MFM, Sem 1 | NIFT, Mumbai | 2008
Fashion Marketing 2
Grown-ups never understand anything, and it is tiresome for children to be foreverexplaining things to them, writes Antoine de Saint-Exupery in The Little Prince. Thegrown-
ups might not have understood kids in Exupery’s social allegory, but apparel
brands have. Gone are the days when kids were being taken to zoos, museums andfortresses. Today, even educational trips for children are being organised in malls.The branded apparel market in India is worth US$ 750 million and is growing at asteady pace of 18 to 20 percent
all despite competition from local, unorganizedmarkets with an estimated worth of US$ 3.5 billion. According to research firm KSATechnopak, the overall kids
apparel market size is over Rs 13,000 crore, of whichbranded segment consists Rs 3,000 crore.Fueling this growth is a rise in peer pressure and exposure to fashion trends ontelevision that has encouraged Indian kids to think independently and dictate what theywant to wear. Also, a growing population with double-income and single child familieshas led to the increase in disposable income, compelling parents to spend more on theirkids, particularly in urban areas.To exploit these above mentioned trends, companies like Raymond are launchingexclusive stores for kids
apparels. ZAPP! is an attempt to grab a major share of this pie
with Raymond’s aiming to be among the top three players in the Indian market.
Raymond Group, jumped into the fray in 2006 with Zapp!, to capitalize on this lucrativemarket. From charming blazers for boys to preppy skirts for girls.