22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

Children's Products

GOLD: PRINT CHANNEL

Hanna Andersson | Holiday 2006
Picture this: A curly-haired little girl clad in a plum party dress steals a kiss from a delighted little boy holding a small gift box. That's the cover of Hanna Andersson's Holiday 2006 edition, an image that “captures a moment that would tug at the heartstrings of the target customer,” said one judge. This edition also captured a Gold Award.

Why it won a Gold Award
In addition to the endearing photo on the front cover, “the back cover is sensational,” exclaimed one judge. The back cover photo depicts a family wearing matching holiday-print long johns; the text explains that “a portion of the profits from all the Tannenbaum print hannas [long johns] on this page will be donated to organizations that support kids in need.”

Moreover, the book has “great flow into the opening spread,” another panelist said. The president's letter from “Hanna” about the gift of family time speaks directly to the target audience: “Our faster life today holds challenges for us all, but I believe there are solutions — simplify, shop early, and take that precious gift of time for yourself and your loved ones…” The letter is “friendly and touching,” remarked a member of the judging panel.

But merchandising is where Hanna really shines. “The product within the catalog is diverse but applicable,” said a panelist. “The beautiful dresses and family outfits are so picturesque, while the cold weather clothes — especially the hats — are so cute!” Another judge praised the “wonderful selection of product displayed in multiple variations across each two-page spread. Product groupings invite increasing order size with additional products.”

The design is “awesome,” the copy is “excellent,” raved the judging panel. Copy gives the necessary features and benefits in an interesting and varied way,” one panelist said. “Hanna is selling clothing with style and taste to affluent people with young kids,” said another: “This comes through on every page.”

Idea to steal
Customers like to know that apparel they're buying from a catalog is going to fit. With a small insert on centimeter sizing bound between pages 2 and 3, Hanna Andersson “is directly addressing a common complaint about the catalog's difficult Euro sizing scheme,” the judge said.— Melissa Dowling

Director: Yvette Velasquez
Designers: Yvette Velasquez, Chris Moser
Creative director: Mary Wilson
Marketing director: Alison Polenz
Print/production directors: Jody Palzer, Lee Beckman
Merchandiser: Jackie Ardrey
Copywriter: Elizabeth Gottfried
Photographer/illustrator: Ted & Debbie
Printer: R. R. Donnelley, Lancaster West Plant
Color separator: R.R. Donnelley, LPC
Prepress: R.R. Donnelley, LPC
List manager: Tisha Tyler (Millard Group)
List broker: Linda West (Millard Group)
Cover paper: 70 lb., Verso Influence
Text paper: 40 lb., Verso Velocity
Trim size: 8" × 10-1/4;"
Number of pages: 92

GOLD: PRINT CHANNEL

L.L. Bean | Kids Almanac, Fall 2006
Just about everybody loves a snow day — especially children who don't have to go to school. The cover of the L.L. Bean Kids catalog brilliantly expresses the joy and drama of children on sleds gliding over the snow. “Excellent photography on the front really sets the theme for the book right through to the opening spread,” said one judge. “The back cover extends that theme with a nice deal on boots and a reference to draw the reader into the book as well.”

Why it won a Gold Award
“This book is a winner in every way,” proclaimed one judge. Need more specifics? How about the “sharp photography and topnotch design throughout.” Or perhaps the “wonderful copy with straightforward feature-benefit in every listing.” Maybe the “easy selection and a strong use of headlines that included further reference to the Website.” For example, noted one judge in commenting on the super headlines, “Does it get any better than ‘Insulate your kids from winter's worst'?”

The book is also visually pleasing to shop with. The typeface is legible and the images are crisp and detailed, noted a member of the panel. “The opening spread shows superior integration of the branding, product, how to shop, and their guarantee,” the judge said. “L.L. Bean does an outstanding job at weaving key service messaging throughout its pages.”

When it comes to merchandising, “everything is done right,” said one judge. “Packed with merchandise and not a boring page anywhere!” added another panelist. How terrific is this edition? “This catalog should be banned since it is so irresistible to parents and grandparents!” exclaimed a wowed judge.

And then there's L.L. Bean's cross-channel prowess. The catalog references the company's complete Kid's selection online in multiple prominent places throughout the catalog, noted a judge. “On the opening spread they listed their three ways to shop: through calling, online, or in their stores.” What's more, “The copy on the guarantee is very reassuring and exuded confidence in their products.”

Idea to steal
Each catalog spread is well thought out in its design “and is based on the best way to showcase the product,” said one panelist. “Every element seems planned, even the service boxes, which are sprinkled throughout.”
— MD

Senior vice president, creative: Don Oakes
Designer: Vivian Page
Creative directors: Jim Hauptman, Marcia Minter
Marketing director: Steve Fuller
Print/production director: Jason Kendeigh
Merchandiser: Glenn Jonsson
Copywriter: Karen Rose
Photo director: Elise Plakke
Printer: Quebecor World
Color separator/prepress: Vertis
Cover paper: 60 lb., Verso Velocity, #3 freesheet
Text paper: 38 lb., Verso Advocate, #5 groundwood
Trim size: 8" × 10"
Number of pages: 68

SILVER: WEB CHANNEL

One Step Ahead | www.onestepahead.com
When it comes to Internet marketing, One Step Ahead sure isn't lagging behind. The merchant of baby and toddler apparel and supplies has definitely found its footing with a site that combines good branding and navigation with clean design. “You can sell kid's stuff, but still take a sophisticated approach to getting the sale,” noted one panelist.

Why it won a Silver Award
It's easy to find stuff on Onestepshead.com, which harried parents of little ones can certainly appreciate. The site offers “good parity between browse and search results,” said one judge, and its search tool “smoothly handles typos.”

Another panelist agreed: “Search function is comprehensive, with visual results to allow customers to easily select products.” Some of the pages loaded slowly, the judge noted, but that was acceptable given the image-intensive product pages.

One Step Ahead's copy is also a strong point — it's benefit-oriented, informative, “and conveys an infectious enthusiasm for the product,” said a judge. Another panelist pointed out that “sidebars on customer reviews, product details, and images of customers enjoying the product were very nice to see.” Indeed, commented another judge, “Baby pictures can work well for politicians as well as the multichannel retailer!”

And for a children's products Website, “I like the ability to save to shopping cart and registry,” said a judge. Breaking down the product mix by age of user “is very applicable in this market,” another reviewer noted.

Overall, “the site conveys its passion for serving young families, and the emphasis on service and general ease of use makes it clear One Step Ahead cares about its customers, too,” summed up another panelist.

Why it didn't win a Gold Award
The site's home page and primary category page rely “excessively on graphical text,” according to one judge, which is a problem that affected merchandising as well as usability. Another negative about the Website, the panelist said: One Step Ahead's e-mail sign-up function is “long and cumbersome.”— MD

Marketing director: Rachel Pendon
Website designer: Anna Sandoval
Merchandiser: Dan Tussing
Copywriter: Julie Kramer
Others: Alton Kusch, Bill Baldwin, Erik Holm, Ezra Oh