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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.
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.
36% in volumes in 2007. Growth in value is exceptionally high in all kidswear ranges.7% in mass. 21. over 35 % in premium. There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India.4% and 3. which is a significantly higher growth rate in 2005 (11.000 crore per year. The branded children·s garment market in India is large running between Rs 12. respectively).8%. 13.MARKET SEGMENTATION The market size includes the Rs.4 % in economy and 6.5 % in the middle. .000-18.50 % over the previous year. The kidswear segment has grown at the rate of 15.6 % in value terms and 4. 114.500 million uniform segment that saw an annual value growth of 22.
the back-alleys remain the spots that attract the hordes buying in numbers.Children·s garments are largely bought off the streets in this country. Many brands which have carved an USP in the general category have hit the kids industry with their product. . While the high street remains the point of purchase for the branded garment. The vast number of small shops that line the back-alleys of our high streets are where kids· garments sell out . Zapp by Raymonds. Liliput. Pantaloons which entered into a joint venture with the brand Giny & Jony. 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 .
Mona Lisa. Espirit. . Kans Tommy Hilfiger.INTERNATIONAL BRANDS Barbie. Mothercare. Lee Kids. Pepe. Bossini. and Adams Kids have also entered the Indian market. Benetton Kids.
45. Urban kids apparel market comprises about 60% of the total kidswear market. Branded kidswear are well established in I tier cities. . the size of kidswear market is estimated to be at Rs. with branded apparels contributing to a major share. 510 crore which will further grow to reach Rs. 2008. 000 crore by 2013. and are now experiencing a good growth in II & III tier cities as well. 30.MARKET SIZE AND GROWTH According to the India Apparel Report. Industry players further predict that the market is set to grow by 12% annually and reach its peak by 2010.
According to industry estimates. homegrown brands like Gini n Jony. the organised kidswear market in India is around Rs 4. Li·l Tomatoes and Ruff Kids are all set to take the international market by storm.000 crore and it is growing at 20-30%. Catmoss. .At a time when every other international brand is eyeing a share of the big pie in the fast growing Indian kidswear market. Lilliput.
6 months) Toddlers (7 months .8 Years) Pre-teens (9 . . 857.CHARACTERISTICS OF KIDSWEAR MARKETS The market for kidswear is classified as follows: Infants (0 . The average annual expenditure on kidswear is approximately Rs.2 years) Kids (3 . 3.12 Years) Children·s wear is mainly on a seasonal basis. Highest sales figures are usually recorded during the months of August ² September.
Phagwara. But it faces competition with other synthetic ones. . and non-creasing abilities. Coimbatore. and Sonepat. and easy caring virtues. Bhatinda.For children·s wear. the maximum sales in children·s wear market comes from smaller towns like Patiala. A survey states that. Generally stores that offer a wide range of selection at discounts and low prices attract more traffic. comfortable. which are preferred for its washability. cotton is the most preferred material due to its non-allergic.
. and of the parents with quality apparels supplemented by reasonable prices which determine the success of the manufacturer in this segment.Marketing task lies in capturing the imagination of the children with fashionable patterns. given a shot in the arm by the growing popularity of characters on kids· television channels. The greatest challenge faced by kidswear brands is the proliferation of licensed apparel.
400 crore . 122.Market share of the Major Apparel Segments (2007) Total size Rs.
0891 3 4 0.51 -0.714 0.3 Lilliput 3.04 Catmoss 2.039 .32 Benetton 1.6253 1.5557 -1.862 -0.09 -0.253 1. Variance Kurtosis Skewness 2.226 0.111 2 2 0.486 0.5714 0.079 0.7907 0.0945 1 1 0.06 1.7454 0.569 -1.928 0.15 3 4 1.BRAND AWARENESS GnJ Mean Std Error Median Mode Std Dev.
BRAND PERFORMANCE .
and design coordinated. have all found their way into the kidswear market and are currently selling like hot cakes in the market. where everything from dress.FASHION INNOVATIONS Use of cartoon characters in kid·s garments: ¶Character inspired merchandising· is emerging as one of the hottest market trends. bag. Powerpuff girls. Mickey Mouse. Coordinated Accessories: This season·s style statement includes dressing up with accessories. Ex: ¶Back to School· promotion by Lifestyle. . Spiderman. Superman etc. and kids oriented promotions within the store. and hair clip is color. Some retailers and department stores have taken the lead in creating an in-store arrangement with play areas.
SUPPLY AND DISTRIBUTION In the domestic market. which are used to distribute the apparels. are Exclusive Brand Outlets (EBO) Shop-in-Shops (SIS) Multi Brand Outlets (MBO) Distributors . the various channels.
