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Children's Footwear - US - July 2009

The US children’s footwear market is driven by a range of factors, including the growing child population in America, particularly among younger children, whose feet grow at a rapid pace and necessitate new pairs of shoes multiple times a year; increased spending power (although the current recession is pinching household budgets); and, the expanding Hispanic population, who typically have more children per household than other ethnicities. This report delivers in-depth analysis of these drivers as well as insightful examination of the following tenets of the market:

  • The role of style in the marketplace, which has led to athletic shoes becoming accessories for a child's developing sense of fashion
  • The expanding role of discount stores and mass merchandisers as household budgets contract due to the ongoing recession
  • How children’s footwear companies employ professional athletes and licensed animated characters to market shoes to kids

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • A growing market based on necessity, demographics, and fashion
                        • Competitive context
                          • Nike keeps competition stiff
                            • Acquisitions open doors for new players
                              • Phony brands siphon sales away from real companies
                                • Casual/dress segment leads, but athletic segment grows fastest
                                  • Consumers look for discount retailers as recession deepens
                                    • Market drivers
                                      • Child population grows
                                        • Spending power increases
                                          • Hispanic population expands
                                            • Advertisers rely on sports endorsements, character licensing
                                              • The children’s footwear consumer
                                                • Usage and ownership
                                                  • Amount spent on children’s shoes
                                                    • Brands and retailers
                                                      • Attitudes and motivations
                                                        • Race and Hispanic origin
                                                        • Insights and Opportunities

                                                          • Customer service counts in a recession
                                                            • The customer as designer
                                                              • Grey marketing of adults’ sizes
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • A market driven by demographics
                                                                    • Large companies, acquisitions boost the market
                                                                      • Athletic shoes on the rise
                                                                        • Recession, counterfeiters threaten the market
                                                                          • Sales and forecast
                                                                            • Figure 1: Total U.S. sales and forecast of children’s athletic and casual/dress shoes, at current prices, 2003-13
                                                                            • Figure 2: Total U.S. sales and forecast of children’s athletic and casual/dress shoes, at inflation-adjusted prices, 2003-13
                                                                        • Inspire Insights

                                                                            • Demanding kids
                                                                              • What we’ve seen
                                                                                • Oprah issues “the new normal” challenge
                                                                                • Competitive Context

                                                                                  • Nike helps keep market up and running
                                                                                    • Acquisitions consolidate the marketplace, open doors for unique brands
                                                                                      • Counterfeit brands threaten the market
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Casual and athletic shoes likely most popular
                                                                                            • Athletic shoe sales vs. casual/dress
                                                                                              • Figure 3: U.S. sales and forecast of children’s athletic shoes, at current prices, 2003-13
                                                                                              • Figure 4: U.S. sales of children’s athletic and casual/dress shoes, by athletic/casual/dress, 2006 and 2008
                                                                                            • Sales by boys’ vs. girls’ shoes
                                                                                              • Figure 5: U.S. sales and of boys’ and girls’ shoes, at current prices, 2003-08
                                                                                              • Figure 6: U.S. sales of boys’ and girls’ shoes, 2006 and 2008
                                                                                          • Segment Performance—Casual/Dress Shoes

                                                                                            • Key points
                                                                                              • Casual shoes as fashion accessory
                                                                                                • Sales of casual/dress shoes
                                                                                                  • Figure 7: U.S. sales and forecast of children’s casual/dress shoes, at current prices 2003-13
                                                                                              • Segment Performance—Athletic Shoes

                                                                                                • Key points
                                                                                                  • The all-purpose shoe
                                                                                                    • Sales of athletic shoes
                                                                                                      • Figure 8: U.S. sales and forecast of children’s athletic shoes, at current prices, 2003-13
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Overview
                                                                                                        • Job losses, recession prompt consumers to go discount
                                                                                                          • Source of purchase
                                                                                                            • Figure 9: Source of children’s shoes purchased, by gender, March 2009
                                                                                                          • Shoe stores
                                                                                                            • Finish Line wins the race for Genesco
                                                                                                              • Branded athletic shoe stores
                                                                                                                • Sporting goods stores
                                                                                                                  • Sporting goods stores help spawn competition to leading brands
                                                                                                                    • Discount stores
                                                                                                                      • Payless competes with promotions
                                                                                                                        • Shoe Carnival offers big-name brands
                                                                                                                          • Internet retailers
                                                                                                                            • Clothing and department stores
                                                                                                                            • Market Drivers

