The skateboarding trend is moving lower towards the juniors' set.
http://skateszone.com/Skate-shoe information mill reporting a substantial uptick within their kids' footwear business. Executives and skillfully developed agree the sudden boost in the youth business could be related to the upswing within the recognition of skateboarding and also the action-sports market overall.
But more influential is really a generation of people who increased up skateboarding and therefore are now getting kids that belongs to them. These new parents are selecting brands they recognize to decorate their children.
In reaction, skate-footwear companies for example Sole Technology, Vans and Podium Distribution are focusing more about the youth business with expanded kids' footwear collections.
"There's not too much variety available for those who share the experience-sports spirit," stated Don Brown, VP of promoting for Lake Forest, Calif.-based Sole Technology. "Along with the explosion of action sports, and skateboarding generally, lots of parents that increased up skateboarding would now like to come with an identity for his or her kids that suits their very own.Inch
Kathleen Gasperini, SVP of La-based Label Systems, a worldwide research, news and trend firm since the youth culture market, agreed.
"Lots of [today's] parents increased up skateboarding, as well as their children are an expression of these,Inch stated Gasperini. She noted, too, that although her firm concentrates on the 13- to 30-year-old demographic, most people they consult with happen to be skating for a long time before their 13th birthday.
Sole Technologies have seen its kids' sales soar, from spring '04 to spring '05, across the 3 of their skate-footwear brands. Based on Brown, Etnies expires 200 percent, Es expires 60 % and Emerica expires 148 percent. The organization offers kids' styles for a long time 11 several weeks to ten years old at cost points of $24 to $44.
"Kids' is a huge focus for all of us internally," stated Brown, who noted that each one of the Sole Technology collections is composed entirely of takedowns in the adult lines. But as the children's footwear are equipped for the particular requirements of children's feet, they don't feature exactly the same technology because the adult versions. "You do not need huge air bags in kids' footwear," he stated.
DVS, a division of Torrance, Calif.-based Podium Distribution, also provides its most widely used adult styles towards the kid consumer. The organization has offered kids' footwear since 2003 and, based on Kelly Kikuta, mind of the perception of DVS, is intending to update its kids' collection for spring '06.
Kids' footwear comprises under 10 % from the DVS footwear business and consists of takedowns in the adult line.
"We play the role of really consistent in the adult version completely lower to toddlers," stated Kikuta. "We've offered [kid-specific colors previously, but we've been more effective when adults, kids and toddlers all look exactly the same.Inch
For spring '06, DVS' kids' collection includes more styles for women and boys, in addition to new toddler designs that retail from $25 to $40.
The development from the kids' skate-footwear marketplace is showing to become a boon for retailers too.
Doug Butcher, owner and footwear buyer for Phoenix-based Industrial Rideshop, for instance, reported a 125-percent grow in youth-footwear sales from April '04 to April '05 over the chain's 12 stores in Arizona, Nevada, Boise State Broncos and Texas.
"What there has been is the fact that kids who increased in the Eighties are actually getting kids that belongs to them, and they're getting them in [to purchase footwear," stated Butcher.
Based on Butcher, Industrial Rideshop carries nine footwear brands for children, including DVS, Emerica, Es, Etnies, Vans, Globe and Electricity. For fall '05, Butcher continuously carry exactly the same choice of skate brands for children, but will raise the youth-footwear offering by 80 % over fall '04.
Meanwhile, children's retailers outdoors the main skate market will also be getting on the present trend toward skate footwear.
Kathy Litel, VP of merchandising for Stride Rite, stated the Lexington, Mass.-based clients are striving to remain trendy with a tiny bit of skate footwear from Etnies, Electricity and Vans.
what size skateboard should i getBased on vendors, the opportunity to expand distribution outdoors the standard core skate shop is exclusive towards the kids' skate-footwear business.
"It is essential to us our distribution be as clean as you possibly can [around the adult side]," stated Sole Technology's Brown. "However with the kids' market, you are able to open lots of doorways because you aren't challenging the main skate shops."
The DVS kids' collection is shipped to 70-percent core skate shops and 30-percent chain retailers, for example Off-shore Sunwear and Journeys.
Santa Fe Springs, Calif.-based Vans sells its kids' footwear to core skate shops, in addition to family shoe stores and kid-specific retailers, for example Stride Rite.
"Presently, Stride Rite is transporting Vans Classics for boys and women," stated Desiree Wagner, category manager for Vans kids' footwear. "Making Vans open to consumers at Stride Rite makes great sense since it is a children's-footwear destination."
The Vans kids' collection includes crib footwear in addition to styles for toddlers, boys and women that retail from $20 to $45. And in contrast to its competition, Vans includes a dedicated children's-footwear designer that lately oversaw adding kid-specific styles, including footwear which include kid-friendly closures and colorways.
Overall, the main focus on kids has compensated off for Vans. Based on Wagner, the company has witnessed double-digit sales increases in the kids' business in the last year. And both vendors and retailers are convinced that they don't visit a slowdown within the kids' business in the near future.
Stated Sole Technology's Brown, "When we can grow with a brand new generation of youngsters with this brand, we are able to stabilize our future."
Only for Kids: Skate-footwear vendors are individuals newest generation of skaters with classic skate silhouettes designed only for kids.
Vans
The classic skate-footwear brand has dedicated to its kids' collections having a dedicated children's-footwear designer. Here, an autumn '05 style for women includes a kid-specific colorway and embroidered flower detail.
Etnies
The Etnies brand has branched to select mainstream retailers, for example Stride Rite. Here, a kids' style sports a pink Etnies emblem.
DVS
DVS stays in keeping with its roots with kids' styles that mimic the adult collection. Here, a vintage skate silhouette includes a kid-friendly hook-and-loop closure.
Es
Like several Sole Technology brands, Es kids' footwear consists entirely of takedowns in the adult lines. The footwear are offered only in core skate shops plus the adult styles.
how to set up a skateboardCaption(s): Above: The growing recognition of skateboarding is attracting a more youthful consumer towards the sport right: Parents that accustomed to skateboard are actually presenting their children towards the skate brands they increased track of.
