has lost a significant amount of expertise, supply lines are challenged, and we have all felt the lack of the support gained from in-person exhibitions and meetings.

The sector has to evolve to ensure that it is suited to the post-pandemic future and that is a massive trial. It also needs to become more focused on sustainability. The NCWA is in a unique position to close the cracks that have opened up in the industry and to take childrenswear into the future.

LT: You previously served as the NCWA’s chairman from 2012-2015. What attracted you back to the role?

SB: Like many trade associations, the NCWA has been challenged by the Covid pandemic and yet our services are needed more than ever. The issues surrounding retail are well documented; brands are facing production issues with severely compromised supply chains and agents are having to make contact with their customers while conforming to the ever-changing regulations.

LT: What are the Association’s latest developments?

SB: We really felt that we had to respond positively to the difficulties faced by small brands and independent retailers during the pandemic. Subsequently we have some great new resources, with the relaunched NCWA website and The Childrenswear Association B2B Marketplace. We need to put them to work effectively and creatively.

The new NCWA website links through to the B2B Marketplace, which allows brands to display their new collections, stock and brand imagery. Retailers can apply for access to more information, including prices and stock availability, and can place orders on the Marketplace. For a small brand, it removes the need to have a B2B website. It also allows agents to present to their customers effectively, even when they can’t travel or visit.

LT: NCWA is also looking at ways of working more closely with INDX Kidswear – can you tell me more?

SB: INDX Kidswear has grown impressively over recent years to become by far the most significant exhibition of childrenswear in the UK. It is a physical hub for agents, retailers and brands at the launch of each season and it has always been supportive to the NCWA. In the near future, we would like to see the two organisations, NCWA and INDX Kidswear, growing that spirit of cooperation and taking it to the next level.

LT: What’s on your agenda as chairman?

SB: I really want to harness the many strengths of the NCWA and use them to help the industry to evolve to the post-pandemic world. The prospect is exciting but also challenging. An enhanced digital presence, a stronger relationship between consumers and brands, and a much more developed awareness of the need for sustainability through the entire manufacturing and retail supply chain, are all key.

LT: What are the key benefits of NCWA membership?

SB: I could list all the financial advantages of joining the NCWA. For instance, discounts off a whole host of services; the B2B Marketplace; the weekly newsletters; and access to information via the website. However, I think there is a real sense of being part of a childrenswear community, and that is more important now than ever before.

We are seeing a hugely increased interest in UK manufacture from brands. Plus, a renewed focus on developing relationships between manufacturers, agents and retailers. The NCWA lies at the heart of the UK childrenswear industry, supporting the development of these relationships and helping to nurture them onto the next phase of their development – whether they are new to the market or established for many years.

LT: What is your vision for the NCWA?

SB: I would love to see the NCWA use its unique position within the UK and Irish childrenswear industry to achieve, primarily, three things. To nurture a strong UK manufacturing base of childrenswear with a viable infrastructure; to help increase the margins achieved by both manufacturers and retailers, largely by pulling the manufacturing/supply calendar more in line with the seasons and the buying patterns of consumers; and to develop our links with other organisations within the childrenswear industry to create a ‘greener’, more sustainable future.