                                                                                                                              • Key points
                                                                                                                                • Number of children in U.S. grows; HHs with children decline
                                                                                                                                  • Figure 10: U.S. child population, by age, 2003-13
                                                                                                                                  • Figure 11: Households, by presence of children, 1998-2008
                                                                                                                                • HH spending power positively impacts children’s shoes sales
                                                                                                                                  • Figure 12: U.S. buying power statistics, by race, 2000-13
                                                                                                                                • Hispanic population increases, along with Hispanic spending power
                                                                                                                                    • Figure 13: U.S. Hispanic population, by age, 2003-13
                                                                                                                                    • Figure 14: Households with children, by race and Hispanic origin of householder, 2007
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Sales by company
                                                                                                                                      • Figure 15: Total company sales, by leading athletic brands, 2008
                                                                                                                                    • Nike
                                                                                                                                      • Skechers
                                                                                                                                        • New Balance
                                                                                                                                          • adidas
                                                                                                                                            • Reebok
                                                                                                                                              • Converse
                                                                                                                                                • Vans
                                                                                                                                                  • Crocs
                                                                                                                                                  • Brand Qualities

                                                                                                                                                    • Endorsement wars
                                                                                                                                                      • Character and sports licensing
                                                                                                                                                        • Animated characters are a reliable marketing strategy
                                                                                                                                                          • Sports licensing
                                                                                                                                                            • Disney does shoes
                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                              • Hipster kids
                                                                                                                                                                • NikeiD
                                                                                                                                                                  • Geox lets kids’ feet breathe
                                                                                                                                                                    • Tsukihoshi caters to kids’ growing feet
                                                                                                                                                                      • Hand-painted shoes from Monkey Toes
                                                                                                                                                                        • Keen shoes are big on variety with an outdoor focus
                                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                                          • Overview
                                                                                                                                                                            • Media expenditures
                                                                                                                                                                              • Figure 16: Media expenditures of leading footwear manufacturers, 2008
                                                                                                                                                                            • Character and sports licensing
                                                                                                                                                                              • Web marketing
                                                                                                                                                                                • Nike
                                                                                                                                                                                  • adidas
                                                                                                                                                                                    • Skechers
                                                                                                                                                                                      • New Balance
                                                                                                                                                                                        • TV ads
                                                                                                                                                                                          • adidas
                                                                                                                                                                                            • Figure 17: adidas television ad, 2008
                                                                                                                                                                                          • New Balance
                                                                                                                                                                                            • Figure 18: New Balance television ad, 2008
                                                                                                                                                                                          • Skechers
                                                                                                                                                                                            • Figure 19: Skechers television ad, 2009
                                                                                                                                                                                          • Stride Rite Nickelodeon Slimers
                                                                                                                                                                                            • Figure 20: Stride Rite Nickelodeon Slimers television ad, 2008
                                                                                                                                                                                          • Geox
                                                                                                                                                                                            • Figure 21: Geox television ad, 2008
                                                                                                                                                                                        • Purchase and Ownership

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Purchases of children’s shoes
                                                                                                                                                                                              • Figure 22: Purchase incidence of children’s shoes, by gender and age, March 2009
                                                                                                                                                                                            • Number of children’s shoes owned
                                                                                                                                                                                              • Figure 23: Number of children’s shoes owned, by gender, March 2009
                                                                                                                                                                                            • Types of children’s shoes bought
                                                                                                                                                                                              • Figure 24: Types of children’s shoes bought, by gender, March 2009
                                                                                                                                                                                            • Frequency of purchases of children’s shoes
                                                                                                                                                                                              • Figure 25: Number of times children’s shoes were purchased in the previous 12 months, by gender, March 2009
                                                                                                                                                                                          • Amount Spent on Children’s Shoes

