LITTLE THINGS

Kids are becoming more and more brand conscious these days. The children, who were interested to be taken to the parks and zoos until few years back, have been showing a new approach to the apparel altogether. There has been a gradual shift in the purchase pattern, with kids taking over to decide their own preferences and turning out to be impulsive buyers.

They are very much interested and excited about coming along with their parents for buying their own clothes and stuff these days.  It is probably because more than making a style statement, branded players has the capacity to satisfy the growing demands of the young ones.

Hence, it is felt that five years down the line, there will be a major shift in this market. It will be a happy move from the unorganized to the organized sector. Also, this will help many more branded players available across the geography of the country, including smaller cities and towns as well.

So, the retailers who want to take a pie of the cherry should focus on attracting the attention of children along with their parents.

Some retailers and department stores have taken the lead in creating an in-store arrangement with play areas, and kids oriented promotions within the store. Ex: ‘Back to School’ promotion by Lifestyle.Also’ as it was FIFA season kidswear segment offered separate collection for the newly emerging FIFA fans.

Global market for kids is burgeoning and therefore attracting multinational companies into the industry. This is because, the new generation of kids like to have their own choice of clothing; this evolution of children becoming independent buyers is responsible for the growth of kidswear segment in India. Factors like increased disposable income and the concept of nuclear families having 1 or 2 kids support the growth of kidswear segment.

The global kidswear market is estimated to be around US $226.92 billion in the year 2012 which was 7.3% of the total clothing industry. It is one of the fastest growing segments also because of increase in child population.

INDIAN SCENARIO

 In India the evolution in the buying behavior of children, and their influence over their parent’s results in a different purchasing pattern. The changed scenario in India has made it necessary for the manufacturers and the retailers to evolve their business strategies to meet the present generation’s demand and therefore some manufacturers have come up with their own brands and some have entered into joint ventures to cater to the newly emerging segment of kidswear.

Manufacturers are coming up with fancy materials targeting kids and hence’ children’s garments are available in various forms and designs. Kid’s apparel market is more unorganized than any other segment in apparels, a huge volume of kids apparel in India is being dominated by local and unorganized players which gives an excellent opportunity for the organized players to lay a strong foundation in this segment. Indian market is now moving towards an international look in terms of children’s apparel. Cotton plays a major role in the clothing of children. Approximately, 86% of the kidswear are of cotton.

Recent Trends in Kidswear

The Kidswear Market is expected to witness strong growth. Trends have changed, and it is quite visible. An analysis of drivers reveals that favorable demographics, growth in organized retail, rise in discretionary income, emergence of kids as independent consumers and changing fashion trends is driving growth in this sector.

Today, the kidswear market has evolved as one of the most promising sectors in the Indian retail space. Competition is inevitable, as is present in every other domain, but what keeps the business growing is the fact that there are set consumers for both branded as well as the non branded players. So every retailer is trying to cash in on their uniqueness. This indicates that the future prospects of kidswear in the country are definitely bright.

A recent research report discusses the current market trends as entry of international players into the market, adult apparel brands launching kids wear, players tying up with the entertainment fraternity, private equity investments and fashion designers focusing on kids wear. The study extensively includes information regarding the sectoral business and expansion plans.

The key challenges identified are competition from unorganized sector, rising prices of raw materials, import of cheaper machinery and absence of global export subsidies.

  • Use of cartoon characters in kid’s garments

Apparel manufacturers are cashing on the popularity of cartoon characters. As is known, cartoons are the best friends of kids and for this very reason kids connect to the apparel producing companies and so such firms focus on these attention seeking techniques.

  • Coordinated Accessories

This season’s style statement includes dressing up with accessories, where everything from dress, bag, and hair clip is color, and design coordinated.

  • Company’s own animated characters

Apart from using famous cartoon characters to promote its apparels, some of the companies also come up with their own animated characters. Reebok is planning to launch its new kidswear collection with the name ‘Space Racers’ which are the company’s own animated characters. The expectations of the shopper would be to buy sporty, and stylish, apparels promoting the cartoon character. This will not only increase the sales figures of the apparel manufacturer, but will boost the brand image of the product itself.

 

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