Comparative study of different

brands for kid’s wears

Prepared by:-
Esha Kalra
Rupesh Mutreja
Savita Kalwaniya

Sohil Nandwani
 INTRODUCTION
 Fashion always remained a concern for
the adult’s wear but slowly children’s wear
also entered into the mass production
form in the 1870s. At that stage children
were dressed like miniature adults, with
little thoughts given to designing or
comfortable parameters but around
1920s, the children’s clothing industry
began to go for innovative and creative
ideas along with comfort parameters.
Going towards the main area, kid’s wear is
divided into four large categories:-
 Practical
 Dressy
 Price conscious, and
 Upscale
Practical clothes are the best selling
category amongst the all.
Above all, the kid’s wear must be
comfortable to them. Mostly the kid’s wear
are made up from natural fibers most
preferably by cotton and wool and the
most commonly used synthetic fibers are
acrylic, rayon, polyester, nylon etc.
 In our project, we want to study different
brands of kid’s wear in terms of their
design/aesthetics qualities. This study will
help us to get data about existing design
and hence we are able to find the ‘voids’
in existing brands. These voids will act as
a further source of inspiration for different
brands.
 MATERIALS
In our project, we will study the comparison
of different brands in children’s wear
industry. We will look after the concept
that which company is concentrating more
upon quality or designing.
In this case, different
brands are the materials
and we are going to
compare
some brands like:-
 LITTLE KANGAROOS
 DISNEY
 RAYMOND
 365
 KIDS KINGDOM
 GREEN APPLE
 GINI AND JONY
 MONNALISA
 ZAPP
 LILLIPUT
 BARBIE
 RUFF KIDS
 RUFF BABY
 MILOU
The material categories will
depend upon common
range among all the brands.
 METHODS

SURVEYS RESEARCH-
It is one of the most popular methods
of investigation, because a study of
the attributes and variables in relation
to the population is easier and is of
course more accurate. It suffers from
a negligible magnitude of error. These
days, survey has become an effective
method for research.
This is possible with the help of
personal interviews which are
backed by questionnaires, a mailed
questionnaires, direct oral
observation etc.
Management researchers extensively make
use of the surveys research method for
the purpose of evaluating various
functional areas of management.
Surveys research has been widely accepted
because of its acknowledged merits –

 It has a greater amount of objectivity.

 The study has a greater reality in its findings and
conclusions.
 The survey method is the most scientific method for
obtaining reliable data and dependable results.
 It is possible during the course of survey, to throw light
on many actual important problems, which would
otherwise have been hidden.
 The survey is extensively used in all the areas of
investigation, especially because of its obvious merits.
 Direct observations of the population are possible
resulting in more accurate results.
 Use of Chi-square test
 It is a statistical measure used in the
context of sampling analysis for comparing
a variance to a theoretical variance. It can
also be used to make comparison between
theoretical populations from surveys and
actual data got from sales records of
shops, when categories are used.
 This test makes it possible for all
researchers to:-

 Test the goodness for fit.

 Test the significance of association
between two attributes.
 Test the homogeneity.
 How this test is suitable for our
project?

