1. KIDS CLINIC

2. History History of ECCO Children’s Footwear
The Development of the JCI Theory
The Facts of Shoe Construction

3. Objective
The objective for today’s training is to improve your knowledge of children’s footwear and to help you improve sales. This training will provide the tools that will enable you to be perceived as an expert able to guide customers to the best possible product decision.

4. Why ECCO is Committed to Children’s Shoes:
ECCO received numerous consumer requests for smaller sizes, leading ECCO to make the decision to manufacture children’s sizes.
In 2001, ECCO prepared a children’s strategy designed to take advantage of one of the most significant events that a human being has…the first step
ECCO’s footwear culture and knowledge lends itself to creating shoes that protect and encourage healthy development of the foot.

5. Kids are not just kids
Children are far more physically active than adults.
They are climbing and crawling, running and jumping – they walk in puddles, play ball and go skating. They are curious, exploring – taking life to the limit. And, of course,
There are huge differences between a 2-year-old infant, a child of 5 and a schoolgirl or boy at the age of 10.
To be able to deal with the differences in terms of product and communication we use the JCI Theory.

6. JCI stands for: Junior, Child and Infant.
J.C.I Theory
JCI stands for: Junior, Child and Infant.
The theory is based on the physical and personal development that a child goes through in the first years.
Utilizing the JCI theory you have a unique opportunity to be perceived as a specialist and can give advice to parents on choosing appropriate footwear.

7. Snapshot of J.C.I. Theory

8. Anatomy for Infant Infant: 0 – 2 years of age
What does a typical child’s foot look like?
Almost all newborns have normal feet.
The young child’s foot is soft and round with a narrow heel.
Toes are almost all the same length.
The sole of the foot has no calluses and their feet are just as “alive” as their hands.
The bones of the foot are soft and flexible, as parts of them are still just cartilage. Each child’s foot consists of 26 bones.
The foot is very flexible, and the arch is not yet developed and is filled with a pillow of fatty tissue, which gives the foot a typical flatfooted appearance.

9. How should the first pair of shoes fit?
There are several points to check when fitting the child’s first pair of shoes. You need to check:
The heel counter must be narrow and fit well around the heel, so the foot does not slide forward in the shoe.
The back and over the instep of the shoe should not be loose when the child walks.
The throat must fit well around the foot so that the sides of the shoe support the foot.
The shoe must have the right length and width.
The sole must be flexible so the foot muscles work in the best possible manner

10. When is it time for the first pair of shoes?
Each child develops at his or her own rate.
When the child’s muscles and feet are sufficiently developed, the child will want to learn to walk.
This will typically be when the child is from 10 to 15 months. Then it is time to find the right pair of shoes.
Advice: Parents should not push their child to walk. If the child is only crawling or standing up, you should recommend using a non-slip stocking instead of shoes, until the child walks.

11. Growth? How much does a child’s foot grow in the first 2 years?
In the child’s first two years, their feet grow approx. 20 mm or 3/4 inches a year equalling a half size every second month.
How much does the child’s foot grow from years 2 – 3?
From the second to the third year, the feet grow approx. 15 mm or 1/2 inch equalling half a size every third month.

12. The buying process for an Infant 0 – 2 years
325,000 American children buy their “first ever” pair of shoes each month.
Who makes the buying decision for these shoes?
The mother/father/grandparents = The Gatekeeper
How is it possible to influence the buying process?
You must be able to convey expert knowledge on size, fit, comfort and quality.
The Gatekeepers are seeking:
Reassurance – safety and appropriateness
Quality – materials and manufacturing
Value for Money – money well spent
Endorsement – brand, retailer, medical
Acceptability – by the child
Parents want to know they are doing the best for their child.

13. Does it fit?
Use the store’s measuring device to measure the length of the foot, the width and the internal length of the foot.
The child should stand up when the measurement is made. Don’t forget to measure both feet, as they may differ in size. Take the longest toe into consideration.
Children often curl their toes when trying on shoes. Therefore, it’s a good idea to ask the child to walk around a bit. In this manner the toes will automatically be “straightened.” If you are still in doubt about the size, you can take out the insole if possible and have the child stand on it.
Advice: Shoes must be at least 8 mm or more than ¼ inch longer than the foot; otherwise they are too short and should not be used anymore.

