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Bright Ideas: Shine & Sheen for Sunny Days, Capitalizing on the Baby Boom, Licensed Kicks Kids Will Love, Value Shoes Pack a Punch
Citation preview
A SUPPLEMENT TO EARNSHAW’S AND FOOTWEAR PLUS
Capitalizing on
the Baby Boom
Licensed Kicks
Kids Will Love
Value Shoes
Pack a Punch
THE SOURCE FOR KIDS’ FOOTWEAR • SPRING 2010
Bright Ideas
Shine & Sheen for Sunny Days
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www.footwearplusmagazine.com
www.earnshaws.com
E D I T O R I A L
Greg DutterEditorial Director
Caletha CrawfordEditor in Chief
Nancy CampbellCreative Director
Leslie ShiersManaging Editor
Nicole Yee Fashion Editor
Melissa KnificFeatures Editor
Trevett McCandliss Art Director
Shakeema Haynes Associate Art Director
Angela VelasquezEmilia Benton
Editorial Interns
A D V E R T I S I N G
Caroline DiacoPublisher
Jennifer CraigAdvertising Director
Erwin Pearl Vice President of Sales
Rita Polidori O’BrienAdvertising Manager
Laurie GuptillProduction
A D M I N I S T R A T I O N
Alex Marinacci Operations Manager
Sales/Editorial Offices8 West 38th Street, Suite 201
New York, NY 10018
Tel: (646) 278-1550
Fax: (646) 278-1553
Circulation Office21 Highland Circle
Needham, MA 02494
Tel: (800) 964-5150
Fax: (781) 453-9389
ON THE COVER:
From left: Josmo, Nina Kids and Me Too. Top by Ragdoll
& Rockets, Teeny Tiny Optics sunglasses, stylist’s head-
band. Photography by Trevett McCandliss.
Editor’s NoteChildren’s apparel retailers fi nd a growing opportunity
in the footwear category.
Scene & HeardThe latest kids’ shoe news, new lines and sales tactics.
This Just InWe take Manhattan to fi nd out what kids want in shoes and
pinpoint their moms’ unique shoe-shopping habits.
BoomA growing birth rate forecasts explosive kids’ shoe sales.
MVPsA variety of Spring ’10 shoe styles $55 and under deliver
maximum bang for the buck.
Local ColorFrom urban chic to New Englad prep, Spring ’10 collections
cater to regional tastes.
What’s SellingRetailers ‘fess up to their top-turning brands and styles.
Licensed to ThrillLifestyle and entertainment brands add star power.
Trend SpottingThe top styles emerging in the infant shoe market.
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Editor’s Note
Just Try ItThe best incentive to try something new is proven results—
which is why kids’ footwear as a product category most surely
warrants your attention. Since launching Little Steps, the only
trade magazine devoted to children’s shoes and accessories,
we have received numerous letters from retailers thanking us
for encouraging them to take the plunge. Many are owners of
kids’ apparel boutiques who added a select offering of shoes
and discovered what an incredible add-on sales opportunity
they offer. Many also say kids’ footwear has been a lifesaver
for their business as clothing sales have plummeted amid
the down economy. “Sales have been lousy, but our shoe
sales have really helped a lot,” wrote one Nevada boutique
owner. After frequent requests for more shoes, a Memphis
apparel store owner went so far as to open a separate kids’
shoe store down the street. And there’s the clothing boutique
in Eugene, OR, whose owners have seen the demand—and
price points—of kids’ shoes increase over the past few years
and have upped their offerings from just a few brands to at
least 10. “Times are tight, but parents [still] bring their kids in
to buy a new pair of shoes,” the retailer notes.
Why so successful? For starters, one-stop shopping of
head-to-toe assortments is convenient for time-starved
consumers. Secondly, shoes typically aren’t handed down,
thus new sales occur every time junior has a growth spurt.
Thirdly, parents often see shoes as a protective covering—
ill-fi tting styles can lead to a host of problems, whereas a
pair of “fl oods” might only lead to teasing. Plus, there’s the
swift fashion movement that brings takedowns of hot adult
styles to small sizes, creating of-the-minute footwear fash-
ion trends and baiting frequent purchases.
Still not convinced? Consider our na-
tion’s record birth rate. The newest gen-
eration of youngsters outnumbers the
baby boomers—and if that’s not the
defi nition of strong sales potential, then
I don’t know what is.
