Little Steps | The Source for Kids' Footwear | 2010 • Spring

A SUPPLEMENT TO EARNSHAW’S AND FOOTWEAR PLUS

THE SOURCE FOR KIDS’ FOOTWEAR • SPRING 2010

Bright Ideas Shine & Sheen for Sunny Days

Capitalizing on the Baby Boom Licensed Kicks Kids Will Love Value Shoes Pack a Punch

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www.footwearplusmagazine.com www.earnshaws.com

E D I T O R I A L

Greg Dutter

Editorial Director

Caletha Crawford Editor in Chief

Nancy Campbell

Creative Director

4 Editor’s Note Children’s apparel retailers find a growing opportunity in the footwear category.

6 Scene & Heard The latest kids’ shoe news, new lines and sales tactics.

Leslie Shiers

Managing Editor

Nicole Yee

Fashion Editor

Melissa Knific

Features Editor

Trevett McCandliss Art Director

10 This Just In We take Manhattan to find out what kids want in shoes and pinpoint their moms’ unique shoe-shopping habits.

12 Boom

Shakeema Haynes

Associate Art Director

Angela Velasquez Emilia Benton Editorial Interns

A growing birth rate forecasts explosive kids’ shoe sales.

16 MVPs A variety of Spring ’10 shoe styles $55 and under deliver maximum bang for the buck.

18 Local Color From urban chic to New Englad prep, Spring ’10 collections cater to regional tastes.

A D V E R T I S I N G

Caroline Diaco Publisher

Jennifer Craig

Advertising Director

Erwin Pearl

Vice President of Sales

Rita Polidori O’Brien

24 What’s Selling Retailers ‘fess up to their top-turning brands and styles.

Advertising Manager

Laurie Guptill Production

26 Licensed to Thrill Lifestyle and entertainment brands add star power.

A D M I N I S T R AT I O N

28 Trend Spotting The top styles emerging in the infant shoe market.

Alex Marinacci Operations Manager Sales/Editorial Offices

ON THE COVER: From left: Josmo, Nina Kids and Me Too. Top by Ragdoll & Rockets, Teeny Tiny Optics sunglasses, stylist’s headband. Photography by Trevett McCandliss.

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8 West 38th Street, Suite 201 New York, NY 10018 Tel: (646) 278-1550 Fax: (646) 278-1553 nyeditorial@symphonypublishing.com

Circulation Office 21 Highland Circle Needham, MA 02494 Tel: (800) 964-5150 Fax: (781) 453-9389 circulation@symphonypublishing.com

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Editor’s Note

Just Try It The best incentive to try something new is proven results— which is why kids’ footwear as a product category most surely warrants your attention. Since launching Little Steps, the only trade magazine devoted to children’s shoes and accessories, we have received numerous letters from retailers thanking us for encouraging them to take the plunge. Many are owners of kids’ apparel boutiques who added a select offering of shoes and discovered what an incredible add-on sales opportunity they offer. Many also say kids’ footwear has been a lifesaver for their business as clothing sales have plummeted amid the down economy. “Sales have been lousy, but our shoe sales have really helped a lot,” wrote one Nevada boutique owner. After frequent requests for more shoes, a Memphis apparel store owner went so far as to open a separate kids’ shoe store down the street. And there’s the clothing boutique in Eugene, OR, whose owners have seen the demand—and price points—of kids’ shoes increase over the past few years and have upped their offerings from just a few brands to at

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least 10. “Times are tight, but parents [still] bring their kids in to buy a new pair of shoes,” the retailer notes.

Why so successful? For starters, one-stop shopping of head-to-toe assortments is convenient for time-starved consumers. Secondly, shoes typically aren’t handed down, thus new sales occur every time junior has a growth spurt.

Thirdly, parents often see shoes as a protective covering— ill-fitting styles can lead to a host of problems, whereas a pair of “floods” might only lead to teasing. Plus, there’s the swift fashion movement that brings takedowns of hot adult styles to small sizes, creating of-the-minute footwear fashion trends and baiting frequent purchases.

Still not convinced? Consider our nation’s record birth rate. The newest generation of youngsters outnumbers the baby boomers—and if that’s not the Greg Dutter definition of strong sales potential, then Editorial Director I don’t know what is.

