Children's Footwear - US - July 2009
Report description
About this report
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
Table of contents
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
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
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
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"
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
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
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
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"
Related research categories
By sector: Footwear, Children (in Childrenswear)
By market: United States (in North America)
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