For a project to which I was assigned for a business consulting class,
we're working with a small start-up company (kateklein.com) which is
positioning itself as a designer for baby clothing in the US market. 
Thus far it is retailed in local Iowa stores and it's looking to
expand.

I'm looking for case studies that show how small start-up businesses
(like Kate Klein which design baby clothing) broke into the large
retail contracts like Target, etc.  Any highly ranked articles or
resources are appreciated.  While I'm particularly interested in
infant clothing markets, I wouldn't be opposed to learning about
another clothing label that started from scratch and made it big as
long as the same principles can be applied to infant clothing.

In addition, I'm looking for case studies that illustrate effective
and low-cost PR strategies for start-up companies like Kate Klein. Are
there any highly rated books, articles, Web sites, case studies, etc.,
that show a history of start-up companies drawing attention to
themselves gracefully in the press at no cost to them?

Let me know if you need more specifics. I imagine that this project
shouldn't be too difficult -- it just takes time to put it together!

Thanks!

Thanks for the question. I hope this helps. Please request
clarification if necessary and I will follow up my answer with
specific information that meets your needs. Good luck!

-Anthony (adiloren-ga)

*********************************************************

Case Studies:

Linsey Anne
http://www.scottishbusinesswomen.com/ie/online/casedetails.asp?id=49

"Ann Scott discovered that a lack of good quality baby clothes, gifts
and accessories in her home town of St Andrews left a gap in the
market that she could fill."

Charlie Barley - A booming baby clothes business
http://www.exemplas.com/about/1910_11419.asp

"Charlotte now has a thriving and profitable business operating as
Charlie Barley. Training courses have equipped Charlotte with a range
of business skills and the know-how to deal with suppliers, address
sales and marketing issues, promote her company and plan for business
expansion."

Microsoft Case Studies
Anne Geddes
Anne Geddes Expands Web Presence to Amazon.com with Web Services and C#
http://www.microsoft.com/resources/casestudies/CaseStudy.asp?CaseStudyID=15487

<<In 2003, Geddes' company wanted to expand the US sales of her baby
clothing and infant accessories line by offering them through a
storefront on the Amazon.com e-commerce platform. "The increased
exposure for the brand was a major contributing factor in aligning
ourselves with Amazon.com," says Gary Brown, General Manager of Geddes
Group. "At the time we launched there weren't too many other stores on
the apparel platform, and knowing Amazon.com's plans to expand those
categories we would be able to glean additional traffic from their
expansion. As a pioneer of e-commerce, the fit seemed only
appropriate.">>

Jordan Marie
http://www.jordanmarie.com/baby-clothing.htm

"The competition soon copied the concept, and Cydney realized that she
needed to create a new concept for the Company to continue its ascent.
Targeting the layette market, Cydney designed a new layette outfit
which she termed the Newbie Basic ("Newbies"). Modeled in the timeless
French style, the Newbie Basic differed from the rehashed layette
outfits of the time. Using only the finest ringspun combed cotton, the
Newbie Basics line featured whimsical prints and precious bows and
buds. These features transformed the role of the layette outfit from
one of utility to one of style and joyful substance. As Cydney penned
it, the Newbie Basic's motto was "Picture taking playwear". People
agreed and the Newbie became the perfect take me home outfit to
celebrate baby's first homecoming."

My Miracle Baby Press & Awards
http://www.mymiraclebaby.com/press.shtml

Hytrol Case Study: Distribution: Laura Ashley
http://www.flostor.com/case_studies/hytrol/laura_ashley.htm

Emerald Fulltext
http://www.fiordiliji.emeraldinsight.com/vl=5980452/cl=172/nw=1/rpsv/cw/www/mcb/13612026/v7n2/contp1-1.htm

***************************************************************

News:

Knight-Ridder Tribune Business News 
October 4, 2003

<<Listen to Hauk, vice president of merchandising for The Children's
Place, talk about why baby clothes are one of the most romantic
segments of the apparel business: "There's nothing like the smell of a
newborn baby's head. They're so soft, so clean. You just want them to
be beautiful." Hauk and Wahle are two North Jersey-based executives
who have good reason to be in the throes of baby love. Babies are a
blessing for the bottom line.

Last year, as clothing sales overall declined by about 2 percent,
sales of clothes for infants and children under 3 years old shot up
more than 20 percent, according to the NPD Group, a market research
firm.