Greg Dutter
Editorial Director
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Scene & Heard
This year, Shoofl y pushed up the date of its seasonal
sale by a couple of weeks. To prepare, Roz Viemeister,
owner of the New York boutique, says she went all out
with advertising. Postcards were mailed to her existing
clientele and Viemeister dabbled in Internet advertis-
ing with an ad on a local parenting Web site. News of
the sale was picked up by blogs and even Twittered
about, garnering additional attention from fi rst-time
visitors. Viemeister admits she doesn’t quite grasp “all
the techie stuff,” but says her efforts proved to be ef-
fective this year. In fact, she plans to follow up with a re-
vamped e-commerce site—something she says she’s
neglected. “E-commerce sites should be treated like a
second location,” she says. “Time to freshen up!”
Elaine Sinisi, who owns Little Shoebox in Upper
Montclair, NJ, says her customers are beginning to
let their guard down a bit and are buying somewhat
more freely, but notes the recession is likely to leave a
lasting impression. As a result, Sinisi has changed her
buying strategy, narrowing down vendors and buying
deeper from those that sell well. She’s also holding
a moving sale in preparation for the boutique’s relo-
cation to a larger space. Sinisi is promoting the sale
through ads in local newspapers and e-blasts. “My
Web site also attracts a lot of new customers,” she
reports. “It’s a very active site.”
On the other hand, Carole Husiak, owner of New
York’s Ibiza Kids, is concerned about parents turn-
ing to the Web for deals, and believes that prospec-
tive problem is as big as any recession-related ills.
She is using the Internet to drive customers into her
store by sending frequent e-blasts to remind regu-
lars of the discounts that can be found on her shelves.
Husiak is also ordering more moderately priced
brands and styles for fall. “For the last three sea-
sons, I’ve bought this way,” she says. “Parents
are not buying as many pairs, so the ones
that they choose need to cover more
ground.” —Angela Velasquez
Online and On-PriceEarly seasonal sales and
Internet advertising rank high on retailers’ to-do lists.
It’s hard to ignore children’s adoration for wildlife.
In fact, Merrell redesigned its entire Spring ’10 children’s
line with their favorite creatures in mind. Each color-
ful style, available in infant through junior sizes, takes
on traits of a variety of animals kids love. The Rockford,
MI-based division of Wolverine World Wide anticipates
the footwear will bolster kids’ connection to nature and
outdoor adventures. “The animal details add a playful,
whimsical look children can identify and become excited
about,” marketing manager Linda Brunzell says, sug-
gesting the line’s animal motifs—like butterfl y-wing pat-
terns and seahorse appliqués—may do the trick.
The shoes also have features to satisfy parents, includ-
ing the same Merrell DNA developed for the brand’s adult
lines. Non-marking sticky rubber outsoles, cushioned
heel cups and antimicrobial footbeds provide the perfor-
mance, comfort and durability parents value. “The shoes
are a win-win situation for kids and parents,” Brunzell re-
marks. Standout styles include a bright blue infant cradle
shoe called the Finley ($35 retail) with a fi sh-patterned
soft outsole and fun details like fi sh eyes and fi ns; the
Iggy Web Jr. ($45), a toddler boys’ style with chameleon
eyes on the toes and a tail curling up the back; the Radar
Moc ($40), a performance moccasin with bats; and the
easy-to-adjust seahorse Sydney Sandal ($45) for girls.
Brunzell says buyers are taking note of the line’s fun
factor and adds that the shoes can be used as a tool to
get kids outdoors. She also notes the children’s market
is a current bright spot in the footwear industry. “We see
a lot of potential for retailers in this category.”—A.V.
Call of the WildMerrell takes a cue from the
animal kingdom.
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This spring, Trimfoot LLC of Farmington, MO, will launch
a collection of Guess Kids footwear (sizes 0 to 4 layette, 4
to 12 for toddlers, and 12.5 to 7 juniors) for girls and boys
in partnership with licensor BBC International. According
to the companies, this partnership will allow BBC to uti-
lize its strengths in product design and development and
Trimfoot’s capabilities as a go-to company for high visibility
brands expanding into the children’s market. “While most
companies are good at selling product in, our sales staff is
educated in management of those products throughout the
retail cycle,” notes Trimfoot president Steve Stroup.
Known for hip, trendsetting fashion designs with an
American slant, the Guess property’s new kids’ shoe off-
shoot will feature plenty of metallic materials, logo jac-
quards and rhinestone embellishments. Retailers will
fi nd signature products in both the infants’ and children’s
groupings. The brand is positioned as upper moderate,
priced between $29 and $60. “Guess has always appealed
to a fashion customer with a lean toward higher quality,”
Stroup explains, noting the brand’s appeal spans the ur-
ban, suburban and traditional markets. “Guess projects a
couture attitude and a high edge. Older kids are looking to
project a Rodeo Drive image at a price point that is afford-
able, and Guess will provide them with that opportunity.”
