1.1 Definition and scope of the study
The children's shoe market has been growing strongly since 2017 in France, although sales volumes have continued to decline in recent years. Wear and tear on children's shoes and the annual change in sizes justify the dynamism of the market based on the frequent renewal of shoes, making children the biggest consumers of shoes.
We can distinguish 3 periods in French shoe manufacturing :
- 1980s: Before the harmonization of wages in the European Union, manufacturers looked to Italy and Spain to manage their production;
- At the beginning of the 1990s: manufacturers relocated to the South (Maghreb) or to Eastern countries;
- Late 1990s: the rush to Asia. China and India become the world's leading shoe producers.
The major Western brands of children's footwear, including French brands, continue to produce within the European Union and are claiming "made in France" The quality of the product is a guarantee of quality, as an effective sales and marketing argument.
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