FASHION ILLUSTRATION & DESIGN

Indian Kids-wear Market
Spaghetti tops, Crystal studded denims, Italian cuts, Capris, and exclusive party wears; Kids fashion is a diminutive version of adults wear.  Children becoming independent buyers, increase in the amount of disposable income, and retail blitz is enhancing the kidswear market.  Media exposures and promotions also cause a significant influence in the market.

Many manufacturers come up with their own brands, while some others enter into business through joint ventures.  Department stores have contributed towards segregating and building niche categories like infant wear, kid’s formal wear, kids ethnic wear, swim wear, casual wear, pre teen wear by stocking a wider range of merchandise and differentiating between them at the retail store level.  Like in every other retail segment in the country, the market is dominated by the unorganised sector. Branded kids apparel market is in its nascent stage in India with a handful of national and international brands.
 

Industry Overview
 

 

Market for kids apparel is the fastest growing industry in India. Manufacturers are coming up with fancy materials targeting kids who are more interested in the upcoming fashion trends. The market is now moving towards an international look. Lilliput, Li’l Tomatoes, Catmoss, Kids’ Studio, Little Kangaroo and Mother’s Touch are a few other brands being retailed by lifestyle stores like Shoppers’ Stop, Big Bazaar, Westside, Ebony and Globus. According to report analyzing the trends in the kid-wear sector the top 10 markets are growing at 6-7% annually and is expected to reach US$131.5bn by 2012. International brands like Tommy Hilfiger, Freelook Junior, Lee Kids, Adams kids, Benetton and Pepe are also making efforts to capture a slice of the market in India.

Market segmentation

The market size includes the Rs. 114,500 million uniform segment that saw an annual value growth of 22.50 % over the previous year. The kidswear segment has grown at the rate of 15.6 % in value terms and 4.36% in volumes in 2007, which is a significantly higher growth rate in 2005 (11.4% and 3.8%, respectively). Growth in value is exceptionally high in all kidswear ranges, over 35 % in premium, 21.5 % in the middle, 13.4 % in economy and 6.7% in mass. There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India. The branded children’s garment market in India is large running between Rs 12,000-18,000 crore per year.

Children’s garments are largely bought off the streets in this country. The vast number of small shops that line the back-alleys of our high streets are where kids’ garments sell out . While the high street remains the point of purchase for the branded garment, the back-alleys remain the spots that attract the hordes buying in numbers.  Many brands which have carved an USP in the general category have hit the kids industry with their product. Pantaloons which entered into a joint venture with the brand Giny & Jony, Liliput, Zapp by Raymonds, United Colors from Beneton (UCB) and Ruff Kids by DS Corporation are among the first liners in the kid’s fashions in India.
 

Prominent Kidswear Brands in India
                

Gini and Jony Lilliput Catmoss Zapp Weekender Ruff Kids Lil Tomatoes Palm Tree Levis Sykes Jr Spykar Freedom wear Kanz (Of Cartoon network) Benetton Kids Colorplus Junior Ruff Baby Planet Kids Sach

International brands
Barbie,  Mothercare,  Benetton Kids,  Pepe,  Lee Kids,  Mona Lisa,  Espirit,  Bossini,  Kans  Tommy Hilfiger, and  Adams Kids have also entered the Indian market.
 

Market size and Growth
According to the India Apparel Report, 2008, the size of kidswear market is estimated to be at Rs. 30, 510 crore which will further grow to reach Rs. 45, 000 crore by 2013, with branded apparels contributing to a major share.  Urban kids apparel market comprises about 60% of the total kidswear market.  Branded kidswear are well established in I tier cities, and are now experiencing a good growth in II & III tier cities as well. Industry players further predict that the market is set to grow by 12% annually and reach its peak by 2010.

At a time when every other international brand is eyeing a share of the big pie in the fast growing Indian kidswear market, homegrown brands like Gini n Jony, Lilliput, Catmoss, Li’l Tomatoes and Ruff Kids are all set to take the international market by storm.  According to industry estimates, the organised kidswear market in India is around Rs 4,000 crore and it is growing at 20-30%.

Characteristics of Kidswear Markets
The market for kidswear is classified as follows:  Infants (0 - 6 months)  Toddlers (7 months - 2 years)  Kids (3 - 8 Years)  Pre-teens (9 - 12 Years)  Children’s wear is mainly on a seasonal basis. Highest sales figures are usually recorded during the months of August – September. The average annual expenditure on kidswear is approximately Rs. 3, 857.

