Kmart commits to affordable footwear

Kmart stores nationwide this month began offering a new line of Fisher-Price branded kids footwear from the Brown Shoe Co. The line includes nine styles for boys and girls with additional styles to be added this fall. The launch will be supported by a print, online and retail marketing campaign that includes national consumer advertising and significant exposure in Kmart circulars and a landing page on the retailer’s Web site. In-store retail support at Kmart will include signage, cross promotions, endcaps, apparel outposts, impact centers and in-store radio spots, according to the companies.

“We are very excited to launch our very first footwear collection at Kmart stores,” said Andrew Chi, director of marketing, Fisher-Price Consumer Products, a division of Mattel. “Through our strong collaboration with Kmart and Brown Shoe, we believe we’ve provided a well-rounded, fashionable collection that moms will love, and will be tremendously successful at retail.”

“We think Fisher-Price footwear will resonate well with our customers,” said Nick Grayston, senior VP and president of footwear at Kmart.  “Our customers respond to quality products at a good value and that’s what Fisher-Price and Brown Shoe have provided.  We look forward to a long and productive relationship with Fisher-Price beyond the toy aisle.”

According to the companies, one innovative aspect of the product line is the use of Fit Zone technology that enables parents to gauge their child’s shoe size without a try-on by holding the child’s foot against the shoe bottom and judging the toe placement in one of Fit Zone’s three bands. A middle band designates the proper position for a child’s longest toe and indicates an ideal fit. If a child’s toe extends into the band above the Fit Zone, the shoe is too small. If the toe only reaches the band below the Fit Zone, the shoe is too big. The feature is said to make the shoe buying experience easier for parents, fun for kids, and, with less need for try-ons it should make it easier for Kmart to keep the footwear department orderly.

“While we always encourage parents to try shoes on their kids before purchasing, Fit Zone eliminates needless try-ons of shoes that are obviously the wrong size,” said Todd Murray, director of licensing at Brown Shoe, a $2.3 billion company best known for its chain of more than 1,100 Famous Footwear stores.