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Scene & Heard

Online and On-Price Early seasonal sales and Internet advertising rank high on retailers’ to-do lists.

This year, Shoofly pushed up the date of its seasonal sale by a couple of weeks. To prepare, Roz Viemeister, owner of the New York boutique, says she went all out with advertising. Postcards were mailed to her existing clientele and Viemeister dabbled in Internet advertising with an ad on a local parenting Web site. News of the sale was picked up by blogs and even Twittered about, garnering additional attention from first-time visitors. Viemeister admits she doesn’t quite grasp “all the techie stuff,” but says her efforts proved to be effective this year. In fact, she plans to follow up with a revamped e-commerce site—something she says she’s neglected. “E-commerce sites should be treated like a second location,” she says. “Time to freshen up!”

Elaine Sinisi, who owns Little Shoebox in Upper Montclair, NJ, says her customers are beginning to let their guard down a bit and are buying somewhat more freely, but notes the recession is likely to leave a lasting impression. As a result, Sinisi has changed her buying strategy, narrowing down vendors and buying deeper from those that sell well. She’s also holding a moving sale in preparation for the boutique’s relocation to a larger space. Sinisi is promoting the sale through ads in local newspapers and e-blasts. “My Web site also attracts a lot of new customers,” she reports. “It’s a very active site.”

On the other hand, Carole Husiak, owner of New York’s Ibiza Kids, is concerned about parents turning to the Web for deals, and believes that prospective problem is as big as any recession-related ills.

She is using the Internet to drive customers into her store by sending frequent e-blasts to remind regulars of the discounts that can be found on her shelves.

Husiak is also ordering more moderately priced brands and styles for fall. “For the last three seasons, I’ve bought this way,” she says. “Parents are not buying as many pairs, so the ones that they choose need to cover more ground.” —Angela Velasquez

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Call of the Wild Merrell takes a cue from the animal kingdom.

It’s hard to ignore children’s adoration for wildlife.

In fact, Merrell redesigned its entire Spring ’10 children’s line with their favorite creatures in mind. Each colorful style, available in infant through junior sizes, takes on traits of a variety of animals kids love. The Rockford, MI-based division of Wolverine World Wide anticipates the footwear will bolster kids’ connection to nature and outdoor adventures. “The animal details add a playful, whimsical look children can identify and become excited about,” marketing manager Linda Brunzell says, suggesting the line’s animal motifs—like butterfly-wing patterns and seahorse appliqués—may do the trick.

The shoes also have features to satisfy parents, including the same Merrell DNA developed for the brand’s adult lines. Non-marking sticky rubber outsoles, cushioned heel cups and antimicrobial footbeds provide the performance, comfort and durability parents value. “The shoes are a win-win situation for kids and parents,” Brunzell remarks. Standout styles include a bright blue infant cradle shoe called the Finley ($35 retail) with a fish-patterned soft outsole and fun details like fish eyes and fins; the Iggy Web Jr. ($45), a toddler boys’ style with chameleon eyes on the toes and a tail curling up the back; the Radar Moc ($40), a performance moccasin with bats; and the easy-to-adjust seahorse Sydney Sandal ($45) for girls.

Brunzell says buyers are taking note of the line’s fun factor and adds that the shoes can be used as a tool to get kids outdoors. She also notes the children’s market is a current bright spot in the footwear industry. “We see a lot of potential for retailers in this category.”—A.V.

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TM

Guess Work Trimfoot collaborates with BBC International to distribute and market its Guess license.

This spring, Trimfoot LLC of Farmington, MO, will launch a collection of Guess Kids footwear (sizes 0 to 4 layette, 4 to 12 for toddlers, and 12.5 to 7 juniors) for girls and boys in partnership with licensor BBC International. According to the companies, this partnership will allow BBC to utilize its strengths in product design and development and Trimfoot’s capabilities as a go-to company for high visibility brands expanding into the children’s market. “While most companies are good at selling product in, our sales staff is educated in management of those products throughout the retail cycle,” notes Trimfoot president Steve Stroup.