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). and other countries. To produce quality kids wear the production facilities are equipped with more than 2000 modern machines. Lilliput. The USA. 260 crores. 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. In Exports. over 105 large format multi-brand outlets and more than 450 point of sales. Middle East & Egypt. Lilliput has its presence in China. Lilliput is very active in Europe. Its turnover in FY 07-08 has been Rs.LILLIPUT Set up in 1991 by the successful garment manufacturing and export enterprise called ´Anand Internationalµ. This Rs 182-crore kids apparel brand currently has 135 exclusive outlets. .
The brand also has plans to launch home furnishings for kids shortly. The idea is to provide the buyers a wider choice in terms of designs. .Target Segment Primarily aimed at 0-11 years age group which caters to middle and premium segment. fabrics. Westside. 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. The brand plans to tap the potential of South India and intends to open more exclusive stores by 2010. Retail Formats Besides the exclusive stores the brand is available in major chains like Shopper·s Stop. Ebony. Pantaloons etc. trimmings and accessories. It invests heavily on design and development of new garments every season with the help of international designers and its own team of merchandisers. Lifestyle.
tops to choose from in the age group of 0-12 years. skirts. jackets & trousers for boys. The casual wear has a vast range from jeans. Iron Man and many more. Incredible Hulk. design and high-end kid apparels that satiate the fashion desires of the urban children and parents. Lilliput has always been synonymous with quality. 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. The Adventure wear ranges from shorts & capris to t-shirts & bermudas all available in earthy as well as bright colours. The character wear includes character licensed clothing from the likes of movies as Bhoothnath. . t-shirt. party wear frocks for girls to sherwanis. Spiderman.
Infant Girls get to choose from Spring Olive. Mix n Match. Lilliput SpringSummer' 09 is an exuberant concoction of colors. Cars & Beachwear. Automobiles. Marine. Chocolate Muffin. Cranes to Thomas The Engine & friends. Spring Red. The Red Fever. No Rules & Marvel Heroes (Spider Man. Romantic Pink. Bubblegum Pink. Floral Charm. Toddler Girls can look pretty with Fuschia Fancy. classic indo western to capricious bling . Junior Girls get to strut their stuff with themes like Colorful Butterfly. The Hulk & Iron Man). Fun words. the collection themes range from Pirates. Spring Pink and Denim. creativity and fashion. Rainbow. Play with Peach. Spring Floral. True Blues. Sportswear. Aqua and Tropical and Bob the Builder. . Mauve Magic and Patch Passion Junior Boys can have their pick from themes like Red Hoax. With a mood board ranging from adventure & sports to feminine frills & trims. Skull. Details of the Collection: Infant Boys.Lilliput has launched their Spring-Summer '09 Collection. They can further throw caution to the wind with Ben 10. Shimmer n Shine. Spring Mix n Match. Animals. Racer. Toddler Boys get a taste of the outdoors with Motor Bikes. Strawberry Punch. Powerpuff Girls and the premium party wear ensemble ² The Glitterati Collection. Orange Sizzle.
Caters to the middle and premium segments. Ashwini Chawla. party wear and casuals) and accessories (towels. Products It manufactures all kinds of knitted and woven garments while the production of accessories is outsourced. It also offers ethnic wear like ´Lehenga chunriµ and ´Kurta paijamasµ in its product portfolio. Retail Formats The brand is sold through various large format stores besides its exclusive stores. . bed sheets.CATMOSS Established in 2004 by Mr. The brand plans to introduce formal wear for young boys as well as an economy range in casual wear. Target Segment Catmoss stocks apparels (ethnic. Owned by Catmoss Kids wear. the brand has gained popularity in a very short span of time. bibs) for the just-borns to even sixteen-year olds.
dungarees. There is an equally good variety for the boys to choose from. 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. night wear. denim and polyester. Jackets for the new-borns are also available. velvet and cotton. there are stone studded and sequined ghaghras apart from frocks in chiffon. Double thread hemlines and stitches. Afghani salwars. and in a big way going to Australia. The new summer collection moves between fashion statement and casual comfort. These include ethnic wear like kurta pyjamas with stoles apart from western wear in the form of T-shirts. pullovers and designer jackets in all hues and prints. For girls.Catmoss also is planning international ventures. Gulf countries and Nepal. cargo pants and designer jackets in leather. Epallauttes Patchwork /yokes .
