Kids wear is not a small business anymore. Driven by huge demand from brand conscious children, the Indian kidswear retail market is expected to touch Rs 58,000 crore by 2014, according to retail consultancy firm Technopak Advisors.
At present, the size of kidswear market in India is estimated at about Rs 38,000 crore - accounting for 25 per cent of the total Indian apparel category.
"This segment, which is split into kidswear and school uniforms, is expected to reach Rs 58,000 crore by 2014," Technopak's recent report 'Trends in India's Domestic Fashion Market' says.
Growing at the rate of 17 per cent, this is one of the most attractive categories, according to the report. The report tracks children in the age group of three to 13 years.
Technopak highlights increased media exposure, double-income parents and peer pressure as the reasons for children becoming more fashion and brand conscious.
Kids are aware of branded goods and have started asking for exclusive products, the report says.
Brands are also realising the potential of this market and are increasing their presence in this segment, it adds.
In April 2009, the Mahindra Group launched Mom & Me stores to tap into this segment. Exclusive children's brands, such as Gini & Jony, Lilliput and Catmoss, have also expanded their presence exponentially in the last two to three years.
These brands are developing categories such as infant wear, kids' formal wear, kids' ethnic wear, swim wear and casual wear, along with a wide range of other merchandise for children.
Even a brand like Reebok, which focused on adults till now, launched the 'Reebok Juniors' concept store last year to tap into this segment. It has started offering apparel, footwear, accessories and sports equipment for children in the age group of four to 14 years.
Gini & Jony started their Freedom Fashions stores, which offer licensed products from brands like Reebok and Levi's, along with their own products.
Even premium brands, such as Tommy Hilfiger, Allen Solly and Puma, are not far behind and are now including more kids' product and accessories.
Childrens' fashion shows, organised by these brands, is not a new concept. Lilliput started this trend and Catmoss roped in Darsheel Safary, of Taare Zameen Par
-fame, to walk the ramp for its collection.Courtesy: Mail Today