14. Anatomy for Child Child: 3 – 7 years of age
What does the child’s foot look like?
The child’s foot still experiences many changes and he growth will often be random.
Check footwear regularly.
The foot changes from being small, soft and round to looking more and more like an adult’s foot.
Gradually, you can see if it will be thin and narrow or broad and sturdy.
The forefoot is still relatively broader than the adult foot. The arch starts to develop, as the child’s foot grows older. The form of the foot begins to be narrower, especially around the heel

15. What to take into consideration for this group?
It must be taken into consideration if the child has a narrow or a broad foot or a low or high instep.
Important:
If the shoes are uncomfortable, the child will not wear them.
As starting point, the new footwear must be 15 mm (about ½ inch) longer than the foot. There should be room for the foot to grow.
Don’t expect the child to complain if their shoes are too small. The foot is still soft and flexible and will take the shape of the shoe.

16. The buying process for a Child 3 – 7 years
At the age of five, children begin to be influenced by friends in kindergarten, nursery school etc.
They begin to develop their own identity through brands.
It is also in this period that children become aware of gender, and are very proud of the things they can do themselves.
Boys prefer to play with boys and girls with girls.
Who makes the buying decision regarding their shoes?
In the buying process for this age group, there will be a clear cut between the child and the gatekeeper. The latter will typically decide which store to buy the shoes in, BUT the child will definitely want to make the decision as to which pair is bought.

17. Child -The Buying Process
The child should be addressed, as he or she has a strong influence on whether a purchase is made or not. Speak on the same level as the child and kneel down to obtain acceptance. The gatekeeper will probably relax; when/if the child is satisfied and comfortable.
The Gatekeeper seeks:
Value for Money – more consumption now
Acceptability – by the child
Endorsement – confidence builds
The Child seeks:
Branding – clear branding is important
Technology- clear link to inspirational products
Fashion – girls now recognize seasonal fashion

18. Anatomy of a Junior Junior:8 – 12 years of age
What does the child’s foot look like?
Feet are now almost shaped in the same manner as the adult foot. The arch is almost fully developed, and the forefoot is still relatively broad. What to take into consideration with this group?
Children in this age group frequently say: “I am not a child/baby anymore, you know.” They can hardly wait to be old enough to do everything, BUT at the same time they are sensitive and insecure.
Juniors work hard to establish their individual identities and should NOT be related to being a child.

19. What to take into consideration for this group?
Children in this age group frequently say: “I am not a child/baby anymore, you know.”
They can hardly wait to be old enough to do everything, BUT at the same time they are sensitive and insecure.
Juniors work hard to establish their individual identities and should NOT be related to being a

20. The buying process for a Junior 8 –12 years
Who makes the buying decision?
From the age of 7-8, the child has already found preferred brands.
Buying habits are influenced by the parents, but also by the group leaders in school.
When the child is about 11 – 12 years of age, it is they find idols or grown-up role models within the music, sports or media worlds.
They want to make their own choices as regards to clothing and many other things.
The former gatekeeper becomes less important.
Influence the buying process?
You must attract and keep the junior’s attention. It is relatively easy to attract their attention, but it is difficult to keep it for long time. Be there for the child NOT the mother. The children show their independence through purchases.

21. Junior – The buying Process
Important:
Children in this age group want to be teenagers and treated as if they have grown-up values and interests. They try to distance themselves from everything childish.
The Junior has its own money to spend. Often savings or gifts from birthdays etc.
Junior kids are very selective when buying various things. Therefore, they are far from simple buyers, but real experts on the buy.
Advice: Parents should check feet and shoes every fourth month for a proper size fit.

22. Selling Tips
The average child will need approx. 5-6 pairs of shoes. They need them for all different wearing occasions.
Their wardrobe should consist of a pair of all-weather boots, sneakers, sandals, slippers, casual shoes, and possibly a pair of dress shoes. So even though the child may be in your store searching for a new pair of sneakers, you should also be trying to sell them something for their entire wardrobe.
These simple tips will help you develop a strong clientele and get multiple sales each time you work with your customers.
Good Luck!