under their various brands. Background and Evolution Mr. and capris.¶Gini & Jony Knowledge Wear· . jeans and trousers for boys. branding and selling of readymade apparels and other lifestyle accessories for kids. 10 factory outlets and 180 MBOs. manufacturing. Gini & Jony bagged the award for ¶Most Admired Kidswear Brand· at the Lycra Images Fashion Awards 2006 for the fourth year in a row. Palm Tree. 2006 and the name of the Company was changed to Gini & Jony Limited. 40 shop in shops. Red River.¶GJ JEANS UNLTD. Gini & Jony has a range of brands like GJ Jeans.GINI & JONY One of India·s leading manufacturers of premium lifestyle Kidswear. jackets. Levi·s Sykes Junior. Jaikishan Lakhani and Mr. promoted the Company in November 1994 which became a public limited company on November 13. UCB. Rocky S.· Mid-market segment . cargos. Prakash Lakhani. dungarees. The company caters mainly to four segments through inhouse brands as given below: y y y y Super premium segment .¶Gini & Jony· Premium segment . They offer a wide range of apparels for children including T-shirts. skirts. Jamaicans. and co-ordinate tops for girls. shirts.¶Palm Tree· & Red River Niche segment . and GJ Knowledgewear for kids. The brand has become an international name with its distribution network spread across India and the Middle East with 20 franchisees. Anil Lakhani. Business activities primarily includes designing. along with his two brothers Mr.
manufactures and markets Kidswear under the name of their kidswear Brand ´Levi·s Sykes Juniorµ. under which it designs. 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. Target Segment Targets kids up to 16 yrs of age. The company has a Licensee agreement with Levi Strauss (India) Pvt Limited. . It is exclusively positioned in the category of premium kids wear segment. The company is also vendor to schools in India for supply of quality school uniforms under the brand ´Gini & Jony ² Knowledge Wearµ. design studio and efficient sampling infrastructure to provide quality products to customers in India and abroad.Diverse and wide distribution channel forms the backbone of the selling and marketing strategy.
which includes infant and maternity wear.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. pins bags. belts. car seats and fashions. The ´Baby on Boardµ store. which is targeted at young urban upwardly mobile parents. offering a complete fashion and lifestyle range along with the concept store that have a unique product line. hats. educational toys. Target Segment Targets kids up to 16 yrs of age. Benetton follows formats that emphasize a complete retail experience through its mega stores. It is exclusively positioned in the category of premium kids wear segment. . It also offers footwear as well as accessories such as caps. strollers. which targets mothers to be and kids wear store in Gurgaon. 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. has a product line. Products Benetton launched ´Baby on Boardµ store.
kids can now choose a different style for each different occasion. Baby Zapp! consolidates the offering as a specialized category targeted at the 0 to 3 infant segment with great care on safety and comfort. From party wear to casual wear. bed and bath linen. is available across Shoppers Stop. the child is made to feel the like the special customer that he is.ZAPP! Zapp! presents an exciting range of apparel. Zapp! has established itself as a leading player in the kidswear segment today. Raymond·s brand Zapp has an exclusive kids loyalty programme. Designed in-house. bags. With changing rooms designed as igloos. kids can also shop for accessories such as footwear. the Zapp! clothing line consists of 'Basics'. accessories and lifestyle products for kids between the age group of 4 to 14 years. 'Denim' and 'Street wear' amongst other collections. and others suspended over glass floors with pebbles. the stores allow the child to conjure up an adventure! With his own Zapp! membership card. Lifestyle. To go with their clothes. utility apparel and accessories and a home line. Pantaloon and Central and the top 120 multibrand kidswear stores in the country. design and quality. . The Zapp! stores offer both fun while shopping and the best product available in terms of choice. This specially crafted range includes a miniature fashion line. Zapp! retails through 20 exclusive stores. Zapp! has also tied up with Warner Brothers to treat kids to 'Superman' merchandise right in their city. With season focused offerings that blend in both key fashion inputs dictated by International trends and the highest quality standards.
The foundation of Li'l Tomatoes lies in technology. a brand of Gunno Group of Industries Pvt. Singapore and Bangkok. with the main thrust behind this international expansion trend as the aura it creates around the brand. The line is individualistic. That is. simplistic design. The Li'l Tomatoes label reflects a lifestyle that is contemporary and decidedly urban. Li·l Tomatoes spread its wings to Dubai. . season less colour and fabric with strong emphasis on comfort and easy care.Ltd.LI'L TOMATOES Born in December 1995.. Li'l Tomatoes. performance oriented and focus is on multipurpose clothing. 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.
outgoing. SEC ² A & B+ parents with boys and girls aged between 6-14 with active. Currently the brand is made available at all major A class stores & premium malls across the country. shirts. one can find cool Tees. and socially inclusive lifestyle. Levi's® Sykes® Junior is targeted to Metro and Class I towns.1799/- . cargos. 349/upto Rs. The Brand is made available in the price range of Rs.LEVI'S SYKES JUNIOR Levi's® Sykes® Junior was launched in the Indian Market by ´GINI & JONY Ltdµ as a licensee in the premium Kids wear segment. Street Wear and Gala day wear. and jeans for boys and girls in themes ranging form Sport. Levi's® Kids is International kids wear face of Levi's® Brand. A cross over collection enthused by zeal and vigor.
up to Rs. .795/-. 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. checks. Designed in bright undiluted colors one can find solids.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. Palm tree symbolizes the free spirited and active lifestyle of a kid in the age group of 2 to 14. 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. prints stripes. 175/. denims and chinos.