For children’s wear, cotton is the most preferred material due to its non-allergic, comfortable, and easy caring virtues. But it faces competition with other synthetic ones, which are preferred for its washability, and non-creasing abilities.  A survey states that, the maximum sales in children’s wear market comes from smaller towns like Patiala, Bhatinda, Coimbatore, Phagwara, and Sonepat.  Generally stores that offer a wide range of selection at discounts and low prices attract more traffic.

Marketing task lies in capturing the imagination of the children with fashionable patterns, and of the parents with quality apparels supplemented by reasonable prices which determine the success of the manufacturer in this segment.  The greatest challenge faced by kidswear brands is the proliferation of licensed apparel, given a shot in the arm by the growing popularity of characters on kids’ television channels.

Market share of the Major Apparel Segments (2007) Total size Rs. 122, 400 crore
  

Brand Awareness
GnJ Mean Std Error Median Mode Std Dev. Variance Kurtosis Skewness 2.486 0.111 2 2 0.928 0.862 -0.079 0.32 Benetton 1.5714 0.0945 1 1 0.7907 0.6253 1.06 1.3 Lilliput 3.226 0.0891 3 4 0.7454 0.5557 -1.09 -0.04 Catmoss 2.714 0.15 3 4 1.253 1.569 -1.51 -0.039

Brand Performance

Fashion Innovations

Use of cartoon characters in kid’s garments: ‘Character inspired merchandising’ is emerging as one of the hottest market trends. Mickey Mouse, Powerpuff girls, Spiderman, Superman etc. have all found their way into the kidswear market and are currently selling like hot cakes in the market. 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. 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.

Supply and distribution

In the domestic market, the various channels, which are used to distribute the apparels, are

      

Exclusive Brand Outlets (EBO) Shop-in-Shops (SIS) Multi Brand Outlets (MBO) Distributors

Lilliput
 

 

Set up in 1991 by the successful garment manufacturing and export enterprise called “Anand International”. Lilliput has its presence in China, Middle East & Egypt. Its turnover in FY 07-08 has been Rs. 260 crores. In Exports, Lilliput is very active in Europe, The USA, and other countries. To produce quality kids wear the production facilities are equipped with more than 2000 modern machines. Lilliput, the dominant player in the Kidswear industry walked away with the prestigious ‘Brand of the Year’ 2007 Award in the Kidswear category at the APEX Awards organised by the Clothing Manufacturers Association of India (CMAI). This Rs 182-crore kids apparel brand currently has 135 exclusive outlets, over 105 large format multi-brand outlets and more than 450 point of sales. Lilliput now has presence in Bahrain and China and will expand by opening 50 stores in West Asia and 100 stores in China by 2010-11.

Target Segment  Primarily aimed at 0-11 years age group which caters to middle and premium segment.

Products  It manufactures all kinds of knitted and woven garments for girls as well as boys. It not only manufactures garment but creates and develops them.  It invests heavily on design and development of new garments every season with the help of international designers and its own team of merchandisers. The idea is to provide the buyers a wider choice in terms of designs, fabrics, trimmings and accessories. The brand also has plans to launch home furnishings for kids shortly.

Retail Formats  Besides the exclusive stores the brand is available in major chains like Shopper’s Stop, Westside, Lifestyle, Ebony, Pantaloons etc.  The brand plans to tap the potential of

 

Lilliput has always been synonymous with quality, design and high-end kid apparels that satiate the fashion desires of the urban children and parents. The Adventure wear ranges from shorts & capris to t-shirts & bermudas all available in earthy as well as bright colours. The party wear is apt for the wedding and festive season making the little ones look more beautiful and elegant. It ranges from ethnic lehengas, party wear frocks for girls to sherwanis, jackets & trousers for boys. The character wear includes character licensed clothing from the likes of movies as Bhoothnath, Incredible Hulk, Spiderman, Iron Man and many more. The casual wear has a vast range from jeans, t-shirt, skirts, tops to choose from in the age group of 0-12 years.

