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Shopping for Children's Footwear - US - August 2011

This report is based on Mintel’s previous Children’s Footwear—U.S., July 2009. This title, however, contains no sales data. This report focuses on consumer shopping and purchasing habits of footwear for children aged 0-11. Types of shoes discussed are sandals, athletic shoes (trainer/gym shoes), casual shoes, dress shoes, boots, and rain/snow boots for both boys and girls.

Terms used in the market report:

  • Private label or private brand: A product line that is developed, sourced, and marketed directly by a retailer such as Target’s Xhileration or Walmart’s Faded Glory.
  • Exclusive brand: A merchandise assortment whose sale or distribution to consumers is restricted to one company. Exclusives can take a number of forms, including direct imports or a version of a nationally branded product that is produced for just one retailer. Products produced under retail direct licensing agreements may also be referred to as exclusives.
  • Retail direct licensing: A licensing deal that is negotiated directly between the retailer and the licensor or property owner. As with private label, the retailer then develops, sources, and markets the product. This is the case with Target’s Cherokee brand.
  • Branded (also, nationally branded or name brand): Footwear that is produced and marketed directly by a manufacturer and then sold at retail, eg, Nike, Reebok, Stride Rite.

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Telephone interviews
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Economic doubts curb spending
                        • Impact of Hispanic population growth
                          • The retail landscape
                            • Marketing strategies
                              • Leading brands
                                • Athlete endorsements
                                  • Character licensing
                                    • Purchase and retail choices
                                      • Choosing children’s shoes
                                        • Reasons, incentives and attitudes about shoe purchasing
                                          • Impact of race and Hispanic origin
                                          • Insights and Opportunities

                                            • Timberland sees green
                                              • The next chapter
                                              • Inspire Insights

                                                  • Trend: Hyper-Parenting
                                                  • Market Factors

                                                    • Economic impediments
                                                      • Figure 1: Gross domestic products, Q1 2009-Q1 2011
                                                    • (Un) employment
                                                      • Figure 2: Percentages of unemployed adults aged 16+, 2001-11
                                                    • Fuel costs
                                                      • Today’s and tomorrow’s children
                                                        • Figure 3: Population, by age, 2006-16
                                                        • Figure 4: Households, by presence and ages of children, 2010
                                                      • The ethnic shift
                                                        • Figure 5: Households, by Hispanic origin of householder and presence and ages of children, 2010
                                                        • Figure 6: Population, by race and Hispanic origin, 2006-16
                                                        • Figure 7: U.S. Hispanic population, by age, 2006-16
                                                      • Hispanic buying power
                                                        • Figure 8: Buying power, by race/ethnicity, 2008-15
                                                      • Cost of living increases
                                                        • Figure 9: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
                                                    • The Retail Landscape

                                                        • Mass merchandisers
                                                          • Department stores
                                                            • Specialty chains
                                                                • Figure 10: Shoe Carnival
                                                              • Footwear etailers
                                                                • Zappos.com
                                                                  • Using the newest technology
                                                                    • Amazon.com
                                                                      • ShoeMall.com
                                                                        • Manufacturers’ stores
                                                                          • Nike and Converse
                                                                              • Figure 11: Nike Concept Store, Westchester, NY
                                                                            • Stride Rite
                                                                              • Vans
                                                                                • Timberland
                                                                                  • Skechers
                                                                                    • Crocs
                                                                                    • Innovations and Innovators

                                                                                      • Technology powers Zappos.com
                                                                                        • Consumer technologies
                                                                                          • Monitoring social media
                                                                                          • Marketing Strategies

                                                                                            • TV advertising
                                                                                              • Figure 12: Brand analysis of Lelli Kelly, 2011
                                                                                              • Figure 13: Lelli Kelly shoes with free gift, TV ad, 2011
                                                                                              • Figure 14: Brand analysis of Skechers, 2010
                                                                                              • Figure 15: Skechers Luminators, TV ad, 2010
                                                                                              • Figure 16: Brand analysis of Stride Rite, 2011
                                                                                              • Figure 17: Stride Rite growth stages, TV ad, 2011
                                                                                              • Figure 18: Brand analysis of Crocs, 2010
                                                                                              • Figure 19: Crocs’ dancing shoes, TV ad, 2010
                                                                                              • Figure 20: Brand analysis of Geox, 2010
                                                                                              • Figure 21: Geox’s spring/summer collection, TV ad, 2010
                                                                                              • Figure 22: Brand analysis of Heelys, 2010
                                                                                              • Figure 23: Heelys go anywhere TV ad, 2010
                                                                                            • Social media tools and tactics
                                                                                            • Leading Companies