The company intends to provide ongoing distribution
in current channels and plans to expand among moder-
ate and higher-end independents and chains that offer a
sophisticated product mix. Early indica-
tions from Trimfoot’s retail partners
have been positive in regard
to sales expectations, Stroup
reports. “Guess is an
appealing brand no
matter who is pre-
senting it, but we
feel our management
team has earned the confi dence of the retail community,”
he adds. “Trimfoot will provide the assurance of success
through comprehensive programming and retail manage-
ment of the brand.” —Emilia Benton
Guess Work Trimfoot collaborates with BBC International to distribute and
market its Guess license.
Go to mySkidders.com& place wholesale orders directly.
Email: [email protected]
2010Collection
Soft, Rubber Outsolefor enhanced traction & protection!
TM
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Birki’s has teamed with
Disney, now boasting
full distribution ca-
pabilities and rights
for the new Disney
by Birki’s collection.
Consisting of sandals
and clogs for boys and
girls ($65 to $80 re-
tail) along with match-
ing styles for adults ($100 to $120), the offering will be
part of the Novato, CA-based Birki’s 2010 core lineup.
The U.S. licensing contract is backed by two years
of solid sales in the European market, and Birki’s
brand manager Stefan Simon says it was only a matter
of time before the license extended beyond its Euro
roots. “We’ve had requests from U.S. retailers nearly ev-
ery week,” he reports.
The initial cast of characters will include Mickey Mouse,
Minnie Mouse and Winnie the Pooh, but Simon says the
company plans to add more characters as the collection
gains ground in the States. Designs are playful with smil-
ing Pooh Bears and dancing Mickeys and Minnies, and
the designers were mindful of placing the characters in
environments that easily translate to adult styles. After all,
as Simon points out, like Disney, Birki’s has multigenera-
tional appeal. “It’s nice to offer styles kids and moms can
wear together,” he notes.
Girls can choose from sandals with diagonal straps and
clogs. Classic two-strap sandals make up the bulk of the
boys’ line. The collection features the same anatomic cork
footbeds widely associated with Birki’s and Simon notes
this is the only Disney cork shoe on the market. “They’re
perfect summertime shoes,” he says. Water sandals
round out the collection.
The company is excited to be associated with Disney’s
rich tradition and long-standing interest. “Disney is known
for creating good feelings and memories,” Simon ex-
plains. “It’s only natural for Birki’s to work with Disney.”
The collection will roll out in specially made shoe boxes
that capture the Disney spirit and make for fun in-store
displays alongside character cutouts. The footwear will be
available inside Disney theme parks, but Simon notes the
collection is a great addition for Birki’s regular retail base
of independents and boutiques. “We don’t want to force
retailers to edit other Birki’s styles from their stock in or-
der to make room for the Disney shoes,” Simon says. “This
collection is small enough to be a nice bonus.” —A.V.
Getting Into CharacterBirki’s and Disney are making magic.
Spring Collection 2010Free shipping on pre-orders placed by October 14, 2009
Urban Footwear for First Steps1-888-KAI-SHOE | www.seekairun.com
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The current $7.9 billion children’s shoe market has been
buoyed by a growing child population as well as an in-
crease in discretionary income, according to Mintel, a
consumer, product and market research fi rm. The com-
pany forecasts slower growth in the short term, which it
attributes to the recession and parents’ unwillingness to
spend on multiple pairs. Bright spots on the horizon in-
clude a growing Hispanic community, in which families
typically have more children per household.
Growth Charts
Total U.S. sales through 2008 and forecasted
sales through 2013 for children’s athletic and
casual/dress shoes, in current prices
Sales (in millions) % change
2003 $7,322 —
2004 $7,472 2.0
2005 $7,440 -0.4
2006 $7,304 -1.8
2007 $7,706 5.5
2008 $7,933 2.9
2009 $7,889 -0.6
2010 $7,896 0.1
2011 $7,934 0.5
2012 $8,017 1.0
2013 $8,117 1.2
U.S. sales of children’s athletic and casual/
dress shoes in millions
2006 % of total 2008 % of total % change
dress $4,212 57.7 $4,552 57.4 8.1
Athletic $3,092 42.3 $3,381 42.6 9.3
Total 7,304 100 7,933 100 8.6
U.S. sales totals for boys’ and girls’ footwear,
at current prices, in millions
Boys’ shoes Girls’ shoes
2003 $3,971 $3,351
2004 $4,030 $3,442
2005 $3,958 $3,482
2006 $3,922 $3,382
2007 $4,107 $3,599
2008 $4,184 $3,749
Casual/
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Little feet love our soft sole shoes from New Zealand
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This Just In
Spring 201010 l i t t l e s t e p s
New York State of
Morgan, 2
Hometown: San Clemente,
CA
Wearing: Carter’s.
