The mini versions of Indian designer wear are adorable. Teeny tiny tops and oodles of flounce make you want to be a kid again, just to be able to wear the outfits.
Do not be fooled by the size of the outfits though. The designer kids wear market is competative and means serious business.
In 2011, the Indian kids wear market was Rs. 37,300 crores according to research and consultancy firm Technopak Advisors. The apex industry body ASSOCHAM states that Indian kids wear market is growing with a Compound Annual Growth Rate (CAGR) of about 20 percent. ASSOCHAM forecasts the market to hit a whopping Rs. 95,000 crores by the end of 2016. The upward trend is only going to invite more activity from businesses in the Indian kids wear segment.
(In Billion USD)
The Indian kids wear market has traditionally been dominated by unorganised players. Kids wear was considered as an essential commodity with low life span of usage. The Indian kids wear market was also driven by price rather than luxury. While this factor still holds true for the value conscious consumer, buyers especially from urban and semi urban areas are displaying a major shift in the buying pattern for Indian kids wear and price is no longer the decisive factor.
According to a Technopak Report, the overall children’s market in India can be broadly divided into five segments: super premium (above Rs 2,500), premium (Rs 1,000-2,500), mid (Rs 500-1,000), economy (Rs 250-500) and lower (up to Rs 250). The research firm has revealed that the mid-segment, with a market share of 31 percent, is expected to reach 58 percent by 2020.
Below are the factors driving an upward trend in the Indian kids wear market:
India is showing a rise in the nuclear family system with the mother and the father both earning. Such families display a higher spending power with respect to the household income. Furthermore, in such families the focus is on meeting the demands of the little ones.
A decade back the kids never questioned the outfits bought for them by their parents and they were not trend conscious. The parents just focussed on the comfort and functionality of the attires to help the kids enjoy an active life. These days even the younger kids are very vocal about their likes and dislikes and are equally involved in the buying decisions. The older kids are highly brand conscious and peer pressure also pushes them towards high end luxury brands.
With the heavy usage of social media, the average India has become more aware of what celebrities and their kids are wearing this season. The constant update from fashion shows also keeps Indians abreast of the latest designer creations. This awareness therefore effects the buying habit.
Research reports suggest that irrespective of a global economic slowdown, the children’s wear market remains strong. This can be attributed to the fact that kids’ birthdays are generally celebratory events for the whole family in India, where children can expect to recieve numerous gifts, some of which will be clothes. The constant need to buy kids wear due to the outgrow aspect may also be the driving force for buoyancy in the kids wear market.
Variety in kids fashion was a domain of major cities like Mumbai and Delhi around ten to fifteen years back. However, today Tier II and Tier III cities like Dehradun, Chandigarh, Pune, Nashik, Indore and Varanasi have become favourable markets for Indian kids wear.
Today there is a clear presence of exclusive commercial Indian kids wear brands like Peppermint, Gini & Jony, Lilliput and Barbie that we cannot overlook. Apart from the popular brands, the high street brands are also venturing into this segment, realising the immense potential.
International brands like Versace, Fendi Kids and Armani Junior are enjoying the benefit of enthusiastic customers for premium kids wear in India. Burberry launched its kids wear store in Mumbai a few years back, which was closely followed by store openings from Armani Junior, launched at DLF Emporio, Delhi, in assistance with Indian famed designer, Suneet Verma.
Swati Saraf realised the potential for luxury kids wear in India when her sister had a baby. She launched Les Petits, a multi-brand luxury kids wear store at the brand haven DLF Emporio. The store is home to labels like Baby Dior, Miss Blumarine and Fendi Kids. The range starts from Rs. 5,500 and goes all the way up to Rs. 1,71,500.
The famed Indian fashion designer Monisha Jaising launched the label ‘MJ Kids’ which caters to little people. Designer Jatinn Kochchar has been designing for kids since his kids were born. He is known for his identical sets for mothers and daughters and fathers and sons.
An Indian label called Kidology has tied up with designers like Gauri & Nainika, Gaurav Gupta, Namrata Joshipura and Ritu Kumar to design attires for kids up to 10 years of age. The brand has its presence in Delhi, Mumbai and Hyderabad.
Most of the Indian designers with an established line are venturing into the Indian kids wear segment, discovering the growth potential of the market. In 2014, the most popular Indian fashion showcase, Lakme Fashion Week, staged a kids wear show in collaboration with London based toy giant, Hamley’s and popular toy brands Hotwheels and Barbie. Showcasing attires in the age group of 6 -12 years the show garnered huge attention and participation from kids all over India, vying to be a part of Lakme’s runway.
Indian kids wear is definitely here to stay and projections show it will only get trendier and swankier with time.
Image source: www.indiaeve.com, www.fibre2fashion.com, www.indianexpress.com, www.indiablooms.com, www.fashionunited.in