Kids_Wear

KIDS WEAR INDUSTRY Spaghetti tops, Capri pants Italian cuts, party wear dresses all this shows that the kids wear is the diminutive version of the adult wear. Many manufacturers come up with their own brands while some enter the business through joint ventures. Department stores have contributed towards segregating and building niche categories like infant wear, kids 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, Market size and growth: 30% of the total of the India’s population consist of the kids. Kids wear is the category ranging from age group 1-14. Market for kids apparel is the fastest growing industry at a growth rate of 10-20% and is expected to show a strong growth in future reaching up to US$131.5 bal by 2012. In terms of value the kids wear market is of about 20,000 cry out of which 3500 cry is the branded kids war market. Manufacturers are coming up with fancy materials targeting kids who are more interested in the upcoming fashion trends. Branded kids wear are well established in I tier cities and are now experiencing a good growth in II and III tier cities as well. Industry players further predict that market is set to grow by 12%annually. At time when every other international brand is eyeing a share of the big pie in the fast growing Indian kids wear market , home grown brands like gin n jony,liliput, cat moss. Lil tomatoes and ruff kids areal set to take the international market by storm. Market segmentation: The share of kids wear segment in the apparel market is 14.1%in value terms and 24.5% in volume. The growth in value is seen in all ranges in the kids wear with37% in super premium range 35%in premium,22% in the middle price and 13.4%in economy and 6.7% in mass. Out of this, The market size includes the rest 114,500ml for uniform segment that saw an annual value growth of 22.50%over previous years. school uniform is a largely volume-driven segment and its volume share in the total apparel market stands at 9.6 per cent, as against 9.4 per cent share in value terms. The trend is towards a faster growth in value as compared to volumes, indicating that buyers are willing to shell out more for comfortable and quality offerings, if available. Uniforms are dominated by tailor-made garments as against ready-mades, but branded offerings are fast increasing their market share within this category. The high value and volumes growth in the uniform segment is suggestive of a high potential for acceptance to branded uniform There exists a need gap in terms of availability of a greater range of branded and quality merchandise for children and infants in India Characteristics of kids wear market: The market for kids wear market is classified as follows: Infants: 0-6 month Toddlers: 7month -2 yr Kids: 3- 8 yr Pre teens : 9 -12 yr Children’s wear is mainly on seasonal basis. Highest sales figure are usually recorded during the month of august and September. The annual expenditure on kids wear is approximately rest 3,857. For the children’s wear ,cotton is the most preferred material due to its non allergic comfortable and easy caring virtues. But it faces competition with synthetic one which are prefer for its wash ability and non creasing abilities. A survey shows that the maximum sales in the 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 discount and low prices attract more traffic. Marketing task lies in capturing the imagination of children with fashionable patterns and of the parents with quality apparels supplemented by reasonable prices which determine the success of manufacturerin this segment. Organization and Structure This industry has traditionally been highly seasonal, as with other clothing businesses. Industry sales generally peak between late August and December. During this period, stores compete for precious back-to-school sales and holiday gift purchases. Stores typically generate between 30 and 40 percent of their annual sales in these months. With record high numbers of infants, toddlers, and children attending preschool throughout the year, clothing purchases for this segment are becoming less cyclical. Because children's and infants' wear stores carry narrow product lines, they are classified as specialty retail stores. Traditionally, children's and infants' wear stores, and specialty stores in general, were small boutique-style operations. These "mom and pop" stores were often undercapitalized and had high overhead costs in proportion to their sales; however, they did not compete on the basis of price alone. Rather, they pursued customer satisfaction strategies, such as offering products with low turnover rates and providing more sales expertise than their competitors. Past trends From past the children were reffred as savers rathers than customer and were considered by retailers as the furure consumers. Parents also gave maoney to hte children to save it rather spending. Functional features rather than the design feature were considered before buying clothes for the children and purchase was usually done from a small store or street shop nearby. It was thought and observed that the branded kids wear was high in price and thus only high status families used to buy them for their children. Emphasis was made basically on material used, comfort, durability rather than style lines and