What type of footwear
is best for tackling NYC
streets? Comfortable
sandals.
Mom, where do you shop
for your kids’ shoes?
Nordstrom or local stores
in California.
What is your price range?
$60 max.
What is more important:
price or name brand?
Price.
How many pairs of kids’
shoes do you buy annu-
ally? 20.
Who has the fi nal say on
what pair is purchased?
Mom.
What’s your biggest
concern when shopping
for your child’s shoes?
Comfort.
Morgan, if your shoes
could have a magical
power, what would it be?
Flying or super-hopping.
Rebecca, 4
Hometown: New York
Wearing: Teva, Aster.
What type of footwear
is best for tackling NYC
streets? Sneakers.
Mom, where do you shop
for your kids’ shoes?
Shoes & More, Geox,
Lester’s.
What is your price range?
$150 max.
What is more important:
price or name brand?
Brand.
How many kids’ pairs of
shoes do you buy annu-
ally? 14-plus.
Who has the fi nal say on
what pair is purchased?
Mom.
Who has the bigger shoe
collection—mom or kid?
Mom.
What’s your biggest
concern when shopping
for your children’s shoes?
Fit, size.
Kids, if your shoes could
have a magical power,
what would it be? Flying.
Jasmine, 3
Hometown: Charlotte, NC
Wearing: Circo.
What type of footwear
is best for tackling NYC
streets? Comfortable fl ats
or sneakers.
Mom, where do you shop
for your kids’ shoes?
Target.
What is your price range?
$20 max.
What is more important:
price or name brand?
Price.
How many kids’ pairs of
shoes do you buy annu-
ally? Around 15.
Who has the fi nal say on
what pair is purchased?
Mom.
Who has the bigger shoe
collection—mom or kid?
My kid.
What’s your biggest
concern when shopping
for your child’s shoes?
Comfort.
Jasmine, if your shoes
could have a magical
power what would it be?
Make food or candy.
Emma, 9, Pierre, 7, Sarah, 11
Hometown: Paris
Wearing: Nike, Converse,
Puma.
Mom, where do you shop
for your kids’ shoes?
Department stores in the
mall at home.
What is your price range?
$50 max.
What is more important:
price or name brand?
Price.
How many kids’ pairs of
shoes do you buy annu-
ally? About four per kid.
Who has the fi nal say on
what pair is purchased?
We both do.
Who has the bigger shoe
collection—mom or kids?
Mom.
What’s your biggest
concern when shopping
for your children’s shoes?
Comfort and style.
Kids, if your shoes could
have a magical power
what would it be? Flying.
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Joseph, 7, and
Spring 2010 11l i t t l e s t e p s
While the hope for “fl ying shoes” runs strong among these kids at New York
kid-friendly landmarks, such as Dylan’s Candy Bar, the Central Park Zoo
and the American Girl store, their moms say comfort and price are the reality
checks when purchasing kids’ shoes. BY EMILIA BENTON & ANGELA VELASQUEZMind
Rachel, 8
Hometown: Brooklyn, NY
Wearing: Polo.
What type of footwear
is best for tackling NYC
streets? Flats or sneakers.
Mom, where do you shop
for your kids’ shoes?
Century 21, Daffy’s.
What is your price range?
$40 max.
What is more important:
price or name brand?
Both.
How many kids’ pairs of
shoes do you buy annu-
ally? Six.
Who has the fi nal say on
what pair is purchased?
My kid.
Who has the bigger shoe
collection—mom or kid?
My kid.
What’s your biggest con-
cern when shopping for
your child’s shoes? Value.
Rachel, if your shoes
could have a magical
power, what would it be?
Flying.
Isabella, 6, Brook, 7, and Olivia, 6
Hometown: Pelham, NY
Wearing: Target fl ip-fl ops.
What type of footwear
is best for tackling NYC
streets? Flip-fl ops.
Mom, where do you shop
for your kids’ shoes? Pay-
less, Stride Rite, Nord-
strom.
What is your price range?
$60 max.
What is more important:
price or name brand?
Both.
How many kids’ pairs of
shoes do you buy annu-
ally? 25.
Who has the fi nal say on
what pair is purchased?
Mom.
What’s your biggest
concern when shopping
for your children’s shoes?
Safety—that they won’t get
hurt in them.
Kids, if your shoes could
have a magical power,
what would it be? Flying;
making money; making
stuffed animals come alive.
Rachel, 10
Wearing: Madden Girl.
What type of footwear
is best for tackling NYC
streets? Flip-fl ops or
sneakers.
Mom, where do you shop
for your kid’s shoes? Old
Navy.