Lilliput has launched their Spring-Summer '09 Collection. With a mood board ranging from adventure & sports to feminine frills & trims, classic indo western to capricious bling , Lilliput Spring-Summer' 09 is an exuberant concoction of colors, creativity and fashion. Details of the Collection:  Infant Boys, the collection themes range from Pirates, Cars & Beachwear, Fun words, Sportswear, Animals, Cranes to Thomas The Engine & friends.  Infant Girls get to choose from Spring Olive, Spring Floral, Romantic Pink, Spring Red, Spring Mix n Match, Spring Pink and Denim.  Toddler Boys get a taste of the outdoors with Motor Bikes, Automobiles, Aqua and Tropical and Bob the Builder.  Toddler Girls can look pretty with Fuschia Fancy, Strawberry Punch, Orange Sizzle, Play with Peach, Floral Charm, Mauve Magic and Patch Passion  Junior Boys can have their pick from themes like Red Hoax, Skull, Marine, Racer, Mix n Match. They can further throw caution to the wind with Ben 10, No Rules & Marvel Heroes (Spider Man, The Hulk & Iron Man).  Junior Girls get to strut their stuff with themes like Colorful Butterfly, Bubblegum Pink, Chocolate Muffin, The Red Fever, Shimmer n Shine, Rainbow, True Blues, Powerpuff Girls and the premium party wear ensemble – The Glitterati Collection.

Catmoss

Established in 2004 by Mr. Ashwini Chawla. Owned by Catmoss Kids wear, the brand has gained popularity in a very short span of time.


Target Segment  Catmoss stocks apparels (ethnic, party wear and casuals) and accessories (towels, bed sheets, bibs) for the just-borns to even sixteen-year olds.  Caters to the middle and premium segments.


Products  It manufactures all kinds of knitted and woven garments while the production of accessories is outsourced. It also offers ethnic wear like “Lehenga chunri” and “Kurta paijamas” in its product portfolio.  The brand plans to introduce formal wear for young boys as well as an economy range in casual wear.


Retail Formats  The brand is sold through various large format stores besides its exclusive stores.

Catmoss also is planning international ventures, and in a big way going to Australia, Gulf countries and Nepal.  For girls, there are stone studded and sequined ghaghras apart from frocks in chiffon, velvet and cotton, dungarees, Afghani salwars, night wear, pullovers and designer jackets in all hues and prints.  There is an equally good variety for the boys to choose from. These include ethnic wear like kurta pyjamas with stoles apart from western wear in the form of T-shirts, cargo pants and designer jackets in leather, denim and polyester.  Jackets for the new-borns are also available.  The new summer collection moves between fashion statement and casual comfort.  Catmoss vision is to redifine the outdated upscale children's clothing market be providing the freshest blend of unique wearable designs featuring a mix urban chic and high end fashion for both boys and girls.  Double thread hemlines and stitches. Epallauttes Patchwork /yokes 

Gini & jony
One of India’s leading manufacturers of premium lifestyle Kidswear.  Business activities primarily includes designing, manufacturing, branding and selling of readymade apparels and other lifestyle accessories for kids, under their various brands.  Gini & Jony has a range of brands like GJ Jeans, Palm Tree, Levi’s Sykes Junior, Red River, UCB, Rocky S, and GJ Knowledgewear for kids. They offer a wide range of apparels for children including T-shirts, shirts, jackets, cargos, jeans and trousers for boys, and capris, dungarees, skirts, Jamaicans, and coordinate tops for girls.  The brand has become an international name with its distribution network spread across India and the Middle East with 20 franchisees, 40 shop in shops, 10 factory outlets and 180 MBOs.  Gini & Jony bagged the award for ‘Most Admired Kidswear Brand’ at the Lycra Images Fashion Awards 2006 for the fourth year in a row. Background and Evolution  Mr. Prakash Lakhani, along with his two brothers Mr. Jaikishan Lakhani and Mr. Anil Lakhani, promoted the Company in November 1994 which became a public limited company on November 13, 2006 and the name of the Company was changed to Gini & Jony Limited.  The company caters mainly to four segments through in-house brands as given below:

   

Super premium segment - ‘Gini & Jony’ Premium segment - ‘GJ JEANS UNLTD.’ Mid-market segment - ‘Palm Tree’ & Red River Niche segment - ‘Gini & Jony Knowledge Wear’

Diverse and wide distribution channel forms the backbone of the selling and marketing strategy.  The company is also vendor to schools in India for supply of quality school uniforms under the brand “Gini & Jony – Knowledge Wear”.  The company has a Licensee agreement with Levi Strauss (India) Pvt Limited, under which it designs, manufactures and markets Kidswear under the name of their kidswear Brand “Levi’s Sykes Junior”.  The company is also all India distributors of Benetton India Private Limited and Reebok India Company for their kidswear category in India.  Their manufacturing facilities are fully backed by product development set-up, design studio and efficient sampling infrastructure to provide quality products to customers in India and abroad. Target Segment  Targets kids up to 16 yrs of age. It is exclusively positioned in the category of premium kids wear segment.

