little steps | the source for kids' footwear | 2010 • spring

A SUPPLEMENT TO EARNSHAW’S AND FOOTWEAR PLUS

Capitalizing on

the Baby Boom

Licensed Kicks

Kids Will Love

Value Shoes

Pack a Punch

THE SOURCE FOR KIDS’ FOOTWEAR • SPRING 2010

Bright Ideas

Shine & Sheen for Sunny Days

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www.footwearplusmagazine.com

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E D I T O R I A L

Greg DutterEditorial Director

Caletha CrawfordEditor in Chief

Nancy CampbellCreative Director

Leslie ShiersManaging Editor

Nicole Yee Fashion Editor

Melissa KnificFeatures Editor

Trevett McCandliss Art Director

Shakeema Haynes Associate Art Director

Angela VelasquezEmilia Benton

Editorial Interns

A D V E R T I S I N G

Caroline DiacoPublisher

Jennifer CraigAdvertising Director

Erwin Pearl Vice President of Sales

Rita Polidori O’BrienAdvertising Manager

Laurie GuptillProduction

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

Alex Marinacci Operations Manager

Sales/Editorial Offices8 West 38th Street, Suite 201

New York, NY 10018

Tel: (646) 278-1550

Fax: (646) 278-1553

[email protected]

Circulation Office21 Highland Circle

Needham, MA 02494

Tel: (800) 964-5150

Fax: (781) 453-9389

[email protected]

ON THE COVER:

From left: Josmo, Nina Kids and Me Too. Top by Ragdoll

& Rockets, Teeny Tiny Optics sunglasses, stylist’s head-

band. Photography by Trevett McCandliss.

Editor’s NoteChildren’s apparel retailers fi nd a growing opportunity

in the footwear category.

Scene & HeardThe latest kids’ shoe news, new lines and sales tactics.

This Just InWe take Manhattan to fi nd out what kids want in shoes and

pinpoint their moms’ unique shoe-shopping habits.

BoomA growing birth rate forecasts explosive kids’ shoe sales.

MVPsA variety of Spring ’10 shoe styles $55 and under deliver

maximum bang for the buck.

Local ColorFrom urban chic to New Englad prep, Spring ’10 collections

cater to regional tastes.

What’s SellingRetailers ‘fess up to their top-turning brands and styles.

Licensed to ThrillLifestyle and entertainment brands add star power.

Trend SpottingThe top styles emerging in the infant shoe market.

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Editor’s Note

Just Try ItThe 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

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-fi tting styles can lead to a host of problems, whereas a

pair of “fl oods” 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 fash-

ion trends and baiting frequent purchases.

Still not convinced? Consider our na-

tion’s record birth rate. The newest gen-

eration of youngsters outnumbers the

baby boomers—and if that’s not the

defi nition of strong sales potential, then

I don’t know what is.

Greg Dutter

Editorial Director

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Scene & Heard

This year, Shoofl y 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 advertis-

ing 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 fi rst-time

visitors. Viemeister admits she doesn’t quite grasp “all

the techie stuff,” but says her efforts proved to be ef-

fective this year. In fact, she plans to follow up with a re-

vamped 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 relo-

cation 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 turn-

ing to the Web for deals, and believes that prospec-

tive 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 regu-

lars 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 sea-

sons, 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

Online and On-PriceEarly seasonal sales and

Internet advertising rank high on retailers’ to-do lists.

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 color-

ful 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, sug-

gesting the line’s animal motifs—like butterfl y-wing pat-

terns and seahorse appliqués—may do the trick.

The shoes also have features to satisfy parents, includ-

ing the same Merrell DNA developed for the brand’s adult

lines. Non-marking sticky rubber outsoles, cushioned

heel cups and antimicrobial footbeds provide the perfor-

mance, comfort and durability parents value. “The shoes

are a win-win situation for kids and parents,” Brunzell re-

marks. Standout styles include a bright blue infant cradle

shoe called the Finley ($35 retail) with a fi sh-patterned

soft outsole and fun details like fi sh eyes and fi ns; 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.

Call of the WildMerrell takes a cue from the

animal kingdom.

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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 uti-

lize 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 off-

shoot will feature plenty of metallic materials, logo jac-

quards and rhinestone embellishments. Retailers will

fi nd 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 ur-

ban, 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 afford-

able, and Guess will provide them with that opportunity.”