Known for hip, trendsetting fashion designs with an American slant, the Guess property’s new kids’ shoe offshoot will feature plenty of metallic materials, logo jacquards and rhinestone embellishments. Retailers will find signature products in both the infants’ and children’s groupings. The brand is positioned as upper moderate, priced between $29 and $60. “Guess has always appealed to a fashion customer with a lean toward higher quality,” Stroup explains, noting the brand’s appeal spans the urban, suburban and traditional markets. “Guess projects a couture attitude and a high edge. Older kids are looking to project a Rodeo Drive image at a price point that is affordable, and Guess will provide them with that opportunity.”

The company intends to provide ongoing distribution in current channels and plans to expand among moderate and higher-end independents and chains that offer a sophisticated product mix. Early indications from Trimfoot’s retail partners have been positive in regard to sales expectations, Stroup reports. “Guess is an appealing brand no matter who is presenting it, but we feel our management team has earned the confidence of the retail community,” he adds. “Trimfoot will provide the assurance of success through comprehensive programming and retail management of the brand.” —Emilia Benton

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Getting Into Character Birki’s and Disney are making magic.

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Birki’s has teamed with Disney, now boasting full distribution capabilities and rights for the new Disney

by Birki’s collection.

Consisting of sandals and clogs for boys and girls ($65 to $80 retail) along with matching styles for adults ($100 to $120), the offering will be part of the Novato, CA-based Birki’s 2010 core lineup.

The U.S. licensing contract is backed by two years of solid sales in the European market, and Birki’s brand manager Stefan Simon says it was only a matter of time before the license extended beyond its Euro roots. “We’ve had requests from U.S. retailers nearly every week,” he reports.

The initial cast of characters will include Mickey Mouse, Minnie Mouse and Winnie the Pooh, but Simon says the company plans to add more characters as the collection gains ground in the States. Designs are playful with smiling Pooh Bears and dancing Mickeys and Minnies, and the designers were mindful of placing the characters in environments that easily translate to adult styles. After all, as Simon points out, like Disney, Birki’s has multigenerational appeal. “It’s nice to offer styles kids and moms can wear together,” he notes.

Girls can choose from sandals with diagonal straps and clogs. Classic two-strap sandals make up the bulk of the boys’ line. The collection features the same anatomic cork footbeds widely associated with Birki’s and Simon notes this is the only Disney cork shoe on the market. “They’re perfect summertime shoes,” he says. Water sandals round out the collection.

The company is excited to be associated with Disney’s rich tradition and long-standing interest. “Disney is known for creating good feelings and memories,” Simon explains. “It’s only natural for Birki’s to work with Disney.”

The collection will roll out in specially made shoe boxes that capture the Disney spirit and make for fun in-store displays alongside character cutouts. The footwear will be available inside Disney theme parks, but Simon notes the collection is a great addition for Birki’s regular retail base of independents and boutiques. “We don’t want to force retailers to edit other Birki’s styles from their stock in order to make room for the Disney shoes,” Simon says. “This collection is small enough to be a nice bonus.” —A.V.

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Growth Charts The current $7.9 billion children’s shoe market has been buoyed by a growing child population as well as an increase in discretionary income, according to Mintel, a consumer, product and market research firm. The company forecasts slower growth in the short term, which it attributes to the recession and parents’ unwillingness to spend on multiple pairs. Bright spots on the horizon include a growing Hispanic community, in which families typically have more children per household.

Total U.S. sales through 2008 and forecasted sales through 2013 for children’s athletic and casual/dress shoes, in current prices

Sales (in millions) $7,322 $7,472 $7,440 $7,304 $7,706 $7,933 $7,889 $7,896 $7,934 $8,017 $8,117

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

% change — 2.0 -0.4 -1.8 5.5 2.9 -0.6 0.1 0.5 1.0 1.2

U.S. sales of children’s athletic and casual/ dress shoes in millions

Casual/ dress Athletic Total

2006

% of total 2008

% of total % change

$4,212 $3,092 7,304

57.7 42.3 100

57.4 42.6 100

$4,552 $3,381 7,933

Little feet love our soft sole shoes from New Zealand

8.1 9.3 8.6

U.S. sales totals for boys’ and girls’ footwear, at current prices, in millions

2003 2004 2005 2006 2007 2008

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Boys’ shoes $3,971 $4,030 $3,958 $3,922 $4,107 $4,184

Girls’ shoes $3,351 $3,442 $3,482 $3,382 $3,599 $3,749

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This Just In

New York State of

Morgan, 2 Hometown: San Clemente, CA Wearing: Carter’s.