United Colors of Benetton

The Italian label was formally launched in India in 1992 as a 50:50 joint venture with the Delhi based DCM group which later bought out the stake owned by the DCM group after 10 years to set up a 100% subsidiary.


Target Segment  Targets kids up to 16 yrs of age. It is exclusively positioned in the category of premium kids wear segment.


Products  Benetton launched “Baby on Board” store, which targets mothers to be and kids wear store in Gurgaon. The “Baby on Board” store, which is targeted at young urban upwardly mobile parents, has a product line, which includes infant and maternity wear, educational toys, strollers, car seats and fashions. It also offers footwear as well as accessories such as caps, hats, pins bags, belts.  Benetton India manufactures almost the entire bulk of the product line in knits at its own unit, while for woven and accessories are done through contract manufacturing.


Retail Formats  Internationally, Benetton follows formats that emphasize a complete retail experience through its mega stores, offering a complete fashion and

Zapp!
 

Zapp! presents an exciting range of apparel, accessories and lifestyle products for kids between the age group of 4 to 14 years. With season focused offerings that blend in both key fashion inputs dictated by International trends and the highest quality standards, Zapp! has established itself as a leading player in the kidswear segment today. From party wear to casual wear, kids can now choose a different style for each different occasion. Designed in-house, the Zapp! clothing line consists of 'Basics', 'Denim' and 'Street wear' amongst other collections. To go with their clothes, kids can also shop for accessories such as footwear, bags, bed and bath linen. Zapp! has also tied up with Warner Brothers to treat kids to 'Superman' merchandise right in their city. Zapp! retails through 20 exclusive stores, is available across Shoppers Stop, Lifestyle, Pantaloon and Central and the top 120 multibrand kidswear stores in the country. Baby Zapp! consolidates the offering as a specialized category targeted at the 0 to 3 infant segment with great care on safety and comfort. This specially crafted range includes a miniature fashion line, utility apparel and accessories and a home line. The Zapp! stores offer both fun while shopping and the best product available in terms of choice, design and quality. With changing rooms designed as igloos, and others suspended over glass floors with pebbles, the stores allow the child to conjure up an adventure! With his own Zapp! membership card, the child is made to feel the like the special customer that he is. Raymond’s brand Zapp has an exclusive kids loyalty programme.

LI'L Tomatoes
 

Born in December 1995. Li'l Tomatoes, a brand of Gunno Group of Industries Pvt.Ltd.. The Li'l Tomatoes label reflects a lifestyle that is contemporary and decidedly urban. The line is individualistic, performance oriented and focus is on multipurpose clothing. The foundation of Li'l Tomatoes lies in technology, simplistic design, season less colour and fabric with strong emphasis on comfort and easy care. That is, fashion at its best for the new breed of the 21st century kid. They specialize in an impressive range of seasonal options for li'l boys and girls aged 1 to 14 years with an added range of accessories and toys. Li’l Tomatoes spread its wings to Dubai, Singapore and Bangkok, with the main thrust behind this international expansion trend as the aura it creates around the brand.

Levi's sykes junior

 

Levi's® Sykes® Junior was launched in the Indian Market by “GINI & JONY Ltd” as a licensee in the premium Kids wear segment. Currently the brand is made available at all major A class stores & premium malls across the country. Levi's® Kids is International kids wear face of Levi's® Brand. Levi's® Sykes® Junior is targeted to Metro and Class I towns, SEC – A & B+ parents with boys and girls aged between 6-14 with active, outgoing, and socially inclusive lifestyle. A cross over collection enthused by zeal and vigor, one can find cool Tees, shirts, cargos, and jeans for boys and girls in themes ranging form Sport, Street Wear and Gala day wear. The Brand is made available in the price range of Rs. 349/- upto Rs.1799/-

Palm Tree

 

Positioned as a mid-market product targeted to the customers who seek unique selling proposition like affordable pricing without compromising on quality and style thus competing with other brands in the economy segment. Since in the kids wear the availability of branded products in the smaller towns is very less a huge potential is available for the brand in these price segment in these towns. Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14. Designed in bright undiluted colors one can find solids, prints stripes, checks, denims and chinos. Fabrics are soft and light so adventure at the camp or a forest safari or just playing in the garden will keep you cool yet trendy. This range of daywear for kids is casual and stylish and is made available in a very competitive price range between Rs. 175/- up to Rs.795/-.