                                                                                                • Moms’ favorites
                                                                                                  • Leading footwear brands, fiscal 2010 sales by company
                                                                                                      • Figure 24: Moms’ top 10 favorite footwear brands, by child’s age
                                                                                                    • Market position by company
                                                                                                      • Nike
                                                                                                        • Converse
                                                                                                          • Skechers
                                                                                                            • adidas
                                                                                                              • Puma
                                                                                                                • Vans
                                                                                                                  • Timberland
                                                                                                                    • SG Footwear
                                                                                                                      • Crocs
                                                                                                                        • Athlete endorsements
                                                                                                                          • Nike
                                                                                                                            • Converse
                                                                                                                              • Other brands
                                                                                                                                • Character licensing declines
                                                                                                                                  • Stride Rite
                                                                                                                                    • Vans
                                                                                                                                      • adidas
                                                                                                                                        • Crocs
                                                                                                                                        • Purchase and Retail Choices

                                                                                                                                          • Key points
                                                                                                                                            • Purchasing frequency and practices
                                                                                                                                              • Figure 25: Incidences of children’s footwear purchasing, by child’s age and gender, May 2011
                                                                                                                                              • Figure 26: Incidences of children’s footwear purchasing, by household income, may 2011
                                                                                                                                            • Retail channels shopped
                                                                                                                                              • Figure 27: Retail channels shopped for children’s footwear, by age of parent, May 2011
                                                                                                                                              • Figure 28: Retail channels shopped for children’s footwear, by household income, May 2011
                                                                                                                                            • Everyone love flip flops
                                                                                                                                              • Figure 29: Types of children’s shoes purchased, by age of parent, May 2011
                                                                                                                                              • Figure 30: Types of children’s shoes purchased, by household income, May 2011
                                                                                                                                            • Choosing shoes
                                                                                                                                              • Figure 31: How children’s shoes are selected, by parents of children 11 and younger, by age and gender of children, May 2011
                                                                                                                                          • Importance of Shoes’ Details

                                                                                                                                            • Key points
                                                                                                                                              • Comfort or price?
                                                                                                                                                • Younger parents like novelty shoes
                                                                                                                                                  • Doctor recommended
                                                                                                                                                    • Figure 32: Purchasing criteria for children’s shoes, by age of parents, May 2011
                                                                                                                                                • Reasons and Incentives for Shoe Purchase(s)

                                                                                                                                                  • Key points
                                                                                                                                                    • Figure 33: Main reason for children’s shoe purchase, by household income, May 2011
                                                                                                                                                  • Purchasing influencers
                                                                                                                                                    • Figure 34: Purchasing incentives for children’s shoes, by household income, May 2011
                                                                                                                                                • Purchase Incentives and Attitudes About Children’s Shoes

