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AlexandAlexa Q&A with Maryline Price - Best online children's fashion retailer 2014 - WINNER

We meet the head of brand behind the 2014 Junior Design Award highly commended entry

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What is your name and job title?

Maryline Price, Head of Brand and Communications

What did you love to wear as a child?

My parents used to travel to France a lot so I was dressed in Cacharel Enfants a lot with Pom D’Api and Kickers T-bar shoes.

What’s so great about children’s fashion?

Children’s fashion is always surprising, innovative and fun. Above all it doesn’t take itself too seriously.

What are the highlights of your autumn winter 2014 collections online?

Highlights for AW14 include new brands such as Aquascutum, Mini Preen, Noe & Zoe, Little Eleven Paris and Penfield.

We are launching exclusives from Karen Brost, Ruff & Huddle and Sew Heart Felt who have each designed a unique product for AlexandAlexa.  Finally, AlexandAlexa are launching a brand-new shoe shop so watch this space.

How important is it to keep up with changing fashion trends?

It’s important to keep current and fashion offers endless possibilities to introduce newness in our daily life.  For Kids; the number one priority for parents should be about making them feel good and confident in what they wear.

Why do you think parents should shop online for their children’s fashion?

Apart from the ease and convenience of shopping at home, at AlexandAlexa we bring many of the best kids’ brands from across the globe to our customers who wouldn’t be able to find them otherwise. Brands such as Cyrillus, Pom D’Api and Djeco are special and need to be discovered.

How do you decide select products for your online store? 

Our buying team scour the globe and attend various trade shows to select the best products for our customer. We like to offer British and Global brands from well-known, leading designers to newer, independent labels.

If you could be a child again just for one day, what would you do and what would you wear?

I would go to the park and have a go on the swings and finish the day with Barbe a Papa = Candy Floss on a stick!. I was a bit of a tomboy so I would be wearing a vintage style Lacoste polo and Jeans. My parents loved Lacoste and it looks so cute on kids.

Why did you enter the Junior Design Awards?

AlexandAlexa won Online Retailer of the Year two years in a row in 2011 and 2012, we hoped it might be third time lucky!

What do you predict for the future of children’s fashion? 

With the world paying attention to every outfit worn by Prince George and North West and Harper Beckham gracing the front row at fashion week, Kid’s fashion has never received more attention. We anticipate the arrival of the Duke and Duchess of Cambridge’s second child in early 2015 will have an equally large impact on the sales of children’s wear.

In terms of trends we anticipate the surge of classic nostalgic looks championed by brands such as Chloe and Rachel Riley. We’re also noticing rising popularity of street fashion for Kids with brands such as Ruff & Huddle, Kenzo and Nike Air Jordans.


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