Americans spent $ 13 billion on clothes for children under age 3,
nearly as much as they spent on the larger pool of kids ages 4-12, NPD
found.

Dollars spent on infant and toddler apparel have been increasing over
the last five years, with particularly strong spikes in 2001 and last
year. The total has almost doubled since 1998, when NPD reported sales
figures of $ 7.1 billion for the category.

Experts can't pinpoint a specific reason for the surge in sales, but
they have lots of theories. Although the number of births dropped in
2001 and 2002, the average age of mothers increased. Retail analysts
believe today's parents, particularly women who delayed childbirth in
favor of careers, have more disposable income; that grandparents,
godparents, and doting aunts are spending more per gift; that stores
are offering more luxury baby items than ever before, such as $ 129
designer baby shoes, or cashmere and shearling baby blankets; and that
shoppers are buying those luxuries for their littlest family
members.>>

Newsletter
November 22, 2002
HEADLINE: SALES GROWTH FOR KIDS' STORE

<<BABY clothing and equipment group Mothercare signalled it was
beginning to bounce back after seeing sales growth return to the
business.

The retail group added it was ready to put last year's Christmas
nightmare behind it this time round, after improvements were made to
its supply chain.

A year ago, teething problems at Mothercare's warehouse in Daventry
meant stores ran out of products over the crucial festive period.

But yesterday Mark McMenemy, acting chief executive, said, while
warehousing and distribution costs were still too high, the supply
issue had improved.

And like-for-like sales were up 1.4 per cent in the five weeks to last
Thursday after falling by 2.1 per cent in the first half year, the six
months to October 12.

Mr McMenemy said: "After a very difficult period for the business, the
sales picture is now positive and the stores are well stocked for
Christmas."

Mothercare warned it would fall into the red over the first half when
chief executive Chris Martin stepped down four months ago.>>

************************************************************

Additional Resources:

Top: Shopping: Clothing: Children's: Baby
http://dmoz.org/Shopping/Clothing/Children's/Baby/

Children's Clothes > Retailers
http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Apparel/Children_s/Retailers/

Success story: S.Oliver
http://h30046.www3.hp.com/casestudy.php?topiccode=20040229_45508_0_121_0_0&pagesite=SUCCESS

Google Search Strategy

"baby clothing" "case studies"
://www.google.com/search?hl=en&lr=&ie=UTF-8&q=%22baby+clothing%22+%22case+studies%22

and LexisNexis Business News Search

---

Request for Answer Clarification by alexinia-ga on 04 Oct 2004 10:43 PDT

This is helpful.  I'm also interested in just case studies that
involve people starting without any former name recognition.  Anne
Geddes for instance is a good case study but she earned recognition
through protography beforehand so it's not as helpful to me.  My
client, for this class I'm taking, is a housewife who doesn't have any
public awareness.  So we're trying to figure out 1) what are some
examples of PR campaigns out there that are good examples of how to
draw attention to yourself, and 2) where are the stories of people who
started from nothing that broke into a large retail outlet which
distributed their new baby clothing line.

Any additional help you can offer would be greatly appreciated!  After
this, we're done!  I'll have nothing but high ratings.  I really
appreciate your help.  Thanks!!!

---

Clarification of Answer by adiloren-ga on 31 Jan 2005 04:18 PST

I know it has been a while. But I thought you may find this case study interesting:

http://www.layette.com/about.htm

And here is a good trade journal I came across:
http://www.babyshopmagazine.com/index.htm

Marketing Tips
http://www.babyshopmagazine.com/ebs/june04/ebs_feature.htm

An article on growing the company:
http://www.babyshopmagazine.com/fall03/growth.htm

Hope this helps.

Great help!  See clarification below.  Hope you can help more.  I
really appreciate it!

more link to visit ... :-)

Showcasing Small Business case study & downloadable pdf files
You can download the full collection of five case studies: 
http://www.business.vic.gov.au/CA256E36001D1550/RC/C791B27B37D69F14CA256E7800198330?OpenDocument

Case studies
http://www.business.vic.gov.au/CA256E36001D1550/RC/14FF270F1B4B374BCA256E5F00276CC4?OpenDocument

Marketing Guru
http://www.adbrands.net/