What type of footwear is best for tackling NYC streets? Comfortable sandals.

Mom, where do you shop for your kids’ shoes?

Nordstrom or local stores in California.

What is your price range? $60 max.

What is more important: price or name brand?

Price.

How many pairs of kids’ shoes do you buy annually? 20.

Who has the final say on what pair is purchased?

Mom. What’s your biggest concern when shopping for your child’s shoes?

Comfort.

Morgan, if your shoes could have a magical power, what would it be?

Flying or super-hopping.

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Emma, 9, Pierre, 7, Sarah, 11

Joseph, 7, and Rebecca, 4

Hometown: Paris Wearing: Nike, Converse, Puma.

Mom, where do you shop for your kids’ shoes?

Department stores in the mall at home.

What is your price range? $50 max.

What is more important: price or name brand?

Price.

How many kids’ pairs of shoes do you buy annually? About four per kid.

Who has the final say on what pair is purchased?

We both do.

Who has the bigger shoe collection—mom or kids?

Mom. What’s your biggest concern when shopping for your children’s shoes?

Comfort and style.

Kids, if your shoes could have a magical power what would it be? Flying.

Hometown: New York Wearing: Teva, Aster.

What type of footwear is best for tackling NYC streets? Sneakers.

Mom, where do you shop for your kids’ shoes?

Shoes & More, Geox, Lester’s.

What is your price range? $150 max.

What is more important: price or name brand?

Brand.

How many kids’ pairs of shoes do you buy annually? 14-plus.

Who has the final say on what pair is purchased?

Mom. Who has the bigger shoe collection—mom or kid?

Mom. What’s your biggest concern when shopping for your children’s shoes?

Fit, size.

Kids, if your shoes could have a magical power, what would it be? Flying.

Jasmine, 3 Hometown: Charlotte, NC Wearing: Circo.

What type of footwear is best for tackling NYC streets? Comfortable flats or sneakers.

Mom, where do you shop for your kids’ shoes?

Target.

What is your price range? $20 max.

What is more important: price or name brand?

Price.

How many kids’ pairs of shoes do you buy annually? Around 15.

Who has the final say on what pair is purchased?

Mom. Who has the bigger shoe collection—mom or kid?

My kid.

What’s your biggest concern when shopping for your child’s shoes?

Comfort.

Jasmine, if your shoes could have a magical power what would it be?

Make food or candy.

littlesteps

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Mind

Isabella, 6, Brook, 7, and Olivia, 6 Hometown: Pelham, NY Wearing: Target flip-flops.

What type of footwear is best for tackling NYC streets? Flip-flops.

Mom, where do you shop for your kids’ shoes? Payless, Stride Rite, Nordstrom.

What is your price range? $60 max.

What is more important: price or name brand?

Both.

How many kids’ pairs of shoes do you buy annually? 25.

Who has the final say on what pair is purchased?

Mom. What’s your biggest concern when shopping for your children’s shoes?

Safety—that they won’t get hurt in them.

Kids, if your shoes could have a magical power, what would it be? Flying; making money; making stuffed animals come alive.

littlesteps

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While the hope for “flying shoes” runs strong among these kids at New York kid-friendly landmarks, such as Dylan’s Candy Bar, the Central Park Zoo and the American Girl store, their moms say comfort and price are the reality checks when purchasing kids’ shoes. BY EMILIA BENTON & ANGELA VELASQUEZ

Rachel, 10

Rachel, 8

Wearing: Madden Girl.

What type of footwear is best for tackling NYC streets? Flip-flops or sneakers.

Mom, where do you shop for your kid’s shoes? Old Navy.

What is your price range? $70 max.

What is more important: price or name brand?

Brand.

How many kids’ pairs of shoes do you buy annually? 14.

Who has the final say on what pair is purchased?

Mom. What’s your biggest concern when shopping for your children’s shoes?

