美國兒童鞋類市場

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 less than 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 les than 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