cuts. The elders dictated what children should wear and the purchase of the children wear was highly seasonal. Generally in India, the trend was that most of the people prefer buying functional kids' apparel rather than branded ones. Children's garments were usually purchased from small stores and from street shops, while branded garments were only bought by the very high status families. This trend is gradually changing and the market for branded kids' clothing is growing. Factors for the rise of branded Some major changes in trends are taking place in the market for kids' apparel. One of the important changes is the increasing preference for branded apparel. Not only the trends and fashion which has changed but also the thinking of the consumer has changed. Previously the emphasis being more on the material used owing to comfort as well as durability factor rather than the style-lines and cuts as compared today. But with the advent of the fashion industry and growing interest in keeping with the latest happening in the fashion the scenario has changed completely.In fact the growing trend among the children to go for the brands and ‘in-things’ may turn out to be a horrific experience for the parents but works as a boon for those in the industry and retailers. Those in the industry also look at this trend as a welcome gesture since there is was much to offer to the children in terms of fashionable clothes but today the market is flourishing with all the latest clothes catering to all the price brackets The main factors behind the growth of kids wear market is the growth of organised retail. kids now dictate their parents on what to wear and also apprise them of the latest trends in the fashion market. This shift is taking place on account of changes such as a rise in the disposable income of the people and the increasing influence of foreign culture. The other important change that is taking place in this area is the emergence of kids as an independent buyer group. Influenced by mass media and peer pressure, today's kids are more informed and self-conscious. kids today are informed about what to wear ,what there fav celebrity is wearing and the reason for this is that kids today are of screen age.the are vulnerable to be influenced by media and activates “pester power” There are two important factors to be considered for making a kids' apparel brand a success - variety and price. A children's apparel collection should have variety that will appeal to kids. Moreover, kids outgrow their clothes very rapidly. Hence it is necessary that a kids' apparel range be reasonably priced. Recent trends Some major changes in trends are taking place in the market for kids' apparel. One of the important changes is the increasing preference for branded apparel. The kids wear sector in India is witnessing the entry of international players and increasing number of adult apparel players are launching apparels for kids to capitalize on the rising growth opportunities in the market. Brands like Pantaloon, Raymond, Spykar, DS Corporation and Milou, which are setting up special stores for the kids category. Trends have changed that are quite visible once you go for shopping. Children who were earlier taken to the places such as museums and zoos are now being taken to shops and malls. With 14 retail outlets at its disposal, DS Corporation plans to expand its number of outlets to 50 in the next five years. Pantaloon in association with Gini & Jony is soon going to enter the kids apparel market. Raymond already has a store in Ahmadabad named Zapp and plans to open 14 more stores across the country. International kids wear brands such as Tommy Hilfiger, Freelook Junior, Adam Kids, Walt Disney and Benetton are also making efforts to foray into India mainly by taking the tie-up route with Indian companies .20 percent annual growth of branded kids wear market has caught the fantasy of branded companies, which want a share in market. Lilliput, Li'l Tomatoes, Pooh, Catmoss, Kids' Studio, Little Kangaroo, Lee Kids, Weekender Kids and Mother's Touch are other brands being retailed in India Naqvi revealed that Canz claimed as the largest selling kids wear brand in Europe is going to be launched in India in a 50:50 joint venture with Pro Fashion. The recent trends in the readymade market show that the kids desire to go in for that adult look. The apparel industry, making its presence on the economy adhere to the changes of the customers, catering to the growing demand with more in ‘miniature version of adult wardrobe’ consisting of ‘sherwani’, ‘dhoti’, ‘kurta’, ‘labad’, ‘lehega-choli’, ‘saree’ in the Indian segment and lounge suits to dressed skirts to evening gowns. Recreating the costumes of the popular imaginary characters like the Superman, Spiderman, Batman and our very own Shaktiman are in-vogue in the kids-fashions. The marketing people try their best to build the brand consciousness among the young clients by driving them towards the latest trends in the ‘kids-wear’ through ad campaign. Also there is an advantage to owe the kids in the right manner since they have a natural fixation for the particular ‘brand’ they like in terms of designs and cuts. Seeing the present boom in the kids-wear sector one finds that the trends are encouraging. This boom in the market in the this segment has not only brought cheers to the sector in terms of opening economy but also has opened huge opportunity in the retail sector with opening of stores. Many international brands have hit the racks in the Indian apparel market and are doing good business. Many more national and international brands are yet to explore the market bringing in a boom time to country’s economy. In a major development Indian market today too is experiencing a boom in the kids-wear sector with more and more brands starting their prêt line in this segment. 