Style.

Rachel, if your shoes could have a magical power what would it be?

Making money.

Hometown: Brooklyn, NY Wearing: Polo.

What type of footwear is best for tackling NYC streets? Flats or sneakers.

Mom, where do you shop for your kids’ shoes?

Century 21, Daffy’s.

What is your price range? $40 max.

What is more important: price or name brand?

Both.

How many kids’ pairs of shoes do you buy annually? Six. Who has the final say on what pair is purchased?

My kid.

Who has the bigger shoe collection—mom or kid?

My kid.

What’s your biggest concern when shopping for your child’s shoes? Value.

Rachel, if your shoes could have a magical power, what would it be?

Flying.

Peter, 5, and Demi, 7 Hometown: Long Island, NY Wearing: Paul Smith, Converse.

Where do you shop for your kids’ shoes? Zappos.com, Yoox.com.

What is your price range? $100 max.

What is more important: price or name brand? Price.

How many kids’ pairs of shoes do you buy annually?

About 20.

Who has the final say on what pair is purchased?

My kids.

Who has the bigger shoe collection—mom or kids?

Mom. What’s your biggest concern when shopping for your children’s shoes?

Comfort.

Are mommy-and-me looks part of the decision process? Yes. Kids, if your shoes could have a magical power what would it be? They’d change color and style so there’s no need to change shoes.

Spring 2010

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The children’s footwear segment aims to keep up with the exploding birth rate.

By Melissa Knific

12

Spring 2010

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littlesteps

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IN THE MIDST OF ALL THE NOT-SOgood news for the retail industry, a recent report by the Centers for Disease Control and Prevention might offer some promise—at least to the children’s arena. According to an analysis released earlier this year by the CDC’s National Center for Health Statistics, total U.S. births in 2007 rose to 4,317,119—the highest number ever registered. So although the nation still faces a recession, retailers and manufacturers should consider the bright side of things: A baby boom could open up a world of possibilities in terms of juvenile product sales.

That’s especially true in terms of children’s footwear. The category has already grown exponentially over the last decade or so, with an inux of brands trying to gain market share and retailers hoping to capitalize on the demand. According to The NPD Group, a global market research ďŹ rm, children’s footwear posted an 11.8-percent dollar volume sales increase from February 2009 to April 2009. “Not only is this doubledigit growth an incredible accomplishment given the time, it is likely to be a very hopeful sign for our next important retail season: back-to-school,â€? says Marshal Cohen, NPD’s chief industry analyst. And with close to nine million tiny feet per year ready to be outďŹ tted—and possibly more, depending on when the baby boom will end—the segment could be poised for even greater growth.

At Piggy Toes, a children’s shoe store with two locations in the Chicago area, owner Jennifer Thomas is beeďŹ ng up her ďŹ rst-walker selection to cater to the recent surge in births. “We’re deďŹ nitely seeing a lot of new babies,â€? she notes. Thomas admits the economic downturn has put a bit of a damper on what could be an explosive area of growth but says she’s still experiencing a demand. While discounts abound in other retail categories, she notes it’s rarely necessary to mark down ďŹ rst-walkers because they almost always sell through. “Going into our buying season for next spring, we’re making sure that we’re constantly stocked on [ďŹ rst-walkers],â€? she adds.

Andy Harris, owner of the Los Angeles-area’s Harry Harris Shoes, says he’s seen “an inordinate amount of new customersâ€? coming into his three locations in Beverly Hills, Encino and Santa Monica. However, he’s not sure whether it’s due to the baby boom or the fact that his stores are extremely specialized. “I think the expertise you’ve seen in the malls and department stores is not what it used to be,â€? he explains. Even though the United States is seeing a record birth rate, Harris says that doesn’t mean retailers—or vendors for that matter—can run business like normal, considering the economy. “You have to be better or different,â€? he declares. That’s why Harris is focusing evermore on service, hoping it will build up the returning customer base. Over the years, he says service has gone downhill around the nation, and today’s retailers need to restore shoppers’ faith, whether it’s through proper ďŹ ttings or guaranteeing price.

Brick-and-mortar retailers say that’s especially difďŹ cult

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A Step Ahead.