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Children aged <1
                                                                                                                                                                                                • Figure 26: Amount spent on athletic shoes and other shoes for children under age 1 in the previous 12 months, by gender and age, October 2007-December 2008
                                                                                                                                                                                              • Children aged 1-5
                                                                                                                                                                                                • Figure 27: Amount spent on athletic shoes, other shoes, and rain/snow boots for children aged 1-5 in the previous 12 months, by gender and age, October 2007-December 2008
                                                                                                                                                                                              • Children aged 6-11
                                                                                                                                                                                                • Figure 28: Amount spent on athletic shoes, other shoes, and rain/snow boots for children aged 6-11 in the previous 12 months, by gender and age, October 2007-December 2008
                                                                                                                                                                                            • Brands and Retailers

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Popularity of children’s shoes brands
                                                                                                                                                                                                    • Figure 29: Sneaker/athletic shoe brands owned among kids, by gender and age, April 2007-June 2008
                                                                                                                                                                                                    • Figure 30: Sneaker/athletic shoe brands kids would like to own, by gender and age, April 2007-June 2008
                                                                                                                                                                                                    • Figure 31: Frequency with which children pick shoe brands purchased, by gender and age, April 2007-June 2008
                                                                                                                                                                                                  • Popularity of children’s shoe retailers
                                                                                                                                                                                                    • Figure 32: Source of children’s shoes—retailer type, by gender, March 2009
                                                                                                                                                                                                    • Figure 33: Shoe retailers visited by children aged 6-11 in the past month, by gender and age, April 2007-June 2008
                                                                                                                                                                                                • Attitudes and Motivations

