Children’s footwear will be highlighted in a Kid’s Special covering nearly 600m² Kids’ exhibit at GDS in Düsseldorf on March 5-7, with the focus on shoe size measuring systems.

According to the organisers of GDS, the children’s footwear market is a highly contested one – and the target group is shrinking due to demographic changes. Nevertheless, this segment is one of the growth markets promising major sales potential for both manufacturers and retailers alike. Consumer behaviour is clearly polarised. Some consumers save on their childrens’ shoes in economically challenging times disregarding quality due to the shoes’ relatively short life span. On the other hand, there are demanding consumers who attach great importance to brand value, wear properties and, above all, perfect fit when it comes to children’s shoes.

An increasing number of lifestyle and system suppliers are now gaining a foothold” and making money in the kids’ segment alongside such established kids’ brands as Ricosta and Richter. This is also shown in the collections developed by such brand icons as s.Oliver or Timberland, all of which will exhibit at GDS. They are representative of a great number of producers that are continuously expanding their children’s shoe lines. Another indication of the appeal of this market is the rising number of newcomers it is attracting. 

Measuring systems designed for children’s feet are therefore a highly topical issue addressed by experts and medical publications.

In Germany alone approximately 60% of all children are reportedly wearing incorrectly sized, ill-fitting shoes (in terms of length, width and/or circumference) as a result of inadequate measuring facilities. This is also said to have a direct impact on freedom of movement and therefore on the healthy growth of children’s feet. Correct shoe sizing is therefore one of the most important topics in the field of health promotion and one the childrens’ shoe market urgently needs to address.