Retail Industry
Industry: Email Alert RSS FeedMarketing exec advises putting kids first. (footnotes: footwear news & trends).
Children's Business, July, 2002 by Clack, Erin E.
WHEN IT COMES TO HAWKING adult footwear product, most manufacturers' and retailers' marketing machines run in overdrive. Yet, kids' footwear marketing support remains surprisingly scarce. Take marketing revolutionist Nike, for example. "Nike is one of the most savvy and sophisticated marketers out there when it comes to fashion and footwear, yet up until just three years ago, the company wasn't talking directly to kids," explains Christopher McKee, chief creative officer for New York-based marketing agency The Geppetto Group, who created spots for Nike in conjunction with its client Kids Footlocker. Steadily, others have begun to follow Nike's lead. What is happening, McKee explains, is that "the industry is finally realizing the incredible influence kids have over...
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