The company intends to provide ongoing distribution

in current channels and plans to expand among moder-

ate and higher-end independents and chains that offer a

sophisticated product mix. Early indica-

tions from Trimfoot’s retail partners

have been positive in regard

to sales expectations, Stroup

reports. “Guess is an

appealing brand no

matter who is pre-

senting it, but we

feel our management

team has earned the confi dence of the retail community,”

he adds. “Trimfoot will provide the assurance of success

through comprehensive programming and retail manage-

ment of the brand.” —Emilia Benton

Guess Work Trimfoot collaborates with BBC International to distribute and

market its Guess license.

Go to mySkidders.com& place wholesale orders directly.

Email: [email protected]

2010Collection

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Birki’s has teamed with

Disney, now boasting

full distribution ca-

pabilities and rights

for the new Disney

by Birki’s collection.

Consisting of sandals

and clogs for boys and

girls ($65 to $80 re-

tail) along with match-

ing 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 ev-

ery 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 smil-

ing 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 multigenera-

tional 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 ex-

plains. “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 or-

der to make room for the Disney shoes,” Simon says. “This

collection is small enough to be a nice bonus.” —A.V.

Getting Into CharacterBirki’s and Disney are making magic.

Spring Collection 2010Free shipping on pre-orders placed by October 14, 2009

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The current $7.9 billion children’s shoe market has been

buoyed by a growing child population as well as an in-

crease in discretionary income, according to Mintel, a

consumer, product and market research fi rm. The com-

pany 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 in-

clude a growing Hispanic community, in which families

typically have more children per household.

Growth Charts

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) % change

2003 $7,322 —

2004 $7,472 2.0

2005 $7,440 -0.4

2006 $7,304 -1.8

2007 $7,706 5.5

2008 $7,933 2.9

2009 $7,889 -0.6

2010 $7,896 0.1

2011 $7,934 0.5

2012 $8,017 1.0

2013 $8,117 1.2

U.S. sales of children’s athletic and casual/

dress shoes in millions

2006 % of total 2008 % of total % change

dress $4,212 57.7 $4,552 57.4 8.1

Athletic $3,092 42.3 $3,381 42.6 9.3

Total 7,304 100 7,933 100 8.6

U.S. sales totals for boys’ and girls’ footwear,

at current prices, in millions

Boys’ shoes Girls’ shoes

2003 $3,971 $3,351

2004 $4,030 $3,442

2005 $3,958 $3,482

2006 $3,922 $3,382

2007 $4,107 $3,599

2008 $4,184 $3,749

Casual/

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This Just In

Spring 201010 l i t t l e s t e p s

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 annu-

ally? 20.

Who has the fi nal 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.

Rebecca, 4

Hometown: New York

Wearing: Teva, Aster.



streets? Sneakers.



Shoes & More, Geox,

Lester’s.


$150 max.



Brand.

How many kids’ pairs of


ally? 14-plus.



Mom.

Who has the bigger shoe

collection—mom or kid?

Mom.



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.



streets? Comfortable fl ats

or sneakers.



Target.


$20 max.



Price.



ally? Around 15.



Mom.



My kid.



for your child’s shoes?

Comfort.

Jasmine, if your shoes


power what would it be?

Make food or candy.

Emma, 9, Pierre, 7, Sarah, 11

Hometown: Paris

Wearing: Nike, Converse,

Puma.



Department stores in the

mall at home.


$50 max.



Price.



ally? About four per kid.



We both do.


collection—mom or kids?

Mom.




Comfort and style.


have a magical power

what would it be? Flying.

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Joseph, 7, and

Spring 2010 11l i t t l e s t e p s

While the hope for “fl ying 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 VELASQUEZMind

Rachel, 8

Hometown: Brooklyn, NY

Wearing: Polo.



streets? Flats or sneakers.



Century 21, Daffy’s.


$40 max.



Both.



ally? Six.



My kid.



My kid.

What’s your biggest con-

cern when shopping for

your child’s shoes? Value.

Rachel, if your shoes


power, what would it be?

Flying.

Isabella, 6, Brook, 7, and Olivia, 6

Hometown: Pelham, NY

Wearing: Target fl ip-fl ops.



streets? Flip-fl ops.


for your kids’ shoes? Pay-

less, Stride Rite, Nord-

strom.


$60 max.



Both.



ally? 25.



Mom.




Safety—that they won’t get

hurt in them.


have a magical power,

what would it be? Flying;

making money; making

stuffed animals come alive.

Rachel, 10

Wearing: Madden Girl.



streets? Flip-fl ops or

sneakers.


for your kid’s shoes? Old

Navy.


$70 max.



Brand.



ally? 14.



Mom.




Style.

Rachel, if your shoes


power what would it be?

Making money.

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.


$100 max.


price or name brand? Price.


shoes do you buy annually?

About 20.



My kids.


collection—mom or kids?

