Kids Footwear Trend Report October 2016

KIDS FOOTWEAR

OCTOBER 2016 TRENDS REPORT

NEWSKIDS FOOTWEAR

NEWS Nike transformed the ROSHE into a winter boot for kids

Known as the Nike Roshe Mid Winter Stamina, the pair comes equipped with a water-repellent upper and an added neoprene sleeve that helps keep out the elements. It features a uniquely durable rubber pod construction helps create

enough tough traction to keep your footing on ice and snow.

http://sneakernews.com/2016/10/03/nike-roshe-mid-winter-stamina-kids-boot/

RRP: 85$

http://sneakernews.com/tag/nike-roshe-mid-winter-stamina/

NEWS NIKE Robe 11 elite goes “OREO” in kids sizes

Known for recycling their colorways with their sneakers, Nike gives the Kobe 11 Elite the always-popular “Oreo” treatment as the latest induction to the Kobe 11 series. The sneakers feature a grey Flyknit upper on top of a white midsole with a black speckled design throughout the sneakers.

http://sneakernews.com/2016/09/23/nike-kobe-11-elite-oreo-kids-sizes/

RRP: 135$

http://sneakernews.com/tag/nike-kobe-11/

NEWS Coming Soon

Even if one might think that with the ¨back to school” season, there would be new kids sneakers hitting the market, the truth is that lately there has not been much buzz about new releases for kids. Yet, checking the website of some retailers, we have observed that from November onwards some more newness will arrive to the market…

FASHION TRENDS KIDS FOOTWEAR

GIRLS’ PRINTS & GRAPHICS SS18

BOYS’ PRINTS & GRAPHICS SS18

SS18

Interesting dye effects for specific silhouettes such as: Carson 2, ST Trainer (vamp & quarter) or Baskets/Suede (iced outsoles, lining, etc).

OCEANIC RIPPLES

Prints and dye effects take inspiration from rippling tides and underwater mountains, achieved with shibori dye techniques and marbling effects.

The iridescent sheen of beetles, moths and butterflies inspires this girl's party story, which features materials with a soft sheen and bold colours.

INSECT IRISDECENT

Cool material effect for Baskets & Suedes’ formstripes, heel caps or velcros.

SS18

Tropical graffiti-style prints offer a grittier direction for this trend, and are paired with street-style denim and printed slip-on sneakers.

STREET TROPICALE

Our PUMA El Rey Fun could be a good candidate for this type of print!

SS18

Casual sportswear items feature mini explosions of powdered dye, inspired by annual colour runs held across the world, and the Holi Hai

festival of colour. Use this direction to update mesh, tie dye and footwear. Cool for PUMA´s Carson 2, Comet or Bao 3, for instance.

COLOUR RUN SS18

The trend for limited-edition runs or badges that appear self-applied will gain momentum for S/S 18, with badges getting

larger and facial motifs becoming more considered.

EXPRESS YOURSELF

Oh yeah! Forever Faster!

SS18

SS18 DISCO-BALL GOLD

Metallics focus on heavily textured gold, with crinkled, sequinned, scaled and pleated applications

that call to mind 1970s disco balls.

CANDY WRAPS

Metallic brights in lightweight coated materials or crinkled applications are reminiscent of retro candy wrappers. Gold

completes the look, through accent trims and hardware.

SS18

NEWNESSKIDS FOOTWEAR

AH16 RECREATING CAMO GRAPHICS

With the aim of recreating the classics, NIKE presents an exclusive reflective camo pack for

the style Nike Air Force 1 Low JR. NIKE Air Force 1 Lo

RRP: $110

NIKE Roshe 1 RRP: $100

AH16 XL- HOOK & LOOP STRAPS

This season we are seeing many basketball-inspired shoes ,featuring wide hook & loop straps ,

which are direct take downs from adults.