What is your price range?
$70 max.
What is more important:
price or name brand?
Brand.
How many kids’ pairs of
shoes do you buy annu-
ally? 14.
Who has the fi nal say on
what pair is purchased?
Mom.
What’s your biggest
concern when shopping
for your children’s shoes?
Style.
Rachel, if your shoes
could have a magical
power what would it be?
Making money.
Peter, 5, and Demi, 7
Hometown: Long Island, NY
Wearing: Paul Smith,
Converse.
Where do you shop for your
kids’ shoes? Zappos.com,
Yoox.com.
What is your price range?
$100 max.
What is more important:
price or name brand? Price.
How many kids’ pairs of
shoes do you buy annually?
About 20.
Who has the fi nal say on
what pair is purchased?
My kids.
Who has the bigger shoe
collection—mom or kids?
Mom.
What’s your biggest
concern when shopping
for your children’s shoes?
Comfort.
Are mommy-and-me
looks part of the decision
process? Yes.
Kids, if your shoes could
have a magical power what
would it be? They’d change
color and style so there’s no
need to change shoes.
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Spring 201012 l i t t l e s t e p s
The children’s footwear
segment aims to keep up with the exploding
birth rate.By Melissa
Knifi c
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IN THE MIDST OF ALL THE NOT-SO-
good news for the retail industry, a re-
cent report by the Centers for Disease
Control and Prevention might offer
some promise—at least to the children’s
arena. According to an analysis released
earlier this year by the CDC’s National
Center for Health Statistics, total U.S.
births in 2007 rose to 4,317,119—the
highest number ever registered. So
although the nation still faces a recession, retailers and
manufacturers should consider the bright side of things: A
baby boom could open up a world of possibilities in terms of
juvenile product sales.
That’s especially true in terms of children’s footwear. The
category has already grown exponentially over the last decade
or so, with an infl ux of brands trying to gain market share and
retailers hoping to capitalize on the demand. According to The
NPD Group, a global market research fi rm, children’s foot-
wear posted an 11.8-percent dollar volume sales increase
from February 2009 to April 2009. “Not only is this double-
digit growth an incredible accomplishment given the time, it
is likely to be a very hopeful sign for our next important retail
season: back-to-school,” says Marshal Cohen, NPD’s chief
industry analyst. And with close to nine million tiny feet per
year ready to be outfi tted—and possibly more, depending on
when the baby boom will end—the segment could be poised
for even greater growth.
At Piggy Toes, a children’s shoe store with two locations in
the Chicago area, owner Jennifer Thomas is beefi ng up her
fi rst-walker selection to cater to the recent surge in births.
“We’re defi nitely seeing a lot of new babies,” she notes. Thom-
as admits the economic downturn has put a bit of a damper
on what could be an explosive area of growth but says she’s
still experiencing a demand. While discounts abound in other
retail categories, she notes it’s rarely necessary to mark down
fi rst-walkers because they almost always sell through. “Go-
ing into our buying season for next spring, we’re making sure
that we’re constantly stocked on [fi rst-walkers],” she adds.
Andy Harris, owner of the Los Angeles-area’s Harry Harris
Shoes, says he’s seen “an inordinate amount of new custom-
ers” coming into his three locations in Beverly Hills, Encino
and Santa Monica. However, he’s not sure whether it’s due to
the baby boom or the fact that his stores are extremely spe-
cialized. “I think the expertise you’ve seen in the malls and
department stores is not what it used to be,” he explains. Even
though the United States is seeing a record birth rate, Harris
says that doesn’t mean retailers—or vendors for that mat-
ter—can run business like normal, considering the economy.
“You have to be better or different,” he declares. That’s why
Harris is focusing evermore on service, hoping it will build up
the returning customer base. Over the years, he says service
has gone downhill around the nation, and today’s retailers
need to restore shoppers’ faith, whether it’s through proper
fi ttings or guaranteeing price.
Brick-and-mortar retailers say that’s especially diffi cult
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since the newest generation of parents is using the Internet
more and more to buy their children’s footwear, oftentimes
to fi nd the lowest price. However, Harris believes online shoe
sales numbers are infl ated, given that parents will buy mul-
tiple pairs and return the ones that don’t fi t. This is why he’s a
proponent of getting the kids in the store to try on the product.
“It takes them awhile to understand that, for children, you do
have to fi t the shoes,” he says, adding that parents will more
than likely appreciate the hands-on service, especially since
their little ones won’t complain about sore feet.
Thomas acknowledges the importance of earning a cus-
tomer’s trust early on in his or her child’s life. If a retailer does
things well right off the bat, they’ll likely have the customer
for the next 10 years. “Parents want to know that their kids
are being fi t properly,” she says.
