Home / Knowledge / News / Fashion / Fashionworlds want young clientele in shoe business again
Fashionworlds want young clientele in shoe business again
Mar '09
“Children have money, children have incredible power when it comes to shopping and shoe retailers still don't appreciate them sufficiently.” Kids' and youth market researcher Ingo Barlovic brought along a wealth of helpful tips for his approx. 150 listeners at the third Kids Business Brunch at GDS – International Event for Shoes & Accessories - suggesting how footwear retailers can turn children into customers.

According to his data the 6 to 19-year olds in Germany have EUR 23.1 b at their disposal of which they actually spend EUR 22.8 b, EUR 4.42 on fashion. Yet shoe retailers, he said, were still not doing enough to turn this important target group into more loyal shoppers – despite the fact that 70% of the six-year olds already had an active say in shopping for shoes.

Nevertheless, children are not a homogeneous target group and can therefore not be categorised according to shoe size. Every one to two years their perception and demands and, hence, the children's consumer behaviour changes. Children aged 5 to 7 can even be broken down into three different target groups. Moreover, girls and boys sometimes live in completely different “life-worlds”. While boys aged 8 to 12 assess themselves as strong, loud and brash, girls rate themselves as fashionconscious, bitchy and romantic. “These worlds are what the young shoppers want to find reflected in shoe stores,” Ingo Barlovic explained.

“Preferences for fashion brands are formed between the ages of 12 and 17. And what we learn in our younger days accompanies us for the rest of our lives,” Barlovic said and added: “Today's young shoppers are therefore tomorrow's customers; and your store needs their loyalty.” The market researcher advised the retailers present to adapt to the needs of these young target groups. The task was to work out highly individual retail concepts tailored to the respective demands.

For the 3 to 7-year-old target group Barlovic recommended to address mother and child as a team rather than opponents at the POS. In the sales pitch the “plot” should be comprehensible and replicable. Furthermore, visual stimulation by sign 2 stimuli was just as important as the invitation to interact. In contrast to this, in the 7 to 10 age group everything revolved around treating children like serious shoppers and providing them with information and choice, he said.

For 11 to 15-year-old shoe-shoppers sales assistants had to ensure the necessary scope and freedom for undisturbed exchange, for instance with an accompanying friend.

Barlovic's advice: “Offer all of these target groups something new time and again, alternate your ranges and – above all – create experience realms in your stores to address your young clientele in a very personal manner.”

Barlovic also recommended to meet these special requirements in advertising: clear product information, age-related approach in goods display, variety, consideration of basic age and gender-specific needs as well as emotionalising presentation by means of experience realms were but a few of the elements to be taken into account for successful marketing.

Barlovic's summary: “Chaotic shoe stores with a “hotch-potch” of departments should be a thing of the past. Experience realms have been so far been missing at specialist shoe stores. There is huge potential lying idle here.”

The next GDS and GLOBAL SHOES will be held at the Düsseldorf Exhibition Centre from 11 to 13 September 2009.

Kids Business Brunch

Must ReadView All

UK retailers may face extra £190 mn in business rates

Apparel/Garments | On 21st Sep 2018

UK retailers may face extra £190 mn in business rates

Retailers in the UK are likely to face an extra £190 million on their ...

Courtesy: EFI

Textiles | On 21st Sep 2018

Digital textile printing expected to grow at 20% CAGR

Digital textile printing is at this time about 3-4 per cent of all...

Bangladesh demands better prices for garment items from US

Apparel/Garments | On 21st Sep 2018

Bangladesh demands better prices for garment items from US

Bangladesh sought better prices for its exports, especially garments, ...

Interviews View All

Angelina Francesca Cheang, MY ANJE

Angelina Francesca Cheang

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Sonia Agarwal, Whitenife

Sonia Agarwal

‘The terms eco-friendly and organic are common but everyone perceives them ...

Nitin Soni, Dolphin Jingwei Machines

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Himanshu Jariwala,

Himanshu Jariwala

J Korin started as a partnership firm with four powerlooms in the textiles ...

Erik Sy,

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Maya Simova,

Maya Simova

Inter Expo and Congress Center (IEC) is a prominent exhibition centre in...

Marcel Alberts, Eurofibers

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Justin Gutierrez, INDA

Justin Gutierrez

The Association of the Nonwoven Fabrics Industry (INDA) has created a new...

Eamonn Tighe, Nature Works LLC

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Chandani Sahi, By Chandani

Chandani Sahi
By Chandani

By Chandani is a womenswear prêt couture brand with fusion silhouettes by...

Rupa Sood and Sharan Apparao, Nayaab

Rupa Sood and Sharan Apparao

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Silvia Venturini Fendi, Fendi s.r.l

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

September 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search