TUBULAR Invader Strap Shoes Adult: $100/ JR:$75/ PS: $65/ INF: $55

TUBULAR Invader Strap Shoes Adult: $100/ JR:$75

Nike Roshe Mid Winter Stamina RRP: JR:$85

AH16 WINTER BOOTS

Nike and Adidas’ boots feature a water-repellent material upper and full-length cozy faux-fur lining for those long

winter days. They show a waffle outsole pattern for excellent traction and deep flex grooves for natural motion.

NIKE Roshe One High RRP: $85

ADIDAS Warmest Harmony Boot RRP: $50

The North Face RRP: $54.95

AH16 HALLOWEEN PACK

Nike Little Posite One Halloween RRP: $180

Converse Chuck Taylor All Star Halloween RRP: $40

Many brands celebrate Halloween with kids-exclusive styles! Nike Little Posite One Halloween is worth of mentions (released for October 2016) which comes dressed in Black, Orange Blaze and White color scheme. Featuring a jack-o’-lantern smile and candy corn embroidery logos on the heels. Completing the Halloween theme is the 1 Cent logo with a flame that represents the lit candles inside a pumpkin. An icy translucent outsole finishes off the look.

Converse Chuck Taylor All Ghost and Pumpkin creatures RRP: $35

Interesting the lift-the-flap-inspired design and easy-entry, hook-and-loop

closure!

COLLABORATIONSKIDS FOOTWEAR

VANS 2016

TOY STORY COLLECTION

Vans celebrates the original characters from the animated film Toy Story in its new Disney•Pixar

Toy Story collection. Vans showcases Andy’s favorite toys

across an extensive assortment of adult and kids footwear as well as

apparel and accessories this holiday season.

VANS X TOY STORY SK8 - HI REISSUE RRP: 85$

Disney + Pixar + Toy Story woven label stitched to the

shoe tongue.

Deco stitched used with iconic details from the

movie.

As with the Nintendo collection, Vans uses the

outsole actively for decoration purposes.

VANS X TOY STORY STOY STORY SLIP-ON RRP: 65$

All over prints featuring secondary characters.

Vans x Disney - Pixar logos placed in the insole.

VANS X TOY STORY STOY STORY OLD SKOOL RRP: 65$

Link to characters through their iconic colors and clothes.

VANS X TOY STORY TOY STORY AUTHENTIC RRP: 60$

Again, allover prints on the quarter. Yet, there is not so much storytelling…

BEST SELLERS KIDS

KIDS GRADE SCHOOL TOP 10 BOYS

1 2 3 4 5

6 7 8 9 10

KIDS PRE-SCHOOL TOP 10 BOYS

1 2 3 4 5

6 7 8 9 10

KIDS TODDLER TOP 10 BOYS

1 2 3 4 5

6 7 8 9 10

41 2 3 5

6 7 8 9 10

KIDS GRADE SCHOOL TOP 10 GIRLS

1 2 3 4 5

6 7 8 9 10

KIDS PRE-SCHOOL TOP 10 GIRLS

1 2 3 4 5

6 7 8 9 10

KIDS TODDLER TOP 10 GIRLS

1 2 3 4 5

6 7 8 9

KIDS PUMA BEST SELLERS BOYS

10

1 2 3 4 5

6 7 8 9

KIDS PUMA BEST SELLERS GIRLS

10

BEST SELLERS KIDS

1 2 3 4 5

6 7 8 9 10

KIDS GRADE SCHOOL TOP 10 BOYS

1 2 3 4 5

6 7 8 9

KIDS PRE SCHOOL TOP 10 BOYS

10

1 2 3 4 5

6 7 8 9

KIDS TODDLER TOP 10 BOYS

10

1 2 3 4 5

6 7 8 9

KIDS GRADE SCHOOL TOP 10 GIRLS

10

1 2 3 4 5

6 7 8 9

KIDS PRE SCHOOL TOP 10 GIRLS

10

1 2 3 4 5

6 7 8 9

KIDS TODDLER TOP 10 GIRLS

10

BEST SELLERS KIDS

KIDS GRADE SCHOOL TOP 101 2 3 4 5

6 7 8 9 10

KIDS PRE-SCHOOL TOP 101 2 3 4 5

6 7 8 9 10

KIDS INFANT TOP 101 2 3 4 5

6 7 8 9 10

KIDS BEST SELLERS PUMA1 2

RETAILER OVERVIEW

NIKE Little Posite One RRP: $189.99


JR PS INF


NIKE Tennis Classic RRP: $54.99

(Now: $29.99)

