18-20 February 2018, NEC Birmingham

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INTO THE BIG WIDE WORLD

Footwear labels within the main Moda exhibition are presenting a stronger-than-ever children’s offer this season, offering buyers the chance to venture beyond the dedicated Mini Moda arena for a more comprehensive buying experience.

“Many adult brands offer a substantial children’s collection, either as a stand-alone range or a ‘mini-me’ style complement to their core adult line,” says event director Sean O’Connor. “Buyers specifically looking for children’s footwear have the option of buying into established labels – such as Superga and Dr. Martens – which have all the branded heritage of their adult counterparts, as well as being inspired by dedicated children’s collections within our separate Mini Moda area.”

Brands to look out for within the main Moda Footwear area include Ipanema, Chatham, Skechers, Superga, Aigle, Rider, Reef, Zaxy and Dr Martens, all of which offer a range of designs specifically for children.

Specifically, global footwear label Skechers presents Twinkle Toes - a standalone children’s range featuring sequins, glitter and bright colours for a wide-ranging appeal to younger girls – as well as scaled-down versions of its adult styles. Brazilian label Ipanema meanwhile offers a diversified children’s range this year, including its core range of flip flops and a licensed children’s collection, which is a new launch to the UK.

“We’ve grown the children’s collection in response to customer feedback and will offer a range of licensed styles for the first time this season,” says Ipanema’s UK distributor Mason Young. “Summer holidays are a big a focus for UK consumers, so the summer season in particular is a key time for our children’s collections. We are bringing a collection of licensed Hot Wheels shoes for boys and a range of Barbie styles for girls, both of which have been successfully established in Brazil for some time, but are available in the UK for the first time this spring.”

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