10 Apr FDRA Quoted in Footwear Plus Magazine’s Special Report ‘ Top 10 Kids’ Retailing Tips’
By Maria Bouselli
Children can be one of the toughest footwear customers—retailers have to please both the parent and the child, and we all know those fashion preferences can vary to the utmost extremes. But if retailers can appease fashion tastes as well as address the concerns of parents over proper fit, they could very well win over customers through their childhood and, quite possibly, their own children. And let’s not forget the growth spurt bonus where new shoes aren’t an indulgence but rather a necessity. “Once or twice a month, children need to buy shoes, so you’re building a relationship and interacting more frequently with customers,” says Matthew Priest, president of the Footwear Distributors and Retailers of America. According to Priest, children’s footwear makes up approximately 14 percent of total yearly revenue for the shoe industry—that equates to billions of dollars in retail sales annually.