X X X H P M E C VH J OD D P N t

THE LARGEST CHILDREN’S SHOE SHOW IN THE USA UNDER ONE ROOF Over 250 Lines of Children’s Footwear

THE CHILDREN’S GREAT EVENT SHOE SHOW

since the newest generation of parents is using the Internet more and more to buy their children’s footwear, oftentimes to ďŹ nd the lowest price. However, Harris believes online shoe sales numbers are inated, given that parents will buy multiple pairs and return the ones that don’t ďŹ t. This is why he’s a proponent of getting the kids in the store to try on the product. “It takes them awhile to understand that, for children, you do have to ďŹ t the shoes,â€? he says, adding that parents will more than likely appreciate the hands-on service, especially since their little ones won’t complain about sore feet.

Thomas acknowledges the importance of earning a customer’s trust early on in his or her child’s life. If a retailer does things well right off the bat, they’ll likely have the customer for the next 10 years. “Parents want to know that their kids are being ďŹ t properly,â€? she says.

Ken Proctor, founder of Twig, a children’s shoe brand based in Spring, TX, is banking on the baby boom as a chance to reverse a trend he considers detrimental to the children’s shoe business. “Our industry has done a shameful job on educating the mother on the importance of putting healthy footwear on her kids’ feet,â€? he explains. “It has allowed fashion to usurp what doctors are saying.â€? Proctor’s hoping the inux of babies will serve as a learning opportunity for new parents.

The pre-walker category is well covered in his opinion, so for Fall ’10, he’s planning to launch a exible line of shoes for 1- to 3-year-olds. Paula Walker, co-owner of Foothill Ranch, CA-based One Ruby Lane, is also considering changes in

As the population mix in the U.S. changes, the shopping patterns are changing.

Spring & Summer 2010 Market

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Sunday & Monday September 13 & 14, 2009 9:00 AM - 6:00 PM THE RENAISSANCE HOTEL

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—Charles Liberge, KLAS Shoes response to the boom: She’s thought about expanding the breadth of her middle range—aimed at ages 2 to 5—to address the large number of children born around 2007.

It’s crucial to become aware of the demographic makeup of today’s new parents, notes Charles Liberge, president of KLAS Shoes in Bedford, MA, which manufactures the children’s brand Roc-A-Bouts. “As the population mix in the U.S. changes, the shopping patterns are changing,â€? he notes. “That is going to play out as the birth rate increases.â€? Different ethnic groups have varying demands, he explains, so it’s important to ďŹ nd out which populations are growing and what is important to each of them. Additionally, the average age of ďŹ rst-time parents is also constantly changing, which could affect everything from what styles make the cut to how much will be spent on a pair of shoes.

Aside from uctuating populations, retailers and manufacturers alike agree one thing has deďŹ nitely changed in terms

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of the children’s footwear industry: Today’s children have more of a voice than previous generations. “Kids really drive the decision now,” notes Kathryn McCarthy, owner of Gumshoe, a children’s footwear boutique in Burlingame, CA. “If the child doesn’t like anything, [parents] will leave and go to a different

Vital Signs

store.” Where teens used to be the most hard-to-please customers, Liberge says, the discerning shopper is now as young as 8; others feel it’s even younger. “It’s a huge challenge in my opinion,” Liberge adds. “[The industry] is serving a wider variety of finicky customers.”

•

A glimpse of U.S. birth-related statistics.

• The peak of the 1946 to 1964 baby boom occurred in 1957. Approximately 4.3 million births were registered that year.

• Total U.S. births rose in 2007 to 4,317,119—the highest number ever registered in the United States.

• The number of births per 1,000 women ages 15 to 44 years old increased 1 percent in 2007 to 69.5—the highest reported since 1990.

• It is estimated that in 2008, 44 percent of the nation’s

children under age 5 were a minority.

• The Hispanic population is projected to nearly triple from 46.7 million to 132.8 million by 2050, meaning almost one in three U.S. citizens would be Hispanic.

• The Asian population is expected to climb from 15.5 million to 40.6 million, or from 5.1 to 9.2 percent, by 2050.

• In 2050, 62 percent of the nation’s children will likely be from minority groups.