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. . “Private equity funds have been bullish on the growth of the retail sector. Moreover, India is the largest children’s’ wear market at present. Parents these days are willing to spend on children’s apparel because of the availability of branded apparels, A recent seminar looking at specific challenges facing the children's wear market concluded that weight and waist sizes are a better indicator of 'fit' than age; children's wear sales are being boosted by grandparents and fathers; and cross-shopping retail strategies are paying off as consumers prefer to shop under one roof in supermarkets, discount and department stores. Not just domestic brands but also numerous international companies have tied up with their domestic counterparts. On the other hand brands like Umbro, Speedo, Tomy Hilfinger, Marks and Spencer who are doing business through franchisee outlets. According to a recent survey the kids-wear industry is expected to reach US$131.5bn by 2012. Character licensing International brands in apparel manufacturing initiative top boost up their markets for the brands has come up with an innovative idea to exploit the popularity of cartoon characters. The Weekenders has entered into an agreement with the Warner brothers and Walt Disney to use some of the popular cartoon characters like the Mickey Mouse and Tom & Jerry on their to be launched kids wear line under the level ‘Toon World’. Liliput the brand in the kids wear recently tied up with Cartoon Network to provide licensed merchandise - a new trend among apparel makers looking to woo little customers . United Colors of Benetton has capitalised on the Pucca character, Pantaloon has bet on Disney merchandise and Reebok too has a deal with Cartoon Network for animated properties such as Ben10, PowerPuff Girls, Johnny Bravo and Dexter. MAJOR PLAYERS IN KIDS WEAR SECTION IN INDIA LILIPUT : Lilliput Kidswear Ltd. was incorporated in 1991 by the dynamic visionary Sanjeev Narula to export world class kidswear. With the opening of its first retail store in April 2003, it has rapidly grown and is now one of the largest Kidswear groups in India. Besides India where Lilliput has a large number of 255 stores, Lilliput has its presence in Kingdom of Bahrain, Cairo, Egypt, Riyadh, Saudi Arabia, Quwait, Abu-Dhabi, UAE, Shanghai, China and Odesa & Moldova, Ukraine, Sultanate of Oman, Yemen and Nepal and a turnover of Rs 415 crores in FY 09-10. Throughout the range of their products, the quality is maintained at a consistent level to ensure optimum care for their sensitive customers. Lilliput has a strong workforce of over 7000 people in more than 153 cities throughout the country. In Exports, Lilliput has been exporting to the most reputed kidswear brands across USA and Europe. Website: http://lilliput-india.com/ Lilliput, a dominant player in the Indian Kidswear industry, has launched their exclusive Autumn-Winter 2010 Collection. Inspired by the voguish high streets and pristine countryside of London, the collection has aptly been named as - 'The London Winter Collection'. The collection includes Little Flower, Garden Party, Mauve Butterfly et al for Girls and Speed Racer, Little Gangster, Supersonic Adventure et al for Boys; which is sure to provide warmth & comfort to the kids in the freezing winters. The Autumn-Winter collection is available at an average price of ` 450/- for the kids between the age group of 0 to 12 years. The versatility of Lilliput's collection is represented in its fashionable sweaters, jackets, ponchos, trousers, denims with a subtle fading, three piece suits, princess gowns, skirts with stockings, hooded sweatshirts, dresses and harem pants. It can be teamed up with a mishmash of mufflers, gloves and bling accessories to give a complete English look. The colours used are strong, bold and edgy like brown, navy & black to contrasting blend with dazzling fuchsias, reds & turqs and an excess of olives, beiges, stones, khakis; adding chic to the collection. Lilliput Autumn Winter '10 collection is stylishly made up of comfortable Wales corduroy, cotton satin, nets, jacard, 100% cotton denim, gabardine, yarn dyed checks, flat knits with occasional crushed silk, suede leather and cashmere. Collection Details For Girls - Little Flower, Garden Party, Mauve Butterfly, Coral Glory, Red Navy, Red Bandana, Pink Daisy, Auburn Bloom, Choco Current, Floral Allure, Navy Girl, Fluttering Charm, Lavender Splash, Glamour Chick, All about jazz, Indigo Glitter, Christmas Jingle, Pretty in pink. For Boys - Speed Racer, Little Gangster, Monkey & Train Group, Safari Group, Dad & me, Alaska Winter Rally, Supersonic Adventure, like father like son, Winter Snow Pie, Sports bike, Amsterdam Square, America