CWB gets the latest on Picture Book Fashion’s expansion plans, which include a new website and two additional brands for 2020.

 

Picture Book Fashion was founded in Glasgow in 2011 by Andrew and Michelle Molloy. The duo, previously childrenswear agents, were already well established in the industry and had the required contacts and sales experience. What they lacked at that stage was real knowledge of design, production and logistics. However, Andrew and Michelle took a leap of faith – launching their first brand, girlswear label A*Dee, in 2012.

For the Molloys, the positive response A*Dee received reinforced the potential of the brand. This support, combined with A*Dee’s determination to create a space for itself in the market, saw it rapidly gain a strong following of retailers and consumers. The success of A*Dee also led to the first expansion of Picture Book Fashion with the Molloy’s daughter, Layla, joining the design team resulting in the launch of boyswear label Mitch & Son in 2014.

Whilst the two brands grew and gained momentum, the company worked busily in the background creating a marketing support plan for its retailers. This encompassed POS materials, extensive image banks and marketing campaigns, all designed to continue driving demand for the collections. In essence, Picture Book Fashion listened to its retailers, watched how the market moved and adapted, and then tweaked its collections until the mix and size were just right.

A*Dee

Picture Book Fashion describes A*Dee as a “luxury girls’ brand without the luxury price tag”. Sizes range from 2 to 12 years, although the collection will be available up to age 14 for s/s 20. Launching four themes each season, A*Dee is all about creating entire looks. It uses strong colours and prints that work in harmony; from the key elements of the outfit all the way down to the coordinating accessories. Each theme stands on its own and offers a selection of outfits that are easily put together. Dresses, skirts, shorts, leggings and jackets can be matched with multiple accessories including socks, tights, hair clips, bags and shoes to create a complete look.

 

 

Mitch & Son

Meanwhile, the company’s boyswear brand, Mitch & Son, offers a cool and fresh look for ages six months up to six years. (Initially the collection only went up to three years. However, based on retailer feedback, it has since been extended.) As with A*Dee, Mitch & Son specialises in creating entire looks to enable consumers to buy outfits of multiple pieces. Offering three collections each season, Mitch & Son focuses on fresh, boy-friendly colours across outfits that are both comfortable and functional. Key pieces are jackets, tracksuits, chinos and polos, with accessories including socks and hat and scarf sets for winter. Footwear is also available.

Having dressed boys up to age six years since Mitch & Son launched in 2014, Picture Book Fashion needed a solution to retain its loyal following. Now, with a new warehouse and additional staff in logistics, finance and marketing, s/s 20 will mark the launch of MiTCH, a new brand for older boys.

 

 

“As our customers’ boys started to grow out of Mitch & Son there became a demand for an older boys’ brand,” says company co-founder, Andrew Molloy. “After canvassing retailers for feedback, the answer came in the form of MiTCH.”

MiTCH features a wide selection of clothes for active kids that still want to look fashionable. With a colour palette suitable for the 6 to 12-year age bracket, it includes tracksuits, shorts and tops, jackets and polo tops, which all work together in various combinations.

Championing the high street

“We have always been a supporter of the high street and independent stores,” continues Molloy. Equally, Picture Book Fashion does not compete with its retailers by selling direct to consumer. Instead, the company places its brands in the high street and independent multi-brand stores. It also supports retailers with all of the tools they need to sell its collections to their full potential.

Molloy continues: “Our marketing and POS are all about building the brands and driving consumers to the retailers to purchase them. We provide great tools for ecommerce including product and model shots, lifestyle images, video content and a full marketing and social media programme throughout the season. We also offer in-store display materials and gift with purchase promo items, all of which aim to build sell-through for the retailers.”

As well as supporting its stockists, Picture Book Fashion places great value on their feedback.

A cornerstone of the company has always been to put into practice what the Molloys had learned after more than 20 years as agents. From the onset, therefore, they have prioritised visiting their retailers, taking on board both the positive comments and the grumbles. This feedback is then used to shape and enhance the business as Molloy explains.

“Nothing drives retailers crazy like deliveries,” he says. “Late deliveries, or worse, in dribs and drabs; tops with no bottoms or tops with matching bottoms five weeks later. At Picture Book Fashion we deliver very early and in complete themes. This means when the brands arrive they can go straight onto the shop floor, complete and ready to sell.”

The next chapter

Amongst Picture Book Fashion’s recent developments was the launch of a new website in November, which brings all of the company’s brands together on one platform.

“A lot of people don’t know that Mitch & Son and A*Dee are related, so we wanted a central hub where everyone can learn about the amazing childrenswear we offer,” says Molloy. “We also wanted somewhere that we could talk about the history of Picture Book Fashion and where these brilliant brands come from. Being a family run business is something that a lot of people don’t know about us. Nor the fact that we are based in Glasgow. The new website is a place where we can let people find out all about us.”

A new website isn’t the only exciting venture for the business, it is also launching baby girls’ brand Little A for a/w 20. Although Little A links to the older girls’ label A*Dee it is a standalone brand for newborn up to 36 months.

 

 

“After a lot of research and hard work we are so happy with the collection and think our customers will love it,” says Molloy. “Little A features a beautiful colour palette perfect for baby girls. It offers a range of outfits that have been carefully selected to ensure this new brand is just what new parents need when shopping for their little one.”

Buyers can view Picture Book Fashion’s brands at INDX Kidswear in Solihull on 9-10 February 2020. The company will also be participating in Mini Mode as part of London Fashion Week this season.

With additional brands and a new digital presence, 2020 is set to be an exciting year for Picture Book Fashion.

Plans for the business now are to continue doing what it does best; supporting its customers and generating new ways to help them successfully sell its brands. Marketing support is one area in particular that the company has invested in, with a dedicated contact now available for retailers to speak to about marketing and selling the company’s collections.

Picture Book Fashion currently has around 100 stockists in the UK. This is alongside a growing number of accounts in Ireland, Holland and other parts of Europe. In time, the business wants to supply more customers throughout Europe. This is something it will continue to work on and develop in the long-term.

“It’s a really exciting time for us as,” concludes Molloy. “We are getting lots of interest, not only from the UK and Ireland but Europe too. The word is definitely getting out about Picture Book Fashion and our brands and stockists continue to grow.”

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