(Sources: Centers for Disease Control and Prevention’s National Center for Health Statistics and the U.S. Census Bureau.)

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7/15/09 4:34:07 PM

Vendors prove that shoppers don’t have to sacrifice fashion or function in the $55-and-under retail category.

—ANGELA VELASQUEZ

This New

Balance running shoe leverages innova-

tive technologies with design elements that highlight tweens’ affection for animals. $55

This strappy gladiator sandal from

Josmo offers up a look parents and kids can get excited about without breaking the bank. $24.99

Western Chief’s 2Pod blends the best of outdoor and fashion with a sweet Mary Jane silhouette and a rugged sole. $24.95

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Spring 2010

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littlesteps

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Lightweight and lighthearted, this Keen sandal offers the adjustable fit growing feet need. $35

Merrell’s animal prints appeal to nature-loving kids while comfort and performance resonates with value-loving parents. $45

The detailed graphics and patent/suede upper of

Skechers’ Zoo York hi-top provides plenty of bang for the buck. $50

A versatile silhouette in a vibrant hue makes this

Naturino T-strap an instant classic. $48

Lightweight and washable, this durable Stride

Rite jogger keeps

feet fresh with antibacterial

The bright accent color of this Trimfoot sneaker will catch the eye of the little tykes; moms will love the fit. $25

and antimicrobial lining. $50

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Spring 2010

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Local Color

Mapping out the best buys for spring according to regional tastes.

Miami Heat Ocean blues and glints of silver capture the area’s eye-catching beachy aesthetic.

On model: Kingsley tee, Appaman shorts and Teeny Tiny Optics shades.

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Clockwise from top left: First Kiss, Roxy, Sanuk, Keen, Saucony and Merrell (center).

Clockwise from top right: Laura Ashley, Guess, Nina Kids, Roc-A-Bouts and One Ruby Lane.

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Spring 2010

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7/17/09 10:34:57 AM

On model: Secret Wishes dress, flower headband by Gigi’s.

Boston Prep Prim and proper describes the look of this quintessential college town.

PHOTOGRAPHY BY TREVETT MCCANDLISS

Clockwise from top left: Buster Brown, Livie & Luca, Aster and Pedoodles.

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Clockwise from top left: Pediped, See Kai Run, Vincent, Smaller and Elk.

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Spring 2010

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New York Edge Pounding the pavement takes shoes with urban grit.

Clockwise from top left: SG Footwear, Shoobedoo, Rocket Dog and Josmo (center).

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Spring 2010

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littlesteps

7/17/09 10:35:36 AM

On model: Saurette jumpsuit, Teeny Tiny Optics frames and stylist’s accessories.

From left: Fergilicious, Keds, Fame and Simple.

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7/17/09 10:35:51 AM

What’s Selling

Polliwalks

Umi

Shooligans

Baby Needs New Shoes

Tip Top Kids

Calgary, Alberta

Daphne, AL

New York, NY

Specialty store veteran Leah Chevallier decided to open Shooligans after realizing most stores carry kids’ shoes as an afterthought; she wanted to fill the need for high-quality footwear. The 800-square-foot shop, which launched for the ’08 back-to-school season, has a modern, European flair and a strong eco agenda. “From generic running shoes to trendy Mary Janes, customers can find a little bit of everything here,” says Chevallier, who carries infant styles through size 5 and will special order larger sizes.

After working in family-owned kids’ shoe stores for six years, Andrea Stallworth unveiled Baby Needs New Shoes in September ’08. Offering up to girls’ size 11 and boys’ 12, the 1,500-square-foot store’s bright white décor contributes to its lively kid-oriented vibe and showcases its unique and cutting-edge selection of footwear. “I was looking to shy away from traditional department stores when brainstorming ideas for my store,” Stallworth notes, adding that her shop was the first in the area to specialize in children’s shoes.

Born in 2001 as a spinoff of the original Tip Top Shoes, Tip Top Kids emerged as the demand for children’s shoes grew in New York’s Upper West Side. Shoppers will find a vast selection of casual and dressy shoes for infants to size 7 in this 800-square-foot space, plus a large area dedicated to athletics. Owner Danny Wasserman seeks out classic, valuepriced shoes and prides his staff’s personal attention. “Our loyal customers can always find the latest products and get prompt assistance from salespeople who know them by name,” he notes.

