Growth in children’s footwear market to be highlighted at WSA
The growth in the children’s footwear sector will be highlighted at the upcoming WSA Show in Las Vegas with more than 529 companies and brands presenting children’s footwear for autumn/winter 2007/08. The expansion of the children’s footwear offerings matches the growth in the market which, according to analyst Marshal Cohen, saw sales for the 12 months ended November 2006 reach $5.4 billion—up 6.3% from the prior year. The trend is said to be the result of children growing up faster and therefore demanding more fashionable footwear at a younger age.
This trend bodes well for brands such as Nina Kids, Skechers and H.H. Brown. Nina Kids will introduce adult fashion styling, such as leopard prints, wool and herringbone, fur trims, and metallicised patents, into its children’s line. Skechers’ 20 lines include 310 Footwear, Kitson, and Michelle K brands. The company noted that sales are especially strong in the boys’ category. Likewise in autumn 2007, H.H. Brown will introduce children’s styles to match its adult lines.
Patagonia Kids is also paying attention to the influence of adult fashion on children’s footwear. “Kids are the youngest consumers and have a lot of purchasing power,” commented Karra Evans, product manager. “The biggest craze we see is the ‘Mommy and Me’ and ‘Daddy and Me’ trends. The colour selections pair up with the adult colour choices yet focus on kid-specific colours that catch the attention of the young audience.”
A number of well-known brands are adding children’s collections in 2007. Donald J. Pliner is launching his first children’s collection for autumn 2007 and after 30 years in the business, Camper is launching its first collection for children. This spring will also see the launch of Mephisto’s first children’s line under the Allrounder brand. The new collection offers many of the same product features incorporated in the adult line including patented waterproof technology. For autumn 2007, SG Footwear will introduce its “stuff by hilary duff” collection.
Some brands, such as Merrell and Timberland, have worked comfort and fit into the footwear equation. For autumn/winter 07/08, Merrell is using soft, breathable mesh linings and removable EVA footbeds to build comfort and breathability into school shoes. Timberland will introduce its premium PreciseFit system for boys’ shoes, which was launched last autumn in its men’s line.
The WSA Show, which will be held February 1-4, will feature 1,600 exhibitors representing more than 6,000 brands.