Mom.




Comfort.

Are mommy-and-me

looks part of the decision

process? Yes.


have a magical power what

would it be? They’d change

color and style so there’s no

need to change shoes.

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The children’s footwear

segment aims to keep up with the exploding

birth rate.By Melissa

Knifi c

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IN THE MIDST OF ALL THE NOT-SO-

good news for the retail industry, a re-

cent 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 infl 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 fi rm, children’s foot-

wear posted an 11.8-percent dollar volume sales increase

from February 2009 to April 2009. “Not only is this double-

digit 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,” says Marshal Cohen, NPD’s chief

industry analyst. And with close to nine million tiny feet per

year ready to be outfi 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 beefi ng up her

fi rst-walker selection to cater to the recent surge in births.

“We’re defi nitely seeing a lot of new babies,” she notes. Thom-

as 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

fi rst-walkers because they almost always sell through. “Go-

ing into our buying season for next spring, we’re making sure

that we’re constantly stocked on [fi rst-walkers],” she adds.

Andy Harris, owner of the Los Angeles-area’s Harry Harris

Shoes, says he’s seen “an inordinate amount of new custom-

ers” 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 spe-

cialized. “I think the expertise you’ve seen in the malls and

department stores is not what it used to be,” he explains. Even

though the United States is seeing a record birth rate, Harris

says that doesn’t mean retailers—or vendors for that mat-

ter—can run business like normal, considering the economy.

“You have to be better or different,” 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

fi ttings or guaranteeing price.

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


since the newest generation of parents is using the Internet

more and more to buy their children’s footwear, oftentimes

to fi nd the lowest price. However, Harris believes online shoe

sales numbers are infl ated, given that parents will buy mul-

tiple pairs and return the ones that don’t fi 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 fi t the shoes,” 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 cus-

tomer’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 fi t properly,” 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 re-

verse a trend he considers detrimental to the children’s shoe

business. “Our industry has done a shameful job on educat-

ing the mother on the importance of putting healthy footwear

on her kids’ feet,” he explains. “It has allowed fashion to

usurp what doctors are saying.” Proctor’s hoping the infl 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 fl 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

response to the boom: She’s thought about expanding the

breadth of her middle range—aimed at ages 2 to 5—to ad-

dress 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 chil-

dren’s brand Roc-A-Bouts. “As the population mix in the U.S.

changes, the shopping patterns are changing,” he notes.

“That is going to play out as the birth rate increases.” Differ-

ent ethnic groups have varying demands, he explains, so it’s

important to fi nd out which populations are growing and what

is important to each of them. Additionally, the average age

of fi 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 fl uctuating populations, retailers and manufac-

turers alike agree one thing has defi nitely changed in terms

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

are changing.

—Charles Liberge, KLAS Shoes

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• 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 high-

est 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 high-

est 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.

Vital Signs

of the children’s footwear industry: Today’s children have more

of a voice than previous generations. “Kids really drive the de-

cision 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

store.” Where teens used to be the most hard-to-please cus-

tomers, 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 fi nicky customers.” •

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

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



This strappy gladiator sandal from

Josmo offers up a look parents and

kids can get excited

about without

breaking the bank.

$24.99

Vendors prove that shoppers

don’t have to sacrifi ce 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

Western Chief’s 2Pod blends the best of outdoor and fashion with a

sweet Mary Jane silhouette and a rugged sole. $24.95

LS_SP10_Value_Shoes_02.indd 16LS_SP10_Value_Shoes_02.indd 16 7/14/09 2:43:34 PM7/14/09 2:43:34 PM


Lightweight and lighthearted, this Keen

sandal offers the adjustable fi t growing feet

need. $35

Merrell’s animal prints appeal to nature-loving kids while

comfort and performance resonates with value-loving parents. $45

The bright accent color of this Trimfoot sneaker will catch the eye of the little tykes;

moms will love the fi t. $25

Lightweight and washable, this

durable Stride Rite jogger keeps

feet fresh with antibacterial

and antimicrobial

lining. $50

A versatile silhouette in a vibrant hue makes this

Naturino T-strap an instant classic. $48

The detailed graphics and

patent/suede upper of

Skechers’ Zoo York

hi-top provides plenty

of bang for the

buck. $50

LS_SP10_Value_Shoes_02.indd 17LS_SP10_Value_Shoes_02.indd 17 7/14/09 2:43:46 PM7/14/09 2:43:46 PM

Local ColorMapping out the best buys for spring

according to regional tastes.