 This test is suitable for our project

because of following reasons:
 All the items in the sample are
independent.
 The overall number of items is also very
large.
 LITERATURE
If we look on the kids apparel market size in
India, it is over Rs.13,000 crore, of which
branded segment consist of Rs. 3,000
crore, according to a research conducted
by KSA Technopak recently.
 To exploit this increasing brand awareness, firms
like Pantaloon, Raymond, Spykar, DS
Corporation and Milou are launching exclusive
stores for the kid’s apparels. Today, even
educational trips for the children are being
organized tin malls (gone of the days when kids
wear being taken to Zoos, Museums and
fortresses. Now, with branded kids wear market
growing at over 20 percent, every company
wants to capture a slice of booming market.
Now some examples showing the marching of
the industries towards the kids apparel
market:-
 Pantaloon has entered into a 50:50 joint
venture with Gini & Jony to set up a retail
chain to market kids apparel.
 Ds Corporation which has brands like Ruff
Kids and Ruff Baby, is also planning to
increase the number of stores from 14 to
50 in the next five years.
 Raymond has also recently introduced its maiden kids
wear brand “ZAPP”. With its first outlet running in
Ahmedabad, the company plans to set up 12 “ZAPP”
stores across the key metros of the country by the
yearend, will cater to children between 4 and 12 years.
The company has signed an agreement with ‘Warner
bros’ (has a say in quality control) to bring up superman
merchandise to India. The textile major will sell,
Superman Apparel for two of its kids wear brands
“ZAPP” as well as the premium outdoor life style brand
“PARX”. It has been observed that the company
responds very fast to the fashion trends.
 Jeans companies like Spykar, pepe Jeans
and Killer are trying to join the brand
wagon by launching new brands as Spykar
jeans will be launching two kids wear
brands next year named as ‘Undercover
kids’ and ‘Forays’.
 International brands like “Tommy Hilfiger”,
“Free Look Junior”, Adam Kids”, “Walt
Disney” and “Benetton” are also making
efforts to foray in India. These brands are
mainly taking the tie-up root with local
companies.
 Swiss kids wear brand “Milou” has entered
the Indian market in collaboration with
Tirupur-based Sreeja hosieries. With its
first store running in Chennai, Milou plans
to open about 15 to 20 stores over the
next 2 or 3 years.
 Italian kids wear brand “Monnalisa” is
entering the Indian market through a firm
Kads Fashion of India. Monnalisa
manufactures of children’s wear from 0 to
12 years. They not only focus on the
world of children’s wear but also on
charitable and cultural initiatives that
support and stimulate the imagination of
the very young.
 The Walt Disney Company will launch Disney Jeans in
the country through brand “Disney” for 4 to 14 years
aged children. “Disney aims to create a line of products
that meet the quality and values of Indian consumers
while offering design and styling that match international
fashion trends”, managing director, Walt Disney
Company (India) has said. Indus clothing plans to invest
Rs.21 crore to set up 20 exclusive Disney Jeans stores
by the end of 2007 and take the number to 50 by 2008.
They will manufacture and market the range of non-
character apparel and fashion accessories, which will be
retailed through exclusive Disney Jeans Stores in high-
end shops, malls, key retail chains and multi-brand
outlets across the country.
 Ruff has become the leading brand and since continued
to be the number one high fashion clothing for kids. This
brand analogous with the international styles, Ruff is
ahead of its time and offers the customers enormous
choice of style, attitude, and fashion appeal. After the
grand success of “Ruff”, a high fashion brand kids
clothing, its manufacturers, has launched “365” offering
super casual wear for all 365 days a year. Whether it is a
picnic or play time, the clothes allow kids to loosen up,
chill out with trendy styles, colors, prints, and a
comfortable feel.
 Raymond textile has also made a tie-up with
Belgian denim major UCO NV to form a 50:50
joint venture. The new company will be called as
Raymond UCO Denim Pvt. Ltd. It will
manufacture children’s wear for 4 to 12 aged
kids concentrating more upon the looks of a
garment. Raymond UCO will manufacture
premium denim fabric, which will be priced
higher than the regular denim. This is because
of the company’s position as the value-added
segment.
 OCEAN is one of the largest manufacturers of
high quality premium wear for the quality
buyers. It is a leading kidswear brand offering
readymade garments for boys from 4 years to
15 years. As said, their endeavours to create
range of garments that are at par with the finest
in the world, has lead them to seek out to finest
in man, machine and material and made them
one of the largest fully integrated boys
manufacturing companies in India. The product
portfolio comprises trousers, cargos, jeans, t-
shirts and shirts for boys.
 REFERENCES
[1] Apparel Online; 16-31, May, 2007.
 [2] Apparel Online; 16-30, Nov, 2006.
 [3] Apparel Online; Mar, 1-15, 2006.
 [4] Apparel talk; Vol-6, Issue-2, Jun
2006.
 [5] Apparel Talk; Vol-6, Issue-3, Sep
2006.
[6] C.R.Kothari; Research
Methodology.
 [7] www.fibre2fashion.com
 [8] www.wikipedia.com
 [9] www.webcrawler.com
 [10] www.giniandjony.com
 [11] www.texicon.com
THANKS