                                                                                                                                                  • Key points
                                                                                                                                                    • Special occasion shoes
                                                                                                                                                      • Sizing charts and specialists
                                                                                                                                                        • Figure 35: Attitudes about children’s shoe shopping, by household income, May 2011
                                                                                                                                                      • If the shoe fits, kids wear it
                                                                                                                                                        • Low income and affluence affect opinions
                                                                                                                                                          • Figure 36: Opinions on children’s shoe sizing, selections and styles, by age of parents, May 2011
                                                                                                                                                          • Figure 37: Opinions on children’s shoe sizing, selections and styles, by household income, May 2011
                                                                                                                                                      • Impact of Race and Hispanic origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Fewer but bigger spenders
                                                                                                                                                            • Figure 38: Incidences of footwear purchasing, by race and Hispanic origin,
                                                                                                                                                            • Figure 39: Average annual expenditures on apparel and footwear, by race and Hispanic origin, 2009
                                                                                                                                                          • Hispanics love Walmart
                                                                                                                                                            • Blacks are enthusiastic shoe-shoppers
                                                                                                                                                              • Figure 40: Retail channels shopped for children’s shoes, by race and Hispanic origin, May 2011
                                                                                                                                                            • Shoe preferences
                                                                                                                                                              • Blacks embrace athletic and dress shoes
                                                                                                                                                                • Figure 41: Types of children’s shoes purchased, by race and Hispanic origin, May 2011
                                                                                                                                                              • Blacks and Hispanics like brands
                                                                                                                                                                • Figure 42: Purchasing criteria for children’s shoes, by race/Hispanic origin, May 2011
                                                                                                                                                              • Economic impact on black spending
                                                                                                                                                                • One-child households cut costs
                                                                                                                                                                  • Figure 43: Changes in household spending on apparel and footwear among black households, by the presence of children in the household, May 2010
                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                • Key points
                                                                                                                                                                  • Large families shop mass and class channels
                                                                                                                                                                      • Figure 44: Retail channels shopped for children’s shoes, by number of children in household, May 2011
                                                                                                                                                                    • Reasons for purchase
                                                                                                                                                                      • Figure 45: Main reason for purchasing children’s shoes, by number of children in household, May 2011
                                                                                                                                                                    • Coupons encourage buying
                                                                                                                                                                        • Figure 46: Purchasing incentives for children’s shoes, by number of children in household, May 2011
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Influence Independents
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Shoeless Holidays
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Stylish Shoppers
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                                                  • Figure 47: Children’s shoes clusters, May 2011
                                                                                                                                                                                                  • Figure 48: Importance of attributes in buying shoes for children, by children’s shoes clusters, May 2011
                                                                                                                                                                                                  • Figure 49: Factors that prompt shoe shopping for children by children’s shoes clusters, May 2011
                                                                                                                                                                                                  • Figure 50: Attitude toward shoe shopping for children, by children’s shoes clusters, May 2011
                                                                                                                                                                                                  • Figure 51: Agreement with statements on buying behavior of shoes for kids under 12 by children’s shoes clusters, May 2011
                                                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                                                  • Figure 52: Children’s shoes clusters, by gender, May 2011
                                                                                                                                                                                                  • Figure 53: Children’s shoes clusters, by age, May 2011
                                                                                                                                                                                                  • Figure 54: Children’s shoes clusters, by household income, May 2011
                                                                                                                                                                                                  • Figure 55: Children’s shoes clusters, by race, May 2011
                                                                                                                                                                                                  • Figure 56: Children’s shoes clusters, by Hispanic origin, May 2011
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Abercrombie & Fitch Co
                                                                                                                                                                                                  • American Apparel & Footwear Association (AAFA)
                                                                                                                                                                                                  • American Eagle Outfitters Inc
                                                                                                                                                                                                  • Bass Pro Shops, Inc
                                                                                                                                                                                                  • BSM Media
                                                                                                                                                                                                  • Converse, Inc
                                                                                                                                                                                                  • Crayola LLC
                                                                                                                                                                                                  • Crocs, Inc.
                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                  • Footlocker Group
                                                                                                                                                                                                  • Footwear Distributors & Retailers Of America Inc
                                                                                                                                                                                                  • Gucci Group N.V.
                                                                                                                                                                                                  • JanSport Inc.
                                                                                                                                                                                                  • JCPenney (department stores and catalog)
                                                                                                                                                                                                  • K Swiss Inc.
                                                                                                                                                                                                  • LEGO Company
                                                                                                                                                                                                  • Marvel Entertainment Inc
                                                                                                                                                                                                  • National Basketball Association
                                                                                                                                                                                                  • National Football League Inc.
                                                                                                                                                                                                  • National Shoe Retailers Association, Inc
                                                                                                                                                                                                  • National Sporting Goods Association
                                                                                                                                                                                                  • Nickelodeon Networks
                                                                                                                                                                                                  • Nike
                                                                                                                                                                                                  • Oshkosh B'Gosh Inc
                                                                                                                                                                                                  • Payless ShoeSource Inc
                                                                                                                                                                                                  • Prada USA Corp.
                                                                                                                                                                                                  • PUMA AG Rudolf Dassler Sport
                                                                                                                                                                                                  • Ralph Lauren Ltd
                                                                                                                                                                                                  • SGMA International
                                                                                                                                                                                                  • Skechers USA Inc
                                                                                                                                                                                                  • The North Face Inc.
                                                                                                                                                                                                  • Timberland (USA)
                                                                                                                                                                                                  • VF Corporation
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Zappos.com Inc.

                                                                                                                                                                                                  Shopping for Children's Footwear - US - August 2011

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