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BEHIND THE SEAMS
8/13/2013
9:50:46 AM
Vivobarefoot makes a fashionable impression in kids’ for Spring ’14.
Viva la Vivo
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ARLIER THIS YEAR when Steve Libonati, president of Ralph Libonati Footwear, took over the U.S. distribution of Vivobarefoot—the brand that put natural motion footwear on the map—the exec encountered a kids’ collection that wasn’t up to par. “It seemed like attention wasn’t paid to it and that the focus was primarily on athletic styles,” he explains. Libonati and his team set out to boost the kids’ category for Spring ’14, and thanks to more lifestyle silhouettes, the brand is making strides in educating consumers about the benefits of barefoot technology for kids with shoes he says look just plain good. “The goal is to have parents pick up the shoes because they are nice to look at and then realize the benefits of its barefoot construction,” he notes. Each shoe mirrors the same minimal construction as its adult counterparts, meaning it features a zero-drop that allows toes to splay and recoil, natural motion flexibility to engage foot movement and an ultra-thin, puncture-resistant
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sole for protection. “The idea is to put the foot in its naturally intended state and let it do as it would on its own,” Libonati offers. It is a concept that Libonati believes makes even more sense in the children’s market than in adults. After all, he says, a child’s foot shouldn’t be confined in a shoe that is too stiff and restricting. The footwear veteran admits it’s not always an easy sell to parents who grew up wearing clunky white lace-ups and are now inundated with girls’ wedge sandals and bulbous sneakers for boys. Point-of-sale materials help explain the shoes’ benefits, as well as a video on the brand’s website and trained sales staff. New styles with a more fashionable appeal might be the ticket to a broader retail base. For boys, the Gobi II harkens back to Nathan Clark’s iconic desert boot, but is re-imagined by his designer nephews with barefoot construction that Libonati says is ideal for school and play. Other styles include a boys’ blue and lime Velcro sneaker inspired by the brand’s bestselling cross-trainer for adults and the Jing Jing, a slim ballet flat made with vegan materials and a gently elasticated topline to secure the shoe to the foot. Retail prices span $40 to $70. In general, Libonati says barefoot “is a little bit of a departure for general kids’ stores,” but he adds, “anyone that understands the adult line, and wants to encourage good health from the bottom up, inevitably accepts it.” —A.V.
8/16/13 7:27 PM