There was a time when fashion for kids was restricted to two colours: Blue and pink. One could identify the siblings from the same family by the clothes they wore. The younger sibling was made to wear hand-me-downs his/her elder sibling could no longer fit into. Thankfully those days are a matter of the past now. With televisions showing celebrity kids serenading the paparazzi as fashionistas and the internet overflowing with trending news in the world of kids' fashion, the young brigade these days has awakened to the exciting world of stylish kidswear like never before. They are opting for a wardrobe that is updated with the latest fads to set exceptional fashion trends.
Kidswear refers to a wide range of apparels for 1 to 14 years. With the influence of mass media and peer pressure along with other conducive factors that come in to play like high disposable income of the parents, increasing influence of foreign culture and brand consciousness among children, this once ignored young consumer base has become more informed and self-conscious. In fact, as per ASSOCHAM, the market for kids wear is the fastest growing when it comes to ready-to-wear apparel and is growing at a compound annual growth rate (CAGR) of 20%.
The kids' fashion market has come a long way. Today, children know what they want to wear. They don't let their parents be the sole decision makers for their styling needs. As they become aware of how to dress, they take an equal part inshopping for what suits them bringing their own individual preferences in to the picture. Moreover, the increasing exposure to a wide range of media, an emerging sense of awareness about the latest fashion trends and an elaborate variety of choices has meant that every kid is well-aware of the changing style statements.
A Visible Gap
Metropolitan India today is distinguished by a nuclear family with millennial parents who make for a dual source of income and are ready to spend a larger portion of this on their children. As a result, their expenses on children's apparel have also received a tremendous boost. Meanwhile, some organised retailers have also made a remarkable contribution to the growth of the kidswear market by investing in establishing brands that complement the aspirations of both children as well as parents.
Although the kidswear segment has recorded higher growth in recent years, there exists a visible gap in this space, as the apparels are mostly sold through unorganised retail channels. A majority of them foray into limited categories and styles that make many value-conscious parents refrain from spending on children's apparel. For parents, apart from brands, variety and price are also crucial decision-making criteria when it comes to buying apparels for kids. Moreover, children's apparel collection should focus on including a wide range that will appeal to kids. As kids outgrow their clothes much faster than their adult counterparts, it becomes necessary for a brand's range to be reasonably priced.
The lack of substantial options for fashionable and affordable clothes in the kidswear segment is allowing new domestic players like One Friday to tap the ripe potential of this market by offering a wide range of styles for cost-effective prices. Their focus is on making high quality, trendy but affordable clothes available in high volumes. Their UK-based designers emphasise on infusing international style aestheticsinto clothing while ensuring it is high on comfort and fit. Targeted at the urban, aspirational and experimental consumers today, the apparel passes throughstringent European quality standards and is uniquely designed in sync with the global fashion trends. Celebrating the spirit of childhood, it is ushering in a new era of fashion for kids that is inspired by them and is in tandem with the phantasmagoric world they live in.
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