Dressing up kids has taken a whole new route in urban India today, where its not only about frilly pink frocks for the baby girl and blue shorts for the little mister. New brands, fresh colours, designs and fabrics that suit your little ones is being taken very seriously, making branded kids wear an imperative segment for retailers today.
Retailing of kids wear, which has been over shadowed by the over powering apparel brands of men and women, is now evolving as a major market. Yes, we are not kidding,  the kids wear market is estimated to be a booming Rs 13,000 crore industry, of which the branded segment stands at Rs 3,000 crore, growing at 15-20 per cent annually.

Dominated by the unorganised players, the kids wear market is now seeing a slew of domestic and international labels joining the bandwagon. The market which had a handful of brands such as Giny & Jony, Weekender Kids and Lilliput, the kids wear segment now has new entrants like Raymonds, Espirit, Barbie collection, Mothercare, and Kanz in the arena.

The kid power

Emergence of the child as an independent buyer has given a boost to the branded kidswear market. With effective publicity mediums like Pogo or Cartoon Network, video games, blockbuster of superheros and the influence of peers, kids are aware of the latest fashion and trends in clothes, footwear and accessories.
“With many homes having double income and a single child, they want the best for their kids. So along with offering the latest in fashion for men and women, retailers are targeting another important customer - the kid. Offering products for the entire family,” the spokesperson of Raymonds opines.

Rise in income and in turn the lifestyle of most urbanities have given a boost to the retail industry, and the branded kids wear section is no exception to this. Wanting the best for their kids, parents are welcoming the variety of merchandise offered by new brands and outlets dedicated to children.

“Ready made kids wear which was till now an urban phenomenon has started permeating into Tier II towns as well. With increasing salaries and vibrant economy, these towns now are demanding better quality and style.
At Gini & Jony, we had forecasted this market scenario 2-3 years ago and started work on a new brand in our stable aimed at semi urban India called - Palm Tree,” says Ajay Nihalani, VP, Retail and Marketing, Giny and Jony Apparel Pvt Ltd. The company has already started opening exclusive brand outlets for Palm Tree in Northern India and soon aims to have over 100 stores in India.

Global fashion

While fashion and brands are driving the kids wear section, the market has attracted several players including many international labels. Kids can now live-it up with the international fashion and dress in their favourite global brands such as Mothercare, Espirit, Kanz, Bossini, Benetton and Mona Lisa.

“As per plans in five year’s time, India being such a huge market, Kanz’s turnover out of India would be better than the other countries. As of now Kanz retails in about 30 countries, India would contribute maximum in about 3 years time”, says Abhishek Chandra Saroj, Business Head, Kanz (Prateek Lifestyle Ltd).

Another premium lifestyle brand Espirit too has entered the kiddie world with its exclusive collection of kids wear. Esprit Kids offers products of international fashion, that uses natural fibres and products which are safe to suit the sensitive skin of children. Manjula Tiwari, Country Head - Esprit, India explains, “Espirit Kids will now complete its brand product portfolio, now offering stylish look for the entire family.”

While the international labels are making their presence in India, even domestic apparel brands are extending products for kids. Raymonds, which offers fashion for a complete man, recently launched its kids wear collection ‘Zapp’. “Zapp is not just an add on brand, but an integral segment where we want to bring international fashion into kids wear. We want to be one the top three players in this segment in India,” says the spokesperson of Raymonds. New entrants are definitely hotting up the branded kids wear area, and  even existing players are also pepping up their merchandise and providing value added services to woo customers. As for Lilliput Kidswear, a leading kids apparel brand which came out with its first store in 2002, competition is always welcome as it constantly gives scope for improvement.

“We have already carved a niche for ourselves in the industry. Also, due to the ever increasing awareness among the kids, it becomes more important for the marketers to keep up with the changing trends and scenario. Lilliput offers a plethora of latest & trendy designs at an affordable price,” Lilliput’s MD Sanjeev Narula told Deccan Herald.

One-stop shop

Speciality stores for children is another evolving concept among new retail format stores - A complete kids destination, which would offer clothes, footwear, baby care products, toys, books, games and stationery all under a single roof. Players like Giny & Jony and Lilliput have plans to set up such one-stop shop for kids in the near future.

Giny & Jony recently launched an exclusive kids retail concept called Freedom Fashions, which has a whole range of accessories and clothing brands for kids from the age of 0 till 14 years. “Freedom Fashions is a unique concept for the first time ever to be launched in India. The store will be a one stop complete wardrobe solution for kids, with services like designer wear, wardrobe consultant, Juice Hair salon and many more such unique services.”
Besides, large brands even small players are entering this arena, for example the store christened ‘Appleofmyi’ is an innovative format specialty store that offers products and services for pregnant women, young mothers, infants & children between the ages of 0-6 years. The 4,000 sq ft flagship store located in Bangalore offers kids everything from an activity book to handmade puppets of mythological creatures.

“Designed on international concepts, we offer the whole package for kids including international merchandise ranging from maternity fashion, baby products, apparel and shoes, toys, furniture, books and accessories,” says Radhika Jumaani, Proprietor of Appleofmyi.

Appleofmyi, plans to add more smaller module stores around Bangalore and eventually venture out to other metros. While the brands have set foot into the kids wear segment, they also have ambitious plans to expand and make their presence felt across the country. Brands including Espirit, Giny & Jony, Lilliput, Zapp and Kanz are increasing their presence and opening more exclusive stores. “The expansion of Kanz would happen predominantly through multi-brand outlets and large format stores including Lifestyle. We plan to add one store per month,” says Abhishek Chandra Saroj of Prateek Lifestyle. Currently, Kanz sells through 10 exclusive outlets, 50 multi-brand outlets and large format stores like Central.

And as for Zapp of Raymonds, which currently has 18 stores, plans to increase to 24 in the next few months. While some retailers are increasing the number of outlets to reach more customers, few brands are giving more importance to enhancing their product portfolio, in order to stand out. 

With a strong position in branded kidswear, Lilliput also plans to increase its reach by offering kids’ footwear and accessories. “We are looking to become a one stop-shop for kids by giving products consisting of party wear, ethnic wear, inner wear, eye wear, belts, caps, night wear for the age group of 0 to 12 years,” Sanjeev Narula of Lilliput says. 

Taking kids very seriously, the kidswear brands are coming out with a new collection for each season and designer wear. For example Giny & Jony recently roped in a renowned designer Rock S to bring out the collection ‘Freedom Fashion’ for special occasions. If that’s not enough Espirit thinks it can stand out in the market with its 12 global styling collections for kids.

With a million wishes and demands that goes on the gifting list of kids, retailers are the making most it and offering everything to please the tiny tots.