Katie Monday Mini Memo #005

Small Pages, Big Impact: The Pirouette directory print zine*

The Pirouette directory print zine is now on its sixth edition — it’s been amazing to see how it’s grown! It’s the first mini-newspaper dedicated to the kids’ fashion and lifestyle industry, distributed during the trade show season. Placed into visitor bags at Playtime Paris and New York. We’ve also produced special editions for select events.

Each issue is packed with interviews, business articles, and industry insights — designed to offer buyers, professionals, and visitors a bite-sized engaging read. Whether it’s discovering new brands and collections or gathering useful info, there’s something for everyone.
Initially anxious that our format would be copied before it found its feet – it’s proven a real success. We took time to develop the zine thoughtfully and carve out a space for it in the industry. That foundation helped set it a part and allowed it to thrive.

After the print distribution during show season, we publish the content on Pirouette blog, where it continues to gain traction and readership online.

Now, let’s take a look at some of the past covers and features.

From newspaper ink to html code – Pigment to pixel. Have a read!

Lately, we’ve been hearing from more and more brands asking for guidance on how to approach their marketing strategy, especially when it comes to spending wisely. With many options available, it’s easy to feel overwhelmed or unsure where to start.

Here are five key considerations to keep in mind when deciding where to allocate your marketing budget:

1. Clarify Your Objective


Start by identifying what you’re trying to achieve. Is it brand awareness, media endorsements, or direct sales? Your goals will directly influence the platforms, partnerships, and formats you should invest in.

2. Set Realistic Expectations


Marketing is rarely instant. Whether you’re building visibility, credibility, or a sales pipeline, it takes time. Be consistent, stay the course, and understand that trust grows through repetition and presence.

3. Be wary of Promises
and Hyperbole

Be wary of platforms, tools or individuals that promise quick wins or claim they are the best of the best. Many overstate their effectiveness. Instead, seek out honest testimonials and referrals.

4. Understand That Results Require Investment


Working with press, influencers, or content creators isn’t free — nor should it be. Quality coverage and meaningful reach come with a cost, so plan for that in your budget.

5. Avoid Guesswork—Do Your Research

Blind spending is one of the biggest marketing mistakes. Take time to research each opportunity, vet collaborators, and analyse which channels, platforms, influencers etc align best with your goals.

New Scimparello Collections.

Scimparello Magazine has launched a new digital feature — Scimparello Collections Online — showcasing Fall/Winter 2025 collections from leading kids’ fashion and lifestyle brands. Make sure to check it out!

Curious about the state of the global kidswear market?
We’ve summed it up for you – have a quick read on Pirouette!

Read about the growth of the kidswear market

I’ve had my head down currently… I’m always working to create meaningful initiatives that offer brands fresh opportunities – whether it’s testing new markets or building brand awareness.

These upcoming projects are exciting but have limited spaces. I’ll be able to share more soon!

Katie
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