Ken Proctor, founder of Twig, a children’s shoe brand based
in Spring, TX, is banking on the baby boom as a chance to re-
verse a trend he considers detrimental to the children’s shoe
business. “Our industry has done a shameful job on educat-
ing the mother on the importance of putting healthy footwear
on her kids’ feet,” he explains. “It has allowed fashion to
usurp what doctors are saying.” Proctor’s hoping the infl ux
of babies will serve as a learning opportunity for new parents.
The pre-walker category is well covered in his opinion, so for
Fall ’10, he’s planning to launch a fl exible line of shoes for
1- to 3-year-olds. Paula Walker, co-owner of Foothill Ranch,
CA-based One Ruby Lane, is also considering changes in
response to the boom: She’s thought about expanding the
breadth of her middle range—aimed at ages 2 to 5—to ad-
dress the large number of children born around 2007.
It’s crucial to become aware of the demographic makeup
of today’s new parents, notes Charles Liberge, president of
KLAS Shoes in Bedford, MA, which manufactures the chil-
dren’s brand Roc-A-Bouts. “As the population mix in the U.S.
changes, the shopping patterns are changing,” he notes.
“That is going to play out as the birth rate increases.” Differ-
ent ethnic groups have varying demands, he explains, so it’s
important to fi nd out which populations are growing and what
is important to each of them. Additionally, the average age
of fi rst-time parents is also constantly changing, which could
affect everything from what styles make the cut to how much
will be spent on a pair of shoes.
Aside from fl uctuating populations, retailers and manufac-
turers alike agree one thing has defi nitely changed in terms
As the population mix in the U.S. changes, the shopping patterns
are changing.
—Charles Liberge, KLAS Shoes
A Step Ahead.
THE LARGEST CHILDREN’S SHOE SHOW IN THE USA UNDER ONE ROOF
Over 250 Lines of Children’s Footwear THE CHILDREN’S GREAT EVENT
SHOE SHOW Spring & Summer 2010 Market
www.tcgess.com
Sunday & Monday September 13 & 14, 2009
9:00 AM - 6:00 PM THE RENAISSANCE HOTEL
We have arranged for a Special $109 Group Rate For Retailers that would like to stay at the Hotel.
Call 866.234.2535, ask for Children’s Great Event Rate
THIS IS YOUR SHOW!!!
LS_SP10_Baby_Boom_Feature_06.ind14 14LS_SP10_Baby_Boom_Feature_06.ind14 14 7/15/09 4:33:54 PM7/15/09 4:33:54 PM
• The peak of the 1946 to 1964 baby boom occurred in
1957. Approximately 4.3 million births were registered
that year.
• Total U.S. births rose in 2007 to 4,317,119—the high-
est number ever registered in the United States.
• The number of births per 1,000 women ages 15 to 44
years old increased 1 percent in 2007 to 69.5—the high-
est reported since 1990.
• It is estimated that in 2008, 44 percent of the nation’s
children under age 5 were a minority.
• The Hispanic population is projected to nearly triple
from 46.7 million to 132.8 million by 2050, meaning
almost one in three U.S. citizens would be Hispanic.
• The Asian population is expected to climb from
15.5 million to 40.6 million, or from 5.1 to 9.2 percent,
by 2050.
• In 2050, 62 percent of the nation’s children will likely
be from minority groups.
Vital Signs
of the children’s footwear industry: Today’s children have more
of a voice than previous generations. “Kids really drive the de-
cision now,” notes Kathryn McCarthy, owner of Gumshoe, a
children’s footwear boutique in Burlingame, CA. “If the child
doesn’t like anything, [parents] will leave and go to a different
store.” Where teens used to be the most hard-to-please cus-
tomers, Liberge says, the discerning shopper is now as young
as 8; others feel it’s even younger. “It’s a huge challenge in
my opinion,” Liberge adds. “[The industry] is serving a wider
variety of fi nicky customers.” •
A glimpse of U.S. birth-related statistics.
(Sources: Centers for Disease Control and Prevention’s National Center for Health Statistics and the U.S. Census Bureau.)
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Spring 201016 l i t t l e s t e p s
This strappy gladiator sandal from
Josmo offers up a look parents and
kids can get excited
about without
breaking the bank.