Spykar plans to establish 30 exclusive brand outlets during the first phase of its retail plans at an investment of around Rs15 crore. and Raymond's recently launched kids wear brand Zapp. Talking about the concept for OYO. OYO for the age group of 4-14. This venture Spykar compete with established kids wear brands such as Gini and Jony. Fabrics available all across the world are same. With experience of worked ² upons in the denim wear and cotton category. 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. followed by an expansion of the range into multi-brand outlets during the next phase.SPYKAR OYO Lifestyle jeans brand Spykar is venturing into the kids wear segment with the launch of its new brand. they create complete magic in the kids wear category. Lilliput. spread across 12 to 15 cities. which is an acronym for 'On Your Own'. . Ruff.
fun and stylish collection & aims at playing a key role in the branded Kidswear segment. cool. a funky.ALLEN SOLLY Allen Solly has announced the launch of kidswear. .
Allen Solly has launched its apparels in four collections namely: ¶Colour My World.µ . 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.it confirms to specified length. care has been taken to not provide any draw string around the neck and wherever it is included . They make merchandise child safe for e.g.
Weekender Kids was launched in 1992. . Apart from advertising. It is quite an attraction for the fashion savvy tiny tots. Weekender advertises on the 'Cartoon Network' a channel exclusively for kids' for its brand' Toon World'. The company has exclusive stores for children to promote its Weekender Kids label. It already has with over 40 exclusive stores and MBOs in the country. weekender is more of the design range Weekender began with a single basement outlet on Bangalore·s Residency Road in 1987.WEEKENDER KIDS Weekender. an Indian brand manufactured by Personality Ltd (a division of Gokaldas Images) is valued at Rs 40 crore. they also run special promotions like Kid Fashion shows in collaboration with the 'Cartoon Network¶. A national survey conducted by images magazine for kids wear said that weekender came out tops in popularity and availability. Targeting two to twelve year olds.
. is more closely associated with street fashion . Smart. sensible. identified with the age group of 15-25 years. The youth segment. For the boys they have shirts with prints and checks. blouses and shirts that could be teamed with capris. FABRICS.as characterised by Weekender 2-12 years are the kids wear section. Tshirts with skateboarding. & TRIMS Their in-house designers constantly keep in touch with the latest trends to deliver the best for their consumers. They also have apparel and accessories from Disney. or even oranges and greys. airplanes and Formula 1 images imprinted on them and much more. AESTHETICS. They offer contemporary fashion for children. checks. For the little girls they have floral spaghetti's. The kiddy look is out and has been replaced by the smart look which means mature prints. trendy and comfortable . pedal pushers etc.DESIGN. Favourite `toons' and super heroes are the popularly used motifs/ designs on T-shirts.
RUFF KIDS Ruff Kids is another Indian brand that is making its presence felt in the global market. creation and stringent quality control measure. The Rs 85 crore brand also exports to the Middle East and other Asian countries. It has always nurtured futuristic outlook by maintaining constant innovation. It creates the latest international fashion trends providing the fashion conscious kids stylish clothing co-ordinated accessories with ever changing styles & products. "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 spread over 200 MBOs across India. coupled by dynamic marketing approach providing complete customer satisfaction. Launched by DS Corporation in 1995. "RUFF KIDS" is a premium label adhering to strict quality control parameters from design to packing. apart from three exclusive stores.
undergarments. Capri·s. The trendy innovative & durable collection is sure to fascinate kids of all ages."RUFF KIDS" range of clothing comprises of trendy designer wear trousers. shirts. t-shirts. shorts. wallets. Extreme care is taken at the time of selection of fabrics to take into account the varied climatic condition. etc. A majority of the fabrics are the result of the efforts of our design team resulting in unique designs rarely available elsewhere. water bottles. tennis balls. Proper selection of embellishments results in giving garments a very trendy look. etc. caps. Layered garments Stole (in the new collection) Patches on hemlines and sleeves . Embellishments form a very important component of "RUFF KIDS" products. This range is complemented by a wide variety of accessories such as socks. belts. jackets. denims.
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