Pre-Walkers

• Livie & Luca: pink sandals with apple

• Hatley: rain boots with pink horses or

• Stride Rite: navy or brown doubleVelcro-strap sneakers • Pediped: the Originals line in pinks and floral prints; navy and brown Jake shoes • See Kai Run: pink leather Mary Janes with ecru crisscross straps; brown fisherman sandals • Mooshu Trainers: pink and white sandals with bow; brown fisherman sandals with squeaky heels • Aldabella Scarpa: white Mary Janes with pink polka dots • Stride Rite: single-strap brown shoes with bumper toe; classic white leather oxfords with flower print • Naturino: classic leather oxfords in navy, brown and pink

Little Girls

• Umi: canvas Lauren Mary Janes in

embellishment on toe • Kid Express: white and pink sandals with removable butterfly embellishment • Naturino: sparkly canvas Mary Janes with molded outsole • Stride Rite: vulcanized Mary Janes with silver sequined upper • Primigi: solid black, pink and white patent styles with metallic leather uppers and durable outsoles

Little Boys

• Merrell: dark and light brown rugged

purple butterflies

• Geox: black leather Mary Janes • Nina Kids: wedge thong sandals with metallic silver circles along strap

• Willits: pink and green flip-flops with bubble design on straps

• Kid Express: pink beaded flip-flops • Enzo: solid black patent, silver metallic leather and pink leather ballet shoes with elasticized vamp • Havaianas: solid color and metallic orange and yellow flip-flops • Hunter Boots: classic rain boots

runners with Velcro strap

• Stride Rite: Ogden rugged running

Big Boys

shoes with Velcro closures • Polliwalks: black and orange Firefly shoes with light-up eyes and antennas • Skechers: light-up sneakers with police car, fire engine and race car themes

• Tsukihoshi: royal blue running shoes

solid purple or pink with a floral print

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Skechers

• Puma: white sneakers with red or black accents with Velcro bands

• Crocs: classic foam clogs in all colors • Keen: Newport H2 navy and camo

• Stride Rite: Nickelodeon Shimmers

Big Girls

with rainbow laces and Velcro top strap • Tsukihoshi: pink or red Velcro runners

• Lelli Kelly: canvas sneakers with

• Saucony: silver and royal blue Grid

sequins and faux jewels

Ignition sneakers

Spring 2010

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water shoes with fabric upper —EMILIA BENTON

littlesteps

7/14/09 2:45:23 PM

Hot Properties

Stride Rite SuperBall sneaker

Western Chief’s Batman rain boots

Ralph Lauren espadrille by BBC International

Mongoose deck shoe from SG Footwear

Toy Story sneaker from BBC International

Laura Ashley sandal by Josmo

New Balance Peanuts jogger Hello Kitty sandals

by ES Originals

Licensed to Thrill Fashion and entertainment properties boost kid appeal for spring.

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7/15/09 10:39:25 AM

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Trend Spotting

SPORTY From top left: Elk, Robeez, Isabooties, Bobux and Roc-A-Bouts.

CUTE From top left: Scooterbees, Simple, Preschoolians, Goldbug and Pediped.

Carried Away Thankfully, walking is not a prerequisite for looking cool.

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Spring 2010

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littlesteps

7/14/09 2:42:14 PM

IMAC S.p.A. www.primigi.com

USA office: WL TRADING, LLC. 72 Sharp Street C#10 - Hingham, MA 02043 - Phone 781.337.3340/800.562.2212 – Fax: 781.337.3396 – primigi@aol.com

PRIMIGI, AN EXTRAORDINARY ADVENTURE

PRIMIGI-leading the way in customer service from the brand you have come to depend on for crib shoes to tweens. Rapid replenishment on in-stock orders ship with-in 24 hours from PRIMIGI’s new state-of-the-art facility. Fill-ins on basics you rely on for fit and quality. Conveniently shop from your store for PRIMIGI’s top-selling styles from our open stock catalog or cd. Stock new merchandise weekly and watch your margins grow with PRIMIGI.

Please call 800.562.2212 for all show schedules and appointments

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