$24.99
Vendors prove that shoppers
don’t have to sacrifi ce fashion
or function in the $55-and-under
retail category.—ANGELA VELASQUEZ
This New Balance running shoe leverages innova-
tive technologies with design elements that highlight
tweens’ affection for animals. $55
Western Chief’s 2Pod blends the best of outdoor and fashion with a
sweet Mary Jane silhouette and a rugged sole. $24.95
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Spring 2010 17l i t t l e s t e p s
Lightweight and lighthearted, this Keen
sandal offers the adjustable fi t growing feet
need. $35
Merrell’s animal prints appeal to nature-loving kids while
comfort and performance resonates with value-loving parents. $45
The bright accent color of this Trimfoot sneaker will catch the eye of the little tykes;
moms will love the fi t. $25
Lightweight and washable, this
durable Stride Rite jogger keeps
feet fresh with antibacterial
and antimicrobial
lining. $50
A versatile silhouette in a vibrant hue makes this
Naturino T-strap an instant classic. $48
The detailed graphics and
patent/suede upper of
Skechers’ Zoo York
hi-top provides plenty
of bang for the
buck. $50
LS_SP10_Value_Shoes_02.indd 17LS_SP10_Value_Shoes_02.indd 17 7/14/09 2:43:46 PM7/14/09 2:43:46 PM
Local ColorMapping out the best buys for spring
according to regional tastes.
Miami HeatOcean blues and glints of silver capture the area’s eye-catching beachy aesthetic.
On model: Kingsley tee, Appaman shorts and Teeny Tiny Optics shades.
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Clockwise from top right:
Laura Ashley, Guess, Nina Kids, Roc-A-Bouts and
One Ruby Lane.
Clockwise from top left: First Kiss, Roxy, Sanuk, Keen, Saucony and Merrell (center).
Spring 2010 19l i t t l e s t e p s
LS_SP10_Fashion_08.indd 19LS_SP10_Fashion_08.indd 19 7/17/09 10:34:57 AM7/17/09 10:34:57 AM
Boston PrepPrim and proper describes the look of this quintessential college town.
On model: Secret Wishes dress, fl ower headband by Gigi’s.
Clockwise from top left: Buster Brown, Livie &
Luca, Aster and Pedoodles.
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LS_SP10_Fashion_08.indd 20LS_SP10_Fashion_08.indd 20 7/17/09 10:35:10 AM7/17/09 10:35:10 AM
Spring 2010 21l i t t l e s t e p s
Clockwise from top left: Pediped, See Kai Run, Vincent, Smaller and Elk.
LS_SP10_Fashion_08.indd 21LS_SP10_Fashion_08.indd 21 7/17/09 10:35:24 AM7/17/09 10:35:24 AM
New York EdgePounding the pavement takes shoes with urban grit.
Spring 201022 l i t t l e s t e p s
Clockwise from top left: SG Footwear, Shoobedoo, Rocket Dog and Josmo (center).
LS_SP10_Fashion_08.indd 22LS_SP10_Fashion_08.indd 22 7/17/09 10:35:36 AM7/17/09 10:35:36 AM
On model: Saurette jumpsuit, Teeny Tiny Optics frames and stylist’s accessories.
From left: Fergilicious, Keds, Fame and Simple.
LS_SP10_Fashion_08.indd 23LS_SP10_Fashion_08.indd 23 7/17/09 10:35:51 AM7/17/09 10:35:51 AM
What’s Selling
Spring 201024 l i t t l e s t e p s
Pre-Walkers• Stride Rite: navy or brown double-
Velcro-strap sneakers
• Pediped: the Originals line in pinks and
fl oral prints; navy and brown Jake shoes
• See Kai Run: pink leather Mary Janes
with ecru crisscross straps; brown fi sher-
man sandals
• Mooshu Trainers: pink and white san-
dals with bow; brown fi sherman sandals
with squeaky heels
• Aldabella Scarpa: white Mary Janes
with pink polka dots
• Stride Rite: single-strap brown shoes
with bumper toe; classic white leather
oxfords with fl ower print
• Naturino: classic leather oxfords in
navy, brown and pink
Little Girls• Umi: canvas Lauren Mary Janes in
solid purple or pink with a fl oral print
• Stride Rite: Nickelodeon Shimmers
with rainbow laces and Velcro top strap
• Tsukihoshi: pink or red Velcro runners
• Livie & Luca: pink sandals with apple
embellishment on toe
• Kid Express: white and pink sandals
with removable butterfl y embellishment
• Naturino: sparkly canvas Mary Janes
with molded outsole
• Stride Rite: vulcanized Mary Janes
with silver sequined upper
• Primigi: solid black, pink and white
patent styles with metallic leather uppers
and durable outsoles
Little Boys• Merrell: dark and light brown rugged
runners with Velcro strap
• Stride Rite: Ogden rugged running
shoes with Velcro closures
• Polliwalks: black and orange Firefl y
shoes with light-up eyes and antennas
• Skechers: light-up sneakers with po-
lice car, fi re engine and race car themes
Big Girls• Lelli Kelly: canvas sneakers with
sequins and faux jewels