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Reasons for purchasing children’s shoes
                                                                                                                                                                                                      • Figure 34: Reasons for purchasing children’s shoes, by gender, March 2009
                                                                                                                                                                                                    • Selecting shoes
                                                                                                                                                                                                      • Figure 35: Selecting children’s shoes, by gender, March 2009
                                                                                                                                                                                                    • Preferred attributes of children’s shoes
                                                                                                                                                                                                        • Figure 36: Preferred attributes of children’s shoes, by gender, March 2009
                                                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Number of children’s shoes owned
                                                                                                                                                                                                          • Figure 37: Number of children’s shoes owned, by race and Hispanic origin, March 2009
                                                                                                                                                                                                        • Frequency of purchases of children’s shoes
                                                                                                                                                                                                          • Figure 38: Number of times children’s shoes were purchased in the previous 12 months, by race and Hispanic origin, March 2009
                                                                                                                                                                                                        • Reasons for purchasing children’s shoes
                                                                                                                                                                                                          • Figure 39: Reasons for purchasing children’s shoes, by race and Hispanic origin, March 2009
                                                                                                                                                                                                        • Selecting shoes
                                                                                                                                                                                                          • Figure 40: Selecting children’s shoes, by race and Hispanic origin, March 2009
                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                          • Stylers
                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Bargainers
                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Wearers
                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                              • Figure 41: Children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 42: Average number of children’s shoe purchases in the previous 12 months, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 43: Average number of shoe pairs owned, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 44: Source of children’s shoes—retailer type, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 45: Types of children’s shoes purchased, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 46: Reasons for last shoe purchase, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 47: Methods of shoe selection, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                              • Figure 48: Importance of shoe attributes, by children’s footwear clusters, March 2009
                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                              • Figure 49: Children’s footwear clusters, by gender, March 2009
                                                                                                                                                                                                                              • Figure 50: Children’s footwear clusters, by age, March 2009
                                                                                                                                                                                                                              • Figure 51: Children’s footwear clusters, by household income, March 2009
                                                                                                                                                                                                                              • Figure 52: Children’s footwear clusters, by race, March 2009
                                                                                                                                                                                                                              • Figure 53: Children’s footwear clusters, by Hispanic origin, March 2009
                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Children’s shoe retailers used by age/race and Hispanic origin
                                                                                                                                                                                                                                      • Figure 54: Source of children’s shoes—retailer type, 18-34 year olds, by race/Hispanic origin, March 2009
                                                                                                                                                                                                                                    • Types of children’s shoes bought by age/race and Hispanic origin
                                                                                                                                                                                                                                        • Figure 55: Types of children’s shoes bought, 18-34 year olds, by race/Hispanic origin, March 2009
                                                                                                                                                                                                                                      • Preferred attributes of children’s shoes by age/race and Hispanic origin
                                                                                                                                                                                                                                          • Figure 56: Preferred attributes of children’s shoes, by age/race and Hispanic origin, March 2009
                                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                        • Amount spent on children’s shoes
                                                                                                                                                                                                                                          • Children aged <1
                                                                                                                                                                                                                                              • Figure 57: Amount spent on athletic shoes and other shoes for children under age 1 in the previous 12 months, by household income, October 2007-December 2008
                                                                                                                                                                                                                                            • Children aged 1-5
                                                                                                                                                                                                                                                • Figure 58: Amount spent on athletic shoes, other shoes, and rain/snow boots for children aged 1-5 in the previous 12 months, by household income, October 2007-December 2008
                                                                                                                                                                                                                                              • Children aged 6-11
                                                                                                                                                                                                                                                • Figure 59: Amount spent on athletic shoes, other shoes, and rain/snow boots for children aged 6-11 in the previous 12 months, by household income, October 2007-December 2008
                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                              • Abercrombie & Fitch Co
                                                                                                                                                                                                                                              • Adidas (USA)
                                                                                                                                                                                                                                              • Amazon North America
                                                                                                                                                                                                                                              • American Apparel & Footwear Association (AAFA)
                                                                                                                                                                                                                                              • American Eagle stores
                                                                                                                                                                                                                                              • Association of Tennis Professionals (ATP)
                                                                                                                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                              • Brown Shoe Company Inc
                                                                                                                                                                                                                                              • Converse, Inc
                                                                                                                                                                                                                                              • Crocs, Inc.
                                                                                                                                                                                                                                              • DSW Inc.
                                                                                                                                                                                                                                              • Fila USA, Inc
                                                                                                                                                                                                                                              • Foot Locker U.S.
                                                                                                                                                                                                                                              • Footwear Distributors & Retailers Of America Inc
                                                                                                                                                                                                                                              • Footwear Distributors and Retailers of America (FDRA)
                                                                                                                                                                                                                                              • Genesco Inc
                                                                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                                                                              • J C Penney Company, Inc
                                                                                                                                                                                                                                              • K Swiss Inc.
                                                                                                                                                                                                                                              • Kmart Corporation
                                                                                                                                                                                                                                              • Kohl's Corporation
                                                                                                                                                                                                                                              • Macy's, Inc.
                                                                                                                                                                                                                                              • Marvel Entertainment Inc
                                                                                                                                                                                                                                              • National Basketball Association
                                                                                                                                                                                                                                              • National Football League Inc.
                                                                                                                                                                                                                                              • National Shoe Retailers Association, Inc
                                                                                                                                                                                                                                              • National Small-bore Rifle Association
                                                                                                                                                                                                                                              • National Sporting Goods Association
                                                                                                                                                                                                                                              • New Balance Athletic Shoe, Inc.
                                                                                                                                                                                                                                              • Nickelodeon Networks
                                                                                                                                                                                                                                              • Nike
                                                                                                                                                                                                                                              • Payless ShoeSource Inc
                                                                                                                                                                                                                                              • Professional Golfers Association
                                                                                                                                                                                                                                              • PUMA AG Rudolf Dassler Sport
                                                                                                                                                                                                                                              • Raleigh America, Inc.
                                                                                                                                                                                                                                              • Reebok International Ltd
                                                                                                                                                                                                                                              • Sears Holdings Corporation
                                                                                                                                                                                                                                              • Skechers USA Inc
                                                                                                                                                                                                                                              • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                                                                              • The Finish Line, Inc
                                                                                                                                                                                                                                              • The New York Times Company
                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                                                                              • U.S. Department of Homeland Security
                                                                                                                                                                                                                                              • Vans, Inc
                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                                                                                              • Zappos.com Inc.

                                                                                                                                                                                                                                              Children's Footwear - US - July 2009

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