Spykar Oyo

Lifestyle jeans brand Spykar is venturing into the kids wear segment with the launch of its new brand, OYO for the age group of 414. Spykar plans to establish 30 exclusive brand outlets during the first phase of its retail plans at an investment of around Rs15 crore, spread across 12 to 15 cities, followed by an expansion of the range into multi-brand outlets during the next phase. Talking about the concept for OYO, which is an acronym for 'On Your Own', Fabrics available all across the world are same. With experience of worked – upons in the denim wear and cotton category, they create complete magic in the kids wear category. This venture Spykar compete with established kids wear brands such as Gini and Jony, Ruff, Lilliput, and Raymond's recently launched kids wear brand Zapp. Vakharia said that the company was looking at sealing a deal for a dedicated collection for the OYO brand besides looking at getting into the premium jeans wear segment.

Allen Solly

Allen Solly has announced the launch of kidswear, a funky, cool, fun and stylish collection & aims at playing a key role in the branded Kidswear segment.

Allen Sollyhas launched its apparels in four collections namely: ‘Colour My World, Urban Holiday, Sports Academy and Enchanted’ being built around the numerous occasions in a child's life. Strict quality parameters are followed including testing for saliva and perspiration color fastness. They make merchandise child safe for e.g. care has been taken to not provide any draw string around the neck and wherever it is included - it confirms to specified length.”

Weekender Kids

   

Weekender, an Indian brand manufactured by Personality Ltd (a division of Gokaldas Images) is valued at Rs 40 crore. The company has exclusive stores for children to promote its Weekender Kids label. It is quite an attraction for the fashion savvy tiny tots. A national survey conducted by images magazine for kids wear said that weekender came out tops in popularity and availability. weekender is more of the design range Weekender began with a single basement outlet on Bangalore’s Residency Road in 1987. Targeting two to twelve year olds, Weekender Kids was launched in 1992. It already has with over 40 exclusive stores and MBOs in the country. Weekender advertises on the 'Cartoon Network' a channel exclusively for kids' for its brand' Toon World'. Apart from advertising, they also run special promotions like Kid Fashion shows in collaboration

Design, Aesthetics, Fabrics, & trims
 Their in-house designers constantly keep in touch with the latest trends to deliver the best for their consumers.  For the little girls they have floral spaghetti's, blouses and shirts that could be teamed with capris, pedal pushers etc.  For the boys they have shirts with prints and checks, Tshirts with skateboarding, airplanes and Formula 1 images imprinted on them and much more.  Favourite `toons' and super heroes are the popularly used motifs/ designs on T-shirts. They also have apparel and accessories from Disney.  They offer contemporary fashion for children. The kiddy look is out and has been replaced by the smart look which means mature prints, checks, or even oranges and greys.  The youth segment, identified with the age group of 1525 years, is more closely associated with street fashion .  Smart, sensible, trendy and comfortable - as

Ruff Kids
 

Ruff Kids is another Indian brand that is making its presence felt in the global market. Launched by DS Corporation in 1995, Ruff Kids is spread over 200 MBOs across India, apart from three exclusive stores. The Rs 85 crore brand also exports to the Middle East and other Asian countries. "RUFF KIDS" products are manufactured and marketed under the labels of "RUFF BABY" & "RUFF KIDS" to cater to the needs of children from 1-3 yrs & 4 -16 yrs age respectively. "RUFF KIDS" is a premium label adhering to strict quality control parameters from design to packing. It creates the latest international fashion trends providing the fashion conscious kids stylish clothing coordinated accessories with ever changing styles & products. It has always nurtured futuristic outlook by maintaining constant innovation, creation and stringent quality control measure, coupled by dynamic marketing approach providing complete customer satisfaction.

"RUFF KIDS" range of clothing comprises of trendy designer wear trousers, denims, Capri’s, shorts, shirts, t-shirts, jackets, etc. This range is complemented by a wide variety of accessories such as socks, undergarments, water bottles, caps, belts, wallets, tennis balls, etc.  The trendy innovative & durable collection is sure to fascinate kids of all ages. Extreme care is taken at the time of selection of fabrics to take into account the varied climatic condition. A majority of the fabrics are the result of the efforts of our design team resulting in unique designs rarely available elsewhere. Embellishments form a very important component of "RUFF KIDS" products. Proper selection of embellishments results in giving garments a very trendy look.  Layered garments Stole (in the new collection) Patches on hemlines and sleeves
 

Sign up to vote on this title
UsefulNot useful