Explore. GINI N JONY ABOUT Gini & Jony India Ltd. was founded by the Lakhani brothers in 1980. Over the past 3 decades, the company have emerged as a brand with a strong identity, progressive management and dynamic growth. Gini & Jony ventured into organised retail, by launching an exclusive Gini & Jony Store and thereafter there has been no looking back. Key attributes of this brand are innocence, happiness, energy, cutting-edge style and superior fabric for their target customers, which are in the age group of 0 to 14 years. PRODUCT RANGE Gini & Jony houses an entire range of apparel for Boys and Girls. There are varied collections from national and international brands to choose from. Their collections are: Gini & Jony Happy Style - a range of apparel, accessories and footwear; rugged and youthful collection of denims from GJ Jeans; valuable wear from Palm Tree; accessories and baby products from GJ Baby. Gini & Jony has also got in three well know international brands under one roof - Levi's Kids which is known world over for 'freedom & self'; United Colors of Benetton known for its distinct Italian collection and Puma Kids a sportswear lifestyle brand of apparel and accessories. BRAND IDEOLOGY The brand firmly believes that children must be happy. It’s the only goal they have set for themselves. And therefore the Brand’s Mantra is Gini & Jony Happy Style Catmoss  Cat moss was established in 2004 .The vision is to redefine the outdated upscale childrens market by providing the freshest blend of unique wearable designs featuring a mix of urban chic and high end fashion for both boys and girls.Target segment for the catmoss is infant to 17 yrs .Products of all kind of knitted and woven products. Catmoss also offers ethnic wear like lengha choli kurta payjama in its product portfolio and also formal wear for young boys. UNITED COLORS OF BENETTON Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casualUnited Colors of Benetton, the glamour oriented Sisley, the leisurewear brand Playlife. The Group produces over 150 million garments every year. Its network of around 6,000 contemporary stores around the world, offers high quality customer services and generates a total turnover of over 2 billion euro. It was Launched in India in 1992 in joint venture with dcm gp. But later it broke the venture and started its own. It Target kids up to 16 yrs of age. The Positioning of the Benetton in the Indian market is of a premium brand. Products of Benetton are all type of knitted and woven. And the Retail formatis of a mega store Zara Kids Clothing Shopping for clothes for kids isn't the most fun experience out there. There's a clothing line, though, that kind of breaks the mold when it comes to clothes for children. Zara kids brand follows the same philosophy behind all their other products - keep what's selling well and replace what isn't with fresh, new designs. This is what's led to their growth since opening in Spain in 1975. Since then, they've opened more than 1,500 stores worldwide. They're also available all over the place online, which goes to show how popular the brand is. While some would say that fashion for kids isn't important, a lot of women would disagree. The Zara clothing kids brand understands, though, that there's a fine line between fashion and price when it comes to clothes for children, especially when you consider that they might not be wearing them for a long time because they're still growing. You don't want to buy cheap clothes that won't last, but you also don't want to spend too much money on something they won't be wearing a long time. This is where this brand really shines. The Zara kids brand allows parents to get great fashions and styles that are durable at a price that won't wreck the budget. This is probably one of the biggest features about their kids clothing line. A lot of companies will get one or even two of those things, but it takes a special company to get it all. Not only is that, but the fact that they release so many different styles throughout the year well received by parents who want the best for their children. If you're tired of paying high prices for brand name clothes only to have to buy new ones that fit before you know it, then you should give this brand a chance. Zara kids constantly have new styles and designs coming out. If something isn't selling, they take it off the shelves and replace it with something new. This gives kids (and their parents) a lot of different options when they're shopping for clothes. Whether you're getting school clothes or something for around the house, this clothing company wants to win you over and it really shows. If you're looking for something different, you may have finally found what you've been looking for in a clothing line for kids. OBSTACLES FOR ORGANISED SECTOR  Overwhelming large supply of unbranded kids wear market.  Rising prices of raw material.  Import of cheaper machinery.  Absence of global export subsidies. CONCLUSION  Kids wear sector is growing with the highest rate comparing other apparel sector and thus is at boom.  This sector is expected a high growth in future.  Indian kids wear market ahs seen a tremendous shift form non branded to branded.  Seeing the huge potential in the Indian market the international brands see it as a alluring sector.