• Hatley: rain boots with pink horses or
purple butterfl ies
• Geox: black leather Mary Janes
• Nina Kids: wedge thong sandals with
metallic silver circles along strap
• Willits: pink and green fl ip-fl ops with
bubble design on straps
• Kid Express: pink beaded fl ip-fl ops
• Enzo: solid black patent, silver metallic
leather and pink leather ballet shoes with
elasticized vamp
• Havaianas: solid color and metallic
orange and yellow fl ip-fl ops
• Hunter Boots: classic rain boots
Big Boys• Puma: white sneakers with red or
black accents
• Tsukihoshi: royal blue running shoes
with Velcro bands
• Crocs: classic foam clogs in all colors
• Keen: Newport H2 navy and camo
water shoes with fabric upper
• Saucony: silver and royal blue Grid
Ignition sneakers —EMILIA BENTON
Specialty store veteran Leah Cheval-
lier decided to open Shooligans after
realizing most stores carry kids’ shoes
as an afterthought; she wanted to fi ll
the need for high-quality footwear. The
800-square-foot shop, which launched
for the ’08 back-to-school season, has
a modern, European fl air and a strong
eco agenda. “From generic running
shoes to trendy Mary Janes, customers
can fi nd a little bit of everything here,”
says Chevallier, who carries infant
styles through size 5 and will special
order larger sizes.
After working in family-owned kids’
shoe stores for six years, Andrea Stall-
worth unveiled Baby Needs New Shoes in
September ’08. Offering up to girls’ size
11 and boys’ 12, the 1,500-square-foot
store’s bright white décor contributes to
its lively kid-oriented vibe and showcases
its unique and cutting-edge selection
of footwear. “I was looking to shy away
from traditional department stores
when brainstorming ideas for my store,”
Stallworth notes, adding that her shop
was the fi rst in the area to specialize in
children’s shoes.
Born in 2001 as a spinoff of the original
Tip Top Shoes, Tip Top Kids emerged as
the demand for children’s shoes grew in
New York’s Upper West Side. Shoppers
will fi nd a vast selection of casual and
dressy shoes for infants to size 7 in this
800-square-foot space, plus a large area
dedicated to athletics. Owner Danny
Wasserman seeks out classic, value-
priced shoes and prides his staff’s per-
sonal attention. “Our loyal customers
can always fi nd the latest products and
get prompt assistance from salespeople
who know them by name,” he notes.
Shooligans Calgary, Alberta
Baby Needs New Shoes Daphne, AL
Tip Top Kids New York, NY
Umi Polliwalks Skechers
LS_SP10_Whats_Selling_02.indd 24LS_SP10_Whats_Selling_02.indd 24 7/14/09 2:45:23 PM7/14/09 2:45:23 PM
Hot Properties
Spring 201026 l i t t l e s t e p s
Licensed to ThrillFashion and entertainment properties boost kid appeal for spring.
Stride Rite SuperBall sneaker
Western Chief’s Batman rain boots
Laura Ashley sandal by Josmo
Toy Story sneaker from BBC International
New Balance Peanuts
jogger
Ralph Lauren espadrille by BBC International
Mongoose deck shoe from SG Footwear
Hello Kitty sandals by ES Originals
LS_SP10_Hot_Props_01.indd 26LS_SP10_Hot_Props_01.indd 26 7/15/09 10:39:25 AM7/15/09 10:39:25 AM
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Trend Spotting
Spring 201028 l i t t l e s t e p s
Carried AwayThankfully, walking is not a prerequisite for looking cool.
From top left: Scooterbees,
Simple, Preschoolians,
Goldbug and Pediped.
CUTE
From top left: Elk, Robeez, Isabooties, Bobux and
SPORTY
LS_SP10_Trendspotting_01.indd 28LS_SP10_Trendspotting_01.indd 28 7/14/09 2:42:14 PM7/14/09 2:42:14 PM
Roc-A-Bouts.
PRIMIGI, AN EXTRAORDINARYADVENTURE
PRIMIGI, AN EXTRAORDINARYADVENTURE
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.prim
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#10
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Fax:
781
.337
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prim
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PRIMIGI-leading the way in customer service from the brand you have come to depend on for crib shoes to tweens. Rapid replenishment on in-stock orders ship with-in 24 hours from PRIMIGI’s new state-of-the-art facility. Fill-ins on basics you rely on for fit and quality. Conveniently shop from your store for PRIMIGI’s top-selling styles from our open stock catalog or cd. Stock new merchandise weekly and watch your margins grow with PRIMIGI.
Please call 800.562.2212 for all show schedules and appointments
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