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

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

LS_SP10_Fashion_08.indd 18LS_SP10_Fashion_08.indd 18 7/17/09 10:34:39 AM7/17/09 10:34:39 AM

Clockwise from top right:

Laura Ashley, Guess, Nina Kids, Roc-A-Bouts and

One Ruby Lane.

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



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

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

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.


New York EdgePounding the pavement takes shoes with urban grit.


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


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

From left: Fergilicious, Keds, Fame and Simple.


What’s Selling


Pre-Walkers• Stride Rite: navy or brown double-

Velcro-strap sneakers

• Pediped: the Originals line in pinks and

fl oral prints; navy and brown Jake shoes

• See Kai Run: pink leather Mary Janes

with ecru crisscross straps; brown fi sher-

man sandals

• Mooshu Trainers: pink and white san-

dals with bow; brown fi sherman 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 fl ower print

• Naturino: classic leather oxfords in

navy, brown and pink

Little Girls• Umi: canvas Lauren Mary Janes in

solid purple or pink with a fl oral print

• Stride Rite: Nickelodeon Shimmers

with rainbow laces and Velcro top strap

• Tsukihoshi: pink or red Velcro runners

• Livie & Luca: pink sandals with apple

embellishment on toe

• Kid Express: white and pink sandals

with removable butterfl y 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

runners with Velcro strap

• Stride Rite: Ogden rugged running

shoes with Velcro closures

• Polliwalks: black and orange Firefl y

shoes with light-up eyes and antennas

• Skechers: light-up sneakers with po-

lice car, fi re engine and race car themes

Big Girls• Lelli Kelly: canvas sneakers with

sequins and faux jewels

• Hatley: rain boots with pink horses or

purple butterfl ies

• Geox: black leather Mary Janes

• Nina Kids: wedge thong sandals with

metallic silver circles along strap

• Willits: pink and green fl ip-fl ops with

bubble design on straps

• Kid Express: pink beaded fl ip-fl ops

• Enzo: solid black patent, silver metallic

leather and pink leather ballet shoes with

elasticized vamp

• Havaianas: solid color and metallic

orange and yellow fl ip-fl ops

• Hunter Boots: classic rain boots

Big Boys• Puma: white sneakers with red or

black accents

• Tsukihoshi: royal blue running shoes

with Velcro bands

• Crocs: classic foam clogs in all colors

• Keen: Newport H2 navy and camo

water shoes with fabric upper

• Saucony: silver and royal blue Grid

Ignition sneakers —EMILIA BENTON

Specialty store veteran Leah Cheval-

lier decided to open Shooligans after

realizing most stores carry kids’ shoes

as an afterthought; she wanted to fi ll

the need for high-quality footwear. The

800-square-foot shop, which launched

for the ’08 back-to-school season, has

a modern, European fl air and a strong

eco agenda. “From generic running

shoes to trendy Mary Janes, customers

can fi nd 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 Stall-

worth 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 fi rst 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 fi nd 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, value-

priced shoes and prides his staff’s per-

sonal attention. “Our loyal customers

can always fi nd the latest products and

get prompt assistance from salespeople

who know them by name,” he notes.

Shooligans Calgary, Alberta

Baby Needs New Shoes Daphne, AL

Tip Top Kids New York, NY

Umi Polliwalks Skechers

LS_SP10_Whats_Selling_02.indd 24LS_SP10_Whats_Selling_02.indd 24 7/14/09 2:45:23 PM7/14/09 2:45:23 PM

Hot Properties


Licensed to ThrillFashion and entertainment properties boost kid appeal for spring.

Stride Rite SuperBall sneaker

Western Chief’s Batman rain boots

Laura Ashley sandal by Josmo

Toy Story sneaker from BBC International

New Balance Peanuts

jogger

Ralph Lauren espadrille by BBC International

Mongoose deck shoe from SG Footwear

Hello Kitty sandals by ES Originals

LS_SP10_Hot_Props_01.indd 26LS_SP10_Hot_Props_01.indd 26 7/15/09 10:39:25 AM7/15/09 10:39:25 AM

Trend Spotting


Carried AwayThankfully, walking is not a prerequisite for looking cool.

From top left: Scooterbees,

Simple, Preschoolians,

Goldbug and Pediped.

CUTE

From top left: Elk, Robeez, Isabooties, Bobux and

SPORTY

LS_SP10_Trendspotting_01.indd 28LS_SP10_Trendspotting_01.indd 28 7/14/09 2:42:14 PM7/14/09 2:42:14 PM

Roc-A-Bouts.

PRIMIGI, AN EXTRAORDINARYADVENTURE

PRIMIGI, AN EXTRAORDINARYADVENTURE

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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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little steps | the source for kids' footwear | 2010 • spring

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