NIKE Magista Onda RRP: $54.99

(Now: $34.99)

NIKE Kyrie 2 RRP: $99.99

NIKE Presto RRP: $99.99


NIKE Roshe Run Flight Weight RRP: $59.99

Now ($34.99)

NIKE Cortez 7 RRP: $59.99

Now ($34.99)

NIKE Air Max 90 RRP: $69.99

NIKE Huarache RRP: $67.99



NIKE Roshe One RRP: $44.99

Now ($24.99)


Now ($24.99)

NIKE KD 9 RRP: $59.99

NIKE Lebron Soldier 10 RRP: $54.99

HIGHEST PRICE

MID PRICE

ENTRY PRICE

BOYS



JR PS INF

NIKE Dart 9 RRP: $39.99


NIKE Huarache Run RRP: $89.99


NIKE Dual Fusion Run RRP: $51.99


NIKE Roshe Run Flight RRP: $59.99


NIKE Tennis Classic RRP: $44.99

NIKE Flex Experience 4 RRP: $43.99

NIKE Huarache Run RRP: $49.99




HIGHEST PRICE

MID PRICE

ENTRY PRICE

GIRLS

Adidas Ultra Boost Uncaged RRP: $159.99

JR PS INF

Adidas Element Refine RRP: $54.99

HIGHEST PRICE

MID PRICE

ENTRY PRICE

BOYS

Adidas Ultra Boost 3 RRP: $159.99

Adidas NMD Runner RRP: $94.99

Adidas Tubular X RRP: $99.99

Adidas S Flex RRP: $54.99

Adidas Tubular X RRP: $79.99


Adidas Alphabounce RRP: $59.99

Adidas ZX Flux RRP: $59.99

Adidas Samoa Loop RRP: $35.99


Adidas Superstar RRP: $54.99

Adidas Samoa RRP: $41.99

Adidas Ultra Boost Uncaged RRP: $159.99

JR PS INF


HIGHEST PRICE

MID PRICE

ENTRY PRICE

GIRLS

Adidas NMD Runner RRP: $99.99


Adidas Tubular Radial RRP: $74.99





Adidas Superstar RRP: $44.99


Adidas Stan Smith RRP: $54.99

Adidas Stan Smith RRP: $45.99

Puma Suede Classic RRP: $59.99

JR PS INF

Puma Roma RRP: $46.99




ST Runner RRP: $34.99

HIGHEST PRICE

ENTRY PRICE







BOYS & GIRLS

BRAND STRATEGY

TARGET CONSUMER

• Footlockers aims to provide exclusive and trendy products on top brands. • The company enjoys a leading position in the kids’ business and shows an aggressive European expansion. • Wide range of kids specific silhouettes. • NIIKE and Adidas: suppliers of almost 90% of their merchandizing structure. • Price levels: high

• 12-24 year old sneaker consumer, strongly influenced by seasonal trends.

PUMA´S POSITIONING - KIDS FOOTWEAR

• Compared to competitors (Adidas and NIKE), Puma positions itself in the low to medium price range. • This positioning difference is more extreme in JR styles, where we found very sophisticated JR executions

(running & basketball category) which are direct takedowns from adults. • Price war between Adidas and Nike with very similar prices for each age cohort. • Mainly we found PUMA´s DC3 and DC4 silhouettes, such as Puma Suede Classic, Puma Roma or ST Runner and

some prime executions of Suede Classic (under $80 though).

#PUMAKIDS

Marketing

Kids Footwear Trend Report October 2016