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Stores have become plumper with high-end international brands for kids
Suri Cruise’s fashion statements certainly have a ripple effect in India. Make no mistakes... this is not about a ramp scorcher, we are talking about Hollywood actors Tom Cruise and Katie Holmes’ five-year-old fashionista daughter who was placed 21st in the list of best dressed women of 2011. Indian parents be prepared.
Metrolife finds out how stores have become plumper with high-end international brands for kids.
A tiny branded skirt for your daughter costs around Rs 800, a vest for a newborn comes at Rs 300 and a baby cot for Rs 25,000–the list is long and expensive.
The rise in media exposure, high disposable income of double earning parents, increasing influence of foreign culture, peer pressure, growing fashion and brand consciousness among children are driving the growth of kids market in India.
Avneet Kaur, a professional, gifted a suit worth Rs 8,000 to her one-year-old nephew on his birthday. She says, “It was my nephew’s first birthday and I didn’t want to go for something common. So I decided on a suit but its price was beyond my expectation. Since I didn’t want to compromise on quality, I didn’t have a choice.”
Even the preferences have changed with dungarees, short skirts, halter tops, overcoats and cropped trousers forming the designer wear in apparels. Jaspreet Nagpal, a mother of one-year-old says, “I go only for branded clothes since they are the best for baby skin.
I buy from brands like Liliput, Mother Care and Benetton. The local clothes available are jazzy and there is a risk of them being duplicate which could harm my son’s skin.”
When it comes to furniture, many are opting for cheaper versions. Neeraj Shorya, a mother says, “I had bought a baby cot which is manufactured by a Chinese company for Rs 8,000 since others available were beyond our budget and it is a compulsion to buy a new cot for every newborn.”
According to a recent study conducted by ASSOCHAM, kids’ apparel market in India is likely to reach Rs 80,000 crore by 2015 from the current level of about Rs 38,000 crore.
DS Rawat, secretary general, ASSOCHAM says, “Kids are aware of branded goods and brands are also realising the potential of market and are increasing their presence in this segment. These apparels include clothing for kids between 1 and 14 years of age.” Deepak Mehta, from Catmoss says, “We conduct regular market study to understand the changing trends in kids industry. We aim at customer satisfaction and value for money to give the best to our buyers.”
Keeping in mind the growing industry, a number of brands are developing categories such as infant wear, kids’ formal wear, kids’ ethnic wear, swimwear and casual wear, along with a wide range of other merchandise for children.